文化IP擦亮地方名片，“硬件更新”更需“内容焕新”

Core Insights - The article emphasizes the importance of service consumption in enhancing people's livelihoods and driving economic transformation, highlighting the role of cultural products and services in expanding service consumption [1] Group 1: Policy and Government Initiatives - The Ministry of Commerce and nine other departments have jointly issued policies to optimize the supply of cultural products and services, supporting cultural heritage and historical cities to explore the market value of traditional cultural IPs [1] - Experts believe that optimizing cultural product supply will positively promote the expansion of service consumption [1] Group 2: Cultural IP and Local Economic Impact - The "Yingge" cultural IP in Puning has gained popularity, being recognized as a national model for rural cultural arts, and has performed internationally, including a planned appearance on CCTV's Spring Festival Gala in 2025 [2] - The Yingge Cultural Theater reported an average occupancy rate of 80% during the National Day and Mid-Autumn Festival, with full capacity on peak nights [2] - The "Wencheng Princess" cultural IP in Lhasa has also become a significant attraction, with the theater receiving over 3,000 visitors daily during the holiday period, marking a 30% year-on-year increase [3] Group 3: New Cultural Consumption Scenes - Localities are creating new cultural consumption scenes and business models, such as the East Gate Pedestrian Street in Shenzhen, which combines local food, heritage crafts, and modern experiences to attract visitors [4] - The East Gate Pedestrian Street is undergoing a transformation to appeal to younger consumers, incorporating immersive performances and cultural themes [5] Group 4: Economic Growth through Cultural Consumption - The development of cultural IPs has effectively stimulated local consumption and economic growth, with visitors to the Yingge Theater also spending on dining and accommodation in Puning [6] - The Wencheng Princess Theater has successfully integrated cultural content with tourism consumption, creating a positive cycle of "watching a show—consuming—watching another show" that boosts regional economic collaboration [6]