If you want leisure agriculture to make money by "connecting the second and third industries," this is how you have to do it.
The integration of rural tourism with the primary industry
The reason we develop leisure agriculture is to extend the agricultural industry chain and to realize the re-creation of the value of agriculture, rural areas and farmers. Through the extension of the industry chain and the re-creation of value, what used to be worthless becomes valuable, and what used to be unsellable all gets sold. The No. 1 Central Document of 2015 also proposed: promote the integrated development of the primary, secondary and tertiary industries in rural areas. To increase farmers' incomes, it is necessary to extend the agricultural industry chain and raise agricultural added value; actively develop the multiple functions of agriculture and tap the value of rural ecological leisure, tourism sightseeing and cultural education; increase investment in the infrastructure for rural tourism and leisure, strengthen online and offline marketing capabilities, and improve management levels and service quality; activate rural factor resources and increase farmers' property income.
I. Tap into selling points
Anji in Zhejiang is the birthplace of China's beautiful countryside construction and one of the best places for leisure agriculture and rural tourism. Their main industry used to be lime burning. Because Anji is the source of the Huangpu River, in order to ensure the drinking water safety of Shanghai residents, they began industrial transformation. The local government used Anji being the source of the Huangpu River as a selling point, and through planning, design and publicity, pulled Shanghai residents to Anji for leisure tourism. Now not only Shanghai residents like to go there, but people from all over the country like to come to this place for leisure, relaxation and tourism, which has driven the development of leisure agriculture and rural tourism in Anji.
In 2014 in Fangshan, Beijing, a parent-child radish-pulling activity was held. By tapping the value of carrots as an experiential tourism product, while driving the consumption power and influence of local catering, processing and other industries, it also let other farmers see the diversified advantages of the planting industry, thereby raising the development level of the entire planting industry in Fangshan.
II. Preserve the symbols of the countryside
Some people come to the countryside to relax and unwind in order to find the rural place and rural flavor they have recognized in their hearts. Once a Tibetan came to Beijing for a tour, and people asked him whether he had a good time. He said he was very disappointed and regretted it. Why? Because Tiananmen does not shine. In his understanding, Tiananmen shines, but at Tiananmen Square he did not see a Tiananmen that shines, so he regretted it and was disappointed. He came to Beijing only to find the Beijing he had recognized in his heart. Therefore, when developing leisure agriculture, we must preserve the symbols of the countryside and must not blindly pursue modernization. While preserving rural symbols, we must integrate modern elements. In this way, people can not only find the rural place and rural flavor they have recognized in their hearts, but it will also create greater appeal, thereby attracting more repeat visitors.
III. Satisfy the multiple needs of urban people
The characteristics of urban agriculture: urban-rural interaction, integration of the three industries, diverse functions, and cross-sector openness. The rise and development of leisure agriculture and rural tourism is the re-creation of the value of the "three rural" issues in the process of urbanization, and it is also an internal driving force of agriculture. Traditional agriculture faces difficulties in operation, farmers need to increase income, the agricultural structure needs adjustment, and rural areas need modernization. This requires agriculture to extend from the primary industry to the secondary and tertiary industries, and requires agricultural resources to break away from the traditional use of only producing grain, emphasizing the value realization of environment, knowledge, health, aesthetics and culture through the integrated development of the three industries.
1. Urban people's demand for food safety
Citizens can be allowed to walk into the countryside in person, get close to farmers, and even personally participate in agricultural production. On the one hand, they directly convey their concerns to farmers; on the other hand, it is also the best supervision, forming the best trust relationship.
2. The demand for green agriculture
Green agriculture is not only for the needs of our stomachs, but also to take care of the needs of our lungs, eyes and brains.
3. Urban people's demand to get close to the countryside
Return home! The fields will be overgrown; why not return? The fast pace of modern urban life gives urban people greater interest in walking into the countryside and getting close to farmers.
4. The demand for parent-child education
Nature is the best classroom and teacher for children. With the progress of today's parents' educational concepts, they are more willing to put their children on farms to receive education from nature. On the farm, children are given gratitude education. For example, let children feed chickens. When you give the chickens food, they will keep following you out of gratitude. In this way, children are taught to learn gratitude.
The integration of rural tourism with the secondary industry
Leisure agriculture also needs to be integrated with the secondary industry. The secondary industry is the deep processing of agricultural products, and another is the renovation of old houses.
I. Deep processing of agricultural products
The deep processing of agricultural products solves customers' needs. A tourism expert once told a story about a trunk: to judge whether a place's rural tourism is developing well and whether its ecological agriculture is successful, the standard is to see whether the trunks of tourists' cars are full of local specialty products. What is used to fill his trunk? Seasonal agricultural products can only satisfy a temporary need. What about other times? To satisfy tourists' "shopping" needs during travel, there must be some deeply processed things, and agricultural products must be turned into gifts, raising the added value of agricultural products through deep processing.
II. Traditional rural handicrafts
There are many traditional handicrafts in rural areas now, and we can make use of them. For example, specialty folk products, oil paintings, bamboo baskets and so on. These crafts can be taught to tourists, or made and sold to tourists. For example, a picking farm can give tourists bamboo baskets it has woven itself. In this way, tourists feel something when holding them, and it can better enhance tourists' sense of participation. From another perspective, it also drives local farmers' employment and promotes local farmers' income growth.
III. Rural construction industry
The current trend of the tourism market: long-distance travel to scenic areas is declining, while outbound travel and suburban travel are rising sharply. As the low-carbon concept takes root in people's hearts and as rural tourism itself contains ecological demands, ecological buildings and new-energy buildings occupy an increasingly important place in leisure agriculture. Many big bosses look everywhere for run-down villages, rent houses, and then renovate them. The external form stays unchanged, and only the interior is renovated, turning them into rural hotels and creating a relaxed vacation atmosphere.
Sometimes tourists come here not just to eat a meal and sleep a night, but to enjoy the beauty of life. Nowadays basically no one is willing to go to the countryside to recall past hardships and taste sweetness. In the countryside, they can only have a taste and cannot eat much. In rural areas, when carrying out building renovation, we must grasp the psychological needs of urban people coming to the countryside. We must preserve local rural characteristics while also having buildings with modern facilities and functions.
Quite a lot of citizens are willing to pay more for a more comfortable leisure and vacation environment. Traditional farmhouses should, on the basis of satisfying tourists' most basic safety and hygiene needs, upgrade their hardware facilities and make greater efforts to satisfy their higher-level needs, such as the need for comfort and the need for a "romantic mood."
The integration of rural tourism with the tertiary industry
I. The information internet industry
In the 1990s, when people watched rock stars, they waved both hands; now, in the information age, when they see stars again, they wave their phones. Everyone is a self-media outlet. When tourists come to the park to consume, they also want to spread the word. After tourists finish playing and taking photos, they will certainly post them to Weibo, Moments and other social media to share with others. You only need to spend a few hundred yuan to set up WiFi. This itself is a kind of publicity for you, and it is free.