Shocked! Zhejiang Niulan Pig House Becomes Art Cafe

Mud and stone exterior walls, low eaves, potholed mud land. The originally dilapidated cattle pen and pig house in the countryside has now been transformed into a teahouse and coffee shop with retro feelings, pig trough, yellow eel cage, stone mill plate, gourd ladle …... These objects, which can only be seen in the old houses in the countryside, have become nostalgic embellishments in the twinkling of an eye.

In Dipu Village, Jiangnan Town, Tonglu County, Zhejiang Province, beautiful rural construction "turns waste into treasure" of the cattle barn and pig house that has been idle for many years, which not only preserves tourists' memories of rural nostalgia, but also injects the fashion elements of modern petty-bourgeois life into a unique landscape.

The collision between "soil gets rid of dregs" and "Literary style"

Bullpen coffee and pig pen tea bar are now a business card for rural tourism in Tonglu, but three years ago, when they wanted to open a coffee shop in a dirt-dregs bullpen, the villagers would regard it as a joke, "how could anyone want to come here for coffee when it is a mess in the bullpen?"

Talking about the source of creativity, Xiang Fangnong, deputy secretary of the party committee of Jiangnan Town, said that it is considered from the mentality of a tourist that city people come to the countryside to travel. The biggest demand is to feel the original ecological style. "the decadent and depressed cowshed and pig house can also be used as tourism resources. Coffee is a 'high-end' foreign thing. If the two collide, you may be able to play some new tricks."

After recognizing the "mash-up" idea, the town government introduced a tourism company, rented five cattle pens that had been abandoned by villagers for many years, and invited the owner of a well-known chain coffee shop from the county town to give advice. Baristas, cups, and dishes are all "temporarily borrowed" from this store, and the opening "test the water" to see the market reaction.

During the "National Day" Golden week in 2013, Niulan Coffee was a hit, tourists exploded, and the collision between "dirt and dregs" and "literary style" was recognized by the market. "the past serves the present, foreign things serve China, and the combination of vulgarity and elegance meets the consumption needs of urban people for rural tourism." Xiang Fangnong said.

Point "stone" into "gold", a little spark into a prairie fire

With the first exploration of bullpen coffee, the pig pen tea bar in Dipu Village officially opened in May last year, and there is a tendency to "emerge from the blue rather than the blue".

Unlike the cow pen coffee with a single building structure, the pig pen tea bar is located in the farmyard, with six pig pens of different sizes arranged in a crisscross manner, and lush vines covered with pebble walls of pig pads. each pig pen also has a "cute" name: happy pig, good luck pig, happy pig. Bamboo baskets, pig troughs, buckets and other local materials adornment, add a simple flavor.

Shen Tufang, the boss of the tea bar, worked hard in Hangzhou for many years. Seeing the success of the bullpen coffee, she decided to go back to her hometown and start a business, renovating the 14 pig pens she rented, not only preserving the original simple atmosphere, but also making the environment full of petty bourgeoisie atmosphere. During the May Day holiday this year, there was an endless stream of tea bar tourists, with a daily turnover of more than 10,000 yuan. Shen Tufang said that although she has been in business for only one year, her turnover has reached nearly 800000 yuan, and she is expected to recover the cost in two years.

"the successful transformation of the cattle pen and pig house played an exemplary role and changed the concept of the common people, and many villagers began to take the initiative to tap the business opportunities around them." Shen Tu Yonghui, secretary of the party committee of Dipu Village, said that at present, there are more than 20 special accommodation in the village, which are being promoted to tourism companies in Hangzhou, and there are more than 30 rural restaurants, and the stalls are countless. He pointed to a frozen rice candy stall by the roadside. "the stall looks inconspicuous, but its annual turnover is conservatively estimated to be 300000 yuan."

From beautiful countryside to beautiful economy, the environmental dividend shines brilliantly.

The success of Niulan Coffee and Pigpen Tea Bar is by no means accidental, but it is the product of the systematic project of beautiful rural construction in Zhejiang for ten years in a row. Tonglu, the "most beautiful county", has always insisted on relying on green waters and green mountains to get rich. In recent years, people have deeply felt the happiness brought by environmental dividends.

In 2014, Dipu Village and several surrounding ancient villages were jointly declared to become a 4A-level scenic spot of ancient villages in the south of the Yangtze River. In the past May Day short holiday, Dipu welcomed nearly 60, 000 visitors, and the total income of the scenic spot exceeded 3 million yuan. "Rural tourism has bulged our pockets and raised our awareness of environmental protection." Shen Tufang said. The garbage classification and agricultural non-point source pollution control in Dipu village extends from the beautiful countryside to the beautiful economy, forming a virtuous circle.

Xiang Fangnong believes that in the transformation of beautiful villages, government guidance, market operation and the concept of cultural creation are indispensable. He said that the transformation and development of tourism in Dipu Village is a long-term plan for the construction of beautiful villages in Zhejiang Province. it took three years to renovate the sanitary environment alone, and the excavation of cultural connotations and the protection of ancient village buildings were also carried out at the same time.

The purpose of government guidance is to stimulate the vitality of the market and let more private capital be integrated. After the successful design and planning of Niulan coffee in villages and towns, it is contracted and managed by tourism companies, and the opening of pig pen tea bar and other places under construction are connected to noodles. Develop cultural resources into industrial resources.

In addition, the market-oriented mode of project operation makes different healthy competition between different projects. "take bullpen coffee and pig pen tea bar as an example, they seem to be the same, but each has its own advantages, and both have become star brands. Integrate scattered resources and form groups into intensive industrial belts to achieve win-win results. " Shentu Yonghui said.

Mao Xihao, secretary of the Tonglu County CPC Committee, said that city dwellers return to nature to look for homesickness in the countryside, inheriting and protecting traditional culture, and endow them with symbols of the times to meet the needs of modern people. The concept of cultural creation is a "catalyst" to magnify the spillover effect of beautiful villages in Zhejiang.

(reporters he Lingling and Huang Jie) Xinhua News Agency, Hangzhou