October 23，Zhihui’s “Cultural Tourism Study House” online open class invited “Hangzhou Xixi Shili Fangfei Theme Resort”、Zhang Bei, founder of the "Huajiantang" brand, shared the theme。Sharing this time，Zhang Bei explains what "new life aesthetics" is from project cases，And from "New Space、New content、An in-depth analysis of the scene format of "Hangzhou Xixi Shili Fangfei Theme Resort" from the three perspectives of "new services"。

Zhang Bei said，The customer base of "Shili Fangfei" mainly consists of three parts，Some of them are people who come here to stay and vacation，The other part is tourists visiting Xixi Wetland，There are still some participating in conference activities、Wedding crowd。For different customer source characteristics，“Shili Fangfei” carries out different scene designs。In her opinion，"Shili Fangfei" is positioned as an open micro-scenic area，It is located in Hangzhou Xixi Wetland Scenic Area，So the project model is different from the previous model of "Huajiantang"。She said，When we used the hotel model to design the "Shili Fangfei" project，The idea is "How to avoid tourists' interference on the project"，But when the idea really opens up，The idea is "How to convert tourists"。“If ‘Huajian Tang’ carries my understanding of Chinese-style happy life，Then what ‘Shili Fangfei’ does is the Shambhala (Utopia) I yearn for。”

Zhang Bei further stated，“Shili Fangfei” has a clear value proposition，There is perceivable content，Gather a group of people through these perceivable contents，We are looking for similar people，Created a world called "Shili Fangfei"。A painting is beautiful，A tea cup is beautiful，A scene is beautiful，It is traditional static beauty。On the basis of such beauty，Can bring energy to people，Able to transmit this energy，Let beauty be dynamic and fluid，This is “new life aesthetics”。

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Hello everyone，I am Zhang Bei，I am very happy to share it with you。

Early 2017，After I sold my shares in "Huajiantang", I started to do two things，One is in Tibet，The other one is in Xixi, Hangzhou。Maybe everyone knows that I am working on the "Ten Miles of Fragrance" project in Xixi, Hangzhou，But there are still many people who don’t know what I did in Tibet。In fact, these two things are related，Also because of the concept 188bet app of Tibet，Only then did Xixi’s “Ten Miles of Fragrance” model emerge。So first let me introduce to you what we are doing in Tibet。

2017，A very random opportunity，The 11th Panchen Lama found me，He said he wanted to build a place for monks to cultivate in Linzhi，Ask me what to do in a place like this。At the same time，He hopes to give people who come to Lhasa the opportunity to come into contact with the real Tibetan culture，Hope to inherit Tibetan traditional handicrafts, etc.。Because of such an invitation，I entered Tibet。

Currently we have two project bases under development in Tibet，A base is in Lhasa，The other one is in Shigatse。In this project，Except for eating、Besides the experience of staying here，We also established a Tibetan handicrafts workshop。This research institute mainly conducts basic research on the materials used in traditional Tibetan handicrafts，By building a material library，Provide underlying materials for subsequent designers to recreate。

In addition，We also collect and research Fanbai Tibetan music，Work with professional organizations to create a sound library belonging to Tibetan sounds。At the same time，We also cooperate with the China Academy of Art，Tibetan traditional clothing、Thangka、Research on these colors and color combinations such as murals，Find out the beautiful color patterns of Tibet，Established color research laboratory。

The two bases of Shigatse and Lhasa are both located on the plateau of Tibet，How to use plateau plants in the landscape，We also cooperate with the Agricultural College in Beijing，Built a plateau plant library，At the same time, it also built a landscaping demonstration base for plateau plants。Also，There is also a space for designers to stay here。We organize 100 young cultural and creative talents from the mainland to stay in Tibet every year，This is where they set up their workshops and a creative exhibition center for cultural and creative products，There are many classes and classrooms，A place where Tibetan traditional craftsmen and these young designers communicate and collide。

On this basis，We have established a special youth Tibetan cultural and creative fund，Proposed a concept called "Beauty Empowerment"。We hope to use the power of design、The power of beauty，Empowering traditional culture and traditional crafts。This concept was first applied to the land of Tibet。There is research in this base、With inheritance，At the same time，The accommodation and dining functions here have become experience areas or life display areas。Here，It constitutes an experience field，Re-connect these cultural and creative products with our lives，Reconstruct traditional handicrafts in this life scene，Recreated，Build 188bet online sports betting our new life relationship。

The Panchen Lama named this experience base "Shambhala"，It means Utopia。This is a field with energy，Everyone who comes here can gain something from it，Every article out of here、Every item，It carries some information，These messages are invitations to the outside world。

While doing this，I can feel it very strongly、Very pure energy，It also subverted my understanding of hotels。I used to think that the product provided by hotels was accommodation，It is an experience in a hotel。By doing it，I gradually feel that，These contents are made，These cultural and creative products，The life scene it constructs through the hotel，Reshape the relationship with people。

This project in Tibet is still in progress.

Meanwhile，Also in 2017，Find me in Xihu District, Hangzhou，Took me to see Xixi Wetland in West Lake District。There are some old houses in the Xixi Wetland ticket area，After the villagers moved out，These old houses have been preserved。These houses were remodeled around 2000，Model room used as dining area or guest room，But it has never been operational。When I went to see it，These houses have probably been abandoned for more than ten years。

But it’s really beautiful in the wetland，In this water，These houses are isolated villages。This village is connected by six or seven small natural villages and a long path，There are more than 20 bridges connecting it，You can only go there by boat or on foot，Other means of transportation are not acceptable。The entire project is scattered in a long and narrow shape，It takes 40 minutes to walk from the first house at the end of the village to the last one，10,000 steps，About 10 miles，That’s why the name “Shili Fangfei” came into being later。

The natural scenery and morphological landscape here are really, really beautiful。But when we go deeper into the plan，I am also confused。The investment in engineering renovation for such a project is much larger than that of ordinary projects，Because of its large proportion of landscape。And in operation，All items must be brought in and out by boat，Including distance connections between villages, etc.，The operating costs will also be higher than ordinary projects。

The key is output。Before doing "Huajiantang" or building a hotel model framework，The basic calculation formula is，How many guest rooms can be made here，How to increase the original matching income ratio，For example, catering accounts for dozens of percent, etc.，In this way, a standard financial statement can be calculated by one multiplication，What is the approximate annual revenue。However, the revenue generated by such a calculation formula is difficult to balance the initial investment and operating costs of a project like "Shili Fangfei"。

So the beauty of this project and the potential value of the project make you reluctant to let go，But the calculated numbers make you feel that there is no way to find a breakthrough and continue it。The preliminary research on this project took a long time，Until I figure it out，Crush and reconstruct the original pattern framework，Only now can we really see a new income structure，Only see the crowd that was originally thought to be a heterogeneous group of people as a resource。

The project of "Ten Miles of Fragrance"，It should be positioned as an open micro-scenic area，Because it is located in the Xixi Wetland Scenic Area in Hangzhou。The entire Xixi Wetland had more than 4.8 million visitors last year，The number of people who bought tickets to enter is about 1.53 million。When I used the hotel model to design this project，Our idea is "How to avoid the interference of these tourists on the project"。But when the ideas really open up，What we think about is “how to convert tourists”。

Currently there are three main groups of customers in Shilifangfei，Some of them are people who come here to stay and vacation，The other part is tourists visiting Xixi Wetland，There are still some participating in conference activities、Wedding crowd。Because it is located in the urban area of ​​Hangzhou，In Ali’s circle，So there are a lot of activities、Conference requirements，Including water weddings in the project waters, etc.。

So we design different scenarios based on the characteristics of our customers。For example, conversion for passing tourists，From the original thought of how to convert tourists into guests，Later we thought about how to let tourists pass by，By drinking、Eating snacks、Buy souvenirs，Or draw lots to spend at the Flower Temple, etc.，We will design based on such a transformation，To promote further consumption by tourists。

So now look at our financial statements，It is not the format that a hotel’s financial statements should have，Its income structure becomes the consumption accounts generated by hotel guests in various areas、Consumption items generated by tourists in various areas, etc.。In addition，The entire organizational structure has also changed。For example, the structure of each project team at the beginning，A special wedding group was established、Conference Group、Conference Group、Active group。Until now，These project teams have become independent profit centers。

If "Huajiantang" carries my understanding of Chinese-style happy life，Then what “Shili Fangfei” makes is the Shambhala I yearn for。Therefore，There are many energetic activities here，Very interesting too。For example, this is a resort with the theme of "Improvisational Wisdom"，So there are many courses related to improv，includes impromptu speeches、Improvisational drama，Teachers hold classes here every week，There is an impromptu art festival every year。The villagers 188bet Online Sports Betting and Casino here，Including our service staff，Including the indigenous people in the village，All trained in improvisational theater。Here we believe in "improvisational wisdom"，The core of it is "yes and..."，Teach you how to accept life，Thus creating the ability to cope in the process of acceptance。

Every year in March, international improvisational theater masters will hold workshops or perform improvisational theater performances here。We talk to someone，Platform cooperation called creation，Created the TALK Carnival，Once a month，Give a humanistic speech on the theme of spiritual growth。This speech is not just about inviting a few guests to speak on the stage for two hours，The whole village held a carnival related to the speech，Have workshops，Courses available，There is a persimmon market in the village, etc.。

In addition，We also cooperated with CAS China on "The Voice of Chinese Speech"，And leadership training output courses such as “The Awakened Leader”，There are also courses to cooperate with Youren Shengu，These course contents form the backbone of our Shili School。So "Shili Fangfei" has its own value proposition - improvised wisdom，How to meet a better self。From this value proposition, courses like Shili Academy are transformed，Then various experiences of carnival activities in the village，Experiences of various lifestyles in the village，The occupancy of the entire guest room has also changed from the original occupancy to leisure，Turns into a 24-hour practice of pampering yourself。

In the village of "Shili Fangfei"，Have a professional studio，We cooperated with Himalaya to open the "Fangfei's Audio World" channel。Offline，Some great locations in the village，We set up benches，There will be a bronze medal on the bench，There will be many people’s names on the bronze medal，There are QR codes next to the name，Scan the QR code to hear this person’s story。These people are people connected to "Shili Fangfei"，By hearing their stories，Thus achieving online and offline interaction。

“Shili Fangfei” has a clear value proposition，There is perceivable content，Gather a group of people through these perceivable contents。Therefore，You can also say，We are looking for similar people，Created a world called "Shili Fangfei"。These course contents can also be empowered to other communities，Provide functions to enhance stickiness for other communities，So we have a B-side positioning called "good friends of high-end communities across the country"。

Here，As a resort hotel or a similar space，The content that can be provided has been greatly expanded，So we define it as new content。At the same time，The boundaries and timeline of the service have also been stretched，For example, these communities 188bet sports betting app download or before guests arrive，We participated in the design of their entire event，When they are active here，We participate in the advancement of the link，After the event，We provide services such as movie shooting、New services such as live streaming，So the boundaries of the service have also been redefined。

Last month，Japanese design master Mr. Masayuki Kurokawa takes classes here，He is talking about "Space and Beauty"，I asked him a question，I said，“Beauty actually feels very close to us，I talk about it every day，But it feels far away，There is never a clear definition”，I asked him，“What is your definition of beauty？”。Then he spent about ten minutes，Explaining his definition，Finally summarized in one sentence，He said: vitality is beauty。

A painting is beautiful，A tea cup is beautiful，A scene is beautiful，It is traditional static beauty。On the basis of such beauty，Can bring energy to people，Able to transmit this energy，Let beauty be dynamic and fluid，This is “new life aesthetics”。

Now on this project，Our team is also divided into two parts，One piece is specially used to operate containers，This container is all our original hotel-like functions，Or the function of space operations，Includes guest rooms，Includes common areas，Includes meals，Including the entire transportation organization and other services，We all define it as basic container operation。The other team is led by our village chief，Their work is human operation，Through our value proposition，Transformed into content and activities that we can experience，Then connect with people。In this operation，The project is growing，At the same time, people also receive corresponding nourishment。

Many friends ask me，Can "Shili Fangfei" be copied?？I don’t think all content can be completely copied，But it involves the method and logic of content，can be used。Okay，My sharing ends here，Thank you！

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