Source: Zijinshan News
"'Nanjing Model' has performed outstandingly among the 45 pilot cities of cultural and tourism consumption in the country, and various cultural and tourism consumption enterprises have a strong sense of participation and gain." Recently, Gao Zheng, Director of the Industrial Development Department of the Ministry of Culture and Tourism, and his delegation investigated the work of promoting cultural and tourism consumption in Nanjing. During this period, Gao Zheng fully affirmed Nanjing's cultural and tourism consumption work, especially Nanjing's practices and experience in the national cultural consumption pilot and promoting cultural and tourism consumption work in recent years.
This is not the first time Nanjing has been praised.
On January 30, 2019, at a press conference held by the State Council Information Office, Gao Zheng specifically mentioned: "Nanjing City provides ticket subsidies for the selected excellent performances, achieving the effect of applause from the people and market, driving cultural consumption of 66 million yuan, and attracting 45,000 people across cities to watch performances, driving consumption of transportation, accommodation, catering, etc. for over 100 million yuan."
What is behind the dazzling "report card" handed over by Nanjing? After the performance of the drama "White Deer Plain" at the Nanjing Poly Grand Theater, the main creator took a photo with the audience.
incentive policy continues to "relay" to integrate cultural consumption into daily life
As an ancient capital of the Six Dynasties and a famous historical and cultural city, how can Nanjing bring new vitality to cultural consumption? The answer is to integrate cultural consumption into the daily lives of ordinary people.
"Implementation Measures for Promoting Consumption in Performance Market in Nanjing (Interim)", "Regulations on Commercial Sponsorships involving Government Cultural Consumption Subsidy Repertoire (Interim)" and "Implementation Rules for Management of Government Cultural Consumption Subsidy Repertoire (Interim)" were successively issued. In July 2016, Jiangsu Business Daily launched the "Nanjing Urban Cultural and Tourism Consumption Guide", which issued 10,000 volumes per issue, covering performances, exhibitions and 100 art space activities information. "National Cultural Consumption Pilot Cities (Nanjing) Intelligent Comprehensive Service Platform (hereinafter referred to as the Intelligent Platform)" and "Official WeChat Platform" are launched, and seat selection is available online. WeChat, , Alipay, , UnionPay, etc. can all be paid. Consumers can enjoy direct subsidies and points subsidies when purchasing tickets.
More and more high-quality performances are on the Nanjing stage.
In the past, Nanjing people who wanted to watch high-end performances ran to Shanghai and Hangzhou. Now, drama fans from the Nanjing metropolitan area and even the East China region are heading to Nanjing.
In 2017, the popular drama "Broken Gold" Nanjing Station became the only stop for performances in East China. A large number of audiences from Shanghai, Anhui and Jiangsu Province came to Ning to watch the drama; at the same time, the Shaanxi People's Art Theater version of the drama "White Deer Plain" also performed a ticketing miracle in Nanjing, breaking the ticketing records in Beijing, Xi'an and Shanghai one after another. In 2018, Nanjing launched measures such as "sell one, make up one" and "payment part can form points, and secondary consumption can be deducted" to reduce consumption costs and guide consumers to see tickets from the habit of buying tickets, and at the same time, attract more audiences to enter the theater. Stills from the drama "White Deer Plain".
"Poli Cinemas in other provinces and cities envy us." Speaking of Nanjing's subsidy policy, Gong Shenglin, general manager of Nanjing Poly Grand Theater, said this. Thanks to the cultural and tourism consumption subsidy policy, Nanjing Poly Cinemas has risen from more than a dozen theaters in 2017 to the top five in the country.
Intelligent Platform Research Center - Nanjing Cultural and Tourism Consumption Big Data Center data shows that Nanjing subsidized plays in total, and 47.55 million yuan of subsidy funds were issued, covering 19 theaters, 200 institutions landed in Nanjing, with 740,000 audiences and nearly 3 million registered users of the Wenke platform's precise cultural consumption. From 2016 to 2020, Damai.com started the government subsidy for cultural and tourism consumption in Nanjing, and its self-selling box office growth rate was 322%, and the number of users grew by 238%. According to incomplete statistics, the consumption ratio of the performance market subsidized plays in Nanjing Municipal Government directly drives the performance market to be 1:7.6, and the consumption ratio of other industries such as tourism, catering, and accommodation exceeds 1:12.5.
activates the performance and exhibition market, and Nanjing keeps walking. More incentive and encouragement policies continue to "relay".
In August last year, Nanjing Municipal Finance Bureau and the Municipal Council for Promotion of Trade (Convention and Exhibition Office) jointly issued the "Notice on Several Policy Measures to Further Accelerate the High-Quality Development of the Convention and Exhibition Industry", proposing to "support the creation of high-quality, large-scale professional exhibition projects."
After a year, in July this year, the "Implementation Measures for the Subsidized Cultural and Tourism Exhibition and Consumption Pilot Project (Interim)" was issued. On the basis of summarizing the experience and model of performance consumption, it expands into the exhibition market consumption, subsidizes exhibition and consumption, and encourages high-quality and high-end exhibitions to settle in Nanjing.
"Buoyant White" immersive exhibition received subsidies for cultural and tourism exhibitions.
supply side makes efforts to create more new scenarios for cultural and tourism consumption
China Urban Planning and Design Institute Deputy Dean Zheng Degao said: "Where there are scenery, there will be a new economy." With culture shaping tourism and travel promoting culture, the cultural industry and tourism industry are on the fast track of deep integration and becoming a strong driving force for consumption.
In addition to the strong stimulation on the demand side, in Nanjing, the supply side of cultural and tourism consumption has also created more new scenarios.
In order to extend the new consumption period, we have vigorously promoted the formation of distinctive night economic clusters such as Xinjiekou , Confucius Temple, Laomendong, Nanjing 1912, and Baijiahu 1912.
Against the backdrop of consumption upgrades, Nanjing's 24-hour time and space are open, allowing the night to turn from simply buying, shopping, shopping, eating, and eating to performing and creating unique cultural and creative products.
Many tourist parks have launched nighttime open activities; more and more bookstores are open 24 hours a day, and night cultural tours such as museums and niche emerging exhibition halls are also very popular.
htmlOn the evening of June 20, in order to solidly promote the accelerated recovery of Nanjing's cultural and tourism market, the Nanjing Cultural and Tourism Industry Association invited 50 Nanjing cultural entrepreneurs to experience and taste the immersive performance of Nanjing's key cultural and tourism projects " Jinling Dream Search·Night Zhanyuan " to exchange experiences in the Salon Yaji. Kunqu opera "Peony Pavilion·Garden Tour", Yue opera "Grand View Garden", "A Lin Meimei Falls from the Sky" and "Buried Flowers" connect the traditional opera , instrumental music, multimedia and other performances. Traditional opera is integrated into the garden space of pavilions and towers. The actors move to change the scenery, and the audience reads the scenery and enjoys the opera, which has become a new attempt to integrate culture and tourism."Jinling Dream Searching and Night Watching Garden" live performance.
During this year's National Day holiday, the Changjiang Road Cultural and Tourism Cluster Zone implemented the first time to open the main traffic roads on a limited-time walk at night, and launched the "1+3+100" cultural and tourism activity feast to guide the blocks along the route to upgrade and cultivate the night economy.
During the day, traffic flows are endless and tourists are everywhere at night. The 1,800-meter Yangtze River Road has become a "white + black" uninterrupted prosperity road.
takes Ai Shang Tiandi, Hongmiao Special Food Street, 1912 and so on as the main bases. More than 50 Internet celebrity night food companies have been introduced in the cluster area. Nearly 100 independent brands have entered the "Chaoyou Yangtze River Road" Cultural Tourism Market and the "Youth Creativity" Market in the Night Lane of Dongjian Road. Six brands have also developed exclusive cultural and creative products based on the Yangtze River Road cultural context. 6 cultural and museum venues including Presidential Palace Scenic Area , Nanjing Library , and Jiangsu Art Museum are delayed at night until 22 o'clock. The evening light and shadow show makes the buildings "move". The four cultural and museum venues along the route have more than 26,000 people in just one day.
type technology light sculpture art show "Bright Moon Seal· Zhonghua Gate " beautifies the night of the Zhonghua Gate, and advanced light and shadow performance technology opens the wonderful night tour of Nanjing City Wall . On September 30, the first public performance was held, and tickets from all departments were sold out in 3 minutes. During the National Day holiday, there were 48 performances here, including 3 additional events. More than 20,000 people entered the park at night, experiencing a space-time dialogue and night tour of light and shadow that spanned 650 years.
The intersection of light and shadow, the integration of drama and real scenes, the collision of profound cultural heritage and fashion trend elements... The opening of the night tour of Nanjing City Wall allows countless citizens and tourists to experience a "time and space dialogue" spanning 650 years and enjoy an immersive and wonderful experience. Upon climbing the city wall, the music trendy toys and the Six Dynasties Market are even more fashionable toys, covering categories such as cultural creation, handmade works, Hanfu, intangible cultural heritage, and other categories, colliding and integrating the profound cultural heritage of the 650-year city wall with the most dynamic fashion trend elements in Nanjing city. The event also links well-known brands to cross-border customization to create a trendy toy flash space, and interactive games are constantly being played. The Trendy Toy Festival has become a strong "out of the circle", setting off a wave of online communication, covering 50 million people, reading on Weibo topics exceeds 20 million, and viewings of videos across the entire network exceed 10 million.The small scene settings of the lighting show and artistic performance in the scenic area make the night view of the mountains, rivers, cities and forests more beautiful. Standing on the Nanjing city wall during the day, climb high and look into the distance, feel the accumulation of ancient capital culture, and the city wall at night is combined with lights to create a visual feast... The light and shadow night of the China Gate Scenic Area and the Jiefang Gate Scenic Area "gave countless fans"! The reporter learned from the Nanjing City Wall Protection and Management Center that the Nanjing City Wall has launched a new round of projects based on the release situation and feedback, making the night of the city wall even more wonderful.
The city walls at night are beautiful.
cultural and tourism consumption pilot, the next step is to do this
At present, Nanjing is facing an important period of strategic opportunity. National strategies such as the "Belt and Road", the Yangtze River Economic Belt, the Yangtze River Delta integration, and the free trade pilot zone are superimposed and intersected, and Nanjing is increasingly becoming "the fastest-growing megacity in the eastern region" and "the central city with increasingly high-quality development". Among them, the cultural and tourism industry, which has been positioned as a new "national strategic pillar industry", has gradually become an emerging growth pole for Nanjing's urban development.
htmlOn March 10, the China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism) authorized to release the report "Basic Situation of the Tourism Market in 2019" pointed out that the number of domestic tourists in 2019 was 6.006 billion, an increase of 8.4% over the same period last year; the total number of inbound and outbound tourists was 300 million, an increase of 3.1% year-on-year; the total tourism revenue for the whole year was 6.63 trillion yuan, an increase of 11% year-on-year. The total tourism revenue for the whole year was 6.63 trillion yuan, an increase of 11% year-on-year. The tourism industry's comprehensive contribution to GDP is 10.94 trillion yuan, accounting for 11.05% of the total GDP. 28.25 million people were directly employed in tourism, and 79.87 million people were directly and indirectly employed in tourism, accounting for 10.31% of the total employed population in the country.. Relevant data show that the cultural and creative industry has become an important pillar industry in cities such as Beijing, Shanghai and Shenzhen, and its added value accounts for more than 10% of the city's GDP. As early as 2015, Shanghai's cultural and creative industry had achieved an added value of 302 billion yuan, accounting for 12.1% of the city's GDP. During the same period, the added value of Beijing's cultural and creative industry was 317.93 billion yuan, accounting for 13.8% of Beijing's GDP. Shenzhen has 175.7 billion yuan, accounting for 10% of the city.
actively seeks cooperation with super cultural and tourism IP, which has become a major consensus among many cities to promote the urbanization process. The huge "hot spot" of investment in the cultural and tourism industry is continuing to explode potential, and the production capacity dividend is extraordinary.
stands on the wind, what should Nanjing do?
Director Gao Zheng proposed -
First of all, we must strengthen guidance and expansion of cultural and tourism consumption, lead public cultural consumption in content and ideology, and pay attention to social benefits.
Second, we will take a step further in the integration of culture and tourism, and connect cultural and tourism consumption points in cultural and tourism products.
Third, through the supply-side innovation and development of cultural and tourism consumption work, we focus on the promotion of "first performance", "first exhibition" and "first innovation".
Fourth, we must consider the promotion of cultural and tourism consumption from the perspective of the entire industrial chain, use consumption to drive supply, and use supply to promote consumption. He suggested that the data from the Nanjing Cultural and Tourism Consumer Intelligent Service Platform Big Data Center can be used to guide the production of Nanjing Cultural and Tourism products. From the perspective of creative planning, the government's needs will be clearly conveyed to the supply side, helping enterprises conduct creative incubation more targeted, and comprehensively consider the supply side and the consumer side.
Fifth, push good performing works online and open up cultural and tourism consumption space.
Improve product supply level and drive cultural and tourism consumption are important entry points and breakthroughs to stimulate market vitality and promote economic development. Today, Nanjing has enriched business products and the consumer market is "prosperous"; creates a spatial carrier, and consumer popularity is "gathering"; cultivates characteristic projects, and consumer brands are "beautiful"; strengthens regulatory services and the consumption environment is "optimized". It can be foreseeable that in the future, the cultural and tourism consumption of this city will form a jungle, form an ecology, and accelerate growth.
South Daily Media Reporter Xing Hong
