renewing rural cultural tourism, xiaohongshu xiaohangkeng ecological camp was selected as a case study of internet platform companies fulfilling their social responsibilities
2024-08-31
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china youth network, chengdu, august 30(reporter song jixiang) xiaohangkeng ecological camp, located in xiayang village, anji, zhejiang, is the first ecological camping site project jointly created by xiayang village and xiaohongshu to promote rural revitalization in the form of public welfare. relying on the "grass planting" model of xiaohongshu, the project organically combines the cultural and industrial characteristics of xiayang village with social media, attracting a large number of young people from all over the country, especially the yangtze river delta region, to enjoy the quality of rural life, driving the prosperity and development of diversified business formats such as cafes, restaurants, teahouses, and canteens in the village, forming a rural economic pattern of flourishing. on august 29, the 2024 china internet civilization conference was held in chengdu. at the internet integrity forum of the conference, xiaohongshu's "xiaohangkeng" cultural tourism project was selected as a case of internet platform companies fulfilling their social responsibilities in 2023.
xiaohongshu was selected as one of the 2023 internet platform companies' social responsibility cases. photo provided by the organizer
since 2019, the tourism category has rapidly risen on xiaohongshu. in the critical context of china's consolidation of poverty alleviation achievements and the effective connection between the comprehensive promotion of rural revitalization strategy, xiaohongshu chose to revitalize the countryside with cultural tourism. the xiaohangkeng cultural tourism project is the first camping site project created by xiaohongshu to promote rural revitalization in a public welfare way. it was launched in june 2022 and landed in xiayang village, xiaofeng town, anji, zhejiang. with the platform's brand influence and traffic advantages, xiaohongshu links urban life trends with rural development and construction, and explores new models of rural public welfare.
the project combines local culture and industrial characteristics, and organically combines modern social media with the concept of social enterprise, bringing the city walk craze to beautiful villages. in the first year of operation, xiayang village received a total of 150,000 tourists, and the total tourism revenue exceeded rmb 12 million. through a core drainage project, it drives the prosperity and development of diversified business formats in the village. in addition, the project simultaneously promotes the construction of rural entrepreneurship workshops, improves the employment skills of villagers, and expands the market channels for agricultural and tourism products. it has successfully realized a progressive development model from external blood transfusion to endogenous hematopoiesis and then to blood circulation, which has effectively promoted rural revitalization and promoted urban-rural integration.
xiaohongshu has integrated the esg concept into every aspect of xiaohangkeng's development strategy, striving to achieve coordinated development of the economy, society and ecology while promoting economic development. economically, xiaohongshu is committed to integrating advanced operating models, natural lifestyles and local cultural and tourism characteristics, attracting new consumer brands and new economic formats to settle in the countryside, driving camp traffic with online traffic, and providing users with a one-stop camp service that combines lightweight natural accommodation experience, original local food and expert co-creation of interest experience.
in the past year, there were more than 10,000 notes about "xiaohangkeng" on xiaohongshu, and the number of views on related topics reached more than 20 million, driving the local tourism annual income to exceed 10 million, an increase of nearly 3 times year-on-year. socially, xiaohangkeng adheres to the principle of giving priority to local employment, and combines the local culture and life scenes to build characteristic industries, integrates bamboo and white tea with local characteristics into the tourism experience, and conducts skills training for local employees, so that villagers can have jobs at their doorsteps, and the number of local employees in the project accounts for more than 50%, and it also drives young people to return to their hometowns to start businesses. ecologically, xiaohangkeng deeply practices the principle of sustainable development, and forms a green and recyclable model for the camp by using solar clean energy, purchasing local ingredients to reduce cargo transportation, advocating bamboo instead of plastic to reduce the use of disposable products, and treating food waste as organic fertilizer.
in september 2023, xiaohangkeng obtained a carbon neutrality certificate certified by the china quality certification center, becoming the first carbon neutral camp in the country.
xiaohongshu charity team and villagers of xiaohangkeng camp
starting from 2024, xiaohongshu launched the "rural roaming" public welfare support plan, which will bring the rural cultural and tourism model experience of "xiaohangkeng" to more villages, give full play to the platform's cultural and tourism promotion capabilities, and plan to help 300 villages in china achieve their own development and urban-rural integration through cultural and tourism revitalization, and actively explore new models of cooperation between the east and the west.
(source: china youth network)
