In recent years，The investment scale of my country’s 188bet game industry continues to expand，In 2015, the national 188bet game industry completed an investment of 1,007.2 billion yuan，Actually completed investment in 2016 was 1,299.7 billion yuan, Continue to maintain stable growth in 2017，National 188bet game investment may exceed 1.5 trillion yuan。As the downward pressure on my country’s economy increases,188bet game investment continues to rise against the trend,Becoming a social investment hotspot and the most potential investment field。

The continued popularity of the cultural 188bet game market has attracted players from different fields，Relying on their respective industry backgrounds and resources，From the scenic spot、Theme Park、Travel performing arts、Enter characteristic towns and other products，From the current market situation，The main investment entities are still private capital、Diversified pattern supplemented by government investment and state-owned enterprises。Currently there are five main categories of cultural 188bet game investment entities: local state-owned enterprises、National real estate enterprise system、Local private enterprise department、Traditional cultural 188bet game enterprise system and cross-border large enterprise system，There are also different characteristics in the investment and development of 188bet game products。

188bet game

Many provinces and cities across the country have clearly proposed to build 188bet game into a strategic pillar industry，188bet game has become an important starting point for transforming local development methods，The enthusiasm of local governments to develop 188bet game continues to rise。As of 2017，More than 25 provinces have established provincial 188bet game investment companies，Many city-level 188bet game investment companies have also been established one after another。Local 188bet game investment companies have almost become standard equipment everywhere，Replacement through equity transfer、Market-based mergers, acquisitions and restructuring, etc.，Integrate local high-quality 188bet game resources，Committed to creating a leading local scenic spot、Promote and optimize local 188bet game industry。Because of the establishment background and time of each place、Different development ideas，Each has its own emphasis on industrial modules and business composition，Most local 188bet game investment companies cover the investment and development of scenic spots、188bet game Transportation、Travel agency、Passenger transport services and smart 188bet game, etc.，Invest and develop market-oriented cultural 188bet game projects，Also constructing infrastructure and public service platforms。

Take Hubei 188bet game Investment as an example，The company was established in 2009，From eight cities (states) in Hubei、Forest District) Government and large state-owned companies jointly funded and established，Hubei Provincial Government Holdings，Total assets reach 50 billion yuan，Focus on scenic spots、Hotel、Travel agency、Nine major cultural and 188bet game industries including 188bet game and transportation。In the context of global 188bet game，E 188bet game Investment Company takes “core attractions + extended industrial chain” as its development path，Aims to create influential and inspiring cultural 188bet game products，Promote the development of 188bet game in the entire region。2010，E 188bet game Investment Company begins to invest in the development of Longzhong Scenic Area in Xiangyang City，Eight years，Invested more than 1 billion yuan in the visitor center、Wuhou Temple、Thatched Cottage Theater、Botanical Garden、Guangde Temple and other attractions will be improved，The overall optimization and hardware construction of major attractions have been completed。Next 5 years，Will focus on creating theme campsites、Sea of ​​Flowers、Parking lot、Slide modification and other contents。Currently，The public facilities and surrounding environment of Longzhong Scenic Area have been greatly improved，5A creation has passed the provincial preliminary evaluation。However，Business planning and layout，Travel creative leisure category、Vacation projects、There are only a few modern derivative products developed around the big IP of "Zhuge Liang"。

Overall，Local state-owned enterprises with government background have advantages in resource planning and financing，Can make the past small、Bulk、Unified planning and layout of poor scenic spots。At the same time，In addition to 188bet game development，Local state-owned enterprises are also often involved in industrial integration、New urbanization and 188bet game poverty alleviation and other sectors，Relatively better able to take into account the overall development interests of the region，Thereby forming three-dimensionalization、Sustainable cultural 188bet game investment and development model。However，Local state-owned enterprises tend to focus more on and are better at the construction of public facilities，Hardware transformation and improvement，press specialization、Create 188bet game experience with market-oriented ideas、Relatively weak in designing market-oriented consumption formats and other content。In the era of customer sources，Local state-owned enterprises need to focus on 80、Most tourists born in the 90s or even the 00s，With a more open perspective，More innovative mode，Create or introduce business products and activities that are in line with public preferences and consumer trends。

National 188bet game enterprise system

According to statistics，Currently, more than 70% of the top 100 real estate companies have deployed in the cultural 188bet game industry，Cultural 188bet game has become a new trend in the transformation of real estate companies。Because of the diversity of product concepts and resources，There are also various types of cultural 188bet game projects invested by major real estate companies: theme park type represented by Evergrande，Cultural 188bet game town type represented by Xinhualian，The landscape-based type represented by Fuhua and the resort hotel type represented by Jindian Group。Large real estate companies rely on their strong financial strength，Become a powerful force in cultural 188bet game investment。From a traditional real estate developer to a cultural 188bet game industry service provider、Change of urban service provider，In the past, the product sales orientation of selling houses has changed to selling lifestyles。Currently，Large-scale real estate companies are still in the early stages of investing in the cultural 188bet game industry，Projects with various concepts are blooming everywhere，Various。The vast majority of corporate revenue is still based on the sale of real estate properties，Cultural 188bet game industry revenue does not account for more than 10%。Next 3-5 years，Project enters operation period，The success or failure of the product will be determined in the market。

Take Shanshui Wenyuan Group as an example。2011，Shanshui Wenyuan established a company to develop Beijing Jinhai Lake Resort，Relying on the resources of the lake area with the largest water area in Beijing，Built high-end hotels and B&Bs、Water Amusement、Agricultural experience and yacht and other products，The hotel’s hardware and environment are relatively good，However, there is still much room for improvement in the operation management and service quality of 188bet game products。2014，Shanshui Wenyuan Group signed a strategic agreement with Six Flags Group, the largest theme park chain brand in the United States，Both parties will jointly build a landscape-themed town-Six Flags in China，Six Flags is responsible for brand output and management。In the four years since becoming a Six Flags strategic partner，Shanshui Cultural Park has invested heavily in expansion in many places，Zhejiang Haiyan、Chongqing Bishan、Nanjing Lishui and other small towns have signed contracts、Preparation。Planning Hall as a project display complex，will be the first to be completed in many places，Six Flags Experience Area、Sand table display area、Anti-Aging Hall、New Smart Home Museum、The hotel reception area is integrated into one，You can vaguely see the shadow of cultural 188bet game real estate。At the same time，As two major features of the town, adventure parks and other amusement products and anti-aging、Medical and other health products，The customer base is serving、There are differences in marketing and operations management，Need to consider how to strike a balance。

National real estate companies have land development、The foundation for the implementation of architectural landscape and other construction，Has financial strength and financing experience，Outstanding brand awareness and marketing capabilities at the same time。Based on the above advantages，National real estate companies accelerate the layout of cultural 188bet game industry: horizontally，Connect with local governments and resource parties、Promote the widespread signing and implementation of cultural 188bet game projects across the country；Vertically up，Through investment or internal cultivation，Building a content system for cultural 188bet game industry。Ruxiangyuan Holdings，Contracted with Anhui、Hubei、Projects in Guangdong and other places，At the same time, we are also cultivating Xiangyuan Adventure Park、Hot Spring Resort Hotel、Freedom Camp、Xiangyuan animation culture and other cultural and 188bet game contents。

Overview of the momentum of cultural 188bet game projects，It is not difficult to find that some national real estate companies are bold in cultural 188bet game development，Dare to copy quickly without any successful investment and operation experience、Expansion。Past，Many real estate companies use planning to obtain land around mountains, seas, lakes and other resources at low prices，As a vacation home、How to sell hotel apartments，Quickly withdraw funds，Less consideration for the subsequent operation of 188bet game products。Currently，Large real estate companies need to consider abandoning the idea of ​​“quickly acquiring land”，Industrial thinking of rolling development。On the one hand，Because tourists pay more and more attention to experience、Details and content，Relatively standardized products ultimately lack atmosphere and temperature；On the other hand，The resources that can be developed at the destination are decreasing，Every piece of cultural 188bet game land carries the development of local industries、Economic Transformation、Image construction，Even the expectation of poverty alleviation through 188bet game，Projects disguised as “real estate” are difficult to bring popularity，Promote industry。So，Real estate companies need to change their thinking，Really cultivate 188bet game products，The mentality of intensive farming，Improve long-term operation and management capabilities，Prevent cultural 188bet game products from becoming a real estate sales tool that replaces the sales office。

188bet game department

In the context of the decline of some traditional industries，More and more well-funded private enterprises choose to embrace cultural 188bet game，For example, Shanxi coal company Longshui Industrial invested in Linfen Yunqiu Mountain，Tangshan Iron and Steel Company Shenshi Industrial invests in Wuan Xiangtangshan，Factors supported by existing local policies，There are also personal emotional factors of the boss。Relatively speaking，Local private enterprises are more patient and pay more attention to a project，The boss often goes into battle in person，Lead a team to conduct multiple inspections and study，Being more cautious，The development cycle is usually more than 5 years。

Take Sanqingshan Cultural 188bet game Co., Ltd. as an example，Sanqingshan Cultural 188bet game is a subsidiary of Jinlv Group，Committed to the investment, development and operation of resources around Sanqing Mountain。In the past, Sanqing Mountain was the same as other 5A mountain-type scenic spots，Revenue mainly relies on tickets and ropeways，Obviously in low and peak seasons。2011，Sanqingshan Cultural 188bet game begins to develop the "Chinese Taoist Cultural Park" project，Based on new market needs，Article about cultivating Taoism at the foot of the mountain。It took seven years，Sanqingshan Cultural 188bet game has successively built high-end hotels，Antique Shopping Street，At the same time，This May，The first large-scale situational stage play "The Three Purities of the World" created with a lot of money is unveiled。Directed by the famous Chinese director Duan Jianping，The creative team dances、Acrobatics、Different performance forms such as martial arts，And holographic technology、Naked-eye 3D and other acoustic and photoelectric technologies，Transform the abstract symbols of Chinese Taoist culture into "cultural" products that tourists can directly perceive and watch。Same period，Supporting indoor theme food court operation，Visitors can make delicious food in the street，Experience pottery，Appreciate Yue Opera, etc.，Not affected by seasons and weather。The entry of two new products into the market，Will promote the structural adjustment and product upgrade of tourist sources in Sanqingshan Mountain。Now，Sanqing Mountain forms an attraction with the mountain as the core，"Mountain Travel and 188bet game，The 188bet game pattern of "mountain leisure experience"，Can more effectively promote the transformation of scenic spots，Promote employment of local people。

Local private enterprises invest in local 188bet game projects，Often deeply involved in one project。Due to familiarity with the situation，Have a certain understanding and emotional foundation of local customs，So in energy、More focus on capital investment。At the same time，Relatively better at dealing with Aboriginal relations，For promoting local employment and 188bet game poverty alleviation，has a more obvious driving effect。However，Large scale investment in 188bet game projects、Long cycle and slow returns，For private enterprises with narrow financing channels and high financing costs，Financial sustainability is difficult to guarantee，There have been and still are cases in the past and present where project capital chains have been broken, making project operations unsustainable，Even bad cases，Private enterprises must pay attention to funding issues early in the project investment process。Finance on top，Can connect with external investors，Explore various financing possibilities；On product，Need to integrate 188bet game planning and design、Marketing operations and other external brain teams，Combining the professional advantages of external think tanks and its own resources，Develop cultural 188bet game projects that are more in line with the market。

Traditional cultural 188bet game enterprise department

Traditional cultural 188bet game companies entered the 188bet game industry earlier and even started in the 188bet game industry，Its product development and business model is not traditional，On the contrary, it has successfully invested and operated many high-quality scenic spots。Although the focus areas are different，However, traditional cultural 188bet game companies rely on their acumen of having been deeply involved in the 188bet game industry for more than ten or even twenty years，Can be faster、Accurately understand and grasp market preferences and trends，Products can be quickly iterated and innovated，Many benchmark projects have emerged。Ruhuaqiang Fantawild Theme Park，Wuzhen and Gubei Water Town of CYTS，Lingshan Cultural 188bet game’s Lingshan Scenic Spot and Nianhua Bay, etc.。Many excellent traditional cultural 188bet game companies rely on years of market accumulation，Formed a mature project management team，And the whole industry chain service model from planning and design to operation and implementation，Has strong brand and management output capabilities。

Take Songcheng Group as an example。Songcheng performing arts have developed over the years，In the cultural and 188bet game sector，Has formed two major business systems: live entertainment and 188bet game and leisure。Among them，Live entertainment mainly includes Eternal Love series performances and theme parks，Including "Eternal Love in Songcheng"、"Eternal Love in Sanya" etc.，The main source of income is performance ticket income，The gross profit margin of mature projects can reach about 80%，Net interest rate is close to 45%。The most outstanding scenic spots in Songcheng，Invested in 19961.800 million starts construction。Based on the urban architecture of the Song Dynasty，Implanted performing arts、Technology Experience、Diverse interactive leisure formats such as themed entertainment, food and accommodation，Create the atmosphere of "traveling back to the Song Dynasty"。After the success of the Songcheng project，Until 2013，Just started remote replication，Invest in Sanya Eternal Scenery Area；And travel and leisure，Mainly output for brand and operation management，Through brand authorization、Planning and Design、Achieve profits through light asset model such as opening preparations，Since the successful implementation of the "Eternal Love of Carbon River" project in Hunan，Songcheng performing arts and Foshan one after another、Signing contracts with Mingyue Mountain and many other places，As of 2017，The “orders on hand” of light assets exceed 1 billion yuan，Only in Yichun "Eternal Love of the Bright Moon"、The two projects of Xinzheng's "Eternal Love of the Yellow Emperor" each contributed 2.700 million yuan、2.RMB 600 million income。

Work hard on cultural 188bet game，Projects that rely on operations to make profits，It often requires a lot of market research in the early stage、System planning and personnel training, etc.，Therefore，Traditional cultural 188bet game companies have longer development cycles，The pace of expansion is relatively cautious，Focus on one project first，Start off-site expansion after market approval。With Fosun Atlantis Sanya、Evergrande’s “Children’s World” theme park and many other comprehensive cultural and 188bet game projects have been put into operation，Traditional cultural 188bet game companies will face a more severe competition。With its groupization、Scaling and mature management advantages，Haichang Ocean Park、Enterprises such as Huaqiang Fantawild and Songcheng have chosen to "emphasize both minor and major tasks"、Two-wheel drive” brand expansion and revenue innovation path。On the one hand，To output "brand、The asset-light model of "management value and operational capabilities" promotes chain layout nationwide；On the other hand，Accelerate product innovation within the enterprise，For example, Songcheng’s “Qiantang Xianxia Club” combines “immersive” methods with scenic area activities、"I will return to the Song Dynasty and travel across the country"，Hi-Club Ocean Culture Theme Resort in Haichang Ocean Park, etc.。

Cultural 188bet game enterprises that make profits through operations，The speed of cash flow cannot support the demand for rapid expansion，So asset-light operations will become the choice of more and more mature cultural and 188bet game companies。Because it is in operation，The asset-light model has high standardization requirements for brands，Need to fully consider the influence of one’s own IP、Brand strength、Team capabilities, etc.，At the same time, the comprehensive strength of the investor and construction party must be considered，To the brand concept、Recognition of business model, etc.，To avoid the risks that may arise from asset-light expansion。The brand that has been cultivated for many years is very fragile，Need to take care of feathers。

Large cross-border enterprise

With the proposal and practice of “188bet game+” and all-region 188bet game，Agriculture、Industrial、Large-scale enterprises in various fields such as cultural creativity and ecological gardening are exploring models to leverage cultural 188bet game to leverage their own advantages，With its own advantages in this industry，Cross-border entry into the cultural 188bet game industry，Grafting with the 188bet game industry to form a new growth point，It also opens up new ideas for the development of 188bet game products and business format creativity。Rusanfu Outdoor started from outdoor equipment to open outdoor camp，Oriental Garden creates a pastoral complex based on ecological greening，Huayi Brothers invests in film towns focusing on film and television resources。

Take Pathfinder Group as an example。Outdoor equipment and 188bet game have a natural combination gene，Since 2013，Pathfinder transforms from an outdoor product manufacturer to a comprehensive outdoor sports service provider。2015，Pathfinder establishes outdoor products、Three major sectors of 188bet game and sports。2017 Pathfinder Travel-Xixiakou Seaside Outdoor Sports Camp Opens，Gathered 40 independent tents and catering、Marine entertainment、Sports and leisure facilities and supporting construction。The tent uses a special material frame，Fully equipped inside，Higher accommodation taste，The camping space design is also very reasonable，But related catering、Sports experience、There is a clear gap between the quality and operation of projects such as jungle adventures。

Other industries combined with 188bet game，Conducive to the synergy effect of multiple industries，The new business format formed is highly unique，And the income from the industry can feed back into the 188bet game industry，For the continuation of cultural 188bet game products、Long-term investment provides financial support。However，The cultural 188bet game consumer market focuses on experience，Operation is critical。Large cross-border enterprise，Have resources and traffic in the industry，Has a certain word-of-mouth effect，But we should pay attention to the differences between the two in terms of operational ideas，For example, Pathfinder’s products are outdoor equipment，The key marketing operations are before and at the time of product purchase；Travel products need to pay more attention to the experience and feelings of tourists after purchase。At the same time，Because 188bet game is not the main business，When the company’s financial and human resources layout does not have an advantage，How to do marketing operations and management，Providing professional and comfortable services also requires careful consideration。

With the deep integration of culture and 188bet game，The market is in unprecedented demand for cultural 188bet game projects。In the context of the boom in investment in cultural 188bet game，All investment entities must be aware of: this hot trillion-level market，has ushered in a full outbreak、The "Warring States Period" with diverse paths。Cultural 188bet game investment entities must recognize their own advantages，Focus on users from a sustainable perspective、Advanced Products。In the near future，Looking forward to a hundred flowers blooming in cultural 188bet game products on the market，Meet the personalized needs of different tourists for a wonderful travel experience。

*thisTextAuthor: Xiao HongYan,Senior Account Manager of CYTS Lianke 188bet game Destination Marketing Division。