Wenchuang: products create scenic IP

In today's tourist attractions, the main force of secondary consumption is Wenchuang, and Wenchuang IP products have almost become standard. However, some scenic spots design cultural creation for cultural creation, which does not match the cultural attributes of scenic spots. Commodities are not like commodities, and culture is not like culture. For these scenic spots, the development of cultural and creative products has become a burden of spending money and losing money. So, what are the characteristics of a good scenic spot Wenchuang IP product? How to create tourism culture well?

In recent years, under the background of the integration of culture and tourism, Wenchuang can undoubtedly strive for more living space, inherit the historical context, highlight the characteristics of scenic spots, empower Wenchuang and activate new kinetic energy for the development of scenic spots.

As a result, the development of cultural and creative products is gradually valued by museums, government departments at all levels, innovators from all walks of life and even mass consumers. It can be said that cultural creation is the yardstick of public aesthetic concepts, and the prosperity of cultural creation industry shows that people's demands for aesthetics are getting stronger and stronger.

Under the background of the integration of culture and tourism, cultural and creative products in scenic spots are not only an important way to increase the income of scenic spots, but also one of the best ways to enhance the overall brand, value and reputation of scenic spots. However, after the horizontal comparative study, we can intuitively understand that the domestic cultural and creative products are the same, and the development of tourism and cultural industries is the same, and there has been an embarrassing situation of "the ancient towns in the country are the same"; The same is true of the forms of cultural creative products. The same object, a picture, a place name, becomes a tourist souvenir of another place; A large number of key chains and postcards with similar shapes have entered the market, invading various cultures and folk customs; Homogenized products such as tapes, sweaters and canvas bags with different patterns have appeared in different scenic spots.

"Aesthetic sameness" has caused many scenic spots to fall into a bottleneck. Wenchuang products not only lack representativeness and uniqueness, but also fail to publicize and experience the unique local history and culture for tourists. How to be representative and unique has to go back to the local history and culture.

So what are the characteristics of a good scenic spot Wenchuang IP product?

1. Wenchuang IP products should bring their own traffic to generate profits.

In the design process of Wenchuang products, we should not only be creative and elegant, but also understand the attributes and preferences of tourists in scenic spots, and also consider the sales volume of Wenchuang products after they are produced.

When the scenic spot cooperates with Wenchuang Design Company, it can adopt the mode of revenue sharing and risk taking. Letting the design company undertake the market part is helpful for designers of cultural and creative products to take into account the market demand while considering "creativity".

Wenchuang IP products are exclusive tourist souvenirs of scenic spots and unique products that are profitable in scenic spots. Therefore, an important feature of Wenchuang IP products is "bringing its own traffic and generating profits".

2. Wenchuang IP products without cultural stories can only be regarded as "very profitable" tourism products.

Cultural stories are the most important "IP" of cultural and creative products, which must be consistent with the attributes of the scenic spot itself and an extension of the cultural core. Visitors who buy their own cultural and creative products in the experience scenic spot can satisfy their sense of cultural belonging. Not only that, they can also take this kind of tourism fun home and share it with their relatives and friends through cultural and creative products.

3. The idea of smiling is the focus of Wenchuang IP products.

One of the most important meanings of tourism is to make people feel happy. No matter how unique, creative and beautiful the design of Wenchuang IP products is, the most important thing is to have affinity and make people feel the urge to buy.

In the eyes of tourists, an excellent Wenchuang IP product not only has the practical functionality of the product, but also contains its spiritual, cultural and creative fashion appearance, which can bring convenience to people's lives and bring cultural identity and belonging.

Therefore, the design of scenic cultural and creative products has gradually become an important carrier of scenic marketing. Not only that, the important role of IP products in scenic spots also needs to create topics, and through the integration of culture and design creativity, word-of-mouth effect is formed.

How to create tourism culture well?

1. Super IP incubation, creating gold attraction for consumption.

At the beginning of last year, many people's circle of friends was occupied by Peggy, a pig who looks like a pink hair dryer. Everyone is happy to bask in Piggy Peggy's toy watch in the circle of friends, even though it looks like a toy candy box that looks like a watch.

The operator of Piggy Page made a lot of money by exploding IP. The strong growth of UK Entertainment No.1 (hereinafter referred to as eOne) in the first half of 20 17 was mainly driven by the rapid development of China market. The revenue from authorization and commodity sales in China District increased by more than 700% year-on-year, which does not include all kinds of unauthorized commodity sales in the market. Piggy Page has become a well-deserved mobile printing machine.

Now is an IP era. Good IP has the characteristics of less substitution, greater stickiness, richer cultural content, more diversified business models and stronger liquidity.

2. Create independent brands and create repeated consumption power.

We are all faced with the dilemma of where to buy, which brand to buy and which product to buy when traveling. Behind the chaos is a brand that lacks strong cognition. In the era of emotional consumption, it is particularly important to build independent brands. The General Office of the State Council officially issued "Guiding Opinions on Promoting Global Tourism Development" to make arrangements for accelerating the transformation and upgrading of tourism, comprehensively optimizing the tourism development environment and stepping out of a new path of global tourism development. The "Opinions" put forward that the tourism industry should "implement brand strategy", focus on shaping the image of tourist destinations with distinctive characteristics, and build tourist destination brands with prominent themes.

Brand represents the image in the eyes of consumers and is a commitment to consumers. Therefore, scenic spots need differentiated planning and cultivation of commercial brands, shape the brand matrix of cultural and creative consumption, shape brand influence and popularity through long-term operation, and attract more tourists to pay attention and pay the bill.

In addition, when the brand develops to a certain stage, it can break the sales bottleneck of scenic spots, build online and offline three-dimensional sales channels, and increase the repeated purchasing power of tourists.

3. Extreme cultural explosion, creating a tipping point for consumption.

For the cultural and creative consumption of scenic spots, the most valuable thing is the original content, which is a plate with more imagination in the future consumption of scenic spots. Therefore, the cultural and creative explosions defined here can not only be consumed, but also form a carrier for scenic spots to detonate the market, and can also increase the emotional stickiness of tourists and play a role in maintaining customer relations.

At the same time, cultural and creative goods are the direct embodiment of the local culture of the scenic spot, belonging to the movable scenery of the scenic spot, which makes cultural and creative goods an excellent supplement and extension of the experience of tourist destinations.

Taking the "Fu" in Gongwangfu Scenic Area as an example, the word "Fu" has made great contributions to Gongwangfu's evaluation of the National 5A Scenic Area. It is around this word "Fu" that Gong found his place in the tourism market, creating a cultural and creative consumption income of 654.38+0.2 billion a year. With the word "Fu" alone, hundreds of cultural products with diverse functions, materials and forms have been developed. The annual sales of cowhide pot is close to 6.5438+million yuan, and the development model of explosive products in Gongwangfu has become an important representative of secondary consumption in scenic spots.

A good creative product of tourism culture must have the following characteristics: culture, story, interest, innovation and practicality. When the tourism cultural and creative products in scenic spots are launched, we should first plan to launch a series of explosive products or must-buy products around the IP content at the core of the scenic spots, and then slowly expand the product line of best-selling products according to market feedback, so that we can not only accumulate the design and management experience of independent products, but also reduce the cost risk brought by the rapid development of independent products. Form a cultural and creative product development model with cultural IP as the core, innovative single products detonating the market and horizontally extending the product line.

4. Reconstruct the scene experience and create a consumption theme space.

Wenchuang sells not only products, but also a themed lifestyle.

In the era of quality tourism, the experiential shopping demand released by consumption upgrading has once again attracted attention to offline space as a realization entrance, and the realization path must be realized through diversified consumption scenarios. From the perspective of cultural creative business, people, things and space need to maintain the consistency of cultural cognition in order to build the powerful potential of theme space step by step.

Take Miyake Bookstore in Japan as an example. It is called the pilgrimage site of cultural and creative business and the largest chain bookstore in Japan, which is inseparable from its extreme scene construction. Bookstores integrate multi-dimensional consumption spaces such as coffee, food, parents and children, pet grooming, leisure and entertainment, and slow life, positioning themselves as "advocates of lifestyle", and even developing parks and green spaces to become cultural life spaces outside bookstores, where people of all ages can feel a kind of "home" comfort.

Traditional culture is integrated into fashion technology. In recent years, scenic spots have skillfully made cultural and creative products, combining traditional culture with modern fashion technology. Applying cultural products to various scenic spots in the destination, urban traffic gathering places and even everyone's life will eventually evolve from a fashionable product form to an intangible cultural atmosphere.

5. Take tourists as the center and demand as the guide.

The situation of tourism shopping market is changing, and the consumer groups are also changing, while the tourist commodities in scenic spots remain unchanged; At present, 5A scenic spot mainly sells traditional handicrafts, which is far from the lifestyle of modern people. It is difficult for the main target groups after 80s and 90s to pay for similar old design forms. These goods can only be defined as tourist souvenirs, not real creative products of tourism culture.

Therefore, the development of tourism cultural creative products will eventually return to the potential needs of tourists. Only by skillfully combining demand with products and making practical cultural and creative products to meet what tourists have always wanted to buy but can't buy can they sell well.

6. Wenchuang empowers the industry and creates a global consumption model.

For scenic spots, culture must be the core of consumption, and the brands, industries and formats of each scenic spot will build consumption content around their own culture. In the absence of theme culture, it is difficult for individual consumption links to form interaction and lack the kinetic energy of overall tourism consumption gathering, so cultural innovation needs creativity to activate and empower the global consumption power of scenic spots.

With the development of tourism from "play" to a healthier and deeper direction, the integration of tourism and cultural and creative industries has become an inevitable trend. When doing scenic consumption, don't do scenic spots, but rely on cultural and creative empowerment to build a consumption scene that is linked inside and outside the scenic spot with overall thinking. How to integrate cultural elements into the overall pattern of leisure tourism development and highlight the unique cultural connotation is an important topic.

The full combination of tourism industry and culture should not only enrich cultural tourism routes and cultural creative products, but also endow them with distinctive regional characteristics and cultural connotations in tourism development. At the same time, we should rely on the landscape characteristics, dig deep into the essence of culture, constantly create and use artistic means to show or perform tourism projects to tourists, and enhance the entertainment and participation of sightseeing. In the development of tourism products, relying on rich historical and cultural resources, through summing up, refining and creating, it is an important way to transform things with high artistic value and loved by the masses into tourism products.