On April 8th, the "Cultural and Tourism Assistance to Rural Industry Revitalization Beigou Model Research and Exchange and National Standard Unveiling Ceremony for Rural Leisure Vacation Demonstration Community" was held at Wachang Hotel in Beigou Village, Huairou District, Beijing, sponsored by the National Leisure Standardization Technical Committee and 2049 Investment Group, co organized by Wenlv, and academic guidance from the Leisure Vacation Branch of the China Tourism Association and the Rural Public Cultural Service Research Institute.
Wang Qi, Director of the Culture and Tourism Bureau of Huairou District, Beijing; Wei Xiao'an, Chief Expert of the World Tourism Cities Federation and President of the Leisure and Vacation Branch of the China Tourism Association; Wei Guangjun, Director of the Calligraphy and Seal Cutting Institute of the Chinese National Academy of Painting; Fu Lei, Deputy Secretary General of the National Leisure Standardization Technical Committee; Zhang Lingyun, Executive Editor of the Tourism Journal and Member of the National Leisure Standardization Technical Committee; Gao Ningbo, Secretary of the Party Committee of Bohai Town, Huairou District, Beijing, Guests including Wang Quan, Secretary of the Party Branch of Beigou Village, Bohai Town, Huairou District, Beijing, Qin Jianfeng, Chairman of 2049 Investment Group and First Secretary of Beigou Village, and Kan Dong, President of 2049 Investment Group, attended the event.
The attending guests and media team had a deep understanding and visit to Beigou Village and Wachang Hotel, San 30 Boutique Homestay, Wa Art Museum, etc. They highly recognized and evaluated the environmental governance and tourism project management of Beigou Village. In the afternoon of the same day, based on the research conclusions and summary of the investigation at the Wachang Hotel in Beigou Village, the national standard for rural leisure and vacation demonstration communities was officially settled at the Wachang Hotel. Guests from all parties also shared experiences in rural industry revitalization.
1、 Government and enterprise work together for 15 years to jointly build a new leisure and vacation business model in Beigou Village, Huairou
As a demonstration window and model of rural revitalization in Beijing, Beigou Village in Bohai Town has received high attention and attention from the Beijing Municipal Party Committee and Government in recent years. It has also emerged in the industry as one of the benchmark cases for exploring cultural and tourism assistance in rural revitalization and upgrading rural tourism products and services.
Due to its advantageous geographical location, backed by the Mutianyu Great Wall, and relying on characteristic tourism resources and fifteen years of deep cooperation between government and enterprises, Beigou Village has attracted a large number of loyal tourist groups in the suburban leisure and vacation market, from the accommodation industry to the creation of diversified leisure and vacation project experience products. This has also become the antecedent and foundation for the successful evaluation of the "Rural Leisure and Holiday Demonstration Community".
As a representative of the designated assistance and corporate side of Shenzha Beigou Village, Kan Dong, President of 2049 Investment Group, stated in his speech that since 2009, he has assisted the villagers of Beigou Village through the acquisition of chestnuts, assistance for the elderly and students, and now he has driven the villagers to develop the rural tourism industry and achieve income growth and wealth together through cultural and tourism projects such as Wachang Hotel, San 30 homestays, Beijiayuan instant-boiled meat, and Wa Art Museum. It is most important not to forget his original intention along the way, It is also the key to achieving immediate results.
Taking oneself as a member of Beigou Village, becoming a new villager of Beigou Village, jointly safeguarding local culture, respecting people's living customs, giving priority to guidance and not forcing changes, is the "key" for enterprises to align with the true goals of the village and coexist harmoniously with the villagers.
Wachang Hotel, formerly known as Beigou Village glazed tile factory, was later transformed into a hotel project. While preserving the historical memory, inheriting the glazed tile culture has also become the biggest highlight of Wachang Hotel. In 2008, it became one of the first "China Rural Heritage Hotel" jointly selected by the China National Cutural Heritage Administration and the China Association for the Protection of Ancient Sites, and is the only hotel in Beijing that has won this honor so far.
In 2020, 2049 Investment Group took over the Wachang Hotel and carried out upgrades and renovations, forming a high-quality rural leisure and vacation community layout that drives the development of rural tourism in Beigou Village, along with the San 30 boutique homestays invested and constructed by the group.
Relying on rural leisure and vacation services, 2049 Investment Group has created over 100 new jobs in Beigou Village. For this small village with only 138 households and 356 people, it has already solved the employment problem of core young and middle-aged people, including full-time and flexible hourly workers.
In order to better serve tourists and enhance the employability of villagers, under systematic training, employed villagers have formed different occupational divisions based on their respective strengths and abilities, including construction teams, horticultural teams, chef teams, service teams, logistics support teams, etc.
Wei Xiao'an, Chief Expert of the World Tourism Cities Federation and Secretary General of the Leisure and Vacation Branch of the China Tourism Association, stated after inspecting Beigou Village and Wachang Hotel that he experienced the mountains of Huairou here and learned about the progress of Beijing. The development of Beigou towards rural leisure resorts can be described as a clean and tidy village with a significant cultural and artistic atmosphere. It can also be seen that the quality of the villagers is constantly improving. Whether it is accommodation, catering, or art museums, for tourists who want to travel and vacation in rural areas, they will be amazed and experience surprises. This is the level that rural tourism industry should possess in developing leisure and vacation products.
He said that the attraction of Beigou Village lies in rural revitalization. Wang Quan, Secretary of the Party Branch of Beigou Village, and Qin Jianfeng, Chairman of 2049 Investment Group and First Secretary of Beigou Village, have created a new model - the combination of enterprises and rural areas. On the one hand, this combination is based on (rural leisure vacation) projects as carriers, but more importantly, the communication between 2049 Investment Group and the village is integrated, not unified, and requires your dedication. The project invested by 2049 Investment Group has greatly stimulated this village, resulting in the emergence of new business formats, the formation of new industries, and the formation of new brands. So fundamentally changed this village.
2、 The project evaluation meets the standards, and the Wachang Hotel is rated as a "Rural Leisure and Vacation Demonstration Community"
In the presence of guests present, Wachang Hotel, as a representative work of the "2049 Rural Cultural Community", was officially rated as a "Rural Leisure and Vacation Demonstration Community" that meets national standards and was unveiled on site.
The national standard for the quality of vacation community services was released and implemented in 2012. According to the definition of the standard, vacation communities that meet the recognition should have the main function of people's vacation living needs, comfortable living facilities, loose activity space, rich cultural atmosphere, beautiful landscape environment, rich leisure projects, high degree of specialization in management and service, advocating harmonious development between humans and nature, and have a certain scale of high-quality communities. From the perspective of community types, vacation communities can be divided into urban, rural, mountainous, and waterfront types. The Wachang Hotel located in Beigou Village meets the positioning of rural vacation communities.
As the presenter of the research results, Fu Lei read on site: "The Wachang Hotel is located in Beigou Village, Bohai Town, Huairou District, Beijing, and implements the national standards of the People's Republic of China, as well as the service quality standards for vacation communities. The number is 28927.
After on-site inspection, document review, consultation and scoring, the expert group evaluation has been completed and met the standards. Based on the standards, the Wachang Hotel is now recognized as a demonstration community for rural leisure and vacation. I hope to take this opportunity to promote the national standards for leisure tourism on a larger scale in Bohai Town, Huairou District
Qin Jianfeng, Chairman of 2049 Investment Group and First Secretary of Beigou Village, also stated that the promotion of rural revitalization strategy is a difficult task that requires the joint participation of the government, enterprises, society, and villagers. Huairou Beigou Village can become an excellent case for the development of rural tourism in the suburbs of Beijing, and Wachang Hotel can be awarded the "Rural Leisure and Vacation Demonstration Community", which is not only an affirmation of the project itself but also a recognition of the participating enterprises.
Whether it is suburban tourism or rural tourism, there is still a lot of room for improvement and development. In the strategy of rural revitalization, the corporate mission is even more arduous and lengthy. 2049 Investment Group is willing to cooperate with more governments and like-minded enterprises to better develop Beijing's rural cause and contribute to the realization of China's century long rural revitalization plan
3、 Collaborate and contribute to rural revitalization, with 5 enterprises and institutions winning the Rural Revitalization Contribution Award
In recent years, against the backdrop of the continuous promotion of rural revitalization strategy, social forces have poured into villages like shining sparks, illuminating the path of rural revitalization. After the unveiling ceremony, a dialogue event focused on the "Roundtable Discussion on Cultural and Tourism Assisting Rural Industry Revitalization Model" was held on site. Guests from the hotel, internet, and tourism service industries expressed their own opinions on cultural and tourism assisting rural industry revitalization through cross-border exchanges.
Zhang Lingyun, executive editor in chief of the Tourism Journal and member of the National Leisure Standardization Technical Committee, expressed her opinions on the three types of tourism villages: sightseeing, vacation, and leisure at the roundtable. He said that compared to sightseeing tourism rural areas and vacation tourism rural areas, leisure tourism rural areas advocate a way of life - slow living. Taking rural life as an artistic space, the pursuit is to make life artistic and emotional, which is more attractive to urban employees.
Wei Guangjun, the director of the Calligraphy and Seal Engraving Institute of the Chinese National Academy of Painting and a national first-class artist, provided his own suggestions to the Beigou Village Art Museum. He said that the content of the art museum can be enriched through three aspects: firstly, exhibitions and explanations of ancient things in nearby villages; Secondly, introducing folk museums for exhibitions; The third is to build a simulated voltage kiln for tourists to experience firsthand.
Wang Ji, Chief Operating Officer of Hongkun Hotel Group, analyzed the promotion and replication of the Beigou Village model. After years of development, Beigou Village has established the market positioning, brand positioning, and product positioning of "Beigou+Wachang", and has also formed an IP brand. IP is productivity, and it is not difficult to simply replicate and promote hotels and restaurants. However, being able to learn from the government enterprise cooperation model of Beigou Village, with the same goals and deep integration of empathy and thinking Stable cooperative relationships are quite challenging, and it is also necessary to consider the establishment of recognition and trust among government and corporate leaders, but it is not without the possibility of replication.
Wang Ling, founder of Asia Concierge travel service, stated at the round table that compared to other tourist villages, Beigou Village has a peaceful and tranquil environment, with a greater emphasis on environmental protection and sustainable tourism. After three years of market disruption, she believes that she will definitely regain her former glory.
Dai Xiuhui, the project leader of the Village Development Laboratory at Tencent Group's Sustainable Social Value Business Unit, shared on digital empowerment of cultural tourism and its contribution to the revitalization of rural industries. He believes that the field of rural revitalization is divided into two parts: first, rural construction. When it comes to village collectives and individuals, it is necessary to smooth out a large number of relationships between enterprises and village collectives, as well as between village collectives and villagers, during the rural construction stage. The second is rural operation. The core goal is to ensure that farmers become the beneficiaries of their own resources and labor. We can achieve this by adhering to the principle of mutual prosperity and development among farmers, cultivating rural business talents, and utilizing Tencent's own advantages to help rural areas better connect with the market.
In addition to the round table dialogue, three guests from Microsoft China, Ctrip Group and Agricultural Bank of China also talked about the experience of empowering rural revitalization from the perspective of global scientific and technological innovation, service model innovation and inclusive Financial innovation.
In order to encourage more enterprises to participate in the army of rural industry revitalization and provide practical assistance to the rural revitalization of Bohai Town in Huairou District, the People's Government of Bohai Town in Huairou District, Beijing has also awarded honorary trophies to five rural revitalization contributing enterprises and institutions, namely Microsoft China, Ctrip Beijing, Tencent SSV Village Development Laboratory, China Agricultural Bank Beijing Huairou Branch, and Huanya Scenic Travel Service Agency.
