Unconsciously, the Northeast City that never sleeps has gone through three spring and autumn seasons. To this day, the city that never sleeps in the Northeast is still magnificent and splendid.
The three years in the Northeast City that never sleeps are extremely extraordinary and unforgettable.
During the epidemic, a sudden storm hit the domestic cultural and tourism economy hard, and 99% of the cities were in trouble.
The number of tourists has fallen sharply, tourism revenue has decreased rapidly, and the entire cultural tourism industry has fallen into a wail and silence. However, this small northeastern city in Jilin is like a dark horse swimming upstream, which is amazing.
According to official statistics, in the past three years, the number of domestic tourists in Meihekou has been 5 million, 12 million and 20 million, respectively, an increase of 140% and 66% year-on-year67%。Domestic tourism revenue also reached 5 billion, 6 billion and 7 billion, a year-on-year increase of 20%.
Such "anti-sky" data not only made Meihekou emerge in Jilin Province, but even became a bright new star in the entire Northeast and even the national cultural tourism industry.
As we all know, Meihekou is a typical "three-no" city: first, there is no deep historical accumulation of cultural tourism. Seven or eight years ago, 80% of GDP was supported by the coal industry. Second, there are no cultural and tourism resources such as famous mountains and rivers. Although the Meihe estuary is named after the river, and the water system in the region is developed, there is no scenic spot with national reputationThere is no airport and high-speed rail, and the only thing that can be relied on is the surrounding Tonghua Sanyuanpu Airport, which is only a small regional airport.
So, this small city in Northeast China, which can almost be said to be "three nos" in terms of cultural and tourism resources, has achieved a cultural and tourism counterattack in three years through what magical strategy?
Carefully exploring the rise of Meihekou's cultural tourism economy, it is not difficult for us to find a key time node: 2021.
This year, two major events occurred in Meihekou that were enough to change the development pattern of cultural and tourism economy.
First of all, Meihe New Area has been officially approved by Jilin Province. Although Meihekou is only a small city, its position among the cities of Jilin Province is not to be underestimated, and it has already achieved two leaps in political status in just ten years.
The first time was in 2013, Meihekou became a pilot county reform pilot in Jilin Province to expand power, and transformed from a county under Tonghua to the only county (city) directly under the provincial administration of Jilin Province.
The second time was in 2020, when Meihekou was established by Jilin Province as a newly positioned city to "build a pilot demonstration area for high-quality development and build a modern regional central city".
In 2021, Meihe New Area came into being.
From the new positioning, we can clearly see that Jilin Province has clearly regarded Meihekou as a place with greater autonomy in urban social and economic management, and has given it many preferential policies and support.
All this shows that Jilin Province hopes that Meihekou can open up a new path for other cities in the province to learn from in the process Xi of exploring the high-quality development of the city.
Among them, how to promote the high-quality development of the cultural and tourism economy is one of the core topics in this new road.
This not only requires Meihekou to deeply excavate and rationally utilize its own cultural and tourism resources, but also needs to give full play to its leading role as a "pilot demonstration area" and "central city" in Jilin Province to achieve sustained, healthy and rapid development of the cultural and tourism economy.
In order to find inspiration for the development of the cultural and tourism economy, Meihekou decision-makers frequently went to other places around 2020.
At that time, Xi'an's cultural and tourism economy was booming, especially Xi'an's nighttime economy brought a huge driving effect to the city's cultural and tourism economy, making them eager to try.
Objectively speaking, at that time, the domestic cultural and tourism economy was still in the early stage of development, and it was a cultural and tourism economic model encouraged by the state. That's one thing. Secondly, the cultural tourism night economy has a large flow, high frequency, and strong consumption power, and can quickly achieve a breakthrough from "0 to 1".
After many discussions and demonstrations within Meihekou, it was finally decided to build a northeast city that never sleeps in Meihekou based on the principle of "combining exquisite national tide elements with Northeast folk customs".
In seeking cooperation with local companies in Xi'an,Xi'an icing on the cake cultural tourism group stands out and puts forward the concept of asset-light cultural tourism night economy model, compared with the asset-heavy city model that never sleeps, the asset-light city never sleeps investment is smaller and the effect is more obvious, which is very in line with the appetite of small cities like Meihekou to "spend small money and do big things".
Prior to this, the icing on the cake Cultural Tourism Group has a number of successful cases of cultural tourism blocks and catering brands, with remarkable achievements and fruitful results, and is known as the top brand and leader in the design of commercial planning and cultural tourism blocks.
For this project, the icing on the cake Cultural Tourism Group is equipped with 15 core management personnel, set up an on-site team, and prepares for the Northeast City that never sleeps. The on-site team is controlled by the design director to control the implementation of the project, and each team is assigned to be responsible for the details of on-site construction, temporary plan changes, and merchant design needs.
The icing on the cake is that more than 80 designers from the base camp of the Cultural Tourism Group are fully engaged in the technical support of the Northeast Sleepless City project, responsible for effect planning, production and program planning.
The on-site team and the technical support team of the base camp are working hard 24 hours a day, day and night, and are committed to creating a miracle of a cultural tourism block in the Northeast.
In only 17 days, the characteristic city stage of traditional culture and trendy national style, the Northeast Sleepless City, accompanied by the rapid development of the Meihekou tourism industry "fast lane", opened a magical veil, and officially met with the people of Meicheng, shocking debut. At that time, the night of Meicheng used fireworks to fly imagination, lights up hope, and touched life with deliciousness.
It was May 1, 2021.
This is also the second major event that changes the economic pattern of cultural tourism in Meihekou.
On the opening day of the "May Day", the Northeast Sleepless City was full of people, shoulder to shoulder, and the spacious neighborhood instantly became impassable. After a short few days of warm-up, coupled with the official opening of the street,As of 23:59:59 on May 1, 2021, the passenger flow of the Northeast Sleepless City has exceeded 320,000 people.
Since then, the Northeast Sleepless City has been red all the way and is unstoppable.
Relevant data show thatSince its operation on May 1, 2021, Meihekou Northeast Sleepless City has created 408 in 163 daysThe number of 60,000 tourists has been paid attention and reported by CCTV and other mainstream ** many times.
In 2022, the Northeast Sleepless City continued to fly against the wind under the epidemic, creating 420 in 166 days of operation060,000 visitors.
In 2023, the number of tourists in the Northeast Sleepless City will reach more than 5.1 million, maintaining steady growth. It can be seen that the unique charm and strong attraction of the Northeast City that never sleeps.
With the blessing of the city that never sleeps in the northeast, the night of Meihekou seems to have a new vitality of life, like the bright lights blooming in the night sky, bringing a charming light to this land.
During the epidemic, the icing on the cake cultural tourism group adheres to the principle of "always changing, always new", and continues to update and improve the facilities of the Northeast Sleepless City to meet the growing needs of tourists and bring new experiences to tourists.
For the construction of the Moon Bay Universe Market, Northeast Sleepless City uses digital technology to perfectly integrate the Mars camp with future technologyPerforming arts, amusement, technology, lighting, cultureA brand new project that integrates other elements has been createdVR experience halls, amusement rides, retailand other new formats.
The overall planning of the Northeast Sleepless City has broadened the extension of the block, and in the drainage project of the planing street, some areas of the planing street have been upgraded, so that it can form a new pattern of tourism linkage development with the Northeast Sleepless City, the Moon Bay Metaverse Market and the surrounding tourism formats.
In terms of performing arts, the Northeast Sleepless City has deeply excavated regional culture, upgraded and added 10 groups of performance art performances on the original basis, including:Chasing dreams of the Mei River, the treasure of the sea dragon, the wind of the Mei River, the Changbai female general, the Mei River danceThese performing arts activities not only enrich the cultural experience of tourists, but also activate the cultural value of the city that never sleeps in Northeast China.
Every month, Northeast Never Sleeps City plans festivals with different themes, such as:Metaverse Festival, National Tide High Heels Goddess FestivalWait. These novel experiential activities bring visitors an unprecedented visual and auditory feast.
Here, visitors can feel the brilliant lights of the sleepless city in the northeast of Meihekou and its unique cultural charm.
There is no doubt that the Northeast City that never sleeps has become the boutique business card of Meihekou, which not only enriches the life of the people of Meicheng, but also adds luster to the city.
The success of Northeast Sleepless City in Meihekou is not only a reflection of the stronger acceptance and inclusiveness of innovative projects, but also the result of Meihekou's accurate grasp and positive response to the needs of the local cultural and tourism economy, as well as the successful application of scenario strategies and algorithm mechanisms.
Under the haze of the epidemic, the consumption field of "people, goods and places" in traditional commerce has undergone earth-shaking changes.
In this era, just having high-quality products can no longer provide enough support for merchants, on the contrary, carefully creating consumption scenarios has become the key to enhancing battery life.
The Northeast City That Never Sleeps is a leader in scene shaping. It creates its own sense of atmosphere vividly through unique scene settings. The city attracts a steady stream of tourists with its aesthetic scene, which makes people marvel at the beautiful scenery of the land.
Attracted by the aesthetic scene, tourists stop and marvel. And the screaming scene has become the fuse that triggers the passion of consumption. The City That Never Sleeps offers a variety of exciting experiences that keep visitors coming back for more.
In this passionate consumption scene, the cultural scene also plays a pivotal role. The asset-light city that never sleeps deeply excavates local cultural resources and integrates them into the scene design, creating super IPs with distinctive characteristics. These IPs have become the signboard of the city that never sleeps, attracting more and more tourists to make pilgrimages, further enhancing its cultural tourism attributes.
Through the clever use of scene strategy, the city that never sleeps has successfully endowed this short block with unique cultural and tourism attributes, making it stand out from the fierce competition.
Under the starry night sky of the Northeast Sleepless City, the lights are as bright as gems, combined with unique landscaping and technological means to create a stunning prosperous night scene. The whole street is like a colorful picture, depicting the perfect blend of entertainment and leisure.
On each performing arts stage, beautiful teenagers dressed in Hanfu danced, interpreting the charm of Chinese culture. Their interaction with the audience is full of infinite creativity, as if they have traveled through time and space into the visual feast of the metaverse. Every corner is full of amazement and admiration, and people have stopped to check in and leave good memories.
If the visual algorithm is the routine operation of the cultural, commercial and tourism project, then the time algorithm of the Northeast City that never sleeps is the key to its success. A short street of 533 meters, it only takes 10 minutes to walk, but it can retain tourists for 2 hours. What has been done in this short street?
First of all, from the content point of view, the main block has 56 archway lampposts, 95 shop floats, 37 groups of large and small stages, and 26 entertainment facilities. In addition, there are 55 households in the snack category, 20 households in the beverage and bar category, 13 households in the game category, and 12 households in the intangible cultural heritage and other categories.
On the moving line, the Northeast Sleepless City takes the exquisite national tide culture as the main line, bringing together ancient charm, Kanto style, modern culture, interactive art display, intelligent night tour, derivative cultural creativity, landscape check-in and other content. In addition, in terms of business formats, the Northeast Sleepless City focuses on special cuisine, local cuisine and Internet celebrity cuisine, and gradually forms a typical food-focused cultural tourism block.
On this street, no matter where you are from or how old you are, there is always a place that will make you linger. Here, you can experience the Yunnan style and the soft overall atmosphere environment. In addition, the Northeast Sleepless City has also created a digitally powered Moon Bay Metaverse Market, including themed content such as Mars Camp and Future Technology, as well as new formats such as performing arts, amusement, technology, lighting, and culture.
In general, the Northeast Sleepless City has done a lot of work on the short block, creating a fantastic national tour for tourists from many aspects such as content, circulation and business formats.
This is also the irreproducible place of the city that never sleeps in the Northeast.
Every bustling city project has its own unique theme and cultural core, and the Northeast Sleepless City is no exception.
With the "homecoming" culture as its soul, it has created a new concept of "urban stage" with the participation of the whole people, and skillfully integrated the elements of the daily life of Northeast people.
It uses architecture and performing arts to show the most representative customs and customs of Meihekou, and gives a vivid form to the static culture.
A series of street performing arts reproduce the daily life of Northeast people and the scenes of leisure games, as if telling the story of Northeast China.
The design of the entire neighborhood is like an emotional dialogue with tourists, and every scene, structure and performing arts seems to communicate with tourists and convey strong humanistic feelings.
It not only allows foreign tourists to experience the charm of the Northeast, but also allows local tourists to relive the warmth of nostalgia.
The Northeast City that never sleeps has naturally become a landmark cultural and tourism block in Northeast China, and this warm sense of cultural identity has also brought a very high revisit rate to the neighborhood and attracted countless tourists.
When a mega-popular project comes along, it becomes a powerful engine for a city, bringing it a new lease of life and a new look. Just like the emergence of the Northeast City that never sleeps, it has brought a strong impetus to the tertiary industry of Meihekou City.
According to Liu Lei, chairman of the icing on the cake cultural tourism group, during the opening of the sleepless city, the hotel occupancy rate and unit price of Meihekou showed a first-class growth, which is enough to witness the huge influence of the super project.
Liu Lei, chairman of the icing on the cake cultural tourism group, pointed outThe birth of the Northeast City that never sleeps not only boosted the GDP of Meihekou City by 128%, which also indirectly drove the economic growth of 4 billion yuan, and effectively promoted the upgrading of Meihekou City to a provincial city. This achievement undoubtedly makes cultural travelers feel proud, and it also fully demonstrates the strong vitality of new commercial species born and growing rapidly in the epidemic.
In this special period, the Northeast City that never sleeps is like a dark horse, standing at the forefront of commerce. While the world's businesses are still struggling in the haze of the epidemic, the Northeast Sleepless City has sprung up, bringing hope and vitality to the cultural tourism industry. Its successful model has undoubtedly brought new inspiration to the business path of "living with the epidemic".
Liu Lei, chairman of the icing on the cake cultural tourism group, has a clear understanding of the current situation of the industry, and he uses "the suicide live, and the murderer dies" to describe the subversive road that needs to be walked out in difficult times. While other businesses are waiting for the epidemic to pass and struggling to survive, smart people choose to "innovate themselves and move towards a new future" with bold strokes.
Modern people live in an era of prosperous markets and diversified social environments, and the continuous development of Internet technology has made the content update speed rapid, and the product types have become rich and diverse.
In this rapidly changing era, the popularity of short **, the rise of Internet celebrity culture and the endless entertainment content have had a huge impact on people's spirit and life Xi. The advent of pop culture may have been an overnight thing, but in the business world, businesses that can update and improve in a timely manner can bring the ultimate experience to visitors.
Northeast Sleepless City has the advantages of flexibility in terms of architectural structure, micro-performing arts and merchant reserves, so it can achieve 60% rapid content update within a year. This flexible and rapid update capability allows the Northeast Never Sleeps City to be adaptable, allowing visitors to feel new content and atmosphere every time they visit. At the same time, Tohoku Never Sleeps will adjust accordingly according to the time of day, season, and the preference level of tourists, so that it will always be in the best condition and attractive.
Through vivid expressions and rhetorical techniques, we can more clearly understand the characteristics of modern society, as well as the advantages of Northeast Sleepless City in adapting to market changes and meeting the needs of tourists. In this era of diversification, only continuous innovation and improvement can be invincible in the market.
Therefore, the Northeast Sleepless City of Meihekou won the honorary title of "the first batch of national night culture and tourism consumption gathering places".
At that time, the epidemic environment in Jilin Province was tenseThe icing on the cake is that the Cultural Tourism Group donated 6 ambulances and other materials to Meihekou City free of charge to support the epidemic prevention work in Meihe New District, reflecting the sense of social responsibility of a private enterprise.
At the same time, the icing on the cake cultural tourism group actively cooperates, unites the masses, works with one heart and one mind, overcomes difficulties together, and takes a large amount of manpower and material resources and overtime work as a guarantee, so that the passenger flow of the northeast sleepless city of Meihekou has surged, and the results have been remarkable, and it has driven the surrounding areas to form an interactive flow radiation of the cultural and tourism industry, forming a group prototype for the future development of urban tourist attractions, and at the same time won the second batch of national tourism and leisure blocks, which is of positive significance for the further development of Meihekou City's all-for-one tourism.
To this end, Northeast Sleepless City has issued several letters of thanks, thanking the icing on the cake Cultural Tourism Group for the planning, design and guidance of the Meihekou Economic Pilot "Northeast Sleepless City" project, and also thanking the icing on the cake Cultural Tourism Group for donating 6 ambulances and other materials for its social responsibility and efforts with it.
The Meihekou Municipal Bureau of Culture, Radio, Television and Tourism also sent a letter of thanks, thanking the icing on the cake cultural tourism group for driving the high-quality development of the all-for-one tourism industry in Meihekou, and also thanking Liu Lei, chairman of the icing on the cake cultural tourism group, for his constructive suggestions and strategic positioning.
The reason why Meihekou was able to counterattack successfully was mainly due to the success of the Northeast City that never sleeps. This is the opportunity of Meihekou to judge the situation and seize the opportunity, and it is also the icing on the cake Cultural Tourism Group to face the difficulties and work hard to create the results, but also thanks to the hard work of the staff of the city that never sleeps and the love of the majority of tourists, there is Meihekou today, and it has achieved the northeast city that never sleeps today.
2023 Annual Stocktake