From zero to an annual income of 600 million, what should we learn from Nianhuawan that we can't learn?

Editor's note: I wanted to write Nianhuawan a month ago. This unique project, which has been booming in recent years, has been puzzling for a month. What is the reason for its success? What does it inspire other cultural tourism projects? Although Wu Guoping, the leader of Nianhua Bay, said: Nianhua Bay, outsiders can't learn it! But I still want to take you to explore, and I don't expect to learn real classics. Even if I can give readers an epiphany for a moment because of every word in this article, it's also an instant to clear the clouds. Even if you are covered by dark clouds again, at least you have experienced what the real sun looks like, and you will not be easily blinded by clouds from now on. For the author, it is also an infinite merit!

In recent years, if there is any thrilling event in the cultural tourism industry, Nianhuawan is the first one to pull it out. Since the opening of the park on 20 15, the IP popularity of Nianhua Bay has surpassed that of Li Zhuo as its name: it opened on 20 15 (that year 1 1), with a passenger flow of 42,000; The passenger flow in 2065438+2006 was 1487000 person-times; 20 17 passenger flow17410000; In 20 18, the number of tourists in Nianhua Bay has reached 2.299 million. Nianhuawan has been in business for five years, and it has achieved an annual income of 600 million without tickets.

The success of the Nianhuawan project means an annual income of more than 600 million yuan for Lingshan Group behind it. With the influence of Nianhuawan, we extend an olive branch to Lingshan Group all over the country, and the conditions given are extremely favorable. Lingshan Group also took the opportunity to transform. After the epidemic, many tourism enterprises did nothing, but Lingshan Group was too busy to stop. They have been exporting light assets. At present, export projects have spread all over the country: Hanzhong, Shaanxi, Nishan, Shandong, Nanjing, Jiangsu, Jiangxi, Henan and so on. Lingshan Group has also become a famous tourism operation team in China.

At present, in the fifth year after the opening of Nianhuawan, the second phase of Nianhuawan-Danianhuawan has been put on the agenda by Lingshan Group, and this project will detonate the expectations of the whole industry. Danianhuawan will continue to make culture in Lingshan mode and turn culture into tourism products: Lingshan is to see Buddha, Nianhuawan is to see Zen and Danianhuawan is to see me. New Year Flower Bay will follow the concept of "New Year Flower Bay Spiritual Holiday Destination" and expand into "tourism+great health", expand new holidays with new culture and expand new health with new industries. Divided into eight words, psychotherapy, life maintenance. The concept of spiritual healing and life maintenance will be fully integrated into the holiday 12 elements of "eating, living, traveling, shopping, entertainment, raising, business and learning" to create a spiritual peak enterprise with perfect integration of healing and vacation. As Wu Guoping, chairman of Lingshan Group, said, "I feel that this product (Danianhuawan) will encounter many difficulties, but it is unique in China after it comes out." ?

If you know a little about the construction process of Nianhua Bay, you will understand that Wu Guoping's sentence "It is unique in China" is not a big talk, but a great wish that will be realized soon.

As a planner, almost all project owners will say that this project must be done well! However, as long as you know more about it, you will find that some bosses don't really want to do this. They may just want to occupy land first, or use the project as a cover to mix other commercial purposes. For planners, they really want to meet developers who really want to invest in the project, so that developers can really expect to do the project well and planners can do their best. Then our creativity after painstaking research and demonstration will definitely become a reality in the future. This is also the greatest comfort to the planner!

This is also the key to the success of any serious cause in the world. If you have a good real motivation, you must unswervingly practice your motivation: dreaming at the top of the mountain and walking deep under the sea.

In Nianhua Bay, even the most humble tiles, moss, an earth wall, a stone, a row of bamboo fences and a thatched roof are extremely exquisite.

The person in charge of Nianhua Bay believes that the Zen architecture and landscape here are "breathing", just like growing out of nature.

? thatched roof

In order to give full play to the natural Zen effect of the stone road roof, they selected more than 20 kinds of natural materials from Jiangsu, Zhejiang, Fujian, Jiangxi, Northeast China and even Bali, Indonesia, and put them together for repeated experiments and comparisons by various means such as sun and rain.

Among them, eight varieties were selected at the beginning, and local craftsmen including Bali were invited to build thatched roof models on the spot, and then outdoor comprehensive tests were conducted for a period of 100 days.

In this harsh experiment, all imitation materials with good corrosion resistance but lack of aesthetic feeling were eliminated, and most natural materials with natural beauty but no corrosion resistance and short service life were also eliminated. Finally, two kinds of durable and beautiful natural materials were found.

A small thatched roof, integrating the resources and strength of 18 professional institutions and enterprises, has been "tossing" for thirteen months.

Zhupalian

The original simple courtyard bamboo fence has evolved into the most complicated project in Nianhua Bay.

After several months of trying and changing several construction teams, the bamboo fence is not satisfactory. Anji, Zhejiang, Yixing, Jiangsu, Yichun, Jiangxi ... Many craftsmen from the famous bamboo producing areas in China have tried it.

The ethereal Zen, the artistic texture, the natural aesthetic feeling, the rhythm of bamboo products, and the functionality required by architecture ... cannot be combined with everyone's strength.

The person in charge insisted on achieving the best and most comprehensive effect, so he expanded his vision to foreign countries and Japan and sought the guidance of great craftsmen.

After several hard searches, I finally found two craftsmen in their seventies abroad. They have been making bamboo fences for more than 30 years, and they only focus on this one thing all their lives, and they are also the "non-legacy" descendants of bamboo fences. The person in charge spent100000 RMB to invite two old gentlemen to Nianhuawan to teach themselves to weave bamboo fences.

Selecting bamboo, dividing bamboo, baking bamboo, arranging bamboo, weaving technology, arranging bamboo and knotting technology ... Nianhuawan bamboo fence is not only an artistic creation, but also a huge systematic project. More than 30 kinds and dozens of techniques were selected for knotting hemp rope alone.

The old gentleman spent half a day teaching everyone to tie a bow. The person in charge believes that it is not enough to study, but also to standardize these crafts and firmly imprint them in everyone's heart to ensure that every foot of bamboo fence here is perfect.

Therefore, after 100 days of repeated practice, verification, strengthening and improvement, a standard process is formed that does not allow aliasing at all.

Later, people saw a surprising set of figures in the Standard Flowchart of Bamboo Fence Construction in Nianhuawan: it takes 29 standard tools to build the bamboo fence here. There are twenty-nine standard procedures for ordinary bamboo fence construction, and forty-three standard procedures for bamboo fence construction.

? A piece of moss

Moss distributed in courtyards, pools, streams and trees in Nianhuawan may be the most inconspicuous, but it is one of the most important factors to create Zen.

Every inch of moss in Nianhua Bay is full of stories. From the distant mountains to Nianhuawan, they come from Lin 'an, Xiaoshan, Tianmu Mountain, Yixing, Yandang Mountain, Wuyishan, Huzhou, Ji 'an and other mountainous areas with excellent natural ecology, and are strictly selected at all levels.

The person in charge specially set up a moss base and planted the selected moss in the soil of Nianhua Bay. Arrange an agronomist to lead the team and always take good care of it.

A month later, 5 kilograms of selected moss died in large numbers. Come back with moss from other mountains. Three months later, most of them survived this time. Expand the transplant volume and try again. Three months passed, and this time they were all alive.

Next, a large area of moss will be transplanted to every courtyard in Nianhua Bay. In order to make the moss in Nianhua Bay grow happily, every palm-sized moss should be leveled and watered three times, and a moss with a large desktop will take a whole day.

Half a year has passed, and the moss in the mountains has settled in Nianhuawan, fresh and sparse, full of Zen. This is a kind of fate in itself. Sunny sunshine, warm soil, clean air, sweet water, and the intentions of the organizers and gardeners all constitute the most critical help.

Nianhuawan's craftsmanship and near-perfect handling of details have amazed the whole industry!

Practice pays attention to wealth, wealth and land, and only when there are sufficient resources can it become a Tao. Successful cultural tourism projects also need sufficient resources:

1, France

The law here contains two meanings:

1. The unique culture contained in the project can be based on regional culture and legends. Or it can start from scratch. The terrain where Nianhua Bay is located looks like a five-petal Buddha lotus, and its name comes from the smile of Zen years. Although the cultural system of Nianhua Bay is out of nothing, it is natural and echoes the neighboring Lingshan Buddha. The test here is the skill of planning;

Second, cultural tourism projects should be planned first, then planned. Before the project planning, we should plan the strategic positioning of the project: overall positioning, consumer positioning, product positioning and market positioning. However, in domestic cultural tourism projects, planning is generally ignored or even replaced by planning. The result is either that the project is unremarkable, or it is out of the market and unpopular with consumers.

2. Wealth

The developer of Nianhuawan is Lingshan Group, a state-owned enterprise with strong financial strength and other resources, so the headmaster has the conditions to strive for perfection in every detail. The development of cultural tourism projects must at least have certain funds to ensure the normal operation of the preliminary work; In the later stage of investment promotion and sales, there should be a strategy of withdrawing funds.

3. Husband and wife, lovers

From the development to the operation of the cultural tourism project, if a truly professional consulting company provides all kinds of consulting in the early, middle and late stages of the project, then the project will always run on a normal track. The author once experienced a client of a water conservancy project. Before entering the market, due to various uncertainties in the market, he hired a planning company and successfully opened the park under the escort of the planning company. Two weeks after opening, he realized the repayment of 30 million yuan. The customer suddenly has the illusion that the project is very hot and the operation is very simple. The planning company dismissed all kinds of crisis warnings and hastily stopped cooperation with the planning company. Finally, a year later, the project took a sharp turn for the worse, and the prediction before the crisis of the planning company came true, and finally the project ended in despair.

4. Land

An important factor for the success of Nianhua Bay is that it is located in the Yangtze River Delta, surrounded by Shanghai and Jiangsu, which have the largest number of middle class and petty bourgeoisie in China. Therefore, Nianhua Bay is positioned as a residential destination, caring for tourists from the spiritual level and meeting the needs of target consumers for more spiritual experiences such as "emotional beauty" and "spiritual return".

In 20 17, there were 1500 rooms in Nianhua Bay, and the occupancy rate reached 70%. The average house price in 650 yuan, including nearly 30 inns such as Paramita Hotel, also proves to the market that there is no shortage of consumers, only good products.

A successful cultural tourism project should have a soul, and the form and spirit should be integrated and complement each other. The soul here refers to the unique culture of the project. And these will eventually fall on products, but there are not many projects that really have the ability to transform culture into products and be accepted by the market.

The phenomenon of cultural tourism industry following the trend is serious, such as the folk villages and towns in previous years and the great health in recent years. Just like the fashion, as long as one person puts forward an opinion, a large number of follow-up projects will emerge, but generally speaking, these followers will eventually change their flags because the front door is deserted. Bailuyuan Folk Village, which was once in the limelight, could not escape the fate of being demolished.

In order to make a difference in cultural tourism projects, it is necessary to build a unique project culture system. Architectural style can follow suit, but culture cannot be copied. Starting from culture, Lingshan found a word "Zen" from Buddhist culture, which turned Zen into a simple, happy and healthy lifestyle.

The team of Lingshan Group has created a Buddhist culture+holiday = Zen lifestyle+spiritual holiday destination, from the current single sightseeing to meet the visual surface needs to realize the spiritual needs in all directions, from baptist beliefs to the satisfaction of the spiritual world.

"Nianhuawan Town" is unique from architecture to landscape and around the central theme of "Zen", instead of copying the tourism products of other cultural tourism projects.

In fact, each project, each piece of land is different. Some projects may have unique landforms, some have scarce landscape resources, and some have profound and unique cultural connotations, which need planners to dig deep and form their own cultural system. This is the soul of a cultural tourism project. Based on this, the success of Nianhuawan lies in the unity of form and spirit through the "shaping" of the project (building a product system). These tests are not only the skills of planners, but also the execution of project leaders.