"Beat Card" Tourism Has Become A New Impetus For Industrial Development In The Past Style Culture IP

With the popularity of film, animation, variety, short videos and other cultural products on the Internet, a number of new net red tourism destinations have become a new direction for the development of the industry.

"From the impression of Liu Sanjie, we have only done one thing in the past more than 10 years. It is to transform the Chinese culture IP into a tourism performance. The IP came out of the folk Liu Sanjie singer, and finally became a drama and film, and became the first Chinese landscape performance. This is actually a successful IP transformation. In November 22nd, at the 2019 China Tourism IP Summit Forum, Mei Shuaiyuan, chairman of the landscape and grand ceremony, revealed that even though there had been many storms, there are about 1 million 800 thousand people buying tickets to watch "impression Liu Sanjie" every year.

It is precisely because of the demonstration effect of impression Liu Sanjie that China has derived a series of cultural IP. From the perspective of trend, cultural IP is extending to "experiential" tourism products and showing a "cross-border" development. The way people travel is no longer satisfied with taking pictures and punching cards, but finding ways to live in "poetry and distance".

In this regard, Dai Bin, President of China Tourism Research Institute, also put forward his own new views. "When we talk about IP, we often talk about many things overseas, such as Disney and Xiong Benxiong, but we are an ancient tradition with 5000 years of civilization. I hope we can use our efforts to make more young people, more generations and even overseas people understand our traditional culture."

With the advent of 5G, a number of new technologies will be landing on the tourist scene. Hong Qinghua, the founder of the donkey mother and chairman of Jingyu group, expects that the contribution of 5G to the actual GDP growth in the world from 2020 to 2025 is expected to be equivalent to an economy of the same size as India. At the same time, it will bring great changes to tourism.

Layout personalized destinations

"We need to transform from the largest resort group in the world to the largest leisure resort group in the world and remove the word" village ". A few days ago, Qian Jiannong, chairman and CEO of Fuxing tourism culture (hereinafter referred to as "Fuxing travel"), revealed to the twenty-first Century economic report and other media the direction of the company's future development.

In early November, after Fosun Wen announced the acquisition of the Thomas Cook global brand of the old British tourist company and its hotel brand Casa Cook and Cook 's Club, November 12th, it officially launched the tourism destination brand "re visit city" (FOLIDAY Town). At present, Fuxing travel Taicang Fuhui city and Lijiang Fuxin city have all started construction this year.

According to the explanation of Qian Jian agriculture, the location of Fu you city is a life style place of all ages, all scenes, many formats, and internationalized. Take Taicang, Jiangsu as an example, the total area of the area is 1 square kilometers, with a total construction area of about 1 million 500 thousand square meters, including the two major tourism core IP of the alpine ice snow world and the Fu Yu Sports Park, and the two holiday resorts of Club Med Joyview city holiday Hotel and European style commercial street.

From the perspective of layout, Fosun Wen brigade is gradually increasing the IP effect of its tourism resources. Take the "ice and snow" tourism as an example, during the second session of the Expo, Club Med of the Fuxing travel agency signed a contract to add 3 ski resorts and two ski schools in China. It is the opportunity of the 2020 Beijing Olympic Winter Games. Qian Jiannong pointed out that the future will further increase the tourism destination business. "IP and content such as mini camp, pan show and so on, which have been launched by Fuxing travel document, can also enter different tourist destinations in Fuhui city and promote each other's growth."

In fact, both sports themes, city themes, and some movies IP, anime IP, and variety IP are likely to become stage openings, and some niche attractions are also becoming new tourist exploding points. Cultural IP has brought significant economic benefits to the tourism industry. Mei Shuaiyuan disclosed that the impression of Liu Sanjie, which invested around seventy million yuan, is now between two and three hundred million yuan each year. Because of its demonstration effect, China has also produced a series of similar cultural products.

"Chinese style" IP needs growth

IP is emerging from a concept as a new kinetic energy for the integration of Chinese culture and tourism to promote industrial growth. In 2018, it became the first year of the development of Chinese travel industry, and this year is the first year of substantive development. Public data show that in the first half of this year, domestic and cultural tourism related investment and financing 48, the amount of investment disclosed is 553 billion 200 million yuan. Among them, more than 10 billion yuan accounted for 32% of the project.

The intensity and commitment of huge investment also bring financial pressure to investment institutions. Xie Li, vice president of the Chinese culture group, revealed that most of the capital was concentrated in Wen Lu Town, and failed to form a "tourism +" or "Wen + +" state, so it was easy to be hit by the market, which belonged to asset bubbles. "We have made preliminary calculations. The cost of funds in the second half of this year is as high as 15% and 17%, which I think is very high. Moreover, we have made a measurement of the return on investment of the Wen brigade project, and the internal rate of return is not high. At 20%, the profit margin is limited. In his view, the IP matrix of the head only has the opportunity to break through the walls of the online and the physical. Only by creating the IP that can be easily accessible, accessible to the public and the attraction that is within reach, is a good cultural tourism company. "There are only three ways to get IP: first, joint venture purchase, like Lego, which is a form of joint venture purchase; second, cooperative innovation; third, direct investment incubation, and self run travel products."

The moat of Wen travel industry has been deepened, but the value and uniqueness of IP still need to be found. Only a unique IP can really create economic benefits. Fuxing Travel News reported that the company achieved rapid growth in the first half of this year, with a turnover of 6 billion 930 million yuan, a slight increase of 4.95% over the same period last year. Atlantis has become the main growth point of the current period, with a turnover of 656 million yuan, an increase of 220.18% over the same period. From the perspective of income diversification, the proportion of non room income accounts for 47% of the water world, aquarium, mini camp, C show and catering services. There are also mountains and rivers. According to statistics, after the impression of Liu Sanjie, the Wencheng princess, which was built by the company, has exceeded 1000 performances since its performance in 2013. It has received more than 210 000 visitors, with a total income of 770 million yuan. In 2018 alone, there were 187 performances and 500 thousand visitors. The box office revenue was more than 150 million yuan. After creating several real performance projects in China, the landscape pageant extended this idea to the overseas market, but not every one could succeed. Mei Shuaiyuan recalled, "now it seems that all successful works have strong IP support, including Jinggangshan, Taishan, Tianmen fox, Wencheng Princess and Kangxi canon, which fully demonstrate the importance of IP performance in cultural tourism, and must have the inheritance of Chinese context. We hope to revive China's good IP and become a modern IP of life.

At the same time, with the coming of the 5G era, the supply side reform will bring new development. In the management and service of scenic spots, automatic driving and control, MR experiential guide, intelligent customer service robot and intelligent selling robot can bring more convenient services to tourists. And in the area of marketing and promotion, 5G scenic spot display, product collaborative MR design, precision marketing and so on will also become a trend. For the entire travel industry, it is always the danger and opportunity. The industry needs to think about how to let IP retain people.

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