Walking around the Forbidden City in Hanfu, taking selfies with cherry blossom ice cream, hanging dolls to enter Disney…As young people occupy more and more tourism market shares, cultural IP has also extended to “experience-oriented” tourism products and become the “experience-oriented” tourism products. Strong tone”. From the Forbidden City to Disney, the novel and down-to-earth cultural tourism IP attracts young people to take pictures and “check in.”
Touring the Forbidden City in Hanfu, a young man’s “dream of ancient costumes”
Statistics show that from 2015 to 2020, the sales scale of China’s Hanfu market has surged from 190 million yuan to 6.36 billion yuan. With the emergence of young people’s personalization trend, Hanfu is no longer a “fancy dress”, but a manifestation of unique personality. Wearing ancient costumes to take pictures in the Forbidden City on a snowy day has become a new fashion for young men and women.
As the most important cultural IP in China, the Forbidden City has undoubtedly become a model for cultural creativity in the domestic museum industry. As early as 2014, after the publication of the article “Yongzheng: Feeling Cute and Cute”, the solemn and solemn emperor’s image of “Wu Li Tau” came out of the circle and attracted a large number of fans. The IP of the Forbidden City has grown rapidly, and young people have punched in the Forbidden City. In 2016, a documentary film “I repaired cultural relics in the Forbidden City”, which recorded the restoration of cultural relics in the Forbidden City and related cultural relics of different temperaments, became popular on the Internet. In 2017, the revenue of cultural and creative products of the Palace Museum reached 1.5 billion yuan.
The success of the Forbidden City IP is not only recognized by the public for its historical and cultural connotations, but also that the operator’s expression of traditional characters and emojis has brought benefits to IP communication. On the one hand, the help of young people is inseparable. On the other hand, the Forbidden City IP continues to influence the young people’s market.
The “China Cultural and Creative Consumption Survey Report” shows that from the perspective of age differences, the trend of cultural and creative consumption is becoming younger. Consumers born after 1990 accounted for more than 53%, and those born after 95 accounted for 30%. Young people pay more attention to the freshness and individuality of cultural and creative products, and at the same time they are more willing to buy cultural and creative products online.
With the increasing acceptance of cultural and creative IP by young people, IP cultural and creative products continue to appear in the tourism market. Cultural and creative ice cream, cultural and creative moon cakes, cultural and creative stationery, cultural and creative cosmetics… the combination of various traditional IP and modern products has created an IP ecological chain exclusive to tourist destinations.
Cultural Tourism IP Empowers Theme Parks to Create Wonderful “Story Lines”
The “Building a Beautiful Life and Sharing Happy Tourism-Shanghai Disney Resort Happy Travel Trend Report” released by the China Tourism Research Institute pointed out that in terms of high-quality content and storytelling, Disney sits on a large number of high-quality IP, and put forward the “authentic Disney, with its unique Chinese style” concept, integrates Chinese culture and Disney storytelling. High-quality content has played a positive role in empowering the integration of culture and tourism.
Mickey Mouse and Donald Duck, Snow White, The Little Mermaid, Toy Story, Frozen… Behind the excellent IP is Disney’s “storytelling” ability. Playing in Disneyland is a sweet dream for every child, and it also restores a fairy tale world for adults. Many tourists visiting Disney Resort are not just “travelers” but “fans”.
The data shows that in the main revenue of Disneyland, ticket revenue accounts for about 30%. Virtual characters in movies such as Mickey Mouse, Cars, and Star Wars created the industry chain of Disney derivatives, which opened up movies, parks, cruises, clothing, publications, musicals, toys, food, education, daily necessities, and electronic products And a series of consumer products. The second consumption of tourists after entering the park is the real source of Disney’s profit.
Bu Xiting, deputy dean of the Cultural Development Research Institute of Communication University of China and director of the Research Base of Culture and Tourism Public Service, believes that the IP that young people like has the following three characteristics: the dimensional cross-border attraction of cultural tourism IP, and the immersive experience of cultural tourism IP landing Power, the social storytelling power of cultural tourism IP.
“The creation of cultural and tourism IP is not a short-term behavior overnight. It should be an intellectual property system with cultural characteristics, brand cores and unique values embodied on the basis of the integration and integration of various elements of culture and tourism.” Bu Xiting said, In addition, cultural tourism IP also has notable features such as spirituality, distinctiveness, creativity, and commerciality. In response to the new habits of generation Z consumers, cultural tourism IP needs to keep pace with the times and endow it with a fashionable face and contemporary value. (Xinhuanet)
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责编：李汶键 ]
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