Being the Hua Xizi of the beauty industry、Perfect Diary，Li Ning in the shoes and apparel industry、After Anta tore a hole among young people with its Chinese style，The cultural and tourism industry is also beginning to get ready for action。

Under the prevailing national trend，Sunac China、OCT and other large enterprises，And local tourism developers in each city，Everyone has entered the national trend cultural tourism project。Last two years，Including Guangzhou Sunac Park、Fantawild Oriental Painting and other theme parks with Chinese elements、Business District、Cultural tourism projects such as characteristic towns are growing rapidly。

According to incomplete statistics from Yingshang.com，Retro style only opened in 2021、Nostalgia-themed city block、There are as many as 9 food complexes。Every company wants to take advantage of this opportunity to fly，But the excavation of traditional culture、Operation and re-creation are not easy。

Display of the "Death List of Characteristic Towns" widely circulated on the Internet in April 2021，Among the 10 types of characteristic towns，“Ancient Village+”“Ancient Town+”And other historical and cultural towns“Mortality rate”Highest，Positioned as Chengdu“Along the River During Qingming Festival”The ancient town of Longtan Water Town is one of the typical examples。Many related theme parks、Natural scenic spots are also in a tepid state。

How to keep Guochao Cultural Tourism in operation，It has become an urgent problem for the project to be solved。

After the national boom swept the consumer market，“Ancient Town+”“Ancient Village+”There are an endless stream of cultural tourism projects with Chinese traditional cultural elements，But there are not many scenic spots that can truly break the circle and make a rainbow，On the contrary, it is the Kuanzhai Alley with a long history、Datang Evernight City and other projects are taking advantage of the trend。

This type of Internet celebrity project digs deeper into traditional culture，From landscaping、It took a lot of effort to recreate everything from the operational level。

The positions of Kuanzhai Alley and Datang Evernight City are "";Old Chengdu folk life”and“Prosperous Tang Culture”。According to own positioning，Both parties added more to the landscaping、Retains a large number of related elements。

Before the comprehensive national trend，The Everlasting City of the Tang Dynasty, 188bet Online Sports Betting and Casino which holds a large number of cultural resources of the prosperous Tang Dynasty, has ";Kaiyuan prosperous age”、“Empress Wu follows suit”Two major theme sculptures，But Chinese cultural elements are weak and lack immersion。The commercial modules based on traditional department stores are also similar to other antique commercial streets，Falling into homogeneous competition, the project has been dormant for a long time。

Enter“The first year of the national tide”(after 2018)，Datang Evernight City readjusts its direction，Major transformation based on the culture of the prosperous Tang Dynasty。

This transformation has truly upgraded Datang Evernight City into a national cultural and tourism IP。The overall style is unified and designed with the theme of prosperous Tang culture，The setting is also meticulous: not only large venues、The commercial appearance of shops along the street refers to the architectural style of the Tang Dynasty，All public facilities are also unified into the Tang Dynasty style，Scroll bench、Cage distribution box，The cultural elements of the prosperous Tang Dynasty can be seen everywhere。

Shape alone is not enough, injecting soul is the key. 

IP created by Datang Evernight City——“Miss Tumbler”，Also based on the interpretation and excavation of the culture of the prosperous Tang Dynasty。

The image of the real performer refers to the Xi'an city mascot“Tang Niu”，And“Tang Niu”The design inspiration comes from the cultural relics of the Tang Dynasty in the Shaanxi History Museum。Also，Tumbler as an ancient children’s toy，The earliest records also come from the Tang Dynasty。“Tang Niu tumbler”’s performance became popular on social software such as Douyin，Performer’s Douyin account“Pikachen”Fans surged to 2 million，Popular variety shows、Radio interview、Cultural and tourism recommended ambassadors and other personal invitations are constantly being invited。

Datang Everlasting City“Miss Tumbler”’s live performance

Picture source: Xiaohongshu

Fashion and cultural activities also closely revolve around the culture of the prosperous Tang Dynasty，Integrating international modern culture and traditional culture。"Return to the Wild Goose Pagoda" created and arranged by an international team、"Back to Chang'an" two regular resident performances and the consecutive Western Business Conference、This is true for the Silk Road International Film Festival and so on。 

Datang Everlasting City resident performance "Return to Chang'an"

Photo source: Dianping

Commercialization projects also closely focus on historical and cultural characteristics。Immersive entertainment projects rising among Generation Z，has become a new format for investment in major cultural tourism projects，Datang Evernight City introduced an immersive Tang Dynasty historical and cultural experience 188bet sports betting app download project last year——"Guitang Tower"，Based on the market life during the Kaiyuan period of Tang Dynasty，Tightly“Prosperous Tang Culture”'s topic，Using an immersive approach to panoramically display the politics of the Tang Dynasty、Economy、Cultural outlook。

The "Guitang Tower" project scene in the Everlasting City of the Tang Dynasty

Photo source: Dianping

Kuanzhai Alley, which embodies the urban culture of Chengdu, is an ancient street of the Qing Dynasty，So there is no setting challenge，But due to its age，Plus commercialization needs，Kuanzhai Alley has to be repaired and commercialized，But the overall transformation is still based on culture。

In order to fit“Reproduce the charm of old Chengdu life”’s positioning，Kuanzhai Alley plans the leisure life of Kuanzhai Alley、Slow life in narrow alleys、The&ldquo of new life in Jingxiangzi;Most Chengdu”Series。In order not to destroy the original style of culture，Both rounds of transformation are based on “Remove less and change more”、“Repair the old as before”is the core principle。

According to tourism industry observation reports，After the renovation, about 20% of the old buildings in Kuanzhai Alley have been preserved，40% updated，The remaining 40% of new buildings are still made of green bricks、Gray Tile、Brown wood is the main material，Generally echoing the characteristics of the original old courtyard。

Shops that reflect the characteristics of old Chengdu have also been preserved，Zaier、Gaiwan tea、Shops such as Sugar Blower and Sanlian 24-hour Bookstore、，Integration of new consumer category stores such as Heytea。The aboriginal people with the most traditional life and culture，has also become a subject of reservation，After the completion of construction in 2018，Official statement，110 of the 944 households in the alley still live in Kuanzhai Alley。 

In-depth development of traditional culture，Good planning and operation，Prompted the launch of two major national cultural tourism projects。According to Mijing.com report，2019 before the epidemic，The number of visitors to Kuanzhai Alley reached 4163.70,000 people，YoY increase of 32.8%，Total sales 12.1.1 billion yuan，42 year-on-year increase.9%。Datang’s Everlasting City’s achievements are even more outstanding，The number of tourists that year reached 1.0.1 billion people，302 year-on-year increase.3%。Total sales 112.400 million yuan，74% year-on-year increase；During the Spring Festival in 2021，The number of check-ins topped the list in the country。

False prosperity

The success of projects such as Datang Evernight City and Kuanzhai Alley has given the industry a shot in the arm，Many entrants are more bold in investing in Guochao cultural tourism。

Since 2018，Huaqiang Fantawild has successively invested in and constructed“Fantawild Oriental Divine Painting”、“188bet sports betting app download Fangte Dongfang Yuxiao”and many other parks themed on Chinese traditional culture；The Aduohuayu Cultural Tourism Town launched by Sunac Cultural Tourism has a built-in immersive Tang-style commercial street and a large number of cultural scenes with ancient and modern characteristics；OCT also created the Shunde version“Along the River During Qingming Festival”——Happy Coast PLUS。

Although related cultural tourism projects are gradually increasing，But it can deeply explore traditional culture like the Everlasting City of the Tang Dynasty and Kuanzhai Alley，There are not many projects to build a personal brand，More projects focus solely on scene creation，Involved in homogeneous competition，The same old streets have caused many projects to fall into silence or directly perish。

The Bailuyuan Folk Culture Village, which was also developed based on history, culture and folk customs, is not only popular，Because of the sparse crowds，Forced to be demolished after 4 years of operation；Trying to create a Chengdu version“Along the River During Qingming Festival”The Longtan Water Village also ended hastily。"Special Town Death List" display，Among the 10 types of characteristic towns，Historical and cultural town“Mortality rate”Highest。

The reason，These projects are divorced from the cultural core，No features found yet。

Bailuyuan Folk Culture Village at the beginning of its operation in 2016，The daily number of tourists once reached 150,000，Become the "&ldquo in Xi'an tourism market that year;Top-level”，But in the end it was just a flash in the pan。

At the beginning of development，The person in charge of the investor of the project once said，Let the public“Visible、tangible、Feel it”The history and culture of Bailuyuan，But after the project was launched, it developed in the opposite direction。

Although a large number of ";Bailuyuan”Element、Constructed a number of antique buildings，But the excavation of Guanzhong culture is very limited。Despite the Jiaxuan Teahouse、Baishaoke Museum and other Bailuyuan cultural experience projects，But the most popular thing is Liangpi、Roujiamo and other Guanzhong specialty snacks。Except catering services，It is difficult to feel the unique culture of Bailuyuan in other aspects。

The only feature，Also due to certain restrictions，Failed to perform to the fullest。According to Xinhua Viewpoint，Shops in the park are only rented to foreign merchants，Aborigines who are familiar with the food culture here are prohibited from operating shops。

Because I can’t see Guanzhong culture，Can’t see local folk customs，The Bailuyuan Folk Culture Village is trapped in homogeneity，Customer traffic is getting less and less，In the end it had to be demolished。

In fact, I went back to see the Everlasting City of the Tang Dynasty and Kuanzhai Alley，The two represent exactly two types of templates。The Evernight City of 188bet Online Sports Betting and Casino the Tang Dynasty was created from 0 to 1，Kuanzhai Alley starts from 0.Transformation from 5 to 1。

But regardless of creation，Still transforming，Half of it is cultural excavation，Half of it is commercial renovation，The balance between the two，No formulas or laws，This is the difficulty in developing Guochao cultural tourism projects，Also a barrier。

Because of this, there are so many projects falling on the road.

Thoughts on the "Fake National Trend"

Culture and Commerce“Balance”，Often in the hands of a few。No project that grasps the true meaning，mostly stay at “Puppet national trend”Part 1。

The first thing is the landscaping“Puppet national trend”。Ancient architecture is one of the elements that embodies traditional culture，But some ancient buildings in the project have not achieved this。

The closed Longtan Water Village was originally positioned as ";Along the River During Qingming Festival”，But the planning and design is modeled after Zhouzhuang、Wuzhen，There are also landscape sculptures from the late Qing Dynasty and the Republic of China on the street。Chaotic construction group，Gives visitors a sense of confusion in time and space，Combined with the main street named after the Twelve Hairpins of Jinling in "A Dream of Red Mansions"，It’s even more difficult to tell the truth from the truth。

Secondly, there are cultural activities“Puppet national trend”。Many projects have also done many activities related to the national trend，But it does not show the connotation of culture，Most of them are still in the stage of copying and restoring。

Hanfu, which has been popular among young people in the past two years, has been moved to scenic spots by a large number of national trend cultural tourism projects，There are few projects that can be done thoroughly，And then spread layer by layer into the public eye。

The Xitang Hanfu Festival in Xitang Ancient Town conveys Hanfu culture to tourists，The dynasty carnival it launched allows visitors to learn about the costume characteristics of the Han dynasties in different historical stages，The Hanfu Etiquette Show shows tourists the Han style etiquette，Now Xitang Hanfu Festival has become the eye-catching business card of Xitang Ancient Town。

And in most projects，Hanfu performances often become Hanfu exhibitions。Actors wearing traditional costumes，The content of the performance is just a formality，Does not convey the core of culture，Or it may not have much to do with this culture at all。

This is difficult to be recognized by Chinese fashion lovers，The younger generation’s examination of the national trend is not superficial，Simple visual display can no longer stimulate the interest of this group，They focus more on creativity、Spiritual core and cultural expression。

Travel enthusiast Xiaomi Li expresses his views on hydrogen consumption，In today’s world of antique buildings，Everyone wants to see different things。“Good content can resonate，But most of the 188bet sports betting app download scenic spots I’ve been to don’t pay much attention to this，All performances are the same，I didn’t spend any effort to build my own“Miss Tumbler”，Playing for a day，Go home but can’t remember anything。”

Because there are too many similar projects，Many tourists have visited an ancient town in the south of the Yangtze River，I will not get involved in similar products again，Because of what I saw、What you eat and experience are the same。Millet grain name“Unified ancient building，Unified snacks from all over the world、There are also uniform and unoriginal Hanfu performances、Lion dance performance，There is no need to copy this kind of scenic spot“Repeatedly”Punch in。”

Success often cannot be imitated, but there may be rules to follow.

Li Zuomin, chairman of Sichuan 21st Century Cultural Communication Company, who participated in the reconstruction of Kuanzhai Alley, also said ";If you want to protect culture while making it glow with contemporary vitality，Then，While preserving architectural heritage and lifestyle as much as possible，Inherently creating new culture and place spirit should be a path that can be widely used for reference。”

This requires the project side to spend a lot of energy to understand、Exploring traditional culture，In other words, the cost behind it is time, which is also money，If you blindly pursue quick money，Maybe leave faster。The next city that never sleeps in the Tang Dynasty，Difficult！