This year’s two sessions have two important signals regarding the development of 188bet mobile login，One is pointed out in the government work report，To create a global 188bet mobile login demonstration area，Reduce ticket prices for key state-owned scenic spots；The other is the merger of the Ministry of Culture and the National 188bet mobile login Administration into the Ministry of Culture and 188bet mobile login。The industry believes this，With the continuous upgrading of consumption，The government will guide my country’s 188bet mobile login pattern to accelerate the transformation from sightseeing to leisure vacation and cultural 188bet mobile login。

The concept of "cultural 188bet mobile login" has been proposed in our country for many years，But there are very few truly successful cultural and 188bet mobile login integrated development projects，The "Mangrove" brand of Jindian Group is one of the best。Reporters recently interviewed the founder of Mangrove Brand、Zhang Baoquan, Co-Chairman of the Board of Directors of Jindian Group，Through an in-depth analysis of the "mangrove phenomenon"，In order to explore a sustainable integrated development path for China’s cultural 188bet mobile login industry。

From scenic sightseeing to the "leisure and 188bet mobile login era"

“The word 188bet mobile login can easily cause ambiguity，It contains two completely different concepts - sightseeing and vacation。In fact, these two concepts are completely different，Previous travel was very simple，Mainly refers to sightseeing and 188bet mobile login。But a lot has changed now，Travel is not just about sightseeing and selling tickets，Travel should be more of a vacation、It’s about selling lifestyle。"Zhang Baoquan has a great logic for "188bet mobile login" and 188bet mobile login industry operations。He relies on his profound industrial understanding、Keeping market sense and forward-looking industry judgment，Let Jindian Group take the lead in successfully transforming from a traditional real estate enterprise into a diversified cultural 188bet mobile login group。Today，The "Mangrove" brand that has been honed for ten years，has grown into a benchmark for domestic vacation 188bet mobile login。

As early as more than ten years ago, when traditional real estate was in full swing，Jindian Group plans to leave traditional real estate，Turn towards cultural 188bet mobile login real estate focusing on leisure and vacation。“These ten years，We may have earned 20 billion less in real estate development income，Because the mangrove project does not sell houses，Instead of heavy asset investment and operation，Aiming to create a long-term leisure vacation 188bet mobile login entity。"Zhang Baoquan talks about the transformation that year，As calm as ever。Perhaps he had already predicted it at that time，China will accelerate its entry into the era of “vacation 188bet mobile login”。

The latest data confirms his industry judgment。Displayed in "2017 188bet mobile login China Leisure and Vacation Index"，Last year leisure and vacation 188bet mobile login accounted for more than 50% of the overall 188bet mobile login market，And it is growing rapidly，China has entered a new vacation era。

Experts say，In the context of huge changes in people’s consumption habits，Whether it is consumer goods，Or real estate，Everything must be achieved from innovative products、The level of simply meeting consumers’ functional needs for products，Leaping into a new development positioning level of creating lifestyles for consumers，Operation priority、Community management will become an important development model for cultural 188bet mobile login projects in the future。

From selling travel products to selling “lifestyle”

Entering a new era，Meeting the people’s growing needs for a better life has become the goal of reform and development，And high-quality cultural 188bet mobile login and leisure lifestyle，It is an important way to show "good life"。

“The essence of vacation is lifestyle consumption，Holiday travel，We must be a supplier of lifestyle content。” Zhang Baoquan thinks，The characteristics of 188bet mobile login are the same as those of traditional business，It is an independent function consumption、Independent IP consumption，It is a capitation economy、Ticket Economy，This is not lifestyle consumption。Lifestyle consumption is every moment，Eating every day、Watching movies、Pubbing，It is necessary for life。

“What mangroves sell is ‘life’，Life is needed every moment，All experienced and felt。” Zhang Baoquan said，The most important thing about the mangrove model is its content，If there is no such content，No matter how effective the operation is, it is just superficial。Jindian Group entered movies very early、Art and other cultural industries，Now after optimizing and combining the resources accumulated in all aspects，Achieved implementation in mangrove project，Achieving true cultural and 188bet mobile login integration。

According to introduction，Currently, 18 mangrove resort complexes have been planned in 15 cities and regions in China，which is located in Sanya、Four mangrove 188bet mobile login resort complexes in Qingdao have been put into operation，Become the industry’s leading benchmark for cultural and 188bet mobile login integration。Among them，Mangrove 188bet mobile login Resort World in Sanya，Considered to have significantly improved the vacation quality of Hainan’s “International 188bet mobile login Island”。

What’s impressive is 188bet mobile login’s first 1+X resort lifestyle。Mangroves will be the latest in the world、The most popular fashion、Entertainment、Art、Catering、Parent-child and other lifestyles all in one，Brings people a sense of escape from reality，A new vacation experience that does not break away from life。“Lifestyle must be all elements of life，To meet people’s various life needs from getting up in the morning to going to bed at night，This will make you feel at home。The vacation lifestyle sold by 188bet mobile login must be the ‘1+X’ vacation lifestyle，It is composed of several 1+X，where ‘1’ is the subject，‘X’ is various life elements，Theme keeps changing，The elements of life are constantly enriched、Extend outward。" Zhang Baoquan introduced。

At the same time，188bet mobile login 4 defined by Zhang Baoquan.0The business model also makes it difficult for latecomers to copy。Most businesses in mangroves are currently self-operated、Joint venture，Only a small number for rent。In space design，4.0Business eliminates spatial barriers，turn zero into whole，Eliminate traffic routes as much as possible，Turn traffic routes into experience routes。Connecting large and small squares with narrow streets，Form an open space without obvious boundaries and clear functional divisions，And can be separated at will、combination、Connected、Blending。People in 4.0Not only can you shop in the commercial space，You can still stay as long as you like，Experience various life scenes、Eating, drinking, having fun and new retail。Zhang Baoquan said: “You can even wear a bathrobe to the cinema in the mangroves，No one will find it strange。Because what we create is not a commercial space in the traditional sense，But a living space。”

Currently, many cultural and 188bet mobile login real estate companies in China are still at the stage of acquiring land and selling houses by creating concepts，The operating model is different from that of most domestic cultural and 188bet mobile login real estate developers，After the completion of the mangrove project, it will not be sold to the outside world，All adopt self-operated mode。Mangrove 4.0 Business is built based on the self-operated model of the entire project，This is what Zhang Baoquan calls the asset-heavy operating model。

From leisure "complex" to 188bet mobile login "cloud platform"

“E-commerce” represented by Alibaba and JD.com has changed people’s consumption habits，OTAs represented by Ctrip and Qunar have changed the way people travel，The Internet and big data have become the most important tools for industrial upgrading。188bet mobile login is also building its own MVM cloud platform，Realize the industrial upgrading of leisure shopping and leisure vacation through "cloud platform"。

Relying on the strong passenger flow of the 188bet mobile login Leisure Complex，With the help of the MVM cloud platform it is building，The new retail of mangroves is also a matter of course。According to Zhang Baoquan’s introduction，188bet mobile login new retail is a brand new business model，organically combine offline experience with online transactions，The ground carrier is 4 in 188bet mobile login Resort World.0Commercial Space，The air carrier is Cat Supermarket on the MVM cloud platform。188bet mobile login Pass 4.0Construction of commercial space，Let people experience various leisure activities on one side、Entertainment scene，while shopping；Then，Navigation service and call steward service through the ground，Direct these people to the MVM cloud platform；The ultimate purpose，is an e-commerce company targeting these consumers，Do what traditional e-commerce cannot do、An e-commerce platform for mid-to-high-end products for mid-to-high-end vacationers。

According to introduction，Except Sanya currently in operation、Outside the four 188bet mobile login complexes in Qingdao，Within the next 3 years，Hangzhou、Xiamen、Shanghai、188bet mobile login projects in Chengdu and other places will be launched；Next 10 years，Tengchong、Shengsi Islands、Chongqing、Guangzhou、Huangshan、Dali、Wuxi、Jiuhua Mountain、Lhasa、Mangroves in Changbai Mountain and other places will also appear one after another...，These 18 188bet mobile login asset-heavy vacation projects，The passenger flow generated in the future may create a new new retail empire。

Providing services to partner hotels and new retail merchants is only part of the function of the 188bet mobile login MVM cloud platform。The most important function of MVM is the front end for vacationers。

“MVM is the only one in China targeting mid-to-high-end people，A 188bet mobile login platform where you can find hotels by searching 188bet mobile login content。It transforms the powerful ground advantages of mangroves into the cloud，Integrating China’s mid- to high-end 188bet mobile login resources。”According to Zhang Baoquan，Consumers can click on various 188bet mobile login contents on MVM - ice and snow、Golf、Search by the seaside，You can also search for hotels by 188bet mobile login destination or keywords，Freely choose the 188bet mobile login life you want。Meanwhile，MVM will cooperate with 5000+ boutique hotels around the world、B&B and other cooperation，Place their accommodation、Catering、Entertainment、Conferences and other 188bet mobile login content and supporting facilities are uploaded to MVM，Like a large holiday supermarket，Let’s cooperate with hotels、Face-to-face communication between B&B and consumers，Thus gaining a large number of mid-to-high-end 188bet mobile login consumers attracted by mangroves to MVM。

Take Moganshan leisure vacation as an example，Zhang Baoquan introduced the future space and potential of MVM to reporters in detail。“When Moganshan had 3,000 guest rooms，They are all very profitable，Also the benchmark for Chinese B&Bs。As a result, everyone came to invest in B&Bs，When 5,000 rooms are invested，Some parts started to lose money。Not profitable will lead to vicious competition，Then the B&B lowers its service standards，Form a vicious circle。MVM can help Moganshan build a first-level lobby、Second level lobby，And supporting movies、Entertainment, etc.，Place it in MVM’s ‘Cat Supermarket’，Becomes a package for all B&Bs that join the platform，They can integrate these resources to make various arts、Special vacation products for parents and children。They can also put their own content into the ‘Cat Supermarket’，Let others share。”Moganshan B&B is small in size，Cannot host large-scale corporate annual meetings，So it will be very bleak in the off-season。But MVM integrates all the resources of B&Bs。This is equivalent to being in the sky over Mogan Mountain，A "188bet mobile login" B&B hotel with 5,000 rooms appeared，A large B&B hotel in the sky。

Call for more"188bet mobile loginLin", leading the transformation and upgrading of the industry

Leisure vacation and cultural 188bet mobile login are the next "wind outlets" for the development of my country's 188bet mobile login industry。The "2017 Global 188bet mobile login Development Report" released by the National 188bet mobile login Administration said，my country’s 188bet mobile login industry is currently in a golden development period，At the same time, the 188bet mobile login industry has also entered a period of structural adjustment and profound change，The marginal benefit of tourist attractions is gradually declining，The 188bet mobile login industry urgently needs to expand its development space in the new development period，Formation of new production capacity。

But "wind outlet" also means risks，The decline of many domestic cultural 188bet mobile login projects in recent years proves this point。Data display，Previously Hainan、Yunnan、A once popular traditional cultural 188bet mobile login real estate project in Weihai and other areas，Most of them have suffered from slow sales in recent years、Lack of popularity in the follow-up、Problems such as weak sustainable development，The development model of “making short-term profits through real estate” is coming to an end。

From the successful development experience of the "Mangrove" brand，Culture is the soul of 188bet mobile login，188bet mobile login is the carrier of culture。The real estate attributes of cultural 188bet mobile login projects will become weaker and weaker，And the cultural attributes are getting stronger and stronger，Make long-term plans、Downplay “real estate” thinking、Highlight cultural experience and integration innovation that keeps pace with the times，This is the foundation and long-term way for the healthy development of the cultural 188bet mobile login industry。Cultural 188bet mobile login Characteristic Town、Specific cultural 188bet mobile login projects such as leisure complexes should be carriers of cultural content and places for life experience。

Because of years of persistence and exploration in the integrated development of the cultural 188bet mobile login industry，It seems that there is not much businessman temperament in Zhang Baoquan，More often like a "performance artist"，And "Mangrove" is his art work。Currently，“Mangrove” because of its unique asset-heavy self-operation、Model of integrated development of culture and 188bet mobile login，Increasingly favored by local governments and consumers，Already one of the most successful leisure resort complex brands in China。Maybe，This kind of short-term "real estate profiteering" is preferable、The strategic layout and effective practice of persistently pursuing “transformation dividends”，This is what other developers and cultural 188bet mobile login companies should learn from。

Successful transformation from traditional real estate project to cultural 188bet mobile login resort complex，The owner of "Mangrove" Zhang Baoquan did it，Currently its brand expansion is entering an "explosion period"；Industrial upgrading from sightseeing 188bet mobile login to cultural 188bet mobile login，Chen Xianghong of "Wuzhen" did it，We are currently stepping up efforts to improve quality and efficiency。But，They are just the few successful ones among the many pathfinders for the integrated development of culture and 188bet mobile login。Upgrading the 188bet mobile login industry seems simple but the road is tortuous，There is still a long way to go before our country’s dream of transforming itself from a big tourist country to a powerful tourist country can be realized in reality，More “mangroves” are needed to lead China’s cultural 188bet mobile login industry to accelerate its transformation and upgrading。

*Source of this article: Economic Information Daily，Author：Song Zhenyuan, Zhang Limin，Original title: "The “Mangrove” Phenomenon: Exploring the Integrated Development of China’s Cultural and 188bet mobile login Industry》