The Liangtouwu International Farm includes a Liangtouwu Pig Museum, a 5G smart breeding center, a castle garden, a happy pig village, and a Liangtouwu food experience area. It uses a cultural and tourism integration model to achieve a constant reverse flow, integrating Liangtouwu-related knowledge into entertainment experiences, enhancing brand recognition, extending the value chain, increasing added value, and driving sales of Liangtouwu pigs, primary processing, deep processing, and derivative products through membership systems and on-site sales.

Actually, these are all standard features. To make an agricultural cultural and tourism project truly stand out, it still relies on strategy. I often emphasize that creativity should be the core of the strategy. For example, the internationally renowned Cirque du Soleil is like this, and there are many similar examples.

In addition, the strategy's implementation is, of course, up to the operator. For example, Wuzhen for Chen Xianghong, and Aranya for Ma Yin. Of course, whether this farm can stand out depends on the founder, Shen Jianjun. He has a veterinary background and has sold feed and veterinary drugs.

It's particularly interesting that Shen Jianjun, born in November 1971, is a pig in the Chinese zodiac. He has had an inexplicable connection with pigs since birth. People born in 1971, the year of the pig, are called "golden pigs" because 1971 was the Xinhai year, with Xin belonging to the metal element and Hai representing the pig. To expand the pig industry, it's less about sentiment and more about an inseparable bond with pigs. It is said that people born in the year of the pig have rich imagination and creativity, and a unique appreciation for beauty.

One's family background may not entirely determine one's future path, but one's mindset can. Regarding entrepreneurship, Masayoshi Son once said a classic line: All success comes from unfounded self-confidence.

At that time, Zhejiang Province was vigorously promoting the transformation and upgrading of the animal husbandry industry, and Shen Jianjun's task was to set a benchmark. When the "Meibaolong" farm, which had been in preparation for two years, opened its doors to visitors, it was dazzling and stunning. Everyone praised it as "a world-class farm!" After a successful start, the local government took a new look at Shen Jianjun and quickly gave him a second task: could he use the "Liangtouwu" pig as the core, try agricultural and cultural tourism integration, and build a truly meaningful IP park?

He roughly estimated the investment budget at about 80 million yuan, a considerable investment, but the IP-ization of "Liangtouwu" was enough to make Shen Jianjun excited. In his eyes, "Liangtouwu" has inherent IP attributes, it is cute and lovable, and with its nickname of "panda pig," it is easier to internationalize.

Globally, there is one pig-themed attraction in Japan, but China has none. Japan's Mokumoku is a farm park built around pigs, with a history of 30 years.

Mokumoku Farm has an annual output of 5 billion yen and is located in the suburbs of Iga City, Mie Prefecture, Japan. It started with parent-child education, targeting families as its main customer base, and developed from a pig farming cooperative. It is an industrial farm themed on "nature, agriculture, and pigs." The core area of the farm covers 200 mu (approximately 13.3 hectares), and the total area, including the surrounding area, is 1500 mu (approximately 100 hectares). Relying on parent-child education, organic products, workshop-style production, sightseeing tourism experiences, and smart operation models, Mokumoku Farm has made regional agriculture into a major brand in Japan, becoming a model for "sixth industrialization" parent-child farms.

Why build another panda pig park?

Shen Jianjun's true intention is not the wine: the farm is just a window; the real blue ocean is the revitalization of Jinhua Liangtouwu, one of China's four famous pigs, and the achievement of industrial revitalization.

For Shen Jianjun, setting aside his dreams, from a practical business perspective, the difficulties and obstacles are not to be underestimated: cultural and tourism is capital-intensive, with a long return period. How to achieve rapid profitability? Secondly, where does the land come from?

Without solving this bottleneck, it's like building a castle in the air. Especially at the county level, the construction land indicators are already tight, and industrial parks are not enough, making it difficult to easily obtain agricultural land. Even if it can be obtained, the layers of hurdles and restrictions often make people give up.

In "Selected Works of Mao Zedong," there is a sentence: "The road is tortuous, but the future is bright." To help Shen Jianjun land the project quickly, the Jinhua Municipal Government and the Wucheng District Government and relevant departments held dozens of meetings, and finally decided to grant a 30-year operating right to a state-owned farm covering 1200 mu (approximately 80 hectares) with existing construction land indicators, through an annual rent. This avoids the cumbersome process of bidding and auction, saving time and allowing for a lighter start, focusing resources on key areas.

To this day, Shen Jianjun often reflects on the government's business environment and thoughtful services, which have given him more confidence and boldness to invest. With everything in place, he did not rush to start, but instead began traveling the world, focusing on visiting various theme parks. Salmon farming in Canada, fishing bases in Brazil, dairy farms in Australia, vineyards in France, family farms in Japan... these are all dreams that linger in his mind.

In his view, the success of a park depends 70% on top-level design.

Creativity ignites strategy; creativity is business, and business is the meaning of life.

What is called innovation is the new combination of old elements. After Shen Jianjun returned from his inspection, instead of blindly imitating others, he deeply pondered and combined his own advantages, giving birth to the "Panda Piggy" IP image: a cute pig face, a functional nose, and girlish pink. The design process alone lasted 2 years. He often sat alone in an empty space, closed his eyes and began to imagine, letting his thoughts run wild, then opened his eyes, drew it down, and explained it to the designer. Shen Jianjun's inspiration, combined with the designer's masterful strokes, brought "Two-end Black Pig" to life on paper, named "Piggy Wu", which runs through the entire farm's route, serving as both owner and virtual spokesperson.

Management guru Drucker has a famous saying: "Ideas are cheap and abundant; only those that are effectively combined with a scene and then put into action have value."

This sentence was once regarded as a golden rule by the domestic venture capital community. Investors are often heard advising entrepreneurs: It doesn't matter who does it first, what matters is who can break out; the person who laughs last laughs best; in entrepreneurship in China, execution is strategy.

Shen Jianjun repeatedly emphasized that design is crucial, appearance is justice, and good design speaks for itself. It must conform to the consumption habits of young people, with a check-in spot every three steps, making tourists feel immersed and willing to share.

At the initial stage of design, more than 200 check-in spots were explored and designed from a photographer's perspective. Therefore, every building, landscape, node, and extended product within the park, all elements are so harmonious and mutually enhancing.

On August 1, 2021, after exactly 5 years and an investment of 400 million yuan, "Panda Piggy Paradise" finally met with tourists. In the "Two-end Black Pig" cultural science museum, over 1700 years of breeding history are recounted; in the 5G smart breeding center, which has the appearance of a European castle, a 120-meter-long luxurious viewing corridor displays the entire "Two-end Black Pig" breeding process instead of oil paintings, showing unique ingenuity.

Who would have thought that inside the pigsty there is also an international forum center, a cafe, and a luxury pig-friendly hotel; moving outdoors, there is the "Panda Piggy" fun village. In short, the IP image is everywhere, dominating all sensory experiences.

Tourists came in an endless stream, and among the bustling crowd were large-scale farmers from all over the country and exchange and inspection delegations from countries such as the United States, Portugal, Thailand, and France. What's even more surprising is that in the past year, over 200 couples chose to hold their wedding banquets here.

In an era where experience is king, combining the activity scenes of pigs with human accommodation scenes is considered an innovation. However, achieving this requires certain technical support.

Inspired by special room types like sea view rooms and lake view rooms, a unique accommodation experience was launched – the "Pig View Room". These rooms are adjacent to the pigsty, and through the glass, one can clearly observe the daily lives of pigs, including eating, drinking, defecating, and sleeping. Here, you can closely observe the pigs' habits and living conditions. Although the room is separated from the pigsty by a layer of glass, it is fortunately odor-proof, so guests staying in the "Pig View Room" will not smell any peculiar odors and will not experience any discomfort.

Although the price for a "Pig View Room" for one night is as high as 8888 yuan, upon departure, you can receive a live pig as a return, or choose to have pork regularly delivered within a year, with a market value of 6888 RMB. If calculated based on this price, the actual room rate is only 2000 yuan.

This also explains why "Pig View Rooms" can be sold at such a high price. The key lies in this special pig breed – the "Panda Pig" or "Jinhua Two-end Black Pig". This pig's body color is predominantly black, while its body exhibits pink and white intermingled characteristics, similar to the body color of a giant panda, hence its cute name. Because this pig breed is not only cute in appearance but also one of the top eight nationally protected local pig breeds, it has become an important factor in establishing the "Pig View Room" concept.

On the surface, the price of 8888 yuan per night is indeed astonishing. After all, for most consumers, such a price could afford top-notch services and a comfortable environment in a luxury hotel. However, the emergence of "Pig View Rooms" is not without reason; there might be unique value and market demand behind it.

The "Pig View Room" offers a distinctive experience. In modern society, people increasingly yearn to escape the hustle and bustle of the city, seeking novel and unique vacation styles. Close interaction with cute piglets, experiencing the tranquility and simplicity of the countryside, this back-to-nature experience is priceless for some. It fulfills people's longing for nature and rural life, allowing them to temporarily escape the pressures of busy work and life, and immerse themselves in a different kind of peace and relaxation.

Inside the park, 15-yuan "two-end black pig" pure meat sausages sell up to 20,000 pieces daily during peak season; at the farm store, offline specialty stores, and multiple online platforms, the Panda Piggy food development team has successively launched ready-to-eat vacuum-packed shredded ham, two-end black pig pastries, canned pork sauce, and other deeply processed products.

Without a profit layout, it's difficult to do well in cultural tourism. It's like a game of chess; you need to set up well, knowing whether to move your rook or knight. The key to successful agricultural cultural tourism is to first plan, find profit points, and then, based on these profit points, reverse-engineer the project's planning, design, and scheduling to determine the business model.

Furthermore, the price setting includes a series of additional services and quality assurance. Guests staying in "Pig View Rooms" can not only enjoy the lovely appearance of pigs but also indulge in fresh local agricultural products, carefully prepared specialty foods, and thoughtful personalized services. From this perspective, 8888 yuan is not just for a room, but for a whole set of carefully crafted vacation experience.

However, some also believe that such high prices are unreasonable speculation. They question whether this so-called novel experience is truly worth such a high cost, worrying that it might just be a temporary gimmick that cannot provide long-term value commensurate with the price.

In my opinion, whether the price of 8888 yuan per night for a "pig scenic room" is reasonable depends on market acceptance and individual consumer feelings. If it can bring unforgettable memories and unique value to guests, and continuously improve service quality and experience, then it may be able to find its footing in the fiercely competitive tourism market. However, at the same time, the market should also maintain rationality and vigilance, avoiding excessive hype and unreasonable price inflation to protect the legitimate rights and interests of consumers.

This is a case of deep integration of the agricultural, cultural, and tourism industries, representing the sixth industry. "1+2+3" equals 6, and "1×2×3" also equals 6. This is the connotation of the "sixth industry." This is also why cross-industry collaboration and multiplicative approaches are necessary in current tourism development.

Only by providing the ultimate experience will the experience price always be greater than the product price. It's important to understand that, in a sense, price is also a strategy. A high price isn't necessarily a marketing point, but it is definitely a focal point, a trigger point. Tourists are drawn to explore its origins because of this price discrepancy. The "pig scenic room" is precisely such a contrast, and the sense of contrast is a core element of media-age communication.

In fact, the high price of the "pig scenic room" has prompted us to rethink tourism consumption and market value. Only through continuous exploration and practice can the market gradually find a balance and provide consumers with truly value-for-money products and services.

Shen Jianjun has a bold and avant-garde dream: to change a city with a pig, and to make the "two-headed black" culture into an operational IP.

Shen Jianjun says this is his "Kumamon dream."

Every scenic spot has a life cycle. To achieve sustainable growth, it must evolve. It needs to continuously cultivate new ecological niches. The panda, pig, and two-headed black must work on content operation to create irreplaceable value. For example, improvements and innovations based on elements such as Pigsy, Piggie, Peppa Pig, and Kung Fu Panda, and brand collaborations, using a series of IP cluster strategies such as festivals, shows, and exhibitions, and a unique vinegar-flavored narrative approach, to deeply embed the product in the minds of tourists, and to create a new growth curve.

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