This article is the content of the 95th issue of the Tourism 100 People Association’s online salon "Hundred People Tea House"，Authorized by the Tourism Council of 100，Compiled and edited by Zhou Qiyi。

February 5, 2017，A new term "pastoral complex" was written into this year's Central Document No. 1，The first Pastoral Oriental project in Yangshan, Wuxi，After years of practice, a unique development and operation model has been formed。The starting point is to advocate a method that allows enterprises to participate、Top-level design with business model、Combining urban elements with rural areas、The "development" method co-constructed by multiple parties，Innovative urban and rural development，Formating industrial change、Bring social development，Reshaping the beautiful countryside of China、Beautiful town！

So the "pastoral complex" is internally speaking，Can it become the direction of strategic transformation of Oriental Garden Industry Group？In the longer term，Can it be accepted by the market？These are all worth looking forward to。For this issue, the Hundred People Tea Club specially invites the main founders of Wuxi Tianyuan Oriental、Zou Yingxi, founder of Kalan Architecture, shares the story behind the pastoral complex。

Pastoral complex: a collection of modern agriculture、Leisure travel、A comprehensive rural development model integrating pastoral communities，Is the main carrier of new pastoralism。

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2012，Mr. Zhang Cheng, founder and CEO of Tianyuan Oriental, is motivated by his concern for rural social conditions，Special attention to rural landscape，Combined with Peking University Guanghua EMBA project，Published the paper "Research on Pastoral Complex Model"，With the strong support of Yangshan Town, Huishan District, Wuxi City and all walks of life, the first pastoral complex project - Wuxi Pastoral Oriental was implemented in Yangshan Town, the "Hometown of Chinese Peach".。This year the term "pastoral complex" was officially written into the Central Document No. 1，Very popular。

The Pastoral Complex takes Pastoral East as an example,Divided into three parts，Agriculture、Cultural travel and residence，And the inherent composite business format，Equal in strategic importance。I describe it as eight-treasure porridge: agriculture is water，Is the foundation of everything，All content is integrated into culture and tourism、In the complex business format of residence and agriculture，So Pastoral East is essentially a platform，Gathered culture、Organization、Development、Financing、Management、Operated platform。Achieve the goal of urban and rural integration through this platform，While carrying forward local characteristics，Prosperous local economy，Protect the ecological environment，That is, this platform has pastoral feelings。

As a witness，Kalan Architecture was the first Party B of Pastoral Oriental，Start with building projects，And develop into a partnership step by step。Currently，Tianyuan Dongfang is also a shareholder of Kalan Construction，Both parties make progress together，Communicate together，Also achieve together。

Agriculture

The agriculture of the Pastoral East is based on modern agriculture、Leisure travel、Pastoral Community is an auxiliary，Commercialize agriculture，In this regard, our positioning is an enterprise service-oriented agricultural platform。

In fact, we have taken a "wrong path" in the process of productive agriculture，Of course there is also hard work and harvest，That is to use a pragmatic spirit to implement service-oriented agriculture。Take Yangshan as an example，It has high-quality peach resources，As an agricultural product with high added value，The criterion for doing it well is not judging by profit，But based on understanding the complexity of the industry，Deeply explore the breadth of the industry，And serve the local indigenous people，That’s why agriculture, like water, can nourish the upstream and downstream of the industrial chain。And we ourselves are corporatized、Normalization、Technological operation，Enable the formed industrial park to serve as a basic industry for local society。

Cultural Tourism

Cultural tourism is a combination of ecological, natural and diverse tourism products and vacation products，As the foundation of the industry。For example, a theme park、Different vacation products and resorts、Boutique Hotel、B&B clusters and campsites, etc.。

Residence

Pastoral community is part of residence，Serving Aboriginal people and new immigrants，And travelers，Eventually forming new communities and new towns，Of course it can also serve the elderly care customer group。And we have this kind of chrysanthemum picking under the east fence，I also hope that good things will happen，I also hope that good things will happen，Coexist harmoniously with the indigenous people。

simultaneously，The community is divided into two categories，First, combine with house reform、Policies and pilot projects of land reform，Develop using collective construction 188bet online sports betting land；Another one if conditions permit，Development based on the use of state-owned construction land，A mixture of these two communities。The collective land is linked to the interests of the village collective，Farmers put their assets、Land and homestead shares。

So agriculture + cultural tourism + residence is a very complex and comprehensive business logic，Based on compound agriculture，Organically connect the characteristic industries，Ultimately benefit the local area。The No. 1 Central Document states that development in the real estate model is not supported，But the scene describing the combination of the elderly care industry and pastoralism is also part of the support，Including homestead reform and land reform policy，Both are good windows。

Overview of Central Document No. 1 and “Pastoral Complex”

This year we are talking about the central government’s No. 1 document’s support for pastoral complexes，This hot spot originated from Tang Renjian, then director of the Central Agricultural Office, who visited Pastoral Oriental，Zhang Cheng gave an exchange introduction on future vision，In turn, it received strong support in this year’s Central Document No. 1 (of course，This is not a coincidence)，This is an affirmation of our Pastoral Oriental’s 4-year practice in Yangshan, Wuxi and other places。

The history and current situation of Pastoral East

At present, the "pastoral complex" has moved out of Wuxi，Entering the second stage of development，The top priority is the Pastoral Oriental Phase II project in Wuxi，Also from our pastoral east 2.0 version。1 of them.0 is from the early days when we first entered the industry，The team is all from real estate，Can’t get rid of inherent thinking，Not the most representative comprehensive product。

Previously engaged in peach processing and souvenir research and development，The in-depth exploration of agriculture is not very mature，So the first half of this year is to build a demonstration area，The highlight is Pastoral Peach Village。“Peach Village” is a pastoral cultural and creative base、Parent-child nature paradise、Vacation and leisure products are the main content，Added to include a sea of ​​flowers、Piggy Race、Guinea Pig Parade、Cute Pet House、Natural maze、Kids Country Club、Activities at facilities including hand puppet theater，Provide more attractive playgrounds and services for children and adults，Estimated to be unveiled during Yangshan Peach Blossom Festival in 2017。Currently，Mobilize all employees within the company，Carry out mutual rotation to achieve the purpose of deepening internal strength。

Through these years of practice，From steps、There have been fundamental changes in the nature of content and business mix，Another explanation for pastoral oriental style is the integrated development from primary industry to tertiary industry，The primary, secondary and tertiary industries form a linkage。

In addition, in the future we will focus on training our operational capabilities，All funds within the group 188bet sports betting app download will be imported into operations，Especially during the current enclosure movement of large-scale characteristic towns，Should remain vigilant！Some parts will not be able to operate。Only by exercising your operational capabilities，Only can Pastoral Oriental have the ability to continuously iterate and develop，It will definitely lead to a path of asset-light export。

Outline of New Pastoralism Theory

A scholar who influenced the development of Pastoral East is named Zhou Qiren，In his book "Urban and Rural China", he described that there are only two kinds of people in China，One is a city dweller，The other type is country people，Our understanding of emerging urbanization and urban-rural integration is also based on this。At present, the contradiction between urban and rural duality is getting bigger and bigger，Including urban smog，Brain drain from rural areas、Problems such as deserted land are prominent，In the final analysis, it is the contradiction between people。The real pastoral oriental style is based on urban people，Guide to rural mode，On this basis，We propose ten propositions of new pastoralism to guide the development model，I also hope to form a pastoral philosophy in the future。

The ten propositions are:

1) New pastoralism emphasizes replicability、Promotable business model to realize the ideal，Using the tourism industry to guide China’s rural modernization、Urban and rural integration、New urbanization；

2) New pastoralism encourages connection with agriculture, rural areas and farmers，Achieve the development goal of "prosperity, strength and beauty" for rural areas and farmers，Including various feasible cooperation methods；

3) New pastoralism encourages urbanites to come to the countryside for consumption、Entrepreneurship、Sojourn、Settlement，Advocate urban-rural interaction；

4) New pastoralism projects must include educational and cultural facilities，Required to accommodate、Connect and carry out social welfare undertakings；Although the project emphasizes business model，It is a commercial project，But it must also have a social enterprise purpose，At least part of each project must be a social enterprise goal，This must be carried out in early practice；

5) The project model carrier of new pastoralism is pastoral complex，It must be for Aboriginal people、New immigrants、Sojourners bring the value they need，Focus on their future life，Really create beauty for them，As the goal of our career；The products and services provided by Pastoral Complex must be what they want、Needed，And can satisfy them better than other modes；

6) Pastoral complex products of new pastoralism，It is humanistic in nature，Therefore it is a distinct、Product reflection under the ubiquitous humanistic brand，If you don’t do it, there will only be economic benefits and it is not consistent、Things that do not present brand culture and value proposition；

7) New Pastoralism advocates open co-creation，Advocates using oneself as a platform，Advocating compatibility、Develop 188bet app others、United Development，In a sense，Pastoral Oriental is also a big IP，Many internal business formats can be co-constructed；

8) New pastoralism advocates open co-creation，Advocates using oneself as a platform，Advocating compatibility、Develop others、United Development；

9) New pastoralism emphasizes that everything comes from oneself。In addition to the external presentation described above，From the internal culture of the enterprise、Employee relations begin，Continuously listen and examine your original intentions。Only from the heart，It is powerful，Only in order to "revitalize the countryside，Find your original intention”；

10) New pastoralism should be practiced more，Should form a cultural trend，Should attract more and more people to participate in this field，Gather together to form various excellent ideas，And carry out practical actions。

Type analysis of pastoral complex

Category 1:In terms of Wuxi Tianyuan Oriental Phase I Demonstration Zone，Only a single village as a unit，In fully respecting the natural ecology of Yangshan and the historical memory of Shifang Village, the original site of the project，Follow the "repair the old as before" approach，Select ten old houses for restoration and protection，The ancient well in the village is also preserved、Pond、Native trees，Maintain the natural form of the village to the greatest extent。There is a pastoral life center in the demonstration area、Shifang Academy、Huajiantang Garden Collection、Waldorf School、Green Paradise、Various business formats closely related to life and vacation such as pastoral lecture hall，Complete restoration of rural sojourn life。

Category 2:i.e. "1 town center、5 theme amusement parks、4 vacation products、A pastoral-themed comprehensive cultural tourism project integrating three agricultural bases and two pastoral communities，With coverage of ecological agriculture、Complex functions such as leisure travel and pastoral residence。

Category 3:That is, driven by a certain type of characteristic agriculture，Pastoral complex model that drives regional development，This is the same as first、The second category overlaps。Currently established in Chengdu featuring tea culture，Building Tea Garden Agriculture、Leisure, cultural tourism and pastoral community integrated into one，Provide people with a new experience of pastoral life。

Category 4:That is, the development of rural cultural tourism towns，With characteristic industries as the guide。Our recent strategic meeting clearly mentioned that pastoral complex is a business model，The pastoral cultural tourism town is the presentation of actual products，Combining the logic of three major business formats，Emphasis on the creation of a new hometown。

Category 5:That is, based on the operation of the existing pastoral complex，Creating sports tourism as a new business card，Combined with traditional marathon and other international events，Including the introduction of international high-quality resort brands，The whole is linked with the existing scenic spots，Propose a broader and deeper pastoral plan from the macro perspective of global tourism，Currently signed contracts with Tianjin and Dali。

The "pastoral complex" in the Central Committee's No. 1 Document is a policy based on urban and rural supply-side reform，We will definitely combine the ten propositions in practice，Towards rural areas and farmers、Indigenous people、Comprehensive consideration of urban and rural integration and other issues，In-use investment drives innovation，Optimize property rights organization，In the process of promoting rural areas through cities，On the one hand, it makes the labor force、Efficient allocation of land assets and innovative elements，On the other hand，In combination with the supply-side reform policy, the pastoral complex will be built into a major platform in the future，Let more people participate。

The fruit tree of "Pastoral Complex"，Not only cultural tourism、Residence、The three fruits of agriculture，Every fruit will also breed more fruits，More types，Grow into their own fruit trees。

*Author of this article: Zou Yingxi，Expert Author、The main founder of Wuxi Pastoral Oriental、Founder of Kalan Construction。Graduated in Architecture from the University of the Arts Berlin，Founding member of the World Association of Chinese Architects。Published books such as "Guyang Jianjing·Longmen Museum Architectural Design" and "Pioneering Architecture in China"。Organized by: Zhou Qiyi，Editor: Shi Mengyao。

* Tourism Committee of 100 is a cross-administrative organization for colleagues in the Chinese tourism industry、Cross-ownership、Communication across the industry chain、Communication、Mutual assistance、Cooperation platform，It is a public welfare non-profit mutual aid cooperative organization，The goal is to become an EMBA in China’s tourism industry。"Hundred People Teahouse" is an Internet professional salon founded by the Tourism 100 People Association，Aimed at mutual exchanges among tourism industry professionals，Share practical experience，Display research results，Discuss industry hot spots，Promote mutual assistance and cooperation。At this stage, "Hundred People Tea Club" is mainly based on Internet platforms such as WeChat，On travel related topics，Organize members of the Tourism Committee of 100 to share and communicate online，At the same time, the results of the exchange will be shared with the outside world for free，In order to promote the common development of the tourism industry。