The Song Dynasty of Kungfu City is known as the most popular tourist attraction in the beginning of 2024. However, the Song Dynasty of Kungfu City did not become popular for no reason, but rather had been deliberately planned for a long time. Speaking of which, let's first sort out the development trajectory of the Song Dynasty of Kungfu City.
The Song Dynasty of Kungfu City is known as the most popular tourist attraction in the beginning of 2024.
However, the Song Dynasty of Kungfu City did not become popular for no reason, but rather had been deliberately planned for a long time. Speaking of which, let's first sort out the development trajectory of the Song Dynasty of Kungfu City.
The Song Dynasty of Kungfu City is a AAAA national tourist attraction located in Kaifeng City, Henan Province, covering an area of over 500 acres.
The Song Dynasty of Kungfu City was built on the basis of the original national forest park, and its overall style drew inspiration from the famous royal garden Wansuishan of the Song Dynasty. It officially opened in 2003.
The "Song Dynasty Culture", which inherits the Han and Tang dynasties and enlightens the Ming and Qing dynasties, and has a profound influence, is the cultural label of the ancient capital Kaifeng. The visionary Song Dynasty of Kungfu City firmly grasped this big IP and established its attraction positioning as the " Song Dynasty of Kungfu Hero" in 2012.
In the following years, the Song Dynasty of Kungfu City, jokingly known as the "not popular enough" attraction by netizens, began to focus on "lay a solid foundation". It wasn't until 2018 that a attraction that could watch over a hundred performances for CNY 60 has became popular on the internet, and this "conscience attraction" tasted the taste of fame for the first time.
At that time, the Song Dynasty of Kungfu City was indeed popular in the eyes of the outside world due to its affordability, but with the verification of time, we found that this attraction was not simple.
The Qing-Ming Culture Festival Gala created by CCTV in 2023 has been exposed more than 1.2 billion times. CCTV host Yin Song's live performance of the "Xiake Xing" segment in the Song Dynasty of Kungfu City has fully unleashed the potential of this "divine level attraction", and its popularity has skyrocketed again, making the label of martial arts culture increasingly prominent.
The upcoming Song Dynasty of Kungfu City continued to become more and more popular, with a renaming of the attraction sparking nationwide discussion; Performance lists that are longer than life are scrolling through the internet; Ranked first on the 2024 Spring Festival national popular attraction list; The performance of "Wang Po's matchmaking" is even more popular.
As you can see, the popularity of the Song Dynasty of Kungfu City nowadays cannot be expressed in words, so what is its "magic":
Appealing to the emotions
Sincerity is the super power
Louis Cha wrote: The greatest hero is for the country and the people.
As a unique and charming martial arts themed attraction in China, the Song Dynasty of Kungfu City has subtracted the words "Song Dynasty" from its latest strategic positioning and established a positioning with the theme of "martial arts". With real-life performance scenes, it creates a restoration of the martial arts world in the book, realizing the dream of "wielding a sword to walk the ends of the world" that people once had in their hearts, and treating every arriving person with sincerity.
Sincerity is not difficult, but what is difficult is to always be sincere. From initially becoming popular for watching a hundred performances for CNY60, a few years have passed and despite the current fame, the price has only increased by CNY20. However, the number of performances has increased fivefold, the food in the attraction is even cheaper than outside, actors are willing to jump into the water to perform in the icy and snowy weather, and even if there is only one audience, they still continue to perform.
It is not difficult to see that when an attraction is no longer a cold scene, but infused with emotions, treating everyone who comes here as friends, not just tourists, you will find that this two-way relationship is the longest lasting.
Force value
Products are hard power
In martial arts novels, martial arts is the standard equipment for every hero to walk in the martial arts world. The higher the value of martial arts, the higher the status of the martial arts world. For the Song Dynasty of Kungfu City, the hardcore performance product is its hard power, and its popularity is its "force value".
The product model of the Song Dynasty of Kungfu City shares similarities and differences with PUY DU FOU in France, which mainly focuses on performance products with no amusement equipment and facilities. The difference is that the latter mainly focuses on large-scale performance products in large scenes, while the former focuses on breaking the traditional production model of performance and constantly exploring and innovating new ways of playing.
The "new" mainly manifests in the following aspects:
Firstly, full space performance. Performance venues are no longer limited to conventional theaters and concert halls, but are widely and flexibly arranged according to local characteristics. For example, in various scenes such as the Wuxia Square, Shenzhou Square, Cross Slope, Tea House, Water Margin Street, and Happy Forest in the Song Dynasty of Kungfu City, the layout of performance products is everywhere, allowing tourists to walk and see wherever they go like shopping.
Secondly, there is a sense of immersion throughout the entire park. The performance form of "separation of watching and performing" has continued for thousands of years, and immersive performance has opened a new door to cultural and tourism performance. However, currently in the market, many are "partial immersion" or "point immersion", which is easy to make the audience jump out of the script. The entire park of the Song Dynasty of Kungfu City revolves around the theme of "martial arts" to create scenes and tell stories, creating a joyful and enmity martial arts world for the audience. It is also known as an immersive entertainment project that must be checked in along with Twelve Hours in Chang'an City.
Thirdly, there are multiple and refined categories. It is not an exaggeration to say that "performance lists that are longer than life" is not a marketing gimmick. During the Spring Festival in the Song Dynasty of Kungfu City, there are over 500 performances per day, usually there are over 200 performances. The products are diverse and frequently popular, such as "Wang Po's matchmaking", "Song Dynasty warriors", "Song Dynasty drum melody", etc. in small scenes, and "Song Jiang hit Zhujiazhuang three times" in large scenes. The performance time is from 5 minutes to 30 minutes, catering to all age groups of men, women, and children.
Fourthly, new technology empowers. With the support of increasingly mature new technologies, performance products activate people's senses more thoroughly. For example, "Shenzhou Boat Wonders" produced by Vanyee takes the Song Dynasty culture as the creative basis, creates a dry and wet switching stage of more than 120 meters on a water area of over 2,000 square meters, with a 60 meters sea boat hull as the background, and creates the country's first combination of realistic stage, allowing tourists to enter a new world of experience in a virtual and real combined performing atmosphere. As one of the flagship programs of the Song Dynasty of Kungfu City, it has been widely praised.
Pleasing tourists
Evolution is vitality
In the past, as long as your product was good, you didn't have to worry about no one buying it. Nowadays, consumers not only buy the product itself, but also the emotional value beyond its basic functions.
Undoubtedly, the Song Dynasty of Kungfu City knows how to create emotional value. It is creating a dream for everyone, a hero's dream of "wielding a sword to walk the ends of the earth". Each small scene performance captures the essence of "Water Margin", such as Li Kui's case, drunken fight against Jiang Menshen, Ruan Xiaoqi's fishing, Lin Chong's battle with Yang Zhi, Couch Lin at mountain deity temple in snowstorm and other classic scenes, allowing tourists to travel to the martial arts world in minutes.
This is not enough. In order to make this dream more realistic, in recent years, the Song Dynasty of Kungfu City has been constantly evolving. While iterating its products, it has also launched new products, scenarios, and modes, just to please tourists.
"Chivalrous swordsmen wonderland" is a new product developed by the Song Dynasty of Kungfu City on the east side of the park. The project is still under construction, and the person in charge of Vanyee who participated in the project said, "We have known the Kung City for many years. The" Chivalrous swordsmen wonderland "project is the third cooperation between us. The reason why we can maintain long-term and high-frequency cooperation is first due to the high degree of cooperation between both parties in the development of performance products and the recognition of our professional abilities. Secondly, because the Song Dynasty of Kungfu City has high requirements for performance products, fast iteration and update speed.".
An attraction that always puts tourist experience and feelings first, constantly updating products to cater to tourist preferences, how can it not be sought after and loved by tourists. Of course, the Song Dynasty of Kungfu City is not an exception. For example, Henan PDL and Harbin Ice and Snow World, which have recently become popular, share the same feature of achieving the ultimate in their products and tourists first.
