Recently，The news that 188bet online sports betting sold 13 cultural tourism projects and 67 hotels to Sunac for 63.2 billion yuan swept the screen。Wang Jianlin’s explanation in the announcement between the two parties is thought-provoking: “Significantly reducing 188bet online sports betting’s commercial liabilities，And further realize asset-light operations。”188bet online sports betting’s large-scale dumping of heavy assets has triggered multiple interpretations，Some people think that 188bet online sports betting has completely left Cultural Tourism，But it is unclear how 188bet online sports betting operates with light assets。188bet online sports betting abandoning its cultural and tourism assets does not mean it is leaving the market，But the mode of operation has changed greatly，As conveyed by the information released by 188bet online sports betting recently，Light asset and brand output model are its main strategies in the domestic cultural tourism industry。Is the recently opened 188bet online sports betting tourism poverty alleviation project Danzhai 188bet online sports betting Tourism Town (hereinafter referred to as Danzhai) an attempt by 188bet online sports betting to achieve asset-light and brand export？

Picture 188bet online sports betting Cultural Tourism Segment Development Strategy

Early July，188bet online sports betting、The operation launch ceremony of Guizhou Wanda Vocational and Technical College was held in Danzhai Wanda Tourism Town，An attempt as a new model of poverty alleviation，The implementation of this project triggered a large number of media reports including CCTV News Network，This shows its high level of attention。According to the calculation of China Tourism Academy，After Danzhai 188bet online sports betting Tourism Town is put into operation，It is expected to bring 1 million tourists to Danzhai every year，It can create 2,000 jobs，Create 4,000 jobs in related industries that directly provide supporting services to tourist towns。

What is 188bet online sports betting?

188bet online sports betting Danzhai Town is located next to the East Lake in Danzhai County，1 away from the old city center.5 kilometers，Including Miao style commercial street、East Lake Natural Scenic Area，Introduced 7 national and 17 provincial intangible cultural heritage projects，Small town collects intangible cultural heritage、Protection of folk culture、Inheritance、Experience in one。Intangible cultural heritage in overall planning、Miao、Dong culture is the core，Rong Commerce、Culture、Casual、Travel as one，Architectural style based on Miao、侗、Mainly featuring water and other traditional architectural features of ethnic minorities。

The 188bet online sports betting currently contains three major blocks、Four Folk Culture Squares (Drum Tower Square、Miao Nian Square、Yougong Square、Golden Pheasant Square)、Three major fighting arenas，Covers 3000 meters of jogging track around the lake、Thousand acres of flower fields、Birdcage Post Office、Boutique Inn、cinema、Supermarkets and many other cultural tourism functions。B&B performance、Kara Fighting Chicken、Kingfish、Special ethnic catering such as cattle and sheep、Three intangible cultural heritage courtyards (paper-making courtyards、Batik Courtyard、Birdcage theme bed and breakfast courtyard, etc.)、Miao silver jewelry、Miao clothing and Miao accessories、Miao medicine, Miao medicine and other ethnic cultural characteristic businesses have also "settled" in the 188bet online sports betting。

Zhihui saw Danzhai 188bet online sports betting’s exclusive page from 188bet online sports betting’s official website，The official tour route is "Yougong Square-Bird Cage Courtyard Experience-Watching the Golden Pheasant Dance-Watching Fighting Birds-Bullfighting Competition-Sister Street Pindanzhai Top Ten Foods-Papermaking Courtyard Experience the Drum Tower Observation Deck - 188bet online sports betting Cinema - Cockfighting - Batik Courtyard Experience - Miao Street Local Specialty Products - Beautiful Views of the Plank Road Along the Lake - Suspension Bridge Observation Deck - The World's Largest Waterwheel - Flower Viewing in the Sea of ​​Flowers。At the same time, accommodation in the town is also available on the website、Catering、Transportation and surrounding scenic spots and other information are explained。

Picture 188bet online sports betting Guide Map Source: Wanda Official Website

With an investment of 700 million yuan, is 188bet online sports betting a light or heavy investment?

A total investment of 700 million yuan in 188bet online sports betting，One phase invested 600 million yuan，100 million yuan for later operation，covers an area of ​​400 acres，Building area 50,000 square meters，Built around the cultural characteristics of Miao Village，The town started construction on June 1, 2016，Open until July 2017。

After sorting out other cultural tourism projects that Wanda has invested in, Zhihui found out，The investment amount of Wanda cultural tourism projects exceeds 10 billion，The 700 million yuan for 188bet online sports betting this time is obviously not of the same magnitude，And it will be put into use within one year，Showing less investment、Features of short development cycle。Compared to other cultural tourism projects in Wanda，It is indeed “lighter”。Zou Yi, general manager of Lingyi Consulting, thinks，A self-sustained project like 188bet online sports betting is still an asset-heavy model。

Although 188bet online sports betting may not fully meet the requirements of Wanda’s asset-light model，But judging from Wanda’s layout in cultural tourism，Wanda Town is other than Wanda Mao、Tourism City、Another business format outside the resort，If the town can truly form another brand of Wanda，In the future, using a light asset model to implement brand output may be the focus。

The town has completed primary land development and secondary land development，The development of the main tourism industry project has also been completed。Wanda is deeply exploring the unique culture and resources of the town、Cultural tourism content development and operation，Can it be deeply attracted、Hold tourists and boost the town’s economy、Society、Environmental benefits，Realize sustainable development，Put a big question mark on it。Superior natural resources、Numerous intangible cultural heritages and distinctive Miao architecture constitute the town’s first attraction，In addition to publicity in the media、Wanda’s series of marketing activities、Under the comprehensive influence of cooperation with travel agencies，188bet online sports betting has a lively start。

Currently 188bet online sports betting does not charge tickets，Catering in the town、Accommodation、Handicrafts、Featured Products、Comprehensive consumption of agricultural products and other products is the main form of tourism income。It is reported，Only 4 days from July 1st to 4th，The passenger flow of 188bet online sports betting has reached 17.60,000 people，Total sales 4.4 million yuan。For a newly opened town，The passenger flow is very impressive，However, a rough calculation of tourist consumption levels revealed，Each tourist spends about 25 yuan in the 188bet online sports betting,This is consistent with the 500 yuan expected by an organization 188bet online sports betting future、600 yuan is a huge difference。

If compared to Yuanjia Village, which also has no tickets，The gap is huge。Data display，Yuanjiacun received about 5.5 million tourists in 2016，Annual turnover exceeds 1 billion 188bet online sports betting，Per capita consumption is around 180 188bet online sports betting,In addition to local folk customs，Special snacks have become the core factor in retaining 188bet online sports betting。

Comparing the same unique culture and natural landscape，Gubei Water 188bet online sports betting, positioned for sightseeing and vacation。Data display，In 2014, it received 980,000 tourists in the year it opened，Realize tourism income 1.9.7 billion，Per capita consumption is about 200 yuan，To 2016，Gushuibei 188bet online sports betting has 2.45 million tourists，Per capita consumption is about 300 yuan。Excluding 180 yuan ticket，Secondary consumption 188bet online sports betting scenic area increased from about 20 yuan in 2014 to about 120 yuan。

The local culture and specialty food industry of Yuanjia Village have become the most prominent consumption factors，Special snacks scattered in Gubei Water Town、Bookstore、Clothing and other stores、Old Beijing’s characteristic commercial street shops are an important support for attracting tourists to spend。Both are based on resources and culture，Create consumption scenes and content that suit tourists’ tastes，Not only retain tourists but also achieve continuous increase in revenue。Follow the introduction on Wanda’s official website，Current line products for sightseeing，Light experience，Insufficient core content attractions，Item combination is neither fish nor fowl。Wanda launched a lot of media campaigns at the beginning of its opening，Increase passenger flow through cooperation with travel agencies，But judging from the actual consumption data，The effect is not ideal，Hope it’s not a lively public relations show。If 188bet online sports betting wants to achieve healthy and sustainable growth，How to operate it？

Traditional sightseeing-style tourism is being changed in different levels with the upgrading of consumption，Simple display and list of attractions will not be able to deeply touch the needs of tourists，Relying on characteristic culture and natural endowment to develop more experiential content is the focus of the next stage of 188bet online sports betting。Although we do not rule out the possibility of Wanda introducing cultural tourism content from outside in the future，But from the perspective of Wanda’s emphasis on its cultural tourism brand，In the future, we should still focus on the development of cultural and tourism content within our own scope。

188bet online sports betting’s cultural sector currently mainly focuses on the film and television industry、Themed entertainment、Children’s Entertainment、Sports Industry、Cultural Tourism Planning Institute、Sunseeker Yachts、7 sections for calligraphy and painting collection。Zhihui found through combing，188bet online sports betting’s non-scenario cultural and tourism content resources include four aspects:Film and TV、Children’s Entertainment、Sports and cultural creative development，It is not difficult to find that in addition to comprehensive cultural tourism projects such as 188bet online sports betting City，“Film + Travel”、“Education + Tourism”、“Sports + Tourism” and some themed cultural tourism projects are content that may be added to the small town scene in the future。

The current 17 main tourist attractions/big players in the town、188bet online sports betting Cinema、Aimee International Children’s Cultural Experience Center、Four Jinhua Hotels are completely introduced projects，Other attractions/projects are based on local culture，The theme square holds corresponding bullfighting activities and folk performances every week。The four projects introduced are also completely within the scope of 188bet online sports betting’s cultural business system。

The town is currently involved in film and television、Two main items of children’s entertainment，Sports has not yet been involved，There is also a lot of room for 188bet online sports betting Tourism Planning Institute to carry out creative design around Miao culture。188bet online sports betting can focus on “film and television + tourism” in the future、“Education + Tourism”、“Sports + Tourism”、Upgrading town content in four aspects of cultural and creative development。

1. 188bet online sports betting and Television + Travel

July 11，Director Yuan Weidong announced that he has become the second "rotating mayor" of 188bet online sports betting，After taking office, Yuan Weidong proposed four "policy programs": ① Hold a public welfare movie screening；②Combined with batik、Flower paper notebook customized movie IP handicrafts；③Scouting around the town；④Shooting a mini-documentary in a small town。The purpose of Director Yuan’s series of activities is to establish a content connection between Danzhai and film and television。Many film and television groups are currently traveling across borders，Has an in-depth layout in the film and television industry chain and owns film and television、Wanda of animation IP will definitely not miss this opportunity for cross-border integration，In the future, “188bet online sports betting Scene + Film and Television Content” may extend to more business formats and possibilities。

2. Education + 188bet online sports betting

“Education + Tourism” has attracted more and more attention，Family-child tour、Study tour has become a popular market segment in tourism，From major travel agencies this summer、A series of parent-child tours launched by the destination、The popularity of parent-child activities can also be seen，Then 188bet online sports betting already owns the Baby King series，Relying on Danzhai cultural characteristics，There is a lot of room to create a more three-dimensional "sports + tourism" product system。

3. Sports + 188bet online sports betting

Wanda’s high-profile presence in sports is well known，In addition to introducing event IP，We are also sparing no effort to build our own sports IP，Currently Wanda owns “Ironman Triathlon”、"China Cup" International Football Championship、Tour of Guangxi Road Cycling Race、BMX World Championships、2019 Basketball World Championship and other IPs，These events require scenes to be implemented。Although the sports section has not yet appeared in 188bet online sports betting，But considering the superior natural resource endowments around the town，Some suitable sports events held in the future will also become content attractions with good experience。

4. 188bet online sports betting and creative development

The cultural performance model represented by Songcheng’s Eternal Love series has been verified and accepted by the market，Danzhai has a strong cultural heritage，Laid a good foundation for cultural and performing arts，There was already a Dai show before adding Wanda、Hanxiu、Qingdao show and other attempts，There is a great possibility to continue to make more attempts in 188bet online sports betting。

But it is worth noting，Although 188bet online sports betting seems to have certain involvement and experience in all aspects，The future space seems huge，However, many of 188bet online sports betting’s previous attempts at cultural and tourism content seem to have been unsuccessful，In fact, content operation has always been the biggest challenge for 188bet online sports betting Developer Gene team，People should still remember the hodgepodge of Hanxiu，Wang Jianlin challenges Disney’s inconsistent “bold words” that slap him in the face。Wang Jianlin also began to realize in the 2016 group work report that IP creation is not accomplished overnight，We need to slowly study and accumulate in the process。

5. Sustainable 188bet online sports betting is inseparable from successful operation management

Operations are crucial to the development of the town，Yuanjiacun and Maweiyi with "ancient street + snacks" as the core attraction，Internal operations management plays an important role in its success。Benefit mechanism between merchants、Community-based self-organizing management model、Refined management、Even the concept of honor and disgrace of merchant groups has become a guarantee for the upgrade of tourist experience，Become a powerful tool to acquire customers and increase their stay time。Different development stages of small towns require different operation and management experience，After the official opening of 188bet online sports betting, Wanda will need to continue its daily operations、Industrial integration、Operation management in all aspects including project cultivation and even balancing of interest groups of all parties。

188bet online sports betting is different from Wanda’s previous cultural tourism，It involves regional development、Local employment、Industrial linkage and other aspects，The complexity of operations is even greater than Wanda’s original business format。With the business formats in 188bet online sports betting、The increasing number of scenes，Many industries and stakeholders are complex，Wanda needs to find an operation method suitable for the development of small towns in all aspects: Wang Jianlin promised in his keynote speech on July 3，Wanda will be responsible to the end，Achieve stable operation of tourist towns，Build the tourist town into a well-known tourist destination in Guizhou and even the country，It seems that Wanda is well prepared for the operation and management of the town。As a poverty alleviation project，188bet online sports betting attracted a lot of attention as soon as it started business，“Media Poverty Alleviation Alliance” composed of 120 companies、“Mobike’s first green cycling charity town in the country”、Signed cooperation agreements with more than 100 travel agencies, etc. to build momentum for the town、Enough preparation has been made to transport tourists。The future process of 188bet online sports betting will also be full of challenges。Even if the content is enough，How to operate it well is another big test that Wanda faces。

*The author of this article: 188bet online sports betting Analyst_Wang Hui (WeChat:wanghui-hui), welcome to communicate!