In the past two years, China's small town projects have sprung up like mushrooms, but after walking through the Chinese market, observing so many town projects, I found that there are not many successes, the most important reason is that the industrial supporting facilities are not vibrant, and many projects are small town centers and small town commercial doors, which are useless. Therefore, industrial operation is the first, followed by the construction of the lifestyle of the town, that is, the construction of real estate. A town without industrial support is a water without a source and an empty city. Located in Huizhou, Guangdong Province, Minmetals Hasstatt, by copying world-class IP, has made the supporting business of the 20,000 square meters of town center into a local Internet celebrity, becoming a local tourist punch card with a good reputation in Huizhou, and promoted to a 4A-level scenic spot, with an annual number of tourists reaching 1.5 million.
World-class IP background
The IP prototype of the entire project in Huizhou comes from the famous Austrian town of Hallstatt. This is a village in the Salzkammergut region of Austria, which has existed for more than 2,900 years, once a salt mine for a living, and is now a world-famous tourist attraction, known as "the most beautiful town in the world", "the world's oldest salt capital" and "famous love punch card".
In 1997, Hallstatt was inscribed on UNESCO's World Heritage List and tourism began to develop.
In 2006, it first appeared in Korean tourism programs and gradually entered the eyes of Asian tourists. The real hallstatt has become a global "internet celebrity" thanks to Disney's animated movie "Frozen", which is the source of inspiration for the beautiful kingdom of Allendale in the movie, and after the release of the first movie in 2013, it attracted huge passenger flow, making it a holy place for travel enthusiasts around the world.
Right now, hotel rooms in town range from £250 to £350 per night.
The Kingdom of Alandale in Frozen
Minmetals Hastatt is located in Maitianling on the outskirts of Luoyang Town, Boluo County, Huizhou, which is a typical edge of a large city and a certain distance from the center of Huizhou.
The foundation stone of the project was laid on April 19, 2011, and four years later, the commercial center of the town was completed and put into operation. After the project was unveiled, the appearance, landscape atmosphere and business characteristics of the commercial street exceeded market expectations, and in the Huizhou area market, where the supply of emerging Internet red tourism products was relatively poor, it suddenly became a hot spot, activating the needs of the local petty bourgeois literary and artistic crowd.
As a result, the number of tourists who come to punch in and take photos is endless, and in October 2015, it was officially awarded the national 4A level scenic spot, and the annual number of tourists even reached 1.5 million.
However, when Minmetals was built in Hastatt, it also experienced twists and turns, and it also encountered public opinion questions of plagiarism and imitation. Especially when the residents of the Austrian town of the same name learned of the project, their feelings were also complicated, when foreign media reported that austrian protecters of scenic spots said that there was nothing they could do about imitation and reproduction. Later, the investor found the mayor of the original Austrian town, signed a memorandum with Boluo County and Minmetals Group to establish a tripartite relationship of friendly town, and judging from the results of the later events, this incident actually had a mutually beneficial impact on both sides. Before the controversy, fewer than 100 Chinese a year went to the Austrian town of Hallstatt, but after the controversy emerged in 2011, the number of tourists to Austrian towns surged to 10,000, an increase of 185 times!
The emerging cultural tourism industry is organically integrated with exotic customs
The most distinctive feature is the commercial part of the town center, which is also the essence of the whole town. The commercial block covers an area of 20,000 square meters, which is a style block integrating tourism, leisure, commerce, wedding photography and entertainment. The whole project combines its own rich water features, borders and other landscape resources, and uses different Austrian theme elements to skillfully connect the commercial formats and surrounding environment of the same area.
Before entering the commercial block, near the water system, the project set up an iconic photo punch space – a chain bridge.
(1) Block structure
The town of Hasstatt has set up three major style squares, including the cultural square, beer square and music square, which are arranged in the entrance and central area of the town.
1. Cultural Square Of Hasstatt – this place embodies the essence of Austrian culture and is the beginning of experiencing European culture, located at the entrance of the town. From here, whether it is the white swan embedded in the church building or the chess musical fountain that hovers in the center of the square, there is a strong Austrian flavor. According to legend, in chess, the "royal conquest", other chess pieces represent all classes of society, regardless of class level, all of them are compatible. The musical fountain rises, and the cultural square seems to play a history of class struggle in Europe. From here, a small road winds into the center of the town, where the Austrian-style neighborhood unfolds.
Cultural Square Hastatt
2. Music Square – Since Austria is the capital of music and its musical atmosphere is famous all over the world, one of the biggest features of the whole town is that it is full of soothing European music.
In the music square in the center of the town, there are sculptures of musical figures for photo and musical steps made from real piano scores. The commercial formats close to the music plaza are also associated with music, from record stores that play music on phonographs, cold drink shops selling ice cream to various flavors, and starlight illuminations under the building's promenades, all of which reflect the style of Austrian music.
3. Beer Square – the focus here is on Austrian dining culture. The central pool, the cute patisserie, the Austrian café, the large beer house and the seafood restaurant facing the lake at the back echo the original Austrian theme, allowing people to fully enjoy the food while feeling Austrian romance.
4, buildings and streets - in addition to the three theme squares, the town's buildings and streets are also full of atmosphere, full of European city-state exotic atmosphere unique architectural façade, colorful street landscape paving, while there are colorful flowers decorating the doors and balconies, the whole atmosphere is more romantic and fashionable.
(2) Format design
In terms of core experience format design, the block inside the town has greatly expanded the boundaries of the traditional commercial block, positioning the entire project as a tourist block.
In the main format of the block, three major theme play venues (sightseeing, experience, sports) and a total of dozens of play projects have been set up, including wedding photography points, punch points along the lake trail, clubs and 1,786 churches and a series of customs facilities, ice and snow world, wax hall of fame, VR experience hall, cute pet park, climbing park, and also specially equipped with a visitor service center for tourists.
In the retail business format, the Austrian national culture and gift shop, retail and specialty catering formats are specially allocated.
Influencer Projects:
3D Glass Magic Bridge: On the farthest side of the town block, there is also a Hasstatt Glass Bridge, which is the first Net Red 3D Glass Magic Bridge in Huizhou, with a length of 260 meters and a suspension of 60 meters. Exhibited on the bridge, the view of the town is completely in view. It is said that because many couples walked through this internet celebrity 3D glass bridge, they got married, and it is also known as the "Cupid Glass Bridge".
Starlight Yacht: Starlight Yacht is one of the unmissable attractions in Hajstatt Town, embark on the yacht, shuttle through the 105,000 square meters of Hastaat native inner lake, you can watch the landscape and water of Hajstadt Town, feel the charm of Hasstatt Town from different perspectives, feel the wonderful beauty of Austrian style and Chinese traditional culture, Lingnan culture collision.
Resort: With the trial operation of the Narada Hotel Hastatt on July 1, 2021, the town has gradually formed a tourism and leisure gathering area with the resort as the core of attraction, forming an original art base (music, fashion theme), happy habitat (love, sweet theme), fairy tale dream factory (children, happiness theme), outdoor forest breathing (sports, health theme) with leisure experience functions.
Wedding photography has become a characteristic industry of the town
Since 2012, the town has been promoting cultural exchanges with the Austrian side, integrating the real Austrian culture with the traditional culture of Huizhou.
In terms of continuously increasing tourism publicity and marketing efforts, since 2012, The town of Hasstatt was opened to the public, and in 2013, a wedding photography base was established, taking advantage of the unique Austrian style architectural environment to develop wedding photography business, without going abroad to exclude European-style wedding blockbusters, which has a great attraction for newcomers in Huizhou and surrounding areas, and the photos shared have become good word-of-mouth advertisements, forming a good market atmosphere.
At present, Minmetals Hastat Town has become the largest wedding photography base in South China. The Boluo Minmetals Hastaat Commercial Management Company also established a wedding business department in 2017, combined with the existing high-quality resources, on the basis of wedding photography, developed various forms of wedding business wedding tourism, and continued the positive impact of the wedding effect on the town.
summary
Judging from the above analysis, the Hasstatt project is not a very complex large-scale cultural tourism project, and the most worthy of the industry for reference in the whole project is the connection between the theme business style and the surrounding tourism facilities. Therefore, how to create a cultural atmosphere by creating a scene theme in the case of small investment, combined with the appropriate cultural tourism format, and achieved success through continuous operation is the most worthy reference for the whole project.
In nearly 700 cities in China, so many cultural tourism town projects are being invested in construction. Unfortunately, after the construction of many small town blocks, there are idle, the most important problem is that the style of the block is one-sided, highly homogeneous, lack of core formats and tourism attractions, which belongs to the city block bottom business thinking way to do cultural tourism blocks, this extensive construction method, not only let investors sink into the quagmire, but also form a large amount of social resource waste.
If you can plan the scenes, themes and concepts of the block in advance before the early investment and construction, and can resolutely and thoroughly create the style theme at the level of building space creation and business landing in the later stage, this is close to the right way.
Among the cultural tourism projects of this type of model, the Hastaat town model is the easiest paradigm to operate, with a wide range of reference values.
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