Recently，At the signing ceremony of the most beautiful coastline cultural tourism project at 30 degrees north latitude in Xiangshan，&ldquo with planned total investment of 8 billion yuan;Anaya·Xiangshan Coast”The project was officially signed and started。Aranya brand’s progress from Bohai Bay to East Bay，Go further than before，Seems to be breaking its“Difficult to copy”’s legend。

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Aranya’s story，It has a legendary color of ups and downs。9 years ago，A cultural tourism real estate project located in Changli County, Qinhuangdao, Hebei，Is the hinterland of the Gold Coast in Beidaihe New District，At that time, Beidaihe mostly specialized in ";Recuperation”’s real estate projects are no different。

Introduced by trader Ma Yinzeng，Initial positioning，Those born after 50、Those born after 60 who are heads of household“Beijing men’s back garden”。However，This project was launched in 2012，Only achieved sales of more than 40 million yuan，Regarded as“Non-performing assets”，No one takes the order。

Ma Yin took over the Aranya project in 2013，In just two years，Reposition the target group as the new middle class born in the 1980s，On its own positioning，Not limited to traditional developers，But“Lifestyle Provider”。Compared to providing a single real estate，Aranya provides more places and content，And the concept of community for communication。

2015，A video "The Loneliest Library in China" with 600 million views on the Internet，Let Aranya truly ";Resurrection”，It has become a phenomenal tourist destination。Music、Performance、Drama Festival、Film and cultural activities are taking turns in Aranya，Making Aranya the spiritual dreamland of the middle class in Beijing, Tianjin and Hebei。

Afterwards，Aranya starts brand expansion in the Beijing area。2018，Aranya’s second project Aranya·Jinshanling is open。The project continues the style of the Gold Coast community，includes amphitheater、Art Center、Banji Wabi Sabi Hotel、Art Museum、Valley Market、Concert Hall、Library, etc.。If Aranya in Beidaihe is to build a seaside community with a humanistic atmosphere，Then Aranya·Jinshanling，It aims to create a spiritual home in the valley。

This year，Aranya located in Chengde, Hebei Province·Wuling Mountain opens，This is a valley town with the theme of hot spring aesthetic life，Also surrounding the Beijing area。Point it out in the project positioning，Anaya·Wulin Mountain in Beijing，Like“Tokyo Back Garden”188bet app download Karuizawa，“European Summer Capital”Baden-Baden，It is a hot spring town near the urban area。

Before coming to Xiangshan, Zhejiang，Aranya has also traveled out of the Bohai Rim area。Anaya·Sanya is his first project outside the Beijing area，However，In comparison，This Aranya·Sanya is more like a pure real estate project。Ma Yin once pointed out in an interview，The Sanya project is a supporting component of the Beidaihe project，Because many Beidaihe owners will go to Sanya“Winter”。

So strictly speaking，&ldquo located in East Bay;Anaya·Xiangshan Coast”，Perhaps it will be Aranya’s first off-site replica out of the Bohai Rim region。Future，“Anaya·Xiangshan Coast”Project，will also be used with “Anaya·Beidaihe”Similar，Create an art community、Humanities Community、A Yangtze River Delta coastal tourist resort integrating resort communities。

Why is Xiangshan the next destination for middle-class Internet celebrities?

In recent years ，Communication through social media ，Anaya·Beidaihe is undoubtedly the spiritual destination of Beijing’s middle class。Xiangshan has many similarities with Beidaihe，Perhaps it is expected to become the next middle-class Internet celebrity destination。

Familiar coastal scenery

Different from Jinshanling、Wulin Mountain、Valley landform of Sanya project，Aranya’s new project in Xiangshan，Has similar coastal scenery and natural resources to the Beidaihe project，Therefore，For the project team，Easier to apply experience to Xiangshan。

Anaya·Beidaihe has become an Internet celebrity destination，The spirituality of its architecture、The sense of ritual echoes the natural environment.，On 500,000 square meters of land，The lonely library looking at the sea、Auditorium、Dune Art Museum, etc.，has become an important cultural and tourism business card。

On the coastline of Xiangshan，Architecture with emotional value，The future will also appear one by one。According to Ma Yin, founder of Aranya Holding Group，Carefully designed by Aranya、Renovation and Operations，Believe Coast Hotel、Coast Library、Sunrise Observatory、Seaside Music Hall、Seaside Art Museum and a number of venues，will become another artistic &ldquo in the Yangtze River Delta region;Far away”。

The radiation range of the Yangtze River Delta

Anaya·Beidaihe’s success，Closely related to its geographical location。Compared to destinations within the city limits of Beijing or in the suburbs of Beijing，Radiation range of more than 3 hours’ drive，It gives Aranya a sense of alienation from city life。This sense of distance，Brings a tangible &ldquo to the urban middle class;Utopia”。

Based on data previously released by Jones Lang LaSalle，The population of China’s urban leisure customers has expanded at a compound annual growth rate of 24% since 2000。Until 2020，This group has been expanded to 2.500 million people，Among them，46.6% of leisure customers will gather in the Yangtze River Delta、Beijing-Tianjin-Hebei、Among the three urban 188bet app download agglomerations in the Pearl River Delta。

If the Beidaihe project has achieved radiation around Beijing，Then Aranya comes to the East Bay，Located in Xiangshan, Ningbo，Just in Shanghai、Within Hangzhou’s three-hour economic circle，The transportation is particularly convenient，Really realized the radiation of the Yangtze River Delta。As Ma Yin said，“Provide customers in the Yangtze River Delta with a new cultural tourism vacation experience”。

Not inferior to Beijing’s middle class

Data is displayed，Beijing’s middle class accounts for 55% of the total population，The average annual income reaches 25.60,000，This group of people who already have a certain material foundation，Longing for a spiritual home like never before。

And in Aranya·On the territory of Beidaihe，From aesthetics、Service、Construction to community management，Follow all“Quality Simplicity，Restrained abundance”Value logic。Music、Movie、Exchange meeting、Photography Exhibition、The gathering of the party，Every detail，Everyone is looking forward to the new middle class in the city，Because of this，Aranya becomes popular。

The Yangtze River Delta has a middle-class population that is no less than that of Beijing，QuestMobile latest data display，Currently China has 200 million new middle class，Beijing、Shanghai、Hangzhou ranks among TOP10。On the middle-class genes，The Yangtze River Delta is no less generous，The popular Moganshan，It became a summer vacation destination for the middle class more than ten years ago，There is a strong trend of upgrading and updating now。

Mountain from Moganshan，Towards the sea of ​​Xiangshan，Middle class people in the Yangtze River Delta，Undoubtedly looking forward to more diverse destination forms。

Matrix needs of Xiangshan Cultural Tourism

Excluding the above similarities，The support given by the local people in Xiangshan cannot be ignored。Last year，Xiangshan released the most beautiful coastline at 30 degrees north latitude of Xiangshan, a hard-core tourism resource and new IP，Trying to use the nine major Internet celebrity check-in points to drive，Six self-driving tour routes to divert traffic，New business formats and new products add color，Create“Hi Xiangshan”New territory of global tourism。

As an important part of the cultural tourism industry project on the most beautiful coastline at 30 degrees north latitude in Xiangshan，The Aranya project will undoubtedly take over the local mountain and sea resources，Highly valued。

“Remote place”Aranya，Will you fall into“Wen Heyou’s Dilemma”？

Similarities between Xiangshan and Beidaihe，Seems to be heading towards“Remote place”Aranya brings a lot of hope。But some people often compare Anaya with Wen Heyou, who was popular around the same time，Worried about its“Prosperous in Bohai Bay，Trapped in Bohai Bay”。

Guo Yi, chief analyst of Heshuo Institution, once pointed out，Aranya is a typical case of cultural tourism real estate in the north，“Southern projects mostly rely on innate natural resources，188bet sports betting app download The northern project has insufficient innate resources，Developers rely on the creation of supporting cultural and tourism resources、The shaping of spiritual fortress and circle marketing，To attract specific groups of people。”

Undeniable，Anaya and Wen Heyou have obvious similarities。

One is the huge“Dual-line traffic”。So-called“Double line”，Online and offline。From online view，Aranya and Wen Heyou are both frequent visitors on social platforms，Dianping data display，Dragon Boat Festival，Aranya’s increase in visits from foreign tourists ranks among the top 1 new islands in the country，An increase of 745% year-on-year，Hotel、The price of B&Bs has also risen with the tide。Shenzhen Wenheyou opened in April this year，also quickly became one of the hot topics on social media on the opening day。

Offline traffic is also amazing。Last year’s National Day holiday，100,000 people are waiting in line at Wenheyou in Changsha，Shenzhen Wenheyou opening day，The peak number once exceeded the 50,000 mark；May Day holiday，Even hotel orders around Aranya，More than doubled compared to the previous month，2x increase year-on-year。

The second is the touching cultural IP。The popularity of Aranya and Wen Heyou，They are all closely related to the cultural IP behind them。On the one hand，Both of them are IP brands with certain spiritual symbols。Aranya is a person with strong emotional stickiness，A comprehensive cultural landmark selling life aesthetics，Is the carrier of a better life；Wen Heyou is the contemporary urban people’s "idea" for market culture.;Nostalgic Memory”。

On the other hand，Both are also quite good at introducing and using IP。Ru Aranya and famous designers built the“Anaya style”Building，One-way Space Bookstore、Introduction of space formats such as DDC livehouse，The holding of drama festivals, etc.，Continuously refreshing Aranya’s community ecology；Wen Heyou used the help of Rucha Yanyese、Laughing Factory and Why Art Museum, which carry Changsha art，Attracting the attention of young people。

However，Wen Heyou who has encountered difficulties on the road to overseas expansion，No doubt also reveals the challenges Aranya may encounter。

First, a thoughtful experience。The success of Changsha Super Wenheyou，After more than ten years of accumulation and several years of careful preparation，No matter how hard you accumulate, you can completely bring Changsha culture to the world。A space that removes the sense of the city and the times，Whether it’s the dishes or the interaction with real people playing the roles，All add to the experience。But there are two cultural friends in Guangzhou and Shenzhen that have opened in two consecutive years，Obviously there is no such long-term accumulation and thinking，More like a copy of space，Rather than a representation of experience。

For Aranya，Beidaihe’s success，also comes from years of accumulation，and many years thereafter、Energy、The result of emotional investment，We have just created a field with a 188bet Online Sports Betting and Casino wonderful life experience。Impatient to expand in new destinations，It will inevitably lead to a weakening of the experience。

The second is the viscosity of stable resonance。Whether it is Changsha Wenheyou or Beidaihe Ananya，All to some extent，Resonate with emotion，Achieved user stickiness。Yu Wenheyou，At home in Changsha，It is not difficult to resonate with local culture，But when it comes to Guangzhou and Shenzhen，But obviously encountered difficulties。Guangzhou Wenheyou after the explosion，Complained by diners“Cannot represent Guangzhou culture”，Shenzhen Wenheyou is an independent regional characteristic IP“Old Street Oyster Market”Alternate，But the effect still needs to be verified。

Anaya·The resonance and stickiness of Beidaihe，Both from business projects、Artistic activities and other content operations，It’s more about the community operation built by the owners。Starting in 2014，Ma Yin took the lead in establishing various owner groups，Except for the 8 owner groups that discuss public events in the community，Including drama group、Running group、Equestrian group、Nearly a hundred communities including folk art groups，Co-organize many activities of Aranya。If we only build a series of Internet celebrity buildings in other places，Undoubtedly lost Aranya’s soul，Becoming a boring“Purpose of punching in地”.

“isolated”Destination，How to copy？

After Aranya became a phenomenal destination，Attracted many real estate companies who want to learn and copy its style，But even Aranya at that time，Also confused about how to copy。Ma Yin once pointed out in the interview，Aranya is indeed not a traditional real estate project，It cannot be copied，It is not an assembly line product。Don’t ask me to build another Aranya，I can’t even rebuild it。

Except Aranya，There are many similar“isolated”Destination。For example, it is called "the place of cultural renaissance and poetic dwelling" by Vanke;Idealism Experimental Field”Liangzhu Cultural Village，Wuzhen transforms from a water town in the south of the Yangtze River to an international one，Collection vacation、Super five-star hotel、Beijing Orenda Tribe, etc., which integrates various catering, delicacies, high-end sports and other high-end facilities。

To build another Aranya in a different place·Beidaihe，or Liangzhu Cultural Village，Even build another Wuzhen among the many water towns in the south，Obviously all unrealistic。“isolated”Copy of destination，is a reference to its operating model，It’s learning“soul”Quixue“God”。The following three points，Maybe worth learning。

The power of time

No matter which“Orphan”Destination，All are watered by time。High operating costs、The long profit cycle is an important reason why Liangzhu and Anaya are difficult to copy。

Except Anaya mentioned above·The long dormant period spent in Beidaihe，Liangzhu Cultural Village also obtained 188bet app download land in 2000，But it began to gradually achieve positive cash flow in 2009。Wuzhen has also experienced repositioning and transformation in the past two years，has just become one of the earliest synonyms for ancient town tourism in China。

Under the aggressive operation mode of high turnover，Destined not to create a unique“Orphan”，Whether it is cultural tourism real estate or cultural tourism town，To become the next Aranyas，We must pay attention to the power of time，Intensive farming。

Updated kinetic energy

Give the project time，is the first step，moving forward in sync with time，The project must have the kinetic energy to continuously update。

After the emergence of Arayas，Both continue their own styles，Continuously adding new elements to the project，With a more contemporary lifestyle，To lead and adapt to the cultural and travel needs of the new generation of consumers。

Wuzhen has experienced three transformations，First transformation，It is the creation of a famous historical and cultural town；The second time was through the Wuzhen Theater Festival、Muxin Art Museum and other cultural brands，Inject new cultural symbols into the texture of the ancient town，Upgrading from a resort town to a cultural town；The third transformation，As the permanent venue of the World Internet Conference，Achieved“Wuzhen of the World”。

Anaya·Beidaihe also updates issue after issue，In addition to the ongoing cultural activities，Also launched its own APP，Launching a series of cultural and creative derivatives。

Spiritual blessing

Ruiyide commercial real estate analysis said，Travel has slowly evolved from just sightseeing、Vacation Travel，Xiang Wenhua、Experiential travel begins to change，Destinations that rely solely on natural resources and historical monuments for tourism，It is difficult to get consumers to pay and stay deeply。

“Orphan”The destination is precisely sought after by the younger generation of travelers。Aranya Theater Festival held in June this year，In eleven days，Attracted more than 120,000 tourists from all over the country；On Xiaohongshu，There are 70,000+ notes about Liangzhu Culture and Art Center alone。

The reason why we can be sympathetic to new travelers，with“Orphan”The spiritual power advocated by destinations is also closely related。Aranya’s cultural activities and aesthetics beyond architecture，Providing life itself，It is a comprehensive cultural landmark selling life aesthetics；Liangzhu Cultural Village is named ";The place where the soul belongs”，Complete taking care of the soul。

When Ma Yin wrote the preface for the fifteenth issue of "ARANYA" magazine，Zeng wrote: “For Aranya，Interests and feelings，No conflict。”For Aranyas，Future，Going out of the country、Bringing values ​​to new destinations is a necessity，“Orphan”No longer available for copying，But there is always the next“Orphan”，Waiting to be born！