Kangye industry is a huge sunrise industry.
The Ministry of Civil Affairs predicts that during the "14th Five-Year Plan" period, the country's elderly population will exceed 300 million, and our country will move from mild aging to moderate aging.
Data released by the seventh national census show that the proportion of my country’s population aged 60 and over exceeds 18.70%, of which the proportion of people aged 65 and over reaches 13.50%, further deepening the aging of the population. Moreover, the elderly population is expected to maintain a growth rate of more than 10 million from 2022.
In the next 10 years, the scale of health care real estate is expected to reach 10 trillion yuan in 2030, which effectively shows that the health care industry is facing unprecedented development opportunities.
In particular, this epidemic has promoted the upgrading of demand in the health care industry. "Ecology, culture, and health" are the three rigid market demands and are the focus of product chain research and development.
From a supply perspective, the 2020 Central Government Document No. 1 further expands land resources for the health care industry from the land supply side; investment institutions are attracted by the "trillion cake" of the health care industry, real estate, insurance Companies such as , tourism, and technology have begun to invest heavily in the health and wellness field to provide financial support for their development.
According to statistics, more than 5,000 health care projects have been successfully attracted investment and started construction in various districts and counties across the country, but not many have opened and achieved profitability. The misalignment between supply and demand is still the current health care industry. development problems.
It’s true that culture, tourism and health care are a blue ocean worth billions, and it’s hard to do business among all the heroes vying for the top spot.
Now, we have entered the era of health and wellness tourism for all ages. Even "Generation Y and Generation Z" are paying attention to health preservation. The pursuit of health has become the mainstream of leisure life. Wellness and wellness vacations have also spawned a series of new business formats. It has become a new model for economic breakthrough development in the new era. For example: rural residence, pastoral health care, wild luxury health care, etc.
In addition, in the context of the development of "urban-rural coordination and urban-rural integration", the health and wellness atmosphere in the county has become stronger, which is a breakthrough point in the economic development of the county.
Overall, the 10 trillion health care market is about to explode. What will be the tipping point?
In the comprehensive promotion of rural revitalization, can most villages seize this period of opportunity and share the dividends?
It depends on what the future development trend of rural areas will be.
I believe that the future development direction of rural areas is a mixture with the concept of "residence". It not only includes rural residence, but also pastoral health care, experiential living environment, and technology. A living community that feels empowered.
The countryside is not only the habitat of farmers, a place where grains, grains, fruits and vegetables are produced, but it is also a place closest to nature that can heal the wounds of modern industrial civilization, many of which are difficult to heal in cities. All illnesses are cured in rural life.
Therefore, rural residence + pastoral health care will be the tipping point for the explosion of the RMB 10 trillion health care market.
So, how do ordinary villages grasp this tipping point?
Accurate detonation, focused site selection, with three major points
1. Location, the countryside in the extended areas surrounding large cities or metropolitan areas and urban agglomerations, Beijing-Tianjin-Hebei, and the Yangtze River Delta The five major regions, Guangdong, Hong Kong and Macao, Chengdu-Chongqing Urban Agglomeration and Central China Urban Agglomeration, enjoy location advantages for development in rural areas within a 2-hour drive by car.
2. Resource base, whether it is ecological resources, human resources or local property resources, must have certain resource conditions as the basis.
3. The integration of agriculture, health and tourism requires opening up the integration and innovation of primary, secondary and tertiary industries, using new products, marketing, operations, brands and investment logic to empower primary industries, empower villages, and innovate land elements , release the value of property elements and talent elements.
Market segmentation, health care for all ages, lies in cross-border integration
When "Generation Y and Generation Z" begin to pay attention to health care, this has to be paid attention to, which represents The trend of future consumer trends, the composition of the new middle class will be based on them. Health care is more than just old age care. Health care for all ages can meet the health care needs of people of different age groups.
Needs for those under 30 years old - sports and health care: mountain climbing, cycling, running, getting close to natural landscapes, forests, countryside, studying, and experiencing the local customs and customs.
Needs for people aged 30 to 50 years old - leisure and health care: beauty and foot massage, tea tasting, bird watching and fishing, leisure and entertainment, etc.; outdoor parent-child: experiencing life, children's outdoor development, family gatherings, etc.; self-driving tour: camping , picnics, RV camping, barbecues, etc.
From 50 to 60 years old—nurturing one’s nature and health: meditation, spiritual practice, traditional Chinese culture, Tai Chi, retreat, etc.; recuperating and maintaining one’s health: hot spring recuperation, traditional Chinese medicine health, dietary regimen, etc.; treating diseases beforehand: regulating sub-health , health care products, physiotherapy, etc.
Needs of people over 60 years old - medical health care: health examination, rehabilitation training, drug therapy, etc.; nursing care: family doctor, nurse care, life care, etc.; elderly care: elderly care community, health management center, health care treatment center, etc.
When introducing health industry in rural areas, it must be based on agriculture and cannot forget its roots. Rural revitalization is an irreversible trend. From industrial poverty alleviation to industrial revitalization, on the basis of "agriculture +", we break the cognitive boundaries and focus on the superposition and integration of industries, which lies in cross-border integration.
On the one hand, it can break the industrial development bottleneck of "one thousand villages, one product" in the current rural revitalization process, and it can also expand the brand boundary of "one village, one product", from single agricultural products to elderly care service products and related related products. Derivatives.
On the other hand, it can make up for the shortage of urban elderly care resources, while promoting the sustainable development of rural socio-economics, forming an effective flow of resources between urban and rural areas, and alleviating the aging and hollowing out problems faced by rural areas.
Rural residence + pastoral health care is essentially the integration of "agricultural health tourism".
Rural residence + pastoral health care, focusing on pastoral community
Rural residence + pastoral health care, focusing on practicality, returning to pastoral life, building a pastoral community, and achieving "five-state integration" ".
Ecology is the basis. Based on the ecological environment of the natural countryside, we integrate the natural landscape of "mountains, water, forests, and fields" with the cultural landscape of "rural customs, nostalgia, and rural residence" to build a residence where people and nature live in harmony. ecological community.
The birth state is blood. The original ecological pastoral should be embedded with modern agriculture, tourism, and rural innovative industries as chips, and be integrated with village protection and rural revitalization to realize the self-generation and self-evolution of the rural pastoral.
The form is the body. The original ecological village texture and traditional architectural space are the best carriers to carry the experience of local life and folk customs. How to properly handle protection and display, inheritance and innovation is the key to realizing the beauty of pastoral.
The style of writing is special. Only through the excavation and "IP" incubation of traditional rural culture and intangible cultural heritage and "IP" incubation, and the combination of local folk sentiments, ethnic festivals and modern folk customs, tourism, entertainment, performing arts, and rural creative content can we create a dynamic and differentiated rural countryside.
The human form is the soul. Human touch is the soul of pastoral life. Only with people can a pastoral area have the flavor of life and truly attract tourists. It is necessary to cultivate a living atmosphere of "host and guest enjoy each other" and show a pastoral life realm that returns to nature in the heart.
Pastoral communities are part of the residential community, serving aboriginals and new immigrants. There will also be "three creative people and one leisure" people, that is, cultural creative people, agricultural creative people, scientific creative people, and leisure people.
Aboriginal people: solve employment and income-increasing problems and become industrial workers and high-end service personnel; cultivate new farmers with talent concepts, ensure farmers participate and benefit, improve farmers' production and living environment, and cultivate new professional farmers.
New immigrants: Mainly divided into two categories, one is the core of elites, urban youth and other people, as the second residence; the other is the core of health care and elderly care groups, as the first choice for rural retirement.
Maker group: Mainly divided into three categories: cultural creators, agricultural creators, and scientific creators.
Travelers: Mainly leisure people. Relying on resources and functional projects such as agricultural tourism, cultural experience, rural leisure, pastoral vacation, etc., we attract urban consumers to return to pastoral life and come to the countryside for tourism, leisure, and vacation.
Ultimately, a high-quality living space is formed. For example, urban middle-aged people can own a "small vegetable garden, small orchard, small flower garden" and can also run a family farm.
The key point of rural residence + pastoral health care is planning, planning and design
The difficulty of rural residence + pastoral health care is to open up the whole-age health care product chain to meet the potential market Demand forms a consumption chain and can seize the lifeline of the realization point.
In particular, for new investment projects, based on the key points of preliminary evaluation and investment feasibility study analysis, cross-border integration planning, planning and design techniques are adopted to serve business decisions and look at the overall situation rather than the details. , is often the key to the success or failure of a project.
The environment of rural residence + pastoral health care is mainly pastoral environment, with diversity, complex landscape and rich layers.
We divide this environment into three categories: natural environment, cultural environment, and pastoral environment. We plan, plan and design different types of environments respectively, and derive related product formats.
1. Natural environment design
Natural environment design should pay attention to adapting measures to local conditions, using ecological design principles to guide the design of the landscape environment, and play a role in improving farmers' lives. Here, adapting measures to local conditions is simply Divided into three categories:
1. Born with "trees", the design of rural residence + pastoral health care is generally in villages with a long history. There are many old trees in the environment. These Trees may be the carrier of culture and people's beliefs. Not only must these trees be protected, but they must also be provided with sufficient living space. Woods are also a part of nature. Ecological design theory guides environmental design to take woods as design objects. Not only can modern landscape elements be added to them, such as promenades and plank roads, but characteristic natural landscapes of pastoral communities can also be formed by planting characteristic saplings.
2. Integrate with "water". Water is an important part of the natural environment. Water has given birth to various cultures. The design of the water environment must not only be combined with architecture, but also through ecological design techniques. The internal vegetation and water flow should be well laid out to form a natural ecological water environment landscape. The presence of water can not only form a microclimate, but also create a characteristic space with cultural symbols. Because water has unpredictable shapes and pleasant sounds, the environment integrated with water is flexible and poetic.
3. Coexisting with "mountains", the mountain environment is a common natural environment in rural residence + pastoral health care. The mountains may be steep or gentle, or rugged with strange rocks or overgrown with vegetation. The construction of villages Generally, it will be built according to the mountains, and the mountains will have something to rely on. The environmental design of the mountain forest will generally be combined with leisure tourism projects, focusing on the protection of the mountains, using the beautiful environment to soothe the impetuous mind, and achieve the state of unity between heaven, earth and man.
2. Humanistic environment design
The humanistic environment design of rural residence + pastoral health care focuses on the good protection and inheritance of historical relics, regional ethnic culture and folk customs, and is practical, beautiful, and Economy is the fundamental criterion for humanistic environment design, and a characteristic landscape that highlights folk culture is designed.
Humanistic landscape design can be divided into two types. One is the design and transformation of traditional humanistic landscape, which starts from the perspective of landscape shape, color, material, light and shadow, environmental protection, etc., using traditional materials and processes, combined with modern innovative technologies and new materials , repair or transform damaged cultural landscapes or cultural carriers, highlight the cultural value of the landscape, and form a landscape with cultural characteristics. It can also reproduce traditional cultural landscapes. Since there are very few local historical and cultural landscapes left, through people's memories and incomplete completion methods, the original landscapes can be re-designed ecologically, and modern technology or traditional craftsmanship can be used to transform the unique cultural landscapes into The landscape reappears in front of people, for example: the pastoral harvest landscape of "Pastoral East" incorporates modern design composition principles, uses ecological and environmentally friendly materials, restores the harvest landscape, and uses small landscapes to reflect the larger environment, which is representative and durable.
The other is the innovation of cultural landscape, which mainly reflects the modern design aesthetics and the environmental protection of materials. Humanistic landscapes incorporate modern aesthetic ideas through innovative design techniques to express a unique culture. Some of them use environmentally friendly materials or high-tech crop planting, and are purposefully conceived and designed to convey some ecological and environmental protection concepts to people. cultural thoughts.
3. Pastoral environment design
Pastoral environment is a unique environment for rural residence + pastoral health care. The overall background environment is pastoral. The pastoral environment can be divided into: pastoral, Orchards, lakes and farmland, the external environmental design of the building involves these aspects. Its design is based on the living habits and living habits of farmers. It is said that "the mountains depend on the mountains, and the sea depends on the sea." This forms buildings with various pastoral environments as the background. There are two ways to design the pastoral environment of a building: one is to utilize the original pastoral environment into the surrounding environment of the building, that is, build the building on the pastoral; the other is to reshape the environment around the building into a pastoral environment, which It is necessary to form a new pastoral environment through reasonable planting, matching vegetation, and managing irrigation.
Design points: First, it is necessary to grasp the degree of the pastoral environment. It cannot be too artificial, which will form an overly rigid and mechanized landscape. The original pastoral environment should be used as a reference. The second is regular repair. Pastoral landscape environments are generally artificial, that is, the fruits of people's work, so it is necessary to maintain and repair them regularly. Third, the pastoral environment has higher value. Compared with the beauty of the natural environment, in addition to being beautiful, the pastoral environment also has value for people to use, and can be eaten, picked, and stored. Therefore, the design of the pastoral environment should pay attention to it. The embodiment of value. The Four Pastoral environment is seasonal, which is mainly related to its plant configuration, so the environmental impact of seasonal changes must be paid attention to when designing.
The design significance of the pastoral environment can not only reflect the essential requirements of the pastoral community - pastoral, but also form an environmental landscape with higher value, bringing happiness and convenience to people's lives.
The planning, planning and design of the three major environments are the key to the implementation of the rural residence + pastoral wellness project, and can also derive products such as "rural residence, recuperation residence, cultural experience residence and residence relying on longevity natural resources" Business chain, establish a consumption chain, form a monetization node, and gradually build a complete industrial ecosystem.
In short, during the "14th Five-Year Plan" period, some villages that are capable of developing "agricultural and health tourism" must seize this period of opportunity, make rational use of resource advantages, and do a good job in top-level design to make rural residence + pastoral Only when health care and other projects are implemented as soon as possible to expand domestic demand and stimulate consumption can the economy be stirred up and become a "golden era" under the internal economic cycle!
Text / Li Guomin / Cross-border Integration Planner / Sannong Research Focus on the preliminary planning, planning and design of (rural construction, cultural tourism, agricultural tourism) and other projects!
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