- 来源：farmers' daily
- 编辑：姚雯祎
- 作者：hu tianyuan, zheng bo, chen wen, xu miao, li dan
if you plan to travel to baiyang village, xiaofeng town, anji county, zhejiang province, remember to follow the wechat official account of "white poplar in spring breeze" in advance. the online steward can provide suggestions based on your needs and time available, and even help you arrange your trip.
people who like hiking can climb dawang mountain, xiaowang mountain and follow the jinjiling ancient trail; those who like barbecue and camping can go tent camping in the spring breeze valley; parents with children can take part in the village study trip, cook rural food or pick seasonal fruits....
you can find a huge number of travel tips and photos of baiyang village on any social media in china, attracting more and more people from nearby cities or from afar. here, visitors are greeted with great hospitality and their memories of the nature in the childhood are awakened.
however, before july 2020, no one would have thought that today's baiyang village would be so bea.jpgul and prosperous.
baiyang village is located at the border of zhejiang and anhui province, surrounded by mountains. it belongs to xiaofeng town, anji county, zhejiang province, but it is not close to anji county or xiaofeng town. therefore, in the past, few people even from anji knew about baiyang village.
anji county is the birthplace of the scie.jpgic concept of "lucid waters and lush mountains are invaluable assets" in china, as well as the origin of china's bea.jpgul countryside construction. under the guidance of the concept of "two mountains", many bea.jpgul villages have been created on this land.
in contrast, baiyang village was so inconspicuous. it had no famous mountains and rivers, no concentration of agricultural industry. it was just an ordinary small mountain village. the village had inconvenient transportation, poor living environment and no income source. the young people have left, leaving the old, the sick, the vulnerable and children behind. the economy of the village and the spirit of the villagers have never been able to be lifted.
things changed because of one person. xia xiangdong, a villager of baiyang village with rich business experience, gave up his career with the aspiration of bringing people out of poverty, returned to the village to run for the secretary of the cpc village branch and the director of the village committee, and was successfully elected.
xia xiangdong believes that in the era of personalized consumption, village construction and management also need to be customized, with its own positioning and products. although the rural environment and resources of baiyang village are ordinary, it still has a chance to stand out through brand building, facing the target group, and developing customized leisure and vacation industry.
with this in mind, xia xiangdong invited a professional team to plan the rural brand once he took office. later, with the help of the professionals, baiyang village proposed the brand name of "white poplar in spring breeze" and the brand positioning of "spiritual hometown".
the original idea of "white poplar in spring breeze" came from a tourist's feeling of entering the village: after several winding mountain paths, people were surprised to see the village where the spring breeze was blowing in front of them.
under the guidance of "white poplar in spring breeze", the livelihood projects have been implanted with market genes. baiyang village has successfully launched 15 featured projects, covering mountains, rivers, forests, lands, lakes and grass, social welfare stations and resettlement areas. the newly built cafes, splendid forests, colorful roads, etc., provide a perfect retreat for local villagers and tourists to relax themselves.
the mountains are the same mountains, so are the products and the people. however, through the overall packaging and design, all the resource elements are integrated into the brand, shining with a new life and distinctive value. the vitality and development potential of the whole baiyang village have also been fully stimulated.
brand operation has greatly improved the collective income of the whole village, and more importantly, encouraged the morale of villagers. young people who once left the village are willing to come back to start their own business. they become managers, scooter drivers, receptionists or guesthouse owners. the villagers are very proud of the changes in their hometown.
with the rise of the brand, other businesses have followed. the village has undertaken the post-operation of several projects. the future development potential of baiyang village is immense.
xia xiangdong said, “the idea of ‘white poplar in spring breeze’ is we hope every visitor can feel the peace of rural life. similarly, for people living here, they can live a happy life and find their spiritual hometown.”
（writing/photograph/script/video sooting: hu tianyuan, zheng bo, chen wen, xu miao, li dan）
