Green Dimension Case: How to Effectively Leverage the 'Health and Wellness' Theme in a Rural Pastoral Complex?
With the improvement of national living standards and the advent of an aging population, people's demand for health-related services such as medical care, fitness, elderly care, tourism, sports, and environmental protection is increasing. It is timely to develop the health industry and build a healthy China.
Data predicts that by 2020, the total scale of the big health industry will exceed 8 trillion yuan. As a composite industry combining big health and tourism, health and wellness tourism will usher in major development opportunities. The State Council pointed out in the "Healthy China 2030" Planning Outline that it should actively promote the integration of health with pastoral areas, elderly care, culture, tourism, the internet, fitness and leisure, and food, to catalyze the upgrading and evolution of new health industries, new business forms, and new models, as well as the industrial chain.
Against the backdrop of the rural revitalization strategy and the Healthy China strategy, rural pastoral health and wellness has become one of the important breakthroughs for rural revitalization. The ecological environment of rural areas, which is superior to that of cities, the orderly pace of life, and the natural and harmonious environment provide a foundation for developing the health and wellness industry.
Pastoral health and wellness refers to a lifestyle that takes the pastoral area as the living space, farming, farm work, and agricultural activities as the content of life, and agricultural production and rural economic development as the life goals. It involves returning to nature, enjoying life, cultivating the mind and body, vacationing, relaxing, maintaining health, treating diseases, and spending one's remaining years in comfort. So, how can rural areas develop pastoral health and wellness? How to plan and layout a pastoral health and wellness complex? This article will answer these questions one by one through cases.
Development Characteristics of the Pastoral Health and Wellness Industry
1. Superior Natural Ecological Environment
Pastoral health and wellness is based on the countryside. Good ecological conditions and climate are the foundation for the successful development of rural pastoral health and wellness. On this basis, develop a pastoral health industry system through various formats such as ecological experience, health resorts, forest wellness, summer retreat wellness, and hot spring wellness.
2. Industry Features Centered on Health and Wellness
The industry of pastoral health and wellness should be dominated by the health and wellness industry, extending into leisure agriculture, rural vacations, healthy food, outdoor sports, and other industries.
3. Clear Function: Health and Wellness as the Ultimate Goal
The ultimate goal of pastoral health and wellness is to maintain health and cultivate the body. It is to return physically to nature, enjoy the beauty of life, nurture the soul, feel the comfort of nature, and during leisure vacations, let the natural environment treat diseases, maintain health, and ultimately achieve a comfortable old age. At the same time, all formats and products of pastoral health and wellness should revolve around "health and wellness." The purpose of all tourism products is to regulate the physical and mental health of tourists and restore their physical functions.
Three Key Development Points for Pastoral Health and Wellness
1. Determine the Rural Pastoral Health and Wellness Development Type Based on Its Own Characteristics
If the village itself has famous geographical indication agricultural products, a series of food health and wellness can be developed based on the agricultural products; some longevity villages, based on the longevity culture, advocate diet therapy, herbal therapy, traditional Chinese medicine, and other health practices, combined with elderly care homestays, develop medium to long-term family elderly care institutions, suitable for developing pastoral longevity culture health and wellness, etc.
2. If No Unique Resources, Implant Relevant Features and Functions through Tourism
For pastoral complexes with no obvious characteristic resources, features can be implanted through the "transportation" function of tourism. This type is generally only suitable for longevity culture type, ecological health type, medical-nursing combination type, or elderly care type development. For example, the ecological health type requires a good environmental foundation. In the later stage, it is necessary to improve and maintain the rural ecological environment, while cultivating and guiding the health and elderly care industry to settle in, develop the health industry, and carry out ecological health type development; the medical-nursing combination type requires the introduction of the pharmaceutical industry, forming a pharmaceutical planting industry chain or a pharmaceutical industry town.
3. Strengthen the "Health and Wellness" Theme and Carry Out Diversified Development
The pastoral health and wellness industry must strengthen the theme of health, wellness, and elderly care, and carry out diversified development. With health preservation, leisure elderly care, and other health industries as the core, carry out multi-functional development of leisure agriculture, medical services, leisure entertainment, health resorts, etc.
Key Points for Planning and Creating the First Case of a Health and Wellness-themed Pastoral Complex
In the project "Overall Planning of Shangyang Flower Bay Pastoral Complex in Xingtai, Hebei," Green Dimension Cultural Tourism organically integrates agriculture as the foundation, health and wellness as the soul, tourism as the body, and people's livelihood as the essence. It develops communities, scenic spots, and industrial parks in an embedded manner, constructing a pastoral complex that unifies "production, life, and ecology." Through characteristic agriculture to drive the development of surrounding villages, achieving deep integration of primary, secondary, and tertiary industries, and through healthy agricultural products and the Shangyang lifestyle, it opens a new model of health and wellness vacation.
The project is located in Beiganzhai Village and Nanganzhai Village, Ren County, Xingtai City, Hebei Province. The total planning area is about 667 hectares (10,000 mu), and the core planning area is 160.7 hectares (2,410 mu).
The "Plan" is market-oriented, starting from the needs of Xingtai City's agricultural supply-side structural reform and new industry development. Based on the rose planting industry, it embeds the health and wellness industry, building a "Rose+" whole industry chain, creating a pastoral complex that integrates rose planting, derivative products, health and wellness vacation, living, leisure, and entertainment. It innovates the urban-rural development model, accelerates the transformation of traditional agriculture, coordinates regional development, and constructs a new urbanization demonstration project led by characteristic industries.
Characteristic Agriculture: Rose Planting
Against the backdrop of the rural revitalization strategy, industrial revitalization is the core and key. Green Dimension Cultural Tourism believes that it is necessary to accelerate the construction of a modern agricultural industry system, break through the traditional thinking mode that "rural industry is agriculture" and "the function of agriculture is to provide agricultural products," accelerate the transformation of agricultural development methods, and deeply promote the integrated development of rural primary, secondary, and tertiary industries.
In this project, roses are high value-added crops, with an annual yield per mu of up to 5,000 yuan. The project site has many types of roses, easy to form landscape effects. There are many derivative products such as essential oils, medicines, health products, and cosmetics, forming a complete industrial chain integrating planting and processing. Green Dimension Cultural Tourism, through the "Rose+" innovative business format, creates health and wellness vacation scenic spots, romantic and pleasant flower seas, health and beauty products, etc., achieving superimposed benefits, which is a beneficial attempt for rural revitalization and scenic area revenue increase.
Quality Life: Health and Wellness
In the era of big health, the health industry has become an important engine of economic growth under the new normal. With the advancement of the mass tourism era, the pursuit of health and spiritual enjoyment has also become the main demand for people's leisure and vacation travel. Green Dimension Cultural Tourism innovatively proposed the "Three Evasions and Five Nurturings" health and wellness vacation trend, forming a complete theoretical system in the planning, development, and operation of health and wellness tourism projects.
In this project, the concept of healthy living runs through the entire project, targeting the chronic disease market, focusing on women and the elderly. Based on the "holistic medical view," it uses technological means to prevent, treat, recover, and nurture various chronic diseases, achieving integrated management of prevention, treatment, recovery, and nurturing. According to the preferences and market demands of female groups, through rose flower seas, rose products, Goddess Island, etc., it provides women with luxurious venues, high-end services, and targeted theme activities, comprehensively covering beauty, body shaping, mind cultivation, and gourmet food. According to the needs of the elderly and sub-healthy groups, through health management centers, health communities, etc., with medicine as the core and nurturing as the line, it achieves the integration of health, nurturing, and living, advocating a healthy living concept.
Green Dimension Cultural Tourism named the project "Shangyang Flower Bay." Among them, "Shangyang" refers to quality health and wellness life that is superior but not extravagant; "Flower Bay" represents the harbor of rose flower sea vacation and leisure. It aims to cultivate a pastoral lifestyle of returning to the garden and field, creating China's first health and wellness-themed pastoral complex.
Green Dimension Cultural Tourism, based on the project site's resources and characteristics, creates poetic pastoral scenery through a 10,000-mu rose landscape. In addition to rose planting and processing, it introduces high-tech medical technology, improves the supporting facilities for health and elderly care, targets the segmented market of chronic diseases and health preservation. Large-scale rose planting creates poetic pastoral imagery, multi-variety rose health products provide the basis for health and wellness, and professional medical care and convenient health and wellness environment provide hardware and software foundation.
Green Dimension Cultural Tourism, according to the distribution of resources and combined with the overall project development positioning, divides the spatial layout into a "one core, three zones, and three major projects" detonation model:
One Core: Rose Living Museum
Three Zones: Rose Pastoral Leisure Zone, Rose Art Experience Zone, Sci-Tech Medical and Health Preservation Zone
Three Major Projects: Rose Living Museum, Sci-Tech Health Management Center, 1314 Love Boardwalk
Zoning Project Planning
Rose Pastoral Leisure Zone "111" Model:
One Park - Yuxiang Industrial Park: Rose planting base as a preliminary demonstration project to create a flower sea economy; Rose processing factory to improve rose factory functions and service support; Rose scientific research base to build a public service platform for Hebei rose industry technology; Rose trading center to lay the foundation for the future 10,000-mu rose base.
One Boardwalk - 1314 Love Boardwalk: The aerial boardwalk enriches the terrain landscape, connects nodes, forming leisure spaces + viewing platforms. Through flower sea boardwalk aerial camps, flower sea mazes, etc., increase interactive experiences.
One Base - 10,000-mu Rose Planting Base: Explore innovative models of rural revitalization demonstration, through government leadership, village-enterprise cooperation, establish cooperatives; create a continuous high-income agriculture integrating primary, secondary, and tertiary industries; cultivate new-type farmers to become drivers and beneficiaries of new urbanization; realize the rural "self-hematopoiesis" function, transforming from traditional farmer life to urban pastoral elderly care base.
Rose Art Experience Zone "111" Model:
One Museum - Rose Living Museum: Using the concept of "Round Heaven and Square Earth," build a glass-domed rose museum + experiential shopping street, so that every visitor can have an exclusive rose VIP plan.
One Island - Goddess Island: In the era of appearance economy, achieve the transformation from "ordinary" to "goddess"! Through beauty, body shaping, mind cultivation, and gourmet food, create a self-indulgent private island and high-end social space.
One Base - Starlight Film and Television Expansion Base: The core functions are film and television shooting, wedding photography, and form additional functions such as film-themed parent-child entertainment, school creative expansion activities, winter camps, summer camps, etc.
Sci-Tech Medical and Health Preservation Zone "1 System + 4 Modules + 15 Categories + 4 Projects":
International Health Management Center: All-age health management, and realize customized health management services. Through technological means, prevent, treat, recover, and nurture various chronic diseases, achieving integrated management of prevention, treatment, recovery, and nurturing, becoming an advocate for a healthy lifestyle.
Shangyang Rehabilitation Base: Realize medical care, health monitoring, health recuperation, and health environment services.
Maple Forest College: Based on the lifespan development theory, successful aging theory, and third-age education theory, combined with the educational resources of Xingtai College, design three categories of 7 services, providing college-style elderly care life within the park, achieving a sense of security, contribution, happiness, and learning for the elderly.
Shunshui Huawan Health Community: Through 6 major shared community supporting functions, provide one-stop service for Shunshui Huawan Health Community, forming an intelligent elderly care community of ecological pastoral health and wellness, creating a healthy lifestyle.
