How to base the destination on local culture and core resources，Create differentiated IP products，Meeting the needs of tourists with increasingly sophisticated tastes as consumption upgrades，Becoming a test question for destination investment and operation traders。

Cedar Culture and Tourism is seeking to “break the problem”。It currently operates Dayan Huaxiang、Duke Zonghua Lane、Xitang Flower Alley and other destination projects，Each destination is rich in cultural resources、Obvious kernel differences，An important way is to “take the lead” by meeting Lijiang craft beer，Then forming the Encounter series of craft beers。

Meet the craft beer series to these destinations，There are obvious signs of upgrading operational thinking，Also brings more imaginative market space。Take encountering Lijiang craft beer as an example，It has differentiated taste and the condensation of Lijiang culture，Connected with the scarce resource of Dayanhuaxiang Folk Plaza，Form a more symbiotic integration of craft beer and music，Culture that brings space to existing scenes、Multiple value-added experiences and consumption。

Meet series craft beer is an important part of Songli IP，This IP is the original product of Cedar Culture and Tourism’s deep development destination，Relying on local cultural products，Create an authentic brand，And upgrade the carrier of travel experience。

From this，Based on local culture、The logic or framework of improving the energy efficiency of destination operations by products and other products is revealed: existing cultural tourism experience consumption scenarios，More products with matching temperament core are needed to enrich the supply，Expand new experience consumption scenarios，Enhance visitor stickiness，Extend the consumption chain；At the same time，Differentiated cultural experience products，Become a carrier of destination brand output，Break through the regional circle of consumption outside the destination。
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Due to the effective exploration of local culture，And the unique travel experience brought by the corresponding projects，Dayan Flower Alley is known as “the most literary and artistic place”，Folk Folk Square is one of the “finishing points” projects，This is the first outdoor folk square in Lijiang。

Lijiang’s folk songs have a profound heritage，Nourish a unique folk 188bet Online Sports Betting and Casino cultural atmosphere or atmosphere。The Folk Plaza breaks through the barriers of the original bar space，Gathering a large number of folk music celebrities，And then became the folk song highland of Lijiang，It has also become a unique cultural experience consumption space，Attracting many tourists to check in and experience。

Meet the “embedding” of Lijiang craft beer，It also makes the consumption experience of Folk Plaza even richer。On the one hand，Folk songs and wine (or music and wine) have inherent properties of being integrated with each other，Listen to the singing of folk music masters，Taste the taste of craft beer，Realized in hearing、Multiple overlaps in smell and taste experiences；On the other hand，From a project operation perspective，Craft beer interacts through connection with music，A new consumption scene has been added to the existing stock space of Folk Plaza，Extended the consumption chain of its scene space。At the same time，Beer makes Folk Plaza a social space connected by folk songs，Added social elements，Improve tourists’ social stickiness。

By extension，Craft Beer and Folk Plaza、The connection and integration of music，Gives Dayanhua Lane a new entrance to the destination operation。Cedar Culture and Tourism positions Meet Lijiang Craft Beer as a craft beer for travelers，There is a heritage of story culture behind this。

According to the "Naxi Wine Book"，In the great geographical discovery、In the context of the Silk Road，European missionaries、Travelers set foot in Lijiang and brought craft beer and brewing technology，While traveling，They discovered that this is a rare high-altitude citrus producing area，Because I deeply love this land，They upgraded the beer recipe to include high-altitude citrus hops。

Cedar Culture and Tourism inherits this ingenuity，Launch of Meet Lijiang Craft Beer，And provide three different flavors for different travelers: cedar white beer，Brew with hops with high-altitude citrus flavor，The entrance brings the mellow and full flavor of Lijiang，Mainly targeting young audiences；Pale Ale IPA，With the attractive fragrance of flowers and fruits of Lijiang plants，Dry、Sweetness，Very popular among young women；Whole wheat lager，Loyal to the extremely rich taste of whole wheat craft beer，The color of the wine is golden、Like yellow wheat，With cookies、The unique aroma of malt，It is a product suitable for travelers who understand wine。

Looking at a higher dimension，Meet Lijiang craft beer and Lijiang culture、Strong connection with Lijiang journey，Achieved a high degree of bundling of beer and tourism attributes。This beer，You can become a travel companion on the itinerary to learn more about the entrance to Lijiang，As well as one of the "involvement objects" or travel memory 188bet online sports betting carriers for travelers to recall their journey to Lijiang，Even an attraction for traveling to Lijiang，Go to Lijiang—Go to Dayan Flower Alley—Folk Ballad Square to listen to folk songs、Taste and meet Lijiang craft beer，On Lijiang travel guide or route，“Tasting fine wine and listening to folk songs” has become an important part。

Except meeting Lijiang、Meet outside Shangri-La，Recent，Cedar Cultural Tourism will also launch Meet Xitang、Meet Sanya Craft Beer，Form Encounter Series，Will craft beer、Destination and tourism deeply connected。
Craft beer breaks through the consumption area circle

Meet Lijiang Craft Beer at Folk Plaza、Integration of existing scene spaces in Dayanhua Lane，Create a new cultural tourism consumption scene，Make incremental value，Even empowering the destination of Huaxiang，It can be clearly seen that Cedar Cultural Tourism regards cultural tourism projects as a platform、Scenario-based operation carrier，Demand-oriented user logic。

The establishment of this logic and the size of its effect，Depends on at least two key factors，First, the consumer market of craft beer，The second is to meet the competitiveness of Lijiang craft beer。

Consumer market，According to relevant report data in 2018，China’s craft beer consumption accounts for less than 1% of the overall domestic beer market，But the annual growth rate has reached 40%。The US market share is nearly 20%，Compared to the Chinese market, there is still much room for development。Some opinions，2020，Craft beer may become a breaking point for the beer industry。

At the same time，Craft beer is increasingly becoming the spiritual food of young people，It is one of the must-have consumer categories for those who chase trends and personalization，And they are also the mainstream tourist group，Craft beer and corresponding culture，Become their travel guide、One of the potential "traction objects" during and after the row。

Look again and meet Lijiang craft beer。Meet Lijiang craft beer is now popular with many folk singers including Zebra、Old Li's ballads、Music note girl，And recommendations from dozens of travel experts。

BCP (China Business Credit Platform，China Business Credit Promotion) certified referee、Hao Shuai, founder of beer tasting training "Beike", has high evaluations of these three beers，Which he thinks，Whole wheat lager is a lager with rich wheat aroma，Little to no bad flavors (this is difficult to achieve with lager beer)，rich flavor，The main note is the aroma of baking bread，Good balance with European hops，High degree of fermentation，Dry，Very drinkable。

Special craft beer from high altitude citrus origin，This is the biggest feature of Lijiang Craft Beer，Lijiang Traveler Culture has given it unique cultural connotation。Deeper talk，In taste、Quality in brand，Meeting Lijiang craft 188bet app beer not only satisfies consumers’ demand for quality、Differentiated core requirements，Enriching the travel experience，Also clearly differentiated from competing products，One key is that it not only brings intuitive and unique high-level smell and taste experience，Also links and condenses Lijiang culture。

The current integration of culture and tourism is deepening，Destination’s native product creation、Tourism experience supply and other requirements have higher requirements for the integration of local culture。

Meet the creative design of Lijiang craft beer，Integrate the dynamic elements of folk music into the design of Lijiang’s famous landmark buildings，Integrated into the classic attractions of Lijiang Old Town，Including meeting Lijiang Archway、Lijiang Archway、Big waterwheel、Black Dragon Pond, etc.，Drawed in flat illustration form。Plus the humanistic heritage behind the product materials、Integration of Lijiang’s local cultural characteristics，Meet Lijiang craft beer and become a beverage cultural creation，It is an IP consumer product with strong cultural attributes，Not limited to tourism consumption。

Currently，Meet Lijiang craft beer has been officially launched on all major channels。Online channels include the official Taobao store of Cedar Culture and Tourism - the official store of Meet Craft Beer，Zhiketong and Douyin store；Offline channels include Lijiang, Yunnan、Kunming、Many music bars in Guangdong and Jiangxi，dining bar，Mid-to-high-end restaurants, etc.。Will enter chain supermarkets and convenience stores next year。

That means，Meet the consumption scene of Lijiang craft beer，Will not be limited to single tourist destinations，More scenarios and wider regional consumption implementation，This also makes this drink with the attributes of Lijiang’s local cultural symbol，Extending travelers’ travel memories、Building destination cultural and emotional links with more travelers，More possibilities。
Local cultural property value-added destination operation

Meet Lijiang craft beer has been loved and respected by more young people。Data display provided by Cedar Culture and Tourism，85% of the customers who purchase from its Taobao store are born in the 1990s。

Relatively accurate grasp of consumer trends，Falled into tourism projects or destination operations，Yu Xuesong Cultural Tourism not only presents beautiful scenery，More local culture and historical culture、Combining the humanities, customs, etc.，And then dig out the authentic scenery，Bring more travel experience to consumers。Combining the different humanities and customs of different flower lanes、Cultural Core，Aggregating different raw materials to create craft beer with different characteristics and flavors，Form unique experiences and memories，This is the same logic。

188bet app download In fact, Meet Lijiang and other encounter series craft beers，Just one of the products of Cedar Culture and Tourism Songli IP。In Songli IP，And saffron、Cordyceps sinensis、Shangri-La yak meat，And specially made Lijiang silver pots with unique techniques created by well-known craftsmen。

Understand from several dimensions，One，These products of origin are the most representative local products，and passed strict screening，Quality guaranteed，The “orthodox” attribute of the place of origin is strong；Part 2，Multiple product combinations，Meet different product needs；Part 3，Food、The utensils are all the natural characteristics of the same place、A high-level aggregation of history and culture，Has good consumption stickiness，It is also popular among tourists for personal use，Can also be used as a gift；A destination that enriches travel experience、One of the specific carriers for extending the consumption chain，It is also a specific symbol of destination cultural tourism brand output。

According to Cedar Culture and Tourism，Songli is Cedar Culture and Tourism’s original intention to deeply cultivate the products of the place of origin，Relying on local cultural products，Upgrade to include intangible cultural heritage souvenirs、Internet celebrity theme cultural creation、A unique situational tourism consumption experience such as agricultural products and local products of origin，Discover the beauty of China，Share authentic scenery。

Cedar Culture and Tourism thinks，Cultural and creative brands reconstruct the relationship between people and things，Building the foundation of value and trust，In turn, it affects people’s lifestyle and behavior。There is a story behind the birth of every cultural and creative brand，This story is based on Xuesong’s humanistic attitude，From the brand visual sense，To product material，Functional aesthetics，They are all talking about Songli’s cultural temperament。Values ​​derived from the cedar system，Also from the nature and history of cultural tourism projects，Humanities and inheritance。Songli is the brand，Being a discoverer of culture，He is also a creator of cultural content。

These logics and judgments of Cedar Culture and Tourism，In fact, it is the current development trend of the cultural tourism industry，And the direct presentation of operational elements of cultural tourism destinations。Macroscopic view，Integrating culture and tourism、In the context of consumption upgrade，Tourists have diverse needs、Multiple levels，Pay attention to personalization、Differentiation，Also care about the cultural condensation and emotional resonance in in-depth experience，These make it possible for cultural and creative products to be、Project，Or the upgrading and creation of new consumption 188bet Online Sports Betting and Casino scenarios brought about by “tourism + cultural creativity”、The horizontal and vertical extension of new experiences, etc.，Both have more market digestion space，It also makes the destination in more fierce market competition，IPization of a single product or series of products (such as meeting Lijiang、Meet Series Craft Beer)、IP-based product matrix (such as Songli IP)，Even the IPization of the entire destination (such as the literary and artistic core of Dayan Flower Alley)，Both have become relatively urgent and important。They are both single-core competitive，It can also achieve the superposition of brand effect and value on the entire project。

Cedar Culture and Tourism relies on the existing tourism industry layout，Exploring cultural and tourism resources，Developed through creativity，Create a series of authentic customs that meet the needs of mainstream consumer groups，Launch of Songli IP，It becomes a timely move。

The advantages and opportunities of Cedar Culture and Tourism lie in，The tourist destinations it arranges，All distributed in first-tier tourist destinations，The local cultural resources are outstanding，In terms of creating differentiated products，Has outstanding value，At the same time, it also has plenty of tourists。How to superimpose and develop these elements to meet user needs，Products with strong market competitiveness，Developing a “tourism + cultural and creative” destination experience consumption chain，This will test the cultural mining ability of Cedar Culture and Tourism。