Unified IP, three major products, and four seasons business formats Shanxi Jinzhong promotes the "Yiranjian Jinzhong" brand to break out of the circle

China News Service, Jinzhong, November 11th (Gao Yuqing) “Continuing to polish the ‘Yiranjian Jinzhong’ brand is the core starting point for building a strong cultural city and a strong tourism city during the ‘15th Five-Year Plan’ period. We will strive to build a comprehensive development pattern of all-region, all-season, all-age tourism, so as to make Jinzhong a popular destination. "Poetry and distance" has made "To travel to Shanxi, start from Jinzhong" a common consensus among foreign tourists, accelerating the development of Jinzhong into an internationally renowned cultural tourism destination," Wang Chao, director of the Shanxi Province Jinzhong Municipal Culture and Tourism Bureau, said on the 11th.

On the same day, the Propaganda Department of the Jinzhong Municipal Party Committee and the Information Office of the Jinzhong Municipal Government held a special press conference on cultural tourism with the theme of "Starting a New Journey in Jinzhong". The relevant person in charge of the cultural tourism department of Jinzhong City introduced the development of cultural tourism in Jinzhong City during the "15th Five-Year Plan" period.

Anchor the goal of building a strong cultural city and a strong tourism city, insist on using culture to shape tourism and tourism to promote culture, promote the in-depth integrated development of culture and tourism, strive to increase the number of tourists by an average of 20% annually, maintain an average annual growth rate of the added value of cultural tourism and related industries at around 6.5%, and accelerate the cultivation of cultural tourism into a pillar industry, a people's livelihood industry, and a happiness industry. This is the goal proposed by Jinzhong City in terms of cultural tourism development during the “15th Five-Year Plan” period.

Focusing on the above goals, Jinzhong will continue to polish the "Yiran Jinzhong" cultural tourism brand so that "Yiran Jinzhong·Sweet City" can attract more tourists. Specifically, Jinzhong will focus on the three major products of traditional Chinese cultural tours, Taihang landscape art tours, and leisure vacation food tours, and launch more tourism products and services with good experience and empathy, so that people can better appreciate the beauty of nature, appreciate the beauty of culture, and cultivate the beauty of the soul.

How to promote the "Yiranjian Jinzhong" brand to break out of the circle and continue to amplify the brand effect? Wang Chao said that in terms of overall planning, Jinzhong adheres to the city's one game of chess, takes "Yiran Jinzhong" as the unified IP of the city's cultural tourism, deepens and refines the "three major themes, nine major business clusters", deeply cultivates the "cultural tourism +" and "+ cultural tourism" industry tracks, and enriches the supply of high-quality tourism.

Closely following the needs of tourists in all seasons, Yiran's business format is built around spring outings, summer vacations, autumn scenery, and ice and snow year-round products. It is equipped with a number of "Yiran Suji" boutique B&Bs, "Yiran Taste" special catering, and "Yiran Jinpin" intangible cultural and creative products, so that tourists can enjoy the joy and taste sweetness in Jinzhong, attracting more tourists to come in, stay, and have a good time.

In terms of collaboration, we adhere to the global market, broaden the communication circle, and amplify the volume of communication. The traditional Chinese cultural tour focuses on the "One City, Two Temples" world cultural heritage, Pingyao and Qixian national historical and cultural cities, and has become an international tourism route promoted to the world; the Taihang Landscape Art Tour is connected with the Taihang No. 1 Tourist Highway, leading the joint development of landscape ecology, folk culture, and red tourism, creating a model for the integration of transportation and tourism and the construction of national tourist attractions; the leisure vacation food tour positions the people of Taiyuan as the first choice for weekend vacations, and innovates an upgraded version of mass tourism formats such as camping gatherings, parent-child study, and family leisure.

Wang Chao said that Jinzhong will be based on the Taiyuan metropolitan area and surrounding tourist source areas such as Beijing-Tianjin-Hebei, Henan, Shaanxi and Inner Mongolia, accurately analyze portraits, classify and plan publicity, focus on optimizing and implementing new media communication, and make good use of short videos, micro-short dramas, AI comics and other diverse platforms to tell sweet stories about Jinzhong's kindness and mellow sweetness.

In terms of empowerment, Jinzhong insists on serving the integration of Taiyuan and Jinzhong, and impresses the people of Taiyuan through "Enjoyed to see Jinzhong", further shrinking the distance between the two cities in time and space, and closer functional connections, making the boundaries between the two cities more and more blurred, making the people of the two cities more and more closely connected, and making the "Twin Cities Life" more and more warm.

At the same time, the commercial level of the city's "One Belt and Two Circles" will be improved, and county-level business districts with unique characteristics will be cultivated around Yiran's business formats to make streets and alleys "beautiful", "popular" and consumption "popular". The sincere and kind "Yiran" service will be used to empower the integrated development of urban agglomerations in central Shanxi and the co-urban development of Taiyuan metropolitan area, and build a new consumption highland for urban agglomerations in central Shanxi.

"A journey of rich traditional Chinese culture, a journey of beautiful Taihang landscape art, and a sweet trip of leisure vacation food, this is the most sincere invitation of 'Yi Ran Jinzhong·Sweet City', 'Yi Ran Jin Zhong', a good travel experience." Wang Chao said.