Luoyang: Sustaining the Popularity of the Hanfu IP and Upgrading the Consumption Brand of “Eight O’clock at Night in the Ancient Capital”

Luoyang: Maintaining the Popularity of the Hanfu IP and Upgrading the Consumption Brand of “Eight O’clock at Night in the Ancient Capital”

Promote the simultaneous improvement in both quantity and quality of business forms such as Hanfu culture, immersive performances, research and study tourism, and tourist homestays, and enrich the supply of high-quality products; create a number of consumption scenarios that are “appealing, worth checking in, and willing to be shared”, and stimulate new consumption vitality; actively explore remote and international tourist source markets, and promote the “attracting tourists to Luoyang” initiative… The recent municipal cultural, radio, television and tourism work conference has defined the key cultural and tourism work tasks of our city this year.

● Expand and extend the “Hanfu + Makeup and Styling + Micro-videos” industrial chain. Make overall plans and rational arrangements for Hanfu check-in scenarios and business forms. Hold Hanfu creative design competitions, model competitions, new product launch conferences, exchange activities, etc., to maintain the popularity of Luoyang’s Hanfu IP.

● Construct a characteristic, diverse and professional research and study curriculum system. Build a number of new research and study bases related to archaeology, the Yellow River, and industry. Release a number of high-quality research and study tourism routes and courses with Luoyang characteristics.

● Enrich the “Homestay +” scenarios. Select homestays with relatively good development foundations and incorporate intangible cultural heritage experience scenarios such as paper-cutting, incense art, and herbal dyeing to achieve the characteristic development of homestays. Do a good job in the implementation of the grading and standardization work of tourist homestays, and promote standardized and clustered construction.

● Tap the characteristics of Heluo culture, cultivate the series of immersive performances of “Only Looking at Luoyang City”, continuously optimize immersive performance projects such as “The Feast in the Tang Palace”, “Tracing the Ode to the Luo River Goddess” and the night tour of Jiuzhouchi, and create immersive performance works with a certain influence.

● Support the differentiated development of characteristic cultural, commercial and tourism blocks. Layout new business forms such as ancient-style performances and national fashion markets, and create a number of consumption scenarios that are “appealing, worth checking in, and willing to be shared”, such as Longmen Market, New Year’s Goods Market, and Artisan Creation Market.

● Continuously upgrade the consumption brand of “Eight O’clock at Night in the Ancient Capital”, optimize a series of characteristic night products such as night tours, night entertainment, night food, night shopping, night performances, and night photography, cultivate the traffic economy of performances, etc., and hold more than 10 large-scale commercial concerts.

● Vigorously develop rural tourism. Encourage each county to create new business forms such as camping bases, farming experiences, and outdoor sports according to local conditions, cultivate and develop the “elderly economy”, “health preservation economy”, “ice and snow economy”, etc., and help rural revitalization.

● Adhere to the “mobile terminal, video-based, interactive” communication and traffic attraction model. Carefully plan event marketing and Internet-savvy topics, continuously improve the brand image of the destination, and promote the “attracting tourists to Luoyang” initiative.

● Face tourist source areas such as the Beijing-Tianjin-Hebei region, the Yangtze River Delta, and the Pearl River Delta. Organize cultural and tourism enterprises to carry out profit-conceding activities. Carry out promotion activities around surrounding tourist source cities such as Wuhan and Xi’an, and actively expand the tourist source market.

● Implement a three-dimensional network marketing of “image promotion + product route implementation”. Continuously carry out promotion on overseas social media such as Twitter and YouTube. Invite mainstream media, Internet celebrities, and travel agents from overseas tourist source areas to visit Luoyang for interviews and inspection tours. Actively participate in activities organized by international tourism organizations, strengthen tourism exchanges and cooperation with international sister cities, and spread Luoyang culture.

● Focus on the construction of the national-level Heluo Cultural Ecological Protection Experimental Zone. Taking the acceptance of the protection zone as a starting point, actively promote the “Six Major Projects” such as the cultural ecological restoration of traditional villages and the construction of the sign system, and continuously enhance the popularity of brands such as “Spring and Bright Scenery”, “Flying Flowers in Heluo” and “New Youth of Heluo Intangible Cultural Heritage”.

● Promote the integrated development of “Intangible Cultural Heritage +”, cultivate pilot projects of “Intangible Cultural Heritage in Communities” with a good ecological environment, guide the construction of comprehensive intangible cultural heritage exhibition venues and intangible cultural heritage workshops, and give play to the roles of intangible cultural heritage in serving society and nurturing culture.

● Implement cultural projects for the benefit of the people, and carry out mass cultural activities such as the “Heluo Joyful Song Square Culture Month”, the talent competition of cultural cooperatives, and “There is a Play in Our Village”. Give play to the overall driving role of the Municipal Cultural Center, and carry out universal art popularization activities for cultural volunteers, children, the elderly and other groups in an overall manner, and continuously deepen the entry of public cultural services into the grassroots level.

● Improve the national reading promotion system of public libraries, carry out reading services at the grassroots level, carry out a series of national reading activities such as reading guidance, book borrowing, and parent-child reading in an overall manner, and expand the coverage of high-quality reading resources. (Reporter: Qi Shuaihua, Correspondent: Zhou Yawei from Luoyang Daily Media)