In recent years, with the improvement of railway lines and the improvement of service level, railway transportation has become the first choice for more and more people to travel. Under the background of in-depth integration of culture and tourism, the addition of special tourist trains is not only an important measure to facilitate the people and benefit the people, but also a good opportunity to promote regional economic development and build cultural and tourism brands. Recently, with the holding of a cultural activity, the reporter took a special train to the suburbs of Beijing and started a fresh journey and experience — —

　　At 6: 50 on July 15th, with the S501 train of Huairou-Miyun line on the outskirts of Beijing slowly leaving Huangtudian Station, the high-rise buildings in the city gradually faded out of tourists’ sight, and low bungalows and construction sites to be built came into view, followed by parks, green spaces and vegetable greenhouses that made people feel comfortable. Later, the scenery of the city almost disappeared, only patches of corn fields, lush mountains and farmers’ houses in the suburbs of Beijing were sitting in the car, and the whole people followed the scenery outside the car window.

　　On this day, with the support of Beijing Municipal Bureau of Culture and Tourism, China Railway Travel Group, a subsidiary of China Railway Beijing Bureau Group Co., Ltd. (hereinafter referred to as "Beijing Railway Bureau"), joined forces with Beijing Urban Railway Investment and Development Co., Ltd., Railway 12306, Gubei Water Town, Jinshanling Great Wall, Yuetu Travel and other units to jointly launch "Slow Crossing the Flower Sea and Pearl Chain Ancient Town — — The series of activities of "Traveling in Beijing by Train" was officially launched to further develop the tourism resources in Miyun District and Huairou District and better meet the needs of people traveling by train. On the same day, the reporter also followed the activity and boarded the S501 tourist train bound for the suburbs of Beijing.

　　Comfortable feeling: you can see the green hills and smell the flowers.

　　Beijing suburban railway Huaimi Line (S5 line) is a suburban railway connecting the central city of Beijing with Changping District, Huairou District and Miyun District. Its starting station is Huangtudian Station, which is adjacent to Beijing Metro Huoying Station. At present, there are 6 stations on Huaimi Line, including Huangtudian, Changping North, Fangezhuang, Huairou North, Heishan Temple and Gubeikou, with a total length of 135.6 kilometers and the shortest running time of 135 minutes. Compared with last year, this year, when we look at the S501 train with a new look, many old passengers will not recognize it: posters of pink flowers are all over the car body, and seven carriages with four themes, such as "Flowers and Stars", "Coming to the Ancient Town", "Great Great Wall" and "Spiritual Heritage", have their own characteristics. The 1.5-meter-long and 1.2-meter-wide window has a wide view and panoramic view.

　　According to Chen Lele, the train conductor, Huaimi Line was officially opened on December 31st, 2017. On April 30th this year, the line was extended to Gubeikou Station in Miyun District, and it was continuously upgraded, which not only reflected the tourism characteristics along the way in the appearance of the train and the layout of the carriages, but also added first-class and second-class seats, and was equipped with a dining car. The one-way fare of this line from the departure station to the terminal station was more attractive, as long as 12 yuan. Look carefully at the route of the S501 train, passing through Yanqi Lake, Hongluo Temple, Qinglong Gorge, Mutianyu Great Wall, Yunmeng Mountain, Heilongtan, Gubei Water Town, Jinshanling Great Wall, Mangshan National Forest Park and many other scenic spots. It is not surprising that it is called "the second train to spring".

　　In Beijing, the first "train to spring" which is famous earlier than S5 line is S2 line from Huangtudian to Yanqing District, and the train goes directly to Badaling Scenic Area, which is convenient and fast. Especially when peach blossoms bloom every spring, the scenery along the line is beautiful. This summer coincides with the 2019 Beijing World Horticultural Exposition held in Yanqing District, and the S2 line has sent 75,900 passengers.

　　"It’s so convenient to travel now. I arrived at Dazhongsi subway station by bus in the morning, changed to Huoying station, walked out of the station for a few minutes and took the suburban railway. At 9: 10 in the morning, I arrived at Gubeikou, more than 100 kilometers away, and public transportation was seamlessly connected." On the S501 train, the reporter saw that Li Suli, a national model worker and an "old bus", also came to join in. She was delighted with the new changes in railway traffic in the past two years.

　　Railway+Cultural Travel: New Ideas and New Choices

　　When traveling by train, tourists can usually only sit in a chair and stare blankly out of the window, and travel by car for 10 hours and 10 minutes … … But the S501 train is not so quiet. Less than half an hour after the train left the station, there was a broadcast in the carriage: "Please watch it. Actors from Beijing Group Art Museum will perform several excellent programs for passengers. When they arrive at Huairou and Miyun related sites, local literary and art workers will also get on the bus one after another to bring you special performances."

　　Opera "Ode to the Pear Flower", poetry recitation "Reading China", Allegro "New Song of Barracks" … … The programs were staged one after another, and the atmosphere in the carriage was high. Even the conductor Di Boguang sang several songs at the top of his voice, attracting passengers to applaud. Shi Jing, a Beijing citizen who has never seen such a scene on the train, and his son walked and watched excitedly in different carriages and found that the theme and program of each carriage were different. "I originally thought that I could easily see a lot of scenery along the way when I came out to play by train. I didn’t expect that not only there were beautiful natural scenery outside the window, but also the window was as lively as a festival." Shi Jing said.

　　"In the past two years, there have been more and more people traveling in Huairou. Many fellow villagers have opened restaurants and built homestays to earn money by tourist reception. Now with this train, it will definitely bring more popularity to Huairou. " The actor permission of Yanqi Lake Art Troupe in Huairou District said happily. Another highlight of this route is the direct access to Gubeishui Town in Miyun District, which is another way to visit the Great Wall and the ancient town after self-driving and bus.

　　Ma Wen, deputy inspector of the Beijing Municipal Bureau of Culture and Tourism, said that after this attempt, the idea of cultural and tourism integration was further broadened. In the future, more excellent cultural programs, especially those with regional characteristics and cultural connotations along the train, can be tried to bring to the train, so that tourists can feel the experience of "traveling is traveling" and "traveling in Beijing by train". It can be said that the opening and operation of each tourist route will bring about the upgrading and development of the service industry in the areas along the route, which is a considerable consumer market, and local scenic spots, hotels, transportation and other tourism-related ancillary industries will benefit from it.

　　Discovery and observation: the market space needs to be further broadened.

　　The opening of a series of special tourist trains reflects people’s yearning for a better life. It is reported that in July and August of 2018 alone, China Railway Corporation organized 200 through-train tourist trains, and incorporated service elements such as hotels, bars, book bars and restaurants into the trains. The highly recognizable trains such as Wudang Mountain, Dunhuang and Panda Train are like flowing cultural business cards, attracting people to set off far away.

　　The introduction of special tourist trains has also created a huge tourist market. This time, Beijing Railway Bureau launched the "Railway Smart Tourism Cloud Platform" at the same time. By downloading the "Railway Travel" APP or the "Railway Travel" WeChat applet, tourists can realize the online purchase of tourism products, enjoy the convenient travel with "one-code access, one-click departure and one-price all-inclusive" and the customized service of "railway+traffic connection+scenic spot tickets+individual needs".

　　Comfort and freedom from traffic jams are the main reasons why many passengers choose to travel by train. At the same time, for S5 line, some passengers also put forward many suggestions, such as more meals on the bus, more flexible departure time, and further improving the traffic connection conditions to the scenic spot. On the last few kilometers between the station and the scenic spot, a communication mechanism has been established between the train and the scenic spot. When driving to Heishan Temple Station, the previous stop of Gubeikou Station, the flight attendants will contact the station and inform the number of passengers arriving at the destination, and the scenic spot will send a corresponding number of shuttle buses to dock according to the number of tourists. For the problem that some tourists mentioned that the train started too early, the reporter learned that the railway department has also made corresponding adjustments. From August 1 ST, the train was distributed from 6: 50 am to 7: 25 am, and the second train was issued at 2: 27 pm. At the same time, passengers in Huairou and Miyun can also take the bus to the urban area in the morning and afternoon.

　　In the reporter’s opinion, the opening of the tourist train is one of the products of the further integration of culture and tourism, and the extensive supply is difficult to meet the escalating travel needs of the people. At present, the operation of tourist special trains in some areas still has the embarrassment of large passenger flow on holidays and "carrying chairs" on weekdays; On the other hand, how to integrate passengers before, during and after the trip to maximize social and economic benefits still needs the cooperation of many departments to solve the crux. (China Culture News reporter Li Xue)

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Xiniu entertainment original

Wen | Pangbu　 　Editor | Park Fang

On August 2nd, Boucheron Bao Shilong brand and Lu Han Studio successively released Weibo, and Guan Xuanlu Han became the spokesperson of Bao Shilong brand. Under Guan Xuanwei’s microblog, a comment of "Three luxuries in hand, I have everything in the world" was pushed to the highest position.

The so-called "three luxuries" means that three top luxury brands, Gucci, Audemars Piguet and Baoshilong, have been endorsed in Lu Han. The commercial value of Lu Han, the "first generation traffic", has once again been recognized by top brands.

　

If measured by the standard of "traffic artist", Lu Han’s "business" in recent years can be said to be very "Buddhist", but if combined with the word-of-mouth and topics of Lu Han’s recent works, we can actually see that Lu Han, with a more low-key and down-to-earth image, has become the representative of the "90′ s traffic" turn to some extent.

Lu’s reverse flow operation method:

Say the ball, play the villain, and make a variety show.　　

Flowing artists need "business". This concept originated from Korean entertainment circle. With the development of idol industry in Chinese entertainment circle in the past two years, the concept has been further expanded, which means that idol artists interact with fans through self-portraits, first concerts, meetings, variety shows and so on.

　

However, Lu Han is rarely "open" within the traditional scope. The last "open" was the European Cup final on July 12th, a carnival night for football fans. In this most critical node to attract traffic, the well-received "Second Scene" of Migu Video during the European Cup invited Lu Han and Liu Jianhong to comment on the competition together.

This linkage has attracted a lot of attention in both the rice circle and the sports circle. Traffic stars explain football? It seems easy to be accused of "doing nothing" or amateurs, but Lu Han has received many positive comments from fans and sports circles. "The explanation is not implicit at all, and he has his own opinions". It is not surprising that this style of painting appeared on Lu Han, a well-known die-hard Manchester United fan, who has already become "one of his own" for sports fans.

　

In last year’s variety show "Ha ha ha ha", Lu Han and other guests were tricked into going on a cruise ship without even bringing their luggage, and as a result, they filmed several issues with big makeup and oily heads, which is almost unimaginable for idols who have always had exquisite makeup.

　

In the past two years, many choices in Lu Han seem to be quite different from the conventional traffic operation ideas. The most typical ones are the two dramas he starred in last year, Crossing the Fire Line and Sisyphus. These two dramas are not only idol dramas, but also show people the other side of Lu Han. The former made Lu Han blacken his face, put on big shorts and flip-flops, and played a game otaku, while the latter made Lu Han challenge the villain and play against Wang Qianyuan.

Crossing the line of fire

　

Whether it is the word-of-mouth of the series or the performance of Lu Han, these two dramas have received a lot of positive recognition. "Crossing the Fire Line" successfully broke the circle and gained high recognition from the entertainment circle and the e-sports circle. Douban’s score was stable at 8, and it also successfully won the Shanghai TV Festival. Internet boutique drama recognition; Zhao Binbin, played by Lu Han in Sisyphus, also refreshed the outside world’s perception of Lu Han with a strong sense of contrast. Director Wu Bai said: "The deer belongs to the kind that is getting better and better."

Sisyphus

　

Talking about the ball, playing the villain, and putting on variety shows can be said to be the reverse operation of traffic operation. For Lu Han, these breakthroughs in personal image make people see a richer real image.

　

Compared with the traffic stars who attract fans by "dreaming", Lu Han, who has formed a rich personal image through a series of memories and impressions for many years, has no need to consider the paper man attributes such as personal design or idol burden. Focusing on personal ability and personality, Lu Han’s current route is to some extent a return to the value and attractiveness of traditional idols: breaking the value evaluation system of data first and completing the transformation from national flow to national cognition and goodwill. This process is somewhat similar to the successful transformation of Hugh.

The premise of completing this reverse operation is that Lu Han’s character and ability have a lot of bright spots, and his work attitude can also support the public’s goodwill. Last year, he was the coach of the coaching group in Creation Camp 2020. Lu Han judged the problems of the students accurately, but he didn’t preach or put on airs with his predecessors. The teaching style of "gentle knife" made netizens "really fragrant".

　

Wang Qianyuan, an acting school who cooperated with Lu Han in Sisyphus, also expressed his affirmation to Lu Han on many occasions: "In this space of cooperation with me, I think he is the hardest and most dedicated."

"Lu Han in 2020 made me forget that he was an idol." When Lu Han was named "Top Ten People in Nandu Entertainment 2020", the magazine wrote.

　

Breaking the flow game, Lu Han’s reverse operation method has made him surpass the idol position, further become a versatile artist with strength and attitude in public cognition, and has broken the ceiling of the flow life, or will go further in the future.

Three-top luxury plus body

Re-evaluation of the value of "primary flow"　

After returning to China in 2014, the name Lu Han once became a symbol of the era of traffic data, and it can even be said that Lu Han started the "traffic era".

　

Weibo’s super topic was initiated, Weibo changed to Guinness Book of Records, and Weibo’s star power list was established. It was the first time that 100,000 copies of its first solo album were sold in ten minutes, making it the first platinum record certified in the Mainland … In 2017, Lu Han topped the list of the hottest male stars for nine consecutive months with more than 20 advertisements, and won the top spot in the list of the most commercially valuable male stars in 2017.

　

Seven years later, Lu Han’s data performance is still good.

　

Within one month of the launch of Crossing the Fire Line, the related topics were read by 4.2 billion and discussed by 14 million+,ranking among the top10 online TV dramas with the highest reputation in July. In the Hupu forum where "straight men" are relatively concentrated, Lu Han’s favorite value rose by 12.5%, and Hupu loved the new generation of actors at the top.

Compared with seven years ago, Lu Han’s "flow" has gained more landing space, and it is also forming coverage for more people. As a female fan group attracted by "90 Generation Traffic", he has gradually grown into the main force in the current consumer market, which has further promoted the commercial value of Lu Han. Outside the fan base, the tiger-flapping "straight man" is also preparing to become a potential consumer group in Lu Han.

　

This may also be the key reason why Lu Han was identified as Gucci brand spokesperson, Airbnb brand ambassador and Baoshilong brand spokesperson. In addition, the brands endorsed by Lu Han at present include KFC, Tide and Crest, Kerun and gangwon, all of which have high popularity and public recognition.

　

From this analysis, the consumer groups covered by Lu Han’s personal influence have formed a cross-gender multi-age group, and behind it is Lu Han’s image operation in recent years, which has achieved a continuous increase in national awareness and goodwill. It is obviously no longer suitable to measure the value of Lu Han by the standard of "flow".

Lu Han once said that it is difficult for the public to take the initiative to accept the sudden popularity of public opinion from "traffic stars", and it needs to be pushed outward through self-strengthening. Under this clear understanding, this "90-generation traffic" has now completed some kind of image turn.

　

In fact, there are "traffic stars" in every era. From the four kings of Hong Kong era to the idols of the 1980s who went out through a series of hit dramas, they all experienced the criticism from the traditional perspective in the early stage of their development. Although they have different names, the problems they encountered are similar. What can make it to the end is to create a powerful image by talking about works and gain a longer professional life.

　

Lu Han is reorganizing his personal image at his own pace. Judging from the transformation actions in the past two years, he has shown his due ability and attitude, further completed the reconstruction of his personal value, and realized a longer-term and broader commercial influence. This transformed "Lu Han Plan" may be a reference or even a template for the idols in the new era.

　

Seven years later, we will re-examine Lu Han from a brand-new perspective.