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 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 considerable: 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.

Innovation is simply a new combination of old elements. After returning from his inspection trip, Shen Jianjun didn't simply imitate others. Instead, after deep reflection and combining his own strengths, he conceived the "Panda Pig" IP image: a cute pig face, a functional nose, and a girly pink color. The design process alone took two years. He would often sit alone in an open space, close his eyes to imagine, letting his thoughts run wild, and then open his eyes to draw and explain his ideas to the designers. Shen Jianjun's inspiration, combined with the designers' skillful strokes, brought "Two-headed Black Pigs" to life on paper, named "Pig Xiaowu." It is featured throughout the farm's route, serving as both the owner and virtual spokesperson.

Management guru Drucker famously said, "Creativity is cheap and abundant; it's only valuable when effectively combined with a scenario and put into action."

This statement was once considered a golden rule in China's venture capital circles. Investors often warned entrepreneurs: It doesn't matter who's first, what matters is who can succeed; the last one laughing laughs best; in Chinese entrepreneurship, execution is strategy.

Shen Jianjun repeatedly emphasized that design is crucial; good looks are justice. Good design speaks for itself. It must meet the consumption habits of young people; there should be a check-in point every three steps to create a sense of immersion and encourage visitors to share their experiences.

From the outset, over 200 check-in points were designed from a photographer's perspective. Therefore, every building, landscape, node, and product within the park is harmonious and complements each other.

On August 1, 2021, after five years and a 400 million yuan investment, "Panda Pig Park" finally opened to visitors. In the "Two-headed Black Pig" cultural science museum, the 1700-year-old history of pig farming is recounted; in the 5G smart farming center with a European castle exterior, a 120-meter-long luxurious viewing corridor showcases the entire "Two-headed Black Pig" farming process, replacing oil paintings with a unique design.

Who would have thought that the pigsty also houses an international forum center, a cafe, and a luxurious pig-viewing hotel? Stepping outside, there's the "Panda Pig" happy village. In short, the IP image is everywhere, dominating all sensory experiences.

Visitors are endless, with crowds including pig farming giants from all over China and exchange and inspection groups from the United States, Portugal, Thailand, and France. Even more surprisingly, over 200 couples have chosen to hold their wedding banquets here in the past year.

In the age of experience being king, combining the pig's activity scene with people's accommodation scene is considered creative. However, this requires certain technical support.

Inspired by ocean-view rooms and lake-view rooms, a unique accommodation experience has been introduced—the "Pig-view Room." These rooms are adjacent to the pigsty, allowing guests to clearly observe the daily lives of pigs of all sizes through the glass, including eating, drinking, defecating, and sleeping. Here, you can observe the habits and living conditions of pigs up close. Although the room is separated from the pigsty by a layer of glass, it is odor-proof, so guests in the "Pig-view Room" will not smell any unpleasant odors and will not experience any discomfort.

Although a night in a Pig-view Room costs 8888 yuan, upon departure, guests receive a live pig as a gift or can choose to receive regular deliveries of pork for a year, with a market value of 6888 yuan. Based on this price, the actual room rate is only 2000 yuan.

This explains why Pig-view Rooms can be sold at such a high price. The key lies in the special breed of pig—the "Panda Pig" or "Jinhua Two-headed Black Pig." This pig is mainly black in color, with a pink and white body, similar to the color of a panda, hence its cute name. Because this breed is not only cute but also one of the eight nationally protected local pig breeds, it is a crucial factor in the success of the "Pig-view Room" concept.

On the surface, the price of 8888 yuan per night is astonishing. After all, for most consumers, this price could provide top-tier service and a comfortable environment in a luxury hotel. However, the emergence of the "Pig-view Room" is not without reason; it may reflect unique value and market demand.

"Pig-view Rooms" offer a unique experience. In modern society, people increasingly yearn to escape the hustle and bustle of the city and seek novel and unique vacation experiences. Close contact with cute little pigs, experiencing the tranquility and simplicity of rural countryside—this return-to-nature experience is priceless for some. It satisfies people's longing for nature and rural life, allowing them to temporarily escape the pressures of work and life and immerse themselves in a different kind of tranquility and relaxation.

In the park, 15 yuan Two-headed Black Pig pure meat sausages sell 20,000 a day during peak season; in the farm shop, offline stores, and multiple online platforms, the Panda Pig food development team has successively launched ready-to-eat vacuum-packed ham shreds, Two-headed Black Pig crispy cakes, and canned pork sauce, among other processed products.

Without a profit plan, it's difficult to succeed in the cultural tourism industry. It's like a game of chess; you need to plan your moves carefully, knowing when to move your rook or knight. The key to agricultural cultural tourism is to plan ahead, find profit points, and then use these profit points to reverse-engineer the project's planning, design, and plan to determine the business model.

In addition, the price includes a range of additional services and quality assurance. Guests staying in "Pig-view Rooms" can not only admire the cute appearance of the pigs but also enjoy fresh local produce, carefully prepared local delicacies, and thoughtful personalized service. From this perspective, 8888 yuan is not just for a room but for a carefully crafted vacation experience.

However, some believe that such high prices are unreasonable hype. They question whether this novel experience is truly worth the high cost, fearing it's just a temporary gimmick that cannot provide long-term value matching the price.

In my opinion, whether the price of 8,888 yuan per night for a

这是一个农文旅产业深度融合的第六产业案例。“1+2+3”等于6，“1×2×3”也等于6。这就是“第六产业”的内涵。这也是现在做文旅为什么要跨界，为什么要做乘法的原因。

只有把体验做到极致，体验价永远大于产品价。要知道，从某种意义上讲，价格也是战略，高价不一定是一个营销点，但一定是一个聚焦点，一个引爆点。游客冲着这个价格反差去探寻它的来龙去脉。“猪景房”恰恰是一个反差，反差感本就是媒体时代传播的核心要件。

其实，“猪景房”的高价现象引发了我们对于旅游消费和市场价值的重新思考。只有在不断的探索和实践中，市场才能逐渐找到平衡，为消费者提供真正物有所值的产品和服务。

沈建军有一个梦，大胆前卫的梦：用一头猪，改变一座城，让“两头乌”文化实现运营IP化。

沈建军说，这是他的“熊本熊梦”。

每一个景区都是有生命周期的，要实现可持续增长，唯有进化。要不断在新的生态位上深耕细作，熊猫猪猪两头乌要从内容运营上下功夫，创造出不可复制的价值，比如以猪八戒、猪猪侠、小猪佩奇、功夫熊等元素上做改良创新和品牌联名，通过节、秀、展等一系列IP簇打法和独特的醋味叙事方式，将产品深入游客心智，以打造新的增长曲线。

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