At a time when ticket pricing strategies are drawing much attention, a garden farm named "Plant Library" has emerged as a strong contender with an adult ticket price of 168 yuan per person. Even though the price is high, during the spring and autumn peak seasons, the average daily number of visitors here still exceeds 400. On weekends, advance reservation is required to enter the park. What exactly enables it to build a commercial moat with high ticket prices?

Recently, a reporter from China Flower News visited this charming plant library, attempting to uncover the mystery of its success.

The roads in the farm are naturally wild and charming

 "Flower Bar" at the entrance of the garden

The "Plant Library" farm is located in Xingfu Village, Chang 'an Town, Haining City, Zhejiang Province. It claims to be the first experiential cut flower farm in China. The farm covers an area of over 60 mu, including 13 mu for experience and 50 mu for cut flower planting. It integrates functions such as flower planting, tourism, and commercial photography.

Stepping into the Plant library is like entering a dreamy fairy tale kingdom. In this 13-acre experiential land, thousands of distinctive plants grow freely: the charming poppy, the tall elm, the full raspberry, the flowing fountain grass, the lively Cordyceps, the elegant anemone...... There are not only common flowers but also rare varieties. These plants grow freely in accordance with the laws of nature and bloom in turn with the changing of the seasons, jointly outlining a picturesque ecological picture.

Mulberries on the farm

The poppy fields on the farm are intercropped with rice

Pea flower fields for cut flowers on the farm

Clematis on the farm

      The founder, Xu Zhufeng, is from Haining and is a native of the 1980s. Having developed a deep affection for plants since childhood, he resolutely chose the landscape design major in college. Although he entered a design institute to work in horticulture after graduation, his love for plants eventually prompted him to give up his stable job and embark on an entrepreneurial journey.

      In 2014, Xu Zhufeng contracted farmland in Xingfu Village. At first, it was only used as a base for growing fresh-cut flowers, mainly supplying to his own flower shop. However, the displayed bouquets unexpectedly attracted a large number of visitors, which gave him the idea of creating a "plant library". After two years of meticulous preparation, the "Plant Library" was officially opened to the public in 2016.

fishpond

A magic mirror with a water depth of 6 meters

The emerald green pool

The naming of the "Plant Library" is quite meaningful - each plant is like a unique classic, waiting for visitors to come and savor. Here, tourists can not only observe the morphological characteristics and growth habits of various plants up close, but also gain a deeper understanding of the cultural connotations behind them.

Judging from the ticket pricing, the Haining Botanical Library is indeed unique: adult tickets are 168 yuan per person, and children's tickets (under 12 years old) are 84 yuan per person. At such a price, it is quite rare among similar scenic spots, yet it still attracts a steady stream of visitors. Its success factors are mainly reflected in the following five aspects:
First, there is the wild and charming ecological environment: Unlike the traditional regular flower bases, this place has abandoned the deliberate geometric composition. All kinds of plants grow freely, fully presenting the cycle of "spring growth, summer prosperity, autumn fruiting, and winter storage". The park also houses a variety of cute pets such as goats, Dutch rabbits, parrots, cocks and Colduck, which visitors can feed and interact with up close. This kind of "wild growth" ecological aesthetics forms a sharp contrast with the uniform urban parks and has become a scarce landscape resource.

Free-range goats

The farm provides ingredients for tourists to experience feeding goats, rabbits and fish

The rabbit on the farm

 experience the chicken-hugging check-in

Secondly, there are highly valuable online celebrity scenes for dissemination: sunlit flower houses, vintage haystacks, forest-themed wooden houses, vine swings... Every corner can be regarded as a natural photography studio, and a casual snap can turn into a masterpiece. This place is not only a must-visit spot for ordinary tourists, but also attracts many Taobao merchants to come and take pictures. The visits of stars like Eddie Peng and Cecilia Liu have further made her famous.

The third is diversified experience projects: In addition to the viewing function, the park has successively launched special projects such as flower arrangement classes, flower arrangement training, blackberry picking, and Halloween-themed activities. Visitors can not only create floral art works by themselves, but also experience the joy of farming, participate in theme parties and deeply feel the charm of nature. These interactive experiences significantly prolong the tourists' stay time and also enhance the cost-effectiveness of the tickets.

A venue for tourists to create floral art works

wish Place "Make a wish"

The fourth is meticulous service quality: Staff members have demonstrated professional expertise in every aspect, including guided Tours, plant science popularization, and catering services. The considerate and thoughtful service makes tourists feel warm and cozy, effectively enhancing their satisfaction and repeat visit rate.

The fifth is the synergy effect of rural revitalization: In 2023, the Plant Library was included in the overall planning of "Huayang Village" in Chang 'an Town and was featured in a special report by CCTV's "24 Hours" program, earning the title of "a model of cross-border innovation in rural revitalization". The coordinated development with the surrounding tourism resources has brought it a broader source market and brand influence.

The Haining Botanical Library stands out in the tourism market with its unique charm. Here, over a thousand kinds of plants compose a natural poem, and rich activities interpret the new connotation of rural tourism. The 168-yuan ticket is not only a pass to enter the park, but also the golden key to embarking on a journey of nature and art. We believe that in the future, this place will continue to shine brightly and become a "poetry and distant place" that more people yearn for.

The successful practice of the plant library reveals a new paradigm for rural tourism: natural resources are the foundation, while cultural empowerment is the core value. When tourists pay 168 yuan for the ticket, what they purchase is not only the right to enjoy the scenery, but also a life education, an aesthetic edifier and a concrete experience of an ideal life.

Behind this ticket lies a deeper meaning - in the current era of severe homogenization of tourism products, it is precisely new farmers like Xu Zhufeng who adhere to unique aesthetics and deeply cultivate emotional values that are reshaping the value exchange system between urban and rural areas.