Last week, China Business News published the 2016 Star Business Value List, including many sports stars such as Ning Zetao. However, this list only lists the commercial value of sports stars, and does not give the prices of their commercial endorsements, activities and reality shows. This article reveals the commercial prices of many big-name sports stars exclusively for you.

Fu Yuanhui is not as expensive as you think.

The most popular sports star in Rio Olympic Games is Fu Yuanhui. Fu Yuanhui’s performance is not outstanding, only won a bronze medal. However, in an interview with CCTV, her frank and lovely words and deeds suddenly exploded on the Internet. "The Wild Girl" instantly exploded the circle of friends and Weibo.

She is a online celebrity born of the times, not recognized by the public because of her achievements or face value. She shot to fame in a rocket, but it was not a flash in the pan. Before the end of the Olympic Games, she conducted a live webcast on the live broadcast platform, which further promoted her popularity. Even foreign media reported this moving emoticon pack, and many foreign athletes asked her to take a group photo. Even she was surprised and thought that she had enjoyed the treatment of an Olympic champion.

It’s been almost half a year since the Olympic Games, and she is still a red man in the eyes of the public, and has also become the object of chasing by businesses. Reality shows, business endorsements, and business activities are pouring in.

Fu Yuanhui’s father acted as her agent more often, publicly saying that Fu Yuanhui had rejected tens of millions of business endorsements. I don’t think father fu is talking nonsense. It is an important reason that the Fu family is not so short of money, and they look at money lightly. In addition, rejecting this tens of millions of endorsements may also be related to the image and reputation of the business.

Fu Yuanhui is not out of touch, and the commercial price is not too high. She once participated in the recording of two programs of "King of Cross-border Comedy" on Beijing TV, which will add up to at least one million. In addition, there are other TV programs that I hope to invite Fu Yuanhui to participate in, and also offer her a million-level appearance fee.

Fu dad thought the price was acceptable, but declined. The more important reason is that Fu Yuanhui was training in Yunnan at that time, preparing for the Asian Championship, and the schedule was not suitable. If the schedule is suitable, Fu Yuanhui’s expenses for participating in commercial activities or reality shows should be around 600,000-1.2 million, and the endorsement expenses are estimated to be around several million.

Reality show 600,000-1.2 million　

Commercial activities 800,000-1.5 million　

The endorsement price is 6 million to 10 million.

Lin Dan dived sharply because of the commercial value of the derailment gate.

Among male athletes in China, Lin Dan has great commercial value and influence. Before the Rio Olympic Games, his commercial value was even higher than that of Yao Ming, ranking first among male athletes in China.

At least for a long time, Yao Ming, Liu Xiang and Lin Dan were considered as the biggest IP among China male athletes. After the London Olympic Games, Yao Ming and Liu Xiang both retired, and their commercial value was greatly reduced. Sun Yang was unable to take over due to negative news, and Lin Dan held the position of "First Brother".

Moreover, badminton has a very strong user base in China, mainly white-collar workers, and is favored by high-end brands. The prices of commercial activities in Chen Long have soared to around 800,000, and it is not surprising that the price of lindane is in the millions. As early as the London Olympic Games cycle, the price of Lindane’s commercial activities fluctuated around 600-100 million. During the Rio Olympic Games cycle, although he was in a state of recuperation for a long time, it did not affect the promotion of his commercial value.

Commercial value soared after Chen Long Olympic Games.

During this period of cultivation, Lin Dan can actually choose to retire temporarily and come back one or two years before the Rio Olympic Games. However, as soon as the athletes retired, the commercial value immediately declined significantly. This is also the reason why many athletes do not retire easily. Wang Meng, the champion of the Winter Olympics, has not retired now, and it is estimated that there are also considerations in this regard.

At the Rio Olympics, Lin Dan failed to achieve the triple crown. It is generally believed that his chances of sticking to the Tokyo Olympics are slim, but he has not retired. In addition to the pursuit of sportsmanship, commercial value is also a factor he considers. After all, Lin Dan has also set up Lin Dan International Sports Management (Beijing) Co., Ltd. to handle personal brokerage affairs.

The achievement of Rio Olympic Games will not affect its historical position, but it will have some influence on its commercial value. What’s more, Lin Dan’s derailment was revealed, which not only plunged his commercial value, but also drastically reduced the number of his business endorsements, activities and reality shows.

Lin Dan’s clever handling of crisis public relations after the derailment has given him a lot of points, but reality shows and commercial endorsements are very taboo for athletes to be entangled in negative news and need to consider the public’s feelings. Not surprisingly, Lin Dan may not be able to gain anything in this respect. After the London Olympic Games, Sun Yang has approached the position of "the first brother" in China sports, but his image has been greatly damaged because of the contradiction with his former teacher Zhu Zhigen and the "driver’s license" incident. He was once the ace of extraordinary sports, but he didn’t have any endorsement and commercial activities for a relatively long time.

With Lin Dan’s influence, he will still be invited to many business activities. However, the price will drop sharply, even not excluding falling to the million level.

Reality show 1 million-2 million　

Commercial activities 1.2 million-3 million　　

The endorsement price is 4 million to 8 million.　

Who has higher commercial value, ZhangJike or Malone?

Online celebrity in Rio Olympic Games, except Fu Yuanhui, belongs to China table tennis team. Of course, among the online celebrity of China table tennis team, Malone and ZhangJike are the two with the most commercial value. But which of them has higher commercial value?

In terms of achievements, both of them are Olympic champions, with good image and temperament, and have millions of loyal fans. If Malone is more popular in terms of performance, he beat ZhangJike to become the champion of the new Olympic men’s singles.

The commercial activities and endorsement prices of the two people are also in the millions. However, ZhangJike will be more valuable than Malone. In the 2016 star business value ranking published by China Business News Weekly, ZhangJike ranked 52nd, while Malone ranked 97th.

Why is this? There is no difference in their grades, and Malone is even better. But ZhangJike’s personality is more flamboyant, and Malone is relatively calm. ZhangJike’s personality is not only liked by female fans, but also favored by male fans. Malone is known as the "darling dragon" and is obviously the favorite of female fans.

The quality of fans will have a direct impact on business value, and ZhangJike has a larger fan base and a wider audience. It is not surprising that ZhangJike’s commercial value is higher than Malone’s.

There is another reason. Although ZhangJike has not announced his retirement, it is recognized that he will no longer be a key player in the next Olympic cycle. Malone is in his prime and will continue to shoulder heavy responsibilities in the future. The quiet change of identity will give ZhangJike more freedom to participate in business activities.

ZhangJike　

Reality show 500 thousand-1 million　

Commercial activities 800,000-1.2 million.　

The endorsement price is 5 million to 8 million.

Ma Long

Reality show 400,000-800,000 commercial activities 600,000-1 million endorsement price 4 million-7.2 million.　

Ning Zetao’s business value has dropped? You’re wrong.

After the Rio Olympic Games, Ning Zetao somewhat disappeared. The broadcast of the documentary "Turning Point" made Ning Zetao make headlines again. However, the news that he was torn up with the swimming center actually damaged his image.

Before June, Ning Zetao was a super IP in China sports. Good image and temperament, with countless fans, especially female fans. At the same time, he is not a vase. The gold medal winner of men’s 100m freestyle in Kazan World Championships, though not as good as Sun Yang, made history for China’s swimming.

It is reasonable for his contract with Yili to reach tens of millions. It was this commercial endorsement that made Ning Zetao jump into the abyss of perdition. Since June, he has launched a tearing war with the swimming center because of his endorsement of Yili.

This undoubtedly affected Ning Zetao’s preparations, causing him to lose 8 Jin of muscle, and his performance in Rio Olympic Games was not satisfactory. After returning to China, he basically disappeared, and there was news of retirement. If it weren’t for the documentary "Turning Point", he would have disappeared for a longer time.

Normally, athletes’ achievements in the Olympic Games are in a mess, and they are plagued by negative factors. They are about to retire, and their commercial value is almost zero. But Ning Zetao is not an ordinary person. He is not a normal star in China’s sports system, but he has become an "explosion" in sports because of his face value and achievements.

The significance of this "explosion" is that it attracts millions or even tens of millions of diehard fans. The reason why these fans pay attention to Ning Zetao is not only because of his achievements, but also because of his attractiveness.

At the Rio Olympics, his performance was not satisfactory, but his face value did not decline. Moreover, he has been treated like a swimming center and has become a vulnerable group. At this time, female fans will stand by him more firmly and never give up.

In the entertainment circle, the reason why stars become stars is often not because of their acting skills or works. In other words, as long as there are fans, the status of stars will not be shaken. Obviously, in this era, Ning Zetao is not a pure sports star, but an entertainment star.

The commercial value of Ning Zetao has not declined, and may even increase. Because things are scarce, Ning Zetao took the initiative to escape, further pushing up his commercial price. In 2016, Ning Zetao ranked 29th, second only to Li Na, ranking first among male athletes.

At present, I have also been approached by a reality show, hoping that I would invite Ning Zetao to attend on my behalf. When asked about the price, the other party’s reply was "the price is easy to say". By the standards of the entertainment circle, the commercial value of Ning Zetao really hasn’t dropped at all.

Reality show 800,000-1.2 million　

Business activities 1 million-1.5 million　

The endorsement price is 7 million to 10 million.　

Dong Li and Sun Wei have great potential for atypical sports stars.

In Rio Olympic Games, the performance of China fencing team was dismal. As a result and drop-dead gorgeous, Thunder failed to continue the glory of London Olympic Games. However, for China fencing, it is not without gains. They have gained two online celebrity stars, Dong Li and Sun Wei.

Under the background of sports in China, Dong Li and Sun Wei are definitely special cases. Ning Zetao and Fu Yuanhui’s popularity is not entirely due to their face value or personality. Their achievements are absolutely first-class. Ning Zetao is the multi-gold king of Incheon Asian Games, beating the Japanese in the short-distance freestyle. At the Kazan World Championships, he became the first Asian to board the highest podium in the men’s 100-meter trapeze competition. Such achievements are not brilliant.

Fu Yuanhui only won a bronze medal at the Rio Olympics, but she is also a world champion. At the Kazan World Championships, she was the champion of the women’s 50m backstroke and the gold medal winner of the women’s 4x100m medley relay.

Dong Li and Sun Weike didn’t get a good result. "Brother Leg" Sun Wei won the bronze medal in Incheon Asian Games, and Dong Li won the third place in a national competition. However, because of their handsome appearance and temperament, they began to harvest fans before and after the Olympic Games. After going to Happy Camp, they became familiar to the outside world.

Sun Wei (left) and Dong Li (right)

Dong Li then participated in the recording of "Where’s Dad Going", which pushed his heat to the boiling point. It can be said that they are the stars jointly launched by the entertainment circle and social media.

However, because Dong Li and Alalei formed a "father-daughter CP" in Where’s Dad Going, was questioned by the outside world. Such criticism is very understandable, but it does not affect Dong Li’s attention. After all, his fans are teenage girls.

Dong Li and Alalei "Father and Daughter"

We should be tolerant of the emergence of Dong Li and Sun Wei. Times are changing, and the ways in which sports stars emerge are becoming diversified. They can have a positive impact on the promotion of fencing. It is also a blessing to have two more handsome male stars in this era.

At present, the price of their business activities is not so high, ranging from 100,000 to several hundred thousand, but it can be expected that their business value will continue to rise in the future. Commercial endorsements and reality shows will also follow.

Li Dong　

Reality show 200,000-500,000

Commercial activities: 300,000-1 million.　

The endorsement price is 3 million to 6 million.

Sun Wei reality show 100,000-300,000　

Commercial activities 150,000-400,000　

The endorsement price is 600,000-1 million.

　　In the money laundering case of live webcast, Shanghai police arrested the suspect in other places. Shanghai Public Security Bureau

　　May 15th is the 14th national publicity day for public security organs to crack down on and prevent economic crimes. Reporter The Paper (www.thepaper.cn) learned from the press conference held by the Shanghai Public Security Bureau that since the beginning of this year, the Shanghai public security organs have closely combined with the theme education to further promote the "Lijian 2023" series of crackdown and rectification actions, and have detected more than 1,300 cases of economic crimes, recovering economic losses of more than 2.8 billion yuan, effectively boosting the continuous optimization and continuous improvement of Shanghai’s business environment and economic order.

　　Among the more than 1,300 cases detected, the case of "rewarding" money laundering by webcasting was the first in China. In this case, Shanghai police arrested 21 suspects and smashed a new money laundering criminal industrial chain parasitic on webcasting platforms and transferring illegal fund-raising, involving nearly 100 million yuan.

　　Fund-raising fraud funds are used for live broadcast rewards.

　　In the early stage, Pudong Branch of Shanghai Public Security Bureau filed a case of fund-raising fraud, and found out that the suspect set up a number of companies from January 2018 to July 2020. In the name of the transfer of the income right of new energy vehicle financing lease, he promised high profits to the public through offline stores, sold various wealth management products, and then illegally raised funds, and finally squandered them. After the criminal suspects arrived at the case one after another, the police continued to promote the memorial service and strive to recover the economic losses for the people to the maximum extent.

　　In June last year, in the process of tracing the funds involved, the police found that a huge sum of money was used to recharge and reward a webcast platform. Although the police have seen many criminal suspects squander their money in the process of handling cases, it is rare to use huge sums of money to reward anchors, which has attracted the attention of the police.

　　Starting from this, the police fully sorted out the details of the records in which the money involved was used to recharge and reward. With the deepening of the investigation, the police found that the suspect of fund-raising fraud would receive a huge sum of money from the network anchor in his personal account shortly after recharging and rewarding the network anchor. The Shanghai Public Security Economic Investigation Department immediately set up a task force to carry out case investigation, and quickly locked in four network anchors with suspicious behaviors such as centralized batch payment afterwards, such as Li.

　　Reward money laundering through live broadcast to achieve "win-win"?

　　Taking network anchors as the starting point, the police dug deep and found that these anchors had been closely associated with fund-raising fraud suspects. After further careful investigation, the police successfully dug up a new money laundering criminal channel in which a few network anchors accepted rewards to "brush traffic" and cleaned and transferred money for fund-raising fraud gangs.

　　After investigation, from June 2019 to July 2020, the above-mentioned fund-raising fraud suspects got to know the criminal suspect Li and others who acted as anchors on a webcast platform in order to transfer the hidden proceeds of crime, and proposed that they reward gifts in the live broadcast room of Li and others, so as to boost the popularity and exposure of the live broadcast, help them earn the top prize on the live broadcast platform, and instruct Li and others to return the reward money collected to the personal account of the fund-raising fraud suspect afterwards.

　　After the job is done, Li and others can also collect part of the commission as a reward. Subsequently, Li and others, knowing that the reward money was the proceeds of fund-raising fraud, collected the money by accepting rewards during the live broadcast, and exchanged the reward money by means of cash withdrawal and transfer, so as to clean and transfer the money for the criminal suspect.

　　Reward coins into money laundering tools.

　　Not only that, but after further investigation, the police found that since October 2020, many suspects of telecom fraud and online gambling have met Fan and others who were employees of Li’s live studio at that time through social software. In order to help these criminal suspects clean and transfer the criminal money, Fan and others acted as reward agents, knowing that the criminal suspect’s funds were illegal gains, they bought the platform account with a large amount of reward money from the criminal suspect’s money at a price ranging from 60% to 70% of the original price, and then sold the platform account at a price ranging from 70% to 8.5% of the original price to earn the difference, covering up and concealing the criminal proceeds for these upstream crimes.

　　On February 8-9 this year, after making a careful arrest plan in advance, with the unified command and deployment of the Ministry of Public Security and the strong cooperation of relevant provincial and municipal public security organs, the Shanghai police launched a centralized network-closing operation in batches in 11 provinces and cities across the country, and arrested 21 suspects including Li and Fan in one fell swoop.

　　According to the relevant laws and regulations of the state, in order to conceal and conceal the income from crimes of disrupting financial management order and financial fraud, and the source and nature of the income generated, those who provide fund accounts or transfer funds through transfer or other payment and settlement methods are suspected of money laundering. Whoever knowingly conceals, transfers, purchases, sells on behalf of others or conceals or conceals the proceeds of crime is suspected of concealing or concealing the crime.

　　At present, with the approval of the procuratorate, four suspects, including Li, have been arrested by the police according to law on suspicion of money laundering, and 17 suspects, including Fan, have been taken criminal compulsory measures according to law on suspicion of concealing and concealing the crime. In the next step, the police will continue to dig deep into upstream crimes and strive to crack down on the whole chain.

Beijing News (Reporter Zhang Yu) In recent years, "characteristic tourist towns" built around folk culture have blossomed everywhere in China. Whether it’s focusing on peasant customs or telling stories depending on the local historical background, building a characteristic town has become the key path for many areas to build tourism industry and get rid of poverty and become rich. However, the results of blooming everywhere are not overly optimistic, and some characteristic towns are declining at an unexpected speed.

　

Donghuang Town, located in Liquan County, Xianyang, has been open for less than a year, and merchants have closed their doors. Now the whole town has become an "empty city". Similar "short-lived" phenomenon still exists in Bailuyuan Folk Culture Village in Lantian County of Xi ‘an and Hexianfang Folk Culture Village in Fuping County of Weinan. When visiting these "short-lived" characteristic towns, the Beijing News reporter found that the direct reasons for the decline of the towns are that the investment is not cautious, the style characteristics are not prominent, and the overall consumption link lacks linkage. However, it is bound to be impracticable to put the construction idea of making quick money and making quick achievements on the construction of characteristic towns.

　

People go to empty characteristic towns. Beijing News reporter Zhang Yu photo

　

In less than a year, Donghuang Town in Xianyang, Shaanxi Province became an "empty city"

　

How long does it take for a characteristic town from birth to death? On this issue, Donghuang Town, located in the southeast of Liquan County, Xianyang City, Shaanxi Province, gave a sad answer of "less than one year". It was grandly opened in October 2015, and in August 2016, merchants closed in batches. The whole town came in a hurry.

　

Donghuang Town is about 35 kilometers away from Xianyang City and belongs to Dongsheng Village, Liquan County. Due to the speed limit of the road, it takes nearly an hour to drive from Xianyang to the town. Taxi drivers told the Beijing News that people who travel to Liquan will go straight to the famous scenic spot yuanjiacun, where they can eat, live and play. As for Donghuang Town, the local driver in Xianyang has only heard of it on the news and has never been there.

　

In today’s Donghuang town, all the shops on both sides of each street are locked. The messy tables and chairs and abandoned building tools around the stage at the entrance show that there have been no tourists here for a long time. The same depression also appeared in the dining "castle" across the street from the town and the amusement square next to the village Committee.

　

In contrast, the poster of Oktoberfest and the banner of "Moral Model Commendation Conference" written in the square of Donghuang Town are a little lively. Wang Pinghan, director of Dongsheng Village, told the reporter that Donghuang Town has been "abandoned" for a long time, and there are no businesses operating here. The posters and conference banners on the square about Oktoberfest were used by Dongsheng Village Committee in organizing activities in the past two months.

　

Occasionally, villagers go for a walk in Donghuang Town Square. Beijing News reporter Zhang Yu photo

　

"It’s been too long, there are no tourists, and the businesses have left. At present, the whole town is temporarily left, and there is no way to deal with it. Occasionally, villagers will go for a walk inside. Because the venue is relatively large, there are some collective activities in our village. Come here."

　

Dongsheng Village, where Donghuang Town is located, consists of four natural villages, namely Donghuang Village, Xiaobai Village, Xigao Village and Yanji Village (formerly known as Jicun, with the word "drill" and later renamed Yanji Village). Among them, Yanji Village, the nearest to Donghuang Town, was also the main source of land transfer during the construction of the town at that time.

　

Is it a special case that people go to the empty Donghuang town in less than a year? On the reporter’s visit, Donghuang Town was not the only one that became an "empty city".

　

The Bailuyuan Folk Culture Village, located in Lantian County, Xi ‘an, also in Shaanxi Province, is now closed. The reporter saw the words "road construction, renovation and upgrading in the park" on a signboard at the entrance of the scenic spot.

　

Bailuyuan Folk Culture Village is undergoing upgrading. Beijing News reporter Zhang Yu photo

　

Walking into the interior of the scenic spot, we found that only three businesses are operating normally, namely, a small shop selling drinks, a restaurant specializing in Shaanxi cuisine and a music bar with a modern decoration. Everywhere else, the doors and windows are closed, and the houses and landscapes in the scenic area are also very shabby. According to a person who once worked in the project, Bailuyuan Folk Culture Village opened on May 1, 2016. After the Spring Festival in 2017, the number of tourists dropped sharply, and the excitement lasted only less than one year.

　

Repeated "snack street" merchants don’t even collect the deposit.

　

"There were a lot of people when I first opened the business. I saw 20,000 to 30,000 people at the most in a day. In addition to tourists from the county, there were also people from Xianyang and Xi’ an, but the number of people who came later suddenly decreased." When it comes to Donghuang Town, a wang xing villager in Yanji Village is in deep sorrow.

　

The investor of Donghuang Town Project is Western Rural Modern Agriculture Co., Ltd. In July 2013, the company’s modern agricultural parks were approved as the fifth batch of provincial modern agricultural parks in Shaanxi. Yuan Zhongmin, who once worked in the agricultural park, told the reporter, "At that time, it was proposed to build a model of park+scenic spot+community, and Donghuang Town was a folk tourist scenic spot." For several years, Yuan Zhongmin has been working in the agricultural park, mainly responsible for agricultural production and fruit tree management.

　

According to him, the whole Donghuang Town project covered an area of more than 100 mu at that time, including the main body of the town, the opposite dining castle and the amusement square next to the village Committee. The surrounding villagers originally used apple tree planting as their main source of income. "Later, I thought about engaging in special tourism to attract tourists like yuanjiacun, and seeing that people are doing so well, everyone wants to do a similar one."

　

In May 2015, the catering castle took the lead in opening. On October 1st of the same year, Donghuang Town was officially opened, with the slogan of "Guanzhong Grand Collection", focusing on snacks and various folk workshops.

　

"There are more than 300 merchants in 4 streets of the town, which are basically snack bars, and there are several selling agricultural and sideline foods. Even if we eat a lot of patterns here, can there be more than 300 without repetition? Moreover, tourists from around come to play, and people can eat 8 yuan a bowl of scorpion noodles at their doorstep. Why come here to eat 12 yuan a bowl? "

　

In Donghuang town, which is now deserted, although the shops have closed, we can also see the former style here from its dilapidated signs. There are almost signs of snacks and catering on both sides of the street, including Shaanxi’s signature foods such as basin mutton, Chinese hamburger and Hele, as well as street-side "tiger balm" snacks such as French fries and squid. Moreover, there are several shops selling Chinese buns in the same street.

　

Yuan Zhongmin’s family once set up shop in Donghuang town. After listening to my son’s suggestion, I decided to cooperate with the town investors and rent a small storefront of 12 square meters. Mainly selling hand-grabbed cakes and drinks. He told reporters that even during the peak period of passenger flow, the profit of the store is very small.

　

"There are 5 cakes in hand. When there are many tourists, you can sell 500 yuan a day. Like when there are few people, it is 50 yuan, which is still counted as drinks. Think about it, the number of cakes sold this day is sometimes less than double digits." Yuan Zhongmin remembers that the monthly cost of the store is 2,000 to 3,000 yuan, including noodles, oil, spices and utilities. "This is not the salary of hiring people in 100 yuan every day. No matter how much you earn, you will give it at the end of the month."

　

In the end, the hand-held cake shop opened with the town closed in July of the following year. However, as stipulated in the contract at that time, the deposit should be returned to the merchants after two years. Yuan Zhongmin, who left less than one year after opening, has not received his own deposit of 40,000 yuan.

　

Four "White Deer Plains" are close to each other, which leads to aesthetic fatigue.

　

Because of the novel by writer Chen Zhongshi and the TV series of the same name, "White Deer Plain" has become one of the pronouns of Shaanxi folk customs. Bailuyuan is the largest loess tableland in Xi ‘an, covering an area of more than 260 square kilometers, covering Chang ‘an District, Baqiao District and Lantian County.

　

"At that time, when the folk culture village was built, the TV series" Bailuyuan "was still being filmed. At that time, only everyone knew that there was a place called Bailuyuan." Kang Jie, who is familiar with the operation of the project, told reporters that Bailuyuan was called Dizhaiyuan in the past, which means the place where Di Qing stationed troops and camped. The name of Bailuyuan comes from an earlier allusion of "Zhou Pingwang moved the capital". "When Mr. Chen Zhongshi’s novel comes out, it will have another communication effect on this place. Now it is called Bailuyuan."

　

Until now, Kang Jie still feels that the quality of merchants in the once "Bailuyuan Folk Culture Village", whether closed down or still in continuous operation, is the best among all characteristic folk villages in the province.

　

There are many merchants selling snacks in Bailuyuan Folk Culture Village, and now they have all closed their stores. Beijing News reporter Zhang Yu photo

　

"The delicacies represented by Shaanxi, such as belt noodles, pulled noodles and braised three delicacies, are all invited by the scenic spots to have the title of China culinary master. From eating this piece, our overall quality is very high."

　

Kang Jie remembers that the Bailuyuan Folk Culture Village had a total passenger flow of 100,000 in the first three days. The most brilliant time was during the Spring Festival in 2017. Due to the light show and various cultural performances in the scenic spot, tourists were full, and reached 150,000 passengers a day on the 15th day of the first month of Lantian County Social Fire Competition. At that time, no one would have thought that the fifteenth day of the first month was the highest peak of the folk culture village, and then it went downhill endlessly.

　

"First, the number of tourists decreased, and then the income gap between stores began to become obvious. The shops with good locations and good projects had a very large passenger flow. Some shops with bad locations went to fewer people, and the shopkeepers didn’t have the strength to do it. Finally, it became a vicious circle."

　

When asked about the reasons, Kang Jie felt that there were too many homogeneous projects in Shaanxi Province, which led to the aesthetic fatigue of tourists. "Like a wind, in the area of Bailuyuan, in addition to our folk village at that time, there are also studios, Bailucang and Baizhangzhang, all of which focus on the Guanzhong culture of Bailuyuan, and the distance between the four houses is no more than 20 kilometers."

　

According to public reports, in July 2016, Bailuyuan Film and Television City, about 10 kilometers away from Bailuyuan Folk Culture Village, was opened, and Bailucang was officially opened in April 2017, because it is closer to Lantian City and Xi ‘an, and there will be more leisure tourists on weekends. The scenic spot of Bojizhang Village, also located in Lantian County, opened in the second half of 2016, with fewer tourists than when it was first opened, but its operation continued. The four scenic spots are not only close, but also the opening time can be regarded as "front and back feet", with an interval of no more than one year.

　

In fact, among the four similar scenic spots, Bailuyuan Film and Television City is still hot. On the day of the reporter’s interview, a large parking lot was almost occupied. On the one hand, the tourist facilities in the scenic spot are more diverse and perfect, and on the other hand, the investor Shaanxi Tourism Group Co., Ltd. is rich in funds. According to public reports, Bailuyuan Film and Television City invested more than 600 million, while Bailuyuan Folk Culture Village invested about 350 million. Regarding the investment in the project, Kang Jie said that the actual investment was smaller than this figure, and the specific amount was not disclosed.

　

A small town engaged in mahjong competition, an unreliable marketing

　

In 2016, Mr. Hu came to Bailuyuan Folk Culture Village to run a food and beverage store. So far, he is still one of the businesses that "Wei San" is operating here. For him who opened a restaurant in his hometown in Jiangsu and originally wanted to earn some money in the scenic spot, the goods in his hand have become a burden to get rid of now.

　

"This street, when it was first opened, people couldn’t walk. Later, the scenic spot changed operators, the personnel were streamlined, the management didn’t go up, and some activities didn’t work. Finally, it became like this."

　

Regarding the statement of changing the operator, Kang Jie said that after the passenger flow in the scenic spot declined, he changed the operator twice, but the effect was not good. "At that time, I felt that what we were doing here was unprofessional, so I found a professional operation team to cooperate, including scenic spot positioning, investment promotion and planning and publicity."

　

Kang Jie told reporters that the new operators moved in in June 2017 and early 2018 respectively. The former only maintained a cooperative relationship for two months, while the latter was responsible for the operation of the scenic spot until the Spring Festival of 2019, but the number of tourists did not improve significantly during that period. Now, recalling some activities and methods of the cooperative company at that time, Kang Jie thinks that it is "not very reliable".

　

"The first cooperative company, the first activity that came in was a mahjong competition. The grand prize was a car worth 60,000 yuan. The competition was to pick the first place at each table, then play the second round together, and give a bottle of wine for each win." Kang Jie recalled, "It took at least 100,000 yuan to go in, but there was no drainage effect at all. All the people who came were unemployed people living in villages near the scenic spot. They were close, loved drinking and playing mahjong. In the end, it was really a villager who won the car."

　

More than 300 merchants originally settled in the scenic spot, after two changes of operators, only less than 100 households were left. Kang Jie remembers that from 2018, the original investor Shaanxi Weishui Cultural Industry Investment Co., Ltd. began to seek equity transfer and stopped operating, and finally finalized the transferee in the first half of 2019.

　

The banner of "International Beer Festival" is also hung on the square of Donghuang Town. Beijing News reporter Zhang Yu photo

　

During the opening of Donghuang Town, Yuan Zhongmin felt that although the passenger flow was large, there was a big reason for continuing to "spend money" on activities. Including opera competitions and singing competitions, in less than a year since its opening, various activities in Donghuang Town have been almost uninterrupted. On the premise that "the omen of death" appeared in the town in July 2016, on the 16th of the same month, Donghuang Town also invested in a large-scale K-song activity, with an investment cost of more than 1 million. "I invited a star and sang three songs, and her appearance fee alone was 230,000."

　

"Sometimes you can sing for a month. Every day, people come, there are many tourists, and businesses are happy, but the money you spend can be earned back very little, because at that time, in order to attract businesses, it was a rent-free policy and only a deposit was paid."

　

Yuanjiacun’s success does not allow tourists to leave after eating.

　

When it comes to characteristic towns, people usually get the impression of buildings with certain customs and a street full of snacks. As the most direct source of income in tourist towns, snacks and catering seem to be the necessities of every scenic spot. It’s just that tourists "eat and wipe their mouths", and it’s obviously not enough to eat and stroll alone.

　

Not far from the entrance of Bailuyuan Folk Culture Village, the reporter saw a hotel. Throughout the entire scenic area, there is only one place for tourists to stay. Kang Jie told reporters that the only hotel was built nearly a year after the opening of the scenic spot. Tourists arrive at the scenic spot, spend more than an hour shopping, and then return to the county seat and urban area, with no subsequent consumption in accommodation and entertainment.

　

"In Shaanxi, there are many models of such folk villages and characteristic towns, but there are few successful cases. There are snacks, catering, accommodation and some entertainment facilities, so that tourists can stay, like the star town of yuanjiacun. It has developed for such a long time, and now it has formed this closed loop a little bit." Kang Jie said.

　

In 2007, Yuanjia Village, located in Yanxia Town, Liquan County, Xianyang, officially began to develop tourism, and it still maintains an annual passenger flow of about 6 million. The day of the reporter’s interview was a Friday. Even if it was not a rest day, the alleys in yuanjiacun were still full, and snacks and catering were particularly popular.

　

Catering shops in yuanjiacun are still hot. Beijing News reporter Zhang Yu photo

　

Wang Chuangzhan, director of the village committee in yuanjiacun, felt that from the beginning, yuanjiacun’s own tourism resources were actually lacking. Although there is Zhaoling scenic spot less than 10 kilometers from the village, it is still not enough to attract tourists. "When you go to Shaanxi to see history, most tourists look at the Terracotta Warriors and Horses, and then it may be Ganling. Many people only found out after staying in yuanjiacun that there was a Zhaoling not far away."

　

From folk tourism to food and beverage to holiday accommodation, the interval between the development of each stage is less than two years, so the popularity of yuanjiacun has been continued in the rapid upgrade. After the direction of vacation was formally determined in 2010, in addition to introducing homestays, boutique inns and hotels, along the extension of vacation, yuanjiacun successively built amusement parks at the entrance of scenic spots and bar streets open at night.

　

Yuanjiacun has also changed from the earliest street with two rows of houses to a tourist town with an area of nearly 400 mu, including three commercial streets: Ancestral Temple Street, Shuyuan Street and Huimin Street.

　

"It is definitely unsustainable to start making folk experiences and snacks alone. The consumption is low and the quantity is small. When tourists come and walk around, they can’t keep people. Therefore, we have to continue to develop catering and then go to a homestay where tourists can stay. What can I do if I stay? We opened a bar street and a playground, and completed the whole line, so that yuanjiacun can finally become a good place for a holiday. "

　

Today, there are more than 3,000 business operators in yuanjiacun, which is three times the number of villagers in yuanjiacun village. These people are also regarded as "new villagers" in yuanjiacun.

　

Can’t just be regarded as a "money-making business"

　

In terms of income, part of the income of characteristic towns comes from the rent of settled merchants. However, for unsuccessful towns, even in the booming period when they just started business, the monthly profits of merchants are very small.

　

"At the hottest time, the monthly income of the scenic spot is 1 million, which is already very good, but when we calculate the cost of the month, the salary of the employees of the scenic spot and the company, plus the water and electricity bills, will almost be close to 1 million." Up to now, Shaanxi Weishui Cultural Industry Investment Co., Ltd. has only one project, Bailuyuan Folk Culture Village. For investors who only rely on shareholders’ capital contribution and merchants’ rent after opening, the cost pressure can be imagined.

　

Kang Jie summed up the development of folk villages as the failure of "business field" in the mode of characteristic folk villages and characteristic towns. "In the final analysis, I think the mode initiated and invested by enterprises is different from that of tourism in yuanjiacun."

　

"It is said that the previous operating partners are eager for quick success and instant benefit, and we are not. The entire scenic spot invests a lot of money every month. Shareholders will continue to make money when they see it. If the benefits are not good, they will not dare to put the money in their hands, and they will not see the’ profit-making’. The momentum at the beginning of construction will soon disappear. "

　

Although it is a working day, yuanjiacun is still full of tourists. Beijing News reporter Zhang Yu photo

　

The starting point mentioned by Kang Jie is different because the tourism in yuanjiacun is developed and managed by the village committee. Although accepting external investment, the settlement and management of merchants need to be unified by the village Committee. Everyone wants to make the town a "money-making business", but a visionary village Committee may cherish and care more about its hometown.

　

The three main streets in yuanjiacun, Ancestral Hall Street, Huimin Street and Shuyuan Street, were invested and built by different investors, and they also presented three different theme styles: homestay, snacks and cultural creation. "The first step in attracting investment needs to be connected to the village Committee. We need to see whether the merchants are needed in the development of yuanjiacun as a whole, and whether they are controllable and safe. These conditions are met and the merchants will land again."

　

In the process of development, there are naturally problems. The outstanding problem is the attitude of the villagers in the village after the external merchants settle in to earn money. At this time, a reasonable, inclusive and prestigious village Committee is very important.

　

"Some merchants who have settled in are doing very well. The villagers want to make money from this project, but we will resolutely oppose it because we want to protect the rights and interests of these well-done merchants." Wang Chuangzhan said, "But in the final analysis, the development of yuanjiacun is to make the villagers rich. In this case, the village committee will coordinate with the merchants to see if the business can be industrialized, and then let the villagers join in the form of shares and enjoy the benefits every year. At present, this kind of dividend is also part of the villagers’ operation of their own farmhouses. "

　

Nowadays, Yuan Zhongmin is retired at home, and it is the "tail" of summer vacation. Every day, accompanying his grandson has become the whole of his life. When he mentions Donghuang Town, he can’t help but sigh. Kang Jie has already left his job in Bailuyuan Folk Culture Village and opened a small factory. For the previous experience, he felt that it was a pity and powerless. "Continue to invest money, but also be able to hold on to the time when you don’t make money."

　

(At the request of the interviewee, Kang Jie is a pseudonym in this article. )

　

Beijing News reporter Zhang Yu

Editor Zhang Shujing proofreads Wang Xin.