Culture and Creativity: Products create scenic IP

In today’s tourist attractions, the main force of secondary consumption is cultural and creative products, and cultural and creative IP products have almost become standard. However, some scenic spots design cultural and creative products for the sake of cultural creation, which does not match the cultural attributes of the scenic spots. Commodities are not like commodities, and culture is not like culture. For these scenic spots, the development of cultural and creative products has become a burden that costs money and loses money. So, what are the characteristics of good cultural and creative IP products for scenic spots? How to do well in tourism and cultural creation?

In recent years, in the context of the integration of culture and tourism, cultural creativity can undoubtedly strive for greater living space, inherit historical and cultural context, highlight the characteristics of scenic spots, and empower cultural creativity to activate new momentum for the development of scenic spots.

As a result, the development of cultural and creative products has gradually been valued by museums, government departments at all levels, innovators from all walks of life, and even mass consumers. It can be said that cultural and creative industries are the benchmark of public aesthetic concepts. The prosperity of the cultural and creative industries shows that the people’s demands for aesthetics are becoming stronger and stronger.

In the context of the integration of culture and tourism, cultural and creative products in scenic spots are not only an important way to increase the revenue of scenic spots, but also one of the best ways to enhance the overall brand, value and reputation of the scenic spot. However, through horizontal comparison and investigation, we can intuitively understand that domestic cultural and creative products are all the same, and the same is true for the development of the tourism and cultural industry. There has been an embarrassing situation of "the same ancient towns across the country"; the forms of cultural and creative products are also the same. In this way, the same object becomes a tourist souvenir of another place if the picture or place name is changed; a large number of keychains and postcards with similar body shapes flow into the market, intruding into various different cultures and folk customs; with different patterns on them Homogeneous products such as tapes, sweatshirts, and canvas bags have suddenly appeared in different scenic spots.

"Aesthetic uniformity" has put many scenic spots into a bottleneck. Cultural and creative products not only lack representation and uniqueness, but also fail to promote and experience the unique local history and culture for tourists. How to achieve representativeness, uniqueness, and transformation After a tour, I had to go back to the local history and culture to trace the origins.

So what are the characteristics of good cultural and creative IP products for scenic spots?

1. Cultural and creative IP products must bring their own traffic and generate profits

In the design process of cultural and creative products, it should not only be creative and beautiful, but also need to understand the attributes and preferences of tourists in the scenic spot. , but also consider how the sales volume of cultural and creative products will be after they are produced.

When cooperating with cultural and creative design companies, scenic spots can adopt a revenue sharing and risk sharing model. Letting design companies take on the market part will help cultural and creative product designers take into account market demand while considering "creativity".

Cultural and creative IP products are exclusive tourist souvenirs for scenic spots, and are also unique products that make the scenic spot profitable. Therefore, one of the important features of cultural and creative IP products is to "bring their own traffic and generate profits."

2. Cultural and creative IP products without cultural stories are only "very profitable" tourism products

Cultural stories are the most important "IP" of cultural and creative products, and cultural stories must It is consistent with the attributes of the scenic spot itself and is an extension of the cultural core. When tourists experience the scenic spot, they can satisfy the sense of cultural belonging by purchasing its cultural and creative products. Not only that, they can also take this tourist fun home through cultural and creative products. Share with friends and family etc.

3. The creativity of a knowing smile is the focus of cultural and creative IP products

One of the most important meanings of tourism is to make people feel happy, and cultural and creative IP products no matter how unique their designs are It must be unique, creative and beautiful, and the most important thing is to be approachable and make people smile to create a buying impulse.

In the minds of tourists, an excellent cultural and creative IP product not only has practical functionality, but more importantly, it must contain its spiritual culture and creative and fashionable appearance, so that it can bring convenience and culture to people's lives. Acknowledge a sense of belonging.

Therefore, the design of cultural and creative products in scenic spots has gradually become an important carrier in scenic spot marketing. Not only that, the important role of cultural and creative IP products in scenic spots is to create topics and form a word-of-mouth effect through the integration of culture + design creativity.

How to do well in tourism and cultural creation?

1. Super IP incubation to create consumption and attract money

"Peppa Pig has tattoos on her body, and applause is given to the public." At the beginning of last year, many people's circle of friends were Only Peppa Pig, which looks like a pink hair dryer, was taken over. Everyone happily showed off the Peppa Pig toy watch in their WeChat moments, even though it was just a toy candy box that looked like a watch.

The operator of "Peppa Pig" has made a lot of money with its popular IP. The British Entertainment One (hereinafter referred to as eOne) company to which it belongs has experienced strong growth in the first half of 2017, mainly benefiting from Driven by the rapid development of the Chinese market, the revenue from licensing and merchandise sales in China has increased by more than 700% year-on-year. This does not include the sales of various unauthorized merchandise on the market. Peppa Pig has become a well-deserved mobile money printing machine. .

Today is an IP era. Good IP has the characteristics of less substitutability, greater stickiness, richer cultural content, more diverse business models, and stronger liquidity.

< p> 2. Create independent brands and create repeat consumption power

We all face the dilemma of where to buy, which brand and which product to buy when traveling. Behind the confusion is a lack of strong cognition. Brand. In the era of emotional consumption, independent brand building has become particularly important. The General Office of the State Council officially issued the "Guiding Opinions on Promoting the Development of All-Region Tourism", which will accelerate the transformation and upgrading of the tourism industry, comprehensively optimize the tourism development environment, and take the lead in the development of all-region tourism. The "Opinions" propose that tourism should "implement a brand strategy" and strive to create a distinctive tourist destination image and create a tourist destination brand with a prominent theme.

The brand represents the image in the eyes of consumers. It is a promise to consumers, so scenic spots need differentiated planning and cultivation in terms of business brands, shaping the brand matrix of cultural and creative consumption, and building brand influence and popularity through long-term operations to attract more tourists' attention and purchase.

In addition, when the brand develops to a certain stage, it can break the bottleneck of sales in scenic spots, build three-dimensional online and offline sales channels, and increase the repeat purchasing power of tourists.

3. The ultimate cultural and creative hit. Create consumption tipping points

For cultural and creative consumption in scenic spots, the most valuable thing is original content. This is a more imaginative sector of scenic spot consumption in the future. Therefore, the cultural and creative hot products defined here can not only be consumed, but also It can form a carrier for the scenic spot to detonate the market, and can also increase the emotional stickiness of tourists and play the role of maintaining customer relationships.

At the same time, cultural and creative products are a direct reflection of the local culture of the scenic spot and are movable in the scenic spot. Scenery, this makes cultural and creative products an excellent supplement and extension of the tourist destination experience.

Take the "Fu" of Prince Gong's Mansion scenic spot as an example. The word "Fu" is rated as national 5A by Prince Gong's Mansion. The scenic spot has made great achievements. It is around this word "Fu" that Prince Gong's Mansion has found its place in the tourism market and created an annual cultural and creative consumption income of 120 million. Develop hundreds of cultural products with diverse functions, materials and forms. A single product, the cowhide pot, has annual sales of nearly 10 million yuan. Prince Gong’s explosive product development model has become an important representative of secondary consumption in the scenic spot.

Good tourism cultural and creative products must have the following characteristics: cultural, story-telling, interesting, innovative and practical. When 5A scenic spot tourism cultural and creative products start to be launched, they should first plan to launch a series of popular products or must-buy products around the core IP content of the scenic spot, and then slowly expand the product line of best-selling products based on market feedback. On the one hand, they should accumulate the design of independent products. Business experience can also be used to reduce the cost risks caused by developing independent products too quickly. Form a cultural and creative product development model with cultural IP as the core, innovative single products to detonate the market, and horizontally extending product lines.

4. Reconstruct the scene experience and create a consumption theme space

What cultural and creative products sell is not only products, but a themed lifestyle.

In the era of quality tourism, the demand for experiential shopping released by consumption upgrades has made offline space once again attract attention as the entrance to monetization, and the path to monetization must be realized through diversified consumption scenarios. From the perspective of cultural and creative business, people, objects, and spaces need to maintain the consistency of cultural cognition in order to build the strong potential of the themed space step by step.

Take Japan’s Tsutaya Bookstore as an example. It is known as a pilgrimage site for cultural and creative business and the largest bookstore chain in Japan. This is inseparable from the extreme scene-based construction it has constructed. The bookstore integrates into multi-dimensional consumption spaces such as coffee, food, parent-child, pet grooming, culture and sports, and slow life, and positions itself as a "lifestyle proposer". It has even developed a park green space, which has become a cultural life space that goes beyond the bookstore. , people of any age group can feel a sense of comfort like "home" here.

Integrating traditional culture into fashion and technology. In recent years, scenic spots have skillfully produced cultural and creative products that combine traditional culture with modern fashion and technology. Apply cultural products to various scenic spots in destinations, urban traffic gathering points, and even everyone's lives, eventually evolving from tangible product forms into intangible cultural atmosphere.

5. Tourist-centered and demand-oriented

The tourism shopping market situation is changing, and the consumer groups are also changing, but the tourist products in scenic spots remain unchanged; currently, 5A scenic spots are based on sales Mainly traditional handicrafts, these products are far out of touch with modern people's lifestyles, and the similar old-fashioned design forms are difficult for the main target groups born in the 80s and 90s to pay for. These products can only be defined as tourist souvenirs, rather than true tourist cultural and creative products.

Therefore, the development of tourism cultural and creative products must ultimately return to the potential needs of tourists. Only by cleverly combining demand and products, we can make practical cultural and creative products to satisfy tourists who have always wanted to buy but cannot buy things. , to achieve best-selling results.

6. Cultural and creative industries empower industries to create a global consumption style

For scenic spots, culture must be the core of consumption, and the brands, industries, and formats of each scenic spot will be Build consumer content around your own culture. In the absence of theme culture, it is difficult for individual consumption links to form interactions, and there is a lack of overall tourism consumption gathering momentum. Therefore, cultural innovation requires creativity to activate and empower the comprehensive consumption power of scenic spots.

As the tourism industry develops from "play" to a healthier and more in-depth direction, the integration of tourism and cultural and creative industries has become an inevitable trend. When creating consumption in scenic spots, we cannot just make scenic spots into scenic spots. We must rely on cultural and creative empowerment and use global thinking to build consumption scenarios that are linked inside and outside the scenic spots. How to integrate cultural elements into the overall leisure and tourism development pattern and highlight the unique cultural connotation is an important issue.

To fully integrate the tourism industry with culture, we must not only enrich cultural tourism routes and cultural and creative products, and give distinctive regional characteristics and cultural connotations to tourism development, but also rely on landscape characteristics to deeply explore the essence of culture. Continuously create and use artistic means to display or perform tourism projects to tourists to enhance the entertainment and participation of the tour. In terms of tourism product development, relying on rich historical and cultural resources, through summarization, refinement and creation, it is an important way to transform things that have high artistic value and are popular among the masses into tourism products.