December 5，Zhihui’s “Cultural Tourism Study House” online open class invited Zhu Ting, deputy general manager/partner of Aiken China, to share the theme。Sharing this time，Zhu Ting focuses on the theme of "How Brand Thinking Shapes Destination Competitiveness"，In-depth analysis of the eight main lines of competitiveness of cultural destinations，And explained in detail the key points of building competitiveness from culture to tourism through multiple cases，And how to tell a good destination brand story。

Zhu Ting said，Currently it is generally difficult to attract tourists to cultural tourism destinations、Difficult to retain guests、Difficulty in generating income、The core issues of detonation difficulty。The reason，The first is that cultural positioning is not precise enough，The second is that the product structure is not systematic enough，The third is that marketing activities are not sustainable enough。

Zhu Ting thinks，There are eight lines to build the competitiveness of cultural tourism destinations，Four of them 188bet Online Sports Betting and Casino are visible，Four of them are invisible。The four visible lines are the cultural lines、Brand line、Service Line and Marketing Line，The four invisible lines are the rhythm lines、Storyline、Product Line and Operation Line。

Zhu Ting further stated，Using brand thinking to build the competitiveness of a destination requires three steps。The first step is to change your thinking from literature to travel，The second step is to establish a foothold in the local area，From beginning to end, the premise is to export culture，Tell good stories，The third step is to be market-oriented，Monetize brand assets。“We are the shapers and operators of cultural tourism destinations，In fact, the mission is not just to make the destination profitable，It is also a recreation and transmission of local cultural values，Searching for the soul of culture is the top priority。”

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Hello everyone，I am Zhu Ting from Aiken China，I am very happy to share with you our experience and cases in cultural tourism brand building。

Why cultural tourism destinations need to be branded？What is brand thinking？In my opinion，Brand upgrade is not a slogan、a logo、Several IPs and other single dimensions can solve it，Brand is actually a kind of strategic thinking。We try to create more valuable and competitive experience content for destinations through branding，Let our brand have a unique identity in the minds of consumers、Uniform、Competitive and differentiated reputation。

There are several common core problems in cultural tourism destinations at present-difficulty in attracting tourists、Difficult to retain guests、Difficulty in generating income、Difficult to detonate。The root causes of the above problems are as follows。First，Cultural positioning is not precise enough。In fact, what troubles cultural scenic spots and destinations is not lack of culture，Often too cultured，If you have too much cultural baggage, you may get lost in the thousands of years of culture，Differentiation not found，It is also difficult to connect to the market。The second is that the product structure is not systematic enough。When designing product experiences，Not fully integrated with consumption scenarios，So we can’t find the driving force and scenarios for consumption。The third is that marketing activities are not sustainable enough。Topics and events are actually real-time，How to continuously create topics to attract attention，This is what marketing should focus on。

We have summarized eight lines for building competitiveness for cultural tourism purposes，Four of these eight lines 188bet Online Sports Betting and Casino are visible，Four of them are invisible。The four visible lines are the cultural lines、Brand line、Service Line and Marketing Line。

Specifically，Culture is the soul，What it answers is the difference between us and others，What will the future story revolve around，Create a good culture，This is the first question that must be answered in destination shaping；The brand image of scenic spots includes brand story and image recognition，It functions as a “face”；Service line is blood，Enables tourists to directly feel the standardization of the scenic area after entering it、Theming、Specialized and friendly service system；Marketing line is the legs of cultural tourism，By discovering consumer market needs，To design a more creative and appropriate marketing strategy，Highly integrated into the marketing process。

The other four invisible lines are the rhythm lines、Storyline、Product Line and Operation Line。

Specifically，We often consider rhythm lines when designing scenic spots，It is the shoulders of cultural tourism，The design of the landscape and equipment of each architectural attraction in the scenic area，Design according to the rhythm of fast, slow, strong and weak，Attract different groups of people through changes in rhythm，Create more play time；The story line is the context of cultural tourism，Because all the scenic spots in the scenic area actually need to be connected in series，We create the story line、Line design，Connect one or more stories，Let all visitors enter and participate，Be part of the story，When the sense of participation becomes stronger，In fact, their cultural identity and participation in the experience will increase several times；Product line is the hand of cultural tourism，Need to combine the cultural lines of our region、Rhythm Line、Storyline，Maximize the operating benefits of scenic spots，To design product operation routes and consumption scenarios；The operation line is the nerve of cultural tourism，In accordance with the principle of maximizing the management efficiency of scenic spots，To design the best on-site management and operation management path。

These eight lines seem complicated，To put it simply, it is centered on customer differentiated experience，Starting from the core of brand culture，Gradually build product brand、Service Brand、Brand assets such as cultural and creative brands and event brands，And the process of improving sales through the combination of marketing end leads。This is an indispensable software competitiveness in our current cultural tourism competition landscape，It is the overall temperament of a big brand，This kind of temperament has both internal and external unity and compatibility，It is also different from competing products in the market。From brand to word of mouth，Transformation from single marketing thinking to overall brand thinking，The first is a change in pattern。

Using brand thinking to build the soft power of our destinations is the theme this time，We also summarized three steps。The first step is to change your thinking from literature to travel，The prerequisite for changing strategies is to first change thinking。The second step is to establish a foothold in the local area，From beginning to end, the premise is to export culture，Tell good stories。The third step is to be market-oriented，Let experience、Product、Realization of marketing and other brand assets。

The most talked about thing in the entire cultural and tourism circle this year is the merger of cultural and tourism，From culture to travel essentially caters to the upgrade of modern people’s inner spiritual needs and the change in travel methods。Past selling history、Selling scenery、The era of resource consumption of selling hardware is over，Being born in the 90s、Post-00s have become the main consumer force，We have moved towards the era of fan economy and experience。Then，What should we do next to interact with these new generations？The first is to shift from resource thinking to brand thinking，Focus on and shape brand assets and cultural assets to 188bet Online Sports Betting and Casino create a fan economy。We are the shapers and operators of cultural tourism destinations，In fact, the mission is not just to make the destination profitable，It is also a process of recreating and transmitting local cultural values，Searching for the soul of culture is the top priority。

Actually，Every country has its own rich culture and enduring stories or legends，But through cultural attractions、The national brand value reflected in food is often very focused and intuitive，We can even use one or two words to describe the temperament of a country，These brand qualities become a label，Released and shown in every corner of our country and cities，Little by little affects people’s behavior and business forms，Ultimately forming huge brand equity value。

Cultural mining and brand creativity are the most difficult，But it is also the most critical first step。So we have to start based on the local culture，In Geography、History、Intangible Cultural Heritage、In the very rich elements of characters and legends，peeling off the cocoon，Uncover the most valuable cultural genes，By recompiling，Extracted and hidden deep in this city、The spiritual core of a region or destination，Then combine the market demand to form a positioning label that is different from other competitors。Finally, we use an easy-to-understand brand story，The super symbol or logo and a series of visual images of Dao Zhijian，Interpret and pass it on。

The following will be shown through several cases，Let’s see how we use new thinking to transform culture，Tell the story of your destination。

The first thing I want to share with you is the case of Wangwushan.

Wangwu Mountain is the starting point of the South Taihang Mountains，It is a famous Taoist mountain，It’s also the Foolish Old Man who moved mountains、The origin of many myths such as Nuwa patching up the sky，It can be said，Having a good hand in culture。But since opening，The popularity and customer flow are not ideal。Then，How to stand out from the numerous surrounding scenic spots，How to keep pace with the times，Create new development opportunities？How to tell the story of Wangwu with the mountain as the background？

The key to telling a good story is to explore the core value of the brand，I think it must have three characteristics: uniqueness、Scalability and market relevance。Uniqueness is about differentiation；Scalability is the future in visual design、Product content design and communication，Content planning must have rich possibilities，Can be extended and grounded；The relevance of the market is actually a high degree of conformity with the spiritual demands of the target customer group。

Taoism、Yugong and Wangwu were the three selling points of Wangwushan at that time。We passed market research、Cultural analysis and market consumer demand analysis and discovery，It is inevitable that the first two-Taoism and Yu Gong will not do well，Because it does not meet the three characteristics just mentioned。So to build the Wangwu brand, we must first look beyond the famous Taoist mountains to see Wangwu，Integrating a new IP。

“The mountain is shaped like a king’s house，The king uses the mountain as his house"，Queen Mother、Jade Emperor、Foolish Old Man、Nuwa and other countless kingly myths have left Wangwushan with a kingly spirit，And modern benevolence and righteousness、Courage、The spirit of heroic climbing and conquest is highly consistent，Leave it to future generations to explore myths and find magical yearning。The positioning of “Mountain of Kings”，is the first brand value we captured，Plus the long-standing mythical stories here，The mystery and uniqueness of Wangwu are about to be revealed。

On the positioning of the Mountain of Kings，Further integrated with contemporary people’s holiday needs for traveling in the mountains，Determined the brand slogan of "Shenyouwangwu"，Contains the aura of the king who is wandering and contented、The way to travel freely、The product personality of the fantasy world，Beyond the limitations of the original red culture 188bet app of immortality and Yu Gong，Multicultural and inclusive，And a brand image system centered around the wandering temperament。We use new brand thinking to open up the imagination space for the development of Wangwushan in the new era，I am also thinking about a new possibility for mountain resort brands。

Leading the new trend，First of all, you must have a cooler image。So we also made a bold attempt，Breaking through the traditional thinking of logo design，Start from the two letters W and M of Wangwushan，Designed a brand new image。But besides being cool，The image design should also consider the future development strategy，The future of Wangwushan International Tourism Resort is not only mountain tourism，We must also take into account the business of Wangwu Old Street、Country B&B、Healthy Vacation、Red study base and other global cultural tourism formats，Therefore, the design of this logo is designed from the perspective of an international tourist resort，Has a strong international sense and inclusiveness，The traditional image that leads the image of mountain tourism。

The second thing I want to share with you is the strategy of Longhu Mountain。Longhu Mountain is a very famous mountain-type scenic spot among the famous Taoist mountains，However, the single Xiandao brand at that time could no longer support the positioning of Dalonghu as an international integrated resort。Then，In brand、How to make breakthroughs in products and marketing？

We have built three major value upgrades，According to natural endowment，Transformation from “sightseeing” to “inner travel”；Develop cultural endowments，Transition from “tradition” to “novelty”；Based on industrial endowment，Transformation from “scenic spot” to “industrial comprehensive resort”。Improve value through these three dimensions。

Based on Taoist legends and unique scenery of mountains and rivers，We position "Magical Dragon and Tiger、Landscape has spirit"，A new way to experience the "Five Spirits Wonderland"。Such a cultural positioning immediately elevates its brand tone，At the same time, he created the new Taoist gameplay of "Five Spirits Wonderland" and the new dragon and tiger gameplay，Includes image theming、Specialized commentary、Display interesting and Taoist knowledge。From the two dimensions of products and services，Closely focus on the two brand goals of "magical" and "spiritual mountains and rivers"，Present a colorful、Brand experience of magical soul，Subverted the previous communication methods。

The third case I want to share with you is the case of Jiaxing。Jiaxing also has very rich cultural connotations，But because it is very rich，So it becomes a burden in brand building，Unclear personality，The familiar Jiangnan water town，It is also the capital of leather, etc.。How do these cultural elements break the pattern，Find a brand gene in the context of the new era？

Let’s formulate a strategy，Looking beyond the Jiangnan water town to see Jiaxing，Combined with its smiley face、Red Boat、Building、Etiquette and the poetic conception of Jiangnan water towns，Created a super symbol that “does not forget the original intention”。

Su Shi once said that "abnormality is in harmony with the Tao"，This is also a strategy we attach great importance to in brand innovation。We are in the design process，Also trying to break through the ancient town、Water Village、Canal、Nanhu、Inherent images such as rice dumplings，To find the brand symbol representing Jiaxing。

Give the above example，What we want to convey is，Very rich in resources、A cultural scenic spot with a very profound heritage，There is actually a basis for finding the labels and positioning of our own culture and brand，Or there is a path to find。

What I just talked about is changing your thinking，The second step is how to tell a good brand story around culture。The three cases shared above actually found new breakthroughs and brand footholds through 188bet sports betting app download changes in thinking，From finding brand positioning to telling brand stories，We need to continue to adopt visual concepts around this positioning、Marketing and cultural creation, etc.，Build a unified cognitive system，Go deep into the minds of our consumers，Connect with our consumers，Intangible assets that form the brand，To enhance our cultural, economic and social value。

Creating a scenic spot brand story is like nurturing a daughter，The first is to sort out the brand architecture。Scientific brand architecture is actually like a well-proportioned body，If the brand architecture is given reasonable space, it will not be top-heavy、The situation of imbalanced proportions；The second is the creation of brand image，Perform visual transformation and beautification，Bringing a new look to our destinations；The third is the integration and improvement of brand concept，Include values、Core competitiveness, etc.，Cultivation of a correct outlook on life for our children、Values，And take advantage of her，Cultivate her uniqueness；The last is brand integrated promotion and communication，How to integrate her into society，Get better self-expression。

Then，How to systematically tell a destination brand story？Let me share with you a very typical case in Shanghai，This is our Shanghai Binjiang，This is a relatively successful case of riverside urban renewal in Shanghai and even across the country，There are almost 11 coastlines.4 kilometers，The area is about 9.4 square kilometers，It was an industrial warehousing and transportation base in the 20th century，Later gradually withered，There are residential areas and factories intertwined inside。

Later, due to the overall development of Shanghai and the improvement of urban layout，Laid the foundation for building the entire West Bank along the Shanghai Binjiang River into a brand new cultural industry zone、International first-class business and trade area、Vibrant new waterfront area。Because of the new regional positioning，So much so that a new brand story was created later，A complete set of brand recognition system，include its image，Positioning by sector，Future marketing and brand activities of different sectors, etc.。

The function of Binjiang has undergone great changes，Its entire function is replaced by investing in cities、Employment、Residence、Travel and other types of people create the places and spaces they need now and in the future，So it is divided into four very important core areas:

One is a regional gene business card。It is to activate the entire area with cultural venues，So in the entire West Bank or the entire Binjiang，The art museum is the most unique landscape，There are dozens of international art museums within just a few kilometers。The second one is the engine of development driven by science and innovation。The West Coast Media Port is here、West Bank Wisdom Valley、Three major development engines of West Bund Financial City。In addition, there are urban commercial quality living supporting areas and basic guarantee areas for public leisure。

Because of the positioning of these four major sectors，Laid the foundation for West Bund to become the most popular and charming new urban landmark in Shanghai，We have also carried out various brand activities，Including industrial activities such as artificial intelligence conference，and design activities，It also cultivated a new generation of artists，There are also entertainment activities，includes film festival、Music Festival，There are also business activities，Including West Coast Food Festival、West Bund Art and Design Fair and more。

In addition，The West Bank has also created a unified global atmosphere in terms of image，Becoming the most popular urban living public space in Shanghai。It has a very complete vision system，Including waterfront characteristic visual system、Creating the atmosphere of the global space、Serial application of regional transportation、Direction system for public 188bet app services。So，Whether during normal times or during special events，The current overall guidance system and image system，Guidance system for urban public spaces，In my opinion, it is a very good example of urban renewal，It also carries the entire brand story very well。

Regional branding，Because it is now a public area for urban renewal，The entire regional brand also represents the spirit of the city。It comes from the cultural concept of the brand、Visual image and integrated marketing present the brand spirit，To carry all aspects of city brand，Including its comprehensive view of the city、City life, history and culture, etc.，In fact, it is multi-dimensional、Penetrate into our lives in many aspects，Use culture to activate the value of cities。

Then，Back to the case of Wangwushan，In the section of Telling Good Destination Stories，From the spiritual belief of the king of the king's house。From the spiritual belief of the king of the king's house，Through our brand association，Penetrate into consumers’ lives and minds，To create a new lifestyle and vacation style。This is the second step in telling the story of cultural relics，Under the guidance of such a brand strategy，We have also established a complete Wangwu brand system。

In this system，Start from the core of the brand，To the product selling point、Theme function partition、Marketing Tools and Strategies、Brand Management，It's like a pyramid，Steadyly supports our entire Wangwushan brand system，Formed a very complete Wangwushan brand system，To inherit its brand story。

At the same time，We also provide special experiences through normal operation，Further exploring the story of Wangwu Old Street，Including buildings in Shanxi and Henan、Legends of mountains and seas and research activities，Also helped it design a very rich research route and research course content。

In summary，Want to tell a destination story，We must base our efforts on culture，Step by step to build our brand system，Including our brand value、Brand Vision、Brand marketing and brand products, etc.，Carry it from different aspects、Explain our brand story，Finally built a complete、Cognitive system for consumers。

Step 3，We are market-oriented，Let experience become a way to make money。Many people will ask，Does the brand have the ability to monetize?？We think，The forms of brand realization are very diverse，Pass product、Performing activities、Culture and creativity, etc. can all make profits。Good brands can empower destinations，Improve profitability。

For example, the mountain and sea fantasy themed night tour created by Wangwushan，Although there is currently only one phase of the project，But in the mining of IP characters、Initial results have been achieved in the positioning of the theme。Wangwu Mountain is actually recorded in the Classic of Mountains and Seas，So we captured these characteristics，Created a fantastic fantasy of mountains and seas，Fit the theme of the King’s house。This night tour product also hopes to bring a new light and shadow experience，Not only the creation of stories、IP image design and on-site lighting arrangement，There are also the transmission of myths and legends, etc.，These contents actually have a very strong effect。During May Day in 2019，Wangwushan Scenic Area has received more than 400,000 visitors，The entire scenic spot received 250,000 likes from tourists within four days of its opening，So this is the largest realization process，How to pass the product，Pass good topics，Refined through good themes，Drive our overall customer flow。

Finally, let’s summarize，Today our topic is how brand thinking builds destination competitiveness。Brand competitiveness has many dimensions，Just like the "four visible lines" and "the four invisible lines" mentioned to you at the beginning，From brand、Service、Marketing、Product、Cultural and creative, etc.，is multi-dimensional。We hope to stand at the full height of a platform，188bet sports betting app download Complete the transformation of thinking，Tell brand stories based on local culture，Finally, starting from the story of culture，Make it something we can experience，Available to watch，Consumption scenarios you can also participate in，Successfully realize brand and cultural assets，Become our passenger flow，Become the profitability of our sustainable development。

So，Brand building is actually a long process，It is a process of gradual transformation and improvement。Borrow this sharing，I also hope that everyone can find their own precise cultural positioning，Taking the Steps of Brand Transformation，Shaping with differentiation，A global destination brand with good reputation and competitiveness。My sharing ends here，Thank you everyone！