CCTV News:Entering the summer tourist season, major landmark attractions across the country have ushered in a large passenger flow, and cultural and creative products have also been "new". Small and exquisite refrigerator magnets, cute and funny mascots, creative peripheral toys, rich varieties and creative products have become important growth points of tourism consumption. Which cultural creations are popular this summer vacation? How did excellent products come into being? What are the new changes in the cultural and creative industry chain? Come and see the reporters’ interviews in many places.
I came to the Badaling Great Wall in Beijing and walked all the way from the entrance. There are dozens of cultural and creative shops, large and small. In order to welcome the summer tourist season, Wenchuang Store has also extended its business until 10: 00 pm, that is, to coincide with the visit time of the Great Wall at night. The largest Wenchuang Store in Dengchengkou has just been renovated recently, with more than 6,000 people entering the store every day.
For the summer vacation, children’s favorite cultural and creative groups have been added to the store. The "customs clearance document" with names, the Great Wall brick with treasures that can be "dug" and the "Four Seasons Great Wall" ornaments that can change colors at any time are very popular.
After Gansu Wenbo’s "conspicuous package" was on fire. Recently, it is also popular on social networks to choose a handful of "fluffy" Tianshui mala Tang from the "fluffy" big refrigerator, and then pick a few "soft" potatoes and potato eggs.
How can Wenchuang products get less delicious food? In the Yinxu Museum in Anyang, Henan Province, the wide noodles engraved with Oracle Bone Inscriptions make children’s appetite big, and when they eat, they can also get a piece of "Niu Zun Fried Egg", and this "Dading 1: 1 Rice" has both taste and value.
In Shanghai, Xujiahui specially took out a plot of 1,200 square meters and built a cultural and creative collection store full of Shanghai charm. Visitors can pick a small and exquisite "cast iron" manhole cover and turn their fingers to combine the words on the Rubik’s cube into a beautiful blessing.
Immersive punch card is a good idea to "bring fire" to a city
Wenchuang can not only buy, but also interact on the spot. Recently, visitors to Shaoxing, Zhejiang Province have a new way of playing, that is, the whole city "looking for Lu Xun".
In Lu Xun’s former residence, in Cang Qiao Zhijie, and even on the cruise ship, you can see cute and cute Lu Xun dolls. Many young people follow Chinese textbooks and "punch in" the life track of young Lu Xun.
Since the beginning of this year, the scenic spot of Lu Xun’s hometown has received 2.285 million tourists, and has received a total of 350,000 tourists in the summer, among which tourists aged 18 to 35 account for more than one third.
Get through the link, good design and good business.
Buying several favorite "peripheral" small objects, tasting a delicious food with urban characteristics or personally experiencing cultural and creative production have become the "standard" of current tourism. In recent years, local governments have strongly supported the development of cultural and creative industries, opened up market-oriented industrial links and brought new impetus to economic development.
In a shop on Xinle Road, Old Street, Shanghai, pieces of exquisite hand-painted enamel bricks are full of luster. This ceramic tile technique was originally used to restore historical buildings, but now it has been developed into a variety of Shanghai-style cultural goods. These hand-painted enamel bricks are also the winners of the 14th Shanghai Gift Design Competition.
Many mature enterprises and outstanding industrial designers are linked together through competitions. From the aspects of market research, design, proofing, transformation, production, channels and sales, the industrial chain of "Shanghai Gift" is getting deeper and deeper.
Bringing the "Museum" Home, New Travel and New Career.
With the rise of immersive cultural tourism, the new consumption format of cultural and creative products has also spawned a new profession — — Wenchuang product planning operator.
Liu Nian of Chongqing Three Gorges Museum is one of them. This bronze toy designed by him is the most popular cultural and creative product in the store. Fish mouth, crested pigeon body and animal ear, a bird-shaped statue of Pakistan in the Warring States Period, have become the treasures in the Three Gorges Museum since it was unearthed in 2002, and Liu Nian is one of the people who have seen it the most and frequently.
There is no shortage of culture in the museum, but all kinds of whimsy are indispensable to refine the symbols behind the collection into cultural and creative products. Not long ago, the Ministry of Human Resources and Social Security publicized a number of new occupations, and Wenchuang product planning operators were among them. In the more and more "spelling" Wenchuang circuit, museums are eager for this new type of work that knows marketing and can operate.
Since 2017, major museums in Chongqing have vigorously carried out cultural and creative work. Up to now, 12,666 kinds of cultural and creative products have been launched, with a revenue of nearly 200 million yuan.
Little refrigerator stickers create "wisdom" and new kinetic energy
After years of development, Wenchuang products have gradually formed a new trend of customization and refinement, which can be seen from the refrigerator stickers that have quietly changed in recent years. Fridge Magnet, as a popular product of punch card proof in travel destination, has changed from little difference to its own characteristics, and even become a collectible work of art, which is inseparable from the continuous upgrading of products from design, material, technology, sales and other aspects.
In Yiwu International Trade City, Zhejiang Province, when you walk into Ji Tengyu’s shop, tens of thousands of kinds of refrigerator magnets are distributed all over the wall. He has been doing the refrigerator business for more than ten years, and told reporters that from the sales volume, you can see which city is "on fire" again.
More than a decade ago, as a "general product" of tourist attractions, refrigerator magnets had no sense of design and complicated technology. Nowadays, quicksand models, luminous perspective models and even AR and naked-eye 3D refrigerator magnets that can "snow" are difficult to meet the customized needs of customers. Just for a city-limited refrigerator, Wu Xiangjuan, the business owner, has been "grinding" with the design team for more than a month, and he has to decide the color, concentrate the urban landscape and choose the appropriate silicone material.
In addition to "spelling" design, upstream manufacturers are more "spelling" product quality. In a customized refrigerator factory in Dongguan, Guangdong Province, enterprises hope to differentiate themselves from traditional products through new processes and technologies.
Internet big data platform shows that during the summer vacation, the number of refrigerator related orders increased by 228% compared with last year, and the transaction volume was 1.78 times that of last year.