Summary of Key Points
Shared vegetable gardens have recently become popular in first- and second-tier cities, with urban middle-class individuals and young people starting to rent small plots of land (mainly 20-30 square meters). Some grow the crops themselves, while others opt for managed services, reminiscent of offline versions of games like QQ Farm or Stardew Valley. The business logic is similar to that of renting property: prices vary depending on location (more expensive in city centers, cheaper in suburban areas), and there are various models available, including co-tenancy and managed services. Major platforms like Hema have entered the market, promoting standardization. The driving force behind this trend is the urban population's desire for food safety and a way to relieve stress. While there are established models abroad (such as Japan's MyFarm), the domestic industry is still in its exploratory phase. For consumers, these vegetable gardens serve more as a source of emotional comfort.
Detailed Explanation
1. Why Have Urban Residents Suddenly Become Fans of Renting Vegetable Gardens?
Two main factors are at play:
- Food Safety Concerns: Many people are concerned about pesticide residues in market vegetables and prefer to grow their own, ensuring they consume fresh, organic produce. For example, someone named Ashui in Beijing rents a managed garden to eat seasonal vegetables that are free from pesticides and have the natural flavor of homegrown crops.
- Emotional Value: Urban life can be stressful, and gardening provides a way to enter a state of flow—tasks like weeding and watering temporarily distract from everyday worries. There is also an element of anticipation; growing plants creates a sense of control and fulfillment, even if the results are not perfect, the process itself serves as a form of stress relief.
2. Renting Vegetable Gardens Is Similar to Renting Property: Prices Vary by Location, with Options for Co-tenancy and Managed Services
- Price Structure: Similar to renting housing, prices increase with proximity to city centers. In Beijing, a 30-square-meter plot costs 800-1800 yuan per year; in the area near Wangjing (between the fifth and sixth ring roads), the early-bird price is 4999 yuan (originally 5999 yuan), which is 2-3 times more expensive than in the suburbs.
- Variety of Models:
- Co-tenancy: Share the costs with friends; for instance, Seki in Shanghai rented a Hema garden with her best friend, splitting the cost, making it affordable and enjoyable for both of them, including their children.
- Managed Services: For those without gardening experience, options like full or partial management are available (for a few hundred yuan), with the farm providing assistance with tasks like soil preparation and watering.
- Pre-Renting Tips: It’s important to evaluate the location carefully—ensuring it’s not too far to avoid frequent watering in summer, that the soil is fertile (organic fertilizer may be necessary), and that there is a water source (watering can be inconvenient). In colder regions, consider whether a greenhouse is available for winter use.
3. Hema’s Entry: Are Shared Vegetable Gardens Becoming More Standardized?
Previously, shared vegetable gardens were often operated by small farms or village collectives with more informal models. With the entry of platforms like Hema, standardization is being promoted:
- Although details are still evolving (for example, the management fees for rented plots were not clearly defined when Seki rented), Hema is beginning to integrate resources (such as using its own suppliers).
- The industry is becoming more competitive, with basic services like technical guidance and equipment provided by farms. Some farms even offer additional amenities like coffee and camping facilities (e.g., a farm in Fengtai offers a campsite for an annual fee of 55,000 yuan), turning gardening into a leisure activity.
4. Is This Business Profitable? Let’s Look at Japan’s Example
Japan’s MyFarm serves as a benchmark: it generates an income of 187,000 yuan per thousand square meters of land, 10-30 times higher than traditional agriculture, with over 10,000 members and a renewal rate of over 70%. Their approach goes beyond just renting land; they also organize events (beer-making, plant dyeing), offer agricultural education, and integrate industry and academia to extend the consumer experience. Domestic farms are following suit by adding amenities like camping facilities and delivery services to increase revenue.
5. Things to Consider Before Renting a Vegetable Garden
- Location: Faraway plots can be inconvenient, requiring frequent watering and weeding in summer.
- Soil Quality: Poor soil may require purchasing organic fertilizer.
- Service Quality: New entrants (like Hema) may have imperfect processes; make sure to clarify service details before signing a contract.
- Seasonal Considerations: In colder regions, check whether the farm provides greenhouses or delivery services for winter gardening.
Conclusion
For urban residents, shared vegetable gardens are not about making a quick profit but about finding a small space that allows them to slow down and feel connected to nature. The success of this business depends on the ability to balance emotional fulfillment with commercial profitability.