June 7，Hosted by Zhihui，Zuo Yu、Chunxiao Capital、Co-organized by Yuanhe Capital and Pintu Group，The "2018CTCIS Third China Cultural Tourism Consumption Innovation Summit" with the theme of "Following the Trend and Seeking Change" was held in Beijing。The conference helps poverty through cultural tourism、China-Europe Tourism Year、Cultural Tourism Investment and Operation Innovation、Destination product innovation, marketing and cultural communication innovation、Multi-dimensional integration and innovation of cultural tourism industry、Decoding the development logic of China’s cultural tourism industry from multiple perspectives。6 heavyweight guests focused on “how to upgrade and iterate travel products amid consumption upgrades？"Theme，Discussed the current imbalance between supply and demand of cultural tourism products、Pain points and reasons，Analysis of how to leverage capital to upgrade destination products，Full of useful information on site，Wonderful。

188bet online sports betting

Hu Weidong, Chairman of Beijing Zuoyu Investment Management Co., Ltd. 

Seminar guest: 

Long Yinxi, Chairman of ACTIONPARK Asia Pacific Group

Hua Caixin and Chairman Li Shuhua

Fu Weihuan, General Manager of the Hotel Department of Shanshui Wenyuan Group Business Management Center

Zhou Xiao, founder and CEO of Wanyu Gravity

Zhang Yi, Chief Operating Officer of Colorful Investment 

For the current status and existing problems of China’s tourist destination products，Every guest explained from their own perspective，And analyzed future industry opportunities。Long Yinxi said，If we want to do something groundbreaking，The first thing is to improve the quality construction and strength of China’s own scenic spots。Li Shuhua thinks，The core of the scenic spot is the implantation of content and the extension of culture.

China’s new consumption power has shifted from purchasing products to purchasing services，Having entered the era of living in the city from the era of living in the city。Fu Weihuan said，The current situation of cultural products is "Five Lectures and Five Beauties"。 The "Five Lectures" are about popularity、Talk about feelings、Talk about popular items、Lecture on activities、Talk about traveling。The "four beauties" are beautiful scenery, beautiful accommodation, delicious food, and beautiful things.But there are several important things missing from the cultural tourism products we studied，It’s principled、Speciality，And tourists’ sense of participation and experience。 

Zhou Xiao said when talking about the problems existing in tourist destination products，The biggest problem is that travel product decision-makers are generally not teenagers，Far away from consumer groups。Zhang Yi also expressed this，There are many people doing product design now，Unable to understand the needs of the new generation of consumer groups。Hu Weidong concluded，There are two problems with current tourist destination products: current resource owners、People who can make decisions don’t understand users；The resource owner may lack some good content and business formats，I want to upgrade but don’t know where to start。

How to help upgrade products in tourist destinations？Long Yinxi said，This requires a very correct concept，Everything starts from an idea。Fu Weihuan thinks，The most important thing in upgrading tourism products is to create content with "emotion"、Create a model with "heart"，This will create a travel product that can be accepted by all ages at all times。Hu Weidong said，In the past, the owners of tourism resources were either the government or real estate developers，Due to various reasons，Maybe there is no motivation to upgrade and iterate the product，Or there is no method。Next stage，When the tickets are no longer sustainable，If you want to achieve iterative upgrades of products in tourist destinations，Must be diversified、Market-oriented operation，Cooperate with content providers，Instead of the previous "big package"。

The following is the transcript of the roundtable forum speech:

(This article is compiled based on the speech transcript，Not reviewed by the parties。Zhihui slightly deleted) 

Hu Weidong:Today our topic is around the upgrade of destination tourism products，The invited guests are basically related to destination services，Existing in hotel accommodation，There are also old friends who provide entertainment and night tour hardware support，Please first introduce yourself to each guest。

Hu Weidong, Chairman of Beijing Zuoyu Investment Management Co., Ltd.

龙Yinxi:Hello everyone，I am Long Yinxi, Chairman of ACTIONPARK Asia Pacific Group。ACTIONPARK is a European brand，It includes theme parks。I am from a financial background，Also invests in other film and television companies，For example, multiple film and television bases in the United States。I’m glad to have the opportunity to come to the Chinese market。

Long Yinxi, Chairman of ACTIONPARK Asia Pacific Group 

Li Shuhua:Thank you Zhihui for giving this opportunity，We are an innovative enterprise of NEEQ listed companies，In fact, we also have three years of research and development time in the literary travel industry，From the earliest creation of night environment to the implantation of night culture and economy。 

Hua Caixin and Chairman Li Shuhua 

Fu Weihuan:I work in a hotel，Now I am a host of cultural tourism。Five years ago, I worked in the hotel industry for 25 years，Became a host of cultural tourism。Why is it said to be an accommodation person rather than a cultural hotel person？Because the cultural tourism industry is a combination of standardized accommodation products and non-standardized accommodation products，So I changed it to a hotel host。Landscape Cultural Garden in Haiyan, Zhejiang，Including Nanjing and Chongqing, they are developing cultural tourism towns，The concept of a cultural tourism town is paradise + business + residential + senior care，。Our goal is to make China more beautiful，Make people’s lives better。

Fu Weihuan, General Manager of the Hotel Department of Shanshui Wenyuan Group Business Management Center 

Zhou Xiao:I am the founder and CEO of Wanyu Gravity，But I am better known as "Electric Shock Bureau"，My sense of mission in the company is to make pure entertainment a world language。Movie、Drama and games are three common languages ​​in the world，We put scenes from the movie、The performance of drama and the interaction of games are integrated into one，It has become a product that can be experienced on site，Let everyone live in their favorite stories。We are the first theater in China、Shopping Center、Connecting scenic spots and cultural tourism towns and amusement parks，It’s called electric shock，In the past three years we have launched the Electric Shock Ghost Blowing Lamp、Works like The Legend of Electric Shock Fairy，One of the projects spanning many cultural and tourist attractions in China is called Electric Shock Eastern World，It is to put China’s Qin, Han, Tang, Song, Yuan, Ming and Qing dynasties and the Republic of China on the scene。 

Zhou Xiao, founder and CEO of Wanyu Gravity and director of electric shock

Zhang Yi:Caicaitou is an innovative accommodation product，Includes hotels、B&B and all life scenes and travel scenes，What we do is assets、How to connect spaces and users，It is also reflected in the form of innovative finance，So for all assets、In terms of space or destination，Not only get financing services，Also obtained a relatively innovative marketing method，Then here there is a direct connection with the user。Three and a half years since its establishment，Already helped more than 400 different spaces，Completed a total of more than 2.6 billion yuan in financing，All spaces to help with financing are spread across 28 provinces and municipalities，Also includes 8 overseas countries，So we focus on such innovative connection methods，Looking forward to communicating with you today。

Zhang Yi, Chief Operating Officer of Colorful Investment 

Hu Weidong:Zuoyu is an investment institution focusing on the cultural tourism industry，The industry business is divided into three parts: cultural tourism mergers and acquisitions and financial consulting business，For example, all well-known and major domestic transactions in the past three or four years were completed by Zuo Yu’s team。The second is investment in cultural tourism content and traffic，Including performances、Cultural Entertainment、Sports events and parent-child related lifestyle items，We can call it content and traffic that reaches tourist destinations，Including operating products and business formats，We have invested in twenty or thirty companies in the past，Including the well-known domestic Huangbaoche and Qulv，And the Fantasy Forest，The largest magic performance company in China，Accumulated content packages for forty or fifty companies。At the same time，The third business was derived，We rely on these content packages to form an investment in tourist destinations，Mainly through the establishment of industrial funds。Last year we established China’s first ancient village utilization and protection fund with Zhejiang Tourism Group，About 2 billion yuan，This year we are also continuing to launch new industrial funds in Inner Mongolia and various southwestern provinces，I hope friends here will discuss more cooperation opportunities with Zuo Yu。

Since today’s topic is iterative upgrades，There must be certain problems on the supply side of current cultural tourism products。The questions given by the organizer are also very interesting，Everyone here，Mr. Long 188bet Online Sports Betting and Casino (Long Yinxi) is the operator of the largest water park in Europe，Including Mr. Li (Li Shuhua), we are also cooperating with many destination scenic spots，Includes hardware support for nighttime performance projects，You should have many opportunities to contact tourist destinations，So I want to hear everyone’s perspective，Think about the current situation of China’s tourist destination products、Where are the problems and opportunities。

Current situation and opportunities of China’s tourist destination products

Long Yinxi:China’s beautiful scenery、Natural resources、Cultural Resources、Very rich historical resources，Many landscapes in China are more beautiful，Also more atmospheric，So many investors come here because of it。The most important thing to us is quality，Because whether you are investing or making products，When investing, always compare some aspects of China and Europe。Everyone will marvel at the beauty of China’s landscape，Everyone will consider if I come to China to travel，The travel products I enjoyed、What will happen to the quality of tourism services，Everyone will feel very hesitant once they think of this，So if we want to do something groundbreaking，First of all, we must improve the quality construction and strength of China’s own scenic spots。 

Li Shuhua:We have been in the lighting industry for 18 years，The simplest is from architectural lighting、Airport Lighting、Single lighting such as railway station lighting，Go to professional city landmarks，There is another light show at the back，Present 4.0 is actually a real in-depth interaction、Participation and traffic。We have also discovered its great value in the field of lighting，From the value extension detonated by the G20 Summit in Hangzhou，Lighting plays an irreplaceable role。The investment is the smallest in its system，Because the entire Hangzhou G20 has invested hundreds of millions，Driving the growth of the entire tourism industry and in many aspects more than ten times。 

Tianjin Haihe completed its system in 2012，It also drove the entire riverbank economy、Contents on various aspects of cultural monuments，Including the Anhui Jiuhua Mountain we made、These tourist destinations in Niushou Mountain, Nanjing，What we were doing at that time was rigid environment creation，Later I found out that actuallyThe core of a scenic spot is the implantation of content and the extension of culture，How does this aspect produce collision and connection with commercial and economic value。

Assuming it is from eight to nine o'clock, a lot of things are deduced，The income from guests staying overnight and a series of dining and entertainment are actually in the evening，So we are working hard in this area，Strive to do more，I also want to touch people through the light of splendor、Light up the star lamp、Light up a happy life，It can give visitors something to remember here，We will also have a sense of ritual for some content，In this way, tourists can have their own travel experience。 

Fu Weihuan:As long as it exceeds three days and two nights, it can be defined as a tourist destination,Now China’s new consumption power has shifted from purchasing products to purchasingService,China’s per capita GDP has exceeded 8,000 US dollars in 2017，Entering the experiential economy，It has also entered the era of sojourning from the era of city living。The current situation of cultural products is "Five Lectures and Five Beauties"， It’s not the “Five Lectures and Four Beauties” we talked about when we were young。Can current cultural tourism destinations be achieved？。

The "Five Lectures" are about popularity、Talk about feelings、Talk about popular items、Lecture on activities、Talk about traveling。First, it’s about popularity，What is the standard of measurement？It is the precondition，Including tourist destinations and scenic spots, the number of visitors per year cannot be less than 2 million。The second is about feelings，The scenery is also good、The original natural landscape is also good。The third is to talk about popular items，Is the current product able to attract tourists’ attention and confidence。The fourth is to talk about activities，It depends on whether the overall planning ability is strong。The fifth is to talk about suitable travel，The number of days suitable for traveling in the whole year is not less than 200 days。

The "four beauties" are beautiful scenery, beautiful accommodation, delicious food, and beautiful things.Necessary to mention the beautiful scenery，Meisu has unique accommodation products that can attract people。Food is easy to understand，Food is the first priority for the people，As long as you can keep the customer's stomach, you can keep the customer's heart。The last thing is a beautiful thing，There must be a story line。 

Cultural tourism products in China，Missing among the products we researchedA few very important things，It’s principled、Speciality，And the tourists’ sense of participation and experience after getting the product。The reason is that all the original destinations in China were not product-oriented，Not service oriented。

Zhou Xiao:The content shared by the seniors just now is very detailed，But I want to give a few specific examples。Yesterday, WeChat Moments was flooded with ads from Wufangzhai，A company born in 1923 made a series of advertisements in a very Internet teenager way，Maximized the circle of friends。In the past six years，We spent about three years visiting many film and television locations across the country，The biggest problem is that decision-makers are generally not teenagers，This is a very big question。Such decision-makers are not teenagers，How can the post-80s generation nod in agreement、The rising consumer groups such as the post-90s and post-00s are the core tourist group，Be able to provide products suitable for them when traveling？This can’t be done，So this is a core pain point。If within three to five years, they can confidently and boldly hand over the business of their scenic spots to people between the ages of thirty and thirty-five to make decisions，Such a product will definitely attract the current core group of tourists in China。

Chinese tourist destinations are generally very unconfident in the architecture and cultural content you produce，I went to Dali Tianlong Babu Film and Television City three or four years ago，This place has filmed the film and television drama "Dragon Movie"。I found a very good building and a very complete condition，But no one，This is the place where film and television dramas and historical and cultural buildings have been produced，But no new content will be entered，Let it develop，Watch it or not，So this scenic spot will slowly decay。If such scenic spots are used by our product company，When putting your own things into the content，I will activate you，Make you alive、There is a story、There is a topic。We think most Chinese tourist destinations will have such small problems。Everyone who makes tourism products knows that they need investment packages，But can the speed of investment matching and the accuracy of recognizing this matter be matched?？Not necessarily，This requires professional people to do professional things，Not someone who doesn’t understand investment at all，Or people who don’t understand products at all are making investments and products。 

Zhang Yi:I strongly agree with Mr. Zhou (Zhou Xiao)’s view，We are closer to consumer groups，You can also feel this consumption trend from around you。Comparison based solely on the granularity of user experience in tourist destinations，At least three eras behind，Or the level of digestion of user granularity and the detail of services are very rough。Whenever we really go to tourist destinations to spend money，How many of them are the so-called super users in the Internet industry who are trying to capture？What we call super users not only have this kind of spending power，And it belongs to its own class and is moving up quickly，The entire circle around me belongs to this kind of people with very wide spread power，I am a KOL in a small circle，Be able to become the backbone of consumption in the next era，Some people who can influence the consumption trends of the entire country。

These tourist destinations really don’t capture many of these people，The infrastructure they provide to users is very poor。If you think about what good accommodation products there are in all tourist destinations，Maybe this is just at the infrastructure level，Not to mention the experiential consumption that meets these functional consumption、In-depth activities，In fact, they are all very sketchy，Very one-sided。When the younger generation makes travel decisions，I always think that domestic travel is a very vulgar thing，Prefer to go to some fancy destinations，I think if you go to Türkiye and ride a hot air balloon, you can post it on your circle of friends，But we rarely see such attractions in China to show off，This is very reflective of the current situation。 

Of course this is an appearance，The underlying reasons are very similar to the points mentioned by Mr. Zhou just now。Because this is a product design job，People who design products are not people who can understand the needs of the new generation of consumers，And the iteration speed is not the same，You can experience the trend of consumption upgrade by yourself，Have you truly experienced top-level consumer demand，I don’t think I’m in this circle。Once you reach the first level，How to reach your super users？If it is purely through traditional print media and publicity channels，In fact, you cannot reach your target users or super users，There needs to be some more compelling way to reach and acquire power users，Connect with them in a more sticky way，This is a second step to be conceived。All of these may require strong support from the financial level or other publicity levels to be carried out step by step in a very systematic manner，It may boil down to the problem of missing a few steps。 

Hu Weidong:It sounds like the problems mainly focus on two aspects:Current resource owner、People who can make decisions don’t understand users，The resource owner may lack some good content and business formats，I want to upgrade but don’t know where to start。Every guest can talk about how to help the upgrade of these destinations based on the products and content forms at hand。 

How to support tourist destinations?

Long Yinxi:Share some of our experiences with you，For example, Shanghai Disneyland is a very big project，But it requires a very correct concept，Everything starts from this idea。Of course, implement this concept step by step，We need to think globally，Don’t just think about China。Of course we need to understand the Chinese market and the iteration of Chinese consumers，Includes characteristics of consumers of different generations，We need the right people to do the right projects，The final quality and execution quality must be in line with the original vision，Many companies have no problem with their technology，Can do very good construction，But there is something wrong with their concept。At the beginning they did not have a very good idea as a basis，For example, a theme park，This idea is very good。We combine this good idea with the right people。

We have forty years of history in Europe，The projects we have done are now running very well，No one is closed。For some companies and some industries，Some projects may not be very profitable，You can also do feasibility studies in China。I believe in the potential of the Chinese market，I also believe that the Chinese market will have a very good future in the next four to five years or six to seven years，This is where many companies can make a difference，It will also drive the government and relevant departments to provide more support。What are the directions and trends determined by people in relevant departments who really understand the needs，Including Disney、Projects for Universal Studios and other theme parks，The initial goal was to attract 30 million tourists in the first year，In fact, it has attracted 1 billion tourists，So the result is still very good。The so-called entertainment industry is that the initial concept must take entertainment factors into consideration，In this way, the entertainment effect can be achieved，Otherwise the target is wrong。 

Li Shuhua:We originally did Jiuhua Mountain in Anhui in 2009，The government invested 1.9 billion，Tens of millions invested in lighting，I have been a tourist for two years and still can’t get there。Because Jiuhua Mountain is the dojo of Ksitigarbha Bodhisattva，There was a show tonight，There is also a great impetus，Now we are developing a new system。Niushou Mountain, Nanjing，The government invested 3 billion，Its soul is the relic of the Buddha enshrined there，Anyone who is interested must go there，Ten minutes’ journey from South Railway Station，Niushou Mountain is also a Buddhist dojo。After the initial investment of 3 billion, I thought there would be 30 to 50 thousand people just after the opening，In the end, there were actually not even 5,000 people。Last year we developed a new idea system，That is, experience，The whole experience is all about light、Scenes and many sounds and lights，Reflect spiritual feelings through people’s eyes, ears, nose, tongue, body and mind，Feel your own growth process or view of happiness through more than an hour，This is a little bit embedded from the content。 

Shandong is the hometown of Confucius and Mencius，How to drive customer flow research and development for more than 200 days？This is also a lot of upgrades to traditional products，But during the process, we discovered that the big names in cultural and tourism industries all work during the day，Expert during the day，We just put the night environment、Night Culture、The night economy implants new growth points and N-th power industry extension。 

Fu Weihuan:There are four examples of relatively successful theme parks and cultural tourism products in China: Disney is the representative of the IP industry chain，Moganshan’s greatest success is the sale of property rights and operation management，Aranya around Beijing is based on real estate + community services + content，There are also OCT and Chimelong that everyone is familiar with，It is a theme park + real estate model，These four are relatively representative and successful theme parks and cultural tourism products。 

The cultural tourism products under the new situation are mainly four new ones:First, new opportunities，Industrial scale is also good、Customer group is also good、The release of huge GDP is also good，Although China’s per capita GDP release capacity cannot be compared with developed countries，There are objective reasons here，But it is of great help in generating an experiential economy，So this is also a new strategy。New directions include fusion、Share and interact。The diversification of industries and the integration of personalization result in the integration of all products，Experiential economy is also good、Sharing economy is also good，It is the experience that is focused on during the sharing process that gives the sense of experience。 

The new direction also includes several aspects: the direction of life is the needs of the people；Industrial orientation includes the orientation of China Fortune Land Development and Industrial Industrial Park，Or mainly tourist towns，It is a theme town built in the model of a theme park；The government’s support orientation is to create a third gathering area where people can live and work。 

Then the new strategic direction，The government gave a direction last month，That is, the theme park has more than 1,000 acres of land、A theme park with a theme investment of more than 5 billion yuan is considered an extra-large theme park，Need to report to the national Development and Reform Commission，This is the hard condition。Special accommodation products，Similar to Tent Guest and Moganshan，There are also elderly care products，No cultural tourism town has ever developed so fast，Because China’s aging has not arrived yet，So health care products，Similar to Yanyuan in Beijing。Finally, IP-based cultural tourism products are in the ascendant，Wuzhen Ye Hao、Rural tourism is also good，These are all directions。The key to upgrading tourism products is to create content based on emotion、Create model with heart，In this way, we will create a travel product that is acceptable to all ages and around the clock。 

Zhou Xiao:What everyone needs to think about now is，How to get a thousand people to spend a thousand yuan in one or two days，Instead of spending a hundred dollars，The difference between the two is the difference between sightseeing and experience。Traditional theme park、Sports towns or tickets similar to this will be gradually replaced in the future，Because we hope to allow more people to experience the product in depth、Experience the scenic spot in depth，Need to let them get along in an environment where they forget about money and forget about time，What we provide is only one of the means。 

Why have we been widely invited to popularize what scene entertainment is in the past two years？Because this is what we think is a very good solution for upgrading the content of the scenic spot。Use the venue at this moment as an analogy，Everyone came to the scene wearing suits，If all doors in the room are closed within ten minutes，All lights off，Let you become the people of the Tang Dynasty a thousand years ago，What we were eating was the official banquet of the Tang Dynasty a thousand years ago，This is what we are doing。In this venue，You can eat it、Available、You can drink、Accommodation、Watch the show，Everything is because we have replaced you in a completely different situation，Not in the original normal meeting scene，This is the difference between us and many traditional scenic spots。 

If there are still a large number of enterprises and governments in China who dare to invest in projects worth billions or tens of billions，I want to say that you are very brave，But you may need five to seven years plus five to seven years for the same time，It is a project with a research and development cycle plus a return cycle of more than twelve years，All projects are in the tens of millions and all investments are returned in one and a half years，Which one will you choose？Before we were born，A large number of chief directors in their 50s and 60s work on products worth more than a billion dollars，Also a completely bad return，It may take more than ten years to come back，But from the day of birth，What these people born in the 1980s do is to quickly recycle and then copy and iterate profitable products from one or two years ago，This is the route we think it is。

Zhang Yi:The final theme of today’s session is very straightforward，Upgrade iteration，When we hear these four words, our first reaction is that these four words mean waste money。The most direct here、The simple and crude thing is to be able to provide funds，And can provide decentralized funds，Provide marketing attributes、Funds with customer acquisition attributes。If the entire financial market finances tourist destinations，There may be very few financial institutions that meet the needs of both，We are a family。I very much agree with what Mr. Zhou (Zhou Xiao) just said，From the perspective of the Internet，You can think of scenic spots as the logic of customer acquisition and monetization。Acquiring customers is to circle these people，Realization is the hard work of recruiting so many people，Everyone only realizes one or two hundred yuan，Don’t you think it’s a waste?？If you want to monetize in depth, users must be divided into circles,Some users are willing to pay two thousand yuan，Some users are willing to pay two thousand yuan，But how to make them pay this money？

Accommodation products are a big piece，Whether it is a Chinese or international brand on the market，We cooperate with more than 100 top accommodation products，We can introduce corresponding information from a platform or from a macro perspective、Suitable、Accommodation products that are very suitable for this scenic destination theme，There should be user stratification here，There should also be an entire realization pyramid，There may be a small number of very scarce rooms，There can also be many mid-range type rooms，If you want to refine your operation, you can do sensitivity testing，If there are four or five hundred rooms，Will users still pay the bill？Maybe the sensitivity is very poor，The store and the final money received are really not of the 188bet Online Sports Betting and Casino same size。What assets can be provided and monetized starting from accommodation，Catering after accommodation or other more in-depth content with cultural attributes, etc.，Actually, this is step by step，Can truly help。 

After these funds are withdrawn, they can be recycled and reinvested，This is the first way to introduce financing，Then complete the forward loop system iteration step by step，So the word iteration is used to answer such a question，Maybe it belongs to this three-step and four-step routine，I can provide you with an idea as a reference。

Hu Weidong:Mr. Long (Long Yinxi) pays more attention to the continuous innovation ability of content products，Mr. Li (Li Shuhua) uses his own technological means to help upgrade the night tour products of scenic spots，Mr. Fu (Fu Weihuan) puts more emphasis on the products of Shanshui Cultural Park，Mr. Zhou (Zhou Xiao)’s scene-like performance and Mr. Zhang (Zhang Yi)’s crowd-funded diversified accommodation products，I think everyone has reached a consensus:In the past, the owners of tourism resources were either the government or real estate developers，Due to various reasons, there may be no motivation to upgrade and iterate the product，Or there is no way。In the next stage, it is no longer possible to operate sustainably by relying solely on ticket revenue，Real estate developers no longer “sell dog meat”，Under the background of really wanting to travel，If we want to achieve iterative upgrades in the products of our tourist destinations, it must be necessary and diversified、Market-oriented operation team cooperates with content providers，It’s not the same big package as before。Everyone here，The guests on stage can all talk about travel destinations，Including multi-dimensional cooperation between the government and real estate developers，I believe that all guests are the key to upgrading tourism destinations in the future。