The popular poverty alleviation drama "Mountains and Seas" that was broadcast at the beginning of the year，With a northwest dialect、A miracle of poverty alleviation，Let audiences across the country call them "Shangshang"。

The filming location was ridiculed by netizens as “dirty”，may become the next internet celebrity check-in place。According to news from Yongning County, where "Mountains and Seas" assisted in the filming，The 188bet mobile login and television cultural tourism base of "Mountains and Seas" will start construction in May，The first phase of the project will be completed before July 1st。

"Mountains and Seas" 188bet mobile login and Television Base，Once again confirms the "play-based construction" model of most 188bet mobile login and television tourism projects。However，The "Mountains and Seas" project is particularly unique in terms of presentation content and policy support，Other projects are not so lucky。

Make a movie and build a city. Then what?

More than 1,000 large and small 188bet mobile login and television cities，Having the same real-life entertainment dream - relying on the popularity of 188bet mobile login and television IP，Attract drama fans to check in，Second realization of harvesting traffic。But after collecting money for enclosure，Maintaining customer flow has become a problem，The "Disney Model" is not easy to learn，The "Hengdian model" is also difficult to copy。

Liu Shui’s 188bet mobile login and television IP，But it is difficult to save the 188bet mobile login and television cities that are being built together。

When you wake up from a dream，Many 188bet mobile login and television cities are gradually opening with high profile and are often crowded。Such as Shandong Qiyuan、Zhuji 188bet mobile login and Television City、Liubu 188bet mobile login and Television City and others were even partially demolished or completely razed...

Everyone wants to be the second Hengdian，But why do 188bet mobile login and television studios always fail to escape the fate of "overturning"？

The "drama-chasing tour" derived from poverty alleviation IP

The endless Gobi desert，"Dry beach" from flying sand and rocks，It has become a "golden beach" where every inch of land is valuable。

This is Minning Town in Ningxia，The place where the story of the phenomenal TV series "Mountains and Seas" takes place，Also a filming location。The hit of "Mountains and Seas"，Make this small town near the provincial capital Yinchuan famous。

There are also tourists who come here for sightseeing。Since the Spring Festival holiday this year，Minning Town receives over a thousand tourists every day，7 "Two Red" (red 188bet mobile login + red wine 188bet mobile login) travel routes connected by the plot of "Mountains and Seas"，Sales of various related products increased by nearly 40% compared with the same period in previous years。

"The Love of Mountains and Seas" was even included in the local "14th Five-Year Plan"，Become a fulcrum to leverage the update of Minning’s cultural 188bet mobile login product system。

In the "Yongning County Fourteenth Five-Year Plan for National Economic and Social Development and the Outline of Long-term Goals for 2035" released on March 11，Proposed to use "Mountains and Seas" to shoot locally，Create a tourism experience base and brand tourism activities，Leverage the advantages of “tourism + 188bet mobile login and television + sports”，Increase tourism and culture、The integration of sports and other industries。

The "Mountains and Seas" 188bet mobile login and television cultural tourism base to be started in May (hereinafter referred to as ""Mountains and Seas" 188bet mobile login and television base" or "project")，Accelerate the implementation of the above plan。

According to Yongning County news，The preliminary location of Minning Town's "Mountains and Seas" 188bet mobile login and television cultural tourism base is Yuanlong Village, Minning Town，The overall design idea of ​​the project is based on the TV drama scene combined with the promotion of immigration work，Built into a study tour、Training for party members and cadres、188bet mobile login and television shooting and logistics services、A 188bet mobile login and television tourism base integrating citizens’ leisure and entertainment。

Based on policy、Market and other factors，The birth of the 188bet mobile login and television base for "Mountains and Seas" is inevitable:

188bet mobile login and television works have popularized rural tourism destinations (such as "Country Love" and Ivory Mountain、Under the background of "Three Lives Three Worlds Ten Miles of Peach Blossom" and Pu Zhehei，"Mountains and Seas" received an enthusiastic response from the ratings，Brings opportunities to improve local tourism。The ratings have consistently ranked first in the country since its broadcast，The average comprehensive ratings of each episode on the five channels reached 1.504%。While the popularity of the series has not subsided，Publish IP through 188bet mobile login and television city，Harvest a wave of drama fans，Achieve traffic monetization；

The content of "The Love of Mountains and Seas" is a vivid reflection of Ningxia's fight against poverty，Extremely close to digging into and spreading local culture。And Minning Town is the place where the story takes place and the filming location，The project is located here and it is easier to create a model of poverty alleviation and cultural 188bet mobile login town based on history and culture，Yongning County also proposed to "create advanced towns and demonstration villages for rural revitalization"。

At present, the main tourism resources of Minning Town include shared wineries (red wine street)、Yuquan Grape Town、Yuanlong Village Qiaomei Poverty Alleviation Workshop、Funing Village Zhaohong Farmers Cultural Compound, etc.。The creation of the 188bet mobile login and television base for "Mountains and Seas"，Filling the gap in live entertainment in Minning Town，Enrich local tourism product supply。

With policy support, it is still not easy to break through

The particularity of the IP content of "Mountains and Seas"，Make it a model for poverty alleviation；But as a live entertainment product，If the 188bet mobile login and television base of "Mountains and Seas" wants to break through in the fierce market competition，It’s not easy either:

Currently only has one IP,

Offline derivatives development has certain limitations

According to plan，The first phase of the project is planned to be completed before July 1，The main function is a filming base for 188bet mobile login and television dramas、Immigration Life Experience Base、Community training and learning base、Intangible Cultural Heritage Base，Self-built area reserved for 188bet mobile login crews。Or you can say，In addition to providing the "same style" shooting scenes of "Mountains and Seas"，In terms of tourist reception and experience，Mainly prefers to provide party and government training、Red tourism and educational functions such as study tours。

The target customer group is small,

The ability to attract and convert traffic needs to be improved

Although outsiders often say that the word-of-mouth ratings of "Mountains and Seas" are "exploding"，But how many drama fans can it really attract？

Douban，"The Love of Mountains and Seas" Rating 9.4，There are 31.460,000 people have reviewed it。On Weibo，"Love of Mountains and Seas" Official WeChat Fans 2.650,000，The topic with the same name received nearly 800,000 discussions。Even if the possibility of overlapping of three data is excluded，Participate and follow、The audience for discussions and comments is only about 1.15 million，Or fewer who are really willing to travel。The actual target customer group is smaller，The 188bet mobile login and television base of "Mountains and Seas" still needs to attract more tourists。

But the plan shows，The second phase of the project will build a standard 188bet mobile login and television studio，Planned to start construction in March 2022，To be completed and put into use in November 2022；The third phase will build a 5D sandstorm 188bet mobile login and television cultural tourism experience hall、"Love between Mountains and Seas" Poverty Alleviation 188bet mobile login and Television Culture Food Street。

This means the main catering and entertainment experience formats in the 188bet mobile login and television base of "Mountains and Seas"，It may not be available until 2023 at the earliest。At that time, the IP of "Mountains and Seas" was influential、Awareness, etc.，Everything will decline。For ordinary tourists who are not fans of the drama，Need a richer business combination and entertainment experience，The requirements and difficulty of attracting and converting tourists will increase。

Adjacent to Zhenbeibao Western 188bet mobile login and Television City,

Competition for passenger flow may be inevitable

In addition，In the northeast, about 50 minutes' drive from the 188bet mobile login and television base of "Mountains and Seas"，There is also a strong competitor called Zhenbeibao Western 188bet mobile login and Television City (hereinafter referred to as "Western 188bet mobile login and Television City")。

Western 188bet mobile login and Television City is a national 5A tourist attraction，own Mingcheng、Qingcheng、Scenes such as a street in old Yinchuan and the Gobi Desert，During the 30 years since its opening, it has filmed classic movies such as "Journey to the West" and "Red Sorghum"。It covers an area of ​​about 1050 acres，Approximately 17 of the "Mountains and Seas" 188bet mobile login and television base (available land area 60 acres).5 times，Contains more than 80 performances and experience items，The number of tourists in 2016 has exceeded 1.5 million。

Compared to Western 188bet mobile login and Television City，Regardless of project size、Number of IPs that can be developed、Business combination and experience，It is difficult for the 188bet mobile login and television base of "Mountains and Seas" to gain the upper hand，Only temporary traffic can compete with it。Once opened，The battle for traffic between the two may be inevitable。

The flowing IP, the “overturned” 188bet mobile login and television city

The 188bet mobile login and television base of "Mountains and Seas" is small，But it is similar to many domestic 188bet mobile login and television bases (188bet mobile login and television cities)，Verified "filming a movie，The law of "building a city"。

For example, Hengdian 188bet mobile login and Television City was originally built for the filming of "The Opium War"，Xiangyang Tangcheng 188bet mobile login and Television Base was used to support Chen Kaige's "The Legend of the Demon Cat"，Liangjiang 188bet mobile login and Television City was built for the filming of Feng Xiaogang's "1942"。

Tangcheng Palace in Xiangyang, Hubei

Just，Many 188bet mobile login and television cities are facing similar challenges as "Mountains and Seas"，It also lacks the local policy support that is almost unique to "Mountains and Seas"。The "188bet mobile login and television tourism" model is not uncommon，Many of these projects cannot escape the fate of failure。

Data display，The total number of TV series that were produced domestically and obtained distribution licenses in 2019 was 254，905 movies in total recorded。The Iron Market，Liu Shui IP，But there is no way to save the 188bet mobile login and television cities that have "overturned"。

Among them，The most "tragic" thing is that the project was demolished on a large scale:

Shandong Qiyuan

Completed and opened in 1984，The Spring and Autumn and Warring States 188bet mobile login and Television City built around the architecture and culture of the ancient capital of Qi，After completion, TV series such as "Confucius", "Man Jiang Hong" and "The Miracle Doctor Hua Tuo" were filmed。Due to the disrepair of the building in 2007、Demolished due to lack of tourists，Later planned to be an open park。

Liubu 188bet mobile login and Television City

Opened in 1999，Used to 188bet mobile login TV series，Later it was abandoned due to improper management，Due to illegal occupation of farmland in 2019，its antique wooden house、Thatched cottages and other buildings were demolished。

Zhuji 188bet mobile login and Television City

Opened in 2013，It has attracted many crews such as "Heroes of the Sui and Tang Dynasties" and "Wu Song" to come to shoot，will "become the first domestic expo with the theme of world cultural heritage，Collection of 188bet mobile login and Television、Online games、anime、A creative industry cluster base integrating the four major bases of 188bet mobile login and television art education and theme parks" as the development direction。But there is no hope of turning around losses from the opening to 2018，Transferred by Great Wall 188bet mobile login and Television at a discount of 300 million yuan。2020，The local government is trying to revitalize land resources，Expropriate it and organize its demolition。

Zhongyuan 188bet mobile login and Television City

Built due to the filming location of the TV series "Children of the River"，Officially open to the public in 2013。To attract tourists during operation，Tickets were once reduced from 80 yuan to 60 yuan。2017，The Republic of China-style building complex "Sanhe Town", one of the four major scenic spots in the 188bet mobile login and television city，Demolished due to disrepair。There is also news that it will be demolished due to "renovation and upgrading"，However, the relevant renovation plan and project progress cannot be verified。

Zhenjiang Dajiang Fengyun 188bet mobile login and Television Base

Complete and trial operation in 2017，The project covers an area of ​​more than 6,000 acres，Taking Song culture as the theme，Positioned as "the country's first 188bet mobile login and television scene experience tourist resort"。But after the opening, tourists complained that it was "too rough"、“The park operation and entertainment projects are immature”。At the same time，Suspected of violating the "Management Measures for the Development and Utilization of Tidal Flats in Jiangsu Province" and other regulations，Only one year after opening，Total demolition due to suspicion of encroaching on the finless porpoise reserve。

In fact，Large-scale demolition is still an exception，More 188bet mobile login and television cities trying the "188bet mobile login and television shooting + cultural tourism" model，We are faced with the business problem of sparse tourists，Even A-level scenic spots are not immune。

Such as Henan Jiaozuo 188bet mobile login and Television City (filming location for the TV series "Three Kingdoms" and "Water Margin")、Dongping Water Margin 188bet mobile login and Television City (the filming location for 188bet mobile login and television works such as "Water Margin Heroes" and "The New Biography of Chu Liuxiang")、Crossing the Guandong 188bet mobile login and Television Base (filming location for the TV series "Crossing the Guandong", "Aunt Duohe", etc.), etc.，Even with a 4A scenic spot、3A scenic spots and other signs，The benefits of tourism are still hard to say optimistically。

The 188bet mobile login and television cities that "overturned"，It seems that the "188bet mobile login and television + travel" model is no longer possible。

188bet mobile login and television industry，Weak landscaping ability、Small scale，The shooting supporting service system is not perfect，Resulting in attracting less crew、Low scene appearance rate、Fewer IPs to rely on，The market awareness of Zaizhi 188bet mobile login and Television City is relatively low。

188bet mobile login industry，Mainly sightseeing tour，The operating model is biased toward the “ticket economy” of collecting money from traditional scenic area enclosures，There is a relative lack of entertainment experience formats，It is difficult to attract tourists other than drama fans。

If things continue like this，The two most common pillar businesses of a 188bet mobile login and television city，It is difficult to form synergies, complement each other and guide each other，We may even fall into a vicious cycle of dragging each other down。From the high-profile opening to the deserted stage，Unavoidable。

Tried and failed, but there are 188bet mobile login and television cities everywhere

Public data display，There are more than 120 188bet mobile login and television bases that have passed project establishment and approval nationwide，And folk statistics are 1000+。

Operation status，The 188bet mobile login and Television Center of the Institute of Cultural Industry of Peking University also released data，Not many domestic 188bet mobile login and television bases are profitable，80% of them are in loss，15% are living with enough food and clothing，Only 5% of 188bet mobile login and television bases can achieve profitability。

Similar projects have been tried and failed，But it failed to stop the enthusiasm for investing and building 188bet mobile login and television cities across the country。

According to incomplete statistics，Including the "Mountains and Seas" 188bet mobile login and television base mentioned above，2020 to present，More than 10 "188bet mobile login, Television + Cultural Tourism" projects have been signed and invested across the country，The disclosed investment budget amount exceeds 110.8 billion yuan，Involving Chengdu、Suzhou、Linyi、Qinhuangdao、Chongqing、Xiangshan、Wuzhou and many other cities。

The opposite is，Beijing Zhuzong Huairou 188bet mobile login and Television Cultural Park has not yet been completed 9 years after the land was acquired，Enlight Media has successively cooperated with Shanghai Minhang District since 2014、Hunan Province、Yangzhou Jiangdu District、Negotiations or agreements in Dalian Jinpu New District and other places，However, the "Light China Movie World" project has not been completed yet。

From 188bet mobile login and television works to reality，What is the magic power of 188bet mobile login and television bases to attract signings and investments from all over the country？

On the one hand，The 188bet mobile login and television base relies on 188bet mobile login and television works，Whether “enclosing land to collect money” or creating more unique experiences，It can be used as an IP derivative in the early stage，Harvest a wave of traffic，Achieving offline conversion and monetization。

On the other hand，No matter the 188bet mobile login and television base、A movie city or a movie town，They are all relatively differentiated live entertainment products。New scene、New business format，Enriched the supply of cultural tourism products for destinations，Has the potential to become a regional highlight project。

High-quality or differentiated traffic entrances to current destinations are increasingly scarce，This gives IPs with fan base more monetization possibilities and value，At the same time，Introducing new foreign IP will involve cost investment、Localization matching and other issues，The 188bet mobile login and television IP formed locally has relatively advantages，This is also the conversion of 188bet mobile login and television IP into a 188bet mobile login and television city or other real-life entertainment projects，Becomes one of the main reasons for common actions in many destinations。

But the truly successful 188bet mobile login and television tourism project model is difficult to copy.

Take Hengdian World Studios model as an example，It is considered a leader in domestic 188bet mobile login and television tourism projects，It is also one of the few projects in China that does not rely on real estate。Hengdian Group promotes the development of the 188bet mobile login and television city with its industrial support。

188bet mobile login and television industry，Hengdian 188bet mobile login and Television City waives shooting venue rental fees，And provide various photographic equipment、Clothes and props rental services，With experienced extras、Field Affairs、Commanders and other cast members，And provide hotel、Catering and other services，The 188bet mobile login and television production supply chain and supporting service system are relatively sound，In this way, we can form the advantages of industrial agglomeration and our own brand effect。

Tourism industry，Tourism product model of Hengdian 188bet mobile login and Television City，Experienced four generations of updates from 188bet mobile login and television base tourism-188bet mobile login and television culture and performing arts-188bet mobile login and television shooting experience-non-188bet mobile login and television themed scenic spots。Under the premise of having a large number of "hot" 188bet mobile login and television IP，Eat around、stay、row、游、Purchase、Entertainment、Education、Health care and other elements form a complete industrial chain。Compared to most in China, it is still in the first generation、Or a 188bet mobile login and television base in the second generation product stage，The “Hengdian model” is already a lot ahead。

Another mode，It’s Disney、The "188bet mobile login and television IP + theme park" model represented by Universal Studios and others，Also the most typical in the world、The most successful live entertainment model。This model attracts many companies to join it，Huayi Brothers、Light Media、Great Wall 188bet mobile login and Television are among the representatives。

But compared to the industry-driven "Hengdian model"，The theme park model is more IP-driven。

For "newcomers" in the live entertainment industry such as Huayi Brothers，How to imitate Disney、Universal Pictures, etc.，Incubate diversified 188bet mobile login and television “small IP”，And create a brand "big IP" represented by itself，How to create scenes based on IP、Business portfolio and project operations, etc.，How to leverage real estate projects to “recover blood” and feed back operations，These are more complex topics。