(走进中国乡村)"咖啡香"带热浙江乡村生态经济 如今在安吉，咖啡是"入场券"，"村咖"与运动、露营、探险等结合，体验感才是"商品"。 中新社湖州9月25日电 题："咖啡香"带热浙江乡村生态经济 作者 傅飞扬 黄彦君 在浙江省湖州市安吉县天荒坪镇余村，沿村中绿道蜿蜒上山，可见一处矿山遗址改造成的"瀑布咖啡"： 一汪碧水嵌在山间，远处瀑布倾泻而下，游客手持咖啡杯与风景合影。 "这里没有标准化的吧台和打卡墙，而是在不破坏生态的基础上对自然进行'二创'。我们希望通过这种 方式，探索'村咖'景区化商业模式。"其运营负责人马刚受访称，该咖啡馆融合音乐吧、餐厅等业态， 游玩属性显著，8月下旬开业以来迅速"出圈"。 近日，浙江安吉余村，游客手持咖啡在瀑布前拍照。孙杨洋 摄 浙江目前有"村咖"2600余家。其中，常住人口60万的小城安吉，聚集300多家咖啡馆。 上述咖啡馆所在地，曾是余村"生态疤痕"。20世纪70年代，该处为石灰石矿区，山体破坏、河水污染、 粉尘漫天等问题严重。2003年，余村决定全面关停矿山并实施复垦复绿，对其进行生态修复。 天荒坪镇相关负责人介绍，通过"地质+生态+产业"融合开发模式，该地将矿坑与周边山林" ...

Core Insights - The "village coffee" industry in China has experienced a rapid rise and subsequent decline, with many entrepreneurs facing operational challenges as the market normalizes [1][5][19] - The industry is characterized by a stark contrast between successful brands and struggling outlets, highlighting the importance of strategic location, cost management, and effective marketing [3][5][19] Group 1: Industry Overview - In 2023, the village coffee trend surged, driven by cultural influences and a desire for rural experiences, leading to over 44,000 village coffee shops nationwide by October 2024 [1][5] - However, many initial operators are now facing severe financial difficulties, with some reporting daily revenues as low as 200-300 yuan, leading to closures after significant investments [1][3][5] Group 2: Challenges Faced - The village coffee sector is experiencing a supply-demand imbalance, with oversaturation and a lack of business acumen among many operators contributing to failures [5][19] - Key pain points include poor site selection leading to insufficient customer flow, significant revenue fluctuations tied to holiday seasons, and high operational costs due to underestimating rural infrastructure needs [8][10][11][14][16] Group 3: Regional Disparities - There is a notable regional disparity in the success of village coffee shops, with economically developed areas like Zhejiang and Guangdong seeing more successful establishments compared to less developed regions [5][7] - The density of village coffee shops in certain areas, such as Guangdong's 崖口村, far exceeds urban centers, indicating a mismatch between supply and local demand [7][19] Group 4: Strategies for Success - Successful village coffee shops employ precise location strategies, optimizing for accessibility and tourist traffic, which is crucial for attracting urban consumers [20][22] - Cost management is essential, with successful operators collaborating with local farmers for fresh ingredients and optimizing operational costs through shared resources [24][26] - Innovative marketing strategies, including social media engagement and partnerships with local tourism entities, are vital for enhancing brand visibility and attracting customers [26][28][30]

Core Viewpoint - Huzhou is implementing the concept of "Green Water and Green Mountains are as Valuable as Mountains of Gold and Silver" through innovative reforms and mechanisms, aiming to achieve ecological civilization and common prosperity [1][2]. Group 1: Reform and Innovation - Huzhou has been exploring reforms to activate ecological resources, such as initiating the "Two Mountains" cooperative pilot reform in 2019, achieving full coverage of cooperatives by June 2023, and generating a cumulative income of 147 million yuan for village collectives [1]. - The city is also pioneering property rights reform for mountain ponds and reservoirs, with the first national ecological product value transformation project set to launch in March 2024 [1]. Group 2: Business Model Innovation - Huzhou is transforming ecological resources into vibrant business models, such as "village coffee + leisure" and "camping + cultural tourism," which have attracted youth to rural areas and upgraded traditional industries to new formats like coffee economy and live-streaming e-commerce [1]. - The "Deep Blue Plan" in Anji set a national record with a single store selling 8,818 cups of coffee in one day, showcasing the potential of innovative business models [1]. Group 3: Benefit Distribution Mechanism - Huzhou has innovated a benefit distribution mechanism to ensure equitable sharing of ecological wealth, exemplified by Anji's bamboo forest carbon trading platform, which allows villagers to earn stable returns while investing in sustainable projects [2]. - The model ensures that villagers receive 60% of the bamboo forest's value-added income, while village collectives retain 40% for community welfare and development projects, promoting a cycle of resource utilization and benefit return [2]. Group 4: Broader Implications - Huzhou's practices reflect a commitment to balancing high-quality development with environmental protection, creating a replicable model for ecological common prosperity that can be promoted across the province and nation [2].

Core Viewpoint - The article discusses the challenges faced by rural coffee shops ("village cafes") in China, highlighting the gap between idealistic entrepreneurial visions and harsh market realities. It emphasizes the need for a more sustainable business model that integrates with local communities and diversifies offerings to survive in a competitive landscape [2][11][19]. Group 1: Entrepreneurial Journey - The protagonist, 若岚, transitioned from a high-pressure urban job to opening a village cafe in Shanxi, driven by a desire for a more fulfilling life [4][7]. - Initially, the cafe was successful during holidays, generating significant revenue, but the business model proved unsustainable due to a lack of consistent customer traffic outside peak times [9][11]. - After 26 months of operation and losses exceeding 650,000 yuan, the cafe was closed, reflecting a broader trend of failure among similar ventures [11][14]. Group 2: Key Challenges Identified - **Misguided Positioning**: The cafe's concept was based on aesthetics and emotional appeal rather than addressing actual consumer needs, leading to a fragile business model reliant on fleeting trends [11][13]. - **Single Business Model**: The reliance on social media-driven traffic without creating a community or repeat customer base resulted in low customer retention and profitability [11][13]. - **Demand Mismatch**: The cafe failed to recognize the differences in coffee culture and consumer behavior between urban and rural areas, leading to a business model that could not sustain itself outside of holiday periods [13][14]. Group 3: Future Directions for Village Cafes - **Product Diversification**: Successful models should integrate local products and stories, transforming the cafe into a hub for local goods rather than just a coffee shop [19][20]. - **Cultural Integration**: Emphasizing local culture and history in the cafe's design and offerings can create a more authentic experience that resonates with visitors [20][21]. - **Community Engagement**: Building a community around the cafe, where locals participate in activities and events, can foster loyalty and repeat visits [21][22]. - **Shared Benefits**: Establishing a cooperative model where local residents share in the cafe's success can enhance community ties and ensure sustainable operations [22][23].

Core Insights - The core viewpoint emphasizes the importance of integrating特色农产品 (specialty agricultural products) and乡村旅游 (rural tourism) for rural revitalization in China, as highlighted by President Xi Jinping [1] Group 1: Rural Tourism Development - The rural tourism market in China has been thriving this year, with a total of 707 million visitors and revenue of 412 billion yuan in the first quarter [2] - The "May Day" and "Duanwu" holidays saw continued popularity in rural tourism, becoming a significant highlight of holiday consumption [2] - Various regions are innovating rural tourism models, upgrading products, and optimizing services to capture development opportunities [2] Group 2: Cultural and Economic Integration - The integration of agriculture and tourism is being emphasized, with regions like 奇台县 (Qitai County) leveraging their agricultural landscapes to attract tourists [2] - New industries and business models are emerging, such as乡村避暑游 (rural summer vacation) and乡村康养游 (rural health tourism), contributing to local employment and economic growth [2] - The development of "village brands" like "村晚" (village evening shows) and "村咖" (village cafes) is enhancing the income potential for farmers [2] Group 3: Infrastructure and Accessibility - By the end of 2024, over 30,000 towns and 500,000 villages in China are expected to have paved roads, with rural tap water coverage reaching 94% and sanitary toilet coverage around 75% [3] - The rapid deployment of digital infrastructure in rural areas, including internet and mobile payment systems, is improving the comfort and convenience of rural tourism [3] - The number of key rural tourism villages and towns has reached 1,399 and 198 respectively, injecting new vitality into rural revitalization efforts [3]

Core Viewpoint - The article discusses the challenges faced by rural coffee shops ("village cafes") in China, highlighting the gap between idealistic entrepreneurial visions and harsh market realities. It emphasizes that many such ventures fail due to misaligned business models, incorrect market positioning, and lack of sustainable demand [14][20][41]. Summary by Sections Entrepreneurial Journey - The story of a former media worker who opened a village cafe in Shanxi, initially filled with passion but ultimately faced significant losses, totaling over 650,000 yuan after 26 months of operation [5][11]. - The cafe's initial success during holidays was misleading, as the local population was insufficient to sustain business outside peak times [9][11]. Challenges Faced - The entrepreneur misjudged the market, believing that a picturesque setting and coffee would attract customers, but failed to account for the lack of daily demand [15][19]. - The business model relied heavily on seasonal traffic, with no repeat customers or community engagement, leading to unsustainable operations [17][19]. Industry Insights - Over 60% of village cafes are struggling to maintain operations, with many closing within six months due to a lack of viable business models [22]. - Successful examples in the industry, such as those in Anji, demonstrate that a strong foundation in local resources and community engagement is crucial for sustainability [26][28]. Future Directions - The article proposes a "village cafe 2.0" model that includes: 1. **Product Diversification**: Expanding offerings beyond coffee to include local products and experiences [32]. 2. **Cultural Integration**: Maintaining local architectural styles and cultural elements to enhance authenticity [34]. 3. **Community Engagement**: Creating spaces for local events and fostering relationships with customers to encourage repeat visits [36]. 4. **Shared Benefits**: Involving local residents in the business model to create a community-driven profit-sharing system [40]. Conclusion - The article concludes that the village cafe concept is not inherently flawed but requires a shift in approach, focusing on integration with local culture and sustainable business practices rather than merely replicating urban coffee shop models [41].

Core Insights - The rise of rural coffee shops, or "village cafes," is transforming rural development by merging coffee culture with local agricultural products, creating new economic opportunities and enhancing the rural tourism experience [1][5] Group 1: Industry Growth and Impact - Village cafes are rapidly gaining popularity as unique destinations for urban dwellers seeking relaxation and a connection to nature, contributing to rural revitalization [1][2] - In Beijing, as of February 2025, there are 209 village cafes with an annual visitor count of 3.615 million and revenue of 62.96 million yuan, showcasing significant economic impact [2] - In Anji, Zhejiang, over 300 village cafes attract more than 6.15 million visitors annually, generating a distinctive industry scale of 121 million yuan [2] Group 2: Innovative Business Models - Various innovative business models are emerging, such as "village cafe + homestay," which combines accommodation with leisure experiences, enhancing visitor engagement [3] - The "village cafe + farm" model integrates agricultural production with cafe operations, exemplified by a farm in Hangzhou generating over 3 million yuan in annual revenue [3] - The "village cafe + intangible cultural heritage" model incorporates local cultural experiences, enriching the visitor experience while promoting traditional arts [4] Group 3: Challenges and Solutions - The village cafe industry faces challenges such as severe scene homogenization, professional talent shortages, seasonal visitor fluctuations, and high logistics costs [5][6] - Experts suggest that government policies should support village cafes through rent subsidies and tax incentives, while also establishing industry standards to ensure quality [6] - Strengthening regional resource integration and collaboration with local tourism entities can enhance the visitor experience and promote differentiated competition [6]

Core Viewpoint - The article highlights the successful agricultural and tourism integration in Kewan Village, Fujian Province, focusing on the cultivation and marketing of water peaches, which has significantly boosted local income and community development [4][7]. Group 1: Agricultural Development - Chen Xingjin's family cultivates nearly 150 water peach trees, yielding approximately 10,000 kilograms annually, generating an income increase of nearly 100,000 yuan [4]. - The water peaches from Kewan Village are characterized by high juice content, thin skin, strong aroma, and sweetness, with prices ranging from 5 to 15 yuan depending on quality [4]. - Expert guidance in planting techniques and pest control has improved both the quality and yield of the peaches, contributing to the village's agricultural success [4][7]. Group 2: Community and Economic Reforms - The implementation of the "Fortress Project" by the Fuding Municipal Committee has streamlined village governance, reducing the number of administrative personnel from 14 to 7, enhancing efficiency [7]. - The village has seen the establishment of three themed cafes, which are projected to increase collective income by 150,000 yuan annually [7]. - The integration of tourism and agriculture is being further developed through the establishment of boutique homestays and cultural projects, aiming to attract more visitors and enhance local economic growth [8].

Core Insights - The rise of "village cafes" reflects a shift in consumer preferences towards unique rural experiences, blending coffee culture with scenic environments [1][10][11] - The initial success of village cafes has led to a surge in new openings, but many are now facing challenges due to oversaturation and lack of differentiation [8][21][43] Group 1: Market Dynamics - Village cafes have become a popular entrepreneurial choice for young returnees, driven by the allure of combining rural charm with profitability [5][21] - In Anji, a small county with a population of less than 600,000, there are over 300 village cafes, attracting more than 6.15 million visitors annually and generating a revenue of 121 million yuan [3] - The village cafe model has gained traction post-pandemic, as urban dwellers seek more relaxed and immersive travel experiences [10][11] Group 2: Challenges and Criticisms - The phenomenon of "one village, one flavor" has emerged, with many cafes offering similar decor and menu items, leading to a lack of uniqueness [6][22] - Many cafes are struggling to maintain profitability, with some only operating seasonally due to reliance on tourist traffic [42][43] - The rapid expansion has resulted in some cafes being built without proper adherence to local culture or environmental considerations, leading to accusations of cultural dilution [27][28] Group 3: Consumer Experience - The appeal of village cafes lies not just in the coffee but in the emotional and experiential value they provide, often set in picturesque locations [12][14] - However, consumer feedback indicates that the actual experience may not meet expectations, with complaints about high prices and inconsistent quality [30][31] - The need for continuous innovation to attract customers has become critical, as many cafes struggle to maintain interest beyond initial visits [40][42]

Core Insights - The Guangdong Provincial Department of Culture and Tourism hosted the first "Yue Style New Trend" Guangdong cultural tourism consumption new business format exchange meeting in Zhongshan, focusing on exploring the integration potential of "agricultural research + rural tourism + homestay rest" and "cultural experience + specialty dining + creative markets" [1][25] - The "Yue Style New Trend" initiative has attracted over 800 units to apply since 2023, resulting in the cultivation of 115 exemplary scenes, establishing itself as a new IP brand for cultural tourism consumption in Guangdong [4][25] - The initiative aims to enhance the quality of cultural tourism development in Guangdong through continuous field research and sharing activities [4][25] Group 1: 崖口村 (Yao Kou Village) - Yao Kou Village has seen over 3 million visitors in the first half of 2025, generating over 2 million yuan in parking revenue, thanks to the influx of tourists from the Shenzhen-Zhongshan Link [8][27] - The village has developed approximately 25 "village cafes" with annual revenues exceeding 10 million yuan, and 13 homestays have been established, forming a "Yao Kou Homestay Cluster" [8][29] - The village aims to introduce more high-end rural hotel brands and enhance local homestays by aligning with the standards of Mogan Mountain [11][29] Group 2: 康公屿 (Kang Gong Yu) - The Kang Gong Yu Handicraft Workshop has transformed a dilapidated silkworm breeding site into a vibrant cultural and tourism hub, attracting visitors with its unique blend of local folklore and modern cafes [12][28] - The workshop integrates production, inheritance, experience, and sales, providing a sustainable market space for intangible cultural heritage [19][28] - The project has become a popular entrepreneurial platform for young people, with over 90% of merchants being young entrepreneurs [15][32] Group 3: Expert Opinions - Experts emphasize the importance of cross-industry integration to create immersive experience new scenes, highlighting that the "Yue Style New Trend" has become a core driver of cultural tourism growth in Guangdong [20][23] - The focus is on respecting and exploring local natural endowments and cultural genes while innovatively expressing and combining various business formats [24][30] - The successful experiences from Yao Kou Village and Kang Gong Yu provide valuable references for the cultural tourism industry in Guangdong and beyond, advocating for a focus on "small but beautiful" and "precise and special" offerings [24][30]