On July 2nd, the second anniversary of the opening of Wanda Town in Danzhai, Guizhou Province. The picture shows Dong compatriots singing Dong songs for tourists in this town. Xinhua News Agency reporter Ou Dongyu photo
July 2nd is the 2nd anniversary of the official opening of Wanda Town in Danzhai, Guizhou. In the past two years, this town has received more than 11.5 million tourists, which has driven more than 700 poor households to find jobs. Relying on this small town in online celebrity, Wang Jianlin, the chairman of Wanda Group, has also achieved his own "small goal" in Guizhou: to make a profound change in the face of Danzhai, a national poverty-stricken county, and to get rid of poverty two years ahead of schedule.
Danzhai Wanda Town is the core industrial project of precision poverty alleviation in Danzhaibao County, Wanda. The data shows that over the past four years, Wanda has donated a total of 2.1 billion yuan in Danzhai, creating a tax revenue of 270 million yuan together with the local area, driving the GDP growth of Danzhai County by 1.2 percentage points every year. 56,500 poor people in the county have been lifted out of poverty, and the incidence of poverty has dropped to 1.63%. In April this year, the Guizhou Provincial People’s Government officially approved Danzhai County to withdraw from poverty-stricken counties.
At the on-site promotion meeting of social poverty alleviation innovation work held on the same day, China Academy of Social Sciences released the evaluation report of innovative poverty alleviation projects in Danzhai, and thought that the local poverty alleviation model of "enterprises covering counties and getting rid of poverty as a whole" was reproducible.
Enterprise Baoxian strives to benefit more than 90% of poor households.
In 2014, the State Council issued a notice to further mobilize all social forces to participate in poverty alleviation and development, advocate private enterprises to help the poor and deepen the designated poverty alleviation work.
In September of that year, Wanda Group decided to participate in poverty alleviation in Guizhou Province, and conducted a week-long investigation with the State Council Poverty Alleviation Office and Guizhou Province. According to the three criteria of "national poverty-stricken counties", "remote mountainous areas" and "ethnic minority areas", it finally chose Danzhai County in Qiandongnan Prefecture as Wanda’s assistance target.
Danzhai, located in southeastern Guizhou, is a national key poverty alleviation and development county with karst mountainous areas and Miao population as the main population. As of 2013, the poverty-stricken population in Danzhai was 51,300, of which 84.78% were located in remote mountainous areas. However, even by 2015, there are still 4.93 million poor people in Guizhou Province, ranking first in the country. There are 66 poverty-stricken counties, 190 poverty-stricken townships and 9,000 poverty-stricken villages in the province, and the poverty level and the arduous task of getting rid of poverty are obvious.
On December 1, 2014, Wanda Group and Danzhai County signed a 1 billion yuan poverty alleviation agreement in Guiyang. Wang Jianlin put forward the model of "enterprises package counties and get rid of poverty as a whole", which was later called "the first in China", that is, contracting a county to do industrial poverty alleviation, focusing on "giving people a job to fish", and striving to benefit more than 90% of poor households, with the goal of getting rid of poverty in the county in 2018.
Wang Jianlin publicly stated that Wanda regards poverty alleviation as a new historical mission entrusted to enterprises in the new era and regards it as the best embodiment of corporate social responsibility.
Helping the poor through tourism to build a well-known town of online celebrity Wenlv.
Wanda transferred 151 people from all over the country to form a capable team to settle in Danzhai, responsible for helping the specific implementation of the project.
At the beginning, Wanda took pig raising, tea and rice as the first choice industries for poverty alleviation, and planned to build 300,000 pig farms and processing plants in Danzhai, so that poor farmers could get dividends by participating in shares for free. After national market research, especially in-depth research on several major aquaculture enterprises, Wanda’s help team found that the pork market fluctuated greatly, and it was difficult to ensure stable income for poor households to pay dividends.
The tea planting scale is limited, and the output can’t meet the demand. Selenium and zinc rice can’t support an industry because of too little cultivated land. After a year’s investigation and more than 70 research reports, traditional projects have been rejected by the help team one after another, and there is not much substantial progress in poverty alleviation, so that the outside world once doubted Wanda’s sincerity in helping.
Danzhai has beautiful scenery and rich Miao and Dong customs. Can tourism be used as a breakthrough for industrial poverty alleviation? In the face of the current situation that there are no mature tourist attractions, after repeated discussions, it is decided to build a tourist town as the leading tourist poverty alleviation in Danzhai. At the same time, Wanda’s assistance funds for Danzhai have also increased to 1.5 billion yuan.
Wanda Town came into being and started construction on May 1, 2016. The site is located at the core of Danzhai County, near the East Lake, covering an area of 400 mu. Now, a small town with Miao and Dong characteristics has been built in the once barren land. Drum tower, long street and suspension bridge have unique scenery, and there are all kinds of special projects such as ancient papermaking, Miao medicine, batik and bird cage. The investment of 800 million yuan is a bit "dwarfed" compared with those cultural tourism projects that cost billions and billions.
Peng Yao, member of the Standing Committee of Danzhai County Party Committee and Minister of Propaganda Department, said that in the two years since its operation, Wanda Town has achieved a spurt growth in tourists, with a total of more than 11 million visitors, with a maximum of 126,300 visitors per day and an average of 12,000 visitors per day, driving the county’s comprehensive tourism income of 5.52 billion yuan. In particular, through stabilizing employment, tourism consumption, and radiating rural tourism, more than 17,000 poor people have increased their income, which has effectively boosted Danzhai County’s poverty alleviation.
In the 2018 ranking of China’s characteristic towns, Wanda Town has sprung up suddenly, ranking second, second only to "Wuzhen", where Rene Liu has come and gone, and has become a well-known town in online celebrity.
There are activities every week, and there are themes every month, especially for young people, and a variety of online activities are carried out to make the town a small town in online celebrity and a holy place for punching cards; Invite a famous person from home and abroad to be the mayor of the town every week, so that they can all become the spokesmen of Danzhai, and use their personal influence to continuously promote and publicize the town. The rotating mayor has a good response around the world and won world-class creative awards such as Cannes and effie awards, which has introduced a lot of "traffic" to Wanda Town; In order to increase the time for tourists to stay in the town, the town has built a large-scale Miao song and dance show "Jinxiu Danzhai", which has been performed all the year round, and built a hot spring resort hotel. Together with the world’s top exploration companies, it has played hot springs in areas that are considered to have no hot spring mines, making the town’s off-season not light.
Three-dimensional assistance to "education, industry and fund"
Considering that getting rid of poverty is not only a time-critical task, but also a long-term mechanism. According to the characteristics of Danzhai County, Wanda has designed a long-term, medium-term and short-term poverty alleviation mechanism. Specifically, it is the "Danzhai model" that is familiar to ordinary people in Danzhai County, with poverty alleviation through tourism as the main direction and "education, industry and fund" simultaneously.
The short-term project is to donate 500 million yuan to establish the Danzhai Poverty Alleviation Industrial Fund, to help people with special difficulties, to help poor farmers develop their industries, and to solve the employment of poor households in public welfare posts; The medium-term project is to use the tourism industry to promote the all-round development of Danzhai and completely help the transformation and upgrading of Danzhai’s economic structure; The long-term project is to donate 300 million yuan to build Guizhou Wanda Vocational and Technical College. Wanda promises to recruit 50% graduates to work in Wanda every year, and fundamentally block poverty through education.
Up to now, Wanda has invested 2.1 billion yuan in Danzhai, and the results achieved are "fundamentally changing the face of Danzhai and taking off the hat two years ahead of schedule".
"Wanda Danzhai poverty alleviation has been highly praised and widely praised by all parties, providing a demonstration case for enterprises in China and even the world to carry out poverty alleviation work." Peng Yao spoke highly of this.
China Academy of Social Sciences pointed out in the evaluation report of innovative poverty alleviation projects in Danzhai that Wanda used its own resources and advantages to help the whole county in Danzhai get rid of poverty and promote the county economic development, which has high social value and public welfare. Its poverty alleviation project design is "trinity", taking short-term, medium-term and long-term considerations into account, and it is leading and forward-looking among all kinds of precision poverty alleviation projects in China, and its poverty alleviation model has strong reference value and reproducibility.