瞰城｜“霸王”和他背后的城

21世纪经济报道04-21 14:01

21世纪经济报道记者陈归辞　　2026年4月18日晚，宿迁奥体中心，苏超宿迁主场迎战南京大战在即。现场在一片沸腾中上演了一出名场面：　　何润东版西楚霸王霸气登场，身披甲胄、手持长戟、脚踩战车，高呼“我项羽回来了”“宿迁子弟何在！”“宿迁是我们的主场，我们有什么好怕的，必胜”，全场球迷齐呼“霸王撑腰！”，全网瞬间刷屏。最终宿迁队2比0力克南京队，拿下本赛季主场首胜。　　这场“霸王归来”的创意始于...

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项王故里IP，等到激活时刻　　宿迁位于江苏北部、淮水之阳，地处南北过渡带：既有江淮水网的温润，也带着鲁南苏北的劲道。水土与物产在这里生长为一些独特的城市标签——它是名酒之乡、水产之乡、花木之乡、杨树之乡，也是项王故里、中国酒都、电商名城、大湖水乡。　　这座城市的历史纵深，并不只从楚汉才开始。早在5万年前，“下草湾人”便在此择水而居、繁衍生息；距今约8000年的顺山集遗址，则将江苏文明史至少向前推进1600年。　　当然，宿迁最为人熟知的，还是其是两千多年前项羽的出生地。清康熙四十二年，宿迁知县胡三俊在项羽出生地立碑“项王故里”；民国时期，西北军将领张华棠又在古槐树旁建草亭，名曰“槐安亭”。现存的项王故里是上世纪八十年代初复建的，2011年，宿迁又投入约40亿元，按国家5A级旅游景区标准进行了大规模扩建。　　作为历经两千多年沉淀、为国民熟知的文化符号，西楚霸王项羽故里可谓宿迁手握的一张分量十足的文化王牌。只是长期以来，这张牌更多偏安于景区与史料一隅，其承载的丰富文化资源远未充分释放。　　直到本届苏超，何润东版项羽被“考古”翻红，宿迁顺势借力，请来霸王回归故里，把原本静态的历史符号变成一个充满互动感的鲜活形象，让项王故里IP在赛事与网络的共振中，完成了一次集中点火。 　　围绕这次点火，宿迁同步推出一系列承接性的IP打造动作：策划“项王故里”深度体验活动，自4月18日起，国有收费景区连续10天免首道门票；发布“情义宿迁深爱之城”城市IP，计划加快打造舞台作品，推出西楚主题文创、沉浸式体验项目，整合历史人文、生态湿地、酒文化等资源，设计主题旅游线路等。 京东“霸王餐”与刘强东“富贵归故乡”　　此次何润东“霸王归来”站上宿迁奥体中心，背后还站着另一位重要的“现代霸总”—项羽的同乡人刘强东。　　向何润东发出邀约的，除了宿迁文旅，还有京东。比赛当天，京东携手何润东送上“霸王餐”：用户上京东APP搜索“看苏超”，即可解锁十余项福利，猜球还能瓜分5000万京豆。　　宿迁能成为今天的“电商名城”，离不开刘强东的贡献。　　2009年，京东把全国客服中心落地宿迁。刘强东曾说：“2006年，公司做得比较大了，我们需要建呼叫中心。选址时，我觉得回老家建最好。”　　之后16年多里的，在宿迁支持下，京东零售、物流、科技、健康、工业等众多业务在这里相继落地，累计投资超200亿元，宿迁成为京东的重要基地。　　宿迁则以京东为牵引，吸引了当当、途牛、小米等600余家知名企业相继落户，客服呼叫、电子商务、仓储物流等新业态蓬勃发展，而宿迁也从经济发展相对落后的地区成长为“电商名城”。　　而刘强东本人，则用一次次“富贵归故乡”，把自己的个人形象与家乡的纽带越系越紧。　　为人熟知的，是他一次次回乡给乡亲们发红包的场面，以及那个广为流传的故事：18岁离开老家时，他背着76个茶叶蛋，内裤里缝着外婆给的500元现金。“就是这500元和76个茶叶蛋给了我走向全世界的机会！所以我拼命地为老家拉企业投资、捐款捐物，每个人都要懂得感恩！父老乡亲们的恩情，我会用一辈子来还！”刘强东曾写道。　　去年苏超期间，刘强东现身赛场为家乡球队应援，其后又出现在宿迁街头的大排档，大口吃串、大口喝酒。这些画面被路人拍下，登上热搜。今年，京东再次与宿迁携手，邀请何润东“霸王归来”、开发苏超消费场景。　　记者注意到，就在上月，宿迁还召开了与京东全面深化合作的工作调度会议。宿迁市委副书记、市长刘浩在会议上强调，京东是宿迁宝贵的战略合作资源，也是共赴未来的重要伙伴，必须用好用足这一独特优势。他还表示要持续拓展与京东在人工智能、机器人产业等前沿领域的合作深度，并称要强化与京东供应链体系对接合作，全力推动京东跨境电商业务拓展。 从“苏北洼地”到三个千亿产业　　项羽与刘强东，一个代表宿迁最具辨识度的文化与城市IP，一个代表从乡土走向全国和全球的现代企业家，构成了宿迁当下经济社会发展的两张“高牌”。但这座城市的发展主线，当然并不只靠两位“霸总”。　　作为江苏最年轻的设区市，宿迁成为地级市的历史不过30年。1996年7月，宿迁由原县级市升格设市。彼时的宿迁，由多个省级贫困县“穷穷联合”而成，从各方面来看都是江苏13个地级市中最弱的那一个　　30年后，宿迁的面貌已发生显著变化：2025年，全市GDP突破5000亿元，较2024年增长5.6%，增速居全省第三；规上工业总产值达5430亿元，跨越三个千亿级台阶。产业层面，新材料产业产值突破千亿元，形成了新能源、高端纺织、新材料三大千亿级产业集群；人工智能、低空经济等前沿产业加速成长，白酒、激光、膜材料等成为当地的产业名片。　　纵观宿迁这些年的发展路径，一条清晰的主线是苏州帮扶。2001年，为促进苏南苏北优势互补、加快苏北发展，江苏部署了苏南与苏北“南北挂钩”的结对帮扶战略，苏州与宿迁结对。　　双方合作经历了从“输血式帮扶”到“南北共建”，再到“互惠共赢”的不同阶段。2024年年底的数据显示，苏州累计向宿迁派出“苏干”300多人，转移项目1034个，总投资2547亿元，带动就业50余万人，6个共建园区逐步成长为宿迁经济社会发展的重要板块与强力引擎。　　产业发展方面，宿迁构建了“615”现代化产业体系，聚焦新能源、高端纺织、绿色食品等6个产业集群与15条重点产业链。天合光能、中润、阿特斯等企业共同支撑千亿光伏产业；桐昆、盛虹等龙头推动纺织产业从传统制造走向“新兴纺都”；双星彩塑、斯迪克等本土企业引领膜材料领域发展。　　更深层的支撑，则来自宿迁人“敢闯敢试”的精神底色。从项羽的“彼可取而代也”，到“春到上塘”“耿车模式”“沂涛新歌”等改革实践，再到刘强东、卢秀强、沈赛斌、王以树等现代企业家，都是这种精神的生动写照。（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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