June 7，Hosted by Zhihui，Zuo Yu、Chunxiao Capital、Co-organized by Yuanhe Capital and Pintu Group，The "2018CTCIS Third China Cultural 188bet sports betting app download Consumption Innovation Summit" with the theme of "Following the Trend and Seeking Change" was held in Beijing。The conference helps poverty through cultural 188bet sports betting app download、China-Europe 188bet sports betting app download Year、Cultural 188bet sports betting app download Investment and Operation Innovation、Destination product innovation, marketing and cultural communication innovation、Integration and innovation of cultural 188bet sports betting app download industry and other multiple dimensions、Decoding the development logic of China’s cultural 188bet sports betting app download industry from multiple perspectives。Li Xuefang, general manager of the Destination Marketing Center of Meituan Travel’s Domestic Vacation Division, attended this forum and delivered a keynote speech。

Li Xuefang expressed，In the context of consumption upgrading，How to expand the diversity of 188bet sports betting app download products and business formats，Improving the overall economic effect of the 188bet sports betting app download industry is what we seek。Meituan builds a 1+N super platform，Full scene coverage，In the life of ordinary people after get off work，Eat、Live、row、游、Purchase、Entertainment，All your needs can be met at Meituan。

The following is the full text of Li Xuefang’s speech:

(188bet sports betting app download article is compiled based on the speech transcript，Zhi Hui slightly deleted)

I am very happy to have such an opportunity to share it with you here，I am Li Xuefang from Meituan Travel，On the way here, I praised the Zhihui team in my heart，Because I think of the first cultural 188bet sports betting app download consumption summit in 2016，At that time, it was "change and value return"，Last year was "breaking the situation and establishing momentum"，Until this year it was “catch up with the trend and seek change”。Attention to the large consumption of cultural 188bet sports betting app download，Seems to have been the focus of the Zhihui Summit，Maybe the first session will be held in 2016，We don’t know yet about the merger of the Ministry of Culture and the 188bet sports betting app download Bureau in 2018，Brings an epoch-making significance。

At the same time in our daily lives，It seems that the integration of culture and 188bet sports betting app download is becoming more and more integrated。There are several phenomenal programs this year，Including "National Treasure" and more，Not only the common people like to hear it，The consumer platform also revives the 188bet sports betting app download craze of museums。So today’s topic is “From departure point to destination”，It can be roughly divided into two parts: the first is to look at "change"。What changes have taken place in our destination marketing body，What changes have taken place in our destination marketing targets，Then change according to this，Let’s seek change，Let’s see if we can catch up with “catch up with the trend and seek change”。

Discover the changes 188bet sports betting app download main body of tourist destinations

The main body of tourist destinations has changed profoundly in recent years。The reform of ministries and commissions in the government system declares that we have entered a new era of cultural and 188bet sports betting app download integration，At the same time, its competent authority is doing destination marketing，These two categories are also undergoing profound changes。The first is the organization that serves as the 188bet sports betting app download authority，Like 188bet sports betting app download Bureau、Management Committee, etc.；There is another type of enterprises and institutions at the destination，Scenic Area、Attractions、Travel Company、Resort and leisure complex, etc.，They are investing in construction，Scenic spot management，Operation and promotion are changing。

For consumer entities or markets，Profound changes are also taking place。Data display，National tourist age structure，Most born after 1985 and before 2000，Millennials have become the dominant force in 188bet sports betting app download consumption、Target group of destination marketing。At the same time，This generation is growing crazily with an annual consumption growth rate of 11%。

Fortunately，A large part of Meituan and its platform users are born between 1985 and 2000，Should be a group between 18 and nearly 35 years old。188bet sports betting app download type of group seeks novelty、Seeking change、For fun，Seeking freedom and reality。There are many labels on them that are completely different from those before 1985。So how to capture such a high-consuming group is a topic faced by our platform and the entire supply side。

On the industrial side，There are more demands on how to make the market a good destination，For example, how to explore more unique local culture，Combining multi-industry sectors，Build a pan-188bet sports betting app download industry。Our most popular concept is global 188bet sports betting app download，1 yuan ticket consumption drives 7 yuan comprehensive consumption industrial economy，In the context of consumption，How to expand the diversity of 188bet sports betting app download products and business formats，Improving the overall economic effect of the 188bet sports betting app download industry is what we seek。

These changes are ahead of us，We must change even if we don’t seek change，How will destination 188bet sports betting app download change？Meituan Travel gives us the answers we want in a unique way。First，Difficulties or changes are ahead of us，User traffic is further fragmented，Algorithms drive its need for further isolation，Whatever I just mentioned is Douyin、Toutiao includes Internet users such as Tencent，will pass your preference，Your repeat purchases and behavior tracks will further determine what kind of person you are，To push relevant content to you based on your preferences，This is a benefit。

Today’s young people believe that what they see is what they get，When we do 188bet sports betting app download with beautiful articles and pictures，Hope users to buy immediately。So when these trends are in front of you，We hope to move from brand 188bet sports betting app download to integrated 188bet sports betting app download，More pursuit of full-scenario 188bet sports betting app download，As well as big data precision 188bet sports betting app download and building O2O ecology。

How to do destination precision 188bet sports betting app download?

Integrated 188bet sports betting app download、How to do precision 188bet sports betting app download？This is indeed a big topic，For example, building an O2O ecosystem，We used to say that 188bet sports betting app download is a visitor，But in the era of Internet segmentation，We hope to see the media again，Rethink 188bet sports betting app download，188bet sports betting app download from you、After the invitation is sent out，And go down one level to see what the comments and experiences left by tourists at your destination are like，Then our Meituan、The 10.5 billion ratings and 1.5 billion reviews accumulated by the Dianping platform can indeed create a closed 188bet sports betting app download loop for destinations。

Look at the integration method in detail，Meituan 1+N super platform，Full scene coverage。Traffic is becoming increasingly scarce，More and more expensive，But when I took the stage, I saw a topic here talking about 188bet sports betting app download confidence，Then our Meituan is traffic confident。

188bet sports betting app download Taxi, which has recently been launched in Nanjing and Shanghai，Including tickets and surrounding tours，Full scene coverage through 1+N super platform，At present, 188bet sports betting app download has become the only one with deep coverage、Live、row、游、Purchase、A large-scale Internet platform for entertainment。It has a lot of room for imagination，I will use two examples below，The imagination after building such a platform。

When we want to launch an event，We can combine and mobilize our entire multi-industry sectors to do destination 188bet sports betting app download，For example, "517 Food Festival"，Online delicious food，40 million daily traffic，There are still 4.5 million offline merchants，And delivered to you through our delivery boy，Be able to complete an activity thoroughly at the destination。After the user has finished consuming，Be able to form user comments and reviews on our platform，Further feedback from the closed-loop 188bet sports betting app download link。

We just recently concluded an event，It is held in Zhangjiagang, a port city on the Yangtze River，The saury is particularly famous here。We planned the event，Offline food and cooking festival，At the same time, our delivery boy selects 5-star riders to deliver to locals and people on business trips，And at the entrance of 300 restaurants in Zhangjiagang，There are Zhangjiagang Food Festival posters exposed，At the same time, the video series "A Bite of Hong Kong City" has been played 50,000 times a day。So let’s look at it from a distance，When a city or a destination holds some 188bet sports betting app download festivals，Our platform mobilizes our food delivery、Meal arrived，And tickets in the tour、Hotels, tour groups, etc.。When we mobilize these elements，A wonderful thing happened。

The sales volume of Guomao Hotel is very small，But after our "Zhangjiagang 188bet sports betting app download Culture and Food Festival" event in April，10,000 copies sold this year。Guomao Hotel is a business hotel under the Guomao Group，But I have never sold so many saury wontons in the past years。So we say that theory is macroscopic，Practice is microscopic。

There were many guests and leaders sharing big data just now，It is true that every company has big data，As long as you have users，Their 188bet sports betting app download behavior、The product will leave data for further analysis。The key is whether the big data is big enough，Scene、Are the labels rich enough。Based on our many platforms，and 1+N numerous sub-platforms to build more than 200 segmented scenes and more than 40,000 personal behavior tags，So that we can know，Where are my potential customers，Why are they coming，Or why they like to go there，What did they feel after coming，Where are their evaluation and closed-loop systems。

188bet sports betting app download specific example is also theoretical。There are four directions，The big ones are two，One is after we have a big data engine，We have a lot of data that will be integrated，Towards two directions，One is precise operation，Second industry upgrade。

Precise operation，First，Follow our invitation。Invitation sent by our marketing，Where is the person you invited?？Second，Supervision system。For example, we are cooperating with the Lijiang 188bet sports betting app download Commission to use big data to strengthen industry supervision。Look at the entire Lijiang as a destination，We divide into four business district circles，For example, Lijiang Ancient Town、Lugu Lake, Jade Dragon Snow Mountain and Shangri-La are four small destinations within a few hundred miles，Check out all the shopping and restaurants、Shopping mall/leisure bar, etc.，What are the reviews from tourists，This is the public opinion supervision I just talked about，Prevent the slightest change、The work of seeing the smallest things，It is not necessary to be aware of service problems only after a public opinion crisis such as sky-high price of shrimp breaks out。

The other is industrial upgrading。For the destination，How to use big data to provide decision-making basis for industrial construction and precision marketing？Then give an example。Hangzhou 188bet sports betting app download has delicious food、Women's clothing、Performing Arts、Makeup、Recuperation and recuperation、Tea House、Craftsmanship、Art、Sports、Casual、Guarantee、More than a dozen special potential industries for infants and children，If divided by region, there are 24 business districts。Big data can help us see，What business district do these groups from the Internet like to live in in the 24 business district，Where will they go the next day，Which characteristic potential industries should be consumed。We found in the research case，Among the consumption preferences of young users, 30% of hotel guests have catering needs，17% of accommodation users have leisure and entertainment needs。This provides data reference for business layout planning of small destinations。

Time relationship，Finally, I want to go back to the topic。April this year，Dai Bin, President of China 188bet sports betting app download Academy, inspected our group，He has advocated an idea for many years，When developing all-region 188bet sports betting app download，We advocate local life and off-site travel，Be able to share the subject and guest in terms of spatial location, cultural space, and context。So when sharing between host and guest，Suddenly discovered Meituan，Including our sub-APP，Basically, it has been able to meet the needs of living and traveling in other places。Sharing around host and guest，Or the development of global 188bet sports betting app download，We also hope to follow the new era of cultural and 188bet sports betting app download integration，Followers of profound supply-side reforms，Leverage the advantages of our Meituan Travel，Let’s join hands with you to move towards the next blue ocean of cultural 188bet sports betting app download consumption，Thank you everyone！