“怀旧消费”不能千篇一律

Core Viewpoint - The "nostalgia trend" is becoming a new consumer market force, but there are concerns about its superficiality and lack of deep connection to local history and culture [1][2] Group 1: Transformation of Nostalgia Consumption - The key to transforming "emotional consumption" into "value creation" lies in moving from mere "place replication" to "scenario presentation" [1] - Nostalgia consumption should focus on allowing visitors to "experience" and "understand" the past rather than just "seeing" it [1] - Engaging activities, high-tech scene restoration, and immersive storytelling can turn historical facts into tangible experiences, encouraging deeper engagement from visitors [1] Group 2: Local Roots and Unique Identity - The vitality of the nostalgia economy comes from its unique and regional characteristics, which cannot be replicated [2] - Project development should deeply explore local historical and cultural resources to uncover unique urban, industrial, and community memories [2] - Rooting projects in specific cultural contexts can help avoid the monotony of "one-click replication" and build lasting competitive advantages [2] Group 3: Expanding Beyond Single Business Models - Nostalgia themes should extend beyond consumer scenarios to encompass upstream industry chains, including creative design, product development, and brand incubation [2] - Landmarks, stories, and buildings can give rise to diverse cultural products, immersive dramas, and themed travel routes, creating a culture-value-centric industrial ecosystem [2] - Collaborating with night economies, educational travel, and senior markets can develop deep experience products for various demographics, effectively broadening market boundaries [2] Group 4: Integration with Urban Planning - Nostalgia economy projects must maintain close ties with cities and receive support in urban planning to encourage positive interactions with surrounding historical streets and traditional markets [2] - Continuous exploration of cultural value during project construction can elevate nostalgic spaces into "living memory museums" for cities [2] - When the nostalgia economy transcends mere nostalgia, it can become a new driver of consumer growth [2]