The popularity of cultural, entertainment, sports and exhibition consumption has increased (economic focus · attention to service consumption ③)
Launch exciting performance activities, provide thoughtful guarantees, and add warmth to the service; Based on the advantages of sports events, promote the integration of sports and tourism, and turn passersby into regulars; Organizing characteristic folk festivals and exhibitions well, driving the development of local industries, and increasing traffic... Recently, reporters have visited Taizhou, Zhejiang, Tongren, Guizhou, Chuxiong, Yunnan, and other places to experience the continuous warming trend of cultural and sports exhibitions in the local area, and witness the huge consumption potential it has stimulated.
——Editor
Taizhou, Zhejiang——
Enriching performance supply
Strengthen service guarantee
The play "Charlotte's Troubles", the comedy "Oh Daddy", and the children's play "The King's Secret"... Recently, a wide variety of performances gathered in Taizhou City, Zhejiang Province, many of which were even hard to come by. "You can watch a big drama right at your doorstep, the Citizen Art Festival is great!" Just after watching a performance with your child, Mr. Wang, a citizen of Taizhou, said happily.
On August 21st, the 2023 Taizhou Citizen Art Festival came to an end at a symphonic concert brought by the Shanghai Philharmonic Orchestra. Over 60 days, 21 high-quality dramas, 28 celebrity performances, 29 cultural salons, and 642 grassland concerts took turns, attracting 600000 citizens to participate widely.
In addition to meeting the artistic appreciation needs of citizens, the diverse forms of performance activities further stimulate consumption potential. Recently, the 2023 Taizhou Jiaojiang Chaochong East Sea Music Festival was held at Taizhou Citizen Square, and the markets outside the venue opened simultaneously. A total of 60000 sets of consumption vouchers with a total amount of 3 million yuan were distributed simultaneously. In addition to being used throughout the market, they also cover other catering, accommodation, scenic spots, etc. in Jiaojiang District.
Behind each activity, there are thoughtful safety guarantees. Taking multiple measures and strengthening coordination, Taizhou actively improves its service guarantee level while increasing the variety of cultural performances, striving to make passersby more frequent.
Accurate service to enhance the travel experience. This summer, there have been numerous cultural performances and other activities in the Taizhou City Cultural Tourism Zone in Linhai City, attracting a large number of tourists. The daily average passenger flow of Ziyang Street reached 29700 people, driving 38 million yuan in consumption throughout the summer. Faced with the surge in passenger flow, relevant units have provided tourists with a better experience by increasing manpower, strengthening patrols, diverting parking, expanding free parking lots, and opening holiday free bus routes. "This is my second time coming to Ziyang Street. Previously, there were many tourists who had difficulty parking. This time, I found that the management was more refined, the traffic guidance was also very intuitive, and travel was much more convenient." said Mr. Zhao, a tourist from outside the city.
During the 2023 Taizhou Citizen Art Festival, volunteers can often be seen. It is reported that in order to provide convenient services for the art festival, volunteers have been arranged at crowded places such as the entrance and parking lot to provide guidance, explanation, and inquiry services for the audience.
It is reported that in the next step, Taizhou will also hold a series of cultural activities. "Taizhou will continuously strengthen the supply of high-quality cultural and artistic activities to enhance citizens' sense of gain and happiness," said Chen Yang, Director of the Cultural and Artistic Department of the Taizhou Municipal Party Committee Propaganda Department.
Guizhou Tongren——
Promote the integration of sports and tourism
Strengthening brand competitions
Upon receiving the pass, Yi Zhuo, the forward of Huaguo Mountain Basketball Club, made a feint and shook off the opponent's defender, breaking into the opponent's three second zone alone and quickly jumping up to score a goal. "Good ball!" The cheers came from the sideline audience area. Although it is already evening, the outdoor sports field in Huaguoshan Community, Bijiang District, Tongren City, Guizhou Province is still particularly lively. The audience, consisting of three floors inside and three floors outside, surround the field, sitting or standing, occasionally cheering and cheering for the players.
After more than 10 days of intense competition, the 14th Huaguoshan Basketball Tournament in Tongren City welcomed the semi-finals on August 2nd. At the final whistle, Huaguoshan Basketball Club lost by 10 points to their opponents and was eliminated from the semi-finals. At the end of the competition, the audience on the sidelines dispersed with drinks purchased from nearby small shops, and that night the small shops received another two to three hundred yuan in revenue.
"By hosting sports events, the surrounding consumption has also been effectively stimulated." Liang Hongyu, a staff member of the Sports Department of the Tongren Municipal Bureau of Culture, Sports, Radio, Television, and Tourism, introduced that the Huaguoshan Basketball Tournament is one of the most widely participated basketball events in Tongren City. This year's competition has attracted nearly 800 basketball enthusiasts from 49 teams from both inside and outside the province to participate. "According to incomplete statistics, this basketball game has driven consumption of over 8 million yuan in areas such as catering, accommodation, and transportation," said Liang Hongyu. From June to August, Tongren City organized 41 various national fitness activities, with more than 1600 teams and over 62000 athletes participating. The online and offline audience reached more than 30 million people.
To promote the integration of sports and tourism, and drive consumption recovery, Tongren has its own unique advantages. Dragon boat racing is one of the traditional sports activities widely participated by the local people. In Bijiang District, every time there is a dragon boat race, people of all ages and genders gather on both sides of the Jinjiang River to watch. Wooden dragon boats shuttle through the water, competing to take the lead, with the sound of firecrackers, shouts, and refueling echoing one after another.
Liang Hongyu introduced that during this year's competition, Tongren City also held a food festival, selling specialty snacks, agricultural products, and more. "Taking advantage of the popularity brought by the dragon boat race, we have achieved cultural and tourism stage setting, economic singing, and held a series of activities such as cultural and tourism industry investment promotion meetings and automobile exhibitions. During the competition, Bijiang District has received over 700000 tourists, achieving a total tourism revenue of 600 million yuan." said Liang Hongyu.
In addition to dragon boat races, the popularity of events such as marathons is also increasing. In 2021, Tongren City completed the Fanjing Mountain Smart Marathon Track, with a total length of about 43 kilometers, connecting Bijiang District and Jiangkou County at the foot of Fanjing Mountain. "This track is a fully enclosed professional marathon track. In addition to hosting events, it can also be used as a sightseeing track during peak tourist seasons and as a fitness and wellness track during leisure time, achieving 'one track for multiple purposes'," said Liang Hongyu.
Using the Smart Marathon track as a carrier, Tongren City actively promotes events such as the Ring Fanjingshan Road Cycling Race and the Fanjingshan Marathon. "We will arrange the registration and reception of the events in the Zhongnanmen Historical and Cultural Tourism Area located in the city center, and stimulate the consumption potential of the district through traffic diversion." Yang Hongjun, Director of the Tongren City Bureau of Culture, Sports, Radio, Film, Television and Tourism, said, "We will continue to focus on the integration of sports and tourism, strengthen brand events, and drive consumption growth."
Chuxiong, Yunnan——
Relying on Folk Festivals
Drive characteristic industries
In August, the annual Torch Festival arrived as promised. In the Yi October Sun Calendar Cultural Park in Chuxiong City, Chuxiong Yi Autonomous Prefecture, Yunnan Province, under the reflection of the fire, people dressed in traditional costumes sing left footed tunes and dance left footed dances together. Occasionally, they grab a handful of woody powder and sprinkle it on the lit torch, instantly igniting a brilliant spark.
The heat is not only at night. Various highlights of Torch Festival activities such as Ganjiezi, Yi Embroidery Dynamic Exhibition, Torch Food Festival, etc. At the Chuxiong International Agricultural Products Trading Center of the China Agricultural Federation, there is a rich aroma of specialty cuisine and a dazzling array of fresh agricultural products. Nowadays, this place is not only a good place for local merchants to trade, but also a concentrated exhibition and sales point for high-quality agricultural products in various parts of Yunnan Province.
"Taking advantage of the Torch Festival, we bring our most distinctive agricultural products here for display and sale," said Yang Ziyu, General Manager of Nanhua County Ziyu Biotechnology Development Co., Ltd. "Morchella, red melon seeds, honey... Through offline exhibitions, we have opened up the popularity of our products and received a very enthusiastic response."
Yang Dezhi, Deputy Director of the Rural Revitalization Bureau of Chuxiong City, introduced: "This time, we also cooperate with e-commerce platforms to sell on-site agricultural specialty products to various regions through online product selection, on-site ordering, and logistics distribution, driving the development of local characteristic industries." At this agricultural specialty product boutique exhibition, a total of 115 enterprises exhibited more than 100 types of agricultural specialty products, with daily online and offline sales reaching more than 100000 yuan.
According to statistics, during this year's Torch Festival, Chuxiong Prefecture received a total of 1.55 million tourists in five days. How to ensure the consumption experience of tourists and better promote consumption in the face of such a huge passenger flow? Chuxiong Prefecture has specially established a Torch Festival Organizing Committee to coordinate relevant affairs and ensure a safe, comfortable, and secure tourism environment for tourists.
In the past, the sharp increase in passenger flow during the Torch Festival caused traffic congestion in Chuxiong Prefecture. This year, the local Torch Festival has adopted a multi-point and multi-point flowering mode in its location arrangement, advocating for organizing activities according to local conditions. In addition, all levels, departments, enterprises, and institutions in the state will open their internal parking spaces to the public for free during the Torch Festival.
To effectively enhance the tourist experience, Chuxiong Prefecture plans to launch a batch of high-quality tourism route products based on market conditions, increases publicity and promotion efforts, and guides tourists to flow to various counties and cities within the state for festivals and sightseeing; On the other hand, the cultural and tourism department collaborates with the development and reform, market supervision and other departments to coordinate and strengthen the rectification of the cultural and tourism market, improve and smooth the channels for cultural and tourism consulting services, improve the complaint handling mechanism, timely carry out dispute mediation work, and ensure the smooth operation of the cultural and tourism market during the Torch Festival.
"During this year's Torch Festival, Chuxiong Prefecture achieved a total tourism revenue of 1.447 billion yuan, promoting the continuous heating of the local tourism economy." The relevant person in charge of Chuxiong Prefecture's Cultural and Tourism Bureau introduced, "Next, Chuxiong Prefecture will rely on folk festivals to continuously drive the development of characteristic industries, and continuously improve the service capacity and level of the tourism industry."
