Hunan cultural tourism breakthrough 丨 sinking and floating hot and cold, tourism performing arts "dance on the tip of the knife" hope the light of day

Editor's Note: Epidemic, seriously disturbing the world's cultural tourism market. Wave after wave of suspension and restart, become Hunan culture and tourism people's heart pain, but at the same time also become Hunan culture and tourism market "breakthrough" power.

January 13, 2022, the province's culture and tourism director meeting, a new "breakout war" curtain opened. Here, the red network - moment news launched a series of reports to the observer's point of view, chatting about the culture and tourism industry, *** with the search for the epidemic predicament, Hunan culture and tourism to excel, Duchentong not idle flashpoints.

Early breaks, resumption of performances to be determined, the annual season shortened, the actors to take a long vacation ...... The development momentum is strong, the market is hot Hunan tourism performing arts industry, how can not imagine, one day, the rest of the time will be so "generous".

"In previous years, in addition to a day off on New Year's Eve, there were performances every day during the Spring Festival."

In July 2021, the epidemic will Hunan Tourism Performing Arts pushed to the "tip of the storm", forcing enterprises to break the comfort zone, in the performance or not perform in the difficult choice, in the change and keep the trade-offs, broken and stand in the transition to seek opportunities. As in the "dance on the tip of the knife" like, struggling to find the light into the life of the light, looking forward to the dawn of the market.

Pictured on April 2, 2021, Zhangjiajie "Tianmen Fox Fairy - New Liu Hai Chopping Woodcutter" refined version of the debut scene. And it has been on hiatus since the July epidemic.

Performances and non-performance considerations

From the hot to "cool", Hunan tourism performing arts enterprises began to be cautious, multi-judgmental market, but ultimately can not get around the reality of the problem: the market restarted, is to continue to rest or re-enactment?

If the hiatus, as few as 50 or 60 people, more than three or four hundred people of the performance team, where to go? If the show resumes, the market environment is unstable, the pressure of epidemic prevention work, the operating results are not ideal, how to do?

Zhangjiajie large landscape live musical "Tianmen Fox Fairy - New Liu Hai Chopping Woodcutter" has been on hiatus since the epidemic in July, 2021, only 117 performances throughout the year. Zhangjiajie Tianmen Fox Fairy cultural tourism industry company responsible person said, the show audience groups to Tianmen Mountain, mainly casual tourists, based on the amount of tourists into the mountain at that time and Zhangjiajie tourism market, the company made the decision to suspend the show.

Since September, the 200-strong cast has been on vacation. The company's first step is to make sure that you are able to get the best out of your home.

Rural tourism folkloric performance "Bamboo Mountain Blossom".

Also choosing to take a break is the rural tourism folklore show "Bamboo Mountain Blossoms" in the village of Bamboo Mountain in Fenghuang County, Xiangxi Prefecture. "The choice was difficult and painful, but for safety reasons, we had to endure the pain." Zhang Shunxin, chairman of the Phoenix Tourism Investment Development and Construction Group Co., Ltd. said the actors are local villagers, no performance of the six months, they are still working in the daytime in the scenic area.

Admittedly, the choice is tangled and cautious.

"There are 10 days left to the National Day, how come there is still no movement?" "Only 5 days left and still no results?" Talking about the days before the National Day in 2021, Fan Yunting, secretary of the Party branch and director of the General Manager's Office of Changde Peach Blossom Garden Spectacular Performing Arts Development Co, Ltd, remembers it vividly. After most of the month of careful consideration, on September 25, the management finally decided to resume the show.

"The poetic and idyllic picture depicted in Peach Blossom Garden is the beautiful life that countless people aspire to." Fan Yunting said she hoped that the revival of Peach Blossom Garden would add bright hope to the recovery of the post-epidemic market.

Visitors watch "The Story of Peach Blossom Garden" on a boat.

On the evening of September 30, the large stream roaming live performance "The Story of Peach Blossom Garden" was officially re-enacted. During the National Day 4-5 performances per day, the average attendance rate of 95%, tourists responded enthusiastically. 2021 annual season 292 performances, received more than 150,000 visitors, compared to the 2020 season, the number of performances and reception of the number of people combined against the trend of growth of 5%.

The trade-off between change and conservation

On September 22, 2021, after a 55-day hiatus, the folkloric opera "Charming Xiangxi" resumed performances.

"After experiencing 2021, we y feel the vulnerability of tourism performing arts, but also forced companies to think of a way out." Shi Zan said, compared to the 2020 quarantine after simply consider product upgrades, better meet the needs of tourists watching movies and other aspects, this time, he began to think about the future development direction of tourism performing arts.

After the resumption of the "Charming Xiangxi" strictly implement the online real-name ticket purchase, booking restrictions, the audience interval seating and other measures to ensure that the performance is safe and orderly. Deng reason / photo

Shi Zan introduction, is currently considering two aspects of the start, one is the plan to create "eat, drink and play in one" folk culture park, no longer rely on a single performing arts ticket revenue. The second is to change the single offline performance mode, try "online + offline" mode, to enhance brand awareness at the same time, to explore a new way to pay online to watch the performance.

He further explained that the "cloud performing arts" is not simply to "move the program online", but based on the offline performing arts, to re-create a high-quality online performance, which has high requirements for hardware equipment, high technology, etc.

The "cloud performing arts" is not simply to "move the program online", but based on the offline performing arts, to re-create a high-quality online show.

"Xiangxi Weeping Marriage" in nervous rehearsal.

In Zhang Shunxin's view, according to market demand, revitalization of assets, improve the utilization rate of the theater, expansion of the Zhushan Miaozhai tourism space, and do a good job of scenic area industry quality is the key to development. Bamboo Mountain Blossoms" recess, Zhang Shunxin in-depth analysis of the market and the existing product mix, the new creation of "Western Hunan Crying Marriage" script, showing the village of Bamboo Village, the local "Crying Marriage" custom connotation: "Crying" is a thankful, a reluctant to give up feelings, but also on the The play is about the love of a man, the love of a woman, and the longing for a happy life.

The play will be performed in the afternoon, creating a "morning Miao village, afternoon to see the" Xiangxi Crying Marriage "night stay Bamboo Hill township" tourism model to extend the stay of tourists. "To be 'Bamboo Mountain Blossoms' resumed, night tourism more abundant." Zhang Shunxin said.

Qindao Performing Arts launched a classic children's theater to attract parents and children.

For the mature performing arts program, the brand name of the Changsha "Qindao" performing arts, in the unstable market environment, adjust the business strategy, expand the business plate seems to be more effective.

Relying on the actor's advantage to create a "net red" anchor, during the epidemic, live with the goods business has become an important source of profit for the company; aiming at the parent-child theater market, the launch of five classic children's theater, loved by the audience, including "Snow White" average attendance rate of 80% per game, 2021 parent-child theater has been achieved profit.

In the face of the current tourism and entertainment market, "Tianmen Fox Fairy - New Liu Hai Chop Woodcutter" is more inclined to "hold on": the continuation of the "new breakthroughs every year, new highlights, new enhancement" of the tradition of artistic innovation, the content of the program to further enhance the quality of upgrading, in order to "word of mouth". "The first thing you need to do is to get your hands on a new pair of shoes or boots.

The transformation of breaking and standing

On the New Year's Eve of 2022, Changsha's Gujin Street was crowded with people, and the 15-second clip of "The Most Memory of Shaoshanchong" on the big screen at the entrance of the No. 9 was in rotation, attracting many people to stop by and enjoy the audio-visual feast brought about by the immersion of red memories and the integration of high tech sound, light, and electricity.

This is the "Most Memories of Shaoshan Chong" to break the traditional marketing model, to "new retail" way to promote tourism performing arts products, one of the scenes. This is one of the most important things you can do for your business," he said.

"Wherever there is a lot of foot traffic and a lot of customers, we go there to do promotional marketing." Qiu Mingmin, director of brand promotion, said that through the cooperation of different industries, precise marketing and improve the arrival rate. Since its premiere on December 25, 2021, the show has accumulated 20 performances, which have been sold out and hard to find tickets.

Transformation, without breaking, is imperative.

Taking into account the limitations of the epidemic on indoor closed performances, coupled with higher investment and operation and maintenance costs, 2020 epidemic, Changsha Xinhua Lian Tongguan kiln Ancient Town decisively suspended the large-scale performing arts show, "Tongguan kiln legend". "If the show is canceled completely, then the effort invested before will be wasted." The person in charge of the ancient town, Eddie Yuan, said.

Break the limitations of the traditional performing arts venues, the theater "moved" to the outdoors, the content of the continuation of the Tongguan kiln "black stone" main line, add interactive experience elements to the immersive tourism performance transformation, enrich the scenic area night tour products, stimulate tourism consumption. ...... From broken to stand, Tongguan kiln ancient town to realize the magnificent turn.

The immersive show allows tourists to enjoy themselves.

The immersive show "Tongguan Story", with the "marching experience + special effects theater performance" way of watching the show, taking tourists through the millennium. Data show that in 2021, the National Day Golden Week, Tongguan kiln ancient town attracted 150,000 tourists to hit the card, an increase of nearly 50,000 people compared to 2019.

It is not difficult to find, immersive, line immersion, live-action light and shadow showmanship and other new forms of development momentum. January 20 issued the "" fourteen five " tourism industry development plan " also proposed to promote interactive immersive tourism showmanship and other technology research and development and application demonstration.

In 2021, the National Day Golden Week, the live-action theater "Phoenix look like" re-enactment, popularity is hot.

In the Phoenix look cultural village development blueprint, large-scale indoor live interactive performance "Phoenix look", just one part. "With a high-quality tourism performance to attract audiences, to create 'Phoenix look' brand IP, the ultimate goal is to build a cultural tourism complex." Phoenix Tianyun Tourism Culture Communication Co., Ltd. chairman Chu Zhonghui said that the cultural village of the second phase of the project focus on creating "Jiangxin Island", the center of gravity of the show will also be tilted to it, in the form of high-tech + immersive show, so that the audience becomes an actor, so that tourists to participate in it, immersive feel the unique charm of the ancient city.

In Chu Zhonghui's view, after the epidemic era, although the tourism market pattern and tourists travel mentality has changed, but the tourism and performing arts market still exists, the willingness to watch has not weakened. "We are confident in the market."