项目背景:
天津古文化街旅游区(津门故里)天津古文化街位于南开区东北角东门外,海河西岸,系商业步行街,作为津门十景之一,天津古文化街一直坚持“中国味,天津味,文化味,古味”经营特色,以经营文化用品为主。古文化街内有近百家店堂。是天津老字号店民间手工艺品店的集中地,有地道美食:狗不理包子、耳朵眼炸糕、煎饼果子、老翟药糖、天津麻花等。旅游景点有天后宫,喜马拉雅,大清邮币,泥人张彩塑等。
景区级别:5A级旅游景区
后门票经济时代,景区二消创收方式
景区二消主要服务内容及价格:
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文创IP赋能文旅,扩大二消增收阵地
景区二消网红爆品业态对照表:
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二消特色主题店铺:
- 地方特产严选店——津门麻花总店
天津麻花是一道色香味俱全的传统名点。其特点是香、酥、脆、甜,在干燥通风处放置数月不走味,不绵软、不变质。
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2、手作产品体验店——通度里(五号院民俗体验馆)。
很有别样风味的小院,可以坐下来静静感受国民风的不同风韵。小院里面可以体验手工扎染、泥人彩绘、脸谱绘画等。
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3、地方特色茶饮店——名流茶馆(古文化街店)
天津"名流茶馆"始建于1991年。是天津第一家具有传统民俗特征和举办民间演出性质的茶馆。是一处古朴、典雅的茶馆,以展示津沽特色的文化娱乐场所。内有伸入式小舞台,台口为圆形,舞台旁设有展销柜台,陈列传统工艺精品、特色小吃可供观众欣赏选购。
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IPMAKER造物家 专属创意 量身定制
文旅IP主题+文创设计+爆款打造+互动体验
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案例分析:
时尚网红力:★★★★
泥人张世家美术馆
由泥人张世家后代集资兴建的,收藏了泥人张世家历代作品千余件,常年展出百余件。主要陈列了泥人张第一代张明山先生的部分作品和史料,泥人张的代表作品钟馗嫁妹,泥人张作品的各种题材。以神话人物为主的作品,主要有天津盛行的供奉的妈祖像,及体现吉庆福运的八仙过海,麻姑献寿,南极仙翁等形象。以传统故事为题材的作品,除历史人物形象外,大部分是文学作品红楼梦中的人物形象。最为代表的,则是表现现实生活题材的作品,如吹糖人等,作者以身边的人物为题材,以写实的技法,记录了当时城市下层人民的生活状态。这是中国雕塑史上第一次,脱离实用功能,以抒发作者情感为目的,采用写实技法表现现实人物。泥人张艺术因此成为中国本土雕塑艺术史上的一个转折点。
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场景互动体验:★★★★
1、五号院体验馆
通度里胡同里面的一个小院,里面可以体验摔碗酒、国民风照相馆。照相馆里面有很多民国时期的服装,可以拍照使用。摔碗酒用的米酒,甜甜的很好喝,喝完了酒可以使劲的摔到墙上,越碎越好,岁岁平安。
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2、口红学院
古文化街内一家特别的DIY店,让顾客亲自动手制作一款可以吃的纯植物口红,可以根据自己的喜好进行颜色选择和材料配比,滋润的膏体配上淡淡的花香。
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极致爆品力:★★★★★
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2、津门蔡氏贡掸
普通的鸡毛掸子是百姓家中掸灰除尘的工具,如今,人们买蔡氏贡掸则更多地看中了它蕴含的文化味。将除尘掸土的掸子挂在家中,是寓意荡去心中的尘埃。这就是贡掸今天能重获人们青睐的原因。从过去官宦人家祈求吉祥的饰品,到如今装点百姓家居,掸子的文化内涵已被越来越多的人所接受。
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3、皮影张
皮影戏是中国传统文化之一,经国务院批准列入第一批国家级非物质文化遗产名录。制作精细的皮影戏头像皮影是一门结合了戏剧,音乐等多种艺术手段的表演形式,它有着悠久历史的形式,也是最早传入西方的中国传统艺术。
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4、小八件
天津的八件儿是用山楂、玫瑰、青梅、白糖、豆沙、枣泥、椒盐、葡萄干等八种馅心做成各种各样的形状的点心,由清宫庭御膳房专供给皇家贵族人士食用的糕点,后流传到民间,成为天津民间婚丧嫁娶的重要小食品。其中又有大八件儿和小八件儿之分,也是天津特产之一。
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街区二消商业打造
一切立足于景区的核心价值体系,通过对核心文化的挖掘及活化,
创立IP,树立品牌,策划产品体系,实现商业变
IPmaker为景区提供从“战略布局—爆品创意—网红落地”的整体全案品牌服务,
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