Crafted a Value Proposition for a 'Music+' Market to Modernize Local Agriculture, Foster Intergenerational Collaboration, and Drive Rural Prosperity in Shangshu Village, China.
In leading the LaiYe Market project, I focused on the early discovery phase to develop a compelling value proposition for Shangshu Village, Anji, within the broader context of China's rural revitalization efforts. Tasked with identifying strategies to attract tourists and stimulate local economic prosperity, I conducted in-depth ethnographic research to gain critical insights into the intersection of government goals, rural wealth creation, and community needs. Engaging directly with local stakeholders, I explored the nuances of cultural integration, budgetary constraints, and the expectations of younger demographics. This experience deepened my understanding of rural revitalization strategies in navigating complex stakeholder environments, essential for future projects in similar contexts.
Research &
Designer lead
DURATION
May 2023 - Jun 2023
- User Interview
- Ethnographic Studies
- Journey Mapping
- User Persona Creation
- Value Proposition Development
- Service Blueprint Development
- Brand Design
- UI Prototyping
TOOLS
Shangshu Village’s "Music+" Eco-System
Location
Shangshu Township,
Anji County, Huzhou City
Zhejiang Province, China
Scale
Area: 9.6 km²
Population: 2829
(1000 immigrants)
Economy
2022 Total Income:
¥2.05 million Per Capita
Income: ¥4125
Industry
Bamboo processing,
white tea cultivation,
rural cultural tourism
Since 2016, with the introduction of new initiatives like the "Dalu Academy" and the influx of music enthusiasts, Shangshu has begun to explore a music-driven strategy to stimulate economic development. This approach not only injected new economic vitality but also enriched the community's cultural life. By organizing various music events and festivals, Shangshu has gradually established its unique music culture brand. The village has also built valuable connections within the music industry, attracting more young tourists and music lovers to the area.
Understanding the Legacy of Dalu Academy Markets
To truly understand the future market needs in Shangshu Village, Anji, we embarked on an in-depth on-site investigation. Given Dalu Academy's pivotal role in shaping local tourism and its active involvement in community events, it was our first and most crucial stop for field research.
Dalu Academy is not just a venue; it’s a dynamic cultural hub that offers a range of facilities, including tea rooms, cafes, bars, multifunctional halls, dining services, exhibition spaces, viewing platforms, and a music square. Known for its vibrant youth community, the Academy frequently hosts small to medium-sized music events, serving as a catalyst for the resident musician program and driving the development of Shangshu Music Town. To further boost Shangshu’s attraction to young visitors, several small-scale market events have already been successfully launched at Dalu Academy, laying the groundwork for future initiatives.
Local Market Development in Shangshu
To build on Shangshu’s growing allure for young visitors, Dalu Academy has already been the stage for several small-scale market events, each one contributing to the village’s vibrant cultural tapestry. These events not only bring the community together but also pave the way for a future where Shangshu is recognized as a premier destination for youth-driven cultural experiences.
Characteristics
- Limited to word-of-mouth promotion within a small network
- Focus on art and socializing, not commercial consumption
- Mainly aimed at promotion and display
Shortcomings
- Lack of sustainable operation mechanism
- Weak music theme, lacking unique Shangshu features
- Village stalls lack unified branding
Characteristics
- Larger scale, diverse and engaging
- Increased stalls, higher local villager participation
- Focus on social and art activities, and commercial consumption
Shortcomings
- Limited market size and stall mobility
- Lacks Shangshu's unique features, weak music theme
- Low participation from local villagers
Needs Integration for Shangshu's Current Market
Merging Geographic Advantage
with Natural Beauty
Pet-Friendly,
All-Ages Haven
Dual Themes of Rock & Folk,
Social Vibes at the Market
Youthful Agricultural Products,
Co-Creation & Collective Growth
01 Nature's Sanctuary
Utilizing pre-existing tents, canopies, and facilities significantly reduces setup costs, promoting environmental sustainability. This approach ensures that resources are efficiently used, while the flexible outdoor venue is designed to adapt to various weather conditions, enhancing visitor comfort and experience.
Strategically located in the northern part of Shangshu, the market is surrounded by guesthouses and is easily accessible from major cities like Zhejiang, Jiangsu, and Shanghai. This prime location draws in a diverse crowd, increasing foot traffic and local engagement.
Set against a backdrop of lush green hills, the 30,000 sqm campsite is the largest event lawn in Anji, offering visitors a unique opportunity to connect with nature. This vast, picturesque setting not only enhances the market experience but also reinforces Shangshu’s appeal as a premier destination for outdoor events.
WHY
02 Inclusive & Welcoming
The large, natural setting allows for an optimized layout, accommodating a variety of stalls that enhance the market's diversity and scale. This open space provides ample room for activities that cater to all demographics, making it a perfect destination for family outings, parent-child activities, and leisurely experiences for the elderly.
With dedicated facilities for pets and their owners, the market is a welcoming space for animal lovers. Whether it’s participating in pet-friendly activities or simply enjoying the day together, this setting ensures that pets are an integral part of the experience.
The market is thoughtfully designed to include activities and amenities that cater to all age groups, ensuring that every family member can find something to enjoy. From interactive games for children to relaxing spaces for the elderly, the market provides a well-rounded experience for everyone.
HOW
03 Music & Connection
Strategically scheduled 1-3 days before the Dalu Music Festival and concerts, Laiye Market leverages the influx of young music enthusiasts to Shangshu. By featuring popular rock and folk bands, the market becomes an integral part of the festival experience, drawing visitors who are already in the area for music events. The market's design reflects these themes with corresponding visual identities and layouts, creating an immersive and cohesive environment.
The market is thoughtfully designed with distinct rock and folk themes, enhancing the ambiance with live performances from resident musicians. This creates a unique, vibrant atmosphere that resonates with the tastes of the attendees, offering themed products that align with the musical genres.
Music serves as a natural connector between people. Laiye Market facilitates this by matching visitors with similar musical tastes, helping them find "music buddies" and making the market a lively social venue. For those who prefer a more solitary experience, the market offers interactive tasks, such as following a brand or participating in mini-games, with opportunities to win free prizes, ensuring that everyone can engage in their own way.
WHAT
04 Shared Prosperity
By modernizing local agricultural products and fostering collaboration between generations, Laiye Market aims to create a vibrant, youthful brand that resonates with both producers and consumers, driving collective growth.
We’ve designed contemporary packaging, tapes, and labels to enhance the appeal and brand consistency of local products, addressing the previous lack of individual packaging. Additionally, practical aprons and caps featuring music themes were created to integrate the market's identity with the workers' attire, making them feel more connected to the event. By combining local farm products with elements of music culture, we are crafting a youthful brand image that appeals to younger consumers and boosts the competitiveness of these products.
Despite initial skepticism towards modernization, young entrepreneurs are eager to collaborate with elderly villagers. Through co-creation and mutual benefits, we are fostering interactions that bridge the gap between generations, allowing for deeper connections and shared knowledge. By encouraging joint participation from both new and old residents, we are enhancing collaboration, productivity, and community spirit.