**: Tonight News Author: Tian Ying Editor: Liu Ying 2023-12-21 09:03:00
Executive Summary:Time-honored brands are the epitome of an era, from birth, development to inheritance, the story of thousands of families is precipitated in a piece of signboards, which not only becomes the pride of a city, but also shows the spirit of the city.
A time-honored brand on a new journey
Young visitors create DIY creations from discarded watch parts at the Seagull Watch Museum.
Visitors make their own sachets at the Darentang Exhibition Hall. Photo by reporter Tian Ying.
Tianjin North Network News:Time-honored brands are the epitome of an era, from birth, development to inheritance, the story of thousands of families is precipitated in a piece of signboards, which not only becomes the pride of a city, but also shows the spirit of the city. As a representative of excellent traditional culture and regional characteristic culture, each city's time-honored brand has a "unique" attribute and has become a magic weapon to attract tourists.
As one of the birthplaces of China's modern industry, Tianjin has unique industrial tourism resources from the establishment of the Tianjin Machinery Bureau in the Westernization Movement, the completion of the first shipyard in northern China, the Dagu dock, to the birth of the first TV and the first watch in New China.
In recent years, many time-honored enterprises in Tianjin have entered the cultural tourism market, dug deep into the history of the brand, launched cultural and creative products, and sought cross-border integration, demonstrating the determination of time-honored brands to seek innovation and change, and become bigger and stronger. What is the attraction of time-honored brands to carry out industrial tours?What sparks will collide between the two?What experience have these enterprises accumulated in the exploration, and what problems have they encountered?The reporter visited some time-honored enterprises in the city to find answers to these questions.
Tell a good story and let the historical and cultural resources shine
Walking into Tianjin Seagull Watch Industry Group, hereinafter referred to as "Seagull Watch Industry"), the first thing that attracts the attention of tourists is not the spacious courtyard and the modern office building, but a giant solar projection clock engraved on the ground in the middle of the courtyard. In the center of the dial is marked with an engraved line of the 24 solar terms, and when you step on the corresponding position according to the current solar term, and raise your arm with your back to the sun, the time projected by your fingertips is the ...... local timeAt this moment, both adults and children will be impressed by the wisdom of the ancients. "The whole visit was like a trip back in time. "From the exploration of ancient timekeepers, to the birth of 'China's first watch' in Tianjin, and then to the 'tourbillon' to the world, here, I not only read the 'story of time', feel the pulse of the development of China's watchmaking industry, but also feel proud of my city." ”
In recent years, many time-honored enterprises in our city have joined the new track of developing industrial tourism, building cultural exhibition halls, and launching tourist experience projects, which have both century-old inherited skills and profound cultural imprints. Just like Shi Tingting, deputy secretary of the Party Committee and chairman of the labor union of Tianjin Seagull Watch Group, said: the construction of the corporate culture exhibition hall is a way for time-honored brands to keep up with the pace of the times, innovate brand promotion, and expand consumer groups. But more importantly, we hope that through the story behind the brand, we can show the craftsmanship and innovative spirit of the "Seagull people" who strive for excellence, which is also the root cause of Seagull Watch Industry's ability to withstand the test and achieve a magnificent turnaround.
The advantage of the time-honored brand is 'old', and the way out lies in keeping the integrity and innovation", this sentence is easy to understand in the product renewal and technological upgrading of Seagull Watch again and again, but it can be reflected in the traditional Chinese medicine culture that has been inherited for thousands of yearsNot long ago, Ms. Yang followed the "Elderly Look at Tianjin" activity held by Haihe Media Center and walked into Jinyao Darentang Group (hereinafter referred to as "Darentang"). "It turns out that all kinds of Chinese medicine tablets, Chinese medicine tinctures, Chinese medicine drop pills and other traditional Chinese medicine dosage forms that we are used to are all developed by Darentang. The 12 bright red 'firsts' spread all over the wall, and it was very impressive. Ms. Yang told reporters, "What's even more amazing is that Darentang has actually introduced Western modern production lines for the production of traditional Chinese medicine since 1915, who would have thought that the 'time-honored brand' would be so fashionable!."Shi Yue, director of the Tianjin Medicine Darentang Natural and Humanities Exhibition Hall, told reporters, "Through the exhibition, we not only tell the glorious history of 'Darentang', but also want visitors to experience the profound heritage of the development of traditional Chinese medicine in Tianjin and the profundity of Chinese traditional Chinese medicine culture."
Behind the time-honored brand not only carries the spirit of the enterprise and the heavy history, but also the strong nostalgia. Have you ever heard of the "Yi Juyong" and "Venus" cards?As the only Chinese time-honored enterprise in the country that has been facing the overseas market for a long time among many liquor companies in the country, Tianjin Yijuyong Liquor Co., Ltd., which is controlled by Tianjin Food Import and Export Co., Ltd., is hereinafter referred to as "Yijuyong"), which has three star products, Venus Rose Wine, Wujiapi Wine and Sorghum Wine, which can be said to be a typical "flowering inside the wall and fragrant outside the wall". "As early as 100 years ago, Yijuyong registered its own 'Venus brand' trademark, opened up overseas markets, and still 80% of its products are exported to Europe, America and Southeast Asia. In Southeast Asian countries, where overseas Chinese gather, the local people use Wujiapi wine to prevent dampness and dispel cold, and to make sacrificesRose wine is an indispensable 'soul taste' in Cantonese roast meat. Because of this, a considerable number of our visitors are overseas Chinese who come to Tianjin to 'seek taste'. The staff of the Yiju Yongjiu Culture Museum told reporters, "During the guided tour, tourists often tell us the story of themselves and even their parents and Yijuyong, which makes us proud of this deep bond and feelings, and also inspires us to make Yijuyong last forever." ”
Cross-border development still has to go through a lot of hurdles
Different from traditional consumer tourism, the most attractive part of industrial tourism is to "reveal the secret", which lies in telling the unknown history of enterprise development and showing the behind-the-scenes story of the birth of products, which can be described as culture, history and popular science. It can be a research trip for students, a nostalgic trip for old employees, and an in-depth experience trip for travel enthusiasts, which should have a broad market. But after years of development, the market as a whole is still tepid, what is the reason for this?
[How to meet the individual needs of tourists].
During the exchange, Ms. Yang explained the key to this: "Actually, I have seen some reports of industrial tourism attractions for a long time, and I am very excited, but I have not been able to make the trip, mainly because many corporate exhibition halls do not accept reservations from individual tourists. "In addition, some corporate travel routes are open at the same time as production and close on weekends, which is really difficult to meet the individual needs of different tourists.
How do you balance the supply and demand between businesses and tourists?The exploration of Seagull Watch Industry may be worth learning from. According to Shi Tingting, the Seagull Watch Museum has settled in the Meituan app, and tourists can make an appointment to buy tickets on the client, so that the staff can accurately arrange services according to the number of reservations, which not only meets the needs of different tourists, but also avoids the waste of labor costs.
[How to enrich the tourist experience].
In recent years, with the development of the city, many time-honored enterprises have moved their factories to the development zone far away from the core area of the city, and many of them have a round-trip drive of more than two hours to the city, and the distance is an unchangeable fact. Is it worth running such a long distance, but only playing for a short time?This is also the first factor that many tourists consider when choosing a destination to visit.
How to have fun?Many time-honored enterprises focus on the experience of traditional skills. Darentang has set up a number of interactive experience links on the existing exhibition line. "We have restored the scene of traditional Chinese medicine preparation in the pharmacy a hundred years ago, and visitors can operate traditional pharmaceutical tools to knead hawthorn pills, and they can also experience the intangible cultural heritage skills of the famous medicine 'Angong Niuhuang Pill'. Shi Yue said, "Of course, the most popular part of the whole trip is the final interactive experience. We teach visitors how to weigh herbs with a saki, grind herbs with iron boats and mortars, make their own sachets, and take them home as souvenirs. ”
In order to enhance the experience and interactivity of tourists, Yi Juyong specially planned a tour route to guide tourists through the wine cellar tunnel containing decades of old wine, taste the wine in the rich aroma of wine, and even fill a bottle of sorghum wine by hand, paste a label with their own portrait, and make their own exclusive souvenirs.
[The aroma of wine is also afraid of deep alleys].
As the saying goes, "the fragrance of wine is also afraid of deep alleys", even if these companies do their industrial tourism projects well and attractively, if they lack smoother and more convenient marketing and publicity channels, they can only "raise in the deep boudoir".
This year, the Binhai New Area Culture and Tourism Bureau has launched the "Industrial Tourism Season" activity relying on the abundant industrial enterprise resources in the area, leading more than 30 industrial tourism projects to make a concentrated appearance in front of the public, and according to the relatively concentrated geographical location of the project enterprises, it has divided different recommended routes such as economic development zones, bonded zones, and high-tech zones, connecting the originally scattered resources into a string, activating a number of industrial tourism resources, and enhancing the experience of tourists. The Yiju Yongjiu Cultural Museum, which is far away in the Ninghe Economic Development Zone, was also built by the Municipal State-owned Assets Supervision and Administration Commission and included in the recommended routes of Tianjin Tourism Group's industrial tours, which were seen by more tourists.
Keep integrity and innovation, and let good resources from "live" to "fire".
Industrial tourism has revitalized the cultural and historical resources of time-honored brands, but in order to make it truly popular, the development of cultural and creative products, IP shaping and even the innovation of operation models must not be left behind.
This year is the 100th anniversary of the registration of the "Venus" brand trademark, and Yi Juyong brought his latest cultural and creative gift box "Dumplings to Wine", and successively appeared in the Haitang Cultural Festival and the "Tianjin Taste Oriental Rhyme" activity in Heping District. "Aren't you Yijuyong a winery?How do you sell vinegar as a gift?This is the first reaction of many tourists when they see the "dumplings on wine" gift box. When the staff explained that it was a dumpling-shaped chocolate, everyone suddenly became eager to try it. "There are three types of wine hearts, which are our signature products, rose dew wine, five-plus peel wine and sorghum wine. A box of 12 grids, which flavor is poked is up to your luck!With meticulous ingenuity and mille-feuille routines, this blind box won the gold medal in the 2023 "Tianjin Gift" selection this year, attracting a large number of young fans for Yijuyong. Li Xiran, general manager of Tianjin Food Import and Export Co., Ltd., told reporters: "In addition to creating distinctive cultural and creative products, the digital transformation of the museum has also been put on the agenda. ”
Tianjin's first batch of enterprises to tap the historical and cultural resources of the "time-honored" brand have been in the cultural tourism market for more than ten years, and for the development of 2024, everyone has invariably focused on the upgrading and transformation of the exhibition hall and the innovation of tourism mode. Shi Yue told reporters that in order to make the exhibition always new, in recent years, Darentang has continuously carried out a variety of online and offline activities such as "Walking into Modern Chinese Medicine", "Chinese Medicine Culture Around Me", and "The Journey of Little Pharmacists", which has accumulated a certain reputation among the people. "But the results achieved so far are only the first step for us to unveil the mystery of a century-old pharmaceutical company and enter the people. Our goal is to create a landscape-based, scenic and scenic modern industrial amusement park, so that Jinyao Darentang will become a 'tourist attraction' that tourists cannot miss in Tianjin." ”
In order to better tap brand resources and develop the cultural tourism market, in November 2021, Seagull Watch established Tianjin Seagull Cultural Communication and launched its own IP image "Little Seagull". Nowadays, a series of cultural and creative products developed around "Little Seagull" have become an indispensable souvenir for children who come to study. "After the establishment of the culture company, we have brought in more professional talents, and the employees have also gotten rid of the state of 'part-time' side jobs in the past. Although we are one of the few paid tours in Tianjin's industrial tour project, it has not affected the flow of visitors, but has further broadened the market. Shi Tingting said, "I hope that through our practice, we can achieve the effect of 1+1>2 of 'time-honored brand' and 'industrial tourism'." (Jinyun News Editor Liu Ying).