20 years ago, relying on the inertial thinking of natural ecology, Guilin tourism for a long time still stayed in the traditional landscape sightseeing tour, tourists from Guilin along the river, to Yangshuo after most of the car back to Guilin. Without the overnight retention rate, large-scale consumption cannot be formed.
How to make use of the original ecological cultural heritage to help the development of tourism? With such a question, Guilin has mobilized the strength of the whole city to excavate the thousand-year-old cultural and historical heritage. On March 20, 2004, the world's first real-life performance of a new concept of landscape that integrates the landscape of the Lijiang River, the ethnic culture of Guangxi, and the creation of Chinese elite artists - "Impression Liu Sanjie" was born. On the evening of March 20, 2024, the 20th anniversary of the performance of "Impression Liu Sanjie" was held in Yangshuo.
Time is the most objective witness, and the audience is the best acceptor. Since the performance, it has performed more than 8,000 performances, received 3 million foreign guests, received 20 million audiences, and achieved an operating income of more than 2.8 billion yuan, becoming a successful example of protecting the ecological environment of the Li River and achieving sustainable development. During this year's Spring Festival Golden Week, it has received nearly 53,000 visitors and achieved an operating income of nearly 10 million yuan.
Twenty years of great performances, what is the charm?
Ingenuity maintenance creates a classic of cultural tourism
The success of "Impression Liu Sanjie" stems from the deep digging into the local culture, it selects the most representative karst landscape scenery of Guilin as the background, and integrates local folk customs such as fishermen fishing, fishing fire, and mountain songs into the performance, and the down-to-earth performance is quickly sought after by tourists.
However, one trick is not something that can be eaten all over the world. In the view of Xie Chenfei, director of brand operation and head of the art troupe of "Impression Liu Sanjie", quality is very important for the cultural industry. "Every year, the director team will go to the site to maintain the quality of the performance, and adjust and optimize the actors' movements, music, stage art, and lighting according to different chapters and paragraphs to ensure that the performance is always of a high standard. Xie Chenfei said.
Every few years, it is not difficult for viewers who often watch "Impression Liu Sanjie" to find that the faces of the actors are constantly changing, but what remains unchanged is the simple demeanor and unprofessional characteristics. Xie Chenfei told reporters that most of the actors are fishermen from the surrounding five villages and students of Zhang Yimou's Lijiang Art School, and they are not standard compared with professional actors on the stage, and their movements will be deformed after a period of time, so the director's on-site maintenance and guidance are crucial.
Ingenuity is the hardcore of the artistic charm of "Impression Liu Sanjie", and in the past 20 years, among the three major series of domestic tourism and performing arts, the benefits of "Impression Liu Sanjie" have always been among the best. Hu Jianping, general manager of Guilin Guangwei Wenhua Tourism and Cultural Industry Co., Ltd., said that in addition to maintaining the high standard of performances, this year will also carry out all-round improvements to the park, continuously improve infrastructure construction, further enrich visual aesthetics, and normalize the national customs experience activities before the performance, so as to enhance the interaction with tourists. At the same time, strengthen the training and assessment of staff service quality, improve the reception capacity of scenic spots, and provide warm and thoughtful services for tourists.
Whenever night falls, "Impression Liu Sanjie" is staged as scheduled, no matter which scene, no matter when you come, what you see is an ingenious work.
IP integration deepens brand value
Good times don't last long. The speed of iterative upgrading of theatrical performances is too fast, and the market environment is ever-changing. In order to better connect with the market, in addition to the construction of stages, stands, parks, and supporting facilities, it is also necessary to have the awareness of building a cultural complex.
The performances of "Impression Liu Sanjie" are all held at night, and most of the venues in the park are idle during the day. For this reason, Guilin Guangwei Wenhua Tourism and Cultural Industry Co., Ltd. has built the country's first museum with the theme of Liu Sanjie's culture in 2019 with the tourism IP ecological industry chain of "+ Impression, Liu Sanjie", systematically combing and displaying a large number of documents and collections involving Liu Sanjie's culture, songs, stories, art forms, ethnic customs, phenomena, news and information. At the same time, making full use of Liu Sanjie's brand advantages, it has researched and developed eight research courses with the theme of "one museum, one classic, one bamboo and one world", and used idle sites to create supporting projects such as "Impression Barbecue Campground" to continuously improve the value of the brand industry.
"We have carried out school-enterprise cooperation with the School of Art and Design of Guilin Tourism University, and reached cooperation in many fields such as tourism cultural and creative products, art design, campus activities, etc., and designed IP products such as silk scarves, folding fans, mobile phone cases, and keychains. At the same time, with the help of Liu Sanjie's IP, we have created a favorite animated character image of the post-90s and post-00s as one of our visual elements. Xie Chenfei told reporters that during the summer vacation, they also launched two cultural and creative ice creams according to the "Crescent Fairy" in the performance and the "Bamboo Lantern in the Long Corridor" in the park, which were deeply loved by children with their cute and playful shapes.
Xie Chenfei revealed to reporters that in the future, the company will also use the brand influence of "Impression Liu Sanjie" to plan to build a theme town of Liu Sanjie, so that tourists can experience local characteristics and national characteristics more deeply in addition to watching performances, and promote secondary consumption.
Diversified marketing to enhance market vitality
The aroma of wine is also afraid of deep alleys. Attendance is the lifeblood of a cultural performance.
Every day around 3 p.m., two girls dressed in ethnic minority costumes will come to the park to set up selfie sticks and shout at the live camera to sell tickets. Ying Ying, the official live broadcast room of "Impression Liu Sanjie" Douyin, told reporters that they have been broadcasting for almost a year, and sometimes there can be hundreds of people in the live broadcast room.
"In recent years, we have actively innovated the publicity and marketing promotion model, built a new media matrix around social platforms such as Douyin, Xiaohongshu, and WeChat official account, focused on online publicity and marketing, and released popular science content and performance dynamics in the park from time to time, so as to continuously improve the network exposure rate and build a comprehensive brand image. Xie Chenfei said that some time ago they launched the activity of "running Guima to see the impression", and the contestants can enjoy a special discount of 168 yuan / piece (original price 328 yuan / piece) for ticket purchase with the number plate, and the event has received a warm response once it is launched.
In terms of sales channels, Guangwei Wenhua Company works closely with travel agencies to form ticketing agency points, and incorporates "Impression Liu Sanjie" into tourism routes to further expand offline publicity and sales channels. Zhang Yanqing, marketing director of "Impression Liu Sanjie", said that the implementation of these strategies not only ensured high attendance and brand development, but also had a deep understanding and accurate grasp of the audience's needs.
Continuously expanding the circle of sales friends, allowing upstream performers and downstream agents to form a strategic alliance of symbiosis and co-prosperity, and seeking the greatest common divisor, this is the winning rule of the marketing channel of "Impression Liu Sanjie". The data during the Spring Festival this year is bright, and these ticketing agents have contributed a lot.
Over the years, tens of millions of viewers have watched "Impression Liu Sanjie". Whether it is a simple local fisherman, or a young Dong child, or a fishing fire, in this performance where mountains and rivers blend and people live in harmony, the audience can always find touches and scenes that touch their hearts.
After each performance, the applause lasted for a long time, and the audience praised "Impression Liu Sanjie" from time to time. Many people said that they would come to Guilin and Yangshuo again......
Source: Guilin Daily