The Yangtze River Delta attracted 654.38+006.77 billion yuan of gold. Is Zhengzhou heading for a new era of cultural tourism?

? Author | Zhao? Invited contributor to "Website"

On July 20th, Zhengzhou "Yangtze River Delta Regional Cooperation" market promotion meeting and project signing ceremony was held in Shanghai. This activity signed 37 projects with a total investment of 654.38+006.77 billion yuan, covering advanced manufacturing, trade logistics, digital economy, biomedicine and other fields, and 5 projects of Fortune 500 enterprises.

Wang Xinwei, vice governor and mayor of Zhengzhou, said that Zhengzhou is one of the national central cities under construction, with six comparative advantages, such as regional transportation, human resources, history and culture, inland opening, industrial base and strategic superposition.

Recently, there have been frequent big moves in Zhengzhou.

First, Xu met with a delegation from Naked Heart Group, a well-known holiday brand, and then hosted a cultural tourism forum to discuss the development of cultural tourism industry with enterprises.

Xu Shuji's attention to the cultural tourism industry is obvious to all. Through the iteration and extension of the cultural tourism industry, Zhengzhou is becoming more heavy, quality and dynamic.

1 travel reality

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The long drought brought rain.

With the promulgation of the inter-provincial tourism opening document, the tourism industry suffering from the epidemic situation has a bright future. Zhengzhou's "non-stop" in the cultural tourism market can be understood as making the longest-term layout.

Under the influence of the epidemic, scenic spots with high popularity are shivering, and even many characteristic towns are directly facing bankruptcy. For example, Bailuyuan Folk Village. Once took advantage of the wave of "White Deer Plain", it became the hottest IP at that time, ushered in the era of full customers, but now it has suffered the bad news of being demolished.

? Blind consumption of cultural IP is unpopular

Many people will think that the epidemic has dealt a great blow to the tourism industry like Bailuyuan Folk Village. But in fact, as early as 20 17, the passenger flow of Bailuyuan has dropped sharply.

In addition, many small towns, such as Longtan water town in Chengdu and Wolong ancient town in Xiangyang, Hubei, are also facing the same dilemma. The antique city, which invested several billion yuan, closed its shops a few years later, leaving few tourists.

Some "tourist towns" even have the names of thousand-year-old towns. After they went, they found that the antique buildings were brand new. The main activity on the street is selling yogurt and meat buns, which has become a "snack street". Simply put, it is a place to eat cheap snacks with rising prices.

? The characteristic town became a snack street.

Interestingly, such towns can be seen all over the country. When the so-called "characteristic towns" are all the same, they become empty shells supported by reinforced concrete because of lack of soul, and they can no longer become holiday resorts that attract tourists.

Without any clear planning of cultural tourism projects, the arrival of the epidemic is the sword of Damocles, and there is no resistance at all. Also as characteristic tourist towns, Wuzhen and Gubei water towns are more attractive and have a better tourist experience, which has become the benchmark of characteristic towns.

In the process of new urbanization, characteristic towns once became "fragrant cakes".

? A characteristic town with connotation has centripetal force.

In 20 16, the Ministry of Housing and Urban-Rural Development, the National Development and Reform Commission and the Political Department jointly issued the Notice on Cultivating Characteristic Towns, which mentioned that 1000 characteristic towns will be cultivated before 2020. Subsequently, "small towns with characteristics" were written into the government work report.

Many capitalists on the sidelines are salivating, as if they saw pigs flying in the wind. Running around has become a new direction and new normal. Like many lands around Zhengzhou, it has long been "taken by famous flowers".

2 urban opportunities

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In fact, the development of characteristic towns has made great achievements, but there are also many problems. Some characteristic towns are not worthy of the name, and they are widely criticized as being vigorously or quietly strangled.

If you don't stand out, you will be out. This is the current survival dilemma of the characteristic town. The appearance of antique towns relies on the concept of characteristic towns put forward by the state, but characteristic towns do not represent suburban attractions. After the tide of town fever recedes, industry is the lifeblood.

? Characteristic towns cannot be simply imitated.

It is not difficult to understand that the new leaders frequently mobilize resources in order to introduce industries into Zhengzhou, which is an endless "flowing water" in Zhengzhou.

Without industry, there would be no towns.

Small towns with distinctive characteristics need to build characteristic industries. Without the industry as the basic support and the "hematopoietic" function of the industry, the development of small towns will be unsustainable and will eventually fall into "zombie towns"

At this point, the interpretation of Maotai Town is particularly good, with characteristics, industries and landmarks. Relying on the development of powerful famous enterprises, it has gained international reputation after thousands of years of cultural origin, and is also a national super IP. Starting with culture, we will carry out elaborate top-level design and make a transition from an industrial town to a tourist town.

? Industry is the core support of characteristic towns.

For example, Yun Qi Town is backed by Alibaba, creating an ecological cloud computing industry, and thousands of Ali engineers have settled in. On this basis, some companies in the fields of APP development, games, Internet finance, mobile Internet and data mining. Joined in, formed a complete cloud computing industry chain, and gave birth to the industry's high-end exhibition brand-Yun Qi Conference.

Also famous is Anaya, which is famous for its community marketing cases and its reputation is bursting.

In the final analysis, a characteristic town is to gather a group of high-end talents around high-end characteristic industries to form a future community with distinctive life, production, ecology, cultural connotation and spirit. Only in this way can it attract tourists because of its uniqueness, exclusiveness and monopoly in industry, culture and life.

? The products of Anaya Town are built from the spiritual level.

On July 1 day, the National Development and Reform Commission issued a document to eliminate a number of unqualified towns, including towns with false characteristics and towns that touch the red line.

As an important breakthrough of national urbanization, eliminating unqualified towns is a timely stop loss for local governments; Generally speaking, it is a rectification of the development direction and trajectory of characteristic towns, which is conducive to the more stable, better and healthier development of characteristic towns in various places.

Since the tune of 20 16, the characteristic town has been on the forefront with the speed of never looking back. Today's "comprehensive reshuffle", the characteristic town is like a roller coaster, treading on thin ice.

? At the national level, the renovation of characteristic towns was launched.

The essence of characteristic towns is that people want to live and work, and its vitality starts from planning and ends in the industrial chain, which is interlocking and operation is the key.

Therefore, characteristic towns are doomed not to be smashed with money or built by administrative means. Only long-term intensive cultivation can achieve deep development.

3 Zhengzhou characteristics

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Xinmi, Dengfeng and Gongyi in Zhengzhou are also surrounded by characteristic towns. Even Xinxiang on the north bank of the Yellow River is frequently coveted. The town spread with the trend of starting a prairie fire, and Zhengzhou became the world of the town.

At present, "Volkswagen Fried Chicken" is a movie town. This small town, which focuses on "crossing feeling" and "immersion feeling", has risen rapidly since it opened in September 20 19, and has become a new "punching place for network celebrities" in Zhengzhou, and is also known as a successful project combining culture and tourism industry.

? Since then, Zhengzhou people have their own network celebrity punching resort.

Between Zhengzhou and Kaifeng, besides Jianye Film City, there are Jinke Cui Bo Academy City, Korean Teddy City and Liezi Cultural City.

The western region is rich in landscape resources, ecologically livable, rich in historical and cultural connotations, and most of them are in an undeveloped state with strong plasticity. It is also the gathering place of Zhengzhou's characteristic towns, with cultural tourism characteristic towns as the mainstay, such as Jinkejia Road Town, Qinglong Mountain Town, Sunac Yun Zhi Town, Sunac Ciyun Town, Zhengshang Xishan Town, Sunac Jia Town and Guanlan Town.

? Jianye football town real scene

From the positioning point of view, these towns cater to some of the tourism needs, livable needs, industrial needs, cultural development needs, health care needs of Zhengzhou citizens to a certain extent, and have certain demand support. However, the homogenization problem in some cities and towns is obvious. When the "speciality" of a characteristic town can't be brought into full play, it will disappear from the public and it will be difficult to emerge.

It can be predicted that many so-called characteristic towns in Zhengzhou are bound to "see red with bayonets" and see gold only when waves wash sand. A truly dynamic town must be based on industry.

For example, after the planning of Ryan Science Corridor is put forward, it is planned to build Henan Silicon Valley within 50 kilometers of Fiona Fang, Kaifeng, Zhengzhou, and Kunpeng Software Town is located on this avenue that Henan people expect.

Many towns in Zhengzhou inevitably have the characteristics of real estate, and most of them are equipped with a certain proportion of houses.

Some experts have called for countless times to be alert to the "real estate" of characteristic towns, and not to let them put on the coat of real estate, and finally become the invisible hand behind the scenes to boost housing prices.

Taking land through characteristic towns is not only cheap, but also covers an area of more than ten square kilometers, which solves the pain point of developers' difficulty in taking land.

Without industrial support, such a small town may eventually become a "hollow town".

? Wenchuang Town, which is blooming everywhere in Zhengzhou.

Many housing enterprises have robbed the limelight of characteristic towns, but so far none of them have been particularly successful. At present, the operation mode of characteristic towns is still immature, and most housing enterprises are still in the exploration stage.

Even in Zhejiang Province, where characteristic towns are constantly emerging, Liangzhu Cultural Village led by Vanke has become a sample of the construction of characteristic towns led by developers. However, Liangzhu Cultural Village has not been able to get rid of "real estate", and Vanke's income from cultural villages still depends more on the sale of real estate.

? Scene of Vanke Liangzhu Cultural Village

Some people say that the characteristic town industry is difficult, the characteristics are bitter, the houses are down, the culture is poor, and the market is dead.

Excellent characteristic towns should be based on culture, innovative design as the soul, perfect industry and return to experience. A characteristic town can only be successful if it fully integrates local industries, culture, aborigines, nature and other factors to form a brand and export it in a perfect mode.

4 literary travel in the new era

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Once the potential of characteristic towns is stimulated, it must be a new footnote for urban accumulation.

Coupled with the excellent capital operation ability of the capital side, more high-quality cultural industry content will awaken the soul of the city through high-quality characteristic towns, and will also lead Zhengzhou to a new era of cultural tourism.

Five years later, when we look back at the epidemic situation, it should be a watershed in China's characteristic towns. The characteristic towns are accelerating, and those towns that find the right industry and pay attention to operation and experience will seize the time window to detonate the brand.

? Conversely, the development of small towns has ushered in new opportunities.

The new secretary introduced the different scenes and contents of resource introduction in Zhengzhou and a series of excavation actions in Lv Wen, Zhengzhou, in order to provide more substantive materials. It is based on the culture of the city, empowering Zhengzhou industry and adding firewood to the city.

Opportunities for all are not opportunities, and crises for all are not crises.

The real competition is to step on the accelerator in times of crisis, not on the brakes.