March 16，By Hangzhou Municipal Tourism Commission、Travel TV、National Cultural Science and Technology Innovation Service Alliance is the guiding unit，Exclusively hosted、Co-organized by Tianmai，The "TWISE 2018 Cultural Tourism Digital Economy Summit" with the theme of "Immersion into the Future" was held at Tianyuan Building in Hangzhou。The conference focuses on the latest cultural and technological applications、Digital information technology application and innovation、Tourism big data、Travel experience content innovation、Experience improvement and other topics，Discussed the innovative implementation practices and future development trends of cultural tourism digital economy。Yuan Man, general manager of Hengdian Film and Television City Cultural and Creative Company, attended this forum and delivered a keynote speech。

Yuan Man shared the business philosophy and development model of Hengdian Studios，He said，Nowadays, many tourism companies are only single-engine engines，Travel is travel，No support from other businesses。188bet online sports betting Hengdian has two business supports，One piece is film and television，One is travel。Hengdian is represented by "film and television"、Travel is a Mile、Culture is the soul”。There is a ceiling for tourism experience, but there is no ceiling for cultural tourism experience.

Yuan Man believes that there are six core aspects of film and television tourism.The first is driven by the integration of the dual industries of film and television and tourism;The second is the profit model dual-engine drive;The third is to use both soft and hard methods;The fourth is the "white plus black" full season；The fifth is the high concentration of localized resources;The sixth is a tourist destination for sightseeing, experience and leisure.

Yuan Man further stated，Culture is IP。In the future, Hengdian will build a film and television IP operation platform，Including IP marketing、Interactive entertainment、Derivatives、Theme business and other directions。Cultural and tourism consumption will be the next stage，Based on Hengdian，Using Hengdian as a test field，Find out a new development model。

The following is the full text of Yuan Man’s speech:

(This article has not been reviewed by the parties involved, and the content has been slightly abridged.)

Today I will share with you the development experience or some experiences of Hengdian Film and Television City。

The development history of Hengdian

Hengdian itself has the advantage of being in a small mountain village in central Zhejiang，It was developed from a store on the ancient post road from eastern Zhejiang to central Zhejiang，From the brigade to the village at the beginning，Back to the countryside，Back to town，Now it is a model area for towns across the country。There are driving figures behind the development of Hengdian，Our founder Mr. Xu Wenrong，He single-handedly developed Hengdian from a brigade to a town，Promoted the construction and development of Hengdian urbanization。2017，Hengdian Town’s tax revenue accounts for about 50% of Dongyang City’s tax revenue，This and the founder’s hard work，And his grasp of the trend is very critical。

Now Hengdian is building a famous film and television city and a leisure town.Hengdian Group is co-creating、Total、Started from industry under the guidance of the core value of mutual wealth，Should sayHengdian Film and Television Tourism，It is the only company that does not rely on the real estate model to grow，But it relies on the support of Hengdian Group Industry。From the market to electronic appliances，To the pharmaceutical and chemical industry，To film and television tourism and new comprehensive service industries，From industry to cultural consumption、Tourism consumption，Hengdian Group’s layout in the entire industry is relatively reasonable。

In the capital market，Hengdian Group has 5 listed companies: Debon Lighting、Puluo Pharmaceutical、Ying Luohua、Hengdian Film and Television and Hengdian DMC。

Hengdian Film and Television City started in 1996，Currently it is the largest film and television shooting base in the country。Our shooting base starts from the Qin and Han Dynasties to modern times，There is a real scene、Exterior scene、Interior view，There is also a photo studio，The industrial chain is relatively complete。Now we have become the largest live film and television shooting base in the country，The main filming is costume drama、Xianxia Drama，Modern and contemporary drama，70% of this type of drama is in Hengdian。

Hengdian has gone through three stages，The first stage is the filming stage at the film and television base；The second is the stage of film and television tourism+；The third is the stage of mass consumption of cultural tourism，This is the consumption stage we will promote next。

The business philosophy of Hengdian Film and Television City

The business philosophy of Hengdian Film and Television City: film and television represents、Travel is a Mile、Culture is the soul。

1、Video and television table。Film and television are the core attractions or solicitations，Driving the culture of the entire film and television city through film and television，Promote the popularity of Hengdian Film and Television City。

2、Travel is a Mile。We use tourism as a channel for business transformation and monetization，It is a combination with tourism consumption。

3、Culture is the soul。Culture is IP，The culture of film and television，Traditional Chinese culture，Group’s culture，Or some culture of the company，These are the core souls。

The above are the business philosophy of Hengdian Film and Television City.

Six cores of film and television tourism

When it comes to the core of film and television tourism, I think there are six aspects:

The first is driven by the integration of the dual industries of film and television and tourism;

The second is the profit model dual-engine drive;

The third is to use both soft and hard methods;

The fourth is the whole season of white and black;

The fifth is the high concentration of localized resources;

The sixth is a tourist destination for sightseeing, experience and leisure.

1. The dual industry integration of film and television and tourism.Hengdian has a complete film and television shooting industry chain，70% of film and television themes are filmed in Hengdian Film and Television City，It brings traffic、Cash flow and logistics，Also brought Hengdian’s popularity，Also brings the core IP film and television of Hengdian Film and Television City。Travel is a channel for us to make money。Hengdian was the first to adopt the concept of platformization，We have been free of rent since 2002，We rely on related supporting industry services，Services including extras、Props Service、Vehicle supporting services、Catering services and other supporting services to protect film and television，Provide a foundation for the development of the film and television industry。

2. Profit model.Hengdian’s profit model is quite reasonable。Because many tourism companies are only single-engine engines，Travel is travel，No support from other businesses。Hengdian has two business supports，One piece is film and television，One is travel。In terms of our profits in recent years，Comprehensive service revenue from film and television accounts for about 30%，Tourism revenue accounts for 70%。In terms of tourism income，Ticket revenue only accounts for about 50%。Some other supporting services，For example, a hotel、Catering，For example, business revenue accounts for 50%。Hengdian is also a model of an economy that does not rely on ticket sales。

Compared to other companies，The film and television tourism dual engine drive can ensure the high speed of Hengdian Film and Television City、Healthy development。

3. Use both soft and hard tactics. That is, the combination of soft products and hard products.Performance，Temple Fair、Festival activities are all soft products。Hard products，We have various types、Different system。There is a hot spring、Water Park、Amusement theme park。A base-type scenic spot，There are also animal performances。Now tourists are also stratified，Requirements are also layered，Consumption will be different for different age groups or different groups。

From the perspective of soft products，There are two big event seasons this year，One is the Spring Festival，There is still another winter and summer vacation。We have a temple fair during the Spring Festival，In summer there is Water Splashing Festival and Colorful Water World。Activities determine the customer base for three months，The project determines the customer base one year from now。

4. “White plus black”All seasons.There are sightseeing types during the day，There are entertainment types at night，Combine the two，Tourists will stay longer in Hengdian，And it covers the entire population。

5. Highly concentrated resources in one location。There are more than 30,000 guest rooms in the entire town of Hengdian，There are probably more than 10,000 hotels under Hengdian Film and Television City，The peak number of tourists reached 70,000 to 80,000。There are still many things to be adjusted from the surrounding areas，For example Dongyang、Obligation、Deploy these surrounding resources in Yongkang。We are unified marketing、Unified deployment，This resource availability、The effectiveness will be stronger。

6、188bet Online Sports Betting and Casino a tourist destination for sightseeing, experience and leisure.The filming base in Hengdian is derived from tourism consumption，Return to film and television consumption，What we are doing now is “Film and Television+”，Derived from summer camp、Micro movie、Music、Sports、Museum、Culture and Creativity。Hengdian has a great benefit，Hengdian has many complex businesses，There are many ways to try。We can do experiments in Hengdian，Expand outward after success。

The next stage we are going to do is cultural tourism consumption，Based on Hengdian，Using Hengdian as a test field，Find out a new model。There is a ceiling for tourism experience, but not for cultural tourism experience.We will make some breakthroughs in this aspect。For example, I worked in physical education at Hengdian Planning and Development Center，Did the Hengdian Marathon in the first year。There is also cultural creativity。We make our own plans，Start in the cultural and creative industry。

Because Hengdian’s genes are film and television，To create a film and television IP operation platform，There are several directions: IP marketing、Interactive entertainment、Derivatives、Theme Business。These are our next development goals。We are now engaged in tourism and cultural creation，I will do life-related cultural creation next。The consumption scenarios of tourism cultural creation and lifestyle cultural creation are different，The needs will also be different。Travel and cultural creation，We want to be a one-stop tourism and cultural creative service provider。

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