How do Japanese farms play with the integration model of three industries

From a desolate land covered in volcanic ash to a multi-functional farm with abundant vegetation, and from a traditional farm to a comprehensive farm, it has been continuously popular for over a century, with an annual reception of over a million people. How did this farm achieve a magnificent turn around and continue to develop for so long?Farm OverviewXiaoyanjing Farm is located at the southern foot of Iwate Mountain in Japan, founded in 1891. It is the earliest, largest, and most representative private farm in Japan, with an overall scale of 39000 acres. She has been designated by the government as an important national heritage site and is a famous vacation destination in northern Japan.development historyMore than a century ago, this place was barren and barren, with cold westerly winds blowing from the Oyu Mountains. Mangrass and ferns were scattered on volcanic ash, creating a desolate suburban atmosphere.In 1888, the Japanese railway chief was attracted by the open wilderness land at the southern foot of Mount Fuji in Iwate. The idea of cultivating fertile farmland arose, and the presidents of the Japan Railway Association and Mitsubishi Society were consulted. The three of them hit it off at once, giving birth to the “Little Iwate Farm” named after their first name.32.pngStarting construction from the establishment of a farm in 1891 to the establishment of a company in 1909, it went through the process of creating a favorable soil environment for crop growth, planting and cultivating windproof forests, introducing imported dairy cattle breeding, exploring dairy product processing, establishing a headquarters operation center, and establishing a company.33.pngTransformation and exploration The transformation of ranching business in 1948 turned to the ecological farm model in 2006, comprehensively carrying out tourism, re planning, establishing dairy companies, establishing tourist parks, building cultural buildings, exploring the self production and self marketing model, obtaining a number of quality management systems, and jointly establishing “bioenergy Co., Ltd.”, biomass power generation facilities began to operate, turning to the ecological farm model.In 2008, we established a milk processing factory and sold milk and processed products; Since 2010, we have jointly organized forest greening activities, firefly forest creation projects, regional folk customs activities such as the Iwate Ice and Snow Festival, snow festivals, research and education activities, parent-child education activities, and leisure and entertainment activities with surrounding scenic spots, governments, and relevant associations.34.jpgCharacteristics and advantages of Xiaoyanjing FarmFrom a barren and desolate land to a grassland farm with high sky and vast clouds, low grass and lush greenery, the distinctive advantage of Xiaoyanjing Farm lies not only in its rich resource base, but also in its lack of continuous customer flow guarantee. However, starting from regional advantages, it has created the miracle of a century old private farm in Japan with a comprehensive industrial chain structure, diverse value manifestations, and the resilience of “crossing mountains and rivers to fill bridges”.35.png1. Deepen the first production and consolidate the foundationAt the foot of Iwate Mountain, a barren land with poor drainage, high acidity, cold winds in summer, and heavy snowfall in winter, Xiaoyanjing Farm has undergone soil transformation and planted windbreaks to create a natural environment conducive to crop growth. Then, through afforestation and livestock breeding, it continuously deepens the primary industry, such as:1) Unique ‘Artificial Forest’ SystemXiaoyanjing Farm has transformed from a wilderness wetland covered with volcanic ash to a forest covering area of over 2000 hectares through decades of continuous afforestation. This has not only successfully improved the soil environment, but also created a unique “artificial forest” system for Xiaoyanjing. It is not only densely wooded, but also home to a large number of wild animals and plants, and even various rare beasts such as goshawks, falcons, owls, and even black bears.36.jpgIn addition, while ensuring the forest ecosystem, Xiaoyanjing Farm divides the forest into more than 100 areas, and each area is cut and pruned according to a certain plan, which not only protects the ecological value of the farm but also realizes the economic value of the farm’s “artificial forest”. It is reported that this forest technology, which coexists with nature, has been widely applied in multiple fields in Japan.2) Rich breeding of “cattle, sheep and livestock products”As the pioneer of comprehensive farms in Japan, Xiaoyanjing Farm has introduced cattle, cows, sheep, horses, rabbits, and other livestock from abroad on the basis of its original cultivation, enriching the farm’s livestock production and breeding. Farmers have learned from Western agriculture, introduced advanced agricultural equipment, improved the mechanization and efficiency of the farm, and made timely adjustments in conjunction with the domestic market in Japan. As cattle and sheep continue to increase with farm business, horse racing is flexibly changed to “horse raising experience”, “horse riding experience”, and so on.3) The cultivation of “excellent livestock breeds” initiatedXiaoyanjing Farm not only introduces excellent animal husbandry varieties from abroad, but also cultivates local livestock breeds within the farm. For example, high-quality stallions imported from the UK have been cultivated by the Koi Iwai Farm and widely distributed in Hokkaido and other pastures in the Northeast of Japan; The Holstein cows imported from the Netherlands and the Sarup sheep imported from England have undergone local domestication and cultivation, which has groundbreaking significance for modern animal husbandry in Japan.37.jpg2. Improve the second industry and enrich the experienceOn the basis of the first industry (agriculture, forestry, and animal husbandry), Xiaoyanjing Farm continuously improves the second industry (processing industry), forming a unique brand for the farm and adding fun experiences to the third industry (tourism and sightseeing). For example:1) Based on artificial forests, it not only forms a supply business for farm logs, but also provides material support for subsequent processing of wool handicrafts;2) Based on cattle and sheep farming, not only does it provide raw material supply for farm restaurants, but also features dairy and wool products in farm processing factories. It also provides visitors with experience activities such as wool dolls, wool weaving, wool stickers, and milk milking to make fresh milk ice cream;3) Based on self-produced agricultural products (such as cow’s milk/sheep’s milk/fruits and vegetables), it not only forms farm brand characteristics through deep processing, increases a good shopping experience, but also lays the foundation for the subsequent market expansion and brand promotion of farm food business.3. Expand the third industry and optimize the brandIf the first industry is the “skeleton” of Xiaoyanjing Farm’s success, and the second industry is the “flesh and blood” of Xiaoyanjing Farm’s success, then the third industry is the “soul” of Xiaoyanjing Farm’s success. By expanding the three industries, the farm has established functional zones such as animal squares, flower beds, and sightseeing amusement parks (Makibaen), as well as sightseeing and leisure facilities. This not only brings farm resources to life, but also cleverly achieves the integration of the three industries. For example:1) Sightseeing tourThrough reasonable planning and design, Xiaoyanjing Farm not only creates a natural scenery that can be enjoyed throughout the four seasons, but also creates seasonal sheep herding and flock performances through the farm’s flock. At the same time, it also adds a farm tool exhibition hall, farm museum, planetarium, and 9 historical and cultural heritage buildings, adding cultural heritage to the farm’s sightseeing.38.jpg2) Processing experienceBased on existing resources, Xiaoyanjing Farm has opened up the processing of agricultural and livestock products, dairy products, and specialty handicrafts to the public, forming a considerable and accessible experience activity, such as shearing wool, milking, making cow/sheep handicrafts, and feeding cows.3) Accommodation and cateringIn terms of accommodation, Xiaoyanjing Farm has converted the waste water truck into a retro train hotel, which not only meets the nostalgic tourist group, but also cooperates with surrounding hot spring hotels to meet the modern accommodation needs of the tourist group.39.jpgIn terms of catering, Xiaoyanjing Farm provides authentic Japanese cuisine for tourists and a relaxed, comfortable, and stylish dining environment with healthy self-produced beef and mutton, fresh fruits and vegetables, and magnificent farm scenery.In addition to the authentic and exquisite Japanese barbecue dishes, the coffee shop at Xiaoyanjing Farm provides Western dishes, such as yogurt, ice cream, and other desserts, which not only meet the dietary preferences of tourists of different levels, but also form a unique meal on the farm.In terms of shopping, Xiaoyanjing Farm starts from the perspective of tourists. Offline farm stores provide various souvenirs and specialty products, while online stores provide various processed foods and takeaway products, such as cheese, sterilized milk, butter bread jerky, caramel cake, and so on. At the same time, setting up farm stores in crowded areas such as commercial streets and subways not only benefits the sales of agricultural products, but also cleverly promotes the brand.40.jpgPattern InspirationFree sightseeing, attracting tourists, attracting 1 million tourists through free lavender scenery sightseeing, and profiting from processing, selling, and planting flower related products.It has successfully extended the flower industry chain, from flower planting, flowering sightseeing to processing and manufacturing flower related products, such as dried flowers, essential oils, perfume, soap, vanilla ice cream and so on, which not only enriches the connotation of the park’s tourism products, but also fully exploits the benefits of the park’s flower industry.A comprehensive farm planning, rich supporting facilities, and abundant shopping, leisure, and display facilities are provided to drive shopping consumption such as vanilla processing.Brand shaping and dissemination, creating a consumer atmosphere, using the ubiquitous purple color to create the brand image of Lavender Farm, and stimulating consumers to purchase in the scene.