非标商业 · 消费降级背景下的万岁山武侠城 | VIVA MOUNTAIN MARTIAL ARTS CITY|arts|garden|martial|mountain|new|viva|万岁山武侠城

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近年来，非标商业概念在中国零售界迅速崛起，成为行业内的热门话题。由于“非标”理念打破了传统零售的界限，展现出颠覆性的能力，因此深受年轻消费者的喜爱，这一趋势也催生了多个既受欢迎又盈利的非标商业实体。

In recent years, the concept of non-standard business has risen rapidly in China's retail industry and become a hot topic in the industry. Because the concept of "non-standard" breaks the boundaries of traditional retail and shows the ability to disrupt, it is loved by young consumers, and this trend has also spawned a number of both popular and profitable non-standard business entities.

非标商业是相对于标准化商业而言的一种新型商业模式。它通过在空间形态、场景营造、业态组合和运营模式等方面进行创新性设计，打造出独特的商业地产项目。四大元素构建非标商业的基础逻辑：一是空间形态的创新突破：采用开放式的空间布局，以独特的建筑设计吸引人们的注意力，营造出强烈且自由的感官体验。二是场景营造融入地方特色：非标商业的空间设计从传统的以商品为中心转变为以人的体验为核心。无论是商品的展示还是服务，都以提升消费者的体验为出发点，而非单纯的展示。三是业态组合更加灵活多样：非标商业通过去除传统的商业属性，实现消费目的。因此，其业态呈现出去零售化的趋势，组合方式也更为灵活多变。四是运营模式打破传统：非标商业的核心是一个灵魂人物，即整个项目的决策者。他能够直接决策、协调资源、统筹招商企划，打破传统的商管链条之间的障碍，把控呈现的审美，让价值观通过无数的决策得以实现。

Non-standard business is a new business model compared with standardized business. It creates a unique commercial real estate project through innovative design in the aspects of space form, scene construction, format combination and operation mode. Four elements build the basic logic of non-standard business: First, the innovative breakthrough of spatial form: the use of open space layout, with unique architectural design to attract people's attention, to create a strong and free sensory experience. The second is to integrate the local characteristics into the scene construction: the space design of non-standard business has changed from the traditional commodity as the center to the human experience as the core. Whether it is the display of goods or services, the starting point is to improve the experience of consumers, rather than simply display. Third, the business mix is more flexible and diverse: non-standard business achieves consumption purposes by removing traditional business attributes. Therefore, its business format shows the trend of going out to retail, and the combination method is more flexible and changeable. Fourth, the operation model breaks the tradition: the core of non-standard business is a soul figure, that is, the decision maker of the entire project. He can directly make decisions, coordinate resources, coordinate investment planning, break the barriers between the traditional business management chain, control the aesthetic presentation, so that values can be realized through countless decisions.

一、项目背景

RESIDENTIAL DESIGN

万岁山·大宋武侠城作为开封市旅游景区中以大宋武侠文化为旅游特色主题的游览区，常年将宋文化为主线且极为重视宋武侠文化和景观氛围的塑造。其中再现宋代千年古刹辉煌的万岁寺、体现佛儒道精神的龙坛、1:1还原水浒《三打祝家庄》战场的城寨沙场、世界上留存最为完整的明清古城墙遗址等众多景观，国内最大的人造溪流瀑布群之一 “九龙瀑”采用全新的设计理念，将宋文化与山水飞瀑作为描绘景观语言的主要元素，一抹飞阙将南北两条体现景区武侠文化与休闲文化主干道相连，形成独特的宋文化、武侠文化的景观骨架，还原了盛世宋韵中描写的嶙峋起伏、溪流飞瀑、峡谷山涧并存的壮美景观。

As one of the tourist attractions in Kaifeng City, the Great Song Wuxia City takes the Great Song Wuxia culture as the theme of tourism, and attaches great importance to the shaping of the Song Wuxia culture and landscape atmosphere. Among them, the reproduction of the Song Dynasty thousand years of ancient temple glory temple, reflecting the spirit of Buddhism, Confucianism and Taoism of the dragon altar, 1:1 restoration of water edge "three dozen Zhujiazhuang" battlefield of the city walled battlefield, the world's most intact Ming and Qing ancient city wall ruins and many other landscapes, one of the largest man-made streams and waterfalls in China, "Kowloon Waterfall" adopts a new design concept. Taking Song culture and mountains and rivers as the main elements of depicting landscape language, Yidao Feique connects the two main roads of the north and south reflecting the Wuxia culture and leisure culture of the scenic area, forming a unique landscape skeleton of Song culture and Wuxia culture, and restoring the magnificent landscape of jagging ups and downs, streams and waterfalls, canyons and mountains described in the Song rhyme of the prosperous times.

开封万岁山原是北宋著名的皇家园林，兴建于北宋政和七年（1117年），历时6年落成。它藏自然山水美与人工美于一体，成为全国山水奇景的一个缩影和北宋末年东京开封最大最美的园林。2003年10月，开封市万岁山游览区有限公司在原国家森林公园的基础上建立了万岁山森林度假区，部分借鉴了北宋万岁山的园林特色，并结合现代市民的需求，完工后成为一个融古典园林建筑艺术和现代园林风光于一体的休闲度假区。2012年10月，为了形成以大宋武侠为核心的旅游定位产品，打造大宋武侠主题特色景区，万岁山游览区正式更名为——万岁山·大宋武侠城。

Kaifeng Viva Mountain was originally a famous imperial garden in the Northern Song Dynasty. It was built in the seventh year of Zhenghe in the Northern Song Dynasty (1117) and took 6 years to complete. It contains natural landscape beauty and artificial beauty in one, becoming a microcosm of the national landscape wonders and the largest and most beautiful garden in Kaifeng, Tokyo in the late Northern Song Dynasty. In October 2003, Kaifeng Viva Mountain Resort Co., Ltd. established Viva Mountain Forest Resort on the basis of the original National Forest Park, partly drawing on the garden characteristics of Viva Mountain in the Northern Song Dynasty, and combined with the needs of modern citizens, after completion, it became a leisure resort integrating classical garden architecture art and modern garden scenery. In October 2012, in order to form a tourism positioning product with the martial arts of the Great Song Dynasty as the core and create a special scenic spot with the martial arts of the Great Song Dynasty, Viva Mountain Tourist Area was officially renamed - Viva Mountain · Song Dynasty Martial Arts City.

二、特色产品

RESIDENTIAL DESIGN

万岁山武侠城集千年历史文化和武侠精神于一体，通过实景演出、武术表演等多种形式，将武侠文化与旅游体验相结合，为游客提供了沉浸式的武侠世界。景区常年推出精心编排的实景武侠剧目，如大型水浒实景剧《三打祝家庄》等，场面宏大，融合了影视爆破、云梯炮战、大型马术、特技威亚等实景拍摄技术，让观众如同亲临烽火弥漫的大宋古战场。除了传统的武侠元素节目表演外，万岁山武侠城还不断创新旅游新业态，如景区剧本杀等，为游客带来全新沉浸式武侠主题游园产品。

Combining thousands of years of history and culture with the spirit of martial arts, Viwanshan Martial Arts City combines martial arts culture with tourism experience through various forms such as live-action performances and martial arts performances, providing tourists with an immersive world of martial arts. The scenic area has launched carefully choreographed live martial arts plays all the year round, such as the large-scale water side live drama "Three dozen Zhujiazhuang", etc., the scene is grand, the integration of film and television blasting, ladder artillery battles, large-scale equestrian, stunt Wiya and other real scene shooting technology, so that the audience is like coming to the Great Song Dynasty ancient battlefield filled with flames. In addition to the traditional martial arts elements show performance, Viva Mountain Martial Arts City also continuously innovates new tourism formats, such as scenic script killing, etc., to bring new immersive martial arts theme park products to tourists.

它不仅仅是一个观赏节目的地方，更是一个能够让人深入体验和参与的沉浸式故事园区。这种设计让游客能够更全面地融入武侠世界，感受到浓厚的文化氛围。沉浸式体验：通过在各个板块进行相应的表演，让游客仿佛置身于武侠故事之中，身临其境地感受武侠文化的魅力。这种沉浸式的体验方式，无疑会让游客留下深刻的印象。丰富的节目选择：除了热门的《打铁花》、《三打祝家庄》等节目外，还有非常多小众但同样精彩的节目等待游客去发掘。这些节目不仅展示了中华文化的多样性，也满足了不同游客的兴趣和需求。独特的园区设施：像“武大郎的家”这样既真实又有趣的景点，不仅增加了游客的互动体验，也让园区更具吸引力。游客可以在这里品尝到地道的美食，同时还能了解相关的历史和文化背景。

It is not only a place to watch the show, but also an immersive story park that allows people to deeply experience and participate in. This design allows visitors to more fully integrate into the Wuxia world and feel a strong cultural atmosphere. Immersive experience: Through corresponding performances in each section, visitors can feel as if they are in the story of Wuxia and feel the charm of Wuxia culture. This immersive experience will undoubtedly leave a deep impression on visitors. Rich program choices: In addition to the popular "Blacksmithing", "Three dozen Zhujiazhuang" and other programs, there are many niche but equally wonderful programs waiting for tourists to explore. These programs not only show the diversity of Chinese culture, but also meet the interests and needs of different tourists. Unique park facilities: Authentic and interesting attractions such as "Wudalang's Home" not only increase the interactive experience of visitors, but also make the park more attractive. Visitors can taste authentic food here, while also learning about the relevant historical and cultural background.

三、经验总结

INTERIOR AESTHETICS

河南开封万岁山武侠城项目之所以爆火，其商业逻辑主要基于以下几个方面：1）独特的主题定位：万岁山武侠城以“大宋武侠”为主题，通过实景演出、武术表演等多种形式，将武侠文化与旅游体验相结合，为游客提供了沉浸式的武侠世界。这种独特的主题定位满足了人们对武侠文化的向往和好奇心，吸引了大量游客前来参观体验。

The commercial logic of the project in Kaifeng, Henan Province is mainly based on the following aspects: 1) Unique theme positioning: With the theme of "Martial arts of the Song Dynasty", the project combines martial arts culture with tourism experience through live-action performances, martial arts performances and other forms, providing tourists with an immersive martial arts world. This unique theme positioning satisfies people's yearning and curiosity for Wuxia culture, attracting a large number of tourists to visit and experience.

2）丰富的文化内涵：万岁山武侠城不仅展现了武侠文化的魅力，还深入挖掘了宋代的文化元素，如服饰、建筑、饮食等。这些文化元素的融入，使得武侠城不仅仅是一个旅游景点，更是一个文化传播的平台，让游客在欣赏美景的同时，也能感受到宋代文化的独特魅力。

2) Rich cultural connotation: The city not only shows the charm of Wuxia culture, but also deeply explores the cultural elements of the Song Dynasty, such as clothing, architecture, food and so on. The integration of these cultural elements makes Wuxia City not only a tourist attraction, but also a platform for cultural dissemination, allowing visitors to enjoy the beautiful scenery at the same time, but also feel the unique charm of Song Dynasty culture.

3）高质量的演出内容：万岁山武侠城的演出内容丰富多样，包括《打铁花》、《英雄岳飞》等经典剧目。这些演出不仅具有高度的艺术性和观赏性，还能够与观众产生共鸣，让观众在欣赏演出的同时，也能够感受到武侠精神的力量。

3) High-quality performance content: The performance content of Wanshan Martial Arts City is rich and diverse, including classic plays such as "Blacksmith Flower" and "Hero Yue Fei". These performances are not only highly artistic and ornamental, but also can resonate with the audience, so that the audience can enjoy the performance at the same time, but also feel the power of martial arts spirit.

4）成功的营销策略：万岁山武侠城在营销方面做得非常成功，通过社交媒体、短视频平台等多种渠道进行宣传推广，吸引了大量年轻游客的关注。同时，武侠城还积极与各大旅行社、在线旅游平台等合作，拓展了客源市场。

4) Successful marketing strategy: Viva Mountain Martial Arts City has been very successful in marketing, and has been promoted through various channels such as social media and short video platforms, attracting the attention of a large number of young tourists. At the same time, Wuxia City has also actively cooperated with major travel agencies and online tourism platforms to expand the tourist source market.

5）良好的口碑效应：万岁山武侠城凭借其独特的主题定位、丰富的文化内涵和高质量的演出内容，赢得了游客的广泛好评。游客们纷纷在社交媒体上分享自己的游览体验，形成了良好的口碑效应。这种口碑效应进一步推动了武侠城的知名度和影响力，吸引了更多人前来参观体验。

5) Good word-of-mouth effect: With its unique theme positioning, rich cultural connotation and high-quality performance content, Wanshan Martial Arts City has won wide praise from tourists. Tourists have shared their experiences on social media, forming a good word-of-mouth effect. This word-of-mouth effect has further promoted the popularity and influence of Wuxia City, attracting more people to visit and experience.

6）持续的创新和发展：万岁山武侠城并没有止步于现状，而是不断推陈出新，推出新的演出剧目和活动。这种持续的创新和发展使得武侠城始终保持着新鲜感和吸引力，让游客每次前来都能有新的体验和感受。

6) Continuous innovation and development: Viva Mountain Martial Arts City does not stop at the status quo, but constantly innovate, launch new shows and activities. This continuous innovation and development has always kept Wuxia City fresh and attractive, allowing visitors to have new experiences and feelings every time they come.

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