cultural industry has continuously provided core content value for variety shows, stimulated the endogenous power of the program, and opened up many new themed tracks around cultural tourism, cultural creation, cultural museums, performances, etc. that focus on the cultural hot spots of the times. It is rich and It has broadened the expression space of "Culture+"; but on the other hand, with the multiple empowerment of cultural industry integration, the social benefits and mass communication advantages of "Culture+" variety shows also play a role as a bridge, actively linking the development of related cultural brands , promote the consumer market for cultural and creative products and themed tourism, and promote mutual promotion of cultural programs and cultural industries, a virtuous cycle, and sustainable development.
In the booming cultural industry, the "cultural +" influence of variety shows is spreading rapidly from online to offline.
"Farming Bar 2" started selling rose and strawberry products.
Cultural and creative products, derivatives
"Farming Bar" agricultural products are sold out, and the sales of cultural and creative products in the Forbidden City and Temple of Heaven are gratifying
The cultural and creative linkage model of variety shows has been continuously confirmed by eye-catching sales. At the same time, the "Culture+" variety show has also deepened the cultural IP The connotation and emotional value of the product create long-term communication value and economic value for the cultural derivatives industry.
The demonstration of the variety show's "carrying ability" can be traced back to 2018's "The Forbidden City". This program focuses on the unexplored mysterious areas of the Forbidden City, inviting designers to use this to inspire creativity and produce cultural and creative products, and stars as "new product developers" in an attempt to make cultural relics and history "alive".
"The Forbidden City" has been recorded for several seasons because of its outstanding performance.
is the first variety show to integrate cultural and creative consumption into the program format. At that time, the program developed a format of "program display products, online crowdfunding and sales". The program allowed designers and students from universities such as the Central Academy of Fine Arts to submit design drafts , handed over to the stars, designers, director team and derivatives development department for evaluation, and only products with more than 1.99 million votes from viewers in a single day after the broadcast can be truly "new" on shopping or crowdfunding platforms. Among them, the "Mesh Pieces" that the show collaborated with a domestic skin care brand are priced at 999 yuan. Although the price is so high, the cumulative sales have still exceeded 1,000 sets, and more than 30,000 people have collected the product. The pajamas with the theme of "Good News from Fuhe (Bat Crane)" launched in the second episode adopted a limited crowdfunding model, priced between 399 and 2899 yuan. Soon the number of people who subscribed for the funds exceeded 15,000, and the total number of people who subscribed for the funds exceeded 15,000. The crowdfunding amount reached 8.64 million, and the completion rate was as high as 17,288%.
Mao Jia, the director of the first season of the show, told the Beijing News reporter that the Forbidden City has actually achieved early success in the cultural and creative field, proving that it can attract the attention of more young people through this channel, and that cultural and creative design can change the appearance of the Forbidden City. The inertia of exporting history allows more young people to integrate their understanding of the Forbidden City into cultural and creative products. "New Forbidden City" hopes to seize this point and let the elements of the Forbidden City flow into young people through cultural creation. The program's exploration and dramatic presentation of the Forbidden City not only presents historical stories, but also deepens the audience's interest and emotion in the Forbidden City, thereby boosting sales of cultural creations. "When design elements with program colors are brought together into cultural and creative products, this emotion will be converted into purchasing power, and the audience is equivalent to participating in the development of cultural and creative products." The program does not sell goods for profit, and most of the profits will be fed back to In the restoration and protection of cultural relics in the Forbidden City, "but the important thing is that it builds a platform between the Forbidden City and young people, so that the elements of the Forbidden City can truly flow into thousands of households."
Subsequently, Beijing Satellite TV struck while the iron was hot and launched "I Was in the Summer Palace, etc." You", "Meet the Temple of Heaven" and other cultural and creative linkage model variety show formats. Among them, "Meeting the Temple of Heaven" implements the Temple of Heaven culture into specific products. For example, the music box, notebooks used by celebrities and blessing gift boxes that appear in the show have become new cultural and creative design ideas to promote the formation of the Temple of Heaven IP. It is reported that before the show started airing at that time, the same style of "Temple of Heaven work clothes" worn by the guests set off e-commerce. "I'm Waiting for You at the Summer Palace" is different from the previous two in that it does not set the development category of cultural and creative products. Instead, it combines the original functions of traditional stores and conducts product design according to the designer's creative ideas.For example, the show adopts a game-like "clearance and upgrade" mode. Guests can obtain Yuanbao balls by completing themed route tasks. After collecting seven Yuanbao balls in each episode, a shop on Suzhou Street can be unlocked. The shops sell all kinds of Yuanbao balls. Cultural and creative products related to the Summer Palace. It is reported that the Summer Palace Cultural Creation "I'm Waiting for You at the Summer Palace", which was launched based on the Suzhou Street store, also received considerable attention on the e-commerce platform that year. Liu Bing, the chief producer of the show, believes that the link between "I'm Waiting for You at the Summer Palace" and cultural creativity is a historical necessity, because Suzhou Street was a royal trading street during the Qianlong period, attracting all kinds of products from all over the world. Liu Bing hopes that the current Suzhou Street can also become a place to experience culture. In addition to following the camera to this street online, viewers can also go to the Summer Palace to experience the existence of these historical shops in person.
"I'm Waiting for You at the Summer Palace" invited stars such as Zhang Guoli to join the show.
From the "Hello, History" flagship store opened by " National Treasure ", the monthly sales of single products exceeded 40,000, to the "Beijing Audition" online literary and artistic creation project "Farming Bar" where the guests personally grew lettuce, Tulip was sold out immediately after it went on sale online, and even attracted hundreds of viewers to line up to buy in offline stores and supermarkets. The cultural and creative linkage model of variety shows has been continuously confirmed by the dazzling sales. The influence and fan base of variety shows can help cultural derivatives continue to attract the attention and purchase of audiences for a long time, forming a long-tail effect; at the same time, "culture +" variety shows also deepen the connotation and emotional value of cultural IP products, making them not only It is a cultural commodity and carries the audience's love for the program, thereby maintaining long-term interest in derivatives and creating long-term communication value and economic value for the cultural derivatives industry.
Culture and Tourism
Variety shows explore unique local culture, customs and scenery from multiple dimensions
Among the long-tail effects of variety shows, the “culture +” variety show’s drive for local culture and tourism is the most significant and continuously replicable.
In 2013, when the concept of integrating culture and tourism had not yet become mainstream, outdoor reality shows such as " Let's Run Brothers " and " Where Are We Going, Dad? " sparked a wave of popularity in niche tourist destinations. It is reported that many travel channels launched the same parent-child travel products as "Where Are We Going, Dad" back then, including Beijing Lingshui Village, Ningxia Shapotou, Yunnan Puzhehei, Shandong Weihai Rongcheng, etc. Even interactive elements of variety shows such as sandboarding, watching Swan Lake, and staying at a Yi village inn that have appeared in the program have become new experience selling points for tourism products. At that time, programs such as "Running Brothers", "Mom Is Superman" and "My Peach Blossom Land" successively came to Gubei Water Town in Beijing for filming, which also quickly upgraded the place from a local tourist attraction to a national Internet celebrity attraction. Many variety shows of the same style The route has become popular on the Internet, causing countless viewers to use it as a clue to check in over the years; and the inn where the variety show guests stayed is still a place where local stars stay.
Why did "Travel with the Show" become a hit overnight? Variety shows can excavate and display the unique culture, customs and landscape characteristics of a place in multiple dimensions in an entertaining and interesting way, showing the profound cultural connotation and unique charm behind each scenic spot, allowing it to create a better image in the hearts of the audience. Three-dimensional image. For example, after the first season of " longing for life ", the audience has been yearning for the leisurely countryside of Miyun, Beijing, where it was filmed. The curiosity of watching online turned into the expectation of offline travel. For a long time, many viewers went to look for the "mushroom house", which once promoted the transformation and upgrading of local rural tourism. For example, "Meeting the Temple of Heaven" relies on the core of "sacrifice culture" and tells the culture of the Temple of Heaven to the audience through the professional experience of guests. According to data released by the Temple of Heaven Park that year, one week after the first episode of "Meeting the Temple of Heaven", which focused on exploring the "Divine Music Department", was broadcast, the number of visitors to the Temple of Heaven's Divine Music Department increased sixfold. Among them, young tourists increased significantly, helping the Temple of Heaven to become a "divine music department". "A place where Internet celebrities check in."
"Meeting the Temple of Heaven" stars Feng Shaofeng and other actors as ancient people to introduce history and culture.
On the other hand, although many tourist attractions are beautiful, they are not popular places for Internet celebrities to check in, and few people are familiar with them or use them as their first choice for travel; or, although some scenic spots are famous, due to factors such as time, transportation, routes, and travel experience, , many tourists have not had the opportunity to go there yet. At this time, the variety show's real and multi-dimensional focus on the local culture, scenery, customs and customs can not only reveal the mystery of the "treasure tourist destination", but also its games and interactive links can also provide local tourism Product design provides a wealth of innovative ideas.
For example, Cuandixia Village, located in Mentougou District, Beijing, was built during the Yongle period of the Ming Dynasty. It has experienced more than 500 years of wind and rain and is the best-preserved ancient residential building complex today. However, due to its remote location and low popularity, it was difficult to attract tourists to Beijing in the early years. But since "Where Are We Going, Dad" was filmed here, the quiet village has gradually become lively, and many viewers have come here to look for the "Spider House" where Jimmy Lin lived. For example, Dunhuang is known as the "treasure house of art". Many tourists regard it as a "cultural pilgrimage" that they must visit once in their lives. But "Here comes the show!" "Dunhuang" allows the audience to follow the program guests to experience and feel the local shape, spirit, color and rhyme. While satisfying the audience's curiosity, it further increases the audience's willingness to travel to the local area and the actual tourism conversion rate.
It is worth mentioning that in recent years, variety shows have also helped some places to expand their derivative industry chains. Some local cultural and tourism bureaus are gradually planning to build local variety show, film and television industry bases and create "model rooms" for the cultural and tourism industry with local characteristics. The deep integration of variety show IP and cultural tourism industry.
In the future, more and more local cultural tourism will focus on the driving effect of variety shows on tourism. What can be proved is that the popular variety show "五哈", where Lu Han, Deng Chao, Chen He and others posted a "Travel Route Collection" post on Weibo, received nearly 140,000 people. Voting, including the cultural and tourism bureaus of Henan, Sichuan, Yunnan and other places forwarded the topic and recommended local beautiful scenery. Zhumadian, Henan Province, which finally won the first place in the voting, announced the "good news" on its official WeChat public account: We look forward to the program team coming to Zhumadian to experience the unique style of Zhumadian.
Beijing News reporter Zhang He
editor Tong Na
proofreader Zhai Yongjun
