In the construction of urban commerce, the excavation, integration and dissemination of cultural resources are conducive to improving the quality of commercial space, establishing urban signs, showing regional characteristics, and promoting the healthy development of commerce. Red culture is an important part of urban cultural resources, but the current interpretation and interpretation of red culture are mostly limited to tourism scenes, and there are few research and practice cases of integration with urban commerce. The construction of Lu'an Red Street Cultural Park has filled the gap in this regard to a certain extent, and brought us thinking on how to integrate the development of red culture and urban commerce, which has certain reference significance.
1. The relationship between red culture and urban commercial development.
1) Characteristic culture is the charm of urban commercial development.
Commercial space is a place of consumption, and the physical and psychological needs of consumers must be taken into account. "All social consumption is 'beyond the scope of commerce'; That is, consumption is not limited to the business system. The convergence of culture and commerce is both an economic and a cultural phenomenon. Therefore, we can see that on the basis of one-stop shopping streets, functional themed professional streets, life streets and other models, a business, tourism and cultural integration business model has emerged. This kind of integrated business model focuses on the accumulation of history and culture in different eras of the city, and pursues to become a cultural landmark in the city, such as Shanghai Yu Garden, Xiamen Zhongshan Road, etc., which is the result of consumers' demand for cultural consumption. At the same time, culture is an important factor that determines the charm of commercial space, and it is also the magic weapon for commercial development.
2) Red culture is an important part of urban culture.
Red culture has the triple attributes of resources, landscape and heritage, and is a unique comprehensive resource integrating the values and functions of patriotic education, economic development, and cultural dissemination, including not only material resources such as revolutionary sites and commemorative sites, but also spiritual resources, and has the attributes of public resources.
The full excavation and integration of red culture is conducive to enhancing the spirit of urban culture, which is the demand for the construction of China's urban spiritual culture. Red culture is beneficial to the shaping of the city's image and the construction of the city's cultural business card, especially for small and medium-sized cities to build cultural brands and promote cultural tourism, and is an important part of the city's cultural ecology.
In recent years, various localities have also made multi-dimensional and multi-level explorations on the road of combining red culture with urban culture, tourism and commerce, such as the construction of red cultural experience bases and the development of red cultural tourism industry.
However, it should also be noted that there are still deficiencies in the inheritance of red culture, such as the lack of innovation awareness in traditional paths, the narrow market of red culture audiences, and the single form of red culture.
First, the connotation of the red spirit is not condensed enough. In the implementation path of red culture inheritance, especially whether the red culture can be integrated into the commercial block, further innovation and development are still needed.
2. The enlightenment of the integration and development of red culture and urban commerce in Lu'an Red Street.
1) Lu'an has abundant red cultural resources.
Lu'an is a well-known old revolutionary base area in China, an important source of the Chinese revolution, an important birthplace of the people's army, and a model place for the construction of the Soviet Union. From the Hubei-Henan-Anhui Soviet Region during the Agrarian Revolution to the Liberation War during the Liberation War, Liu Deng's army marched thousands of miles into Dabie Mountain, this land has been infiltrated with red legends, 300,000 martyrs, 108 founding generals, and more than 560 revolutionary sites ......It enjoys the reputation of "the cradle of the Red Army, the hometown of generals" and "the red museum without walls". This unique red culture of Lu'an has a heavy weight.
Looking back on the past beacon years, the people of Lu'an have made brilliant contributions to the cause of the Chinese revolution with a fearless spirit of sacrifice, and we must continue to move forward in the footsteps of our revolutionary predecessors. Education in the revolutionary tradition should start from the child, pay attention to the inculcation of knowledge, and strengthen the cultivation of emotions, so that the red gene can penetrate into the blood and heart, and guide the vast number of young people to establish a correct world outlook, outlook on life, and values. Therefore, the inheritance, dissemination and development of red culture are also the mission and responsibility of Lu'an.
2) Red culture is the soul of Lu'an Red Street Cultural Park.
Lu'an Red Street Cultural Park (hereinafter referred to as "Lu'an Red Street") at the beginning of the planning and construction of the red culture and commercial value, the investment and operation of the Red Street Commercial Management ——— a private enterprise under the Seiko Holding Group in the construction of Lu'an Red Street, they have many years of experience in urban commercial development and operation, focusing on the expression and display of the intrinsic characteristics of urban culture.
In the early stage of the planning and construction of the Lu'an Red Street project, the planning and construction team traveled all over the mountains and rivers of Lu'an, felt the local culture of Lu'an, especially the depth and agitation of the red culture, and extensively invited experts and scholars in culture, education, party history and other aspects to communicate and solicit their opinions and suggestions. Therefore, how to inherit the red gene and prosper the red culture is an important issue that needs to be faced to build Lu'an Red Street.
3) The realization path of the integration of red culture and urban commerce in Lu'an Red Street.
After repeated demonstrations, the operation team of Lu'an Red Street kept in mind that "the old revolutionary area is the root of the party and the people's army, and we must not forget that we came from the best and will always draw wisdom and strength from the history of the revolution", based on the advantages of rich red resources in the old area of Lu'an, with the goal of building an innovative socialized red education platform, and infiltrating the red gene into Lu'an Red Street through the way of "moisturizing things silently", and then striving to build an immersive red culture education and experience base.
The specific path of the integration of red culture and urban commerce in Lu'an Red Street is as follows:
In terms of values, we will build a five-in-one "base + classroom" immersive education model that integrates centennial party history education, revolutionary tradition education, patriotism education, socialist core values education and grassroots party building work, making the education methods and methods more comprehensive, three-dimensional and vivid.
In terms of functional positioning, according to the experiential product design idea of the trinity of cultural experience, leisure experience and situational consumption experience, the content composition of red culture, the planning of commercial formats and the design of landscape products are guided, so as to form a one-stop experience block of travel, shopping in Red Street, eating in Red Street, having fun in Red Street, and red experience in Red Street.
In terms of layout, Lu'an Red Street and Dabie Mountain Revolutionary Historical Memorial Park face each other across the city center from Jiuduntang, and Lu'an's red culture is in the same line. Lu'an Red Street forms "one park, two reds, three museums and five bases", and one park is the Dabie Mountain Revolutionary History Memorial Park; The two reds are the Lu'an Red Lecture Hall and the Lu'an Red Stage; The three museums are the Dabie Mountain Revolutionary History Memorial Hall, the Old General's Calligraphy and Painting Museum, and the Centennial Party History Education Museum of the Communist Party of China (Lu'an Jin'an Red Collection Museum); The five bases are the Anhui Provincial Cultural Industry Demonstration Base, the Anhui Provincial Tourism and Leisure Agglomeration Base, the Lu'an Patriotism Education Base, the Lu'an Party History Education Base for Party Members and Cadres, and the Lu'an Primary and Secondary School Student Research Base. Matching the six basic commercial formats such as Lu'an Characteristic Snack Street, attracting many brand merchants to move in, forming a new pattern of diversified business development.
In terms of construction content, Lu'an Red Street Red Culture and Education Base has built a centennial party history education center of the Communist Party of China (with more than 5,000 red cultural relics such as party emblems, party constitutions, party membership certificates, party membership applications, and a large number of newspapers, movie posters, and posters); The old general's calligraphy and painting hall with the theme of environmental protection, the intangible cultural heritage life experience hall and the collection culture and art exchange center with the concept of "creative transformation and innovative development" as the core and "seeing people, seeing things, and seeing life", have built a red experience hall, including the Lu'an Red Lecture Hall with nearly 200 seats and the Lu'an Red Stage that can accommodate more than 1,000 audiences, forming a business pattern with rich content, diverse forms and a great sense of experience.
In terms of curriculum setting, Lu'an Red Street Red Culture Education Base adheres to integrity and innovation, and has not only successfully created a five-in-one "base + classroom" immersive education model integrating party history education, revolutionary tradition education, patriotism education, socialist core values education and grassroots party building work, but also developed menu-style teaching content according to the specific needs of red education for young people in party and government organs, enterprises and institutions, and social organizations, which has been widely affirmed and praised. For example, for the majority of primary and secondary school students, the theme education of "Party history from primary school, always follow the party" has been carried out, and experts and scholars from the party history department have been invited to teach, telling the red story of Lu'an with typical characters and typical events, spreading red culture, and encouraging young people to strengthen their ideals and beliefs. For organs, enterprises and institutions, it is equipped with an oath hall for party members, which can provide themed party day activities. The above measures not only build an innovative socialized red culture education platform for the majority of party members to carry out party spirit education, young students to carry out patriotism education, and non-public enterprises and social organizations to carry out party building activities, but also become an important window to carry forward the spirit of Lu'an old area, continue the red blood, and show the style of red Lu'an.
In terms of the integration of activities, through the cooperation with Lu'an city and district literary and artistic groups and mass literary and artistic organizations, on the basis of enriching the leisure and entertainment life of local citizens, Lu'an Red Street has infiltrated the red gene into it, and has held one after another characteristic activities that integrate the characteristics of red culture and commercial blocks. While bringing all kinds of red songs and dances and local dramas to the citizens, the Lu'an Red Stage also brings diverse and rich entertainment activities to the citizens, becoming a good platform for propaganda and leisure places. For example, the theme activities of the "Hi in Red Street" night market and night market cultural festival in the summer series of activities such as friendship and dancing, DJ street dance, night snacks, costume catwalks, square dances and close contact with intangible cultural heritage highlight the theme of "Red Street makes your life better" and leave a deep impression on the general public and tourists.
On the whole, on the basis of integrating the commercial formats that meet the commercial needs of Lu'an city, Lu'an Red Street is skillfully and organically integrated with culture, and has successfully created a red culture and education base with the theme of Lu'an red culture with the theme of Lu'an red culture, and has built an immersive social red education platform of "base + classroom" with this as the main position, focusing on the display of Lu'an red culture, traditional culture and folk culture, etc., with a very rich and vivid historical presentation.
4) The practical significance of Lu'an Red Street taking the road of integrated development of red culture and commercial blocks.
As a cultural and business tourism project in the center of the city, Lu'an Red Street is a comprehensive cultural park integrating shopping, tourism, leisure, entertainment, cultural display and experience, and is a cultural industry project of the 861 Action Plan of Anhui Province. The project has won the titles of 2009 China Commercial Real Estate Project to Promote Regional Economic Development, Anhui Cultural Industry Demonstration Base, Anhui Service Industry Cluster, Anhui Characteristic Commercial Demonstration Block, etc., and the merchant investment rate has remained high, and it is a new landmark commercial and cultural center in Lu'an City, which has played a good leading role.
1.Red culture has played an enabling and promoting role in the development of urban commerce.
As a characteristic commercial demonstration block in Anhui Province located in the center of Lu'an City, after years of continuous accumulation and development, Lu'an Red Street has formed a good situation of integrated development of six major commercial formats, including leisure and entertainment formats represented by cinemas, health centers, KTVs, and Red Street and Bar Street; local characteristic catering formats represented by Red Street and Lu'an Characteristic Snack Street; the shopping format represented by the New World Experiential Tesco Centre in Central; The reception format represented by the only five-star comprehensive hotel in Lu'an City——— Wanxi Hotel. The major business formats are integrated with each other and promote each other, providing tourists and consumers with a high-quality one-stop leisure and entertainment block located in the center of Lu'an City.
It can be said that Lu'an Red Street is rich in natural, humanistic, commercial and other tourism resources, and the injection of red genes has strengthened the personality of Lu'an Red Street, further strengthened the local citizens' feelings towards Red Street, and attracted more tourists, bringing commercial benefits that have increased year after year.
2.The organic integration of red culture and urban commerce has achieved significant social benefits.
The citizens who visited left heartfelt comments: "The commentator is natural, beautiful and generous, and enthusiastically introduces the centennial history of the founding of the party to everyone, and is deeply encouraged." The layout and design of the exhibition hall are integrated into one, and patriotic education is displayed with heart, affection and love. There are also visitors who left a message: "The look is very good, there are ** displays, ** animations, and there are more unique 'debriefing services', which is refreshing and worth observing carefully!" "From the thick guest book, we saw that the visitors gave a lot of affirmation to the construction and operation of Lu'an Red Street Red Education Base in terms of exhibition content and exhibition form, and these encouragements and affirmations further encouraged the operation team to strive for excellence and perfection.
Since 2020, Lu'an Red Street has cooperated with the Dabie Mountain Revolutionary History Memorial Park to receive more than 20,000 visitors, including more than 3,000 primary and secondary school students, and has realized the exchange of docents. In the reception of tourists, local tourists account for a high proportion. Lu'an Red Street Red Culture and Education Base has been identified as Lu'an Party History Education Base for Party Members and Cadres, Lu'an Intangible Cultural Heritage Learning Base, Lu'an Primary and Secondary School Students' Research and Practice Education Base, Jin'an District Youth Red Education Base, Yu'an District Youth Red Education Base, etc., through red education, the older generation evokes emotions, and the younger generation receives education, which realizes cultural inheritance to a certain extent.
When we stroll through Lu'an Red Street, we will find that the red culture and urban commerce are integrated with each other, complementing each other, and there is no sense of disobedience. Local citizens go to enjoy the red song and dance performances on the Lu'an Red Stage in their leisure time, stirring up red eroticism while leisure and entertainment; Tourists from outside the city met with the red culture on the streets of the city, exploring and perceiving the background color of Lu'an City. In Lu'an Red Street, red culture and urban commerce have been integrated, which is not only a garden for Lu'an people to find joy of life and explore spiritual understanding, but also to meet the needs of Lu'an citizens for a better life; It is also an urban living room for foreign guests to visit the local culture of Lu'an and feel the life of Lu'an. Lu'an Red Street shows the style of Lu'an in its own unique way, highlighting the culture and personality of Lu'an city.
5) The practical value of private enterprises participating in the construction and operation of red cultural blocks.
In the article "Exploration of the Path of Regional Red Culture Innovation and Development and Inheritance and Popularization in the New Era———Taking Anhui Province as an Example", it is mentioned that it is necessary to innovate the form of red culture communication, realize the integration with the real economy industry, integrate into commodity consumption and services, and strive to make the communication mode of red culture closer to life and the public, and the cultural elements are invisible. Only in this way can the red culture be connected with life and understood and accepted by the public, in order to realize the real red culture invisibly. In this process, the participation and responsibility of private enterprises have become an important force. In the construction of Lu'an Red Street, Seiko Holding Group is committed to the inheritance and dissemination of red genes, and various measures have been affirmed and supported by provincial and municipal leaders.
We can see that in terms of spreading red culture, private enterprises can play a good role in socialization. This not only shows the feelings and responsibilities of private enterprises in this field, but also plays a good role in social leadership and encourages more private enterprises to devote themselves to it. We believe that through the joint participation and efforts of many parties, our city can have more active cultural, economic and influential power.
III. Conclusion. The red culture and the urban commercial block complement each other, which is the unique and valuable result of the collision of the feelings of the family and the country and the activation of the red gene in the innovative operation process of Lu'an Red Street. Cultural genes can be drained, and with the support of commercial support, culture can be supplemented in the form of commerce, and culture can feed back to business, achieve each other, and form a new pattern. More importantly, this self-generation based on the market economy makes culture more active, more vivid, and more vigorous. With the power of the commercial platform, it is the most meaningful and valuable to continue to inherit and spread culture, gather people with culture, shape culture with people, and make culture no longer shelf, but take root in commercial activities and citizen activities, and constantly give birth to newer and more beautiful lives.
Cities are built in the hands of generations, we plan them, we influence them, and it guides and influences us. In this process of shaping each other, the power of culture cannot be ignored. However, the construction of commercial real estate projects is often business-oriented, and there is a lack of connection with the local culture or the operation is superficial and conceptual, which can easily lead to the short-lived appearance of the project. Therefore, the research on the deep relationship between the sustainable development of business and the construction of urban culture is undoubtedly a major topic in the construction of urban commercial projects.
It can be said that in terms of how to deeply excavate the local characteristic culture, let the business find the soil to take root and integrate with the local culture, and then achieve each other, promote each other, and form characteristics, Lu'an Red Street, as an advocate and practitioner of Lu'an red culture, has embarked on its own road of cultural and commercial integration through continuous innovation. Lu'an Red Street is not a single form of tourism and culture, but a comprehensive model of three-dimensional, all-round and commercial integration, with the flexible characteristics of marketization. The author believes that Lu'an Red Street is no longer an ordinary commercial street, but a concentrated display of Lu'an's urban spirit and Lu'an people's character, she is the inevitable product of urban development, the core window to show Lu'an's urban image and life mode, the core element that drives the improvement and optimization of Lu'an's modern service industry and urban functions, and the activation and immersive socialization of red culture and education innovation platform.
Lu'an Red Street will continue to take the inheritance of Lu'an red gene as its mission, and through the carrier of urban commercial blocks, let culture and urban commerce be mutually represented, and obtain greater development space and social value. The author also expects that the construction and operation of Lu'an Red Street and the practical path of the integrated development of red culture and urban commercial blocks can trigger a little thinking and even enlightenment for relevant urban business practitioners.
Author's Affiliation: Anhui Seiko Holding Group).