There is an appointment during the flowering period, and it is good to go to "rose" together. On April 17, the reporter learned at the press conference of the 2024 Rose Products Expo and Rose Culture and Art Festival that this year's festival will be grandly opened in the "Fanglei Rose Township" scenic spot on April 26 with the theme of "Meeting in the Rose Capital and Sharing the Moisture of Pingyin".
This event will give full play to the advantages of Pingyin rose's characteristic resources, promote the cooperation and exchange of the rose industry, deepen the integrated development of characteristic industries and cultural tourism, and create a new hot spot for the integration of culture and tourism with roses as the theme. The event will be rich and colorful, with various highlights, and a series of activities will be held, such as the opening ceremony, matchmaking negotiation, music festival, exhibition and sales, and e-commerce live broadcast. At that time, tourists, experts, scholars, entrepreneurs, and business associations from all over the world will gather in Pingyin to enjoy the sea of roses, taste the rose culture, and go on a journey of roses.
The beautiful economy is blooming like a flower, and the brand value of Pingyin Rose has reached 3.175 billion yuan
Pingyin roses have a long history, with a history of more than 1,300 years of planting. Pingyin rose has been selected as the province's three golden flowers, the province's advantageous agricultural characteristic industries and the top ten characteristic industries in Jinan. The rose industry has realized the symbiosis and co-prosperity of the whole industrial chain such as planting, processing, research and development, and cultural tourism. In 2021, Pingyin Rose was co-opted as the city flower, and lotus flowers and roses bloomed side by side, forming a new brand of "Lotus Harmony Rose" urban culture and enhancing the image of the provincial capital.
From rose buds to flower crowns, flower cakes, essential oils, cosmetics and other products, Pingyin County continues to "upgrade and shift" the rose industry, optimize product research and development and upgrading, accelerate the promotion of Pingyin rose products to high-quality products, and continuously improve the added value of the industry. In terms of production, it will build an organic, green and ecological rose base, with a planting area of 60,000 mu in the county, more than 100 varieties of rose cultivars, and an annual output of 20,000 tons of rose flowers. In terms of secondary production, it has cultivated and strengthened leading enterprises, with more than 40 production and processing enterprises, and rose series products involve many fields such as medicine, chemical industry, food, spices, and cosmetics, forming more than 140 varieties of eight product series. In terms of tertiary production, we should do a good job in the article of Rose + to achieve symbiosis and co-prosperity of multiple formats. It has successively established a national-level demonstration zone for the development of the whole industrial chain and a provincial-level modern agricultural industrial park, and the brand value of Pingyin Rose has reached 3.175 billion yuan.
Presenting four highlights, there is always one that makes your heart flutter
As the well-known "Rose Capital of China" at home and abroad, Pingyin County adheres to the principle of "using flowers as a medium" in the preparation process of this year's Rose Culture and Art Festival, carefully sets up the content of the event, and shows the unique charm of Pingyin roses in an all-round, multi-angle and multi-level manner.
This year's Rose Culture and Art Festival will present four highlights: First, pay more attention to atmosphere creation. The 2024 Rose Products Expo and Rose Culture and Art Festival broke the previous mode of holding the opening ceremony and a series of activities in Pingyin, attracting more people to get close to Pingyin and feel the beauty of Pingyin. The opening ceremony adopts a social operation mode, with wonderful cultural programs, gorgeous lighting effects, and continuous music performances, cultural tourism and other activities, which are worth everyone's expectation. Second, we should pay more attention to pragmatic cooperation. Focusing on the development of the rose cosmetics industry, we organized domestic industry experts, scholars, business representatives, and business associations to carry out negotiation and docking activities to discuss the optimization path of the Pingyin rose cosmetics industry chain. The third is to pay more attention to the quality of consumption. Concentrate on activities such as good product docking and e-commerce live broadcast to enhance the vitality of online sales. Fourth, pay more attention to the participation of the whole people. Jinan Women's Half Marathon, Bicycle Riding Punch-in Race, and more than 60 well-organized cultural, artistic, and experiential activities that are popular with the masses will present a grand event with a long duration, wide distribution and strong mass participation.
"Cultural tourism + e-commerce + service" multi-party linkage set off "flower ripples"
This year, Pingyin County has adopted a socialized operation model and planned and launched a series of cultural and tourism activities, covering five major sections: performances, folk customs, experiences, gardens, and culture and sports. Performances will inject new vitality into the fashion Pingyin and the original taste of Pingyin, including the opening ceremony of celebrities such as Tai Zhengxiao, the prince of Taiwanese love songs, and the music feast joined by well-known mainland pop music singers. Folk activities are committed to promoting excellent traditional culture, mainly covering the Yellow River Lantern Festival, which has been held for four consecutive years, the "Dancing Flower Township" village dance competition, dragon and lion dances, Yangge stilts and other traditional folk costume performances, and the traditional folk culture mountain meeting of Cuiping Mountain, so that citizens and tourists can feel the rural regional culture in the lively rural rhythm. Experiential activities are committed to creating an immersive cultural tourism experience in a lively and interesting way. Rose check-in theme tours, handmade experiences, etc., allow citizens and tourists to get sensory enjoyment, emotional resonance and cultural recognition in the participation experience that can be seen, heard, felt and touched. The garden activities are committed to enriching the theme activities, integrating intangible cultural heritage folk customs, catering and food, and Internet celebrity economy with the major scenic spots in the county, so that citizens and tourists can experience the new vitality of Pingyin cultural tourism in the trendy or traditional.
At the same time, during this year's Rose Culture and Art Festival, Pingyin County will also carry out activities such as the display and sale of rose characteristic products and e-commerce live broadcasts. Carry out product exhibition and sales in Jinan Old Commercial Port, Henglong Plaza, Impression Jinan, Changqing University Town and other places to realize exhibition and promotion and help economic development. Through the form of online display and drainage and offline tourism promotion, we will create a vivid situation of linkage between urban areas and counties, and interaction between online and offline. In terms of e-commerce live broadcast, the "First Secretary Cloud Broadcast Village" project was launched, a special event was organized for the live broadcast of rose traceability, and the theme activity of "Rose" Good Appointment Your Most Precious "Rose" fans was launched, so that Pingyin roses continued to float in the clouds.
As the only town named after roses in the world and the largest main production area of roses in China, Rose Town has carefully built high-quality routes and improved the guide map of rural tourism in the town. Focusing on improving the reception carrying capacity, nearly 3,000 acres of flower seaside, the Fanglei Rose Hotel with a daily reception capacity of 230 people, the tourist reception center that accepts more than 110 people per day for research and accommodation, and more than 50 sets of homestays in the town have all been opened. The level of service guarantee has been comprehensively strengthened to facilitate tourists to enjoy immersive viewing and playing. At the same time, a series of activities such as the M2 Rose Music and CCTV Youth Rural Revitalization Concert will also be staged in Rose Town.