Dialogue with Jia Yunfeng: Your loneliness is related to me.

In 2022, it came to us with an indescribable mood. It seems that the mountains and rivers remain the same, but everything has changed, and no one can tell.

Spain. Madrid is cold in the morning and evening, sunny, and surprisingly hot at noon.

Although it was during the epidemic and Christmas Festival, Salamanca was still crowded with people. In the pub on the street, I met Mr. Jia Yunfeng, an expert of the United Nations World Tourism Organization.

A cup of iced coke, a few slices of ham, a bag of flowers, a burning stove on the street behind us, full of thoughts in a warm atmosphere, we kept laughing, which infected foreigners who didn't understand Chinese around us. I am glad that I met a famous brand planner, a mature cross-border artist, but more importantly, I met an interesting person.

I've been watching loneliness all my life.

Q: I heard that the annual trip to Spain is what you are most looking forward to. During your stay in Madrid, you will always write a lot of words that people can't put down. Looking at the time published on the website and friends circle, I feel that you hardly sleep. How to maintain this enthusiasm?

Jia: I found that I have no jet lag.

20 14, deeply experience Europe, take the evening flight from Beijing. When I arrived, I made an appointment with my friends or went to work in the office as the time difference of 7 hours happened to be daytime here. This is especially true when returning to China. I fly to Spain in the morning and go to China in the morning. I put down my luggage and go to work at once. My secret is to sleep whenever you want, and wake up thinking, and everything will come naturally.

On long-distance flights, I often see the suffocating darkness like ink knocking over soaked rice paper, and the seat belt reminder light overhead flashes like a light bean in the bathroom in the distance, and the flight time seems to be trapped. This kind of travel across the world has a sense of emptiness. It burns silently around like a winter fire, and I always feel that my figure is walking alone in the ice and snow.

In 20 16, I started a short life in Spain 1-2 times a year. Get up before dark every morning to deal with those WeChat messages that China wants to reply to, and start meditation in the afternoon. Sleep when you are sleepy, and go out on the street at night. Every alley is gorgeous and moving, and there are restaurants everywhere. You are surrounded by Madrid people, who are noisy and excited all day, with a glass of wine in their hands. If you walk for a while, you will find a unique buyer's shop or small market. Take 1000 steps to get home, and look at the black window one day. China's message is ready to move.

Recently, I have found more and more that I am struggling with work and loneliness, and I don't want to fight.

Q: Lonely? Seeing that you have been partying and laughing with friends, do you use travel planning to overcome loneliness?

Jia: Yes, I am an only child. My parents are too busy at work. I went to junior high school alone and lived on campus when I was very young.

At the weekend, all the students went home. I will fill a thermos with orange soda. I often feel lonely. Parents are in other places, and there are not many classmates and friends around, so there are even fewer people to talk to. There are only two things to do at this time, one is writing, and the other is traveling. At that time, I had found that traveling could change my life, and this "change" was a change inspired by external forces.

I learned to observe people on the street. I was fascinated by the two lovers who quarreled in the hot air of the snack bar and made up again, the monk who had just finished his morning class in the temple, the old man who read the newspaper all day and the girl who wandered in the field. Travelers have "three realms": the inferior people are dissolute between mountains and rivers, and wherever they go, people will visit here; Most people care about mountains and rivers, mountains and rivers, and themselves. The best people forget things between mountains and rivers, and can reach the realm of forgetting things with me.

I learned to think and had an epiphany: the meaning of travel can be divided into curiosity, pleasure, restraint and enlightenment. The journey of knowledge seekers lies in sensory stimulation, the pleasure of feeling lies in emotional needs, the cultivation of the soul lies in psychological tempering, and the enlightenment lies in spiritual sublimation.

I learned the philosophy of travel. People think that "loneliness is a feeling and experience of subjective isolation and alienation from others or society, and it is the self-sealing of a person's living space and living state." Lonely people will live in a negative state without social groups. " The process of traveling is to get rid of loneliness and build a trust relationship with people around you (or build your own trust system).

Q: People's vision will always change at a turning point with what happens inadvertently on the road. This is the charm of the journey?

Jia: Traveling can make you interrupt the daily life of ordinary people and free you from the ordinary and noisy life for a while. Facing strangers, listening to stories on the road and being immersed in the scenery is an attitude towards life.

When I was in college, I had an irresistible impulse to go out and have a look. When I graduated, everyone went to look for a job, but I was attracted by The Journey to the West in Ai Wu. This book is full of gloomy life and pleasant natural poetry, which runs through all kinds of contradictions. Stability and vagrancy, abandonment and vagrancy, the author enthusiastically experienced a miserable life. He loves nature, and he loves life even more.

Ai Wu's vagrancy deeply touched me. It is an extremely experienced, aimless and utilitarian life experience, which makes the experiencer integrate with the environment in the natural state and connect with the places he passes through and the feelings he can't give up. Unpredictable encounters, unforgettable smiles, long trips, and frontier stories are full of suspense and tension, which makes people fascinated. Because of his walking, he has an indelible and distinctive personality.

I think tourism is a walk in the space of will, which expands one's control range and psychological energy. Travel is also a process of removing makeup. Take off all your outer packaging and return to your true self.

After the age of 20, every winter and summer vacation is my departure time. When I traveled all over the Yunnan-Guizhou Plateau for 70 days, I realized that traveling is to look at myself with reference objects. On the journey, people are also on the edge of your world, pulling the net of your sight to the distance, and then to the distance.

Most importantly, travel has become a good medicine in life, which has cured my loneliness and indifference on weekdays and given me the courage to pay attention to myself. Tourism increases the experience of life and the freedom of mind, and eliminates the utility and fatigue of reality.

Q: According to you, I think traveling is also a kind of practice?

Jia: That's right. The process of traveling is meditation in a sense. Zen is Buddhist, everyone can participate in Zen, and Zen is not a monk's patent. Different cultures will have different forms of expression. The more times you travel, the more humble you will become. With humility, you will really enter different cultures.

Many years later, when I was planning the Expo in Yixing Xueyuan Temple, I met Master Xingyun. His "Travel Zen for 365 Days" said that travel is the practice of life, which contains an invisible energy.

Travel is a process that inspires us to think and explore, because there is an imaginative space for us to gallop, which is the most sincere, pure, beautiful, humble, sincere, precious and brilliant humanistic spirit of human beings from ancient times to now.

Q: It is better to blossom in action than to wither in waiting. What kind of people are real travelers?

Jia: A real traveler must be a wanderer, experiencing the pleasure, temptation and exploration of a wanderer. A good traveler doesn't know where he is going, and what's better, he doesn't know where he comes from. He even forgot his own name.

People, coming from the bustling road, are full of holes in their hearts, smiling shallowly and walking alone. Soul and loneliness meet unexpectedly and look at each other affectionately. Suddenly, Chang Xi fainted the infinite mountains and rivers.

The back of the city is a lonely figure.

Q: We all know that you drove across 35 countries in 700 days, so you should be a professional traveler. Why do you suddenly think of marketing cities?

Jia: All the work I do is cross-border in the eyes of others, and it seems to me that it is in the same strain. I am proficient in innovative marketing and eager for new things. When I found beauty on my trip, I also found that there were no brands in so many good places, which made me want to market.

I started driving at the age of 30, and the first car I bought was Santana 99 rookie. I remember buying a car with hundreds of thousands of cash in a broken plastic bag. When I brought it back, I was so excited that I couldn't wait to sleep in it.

I traveled between cities all over the country and began to understand different cultures and lives in different cities. Many cities are becoming "no three cities" in the process of rapid urbanization, with no bright spots, no emotions and no fun. Homogenization exceeds demand, and demand-side research is too little.

The first thing you wake up every day is to ask yourself: which city are you in today? Pushing open the window, it is the same street, the same house and the same sky, which makes me often wonder where I am.

Q: Planning is the first step of urban development. You can read it through. Many cities are disorganized and vacillating, and lazy plagiarism is the reason behind it. How to solve this?

Jia: The respect of a city depends not only on the piling up of large projects and buildings, but also on the preservation of a unique aboriginal life. The inheritance of intangible cultural heritage and the pervasive atmosphere of the city are decisive factors. Many governments ignore the long-term planning of sustainable development because they can't wait. In a major historical period, it is not only your choice that tests you, but also your normality and self-confidence.

When we talk about the "rich second generation", "elite", "free trade zone" and "urban agglomeration", we should also clearly know that big cities are all county towns except the Sixth Ring Road, and those disadvantaged people are the real majority in China. Generally speaking, there are two markets in China, one is the middle-income market, and the other is the huge sinking consumer market. Therefore, it is necessary to push backwards from the perspective of the market and carry out the positioning and planning of the city.

Q: What do you think of the "internationalization" that is being talked about everywhere in the city?

Jia: China has been learning from Shanghai and trying to catch up with Shenzhen. In fact, in the context of the "Belt and Road", perhaps "looking west" and looking around the world are the hopes.

Communicating with the world is to build your own ideological system in communication. China's propaganda to the world, to find the same channel, mutual recognition is the premise, otherwise it is all self-entertainment. Great changes in world relations, industrial upgrading and business model have had a great impact on the integration of urban development and cultural tourism, which is a danger and opportunity for cities.

Good food is a good medicine to cure loneliness.

Jia: Yes, I published five new books on 202 1, which happened to be five blessings. I call it "Fulu Xi Shou Cuisine", which is a gift for 2022. Food is the easiest industry for cities to break through.

Everything in China can be described by eating. Work is called rice bowl, dismissal is called dismissal, jealousy is called jealousy, taking advantage is called eating tofu, being sued is called litigation, taking commission is called kickback, and being rejected is called rejection. According to the holiday travel data released by Ctrip recently, snacks, night markets, milk tea, punching cards and landmark buildings rank among the top 5 in keyword search after 00. Food allows us to fully enjoy the sense of pleasure and reward brought by food, and through the constant stimulation of the brain, we have a sense of hedonic hunger.

How much pleasure food can produce determines how much strength we can get to resist loneliness and anxiety when we leave food behind. Food can relieve stress and awaken childhood memories, and it is also a cross-cultural social currency. In this era of anxiety, depression and uncertainty, food is a sedative for life and a thermometer for society.

Q: This is a great statement! How to explore local food resources and show "local culture"?

Jia: When writing delicious food, I insist on "independent discovery and individual walking". Looking for stories of people in food in ordinary lanes and fields. Sometimes we wake up in the cold, the smoke in the street, the footsteps on the slate road, people whispering excitedly, the first bowl of delicious hot breakfast … every time we find it, it becomes the reason to come back next time.

I think food is particularly important to women. Food records their actions, thoughts, satisfaction and sighs in production. Their philosophy of existence and unique understanding of the world can be expressed metaphorically through food.

In our new book "Awakening Ruzhou Cuisine", the story of Ruzhou Cuisine is full of romance and affection. We try to use spiritual words and multimedia videos to make these food stories and the people in them freeze forever on Tik Tok's books and video websites. This book about Ruzhou cuisine will stimulate your taste buds at any time and send you a sincere call.

The book selected 34 unique discoveries in the streets, 34 short videos, 34 wonderful life and entrepreneurial stories, 34 fascinating lifestyles and 34 most representative Ruzhou delicacies, and compiled the stories into a book. Whether it is non-legacy food or street snacks, whether it is a special restaurant or a star-rated hotel, the streets and lanes have both human feelings and customs. Text, video and map are unveiled simultaneously for the first time!

Q: With the emergence of food consumption among online celebrities in recent years, I think food has evolved into an identity, a new aesthetic style, and even a way to gain a sense of community belonging and self-labeling.

Jia: Food is a social artifact and also relieves stress. Resisting the lonely companion food and addictive behavior expose the increasing psychological pressure of modern people. Food brand planning should pay attention to "three cards"-celebrity card, creative card and origin card; Read the "three-character classics"-the original material "material", the original technology "skill" and the original taste.

Tell me what you eat, and I will know what kind of person you are. What we feed the next generation today will show how high our cultural level is. In the future, we should consider food from the perspective of sustainable development of the earth. Food planning is a systematic nature education. Let more people pull out the ingredients in the field, see the chickens and geese in the valley, and see the mother's handiwork. The purpose is to let the children know how the food came to us.

Planning is to turn loneliness into positivity, courage and unity.

Q: "Establish a realm for mountains and rivers and spread the spirit for the countryside." Is your slogan, but also the direction of struggle, after the epidemic, how to adjust development ideas?

Jia: All tempering is cultivation, and all transformation is creation. The future of cultural tourism must rely on the foresight of the pioneers.

The first is to find the market. The economy of online celebrities is to let us find customers accurately.

The second is to make explosives. The important way is food, and night tour is also the core point of launching tourism explosion products.

The third is to form an industry. In the process of traveling, the role of tourists has changed from residents to tourists. The definition of "tourist" is not only in scenic spots, but also in the time "line" of the industrial chain, not in an isolated concept of "point". It is produced around accommodation and vacation. Many good homestay clusters are social groups, friends, entrepreneurial fields, and even life dreams.

In addition, with the continuous interaction between urban and rural areas, rural areas will bid farewell to hollowing out and regain their vitality. The village will be full of details and surprises, and the imagination of the industry will follow. "Immersive rural revitalization" is a kind of "real" return to the countryside out of love and dreams. With the ideal of "new villagers", it is the experience, resources and connections in the city that return to the countryside.

The formation of a good tourism brand, such as making a luxury product, requires excellent materials, craftsmanship and sufficient time.

Q: How to make an appropriate travel plan?

Jia: To be an excellent planner, you need the knowledge of philosophers, the romance of writers, the decisiveness of military strategists and the sensitivity of entrepreneurs. If it is only carried out under the appearance of entertainment, the vitality of cultural city tourism is short-sighted; Only superficial entertainment may lose the true connotation and long-term vitality of a city.

I think we should make a good plan before planning, make a comparative analysis of tourism resources and consumer demand, and "lift" the selling point. What can be copied is worthless. Brands that only rely on copying are unstable and not long-lasting.

To plan, we should not only think from the point of view of the planner, but also put ourselves in the position of an ordinary tourist to feel. In the tourism planning industry, knowing 80% is called "knowing", not "knowledge" because everyone knows 80%. In fact, the real major is in the last 20%, and that is the real "knowledge". Planning without planning is nonsense, planning without planning is empty talk.

Q: At present, some cities or scenic spots are full of overseas names such as "Venice of the East" and "Tuscany, China". Is it more important than funds, resources, ideas and creativity?

Jia: Looking at the project from the perspective of planning is to publicize its "three natures": uniqueness, exclusiveness and authority.

Efforts are made to solve not only the ultimate problem of "what to do", but also the ultimate problems of "what am I" and "who to sell it to". The best planning is not the best planning, but the planning that fits the project best. Is to answer three questions, "Why? Why did you come? Why should I recommend others? " .

A planner is a person who is only interested in the problems in life. We should constantly subvert our own theories and behaviors. Only by constantly subverting ourselves can we constantly save ourselves. Humanity is the master key of planning. Grasp human nature, and you can sell any product to those who need it.

It is impossible to use standardized processes in marketing. We should formulate an effective and reasonable process according to the strategy, and comprehensively consider the product characteristics and brand positioning. The goal of service is not only to satisfy tourists, but to impress customers.

Q: What is the key to successful planning?

Jia: If we don't achieve the first goal, we must find the right way to become the only way through strategy. Find a logic for the most illogical thing and there may be a breakthrough. Marketing is the process of creating new, strange and happy things.

This kind of knowledge originates from, is based on and stops at human nature. Writing is a sharp weapon for tourism innovation and communication, which injects enthusiasm and soul into the expression of ideas. Feeling can be recognized, knowing can be done, doing can be thought, and thinking can be realized. This process is also spiraling.

Curiosity is the driving force of learning and the measure of vitality. The essence of creativity is to generate instant inspiration, a new method to solve problems and the initiative of thinking. We want consumers to say, "This is a good product". Instead of saying, "This is a good advertisement."

I think a great idea has its own strength and life. Creativity is difficult to create miracles for products that a person does not need or desire, but a skillful creativity can show the previously neglected characteristics of products, thus stimulating people's desires and touching their needs, desires, dreams and hopes.

Q: Finally, let's talk about loneliness. Planning for so long, how to understand loneliness now?

Jia: Since I made brand planning, the loneliness that has settled in my heart is like a piece of charcoal. It was ignited and burned, rising like sandalwood into wisps of light smoke, which was emitted through my body surface and finally turned into a pile of ashes. A breeze blew without leaving a trace, as if I had never lived in the future.

Planning provides an openness. Nolan's film tenet takes "entropy" as the core idea of the whole film. Entropy increases with the passage of time, and inverse entropy crosses time and space. The core point of the law of entropy increase is that any system, as long as it is closed and there is no external force to maintain it, will tend to be chaotic.

Haruki Murakami said that no one likes loneliness, just don't like disappointment. When you are planning, it is to integrate your small expectations with the big feelings of the city, so that the micro-people's wishes can be integrated into the macro-people's livelihood and everyone can feel more sense of belonging in the city.

The Book of Changes says "simple, easy and difficult". The law that the market will never change is that it will always change. In 2022, we will tell our audience and our city leaders that your's loneliness has something to do with me. Our job is to solve loneliness, create a new cognition, implement the values of positive energy and the attitude towards the world in brand planning, and let people find the beauty of life and the brilliance of human nature in the experience of city and cultural journey.

202 1, which has experienced numerous hardships, has passed. In 2022, instead of living alone, it is better to hug each other tightly.