"Oriental Wisdom • Chang'an People" painting art cloud exhibition propaganda poster. Courtesy of the Department of Culture and Tourism of Shaanxi Province
Digital cultural and creative collection "Xiaojun Green Ear". Reporter Li Wei remake
This round of sudden epidemic has once again pressed the pause button for Shaanxi's tourism industry. In the face of the "cold wave" of tourism, while doing a good job in fighting the epidemic, major cultural and tourism enterprises in Shaanxi have actively carried out online publicity and promotion, explored new ways for the transformation and development of cultural tourism, and strived to create a new situation in the integration of cultural tourism. Changing the track and opening up a new situation has become the consensus of people in Shaanxi's cultural and tourism circles.
Hold your green horse
"Hold your green horse!" Recently, a cute green horse swept the circle of friends. Shaanxi Bojun Culture Holding Company and Juntu Network jointly launched China's first digital cultural and creative trading platform "Hi Yuan Universe" in the field of culture and culture, the first phase of digital cultural and creative collections was released on December 15, 2021, "Tang Sancai Tengkong Horse" and other digital cultural and creative collections have attracted the attention of trendy players. As one of the "Tang Sancai Flying Horses", "Xiaojun Green Ear" is particularly popular because of the harmonic sound of green horses "green code".
The concept of a meta-universe that is popular across the network continues to heat up, promoting the deep integration of digital technology and the real economy, empowering the transformation and upgrading of traditional industries, and giving birth to new industries, new formats and new models.
With "Juntu Chain" as the underlying architecture, "Hi Meta universe" enhances the cultural carrying capacity, display and dissemination of creative products through digital technology and blockchain technology, focuses on the creative transformation, innovative development and cultural IP reshaping of Chinese excellent traditional culture, and makes digital content presented as a new carrier of Shaanxi culture. At present, "Hi Meta Universe" and "Juntu Chain" already have a complete NFT industry chain of licensing, creation and distribution, and hold the digital authorization of 6 national first-class museums, which basically includes the most representative cultural relics IP of Zhou, Qin, Han and Tang, especially the most representative cultural relics in China's Tang Dynasty.
The first batch of digital cultural and creative collections launched this time include the 3D digital national treasure of "Tang Sancai Soaring Horse" of the Town Museum of Xi'an Museum, the digital prayer blind box of the "Famen Lion" Xiaofu series of the Famen Temple Museum, and the pixel head artwork of the "Resurrection Legion" Qin Bing Figurine series, whose cute shape has been loved by many young people.
"The epidemic has forced the cultural and creative industry to make a partial transformation, from offline to online development. Under the new model of Internet development, the iteration speed of cultural and creative products is accelerating, the life cycle of cultural and creative products is gradually shortening, the forms of expression of cultural and creative products are more diversified, and virtual cultural and creative products are more and more favored by consumers. Ji Yong, head of Xi'an Sichuang Art Incubator Co., Ltd., thinks so.
Big market with small water glasses
In November 2021, Shaanxi Travel Group received good news: Shaanxi Travel Group Overseas Trading Co., Ltd. was awarded the "Gold Supplier" certification issued by Alibaba Group. In 2021, Shaanxi Travel Group Overseas Trading Co., Ltd. achieved a sales performance of $1 million at Alibaba International Station.
Under the guidance of the development strategy of the whole industry chain of Shaanxi Travel Group, Shaanxi Travel Group Overseas Trade Co., Ltd. aims at cross-border e-commerce, firmly believes in going to the sea, investigates the market, digs deep into resources, opens up channels, and is determined to help domestic export-oriented manufacturing enterprises get rid of the traditional OEM and ODM order model, and directly face foreign customers through independent and controllable sales channels, providing high-quality and inexpensive Chinese-made products.
Since the establishment of the international trade department in 2017, Shaanxi Travel Group Overseas Trade Co., Ltd. has quickly completed the construction of the B2C platform, and settled in the three import and export trade platforms of "AliExpress", "Alibaba International Station" and "SHOPEE", facing customers to export home and kitchen products, and the goods are exported to more than 30 countries and regions around the world.
Shaanxi Travel Group Overseas Trade Co., Ltd. relies on its own accumulated cooperation resources and in-depth investigation and analysis of market segments, and then through big data comparison, it will finally set its sights on daily necessities such as home storage, kitchen supplies and water cups, and then start to select products, develop drainage, and lock in star products.
The person in charge of the international trade department of Shaanxi Travel Group Overseas Trade Co., Ltd. introduced: "In the early stage of development, the company's selection was a hodgepodge, and the inquiry data was not good. We first find the Alibaba account manager, select new products according to industry data, understand the relevant data of their own products or selected products and the hottest traffic inquiry in the industry, determine product advantages, and then combine the products produced by cooperative factories to do accurate product positioning. ”
Shaanxi Travel Group Overseas Trading Co., Ltd. understands the needs of customers and the characteristics of the location as much as possible to match the most suitable products. In 2021, the company's explosive products and the crown of sales are a simple thermos cup with simple design, high-end quality and low price. Through the B2B wholesale model, the company has accurately captured a number of small and medium-sized customers mainly from Retailers and foreign supermarket buyers who have opened stores by Amazon, and the products are exported to Russia, Japan, South Korea, Australia, the United States, etc., accounting for more than half of the total sales volume of the store.
Cloud promotion serves a cultural feast
In order to meet the spiritual and cultural needs of the masses during the epidemic, the cultural and tourism administrative departments at all levels in the province and the provincial literary and art academies, art units and research institutions have actively taken action, making full use of websites, WeChat public accounts and various online platforms to carefully prepare a number of outstanding literary and artistic works, so that the general public can enjoy a rich spiritual and cultural life during the epidemic. Some non-hereditary inheritors have used their pens and knives to create various intangible cultural heritage works to express their support and good expectations for the fight against the epidemic.
The Intangible Cultural Heritage Protection Center of Xi'an New Urban Area launched the non-genetic inheritors of the jurisdiction to fight the epidemic with one heart, and created a large number of works such as Qin Cavity, Cotton Wool Painting, Nuclear Sculpture, and Epidemic Prevention Sachet with the theme of fighting the epidemic and winning the battle against the epidemic with the theme of fighting the epidemic with the theme of fighting the epidemic with common will, vividly and intuitively publicizing the anti-epidemic stories around them.
Huang Li, the inheritor of the nuclear carving technique, used the olive core bas-relief technique to carve a miniature version of the Yongning Gate nuclear carving of the Xi'an City Wall. Huang Li said: "Yongning Gate is an important symbol of the city of Xi'an, with the beautiful meaning of eternal peace and tranquility, I want to use this work to pray for the auspicious chang'an of the thousand-year-old capital, the early lifting of the epidemic, people can live and work in peace." ”
"In the harsh winter of the Xin ugly year, Xi'an was in trouble. The frontline of prevention and control is called, the century-old drama society rushes to the front, and the selfless dedication is sighing..." The anti-epidemic version of "Three Drops of Blood" adapted by Han Lixia, the inheritor of the Yi Folk Society's Meng Shuyun singing art, was recorded as a video and played on the WeChat public account. Li Haihong, the inheritor of cotton wool paintings, created the cotton wool art work "Unity of Purpose to Overcome the Epidemic" in solidarity with the fight against the epidemic. Wang Hui, director of the Culture and Tourism and Sports Bureau of the New Urban Area, said: "Solidarity with the frontline of the 'epidemic' through intangible cultural heritage works is the mission and responsibility of the majority of intangible cultural heritage workers and non-genetic inheritors. ”
The "Meet the City Wall" WeChat public account of Xi'an City Wall Scenic Area launched "At this moment, I miss that colorful Xi'an! "Special number. In the text, a series of black and white photos, with a light finger, have become the beautiful scenery of the colorful Xi'an city wall in spring, summer, autumn and winter, as if to say that "Xi'an will not be eclipsed by the arrival of the epidemic, and we will definitely wait for the colorful Xi'an." Netizens have left messages below: "When lit up, it is so touching, it is particularly beautiful and particularly vivid." Mei Tu Meiwen, seeing such a beautiful Xi'an heart warmed. May the epidemic end as soon as possible and wait for the spring to blossom..."
The Qin Shi Huang Emperor Mausoleum Museum launched the special topic of "Online Yicai - Digital Exhibition and Performance of the Qin Shi Huang Emperor Mausoleum Museum", which continued to promote the panoramic 100 million pixels, online exhibitions, videos, live broadcast playback, high-definition cultural relics map, interactive applications and other contents of the Qin Shi Huang Emperor Mausoleum Museum, further deepening the activation and utilization of cultural relics digital resources, so that people can watch the Qin Terracotta Warriors and Horses Army at close range and in an all-round way without leaving home.
The first edition of "Recreating the 20 Billion Pixel Terracotta Terracotta Panorama" was launched on December 23, 2021, leading the audience to tour Pit 1 and watch the Terracotta Warriors at close range. The 20 billion pixel Terracotta Panorama adopts matrix panorama technology, which collects high-precision panoramic data of the Terracotta Warriors No. 1 pit, and can reproduce all the remains in the Terracotta Warriors No. 1 pit "millimeter level". Viewing through a computer or mobile phone, the audience can watch every detail of the Terracotta Army like a magnifying glass, enjoying a visual experience beyond the on-site visit.
The epidemic cannot stop the pace of Shaanxi cultural tourists in promoting Shaanxi's history and culture. On December 23, 2021, sponsored by the Department of Culture and Tourism of Shaanxi Province and the Chinese Cultural Center of Nepal, and undertaken by Shaanxi Wenyi International Cultural Development Co., Ltd., the "Oriental Wisdom • Chang'an People" Painting Art Cloud Exhibition was launched in Nepal. The exhibition is also the third online theme exhibition since the Shaanxi Provincial Department of Culture and Tourism and the Chinese Cultural Center of Nepal have cooperated with each other.
Focusing on Chinese history, religious culture and other contents, the painting art cloud exhibition focuses on 21 paintings and works of art, telling the long history of exchanges between China and Nepal, so that the Nepalese people can enjoy the cultural feast of combining art and religion without leaving home.
Dai Weihong, director of the Foreign Cooperation and Exchange Department of the Provincial Department of Culture and Tourism, told reporters: "In order to strengthen the annual cooperation with the Nepal Chinese Cultural Center, in 2021, the Provincial Department of Culture and Tourism and the Nepal Chinese Cultural Center carried out counterpart cooperation, and successfully held the 'QinQIN - Modern Art Exhibition of the Past and Present Life of the Terracotta Warriors' and Horses' and 'Blossoming of the Earth - Exhibition of Ansai Peasant Paintings in the Collection of the Shaanxi Provincial Museum of Fine Arts', and broadcast 'Top of Huashan Mountain' on the social media of the Chinese Cultural Center in Nepal The Yunhai Concert' comprehensively displays Shaanxi's breathtaking historical sites, exquisite intangible cultural heritage skills and colorful folk customs and customs through digital forms, so that the Nepalese people can truly feel the unique charm of Shaanxi's profound and extensive culture. (Reporter Li Wei)