Core Insights - The article discusses the challenges and opportunities faced by ancient towns in the Yangtze River Delta, emphasizing the need for clear brand design and effective operational strategies for transformation [1][14]. Group 1: Challenges - Homogenization of ancient towns has led to a loss of unique characteristics, making it difficult for them to stand out in a competitive market [2][10]. - Increased market competition has resulted in price wars and reduced profit margins, affecting the sustainability of tourism resources [11]. - The evolving demands of tourists for personalized and diverse experiences have not been adequately met by many ancient towns, further weakening their market position [11]. Group 2: Opportunities - The application for UNESCO World Heritage status presents a significant opportunity for ancient towns to enhance their cultural value and attract more visitors [13][14]. - Successful examples of differentiation strategies, such as night tourism in Xitang and unique culinary offerings in Cicheng, provide a roadmap for other towns to follow [15][34]. Group 3: Transformation Strategies - The transformation of ancient towns requires a dual focus on brand design and operational execution, with an emphasis on unique positioning and cultural heritage [3][39]. - The integration of digital economy elements and innovative projects can help ancient towns attract new demographics and enhance their appeal [38][56]. - A comprehensive approach involving collaboration among various brand types (industry, city, park, and enterprise) is essential for successful transformation [46]. Group 4: Case Studies - Xitang's night tourism combines traditional elements with modern leisure activities, significantly increasing visitor engagement and spending [16][18]. - Cicheng's focus on its unique rice cake has created a strong local brand and boosted the economy through a full industry chain [20][21]. - The Wuzhen Theatre Festival merges professional arts with local culture, enhancing the town's international profile and economic benefits [24][25]. Group 5: Future Directions - Other ancient towns should learn from successful differentiation strategies and adapt them to their unique characteristics to foster sustainable tourism development [35][56]. - The implementation of a structured brand design and operational strategy framework can guide towns in navigating the complexities of transformation [36][56].