Xuanwu District, now merged into Xicheng District, was the originated place for the construction of Beijing City. This district was full of guild halls, theatres, and historical sites, thus the culture within this area was an outcome of diverse cultures. Through the history, the Sinology, Beijing Opera, and the waves of revolutions were all closely related with the culture of Xuanwu District. Founded in 1807, Huguang Guild Hall is located in this area and deeply influenced by this type of regional culture.
Appointed by Beijing Capital Cultural Investment Management Company, the operator of Huguang Guild Hall, Hanloong’s team carried out abundant market research and sorted out various cultures at the early stage of the project. Then, based on the strategies of brand and creative, the team exploited cultural resources and geographical advantages of the guild hall, and then integrated these two aspects with Xuanwu District culture, Gentry culture, and Folk-custom culture. Combined all these cultural elements, the project established a system about the positions of culture, brand, function, theme and operation, thus formed the new competitive core ability of Huguang Guild Hall.
With a history of more than 200 years, Huguang Guild Hall has been a historical and cultural place, attracting guests and visitors from all over the world. On the basis of preserving the heritage, the entire project payed attention to the integrated marketing of the brand and the functional programming of the stage. All kinds of marketing strategies, from event marketing, public relation marketing, channel marketing to media marketing, were offered to maximize the awareness and reputation of Huguang Guild Hall. Situating in this hall, the guest can appreciate the culture in multiple manners. By watching drama, listening to opera, tasting tea and snack, and buying products, visitors can get the artistic whole consciousness, and experience the pleasure of hall life.