The high-quality development of the cultural tourism industry is inseparable from effective cultural tourism investment and the supply of high-quality cultural and tourism products, and taking the cultural tourism industry as the starting point to revitalize the stock assets is an important path to steadily enhance the vitality of cultural tourism investment and create high-quality cultural and tourism products.
After three years of the epidemic, China's tourism industry will fully recover in 2023, and "destocking and replacing increments" has become a major trend in the entire cultural tourism industry.
How to revitalize traditional stock assets?
How can cultural industry content empower existing assets and maximize the operational value of assets?
In this issue of cultural tourism operation officer, we take the large-scale immersive fantasy myth 3D digital interactive light and shadow show of Yulin's "Nine Songs of the Yellow River", which has attracted much attention in the industry recently, as an example, to take you to understand how the city's stock assets can be effectively revitalized.
On January 15th, the large-scale immersive fantasy myth 3D digital interactive light and shadow show "Nine Songs of the Yellow River" created by Yulin Tourism Investment and Digital Tiger Image was staged in Hall H2 of Yulin Convention and Exhibition Center.
* l Count tiger images.
"Jiuqu Yellow River Array" combines the ancient Chinese New Year folk customs of "Zhuan Jiuqu" in northern Shaanxi, and integrates the ancient myth of King Wu's "Jiuqu Yellow River Array" of WentaishiExcavate cultural elements such as traditional customs, folk customs, Jiuqu Yellow River, Jiuxingshu, Chinese myths and stories in northern Shaanxi, integrate modern technology, art, interactive experience, wisdom development, etc., to create nine immersive interactive experience spaces such as fire, water, agriculture, culture, nature, earth, wood, craft, and gold. At present, "Nine Songs of the Yellow River" has been staged for two weeks, attracting a large number of tourists to visit, and it has become a highlight of this year's New Year activities in Yulin, northern Shaanxi.
"Nine Songs of the Yellow River" is not only a wonderful Yulin New Year folk customs exhibition and display activity, but also a typical cultural tourism operation practice case that takes the content of the cultural industry as the starting point and effectively revitalizes the city's stock assets.
In the past two decades, the cultural and tourism sector has undergone large-scale investment and development, accumulating a large number of stock assets. In the context of "large infrastructure", a large number of public service infrastructure such as culture, sports, and convention and exhibition centers have also been built in the process of urban development.
The Yulin Convention and Exhibition Center, where the "Nine Songs of the Yellow River Array" was staged, covers a total area of 16With 730,000 square meters, including six exhibition halls and seven foyers, it is a convention and exhibition complex integrating large-scale conferences, exhibitions, banquets, activities (competitions, performing arts) and other functions. Like many convention and exhibition centers and large-scale cultural and sports venues in other cities, Yulin Convention and Exhibition Center also has the problem of idle and low utilization rate of some venues or exhibition halls.
Image source l Yulin Tourism Investment Travel Recommendation.
How to improve the utilization rate and commercial conversion rate of venues and enhance the operational value of existing assets has become an industrial proposition that the local cultural and tourism department has been thinking about.
At the moment of promoting the high-quality development of the cultural and tourism industry, how to utilize and revitalize these accumulated stock assets has begun to attract attention. In particular, with the continuous deepening of the integration of culture and tourism, the efficient integration of cultural assets and cultural content with various stock assets of the city, and the comprehensive improvement of the utilization rate and commercial conversion rate of stock assets through market-oriented and industrialized operation layout, has become one of the mainstream paths for the cultural and tourism industry to revitalize stock assets.
Combined with the operation status of Yulin Convention and Exhibition Center,Based on the principle of operating to revitalize stock assets and enhance urban vitalityAfter carefully analyzing Yulin's demand, cultural tourism endowment and market potential, Shuhu Image took the cultural industry as the starting point to reverse the design ideas of the experience project from the perspective of operation, and promoted the implementation of "Nine Songs of the Yellow River Array" in Yulin Convention and Exhibition Center.
As a large-scale 3D+ traditional folk culture innovation exhibition and performance project to welcome the Spring Festival of the Year of the Dragon, "Nine Songs of the Yellow River" innovatively grafts the intangible cultural stock asset of "Zhuan Jiuqu", a unique local characteristic New Year custom activity in Yulin, into the tangible stock space of Yulin Convention and Exhibition CenterLet local characteristic folk activities as an important resource to revitalize local stock assets, and finally form the effect of "1+1>2" of tangible assets and intangible assets.
The creation of "Nine Songs of the Yellow River Array" is based on the local folk ritual activities of "turning nine songs" and "turning lights" in Yulin for thousands of years, and deeply integrates traditional culture with 3D technology, sound, light, shadow, electricity, and mythological characters of the god list, and reshapes an indoor scene "Nine Songs of the Yellow River Array" with an unprecedented sense of science and technology and trendy fashion vision.
Yulin is located in northern Shaanxi, and the "Zhuan Jiuqu" in the Spring Festival of the first month is a unique folk activity along the Yellow River in northern Shaanxi. At the same time, the "Zhuan Jiuqu" also retains the folk arts such as gongs and drums in northern Shaanxi, Yangge in northern Shaanxi, and suona in northern Shaanxi, and integrates the diverse and rich regional culture of ordinary people along the Yellow River, such as religious beliefs, sacrifices, and prayers. This characteristic regional folk customs have been deeply symbiotic with the city of Yulin for thousands of years, and the cultural inheritance has not been interrupted for thousands of years, which is also the deep cultural reason why Yulin can make the characteristic folk customs of "Zhuan Jiuqu" into a large-scale immersive fantasy myth 3D digital interactive light and shadow show.
As a unique ancient folk activity in northern Shaanxi, "Zhuan Jiuqu" or "Zhuan Deng" has always been carried out outdoors on the banks of the Yellow River and on the Loess Plateau. Why did the "Jiuqu Yellow River Array" not choose to be presented outdoors, but walked into the indoor venue and into the H2 hall of the Yulin Convention and Exhibition Center?
The operation determines the content, the content is integrated into the format, the format creates the scene, and the scene guides consumption.
First of all, in terms of weather conditions, it is very cold outdoors in northern Shaanxi near the Spring Festival, which is not conducive to tourists staying for a long time.
Secondly, the daily use rate of some exhibition halls of Yulin Convention and Exhibition Center is not high. With unique cultural content as the first attraction, the local folk customs are deeply implanted into the venues with low utilization rate, and cultural products that can be comfortably watched in indoor scenes are created, which effectively improves the utilization rate of idle venues and finds a fresh and reliable starting point for the city to "remove stock for increment".
Thirdly, through the in-depth excavation and innovative interpretation of local culture, "Nine Songs of the Yellow River" skillfully realizes the mutual empowerment of culture and space. "Jiuqu Yellow River Array" is composed of nine theme space scenes, 360-degree magic screen, panoramic stereo, modern installation art, naked-eye 3D images, as well as real wheat waves and trees, etc., with the blessing of these digital multi-technology technologies, the closed indoor space is created into an immersive experience of the in-depth tour scene, creating a very scientific and technological sense and cool visual travel experience for tourists.
After the epidemic, China's cultural tourism industry has been revitalized in the recovery, and in terms of investment and development of cultural tourism projects, the entire industry has moved from the past "incremental development" to the stage of "stock revitalization".
After years of investment and construction, China has formed a large number of stock assets in infrastructure and other fields. According to incomplete statistics, China's stock infrastructure has reached 100 billion.
How to integrate the many "big infrastructure" construction achievements scattered in various cities, such as large and medium-sized cultural and sports venues, convention and exhibition centers, and other stock assets, through market-oriented operation, introduce diversified cultural industry content, and realize activation and restart, has become a topic of the times that society, cities and the entire cultural and tourism industry must face.
The "Nine Curves of the Yellow River Array" created by Yulin Tourism Investment and Digital Tiger Image is a success in revitalizing the stock assets of Yulin Convention and Exhibition Center, but its success is not occasional. Because behind its success, Aimu Jiahe, who has experience in the same type of project, gives scientific and sufficient guidance.
* l Yulin Tourism Investment Digital Tiger Image and the initiator, practitioner and leader of the localized application of the operation pre-system, Beijing Aimu Jiahe Operation Pre-planning Office, has gone through in-depth cooperation with many different types of projects such as "Fuyao Reflecting the Moon", "Yao Chang 72", "Lanqi Mountain and Sea Map".
Photo source l Ai Mu Jiahe.
This time, the digital tiger image will also be pre-operation and scientific and technological genes jointly blessed in the "Jiuqu Yellow River Array", with the pre-operation as the scientific guidance, the planning and design of the project, with Yulin folk culture and tradition as the starting point, the digital light and shadow "Jiuqu Yellow River Array" to give effective empowerment.
As a top content service provider of high-tech creative cultural tourism in China, Digital Tiger Image focuses on culture, tourism, and new art, and has been deeply engaged in the field of visual creativity, and has created many digital multi-project cases in the field of domestic cultural tourism. Their professional digital multi-visual image presentation technology and rich experience in the customized development of cultural tourism projects provide a strong production empowerment for the wonderful presentation of "Nine Songs of the Yellow River".
How can scene technology be deeply integrated with local culture to empower the operation of stock assets?
As early as 2014, Aimu Jiahe applied the "pre-operation" system tool for the first time to start the operation of the post-Olympic venues in the north and south squares of the Bird's Nest in Beijing.
After the 2008 Beijing Olympic Games, as a landmark city landmark in China, how to achieve sustainable and maximum utilization of the National Stadium venues and peripheral supporting infrastructure space has always been a social topic of great concern.
At the same time, under the guidance of urban development policies such as "new vitality of old cities" and "incremental expansion to stock tapping potential", a refined transformation of urban internal space and strengthening the revitalization of stock assets for the intensive utilization of idle and semi-idle infrastructure have quietly taken place.
Take cultural tourism as the grasphands, promote the venueThe revitalization of existing assets was still an advanced attempt in those days.
In 2014, Aimu Jiahe introduced the American DreamWorks "How to Train Your Dragon" super vision live show into the Bird's Nest North Square, and applied the mature foreign cultural tourism operation system and new concepts such as scene and experience for localized application, and the two-way empowerment of internationally renowned IP and national venues, opening a new operation path in the direction of complex cultural tourism content experience for national venues.
In 2016, Aimu Jiahe built the first composite experience community in the core area of the city - Sheep Herding Cooperative, in the Bird's Nest South Square. With quality as the medium, we will open up the aggregation scene of online and offline entertainment consumption, drive well-known Beijing brands such as Quanjude and Daoxiangcun to settle in the Sheep Husbandry Park, and drive international catering brands such as McDonald's and Burger King to enter the vicinity of the Bird's Nest, so as to realize the blowout growth of the business formats around the Bird's Nest.
In the end, the integrated operation of "sports + culture + tourism" in the north and south squares of the Bird's Nest was revitalized, opening a new model of full-scene operation of cultural tourism in the post-Olympic era.
This is also a landmark operation case in China that revitalized the stock assets by implanting the content of the cultural industry for the large-scale urban stock infrastructure in China.
First of all,Clearly take the cultural industry as the starting point, the revitalization of stock assets into the development of local industries, the formation of a differentiated, complementary revitalization of the road, for tourists to create a new experience;
Secondly,Take the digging depth as the path, excavate the depth of Yulin's unique local cultural resources such as characteristic and advantageous folk customs "Zhuan Jiuqu", and create cultural content differentiation;
Third,The goal is to improve the public experienceCombined with the major traditional Chinese festival of the Year of the Dragon, it caters to the market demand for blessings in the Year of the Dragon, cultural worship of the Yellow River in Jiuqu, and traditional culture, and creates creative content, innovative scenes, and creative experiences to enhance the experience of cultural tourism products.
In recent years, Yulin has made frequent efforts in the field of cultural tourism, attaching great importance to integrating local history, tradition, folk customs and other cultural elements into cultural tourism products, so as to empower the high-quality development of the cultural tourism industry.
This time, Yulin's "Nine Songs of the Yellow River" is based on the development of Yulin's local cultural tourism industry of "activating, inheriting and utilizing" local traditional culture and promoting the integration of culture and tourism, and innovates the traditional folk activities of Yulin to "turn nine songs" into a large-scale immersive fantasy myth 3D digital interactive light and shadow show, on the basis of inheriting traditional culture, innovating the form of expression, experience mode and experience content, bringing tourists a unique new experience.
Image source l Yulin Tourism Investment Travel Recommendation.
Pictured: "Nine Turns of the Yellow River Array"; The folk "turn nine songs" under the picture
The stones of other mountains can be used to attack jade.
How to revitalize existing assets? "Jiuqu Yellow River Array" and Ai Mu Jiahe's "How to Train Your Dragon" Super Vision Live Show @ Bird's Nest North Square" and "Sheep Herding Cooperatives @ Bird's Nest South Square" advanced stock asset revitalization operation practices all show that the revitalization of urban assets must be scientifically guided by the pre-operation system, and a cooperation mechanism of first-class guidance, market operation and multi-party participation can be established to truly realize the efficient revitalization and empowerment of urban vitality.
At present, "destocking to increment" has begun to become a general consensus in the cultural tourism industry.
How to turn a large number of idle and inefficient "dead" assets into easy-to-use and efficient "live" resources?
How to tap the value of stock assets and integrate and utilize stock assets?
How to take the cultural tourism industry as the starting point to realize the industrial upgrading and positioning transformation of existing assets?
There is only one way to solve the problems of this era, and there is only a scientific pre-operation system.