Build a special night consumer brand relying on regional culture

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Heilongjiang: Night economy helps the province's cultural tourism revitalization

Zhang Jianyou, a reporter in Heilongjiang

▲ Heilongjiang Provincial Peking Opera House at night to perform a stills

On the evening of September 16th, the family of three of Mr. Liu came to the Haiqi Stone Scenic Area, Tangwang River in Yichun City, Heilongjiang Province. , Taste the food, appreciate the exhibition of strange stone, watch folk performances, and conduct non -heritage experiences.

The Tangwang River Forest Haiqi Stone Scenic Area is one of the many night cultural tourism consumption projects created by Heilongjiang Province. Chen Zhe, director of the Heilongjiang Provincial Department of Culture and Tourism, said: "The development of the night economy can lead the new consumption trend, but also meet people's needs for a better life, and can bring vitality and charm to the city. , Experience the rich night economy, and increase support, let the night light up, popularize the popularity, consume fire, and enjoy the people. "

Speaking of the night economy, Harbin plays the role of "leading geese" in Heilongjiang Province, and the night cultural tourism consumer menu is constantly enriching. Harbin Central Street has more than 350 households in various night cultural tourism consumer consumer merchants such as the Sisyver Bookstore, the Leit Brothers Flight Experience Hall, and the West Street Min Ballad Restaurant. Show the charming style of historical and cultural streets for tourists.

Harbin has launched ten unique night cultural tourism consumer areas such as Harbin Rongchuangwen Travel City, Harbin Sun Island, and Xicheng Red Field in Harbin to help the cultural tourism industry prosperity and development. Li Geng, deputy director of the Harbin Culture, Radio, Television and Tourism Bureau, has launched a series of detonation of food festivals, non -heritage festivals, beer festivals, electronic syllables, etc. The passionate cultural tourism activities of tourists have launched a series of special sections and consumption content of fireworks, ice cities, fashion trends, and international models, and constantly brighten the city business card of "Harbin" in the new night.

It is worth noting that in the "Implementation Opinions on Further Stimulation of Cultural and Tourism Consumption Potential" issued by Heilongjiang Province in 2020, it is clearly stated that it is necessary to create a "city nightlife complex" and night consumption "cultural and tourism IP" and the creation of a national family level At night Cultural Tourism Consumption Concentration Zone, etc., promoting the rapid development of the night cultural tourism economy.

On August 9th, with the national tide culture as the main line, it brought together many elements such as ancient style and ancient rhyme, modern culture, smart night tour, derivative cultural and creative lighting night tour online red scenic spots -Jixi City "Jixi Night" Essence Classical light shows, electronic music parties, good sound singers performances, fireworks food allows tourists to linger. The person in charge of the scenic spot said that in the past one month of operation, due to the promotion of various forms of cultural tourism activities and the characteristics, the popularity of the scenic area has continued to rise.

In order to promote the rapid development and rejuvenation of the night economy, the Heilongjiang Provincial Culture and Tourism Department carried out the top -level design, launched development planning, introduced support policies, carried out talent introduction, and adhered to the design concept of protecting and developing, inheritance and innovation. Linko Xuexiang Tourism Scenic Area, Qiqihar City Central Business District, Jiamusi City Impression Dongji Pedestrian Street, Daqing Racing Town and other 20 cultural travel night consumption of "business, art, travel, production, learning, research" The district builds a consumer architecture of different characteristics such as history and modern, business and culture, art and life.

Heilongjiang Provincial Cultural Tourism System also uses its own advantages to actively promote the development of night cultural tourism consumption towards characteristic, differentiation, and branding. The city has launched the Harbin Dragon Tower Scenic Area ... The launch of these projects has enhanced the leading role of night cultural tourism consumption.

▲ During the Daqing Oilfield Ice and Snow Carnival, tourists such as weaving Zhang Jianyou

Heilongjiang Provincial Cultural Tourism System also promotes the upgrade of night economy through the form of national and provincial night cultural tourism consumer gathering zones. During the application process, 6 cities, Harbin, Mudanjiang, Qiqihar, Daqing, Jiamusi and Daxinganling, 10 aspects have achieved good in 10 aspects, including the integration of business formats, public services, brand awareness, market order standards, and good policy and environment. The performance has promoted the high -quality development of the night economy.

Through continuous advancement, the night economy of Heilongjiang Province has embarked on the road of revitalization. The night business formats in Scenic Area such as Volga Manor, Harbin City, Hailin City, Mudanjiang City, and North Village, Mohe City have continued to be rich. Night consumption is also increasing.

He Dawei, deputy director of the Heilongjiang Provincial Department of Culture and Tourism: "High -quality products and services are an important support for the development of the night economy. To this end, Heilongjiang has issued relevant measures to accelerate the cultivation of film and television, entertainment, culture, tourism and other services Industry, create more night consumption scenarios, make the supply of night consumption continuously innovated and enriched, stimulate consumer consumption enthusiasm, and make the night economy more and more popular. "2

Foshan, Guangdong: Create Night Ecological Activation Night Consumption

Tan Zhihong, a reporter in this end to Guangdong

▲ Shunde Overseas Chinese Town Happy Coast Plus

On August 25, the Ministry of Culture and Tourism announced the list of the second batch of national night culture and tourism consumption agglomeration. Coupled with the first batch of national night culture and tourism consumption agglomeration, Foshan Creative Industrial Park, there are currently three national -level night culture and tourism consumption agglomeration areas in Foshan. Since the first batch of national cultural and tourism consumption pilot cities in December 2020, the Foshan Culture, Radio, Television Tourism and Sports Bureau coordinated the epidemic prevention and control and consumption promotion, and actively took the initiative to create night ecology, stimulated the vitality of the night, continuously prospering the night culture and the night culture and the night culture and Travel consumer market.

In the 15 years of opening the park, Foshan Creative Industrial Park has achieved deep integration of "urban production", creating a night economic gathering area, becoming a beautiful business card in Foshan. According to Qiu Dailun, the founder of Foshan Creative Industry Park, the park has created a diversified and differentiated urban night economy brand through the integration of growth thinking and local culture of Foshan in different scenarios to provide citizens with spiritual consumption space.

The Qiandeng Lake area is the famous urban public space in Nanhai, Foshan. In recent years, the South China Sea District has enhanced the cultural vitality with Qiandeng Lake Park as its core, and made every effort to shape the "Light Lake Night Life" night cultural tourism brand and build a new scene of night consumption. There are more than 4,000 merchants in the area, and more than 2,400 merchants operate at night. Among them, "Thousand Lantern Ballads" large -scale digital cultural travel dramas bring a three -dimensional light and shadow experience to citizens; brand bookstores such as Xinhua Bookstore, Zhongshu Pavilion, and Xianxing Bookstore actively cultivate "reading+consumption", "reading+leisure", "reading+Internet celebrity" The number of new reading models, the number of people entering the venue every year exceeds one million; the Wenbo venue is open at night, among which the Grand View Museum is open for more than 300 days in 2021.

"We pay attention to integrating social resources and continuously expand the new business format of cultural tourism consumption. In the future, we will be guided by young people's favorite lifestyles to create 'tide rushing thousands of lights, Yuechao Yue Young' brand, and carry out e -sports, comedy, talk shows , Music, drama and other activities, especially with the opportunity of the GK team to settle in Guicheng to expand the city's influence with traffic, "said Cao Limin, a member of the Party Working Committee of Guicheng Street.

Since its opening in 2019, the Plus of the Happy Coast of the Overseas Chinese Town of Shunde has become an important landmark of Foshan's night economy, forming a new model of "commercial+entertainment+culture+tourism+ecology". There are 215 merchants in the park. Since the opening, nearly 22 million tourists have been received, with a total operating income of nearly 1.5 billion yuan. Among them, the operating area of ​​cultural merchants operating at night accounted for 64%, and night revenue accounted for 70%of the total revenue.

"We directly hit the pain points of the citizens at night, and create a comprehensive nightlife matrix through the" night tour, night reward, night food, night entertainment '. At the same time, break the boundaries of the scenic area and let more people participate. "Shunde Happy Coast Commercial Sai Fei, deputy general manager of Operation Management Co., Ltd. said.

According to reports, while creating a national night cultural tourism consumer agglomeration area, Foshan carried out the first batch of municipal -level night culture and tourism consumption agglomeration areas. The 4 gathering areas including Lingnan Tian Di were identified as the first batch of municipal night culture and tourism consumption. Gathering area. At the same time, the first batch of "Top Ten Night Tour" was launched in Foshan to produce night tour publicity videos to promote the recovery of cultural tourism consumption and industrial restoration and development, and enhance the vitality of the city.

Foshan actively carried out night -promoting consumption activities. Among them, the 2022 Foshan Night Consumption Festival covers the six major business districts including Foshan Creative Industrial Park, participating in more than 3,000 enterprises, and held seven night -themed activities. With 16 commercial banks and many key enterprises invested more than 30 million yuan in discounts to make benefits for profit benefits Fund: "Colorful Summer Cultural Tourism" summer consumer season activities will issue 2 million yuan hotels and scenic consumer coupons for tourists across the country. As of August 18, 36,000 people participated in the event, with a total order amount of 9 million yuan.

In order to promote the development of the night performing arts, in the first half of this year, the Foshan Theater performed a total of 63 games, with a total of 27,883 audiences, with a box office income of 4.68 million yuan. From June to July this year, the Foshan Grand Theater launched the "Fangtang Music Festival" brand art activity to create a summer night music theme party. The Shunde District combines night's high -end performance with local characteristics, and continues to polish the "Shunde Night" culture and art Shenghui high -end cultural brand.

Light shows, performing arts shows, Quyi performances, food experience ... In Foshan, the night tour experience of the scenic area is colorful. Among them, Zinan Village in Chancheng District expands space and enrich the connotation. Carrier, new water dance sound show and other night projects. The scenic spots such as the Yingxiang Ecological Park of Gaoming District, the beautiful Ludu Forest Resort water world and other scenic spots launched the water carnival, the water music festival and other activities to brighten the scenic spot brand.

Foshan also actively prosper the "Night Banquet" specialty food activities to promote the improvement of the quality of "night stay". Among them, the 2022 Foshan Food Beer Festival adopts the "1+4+N" method to link many scenic spots, business districts, and commercial complexes in the city. The main line is "beer+". Wait for style elements. And "Discover New Foshan" -the 20122 Foshan Tourism Da Su Experience Activities Promote the construction of boutique homestays and theme cultural hotels, create high -end resort hotel clusters, improve hotel cultural connotation and service quality, and meet the needs of tourists. expert's point

Duan Guangda

(Tourist expert, professor of Heilongjiang University):

The long -term and short summer climatic conditions, insufficient overall consumption capacity, loss of consumption groups in young and middle -aged and middle -aged and middle -aged and middle -aged and middle -aged consumption venues restricted the development of the night economy of Heilongjiang Province. Nevertheless, compared with the developed southern cities, the night economic development of Heilongjiang still has its uniqueness, as well as greater upward potential and space.

The development of Heilongjiang's night economy has benefited from the high consumption conversion rate of overnight tourists. Take Harbin, which ranked in the top ten of the summer and winter ice and snow tourism destinations in summer. The large number of overnight tourists contributed to releasing night consumption and developing night economy. In order to continue to promote the high -quality development of the night economy, Heilongjiang should use the idea of ​​providing new kinetic energy for the development of the overall economic development, and fully build a well -known domestic economic brand in accordance with the development principles of government guidance, market -led, multi -business, and classified cultivation.

First of all, we must actively promote the high integration of characteristic culture, tourism, science and technology and night economic formats, increase the supply of night products and improve the quality of supply. Digging in summer consumption potential, stirring in winter tourism, can be implanted from unique cultural, modern technology, art and other elements, shift from heavy forms to heavy content, heavy experience, realize cultural and tourism integration, cultural and technological integration, cultural and creative integration, guidance, guidance And support domestic and foreign companies to carry out high -quality night cultural leisure and performing arts experience activities with international style, ice city models, and fashion tide, and continuously increase the supply of high -quality night cultural tourism projects through various channels.

Secondly, we must attract more overnight tourists and increase the conversion rate of night consumption. The first is to organize special activities to form a new type of city night business model with "graceful landscape+romantic catering+fashion leisure". The second is to spend the atmosphere to shape the economic characteristics of the night, implement the night economic theme brand creation project, and create a night consumer brand. The third is to expand the spread of multi -channel and increase publicity and promotion.

Once again, we must strengthen the support of night economic facilities and optimize the night business environment. The first is to increase the degree of refinement management of cities, and we must strengthen planning and guidance. The second is to implement the digital transformation of the business district or tourist attractions, and build a scene of scene, three -dimensional, and intelligent consumer environment. The third is to increase policy and funding support and increase support for key areas, major projects and major activities in the night consumer service industry. The fourth is to prepare city night consumption guidelines and mobile apps to facilitate citizens and foreign tourists to experience night consumption activities.

Yan Zengjie

(Secretary -General of the Guangdong Provincial Tourism Planning and Marketing Association):

At present, 11 units in Guangdong have been selected as national night culture and tourism consumption agglomerations, and are at the forefront of the country. The reason why Guangdong's night cultural tourism consumption is prosperous and developed, which is inseparable from its climatic conditions, location advantages, consumption habits, and cultural heritage.

First, the climatic conditions of Guangdong are the key factor in the development of cultural tourism night. Guangdong is located in the south, with high temperatures throughout the year, humid and moist climate, and it is suitable for launching night cultural tourism consumption activities.

Second, Guangdong has the advantages of adjacent to Hong Kong and Macau, and is deeply influenced by the Hong Kong and Macao night market culture. Since the reform and opening up in the 1980s, Cantonese have developed the habit of eating supper. At that time, the West Lake Road and the Pearl River in Guangzhou were all bustling night markets. It became the prototype of the culture and tourism consumption gathering area today, forming a strong night consumption atmosphere, laying a deep foundation for the night consumer. Many night culture and tourism consumption agglomeration areas are concentrated in the Greater Bay Area. The consumer groups of more than 80 million people in the Greater Bay Area are solid support.

Third, Guangdong focuses on improving service quality. The most important thing is to improve service quality, especially at night public facilities and services. Guangdong's service awareness, service quality, environmental atmosphere, etc. are at the forefront of the country. And because of close to Hong Kong and Macau, Guangdong can introduce new consumer formats to continuously enrich and improve the business model of night consumption.

Fourth, because of the early start of the night culture and tourism consumption in Guangdong, it has formed a relatively mature and rational consumer market, with healthy consumer formats and huge consumer groups.

In addition, Lingnan culture is also a big selling point in Guangdong. Cities such as Guangzhou and Foshan relied on Lingnan culture to create some creative cultural IPs, superimposed cultural elements for night culture and tourism consumption agglomeration areas, so that it has deep cultural connotation. In particular, Guangdong's food culture is obvious to all, and the folk is known as "eating in Guangdong" and has become the development advantage of night cultural tourism consumption.