The pressure of the epidemic has not severely dampened Fengshang Culture's confidence in the cultural tourism market. "China will soon usher in retaliatory consumption like the beginning of 2020, but the concept, form and form of consumption are very different from before the epidemic, which means that new consumption ports will emerge." Recently, Beijing Fengshang Century Culture Media Co., Ltd. (hereinafter referred to as Fengshang Culture, stock code: 300860. Zheng Junjie, deputy general manager of SZ and general manager of the cultural tourism business department, and LvJieMedia exclusively shared the three major phased goals for the future development of the company's cultural tourism sector: first, adjust the company's business structure, in addition to the unique advantages of the established content, it is necessary to convert to the industry, market and capital; second, export and copy the core IP content; third, establish the sustainable development of the industrial sector and carry out online and offline linkage layout.
Fengshang culture is unique
Since its establishment in 2002 by the famous lighting director Sha Xiaolan, Fengshang Culture has cooperated with Zhang Yimou for more than ten years, and has undertaken a large number of state events such as the production of the opening and closing ceremonies of the 24th Winter Olympic Games in 2022, the creative design and production of the literary and artistic performance "The Great Journey" celebrating the 100th anniversary of the founding of the Communist Party of China in 2021, and the general production of the symphony concert "The Most Memories of Hangzhou" at the 2016 Hangzhou G20 Summit. At the end of 2017, Fengshang Culture introduced Harmony Growth Phase II (a fund managed by IDG Capital) with a valuation of 1.2 billion yuan, and landed on the ChiNext board in August 2020, raising 2.49 billion yuan and raising more than 960 million yuan.
"The Most Memorable is Hangzhou" evening evening landscape area light interpretation
However, when it comes to Fengshang culture, cultural tourism practitioners may not be familiar with it, but mentioning the projects in which it has been deeply involved must be like thunder. Since entering the tourism entertainment market in 2017, according to incomplete statistics, the tourism performing arts projects undertaken by Fengshang Culture have included the creative chief production of the first large-scale Han culture water live performance "Legend of Tianhan" project in China, the creative general production of the Zen cultural performance project in Wuxi Nianhuawan Zen Town, the creative chief production of the large-scale water dance light and shadow show "Datang Chasing Dreams" project in Xi'an, Shaanxi, the creative general production of the "Tang Dynasty Chasing Dreams" project in Nanjing Niushoushan Jinling Town, the creative general production of the "Full Garden and Fangfei" project, and the large-scale water live performance project "Ru Meng Jinyang" The total creative production of the project and the total creative production of the large-scale indoor sitcom "The Most Memories of Shaoshan Chong" project are dozens of other items. At the end of 2020, Sha Xiaolan publicly stated that cultural tourism projects have become an indispensable part of the company's business, bringing more than half of the benefits, and the future will be half of Fengshang's cultural business.
Nanjing NiushouShan Jinling Town Performing Arts Project "Full of Fangfei in the Garden"
After entering the field of cultural tourism, Fengshang Culture applies the artistic and technological experience accumulated in large-scale state affairs activities to performing arts and light and shadow show projects, and continuously adds large-scale stage machinery, giant fountain matrix, drone matrix, projection water curtain, sound and optoelectronics, holographic digital projection, MR augmented reality technology, dynamic sculpture, underwater stage installation, fog forest, transparent ice screen and other high-tech means, and constantly expands the application and innovation of cutting-edge technology in the project.
During the National Day in 2020, the Datang Furong Garden Scenic Cruise Performance "Datang Chasing Dreams" project was full, and it was difficult to find a ticket. In this performance, the audience is no longer sitting on the arranged seats, but boating on Furong Lake, enjoying a global water curtain landscape show on the cruise ship, and dreaming of returning to the prosperous world of Chang'an in the cultural imagery of the Tang Dynasty. Also in October, lingshan Nianhuawan Zen town Zen culture experience "Zen Xing 3.0" was launched, Fengshang Culture through architectural aesthetics, micro-sightseeing art, high-lumen laser projection and interactive performing arts installations and other technologies, so that tourists are not only connoisseurs, experiencers, but also participants in the completion of a Zen work, a set of viewing, interaction, experience, parade in one of the immersive cultural feast unfolded.
Since 2015, due to large investment, long return cycle, homogeneous competition, long-term losses and other issues, China's tourism entertainment market has long been in a white-hot competition. According to statistics, in 2020, the number of cultural tourism-related performing arts companies was cancelled to 2418, and the upstream content parties and downstream equipment manufacturers in the industry are often oriented to B-end monetization, and it is difficult to independently realize C-end productization. This can be seen from the annual growth rate of Songcheng Performing Arts' revenue, and the year-on-year growth rate of revenue in 2016-2020 is 56%, 14.3%, 6.2%, -18.6% and -65.4%, respectively.
Cold lips and teeth! There are fewer and fewer large-scale cultural tourism performing arts projects in the market! The solution of Fengshang Culture is that it is no longer just customized cultural performing arts works for Party A, but also independently builds a cultural tourism and business complex, from cultural creativity, cross-border to commercial development and planning, and joint operations with the urban planning team, standing at the height of business model, reaching consumers to pay for it, and realizing commercial closed loop. Zheng Junjie analyzed, "Whether it is offline or online, tourism is only a small sector, and in the end, it is necessary to pay attention to people's work and life. The reason why we have shifted from acting to consumption is to broaden the track. ”
Hangzhou G20 Summit large-scale water scene performance symphony concert "The Most Memorable is Hangzhou" general producer
Zheng Junjie firmly believes that in the future, in the cultural tourism industry, it will not be a single company, but should be in the major sectors, and everyone will join hands to face the market because of the convergence point of mutual cooperation. At present, only the entertainment market has formed a certain standardization, other areas of the cultural tourism industry have not yet formed an industrial thinking model, and Fengshang Culture is groping to try to establish an industrial operation model on cultural and creative experience.
At the same time, Zheng pointed out, "At the moment of China's industrialization turmoil, cultural self-confidence comes first. A big market opportunity has emerged, that is, to spread the key points of China's good culture through creative packaging. Zheng Junjie is the deputy general manager of Fengshang Culture, who has been engaged in cultural and creative work in Japan for a long time, and has been under the jurisdiction of 16 Japanese people, and Japanese animation director Hayao Miyazaki purchases products from the company he manages. Zheng was invited by Sha Xiaolan to join Fengshang Culture in 2016 many times, and has been the deputy general manager of Fengshang Culture since May 2017.
Here's what New Travel has to say about Cheng Junjie:
Q: It is reported that in 2020, the revenue of Fengshang Cultural Tourism business has exceeded 50%. At present, what is the strategic position of the cultural tourism sector at the level of Fengshang Group?
A: First of all, large-scale international events will continue; second, the new cultural tourism product format is the top priority; third, the layout of cultural technology, from the experience scene to the consumption model, there are more online traffic to join. This year is the twenty years of Fengshang's establishment, we are going from the kernel to the outside, the so-called core refers to content creation, because the long-term undertaking of confidentiality, artistry and security do a very good large-scale state event, from which has accumulated a wealth of content experience and creative advantages, is gradually released into the cultural tourism sector.
In the past 5 years, we have created business card tourism and performing arts products such as "Zen Xing", "Datang Dream Chasing" and "The Most Memories of Shaoshan Chong" all over the country, which can be regarded as our rising strength. In August 2020, we landed on the GEM, and the company's operation style is more professional. At present, the cultural tourism sector has three major phased goals: first, to adjust the company's business structure, in addition to the unique advantages of the established content, it is necessary to convert to the industry, market and capital; second, to output and copy the core IP content; third, to establish the sustainability of the industrial sector and carry out online and offline linkage layout.
Lingshan Nianhuawan Zen Town Zen Culture Experience General Production
From the core content level, it is no longer just for Party A to customize the works, but also to carry out independent investment, cooperation objects include local governments, well-known brands, and other high-quality market resources, especially at different stages of the integration of different sectors of superior resources together, joint storage. We firmly believe that in the future, in the cultural tourism industry, it will not be a monopoly, but should be in various sectors, because of the convergence of mutual cooperation to face the market. At present, the lack of standards in the cultural tourism industry is a big problem, whether it is to do content, products, or hardware equipment players because of their different goals and demands, resulting in disorderly competition. At present, only the amusement market has formed a certain standardization, and other fields have not yet formed an industrial model, and we are also exploring how to establish an industrial operation model on cultural and creative experience.
Independently invest hundreds of millions of dollars to build a cultural and commercial tourism complex
Q: So from the perspective of the product form created by Fengshang Culture, the future will still be dominated by light and shadow tourism performing arts works?
A: First of all, we must take acting as the core, but light and shadow are only means, wuxi Nianhuawan, Nanjing Niushoushan Jinling Town chose Fengshang culture as the creative general production of the performing arts project, because: first, we do stand at a certain height in cultural positioning and cultural transformation; second, it is easier to play the advantages of creativity and landing in product creation; third, from the perspective of market experiencers, we push back the plan, many times we start to intervene from planning, from creativity to landing The degree of convergence is very high.
Second, intervene in product development from the operational end. Not long ago, Fengshang Culture and Shanghai Tower Business Operation Co., Ltd. created a "Sky632)" interactive immersive interpretation of light and shadow technology on the 126th floor of Shanghai Tower, and the operation data of this year's Spring Festival is good.
Yanqi Lake International Convention and Exhibition Center artistic lighting design
Third, the layout of urban cultural and commercial tourism complexes has been landed in Hangzhou and Sanya. We have been developing internally for a period of time, and we will implement the consumer experience according to the cultural background of different cities. From development to content creation to operation, we will all participate in it, which is not only a performing arts work, but also stands at the height of the business model, reaching consumers to pay for it and realize the commercial closed loop. All forms of consumption we will use culture and art to package, give full play to the content advantages of Fengshang culture to create an artistic atmosphere. Standing at the height of the business model, we need to carry out commercial development, planning, and joint operations with the urban planning team, how to lead them, implant creative team ideas, and need to carry out top-level architecture design.
The Sanya Cultural and Commercial Tourism Complex, which is positioned for high-end art consumption, is expected to make full planning this year, and the basic development has begun and is expected to open next year. The future of Sanya is the bridgehead of China's cultural tourism, and we will firmly grasp this outlet. The layout of Hangzhou is because we won the bid for the opening and closing ceremonies of the Asian Games and the opening and closing ceremonies of the Asian Paralympic Games, and laid out the cultural tourism industry through large-scale state activities. In terms of cooperation model, local governments take land leasing as the basic cooperation condition; we also invest and cooperate with various cultural formats and investment funds for in-depth cooperation. The reason why local governments are willing to support is because they believe in Fengshang's content building ability and industrial layout ability and strength, and the investment volume of each project is 100-200 million yuan.
Q: Will this kind of mass investment bring challenges to the capital chain of Fengshang Culture?
A: No, just customize for Party A, the cash flow is limited, and the imagination space is not large. Now that we are managing our capital sustainably, upfront investment is a necessary step. We are very concerned about whether the product form is in the national policy leading track; secondly, the long-term layout of content creation, scarcity and sustainability in the market.
We are very cautious in the choice of cities, what kind of content to invest? Where to cast? In addition to having a professional team to evaluate, the founding team was very cautious in the choice of professions. The cultural tone of the city is very different, and the product planning and design of Shanghai is very different from that of Hangzhou and Sanya.
For the first time in China, the general production of Hanzhong "Hanfeng Autumn Moon - 2018 Mid-Autumn Festival Gala" co-produced by four David TV was gathered
Shanghai, Sanya and Hangzhou cultural and commercial tourism complexes have their own investments, and the operation and management are also done by us. Once the model section is completed, the operation team and operation model will definitely be exported to the outside world in the future. This is not a planning concept, but covers from pre-development to post-operation. In the next two or three years, we will focus our firepower on laying out and building the two ports of development and operation.
Q: Doing performing arts is only to create products, and it is not necessary to consider the surrounding environment, while doing cultural and commercial tourism complexes should interact with people and consider people's consumption behavior, which is not a problem for Fengshang culture?
A: A few years ago, we began to lay out the consumer side, in wuxi Nianhuawan's "Zen Xing" to create, we abandoned the large group combat, the cultural performance, commercial scene and experience process are completely intertwined, in the performance to bring the consumption scene into the performance, the clerk is the actor... In the performance content leadership, we bring the tourists into the consumption scene silently. From the pre-planning to the final landing data, Fengshang Culture has tracking, and we have gained a lot of experience. The second and third phases of the model store in Jinling Town, Niushoushan, Nanjing have been completed, the effect is very good, I believe that after several years of layout on the consumer side, it will be gradually released to our cultural and creative ecological platform.
How to integrate online and offline?
Q: On the consumer side, what are the most important consumer trends you have observed?
A: The second wave of cultural tourism development is coming! It is believed that the government will gradually liberalize the control of the epidemic, and China will soon usher in retaliatory consumption like the beginning of 2020, but the concept, form and form of consumption are very different from before the epidemic, which means that new consumption ports will appear. The people's desire to consume is very strong, but he wants to spend money where, in what way, and whether he can carry out the impulse of secondary repurchase is worth long-term tracking and research.
Moreover, at the moment of China's industrialization turmoil, cultural self-confidence must go first and will not be soft, which is strongly stimulated at the national level. Although China appears to have become market-oriented, there has been no breakthrough in the planning of policy and cultural propaganda. A big market opportunity has emerged, that is, to spread the key points of China's good culture through creative packaging. For example, through the expression of light and shadow technology installations, red culture can also be done with a sense of art and temperature, and is welcomed and forwarded by the post-90s and 00s.
China Pavilion at Expo Dubai
We are firmly grasping the two major grasps of consumption and culture, using the artistic and creative advantages of Fengshang Culture to provide a more artistic consumer experience, how to eat culture, play evocatively, and make people feel a sense of belonging... Next, who can firmly invest in research and development in the cultural consumer market, from quickly capturing market demand to making leading products, who can win. The next few years will be an important window period, and we are very confident about this.
Q: In the process of company development, can there be a foreign company that can be benchmarked from the perspective of business model?
A: The offline part is similar, either to do heavy assets for investment and development, or to do light assets to do planning and design, and the cultural and creative content we do is equivalent to the middle waist. However, the integration of online and offline integration, Fengshang culture is pioneering, is feeling the stones across the river.
In February last year, Fengshang Culture invested 50 million yuan to set up a wholly-owned subsidiary, Beijing Fengshang Interactive Entertainment Technology Co., Ltd. In addition to serving the offline multi-dimensional cultural experience, this layout should also take online creative performing arts works as the core, complete the transformation to "platformization", build a new comprehensive online virtual entertainment ecosystem, and carry out a long-term layout of the sustainable development of the cultural tourism industry in the next three to five years. On January 28 this year, we really held an online virtual concert on the whole network for the first time.
At present, the interactive entertainment sector has been deeply bundled with iQiyi, Migu.com, Tencent, etc., and their offline content customization is entrusted to us to do, so that Fengshang Culture can obtain non-traditional cultural tourism resources in a large area, and its magnitude far exceeds the offline traditional tourism base. The creation of new cultural tourism and the future multi-dimensional space are our two major fists. In the future, it is necessary to further realize the systematization of intellectual property rights, with the increase of self-owned investment, form its own intellectual property system, and gradually penetrate into various sectors.
The general producer of the large-scale poetry culture landscape real-life performance project "Return to the Three Gorges"
Indeed, Fengshang is more forward-looking in the entire tourism entertainment industry, from content to form layout. The key at present is to bring down the industrial port step by step. Whether offline online travel is only a small sector, and ultimately it is concerned about people's work and life, then who can play a role? We have to catch it both online and offline. At present, we have formed a joint team with the Chinese Academy of Sciences to build a cooperation platform from content creation, technology research and development to hardware research and development, and are also negotiating with Tencent to set up a joint laboratory. The interactive entertainment sector has contacted three high-quality creative studios last year, and is currently undergoing back adjustment, and if it can be in line with the systematic construction of Fengshang upstream and downstream, it will soon be included.
Q: So what is the biggest demand of Fengshang culture in the current development? Is it a team talent or a market order?
A: I think orders are increasing with the adjustment of the market, policies, and industrial models, and the stock of China's cultural tourism market is not large, and the reason why we have shifted from performing arts to consumption is to broaden the track. We pay more attention to the talent of the team, whether it can keep up with our ideas, whether it is forward-looking, and whether we can see the huge prospects of art technology being applied to consumer scenarios. At present, it is difficult for talents in the cultural tourism industry to meet the requirements, and then we will pay more attention to efficiently excavating non-industry talents, including multinational talents. In addition, we will also cultivate ourselves, for example: the interactive entertainment sector is mostly post-90s and post-00s, they are the objects we focus on cultivating, the next 5 years is their world, creative, high thinking activity... Only by maintaining creative talents, the top-level design of Fengshang Culture can be landed.
(Note: The above pictures are from Fengshang Culture)