When the tide began to fade, the former capital darling was not only more and more boring, but also helpless.
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A few years ago, Shen from the writings of the “Border Town” and Lijiang are where the literary youth must go.
Sometimes, there are very few people who will take photos of ancient towns in the circle of friends. I want to return to the native land here, and it is already impossible to inhabit the soul. On the quiet streets, bars opened one after another and quickly became the look of Beijing Houhai. Later, the ghost of the “wine tray” began to wander, and the painful slaughter of the acquaintance completely shattered the last little romantic.
Antique buildings, crowds, “Yiwu made” souvenirs, and “three no” specialties became standard. In the evening, there is absolutely no need for the sound of the bar, the gaudy lights, whether in Dali, Lijiang or Xitang.
China does not lack history, and naturally there is no shortage of ancient towns. The Chinese also have some ancient town plots. In Wuzhen, the number of tourists in 2017 reached 10.31 million.
A tens of millions of people in a year flooded into a small place, which undoubtedly made the capital smell the taste of the money. Together with the concept of the characteristic town in 2015, the country quickly set off a wave to create an “old town” or “small town.” “The vent.” In the south, there are Yangqiao Ancient Town and Dangkou Ancient Town. In the north, there are also three ancient villages, Lingshui Ancient Village, Jimingyu Ancient Town, Shengfang Ancient Town and so on.
There are roughly two templates for them: Wuzhen and Gubei Water Town. The problem is that the days of Wuzhen and Gubei Water Town have also begun to be difficult.
Guibei Water Town has just opened for 3 years, and the flow of people has begun to decline. According to the annual report issued by CYTS, the number of tourists in Wuzhen also fell by 9.71% in 2018. This is the first time that the flow of people in two ancient towns has fallen simultaneously. .
There is a rise in the homogenization of the Red Sea, the impact of slowing economic growth, regional restrictions on the operation of the tourism industry, and more complex capital game competition.
The semi-annual report of China Youth Travel Service mentioned that the reason for the decline in the number of tourists in Wuzhen admits that “the overall tourism market in East China has declined.” When the tide began to fade, the former capital darlings became more and more boring and became helpless. Many players have a lifeline.
Wuzhen, a template that is difficult to copy
Zhouzhuang is actually the first ancient town in Jiangnan that has been scaled up. It has been 20 years since its opening to the outside world. Since then, six ancient Jiangnan towns, such as Wuzhen, Xitang and Tongli, have been born. In Wuzhen and Xitang, in 2018, Wuzhen and Xitang have thousands of tourists, generating billions of income.
Wuzhen has become an enviable example for all tourism developers and local governments.this. There are many ancient towns, but only Wuzhen has successfully transformed from a tourist town into a cultural town and a convention town. Celebrities visiting here include Chen Danqing, designer Jimmy Choo, and Lei Jun, Ma Yun and many other Internet amnesties.
Wuzhen is unique in its original development model.
At that time, Zhouzhuang development was led by the government. Xitang was led by the government to enter some companies. Nanxun ancient town was purely sponsored by tourism developers. Only Wuzhen was jointly participated by the government, CYTS and venture capital. Resources, and listed companies continue to inject capital and collaborative development, while adding venture capital such as IDG.
This allows Wuzhen to coordinate government and market capital at the same time, which is flexible enough not to over-purchase commercialization.
Night Wuzhen
It can be said that the success of Wuzhen was first of all the success of the development model, and at that time there was a capable and visionary surgeon Chen Xianghong.
Chen Danqing called Chen Xianghong a “people in the rivers and lakes” and “severe people”, which belonged to “the kind of thing that immediately came to help to settle down.”
Chen Xianghong was born in Wuzhen and understands the characteristics of Wuzhen, so he has a clear positioning for Wuzhen. Chen Xianghong’s way is to move all the residents out, and then carry out the transformation and repair, and finally operate in a corporatized way. Such an approach naturally caused a rebound in the local old residents. At one time, Wuzhen East Gate was covered with slogans: Chen Xianghong oppressed the people, arrogant and arrogant, and the whole family died. But in the end, Chen Xianghong balanced the interests of all parties, and looking for funds to make Wuzhen development continue, and finally appeared.
In 2003, Chen Guanghong built his own resources in the cultural circle and art circle by Huang Lei’s time to shoot the TV series “Watery Age” in Wuzhen. The framing and propaganda of the TV series not only made Wuzhen stand out in the water towns of the same period, but also laid the foundation for the later Wuzhen Drama Festival. After The former residence of Muxin, the art gallery and the Grand Theatre were gradually built, allowing Wuzhen to have a lot of modern art in addition to the ancient town attractions. And the Internet Conference is located in Wuzhen, Wuzhen is a complete ride in the ancient town of China.
But a few years later, this set of moves to Gubei Water Town will inevitably be “unacceptable.”
Gubei Water Town has a full set of Wuzhen team, Wuzhen’s capital side and Wuzhen’s model, and the overall investment has reached 4.5 billion.yuan. Chen Xianghong once said in 2017 that “there will be more than 3-5 years (Gubei Water Town) will exceed the total income of Wuzhen.”
In 2010, Chen Xianghong went north and started construction of the Gubei Water Town Project with more than 7,000 Zhejiang people. The same as Wuzhen, the pattern of Gubei Water Town was also painted by Chen Xianghong himself. The Chen Xianghong team also spent 70 million to build an EU-standard waterworks. In 2014, Gubei Water Town officially opened its doors. The initial selling points were “Simatai Great Wall” and the “Starry Town” that escaped the smog.
The Gubei Water Town with the “Wuzhen” aura has opened a colorful event. In the first year, there were 976,000 passengers, and every year thereafter it has doubled. However, time to enter 2017, the passenger flow growth rate of Gubei Water Town fell from 65.68% to 12.89%. In 2018, the number of passengers began to decline for the first time. In 2019, the situation still did not improve. In the first half of the year, the passenger flow rate in Gubei Water Town was still accelerating, and the net profit decreased by 47.23% year-on-year due to the decrease in investment income of the participating real estate companies.
Gubei Water Town
As an outsider, the Chen Xianghong team seems to have a clear vein and positioning of Gubei Water Town at the beginning. Those who climb the Great Wall will prefer Badaling, and rarely come to this “Simatai Great Wall.” And if it is the selling point of the stars, it is indeed outstanding enough in 2014. At that time, the smog in Beijing was serious. Many people went to Gubei Water Town on the weekend to “shun”. However, with the strong air management in Beijing, the number of smog days has dropped drastically. By 2017, the number of smog days in Beijing’s autumn and winter has dropped to single digits. It is very difficult to drive hundreds of kilometers to watch the stars.
Chen Xianghong They are also trying their best to develop the special attractions of the North. In 2014, when Gubei Water Town was flourishing, they began to publicize the “Great Wall Ice and Snow Valley” project with an investment scale of 30 million. The infrastructure of the tourist hall and ski resort was all ready. In 2015, it was temporarily opened to the public. After a while, but it has not been officially opened. In 2017, the ski resort was demolished for various reasons. One of the arguments was that the ski resort destroyed the vegetation, the government interrupted the approval process, and the ski resort was also returned to the forest.
Gubei Water Town has also tried to add more winter projects, such as “Christmas Town”, Snow Travel Great Wall, Ice Sculpture Festival and other winter projects, but the effect is not satisfactory. Without the support of “big projects” such as skiing, the cold winter operation in the northIt’s a bit of a trick.
Gubei Water Town also hopes to learn Wuzhen, and use the exhibition to supplement income during the off-season. However, unlike Wuzhen, which has an Internet conference, Gubei Water Town does not have a strong IP endorsement, and there are already many mature convention centers in Beijing. Although the operators are full of confidence, they must “deeply cultivate the business conference reception market”. For more powerful corporate customers, even if there is a certain amount of revenue, the number of customers won is limited, and it is still impossible to support such attractions.
Real estate games under capital reversal
It must be said that most of the ancient towns are flashing the phantom of real estate.
The most wild part of the operation has become the “Longtan Water Town Ancient Town” which has been talked about by Chengdu people. This title has been titled “Chengdu Qingming Shanghe Map” and “Chengdu Zhouzhuang”, claiming to invest 2 billion yuan, collecting boutique hotels and business clubs. The combination of shopping, catering, leisure, entertainment and tourism has attracted more than 130,000 visitors during the three days of trial operation,
But after four years of operation, Longtan Water Town Ancient Town became an “empty town”. The initial investment of more than 50 businesses was almost closed, and developers were caught in a series of lawsuits.
The most bizarre is that the nature of the parcel is a type of industrial land. The Ministry of Land and Resources clearly stipulates that the area of administrative office and living service facilities required for industrial projects shall not exceed 7% of the total land area of industrial projects, and is strictly prohibited in industry. Construction of residential buildings, expert buildings, hotels, guest houses and training centers within the scope of project land.
Wuzhen Drama Festival
In the final analysis, this is the result of the quick success of capital. After all, an ancient town has invested billions of dollars. In the high light of Gubei Water Town, the annual income is only 970 million, and the initial investment has reached 4.5 billion. The return period is beyond the patience of most capital players.
Operators should either develop as much tourism resources as possible, harvest tourists by killing chickens and take eggs, or quickly return to them through tourism real estate, pension real estate or even residential projects.
This is the most attractive gold mine in a period of real estate boom.
Taking Wuzhen as an example, in 2011, its traffic exceeded 5 million. In the same year, a company called Yada International invested in a pension industry park in Wuzhen.
His trader Jiang Jianning is the founder of China Youth Travel Service. In 2006, China Youth Travel Service took the leading role in Wuzhen. After 2010, Jiang Jianning began to serve as IDGThis senior consultant, in 2011, founded Yada International, which specializes in the pension industry. In addition to IDG, the investors behind it also have Sequoia Capital and Yunfeng Fund.
In October 2012, the Wuzhen Yayuan real estate project developed by Yada International officially started, and the funder also had the real estate developer Greentown Group. The founder of the latter, Song Weiping, once said in 2016: “To build 100 towns in 10 years, to achieve one trillion sales.”
At that time, the total area of Wuzhen Yayuan reached 600,000 square meters. In addition to residential, there are health resorts, supporting hospitals and geriatric colleges. At the opening of 2013, the average price here was 12,000 yuan/m2, which is about double the price of Tongxiang where Wuzhen is located. Most of the buyers are from Tongxiang locals, but also from Hangzhou and Shanghainese.
The developer earns not only the housing money, but the international rehabilitation hospital is also expensive. If you want to live longer, you must first pay a deposit of 50,000 yuan, and the monthly single room fee will reach 10,000 yuan, and 2000. The nursing fee from Yuan.
Gubei Water Town, thousands of kilometers away, is actually copying such a play. Among the 1000 mu of land that this project has won, residential development land accounts for nearly 40%. There is also a 220,000 square meter real estate development project near the scenic spot—the Great Wall source, developed by Longhu Real Estate. Here, a villa of 3 million yuan, opened in 2014, was ranked first in the number of transactions in the Beijing villa market.
In September 2017, Wuzhen, which has been traveling, began to buy land and houses. Wuzhen Tourism Company paid a premium of 4.8 times to take a picture of 65,100 square meters of land near the scenic spot with 1.2 billion. According to the company’s secretary-general, the use of this land is mainly residential land, and the location is pure residential real estate. Because the land price is high, the final house price may be much higher than Wuzhen Yayuan, and the average price will reach 2-2-3 million.
This is also the perfect routine for most ancient town players, to create a net red tourist destination, set up the stage as big as possible, and then play the finale by real estate.
According to the financial report of China Youth Travel Service, in 2018, although the passenger traffic of Gubei Water Town decreased, it still has a net profit growth of 156%, mainly from the settlement of real estate projects.
In all fairness, because the Wuzhen project is dominated by the government, there is still a lot of rules in doing things. First, we carefully polish the ontology project, and then we gradually develop the property step by step. Until now, we have not seen the quick success, so Wuzhen still maintains a good experience in the ancient town.
However, many of the old towns in recent years have been dominated by big capital or real estate developers. They will carry out a theme park-style package construction, copying the experience of Wuzhen on the surface, saving money and quickly making a name for themselves, and accelerating the follow-up of tourism real estate or commercial real estate projects, and the projects that have risen from the ground are quickly harvested to the original one. Wave bonus, then let it die.
Taking the ancient town of Shaxi as an example, its geographical conditions are extremely superior, just between Dali, Lijiang and Shangri-La, with a history of more than 600 years. Of courseHowever, in the local development process, modern buildings were built everywhere, and finally the office of the Yunnan Provincial Small Town Development Leading Group requested rectification.
Shaxi Ancient Town
The same is true of the real estate whirlpool and the ancient city of Dali. In 2000, Dali’s first tourism real estate project, “Sense House”, landed. Since then, major real estate developers have rushed to settle in. According to the China Business News, there are 199 housing companies in the past 13 years, with an annual development of 1.5 million. Around 400 square meters, Dali once appeared the phenomenon of “village besieged city”. Even enterprises such as Yunnan Baiyao have begun to build up “high-end health care projects” in Cangshan.
As for Lijiang, it has already been surrounded by various cultural tourism projects. Lijiang North District’s unique tourism resources have attracted many developers to enter, Sunshine 100 Xueshan Art Town, Lijiang Jinmao Valley Town, Fuhua International Resort World, China Lijiang Snow Mountain Resort Base, etc., Xueshan Art Town is a project developed by Li Yapeng’s investment company. In June 2015, real estate developer Sunshine 100 acquired a 51% stake in Xueshan Investment.
The most interesting thing is that these 40-year-old commercial properties are sold for more than 20 minutes in the Lijiang South District 70-year-old residential property, and the North District Wenlv Real Estate products are priced at 20,000 yuan/square. About 30,000 to 50,000 yuan / square meter is not a minority; and the residential property price in the southern district is 7,000 yuan to 8,000 yuan / square meter. This is obviously already a speculative game for outsiders. According to the sales staff in Jinmaogu Town, Lijiang, “Most of the projects we buy are customers in first-tier cities in the field.”
In November 2012, the Ministry of Housing and Urban-Rural Development and the Cultural Relics Bureau jointly issued a notice to inform the eight counties and cities including Dali.
In addition to real estate development, I got the capital of the “Old Town” management right, and I want to cash out through the listing.
In the case of Fenghuang Ancient Town, it adopts the mode of transfer of management rights. In 2000, the Phoenix County Government “sold” the management rights of eight scenic spots including the South Great Wall, Shen Congwen’s former residence, ancient city wall and castle tower to Huanglongdong Co., Ltd. The latter needs to pay a transfer fee of 833 million yuan during the operation period, in addition to the down payment, it is 17 million yuan per year, and there is an 85 million old city reconstruction fee.
Ye Wenzhi, founder of Huanglongdong Co., Ltd., subsequently established Fenghuang Ancient City Tourism Co., Ltd., and made a share reform in 2011, with a net profit of 150 million yuan to 180 million yuan and an operating income of 500 million yuan.Time to market.
Before 2013, the ancient city of Fenghuang was free to enter the city, the scenic spots were charged, and the scenic spot ticket income was 178 million. However, by 2013, the ancient town of Fenghuang began to implement the policy of “Changcheng Charge”. Visitors need to buy 148 yuan tickets to enter the ancient city. . At that time, there was a lawyer, Yuan Yulai, who questioned: “Is the Phoenix official insisting on the levy of the ‘entry fee’, is preparing for the company’s listing?”
Of course, under the one-sided paradox, the Phoenix Scenic Area quickly abolished the one-vote system and changed it to the sight ticket. As for the Fenghuang Ancient City Company on the cusp of the wind, it has not been able to operate.
The reversal of capital and a real estate game make China’s “old town” more and more boring, which is almost a result of no suspense.
Refering overseas, whether it is France’s millennial city Beverly or Spain’s Cuenca, it is extremely temperate in development and there is not much capital operation. The town’s many semi-timbered buildings and some surviving 15th-century architectural manors have become the most prominent features. Because of the architecture and cider, the Buffalo, which has only 235 residents, receives 200,000 visitors a year. However, in order to maintain the original ecology, Beverly strictly controls the development of commercial buildings. There is only one bakery, a small supermarket and some cafes and restaurants in the town. Of course, there are also many small shops selling specialty products.
The reason why they are so restrained is of course not because of consciousness, but that the French Ministry of Culture has set up a cultural heritage protection committee, which is to be evaluated every year. If it does not meet the standards, it will be “delisted”. This allows Beverly to guarantee day-to-day operations without over-commercialization. Of course, the domestic tourism bureau is also supervising, such as giving Lijiang a serious warning, but has not yet delisted. Therefore, compared to the past, Lijiang is also more regulated. But how to let the ancient town slow down the pace of business, what is more needed is the developer’s own long-term vision.