Behind the popularity of "Hanfu photo shoot", the "Hanfu marketing industry chain" in cultural and tourism scenic spots is revealed

Another scenic spot with "national style" and "Hanfu" as selling points is very popular. What are the similarities and differences between Luoyi Ancient City, which stands out this time, and the previous national scenic spots? What is the business and marketing logic behind the "Hanfu" check-in in these cultural and tourism scenic spots? This article takes the "Hanfu photo shoot" for amateurs in Luoyi Ancient City as a clue, and deeply analyzes the operation mode of photo shoot and marketing in this type of tourist attractions. I hope it will be helpful to you who are concerned about the cultural tourism industry.

"Every step I take, I see a Tibetan girl; every three steps, I see a Princess of Yanji; every five steps, I see a fellow Hanfu wearer."

In Luoyang, Henan, Luoyi Ancient City is full of young girls wearing Hanfu, Tibetan and Korean costumes, with their hair tied up in a bun and lanterns in hand, taking photos. Tourists seem to be in the scene of a "palace talent show". Recently, Douyin officially released data, and according to the ranking of POI check-in numbers, Luoyi Ancient City is the top 1 most popular Hanfu check-in spot in China.

Cheng Junhui, project manager of Luoyi Ancient City, told the website that during this year's Spring Festival, Luoyi Ancient City experienced a blowout "tourism recovery", with the number of visitors exceeding 1 million, nearly four times the number of 270,000 last year. At the same time, 70% of the visitors were born in the 1990s and 2000s, and more than 60% of the young people came to Luoyi Ancient City to take photos in Hanfu.

In the eyes of these young people, wearing Hanfu or ethnic costumes for taking photos is fresh enough, and the Hanfu "makeup + photo shoot" combination priced at 199 yuan is cheap enough, which is a cost-effective way to stand out on social networks. With the help of platforms such as Douyin and Xiaohongshu, "Hanfu photo shoot" has become a must-do for them when they enter the ancient city of Luoyi. At the same time, it has also spawned a local industrial chain - Hanfu rental, makeup, photo shoot, food and accommodation, etc.

The first to reap the benefits were photographers who cooperated with Hanfu rental shops or followed the scenic spots. The shooting cost was low, charging 199 yuan per customer, minus the 50 yuan commission of the shop, and taking 5 people to shoot at a time, 40 minutes per group, and making a net profit of 700 yuan per time. During the Chinese New Year, part-time or wild photographers were frequently flooded with orders.

A wildlife photography blogger with the Douyin ID "小鱼干fishfish" has only a few hundred fans, but he easily earned more than 10,000 yuan by working part-time for half a month from the beginning of the year to the tenth day of the first lunar month. At the same time, various Hanfu rental stores and experience halls have sprung up in and around Luoyi Ancient City, Lijing Gate and other scenic spots, with more than 100 stores added. Even tire stores and car washes near Luoyi Ancient City were converted into Hanfu stores overnight, and opened in a hurry to take advantage of the Hanfu "trend".

The offline economic effect of the "Hanfu fever" has exceeded people's expectations. Not only have photographers and Hanfu rentals made a lot of money, but major cultural and tourism scenic spots and even local famous cities have begun to add Hanfu elements to their marketing and use various Hanfu experts to attract offline traffic. The hot Hanfu has become a tried and tested traffic code.

1. Amateur tourists popularized Hanfu photo shoots, and wild photographers earned 10,000 yuan in half a month

The trend of Hanfu photo shoots in Luoyi Ancient City first started on TikTok.

Last summer, the TV series "Dream of Red Mansions" became a hit, and a line from Liu Yifei in the play, "Tokyo is so rich and charming," became popular on Douyin as the BGM, that is, the music that accompanies the performance of the characters in the short video, and became the standard for "national style" videos. As of now, it has been played more than 3.7 billion times on the platform. The most popular combination scene is the ancient city of Luoyi, where Hanfu + a Tang-style makeup/Song-style makeup instantly travels back to ancient times.

The most popular one is an amateur tourist named "Zhang Pantao". Because of his plump figure and elegant Tang suit, he fully interpreted the prosperous Tang Dynasty. The video received hundreds of thousands of likes, attracting Hanfu enthusiasts and beauty-loving young girls from all over the world to come and "check in".

At the same time, Cheng Junhui told the website that it was the summer graduation season, and the official website of Luoyi Ancient City launched the "Immersive Imperial Examination Script Killing + Photo Shooting + Hanfu Makeup", which cost a total of 119 yuan, 89 yuan for students. The cheap Hanfu photo shooting experience directly boosted summer sales.

According to statistics from Meituan, due to the impact of the epidemic, the number of visitors was only about 2,000 per day, but in the summer, the number of visitors during the week was more than 10,000, and the number of visitors on weekends could reach about 20,000. What really attracted amateur tourists to flock to Luoyi Ancient City was the background music of "Who cares about the afterlife?" In December, the amateur "Kitty Doesn't Meow" with only more than 3,000 fans used this background music to shoot a novel cross-dressing video on Douyin, which became popular and received 168,000 likes.

Xiao Yugan recalled that many of her female customers came to Luoyi Ancient City for this video. In her opinion, the popularity of this video is due to the contrast brought by the cross-dressing. In the front, there is an ordinary boy, who is transformed into an exquisite Hanfu beauty after throwing a fan. In addition, Hanfu itself is very popular in short videos, so it is not surprising that it became popular. On the other hand, for ordinary people, such videos are very replicable.

According to Xiao Yugan's observation at the time, almost every imitation video would get 20,000 to 30,000 likes. These short videos made by amateurs have quietly become a powerful tool for local tourism marketing. With the 570 million views of the topic of Luoyi Ancient City, BGMs such as "Look whose jewel is this" and "If you want to write about Luoyang, you can't just write Luoyang" have been paired with Hanfu videos and became popular.

What is even more amazing is that the dynamic short video social model presents stronger interactivity and participation. Based on the sense of identity and belonging to culture and beauty, coupled with the snowballing mechanism of Douyin, people will regard "checking in" at popular attractions as an obligation, and the motivation for travel has been upgraded from "I want to go" to "I must go". For example, on Douyin, there is a new topic #总要来落沂古城吧#, which has been played 5.67 million times. Another huge traffic pool is Xiaohongshu.

For many young girls, on the one hand, they don’t like assembly-line photos and want to pursue uniqueness; on the other hand, booking a photo shoot is like opening a blind box, which will open photographers of different levels, which brings new business opportunities to independent photographers and independent makeup artists. In order to avoid pitfalls, netizens often search for topics such as booking a photo shoot in Luoyang or Luoyi Ancient City on Xiaohongshu, and then pay after seeing the photos of photographers they like, or getting recommendations from netizens in the comments.

Through word of mouth, some netizens concluded that the boss of Qingshanpu combs his hair very well, the clothes of the Commercial Service Bureau have better texture when photographed, and the photographers "I Want to Be Quiet" and "Lihua Xiaoji" take more outstanding photos... These photographers are often good at grasping the "traffic code" of social platforms.

The reason why Xiao Yu Gan can earn 10,000 yuan in half a month is due to the operation of the social platform.

She summarized: One is the display of customer photos. Models with good looks bring traffic by themselves. The second is the photography guide, such as how much it costs to take photos in Luoyi Ancient City without making mistakes, how to find a photographer, where to take photos, etc. The most popular guide video on Xiao Yu Gan Douyin has nearly 280,000 views. The third is the photo pose. The most popular national costume is Tibetan clothing. It is best to post it before it becomes popular, so there will be a lot of collections and likes.

The owner of the Commercial Service Bureau of the Hanfu rental shop in Luoyi Ancient City told the owner that in previous years, most of the people who rented Hanfu were Hanfu enthusiasts. They would choose their favorite styles, such as Tang style, Song style, and Ming style, and would also request for restoration makeup. "Nowadays, there are more Hanfu novices, and the first demand is that they look good. The labels of the styles we recommend have also become cute and cool."

2. Why is Luoyi Ancient City the city that is packed with people wearing Hanfu?

Not only the ancient city of Luoyi, but also the "The Longest Day in Chang'an" block and the Tang Dynasty City That Never Sleeps in Xi'an, the Forbidden City in Beijing, and the West Lake in Hangzhou are all ancient capital blocks with ancient style and charm suitable for Hanfu filming. Even Suzhou and Nanjing are the birthplace and developed areas of Hanfu clothing making, and are home to well-known Hanfu brands such as Shisanyu and Qiyuexi.

Luoyi Ancient City became the top 1, what did it do right?

First of all, it is driven by popular programs. In the past two years, Henan TV's Chinese festival "Wonderful Tour" series of programs has been popular all over the Internet. Luoyi Ancient City is a popular landmark in this series. Since the year before last, Luoyi Ancient City has been the first stop of the time-travel journey in the programs "Qixi Wonderful Tour", "Mid-Autumn Wonderful Tour" and "Lantern Festival Wonderful Tour". The folk market of the Tang Dynasty in "Qixi Wonderful Tour" is located in Guantan Lane, beside Xintan in Luoyi Ancient City and in front of Yantianxia Restaurant.

Secondly, the planning ideas of local cultural tourism have shifted from single-point effect to integrated effect.

In the early days, cultural tourism relied on one point to drive a city. In the past two years, starting from the film and television IP "Wind from Luoyang" and the variety show IP "Let's Go Luoyang", local cultural tourism has begun to deepen the integration of culture and tourism. This Spring Festival, the Sui and Tang Luoyang City Scenic Area will connect the Yingtian Gate, Mingtang, Paradise and Jiuzhou Pool attractions to create a large-scale immersive experience event.

On TikTok, "Li Li Shan He" brought Yingtianmen to the forefront with the original background music "If you want to write about Luoyang, you can't just write about Luoyang". Laojun Mountain also became popular on the Internet with the snow scene under the background music "Far Away on Earth, a Feast for the Impressive Beauty". The tourists attracted by the snow scene will also gather at the popular landmark "Luoyi Ancient City". The most important thing is the differentiated positioning of Luoyi Ancient City. Luoyang Tourism's positioning of Luoyi Ancient City is based on the theme of "Dreams of the Sui and Tang Dynasties, all in Luoyi", focusing on launching the night tour scene of the Tang-style market.

Li Wei, chairman of Luoyi Ancient City, believes that Luoyi Ancient City should take a popular route with a strong "market atmosphere". Compared with the magnificent buildings such as Yingtian Gate and Tiantang Mingtang, Luoyi Ancient City has a more down-to-earth atmosphere, with restaurants from the Tang Dynasty, shops from the Song Dynasty, and old walls from the Ming and Qing Dynasties. Hanfu culture and multi-ethnic culture are integrated, the north and south cultures are intertwined, and rural culture and court culture coexist. There is a scene at every step, and there are Hanfu photo shooting spots everywhere.

Compared with attractions in other places, a visitor girl from Hangzhou told Xiao Yu Gan that the ancient charm of the south is more about small bridges and flowing water, while the ancient city of Luoyi is more bustling with the smell of fireworks.

It is precisely because of the popularization of the route that Luoyi Ancient City has opened up the affordable market of "shooting + makeup" for Hanfu, lowering the threshold for the public to wear Hanfu. "Hair + clothing" costs 59 yuan, and makeup costs 60 yuan. When you go out, you will have a cooperative photographer who will take you directly to the ancient city to take pictures. It has formed a mature commercial model.

At the same time, the night scene of the ancient city with brilliant lights is differentiated, and night scene shooting has become a major feature of Luoyi Ancient City. In order to supplement the lighting of the night scene, last year, the Luoyang Old City District Committee and District Government supported more than 1 million to improve the atmosphere of Luoyi Ancient City Park.

In addition, high-quality content is its core competitiveness. During this year's Spring Festival, Luoyi Ancient City held a series of special events, including the ancient city temple fair, the "God of Wealth" parade, the Lantern Festival riddles, and the most beautiful Hanfu awards. Its popularity was due to the "Luoyang elements" rooted in traditional culture.

The Hanfu photo shoot in Luoyi Ancient City has become popular, and Luoyang has also been trending along with these. The "2023 Spring Festival Tourism Summary Report" released by Ctrip shows that Luoyang and other ancient cities with rich cultural and tourism resources such as Xi'an, Suzhou, Yangzhou, and Kaifeng are crowded with people, and are ranked among the top ten cities in terms of scenic spot popularity with super high ticket sales.

Luoyi Ancient City has also brought tourism scenic spots, star-rated hotels, cultural and creative enterprises, tourism and leisure districts and other enterprises to vigorously develop night cultural tourism formats. In addition to night tours, there are also increasingly diversified formats such as "night performances", "night food", "night gatherings" and "night entertainment". The "2023 Spring Festival Holiday Travel Consumption Data Report" released by Tongcheng Travel shows that hotel bookings in Luoyang have increased by more than 23 times year-on-year. At the same time, the integration of online platforms and local tourism marketing has also entered a more mature stage.

According to Cheng Junhui, he has established connections with platforms such as Douyin, Kuaishou, and Xiaomang E-commerce, investing more time and money in marketing planning and concentrating resources on creating IPs or products with greater dissemination value.

Recently, Wang Jianlin, chairman of Wanda Group, came to Luoyang and inspected scenic spots such as Luoyi Ancient City and White Horse Temple. According to public information, the Longmen Tourism Resort project will become the first major project of Wanda and Luoyang's strategic cooperation in cultural tourism, and will introduce the concept of script-killing and the layout of the Lifang system.

The most important thing is that Luoyi Ancient City has gradually become a gathering place for niche culture enthusiasts. Not only is wearing Hanfu a common thing in Luoyi Ancient City, but also the costumes of ethnic minorities such as Tibetan, Hani, Korean, and even two-dimensional costumes and animal costumes will not attract strange looks.

3. When “Chinese-style marketing” becomes popular all over the country

After years of development, Hanfu and folk costumes are moving from a niche circle to the mass market, becoming an important part of national culture and national economy, and providing new marketing ideas for industries such as culture and tourism.

Previously, the tumbler girl in Xi'an wearing Hanfu became popular and brought great popularity to local cultural tourism. Now, the Hanfu marketing that has become popular in Xi'an is combined with the popular TV series IP.

The Chang'an Twelve Hours Street Block is an immersive Tang-style street life experience block. There is a Tang Dynasty clothing experience hall that provides rental services, mainly to experience the classic scene in Chang'an Twelve Hours: the sundial. Today, this sundial has been perfectly reproduced in the block, and a model of Chang'an Lifang is placed in the middle of the sundial, attracting tourists to check in.

Take Hangzhou as an example. The Xitang Hanfu Culture Week has been held for ten years. When people think of Xitang, the first thing that comes to their mind is not the ancient town in the south of the Yangtze River, but Hanfu. It has now driven the revenue of related industries to exceed 300 million yuan.

At present, Xitang is working with the top domestic Hanfu brands to design a batch of Hanfu clothing and "Hanfu +" peripheral products, and to carry out a number of high-quality Hanfu experience activities, deeply integrating Hanfu with weddings, study tours, tea ceremonies, academies and other scenes. At the same time, it is introducing digital concepts, building smart application scenarios for the Hanfu industry, and creating an immersive experience site for the traditional Hanfu culture. It strives to achieve 3 billion yuan in revenue from Xitang Hanfu sales and related industries by 2025.

In the field of national style marketing, there is a heavyweight event IP called "National Style Ceremony". Since 2020, ByteDance has created the "National Style Ceremony" IP, which became a phenomenal national style event in 2021.

Last year's National Style Festival, on the one hand, united 15 leading Hanfu brands to jointly create the "National Style Renewal Night" theme show, which not only featured traditional Chinese costumes from different eras, but also presented new national style costumes that integrated modern aesthetics. With the most intuitive visual impact, it brought more segmented national style circles to the forefront; on the other hand, it built a garden party-style online space on the Douyin site, aggregating the national style landmark Jiangsu Changzhou Oriental Salt Lake City and live broadcast content on the page, taking on the live broadcast traffic and allowing the public to accept the national style aesthetics.

At that time, the live broadcast and playback viewing data exceeded 190 million people, and the total network transmission exceeded 4 billion. The "breaking circle" of the Hanfu economy has allowed traditional culture to enter more consumption scenarios. Today, local cultural tourism is also innovating immersive experiences featuring Hanfu elements such as ancient style script killing, ancient costume banquets, and ancient style markets, attracting more outsiders to "get into the pit", bringing greater imagination space for national style marketing.

Author: 24

Source: Doujiao TMT (ID: ylwanjia), the smell and temperature of new traffic, new technology, new gameplay, and new economy.