Ye Jianping, General Manager Of Kaiyuan Senbo Tourism Investment Co., Ltd.: Young Consumers Love Domestic Brands, And Opportunities For Domestic Holiday Brands To Compete With International Brands

"In the post epidemic era, the basic logic and customer needs will not change in the general direction. It's still difficult to make money in the holiday sector, so we need to be careful about our investment. " Kaiyuan Senbo tourism investment company General Manager Ye Jianping said.

On December 18, the 21st century accommodation Summit Forum (2020) hosted by the 21st century economic report was held at the Grand Hotel of Shanghai Bund. At the meeting, ye Jianping shared his observations on how the epidemic affects the tourism and holiday industry.

"Look at the changes from April to October: it slowly recovered in April. May is better because of May Day, July and August. The real recovery is in October. Because of the golden week, the year-on-year data in October are more beautiful than last year." "Jiangsu, Zhejiang and Shanghai can represent the development trend of tourism industry in a typical way," ye said

He believes that under the epidemic situation, there have been some new changes in the tourism market. First, the strong recovery of the surrounding tourism market; second, the importance of tourism consumption for security; third, the content has become a leading factor in consumption; fourth, the deep influence of new media; and finally, the sudden emergence of live delivery with goods.

"On May 14, we invited Weiya to make her first live broadcast with goods from the hotel this year. She sold out more than 8000 products in more than 30 seconds, and Gmv reached more than 6 million." "I think it's OK to promote tourism and holiday products through live broadcasting and product effect integration, because it will eliminate a lot of your off-season inventory," he said

Speaking of the tourism market in the post epidemic era, he said that there are several directions that will not change. Firstly, the general trend of consumption upgrading will continue; secondly, there will be more opportunities for high-end products; thirdly, parent-child tourism will become a just need; finally, more domestic tourism brands will be born.

In addition, ye Jianping pointed out, "if there is no epidemic, what will happen to the market this year? Because when we think about a lot of problems, we let the epidemic situation go back. I don't fully agree with this point. You may have forgotten what we said at the end of 2019, saying that the second half of 2019 is the worst half year in the past decade, but we are also saying that it may be the best half year in the next decade. At that time, the business climate index in the second half of the year was called negative residual value. Now we have returned to 40%, so I think that even if there is no epidemic situation this year, the whole market is certainly better than now, but how good it is is is hard to tell. If there is no epidemic this year, the market will be great and there will be no market because the economic situation is there. But this year's market is getting better, and it's a big reason why we can't leave the country. "

He analyzed: what is the invariance in the post epidemic era? What is change? Investment still needs to be cautious. Now in the whole accommodation sector, the holiday sector is doing better. If capital wants to enter the holiday sector, it is very difficult for the holiday sector to make money. Because the basic logic will not change after the epidemic, including the needs of customers, the general direction will not change.

As for the general trend of consumption upgrading will not change, he said: "I understand that there are four main driving forces for consumption upgrading. First, economic development. Now we can see the economic recovery. Second, the emergence of the middle class, experts and scholars have different views, but there is no doubt that this class is expanding, their pursuit of a better life, their demand for tourism and vacation industry is strong. The third is the issue of time. Now we talk about "996" and "5 + 2". The pressure of work is very heavy. In fact, we can have more free time. "

There will be more opportunities for high-end holiday products. Ye Jianping pointed out that because vacation is different from business, terminal hotels are developing very fast. However, we haven't mentioned the concept of terminal vacation in the corresponding holiday market. In essence, the demand of holiday products is different. Business is to meet the needs of functions, while vacation is more about meeting emotional needs.

Peripheral travel and parent-child travel have become a rigid demand. Ye Jianping said that peripheral travel and parent-child travel have always existed. However, after the epidemic, it was found that enterprises doing peripheral tourism and parent-child travel had a better life. "We have been studying this product model since 2012, and have been exploring what kind of products can be used to gain consumer recognition. We judge the future market will be very hot, now where to go on the weekend? Peripheral tourism can not become a high-frequency product, but it may become a multi-frequency product, including parent-child travel. We don't have too many children at home. We need such a scene. We need more time to accompany children in the scene of tourism and vacation. " He said.

In addition, more domestic holiday brands will emerge. This phenomenon also represents a trend. The high-end brands of tourism and vacation are now occupied by international brands, which have good premium ability and high market awareness. But ye Jianping thinks that it is time for Chinese holiday brands to compete with them. In other fields, such as perfect diary and vitality forest, they are typical representatives.

Ye Jianping said: "we do tourism and holiday brands, and now we certainly have no shortage of investment and design, which can be comparable with foreign designers. In addition, today's consumers, young consumers are still more in favor of domestic brands. Behind these brands, the logic of creating brands, the thinking of online popularity, the thinking of hot money selling, etc., in essence, can bring unique experience to consumers. "

Speaking of senpo's strategy in the future, ye Jianping said: first of all, the future must be high-quality exquisite products; second, products perfectly integrated with nature; third, to create a comprehensive one-stop holiday; finally, the service provided can be more humanistic and intelligent.

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