反向消费 · 坐拥千亩山谷的稀世古村酒店 | RARE ANCIENT VILLAGE HOTEL

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纵观近几年的市场情况，以“Z世代”为核心的年轻人依然是消费主力军，但不同的是，我们很难再用“消费能力强来概述他们的消费特征。在新的经济周期中，“经济适用”成为大部分年轻人的消费准则，“可以买贵的，但不能买贵”，他们的消费触发点转向如何“以更小的经济成本搭建自己的精致生活空间”。所谓反向消费，即指消费者不愿再为过高的品牌溢价买单更关注商品本身具有的体验价值。以前，人们是"只买贵的不选对的"，或者偏信“一分钱一分货”，但现在大家普遍倾向精打细算、够用就行的心态，以性价比和实用性作为消费首要决策因素。

Looking at the market situation in recent years, young people with "Generation Z" as the core are still the main force of consumption, but the difference is that it is difficult for us to use "strong consumption power" to outline their consumption characteristics. In the new economic cycle, "economic application" has become the consumption criterion of most young people, "you can buy expensive, but you can't buy expensive", their consumption trigger point turns to how to "build their own exquisite living space at a smaller economic cost". The so-called reverse consumption means that consumers are no longer willing to pay too high brand premium and pay more attention to the experience value of the product itself. In the past, people were "only buying expensive and not choosing the right one", or believing in "a penny for a penny", but now everyone is generally inclined to budget carefully and use enough mentality, and take cost performance and practicality as the primary decision-making factor for consumption.

景区如何吸引游客消费？主要在于吸引年轻人消费，需要情感共鸣的激发。对于年轻人而言，旅游像是一个自我探索、深度体验在地文化并产生情感链接的过程。想要吸引年轻人，从这几个方面去创新。一是烟火气的氛围，年轻人钟情旅游城市鲜活的烟火气，想要体验在地风土人情和美食特色，同时现代美学的改造则会激发游客的拍片分享欲望；二是在地文化融入新鲜感业态，如引入咖啡店、书店、非遗文创、民宿、策展等流行且具有创意性的文艺元素，这些元素空间属性为城市开拓了新的青年社交场所。

How do scenic spots attract tourists to spend money? Mainly to attract young people to consume, need emotional resonance stimulation. For young people, travel is like a process of self-exploration, in-depth experience of local culture and emotional connection. Want to attract young people, from these aspects to innovate. First, the atmosphere of fireworks. Young people love the fresh fireworks in tourist cities and want to experience local customs and food characteristics. Meanwhile, the transformation of modern aesthetics will stimulate tourists' desire to share films. The second is to integrate fresh business forms into local culture, such as the introduction of popular and creative literary and artistic elements such as coffee shops, bookstores, non-legacy literature creation, homestays, curators, etc. These elements have opened up new social places for young people in the city.

一、北山三十六院溪

RESIDENTIAL DESIGN

2024年度黑松露奖的主题是“松弛之境”，旨在寻找国内标杆性的松弛旅行度假目的地。诗莉莉隐世·北山三十六院溪以“仙山隐逸”为内核，将东方文化的精髓延续至每一砖一瓦，保留了传统的建筑韵味。这里，静谧的自然与和谐理念相得益彰，为每一位抵达的旅人带来身心的松弛和精神的充沛。这不仅是一段愉悦心灵的时光，更是日常生活中不可或缺的疗愈休憩地，完美契合了评委对今年“松弛之境”的更高期待。

The theme of the 2024 Black Truffle Award is "Relaxation Land", which aims to find the national benchmark relaxation travel holiday destination. With "Fairy Mountain retreat" as the core, the essence of Oriental culture continues to every brick and tile, retaining the traditional architectural charm. Here, the quiet nature and the concept of harmony complement each other, bringing physical and mental relaxation and spiritual abundance to every traveler who arrives. This is not only a time of spiritual pleasure, but also an indispensable place of healing and rest in our daily lives. It fits perfectly with the judges' higher expectations for this year's "Slack Land."

立于修仙之境，跃于稀世古村，脱于物我合一，拥抱纯真自然。诗莉莉·北山三十六院溪，藏着在传说“点石成金”的黄大仙得道之地！2000亩的避世仙山之中，唯一一家度假酒店，匠心打造，让800年的稀世古村落重获新生，云烟缥缈，仿若自山林深谷之中诞生。一条溪水潺潺流过，一个古朴的村落静静伫立，三十六座院落错落有致，故取名三十六院溪。这里并非横空出世，而是经过团队六年的心血与匠心打造，将40余栋拥有800年历史的绝境古村重新筑起。占地近2000亩，而建设用地面积仅50亩，旨在把废弃的乡村建筑及失落的乡村文化唤醒，变为更有生命力、有思想的山居修行空间。

Standing in the realm of the immortal, jumping in the rare ancient village, taking off from the thing I am one, embracing the pure nature. Poetry Lily Beishan thirty-six yuan Stream, hidden in the legend of "Midas touch into gold" Wong Tai Sin enlightenment! Among the 2,000 acres of immortal mountains, the only resort hotel is built with ingenuity, so that the rare ancient village of 800 years old can be reborn, and the clouds and smoke are misty, as if it were born in the mountains and valleys. A stream gurgling through, a simple village quietly stands, thirty-six courtyard patchwork, so named "thirty-six courtyard stream". Here is not born out of nowhere, but after six years of effort and ingenuity by the team, more than 40 desperate ancient villages with 800 years of history will be rebuilt. It covers an area of nearly 2000 mu, and the construction land area is only 50 mu, aiming to wake up abandoned rural buildings and lost rural culture into a more vibrant and thoughtful mountain dwelling practice space.

项目共改建40余栋古村落民居共18000㎡，其中按奢华标准打造住宿空间30栋共80间客房，平均每栋院子面积约190㎡，每间客房面积约50㎡。其余10栋用作配套服务，包括接待中心、山顶会议中心、生花书院、悬崖咖啡厅、崖壁健身中心等功能区，以及生态农场、矿坑温泉、森林儿童乐园等众多户外娱乐体验场景。除此外，还配套有36600㎡生态停车场，71067㎡森林氧吧公园，87467㎡高山户外拓展区，置身于这里，追溯八百年的记忆。

The project rebuilt more than 40 ancient village houses with a total of 18,000 square meters, including 30 accommodation Spaces with a total of 80 rooms according to luxury standards, with an average yard area of about 190 square meters and each room area of about 50 square meters. The remaining 10 buildings are used as supporting services, including reception center, hilltop conference center, Shenghua Academy, cliff cafe, Cliff fitness center and other functional areas, as well as ecological farms, mining hot springs, forest children's paradise and many other outdoor entertainment experience scenes. In addition, there are 36,600 square meters of ecological parking, 71,067 square meters of forest oxygen bar park, 87,467 square meters of alpine outdoor development area, where you can trace the memory of 800 years.

二、室内美学

INTERIOR AESTHETICS

独立的山野别墅一栋栋错落在村落中，以一条溪水为轴，临水而建，有的面朝山谷，有的庭院深深，每栋房都平均自带3-4间客房，每间房都大有不同，是独一无二的存在。大面积的落地窗使得大自然，以不瞩目的方式进入房间，窗外是竹林、是溪水、是苍翠。窗内是茶台、是熏香、是乐鸣。

Independent mountain villas scattered in the village, with a stream as the axis, built near the water, some facing the valley, some courtyards deep, each house has an average of 3-4 rooms, each room is very different, is unique. The large area of the floor-to-ceiling Windows allows nature to enter the room in an unobtrusive way, and outside the window is the bamboo forest, the stream and the verdant. In the window is a tea table, incense, music.

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