【风采】联众集团余学兵：心怀乡愁，打造“联众乡村运营模式”

现在越来越多的城里人愿意将钱花在乡村度假上，去感受田园风光，放松身心。在这惬意的背后，依靠的是完善的配套设施、成熟的服务体系。联众休闲产业集团有限公司董事长余学兵干的就是将乡村旅游业、服务业融合的事情，他探索出一个乡村建设的创新模式，走出了一条乡村产业振兴之路。CXO UNION CXO联盟 cxounion.cn

1972年出生于开化县苏庄镇溪西村的余学兵，看着是一个皮肤黝黑、不善言辞的人，可在他骨子里却是个“不安分”的创业人。CXO UNION CXO联盟 cxounion.cn

1991年从开化农技校毕业后，他不安于在乡镇当个技术干部，毅然辞职回家创业。先后在家乡办过龙须糖加工厂，去杭州经营过便利店、开过桶装水厂，但均以失败告终。直到一次偶然的机会，爱好文学的余学兵来到了刚创办的《今日早报》社工作，并在此期间通过自学获得了中国农业大学文凭。直到2004年，在一次报社组织的公益活动中，他发现了城里人对乡村生活的渴望和憧憬，余学兵发现了其中的商机，便辞去报社工作，跟朋友合伙创办了联众公司，他们以浙江为圆心，在全国农村创立了自己的系列乡村度假品牌。CXO UNION CXO联盟 cxounion.cn

一、创新模式改农村面貌

 2005年，余学兵在一次外出考察中，偶然发现天目山的地理位置优越，环境优美，但交通不便、农民贫困。由于政策保护，天目山不能随意开发，如何将它的生态优势转化成经济优势，余学兵有了新想法：“将闲置房屋开发成民宿（那时候还没有民宿概念，人们称联众的民宿为高级农家乐），吸引城里的人来休闲。”有了这个想法后，余学兵便同村支书谈定，首批3幢农民房，由他们出资在不改变土地集体所有制的前提下进行重建，建成后，底层由农民自己居住，其它几层由联众统一对外经营30年，到期后，所有使用权物归原主。而联众公司则聘请该户农民作服务，由联众付给工资。

村民们听到不但不用花钱就能住新房，还能每月赚钱的消息，纷纷表示半信半疑：“不花钱，不仅能住新房，还可以拿工资，哪里有这么好的事情？”CXO UNION CXO联盟 cxounion.cn

为了让大家放心，余学兵给每户农民支付了保证金，房屋不建成不退还，这样农民终于愿意合作了。而市场的火爆更令余学兵意想不到，他在报纸上登出的第一个广告两天就到了4000多个咨询电话，不到一个月时间，第一批3幢楼36间房全部被长租出去。模式得到消费者认可，余学兵十分欣喜，也更坚定了他将农村的闲置房屋开发成度假村、民宿的信心，再次与更多的农民签约合作。
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二、遭遇危机仍坚守初心

这种不用农民出一分钱就能拥有一幢新房，还能赚钱的模式被社会称为新农村建设的联众模式，被各地媒体争先报道，公司当年就有3000多万元的营业额。然而快乐的时光并没有持续很久。“生意越来越好，但公司遭受的质疑越来越多，在那个农村房屋经营尚未被广泛认可的年代，很多人担心农民集体所有的土地的使用权的问题”，余学兵告诉记者。

当余学兵通过举办论坛、邀请专家论证、媒体深度报道等多种形式将公众的疑虑打消，准备大干一场的时候，2008年这场金融危机的到来，再度给了余学兵当头一棒，度假消费快速递减，营业额从700万元每月直线下降为10万元每月，创业伙伴面对压力，也都开始打退堂鼓。“没有一个人支持我，压力压得我透不过气，但看到那些受联众模式影响的村民生活越来越好，我心里就告诉自己不能放弃。”余学兵说。

余学兵决定独自承担公司发展的命运，他四处借钱、贷款，用来维持公司运营、支付工程款。他坚信乡村度假市场会越来越好，一方面主动邀请相关部门对联众所推行的模式进行调研，努力为联众打开政策壁垒；一方面改变营销方式，创新产品，吸引更多顾客。直到3年后，余学兵才使公司重新走上正常运营的轨道。

但这一次的磨难令他的创业之路越走越宽，越走越有底。CXO UNION CXO联盟 cxounion.cn

三、转型升级乡村度假产业

2011年，余学兵根据市场需求重新定位乡村度假方向，将闲置在安吉、莫干山、富阳等地的农村集体资产，以“酒店+众创”的模式，在项目中融入购物、旅游、娱乐、休闲、餐饮等多种业态，打造乡村休闲度假一站式的度假综合体。2016年，还将这种度假综合模式运用到古村落的保护性开发中，用他的话说就是“留住乡愁”。2017年，他将目光投向传统村落，将那些被废弃、遗忘的空心化村落打造成原生态的乡村文创度假酒店，并成功地在丽水打造了首个项目——“欢庭-下南山”。2018年，余学兵再次提出乡村旅游要有深度体验的概念，开始延伸度假游玩项目，推出农旅结合的个性化田园体验服务；进入2019年，余学兵带领他的团队正在策划“联众百村振兴计划”，打算用五年时间在全国帮助100个村庄实现产业振兴。CXO UNION CXO联盟 cxounion.cn

如今，余学兵的联众集团已累计吸纳度假会员20余万名，拥有全资及控股37家企业，项目遍布全国各地，已经形成以乡村为核心的酒店管理、乡村运营、康养旅居、产业规划、直播电商、红色旅游、乡村代建等乡村振兴全产业链多元化服务的乡村资源投资运营集团。CXO UNION CXO联盟 cxounion.cn

翻译：

Yu Xuebing: Nostalgia to create a “United rural operation model

” Now more and more city people are willing to spend money on rural vacation, to feel the pastoral scenery, relax. Behind this comfort, rely on the perfect supporting facilities, mature service system. Yu Xuebing, chairman of Lianzhong Leisure Industry Group Co., LTD., is doing the integration of rural tourism and service industry. He explored an innovative model of rural construction. And walked out of a road to rural industry revitalization.CXO UNION CXO联盟 cxounion.cn

Yu Xuebing, who was born in Xixi Village, Suzhuang Town, Kaihua County in 1972, looks like a dark-skinned, inarticulate person. But in his bones is a “restless” entrepreneur.

After graduating from the Kaihua Agricultural Technical School in 1991. He was not comfortable being a technical cadre in the township and resolutely resigned to start a business back home. He has run a longshu sugar processing plant at home, operated a convenience store in Hangzhou. And opened a barreled water plant, but all ended in failure. Until a chance, the love of literature Yu Xuebing came to the newly founded “Today Morning” news agency to work. And during this period through self-study obtained a diploma in China Agricultural University. Until 2004, in a public welfare activity organized by the newspaper. He found the city people’s desire and longing for rural life. Yu Xuebing found the business opportunity, then quit the newspaper work. And friends co-founded Lianzhong company. They take Zhejiang as the center, in the country to create their own series of rural vacation brand.

Innovation model to change the rural faceCXO UNION CXO联盟 cxounion.cn

Yu Xuebing accidentally discovered that Tianmu Mountain is in a superior geographical position.

And beautiful environment. But the transportation is inconvenient and the farmers are poor. Due to policy protection, Tianmushan could not be developed at will. How to turn its ecological advantages into economic advantages. Yu Xuebing had a new idea: “to develop idle houses into homestayers (at that time. There was no concept of homestayers, people called Lianzhong homestayers senior farmhouse), to attract people in the city to leisure.” After having this idea. Yu Xuebing agreed with the village secretary that the first three farmer houses .Would be rebuilt at their expense without changing the collective ownership of land. After completion, the bottom floor would be lived by the farmers themselves. And the other floors would be operated by the United People for 30 years. The company hired the farmer for service, and the wages were paid by the company.CXO UNION CXO联盟 cxounion.cn

The villagers heard that they could not only live in the new house without spending money. But also make money every month, and they were skeptical: “Do not spend money. Not only can live in the new house, but also can get a salary, where is such a good thing?”

In order to reassure everyone, Yu Xuebing paid a deposit to each farmer, and the house was not built and not returned, so that farmers were finally willing to cooperate. The hot market made Yu Xuebing unexpected, he published the first advertisement in the newspaper in two days to more than 4,000 consultation calls, less than a month, the first batch of 3 buildings 36 rooms were rented out. The model has been recognized by consumers, Yu Xuebing is very happy, but also strengthened his confidence in developing rural idle houses into resorts and homestays, and signed cooperation with more farmers again.

In the face of crisis, still stick to the original heart

This model, which does not require farmers to pay a penny to have a new house and can also make money, is called the united mode of new rural construction by the society, and is reported by the local media, and the company has a turnover of more than 30 million yuan that year. But the happy times did not last long. “Business is getting better, but the company is facing more and more skepticism, and at a time when rural housing management was not widely recognized, many people were worried about the right to use land collectively owned by farmers,” Yu told reporters.CXO UNION CXO联盟 cxounion.cn

When Yu Xuebing was ready to make a big deal by holding forums, inviting expert arguments, in-depth media reports and other forms to remove public doubts, the arrival of the financial crisis in 2008 once again gave Yu Xuebing a blow, the rapid decline in holiday consumption, turnover from 7 million yuan per month plummeted to 100,000 yuan per month, and entrepreneurial partners faced pressure. And they’re all starting to back off. “No one supported me and the pressure was overwhelming, but seeing the lives of those villagers affected by the United mode getting better and better, I told myself I couldn’t give up.” Yu Xuebing said.CXO UNION CXO联盟 cxounion.cn

Yu Xuebing decided to bear the fate of the company’s development alone

, he borrowed money and loans everywhere to maintain the company’s operation and pay for the project. He firmly believes that the rural holiday market will become better and better. On the one hand, he actively invites relevant departments to investigate the model implemented by Lianzhong and tries to open policy barriers for Lianzhong. On the one hand, change marketing methods, innovate products and attract more customers. It was not until three years later that Yu Xuebing put the company back on the track of normal operations.

But this time the ordeal made his entrepreneurial road more and more wide, more and more to the bottom.

Transform and upgrade the rural holiday industry

In 2011, Yu Xuebing repositioned the direction of rural vacation according to market demand, integrating the rural collective assets idle in Anji. CXO UNION CXO联盟 cxounion.cn

Moganshan, Fuyang and other places with the model of “hotel + mass innovation”, integrating shopping, tourism, entertainment, leisure, catering and other business forms into the project to create a one-stop resort complex for rural leisure and vacation. In 2016, he also applied this integrated resort model to the protective development of ancient villages, in his words, “retaining nostalgia.” In 2017, he set his sights on traditional villages, turning those abandoned and forgotten hollowed out villages into original rural cultural and creative resort hotels. CXO UNION CXO联盟 cxounion.cn

And successfully created the first project in Lishui – “Huanting – Nanshan”. In 2018, Yu Xuebing once again proposed the concept of in-depth experience in rural tourism. Began to extend vacation and play projects, and launched personalized pastoral experience services combining agriculture and tourism. Entering 2019, Yu Xuebing and his team are planning the “Lianzhong 100 Village Revitalization Plan”, intending to help 100 villages across the country achieve industrial revitalization in five years.

Today, Yu Xuebing’s Lianzhong Group has accumulated more than 200,000 holiday members, owns 37 wholly-owned and holding enterprises, and has projects all over the country. It has formed a rural resource investment and operation group with the rural core, including hotel management, rural operation, health and hospitality, industrial planning, live e-commerce, red tourism, and rural agent construction, providing diversified services for the whole industrial chain of rural revitalization.

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于开化县工商联；编辑/翻译：CXO UNIONCXO联盟小U。

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