June 8，Hosted by Zhihui，Zuo Yu、Chunxiao Capital、Co-organized by Yuanhe Capital and Pintu Group，The "2018CTCIS Third China Cultural Tourism Consumption Innovation Summit" with the theme of "Following the Trend and Seeking Change" was held in Beijing。The conference helps poverty through cultural tourism、China-Europe Tourism Year、Cultural Tourism Investment and Operation Innovation、Destination product innovation, marketing and cultural communication innovation、Multi-dimensional integration and innovation of cultural tourism industry、Decoding the development logic of China’s cultural tourism industry from multiple perspectives。Guo Ya, CEO of Xiangsheng Town Group, attended this forum and delivered a keynote speech。

Guo Ya said，Currently, characteristic towns and rural revitalization are on a big trend，Many people are talking about，188bet sports betting app download

Guo Ya thinks，We are revitalizing a specific village、When making a characteristic town for a specific town，We must first analyze what customer group it serves，Only the customer group has been clearly analyzed，The logic will be established when developing characteristic towns and promoting rural revitalization。At the same time，We still need industry，If the town has no industry，Nothing lasts long，Cannot create sustained growth of the local economy or create employment。

The following is the full text of Guo Ya’s speech:

(This article is compiled based on the speech transcript，Zhihui slightly deleted)

Thank you Zhihui for inviting so many big names in the industry，The theme of my speech today is "Developing Characteristic Towns，Helping rural revitalization》。

Currently, characteristic towns and rural revitalization are on a big trend，Many people are talking about，But how to really implement it，In fact, we still face many challenges and difficulties。

When we look at characteristic towns and rural revitalization，First of all, we will talk about the location selection of characteristic towns，Preliminary positioning、Financing、Construction、Operations、IP import、Brands have many challenges，Even when the characteristic 188bet sports betting app download town is developed at the same time，Deep exploration of local culture and resources，Upgrade the original local industries，Even how to introduce some new industries, etc.，We all have to face problems。

The industry usually likes to classify characteristic towns，For example, a cultural tourism town，Healthy Town，Technology Town，Industrial Town，Agricultural towns, etc.。For a specific type of town，For example, a cultural tourism town，We can cut out many kinds of scenes，For example, there should be some leisure farms、Theme tourism、Rural Scenic Area、Vacation destination、Social activities, etc.。Many experts also proposed，Small towns need symbiosis and integration，The scenes inside should be both natural and urban，Local and foreign....Will propose many theoretical systems。Because it is a new thing，How to build characteristic towns and rural revitalization，Many times no one can explain clearly，Different experts、Different industries、Different businesses，The emphasis is also different。Today I want to focus on products and implementation，Take out three specific characteristic cases of Xiangsheng Town to share with everyone。

The four major goals of Xiangsheng Town Group in carrying out rural revitalization construction: livability、Yiye、Yiyou、Suitable to raise

Actually, we have four small goals here - livability、Yiye、Yiyou、Suitable to raise，Why it is “Four Yis”，Is it okay to only have three?？If there are only three，Can rural revitalization be achieved，Can a characteristic town be established？Every friend present can bring himself into a scene，If we form a team to revitalize our hometown，What should we do？

At this time,First we have to analyze，If we do rural revitalization for a specific village，Or when you get a specific town to be a featured town，We need to analyze what the customer base is？

The main customer groups are nothing more than four levels，The first is the basic level of tourists，The unit price of the entire tour is between 30 and 200 yuan，Not overnight。The next level is vacationers whose overnight stay is between 500 and 2,000 yuan，They are high quality accommodation、High-end people who pursue spiritual enjoyment，Usually stay 1-2 nights。The next level up is local entrepreneurs or employees，Including the return of Xinxiang Xian、College students return to their hometowns to start businesses, etc.。Further up are the residents of the characteristic town，Maybe aboriginal，188bet Online Sports Betting and Casino Maybe a new resident moving in。We clearly analyze these four levels of customers，Understand their different demands，Corresponding to different products and operation models，Let’s talk about the development of characteristic towns and rural revitalization，Logic will be established。

We propose a “1+6+X” logic for rural revitalization，The leftmost 1 is livable,We hope this place satisfies the yearning for a better life in a living environment，We are going to renovate the old house，To build a B&B，To improve the overall living environment，The town must be equipped with all supporting facilities。

The X on the far right stands for Yiye, which means industrial support.If the town does not have imported industries，The operation cannot last long，This is also the bottleneck encountered by a large number of real estate companies in their transformation，Because there is no industry brought in，Cannot generate local economic growth or local employment，This logic does not hold true。So when many friends shared it just now，Whether it’s a night out or performing arts，Whether it’s animation or virtual reality，Both have strong industrial agglomeration effects。Our direction is to be in the future town，Form specific industries that fit the characteristics of each town and local resource endowments。

The town currently constructed or operated by Xiangsheng Town，Involving five characteristic industries，For example, there is sports、Film and TV、Aviation、root carving、Selenium-rich, etc.。

The six dimensions in the middle are the specific business formats we hope to implant，that isSuitable for traveling and raising,Then we will follow the logic of "1+6+X"，Concretely implement the project。According to the characteristics of each town，The ratio of each dimension will be adjusted accordingly。

Xiangsheng Real Estate Group, the parent company of Xiangsheng Town, ranks 32nd nationwide，This year’s output value exceeds 100 billion。Past three years，Xiangsheng Town has deployed more than 30 small town projects in 16 cities，Some have entered the operational stage，Or operate while building。Here we have selected three different types of characteristic towns，Let’s see how to achieve rural revitalization under different themes。

The first project is travel-themed，That is, Nanxun International Cultural Tourism Town in Huzhou, Zhejiang，Occupy 9.7 square kilometers。We have planned many business formats here，There are 188bet Online Sports Betting and Casino four large partitions，Two to three square kilometers per zone，Each partition has a different theme。

We used one of the themes to make a “Belt and Road” international style town，We built the first batch of six venues here，Russia is in the venue、Italy、Thailand、UK、Different regional characteristics such as France。What is the logic here？Will it become the Shanghai World Expo after completion，We do tourism economy，Monetize through tickets？Of course not so。We will implant performing arts，Integrate into production and life，We need to have warm interactions with customers，Formating second sales through immersive experience，form long stay。

Do the above，We think it is not the logic of rural revitalization，How do we do rural revitalization？We proposed rural revitalization under the theme of “One Belt, One Road”，In other words, the company、The government and a certain city in Russia established a platform company。What is the logic of this？

First，We introduce no less than 5 local Russian companies，Make ice cream separately、Matryoshka doll、honey、Craft beer, etc.，They will provide no less than 50 foreigners，Go to a small town to produce, live and settle down，Then we contact local companies to provide raw materials or processing services，This forms the production and economic exchanges between Chinese and Russian enterprises，A certain industrial tendency has formed。

Second，We have attracted many Russian students from around the Yangtze River Delta to start businesses here，Then we will introduce Chinese students studying Russian here for incubation and entrepreneurship。These people will live here，Residence itself is a scene，Create many living conditions，Many tourists will be imported。Through this，"Four Yis" will be established，This model is in the process of being established，We will explore local culture，For example, silk、Hubi、Sericulture, etc.。This is the rural revitalization under the tourism theme we do。 

The second one I want to introduce is the selenium-rich town of Kaiyang in Guiyang，Planned area 74.6 square kilometers。There is selenium-rich agriculture here，There are more than 600 agricultural enterprises around the project location，Se-rich loquat and selenium-rich tea are both famous National Geographic Indicators，There are also 4A-level scenic spots in the area。How do we build it？Can we do rural revitalization?，Can the operational logic be established？

We did a few things，The first is to try to link up an agricultural 123 industry，We built an agricultural selenium-enriched research institute，Integrated selenium-rich planting and breeding factory，Built a tourist factory integrating the processing of selenium-rich products。Also，We have also established a selenium-rich trading platform for the entire Guizhou Province，From R&D、Production、Processing to sales，Finally formed a selenium-rich industry chain with 123 products connected。

We use rural tourism to bring wetlands in the area、The caves and mines are being upgraded and built，Planning to upgrade existing scenic spots，Form the product model of rural tourism。Under the topic Selenium-rich Agriculture，How to do rural revitalization？We focus on two topics，The first is to integrate the six horizontal creations of pan-agriculture，An IP comes in here，Industry comes in，Second sales coming in，At the same time，We will build beautiful countryside and supporting facilities，Leave these good things to local farmers。

Last item，It is Fengqiao Town, Zhuji City, Zhejiang，There is a strong cultural identity here，This year marks the 55th anniversary of Maple Bridge Experience。While digging into local culture，We have repaired and renovated the ancient villages in some villages，Recover the famous lost non-genetic people，Cultural performances with strong local historical heritage are now available。At the same time，We attract local college students to come back and start their own businesses，Establish a cooperative with us，Let’s go into business together。We realize rural revitalization based on cultural excavation。We have autonomy and self-discipline based on the "Maple Bridge Experience"、Half tillage, half reading、Natural symbiosis、The logic of rural revitalization，Holiday inside、Health care、Cultural Creativity，Formed rural revitalization under the theme of cultural innovation。

Logical thinking under rural revitalization

To summarize，Our Xiangsheng town has passed through several years，Use a cultural innovation theme，A Selenium-rich Agriculture Topic，A global tourism theme，Go to explore the work that supports rural revitalization。But we need to consider three issues:

First, how to say and do rural revitalization.Speaking well is worse than doing well，Many plans、Many theoretical systems and methods are particularly well-formed，But in the end the core is to do something，Once the planning is wrong, it is an invalid investment，The effect is completely inconsistent with expectations。

Second, who is served and who benefits?We are positioned to serve four tiers of customer groups，Their specific demands，Reflects our product operation system design。Who benefits in the end？It should be the local government，Operating enterprise，It is more important to have local people。

Third, social benefits and economic benefits.This is a topic that many enterprises deliberately avoid in the revitalization of all characteristic towns and villages，Only social benefits，I want to benefit one party，Improve local cultural level and living standards，But if you don’t count economic logic，This won’t last long。So we are in the entire process of characteristic town and rural revitalization，Fully communicate with the government or partners，Improve the infrastructure，Public construction supporting investment，First and second level linkage development，Let’s talk clearly about the preferential policies for industrial introduction、Explain clearly，Especially to connect well with the local government，Only in this way can we bring in real-world industries，Implement rural revitalization work。

This is the thinking logic of Xiangsheng Town，Good life、The town is happening，Let’s encourage everyone。