Oriental Pearl Cooperates With Meituan To Open Up Multi Scene Gold Mining Local Consumer Market

"This year's epidemic is really a big blow to the tourism industry. After returning to work, we have also actively taken measures. At present, the per capita unit price of products ordered by tourists on meituan has increased to about 225 yuan, which is more than 170 yuan. And the ticket sales with catering services are 20 or 30 times higher than that of ordinary tickets. " On August 12, Liu Beiting, the marketing director of the Oriental Pearl Tower, lamented that the tourism industry had been hit hard this year, and the turnover may be only half of that of the same period last year.

On the same day, Oriental Pearl member flagship store settled in meituan platform, which was also the first digital operation sample of all scenic area members in the industry, and the first online and offline membership system was opened. The tourism industry has experienced a "big test" and can only learn from the bitter experience and start again. In the context of normalization of epidemic prevention and control, how to cultivate local tourists and improve the frequency of local consumption has become an urgent problem to be solved in the recovery of scenic spots.

The winter of tourism is also gradually passing. According to CAAC data, the passenger traffic volume from July 1 to July 23 recovered by more than 60% year on year, and the maximum daily flight volume returned to 80% before the epidemic. In addition, the number of railway passengers also increased by 24% compared with last month.

He qiongfeng, director of the data analysis Institute of China Tourism Research Institute, believes that the current recovery of the domestic tourism market has injected strong confidence and power into the scenic spots, and the domestic tourism market is steadily recovering. "The future scenic spot must be a digital space driven by science and technology and R & D. Some domestic scenic spots are in the forefront of informatization and intelligent construction, but there is still room for progress, such as improving cultural connotation, increasing differentiation, precision marketing through big data, intelligent management service and prediction, etc

Oriental Pearl member flagship store has settled in meituan platform, which is also the first digital operation sample of all members in scenic spots in the industry. Figure IC Photo

Deeply plough into local operation

Because of the epidemic situation, the popular landmark, Oriental Pearl, has also experienced "pains", and taking the initiative has become a passive choice. Liu Beiting revealed that the scenic spot was put into operation in 1994 and closed for the first time in 2020 for nearly a month and a half. After confirming the opening of the park on March 12, Oriental Pearl and meituan reached a cooperation and launched the activity of half price tickets for the first time.

According to reports, Oriental Pearl will have its own points membership system, covering eating, playing, fun, shopping and show. This system connects with the consumption data in meituan flagship stores. "Our core purpose is to increase the unit price of tourists in the scenic spot, which is very helpful. Because of the epidemic, foreign tourists and tourists from other provinces can't come in, so we have to target local tourists. Up to now, the unit price per customer has increased by 50 or 60 yuan, which is one of our core meanings. " Liu Beiting further explained that she paid more attention to the precise information provided by the OTA platform at the data level, so as to better grasp the needs of tourists.

This is just one example of self-help. On August 6, meituan and Hengdian film and Television City reached a strategic cooperation. In the pilot period after entering the member flagship store of meituan scenic area, Hengdian film and television city has obtained more than 3 times of traffic growth in meituan. Meituan plans to build 100 flagship stores with millions of fans in the scenic area in the next three years.

Liu Yanxiang, general manager of the business department of meituan ticket holiday business department, said in an interview with 21st century economic reporter that the epidemic situation has prompted some traditional scenic spots to pay attention to online operation. "Our core is to help improve the basic services of scenic spots, so as to truly realize data exchange, business online and scene intercommunication. According to our statistics, 50% of visitors to the Forbidden City will buy tickets for other venues besides gate tickets. In our takeout orders, many guests place orders in hotels, which shows that in different formats and different user scenarios, there are many scenes that can interact with tourists. "

Before the outbreak, the sustained high growth of the tourism market inspired the industry. According to the data released by China Tourism Research Institute, in 2019, the number of domestic tourists reached 6.006 billion, with a year-on-year increase of 8.4%; the total number of inbound and outbound tourists was 300 million, an increase of 3.1% over the same period of last year; the total tourism income of the whole year was up to 6.63 trillion yuan, with a year-on-year increase of 11%.

According to the forecast of China Tourism Research Institute, the number of domestic tourists will decrease by 56% and 15.5% respectively in the first quarter and the whole year of 2020, and it is estimated that the number of domestic tourists will decrease by 932 million person times and the income will decrease to 1.18 trillion yuan. Many people interviewed said that outbound tourism is still difficult to recover in the short term, and the focus for a period of time in the future is to tap the consumption demand of local tourists and strengthen consumer confidence.

"We hope to attract local tourists from Shanghai through various measures, including cafeteria, cultural and creative products, karts, VR roller coasters and other forms. At least, we should let tourists know that Oriental Pearl is not only a climbing project." Liu Beiting said frankly.

Speed up the digitization of scenic spots

Data show that this year's tourism industry is not optimistic. According to the financial report of the first quarter of 2020 released by head OTA Ctrip, the net operating income in the first quarter was 4.7 billion yuan, down 42% year-on-year and 43% month on month. Meanwhile, in the first quarter of 2020, the revenue of Tongcheng Yilong declined by 43.6%, and the actual revenue was 1 billion yuan.

While the epidemic strikes the industry, it also leaves room for thinking and precipitation in the tourism market. The tourism industry, which originally shelved the transformation and sought to increase its income, has accelerated the process of transformation and upgrading. During this period, some leading enterprises such as Ctrip and Tongcheng Yilong launched "cloud tourism" activities in the scenic spots. Nearly 7000 voice guides from more than 3000 scenic spots were opened free of charge, and the number of users increased by more than 600% within 7 days.

At the same time, the Palace Museum, Yellow Crane Tower, Du Fu thatched cottage and other scenic spots are also realizing digital tourism through network live broadcast, short video, cloud watching exhibition and so on. Online tourism can still develop new models to recover part of the loss, but for the traditional tourism industry with a long renewal cycle, the return to stability is a tug of war. The intelligent construction of scenic spots is imperative.

Liu Beiting revealed that it is still in the period of the epidemic, and the number of cross provincial tourists is not large, but the passenger flow of Oriental Pearl is maintained at about 10000 every day, of which 70% - 80% are local people. "We provide convenience for tourists in the booking system, automatic ticketing, online payment and other links. We hope that the whole scenic spot will become a paradise for parents and children and family gatherings."

Therefore, personalized operation is undoubtedly an opportunity to stimulate secondary consumption for scenic spots. In front of the "black swan", information technology shows unique advantages, and it also empowers the tourism industry with "face-to-face" characteristics. Liu Yanxiang believes that different scenarios have different needs of users. First of all, accurate identification is needed to achieve accurate recommendation. The biggest characteristic of service industry is non standardization, which is very difficult for quality control. "Data is very good for scenic spots. It will help them continuously optimize services and digitize and quantify the user experience process.

In response, Huang Jin, vice president of Oriental Pearl New Media Co., Ltd. and general manager of Shanghai Oriental Pearl Radio and television tower Co., Ltd., said that the impact of the Internet tide on the tourism industry, regardless of the source of tourists, products, channels and consumption habits, has a thorough and irreversible trend of change. From the self-service ticket terminal to the integration of multi business forms, the TV Tower will inevitably speed up the pace of digital infrastructure construction by taking data as the core and establishing a fast iterative upgrading and transformation mode.

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