Although he did not get angry on the spot, a trace of unaware loss and embarrassment was still written on Chen Weihong's face. As the deputy director of Lin'an Culture and Tourism Bureau, Chen Weihong saw that the popularity of this monthly meeting he hosted was getting dimmer. H

Although he did not get angry on the spot, a trace of unaware loss and embarrassment was still written on Chen Weihong's face. As the deputy director of Lin'an Culture and Tourism Bureau, Chen Weihong saw that the popularity of this monthly meeting he hosted was getting dimmer. He either asked for leave on excuses or arranged for Xiao Luotou to come to "support the meeting", and he could only do nothing.

Lin'an is located at the foot of Tianmu Mountain and is a mountainous area under Hangzhou. In recent years, the government has invested a lot of money to build beautiful villages according to the standards of scenic spots. But after these villages stood out, Lin'an began an experiment on how to "see and use it both well". In 2017, 13 village scenic spots, under the unified deployment of the government, formed 13 village-level operation platforms at once.

Rural management is a new topic. For operators, they must not only understand the market, but also understand the countryside. They must not only master policies, but also be good at mobilizing resources. Here, how to operate and make profits? It is precisely in order to discuss issues and find ways that the Cultural and Tourism Bureau came forward to convene relevant institutions and leaders to hold a regular operator meeting every month. Chen Weihong goes on duty every time, informs information, comments on progress, and teaches opportunities in person. The regular meeting is often full for half a day.

Although Chen Weihong repeatedly emphasized the importance of regular meetings, the appeal and cohesion of regular meetings seemed to be getting lower and lower. Once, the monthly meeting happened to "collide" with the Agricultural Office meeting in time, but all village party secretaries and operators even "abandon the dark and turn to the light". The Rural Office has the funds for various projects, so it is difficult to go! It’s difficult to walk! There are many different ways, where are you here now? To outsiders, Chen Weihong is like Don Quixote, fighting alone. People don’t understand what he wants so busy and spares no effort. But he felt that there was a ray of dawn ahead, which was getting brighter and brighter. The east is about to dawn, and this dawn will illuminate all the countryside.

That afternoon, the reporter made a special trip to Lin'an to listen to the meeting. The conference rooms in Yueliangqiao Village were packed, but after a circle of names was reported, the reporter clearly felt that few people in charge came. It was finally a full-time village party secretary's turn to speak, but unexpectedly there was no trace and said he had gone to the toilet. Everyone waited for a long time, but found that the great secretary had already left without saying goodbye.

For Chen Weihong, such a scene seems to be accustomed to: "If we recognize this road, no matter how difficult it is, we will not give up. I hope you can report our exploration objectively and truthfully, and never whitewash the peace and write it into a summary of experience."

With this surprising instruction, the reporter went to Lin'an five times and traveled to more than ten villages, trying to truly show this rural management experiment.

public or private?

Yamata Village

Yamata Village

Yangjian Village

Yunliangqiao Village monthly meeting, Wang Jianzhong was one of the few operator bosses who attended in person. As soon as his speech ended, it immediately attracted a fierce debate, and the fuse was a play.

Wang Jianzhong is a middle-level member of the district tourism investment company. The Shangtian Village he operates is a "star village" built by the district last year. Infrastructure alone, the government invested 70 to 80 million.

To be honest, in the picturesque Lin'an, Ueda's resources are too ordinary. If you have to talk about the advantages, it may be just the unique culture here: many villagers can not only dance their swords, but also write. Therefore, when the village scenic spot was built later, it was named "Civil and Wu Uentian".

Spending money to create stars is not the ultimate goal. If Ueda wants to truly become a benchmark, it must go to the market. In a word, someone needs to operate it.

Therefore, this glorious and arduous task was naturally handed over to Lin'an Travel Investment, which has a state-owned background. In the past, Lin'an Tourism Investment's representative work was Qingshan Lake . This large artificial lake, from its initial namelessness to its current reputation, has devoted ten years of youth to this. Can legend be created again? Wang Jianzhong was ordered to be sent to Ueta Village.

Wang Jianzhong admitted that from the perspective of tourism resources, the Ueda project is difficult to be interested in tourism investment, but its special identity determines that it is impossible to refuse the "military order".Of course, the advantages of travel investment itself are very significant: it is strong and can withstand the pressure of large investment and slow results; at the same time, having smooth and rich market channels depends on product design.

According to the plan, Wang Jianzhong designed four major products: red party building, team building planning, parent-child study and agricultural experience. At present, training classes for civil servants and party members and cadres have been launched. The restaurant alone has a monthly income of more than 100,000 yuan, which can basically achieve self-operation. However, for tourists, Ueda still lacks attractions, and Wang Jianzhong focused his attention on a scene.

acting is not a sudden idea. Back then, the rise of Qingshan Lake was gradually accumulating popularity through performances during holidays. Compared with the painting, Wang Jianzhong thought of the steps: first ask the Lin'an Cultural Center, Qingshan Lake performance team, and extras for help. The cost of two or three thousand per play is enough; later, the venue will be brought from the outdoors to the indoors, and then equipped with professional equipment, teams, etc., and the investment will be about 2 million.

Wang Jianzhong described his plan with confidence. Unexpectedly, as soon as he finished speaking, a bowl of cold water was poured on. Chen Weihong first objected: When will the investment be so large, can the cost be recovered? Another expert’s question is more direct: there are so many high-end literary and artistic performances in big cities, why should tourists come to Ueda? Look at you, a "three-legged cat"?

Wang Jianzhong did not refute it in the face of the on-the-spot questioning. Among the operators, he is the only one with a state-owned background, so he is often regarded as rich and inefficient. In the subsequent interview, he admitted to the reporter: "Ueda Village does not have outstanding tourism resources, so it can only make things happen out of nothing. This scene is an attractive thing."

Wang Jianzhong calculated that to make the four major products well, the tourism investment company must invest at least 10 million yuan. If it goes well, it can make a profit within two years. During the interview, the reporter clearly felt that from operating a closed scenic spot to operating an open village, this role transformation brought tremendous pressure to Wang Jianzhong, whether it was investment methods, profit models, decision-making efficiency, implementation methods, etc., it was completely different.

target is valuable and the path is even higher. Although the goals described by Wang Jianzhong are extremely attractive, they always seem to lack motivation. When saying goodbye to the reporter, he said his heart: "We hope to build a platform and hand over the project to social capital. But without a certain popularity, capital will definitely not want to come in. But no matter what, in the future, tourism investment will definitely gradually withdraw."

and Wang Jianzhong have the same mood as 海样官网. He is over 60 years old and has almost handed over his entire life to this small mountain village. After retirement, he took the position of general manager of Taihu Yuantou Village Scenic Area Management Co., Ltd. This company is the only one among the operators run by the village collective.

"I am old, and many of my ideas can no longer keep up with the development requirements. If there is an appropriate opportunity, I really hope that social capital can come in and truly revitalize the resources of Baisha Village." Xia Yuyun admitted that the village was not self-operated, but no one cared about it at all, and in the end they could only go on their own.

Baisha was originally a poor mountain village with "two mountains and one valley". Later, thanks to the ecological environment, almost every family opened a farmhouse, and the per capita net income of the whole village reached more than 60,000 yuan. But the people are rich, but the village collective is so poor: except for the Taihuyuan Scenic Area paying 100,000 yuan in management fees every year, there is almost no other income.

Establishing a village scenic spot operator is to solve the problem of the collective economy of the village. There was no way, Xia Yuyun refused the hiring of someone with a high salary of 300,000 yuan and became the CEO of the operating company. According to the policy, he can personally hold 80% of the shares, but Xia Yuyun also refused and only received a fixed reward of 6,000 yuan per month, not one share.

In 2018, after winning the 8 million village scenic spot construction project of the superior, the village built a walking trail, a cultural auditorium, etc. But when it was actually operating, Xia Yuyun found that there was no room for business.

"There is no choice, we can only rent some properties, and after transformation and upgrading, we will subcontract them. Although we have made some money, this is just management, not development and operation."

In Xia Yuyun's mind, the operating company is not a property company.Although Baisha Village has no room for maneuver from the perspective of space, this does not mean that the operating company has no use. For example, you can use the cultural and creative agricultural products as a souvenir; for example, you can plan activities regularly to increase the flow of people; for example, you can launch more tourism products for individual customers, which is a service that all farm owners need.

"These things are very important and urgent, but relying on us alone is neither professional nor has resources in all aspects, and we have to leave them to a professional team. To be honest, I am good at managing, but I really can't do it in specific development and management." Xia Yuyun revealed his own shortcomings without any concealment.

reporter's insights: Wang Jianzhong and Xia Yuyun, although one is a national capital and the other is a village collective, they all expressed the same voice. Before there is no suitable operator to enter, it is not impossible for the "public" to take on the heavy responsibility of operation, but it must be recognized that this is a temporary measure. In order to operate continuously, the "public" must withdraw in a timely manner and hand over the operation to the market and to the professional team. This is not humility, nor is it fear of difficulties. It is because they are well aware of the strengths and weaknesses of their own roles and understand that only by stimulating the endogenous motivation of the market can they effectively activate and allocate resources. This is also a natural problem in the market-oriented management of rural areas. Who is the main focus of

? Who is the auxiliary? After the operator of

guide village

was the first problem facing him, how to maintain a benign interaction with the village. After all, for operators, they are unfamiliar with the place and are inevitably faced with various difficulties. At this time, it is crucial to the role and function of the village collective, and even directly affect the operator's stay or leave.

So, who is the main one? Who is the auxiliary? There are two concepts here, first of all, the shareholding structure, whoever has more or less. On this issue, Lin'an has a clear idea. The village accounts for a small position and the main body accounts for a large position. The specific share is decided by both parties, with the purpose of fully stimulating the enthusiasm of operators. The second is the specific division of labor in operation, what is the village collective responsible for, what is the operator responsible for, and how should the functional positioning of both parties be determined? The reporter found that this was quite mysterious.

Guinan Village is located at the source of Taihu Lake. Every year in late autumn, the forests are dyed, making it a paradise for photography enthusiasts to make pilgrimage. With this popularity foundation, the government boldly invested 70 to 80 million yuan. After doing a good job in infrastructure construction, it handed over to the nearby Shennongchuan scenic spot team to operate.

Wang Jun is the general manager of Shennongchuan Tourism and Culture Development Co., Ltd., who is specifically responsible for the operation of the "Red Leaf Guide". He told reporters that the company and the village did not have a joint venture to form an operating company. It is currently only in custody and has signed a two-year contract. The village packages the resources to the company, and the company pays 500,000 yuan in rent every year.

At first, the marriage between Shennongchuan and Zhuannan Village was considered by many people to be a match made by nature, including Wang Jun himself, who also had a beautiful vision. On the one hand, the two scenic spots are adjacent to each other, and can import each other in terms of traffic and complement each other in terms of content; on the other hand, after taking over the operation of Guinan Village, the company's marketing and management costs can also be shared. Moreover, the operation of the scenic spot is originally the best show of the Shennongchuan team, otherwise it would not have been possible that the "red flag will not fall" for 20 years.

However, after actually entering the village, Wang Jun was stunned. Many unexpected changes made him unable to withstand, and even a little exhausted.

"There are not many resources in the village, but there are still some. We are not unwilling to invest, but the village committee failed to coordinate well. Many villagers misunderstood and believed that the village sold the resources to us at a low price. At the same time, the force of intervention in the town is too strong, which is very different from our ideas. Of course, our company itself has also experienced some problems, which ultimately led to poor cooperation results." In Wang Jun's view,

They have not played their own advantages well. At present, at most they are considered a third-party marketing company. Although it has effects, they are not economically profitable. Last year, two activities were conducted and management facilities for the up and down the mountain were renovated, with a total investment of 1.3 million yuan, but the actual revenue was only 1.2 million yuan. If the labor cost was included, I still lost a lot.At the end of

, the district conducted assessments of various operators, covering 7 major categories and 36 details, and a subsidy of one million can be given at the highest level. Wang Jun was confident, but unexpectedly, the final result was that the bamboo basket was useless.

Wang Junzi was unwilling to say too much about the subsidy he had not received. This year, the company has to bite the bullet and continue to host Guizhou Village, and has to make at least 500,000 yuan back. The event is clearly not allowed. Currently, the income mainly comes from parking fees and transfer fees for up and down the mountain. During this period, some complaints of random charges often come unexpectedly. Everything made Wang Jun even more exhausted.

"In Lin'an, there are more than a dozen private scenic spots like Shennongchuan. We run nearby village scenic spots. This method itself is not wrong. It should be said that it is a very valuable exploration and practice. But here, the cooperation between the village and the town is crucial. Simple custody like ours will definitely not work." Wang Jun said.

The same thing went against his wishes was Hu Yibo, who was a media editor. This "female tomboy" has no fate with Lin'an, but he just met Baiyuan Village by chance at the operator conference. As a result, when Hu Yibo saw it and heard it, he thought it was quite good, so he signed the agreement. "Actually, I didn't know how to do village scenic spots at that time. I just thought that the countryside was a dream and I could turn this dream into reality."

did it as soon as I said, Hu Yibo drove between Hangzhou and Baiyuan Village every day. Baiyuan Village is located in Yuqian Town, nearly 100 kilometers away from Hangzhou, an hour and a half drive away. After two months of investigation, Hu Yibo came up with a plan of "hundred gardens, 100 industries, 100 yuan".

This village, which seems to be inconspicuous to others, has a different magic in Hu Yibo's eyes: everything that makes tofu, buckets, rice cakes, wine-making, and weaving can be developed, and even those dark old houses that are uninhabited all year round, and those toilet buckets that are not elegant have commercial value. She believes that as long as rural culture is displayed and every tourist is left with a hundred yuan spent, it should not be difficult.

Unified clothing, unified flags, unified store signs... In December 2017, Lin'an held a on-site promotion meeting for the construction of beautiful villages (village scenic spots), and the first stop was placed in Baiyuan Village. The "Weaving and Weaving Picture" carefully directed by Hu Yibo has opened his eyes and allowed the people who have lived in the countryside for generations to rediscover the value of the countryside: it turns out that those resources that are used to be can be cashed out.

is coming soon, how can the operation continue? After calming down, Hu Yibo began to think: recruiting a copywriting to write and pat, at least 7,000 yuan per month, and the gasoline fee he had to travel back and forth every day was all costs. I have invested in the operating costs myself, so it is impossible to carry out construction, otherwise the financial pressure will be too great. Moreover, even if you invest, your assets will not belong to you, and the company cannot be so blind.

The government saw hope in it and gave Baiyuan Village a boutique village project of 5 million, and designated 1 million of them to build 5 gardens. Hu Yibo went to the farm office for several trips, but in the end he still couldn't get the point. "I am working for the Tourism Bureau, but the project funds are all in the hands of the farm office. This is not smooth and it is very tiring to do things."

Hu Yibo believes that the village should help coordinate resources, rather than running after her butt, which makes her feel exhausted and feel that she can't find the subject. When she asked Chen Weihong for questions, Chen Weihong's answer was: You are the subject! But Hu Yibo did not agree with this statement, "I am just the main body of the operation. Only when the other party actively cooperates can it be effective."

Hu Yibo's enthusiasm is like the afternoon sun, dimming little by little, and his relationship with Baiyuan Village finally fell into a deadlock. "I am an enterprise, not a government. If the other party can't keep up, I can't afford it. My cost is very high, and I have to let me promote and build. This is putting the cart before the horse."

After this year's Spring Festival, Hu Yibo has never been to Baiyuan Village again. The reporter wanted to make an appointment with Hu Yibo and go to the village to have a look together. She didn't agree to it in person, but after she went back, she quickly sent a text message:

"I actually don't want you to go to Baiyuan Village very much, because the previous furnishings were gone, and I suspected that the flags were gone, and I felt that nothing was good-looking.If the village and town in Baiyuan Village are not proactive, our work and implementation will basically be ruined, so I don’t know how to say it. You can do it." Finally, there are two icons: a crying face and a pair of palms clasping their fists.

Today's Wang Jun and Hu Yibo both maintain a close relationship with the village. At the beginning, both came in with a beautiful vision, but now they are sad and become "deserters" in people's eyes. During the interview with

, the reporter discovered an intriguing phenomenon: Anyone who has achieved results in the operation of a village scenic spot must be the cooperation between the village collective and the operator. Moreover, the village party secretary or village director mostly drives luxury cars, either Mercedes-Benz BMW or Audi. They all have their own business, active thinking and broad vision. They are good at fighting for various resources, and are good at coordinating various villagers' relationships with the lower level. The two provide various conveniences for operators. At the same time, they often understand business logic, can talk smoothly with operators, and cooperate more tacitly.

reporter's insight: Who is the main and who is the auxiliary in the operator and the village? How much is the difference in equity structure, but there is no standard answer to the size of the role. From the perspective of market operation, there is no doubt that operators are the main, but as outsiders, to activate the resources of the village, the full cooperation of the village is bound to be needed. At this time, the assistance of the village is crucial. Therefore, who is the main and who is the auxiliary is a dynamic and dialectical relationship. Only when the two are able to cooperate easily can they continue to get better and achieve each other. Is

an investor or an operator?

Gaohong Town "Longmen Secret Land" Scenic Area

Baisha Village B&B "Yuleshan House"

It should be said that Wang Jun and Hu Yibo have a clear position on the role they play, and this is the operator. But their "retreatment" still aroused the alertness of many people.

Some village party secretaries have very direct views: If operators do not invest at all, once they encounter problems, they will easily leave. Only by investing real money and forming a certain asset accumulation can operators not easily "divorce". However, operators often insist that they invest in intelligence, resources for event planning and marketing promotion, and their strengths are Light asset operation, not investment in physical projects. The so-called construction investment should be the responsibility of the government and the village collective. Before the government completes infrastructure construction, operators should not enter the countryside.

In fact, for these talented people, whether their identities belong to investors or operators, at the beginning, the relevant departments in Lin'an were also half-knowing and confused. One direct evidence is that the banner at the 2017 Investment Promotion Conference was titled "Investment Operator". Perhaps no matter whether the white cat or black cat, catching a mouse is a good cat. As long as the operation is good, the district will offer a reward for subsidies.

"At that time, the district proposed full coverage, and we could only be in a hurry and let the village scenic spots sign operators. Looking back now, this matter is really urgent," Chen Weihong reflected.

Minwu Village is located in , Tianmushan Town, . It is a must-pass place to enter and exit the Tianmushan Scenic Area. It is only a five-minute drive from the nearest expressway entrance. Ling Guoquan, secretary of the village party branch, told reporters that ten years ago, Minwu began to build beautiful villages. Unfortunately, there has been a lack of business formats, and the collective income is only enough for daily operation and maintenance.

Minwu is relatively wealthy. The farm houses are tall and beautiful, but the vacancy rate is very high. Can we use the unique location conditions to revitalize these idle houses? Two years ago, Ling Guoquan began to plan business articles. The operator was recruited soon, with the surname Yu, and it is a A woman has been engaged in the exhibition industry for many years and has rich industrial resources. The village and she jointly established the "Minwuyi Company" with her, preparing to rent idle farm houses and develop homestays.

, but the good times did not last long. Perhaps it was because she was not good at dealing with the people, or perhaps she felt it was unprofitable. In short, soon, President Yu retreated.

is that gold always shines. Minwu quickly attracted another woman, named Zhao Hongmei, who was the head of a non-governmental animal protection organization in China. In Zhao Hongmei's community, there are 1.5 million pet lovers. In recent years, Zhao Hongmei has been looking for and creating destinations for these people to travel with pets.

An accidental trip, Zhao Hongmei fell in love with Minwu Village at first sight: There are more than ten ravines here in Minwu, and guests can take their pets, eat, drink and have fun, and they can catch them all in one place.

Zhao Hongmei has his own understanding of the positioning of operators: "First of all, operators must assume the role of strategic consultants and planners, and based on their own advantages and village resources, they must formulate plans that can be implemented with the village and superior departments. Next, they will implement and do a good job in attracting investment, operation management, promotion and marketing."

In Zhao Hongmei's view, in general, operators can have small-scale investments to solve the mechanism problem of trust between the two parties, and give the village committee a "peace of mind", but it cannot be a "asset-heavy" model, otherwise it is easy to cause a shift in the center of gravity and a two-point use. Her plan is to rent three houses in advance and then simply renovate them to the market.

But how easy is it to run a countryside? The procedure took more than half a year to cancel the previous company. Recently, the new company "Tianmu Tourism" has finally been successfully registered, and the village collective holds 20% of the shares.

"The village holds 20% of the shares. I don't need it to pay, but I must give it the support I deserve, such as policies, resources, and the coordination of villagers. Responsibilities and rights must be clearly defined, otherwise I will be unable to move forward." In Zhao Hongmei's opinion, the current status is still not in line with each other. "I am very anxious, but the village is not in a hurry." After

hung up the phone, Zhao Hongmei sent a WeChat message to the reporter: Our team will not give up on Minwu Village. At present, we are thinking of various ways to let the villagers accept us and become their friends.

Zhao Hongmei's investment and operation plan has just begun to be implemented, while Lou Min's investment has achieved some results and is successfully transforming into the role of an operator.

Longmen Secret Realm is located in Gaohong Town, Lin'an. In Lin'an, where rural tourism is everywhere, this is the few "virgin land" left, maintaining its original form: surrounded by mountains, the sea of bamboo rises and falls, terraces crisscross the fields, and the fragrance of vegetables and fruits.

Lou Min’s grandmother’s house is here, with abundant tourism resources. Not only are there outdoor rock walls, volcanic rock valleys, but also golden pine and ancient terraces, but also "red genes" worth digging.

In 2016, Lou Min invested in the construction of Long Shangxing B&B in Longshang Village. What she unexpectedly expected was that a year later, the district launched a village scenic spot operation plan, and she successfully became the first batch of operators.

is different from many operators, Lou Min has both the dual identities of an investor and an operator. Over the past two years, her "Jinnuo Company" has invested a total of more than 30 million yuan to transfer land and farm houses. At present, a new tourism business has been formed with Shimen Old Street as the center. In terms of the equity structure of the operating company, each of the three villages accounts for 10%, while "Jinnuo" accounts for 70%.

So, how to clearly define the responsibilities of the operating company? Lou Min told reporters that in the past, the investment for a single point was enough to do a good job of self-requirement, while the operators had to provide public services in the three villages. At present, in terms of functions, it is mainly divided into several parts: basic operation and maintenance of garbage classification, environmental sanitation, etc.; the improvement and specifications of existing farmhouses provide public services that are needed by all companies but not economical; the holding of marketing planning activities to attract popularity; the packaging and development of agricultural products.

Now, Lou Min’s operation team has more than 20 people, and last year the operation investment alone reached more than 7 million. This year, in terms of events, Lou Min plans to hold four events: International Outdoor Music Festival, International Rock Climbing Competition, International Off-Road Competition, and International Land Art Festival.

is difficult to imitate Lou Min’s “big deal” in the eyes of other operators. After all, rural investment is large and slow, and it is difficult to cash out the investment assets. Of course, some people warn that when both investment and operation are both identities, how to ensure orderly operation and the security of village-level assets are still to be discussed, especially when the asset segment is unclear, we must be vigilant against the loss of collective assets.

reporter's insight: Investors and operators seem to have two different role positions. The former should be based on capital investment, while the latter can use their own expertise in event planning, marketing promotion and other expertise to revitalize collective assets, but the two identities can be converted under certain conditions, or even combined into one.Investors can invest funds to operate projects and achieve a full understanding of the countryside, and then gradually convert to operators; and operators can also invest funds because they focus on projects during the operation process and become investors. The ideal result is: social capital takes advantage of the opportunities for project investment and operation, and on the one hand, it plays a demonstration and leading role, and on the other hand, it naturally aggregates more resources, and becomes a natural transition to an operator. How do operators make money? To some extent, there is a component that is different from one's own opinion and one's own opinion in what manner and way

uses, but in any case, there is an iron rule, that is, every operator must have its own profit model. So, how should operators make money? What are the rules and minefields here?

Yangxi Village at the foot of Qingliangfeng Mountain is well-known for its "loyalty and filial piety culture". The filial son Chen Doulong and the loyal minister Han Shizhong are the most outstanding resources in the village. However, for a long time, the culture of loyalty and filial piety has been difficult to operate in a market-oriented manner and become economic value.

In 2015, Zhang Xiaoyun, general manager of Lin'an Tourism Distribution Center Co., Ltd., took a fancy to this resource and opened the "Zhongxiao Academy" in the Temple of Filial Piety, allowing students to listen to classes in the morning and experience the rural scenery in the afternoon.

At first, the company and the village adopted the simplest cooperation method, and a 10-yuan "capital fee" commission was taken. Over the past year, there are also 20,000 to 30,000 traffic. "To be honest, this kind of purely loose interest relationship is a purely loose relationship. If the village comes to run a school by itself or hand it over to others, I can't control it at all." Zhang Xiaoyun admitted frankly.

In 2017, Yangxi Village was listed as one of the first village scenic spots. Based on the previous cooperation, Zhang Xiaoyun naturally became an operator, and the two parties formed Yang Xi Zhongxiao Cultural Tourism Company, with the village holding 40% of the shares.

talks about the role of operators, Chen Jianzheng, secretary of the Party Branch of Yangxi Village, made it straight to the point. "In the past, the funds from above were very blind to the village. Most of them were used for infrastructure and there was no value or output. Now it is different. If I want to go on a project, I will first communicate with Mr. Zhang, what tourists like, and what they need now, we will invest in targeted investments."

Take the experience base as an example: the village is responsible for transferring the land of one household, then seeking funds from superiors, building it into a venue that can provide outdoor sports and catering, and then rent it to the operating company for a rent of 20,000 yuan per year.

Although this venue is not big, the profit points are quite good: a small train can take 15 people, 150 yuan per trip, and you can earn two or three thousand yuan a day; the local stove is mainly local dishes, tourists and students can cook it by themselves, the company provides raw materials, ranging from three to five hundred to one table; there is a row of snack stalls next to it, villagers can set up stalls, and endless products will be underwritten by the operating company. The key is that these business formats just make up for the urgently needed experience outside the classroom.

"Many government projects have been put into the village, with the original intention being good, hoping to help the village collective and villagers increase their income, but often because the village is not good at operating, good intentions become burdens. The value of operators lies in turning these resources into products." Chen Jianzheng's speech was straightforward, and every sentence was to the point.

It’s a coincidence that Yangxi Village and Yueliangqiao Village are more than a hundred miles apart. They were originally inseparable from each other, but they had thousands of similarities. The two villages, one adjacent to Damingshan , and the other adjacent to Tianmu Mountain, both have the advantages of scenic spots; Chen Jianzheng is the owner of pecans, and Zhang Weirong, the village director of Yueliangqiao, is the owner of a coffee shop, and both understand market concepts; even the two operators, Zhang Xiaoyun and Chen Cong, are both from tourism; Tianmushan Village Scenic Area is built by Yueliangqiao Village and three other villages, and next, Zhongxiao Cultural Village Scenic Area is also preparing to include the nearby Baiguo Village and Xinfeng Village.

In terms of profit model, although both operators adopt the light asset approach, Chen Cong mainly relies on the integration and revitalization of resources, and then rents it to social capital to mainly earn the difference. At present, the village has collected 11 idle farm houses and rented them out to make them into wineries, tofu shops, kiln studios, etc. The price difference of each house is at least more than 5,000. In addition, more than 700 land has been transferred in the village, of which more than 300 acres have been subcontracted to make rose gardens, strawberry gardens, and four-season orchards.

"In the past, there were only farmhouses and homestays in the village. The business format was too single, and it was difficult to retain customers. Now, after these projects came up, they have enriched the entire business format, not only revitalized the sleeping resources, but also effectively solved the idle labor force in the village." Zhang Weirong was deeply touched.

The operator of Tianmushan Village Scenic Area is called "Nayuexiang Tourism Development Co., Ltd.", with Yueliangqiao Co., Ltd., accounting for 50% of the shares, Chen Cong holds 40% of the shares, and another partner, Huang Yiming, accounts for 10% of the shares. Zhang Weirong told reporters privately that according to the original idea, the village hoped to account for 70%, and Chen Cong was not the best person in his mind.

"I hope to have a heavy asset model. If the operator doesn't bring a penny, it feels like a waste of money. At the same time, I am afraid of selling dog meat with the title of sheep, so I will mess up the market by using the name of operation. But after a while, no one comes, I can only settle for the second best." Zhang Weirong's speech was also straightforward, "Chen Cong himself has rich resources, and from the perspective of the operator, it still meets the requirements." In Zhang Weirong's view, operators cannot make big money, nor should they make big money, because more of it is to provide semi-charity services. "Of course, Chen Cong can also operate some projects independently and charge fees through services and business formats. This means that he has to invest part of it himself."

Qian Changxin is an expert consultant in the operation of Lin'an Village Scenic Area. In his opinion, the key to whether the operator can succeed is whether the profit model is mature. If it is profitable, the operator will do his best. If it only focuses on government subsidies, once it is "weaned", it is very easy to "run away". Although in terms of specific profit paths, the Eight Immortals show their magical powers across the sea, there are still several rules worth studying and thinking about.

"First, the village collective can entrust basic property services to operators, and this part of the expense can at least solve the operator's initial costs and provide a support; secondly, operators should transfer or master some available resources in the village, including land, houses, etc., and make profits through business operations; finally, operators should try not to make products that form direct competition with existing business models, but should do public services that cannot be done by one household or are not economical, such as developing agricultural products and holding themed activities to attract traffic. This method can be diverse and not limited to narrow tourism." Qian Changxin said.

So, should we adopt a fixed income model like Guinan Village, or should we adopt a shareholding cooperation method such as Yangxi and Yueliangqiao? Qian Changxin believes that there are pros and cons of the two: the former is simple, no matter how much the operator makes, it can be guaranteed; the latter is easier to stimulate the enthusiasm of both parties, but the village is more difficult to control costs and profits, and the shareholding structure is very critical. Once the proportion of the village is high, it is easy to dampen the enthusiasm of operators and also makes the operators focus on "fast money".

Although from the current perspective, the cooperation between Zhang Weirong and Chen Cong has been moving forward smoothly, the reporter learned from the side that since Chen Cong only holds 40% of the shares, it has more or less brought about a lot of impact. Now, after a large number of projects have entered the village scenic spot, in order to pursue short-term benefits, Chen Cong approached the role of the "contractor" of the village committee, but instead downplayed the role of operation, which made Chen Weihong a little worried.

Chen Weihong believes that the concept of letting operators intervene in village construction in the early stage is completely correct, but operators mainly provide advice and guidance, not directly participate, and become "construction team" or "contractor", which runs contrary to the original intention of operation. In his opinion, the profit model of "Nayuexiang" is also fine and has very reference value, but the village's shares need to be lowered, which should further stimulate Chen Cong's enthusiasm.

reporter's insight: As an economic activity, rural operations are market-oriented behaviors. In this case, making money is natural. Moreover, market behavior without profitability will definitely not be sustainable, which will run contrary to the essential requirements of Lin'an's experiment. However, rural management cannot be equated with ordinary market behavior. Its service nature is semi-public and its service target is the majority of farmers, and the service content is the assets of the village collective and farmers. This kind of service should not and cannot make quick money or make huge profits.In this regard, social capital entering rural operations must be fully prepared. On the other hand, the design of profit model is crucial: focusing on public demand to achieve market-oriented services, and then implementing a branded chain operation model will show huge prospects. Should

be built first or operated first?

Sun Town Shuangmiao Village

The function of the operator is to activate the sleepy resources in the countryside, especially to allow the funds invested by the government in the early construction stage to be truly converted into assets and effectively match the market. So, does it mean that with the operator, everything will be fine and the government can leave it alone? What role should the government play and what role should it play in the operational stage?

"Xiaodan, you have to hurry up on the hiking line. I will also find a way to do the money." Before hanging up the phone, Chen Weihong repeated it again. It was ten o'clock late at night, and Tang Xiaodan on the other end of the phone called "yes". Chen Weihong on this side is probably in a very complicated mood.

There is no shortage of women in this rural experiment in Lin'an. Moreover, compared to men, they are more rational and able to persevere. Zhang Xiaoyun is, Lou Min is, and Tang Xiaodan, a post-80s generation, is also. The village scenic spot operated by Tang Xiaodan is Shuangmiao Village located in Sun Town. Last year, she and the village jointly established Hangzhou Muren Cultural and Creative Development Co., Ltd., which holds 35% of the shares.

Compared with Longmen Secret Realm, even compared with Yangxi Village, the ecological and cultural resources of Shuangmiao Village are not only slightly inferior. However, the transportation here is convenient, with two provincial highways and one highway passing through the town. In the past, young and middle-aged people in the village basically went out to work, half of the land was abandoned, and Shuangmiao Village had never been included in the list of villages that were key to building in Lin'an.

It was not Tang Xiaodan who changed the fate of the village, but the "Sun Commune". In 2013, the "Sun Commune" rented 700 acres of land in Zhuyiwu Valley in Shuangmiao Village and created an ecological farm, which made it famous for a while. Not only is there a pig that lives in China's "happiest" in China, it is known as a Chinese idealist farm and has appeared in the New York Times. The farm's big white house building also won the German Iconic Design Award.

Due to the "Sun Commune", Shuangmiao Village was included in the Lin'an Village Scenic Area in 2017 and received 6 million yuan in construction funds.

Tang Xiaodan was attracted by the "Sun Commune" and came to Shuangmiao Village. This urban woman from Shanghai was previously engaged in international tent trade, and later extended her tentacles to the countryside, circulated a valley in Shuangmiao Village, invested more than 10 million yuan to build a wild luxury tent hotel called "Shiwujian". As the name suggests, there are 15 rooms in total, with tents on the roof, built along the valley, and priced at around 1,000 yuan.

But things are unpredictable. Tang Xiaodan was introduced, but the "Sun Commune" was not well managed and faced bankruptcy. Hundreds of acres of land were abandoned. Tang Xiaodan's hotel is located behind the office building of "Sun Commune". So, naturally, the village took out a hydrangea from Tang Xiaodan, hoping that the two parties would cooperate to form an operation company, revitalize the village's assets, and revitalize the "Sun Commune".

For Tang Xiaodan, although she has never operated a countryside, she understands that if she wants to do a good job in the hotel, she cannot be safe. She is also looking for a representative work that can undertake the entire research and study business in the future. After the character of

changed, Tang Xiaodan immediately discovered the huge problem in front of him. "I looked at the original village planning, which was mainly based on construction and landscape. For operations, it is not enough to have landscape alone. I need projects that can be experienced in depth, interact with, and attract and keep guests."

After the New Year, Tang Xiaodan began to formulate his own business plan. According to her plan, she is planning to build a 5-kilometer hiking trail, arrange business formats along the route, introduce tofu shops, handicrafts, garden restaurants, hold rural markets, music festivals, and carry out cultural and creative packaging of agricultural products. Tang Xiaodan is not in a hurry to attract investment, but is preparing to make the foundation first.

It is estimated that Tang Xiaodan needs to invest at least two million to transform the infrastructure.So, who will invest this expense? As an operator, Tang Xiaodan hopes that the government can support the project, because if she invests, there will be problems in terms of the benefit ratio and asset attributes. But the reality is that the village construction funds for the village scenic area of Shuangmiao Village have been used up, and it is almost difficult to apply for projects to the district. Chen Weihong was very anxious, but he couldn't make a promise. After all, the Culture and Tourism Bureau was only responsible for the operation and he had no money.

In 2017, Lin'an innovatively proposed to build 30 village scenic spots, each of which invested several million, but due to the large amount and wide range, the results were not significant in the end. At the end of last year, the district further improved, selected 10 village scenic spots to create "eighth line and ten scenic spots", and each village scenic spot continued to invest 30 million. This time, Shuangmiao Village was not selected. This means that it is even harder to make money.

The dilemma between Tang Xiaodan and Chen Weihong actually deeply reflects the current situation of "two skins" in rural construction and operation. For a long time, many places often rebuild construction in the process of building beautiful villages and make large investments without tourists, causing project construction to deviate from market demand. When the operation stage is completed, they will have to make up for the lessons again, resulting in waste of resources and even end in failure.

Lin'an District Deputy District Mayor Lou Xiuhua told reporters that the purpose of exploring village scenic spots is to solve the problem of "two skins". Now, the district clearly requires that in the early stage of construction, each village scenic spot must formulate plans to allow operators to fully intervene and set up projects according to market demand to local conditions, so that the construction will be more rational and scientific, laying the foundation for future operations, and avoiding homogeneous competition between villages.

"In the next step, we will adopt a slow-moving strategy to build the 'Ten Scenes', not seeking time and results, but we must find a suitable operator. In project construction, it is emphasized that we must focus on the business format. If we are not sure, leave blank space first. When the operator comes, we will carry out construction to avoid wasting space and duplicate construction." Lou Xiuhua said.

reporters found that in the past few years, the practice of "using business philosophy to guide construction" has been gradually practiced in various villages, and many villages have also tasted the sweetness. However, since there is no clear indicator system to evaluate how much construction funds are used in business formats, how closely the construction and operation are combined depends largely on the fit between the operator and the village level, and whether the main leaders at the town level are strong.

An operator admitted: "The funds for village scenic spots are directly allocated by the Rural Office to the town. If the town insists on doing their own thing and does not listen to our opinions, we will be helpless. The operators themselves have large investments and still have the right to speak. If they only operate with light assets, they will definitely be light. Evaluating whether the construction revolves around operation, there must be a sound system, otherwise it will still be superficial and stop verbally."

In Qian Changxin's view, the government's construction of village scenic spots is not only for beauty, but at a certain stage, it must continue to invest in "software". For example, operators, although they are market entities, are difficult to achieve results in the short term, so it is still necessary to provide appropriate support in the early stage. He suggested whether a special fund can be set up by the state-owned assets platform for specific rural operations to be used for infrastructure construction and transformation of business formats.

"There is a misunderstanding here. It seems that it is unreasonable to invest money in operators. In fact, it is wrong. It is not to directly give money to the operating entities, but to set up some soft operation projects based on their operation needs. As for subsidies, they also need to be assessed. The core indicators of the assessment are tourists and income. This subsidy does not have to be long-term, but to support it for a long time, so that it has a hematopoietic function." Qian Changxin said that in specific operations, how the government supports, what links to support, how to withdraw, and other mechanisms are now imminent.

According to an insider, the current situation in Lin'an is that the Agriculture and Rural Affairs Bureau is responsible for the construction of village scenic spots, as well as the formulation of relevant standards and various institutional arrangements, the Culture and Tourism Bureau is responsible for the operation of village scenic spots, and the annual assessment of operators. Two units and two different deputy district mayors in charge. Although there is a system of a leading group, if the "unification" is not enough at the decision-making level, the state of separate fighting between the two systems will inevitably not be effectively solved.

What is gratifying is that when it comes to problems that arise during rural operation, governments at all levels to various departments, village leaders to operating entities, no one is afraid of medical treatment, but instead is devoted to exploring the problems within their own energy range, so that construction and operation can slowly get closer and fission into new energy.

reporter's insight: In conventional thinking, construction is the foundation of business. Only after the government invests funds and improves rural infrastructure can operators display their talents. However, Lin'an experiments show that only by truly implanting the operational concept can the government's infrastructure investment be targeted and unnecessary waste can be avoided. Construction and operation are the dialectical unity of rural development: operation cannot be separated from construction, and construction needs to be viewed from the perspective of operation and enhance its targetedness. Only by breaking the problem of "two breaks" in construction and operation can rural development be more efficient and sustainable.

was not a deliberate arrangement by the superior department, nor was it a pilot instructed by a leader. This rural management experiment in Lin'an is completely a change made by the local government in accordance with the needs of sustainable rural development. It is different from the traditional closed collective asset management, but it demolishes the fences and opens the walls, boldly introducing social capital. Therefore, this experiment was full of vitality from the beginning and showed an extremely active trend.

Here, although some operators have withdrawn from the stage, new operators have entered it, and a group of them have taken root and have achieved initial results. But no matter who it is, on this stage, he has worked hard and experienced anxiety. They make the sustainable path of beautiful countryside clearer.

The monk Zen Master Mingben, a Yuan Dynasty monk, described Tianmu Mountain in this way, "A mountain has not yet been completed and one mountain has climbed, and there is no one mile level in a hundred miles. I suspect that the old monk pointed at the distance, and he could only be able to draw but not be able to move."

Isn’t this a true portrayal of Lin’an’s experiment? Without any experience to learn from, rural management faces obstacles from one mountain after another, but as long as you work tirelessly and move forward with the burden, those insurmountable mountains will become pictures-like scenery on earth.

Author: Jiang Wenlong, Zhu Haiyang

This article was published in the 8th issue of "Beautiful Countryside" magazine, 2019,