Hu Weidong, founder and CEO of Zuoyu:

The theme of my speech today is "A new era of tourism products where content is king"。Today’s talk about “content” and user travel、The content of support for decision-making is different，188bet Online Sports Betting and Casino

Before I do this, I want to share something with you,What is the essence of the content of tourism products.Based on the previous combing, we put the entireThe core elements of tourism products are divided into three major parts，The first is the entire traffic；The second is accommodation；The third is service and experience at the destination，This is also the core element of tourism。

EntireChina’s tourism market now keeps pace with the four eras，The first is the business trip that was created in the 1980s，Second Sightseeing，Third Leisure，The fourth way of life。We traveled to many places，I found that tourism development in each region is uneven，Complete entry into the eastern first-tier tourism market、Or most of them have entered the fourth era of lifestyle。In many relatively remote areas，Entire tour、Tourism products are still at a relatively backward stage，More service forms are relatively primitive。

So we have a new definition of the whole "tourism"，This is what I just discussed with Mr. Yu from Tuniu: Tourism should be redefined now，Travel is not a simple sightseeing product，But the ever-escalating delocalization of lifestyle，The difference here is the core form of tourism、Content changed，No more sightseeing，But a variety of changing lifestyles，Including health care、Tanqi、Entertainment activities, etc.，I think these are the contents of tourism products under the new situation。

Data source: National Tourism Administration

According to data released by the National Tourism Administration，Judging from the growth rate of national tourism investment funds in 2016，Traditional infrastructure company、Tourist Hotel、The overall growth trend of tourism performances is gradually slowing down，The fastest growing is content and others。This point of view and Teacher Wu，The heights of Mr. Chen and Mafengwo are the same，We believe that the entire tourism investment has actually been resource-driven and entered the passenger source-driven era。In the era of resources，The core is supply，Pay attention to supply，Maybe supply was relatively scarce at that time，But in the era of customer sources, everything must be centered on the market。Now is the content economy，Should pay more attention to experience，The resource era focuses on development，Now we focus on operations。

Before the entire tourism enters the integrated development of culture and tourism，The main players in the industry are mainly real estate companies、Scenic Area、Planning consulting agency，They participate in the upstream development of the cultural tourism industry in different forms。Also mentioned just now，The core advantage of these players lies in their control over resources。In new circumstances，Companies with a large amount of content are gradually taking the lead in the upstream development of the tourism industry。

Coming to the core of what I want to share today——Content，Not just a simple IP，It also involves the entire content operation and the entire content marketing。

Travel products，Emotional needs can be generally divided into eight dimensions，The first is the historical nostalgia type，This is 188bet app download to satisfy many of our nostalgic emotional needs；The second one is warmer and more relaxing；The third type is parent-child、Family；Fourth，Adventure、Explore；Fifth，Science Fiction、Dream；Sixth，Horror and excitement；Seventh，Social Dating；Eighth，Others。Basically, we divide the emotional elements that travel products bring to customers into these eight parts。

For example，Many friends have stayed at the Songtsam Hotel, which is mainly based on folk customs，A hotel where religious elements are the core of the experience；Everyone has seen the program "Where Are We Going, Dad"，Bring a lot of traffic to the destination；The familiar SpongeBob SquarePants，Every event can bring thousands of people and huge traffic；"Wuhan Zhiyinhao"，A cruise with the theme of the Republic of China；Alxa Heroes Association，Many off-road enthusiasts should have participated，These are the destination values ​​brought by the big IP。

Moreover,Content operation。I think sustainable operation is the most important thing，It is to bring improvements and changes to the overall ARPU value and conversion rate。

Sustainable operation comes first，The original destination activities or projects were relatively single，We can try more diversified expansion，From a single attraction to multi-business support，From half day tour、A few hours tour turned into a two or three day tour，Increasing richness through ongoing operations；

SecondHigh traffic、High conversion，Content-based projects themselves are large traffic portals，Bring your own traffic。We voted for the "Constellation Goddess"、The “Mud Run” itself has built a built-in fan base，After they are grafted to the destination, they will become a new traffic entrance，Users will be more efficient in making decisions during the booking process；

The third one isContinuously iterate and improve repurchase,Excellent projects are updated and iterated quickly，The iteration here includes both vertical and horizontal iterations，Typical representatives of the former are popular projects such as Universal Studios’ “Transformers”，They also have a major upgrade every four or five years，The latter is for example the domestic "Huaqiang Fantawild" theme park，They are expanding in second and third tier cities，From another perspective, continuous iteration is also improving the ARPU value of a single user。

Finally, the team of experience and service efficiency，Zuoyu as an investment institution，will also be involved in the operation side to a certain extent，We voted for many destinations，We may also invest in holdings，Pay close attention to efficient management and operation team。

Third, let’s seeContent marketing.A very painful point for friends who did online travel in the past two years，This is the Red Ocean competition in the entire online travel industry，The price of traffic remains high。This situation has improved in the past two years，But facing the same problem - how to get traffic，Mr. Yu and I、Communication with Mr. Chen，Everyone agrees on user tagging、Scenarioization is a very interesting point。

Many friends ask me if Zuo Yu is working in cultural tourism？I said yes，But why do you invest in sports events、Culture and entertainment、Education、Projects such as leisure and health care？I said our findings are very obvious，We invest in these companies and service operators、When cooperating with tourist destinations，It often brings huge traffic to tourist destinations，These traffic are not through traditional OTA、Get it through search engines，But through sports events、Variety show、Entrances like study tour products come in spontaneously。

I think there is a core reason，Consumers are increasingly willing to consume in specific scenarios，This is also sceneization，Willing to label yourself with a specific label。Here is a very interesting example，The "Constellation Goddess" we invested in plans to open a constellation-themed 188bet app B&B，This B&B has not yet been launched，The constellation-themed rooms for the next year and a half are being sold out quickly，It can be seen that tourism has evolved into a borderless industry，We use these cross-border elements to locate labels。

To summarize，Content thinking should be developed from tourism resources，In-depth involvement in the design of tourism products，Throughout。Tourism resource development，You can see the ideas of Universal Studios，Very typical。Tourism product development，A friend does customized travel，Do the Australian route，The sales of Australian lines were very unsatisfactory，Later, an element was added to the route called the "Australian Stargazing" Tour，Invite a very well-known Australian astronomer，A one-day stargazing itinerary is included，Put it on the Astronomer platform for sale，Sold out all at once，And the price per customer has increased a lot，The gross profit margin has improved a lot。

Last，I would like to share with you the current development status of Zuoyu: the entire existing business system of Zuoyu has three major businesses，Cultural Tourism Industry Investment、Financial advisory business and early investment business。

Our investment logic can be described by the XY axis,

Zuoyu cultural tourism industry investment layout strategy

Horizontal refers to investing in asset-light equity investment funds，Mainly investing in various lifestyles、Scene、Content，Including tourism in a narrow sense；The vertical direction is towards the upstream resources of tourism，Invest in the resource side of tourism through industry funds，Such investment logic。Hope to form four synergies，The first is the content scene，Our left hand content and right hand landing，It is the collaboration of “content scene + implementation”，The second is the synergy between investment banking and direct investment business，The third is the collaboration between research business and investment banking business，The fourth is the combination of light assets and heavy assets。

*Source of this article: WeChat public account “Zuoyu” (ID: zuoyucaitive1)，Original title: "Hu Weidong, founder and CEO of Zuoyu: A new era of travel products where content is king》