拓宽消费边界，窑烤面包与老宅咖啡催生乡村新业态Expanding consumption boundaries, kiln baked bread and old house coffee stimulate new rural business models
一根从广东千里迢迢运来的荔枝木，一座其貌不扬的土窑，一日竟然能出三百多个窑烤面包，让城里人专程驱车两小时来抢。
窑火里的“木香经济学”
今年27岁的周香羽，留学归来后没有留在大城市，一头扎进了成都大邑花水湾几乎未经开发的山谷。这里森林覆盖率超95%，静谧得只剩下鸟鸣溪流。她要做的，是一场关于“温度”的实验。
周香羽盯上的第一个宝贝，是广东的荔枝木。密度高、油脂丰富、耐烧，关键是不熏黑面包，还能沁入一缕独特的果木香。别人眼里只是柴火，在她这里是决定风味的“灵魂燃料”。
面粉搭配本地土鸡蛋、野蜂蜜和腊肉，再经过长达72小时的自然发酵，一只只云朵吐司、黑松露牛肝菌欧包从土窑里出炉。价格从十几元到三十几元，最高日销超过三百个。周香羽用最质朴的方式，烤成了城市人愿意为之买单的稀缺体验。
以面包为原点，周香羽线上招募各行业主理人，在一片山谷里搭起了一座“未来社区”——民宿、餐厅、咖啡馆、猫猫牧场、机器人世界、拼布工作室……三万平方米的场地，初期投入仅两百万元。秘诀？用共同的初心对冲资金压力，用源源不断的创意替代硬装堆砌。如今，光是猫猫牧场的主理人，每月就能有近万元的收益。
百年老宅里的“文化萃取”
在成都大邑，这样的年轻人还有不少。在“中国博物馆小镇”安仁，做过建筑工程的李飞漾回乡创业，一眼相中一座从江西原貌迁建的百年老宅子，把它改造成了“咖啡博物馆”。
中式木建老宅里飘出西式咖啡香，这种冲突感本身就有最强的辨识度。李飞漾把“在地化”做到极致——他发现安仁每家老公馆都种柚子树，便顺势推出柚子特调咖啡；看到咖啡渣被丢弃，便开发出手作咖啡渣香牌体验项目。从“喝”咖啡到“玩”咖啡，一杯几十元的饮品被拉长成一场文化沉浸，消费的边界瞬间拓宽。
归来的意义，是重新发现乡村
两个故事，殊途同归。周香羽用荔枝木和土窑，把面包做成了连接城乡生活方式的媒介；李飞漾用百年老宅和咖啡渣，把历史底蕴转化成了可触摸、可带走的消费记忆。
来源：央视财经
A lychee tree transported thousands of miles from Guangdong and an unremarkable earthen kiln can produce over 300 baked breads in a day, making city dwellers drive for two hours to grab them.
The Economics of Wood Fragrance in Kiln Fire
Zhou Xiangyu, 27 years old this year, did not stay in the big city after returning from studying abroad and plunged into the almost undeveloped valley of Huashui Bay in Dayi, Chengdu. The forest coverage here exceeds 95%, and it is so quiet that only bird songs and streams remain. What she wants to do is an experiment about 'temperature'.
The first treasure that Zhou Xiangyu set her sights on was lychee wood from Guangdong. High density, rich in oil, and heat-resistant, the key is that it does not smoke black bread and can also be infused with a unique fruity aroma. In the eyes of others, it is just firewood, but in her case, it is the 'soul fuel' that determines the flavor.
Flour is paired with local eggs, wild honey, and cured meat, and after 72 hours of natural fermentation, cloud toast and black truffle boletus buns are baked from a clay kiln. The price ranges from tens of yuan to over thirty yuan, with the highest daily sales exceeding three hundred. Zhou Xiangyu baked it in the most simple way, becoming a rare experience that urbanites are willing to pay for.
Starting from bread, Zhou Xiangyu recruited industry leaders online and built a "future community" in a valley - a 30000 square meter venue consisting of homestays, restaurants, cafes, cat pastures, robot worlds, and patchwork studios, with an initial investment of only two million yuan. The secret? Use a common original intention to hedge against financial pressure, and replace hard packing with a continuous stream of creativity. Nowadays, the owner of a cat ranch alone can earn nearly 10000 yuan in monthly income.
Cultural Extraction from a Century Old Residence
There are still many young people like this in Dayi, Chengdu. In the "Chinese Museum Town" of Anren, Li Feiyang, who had worked in construction projects, returned to his hometown to start a business. At first glance, he fell in love with a century old house that had been relocated from its original appearance in Jiangxi and transformed it into a "Coffee Museum".
The aroma of Western style coffee wafts from a Chinese style wooden house, and this sense of conflict itself has the strongest recognition. Li Feiyang has taken "localization" to the extreme - he discovered that every husband's shop in Anren planted pomelo trees, so he took the opportunity to launch pomelo specialty coffee; Seeing the coffee grounds being discarded, I launched a handmade coffee grounds fragrance brand experience project. From "drinking" coffee to "playing" coffee, a drink worth tens of yuan has been stretched into a cultural immersion, instantly expanding the boundaries of consumption.
The significance of returning is to rediscover the countryside
Two stories, different paths lead to the same destination. Zhou Xiangyu used lychee wood and earthen kilns to make bread a medium that connects urban and rural lifestyles; Li Feiyang uses century old houses and coffee grounds to transform historical heritage into tangible and portable consumer memories.
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Source: CCTV Finance