文化IP擦亮地方名片，“硬件更新”更需“内容焕新”丨探寻服务消费新势能

Core Viewpoint - Service consumption is a crucial support for improving people's livelihoods and an important direction for consumption transformation and upgrading, playing a significant role in promoting high-quality economic development [2] Group 1: Policy Measures and Cultural IP - The Ministry of Commerce and nine other departments have jointly issued policies to optimize the supply of cultural products and services, supporting world cultural heritage and historical cultural cities to explore the market value of traditional cultural IP [3] - Experts believe that optimizing the supply of cultural products and services will positively promote the expansion of service consumption [3] Group 2: Cultural Performance Consumption - The "Yingge" cultural IP has become a shining city brand in Puning, Guangdong, with performances gaining popularity both domestically and internationally [5] - During the recent National Day and Mid-Autumn Festival, the Yingge Theater achieved an average occupancy rate of 80%, with full capacity on peak nights [6] - The "Wencheng Princess" theater in Lhasa has also become a significant cultural IP, with daily visitor numbers exceeding 3,000 during the holiday period, marking a 30% year-on-year increase [6] Group 3: New Cultural Consumption Scenes - Various regions are creating new cultural consumption scenes and business formats that highlight local characteristics, enhancing the value of cultural IP [9] - In Shenzhen's Dongmen Pedestrian Street, a blend of traditional and modern elements attracts many visitors, showcasing local history and culture while catering to younger consumer needs [10] Group 4: Economic Impact and Consumer Behavior - The exploration of cultural IP market value has effectively driven local consumption and economic development, with visitors engaging in dining and accommodation spending in Puning [12] - The "Wencheng Fortune Bag" initiative successfully guides theatergoers to nearby commercial areas, creating a positive cycle of consumption [12] Group 5: Recommendations for Cultural IP Development - Experts suggest deep value extraction and transformation of traditional cultural content to form a multi-layered commercial ecosystem centered around cultural IP [13] - There is a need for a professional and compliant IP authorization system and innovative marketing strategies to enhance cultural consumption [13]