古城区束河古镇哈里谷影视旅拍基地 Haligu Film and Television and Travel Photography Base Project in Shuhe Ancient Town, Gucheng District

发布时间:2021-12-31 15:00
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Project Overview

1. Project Name

古城区束河古镇哈里谷影视旅拍基地

Haligu Film and Television and Travel Photography Base Project in Shuhe Ancient Town, Gucheng District

2. Project Industry

Tourism and Culture Industry

3. Project Site

Longquan Neighborhood Committee, Shuhe Sub-district Office, Gucheng District, Lijiang City

4. Project Overview

In the project, based on the long history and culture, rich ethnic customs, beautiful natural landscape, and comfortable climate environment of Lijiang, a new mode of "scenic area tourism + travel photography" is innovated, and it is planned to construct Haligu Travel Photography Base, Film and Television Shooting Experience Area, Leisure and Sightseeing Area, Customs Commercial Block, Tourist Service Center, etc. around the whole process of catering, accommodation, traveling, sightseeing, shopping and entertainment, to build Haligu into a world-renowned film and television and travel photography base and Shuhe Ancient Town a world-class travel photography base, establish the new advantages in tourism development, and create the urban travel photography brand of the "No. 1 Travel Photography City in China".

Project Implementation Background

1. Industrial Policies

1. 14th Five-Year Plan for Cultural and Tourism Development requires to deepen the structural reform on the supply side of the tourism industry, further promote mass tourism, smart tourism, "tourism+" and "+tourism", provide more high-quality tourism products and services, strengthen the integration of regional tourism brands and services, improve the modern tourism system with high comprehensive benefits and strong driving capacity, and strive to achieve the high-quality development of the tourism industry.

2. Three-year Action Plan for Cultivating and Developing New Consumption Forms to Unleash Consumption Potential in Yunnan Province (2021-2023) (YZBF [2021] No.33) requires to cultivate cultural and tourism consumption cluster, promote scenic spots and scenic areas to connect with each other to form lines and expand the coverage, and foster and develop a number of internet-famous sites, famous commodity display zones, art blocks, cultural and entertainment places, and other characteristic fashion, cultural and tourism consumption clusters.

3. Notice of the People's Government of Yunnan Province on Issuing the Outline of the 14th Five-Year Plan for National Economic and Social Development and Long-Range Objectives through the Year 2035 of the People's Government of Yunnan Province (YZF [2021] No. 4) requires the tourism and culture industry to develop wellness tourism, cultural and tourism integration, outdoor sports, research & study and scientific investigation, rural tourism, border and cross-border tourism and other key products, create a number of "time-honored brands" and "old brand" integrating characteristics and quality, and realize a total revenue of RMB 2 trillion in the tourism and culture industry in the whole Yunnan Province by 2025.

4. Notice of the People's Government of Lijiang City on Issuing the Outline of the 14th Five-Year Plan for National Economic and Social Development and Long-Range Objectives through the Year 2035 of Lijiang City (LZF [2021] No. 8) requires to improve the modern cultural industry system and market system, promote the deep integrative development of culture and tourism and technology, give the cultural tourism industry new connotations, and promote the upgrading of cultural tourism from sightseeing to cultural experience, recreation, specific tour and other kinds of composite tourism, optimize the consumption structure from ticket economy to industrial economy, Cultivate multi-level tourism project development, tourism planning and management talents, develop Lijiang tourism training into a large industry, and create a tourism reform training base and a display window of tourism transformation and upgrading in Yunnan.

2. Upper-Level Plan

The project complies with the industrial development plan of Yunnan Province, Lijiang City and Gucheng District.

Project Construction Plan

1. Project Site Overview

1. Project Site: Longquan Neighborhood Committee, Shuhe Sub-district Office, Gucheng District, Lijiang City

2. Scope and Land Scale: The project is located in the southwest of Shuhe Ancient Town, a national 4A-level scenic spot, close to Qinglong River, the water source of Lijiang, and about 6 km away from Dayan Ancient City, about 30 km away from Yulong Snow Mountain, 10 km away from the high-speed railway station, and about 28 km away from Lijiang Airport. There is a large expandable space in the project area, and a lot of business forms can be relied on.

3. Land Information: The land scale conforms to national regulations and requirements for land use according to the Code for Classification of Urban Land Use and Planning Standards of Development Land. The project site is not within any water source protection land, public welfare forest, or national nature reserve, and involves no ecological protection redline or basic farmland protection redline.

2. Construction Duration

According to the actual conditions of the project.

3. Investment Estimate

1. Investment Estimate: The investment is expected to be RMB 1.2 billion.

2. Fund Raising: Self-raised fund, bank investment/loan, investment attraction cooperation.

4. Project Content

1. Project Positioning: Based on the time-honored history and culture, rich tourism resources, broad tourist market and solid industrial basis in travel photography of Haligu, Shuhe Ancient Town, Haligu will be built into the first global film and television tourism and travel photography base.

2. Functional Zoning: Haligu Travel Photography Base, Film and Television Shooting Experience Area, Leisure and Sightseeing Area, Customs Commercial Block, and Tourist Service Center.

3. Project Content: Interior shooting area, wedding dress hall, comprehensive service area and wedding customs hall for wedding travel photography, interior and exterior supporting facilities of Haligu Film and Television City, etc.

4. Operation Mode: Operation and development mode of "enterprise + government + association + market + finance + talents".

Project Advantages

1. Industrial Basis

The travel photography industry in Gucheng District continues to develop in recent years, and gradually becomes a large-scale industry, laying a good development foundation.

Over one thousand enterprises and individuals are providing travel photography service in Lijiang, and a mature model of sales, photography and service has formed. And it has gradually formed an industrial cluster centered on Shuhe Ancient Town. Within the jurisdiction of Shuhe Ancient Town alone, there are more than 300 national chain famous travel photography enterprises, including Only Photo, BOJUE PHOTO, GOLDEN LADIES, Chloe and Figure Artisan Photography, and other small and medium-sized shooting enterprises, with more than 6,000 employees. There were 589 industrial and commercial wedding photography enterprises and 536 individuals registered in the district in 2020. Compared with 2019, the growth rate of registered enterprises was 214%, and the cumulative number of tourists received exceeded 100,000 pairs, with an output value of over RMB 1 billion. Even under the influence of the epidemic, there has been a strong momentum for development.

2. Resource Advantages

Brand Advantage: Lijiang with Great reputation, abundant tourist resources, profound cultural deposits, and supply guarantee for tourism formats.

 Lijiang City has the world cultural heritage of Old Town of Lijiang, the “Memory of the World” heritage of Naxi Dongba Literature Manuscripts, the world natural heritage "Three Parallel Rivers", and traditional Naxi music, known as "Living Fossils of Music" by Chinese and foreign scholars;

There are 22 tourist attractions such as Jade Dragon Snow Mountain, Laojun Mountain, Kingdom of Women-Lugu Lake;

16 international famous hotel brands such as Banyan Tree, IHG, Pullman;

Lijiang rice cakes, Dongba roast fish, Naxi barbecue, sausage, bean jelly, buttered tea, Salmon and other delicacies;

Dongba Fair, Sanduo Festival, March Festival, Bangbang Fair, Torch Festival, Zhuanshan Festival, July Festival, Kuoshi Festival and other characteristic folk festivals;

"The most desirable tourist destination in the world", "Top of the ten most desirable small cities in China", "One of the 100 most desirable small cities on the earth", "Favorite Chinese tourist cities in Europeans", "Top ten leisure cities in China", "Top ten green cities", "Top ten livable places in mainland China" and "Summer resorts in Chinese cities".

Tourism Resource Advantages: Abundant tourist resources in Gucheng District, and well-equipped infrastructure.

In recent years, Gucheng District has built one national 5A-level tourist attraction, three 4A-level tourist attractions and 22 other tourist attractions, and the scale and volume of A-level tourist attractions rank first in Lijiang City. There are three 5-star hotels, fourteen 4-star hotels, 3,970 accommodation enterprises with more than 50,000 rooms and 120,000 beds in starred hotels (homestays). Compared with popular travel photography cities such as Sanya, Xiamen and Qingdao, Lijiang not only has beautiful natural scenery, but also has a long history and culture, rich ethnic customs and is more attractive to tourists.

Tourism resources of Shuhe Ancient Town: Dajue Palace Ming Dynasty murals (national key cultural relics), Ancient Tea Horse Road Museum, Haligu Cultural Park, Sifangtingyin Square, Jiuding Dragon Pool, Sansheng Palace, Sifang Street, Shuhe Dragon Pool, Qinglong Bridge, Riverside Corridor of Qinglong River, Flyings Tease Water, etc.

The tourism industry has a solid foundation and a stable customer market. Cultural tourism industry has always been a pillar industry and an advantageous industry in Gucheng District, Lijiang City, Yunnan Province with a solid industrial foundation and a stable tourist market for the project.

In 2020, Yunnan received more than 529 million tourists from home and abroad, with a total tourism income of RMB 647.7 billion.

Lijiang's cultural tourism industry has shown great resilience under the severe impact of the epidemic. In 2020, it received 26.251 million tourists, a decrease of 51.4% and recovered to 48.6% of the previous year; Total tourism revenue was RMB 51.04 billion, a decrease of 52.6% and recovered to 47.4% of the previous year.

In 2020, Gucheng District received a total of 18.914 million tourists, which recovered to 53.8% in 2019, and realized a comprehensive tourism income of RMB 43.23 billion, which recovered to 53.7% in 2019; There are 4,275 tourism enterprises in the jurisdiction, accounting for more than 80% of the city; There are about 40,000 direct employees and nearly 100,000 indirect employees in tourism. From January to June 2021, Gucheng District received 8.1151 million tourists from home and abroad, an increase of 62.92% over the same period last year. The total tourism revenue forecast is RMB 13.508 billion, an increase of 13.39% over the same period last year.

Since Shuhe Ancient Town opened to the outside world in May 2004, the number of tourists has increased year by year, keeping an average annual growth rate of 30%, the number of business households has been increasing, with an average annual growth rate of about 15% and an average annual growth rate of 30%-40%.

3. Supporting Conditions

Preliminary Preparations:

The feasibility study report, project approval and filing, Upgrading and Construction Plan of Haligu Film and Television City (Travel Photography Base) in Shuhe Ancient Town, etc. have been completed, and many domestic and foreign travel photography brand enterprises have settled in, with nearly 100 travel photography enterprises, which have been included in the cluster planning of the "14th Five-Year Plan" of cities and districts.

This project has been included in the construction of Great West Yunnan Tourist Ring, Jinsha River Green Economic Corridor, rural revitalization plan, three-year action plan for high-quality development of Lijiang City, etc., and is listed in the cluster planning of the "14th Five-Year Plan" of the city and district and the All-for-one Tourism Development Plan of Gucheng District, Lijiang City.

Supporting Conditions:

Lijiang Dingye Shuhe Ancient Town Tourism Development Co., Ltd. provides the property of Building 35 in Haligu as a comprehensive service area for wedding travel photography of both parties (complete initial installation and water and electricity according to the requirements of partners);

The property of Building 33 is used as the interior shooting area and wedding dress hall for a wedding travel photography. (Complete the initial installation, water and electricity supply according to the requirements of the partners), transform Naxi Wedding Customs Hall into theme wedding and wedding room (the initial installation and water and electricity supply have been completed at present);

Lighting treatment area: Peach Blossom Island, Yiran Pavilion, Great Stage and Street View (opposite the Great Stage), with suggestions provided by the partner and completed by the Owner.

4. Location and Transportation

Lijiang has a superior location and convenient transportation, and has good basic conditions for developing the travel photography industry.

Location: Lijiang is bordered by Diqing Tibetan Autonomous Prefecture in the north, Dali Bai Autonomous Prefecture in the south, Nujiang Lisu Autonomous Prefecture in the west, Liangshan Yi Autonomous Prefecture in Sichuan and Panzhihua City in the east. Known as "Northwest Yunnan Commercial City".

Transportation:

Aviation: 74 navigation cities of Lijiang Airport (67 domestic navigation cities and 7 international and regional navigation cities), operating more than 200 routes, is the second largest airport in Yunnan Province and the fifth largest airport in Southwest China.

Railway: Dali-Lijiang Railway and Renhe-Lijiang Railway have been built, and the construction of Lijiang-Shangrila Railway and Lijiang Urban Comprehensive Rail Transit Line 1 is being accelerated, and the preliminary work of Dali-Lijiang-Panzhihua Railway and Kunming-Lijiang Expressway is being steadily advanced.

Road: In 2020, with a total mileage of 10075 km in Lijiang City, the Lijiang-Yongsheng section of Yongsheng-Binchuan Expressway, Heqing-Guanpo Expressway, Lijiang-Shangrila Expressway, and Huaping-Lijiang Expressway has been completed and opened to traffic, and the Huaping-Yongsheng section of Huaping-Lijiang Expressway, Yongsheng-Ninglang Expressway and Old Town of Lijiang-Ninglang Expressway have been accelerated.

5. Development Opportunities

In the new era, "poetry and distance" has become the main aspect of the growing material and cultural needs of the broad masses of the people. Sharing photo-shooting tour experiences such as "tourism + wedding photography" and "tourism + parent-child photography" are favored by people, and the travel boom and online social platforms accelerate the rise of the travel photography industry. With its beautiful natural landscape, long history and culture, rich ethnic customs, comfortable climate environment, and convenient transportation in all directions, Lijiang has become a new favorite in the travel photography market after Sanya and the most popular tourism shooting destination in the country. Lijiang faces the best opportunity to further develop and expand the travel photography industry, create new tourism advantages and promote the transformation and upgrading of tourism.

Factors Guarantee

1. Production Operation Cost

Electricity Price: RMB 0.2550-0.2350/kWh for general industrial and commercial use and other purposes; Large-scale industry electricity consumption is RMB 0.1692-0.052 /kWh.

Water Price: Class II domestic water, tap water price of RMB 3.4/m3, sewage price of RMB 1.2/m3.

Wage: RMB 3000/month for ordinary employees and RMB 5,000-8,000/month for middle and high-level employees; The local minimum wage is RMB 1,500 /month and RMB 14/hour.

2. Raw Material Supply Cost

According to the actual condition

Project Policy Support

1. Business Environment Improvement

A number of policies have been issued from the provincial, prefecture and county levels to create a good environment for treating entrepreneurs with kindness, affection and care.

Measures for Optimizing Business Environment in Yunnan Province (YZG [2020] No. 1);

Notice of the General Office of the People's Government of Yunnan Province on the Issuance of 28 Measures for Further Optimizing the Business Environment to Better Serve the Market Entities in Yunnan Province (YZBF [2020] No. 60);

Action Plan for Continuously Optimizing the Business Environment of Yunnan Market Supervision in 2021 (YSJF [2021] No. 2);

30 Measures for Further Optimizing the Business Environment to Better Serve the Market Entities in Lijiang City (LZBF [2021] No. 21);  

In the REPORT ON THE WORK OF THE GOVERNMENT 2021, Lijiang strives to create a first-class business environment. The reform of "Streamline Administration, Delegate Power, Strengthen Regulation and Improve Services" will be continuously deepened; the reform of the administrative examination and approval system shall be promoted; for promoting the implementation of“cross-provincial handling” of government service items. The unified registration for movable properties and warranty of title should be implemented, and the illegal charges by industrial associations and chambers of commerce should be dealt with seriously. The reform of "Permit-License Separation" shall be popularized to all regions, the establishment and movement of enterprise will be optimized with a total of 11,000 new market entities.

2. Fiscal and tax preferential policies at all levels available to enterprises such as provincial/municipal/district/county/park investments

1. All tourist attractions above A-level with government-guided prices will enjoy a 50% discount in the year according to the Measures for Yunnan Province to Support the Transformation and Upgrading of Tourism Culture Industry and Accelerate the High-quality Development. For travel teams organized by travel agencies and purchasing tickets through the platform of "Travelling in Yunnan with One Mobile Phone", tickets for scenic spots are free, and the exempted part is subsidized by the provincial level. It encourages tourist attractions above A-level with market-adjusted prices to implement ticket discounts and enjoy the same policies.

2. Policies and Measures to Improve the Foreign Investment Utilization in Yunnan Province (YZBF [2021] No. 12): Foreign investment in tourism and cultural industries should be supported. The major foreign-funded cultural tourism projects with foreign investment of no less than 15% of the total investment shall be preferentially supported and included into the key tourism and culture projects of the "Double Hundred" project of Yunnan Province for industrial development.

3. Opinions of People's Government of Lijiang City on 20 Measures to Promote Stable and Healthy Economic Development (LZF [2021] No. 9): Implement targeted investment promotion, formulate investment promotion schemes for upstream and downstream of industrial and supply chains by industry, implement investment promotion for the whole industrial chain, strive for more than 30 new contracted projects, with an agreed capital of more than RMB 40 billion, and ensure that the paid-in investment from other cities will increase by 10%.

4. 12 Measures for Promoting Healthy Development of the Private Economy in Lijiang City:

It is suggested to increase financing support: broaden the financing channels of enterprises, establish and improve the policy financing guarantee system, and promote the development of private financial services. It is suggested to carry out loan risk compensation for small and medium-sized enterprises in Lijiang City, and encourage and guide cooperative financial institutions to issue working capital and technological transformation project loans to eligible small and medium-sized enterprises;

Relax control over market access for private investment: In accordance with the principle of "entry unless on the list", give full play to the leading role of financial funds, and extensively absorb various social capital investments through various means such as capital injection, investment subsidies, and establishment of funds;

By accelerating the integration and development of state-owned capital and private capital: It encourages and supports private enterprises to participate in the reform of state-owned enterprises, broadens the ways for private capital to participate in the reform of state-owned enterprises, and participates in the asset restructuring, restructuring and listing of state-owned enterprises and enterprise management in various forms such as capital contribution, equity acquisition, convertible bond subscription and equity replacement;

Private enterprise costs will be reduced: Various national tax policies should be implemented to promote the reasonable reduction of the tax burden. Policy financing guarantee institutions should be developed, financial services for small and micro enterprises should be continuously improved, and effective reduction of financing costs should be promoted. The reform of "Streamline Administration, Delegate Power, Strengthen Regulation and Improve Services" will be continuously deepened, and a significant reduction of institutional transaction costs should be promoted.

Benefit Analysis

1. Operation Mode: Operational development mode of"enterprise + government + association + market + finance + talents".

2. Profit Model: The project obtains benefits from wedding photography, photo shooting, scenic spot tickets, scenic spot tourism, etc.

3. Profit Points: Travel photography and shooting.

4. Economic Benefits: After the completion of the project, it is estimated that the main business income will be RMB 460 million/year, the total profit will be RMB 3,105.09 million/year, the return on investment will be 19.41%, and the total investment payback period will be about 5.15 years. The project has broad development prospects, expansion space, great development potential and obvious economic benefits.

Investment Promotion Direction

Travel photography enterprises, scenic spot operation enterprises, cultural tourism enterprises, etc.

Cooperation Pattern

Investment attraction cooperation.

Contact Information

Contact Authority: Lijiang Dingye Shuhe Ancient Town Tourism Development Co., Ltd.

Contact Person: Xiao Yun

Tel.: 13708829002

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