From the Ming and Qing Dynasties, the "Night Economy" Sichuan Zigong's "Night Economy", which continues to be upgraded for hundreds of years in the Ming and Qing Dynasties

Cover reporter Chen Zhangcai

The "Night Economy", which became a hot topic at the Sichuan Conference in 2020, allowed Zigong, located in the core of Sichuan, to find a new idea of ​​stimulating consumption to promote development. The "Ten Measures of Zigong City Stimulating Consumption Promotion Development" subsequently proposed to support the development of night consumption models and build 50 night economic demonstration points.

Today, the "Night Economy" masterpieces such as the Fangte Dinosaur Kingdom, the Great World of Color Lights, and the History and Culture Corridor of the Baohe River History and Culture Corridor, which are currently popular. It is no longer a new topic, but a characteristic economic form that has continued for hundreds of years.

History: Ming and Qing Flower Lantern Temple Fair is "Night Economy"

According to the professional professionals of Zigong colorful lantern industry, the world -renowned Zigong Lantern Festival is prosperous in the Tang and Song dynasties, and flourished in the Ming and Qing dynasties. In a social environment with extremely poor life at night, the attraction of lantern formation is far beyond the imagination of modern people. The crowd attracted by the Folk Flower Lantern Temple Fair naturally becomes a consumer source for merchant hawkers to chase.

Zigong's "Night Economy" started in the 1980s. At that time, Zipi Binjiang Road, Shanwan District, the song and dance hall near the cultural palace, and the night scene of the Wangye Temple swept Zigong. Every evening, many young people come to consume.

By the mid -to -late 1990s, a street from Tongxing Road, Liujing District, emerged, and music teahouses, karaoke, and Di Hall have sprung up. Show the form of contemporary night economy.

Status: The current "Night Economy" is continuously upgraded and upgraded

"Zigong's current" Night Economy ', mainly for eating, drinking, playing and playing, the most representative is the consumption form of Oriental Plaza, Huidong Road, Tongxing Road, Nanhu area and other places. " The "night economy" form is now relatively mature, but compared with coastal areas, it looks extremely monotonous and lacks cultural packaging.

Many people in the catering industry believe that the "night economy" should be carried forward, and Zigong will introduce more diversified cultural formats, and even the high -end formats of international brands to highlight the spiritual improvement of night consumption. "Exhibition exhibitions, cultural exchanges, and art salons. These are the‘ Night Economy ’cultural formats that need to be introduced, which can help Zigong’ s “night economy’ transition and upgrading. ”

The characteristic culture accumulated in the process of the millennium salt industry can improve the grade for the "night economy" and enrich the connotation. "For example, local harmonious dramas, opera, Sichuan opera, acrobatics and other art forms, as well as in the History and Cultural Gallery of the Canxi River, Two Touring Toshi, Cultural and Creative Park, Huo Emperor Temple, Baoxi Pedestrian Street and The transformed Zigong Lantern Festival, etc., are the "Night Economy" with rich local cultural characteristics, and an important direction for the development of Zigong's "Night Economy" in the future. "

"In addition, virtual reality, artificial intelligence and other high -tech entertainment are gradually introducing 'night economy' to make it more gorgeous!" With the history and culture of Fangte Dinosaur Kingdom, Lantern Lantern World, and the History and Culture of the Creek River After the promenade has been completed, it has become a powerful engine and innovation direction to boost Zigong's "night economy".

In the midsummer season this year, the lights of the Da'an New Town of the Fire Tree Silver Flower are brilliant. Tourists of tourists may run in the light of the Chinese color lanterns, or walk into the Fangte Dinosaur Kingdom to travel to the dinosaur world, or change to the cool swimsuit in Conch Bay Bay The blue water and blue sky ... There are data showing that in less than two months since the opening of the Gong Fangte Dinosaur Kingdom, there have been more than 300,000 tourists. As a new local cultural tourism project, the theme of the dinosaur element and the colorful night lights and fireworks performances earned their popularity in this summer, attracting the attention and becoming another representative of the local "night economy". From January to June this year, the "Night Economy" consumption in Da'an District of Zigong City received more than 500,000 tourists, achieving consumption income of 800 million yuan, becoming a new "base camp" in Zigong's night consumption economy. A dazzling "Night Pearl" attracts more and more tourists at home and abroad to set their sights here.

Suggestion: The integration of the cultural and business tourism integrates the construction of the Chuannan Cultural Center

With the "Night Economy" became a hot topic, people in Zigong's catering industry suggested that he hopes that the province and the city will introduce a series of support policies to carry out top -level design from the planning level, standardize development, and differentiated competition.

"Especially public services such as parking lots must be done well, otherwise it will affect the experience of consumers very much." In addition, a series of preferential subsidies such as employment, taxation and other preferential subsidies should be introduced to support the healthy development of "night economy".

Zigong citizens hope that the "night economy" will make articles on services, attract more differentiated cultural formats, and drive the transformation and upgrading of Zigong old industrial cities. "Grasp the" Industry Xing ", 'Wenyou Xing", and then use the lantern festival, light festival, salt expo, aviation exhibition and other large -scale festivals to drive consumption. The center of the economy). "

Method: Traditional culture integrates into modern "night economy"

In 2020, the Tenth Plenary Session of the Twelfth Session of the Zigong Municipal Party Committee was officially determined to accelerate the promotion of "color lamp+" and "+color lamp" cross -border integration, and promote the entry of color lanterns to enter the family, shops, and communities. For the first time, it was proposed to create a "color lantern manufacturing" and included in the "5553" action plan of urban innovation; the 13th Plenary Session of the Municipal Party Committee clearly proposed that in -depth promotion of "color lamp+" "++color lamp" The community "work has vigorously developed the traditional lantern party into a supplier of night consumption scenarios, and promotes the color lanterns to enter millions of households. In 2021, the Zigong Lantern Association tried to become a short -lived festival lighting exhibition, which achieved very good results. Next, Zigong will make color -changing lamps as night consumer scene suppliers to promote the transformation of colored lights to practicality, life, and commercialization; Develop night culture and tourism economy, enrich the supply of night markets, night shows, night shows, night tour, and other night product supply; continue to promote Zigong colorful lanterns to go out, implement the global promotion plan of "Zigong color lanterns", "Zigong color lanterns · Light up the "domestic expansion plan for" Baicheng; further integrate the resources such as the Zigong International Dinosaur · Lantern Tourist Scenic Area and other scenic spots to improve functions and services.

In May of this year, the "Bashu Cultural Tourism Corridor Construction Plan" was released, and it was mentioned that the keywords such as "national night culture and tourism consumption agglomeration areas, water night tour" should be created. As an important node city in 15 cities and prefectures in Sichuan Province, the "Planning" and the super "thermal value" of this summer through the "Planning", Zigong's "14th Five -Year Plan" culture and tourism development plan also proposed: The positioning goals of the "National Night Culture and Tourism Consumption Gathering Area and Water Night Tour".

It is understood that the night economy has always been the advantage of Zigong Cultural Tourism product form. In the current background, the influence of "national" at night economy needs to re -design and plan, integrate the current night culture and the current night culture and At night economic products, give people a "Zigong no night city" imagination.

Just as Zhou Yun, deputy mayor of Zigong Municipal People's Government, said when the Sichuan Provincial People's Government's website was online interview column. Three aspects strive to break through.

In the positioning of urban image, we must deeply excavate the urban concentration, undertake the consumer needs of the cultural tourism market, and shape the "surprise Zigong" cultural tourism brand. Focusing on "Amazing Zigong", it will create a "red" red tourism brand, "wonderful salt" cultural tourism brand, "if the dinosaurs are still alive" dinosaur IP entertainment vacation experience brand, "visit the wonderful night" city night consumer experience brand.

In the reconstruction of the product system, focusing on the four cultural travel business cards of "Sister Jiang, Salt, Dragon, and Lights", reconstructing the theme experience product system, focusing on creating a number of explosive products, activating cultural resources, and showing all kinds of surprises in Zigong. Activate the freshness of the city.

In the marketing promotion, the "Light and Life with Taste" as the self -propaganda language of the "Eight One" propaganda measures: a brand conference, a set of official self -media, a brand promotion through the implementation of the "eight one" propaganda measures: The film, a brand VI system, an IP brand festival, a series of net red punching point marketing, a series of hot topic communication, a set of cities such as cities, and other matrix marketing promotion has maintained the development of Zigong Cultural Tourism.

In addition, many surprised "taste" and "skills" have also been derived from "salt, dragon, lantern", attracting people to find "surprise" resources. The magical salt production technology inherited for thousands of years, the free and spicy "Sichuan Sichuan" Zigong salt gang dishes, and the ancient town with countless legendary stories. The provincial intangible cultural heritage realizes the wonderful combination of tradition and modernity.

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