“五一”期间，大围山上演杜鹃花、烟花“双花齐放”。连续3天晚上，银洋烟花带来城市烟花秀，让游客感受了一把在山上看焰火的体验。银洋烟花供图

During the "May Day" period, Da WaiShan staged azaleas and fireworks. For 3 consecutive nights, silver fireworks brought the city fireworks show, so that visitors feel a fireworks in the mountains to see the experience. Silver Fireworks For Pictures

欣赏完烟花表演，游客们还可在现场售卖点购买烟花，在指定区域体验玩烟花的乐趣。徐移波 摄

After enjoying the fireworks display, visitors can also buy fireworks at the site's selling points to experience the fun of them in designated areas. Xu Yibo Photo

刚刚结束的“五一”假期，对于许多烟花人而言，看到了行业未来新的发展方向和思路：花炮文化与旅游深度融合，以促进消费升级。

“烟花小屋”亮相浏阳12个景区、大围山国家森林公园里连续3天举办烟花表演、多地景区焰火齐亮相……“五一”期间，浏阳花炮在升级转型中的一次次尝试，再次燃起行业发展希望。“这将是划时代创新性的方式方法。”对于“烟花进景（城）区”活动，湖南省烟花爆竹产品安全质量监督检测中心主任黄茶香如是评价。

烟花开路，产品跟进。“烟花+旅游”模式，在以往单纯燃放烟花的基础上，在景区同步销售烟花产品，这正成为一种“可复制”模式。

在景区看烟花、玩烟花

游客在互动中感受烟花魅力

“第一次在国家森林公园里看烟花，感觉很不同。”5月1日晚7时许，来自长沙的游客李漉华，带着小孩欣赏了一场由银洋烟花带来的城市烟花秀。随着烟花的点燃，她和孩子们一同欢呼。

“现场很美，气氛也很浓，回去我会向朋友们推荐，下次还会再来。”而第一次到大围山旅游的张晶桦，在观赏完烟花表演后直言：“这次旅游，性价比很高。”

胡女士也是来自长沙的游客，今年“五一”，她和10多个家庭组团来大围山旅游，赏杜鹃花、看烟花表演，“很开心、很好玩！现场售卖的烟花，让孩子玩得不亦乐乎。”20分钟的烟花表演结束后，银洋烟花还拿出了4款城市烟花与游客进行互动，让游客不仅能现场观看烟花表演，还能亲身参与烟花燃放。“只有加入互动体验，才能让烟花在消费者心中留下更深的印记。”银洋烟花CEO龙刚勇介绍，他们在现场设置了售卖点，一盒装有七八款产品的烟花套餐，售价为60元，游客可在现场指定区域燃放。三天时间，产品的销售额达4万元，大大超过了他们的预期。

此次在大围山国家森林公园开启的烟花模式，是银洋烟花响应浏阳“烟花进景（城）区”号召进行的一次有益探索。银洋烟花总经理何荣强介绍，现场展示和售卖的产品，结合大围山国家森林公园的特点注入了各类创意，实现了焰火工艺文化与自然景观的融合。

“烟花小屋”亮相

探索浏阳花炮营销新模式

“以前会给小孩买烟花，但产品种类有限，很难买到好玩的产品。”胡女士说，和她一样对于高品质烟花有需求的人还有很多，但购买的地方有限制，而且产品种类有限，她希望以后能够在长沙买到更多好看、好玩又安全的烟花产品。

对于胡女士的要求，浏阳正在通过推进烟花进景（城）区工作，让更多消费者能购买到更齐全的烟花产品。“五一”期间，浏阳在12个景点设置的“烟花小屋”，就是首次试水营销新模式，旨在进一步传播浏阳花炮品牌，激活文化旅游消费。

按计划，第二批“烟花小屋”将于10月1日推出，并推动烟花产品专营专卖专供，实现国企平台与花炮产业融合并进。到2021年5月1日，“烟花小屋”上线运营一周年之际，浏阳将策划开展“烟花小屋”购物节暨周年庆活动，打造集文化旅游、场景互动、娱乐购物于一体的体验式消费模式，发展“尾箱经济”。

浏阳市烟花进景（城）区工作小组相关负责人介绍，依托国企平台，“烟花小屋”严格按照“统一布点、统一标识、统一采购、统一配送、统一价格”的运营流程，开创“零售批发、高端定制，现场体验、场景互动”的营销模式，打造安全、环保、规范、可复制、可盈利的运营体系模板。4月21日，浏阳组织召开“烟花进景（城）区”采购企业产品生产工作调度会，指出产业升级必须依托消费升级，而烟花进景（城）区就是推动消费升级、推动产业转型升级、推动行业跨越发展的重要举措，企业要看长远、敢于尝试，严格把控烟花产品的安全与质量，在行业艰难时期迎接新模式、新发展。

业界观点

细分市场让更安全的烟花进入城市

“消费者对于烟花的需求还是很旺盛的。”何荣强说，受传统销售渠道影响，很多人难以买到安全、趣味性强的产品，企业的好产品也难以直接面向消费者，现在行业需要做的是如何打通这“最后一公里”。

对此，银洋烟花采取的方式是：通过抖音等短视频平台发布产品信息；与经销商深入对接，转变其原有的销售思路；通过服务下沉，撬动终端市场。“烟花产业发展必须把控品质。”何荣强说，烟花进景（城）区是对文旅烟花的探索，也是让烟花重回城市的重要举措，企业要不断提升产品品质，才能获得消费者的认可。

在何荣强看来，烟花要重回城市，需要树立细分概念，从小型烟花中选取更加安全环保的烟花来“攻入”城市。产品必须严格按标准和要求生产，确保安全，做到微烟、环保。“当前城市烟花标准暂未出台，我们可以先做好自己的产品，再对市场进行输出。”

为了契合“城市烟花”主题，银洋烟花连续6年创新产品，每年有超200款新品研发出来。何荣强介绍，每款产品的时长、效果都进行设定，通过打造面向用户体验的创新研发及生产模式，推出安全、可控、趣味、互动的城市烟花系列产品。

可争取在橘子洲开设烟花“网红打卡点”

在山枣烟花副总经理邱建看来，烟花要真正进入景（城）区，行业必须要善于做势，所谓势，就是一股风潮，一场巨浪。大家抱团进军才能有澎湃的浪潮。

“要拯救行业，切忌单打独斗。”邱建说，烟花产品进景（城）区，标准必须要跟上，并且自觉去遵守和执行，通过行业共同努力，将传统的艺术和文化代入年轻人的场景和社群。

“五一”期间文旅烟花的发展，也给行业带来新的启迪。邱建认为，烟花进景（城）区，看似很难，但又有可以施展巧劲的地方，可以找到一个最佳突破点，击中这个点就很可能会有意外收获。

邱建说的这个点，就是长沙橘子洲。他觉得橘子洲是一个极好的流量入口。应该争取在这里设置让游客可以近景观赏和体验的烟花打卡点，一是打造固定时间上演的节奏烟花秀，动感的音乐节奏，惊奇的立柱烟花，不正是游客和网红们最需要的场景吗？二是推动浏阳“烟花小屋”在橘子洲落地，划定燃放区域，让烟花融入城市居民的生活中，深化烟花与旅游的融合。

“一个点可引爆一座城！”橘子洲本身就是这座城市的焦点，是自带流量的载体，在橘子洲做创意，更容易做成一个互联网时代的爆点。

Just concluded the "May Day" holiday, for many fireworks people, see the future of the industry's new direction of development and ideas: the flower gun culture and tourism deep integration, to promote consumption upgrade.

"Fireworks Cabin" debuted in Liuyang 12 scenic spots, Da Waishan National Forest Park for 3 consecutive days held fireworks display, multi-site scenic spot fireworks show..." During the May Day period, Liuyang flower gun in the upgrading and transformation of an attempt, rekindled the industry development hope. "It's going to be an epoch-making, innovative approach. "For the "fireworks into the scene (city) area" activities, Hunan Province fireworks product safety quality supervision and testing center director Huang Tea Xiang is evaluated.

Fireworks open the way, product follow-up. "Fireworks and tourism" mode, in the past, on the basis of simply setting off fireworks, in the scenic area to sell fireworks products simultaneously, which is becoming a "replicaable" mode.

Watch fireworks and play with fireworks in scenic spots

Visitors experience the charm of fireworks during the interaction

"The first time I saw fireworks in the National Forest Park, it felt very different. "At 7 p.m. on May 1, Li Weihua, a tourist from Changsha, took his children to enjoy a city fireworks display brought by silver fireworks. She cheered with the children as the fireworks lit up.

"The scene is very beautiful, the atmosphere is very strong, go back I will recommend to friends, next time will come again." And the first time to the Da Wai Mountain tour Zhang Jingxuan, after watching the fireworks display, said: "This tour, cost-effective." "

Ms. Hu is also a tourist from Changsha, this year, "May Day", she and more than 10 family groups to da Waishan tourism, watching azaleas, watching fireworks show, "very happy, very fun!" Fireworks sold on site make children have fun. "After the 20-minute fireworks display, Silver Ocean fireworks also took out four kinds of city fireworks to interact with visitors, so that visitors can not only watch the fireworks display live, but also participate in the fireworks display. "Only by adding an interactive experience can fireworks leave a deeper mark on consumers' minds. "Silver Ocean Fireworks CEO Long Gangyong introduced, they set up a sales point at the site, a box containing seven or eight products of the fireworks package, the price of 60 yuan, visitors can be set off in the designated area at the site. In three days, the sales of the product reached 40,000 yuan, much more than they expected.

The fireworks mode, which opened in Da Waishan National Forest Park, is a useful exploration of the Silver Ocean fireworks in response to Liuyang's "Fireworks Into the City Area". Yinyang Fireworks General Manager He Rongqiang introduced, on-site display and sale of products, combined with the characteristics of The National Forest Park in Da Waishan into all kinds of creativity, the realization of the fireworks technology culture and natural landscape integration.

"Fireworks Cabin" Debut

Explore the new model of Liuyang flower gun marketing

"In the past, children were bought fireworks, but the product range was limited and it was difficult to buy fun products. Ms. Hu said that there are many people like her who have a need for high-quality fireworks, but there are limited places to buy and limited product ranges, and she hopes to be able to buy more good-looking, fun and safe fireworks products in Changsha in the future.

For Ms. Hu's request, Liuyang is working in the area of the city by promoting fireworks, so that more consumers can buy a full range of fireworks products. "May Day" period, Liuyang set up in 12 attractions, "fireworks cabin", is the first test water marketing new model, aimed at further spreading the Liuyang flower gun brand, to activate cultural tourism consumption.

According to the plan, the second batch of "fireworks huts" will be launched on October 1, and promote the fireworks products franchise exclusive supply, to achieve the integration of the so-call platform and the fireworks industry. By May 1, 2021, the first anniversary of the launch of the "fireworks hut", Liuyang will plan to carry out the "fireworks hut" shopping festival and anniversary activities, to create a cultural tourism, scene interaction, entertainment and shopping in one of the experience-style consumption model, the development of "tail box economy."

Liuyang City Fireworks into the scene (city) district working group related to the person in charge, relying on the state-owned enterprise platform, "fireworks cabin" in strict accordance with the "unified distribution point, unified logo, unified procurement, unified distribution, unified price" operation process, to create a "retail wholesale, high-end customization, live experience, scene interaction" marketing model, to create a safe, environmental protection, norms, replicable, profitable operating system template. On April 21, Liuyang organized the "fireworks into the scene (city) area" procurement enterprise product production dispatch meeting, pointed out that industrial upgrading must rely on consumption upgrading, and fireworks into the scenery (city) area is to promote consumption upgrading, promote industrial transformation and upgrading, promote the industry across the development of important measures, enterprises to look at the long-term, dare to try, strictly control the safety and quality of fireworks products, in the industry difficult period to meet the new model, new development.

Industry perspective

Segments bring safer fireworks into the city

"Consumer demand for fireworks is still strong. He Rongqiang said, by the traditional sales channels, many people difficult to buy safe, interesting products, good products are also difficult to directly to consumers, the industry needs to do is how to get through this "last kilometer."

In this regard, silver fireworks to take the way is: through the sound and other short video platform to release product information, and dealers in-depth docking, change its original sales ideas, through the service sinking, pry the terminal market. "The development of the fireworks industry must be controlled quality. He Rongqiang said that fireworks into the scenic (city) area is the exploration of the cultural brigade fireworks, but also to make fireworks back to the city's important measures, enterprises to constantly improve product quality, in order to obtain consumer recognition.

In He Rongqiang's view, fireworks to return to the city, we need to establish a sub-concept, from small fireworks to choose more safe and environmentally friendly fireworks to "enter" the city. Products must be strictly in accordance with standards and requirements of production, to ensure safety, micro-smoke, environmental protection. "The current city fireworks standard has not yet been introduced, we can do our own products, and then the market for export. "

In order to fit the "city fireworks" theme, Silver Ocean fireworks for 6 consecutive years of innovative products, each year more than 200 new products developed. He Rongqiang introduced, each product's duration, effect is set, through the creation of user experience-oriented innovative research and development and production model, the introduction of safe, controlled, fun, interactive urban fireworks products.

Can strive to open fireworks in Orange Island "internet celebrities punch point"

Qiu Jian, deputy general manager of shanyu fireworks, said that fireworks to really enter the Jing (city) area, the industry must be good at doing, the so-called trend, is a wave, a big wave. We are holding a group march ingress in order to have a wave of ripples.

"To save the industry, avoid single-handedness. Qiu Jian said that fireworks products into the scenic (city) area, the standard must keep up, and consciously to comply with and implement, through the industry to work together to bring traditional arts and culture into the young people's scenes and communities.

"May Day" period of the development of fireworks, but also to the industry to bring new inspiration. Qiu Jian believes that fireworks into the scenic (city) area, it seems very difficult, but there is a place where you can show your strength, you can find the best breakthrough point, hit this point is likely to have a windfall.

Qiu Jian said this point, is Changsha Orange Island. He thought Orange Island was an excellent traffic entrance. Should strive to set up here so that visitors can be near to see and experience the fireworks punch point, one is to create a fixed-time staged rhythmic fireworks show, dynamic music rhythm, amazing column fireworks, is not exactly the most needed scenes for tourists and Internet celebrities? The second is to promote Liuyang "fireworks hut" in Orange Island landing, demarcating the area of discharge, so that fireworks into the lives of urban residents, deepen the integration of fireworks and tourism.

"A point can detonate a city!" "Orange Island itself is the focus of the city, is the carrier of its own traffic, in Orange Island to do creative, it is easier to make an Internet era explosion point.