Industry experts said that agricultural theme parks, as a new carrier for the development of leisure agriculture, can not only promote the tourism service industry, but also activate idle rural resources and broaden the channels for farmers to increase their income.

Author: Yu Xiao

Source: Agricultural Industry Observation (ID: nyguancha)

Agricultural theme park has become an important symbol of the integration of the three industries!

Industry experts said that agricultural theme parks, as a new carrier for the development of leisure agriculture, can not only promote the tourism service industry, but also activate idle rural resources and broaden the channels for farmers to increase their income.

What is an agricultural theme park?

Agricultural Theme Park is a modern tourist destination that integrates many entertainment activities, leisure elements and service reception facilities with agriculture as the basic elements, with theme IP as specific content, adopts modern science and technology and multi-level activity settings. Agricultural theme parks are a new business model of agricultural tourism complexes, and are the advanced form of the development of leisure agriculture. They are the product of the integration of agricultural parks and tourist attractions.

At the same time, the "2018 China Theme Park Project Development Forecast Report" shows that the total number of Chinese theme park tourists increased by nearly 20% in 2017, which promoted the growth of global theme park tourists. It is predicted that by 2020, the overall number of tourists will surpass the United States and become the world's largest themed entertainment market.

However, in recent years, the arbitrary nature of theme parks has also led to the flood of theme parks and lack of innovation. In the future, the "theme" of theme parks is the key, and there is also a trend that specialized and miniaturized theme parks are gradually being sought after by tourists and users.

Among them, in the Chinese agricultural theme park market, with green, health and leisure as the theme, intelligent greenhouses are built in the park, and agricultural science and technology exhibition halls, soilless cultivation planting halls, tropical plant halls, parent-child interactive experience halls, nature education halls, ecological restaurants and other indoor projects with smart greenhouses as carriers.

However, the content of agricultural theme parks abroad involves organic planting, agricultural product processing, shopping experience, education and training, catering, activities, etc.

For example, FIOC theme park, this theme park is an innovative project under the "founder of new retail" of Italy's Eataly. In 2017, Eataly spent more than 100 million euros to build an agricultural food theme park.

Today I will introduce the FIOC theme park mode to you. The park covers an area of ​​150 acres and is divided into 6 areas. The accurate positioning and experience model attracts a large number of white-collar workers and business people to pursue it.

1. Breeding and breeding area

Breeding areas are the basis of the entire FIOC theme park. The agricultural products and food in the park come from the breeding area.

We found that this area covers not a large area, only 30 acres of land. However, more than 2,000 crops have been planted and more than 200 poultry and livestock and small animals have been cultivated. It covers most of the ingredients needed by locals in daily life.

Such as: cows, goats, sheep, pigs, rabbits, gooses, horses, donkeys and hens.

There are also olive gardens, herb gardens, vegetable gardens, wheat fields (including barley, hops, cannabis and wheat), fruit and citrus gardens, vineyards and greenhouses...

Among them, breeding adopts traditional Italian agricultural models, combining some new technologies. But overall, it maintains the traditional style and is closer to nature.

2. Shopping area

Shopping area is the commercial area of ​​FIOC theme park and the place where the park's commercial monetization is. Among them, FIOC theme park meets agricultural products, food displays and scene experiences.

We found that the shopping area does not occupy a large area and is mainly used for display and science and education, which is equivalent to a zoo + botanical garden.

However, supermarkets and markets cover an area of ​​13.5 acres. Among them, excellent suppliers supply the most local and most distinctive delicious agricultural products in Italy.

shopping area meets the shopping experience and consumption experience of tourists and users, etc.

3. Agricultural product processing area

Agricultural product processing area is the consumption experience area of ​​FIOC theme park, which can help tourists and users create an experience scenario for understanding and learning about agricultural products into food.

Here you can see: how cereals are processed into flour and then made into bread, pasta and pizza; how pork is made into ham and bacon; how milk is made into ricotta cheese, how fruits and vegetables are made into jams and drinks, how red wine is made, how olive oil and balsamic vinegar are produced...

Here you can find the truth behind Italian food, why choose this kind of cereal, that kind of lemon, and this kind of rice.

4. Education and training

Education and training is the "booster" of commercial monetization in theme parks. FIOC Theme Park organizes education and training to meet the urgent needs of white-collar workers and children’s parents for agricultural product breeding knowledge and food production.

We found that when learning food production in FIOC theme parks, they have to be charged according to the course. For example: Italian angel kiss (Venchi) chocolate making, it costs you 5 euros. If you want to learn top-level Babuchen cheese, the cost will be great. Among them, there are more than 30 courses for making Italian traditional cuisine, which are very popular among consumers.

5. Catering area

The dining area of ​​the theme park has two major functions: 1) Meet the "eating problem" of tourists and users during play; 2) It can also meet the participation needs of people outside. The core of is to digest agricultural products and food in the breeding area.

We found that Fico's catering part consists of four types of catering stores: standard restaurants, street snack restaurants, well-known catering brand stores, bars and cafes... This takes care of the various needs of consumers. There are standard meals, street food, snacks, and cafes and bars.

6. Activity area

Theme park sets an activity area to achieve two purposes: 1) Attract high-end people; 2) Improve the functions of the theme park.

We found you that the event area of ​​FIOC theme park is used to host conferences and events. For example, it undertakes various commercial performances, academic forums, corporate team building, program recording, weddings, etc. At the same time, monthly activities are naturally indispensable. FICO offers monthly promotions related to the Italian food production industry and traditions as the season changes. For example: April is a festival for vegetables and farmers, July is a festival for fruit and fruit producers, and September is a festival for wine producers and grape growers...

mode disassembly

1, Positioning: Agriculture + Catering

FIOC Theme Park Positioning is agriculture + catering, and it involves related experience activities around agriculture, catering, food, etc.

In this way, FIOC theme parks ensure that they provide professional services and sustainable industries, thus greatly improving the service quality of tourists and users for FIOC theme parks.

Through the "agriculture + catering" model, FIOC theme park found a way to sell agricultural products.

2. Users: White-collar people

FIOC theme park users are urban white-collar workers, parents with children, young people who like to socialize, and business people. These groups have many urgent needs: safe food, socializing, parent-child experience, leisure, etc.

The correct population determines the consumption level and frequency of the theme park. FIOC theme park positioning white-collar workers and business people is conducive to improving the continuity and high frequency of consumption.

3. Behavior: Consumption experience

Consumption experience is the best business in this era. FIOC theme park revolves around the consumption experience of tourists or users, thereby stimulating the desire to buy food and products.

experience mode helps FIOC theme park solve two problems: 1) Improve tourists' participation and reputation; 2) Solve the consumption awareness of agricultural products and food.

4. Business model: Industrial integration

Professionalization and industrialization are the core of the theme park. FIOC Theme Park is themed "Food Experience Consumption", and is linked and integrated from source cultivation, agricultural product processing, to channel sales.

FIOC theme park carries out a series of experience consumption activities around the established theme through industrial integration, thereby gathering people with the same needs and actively expanding community activities.

Finally, let’s summarize that FIOC theme park is themed “Agriculture + Catering” and uses the experiential consumption business model to attract urban white-collar workers to participate in the event through community activities. Looking through the business model of FIOC theme parks, we have learned 2 two points: 1) In terms of industry: must be professional; 2) In terms of business: experiential consumption.

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