Jing Ji Guan Cha Bao·2025-07-28 06:57Core Viewpoint - The forum emphasizes the integration of advertising, branding, and cultural tourism, showcasing innovative achievements in the digital era to inject new momentum into industry transformation and upgrading [1] Group 1: Industry Challenges and Solutions - The cultural tourism industry faces three main pain points: supply imbalance, homogenized experiences, and a scarcity of quality content [3] - NetEase proposes a unique content production model: "Destination Self-Creation + Institutional Empowerment + User Co-Creation" to address these challenges [3] Group 2: Project Highlights - NetEase collaborates with Wenzhou Taishun to create a cultural tourism project using a "1+N" model, focusing on local characteristics and integrating various platform resources [3] - The project includes initiatives like promoting local specialties through e-commerce, transforming traditional clothing into digital skins for games, and creating original songs inspired by local culture [3] Group 3: Differentiation in Content Creation - Key breakthroughs for differentiation in cultural tourism marketing include deep cultural exploration, reconstructing experiential scenarios, and promoting cross-industry integration [4][5] - NetEase leverages its comprehensive capabilities as an internet technology company to create differentiated cultural tourism content [5] Group 4: Evolving Consumer Demands - There is a notable shift in consumer demands towards emotional consumption, with a focus on obtaining emotional value rather than just functional satisfaction [7] - The transfer of experience sovereignty is evident, as consumers now have more autonomy in deciding their travel destinations [7] - Marketing strategies have evolved from "buying traffic" to "creating traffic," necessitating the development of projects that genuinely attract user interest [7] Group 5: Response to Market Changes - In response to changing demands, NetEase has initiated projects focused on traditional culture, collaborating with non-heritage masters to create content that resonates with younger audiences [8] - The company has made significant investments in AI to enhance content creation efficiency, reducing the time required for content development [8] - NetEase continues to partner with various organizations to co-create content, leveraging its content insight and production capabilities for mutual benefits [8]