How to create a "little spring" for cultural tourism consumption in Chengdu during the Dragon Boat Festival holiday
When the "June 1st" International Children's Day and the traditional Chinese festival Dragon Boat Festival met unexpectedly, Chengdu's cultural travelers could finally breathe a sigh of relief - even in the small long vacation under the background of normalized epidemic prevention and control, cultural tourism consumption "Xiaoyangchun" "Like the rising temperature in Chengdu after the beginning of summer, it came warmly.
On June 5, major domestic online travel platforms successively released big data on the 2022 Dragon Boat Festival holiday travel.
Ctrip ticket data shows that the three busiest flight segments during the Dragon Boat Festival are all related to Chengdu, namely Chengdu-Shenzhen, Shenzhen-Chengdu, and Chengdu-Guangzhou; Fliggy big data shows that Chengdu ranks second among the most popular destinations in the country during the Dragon Boat Festival. It is also the third most popular source of tourists on the Dragon Boat Festival; Qunar big data shows that the search popularity of cross-provincial travel in Chengdu, Dali, Sanya and other places has increased by 3 times on a week-on-week basis.
While doing a good job of normalizing epidemic prevention and control, why is Chengdu's cultural tourism market still heating up?
In some recent policy measures, we can see the resilience and perseverance of Chengdu.
Expand new business formats and new scenarios to lock in new trends in consumption
Reports from a number of travel platforms show that this year's Dragon Boat Festival tourism market presents a trend of "intra-provincial travel", "surrounding travel" and "outdoor travel", and multi-themed travel methods such as parent-child, folklore, self-driving, and camping have become mainstream.
For Chengdu, which has developed the greenway into an "Internet celebrity manufacturing machine", it has long been prepared to deal with this trend.
Recently, the camping called "New Triathlon" in Chengdu has turned many parks and grasslands into "oceans" of tents on weekends.
In order to further release the momentum of this emerging consumer force, the day before the Dragon Boat Festival, the Chengdu Park Urban Construction Administration issued the "Chengdu Park (Greenway) Sunshine Tent Area Opening Pilot Program", and officially released the Chengdu City 22 specific sites and related management measures for the open pilot project of the park (greenway) sun tent area.
By appropriately adding convenience, sports, entertainment and other facilities, carrying out grass concerts, creative markets and other activities, and regulating and managing uncivilized behaviors, Chengdu has made "wild" camping more convenient and civilized. No wonder netizens sighed, "Chengdu is really spoiled!"
In addition to camping, there are more ways to play outdoors.
According to the principle of "small, diverse, scattered, outdoor-based" and the theme of "longing for life in Chengdu", Chengdu's cultural and radio tourism system organizes various and exciting forms of viewing performances, exhibitions, tours, Tesco, and shows. There are 177 diverse cultural and tourism activities, creating a strong festive atmosphere.
Wearing a Hanfu, you can experience the traditional Dragon Boat Festival folk customs at the Dongmen Wharf, and feel the "zongzi" in the countryside where the rice is fragrant and the cicadas are singing... Cities and villages with the aftertaste of Shu Township are full of new scenes of cultural tourism consumption. It is a new possibility for the transformation of ecological value.
In order to promote cultural tourism and sports consumption and benefit every citizen, Chengdu has served every detail——
From June 1st, the closing time of Chengdu Library and its theme branch Tianfu Humanities and Arts Library will be extended from 8:30 pm to 10:00 pm on weekdays, and it will be extended to 11:00 pm on holidays and weekends .
The "ultra-long delay service" of the holiday allows more tourists to experience the city's literary taste, as well as the city's temperature and cultural connotation.
Sports scenes are geometrically enriched...
In fact, these measures are not an assault by Chengdu to prepare for the Dragon Boat Festival. In the longer term, Chengdu has always aimed to build a world-famous cultural city, promote the integrated development of the cultural and tourism industry, and continuously stimulate the potential of cultural tourism consumption.
The "Special Action Plan for Chengdu's "Zhongyou" Work to Highlight Cultural Characteristics in 2022, officially issued at the end of May, is an example.
The "Action Plan" clearly will enrich and expand the cultural tourism consumption format, actively build a new format and new product system, and focus on the development of 10 new formats of cultural tourism consumption such as "Shu Feng Ya Yun" cultural and museum art, "digital cutting-edge" film and television animation; at the same time, vigorously Develop the night economy of cultural tourism, launch night tourist attractions, audio-visual drama gardens, Wenjian art galleries, etc., and cultivate night markets, night food, night exhibitions, night shows, night festivals, night sleep and other formats.
Tightly lock in the new trend of consumption, so Chengdu's cultural tourism market has never lacked "explosive models".
Supporting the recovery of the cultural and tourism industry, both the supply side and the demand side are supported
While waiting for cultural tourism to pick up, many provinces and cities are experiencing a tug-of-war with the epidemic.
Chengdu has effectively coordinated epidemic prevention and control and economic and social development, and quickly dealt with sporadic epidemics without being affected by spillover cases on a large scale. This has preserved the city's fireworks and cultural tourism market recovery.
Even under the normal state of zero local cases, Chengdu's scenic spots, scenic spots, and important public places adhere to normalized epidemic prevention and control.
Before welcoming the Dragon Boat Festival, Chengdu made a two-pronged approach from the supply side and the demand side, releasing one good after another for the recovery of the cultural tourism market.
On the supply side, it is a continuous policy of relief and relief.
Under the current background of shrinking demand, supply shocks and weakening expectations, the government, through direct or indirect financial support, helps to provide liquidity and cash flow to cultural and tourism enterprises in difficult times, to ensure the survival of the enterprises, and to support cultural tourism. Industry development leaves "tinder".
In April this year, Chengdu issued the "Policies and Measures to Support the Healthy Development of Market Entities and Promote the Stable Growth of the Economy" (ie, "30 Measures to Help the Healthy Development of Enterprises"), which specifically proposed to temporarily withdraw the tourism service quality deposit and give Various subsidies and other "package" support measures.
Subsequently, five departments including the Chengdu Municipal Bureau of Culture, Tourism and Tourism jointly issued the "Policies and Measures to Support the Relief and Development of the Tourism Industry" to help key tourism enterprises develop steadily and healthily. At present, 500 cultural and tourism enterprises have applied for the assistance of the bailout policy.
At the end of May, Sichuan issued the "Several Measures on Further Supporting the Relief of Cultural Tourism Enterprises", which further helped the whole country from three aspects: increasing provincial financial relief subsidies, increasing financial policy assistance, and increasing government service guarantees. Provincial cultural and tourism enterprises resumed development.
On June 1, the Office of the Sichuan Provincial Department of Culture and Tourism issued the "Notice on the Scientific and Accurate Implementation of the "Fusing" Mechanism for Inter-provincial Tourism, which narrowed the scope of "fusing" for inter-provincial tourism from the whole province to counties (cities, districts).
The confidence of cultural and creative enterprises is also increasing, and the warm sun of the industry is coming.
On June 2, the Chengdu Municipal Office of Cultural Affairs officially issued the "Several Measures for Relief and Support of Chengdu's Cultural and Creative Industry to "Promote Development and Ensure Operation", covering physical bookstores, cinemas, commercial performances and museums that have been greatly affected by the epidemic. Offline creative industry.
Eight major measures, including the implementation of the bailout policy, the overall increase in financial policy support, the effective reduction of the financing cost of cultural and creative enterprises, the support for the continuous operation of physical bookstores, and the support for the resumption of movie theaters, have released a total of tens of millions of funds and vigorously boosted the Cultural and creative enterprise confidence.
"All kinds of government subsidies and tax reductions and exemptions take into account 'blood production' and 'blood transfusion', ease the cost pressure of enterprise operations, reduce the brain drain of enterprises to a certain extent, and accumulate more strength for the normal operation of the enterprise market and product innovation." Chengdu Liu Gang, Marketing Director of Rongtong Jinhe Hotel, said that with the support of relief measures, the company is currently making new layouts for the future, seeking new growth points in cultural tourism project investment and product innovation.
Consumption kinetic energy stimulates the high write-off rate behind consumer coupons
On the demand side, Chengdu uses coupons to activate the consumption vitality of the cultural tourism market.
Since May 20, 3 batches of consumption coupons have been issued in Chengdu's "520" consumption coupon promotion activity (the first stage), and the "hands-on speed" every Friday is the traffic password of Chengdu people.
Under the raging consumption enthusiasm of the city, from the time of receiving all of them within 5 minutes to being sold out within 1 minute, each batch of 660,000 consumer coupons was "empty in seconds" at an increasingly faster rate.
Behind the "second empty", consumer coupons are used to amplify the leverage and multiplier effects of policies and funds, maximize consumption replenishment and potential release, and stimulate the vitality of the consumer market.
Chengdu "520" consumer coupons promote consumption in the first phase of consumer coupons, with a financial capital scale of 120 million yuan, launching financial units and merchants to superimpose preferential activities, a total of 240 million yuan, and a total of 2.64 million consumer coupons.
This means that 240 million yuan is split into consumer coupons with lower thresholds and a larger number, which can benefit more people and smaller consumption scenarios.
Hong Xia, the manager of the Hongqi Chain General Store, revealed that since the coupons were issued, the store's turnover has increased by more than 10%.
More than 3,300 Hongqi chain stores in Chengdu are involved.
"Small-value coupons are mainly aimed at basic lifestyle consumption, which hits the mainstream needs of people at this stage." Zhu Jianhui, head of retail real estate research at Jones Lang LaSalle in China, said that this type of consumption is less elastic and more focused on rigid needs. In the case of insufficient consumer confidence, consumer coupons can achieve a more inclusive living subsidy effect by meeting the basic needs of residents.
One end of the coupons ignites the consumer demand of consumers, and the other end activates the kinetic energy of small, medium and micro entities.
According to data from China UnionPay Sichuan Branch, during the first wave, more than 10,000 brands and 30,000 stores participated in the event, of which more than 13,000 individual industrial and commercial stores, accounting for 44.6%.
According to Wu Yin, professor of the School of Economics of Southwestern University of Finance and Economics and director of the Institute of Political Economics, consumer coupons focus on the real economy of small, medium and micro enterprises, especially the catering, retail, service, individual business and other industries related to people's livelihood and well-being. The determination to develop the real economy, promote flexible employment, and increase the income of small, medium and micro entities.
Wu Yin mentioned that the role of consumer coupons lies in the short-term interrupted economic cycle and physical consumption cycle. Through the method of consumer coupons, it can quickly stimulate the willingness to consume and open up the cycle. "In the long run, this is more effective than short-term subsidies. "For Chengdu, with the support of a series of new consumption scenarios, a series of profit-making promotions, and a series of corporate relief policies, the Dragon Boat Festival's "Cultural Tourism Spring" is just the beginning of the cultural tourism industry's "sunny day". .
Chengdu Commercial Daily-Red Star News reporter Zhong Xini intern Lv Jiayu