This article is transferred from: China Culture News
A few days ago, the governor of Anhui Province, Wang Qingxian, clearly stated during his investigation into Bozhou that he should give full play to the advantages of traditional Chinese medicine in Bozhou, and use “the logic of the market, the power of capital, and the logic of the platform to make things happen.”
Du Yan’an, Secretary of the Bozhou Municipal Party Committee, requested that the development of Bozhou’s health care industry should focus on training, branding, and promotion, creating a unique brand, achieving integrated, all-round, multi-level development, coordinating short-term deployment and long-term planning, fully integrating into the Yangtze River Delta and radiating across the country .
Bozhou City responded by taking multiple measures to develop characteristic products, form a brand effect, create a tourism “trunk” project, publicize and promote Bozhou’s health care brand, and forge the “golden key” of the cultural tourism consumer market.
Promote the branding and integrated development of Bozhou’s health care industry
Recently, the “Bozhou Health Care” Brand Development Alliance was officially established. It aims to promote the branding and integrated development of the Bozhou health care industry and accelerate the formation of a regionalized, standardized and large-scale industry through the government’s leadership, state-owned enterprises, and industry-university-research efforts. cluster, and launch competitive products from the supply side.
According to the relevant personnel of Bozhou Municipal Bureau of Culture, Tourism and Sports, Bozhou has rich cultural resources such as Taoist culture, traditional Chinese medicine health preservation culture, Caowei culture, wine culture, etc. Relying on the advantages of resources, the city has developed in-depth cultural derivatives such as the “Eternal Bo” series, Huaxilou series, Peony series, Huatuo series, Sancao series, “Splendid Bojing” series, etc. around the public brand of “Bozhou Health Care”. Tourist souvenirs, reaching more than 200 categories, endow the goods with Bozhou cultural connotation, and their functional attributes cover all aspects of food and clothing.
Bozhou City incorporated the scented tea industry into the city’s “14th Five-Year Plan” development plan, and formulated the “Implementation Opinions on Promoting the High-quality Development of the Health-Care Scented Tea Industry in Bozhou (First Draft)”, proposing to form an advantageous cluster of Bozhou’s health-care scented tea industry and build a national first-class health-care scented tea industry. The base has become an important industrial support for the world capital of traditional Chinese medicine. By 2025, the total output value of the city’s flower tea industry will exceed 20 billion yuan.
With the resource advantages of “the hometown of Huatuo, the hometown of medicinal materials” and the advantages of medicinal materials distribution in the country’s largest traditional Chinese medicinal materials trading market, under the empowerment of the long-standing traditional culture of dietary therapy, nourishment and health preservation, Bozhou’s health-care flower tea industry has embarked on a road of rapid development. At present, there are more than 4,000 registered herbal tea production and operation enterprises in the city, including more than 850 production enterprises, and there are more than 200 varieties of herbal tea on the market. At present, Bozhou scented tea accounts for about 5% of the national tea sales. Bozhou tribute chrysanthemum iced tea, jasmine tea and rose tea are the main types of scented tea, with an annual output of about 100,000 tons, which are mainly sold to Beijing, Shanghai, Jiangsu, Zhejiang, Guangdong and other places. In 2020, more than 70 million pieces of herbal tea in Bozhou will be sent, accounting for about 50% of the city’s annual express delivery business.
Integrate products to provide tourists with more choices
“Trunk economy”, as the name suggests, refers to an economic phenomenon in which local special products must be brought along when returning from a trip, and the trunk is full. Creating a “trunk” for cultural tourism and developing a “trunk economy” is an important starting point for the Bozhou Municipal Party Committee and Municipal Government to promote global tourism, meet the multiple needs of tourists, and promote the transformation and upgrading of the cultural tourism industry.
With the help of industry associations, Bozhou actively integrates the resources of various specialty products such as medicine, wine, herbal tea, and medicated food, enriches the content of Bozhou tourism “trunk” products, and provides tourists with more choices.
As the main force in accelerating the construction of a strong cultural tourism city, Bozhou Culture and Tourism Group actively integrates the city’s characteristic products around the public brand of “Bozhou Health Care”. , joint venture, investment joining and other modes, to achieve the characteristic products from the factory directly to the scenic spot, according to the factory price direct sales, special discount and profit model, focus on creating a cultural tourism “trunk” project, publicize and promote the Bozhou health care brand, so that it is famous, spread far and wide. Stand up, stand for a long time.
At present, Bozhou Culture and Tourism Group has set up Bozhou specialty factory direct sales stores in four scenic spots, namely Linyongcheng, Huaxilou, Bozhou Exhibition Hall and Tangwang Hot Spring, to promote the integration of the tourism development system and the “trunk” cultivation project.
According to the relevant operation person in charge of the group, more than 50 Bozhou characteristic product manufacturers have joined the Bozhou tourism “trunk” project, and more than 600 kinds of local characteristic products have entered the scenic factory outlet stores for exhibition and sales, and each outlet store is based on the characteristics of the scenic spot. The store design adopts the modes of self-operation, joint venture, and investment attraction, etc., with unified logo and unified operation, so that tourists can take away the high-quality and cheap Bozhou specialties while enjoying the beautiful scenery of Bozhou.
Enjoy the shopping trip
Bozhou City opened a local specialty product store in the scenic spot, inviting tourists to enjoy the beautiful scenery, go to the market, and taste the culture. For example, in Linyongcheng Scenic Spot, the newly-built “Your Trunk” Bozhou Specialty Products Direct Sales Alliance Store has officially opened, attracting many tourists and receiving good responses.
Mr. Ye, a tourist from Ningbo, recently drove to Bozhou with his friends for an outing. After watching the sea of peony flowers and soaking in hot springs, he stopped by the outlet store in Linyongcheng Scenic Spot. After seeing a dazzling variety of health products such as health tea, health powder skin, health wine, health Daoxiang, etc. in the exhibition area, Mr. Ye and his friends felt that the products were not only distinctive but also cheap and high-quality, so they bought them in large and small packages. Car to take away, ready to enjoy and gift to relatives and friends.
Mr. Wang from Bengbu is a medical worker. He went to Bozhou for a meeting. After the meeting, he enjoyed the long-awaited Bozhou medicated meal. He stopped by the traditional Chinese medicine health experience hall next to the scenic spot to visit and purchase. There are traditional Chinese medicine foot bath bags, health foot bath bags and special herbal teas on display in the museum, which brought him a different travel and shopping experience. He said with satisfaction: “The health products here are genuine and I can buy them with confidence.”
During the series of activities of Shaohua health culture and tourism, Bozhou also held the “sale” of Bozhou’s good things directly on the cloud and the e-commerce live delivery activities of Bozhou tourism “trunk”, and selected Bozhou health brand alliance products and Bozhou tourism “trunk” products , invite Internet celebrities to conduct online live sales.
On June 9th, the “Trunk” Night Market of Cao Cao’s Underground Troop Transport Road opened. The opening hours are from 18:00 to 22:00, and the price of tickets is 50% off. Students who meet the half-price policy for tickets, such as student ID cards and teacher qualification certificates, enjoy a discount on tickets. The elderly, active military personnel, disabled people, etc., with valid certificates, can enjoy the free policy of the scenic spot. During the night tour of the scenic spot, citizens with an annual card can also enter the scenic spot with an ID card. On the night of the opening, there were clouds of tourists, including local residents and visitors from afar. Some strolled around with lanterns, some sat down to taste snacks, and some bargained with vendors, which was very lively. The night market is full of traditional cultural charm, bringing new surprises to consumers and adding new vitality to the market.