In 2024, we will enter the 8th year of the release of the Zhimeng Trend Report, in order to help enterprises more accurately grasp the development direction of 2024, help enterprises take advantage of the momentum, understand the way, and help growthOn January 11, Zhimeng Consulting held the 2024 Consumer Trend Conference in Beijing.
At the meeting, Xiao Mingchao, a well-known trend and marketing expert and founder and CEO of Zhimeng Consulting, officially released Zhimeng's "2024 China Consumer Trend Report", which is the 8th consecutive year that Zhimeng has released a trend report, providing insight into the trend changes of Chinese consumption from a panoramic and multi-dimensional perspective. The report revealed Zhimeng's prediction of 10 major consumption trends for 2024, namely prudent and shrewd, spiritual self-pleasing, outward exploration, fireworks narrative, quality to detail, convenience and enjoyment, essence of health, value reconstruction, ageless experience and sustainable brand.
One of the important keywords in 2023, tourism will definitely be on the list. Going out to take a look has become the pursuit of more consumers in the recovery of consumption, and it has also become one of the ways for many consumers to release pressure and vent their emotions. The explosion of city walk, special forces tourism, city night tour and other tourism methods reflects consumers' pursuit of novel experiences and diversification of demand for cultural tourism, and also represents the recovery of the cultural tourism industry.
01.New Trends in Cultural Tourism: Consumers are looking for in-depth cultural experiences
The popular "Go to Zi to catch up with the barbecue" in 2023, the super village BA in Rongjiang Village, Guizhou, and Harbin at the beginning of the new year in 2024 are all highlighting the unique charm of regional culture in various parts of China, and also reflecting the new trend of the cultural tourism industry. Consumers are no longer satisfied with the traditional way of traveling, but are more focused on experience, engagement and interaction.
According to the Zhimeng report, most consumers have increased the opportunity to travel, and domestic tourism and surrounding tourism are also very hot, while city walk, urban night tours, special forces tourism, and immersive cultural tourism are also more popular among the population. Not only that, 651% of consumers have increased their time and money spending on travel in 2023. Some consumers said that the current mentality is to live in the present, so they are willing to spend money on travel, go and treat themselves well; Some consumers also said that they will continue to increase their spending on tourism in 2024, and plan to take their families to various cities in China to increase their knowledge and broaden their horizons.
Consumers' pursuit of cultural experience tourism is constantly improving, and they are more willing to pursue cultural heritage. Cultural tourism is not only a way to travel, but also an exploration and experience of history, culture, art, etc. Zhimeng report shows that 402% of consumers like to discover and feel the local culture in the process of traveling, and 47% of consumers linger on the long history and culture after the trip.
Behind the popularity of cultural tourism, the spread of short ** and online platforms has played a huge role, and the attention and support of relevant departments in various places to the cultural tourism industry has not only promoted the rapid development of the cultural tourism industry, but also brought consumers a better experience. For example, NetEase Cultural Tourism has carried out strategic cooperation with Zhejiang Taishun, giving full play to NetEase's ability as an Internet technology company and also a content company, by helping Taishun build a city brand, promote urban culture, cultivate popular products, e-commerce monetization, and education empowerment, to achieve a win-win situation between government and enterprises, and help Taishun "find bosom friends" in the Internet world, so that more people can know, understand and discuss Taishun.
02.New pyrotechnics: a new password for urban traffic
Consumers are more likely to pay for the content that "can constitute a special experience in my life", urban fireworks with cultural heritage, and the current texture that returns to the true nature of life. More and more consumers are choosing to go to niche cities to chase the fireworks, and the immersive and in-depth experience of fireworks can meet consumers' needs for authentic, insightful, personalized and meaningful travel, allowing consumers to have a deeper understanding of local culture and life, and obtain a unique sense of happiness and satisfaction that is exclusive to this place.
According to the report, more than half of consumers choose to travel to niche cities in search of peace and relaxation, away from the hustle and bustle of the city, and experiencing the pristine natural environment. Reverse travel allows consumers to stay away from crowded popular tourist attractions and destinations, explore more unknown, unique and niche places, go deep into the local culture, integrate into local life, and immerse themselves in urban fireworks; At the same time, you can continue to challenge yourself and broaden your horizons to get more surprises and fun.
The "new pyrotechnicism" that filters out the "impurities" and continues to retain the real one has brought more opportunities for urban development and has become a new password for increasing urban traffic. The traditional "pyrotechnicism" refers to the life of ordinary residents, while the "new pyrotechnicism", as an urban development trend and concept that has gradually attracted attention in recent years, emphasizes that after the city is governed and reconstructed, it can not only retain the cultural heritage and fireworks atmosphere, but also meet the diversified needs of leisure, tourism and commerce.
Creating urban IP has also become an important means to show the specific image of the city. In 2023, topics and events such as Guizhou Village BA and Village Super, Xi'an Qujiang Nightlife, Shijiazhuang Rock ** Festival, the hot "Go to Zi to Catch the Roast" and "Go to a Windy Place" have brought tourists and traffic to these cities, not only promoting local consumption, but also enabling these cities to have their own IP. A recognizable and attractive city IP can quickly make people think of the city and get more attention and likes from tourists.
03.Under the trend of "fireworks narrative", the marketing strategy of cultural tourism brands
In today's fast-paced environment, people are increasingly yearning for experiences that can reach the depths of the soul and return to the essence of life. The city's pyrotechnic atmosphere, as a vivid cultural expression, is gradually becoming a clear stream in the tourism market. People are no longer satisfied with just going to the iconic buildings to take photos, but are more eager to experience the daily life of a city in depth, and feel its unique cultural atmosphere and humanistic feelings. This pursuit of authentic and warm life experience is reshaping the future trend of the cultural tourism industry. Under the trend of "fireworks narrative", Zhimeng proposed the following strategies for cultural tourism brand marketing.
Strategy 1: Create a city attraction with fireworks
For a city's tourism, it is not only the iconic high-rise buildings, gorgeous buildings and scenic spots that attract consumersThe city's fireworks are becoming more and more important, and the marketing of the city not only needs a grand narrative, but also a small scene that can reflect the rhythm of urban life, but will attract more attention. People's impression of the city is also **** in the smell of coffee on the street corner, handicrafts in the alleys, or the bustle of the night market. This kind of fireworks is a true portrayal of urban life, which adds a sense of intimacy to the city, so that people can find a sense of belonging and joy in life.
In addition to the Russian style architecture and ice and snow culture that are attractive in Harbin, the food and a variety of satisfying goods in the streets and alleys are also eye-catching, and the warm, warm and hospitable citizens of this city are also the key to adding human touch to the city. Harbin's citizens are known for their openness and warmth, not only showing visitors the city's traditions and culture, but also conveying an attitude to life: even in the coldest winters, they can embrace life with the most enthusiastic mindset. This attitude, this kind of fireworks, is the real attraction of the city of Harbin.
Strategy 2: Content-based and thematicization of urban cultural tourism
In the future, cultural tourism should have an extensible theme and high-quality content, and think about how to use "good taste" and "good humanities" to tell the story of a small town, fireworks are not only the scenery, but can be integrated with performances + sightseeing, homestay + intangible cultural heritage, bookstores + cafes, etc., superimposed more rich content options, and stimulate the "multiplier effect" of consumption. For example, the "Taste of Hunan, Go to Xiangdang Taste Place" tourism and food experience season, which combines tourism, food and related art and calligraphy works, books, intangible cultural heritage Hunan embroidery, cultural and creative products and other contents and displays them, endows food culture with art, drives the innovation and development of Hunan's food industry, and uses new forms such as Douyin short ** that the public likes to see. "Taste Hunan, Go to Xiangdang Taste Place" has effectively publicized and promoted Hunan's tourism and food resources, established the brand image of Hunan tourism and food, gave birth to the food tourism industry, activated the cultural tourism and catering consumer market, and realized the popularity of Hunan cultural tourism.
Strategy 3: Empower cultural tourism with IP value
Empowering cultural tourism with IP value is a very common marketing method, but how to deeply inject IP into local culture, make soulful and distinctive co-creation, and tell new stories for the old city is a problem that needs to be considered to establish further resonance for urban cultural tourism. At the 9th China International Copyright Expo, which opened on November 23, 2023, 8 outstanding copyright parks and units in Chongqing made a group appearance in this only comprehensive, international and national copyright professional expo in the field of copyright in China, demonstrating the vigorous power of new Chongqing's cultural IP under the empowerment of digital intelligence. At this edition of the Expo,With the theme of "Copyright Value and Urban Temperament", the Chongqing exhibition hall uses sound, light, electricity and other scientific and technological means to display the characteristic highlights of Chongqing in the field of copyright in recent years, and shows the city image of "new era, new journey, new Chongqing".
Strategy 4: Create a new urban field with digital space
Reconstruct the people and goods field of cultural tourism consumption with digital space, based on XR, VR, metaverse, digital human and other technological means, integrate the city's rich history and culture with offline travel scenes, and digitally create warm content, which can create a new field of cultural tourism in the digital era and a new space for immersive experience. Taking the digital experience of the Palace Museum as an example, in recent years, the 3D data collection of 1,294 cultural relics in the Palace Museum's collection has been completed. These high-precision 3D data can not only display the 720,000-square-meter 3D panorama of the Forbidden City, but can also be combined with VR technology to develop interactive theater works, VR headsets, VR glasses projects, etc. It is not only to create digitalization, but also to create a new form of museum for the future on the basis of digital planning and Internet thinking on the basis of the digitalization of collections, based on the concept of interconnection of all things.
The digital recreation of the Forbidden City not only provides a new way of viewing, but also enhances visitors' sense of engagement and immersion through an interactive experience. Such a digital transformation has opened up a new path for the city's cultural tourism. It is not only a supplement to cultural tourism consumption, but also an innovation, which provides new possibilities for the protection and inheritance of culture, and also brings consumers an unprecedented experience.
Strategy 5: Create a new scene of agriculture, culture and tourism with fireworks as an extension
From the smell of fireworks to ecological beauty and industrial beauty, with "agriculture" as the foundation, "culture" as the charm, and "tourism" as the expression, the cultural tourism industry can be deeply integrated with agriculture and local industries in the future, and extend and expand new scenarios such as "agriculture + leisure tourism + culture and sports + health care + deep processing". Through such in-depth integration, the cultural tourism industry can better serve the rural revitalization strategy, drive the development of the local economy, and provide tourists with a more colorful tourism experience. This is not only an innovation in the cultural tourism industry, but also a profound innovation in the traditional agricultural and rural tourism model.
On the track of rural revitalization, NetEase Cultural Tourism has made a good attempt. With the core strategy of "Taishun, longing for Chinese rural life", NetEase Cultural Tourism has formulated a three-step plan for Taishun's "going out".
First of all, it cooperated with NetEase Cloud**, NetEase Games, and NetEase Yanxuan to launch the "Internet Culture Root-Seeking Tour", organized the content team to go to Taishun to "create", excavate local culture, establish the Taishun cultural tourism brand, and replace Taishun cultural tourism products; Then, the "Seeds in the Mountains Public Welfare Action" was launched to "deliver love" through content e-commerce and education public welfare, helping Taishun's enterprises and schools improve their digital level and realize the transformation of common prosperity achievements. Finally, a complete communication system has been built for the local government, and the G2C interaction of NetEase's cultural and creative head IP throughout the year has helped Taishun "find friends" in the Internet world, so that more people can know, understand and discuss Taishun.
The purpose of tourism trumps the destination, and consumers are more likely to pay for the content that "constitutes a special experience in my life", urban fireworks with cultural heritage, and the current texture that returns to the essence of life. Therefore, under the trend of "fireworks narrative", urban fireworks cultural tourism, which is returning more and more to the true nature of life, will be favored by more people.
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