Tsingtao Brewery(SH:600600) Qi Lu Wan Bao Wang·2025-10-22 12:20Core Insights - The conference on urban cultural tourism brand construction highlighted the integration of digital technology and cultural creativity as key drivers for brand development in the tourism industry [1][3] - The shift in industry competition logic from scale expansion to innovation-led growth is emphasized, with new market segments like immersive experiences and content IP emerging [3][4] Group 1: Industry Trends - The tourism industry is undergoing a fundamental transformation, moving towards a new development phase centered on innovation [3] - There is a rising demand for immersive experiences, particularly among the new middle class, which is reshaping the construction and communication of cultural tourism brands [3][4] Group 2: Strategic Recommendations for Qingdao - A systematic plan to create a super IP centered around Qingdao's beer culture is proposed, leveraging its significance as a cultural symbol and its emotional connection potential [3][4] - The introduction of a "beer exchange" interactive model is suggested to enhance visitor engagement through digital means, transforming historical spaces into participatory cultural experiences [3][4] Group 3: Industry Integration and Digitalization - The proposal includes extending the beer culture into various sectors such as "beer + homestay" and "beer + sports and commerce," aiming to build a nationwide fresh beer delivery network [4] - A digital supply chain system is recommended to facilitate easy access to Qingdao's fresh beer for consumers across the country, enhancing brand connection [4] Group 4: Cultural Communication and Community Engagement - A nationwide co-creation initiative is advocated to harness the creative power of citizens and tourists, positioning beer as a medium to convey Qingdao's urban spirit of openness, fashion, and joy [4] - The importance of collaborative storytelling in brand building is highlighted, suggesting that a brand's narrative should be co-authored by the community to resonate deeply [4] Group 5: Future Directions for Brand Building - The construction of cultural tourism brands should follow a cognitive logic of being seen, remembered, desired, and recommended, transitioning from one-way resource display to two-way experiential resonance [4] - Emphasis is placed on leveraging digital technology to creatively transform urban life scenarios into tourism resources, exploring new avenues such as national trend culture and immersive experiences [4]