2月25日，新华每日电讯第7版"特稿"版整版刊发《新名片里看乡村新景——安徽乡村变革六记》。 （来源：市场星报） 近期，新华社安徽分社6路小分队分赴皖北、皖西、皖南等地区的6个乡村蹲点调研，在捕捉乡村新名片 中，感受数字时代中国乡村变革的新活力、新气象。 滑雪场：大别山里长出"冷经济" 冬日午后，在大别山区800多米海拔高的山窝窝里，3条长短不一的滑雪道依山而落，最长的高级道长约 1200米，白茫茫的雪场在阳光照射下显得愈发明亮。粉的、蓝的、绿的……身着不同色彩滑雪服的游客 们穿梭滑行，夹杂着不同地方口音，扮靓了雪场，更热闹了山村。 这里是大别山滑雪旅游度假区，位于安徽省六安市霍山县漫水河镇新铺沟村，在北京冬奥会举办后，当 地依托高海拔、低气温的地理环境招引外地企业投资所建。 "近年冰雪运动热潮从东北、华北等传统优势区域向全国范围南展西扩东进，让大家认识到，南方也可 以发展冷经济。"六安市文化和旅游局局长秦国伟说，六安抢抓机遇积极发展冰雪运动，通过项目落地 提速、发放文旅惠民消费券等方式支撑保障，已形成大别山滑雪旅游度假区、金寨莲花山滑雪场等多个 品牌。 村咖：乡野间的"诗与远方" 沿着"皖南川藏线"一路向西 ...

来到小陶村，你一定要逛一逛这里的"市集"。市集上不仅有各类手工文创，还有非遗产品，游客们还可以亲身体验一把，乡村文旅在这里融合"破圈"。 小陶村，是一个历史悠久的江南村落，从空中俯瞰，整个小陶村被天然水域分成五个部分，形成五福临村的格局。这里聚集了一批乡村创客，村咖、文创市 集、乡村音乐会等新业态兴起。在村子里，你可以去咖啡店喝上一杯现磨的咖啡，也可以静下来去书店看看，还有陶艺店和手作店，你能想到的吃喝玩乐， 在这里都能实现。 这两年，当地引入了"大学小镇"的模式，小陶村提供场地和装修，大学带来专业人才，双方一起给来村里创业的年轻人一次"折腾"的机会。 如今，18家文创、艺创类工作室相继入驻小陶村，同时引入民宿、窑烤面包等业态，一个颇具文艺和烟火气息的和美乡村初具规模。 现在的小陶村，每逢周末和节假日，都有不少游客过来游玩。游客多了，村民也得到了实惠，在家门口开民宿，卖卖自家种的土特产品，有的还给游客当起 了导游。在刚刚过去的2025年，这里累计吸引游客超3万人次，拉动消费300多万元。 品美食 赏非遗 山水田园间欢喜过大年 今年春节，乡村旅游持续升温，越来越多的游客将目光转向县域和特色村落，大家不再只是单纯 ...

Core Viewpoint - Jing County is enhancing its tourism appeal through unique village cafes, promoting local culture and hospitality, and integrating traditional values into modern tourism services [9][10][12]. Group 1: Tourism Development - The village cafes in Jing County have become popular among domestic and international tourists, serving as a window to showcase the local image [3][5]. - The "Grain Warehouse" cafe in Suhong Village, transformed from an old barn, gained recognition for its unique rural charm and customer service, exemplified by a story of returning lost property to a tourist [10]. - The local tourism bureau has initiated training programs for service providers to improve service quality, focusing on details and customer satisfaction [11]. Group 2: Cultural Integration - Jing County's historical and cultural richness is highlighted through its traditional villages, such as Huangtian Village, which has a history dating back to the Song Dynasty and is recognized for its architectural heritage [12][13]. - The village regulations in Huangtian Village serve as a guide for community behavior and conflict resolution, promoting a positive social atmosphere [12][13]. - The integration of traditional values into tourism services aims to enhance the overall visitor experience, transitioning from merely beautiful scenery to superior service [13]. Group 3: Community Values - The county has seen a rise in local moral exemplars, with numerous individuals recognized for their altruistic deeds, contributing to a culture of kindness and community support [14][15]. - The promotion of Jing County's Xuan paper as a cultural treasure is part of a broader strategy to enhance the county's image and attract visitors [16]. - The recent launch of a city image campaign, including a new logo and promotional events, aims to convey the warmth and hospitality of Jing County to the world [16].

Core Insights - The "village brand" initiatives are successfully integrating agriculture, culture, tourism, and sports, leading to significant revenue generation and community engagement [1][2] - The rise of "village sports" and cultural events is transforming rural areas into vibrant hubs of activity, leveraging digital platforms for broader reach and engagement [1][2] Group 1: Economic Impact - Guizhou's "village sports" events have generated over 100 million in revenue, showcasing the economic potential of rural cultural and sports activities [1] - Nationwide, over 2.2 million various cultural and sports activities are expected to be held in rural areas by 2024, indicating a robust growth trajectory for the "village brand" initiatives [2] Group 2: Cultural Integration - The "village brand" movement emphasizes local cultural elements, transforming traditional practices into modern expressions that resonate with contemporary audiences [1][2] - The integration of local narratives and cultural resources is essential for creating unique experiences that attract visitors and enhance community identity [2] Group 3: Community Engagement - Empowering local farmers and community members as "village managers" fosters a sense of ownership and authenticity in the development of rural initiatives [2] - The focus on grassroots participation and local creativity is crucial for sustaining the momentum of the "village brand" movement [2][3]

Core Insights - The "Village Coffee" conference held in Anji, Zhejiang, gathered over 120 village coffee operators and industry representatives to explore new pathways for rural development through coffee [1][4] Group 1: Economic Impact - Anji has seen the emergence of 332 village coffee shops, contributing to rural development and embodying the concept that "green mountains and clear waters are as valuable as mountains of gold and silver" [1] - In the past three years, Anji has launched 617 youth entrepreneurship projects centered around "Village Coffee," attracting 38,000 young people to the area [1] - The "Village Coffee" initiative has led to 856 young entrepreneurs returning to their hometowns, generating revenue of 750 million yuan and increasing collective income in Anji County by over 18.6 million yuan [1] Group 2: Talent Development - Anji Youth Innovation Academy has trained over 6,000 young talents and issued 751 special vocational certificates in rural operations [4] - The academy aims to deepen national cooperation and support the growth of small and beautiful rural cultural tourism industries [4] Group 3: Conference Activities - The conference featured the release of the "Anji Village Coffee Tour Map," detailing the distribution and characteristics of village coffee shops in Anji [5] - Notable brand founders shared practical experiences on brand operation and community building during the "Big Coffee Open Mic" session [5][6] - Participants visited successful projects like "Deep Blue Plan" and "Waterfall Coffee," experiencing the ecological value transformation model of "natural scenery + coffee" [5] Group 4: Future Collaborations - The conference concluded with multiple cooperation intentions, with many external operators planning to collaborate with Anji brands to bring the "Anji experience" back to their hometowns [5]

Core Insights - The "village brand" cultural and sports activities are gaining popularity across China, with a total of 24 types of activities reported and over 2.2 million events expected in rural areas by 2024 [1][11] - The "village brand" activities are contributing to rural revitalization and economic growth, with significant increases in participation and economic benefits observed [11] Group 1: Overview of "Village Brand" Activities - The "village brand" activities include various forms such as "village basketball" and "village coffee," which are becoming popular cultural and sports events in rural areas [2][9] - The report indicates that the western regions of China host the most "village brand" events, with a staggering increase of 919.4% in the number of events from 2021 to 2024 [5] Group 2: Economic Impact - The "village brand" activities are projected to generate economic benefits of 130.9 billion yuan in 2024, with cumulative benefits of 436.1 billion yuan during the 14th Five-Year Plan period [11] - The "village brand" activities are not only enhancing local economies but also attracting significant tourist traffic, as seen in Anji County, which has over 300 coffee shops and attracts around 275 million visitors in the first half of the year [4][11] Group 3: Community Engagement and Social Cohesion - The "village brand" activities are fostering community spirit and social cohesion, as seen in basketball tournaments that unite villagers and enhance local identity [10][14] - The integration of local culture and community participation in these activities is creating a sense of belonging among residents [13][14]

Core Insights - The article highlights the rise of "village-themed" cultural and sports activities across rural China, which are contributing to the revitalization of these areas and attracting significant participation and tourism [3][15]. Group 1: Overview of "Village-themed" Activities - The Ministry of Agriculture and Rural Affairs reported that there are 24 types of "village-themed" activities, with over 2.2 million events expected to be held in rural areas in 2024 [3]. - Activities such as "village basketball" (村BA), "village coffee" (村咖), and "village fishing" (村钓) are gaining popularity, with the western regions hosting the most events, showing a 919.4% increase from 2021 to 2024 [7][15]. Group 2: Economic Impact - The "village-themed" activities are projected to generate economic benefits of 130.9 billion yuan in 2024, with cumulative benefits of 436.1 billion yuan during the 14th Five-Year Plan period [15]. - The "village super" (村超) events are effectively integrating sports, culture, and tourism, driving economic growth in rural areas [15]. Group 3: Case Studies - In Anji County, the "village coffee" concept has led to the establishment of 300 coffee shops, attracting 2.75 million visitors in the first half of the year, generating 750 million yuan in revenue [6]. - The "village basketball" events in Zhuji have seen participation from over 300 teams, with ticket sales for finals indicating high demand, and the events have become a significant community bonding activity [12][13]. Group 4: Community Engagement - The "village-themed" activities foster a sense of belonging among participants, as seen in the basketball events where local pride is emphasized [18]. - The integration of local resources and community involvement in these activities has created job opportunities and enhanced local economies [5][6].

Core Insights - The Kunshan Cultural, Sports and Tourism Bureau has been actively implementing the "Experience Once" initiative to enhance service quality in the local tourism market [1][2] - A closed-loop mechanism for identifying and rectifying service issues has been established, focusing on visitor experiences in ticketing, guided tours, and facility support [1] - The bureau has introduced innovative tourism products and organized various themed activities to stimulate market vitality [1] Group 1 - The bureau organized staff to experience 12 activities during the National Day and Mid-Autumn Festival, identifying 22 best practices for service optimization [1] - The introduction of five major themed routes and ten unique markets, along with the "Beijing Up" series of themed activities, has effectively engaged visitors [1] - The Mid-Autumn Festival lantern festival attracted 468,000 visitors, and Ba Town's "Crab Atlas" theme received a 51% increase in visitors year-on-year [1] Group 2 - Innovations such as "drone announcements" for crowd management and self-service water guns have been implemented to enhance visitor experience [2] - Over 7,000 public parking spaces were made available for free during holidays, alleviating parking difficulties [2] - The bureau plans to focus on micro-updates of infrastructure, smart service upgrades, and refined management to continuously improve visitor experiences [2]

Core Insights - The article highlights the transformation of rural economies in Zhejiang Province, particularly through the development of coffee shops, known as "village coffee" or "村咖," which are integrated with local tourism and ecological restoration efforts [1][3]. Group 1: Economic Development - Zhejiang Province currently has over 2,600 "village coffee" establishments, with Anji County housing more than 300 coffee shops in a town with a population of 600,000 [3]. - The "village coffee" model is seen as a ticket to access various recreational activities, combining coffee with sports, camping, and adventure experiences [3][4]. - The project in Yucun, which was once a limestone mining area, is expected to create 120 local jobs and attract an average of 250,000 visitors annually, generating over 300,000 RMB for the village collective each year [3]. Group 2: Ecological Restoration - The area previously known for severe ecological damage due to mining has undergone significant restoration since 2003, focusing on ecological recovery and sustainable development [3]. - The integration of geological, ecological, and industrial development has led to the establishment of the first geological ecological product trading case in Zhejiang Province [3]. Group 3: Tourism and Experience - The "village coffee" concept is not just about coffee but also about creating unique experiences, such as paragliding combined with coffee enjoyment, which has gained popularity on social media [4]. - Local entrepreneurs are leveraging their properties for tourism, with one individual reporting monthly revenues of 300,000 RMB and over 900 visitors during peak seasons [5]. Group 4: Broader Implications - The article suggests that various regions in China are exploring ways to convert natural resources into economic benefits, with Zhejiang Province leading the way in integrating cultural and tourism development [5].

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]