In line with the guidelines for establishing an international central consumer city in the "14th Five-Year Plan", Tianjin Heping Cultural Tourism strives to create an upgraded version of the "Begonia Flower Festival" 2.0 and constantly polish the brand of "Jinyu Peace". Relying on the characteristic cultural tourism IP of the Begonia Flower Festival, we will actively explore a new model to meet the consumption needs of the new era, accelerate the construction of an international consumption center city, closely combine local characteristic culture with music and art, food markets, cultural creativity, tourism retail and other diversified content, and give birth to a series of perceptible and participatory immersive "flower appreciation + consumption" theme activities, shape a new model of full-format cultural and tourism consumption in the Wudao area, create a new experience of multi-level cultural and tourism consumption, and promote the new development of cultural and tourism consumption in Heping District.
Are you coming to the Begonia Flower Festival today?
01
Consumption upgrades
Shape a new model of cultural tourism consumption in all formats
The layout of all formats can meet the consumption needs of different groups
The 2nd Fifth Avenue Begonia Flower Festival - Jinyu Peace Spring Begonia City Concert Series Activities, we take "Jinyu Peace Spring Begonia" as the theme, with "Flower Appreciation + Consumption" as the main line, focusing on planning the integration of culture, business and tourism to promote consumption activities from the four aspects of "integration, series, linkage and great benefits". In conjunction with more than 3,000 scenic spots, hotels, restaurants, and shopping malls in Heping District, we have customized limited products exclusive to the Begonia Flower Festival for the majority of citizens and tourists, among which Heping Joy City, Heping Impression City, Huawei, NIO and other cooperative merchants have launched limited holiday privileges. A total of more than 200 booths have been set up in the palm market, covering catering, retail, culture and entertainment, and a series of well-known and original brands such as Liangkuan, Kauka Coffee, KFC, Lu Zhuangzi Guishun Zhai, Guansheng Garden, Begonia Flower Cultural and Creative have been invited to meet the different consumption needs of citizens and tourists, establish a diversified consumption model, and shape a new mode of cultural tourism consumption in all formats, at multiple levels, with new models and new scenes.
During the 2nd Fifth Avenue Begonia Flower Festival, the limited products inspired by begonia flowers have been sought after by people and have become the "consumption hotspot" of the majority of citizens and tourists during the event.
Five Avenue Begonia Flower Ice Cream skillfully blends the cool and fresh taste with the elegance of Begonia flowers. The pink petals bloom in layers, and the golden stamens are the finishing touch, vivid and expressive, like the real blooming begonia flowers, which makes people love and pleasing to the eye.
Lu Zhuangzi Gui Shun Zhai launched a "Begonia Flower Cake" pastry gift box during the event. Eight pastries in the shape of begonias. The form is lifelike, lifelike, and the petals are like silky wisps, like the "rouge" sprinkled by heaven to the world. Not only is the taste suitable for all ages, the taste is soft, and it is also full of beauty as the focus of check-in and photography, which is quite popular with consumers in the event.
China's time-honored brand Xianghe Dumpling Shop has joined forces with the Five Avenue Begonia Flower Festival to carefully launch a begonia cake. According to legend, the origin of this custom pastry and the allusion of "Begonia Spring Sleep" has an inseparable relationship, during the Tang Dynasty, Tang Xuanzong saw Yang Guifei, who had red cheeks and a hangover and did not wake up, and he was commensurate with Begonia, and the famous "Guifei Drunk" also came from this, its shape was innovated according to the ancient begonia pattern, and added sweet and sour begonia fruit, which can be described as unique, rich connotation and outstanding taste, and the popularity of this pastry is also deserved.
In addition to the above products have become the consumer hotspots of this event, there are also a variety of Begonia Festival customized products are also popular in Tianjin Heping, Begonia Flower Limited Tote Bag, highly recognizable design language makes you the focus of attention on the street; Begonia Flower Festival mobile phone holder and accessories, with Begonia Flower Flower "whitewash" life; at the same time, KFC has carefully prepared a variety of Begonia Flower Peripherals, "Kcoffee Bucket Bag" and "Rotating Begonia Flower Sticker" have become the necessary "partner" for checking in the Begonia Flower Festival.
02
Diversity and integration
Create a new experience of multi-level cultural tourism consumption
Diversified scenes, Datong upgrades the tourist experience and promotes on-site consumption
Under the framework of the national "14th Five-Year Plan" cultural and tourism development plan, through the innovative cultural and tourism integration model, a consumption scene integrating experience, interaction and performing arts will be built, so as to effectively contribute to the construction of an international consumption center city. Through the empirical analysis of concerts, performing arts activities, and interactive node settings in the Begonia Flower Festival, the important role of concerts, performing arts activities, and interactive node settings in the Begonia Flower Festival is revealed.
The Begonia Flower Festival City Concert invited 20 groups of well-known domestic musicians to start a 9-day music carnival. The event takes music + well-known singers as the core driving force, deeply links the emotional resonance of young people, and uses concerts as consumption scenarios to open up different levels of consumer demand. By holding a series of creative concert activities that are close to the aesthetics of young people, it breaks the traditional boundaries, attracts and activates the majority of young consumer groups, and then transforms into strong consumption momentum.
Voices of tourists
Ms. Lu, a tourist, commented: "The city concert of this year's Begonia Flower Festival has my favorite musicians to perform almost every day, and I may only come once or twice last year, but this year's event I and my friends will come every day to check in, and I hope to continue this kind of music scene next year." ”
The 2nd Fifth Avenue Begonia Flower Festival adheres to the thinking of breaking the circle, and carefully creates interactive performing arts content such as "Jinyun Begonia", "Happy Begonia", "Poetry Meets Begonia" and "Begonia Secret Box", creating a high-quality and unforgettable play experience in innovative forms. The performing arts activities presented this time are not only limited to the stage, but allow the audience to participate in the performance in an all-round way, realize the in-depth integration of viewing and performance, and further enhance the attractiveness and influence of cultural tourism projects.
Voices of tourists
Mr. Han, a tourist, commented: "The performance of this event is either as good as the drama tumbler ("Jinyun Begonia"), or as fun as the cross talk on stage ("Begonia Secret Box"), which is indeed a bit interesting, not for the sake of acting, we are also happy to watch." ”
The second Fifth Avenue Begonia Flower Festival accurately grasped the characteristics of Internet communication, planned and implemented four interactive theme activities: "A Begonia Flower Wishing You to Pick", "A Romantic Date Under the Begonia Tree", "A Begonia Picture in Your Heart" and "A Begonia Fairy Looking for TA", creating interactive entertainment content with extensive social communication potential, and striving to create an "Internet celebrity" phenomenon that has attracted the attention of the whole people. This kind of entertainment effect can not only quickly enhance the popularity and reputation of cultural tourism projects, but also effectively guide and stimulate tourists' desire to share and consumption behavior, thus forming a snowball diffusion effect on social media, thereby improving the activity index of the event site.
Voices of tourists
Mr. Zhang, a tourist, commented: "My family and I basically participated in these activities, and in general, this event is very consistent with the whole theme, and the activity is relatively coherent, that is, we naturally participated in a normal play, and we felt very good, and we also drew Huawei mobile phones on the second day, which was very lucky." ”
By creating a multi-level cultural tourism consumption scene and comprehensively upgrading the tourists' experience in urban cultural tourism activities, it has effectively promoted the in-depth integration and prosperity of "cultural tourism + consumption", making every tour full of freshness and surprises, and injecting strong vitality into promoting urban cultural tourism consumption.
Tianjin Heping District keeps up with the pace of the times, is committed to optimizing and upgrading the business structure, focusing on the layout of cultural tourism brand building, Diversified tourism models such as night economy and regional tourist destinations, closely following the new trend of industrial transformation, constantly innovate and develop new products, vigorously cultivate new formats, carefully create new scenes, vigorously promote new marketing strategies, accurately shape new IP of cultural tourism, and effectively improve the ability to meet new consumer demand, make every effort to create many core tourism projects with strong attraction, accelerate the construction of an international consumption center city, and promote Tianjin's cultural tourism industry to enter a new chapter.
The 2nd Fifth Avenue Begonia Flower Festival
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Source: Tianjin Peace