Bright green vegetables and glossy peppers … … In the early morning of summer, alpine vegetables from Longnan Township, Longquan City, with dew, entered the cold chain for preservation and reached more than 20 vegetable counters in Hangzhou Hualian Supermarket. Under the brand logo of "Lishui Mountain Farming", these alpine vegetables are very popular.
In the past, there were many kinds of agricultural products in mountainous cities, and many subjects were small, so it was difficult for all kinds of agricultural brands to form influence and competitiveness in the market. Four years ago, Lishui integrated well-known agricultural products such as Jingning Huiming Tea, Qingyuan Mushroom, Suichang Jumi and Chuzhou Bailian, and created the first regional public brand in China — — "Lishui Mountain Farming".
From "small-scale" selling native mountain products to "Lishui Mountain Farming" regional brand, Lishui people look for the "golden key" of the integration of agriculture and tourism. Agricultural products nurtured by good mountains, good water and good air collectively put on the regional brand coat of "Lishui Mountain Farming", which shows the true connotation of "ecological fine agriculture".
Create a big agricultural brand
At 4 o’clock on the afternoon of the 15th, the commodity experience store in Lishui Garden Town "Lishui Shangeng" tourist destination, although it was almost the end of work, there were still tourists shopping. These agricultural products with unified signs became the best accompanying gifts for traveling to Lishui.
“‘ Lishui Shangeng ’ How did you come up with this beautiful idea? " Liu Zhilong, deputy general manager of Lishui Agricultural Investment Development Co., Ltd., participated in the creation of the brand "Lishui Mountain Farming" all the time. Facing the reporters’ unanimous questions, he thoughtfully said, "This is not an idea, it is forced! Lishui wants to develop, there is no other way to go, and the combination of fine agriculture and agricultural tourism requires a large brand integration resource. "
"Mountain" is the biggest natural feature of Lishui, and "farming" is the embodiment of the traditional mode of production. Lishui is divided into nine mountains, half water and half fields. Under the environment of "good mountains, good water and good air", the agricultural products cultivated by traditional ecological production methods must be "ecological products" and "healthy products". However, agricultural enterprises are "low and scattered", and although agricultural products are excellent, they cannot sell at high prices.
Li Genyuan, the head of Hulugang Ecological Breeding Professional Cooperative in Suichang, said that she also had her own brand in the past. "But at that time, it was a brand, but it was actually a name. Customers often had doubts before buying, and they were afraid that it was not an authentic earth egg."
Like Li Genyuan, many leaders of agricultural products cooperatives in Lishui have encountered this problem: without brands, customers don’t trust products.
"From the hard work in the field to the simple wishes of the villagers, people all feel the importance of creating a big brand of agricultural products for Lishui people." Liu Zhilong clearly remembers that experts from Zhejiang University had expressed such feelings after being invited to visit Lishui.
In 2013, Lishui City established a state-owned agricultural investment company to implement ecological planning, standardized production, brand management and e-commerce marketing for fine agriculture. The following year, Lishui entrusted CARD China Agricultural Brand Research Center of Zhejiang University to carry out brand strategic planning, and in September, Lishui Shangeng was founded as a public brand.
Liu Zhilong explained that "Lishui Shangeng" was registered by Lishui Eco-agriculture Association and entrusted to the state-owned company Lishui Agricultural Investment and Development Co., Ltd. to operate, which ensured that "Lishui Shangeng" not only had the credibility of government endorsement, but also had the flexibility of market participants.
Walking in Lishui, you will find that no matter the scenic spots, homestay farmhouses, high-speed railway station, bus stations and high-speed service areas, there are commodity shopping outlets in tourist destinations with uniform styles, where Lishui’s agricultural special products are neatly placed, and the unified "Lishui Shangeng" logo is printed on the product packaging box.
The original price of a Jinyun duck in 60 yuan is now 118 yuan, and the organic tea in Meixianshan, liandu is sold at a good price of 1880 yuan per catty & HELIP; … Chen Xiaofang, chairman of Lishui Baiwei Agricultural Products Professional Cooperative, told the reporter that through the refining and excavation of the brand value of Lishui ecological agricultural products, and then through exhibition communication and experience communication, the "Lishui Shangeng" brand has blown up an ecological whirlwind in Shanghai, Hangzhou and Ningbo. For this reason, after Chen Xiaofang’s products such as "three-year-old ginger" and "ecological lotus seeds" were added to the "Lishui Shangeng" brand, the demand was in short supply, and the price also rose several times.
An upgraded version of "Lishui Mountain Farming" ecological agricultural products began to emerge in all parts of Lishui. Since last year, Jingning has adhered to the concept of Lucid waters and lush mountains are invaluable assets, tried every means to turn ecological advantages into income-increasing advantages, and guided farmers to develop eco-fine agriculture by taking advantage of the characteristics of abundant sunshine, large temperature difference between day and night and few pests and diseases in mountainous areas above 600 meters above sea level, so as to achieve high quality and good price. Like a village inhabited by She people — — Sange village, because of the development of alpine vegetables, has increased its per capita income by more than 3000 yuan since last year.
In the past four years, the effect of "Lishui Shangeng" brand rich farmers has initially appeared. According to the data, by the end of June 2018, there were 733 members of Lishui Ecological Agriculture Association, and 1,122 cooperative bases were established. The brand sales totaled 10.158 billion yuan, with an average premium of over 30%.
With the development of "Lishui Mountain Farming" brand, the products of enterprises are moving from the original one to a hundred flowers. Many enterprises have improved their efficiency through the unified management of the brand "Lishui Shangeng", especially the business model of "direct supply from base, inspection access and full traceability".
The combination of agriculture and tourism has feelings
If traditional agriculture pays attention to the "planting" and "selling" of agricultural products, then in Lishui, the word "agriculture" is given more feelings.
"This is just a window for tourists to experience. To feel the real fine agriculture, there are still many places to experience in Lishui!" Wu Huabo, chairman of the commodity experience center of Lishui Garden Town "Lishui Shangeng" tourist destination commodity experience store, shouted at dozens of reporters present.
The Baixing mushroom industry mentioned by Wu Huabo is also in the interview point of our trip. Baixing Mushroom Industry, located in Bihu Town, liandu, invested more than 20 million yuan in the renovation a few years ago, and spent 3 million yuan on the design fee alone. Now, you can go sightseeing, pick, DIY, taste mushroom food, and then buy processed products when you leave. It is named "Mushroom Magic Mushroom Forest" here. If edible fungi only sell raw materials, the added value is very low, but after the integration of agriculture and tourism, it is completely different.
Nowadays, in Lishui, there are more and more points like Baixing Mushroom Industry. Lishui is planning to link dots into lines and launch a series of personalized agricultural sightseeing routes, so that tourists can enjoy both sightseeing and shopping.
"In the past, our agricultural development company pushed ‘ Lishui Shangeng ’ It may be more from the perspective of modern agricultural development. Now, the brand has become the focus and core of the work of Lishui Municipal Party Committee and Municipal Government, and it has been placed in ‘ Global tourism ’ Even the economic and social development of Lishui is highly promoted. "
Wang Jingquan said with emotion, now everyone is focusing on how to transform agricultural products into tourist commodities, taking "Lishui Mountain Farming" as the main starting point and platform, and starting to take the initiative to dock at home. The whole supply chain system will immediately become strong, and the main body joining "Lishui Mountain Farming" will grow rapidly.
Reporter Chen Jiaying
It’s as beautiful as water in a mirror and as beautiful as a mountain. Although it’s naturally beautiful, it’s still cultivated … … "Lishui Mountain Farming" is the first big brand in China to integrate global agricultural resources at the prefecture-level city level.
"Nine mountains, half water and half fields", mountain is the biggest natural feature of Lishui, and mountain farming is the most important production form of Lishui farming. The legend of Jinyun sesame seed cake originated in the period of Xuanyuan Huangdi. More than 1,000 years ago, Huiming and Shangjian Temple planted tea, and more than 800 years ago, Wu San publicized the source of mushrooms in the world … … Therefore, "Lishui Mountain Farming" shows the historical origin of Lishui farming civilization.
It is this "jiusan" that has created the original ecological environment with clear water source, fresh air and safe soil quality in Lishui, bred rich products such as Jingning Huiming Tea, Qingyuan Mushroom, Suichang Jumi and Chuzhou Bailian, and created the core competitiveness of Lishui ecological fine agricultural products. "Lishui Mountain Farming" presents Lishui’s green and high-quality fine agriculture.
In recent years, food safety problems occur frequently, the pace of urban life is accelerating, and consumers are increasingly pursuing pollution-free and original ecological agricultural products. This phenomenon reflects the yearning for a safe and natural life in the traditional farming era and the desire to return to simplicity and simplicity. "Lishui Mountain Farming" is a response to the realistic demand of consumption upgrading and green consumption.
From the perspective of regional overall planning, with the city’s agricultural brands, local agricultural enterprises have endorsed and can thrive under the mode of "hen with chicken"; For Lishui as a whole, this way to make all kinds of brand resources into a fist, promote the branding, standardization, e-commerce and financialization of agricultural products in a unified way, and help farmers improve their bargaining power is obviously the best way to promote green development and accelerate rural revitalization.
Liandu builds a homestay complex with the model of "ancient village+ancient creation"
"Resurrection" of Hollow Village
Trainee reporter Wang Shiqi reporter Liu Leping
Qingshan, Lvshui and Ouyue Diaojiaolou, the ancient residential group of Xia Nanshan Village, is located in Xia Nanshan Village, Bihu Town, liandu. It was built in the Wanli period of the Ming Dynasty and is the residence of the Zheng family. At 6 o’clock on the afternoon of the 15th, the reporter of the "Great River Running" interview group arrived in Xia ‘nan Village, bathed in the afterglow of the sunset, and it was peaceful and peaceful. Some reporters exclaimed: "It’s really a paradise!"
Strolling through the ancient village and stepping up the stairs, the reporter saw a cafe with simple and fashionable furnishings and unique vicissitudes of the ancient house, which had a unique flavor. "The old house in the past has become like this, and I never dreamed of it." When I asked, it turned out that this was the ancestral home of Wu Jucheng, a villager in Xia Nanshan, sitting in a brand-new house. He told reporters about the story of Xia Nanshan Village in recent years.
Xia Nanshan village is divided into new village and old village, which are built beside the mountain and scattered, and are listed as provincial and municipal cultural protection units. "Mountain roads are not easy to walk, and mountains and rivers often destroy farmhouses." Lao Wu told reporters that this cafe used to be his old house. In the past, it was a broken wall.
The environment in the village is poor, and young people also go out to work, and there are fewer and fewer people in the village. In 2005, the government organized villagers to move down the mountain to build houses, and Xia Nanshan Village became a hollow village. People went down the mountain, but the knot in their hearts was not untied. "We grew up in the village, and the village is also our home." Lao Wu said that after moving down the mountain, he would visit the village every year. Seeing, the old houses on the mountain are getting more and more dilapidated, and most of them soon collapsed when no one lived.
The connecting flight happened two years ago. In 2016, the local government and enterprises joined forces to introduce industrial and commercial capital, and through "protection+development+utilization", the B&B complex was built in the mode of "ancient village+ancient creation", giving the ancient village new vitality while protecting it. Lianzhong Group took a fancy to these old houses and immediately signed a 30-year contract with the village. It plans to invest 60 million yuan to transform the old village into a personalized hotel.
Lianzhong Group rents the right to use the house from the villagers through the village collective. According to the construction area, the rent will increase once every five years. All other investments and operations are undertaken by Lianzhong Group. In order to support the restoration and transformation of ancient villages, the government invested in the construction of infrastructure, improved water and electricity, and paved the way. Today, this once hollow village has been "resurrected".
You can see the mountains, you can see the water, remember to stay homesick. The restoration plan of the ancient village cheered Lao Wu up. Nowadays, under the exterior of the old house, there is a five-star interior, and Lao Wu’s old house has turned into a beautifully decorated cafe. The project development is still going on. Yu Xuebing, chairman of Lianzhong Group, said that it plans to build more than 20 formats and more than 100 rooms in the future.
Xia Nan Shan has become a "online celebrity" homestay village, attracting a large number of tourists and makers to settle in, and it has also become a "hematopoietic pump" for rural revitalization. "Every year, I have three incomes, the rent of the house, the salary of being a gardener here and the income of planting bayberry. Life is getting more and more hopeful." Lao Wu said with a smile. The once hollow village has been rejuvenated by the restoration and development of ancient villages. Xia Nanshan Village has gathered a large number of young people who have returned to their hometowns to start businesses. At present, more than 460 people have returned to work in the village.
Reporter Chen Jiaying
On the afternoon of August 15th, Lishui was in the hot sun. The "Great River Flowing" interview group drove to the painting town of Lishui Guyan. "How beautiful!" Songyin Creek gurgled under the bridge, and a thousand-year-old tree was planted beside the road, walking on the Tongji ancient road, and reporters at the scene took photos one after another.
This is the location of the weir head in Tongji Weir more than 1,500 years ago, and it is also the source of vitality for irrigating more than 30,000 mu of fertile land in Bihu Plain. "More than a decade ago, there were potholes and illegal construction in the past. After environmental improvement, the water was clean and the environment was beautiful. Farmhouses and homestays rose for the second time and became the main source of villagers’ income." Lei Jianhua, deputy director of Guyan Painting Township Management Committee, said.
To get from the "ancient weir" to the "hometown of painting", you need to cross the river by boat. I saw reeds swaying on both sides of the river, sails occasionally appearing, and wild interest was born. "Now we are driving on the Oujiang River. At present, the water quality of 92.8% section of Guyan Huaxiang Town keeps the national Grade II water standard all the year round. The scenic spot has the most complete preserved ecological river landscape in Zhejiang Province, and the natural resources such as beaches, islands, islands and forests on both sides of the river set off with the human resources such as weirs, harbors, dams and villages, making it the birthplace of barbizon oil paintings in Lishui and ‘ The hometown of photography in China ’ The main creative base. " Lei Jianhua said.
While speaking, Dagang Tou Town, where the "hometown of painting" is located, arrived.
As soon as we landed, everyone was attracted by the scenery on the shore. Two young art students are sketching and painting on the shore, and several girls wearing Hanfu are showing tea art … … As soon as I arrived at the "hometown of painting", the literary atmosphere came to my face.
"A small town cultural festival is being held here." Following the direction of Lei Jianhua’s finger, the reporter saw a huge painting made up of hundreds of oil paintings. Lei Jianhua said that during the Cultural Festival, they mobilized more than 100 local artists, art lovers, tourists, students and other people from Lishui to create together, and merged into a landscape mosaic painting with great visual shock. "In the past few days, we have also held oil painting exhibitions, music festivals, creative markets and other activities to enrich the connotation of the town cultural festival."
It is under the call of this beautiful mountain, water and artistic atmosphere that more and more tourists visit the ancient weir painting town, which drives the continuous development of tourism in the town. Many small town residents also seized the opportunity to open farmhouses and homestays in the old streets.
Walking in the small town, the reporter met the proprietress Xie Dajie of Xiangshui Bridge. "In the past, we only knew to work in other places. In 2005, the local government called on us to engage in farmhouse music and took us to visit and study in Wuyi and other places. Three years ago, the village mobilized us to upgrade the farmhouse to a homestay. Yes, we redecorated 12 rooms, and tourists came to eat well and live well. " Sister Xie told reporters that she and her husband and daughter run farmhouses and homestays together, and the annual income can reach 700,000 to 800,000 yuan.
According to reports, the per capita income of residents in the core area of Guyan Huaxiang Town has increased from more than 3,000 yuan in 2005 to 35,000 yuan today, an increase of 10 times; The economic income of leisure formats such as farmhouses and homestays in towns and surrounding areas increased from 1.9 million yuan in 2010 to 72 million yuan, an increase of 38 times.
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