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CPC100 - Real estate developer to turn Songjiang’s Nanyang village into hot business


30 April 2021 | By Wei Wencong | Songjiang News

  • A Hui-style piece of wall showcasing the entrance to Nanyang village.

  • R&D center for agricultural and creative products.

  • Lotus flower tea and skincare products made out of lotus flower extracts.

  • Nanyang village blueprint exhibition hall.

  • Xinbang Town’s location in the G60 S&T Innovation Valley.

  

A

s part of the rural revitalization initiative promoted actively by the Chinese central government since 2017, a village with a population of 1,513 in southwest Songjiang, Shanghai, is set to become “an all-around tourist attraction” in 2023, “selling rural fun but also a luxury lifestyle,” according to Su Zhangquan, general manager of the creative development project.

Nanyang sits on the southern flanks of the G60 S&T Innovation Valley in the Yangtze River Delta a little to the northwest of Xinbang Town. With the help of local government as well as generous funding and careful planning from a real estate company, this village of 4.92 square kilometres is gearing up for some major changes.

Some of the villagers are being relocated to three-floor Hui-style country houses, some into high-rise buildings, in order to transform the area and hopefully alleviate poverty.

China Aoyuan Group or “Aoyuan”, a Guangzhou-based property developer, is investing some 2 billion yuan (about USD 306 million) in a 903 mu (about 60.5 hectares) plot of land in the village, and is expected to build travel destinations encompassing four different themes, which are “forest leisure”, “rice market experience”, “ecological recreation and vacation”, and “kid amusement park.”

“Currently, detailed planning for each thematic section is going swimmingly,” said Su.

The positioning of the “urban agricultural leisure resort complex” project, as Su calls it, focuses on two key aspects.

Firstly, the integration of agriculture, culture, and tourism in order to attract visitors, and boost businesses such as hostels. Secondly, the use of agricultural R&D and an agricultural think tank to ensure that rural value is no longer limited just to traditional agriculture, but covers a plethora of other innovative businesses.

This kind of endeavour breaks preconceived ideas about the way “rural revitalization” is supposed to pan out.

Among the ventures being developed by Aoyuan and Nanyang village, the Lotus Research Center stood out.

According to Zhao Hongli, a local government official, the “Jiupinxiang” lotus plants growing in a 1.3-hectare pond were brought in from Taiwan. They are known both for their fragrance and their taste. Aoyuan and the village decided to market a Lotus Tea with one entire lotus flower vacuum packaged in its own sachet, as well as a skincare brand called “Qinyang” that uses lotus extracts and has been registered as a trademark with the State Intellectual Property Office.

More innovative products derived from Songjiang’s local agriculture are being developed and will soon be available on Aoyuan’s e-commerce platform, aomygod.com.

In addition, a promotional video called The Peach Garden starring local villagers has been made to showcase the company’s vision of life in the village once the transformation has been completed. The name is derived from The Peach Blossom Spring, a fable written by esteemed Chinese poet Tao Yuanming in 421 about the chance discovery of an ethereal utopia where people lead an ideal existence in harmony with nature. This fable resonates with the project’s desire to bring people closer to nature.

As well as hostels near the river, a Hilton Double Tree hotel will be a bourgeois alternative for a few good nights’ stay in the village, according to Su.

 

 

  

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Press Contact

SISU News Center, Office of Communications and Public Affairs

Tel : +86 (21) 3537 2378

Email : news@shisu.edu.cn

Address :550 Dalian Road (W), Shanghai 200083, China

Further Reading