2021-08-19: How to use national trends to innovate cultural tourism and cultural innovation?
Get the APP Teacher Cai Yu’s in-depth analysis of how to use national trends to tell Chinese stories. It was very inspiring. Combined with the application of national trends in our cultural and tourism fields in recent years, let’s also talk about how to use national trends to tell Chinese stories. The national trend is coming to innovate cultural tourism and cultural creativity.
When it comes to national trends, Li Ning and the Forbidden City are number one and two on the list. In addition, you can also see that Hanfu has become a pillar industry in Caoxian County, the annual sales of new Chinese furniture on Taobao exceeds 10 billion, hawthorn slices are made into golden hoops, and 52TOYS makes yoga toys for ladies in the Tang Dynasty. Major museums have launched archaeological blind boxes. Especially in Henan, it can be said that it leads the way. From "Tang Palace Night Banquet" during the Spring Festival, "Luo Shen Shui Fu" during the Dragon Boat Festival, to the freshly released "Only Henan" and "Qixi Wonderful Night", they all use "trendy" words. The method refreshes people’s aesthetic understanding of traditional Chinese culture.
I agree more with Teacher Cai Yu’s principle-level interpretation of the role of national tide. She believes that the word "Guochao" itself is the most concise methodology: "Guochao" is a Chinese classic and "Chinese trend" is a new style. That is, "Guochao" = Chinese classics, "new trend" and "new style". Therefore, if you want to make a national trend product, you have to make both classics and new ones. The classics are responsible for creating familiarity with the public, while the new ones are responsible for adding a sense of strangeness to the products. This completely coincides with the most critical formula of the experience economy: Like = familiar and unfamiliar. From this point of view, the underlying logic of Guochao can withstand philosophical insight and principle-level analysis, which is why so many Guochao brands have achieved great success.
If you want to sort out the numerous national trend projects or products in various industries, Teacher Cai Yu uses the two-dimensional four-quadrant method to summarize, that is, you can roughly follow this There are four major types to sort out: national shape tide shape, national shape tide shape, national soul tide shape, and national soul tide soul. Success is possible in each type, but each type differs in difficulty, intensity, duration, etc.
First, let’s take a look at the “national shape tide shape” category. This kind of product is a mix of classic cultural forms and trendy forms. Traditional Chinese cultural symbols are responsible for evoking the simplest interesting emotions, while the trendy product forms are responsible for functional shapes. The national-shaped tide shape is suitable for simple fast-moving consumer goods with relatively low unit price. For example, if you see a blank ice cream and a vertical mask ice cream at the entrance of Sanxingdui, you will most likely buy the latter because it is more fun and more convenient. It’s suitable for taking photos and posting them on WeChat Moments for a little fun, even if it costs a few dollars. The large number of palace-emblazoned eyeshadows and Q-version Dream of Red Mansions character dolls we see online are also national trends.
National trendy products are the easiest to make among the four types, but they are also the most difficult to succeed because they are too easy to be homogenized and consumers are too prone to aesthetic fatigue. . The "100 Death List of Small Towns with Chinese Characteristics" on the Internet is still fresh in everyone's memory. The Longtan Water Village in Chengdu and the Bailuyuan Folk Village in Shaanxi are ranked first and second because they only have form but no soul. The shape they created is the characteristics of the so-called characteristic town. This kind of characteristics is equivalent to the "periphery" in the two-dimensional world. It needs to be attached to an IP owner to have a soul, such as the Q version of Dream of Red Mansions. The character dolls are the peripherals of the famous book "Dream of Red Mansions", but "Dream of Red Mansions" itself is the IP and the real protagonist!
As for whether the right owner depends on the winner for the project, three questions must be answered clearly: First, is the right owner himself attractive enough? Second, does the right person have a sufficiently obvious difference? Third, are you competitive with your true master?
Let’s first take a look at who the real owner of Longtan Water Village is. It was claimed to be a contemporary Qingming River Scene, and the architectural landscape was designed based on Suzhou gardens, and the twelve streets and alleys were named after allusions from "Dream of Red Mansions". It can be seen that Longtan Water Village is very greedy. It found the three main protagonists of "Along the River During the Qingming Festival", Suzhou Gardens, and "Dream of Red Mansions". Let's see what the answers of these three main protagonists to the above three questions are?
First, the attraction of the right person.
In fact, the appeal of any of these three main proponents is very strong, but unfortunately, the planners do not understand the psychology of mass cognition and communication. This simple way of piling up the main proponents will only gain "1 1 1 is less than 1", which greatly reduces the attractiveness of the main protagonists! It is equivalent to building a small Kaifeng in Chengdu, Sichuan, and building a Suzhou garden in small Kaifeng, but hoping that people will think they are entering the Dream of Red Mansions Grand View Garden. Of course, tourists will be confused!
Second, the difference between the right and the main. Although "Along the River During the Qingming Festival" is a big cultural IP, it does not have obvious differentiation in the field of "life style in ancient China". Its architectural landscape looks very similar to Songcheng City in Hangzhou. Over the years, the style of Suzhou gardens has influenced garden designs across China, and it is difficult for ordinary tourists to feel the difference. Similarly, it is impossible for Longpiao Water Village to create a differentiated Dream of Red Mansions culture.
Third, the competitiveness of the legitimate owner. There are many places across the country that produce the above three major Zhengzhu cultures. The Longtan Water Town in Chengdu, first of all, cannot compete with the Zhengzhu’s native place. For example, "City Along the River During Qingming Festival" in Kaifeng and Suzhou Gardens in Suzhou. They are the legitimate "Prince" ", even the true master! In addition, many of these cultural projects were launched earlier than Longtan Water Village, and have already accumulated considerable market visibility and captured the minds of consumers. For example, Dream Langfang in Langfang, Hebei Province (only the upcoming Dream City of Red Mansions directed by Wang Chaoge will be released soon). Longtan Water Village is neither a prince, nor an eldest son, nor a true deity. Of course, he will be completely defeated in competition!
In addition, because Kunigata Shiokata does not have its own spiritual core, it is obviously not suitable for projects with large investments and high customer orders. What about the other three types?
The second product model is Guoxing Shiohun. The popular animated movie "Nezha: The Devil Boy Comes to the World" and the national-level game "Glory of the King" are both of this type. They all just borrow symbols from traditional Chinese culture, but they tell stories about modern people. For example, Nezha here has given up the spiritual core of resisting patriarchy, and the new core is a weird child breaking the stereotypes of the world and finding himself. In "Honor of Kings", Xiao Qiao and Cai Wenji, women who were weak in history, became powerful in the game, and also realized the trendy gameplay of Zhang Fei killing Yue Fei all over the sky.
The soul has a spiritual core. Therefore, the emotions that products with souls can evoke will definitely be much richer than those with only tangible products. Therefore, a light-blocking eye mask with "I can't see through" written on it is more fun than a simple Suzhou garden ice cream, because the former expresses your current attitude and personality, giving the product a spiritual core. The reason why the Forbidden City Cultural Creation is more impressive is because compared with the general national fashion products, it not only has the visual symbols of traditional culture, but also has the spiritual core of the product itself for the present.
For national-style trendy products, Chinese culture is not the core of the product, but the function or gameplay of the product. Chinese culture is just an embellishment element used to bring people closer. The distance between the product and consumers is just like the pleasant-looking milk tea, which borrows ancient poems and ink paintings to make you feel that it has more origins with you than other milk teas.
Since there is a national soul, there will definitely be a national soul, which is a form that uses the core of traditional culture to carry new trends. This kind of product can be said to have a Chinese soul, because its Chinese elements are not just superficial symbols, but also explore Chinese feelings.
For example, China's Li Ning, the core of its brand spirit is national pride.
It suddenly became popular during Paris Fashion Week in 2018. You may not remember the specific clothes and styles when it was on the catwalk, but the emotion it brought you at that time may still excite you, that is, domestic products are finally recognized by the world. With a sense of pride, Li Ning, who conquered the world in the stadium, finally conquered the world's trend palace after more than 20 years! The emotional relationship behind this sense of pride implies "we" and "you" who have done something amazing for me. Standing with you, I have become amazing! Therefore, the Chinese brand Li Ning can especially evoke the pride of "our", and the products happen to be quite trendy, so buy it!
The gold-listed ballpoint pens and folders produced by the Forbidden City Cultural and Creative Industries, as well as Jay Chou's "Lady" and GM Xian's "Sword Fighting", all belong to the national soul trend. shape. Among the cultural tourism projects, the most representative one is the Tang Dynasty Furong Garden, which is located in Xi'an, the imperial city of the Tang Dynasty. It reproduces the enthusiasm, grandeur and splendor of the royal gardens in the prosperous period of the Tang Dynasty. It can certainly evoke the strong emotions of every Chinese. There is a sense of pride in private tourism, and the various new business formats and games represented by the "roly-poly" ladies have allowed people to max out their credit cards while maxing out Douyin. In addition, Qingming Riverside City in Kaifeng is also a very successful national soul trend-shaped project. It is also in the territory of the real owner. It reproduces the "Qingming Festival Along the River" 1:1. The business formats and gameplay in the park are also popular among contemporary people. There are new trends, such as throwing hydrangeas to achieve the purpose of truly finding a partner.
The national soul tide shape can be regarded as the 2.0 version of the national tide. It has begun to strive to escape homogeneity and enter people's hearts, so it has a longer-lasting vitality. However, at the same time, it is also affected by the frequent changes of trend cycles. The life cycle of business formats and gameplay is likely to be equal to the trend cycle. It also requires constant innovation.
Finally, let’s look forward to the 3.0 version of the national trend, which is the soul of the country. Regardless of 2.0 or 3.0, Cai Yu believes that the key will be to understand the soul of the country, which is the Chinese classic. The fine-grained excavation and presentation of feelings is actually to study which of the various old and new knowledge of Chinese civilization have lasting vitality, what form of expression can be used to commercialize it, and how can it be Find commercial value for these vitalities! To be honest, this requires some cultural knowledge and sensitivity to the times. For example, Ma Boyong's "New Zhiyi" and Qi Tian's Duanmu Liangjin. You must be familiar with history and be able to discern trends before you can play.
In fact, in the field of culture and tourism, I think there are already representatives of the soul of the country, and that is the Forbidden City and Wuzhen. Needless to say, the National Soul of the Forbidden City, especially during the period when Shan Jixiang was the dean, the cultural and creative products of the Forbidden City not only had a trendy shape, but quite a few products could also be said to be of trendy soul level, and the Forbidden City also displayed products during major festivals. Trendy festival activities such as trendy concerts and light and shadow performances have been held. The other is Wuzhen. Wuzhen stands out among many ancient towns in the south of the Yangtze River because it has truly created the soul of the culture of the ancient water town in the south of the Yangtze River. At the same time, it has bold and innovative series of trendy activities such as art biennales, drama festivals, and the World Internet Conference. , and gave Wuzhen a trend-setting soul! Therefore, Wuzhen’s uniqueness is inevitable.
To sum up, although products in the four categories of Kokugata Shiokata, Kokushashiohun, Kokusotsuoshata, and Kokusotsuhun are all likely to be successful, For projects like cultural tourism with large investment and high customer orders, the national soul and trendy soul should be the goal and direction that should be pursued. However, it may take a process from "shape" to "soul". You can plan and remove it in stages. Nurture and achieve!