(Newsletter)chief reporter Huang Liping (1973-), table tennis player, several times world and Olympic winner reporter epsom (Greek letter Εε)report (news)

Introduction:Wenshu Square is a historical and cultural reserve commissioned by the government and built by China Housing Group Chengdu Real Estate Development Co. The first phase of Wenshu Square has a floor area ofIt has 66,000 square meters, including 40,000 square meters of characteristic commercial streets and 26,000 square meters of public supporting facilities. Wenshufang since the full completion of the street in 2006 to 2014 before the renovation, merchants gathered, prosperous and lively, everywhere overflowing with prosperity, is Chengdu's history and culture of the bright business card. Nowadays, Wenshufang neighborhood is less popular, and merchants have difficulties in business. Through the author's in-depth understanding of Wenshufang, I intend to put forward my own views on how to rationalize the planning of Wenshufang, how to create IP, how to operate and manage, etc., for reference only.

 Wenshufang has a rich and fine breeding"Cultural and creative genes"

Chengdu in the great journey of building a world famous historical and cultural city.The strategy of "Three Cities and Three Capitals" is one of its important grasps, in which there are numerous innovative projects and fruitful reports of cultural creation in the creation and construction of "World Famous City of Cultural Creation".In July 2017, Wenshufang was listed as one of the important cultural and creative circles by Chengdu City, which ushered in a good opportunity for development and construction, which is the call of the new era. a good opportunity for development and construction, which is the call of the new era. Wenshufang neighborhood is adjacent to Wenshu Yuan, one of the three major historical and cultural preservation zones in Chengdu, and has its own unique "cultural and creative genes" and humanistic heritage. In Wenshu Yuan, the "First Zen Forest in Western Sichuan", there is the famous story of "Empty Forest" inscribed by the Kangxi Emperor, as well as a collection of artifacts of Buddhist treasures such as the spiritual bones of Tang Xuanzang. To this day, after more than a thousand years of frost and snow, Wenshu Yuan is still in constant flames, and the temple looks as good as before, with a red wall that curves more than 400 meters, which is rare and shocking in the flashy modern city life, and is even better than the urban Pure Land.
The architecture of Wenshufang carries a heavy historical flavor, which is part of the treasure house of Chinese architectural culture, a typical representative work of residential architecture in western Sichuan, and also a typical representative work of residential architecture in western Sichuan.The "most grounded" and treasured architectural museum in Chengdu. The world only knows that "ancient temples are hidden in the mountains", but does not know that "ancient temples are hidden in the downtown". In the bustling and noisy city of Chengdu, Wenshu Yuan, with its green trees, red walls and "overhauled" Western Sichuan residential buildings, is a beautiful name card of Chengdu's history and culture, just like a contemporary "Qingming" and "the most grounded" and worth treasuring architectural museums. In the hustle and bustle of Chengdu, the green trees and red walls of the Wenshu Yuan and the "overhauled" Western Sichuan residential buildings, with their bustling merchants and traders, are a bright business card of Chengdu's history and culture, like a contemporary "Riverside Scene at Qingming Festival".

Grasp the essence of culture and creativity to activate by all means"Cultural and creative genes"

The traditional Chinese cultural genes of Wenshufang have laid a solid foundation for the formation, nurturing and development of the Wenshufang Cultural and Creative Circle. The essence of Wenshufang's cultural creation is to rely on Wenshufang's existing culture of western Sichuan residential buildings and old Chengdu folk culture, and to stimulate and create Wenshufang's new commercial profits and social value. I personally believe that the Wenshufang Cultural and Creative Circle, the main body needs to have a few elements: First, planning in the front, implementation in the back. To have a mature and perfect planning, thinking first, clear what Wenshufang is for, to know how to do Wenshufang's cultural and creative. Second, the development and utilization of intellectual property rights, i.e. WenshufangIP establishment. Thirdly, according to the cultural potential of the cultural and creative IP, develop and collect high value-added cultural and creative products, and use the main culture expressed in the collected cultural and creative products to attract people, and ultimately realize the purpose of creating benefits and wealth with culture. How to activate the "cultural and creative gene" of Wenshufang? This needs to be done in a practical manner by "rolling up the sleeves and working hard", rather than in a formal manner and on paper. In the specific implementation of this "cultural and creative project" "battle", the author believes that we should start from the following "four 3":

I. Wenshufang Cultural and Creative Circle to have a mature plan
"Culture first, planning first" is our fundamental strategic starting point. In order to improve the cultural creation of Wenshu Square, there must be a scientific, unique and innovative sense of the whole process of planning and strategic positioning. Through some field trips and observation and study, as well as reference to some well-known cases of successful cultural and creative circles, the following points should be done under the premise of not affecting or changing the original general appearance of the existing Wenshu Square neighborhood:
Firstly, to improve the mature and perfect planning of Wenshufang Cultural and Creative Circle, it should be clear what Wenshufang is for. Wenshufang should make full use of its unique geographical location and rich historical and cultural resources to formulate a corresponding scientific and complete master plan, and adhere to the long-term benefits of the view, establish its strategic approach and overall positioning, and adhere to such a master plan to be effectively implemented and completed one by one. Selecting and benchmarking a well-known cultural and creative business as Wenshufang's"reference starting point" and form a unique interactive commercial and economic model for cultural and creative industries, in order to rapidly enhance the cultural and creative status, influence and popularity of Wenshufang.
The second is to improve the mature and perfect planning of the Wenshufang Cultural and Creative Circle, and to achieve the perfect matching of functions."Before soldiers and horses move, food and fodder go first." To play the role of the competent units, build a public service platform, reasonable planning and positioning of the block supporting public places, build a cultural activities to attract domestic and foreign eyeballs exchange center, such as the international cultural and creative exchange center, large-scale performing arts centers, etc.; to improve the block infrastructure and equipment, such as visitor centers, theaters, tourist bus parking lots, etc.; to speed up the block intelligent, build "one-stop The district will speed up the intelligentization of the district, build a "one-stop shopping service" e-commerce platform; collect the five functions of online payment, display, review, experience and logistics to create a mall with more regional characteristics, promote "culture and tourism + e-commerce", and organically combine culture and tourism with e-commerce.
Thirdly, to improve the mature and perfect planning of the Wenshufang Cultural and Creative Circle, we should standardize the tourist signsVI. In order to revitalize the Wenshufang neighborhood, let tourists enter Wenshufang to quickly experience the historical lineage of the city's cultural memory, and let tourists better remember Wenshufang, and in order to show the IP brand image in a more graphic way, Wenshufang has to create a unified visual identification system (VI), and the cultural and creative IPs should likewise have a unified VI visual identification system.
Second, to improve the Wenshufang Cultural and Creative Circle to create a goodIP
In the historical and cultural preservation area should be good characteristics of cultural and creative commercial district, its cultural and creativeIP is the important element to attract tourists, and it is the core competitiveness of cultural and creative business. The business model of cultural and creative industries is the IP model, which relies on the fan economy to attract fans so that they will eventually pay for the IP derivatives, and IP is the intellectual property, which can be derived from cartoon works, literary works, original short films, cultural elements or a concept, and so on. Creating a good IP should start from the following 3 aspects:
First, study and trace the history and regional culture of Wenshufang, and strongly build Wenshufang's own cultural creation.If Wenshufang wants to increase its popularity and influence, it must study and excavate the cultural qualities of the Wenshufang Cultural and Creative Circle itself, take cultural guidance as the direction, and create Wenshufang's own cultural and creative IPs closely around this direction.The creation of Wenshufang's cultural and creative IPs should be based on the main line of regional and humanistic resources, and should tell Wenshufang's own stories and humanistic concepts well, and organize the functions and route planning well, in order to Increase the spending power of tourists in Wenshufang for all kinds of purchases such as catering, accommodation, entertainment and leisure.
Secondly, it insists on taking cultural creation as the soul, and focuses on building the humanistic theme of Wenshufang and the theme of non-heritage.A neighborhood of "cultural soft power". Wenshu Square has a rich historical heritage, such as the former residence of Ba Jin, Liu Cunhou Mansion, Ma Family Mansion, Zhao Di, Sauce Garden Mansion, and other humanistic historical and cultural relics. If the Wenshu Square project can make good use of these historical and cultural resources to create a commercial district with historical roots, cultural veins, commercial souls and business practices, it will have a significant role in enhancing and leading the Tianfu Jincheng "Wenshu Square Cultural and Creative Circle" project to establish a brand image. Insist on building and promoting the project of "promoting the style of masters and celebrating the spirit of craftsmen" for the inheritors of intangible cultural heritage in the Wenshufang Cultural and Creative Circle, helping and encouraging them to grow bigger and stronger, innovate continuously, tell the "Chinese story" of intangible cultural heritage inheritance and carry forward the "Chinese intangible heritage craftsmen". "Chinese non-heritage craftsmanship", motivated and enterprising, to be a "hundred years old".

Thirdly, we are focusing on building"Wenshufang Food Culture Project" and Wenshufang "Yummy Mouth" Netflix Port of Entry, to meet the real "just need" of tourists. "Food is the most important thing since ancient times, and any successful cultural and tourism commercial district has a mouth-watering and colorful food culture, and no matter where tourists go, "eating food and watching the beautiful scenery" is an unchanging theme! The theme of "Eat Food, See Beauty" is unchanging, no matter where tourists go. To focus on building out the "old" food experience area, specialty product display area and product production area, cleverly borrowed from the whole of Sichuan "old" food brand charm to attract a wide range of customers to meet every visitor to eat and drink the "rigid demand". "Rigid Demand".
Third, to improve the Wenshu Square cultural and creative circle to do a good job of operation and management
Wenshufang Cultural and Creative Circle is an innovative systematic project, to get and accomplish this big project, ourThe "cultural and creative operation and management team" must achieve strict and scientific management, so that professional people do professional things, and only high-level management can empower the brand of Wenshufang Cultural and Creative Circle, and can form a new cultural and creative business logic and closed loop. In order to set up the whole operation team and build up an efficient management team, it is necessary to choose a good master to support the boat and find a good ferryman. Only with persistent execution and a sense of public and selfless mission can we reach the other side of the shore of success smoothly and make the cultural and creative IP of Wenshufang become a reality. Here are 3 aspects of how to do a good job in operation management:
First, the collection of business content as the core to obtain the cultural and creativeStrategic depth and breakthrough innovation of IP. With the collection of industry content as the core, according to the link of "production - dissemination - consumption", the potential "content" will be processed again, and finally form a unique and long-lasting high quality The content of Wenshufang will be processed to form a unique and long-lasting high-quality content. In the specific work of improving Wenshufang's cultural and creative IP, we can help Wenshufang's cultural and creative enterprises to go out of Chengdu and integrate into the international cultural and creative circle by organizing and assisting them, and strive to incubate one or two Wenshufang's cultural and creative products (or brands) to participate in domestic and international cultural and creative exchange activities every year. At the same time, we will create a Wenshufang "Golden Panda" International Cultural and Creative Exchange Week (Festival) and Wenshufang "Golden Panda" Cultural and Creative Summit Forum with cultural and creative IP characteristics, and set up a special organization responsible for the implementation of the implementation of the event, which will be held in Wenshufang in spring and autumn of each year. A special organization will be set up for the implementation of the event, and a large-scale international cultural and creative exchange event will be held in Wenshu Square once a year in the spring and fall at a fixed time.
Secondly, we should carefully review and adjust the current investment ideas and utilize theThe "cultural and creative leverage" formulates investment conditions that are in line with the entry and development of cultural and creative enterprises. Investment ideas in the strategy should follow the "enhance user experience, avoid homogenization competition, enhance the core value of the project", for the Wenshu Square investment, it should be to enhance the experience, creativity and recruiting, to enhance the cultural connotation of the project and recruiting, to increase the consumer stickiness, the creation of the fan economy and recruiting, in order to be able to fight against e-commerce impact, To highlight the competitive advantage and move, to establish the project brand and visibility and move. The business environment should also be in line with the cultural and innovative business forms, adjusting those forms and forms of dynamic and static conflict between forms, and Wenshufang Cultural and Creative IP is contrary to the business, eliminating that part of the edge away from the "cultural and creative", and still stay in the rental of a store to earn a difference in the price of selling ordinary goods "out of fashion" business. "Business".
thirdly, byThe spirit of "ownership", the idea of serving the merchants, and unified management. The operation and management of Wenshu Square must implement unified command, unified action, unified management, in order to achieve twice the result with half the effort. Only through the implementation of unified management, can we form a good neighborhood goodwill, can we form an efficient and pragmatic business service model, and can we improve the high-quality characteristics of the cultural and creative business district. Only through the implementation of unified management, i.e. unified investment management, unified property management, unified market operation and unified service supervision, can the overall management level and service quality of Wenshu Square be comprehensively improved, and multi-dimensional unified services be provided for the merchants.

Fourth, to do a good job of Wenshu Square Cultural and Creative Circle to increase publicity efforts
Some survey data shows that there are many Chengdu locals who don't know what Wenshufang does, and some say that Wenshufang is just a place to burn incense. Why has Wenshufang been so embarrassing in the minds of tourists for so many years? The main reason is that the overall brand image of Wenshufang itself is too little publicity, so it is urgent to improve the overall publicity of Wenshufang's new image of culture and branding, focusing on the following3The first step is to start with the first aspect:
First, increase the overall system publicity of Wenshufang, focusing on shaping the"Wenshufang Cultural and Creative Circle Cultural Brand"New Image. As the saying goes."fragrant wine fears no dark alley"Today, when information exchange is so developed and material is so abundant, in fact, the fragrance of wine is also afraid of the depth of the alley. In terms of the overall publicity appeal of Wenshufang neighborhood, we should start from the regional humanities of Wenshufang, architectural (courtyard) culture, and the old Chengdu folk customs, etc., to create and form the unique Wenshufang cultural brand, cultural and creative industries, as well as to promote the development of Wenshufang's culture.IPand the concept of cultural creation. Wenshufang Cultural Creation (series) books, animation, film, television and network video works can be edited and published, and widely used on the Internet and self media and other cultural communication channels for the majority of tourists to understand, read, participate in and experience, in order to satisfy the majority of tourists' increasing"spiritual culture"Demand.
Secondly, we should take the initiative to dock the relevant government departments to do a good job of service guidance, so that the neighborhood renewed vitality, and become a new business card of urban development. Wenshufang has today's popularity, not without the support and efforts of the government at all levels, especially in Chengdu and Qingyang District under the guidance and concern of the leadership of the Wenshufang Cultural and Creative Circle can be for the construction of the Western Cultural and Creative Center, and focus on creating a characteristic commercial district and deep plowing.
Third, the use of celebrity team publicity effect, enriching the neighborhood to explain the training content, the formation of media alliances, multi-level publicity posture. To make Wenshu Square popular"polymerize"Get up, business atmosphere"internal heat (Chinese medicine)"Get up. Fortune."(of fire) roaring"Get up. Night."resounding"Up, we should maximize the integration of publicity resources, take the initiative to dock the media at all levels, to form a strong, all-round, multi-level publicity posture, the dissemination of historical and cultural knowledge and cultural creation, so that the majority of tourists, especially young people through the experience of observing and learning the history and culture of Wenshufang's history and culture of the development of the course of the patriotic sentiment. Only by increasing the precise publicity, systematic publicity and territory-wide publicity of Wenshufang Cultural and Creative Neighborhood can people reacquaint themselves with a cultural and creative Wenshufang, culinary Wenshufang, humanistic Wenshufang, and charming Wenshufang, and inspire tourists to walk to Wenshufang to take a walk and have a look at the desires of the tourists.
"You are made of hard stuff.", Time is the best proposition and history is the best teacher."city of culture and innovation"Flowers fall into the capital, may the flowers of Wenshufang Cultural Creation bloom beautifully in the midst of all expectations, so that the newborn Wenshufang and the cultural creation of Wenshufang will be more vivid, more shining and more glorious than ever before.