The cultural travel industry has once again been in a dilemma recently.
The uncertain factors of the epidemic have caused the industry to passively fluctuate with changes in the external environment. Especially in this summer vacation, due to the emergence of clustered epidemics in some areas, domestic epidemic prevention and control has been upgraded again. The traditional tourist peak season summer vacation tour was pressed to pause, and major tourist cities could not reproduce the past lively scenes for the time being.
In the context of the normalization of epidemic prevention and control, how can the cultural tourism industry regenerate against the trend? As a large incremental market for LED display and lighting, the cultural travel industry, how will LED companies deploy to help scenic spots, business districts, hotels, etc., achieve breakthroughs?
The new trend of cultural tourism: adapt measures to local conditions and time conditions
The development of the industry is inseparable from policy support and guidance. Among them, on June 2, 2021, the Ministry of Culture and Tourism issued a notice on the issuance of the "Fourteenth Five-Year" Cultural and Tourism Development Plan, which is the first five-year development plan for the integration of cultural and tourism, which is an important contribution to the development of the cultural and tourism industry. Played an important guiding role.
For LED companies involved in the cultural and tourism industry, digitalization, night economy, immersion and other content frequently mentioned in the plan are even more beneficial.
However, the plan also puts forward requirements for the development of the cultural and tourism industry.
It is reported that the plan clearly mentions that it is necessary to "deep into the regional cultural characteristics, integrate cultural content, cultural symbols, and cultural stories into scenic spots, and incorporate excellent traditional culture, revolutionary culture, and advanced socialist culture into the tourism route design, exhibition, display, Explain the experience and make tourism a process for people to perceive Chinese culture and enhance cultural self-confidence."
Summarizing this requirement can be attributed to two aspects: adapting measures to local conditions and adapting to current conditions.
In fact, through the recent products launched by LED companies and the layout of the cultural tourism industry, this change in the cultural tourism industry can also be felt.
On the one hand, during various holidays, LED technology frequently appeared in light shows, theme evenings and other occasions, and has become a good carrier for publicizing the theme. For example, during the celebration of the centennial of the founding of the party, AICA undertook a number of large-scale city overall themed light show projects to promote the centenary of the founding of the party and show the prosperity of modern urban civilization.
In the first optical art exhibition, which opened at the same time as the 26th Guangya Exhibition, OP Lighting joined hands with the famous designer Mr. Yu Xiankai to bring creative lighting design work "Angel Wings". The work uses masks and wings as the main creative elements to pay tribute to every "retrograde" who fought against the epidemic.
Op lighting creative design work "Angel Wings"
On the other hand, LED companies are also in-depth understanding of the cultural connotation and cultural characteristics of different regions, helping to create tourist attractions or cultural and creative products that conform to the characteristics of the city and the business district. For example, the reed lamp launched by Xidun Lighting in cooperation with Sichuan Academy of Fine Arts and Lufa Group in 2020 is a cultural and creative lamp that promotes the charm of Baiyangdian's intangible cultural heritage "reed painting".
In fact, although the epidemic has brought certain uncertainties to the cultural tourism industry, people's spiritual and cultural needs for cultural tourism have not disappeared, which has also become the driving force for the investment and deployment of LED companies.
Under the epidemic, LED companies are still increasing their investment in the cultural and tourism industry
After the outbreak of the epidemic last year, LED companies did not stop their deployment in the cultural and tourism industry.
Among them, Mingjiahui invested 40 million yuan in the establishment of a holding company in June 2019, which accounted for 80% of the shares at that time. In 2020, in order to further expand the night travel business of cultural tourism, Mingjiahui will acquire the remaining 20% equity of Dahua Shenyou. At the same time, in order to implement the cultural tourism night tour cooperation project, Dahua Shenyou Investment established a joint venture company.
As the cultural tourism night tour project requires a large amount of operating funds to support, Mingjiahui announced in June this year that it intends to sell 55% of Yongqi Lighting for 280.5 million yuan in order to revitalize its existing assets and better support lighting projects and smart lights. The development of the three major businesses of pole and cultural tourism and night travel.
Halsey also continued to develop overseas markets during the epidemic.
In August 2020, Halsey announced that it intends to use its own funds to invest in the establishment of overseas subsidiaries in the UAE. The company believes that investing in the establishment of a subsidiary in the UAE is an important step in the implementation of the company’s international business development strategy. It is of practical significance for the gradual expansion of the overseas reputation of the "Horsai" brand and the enhancement of the company’s international image, which is in line with the company’s international business development strategy. . The company will take this opportunity to seize the development opportunities in the Middle East and strive to open up the market.
Domestically, the night tour product "Yuanmeng·Night Travel Experience" jointly created by Halsey and Beijing World Flower Grand View Garden has begun on July 22. According to reports, the product uses new intelligent means such as hypermedia and multi-dimensional interaction to integrate into the cultural connotation of the Grand View Garden. It has already started a national tour.
Hongli Zhihui started the layout of lighting projects in 2013. On October 14, 2020, it further acquired the "Double A" company Ming Xincheng. The company believes that the acquisition of Mingxincheng will not only improve the company’s relevant qualifications in the field of lighting engineering, but also help Hongli Zhihui to further deepen its layout in the landscape lighting field and cultural tourism lighting business, and it can also reinforce the company’s subsidiaries with Hongli Zhihui. Yinggongyuan’s existing EMC engineering and other businesses have formed synergistic effects to enhance the company’s core competitiveness in this field.
Shuntong Avenue Lighting Project in Kunming Economic Development Zone
Unilumin Technology and Zhenyuan Cultural and Creative Group held a strategic cooperation signing and sample delivery ceremony on November 19, 2020, striving to deeply integrate technology and creativity in the "new cultural and creative".
In April 2021, Unilumin Technology issued an announcement stating that Qianhai Zhouming, a wholly-owned subsidiary of the company, and BOE Wisdom Technology, a wholly-owned subsidiary of BOE, jointly invested in the establishment of a joint venture company, Shenzhen BOE Wisdom Guangxian Technology Co., Ltd., to explore urban landscapes. Cooperation opportunities such as solution projects and terminal channel sales in multiple application fields.
On May 12, 2021, Unilumin Technology announced that it intends to increase the capital of its wholly-owned subsidiary Unilumin Cultural and Creative with its own funds of 46.01 million yuan to support the development of Unilumin Cultural and Creative business. It is reported that Zhouming Wenchuang is mainly engaged in LED commercial display business, which can provide users with one-stop services such as products, audio and video, program design, and project implementation.
Foshan Lighting signed a strategic cooperation framework agreement with Harbin Cultural Tourism Group on May 8, 2021. It is reported that the two parties will rely on Harbin city card resources to jointly create a special lighting system and design plan for ice and snow, and will also carry out all-round cooperation in the development of cultural tourism industry and hotel and catering industry.
Seton Lighting signed a strategic cooperation agreement with the Travel Development Group on June 16 this year. According to the agreement, the two parties will reach a friendly cooperation model in the creation of cultural and creative products and cross-border brand linkage, and jointly contribute to the industrial upgrading of Baiyangdian Intangible Cultural Heritage and Xiong'an New District through joint development and other models.
Overclocking three held a signing ceremony with Luying Culture on July 9th, and the two parties will work closely together in the night travel business of cultural tourism. It is reported that Luying Culture focuses on the creation of cultural IP system, whole case planning, digital creative art, cultural and creative industry, traditional culture, cultural activity operation, space design and other fields.
NVC Lighting provides a full range of point, line and surface products for the cultural tourism lighting market and continues to develop new products, becoming the choice of many well-known cultural tourism architectural lighting. It is reported that in the near future, NVC Lighting has won the bid for the third phase of Xi'an Huanpu Industrial Park, Xi'an Zhonghai Chang'an Mansion, Hangzhou Greentown Yunqi Peach Garden and other projects.
LED technology helps shape "explosive" cultural tourism projects
In the "Tourism Night Economic Report for the First Half of 2021" released by Ctrip, Luoyang, Shanghai, Shenzhen, Guangzhou, Xi'an, Wuhan, Hangzhou, Beijing, Sanya, and Chengdu are among the top ten night destination cities, while Luoyang, Xi'an and Kaifeng are even among the top ten cities The top three night travel destinations with the fastest growth rate in the first half of 2021.
We know that these three cities are all ancient capitals with great historical charm. In the development of "night economy", these three cities have made good use of this cultural attribute, and based on this cultural attribute, designed Many projects to enhance visitors' immersion.
And LED lighting technology has become an important part of these projects. Among them, Luoyang has launched projects such as a night tour of the Longmen Grottoes and Yingtianmen 3D light show; in Xi’an’s "Datang Everbright City", all kinds of bright lights and splendid culture flash together to show the audience the strong culture of the Tang Dynasty; Kaifeng In recent years, a lot of efforts have been made in the improvement of urban lighting. During the Spring Festival of 2021, the "Big Song Everlasting City" combines ancient and modern art through light shows, lanterns, and rivers of lights, presenting an ultimate audio-visual feast for the audience.
In addition, LED lighting technology can also be combined with performing arts shows to bring innovations in performing arts forms.
At LED CHINA 2021, Minghe moved the immersive performance show "Realm Changsha" to the exhibition site. The show uses lighting, holographic projection, multi-channel sound effects and other technical means, combined with dancers' performances, to bring the audience an artistic influence on Changsha culture.
Minghe "Realm Changsha" Immersive Performance Show
In fact, performance shows with integrated lighting have been staged in many scenic spots and have become a major "memory point" for tourists and a "spreading point" for online publicity. Such as large-scale desert live performance "Dunhuang Festival", Hangzhou West Lake "Most Memories is Hangzhou" large-scale water scene performance and so on.
In these programs, lighting breaks the boundaries between the performance mode of cultural tourism scenic spots and tourists, and plays an important role in setting off the atmosphere, shaping the scene, and improving the sense of immersion and interaction. It is one of the essential elements for the success of such programs. .
In addition, LED displays are also popular among major attractions.
It is understood that Lanpu Technology has accumulated years of technology in the field of small spacing, and has created a number of benchmark immersive display projects. Among them, the Weimeng Daliangmen project in Kaifeng, Henan Province, forms a 720° panoramic package through an LED screen, which has stunning visual effects and a strong sense of immersion.
Of course, in addition to scenic spots, hotels and business districts often use LED technology to create their own characteristics and attract more tourists.
According to official Disney news, Disney's Star Wars "Galaxy Star Cruiser" theme hotel will begin business next spring.
This hotel has constructed a number of scenes containing Star Wars movie elements, and each staff member in the hotel also has its own exclusive role in Star Wars. Every guest who enters the "Spaceship" can also choose their favorite character and costume style, and experience a "Star Wars" firsthand.
In order to enhance the immersion of guests as much as possible, Star Wars Hotel also cleverly used LED screens to replace traditional windows. Through this design, guests can see the ever-changing space scenery, giving people a feeling of being in space.
On the other hand, outdoor naked-eye 3D screens are also gradually emerging, and become the "new favorite" of commercial districts and landmark buildings. At present, Unilumin Technology, Absen, Lehman Optoelectronics, Lianjian Optoelectronics, Shendecai and other LED display companies have entered the game.
Among them, the 300㎡ naked eye 3D display screen created by Unilumin Technology for Jiangxi Ganzhou Xingrun International was successfully lit up recently. The project is composed of two flat screens spliced at a 90° corner, which can realize seamless switching of multiple signals, and has high-level outdoor dust-proof, waterproof and wind-resistant functions. It can provide the citizens with outdoor lifelike, 7×24 hours Ultra-high-definition, immersive naked-eye 3D visual effects.
Unilumin Technology Star Run International naked eye 3D giant screen
Concluding remarks
At present, the cultural tourism industry still has a huge market waiting for LED companies to tap, such as the construction boom of characteristic towns, the investment in landscape lighting driven by various diplomatic activities with China as the main venue, and the upgrading of traditional products in various cities and scenic spots. The cultural tourism industry is still a segment of LED companies that are worth looking forward to. In addition, LED companies can effectively warm up the cultural and tourism industry by combining lighting/display technology with culture and art, under the normalization of the epidemic situation.
But we should also be aware that with the development of social economy and the progress of science and technology, people's demand for spiritual culture is getting higher and higher, and the level of appreciation for beauty and art is also getting higher and higher. In addition, government departments pay more attention to the cultural and tourism market, and the industry is gradually developing in a rational and standardized direction.
For LED companies, this trend not only brings broad market prospects, but also puts forward higher requirements for companies in terms of project design and innovation capabilities, operating capital, and brand awareness.
We know that whether it is LED lighting or LED screens, it can deeply integrate AR/VR, artificial intelligence, 5G, AI and other high-tech technologies to help create a "tour +" composite product with better interaction and experience. Accelerate the transformation and upgrading of traditional tourism to immersive, digital, and intelligent directions, and achieve popular tourist spots.
And LED companies holding this "secret weapon" need to continue to explore, innovate in technology and products, and constantly surpass themselves, in order to output better cultural and tourism products, and to ensure that companies are guaranteed under the normalization of epidemic prevention and control. Stable development.
