Recently, the top-notch IP Forbidden City has released a new work, and its innovative "palace cake" has been widely praised by young people as soon as it is launched, regardless of appearance and taste. Since the explosion of the Forbidden City's cultural creativity, the "inheritance method" of traditional culture has attracted much attention, which has also made the "interpretation" of traditional culture roll up. In the era of aesthetic economy, people pay more and more attention to the aesthetic value of products and services and the pursuit of a better life, they not only pursue the practical value of products and services, but also pursue their aesthetic value But what kind of combination can truly realize cultural inheritance and dissemination while still impressing young people?
Recently, a new concept called "new translation of old things" has attracted a lot of attention. It is understood that a mid-to-high-end hotel brand called NeoLab Tangli Brown Hotel not only pushes the hotel's inheritance and dissemination of traditional culture to a new height by virtue of "new translation of old things".By integrating traditional culture with modern aesthetics, it has given new vitality to traditional culture and created new economic value, and has successfully captured many young people.
What is a new translation of the old?
——Tang Librown was the first to propose the interpretation of traditional culture "Fang **".
What is a new translation of the old?When we asked ChatGPT about this neologism, it answered like this
Re-translation refers to the re-translation or reinterpretation of existing literary works, historical events, or other content in order to make it more suitable for the tastes and needs of contemporary audiences or readers. This kind of re-interpretation or interpretation can give new life to an original classic work or event, and can also provide a more understandable or meaningful presentation for contemporary readers. Such re-interpretation or interpretation may include the translation of the text, or it may include the re-interpretation or interpretation of the content.
We have posted the answers to help you understand them more intuitively. )
As the first mid-to-high-end hotel brand to put forward this concept, NeoLab Tangli Brown Hotel has given a more soulful interpretation of "new translation of old things" on this basis - inspired by oriental aesthetics and combined with modern techniques, refusing to play "outdated and outdated" things, advocating the use of more catering to the preferences and aesthetics of modern young people, and using the method of "neo" (new translation of old things) to interpret Song-style elegant life aesthetics hotels for mid-to-high-end hotel consumer groups.
For the "new translation of old things" compared with ChatGPT's explanation, Tang Li Brown is obviously more targeted, including "Oriental aesthetics", "outdated and ancient", "modern techniques" several keywords, not only let us "new translation of old things" This more abstract concept become more three-dimensional, but also make Tang Li Brown's brand "first impression" on the paper. From the beginning of the brand's birth, "new translation of old things" has guided and led the communication methods and interpretation methods of traditional culture, and has fundamentally laid the aesthetic genes and lifestyle of Tangli Brown.
In fact, long before NeoLab Tangli Brown Hotel put forward the concept of "new translation of old things", there were already similar inheritance (deduction) and communication (out of the circle) logic behind a number of phenomenal popular IPs that cut into the aesthetics of young people and were highly sought after by young people. "Tang Palace Night Banquet" and "Only This Green" are the best examples - "Only This Green" relies on "A Thousand Miles of Rivers and Mountains" as the mature art mother, with an innovative attitude and innovative interpretation that respects traditional culture, and successfully realizes the artistic transformation and penetration of the two essentially different art categories of painting and poetry and drama, so that the beauty of ancient paintings condenses the beauty of temperament and dynamics. "Tang Palace Night Banquet" reproduced the "oblique red makeup" popular in the Tang Dynasty through dancers, making the audience seem to follow the prosperity and beauty of the real Tang Dynasty figurines.
And the out-of-the-circle and explosion of these two are all leveraging the economic value of young people's "good-looking, knocking" and other additional consumption, which is also often called "appearance economy". However, with the gradual upgrading of young people's tastes, the traditional cultural interpretation of "only focusing on the needs of appearance, not paying attention to spiritual needs" has been difficult to impress young people, and the "aesthetic economy" that pays more attention to thinking, more self and individualized traditional cultural reproduction can establish a certain image and emotional relationship with young people. Therefore, the fundamental reason why the Tangli Brown brand has become popular among young people just after its birth is that the "new translation of old things" it advocates can establish aesthetic resonance and emotional resonance with young people.
Deeply cultivate the "new translation of old things" to drive the growth of aesthetic economic value
Tang pear brown interprets the contemporary "Song-style elegant life aesthetics".
A closer look at the "new translation of old things" shows that it is actually a way and means to fully respect traditional culture, fully explore the commonalities between traditional culture and contemporary young people, and carry out artistic reinvention and innovation to stimulate their aesthetic pleasures such as "familiarity and intimacy, surprise and exploration".
Therefore, although there are many precedents for high-end hotels to borrow traditional culture, they are rare out of the circle, and the fundamental reason is still unlawful
Tang Librown first clarified its own goal - the younger generation of the new middle class as the target customer group, and conducted research on their aesthetics and life preferences, Tang Librown found that the "Song-style aesthetics" and "tea" culture are not only popular in the post-70s and post-80s, but also quietly popular between the post-90s and post-00s. Based on the insight into the market and the understanding of the hotel, relying on its own cultural and artistic innovation capabilities, Tang Lihao put forward the brand proposition of "Song-style elegant life aesthetics", created a new living space experience, and used "tea" as a medium to enhance the link between the hotel and consumers.
Under the guidance of the basic formula of "new translation of old things", the "Song-style aesthetics" of Tangli Brown and the four idle things of the Song Dynasty all have new "interpretation" and new "vitality".
First of all, the hotel image of Neolab Tang Lihao Hotel - both Song-style elegance and modern fashion, whether it is in the scenic area of lakes and mountains or in the bustling CBD center, it has an eye-catching and eye-catching simple elegance;Secondly, it is the application and creation of color and space in the hotel, whether it is the azure tooling of the staff, or the elegant gray-white application of the lobby and the brown and red embellishment of tangli pear, all of which give people a comfortable, relaxed and youthful feeling. The large number of blank designs, the application of stone and wood full of time and precipitation, and the modern acrylic stone, not only inherit the openness, transparency and Zen of Song-style architecture, but also reveal the modern delicacy and eleganceThe interpretation of the four idle things of the Song Dynasty is the essence of Tangli Brown's "new translation of old things" - tea tasting in Tangli Brown also has a new definition, and more than a dozen kinds of tea drinks can meet the needs of different guests. According to the travel Xi of business travelers, Tangli Brown has also added a new style of tea that is convenient for going out and delivered to the room, if you just pass the time in the tea to watch the world, you can taste the fragrance of tea in the Tangli Brown Tea space, if you are in a hurry, you can also let a wisp of tea fragrance accompany the trip to relieve fatigue.
The "resurrection" of traditional culture commonly used in the new translation of old things is interpreted to the extreme in Tang pear brown - the fragrance that greets you when you enter the hotel lobby is the ancient incense recipe of "Su Dongpo with goods" re-prepared by Tang pear brown through modern techniques, which is more suitable for modern people's "taste";Another commonly used technology - technology, in Tang Pear Brown has a more bold imagination and application, through the application of VR technology in the classic paintings of the Song Dynasty in Tang Pear Brown "resurrected", these rare famous paintings in Tang Pear Brown Hotel become "touchable" lifelike, so that the hotel space is no longer monotonous, as if it has become a history museum, so that guests have a new and novel experience in the familiar culture!Come to Tang pear brown, living is not the whole meaning, every detail worthy of taste is more attractive!
One flower and one world has also become a reality under the "new translation of old things" of Tang Pear Brown - whether you are a traveler who is in a hurry to settle down, or a friend who is rushing to experience the "Song-style elegant life aesthetics" lifestyle, when you step into Tangli Brown, Datang has a Song-style Zen and some modern creativity of Tangli Brown flower arrangement and incense, VR painting, tea tasting and Tangli Brown's unique space atmosphere, which will bring you into the "Song-style elegant life aesthetics world" belonging to Tangli Brown!
With artistic innovation, scientific and technological reproduction, new tea drinks and other "new translations of old things" techniques, Tang Li Brown not only makes the traditional Song Dynasty architectural beauty, the beauty of space, the beauty of the scenery and other aesthetic pleasures reproduced in the hotel, but also makes incense, tea tasting, hanging paintings, flower arrangement, etc. "resurrected" in the hotel, through innovative experience to let these traditional cultures penetrate into the body and mind of guests without revealing traces, inspire guests to explore more new things and beauty during their stay in the hotel, and bring more business opportunities to Tang Li Brown Hotel!
Leveraging the "new translation of old things" to create new business opportunities for mid-to-high-end hotels
Begonia pear brownProfit modelProven in the market
In fact, in order to stand out in the fierce competition of mid-to-high-end hotels, Tang Lilu has further innovated and upgraded the hotel to meet the needs of both modern consumers and investors with the help of "new translations of old things".
In terms of hotel space, Tang Librown has carried out a more refined transformation and operation of the premium space - the lobby, which has always been "proud" of mid-to-high-end hotels. Since the influx of new retail concepts into hotels, the lobby has been widely benefited as a new retail scene, but Tang Lilu found that there is more and more demand for small office space among business travelers, and small meeting spaces that can accommodate 4-6 people are more popular with modern business travelers. Therefore, the lobby of the hotel has become a tea space that can meet the needs of small meetings and focus on "small and beautiful" - it can not only serve hotel guests but also lease it to the outside world, and then cooperate with the tea service and tea cultural and creative product sales of Tang Librown Hotel
Secondly, with the comprehensive influence of "tea space", tea sales and tea service, as well as the unique "Song-style elegant life aesthetics", the operation and profit model of Tang Li Brown have changed, in the past, the hotel relied more on OTA and members, but Tang Li Brown has its own traffic can attract customers from different fields and different hobbies to stay and consume in the store, under the verification of the market, 12% of the customers of Tang Li Brown are attracted by its culture and cultural derivatives.
In addition, Tang Librown, who was born in the era of Internet economic expansion, knows how to use online and offline channels to carry out marketing activities, and also maintains benign and friendly interactions with many KOCs. In this year's autumn wind, the "Brown Autumn Elegant Gathering" held by NeoLab Tang Pear Brown Hotel attracted many guests, and at the same time, many Internet celebrities came to the store to check in, spontaneously standing for the Tang Pear Brown brand.
Tang pear brown is not only born with top stream, but also the "tea space", tea sales and tea service can steadily undertake the flow, and also bring more than 20% of the performance increase. In less than a year, Tang Librown has quickly emerged in the mid-to-high-end market of the hotel, and is expected to break through the signing of 30 stores by the end of the year.
Summary: As we all know, China's mid-range hotel brands have a high concentration and the most fierce competition pattern, according to relevant statistics, the market share of China's CR10 mid-range hotel brands has reached 7217%, 34% in the obvious high-end market59%, the number of mid-to-high-end hotel brands is counted in thousands, including many powerful brands, Tang Li Brown can stand out from it, I have to say that it has its own advantages, the concept of "new translation of old things" is very unique, and it will become the exclusive logo of Tang Li Brown brand in the future, and we look forward to NeoLab Tang Li Brown Hotel to continue to practice!