Niulou Community, Xin Yuan Town

Niulou Community, Xin Yuan Town

The village of Niujialou in Xin Yuan Town, Yanzhou City, was established in the early Ming Dynasty. Originally named Raojia Village, according to an inscription on a stele commemorating the renovation of the Guan Yu Temple in the first year of the Tongzhi reign (1862) during the Qing Dynasty: “What is now Niulou was once Raojia Village.” It also states: “The Niu family has resided here for three hundred years after migrating from Jining.” Outside the village lay Raojia Village, but later the Rao family moved elsewhere. The ancestors of the Niu family in this village became the “son-in-law of the prince” (“Junma”) during the Zhengde era (1506–1521) of the Ming Dynasty by marrying into the family of the Prince of Lu who was stationed in Yanzhou. They relocated from Jining to settle within the urban area of Yanzhou, and later built a rural residence here, constructing buildings with floors, hence the name Niujialou (Niu Family Building).

In 2008, village resources were integrated to build the new Niulou Community, which was recognized as a Shandong Provincial Tourism Characteristic Village by the Provincial Tourism Bureau in 2011. The Niulou Community utilized an idle plot of land to the north of the village—originally mulberry poplar fields that became difficult to farm after lease termination and were unsuitable for factory construction due to dense high-voltage lines—to invest in the construction of the Niulou Community Cultural Market. The planned total area covers 180 mu, with the first phase covering 80 mu and an investment of 26 million yuan. It is divided into five major business zones: the first is an antique jade, rosewood furniture, and handicrafts zone spanning 5,000 square meters; the second is a flowers and potted plants exhibition hall covering 10,000 square meters; the third is a pet zone spanning 9,000 square meters; the fourth is a commercial trade area of 8,000 square meters; and the fifth is a comprehensive service area of 5,000 square meters. It serves as a large-scale, specialized, and comprehensive service base integrating tourism, sightseeing, leisure, and entertainment. Currently, over 100 businesses have set up shop there. In May, the scale will be further expanded, with plans to invest 30 million yuan to launch the second phase, including the construction of a swimming pool, roller skating rink, cultural and sports center, food court, and other service facilities, aiming to create the largest leisure and entertainment base in southwestern Shandong. Well-developed infrastructure including roads, water, electricity, heating, internet, and logistics forms a fully equipped modern cultural park. By collaborating with flower bases, the community leverages technical, informational, and market advantages to establish an integrated industry chain encompassing standardized production, sales, demonstration, and research—differentiating it from traditional flower markets and enabling “southern flowers grown in the north, western flowers transported east,” thereby fundamentally reducing operational costs. Through various forms of engagement with renowned professional associations, calligraphy, seal engraving, and arts masters, the quality and grade of goods are enhanced, the market’s visibility and reputation are expanded, and a unique market culture is fostered to attract more citizens and tourists for viewing and shopping.

Address: Niulou Village, east of the Xin Yuan Town Government Office, Xin Yuan Town, Yanzhou City, Jining

Business Hours: 24 hours

Featured Attraction: Niulou Community Cultural Market

Supporting Facilities:

The village offers farmhouse stays that provide accommodation and meals for visitors.