How to create the tipping point of leisure farm with Internet thinking

It should be noted that in the popularity of social networking on the Internet today, we find the pain point, and solve the pain point, not only to meet the needs of consumers, but also to form a reputation. In the era of social media, everyone is the center of communication. The formation of word-of-mouth allows us to obtain the entire Internet target population at zero cost.

Red Sea competition, how to make your project stand out? There are so many strong people, how to make the new product a blockbuster? The prescription given by Internet thinking is to create a tipping point and pierce the sky with a single needle.

Driven by the great era, leisure agriculture has ushered in the best tuyere. The rush of farms around the country has boosted the development of the industry, but it has also left drawbacks such as lack of features and serious homogenization. When the wind is strong, pigs can fly, but only when the tide recedes can we find out who is not wearing underpants.

Today, the banker wants to talk to the owners about how to use Internet thinking to create a tipping point in the competitive and motivated farm industry, so that his farm can form a reputation.

First, how to find the tipping point?

The tipping point first occurs at the pain point. The most painful place for consumers is the problem that they most urgently need to solve. Solve this problem, so that they can get the greatest comfort. Secondly, the tipping point also comes from the surprise contrast of consciousness.

What are the pain points for leisure agricultural users?

According to the degree of pain, pain points can be divided into primary pain points, secondary pain points and tertiary pain points. Users of leisure agriculture and rural tourism come from surrounding big cities. Their first-level pain points can be summarized into four aspects:

1 the sense of parochialism brought by the rows of high-rise buildings in the city. This sense of parochialism brings visual and psychological repression and atrophy.

Living in hard materials such as steel and cement, the sense of urgency brought by the fast-paced life is full of yearning for "soft" materials and slow life such as agriculture and planting.

(3) the demolition and construction of the city, the disappearance of traditional culture, the residence of various matchboxes, and the loss of regional culture and traditional culture brought about by foreign-style buildings such as Manhattan, Tuscany and Venice.

(4) the tiredness of the two-point and one-line repetitive work mode in the city, enduring the pressure of leaders and clients, who yearn for a kind of manor or even a kingdom that can belong to themselves.

Third, how to create a tipping point

1. Large space landscape to solve the sense of space parochialism.

Can create a super large area, high ornamental agricultural landscape. Give tourists a large-scale sense of painting, forming a strong visual shock. Such as the usual big scenes in films directed by Zhang Yimou and the rural scenery of Hokkaido in "disturbing without sincerity", all give people a sense of shock.

At present, some places in China are also attracted by this: for example, rape flowers in Wuyuan, which are all over the county and villages, are highly known throughout the country and have become synonymous with Wuyuan tourism. Guizhou Baili rhododendron scenic spot is known as "the largest natural garden in the world". It has the reputation of "world-class national treasure boutique". This practice is especially suitable for large agricultural parks and vast rural areas.

It should be noted that as the above methods are widely used and gradually homogenized, we suggest that the "big landscape" be artistically treated so as to form differentiation. For example, beautiful colorful terraces have been formed by planting crops of different colors; some agricultural landscapes have become gossip farm, yin-yang agricultural garden, digital agricultural garden, flying bird agricultural garden and so on, which improve the taste of sightseeing agriculture.

2. planting high-tech agriculture to satisfy the yearning of slow life and the curiosity of new things

Agricultural cultivation has a certain attraction for city dwellers. However, traditional agricultural cultivation has some shortcomings, such as lack of repetitive appreciation, sense of novelty and lack of educational function. Use the high and new technology of modern agriculture to arm agriculture and transform the technological system of agriculture. For leisure agriculture, agricultural scientific and technological innovation is to create new leisure resources.

The innovation and application of agricultural science and technology play an important role in driving the development of agricultural tourism. For example, the soilless cultivation technology of the modern agricultural park in Chongming, Shanghai has attracted a lot of tourists from all over the country; the large tomatoes, cucumbers, towel gourds, chili peppers and watermelons produced by space breeding in Shenzhen Space crop Park are several times normal, attracting countless parents to come with their children to watch and learn.

3. Create cultural characteristics to make up for the lack of traditional culture.

The large-scale demolition and construction of the city has led to a serious lack of cultural awareness and cultural sense of modern people. On the other hand, the development and construction of the countryside is relatively late. The preservation of traditional culture is still relatively complete. As leisure agriculture, traditional culture is its unique core competitiveness.

This culture can be summarized into four aspects:

One is farming culture, which has a long history and rich connotation for thousands of years. The presentation of farming culture through landscape, display, experience and other ways can enhance the attractiveness of leisure agriculture.

The second is regional culture. Leisure farm and rural tourism itself have a very strong regional nature, the integration of regional culture, will make the park form local characteristics. For example, the Ningxia Yellow River Hengcheng International Rural Tourism Resort, taking the Yellow River culture as the main line, has planned a water sightseeing route in the shape of the Yellow River basin.

The third is the festival culture, such as holding various picking festivals, peach blossom festivals and pear blossom festivals in the park.

The fourth is the theme culture. Excavate the history and culture of certain crops or endow them with new cultural connotations through cultural creativity to form the agricultural theme culture. Such as Beijing Tongzhou Pumpkin Garden, with pumpkin culture as the theme, the construction of Pumpkin Wansheng Square, Pumpkin Sculpture Square, Pumpkin Villa and so on, let tourists seem to enter the fairy tale art world of pumpkins.

4. Private customization

Everyone has a dream of martial arts, as well as a dream of a manor owner. Especially for people living in cities, many people have to live like an ostrich and bow their heads in order to make a living. Even if you can't be a real landlord, having your own "three-point" vegetable garden, your own pigsty, fish ponds, etc., can largely meet your psychological needs.

At the same time, with the strengthening of environmental awareness, when people eat vegetables and meat, they all yearn for and look for "relaxed vegetables" and "healthy meat" with good taste, good quality, good health and safety. Have a piece of their own small vegetable garden, you can not only work in person, but also entrust management, experience the joy of harvest, become the wishes and needs of many city people.

Zhuang Ke believes that in the traditional thinking, the development of enterprises pay attention to coordinated development and scale to win. But today, with the high development of the Internet, it is very difficult to have a blue ocean market. Let's go step by step in an orderly way. In today's industry segmentation, it is difficult to have a project that can meet the needs of all consumers. Whoever can accurately locate himself, find the target group, find even one of their pain points, and then concentrate on solving it, will be able to pierce the sky with a single needle and become a benchmark for an industry.

It should be noted that in the popularity of social networking on the Internet today, we find the pain point, and solve the pain point, not only to meet the needs of consumers, but also to form a reputation. In the era of social media, everyone is the center of communication. The formation of word-of-mouth allows us to obtain the entire Internet target population at zero cost.