Focusing on new quality productivity has become a national consensus.
Traditional factors of production can be land, capital, technology, etc., and with innovation-driven development, data has become a key element. Through digital and flow empowerment, it is expected to improve total factor productivity and create more new models and new values.
Looking at the capital market, which companies have a good foundation for digital empowerment and traffic monetization?
For example, in the Spring Festival Gala of the Year of the Dragon, the virtualized Li Bai traveled to the Datang City that never sleeps, igniting the enthusiasm of the people across the country; Tang Furong Garden immersive "New Year Tide Meeting", stunning CCTV Lantern Festival Gala; and then from "Little Sister Tumbler" to "Tang Dynasty Secret Box" and "City Wall Samurai", including the recently popular "Knife Guard" ......
It's no accident that there are so many IPs.
On the one hand, you can get a glimpse of the behind-the-scenes team Qujiang Cultural Tourism (600706SH) ability and degree of care; On the other hand, the value of its asset-light operation, such as Datang Sleepless City and Tang Furong Garden, has become more and more prominent, and the value of new stalks has become more and more prominent, and new stalks have been continuously output, which can be called the "pouring wealth and wealth" of new quality productivity.
Based on the obvious empowerment effect, Haojing Note (ID: haojing 2024) noticed that in the past two years, around the digitalization of cultural tourism, many places** have sought to cooperate with Qujiang officials.
In the 2024 Spring Festival Gala, "Li Bai" will make a dream appearance in the program "Mountains and Rivers Poems of Chang'an" at the Xi'an branch venue, and the Datang City that never sleeps will reproduce the scene of Chang'an in the prosperous era. After the show was broadcast on CCTV, the entry "Xi'an branch venue won hemp" immediately appeared on Weibo hot search.
Industry insiders pointed out that the CCTV Spring Festival Gala set up the Xi'an branch venue, and in terms of specific site selection, Qujiang bore the brunt of it, because of the uniqueness of its resources, the organization experience of large-scale activities, the mature execution and scheduling capabilities, and the professionalism of the team.
While enhancing the influence of Xi'an, it will bring tangible economic value.
According to statistics, during the Spring Festival, key cultural and tourism gathering areas such as Qujiang, city wall, and bell and drum tower received 1617 tourists090,000 person-times, a year-on-year increase of 4722%；Datang Never Sleeps City receives more than 650,000 tourists a day; Xi'an travel agencies received group tourists with a year-on-year increase of 194%.
At the same time, it is worth noting that based on the long-term popularity of the traffic of Datang Sleepless City, in the past few years, a new wave of investment in the cultural tourism industry has been triggered, and the scenic operation model of Qujiang Cultural Tourism has swept the country - once again confirming the leading ability of enterprises in innovation and development.
It is also in this context that Xi'an's tourism revenue has risen.
Pickaxe ** Pickaxe Jing notes have previously been calculated, taking the 2023 "May Day" ** week data as an example, the annual consumption of Xi'an tourism habitat is 80766 yuan, more than Chengdu's 77653 yuan.
To sum up all the signs, the Qujiang scenic spots, represented by the Tang Sleepless City and the Tang Paradise, have become prominent in recent years, and the stronger the stronger.
Moreover, unlike the "park economy" such as Universal Studios Beijing and Shanghai Disneyland, Qujiang scenic spots are generally based on the history of Xi'an's local ancient capital, not only relying on ticket revenue, but also attracting traffic to catering, performance, hotels and other industries through the exploration of all-for-one tourism, driving the development of Xi'an's overall cultural and tourism industry.
This is a very interesting topic.
Rewind to six or seven years ago, and this effect may not be strong.
The reason for this is that, on the basis of the earlier traditional scenic spots, through the empowerment of scientific and technological means, the creation of an immersive atmosphere, online innovative marketing and other means, the operation ecology and brand value of the above-mentioned scenic spots have undergone earth-shaking changes - to a certain extent, it is also a vivid exploration of the new quality productivity of China's cultural tourism industry.
Perhaps because of this, as the operator of many popular scenic spots in Qujiang, the business model and growth of Qujiang Cultural Tourism are now being further concerned.
According to the company's official introduction, Qujiang Cultural Tourism is positioned as an "integrated operator of cultural tourism", and the whole industrial chain of cultural tourism has been constructed, covering cultural tourism policy, planning, construction, management and operation, and its business covers scenic spot operation, catering, performances and other sectors.
Including Datang Sleepless City, Tang Furong Garden, South Gate and other well-known scenic spots at home and abroad, all of which are operated by the company's asset-light; At the same time, the financial report shows that the company is strengthening the investment layout in sports, e-commerce, cultural and creative and other "cultural tourism +".
Cultural tourism is a fully competitive industry.
Taking the "Sleepless City Model" that has swept the country in recent years as an example, on the one hand, it confirms the innovation of the model, and on the other hand, it also reflects the "involution" of the current industry and the scarcity of ideas.
In this regard, it is a necessary topic to talk about new quality productivity through Qujiang Cultural Tourism.
The so-called new quality of productivity refers to the quality of advanced productivity in which innovation plays a leading role, gets rid of the traditional mode of economic growth and the development path of productive forces, and has the characteristics of high technology, high efficiency, and high quality, which is in line with the new development concept.
As far as the cultural tourism industry is concerned, it is the core essence of the cultural tourism industry to develop more new consumption, new models, new formats and new tracks through continuous innovation and investment.
Innovation, on the other hand, lies in the development of productivity factors. For example, laborers, or talents.
As we all know, the long-term project practice and professional learning mechanism have accumulated a rich talent scale for Qujiang Cultural Tourism. Judging from the company's financial reports and other public information, in recent years, the brand management and project model of Qujiang Cultural Tourism have been exported to Tianjin, Zhejiang, Jiangsu, Shanxi and other places.
And it is not limited to scenic projects, taking sports events as an example, the operator of the Wuxi Marathon - Wuxi Huipao Sports*** is 55% owned by Qujiang Cultural Tourism. Behind this, it is naturally based on Qujiang Cultural Tourism's many years of experience in running marathons.
It is not difficult to understand why the Qujiang scenic spot, represented by Datang Sleepless City, has excellent performance in all departments from immersive atmosphere creation to online fission marketing, to the emergence of popular IPs, and even the overall ecology of the Tang Dynasty ceiling, and the silky and friendly service system.
It is based on the countless creative superposition of the whole chain that there is such a "social currency" as Datang Never Sleeps City, and there are countless interesting circle of friends with the text: "Always come to Chang'an, blow the evening breeze of the city wall, and take a walk around the city that never sleeps." ”
At present, the Qujiang Scenic Area is committed to allowing tourists to truly enter the "scene", especially with the integration of digitalization, breaking the traditional cultural tourism consumption scene from various aspects such as sensory experience, spatial structure, and IP extension, so as to realize the "immersion" and "immersion" of the cultural tourism experience.
For example, the Tang Furong Garden's "New Year Tide Fair" lantern festival has undergone 14 years of market cultivation to create a unique brand of water and land lanterns in the city; At the same time, the scenic spot uses "immersive" facilities to create a time-space Tang music and dance drama "Dream Back to the Tang Dynasty", breaking through the shackles of space with "Tang Dynasty style + black technology"; Datang Never Sleeps City and Beijing Hetu have created the "Wild Goose Pagoda Streamer" AR immersive experience project ......
Industry insiders pointed out that by giving full play to the new quality of productivity factors, Qujiang Cultural Tourism is expected to further optimize the company's business structure and develop new space for profit growth.
The analysis is based on the fact that data and flow are the key elements of new quality productivity. After years of operation and precipitation, the cultural and tourism resources represented by Datang Sleepless City have essentially become a rare digital base and traffic pool in the domestic cultural tourism field, which is equivalent to a huge treasure trove and has significant advantages of diversified integration and empowering development.
Taking the recently popular "Throwing Knife Guard" as an example, this kind of IP or topic seems to be "easy", but in fact, it is inseparable from the cultural shaping, creative design and traffic blessing of the Qujiang system. However, for the vast majority of cultural tourism scenic spots, e-commerce live broadcasts and other platforms, it may be difficult to achieve with all their efforts.
For another example, in recent years, new consumption and new formats such as Hanfu halls and immersive script killing experience halls have sprung up in Qujiang like mushrooms after the rain, and to a certain extent, they can also be regarded as the initial manifestations of this empowerment effect.
On this basis, as long as the production relations are slightly adjusted, or the allocation of factors is further optimized, it is expected that more new consumption, new scenarios, new models, new tracks and new business formats will burst out, and a large number of business investment opportunities will be released.
In fact, the pace of deepening the reform of state-owned enterprises in Shaanxi in 2024 will accelerate, and tourism state-owned enterprises, including Qujiang Cultural Tourism, will become the focus of reform, which is based on this logic.
It is worth noting that in recent years, including Zhicheng cross-border e-commerce, Shaanxi Coal-Beidou Big Data Platform, Xiyu Meitang, Airyunhui, Hikvision, Taiyi Group, Sanyue Technology, Shanghai Lexiao, etc., from cultural tourism, e-commerce, film and television, financial services to the metaverse, digital economy enterprises in various fields have come one after another, which seems to indicate that Qujiang's new quality productivity factors have entered a period of accelerated release.
Qujiang Cultural Tourism Official WeChat, Qujiang New Area Management Committee Official WeChat).