Create a cultural IP belonging to Wuzhen and the new generation in the post-epidemic era

Wuzhen, which receives nearly 10 million tourists annually, welcomed nearly 300,000 tourists during the May 1st holiday this year. This number has returned to the same period in 2019 (nearly 304,400).

In fact, Wuzhen's popularity and popularity in people's minds does not need to be explained by data. For most Chinese, Wuzhen has long been a household name. After all, among the many Jiangnan water towns, Wuzhen is a maverick.

Whether it’s the old streets, museums, and handicraft workshops of Dongzha, or Xizha’s theater festivals, various theaters, the world’s Internet site, Muxin Art Museum, and the village life built by Wucun, at present, the model of Wuzhen is almost No scenic spot can be copied or surpassed.

It's hard to think that at first there was only one "card" from Mao Dun's hometown to play.

This initially dilapidated town was inadequate as an ancient tourist town. It was ten years later than Zhouzhuang and four years later than Xitang. It was built by Chen Xianghong, the chief designer of Wuzhen Beizha children, and his team. From the initial transformation of Dongzha, repairing the old, moving factories and building museums, and later moving the aborigines and building stones in Xizha. Bridges, shops, hotels, and homestays... Wuzhen is changing step by step toward the "most beautiful town" in his heart.

If the transformation and upgrading of Wuzhen stop here, it may not be different from other small towns in China, but the blessing of many IPs, as well as the later development of night tour projects and Wucun experience, make Wuzhen from "the most beautiful" to " unique".

The variety show "Drama New Life" broadcast at the beginning of this year allowed many young people to understand what drama is from the online platform, and also saw from the side Wuzhen's capacity for drama and the sense of atmosphere it creates. The scenic spot that was initially famous for the TV series "The Years Like Water" has become a lot of young literary and artistic youths and drama lovers through the Wuzhen Theater Festival and one after another large theaters and theaters (Wuzhen Grand Theater, Chinese Music Theater, Outdoor Water Theater, etc.) Place of carnival. Drama actors from all over the world gather here. A street corner and a turn are an unforgettable performance. Chen Xianghong once said, "The drama festival makes Wuzhen's temperament different. Many foreigners don't know the dancers because they know Wuzhen tourism, but learn about the dancers through the drama festival. This is the benefit of culture." So far, Wuzhen has become China. A specific symbol of theater culture.

In addition to the IP of Mao Dun’s hometown, theater festival, Mu Xin’s former residence, and Mu Xin Art Museum, there are sauce jars on the open field, blue calico on the dyeing workshop field, Pingtan performances in the book field, Tongxiang flower drum opera on the water stage, and movies playing in the open-air cinema. , Jiangnan special cuisine, the blessing of Internet technology, and the Wucun life experience driven by parent-child relationship... To a certain extent, Wuzhen has been constantly transforming and upgrading relying on local customs and expanding diversified immersive experiences.

Some people say that Wuzhen is creating dreams for people, while others say that it sells a lifestyle that integrates drama, culture, art and technology. In any case, the Wuzhen model is a unique existence worth exploring in the domestic cultural tourism industry.