文旅案例 | 文商旅綜合體運營：內容、場景與社群的運營新思路、回歸以人為本的文化深耕

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單純的物理空間疊加已無法滿足消費者的深層需求，文商旅綜合體的發展正面臨從“規模擴張”向“品質深耕”的關鍵轉折。面對Z世代崛起、體驗經濟深化、數字化浪潮席卷的新文旅時代，如何真正盤活存量、吸引增量，構建可持續的運營生態。

一、精準把脈：當下文旅市場的結構性變革消費者代際變遷與需求演變：Z世代正成為文旅消費的主力軍，他們迥異于前代的消費特征徹底重塑了市場邏輯。這批“數字原住民”注重體驗而非占有，追求社交貨幣與圈層認同，熱衷在小紅書、抖音等平臺進行“打卡式消費”。他們不再滿足于走馬觀花，而是渴望深度參與、情感共鳴與文化認同。這意味著，文商旅項目必須從“賣商品”轉向“賣體驗”，從“提供場所”轉向“制造記憶”。“在地文化”的強勢復興與國潮涌動：千城一面的商業格局引發審美疲勞，消費者開始呼喚獨特的、有根的、有故事的文化體驗。“在地文化”的挖掘與現代表達成為破局關鍵。從西安“長安十二時辰”對唐風市井的沉浸式還原，到蘇州“雙塔市集”對傳統菜場的文創改造，成功案例無不證明：真正觸動人心的是獨一無二的本土敘事。與此同時，國潮興起為傳統文化元素的商業轉化開辟了廣闊空間，將非遺、老字號、地方風物轉化為年輕人追捧的時尚符號。技術賦能下的沉浸式體驗常態化：VR/AR、數字光影、全息投影等新技術不再是錦上添花的點綴，而是構建核心競爭力的基礎設施。沉浸式演藝、劇本游、數字藝術展等已成為文商旅項目的“標配”。技術的作用不僅是炫酷，更是打破時空界限，深化敘事維度，讓消費者從旁觀者變為參與者，甚至成為故事的一部分。“微度假”模式與城市休閑空間的崛起：后疫情時代，遠途旅游不確定性增加，以城市及周邊為半徑的“微度假”成為主流。消費者期待在短時間內獲得身心放松與文化滋養。這要求文商旅綜合體超越傳統的購物中心功能，轉型為滿足周末休閑、親子互動、朋友社交、文化充電的城市文化會客廳與短途度假目的地

The simple superimposition of physical Spaces can no longer meet consumers' deep-seated demands. The development of cultural, commercial and tourism complexes is now facing a critical turning point from "scale expansion" to "quality deepening". In the new era of cultural tourism characterized by the rise of Generation Z, the deepening of the experience economy, and the sweeping digital wave, how can we truly revitalize the existing resources, attract new growth, and build a sustainable operational ecosystem?

I. Precise Diagnosis: As the cultural and tourism market undergoes structural changes and consumer generational shifts and demand evolution, Generation Z (born between 1995 and 2009) is becoming the main force in cultural and tourism consumption. Their distinct consumption characteristics from previous generations have completely reshaped the market logic. This group of "digital natives" focus on experience rather than possession, pursue social currency and circle recognition, and are enthusiastic about "swiping cards for consumption" on platforms such as Xiaohongshu and Douyin. They are no longer content with a cursory look but long for in-depth participation, emotional resonance and cultural identity. This means that cultural, commercial and tourism projects must shift from "selling goods" to "selling experiences", and from "providing venues" to "creating memories". The strong revival of "local culture" and the surging trend of national fashion: The uniform commercial landscape across thousands of cities has led to aesthetic fatigue, and consumers are beginning to call for unique, rooted, and story-filled cultural experiences. The exploration and modern expression of "local culture" have become the key to breaking the deadlock. From the immersive restoration of the Tang-style market in Xi 'an's "Twelve Hours of Chang 'an" to the cultural and creative transformation of the traditional market in Suzhou's "Twin Towers Market", all successful cases prove that what truly touches people's hearts is the unique local narrative. Meanwhile, the rise of the national trend has opened up a broad space for the commercial transformation of traditional cultural elements, turning intangible cultural heritage, time-honored brands and local specialties into fashionable symbols favored by young people.

Immersive experiences empowered by technology have become the norm: New technologies such as VR/AR, digital light and shadow, and holographic projection are no longer just embellishments but infrastructure for building core competitiveness. Immersive performances, script games, digital art exhibitions and the like have become the "standard equipment" of cultural, commercial and tourism projects. The role of technology is not only to be cool, but also to break the boundaries of time and space, deepen the narrative dimension, and transform consumers from onlookers to participants, and even become part of the story. The "Micro-vacation" model and the Rise of urban leisure Spaces: In the post-pandemic era, the uncertainty of long-distance travel has increased, and "micro-vacations" with cities and their surrounding areas as the radius have become mainstream. Consumers expect to achieve physical and mental relaxation as well as cultural nourishment in a short period of time. This requires cultural, commercial and tourism complexes to go beyond the traditional functions of shopping centers and transform into urban cultural living rooms and short-distance vacation destinations that meet the needs of weekend leisure, parent-child interaction, friend socializing and cultural recharge.

二、核心理念革新：從空間運營商到內容策展人，要盤活文商旅綜合體，首要任務是實現運營理念的根本性轉變。

從“流量思維”到“留量思維”：傳統商業追求一次性人流與交易額，而成功的文商旅項目致力于構建深度用戶關系。通過精細化會員體系、社群運營與情感連接，將游客轉化為“粉絲”與“共建者”，提升復游率與終身價值。上海“TX淮海”通過孵化潮牌、舉辦青年文化派對，成功凝聚了穩定的年輕社群，便是典范。從“租賃邏輯”到“共創邏輯”：運營商不應僅是收租方，而應是內容生產者、生態搭建者與價值賦能者。需深度介入商戶的業態規劃與內容策劃，與品牌主理人、藝術家、非遺傳承人共同創作獨特體驗，形成“商業+文化”的有機化學反應。從“靜態場所”到“動態舞臺”：綜合體本身應成為一個持續產生內容、永不落幕的舞臺。通過常態化、系列化的活動策劃（如主題市集、工作坊、小型演藝、文化沙龍），讓空間始終充滿活力與新鮮感，制造持續的“來訪理由”。

三、破局路徑：多維發力，構建可持續引流生態內容為王：打造獨特的文化IP與敘事體系，深挖在地基因，塑造獨特性：每個項目必須找到無可替代的文化錨點。例如，成都“Regular·源野”項目將地下公園、本土生活品牌與藝術空間結合，精準詮釋了成都“安逸又時髦”的城市氣質。構建原創IP矩陣：開發具有人格化、故事性的原創IP形象、主題故事線或年度文化節慶（如自有戲劇節、藝術季、美食節），形成品牌資產與持續吸引力。策展式零售與場景化敘事：打破傳統店鋪布局，采用策展思維組織商業空間。將商品置于故事場景中銷售，如將茶具置于仿古茶寮，將服飾置于特定年代布景中，讓消費成為文化體驗的自然延伸。體驗至上：構建全時段、多感官的沉浸場景，時空維度的擴展：夜經濟激活：開發夜間燈光藝術、主題夜市、星空影院、沉浸式劇場，延長消費時段。淡季內容創新：針對不同季節、天氣設計室內主題活動，如冬季溫室花市、雨季室內音樂會，變淡季為特色季。空間場景的復合利用：創造性利用屋頂、露臺、中庭、連廊等公共空間，打造空中花園、階梯劇場、快閃市集、藝術裝置展，讓每一寸空間都產生價值與吸引力。科技與人文的深度融合：利用AR技術實現虛擬導覽與歷史還原，開發基于LBS的實景解謎游戲，讓整個綜合體變成一個大型互動游樂場。數字賦能：構建線上線下融合的智慧生態，線上引流矩陣建設：在抖音、小紅書、B站等內容平臺建立官方賬號矩陣，持續產出高質量短視頻、圖文攻略、直播探店，與KOL/KOC深度合作，打造“必打卡”網絡聲量。私域流量池精耕：通過小程序、社群、會員APP，沉淀核心用戶。提供線上預約、活動報名、社群互動、積分兌換、獨家內容分享等服務，實現精準觸達與深度運營。數據驅動的智慧運營：通過客流分析、消費數據、熱力圖等技術手段，洞察消費者行為偏好，動態優化業態組合、活動策劃與動線設計，實現科學決策。社群筑基：構建高粘性的情感共同體，主理人經濟與社群孵化：積極引入有故事、有粉絲、有創造力的品牌主理人、藝術家、手工藝人。他們不僅是商戶，更是社群的發起者與凝聚核。運營商應提供孵化支持，構建“主理人生態”。興趣社群的培育與運營：圍繞親子、藝術、美食、運動等主題，建立官方或半官方社群，定期組織專場活動、內部探班、主理人面對面，讓消費者找到歸屬感與認同感。“超級用戶”賦能計劃：識別并賦能高活躍度、高影響力的用戶，鼓勵他們生產UGC內容、參與活動策劃甚至參與空間共建，將用戶轉化為項目的“合伙人”與“代言人”。跨界聯動：整合資源，放大品牌效應，文旅線路一體化：與周邊景區、博物館、劇院等聯動，設計聯票、聯程動線，融入城市旅游大循環。異業品牌共創：與知名品牌、媒體、藝術機構聯名，推出限定產品、主題展覽、快閃活動，借助外部品牌勢能提升自身影響力。城市公共功能承擔：主動承接城市級文化節慶、藝術展覽、發布會等活動，提升項目的公共屬性與媒體曝光，塑造城市文化地標形象。

Second, Core concept Innovation: From space operators to content curators, to revitalize cultural, commercial and tourism complexes, the primary task is to achieve a fundamental transformation in operational concepts.

From "traffic thinking" to "retention thinking" : Traditional business pursues one-time foot traffic and transaction volume, while successful cultural, commercial and tourism projects are committed to building deep user relationships. Through a refined membership system, community operation and emotional connection, tourists can be transformed into "fans" and "co-builders", thereby increasing the rate of repeat visits and lifetime value. Shanghai's "TX Huaihai" has successfully gathered a stable young community by incubating trendy brands and hosting youth cultural parties, which is a prime example. From "leasing logic" to "co-creation logic" : Operators should not merely be tenants, but rather content producers, ecosystem builders and value enablers. It is necessary to deeply engage in the business format planning and content planning of merchants, and jointly create unique experiences with brand managers, artists and intangible cultural heritage inheritors, forming an organic chemical reaction of "business + culture". From "static space" to "dynamic stage" : The complex itself should become a stage that continuously generates content and never closes. Through regular and serialized event planning (such as theme markets, workshops, small-scale performances, and cultural salons), the space is always full of vitality and freshness, creating a continuous "reason to visit".

Iii. Breakthrough Path: Multi-dimensional Efforts to Build a Sustainable Traffic Diversion Ecosystem. Content is King: Create unique cultural ips and narrative systems, deeply explore local genes, and shape uniqueness: Each project must find an irreplaceable cultural anchor point. For instance, the "Regular· Yuan Ye" project in Chengdu combines underground parks, local lifestyle brands and art Spaces, precisely interpreting the city's "laid-back yet fashionable" character. Build an original IP matrix: Develop original IP images, theme storylines or annual cultural festivals (such as self-owned drama festivals, art seasons, food festivals) that are personified and story-driven to form brand assets and sustained appeal. Curatorial retail and scenario-based narrative: Breaking the traditional store layout and organizing commercial Spaces with curatorial thinking. Selling goods within a story setting, such as placing tea sets in an antique tea house or clothing in a specific era backdrop, makes consumption a natural extension of cultural experience.

Experience First: Build all-day, multi-sensory immersive scenes, expand the dimension of time and space: Activate the night economy: Develop night light art, theme night markets, starry sky cinemas, and immersive theaters, and extend the consumption period. Off-season content innovation: Design indoor theme activities for different seasons and weather conditions, such as winter greenhouse flower markets and indoor concerts during the rainy season, transforming the off-season into a distinctive one. The composite utilization of spatial scenesCreatively utilize public Spaces such as rooftops, terraces, atriums, and corridors to create sky gardens, stepped theaters, pop-up markets, and art installation exhibitions, making every inch of space generate value and appeal. The deep integration of technology and humanity: Utilizing AR technology to achieve virtual navigation and historical restoration, developing real-scene puzzle games based on LBS, and transforming the entire complex into a large-scale interactive amusement park.

Digital Empowerment: Building an integrated online and offline smart ecosystem. Construction of an online traffic diversion matrix: Establish an official account matrix on content platforms such as Douyin, Xiaohongshu, and Bilibili, continuously produce high-quality short videos, graphic guides, and live-streaming store explorations, and deeply cooperate with Kols/KOCs to create a "must-visit" online presence. Intensive cultivation of private domain traffic pool: Through mini-programs, communities, and member apps, core users are accumulated. We offer services such as online reservation, event registration, community interaction, points redemption, and exclusive content sharing to achieve precise reach and in-depth operation. Data-driven intelligent operation: Through technical means such as customer flow analysis, consumption data, and heat maps, it gains insights into consumer behavior preferences, dynamically optimizes business format combinations, event planning, and circulation line design, and achieves scientific decision-making.

Community Foundation Building: Constructing a highly sticky emotional community. Host Economy and community Incubation: Actively introducing brand hosts, artists, and artisans with stories, fans, and creativity. They are not only merchants but also the initiators and core of the community. Operators should provide incubation support and build an "ecosystem of managers". Cultivation and operation of interest communities: Establish official or semi-official communities around themes such as parent-child, art, food, and sports. Regularly organize special events, internal visits, and face-to-face meetings with the hosts to help consumers find a sense of belonging and recognition. "Super User" Empowerment Program: Identify and empower highly active and influential users, encourage them to produce UGC content, participate in event planning, and even co-build Spaces, and transform users into "partners" and "spokespersons" of the project.

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