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after renovation, zhongshan department store welcomes citizens with a brand new look.

prosperity through culture

looking around the surrounding cities, guangzhou yongqingfang, shenzhen nantou ancient town, foshan lingnan tiandi... the old streets of the past have successfully transformed into fashionable new landmarks, which have not only gained popularity but also brought wealth. however, many tourists who have visited xiangshan ancient town and sunwen west road pedestrian street generally believe that the traditional business formats here are single and need to be upgraded. today, as the construction of ancient cities is becoming increasingly similar, "squid", "grilled sausage" and "stinky tofu" have become the three old delicacies. if tourists cannot feel the unique local cultural features and taste the local special snacks, the sense of loss will gradually dispel their expectations for xiangshan ancient town.

"we should focus on the production and life services industries with the same strength as we do on industry and scientific innovation, and unswervingly build the cultural tourism industry into a strategic pillar industry of zhongshan," said guo wenhai, secretary of the zhongshan municipal party committee, at the zhongshan service industry high-quality development conference on august 13. in view of this goal, how should xiangshan ancient city break through the circle and grow?

status quo

most of the commercial businesses in the block are traditional

the sun yat-sen west road pedestrian street in zhongshan still maintains the traditional commercial street model. the ancient arcades are filled with homogeneous brand stores, and the repetitive hawking sounds from small loudspeakers echo over the stone-paved streets.

on a weekday in august, a reporter from southern metropolis daily visited the sunwen west road pedestrian street. since it was not peak season, there were not many people on the street. there were more than 100 stores on the 500-meter pedestrian street, more than 10 of which were closed, and five of them were closed next to each other, making it look a bit deserted at first glance.

the pedestrian street is mainly populated by clothing stores, most of which have slogans such as "clearance sale", "wholesale price", "clearance sale due to expiration of contract" on their doors. the business categories of the stores are highly homogeneous, with four stores selling shoes under the brand name "hui li". ms. zhou, who came from guangzhou, wanted to buy zhongshan specialty products on the pedestrian street, but after a round of shopping, she did not find anything that "refreshed her eyes and ears".

"walking from the zhongshan museum to the sun wen west road pedestrian street, many shops are closed." mr. lin from dongguan pointed out that the first floors of many shops in the xiangshan ancient town are deserted, and the second floors have basically not been developed or utilized.

"i came to zhongshan this time for the sunwen west road pedestrian street." ms. zhao from longgang, shenzhen, expressed some disappointment. "i felt that there was nothing very attractive along the way." the shops along the sunwen west road pedestrian street have no special features, and the business formats are single and homogeneous. "the shops along the street are still traditional formats, most of which are clothing stores and shoe stores. there are few local characteristics, cultural and creative formats, etc."

"zhongshan department store" is a landmark building on the eastern section of sunwen west road. on march 31, 2021, zhongshan department store ceased operations after accompanying zhongshan people for 71 years. at that time, a mall employee said that under the impact of online shopping, zhongshan department store suffered losses, coupled with comprehensive factors such as difficulty in parking, inability to expand catering projects, and rising rents, so it had to close.

a reporter from nandu learned that under the overall planning of zhongshan investment holdings, zhongshan xiangshan ancient city operation management co., ltd. (hereinafter referred to as "ancient city operation company") has completed the overall investment promotion work for the first to fifth floors of zhongshan department store in the first half of this year, and is currently carrying out business format planning and decoration design.

xingzhong plaza is an important business district at the west entrance of sunwen west road. in 2013, xingzhong plaza, with its nanyang-style architectural features, was completed and once became a new consumption hotspot in zhongshan; however, due to poor operation, the atmosphere in the mall is deserted. currently, many stalls on the second and third floors are closed, and the business format is facing readjustment.

breakthrough

shiqi subdistrict: activating the industrial space of the ancient city and revitalizing the cultural resources of the streets and alleys

shiqi subdistrict said that due to historical reasons, sunwen west road pedestrian street gradually formed its current business layout. as time goes by, the rich business layout at that time can no longer meet the diverse needs of today. as a local government, shiqi is fully cooperating in enriching the business format. it plans to introduce cultural and creative industries, exhibitions, hotels, homestays, shopping malls, specialty restaurants, artisan workshops and other business formats on the basis of introducing time-honored merchants and famous stores from zhongshan and abroad, promote the high integration of culture, commerce and tourism, and strive to create a xiangshan cultural living room and a museum-style cultural block to fully stimulate the commercial vitality of the block.

in terms of revitalizing the industrial space of the ancient city, we will plan the overall industrial layout in accordance with the "three-step" working idea of ​​using points to lead lines, using lines to lead areas, and using areas to build cities. from single buildings to cultural blocks, to revitalization areas, and then to the entire xiangshan ancient city, we will study and make good industrial plans.

the first step is to repair and revitalize a number of old overseas chinese houses that are ready for use as models, such as no. 18, 20, 22, congshanfang, no. 6, gongjianxiang, etc., and classify and implement policies for various types of properties, such as public, private, and ownerless, and do a good job in attracting investment;

the second step is to refer to the commercial planning strategies of cases such as chengdu kuanzhai alley, shanghai zhangyuan and foshan lingnan tiandi, and create and revitalize three to five historical and cultural blocks, such as sunwen west road pedestrian street, congshanfang historical and cultural block and xishan temple historical and cultural block;

the third step is to increase the attraction of specialty restaurants, accommodation, cultural and creative industries in areas with a certain business foundation, build a high-quality ancient city revitalization space, and gradually improve the retail and experience industries as the project matures. improve industrial policy guarantees, introduce relevant incentive policies such as investment incentives and subsidies, and cultural tourism industry promotion methods to help fully revitalize and build a new look for xiangshan ancient city.

in terms of revitalizing the historical and cultural resources of the ancient city, we attach importance to exploring the cultural elements behind the small streets and alleys. by building coffee shops, restaurants, specialty hotels, etc. in the small streets and alleys of the ancient city, we can form a "symbolic venue of memory". zhongshan has rich food resources, and we need to tell the excellent cultural stories behind the food to set off the streets and alleys of the ancient city. at the same time, specialty hotels also provide opportunities for people in the ancient city to stay, helping to connect tourists.

at the same time, recreational places are set up in small streets and alleys. under the principle of "repairing the old as it is", the original dilapidated and harsh environment is renovated, and wasteland, ruins, and corners in small streets and alleys are fully utilized to build parking lots, pocket parks, small gardens, book galleries and other public small spaces, turning street corners into "gold corners and silver edges", improving the tourist experience and retaining people for a long time.

in addition, the construction of digital cultural tourism projects will be promoted. by creating a highly immersive cultural and entertainment experience scene of "digital + culture + technology + entertainment experience", a cultural experience space combining virtual and reality will be created, and detailed three-dimensional modeling of various traditional arcade buildings, historical sites and other immovable cultural relics and historical relics in the xiangshan ancient city area will be completed. all-media visualization publicity products will be produced and launched around important sites and historical stories, and a digital museum will be established to fully activate the resources of small streets and alleys and increase the attractiveness of the ancient city.

suggestion

the revitalization of xiangshan ancient city's industries should take into account both public welfare and commercial aspects

"the purpose of local governments in cultural and tourism development is to drive the development of surrounding areas and related industries, focusing on long-term sustainable returns and comprehensive social benefits; while developers or cultural and tourism operating companies pursue project profits and short-term returns on funds. the goals of the two are like 'raising daughters' and 'raising pigs'," said jia wenkai, chief researcher at the china (shenzhen) institute for comprehensive development and deputy secretary-general of the zhongshan development and reform research association. he believes that when building a tourism complex, attention should be paid to coordinating the hands of the government and the market, and establishing an incentive mechanism to guide and constrain developers.

as a project for the revival of lingnan culture and xiangshan culture, xiangshan ancient city should take into account the balance between pure public welfare investment and commercial input-output. for example, large-scale municipal supporting facilities and infrastructure construction have public welfare attributes, and government finances should be the main source of investment in the early stages of development. "this can enhance the land value within the ancient city, improve bargaining chips with tourism complex operators, and reduce dependence on market forces for development funds in the early stages of development."

for specific commercial projects, we must take into account the initial investment costs and future profitability, conform to business logic, and let the market take the lead. we can ensure that tourism complex operators carry out development and construction within the scope of planning control and the overall guidance clearly defined by the government by controlling the progress of land transfer, clarifying cooperation terms, and equity control.

hu bo, a professor and curator of the guangdong provincial academy of literature and history, phd in history, suggested that the protection and revitalization of xiangshan ancient city should follow the "six aspects". the first is "academicization". the so-called academicization means to fully study the history, scope, cultural connotation, etc. of xiangshan ancient city, form academic results, and let the academic community have a relatively unified understanding of xiangshan ancient city.

the second is "artification". after the academic research results come out, they should be displayed through various means such as literary creation and art exhibitions, turning the academic results into visible, audible, singable and tangible works of art so that more people can get in touch with and understand them.

the third is "industrialization", which means turning artistic works into film and television industries, cultural entrepreneurship industries, and food industries, so that these contents have stronger vitality.

the fourth is "marketization". the so-called marketization means that it should be popular with the people and close to the people. marketization should be people-oriented and consider benefits. for the content that should be marketized, market players can compete to do it, and the market will decide who does it well.

the fifth is "capitalization". capital is indispensable in the marketization process. after evaluating valuable projects, financing can be carried out to help the steady development of culture with the help of capital.

the sixth is "digitalization". the cultural relics in xiangshan ancient city should be protected and managed digitally to form digital publicity products. through "digitalization", we can not only comprehensively sort out the historical materials, but also enrich the publicity methods.