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连年来，跟着销耗升级和文旅交融的深刻，城市焰火气成为文旅项筹谋遑急劝诱力。焰火气代表着城市的贩子文化、糊口吻息和酬酢活力，简略自满旅客对在地文化的深度体验需求。面前，城市焰火气文旅项筹谋发展呈现以下趋势：

千里浸式体验成为主流：旅客不再自满于浅易的不雅光，而是但愿融入城市糊口场景，如夜市、早市、街头上演、社区市集等。千里浸式场景的打造，如相沿街区、国潮市集、非遗工坊等，简略增强旅客的参与感和互动性。

夜经济带动文旅销耗：夜间经济是城市焰火气的遑急载体，如夜市、灯光秀、24小时书店、半夜食堂等业态的兴起，延迟了旅客停留时期，提高了销耗频次。文旅技俩通过夜间场景的营造，不错形成相反化竞争上风。

在地文化与当代买卖交融：城市焰火气的中枢在于原土文化，如方言、饮食、手工艺、习尚等。文旅技俩通过挖掘在地文化，集结当代买卖运营模式（如文创IP、快闪店、主题餐饮），形成特有的文旅品牌。

酬酢化与年青化趋势：Z世代成为文旅销耗主力，他们更爱重具有酬酢属性的文旅场景，如网红打卡点、脚本杀街区、潮水市集等。文旅技俩需集结酬酢媒体传播，打造高互动性、高共享度的体验内容。

可执续与社区共生理念：焰火气文旅技俩不再局限于买卖斥地，而是强调与城市社区的共生干系。举例，通过扶执腹地摊贩、手工艺东说念主、街头艺东说念主，形成可执续的文旅生态。

In recent years, with the deepening of consumption upgrading and cultural and tourism integration, urban fireworks have become an important attraction for cultural and tourism projects. Fireworks gas represents the city's city culture, life atmosphere and social vitality, which can meet the tourists' needs for in-depth experience of local culture. At present, the development of urban fireworks air tourism projects shows the following trends:

Immersive experiences become mainstream: tourists are no longer satisfied with simple sightseeing, but want to integrate into urban life scenes, such as night markets, morning markets, street performances, community markets, etc. The creation of immersive scenes, such as retro blocks, national tide markets, intangible heritage workshops, etc., can enhance the sense of participation and interaction of tourists.

Night economy drives cultural tourism consumption: night economy is an important carrier of urban fireworks, such as the rise of night markets, light shows, 24-hour bookstores, late-night canteens and other formats, extending the stay time of tourists and increasing the frequency of consumption. Cultural tourism projects can form differentiated competitive advantages through the creation of night scenes.

Integration of local culture and modern commerce: The core of urban fireworks lies in local culture, such as dialects, cuisine, handicrafts, folk customs and so on. Cultural tourism project through the mining of local culture, combined with modern business operation mode (such as cultural IP, pop-up shops, theme catering), to form a unique cultural tourism brand.

Social and younger trend: Generation Z has become the main force of cultural travel consumption, and they prefer cultural travel scenes with social attributes, such as Internet celebrities punching points, script killing blocks, and trend markets. Cultural tourism projects should be combined with social media communication to create highly interactive and highly shared experience content.

The concept of sustainability and community symbiosis: The project is no longer limited to commercial development, but emphasizes the symbiotic relationship with the urban community. For example, by supporting local street vendors, artisans and street performers, a sustainable cultural tourism ecosystem can be formed.

一、当今，国内城市焰火气文旅项筹谋发展呈现以下特质：

生效案例走漏，但同质化严重：如长沙的文和友、西安的大唐不夜城、成王人的宽窄胡同等，均以焰火气为中枢卖点，劝诱了大宗旅客。然则，好多技俩过度依赖“网红效应”，穷乏文化深度，导致同质化竞争加重。

战略维持与商场发轫并行：各地政府出台战略扶执夜经济、市集经济，如上海“夜糊口节”、重庆“洪崖洞夜市”等。商场端，成本加快布局焰火气文旅技俩，如餐饮、文创、演艺等业态的交融。

数字化赋能焰火经济：短视频、直播等新媒体助推焰火气文旅技俩走红，如抖音上的“淄博烧烤”茂盛。同期，颖异文旅时期（如AR导航、数字支付）提高了旅客体验。

挑战：若何均衡买卖化与原真性：部分技俩过度买卖化，导致贩子文化失真。举例，某些古镇沦为“小吃街”，失去文化底蕴。如安在买卖斥地中保留原汁原味的焰火气，是行业濒临的清贫。

二、城市焰火气文旅项筹谋发展想路

将来，焰火气文旅技俩需从文化挖掘、业态翻新、运营模式等方面打破，兑现可执续发展。

文化赋能：打造相反化IP挖掘城市历史、习尚、方言等文化元素，形成特有IP。举例，西安的“长安十二时辰”主题街区，以唐文化为中枢，集结千里浸式演艺，成为文旅新标杆。

业态翻新：丰富销耗场景可植入的焰火气业态包括：市集经济：文创市集、农夫市集、古董跳蚤商场等。街头艺术：随性上演、涂鸦墙、街头音乐节。好意思食体验：特色小吃、半夜食堂、好意思食工坊。社区文化：老字号店铺、邻里茶楼、社区故事馆。夜间经济：灯光秀、夜市、酒吧街、夜游技俩。

科技交融：增强互动体验把握AR/VR时期打造捏造焰火气场景，如“数字庙会”。通过大数据分析旅客偏好，优化业态布局。社区共建：兑现可执续运营邀请腹地住户参与文旅技俩，如手工艺东说念主驻场、社区故事共享。诞生摊贩定约，模范惩办夜市、地摊经济。

营销策略：酬酢媒体引爆打造网红打卡点，如特色灯光安装、互动艺术墙。与KOL、短视频平台配合，扩大传播效应。

First, at present, the development of domestic urban fireworks air tourism projects presents the following characteristics:

Successful cases have emerged, but the homogenization is serious: such as Wen Heyou in Changsha, Datang Never Sleeps City in Xi 'an, and Kuan and Narrow Alley in Chengdu, etc., all use fireworks as the core selling point, attracting a large number of tourists. However, many projects over-rely on the "influencer effect" and lack cultural depth, leading to intensified homogenization competition. Policy support and market drive parallel: local governments issued policies to support the night economy and market economy, such as Shanghai's "Nightlife Festival" and Chongqing's "Hongya Cave Night Market". At the market end, capital accelerates the layout of fireworks air tourism projects, such as the integration of catering, cultural and creative, performing arts and other formats. Digital enabling fireworks economy: new media such as short videos and live broadcasts have boosted the popularity of fireworks air travel projects, such as the "Zibo barbecue" phenomenon on Douyin. At the same time, smart travel technologies (such as AR navigation and digital payments) enhance the visitor experience.

Challenge: How to balance commercialization and authenticity: Some projects are over-commercialized, resulting in a distorted market culture. For example, some ancient towns have become "snack streets" and lost their cultural heritage. How to retain the original fireworks in commercial development is a difficult problem facing the industry.

In the future, Huoqi tourism projects need to break through from the aspects of cultural mining, format innovation, and operation mode to achieve sustainable development. Cultural empowerment: Create differentiated IP mining urban history, folklore, dialects and other cultural elements to form a unique IP. For example, Xi 'an's "Twelve Hours of Chang 'an" theme street, with the Tang culture as the core, combined with immersive performing arts, has become a new benchmark for cultural tourism. Format innovation: The fireworks gas formats that can be implanted in the rich consumption scene include: market economy: cultural and creative market, farmer's market, antique flea market, etc. Street art: improv performances, graffiti walls, street music festivals. Food experience: special snacks, late night canteen, food workshop. Community culture: time-honored shops, neighborhood teahouses, community story houses. Night economy: Light shows, night markets, bar streets, night Tours. Technology integration: Enhance interactive experience using AR/VR technology to create virtual fireworks scenes, such as "digital temple fair". Through big data analysis of tourist preferences, optimize the layout of business formats. Community building: Achieving sustainable operations Local residents are invited to participate in cultural tourism projects, such as the presence of artisans and the sharing of community stories. Establish a stallholder alliance, standardize the management of night markets, street stalls economy.

Marketing strategy: Social media explosion to create online celebrity punch points, such as featured lighting installations, interactive art walls. Cooperate with KOL and short video platform to expand the communication effect.

城市焰火气文旅项筹谋中枢在于“着实的糊口感”，将来需在文化深度、业态翻新、科技赋能、社区共生等方面执续探索，幸免同质化竞争。通过打造兼具买卖价值与文化底蕴的文旅场景，智力着实兑现东说念主流集合与盈利增长。将来，焰火气文旅技俩可集结城市更新，如：老旧街区改进：将消除工场、老街巷改形成文旅详细体（如上海田子坊）。交通要津文旅化：火车站、船埠等融入市集、展览等业态。文旅+康养：集结慢糊口理念，打造焰火气疗愈空间（如成王人的“茶楼文化”）。

The core of the urban fireworks air tourism project lies in the "real sense of life", and the future needs to continue to explore the depth of culture, format innovation, technology empowerment, community symbiosis and other aspects to avoid homogenization competition. By creating a cultural travel scene with both commercial value and cultural heritage, we can truly realize the crowd gathering and profit growth. In the future, fireworks air tourism projects can be combined with urban renewal, such as: renovation of old streets: the abandoned factories and old streets will be transformed into written tourism complexes (such as Shanghai Tianzifang). Transportation hub cultural tourism: railway stations, docks, etc. into the market, exhibition and other forms of business. Cultural travel + health care: Combine the concept of slow life to create a healing space of fireworks (such as "teahouse culture" in Chengdu).

01

案例一：长沙“超等文和友”

一、技俩布景：超等文和友位于长沙海信广场，建筑面积约2万平常米，于2018年讲求开业。它并非传统意旨上的餐厅，而是一个集餐饮、市集、怀旧场景、贩子文化于一体的千里浸式文旅详细体。技俩以“复刻80-90年代长沙老街”为中枢见识，速即成为网红打卡地，日均客流量超1万东说念主次，节沐日列队时长可达数小时。

二、贪图联想：打造千里浸式贩子文化空间。文和友的中枢机念是“让城市留住记念，让东说念主们记着乡愁”。其贪图逻辑是场景复刻：规复1980-90年代长沙老社区的贩子糊口场景。空间叙事：通过建筑、街说念、店铺的布局，构建一个“小型老长沙”。业态交融：餐饮、零卖、文娱、文化体验相互交汇，形成无缺的销耗生态。

空间布局：垂直街区：罗致“立体街区”联想，将传统平铺式市集改为多层空间，增强探索感。动线联想：罗致迷宫式布局，旅客需穿梭于弄堂、楼梯、阳台之间，增强千里浸感。

功能分区：餐饮中枢区（小龙虾、小吃摊）怀旧零卖区（相沿小卖部、音像店）文化体验区（摄影馆、游戏厅）临时市集（快闪店、手工艺东说念主摊位）

三、空间联想：复刻老长沙的贩子肌理

建筑立场：破旧好意思学：刻意保留“未完工”的墙面、斑驳的牌号、透露的电线，营造着实的老社区感。混搭结构：交融筒子楼、棚户区、旧式商铺等建筑样貌，增强年代感。

细节规复：牌号与告白：使用相沿字体和方言口号（如“恰饭”“嗦粉”）。糊口脚迹：阳台上曝晒的衣物、旧式自行车、蜂窝煤炉等细节，增强着实感。

四、景不雅联想：营造“时光贞洁”体验灯光与颜色暖色调灯光：模拟旧式白炽灯、霓虹灯牌号，营造怀旧氛围。高富余度颜色：红绿配色、相沿海报，强化视觉冲击力。声息与气息布景音效：播放80年代流行音乐、贩子叫卖声。焰火气息：刻意保留油烟、烧烤香味，刺激旅客食欲。互动安装怀旧游戏机：提供“街霸”“拳皇”等经典游戏体验。摄影馆：旅客可衣着相沿服装拍照，增强参与感。

五、氛围营造：构建“贩子酬酢场”。变装扮演使命主说念主员饰演“街坊邻居”，与旅客互动，如“小卖部雇主”“居委会大妈”。不依期举办“贩子戏院”，如街头卖艺、婚丧嫁娶等情状上演。

节庆举止：春节庙会：舞龙舞狮、写对联。夏季夜市：露天电影、啤酒节。怀旧主题展：老物件展览、相沿时装秀。

六、业态家具：多元化销耗场景

文和友的业态组并吞非单纯餐饮，而是“餐饮+零卖+文娱+文化”的复合模式：

业态类型代表品牌/家具功能定位餐饮文和友龙虾馆、老街小吃摊

中枢引流，占营收60%以上

零卖相沿小卖部、文创商店

提高客单价，增强体验感

文娱游戏厅、卡拉OK

延迟停留时期，促进二次销耗

文化体验老摄影馆、方言墙

增强IP属性，提高酬酢媒体传播

快闪店限时品牌联名（如茶颜悦色）

制造话题，劝诱年青客群

七、盈利模式：多维度变现

餐饮收入（中枢）：小龙虾、臭豆腐等特色餐饮孝敬主要现款流，客单价约100-150元。

房钱与联营：部摊派位出租给腹地小吃品牌，收取房钱或活水抽成。

文创繁衍品：销售相沿附进（如珐琅杯、帆布包），利润率高达50%-70%。

品牌授权与推广：通过“文和友”IP输出，在广州、深圳等地复制模式，收取品牌惩办费。

数据与会员经济：通过小交替蕴蓄用户数据，推送个性化营销（如会员扣头、限时举止）。

八、生效素养与可复制的策略

文化IP的深度挖掘：并非浅易复制“相沿风”，而是精确捕捉长沙的地域文化（方言、饮食、贩子糊口）。

千里浸式场景的极致规复：细节决定体验，从建筑到声息、气息，全主张营造“穿越感”。

业态组合的均衡：餐饮引流，零卖和文娱提高附加值，文化体验增强粘性。

酬酢媒体的裂变传播：通过“打卡点”联想（如“长沙”灯牌）激励用户自愿传播。

超等文和友的生效解说，焰火气文旅项筹谋中枢在于着实感+千里浸感+酬酢属性。将来，相同技俩可鉴戒其素养：文化先行：深度挖掘在地文化，幸免名义化复制。场景致胜：通过细节联想让旅客“穿越”到特定时空。业态交融：餐饮、零卖、文娱、文化统筹兼顾。执续翻新：通过快闪、联名、数字营销保执活力。唯一着实联络“焰火气”的本色——即城市的糊口记念与心情结合，智力打造出长红的文旅技俩。

1. Project Background: Super Wenheyou is located in Hisense Plaza, Changsha, with a construction area of about 20,000 square meters. It was officially opened in 2018. It is not a restaurant in the traditional sense, but an immersive cultural tourism complex integrating catering, market, nostalgic scene and market culture. With the core concept of "recreating the Old streets of Changsha in the 1980s and 1990s", the project quickly became an online celebrity with an average daily passenger flow of more than 10,000 people and a queuing time of several hours during holidays.

2. Planning and design: Create an immersive market cultural space. Wen and You's core concept is "let the city leave a memory, let people remember nostalgia." Its planning logic is to recreate the scene: restore the city life scene of the old community in Changsha in the 1980s and 1990s. Spatial narrative: Through the layout of buildings, streets and shops, a "miniature old Changsha" is constructed. Business integration: catering, retail, entertainment and cultural experience are intertwined to form a complete consumption ecology. Spatial layout: Vertical block: The use of "three-dimensional block" design, the traditional tiled market into a multi-layer space, enhance the sense of exploration. Moving line design: Using a labyrinth layout, visitors need to shuttle between alleys, stairs, balconies, enhance the sense of immersion. Functional area Catering core area Nostalgic retail area Cultural experience area temporary market

Third, space design: recreate the architectural style of the old Changsha city: shabby aesthetics: deliberately retain the "unfinished" walls, mottled signs, exposed wires, to create a real sense of the old community. Mixed-match structure: The integration of cylindrical buildings, shantytowns, old-fashioned shops and other architectural forms, enhance the sense of time. Details restoration: signboards and advertisements: use retro fonts and dialect slogans (such as "chafan" and "Soo powder"). Traces of life: Details such as clothes drying on the balcony, vintage bicycles, and honeycomb coal stoves enhance the sense of reality.

Fourth, landscape design: create a "time tunnel" experience light and color Warm tone lighting: simulate old incandescent lamps, neon signs, create a nostalgic atmosphere. High saturation color: red and green color, retro poster, enhance visual impact. Sound and smell Background sound effects: Playing 80's pop music, street cries. Fireworks smell: deliberately retain the smell of oil smoke, barbecue, stimulate tourists' appetite. Interactive device nostalgia game console: Provide classic game experience such as "Street Fighter" and "Boxing Emperor". Photo studio: Visitors can wear vintage clothing to take photos to enhance the sense of participation.

Fifth, the atmosphere: to build a "market social field". Role-playing staff act as "neighborhood neighbors" and interact with visitors, such as "commissary owners" and "neighborhood committee ladies." From time to time, "city theater" is held, such as street busking, weddings, funerals and other scene performances. Festival activities: Spring Festival temple fair: dragon and lion dance, writing Spring couplets. Summer night market: open-air movies, beer festivals. Nostalgia theme exhibition: old objects exhibition, vintage fashion show.

Six, format products: diversified consumption scenarios Wen Heyou's format combination is not simple catering, but a composite model of "catering + retail + entertainment + culture" :

7. Profit model: Multi-dimensional realization of catering income (core) : crayfish, stinky tofu and other specialty catering contributions to the main cash flow, customer unit price of about 100-150 yuan. Rent and joint venture: Some stalls are rented out to local snack brands and receive rent or water percentage. Cultural and creative derivatives: Sales of retro accessories (such as enamel cups, canvas bags), profit margins as high as 50%-70%. Brand authorization and expansion: Through "Wen Heyou" IP output, copy the model in Guangzhou, Shenzhen and other places, and charge brand management fees. Data and member economy: Accumulate user data through small programs to push personalized marketing (such as member discounts, limited time events).

Successful experience and replicable strategy In-depth mining of cultural IP: not simply copy the "retro style", but accurately capture the regional culture of Changsha (dialect, food, market life). The ultimate restoration of immersive scenes: details determine the experience, from architecture to sound and smell, creating a "sense of travel" in all aspects. Balance of business mix: catering diversion, retail and entertainment to enhance added value, cultural experience to enhance stickiness. Fission propagation of social media: through the "punch point" design (such as the "Changsha" light board) to stimulate users to spread spontaneously.

The success of the Super Wen and You proves that the core of the fireworks air travel project is the sense of reality + immersion + social attributes. In the future, similar projects can learn from its experience: culture first: in-depth exploration of local culture to avoid superficial copying. Scene win: Through the details of the design to allow visitors to "travel" to a specific time and space. Business integration: catering, retail, entertainment and culture are indispensable. Continuous innovation: Stay alive through flash MOBS, co-branding, and digital marketing. Only by truly understanding the nature of "fireworks gas" - that is, the living memory and emotional connection of the city, can we create Changhong's cultural tourism project.

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