How to make tourist souvenirs walk out of the three strange circles

Lack of creative development

Serious homogenization

At present, the lack of regional characteristics, insufficient creative development and serious homogenization in China's tourist souvenir market have attracted the attention of the industry and tourists. So, how to get tourist souvenirs out of such a strange circle?

"After this village, there is no such store."

Tourist souvenirs sell local characteristics and culture, which is the value and core competitiveness of tourist souvenirs. Things that "there is no shop after this village" will make people forget and trigger the impulse to buy.

In Europe, many tourist souvenirs are only sold in scenic spots. Once you leave this place, you can't buy them in other places, such as Dutch clogs, church models, postcards and souvenirs based on the Eiffel Tower in France. The unique regionality reflects the irreplaceable nature of tourist souvenirs.

According to Zhu Zhongyan, a professor at the School of Architecture and the School of Urban Planning, Design and Creativity, a living tourist souvenir must first have a unique "place", and what can only be bought in a certain place will make tourists forget it.

"Take the Oriental Pearl Scenic Spot in Shanghai as an example. Tourist souvenirs about Shanghai Oriental Pearl can be bought everywhere in Shanghai, which has reached the point of flooding. Therefore, the decline in the value of tourist souvenirs related to the Oriental Pearl has had a negative impact on the development of tourist souvenirs. " Zhu Zhongyan believes.

To highlight the "locality" of tourist souvenirs, we must also maintain the accuracy of cultural information conveyed by tourist souvenirs. "As a manifestation of culture, tourist souvenirs must be able to represent themselves. At present, a prominent problem is the confusion of cultural information carried by tourist souvenirs. For example, blue calico, a tourist souvenir with the characteristics of Jiangnan water town, should not appear in the northwest. " 20 10 Shen Jialu, a judge of the "Laofengxiang Cup" Shanghai Tourist Souvenir Design Competition, a member of the Chinese Writers Association and a director of the Shanghai Writers Association, raised a question that cannot be ignored.

At present, although there are some unique tourist souvenir shops in Shanghai Chenghuang Temple and other places, the scale is not large, and some of them are shoddy. These shoddy tourist souvenirs will make tourists misunderstand China culture and interrupt the sustainable development of tourist souvenirs.

Therefore, in the development of tourist souvenirs, many cities can explore the theme from "yesterday" and seek nutrients from the historical soil of the city. Only by expressing the exact cultural information and figuring out "where are you from" will you know where to go next.

"I'm afraid I can't do it, but I'm afraid I can't think of it."

Tourist souvenirs should have both long-term vitality and freshness. Under such requirements, the development work is like "dancing in chains", and the creative development of "not afraid of not being able to do it, but afraid of being surprised" is particularly important.

Zhang Xinyi, the chief craftsman of Shanghai Laofengxiang Co., Ltd., believes that based on local culture, tourist souvenirs must rely on the guidance of creativity and design to realize the combination of deep processing and practicality.

In the embodiment of Shanghai's cultural elements, most of the tourist souvenirs are still based on Shanghai's landmark buildings (such as the Three Highs in Lujiazui, Shikumen, Expo venues, the Bund Financial Bull, etc.). How to overcome aesthetic fatigue and realize the creative development of the theme?

Shen Jialu told the author that Shikumen is an outstanding representative of Shanghai tourism, but we used to design it from the perspective of its gatehouse. Why not look at the problem from another angle and make a fuss about the representative "tiger skylight" in Shikumen?

As a classic essential element in Shanghai tourist souvenirs, Shikumen's creativity has been continuously upgraded in recent years. Zhu Zhongyan talked about a necklace in Shikumen style. The pendant on the necklace brings the Shikumen style that people watch from a distance into a small metal pendant. In addition to the beautiful shape, it is also very delicate and compact, which fully shows the function and value of tourist souvenirs. In addition, this souvenir is made of different materials such as gold plating and gold at different prices, which fully meets the market demand of different levels of tourism consumers.

However, Fengyun Stone Library, which was shortlisted for the 20 10 Shanghai "Laofengxiang Cup" souvenir design competition, designed the music box as a tiger-patterned Shikumen, with "Shanghai Beach" as the theme music, telling the vicissitudes of Shanghai Beach for a hundred years. It is understood that the materials used in this work are slag (recycling of ironmaking waste) and branches, which is also in line with the current trend of low carbon and environmental protection.

Humor and Portrait Right

"In addition to being local, creative and cultural, tourist souvenirs should also have a sense of humor. Hot-selling tourist souvenirs abroad tell us that things with a strong sense of humor are loved by the masses and save money quickly. " Shen Jialu said. Sightseeing is a very relaxing thing, and tourist souvenirs carry a cultural experience and sentiment of tourists. At first glance, fun and unexpected souvenirs can attract people's attention. If tourist souvenirs want to have personality, they should be personified and humanized.

"In Tianzifang and other places in Shanghai, I saw many refreshing tourist souvenirs, such as bamboo thermos bottles filled with online vocabulary, enamel teapots ..." Shen Jialu said, "These tourist souvenirs not only carry the memory of the city, satisfy people's nostalgia, but also reflect a sense of humor of modern people and capture people's psychological itch." Facts have proved that these souvenirs are not only sought after by foreign tourists, but also loved by domestic tourists.

Intellectual property protection of tourist souvenirs is another bottleneck restricting the development of tourist souvenir market. Once domestic good tourist souvenirs are launched, they will be copied in large quantities, leading to vicious competition and price reduction in disguise. No enterprise dares to make great efforts to develop new products. This greatly restricts the development of enterprises and makes it difficult to form competitive brands. The establishment of the souvenir branch of Shanghai Tourism Industry Association will help to integrate advantages, form the overall advantages of Shanghai, put an end to vicious competition, and then promote the development of Shanghai's souvenir industry.

"We can't ignore the' portrait right' of tourist souvenirs, that is, the intellectual property protection of tourist souvenirs." Zhu Zhongyan said, "It is necessary to improve the system and implement special management of special products, so that the development of tourist souvenirs has a virtuous circle of sustainable development space."