How does the archaeological economy behind Sanxingdui have changed from a temporary heat to a hot one?
After 35 years, how hot is Sanxingdui?
Statistics show that on March 27, more than 9,000 people visited the museum, and the number of visitors was more than three times that of the usual weekend, which was comparable to the Golden Week.
The ticket revenue on that day reached 510,000 yuan, the second highest ticket sales since the Sanxingdui Museum was built.
While driving the in-depth tour of the cultural and cultural expo, Sanxingdui's "new" has also allowed many tourism and cultural and creative enterprises to see new opportunities, and a large number of new tourism products and cultural and creative products are on the way.
Sanxingdui was not the first to "out of the circle".
From the popularity of "I repaired cultural relics in the Forbidden City" to the full "out of the circle" of the creative program "Tang Palace Night Banquet", cultural blogs that have been unpopular over the years have been paid more and more attention and discussed. How to maintain the popularity after the popularity?
How to make the cultural relics become the bones of the old drama, instead of "disappearing" when they become popular?
How hot is the passenger flow
Over 9,000 people enter the museum a day
The second highest ticket sales since the establishment of the pavilion
"I arrived at half past nine. I didn't expect that the guide had already been booked." "I heard that there are many new discoveries here. I came from Chengdu early in the morning. I didn't expect such a traffic jam at the entrance of the ruins."... March 27th Early in the morning, the sun was shining, and a large number of tourists had come to "check in" at the entrance of Sanxingdui Museum and Sanxingdui National Archaeological Site Park.
With the advent of the Ching Ming Festival, travel product bookings are showing a hot scene, which type of travel product is the most popular this year?
According to the big data of travel websites such as Ctrip.com and Qunar, the number of air tickets bookings before and after Qingming has increased by more than 150% compared with last week, the number of bookings for cross-provincial long-term tours has increased by more than 170%, and the popularity of cultural and historical sites has increased by nearly four times. Ushered in the first small peak of inter-provincial travel this year.
The new discoveries of Sanxingdui archaeology have ignited the enthusiasm of tourists.
According to data released by Ctrip, the enthusiasm of tourists to the Sanxingdui Museum has soared, and the number of booked tourists has increased by nearly 12 times compared with the previous month. Even tourists from other places have been "planted".
From the perspective of ticket source, about 50% of tourists come from outside Sichuan Province, and tourists from Jiangsu, Beijing, Guangdong, Chongqing and Shanghai have booked the most tickets.
At the same time, many museums in Sichuan Province have attracted the attention of tourists. The top three museums are Chengdu Museum, Jinsha Site Museum, and Wuhou Temple Museum.
"Actually, I visited Sanxingdui two years ago, but I saw so many cultural relics that I discovered this time, so I wanted to bring my children to experience the ancient Shu civilization again." Ms. Liu's family from Chengdu rushed from Chengdu to Sanxingdui Museum early in the morning. Unexpectedly, there were too many tourists. Not long after the opening of the Sanxingdui Museum, the guide in the museum had already been booked. In the end, she could only choose the voice guide.
According to reports, on March 27th, more than 9,000 people entered the Sanxingdui Museum, and the ticket revenue reached 510,000 yuan, which was the second highest ticket sales since the establishment of the Sanxingdui Museum.
The Sanxingdui Museum's reception of tourists and ticket revenue increased by 3.67 times and 3.93 times respectively over the same period (13th) before the archaeological excavation, both exceeding the average level of last year's National Day Golden Week.
No wonder Zhu Yarong, the deputy curator of Sanxingdui Museum, lamented that the heat completely exceeded expectations. This excavation has indeed promoted the attraction of Sanxingdui. It also reflects the public's high recognition of the splendid culture created by the ancient Chinese people and a strong sense of cultural pride.
Stadium upgrade
The Bronze Hall of Sanxingdui Museum is upgraded today
The official WeChat announcement of the Sanxingdui Museum stated that in order to further improve the protection and display conditions of cultural relics and improve the level of social services, the Sanxingdui Museum will implement the basic display upgrade and renovation project of the bronze museum from March 29 to July 31, 2021.
During the renovation period, the ordinary ticket price was reduced to 60 yuan, the student ticket was reduced to 30 yuan, and the original price of the park ticket remained unchanged.
It has been more than 20 years since the bronze building of Sanxingdui Museum was completed in 1997. This museum has won numerous awards at home and abroad for its unique shape, rich space and ingenious response to the ruins.
In the Sanxingdui Museum, there are two major exhibition halls: a comprehensive museum and a bronze museum. The comprehensive museum displays various cultural relics such as gold, bronze, jade, stone, and pottery. The glorious achievements of Sanxingdui Ancient Shu Kingdom in various fields.
The Bronze Museum systematically displays the majestic and powerful bronze statues of Sanxingdui and a group of mysterious and mysterious ancient Shu bronzes through a continuous and progressive combination of scenes.
Previously, the Sanxingdui Museum had renovated the comprehensive pavilion and met the audience again in January 2020. The upgraded pavilion made full use of multimedia technology expression methods and was widely acclaimed.
The upgrade and renovation of the basic display of the Bronze Museum will also use various high-tech exhibition methods to show the cultural connotation of Sanxingdui with a new look.
Drive multiple industries
Chengdu is the most visited city this year
Tourists' enthusiasm for "checking in" Sanxingdui Museum has soared, and related industries have rapidly heated up.
hotel business
Hotel booking rate near Sanxingdui increased by 100%
Data from the Fliggy platform shows that in the past week, the number of Sanxingdui Museum tickets has increased by more than 110% from the previous week, and the number of Chengdu hotels has increased by nearly 50% from the previous week.
Qunar data disclosed that the most popular domestic route for Qingming Holiday bookings is Beijing-Chengdu, with an average price of 741 yuan. In terms of passenger arrivals, Chengdu is the city with the most arrivals this year.
In addition, the hotel traffic around Sanxingdui Museum also ushered in a small peak.
According to the big data of BTG Homeinns booking, the booking rate of hotels near Sanxingdui Museum increased by 100% over the past weekend.
Tourism Industry
A travel agency plans to give children "online lessons"
Many tourists do not hesitate to "fly" to see the mysterious "Ancient Shu Civilization", not only "invigorating" the related tourism products of Sichuan travel agencies, but also allowing industry practitioners to see new trends in the tourism industry.
"Sanxingdui is very hot. We are discussing the launch of Sanxingdui research and study tour products. I am sorry for the many major discoveries of Sanxingdui without making some innovative products." Huang Qin, assistant general manager of Sichuan Youth Hostel, told reporters with a smile, although the current tourists in Sanxingdui Most of them are dominated by individual tourists, but once again the "new" Sanxing Duihuo has attracted the attention of tourists from all over the country. This has allowed practitioners in the tourism industry to see more opportunities, such as the development of in-depth experience tour products, research and study tours. Products and so on.
According to Huang Qin, Sichuan Youth Hostel plans to open online or live courses on Sanxingdui Ancient Shu Civilization, presenting the history of Sanxingdui, the relationship between ancient Shu culture and Sanxingdui, and the maintenance and protection of cultural relics to children. At the same time, you can also set up practical courses and organize research activities in Sanxingdui, so that children can do some hands-on practice of simulated restoration."
In fact, the market's sense of smell is extremely sensitive.
The reporter found on some online booking platforms that some travel agencies have begun to launch a variety of Sanxingdui travel portfolio products.
For example, the "Sanxingdui Museum in Guanghan, Sichuan + 3-Hour Fun Tour" on the Ctrip platform is priced at 328 yuan, and more than 200 copies have been sold monthly.
At the same time, some travel agencies have combined products such as Chengdu Dujiangyan Scenic Area and Chengdu Research Base of Giant Panda Breeding with Sanxingdui Museum to launch special tourism products such as one-day tours and two-day tours.
Cultural and Creative Products
Sanxingdui cultural and creative products sold for 110,000 yuan a day
"Sanxingdui site demolished six blind boxes in a row", this metaphor not only greatly increased the number of tourists, but also successfully inspired the cultural and creative products-Sanxingdui blind boxes.
“The Sanxingdui blind boxes were out of stock a week ago, and at the same time, the cultural and creative income of the Sanxingdui Museum has increased by more than 5 times." The relevant person in charge of the Sanxingdui Museum told reporters that on March 27, the cultural and creative products of the Sanxingdui Museum The sales volume reached 110,000 yuan, an increase of 5.32 times over the same period (13th) before the archaeological excavation, which exceeded the average daily sales volume during the National Day Golden Week last year.
More cultural and creative enterprises have seen creative opportunities from it.
"On the one hand, we have updated the existing cultural and creative products, and on the other hand, we have developed and created a series of commemorative medals for the new archaeological discoveries in Sanxingdui." The company’s design director Zhou Rui told reporters that the original cultural and creative product "Sanxingdui Zongmu Mengmeng Cup" gift set by Lanshan Culture has been successfully crowdfunded and is in production. Yi’s ZongMu mask has undergone an innovative industrial design transformation, capturing the most characteristic “clairvoyance” and “shunfeng ear” styling elements, and fully retaining the “mysterious smile” of the Sanxingdui Zongmu cultural relics. It is expected to be available in April." Zhou Rui also revealed that the design team is still developing another series of Sanxingdui commemorative medals, seizing the two keywords of Sanxingdui "gorgeous" and "magnificent". The design patterns are full of exoticism and incorporate the latest archaeological discoveries of Sanxingdui. With our continuous creative inspiration and direction, we hope to develop new cultural and creative products as soon as possible, so that more people can understand the charm of ancient Shu civilization."
How will it last in the future
Multi-field innovation experience
Enhance the attractiveness of archaeological achievements
Search and booking data from multiple tourism platforms show that “traveling with archaeology” has become a highlight of the upcoming Ching Ming holiday. Some tourists will even know whether Sanxingdui Museum is covered when they consult Chengdu tourist routes. Sanxingdui is open. The latest information of the traditional cultural relics protection and restoration museum has attracted more attention.
In fact, Sanxingdui’s “popularity” is not an exception. The popularity of cultural tourism and archaeological tourism has continued to rise in recent years. Letting cultural relics “live” and traditional culture “fired up” are the most concerned topics in the cultural field.
The Henan Museum in Zhengzhou was "out of the circle" because of the local Spring Festival Gala show "Tang Palace Night Banquet", and the Henan Museum, where the prototype female figurines are collected, also became famous in World War I.
The number of tourists flying to Luoyang during the Qingming Festival has increased by more than 20% compared to 2019, and the search interest in Henan Museum, Luoyang City National Heritage Park in Sui and Tang Dynasties and Kaifeng Qingming Shanghe Garden remains high. Compared with the same period in 2019, search interest has increased by 4 times.
“When material life becomes more and more abundant, people will naturally have higher-level spiritual needs.” Wu Liyun, associate professor of the Institute of Chinese Culture and Tourism Industry of Beijing International Studies University, analyzed that museums are undoubtedly a way to make people better. To understand the history and culture of the place, "Nowadays, many museums will use some innovative methods to allow participants to have some interactive content, which will attract the public's attention to this cultural place."
Ma Xiaolin, the dean of Henan Museum, also said in an interview that the "post-95s", "post-00s" and other new generation groups are gradually growing into the main force of cultural consumption, through thematic research, game animation, professional experience, etc. , To enhance the attractiveness of the transformation of archaeological achievements, to adapt to the characteristics of the youth circle's layered communication, networked survival, and individualized expression.
Chengdu Commercial Daily-Red Star News Reporter Li Yanqin Wang Mingping