水上咖啡店激活乡村流量密码（乡里乡亲那些事）Activate rural traffic password for water coffee shop (matters related to rural residents)

门溪水库水上垂钓中心正在举办垂钓比赛。 回山镇人民政府供图

盛夏的山风拂过水面，荡起层层波浪。浙江省新昌县回山镇门溪水库，一块长达269米、占地2300平方米的浮排静卧在水中央，咖啡店就开在浮排之上，店内游客众多。

“小俞见多识广，点子多，把镇里的旅游给带火了。”恰逢周末，水库游客接待量又创新高，回山镇荷塘村党支部书记梁振国赶来疏导交通，提起咖啡店老板俞青芸，他赞不绝口。

俞青芸是个90后，有想法、敢闯敢拼。从海外留学回国后，本在上海有份稳定工作，却在两年前返乡创业。

“坚持自己的选择，在哪都能发光。”俞青芸讲述起返乡创业路，原来，家门口的门溪水库作为非饮用水资源，曾一度处于闲置状态，镇里试过引进垂钓、露营等项目，但都不温不火，恰巧这汪水，被俞青芸相中了，“大学时期我参与了工业遗址改造项目，在我眼里，门溪水库等待被激活。”

俞青芸想出了水上咖啡店的点子，为了能让计划落地，她和团队调研了两个多月，反复打磨创业计划书，修改讨论设计方案、运营合作方案。俞青芸还带着计划找到镇政府。

令俞青芸意外的是，镇政府并没把她的想法当成“天方夜谭”，反而将该项目列为“回山青年返乡创业一号工程”，各种难题在县镇两级政府的专项协调下一一破解。

“最难忘的是要在水域上通电增容，县政府帮忙联系到国网绍兴供电公司，进行了配套电力设施改造，不出一周时间，曾经最头疼的供电问题就得到了妥善解决。”俞青芸说。

2024年底开业后，这个集咖啡、团建、垂钓、露营于一体的沉浸式水上空间，在社交平台迅速走红，成为年轻人争相打卡的山野目的地。去年，俞青芸又引入桨板、皮划艇等新兴水上运动，策划了面包节等活动，门溪水库2025年累计接待游客5万人次。咖啡店直接创造就业岗位18个，带动周边新增3家农家乐、民宿，周边的生态餐厅和露营地也被一举盘活。

“看着水库慢慢热闹起来，我们也在水库周围合作办起了露营。”回乡创业的95后梁铕沩，跟俞青芸一拍即合，每逢周末，营帐星罗棋布，为湖光山色平添几分意趣。小小的回山镇，这几年陆陆续续吸引了20多名像他们一样的年轻人。

回山镇党委书记吕云江介绍，有了俞青芸的成功案例，这几年，镇里进一步完善青年返乡创业扶持政策，从交通、网络、水电等配套，到青年创业者启动资金等，提供了一揽子全流程的支持。

更重要的是，村民心态也发生着积极转变。村民杨大姐以前靠打零工补贴家用，现在在水上咖啡店担任服务员，每月工资3000元，爱人杨大哥现在是水库的游船驾驶员，比她赚得还要多。

“现在这些回来的年轻人用行动告诉我们，乡村不仅留得住人，还能成就一番事业。”吕云江说。《 人民日报 》( 2026年07月24日 18 版)本报记者 窦瀚洋

The Menxi Reservoir Water Fishing Center is holding a fishing competition. Photo provided by the People's Government of Huishan Town

The summer mountain breeze brushes over the water, creating layers of waves. In Menxi Reservoir, Huishan Town, Xinchang County, Zhejiang Province, a 269 meter long floating raft covering an area of 2300 square meters lies quietly in the middle of the water. A coffee shop is opened on the raft, and there are many tourists inside the shop.

Xiaoyu has a wide range of knowledge and ideas, which has ignited tourism in the town. "Coincidentally, on the weekend, the reception of tourists in the reservoir reached a new high. Liang Zhenguo, the secretary of the Hetang Village Party Branch in Huishan Town, rushed to ease the traffic and praised the coffee shop owner Yu Qingyun endlessly.

Yu Qingyun is a post-90s person who has ideas, dares to explore and compete. After studying abroad and returning to China, I had a stable job in Shanghai, but two years ago I returned home to start my own business.

Persist in your own choices and shine wherever you go, "Yu Qingyun said as she talked about her entrepreneurial journey back home. It turned out that the Menxi Reservoir in front of her home, as a non drinking water resource, was once idle. The town tried to introduce fishing, camping and other projects, but they were all lukewarm. Coincidentally, this pool of water was chosen by Yu Qingyun." During my university years, I participated in industrial site renovation projects, and in my eyes, the Menxi Reservoir was waiting to be activated

Yu Qingyun came up with the idea of a water coffee shop. In order to make the plan come true, she and her team conducted research for more than two months, repeatedly polishing the entrepreneurial plan, modifying and discussing the design and operational cooperation plans. Yu Qingyun also approached the town government with a plan.

To Yu Qingyun's surprise, the town government did not treat her idea as a "fantasy", but instead listed the project as the "No.1 Project for Returning to the Mountains for Youth Entrepreneurship", and various difficulties were solved one by one under the special coordination of the county and town governments.

The most unforgettable thing was to increase electricity supply in the water area. The county government helped contact State Grid Shaoxing Power Supply Company to carry out supporting power facility renovation. In less than a week, the once most troublesome power supply problem was properly solved, "said Yu Qingyun.

After opening at the end of 2024, this immersive water space that integrates coffee, team building, fishing, and camping quickly became popular on social media platforms and became a popular destination for young people to check in. Last year, Yu Qingyun introduced emerging water sports such as paddleboarding and kayaking, and planned activities such as the Bread Festival. The Menxi Reservoir will receive a total of 50000 visitors by 2025. The coffee shop directly created 18 job opportunities, driving the addition of 3 new farmhouses and homestays in the surrounding area. The surrounding ecological restaurants and camping sites were also revitalized in one fell swoop.

Watching the reservoir gradually become lively, we also cooperated to organize camping around the reservoir. Liang Yulong, a 95s entrepreneur who returned to his hometown to start his own business, hit it off immediately with Yu Qingyun. Every weekend, the camping tent was scattered everywhere, adding a touch of interest to the lake and mountains. The small town of Huishan has attracted more than 20 young people like them in recent years.

Lv Yunjiang, Secretary of the Party Committee of Huishan Town, introduced that with the successful case of Yu Qingyun, in recent years, the town has further improved the support policies for young people returning to their hometowns to start businesses. From transportation, network, water and electricity, to start-up funds for young entrepreneurs, a package of full process support has been provided.

More importantly, the villagers' mentality is also undergoing a positive transformation. Villager Yang used to support her family by doing odd jobs, but now she works as a waiter at a water coffee shop with a monthly salary of 3000 yuan. Her lover Yang is now a boat driver at the reservoir, earning even more than her.

Now these young people who have returned are telling us through their actions that not only can rural areas retain people, but they can also achieve great success, "said Lv Yunjiang. People's Daily (July 24, 2026, 18th edition) Reporter Dou Hanyang