lvwei culture and tourism: promoting the "first-issue economy" and seeing how culture and tourism can activate new consumption potential
2024-09-22
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greenway introduction:the decision of the cpc central committee on further deepening reform and promoting chinese-style modernization, which was reviewed and approved at the third plenary session of the 20th cpc central committee, proposed to "actively promote the first-issue economy". we should accelerate the promotion of the first-issue economy, encourage enterprises to release new products, open first stores, and hold first shows and exhibitions, and continue to launch new formats, new models, new services, and new scenarios to meet consumers' pursuit of fashion, quality, and new trends; at the same time, we should accelerate the cultivation of international consumer center cities and enhance the commercial capacity of cities.
among them, the new business forms, new models, new services and new scenarios driven by culture and tourism are particularly worthy of attention. culture and tourism has its own unique charm in activating new consumption potential.
01 what is the initial public offering economy?
the "decision of the central committee of the communist party of china on further comprehensively deepening reforms and promoting chinese-style modernization" reviewed and adopted at the third plenary session of the 20th central committee of the communist party of china proposed to "actively promote the initial public offering economy."
the first-launch economy is a general term for economic activities such as companies releasing new products, launching new business forms, new models, new services, new technologies, and opening their first stores. it covers the entire chain development process of a company from the first release of a product or service, the first exhibition to the first opening of a store, the first establishment of a research and development center, and then to the establishment of a corporate headquarters.
guan lixin, a researcher at the institute of circulation and consumption of the ministry of commerce research institute, introduced that the first-issue economy can not only gather brand resources, drive industrial upgrading, and enhance urban commercial vitality, but also better meet people's needs for a better life and promote a higher level of dynamic balance between supply and demand.
supporting the open development of the service industry, integrating urban resources to create consumption scenarios, and establishing an international market environment are also important measures to develop the initial public offering economy.
02 the integration of cultural tourism and the initial public offering economy
in may this year, shanghai issued the "several measures on further promoting the high-quality development of the first-time launch economy" (hereinafter referred to as the "several measures"), which proposed that shanghai will continue to cultivate a unique first-time launch economy and build a global new product launch site that leads fashion and defines trends, centering on the strategic goal of accelerating the construction of an international consumer center city with global influence. the "several measures" proposed that shanghai will support the holding of first launches, first shows, and first exhibitions, and evaluate them according to the new product level, number of participants, event benefits, media publicity and other dimensions of the event, and provide subsidies for the actual investment of the event organizer in venue leasing, exhibition venue construction, publicity and promotion. at the same time, accelerate the gathering of high-level professional service agencies in the field of the first-time launch economy.
first, multiple cultural and tourism industries are suitable for first launches. the first launch economy focuses on the word "first launch", including the first release, first show, first exhibition, first store opening, etc., and the focus is on the new products, new technologies, new services, new formats, new models and other innovative achievements launched to the market, which are "first appearances".
second, the first-launch economy emphasizes the entire process of chain development. this chain development not only brings short-term effects such as new product launches and brand displays to the city, but more importantly, gradually builds a complete system network for new product research and development, release, display, promotion and sales. as a highly correlated industry, tourism connects related industries such as food, accommodation, transportation, travel, shopping and entertainment, making it easier to form an industrial ecosystem centered around new products, new formats, new models, and first stores and headquarters.
third, the initial public offering economy has the characteristics of fashion, quality, and novelty. it is an economic form that conforms to the trend of consumption upgrading and the requirements of high-quality development. it is an important manifestation of a region's commercial vitality, consumption strength, innovation ability, international competitiveness, brand image, and openness. cultural tourism also has the characteristics of fashion and novelty. museum performances, cultural performances, and cultural and creative products can help a region develop its brand image and enhance its innovation capabilities.
03 how can cultural tourism activate new consumption potential?
in the "guidelines for industrial structure adjustment" recently revised and released by the national development and reform commission, new formats such as immersive experience, digital music, and wearable smart cultural equipment are listed. it can be seen that digital technology empowerment will become an important direction for promoting the high-quality development of the cultural and tourism industry in the current and future period.
immersion travel:the emergence of immersive tourism is based on the "combination innovation" of digital technology and tourism projects. with the upgrading of cultural and tourism demand, the tourism industry can continuously derive new scenes, new formats and new models. immersive tourism involves industrial cooperation in multiple fields such as technology, culture and entertainment, which can drive the development of technology research and development, cultural creativity, catering and other industries, forming a virtuous circle, and has dual value in stabilizing economic growth and promoting consumption.
museum exhibitions:for example, the east hall of the shanghai museum launched the "starry china: sanxingdui and jinsha ancient shu civilization exhibition", the shanghai history museum launched the "governing the world and serving the people - exhibition of modern patriotic industrialists in the shanghai metropolitan area", the shanghai lu xun memorial hall held the "treasures from the sea of books - traditional cultural theme ex libris exhibition", the china art museum held the "chinese landscape - lin fengmian and wu guanzhong art exhibition", the pudong art museum launched the "glorious era: spanish past in the prado museum" exhibition, and the east hall of the shanghai library held an immersive ar exhibition with the theme of "thousands of miles of books and sounds of mountains and rivers".
cultural and tourism metaverse:the intersection of the cultural tourism industry and the metaverse: the development and sales of the value of cultural symbols in the technological era cannot be separated from the support of digital means, and the creation of a cultural tourism metaverse space is conducive to breaking the limitations of time and space on tourism resources, breaking through the boundaries of online and offline cultural tourism experiences, and establishing a new type of cultural tourism consumption mode.
new performances:the performance market is constantly innovating and upgrading, showing new features: large-scale music festivals and concerts are dense; there is a new trend of cross-city performances and the sinking effect is prominent; the proportion of third- and fourth-tier cities hosting performances is rising. tourism performances and theater immersion performances have become new hotspots for holiday consumption, and the average number of performances and audiences per day have also increased. small theaters and new performing arts spaces have emerged, and cross-border features such as "performance + cultural creation" and "performance + coffee" are obvious.
fashion market:offline consumer markets are usually held at night and last for a long time, providing an extension of entertainment and leisure for young people after work. more and more creative markets are emerging in urban blocks, which is a perfect fusion of the fireworks of the market and fashion trends. the cultural power brought by the market is integrated with creative scenes so that consumers do not regard the market as a pure shopping behavior, but a leisure experience and emotional experience, which is of great significance for the deep integration and development of urban cultural tourism. (xianning news network)
