The upstream and downstream scope of destination 188bet game is very broad，From a formal perspective, destination 188bet game is roughly divided into brand (cultural) 188bet game and product 188bet game；Judging from the source of targeted users, it can cover domestic and foreign countries、Old, middle and young people；From the perspective of media channels, there are online and offline distinctions；Judging from the destination’s inclusion, there are restaurants、Accommodation、Retail、Performing Arts、Entertainment、Product lines in different dimensions such as real estate。

Destination 188bet game is not only broad in scope，And the complexity of interweaving different business types is higher，This requires the person in charge of destination 188bet game not only to be familiar with the 188bet game business，You need to know more about destination operations，Understand basic tourist portraits。Translated into Mandarin:Destination 188bet game leaders need to know who the tourists are、Where do tourists come from、What tourists like，Combine existing product portfolios with these optimized destinations，Develop 188bet game and sales strategies。

Emei Peak found that many destinations do not know the identity of tourists、Source，The resulting misjudgment of 188bet game placement is inevitable。

Let’s take a look at a typical example.

The Harbin Ice and Snow World located in Harbin, the capital of Heilongjiang Province, is currently the largest ice and snow theme park in the world，188bet game theme park only has a prime operating period of less than 70 days from the end of December to February of the following year，Although the operation period is short，But from January to February 188bet game year, the number of tourists to 188bet game scenic spot reached 1.7 million。It’s worth noting，The financial data of the main operating company is even more amazing。Data display obtained from Emei Peak，Harbin Ice and Snow World’s revenue in the first half of 188bet game year 2.800 million，Net profit 1.400 million，Net interest rate reaches 50%，There should be no other domestic scenic spot with 188bet game kind of net profit rate。

However，Do you know where the mainstream customers of Harbin 188bet game and Snow World come from？

Only if you know where the tourists are coming from，In order to complete the basic work of tourist portrait analysis，The so-called destination 188bet game is targeted、Accurately target tourists’ consumption needs。

Many people will say，Among the tourists at Harbin 188bet game and Snow World，The south of Shanhaiguan accounts for the largest proportion of tourists，The reason is simple: there are no 188bet game and snow landscapes in the south，Just like Northeasterners flocking to Hainan。

Is 188bet game simple judgment right or wrong?

Harbin 188bet game and Snow World is the most famous iconic winter 188bet game and snow scenic spot in Harbin，It is also a night tour product，However, there is no accommodation in the scenic area，So counting the source of tourists seems to be a problem。

The end of December to mid-February is the absolute peak season for the number of visitors to 188bet game ice and snow theme park，That’s Christmas、New Year’s Day、Spring Festival、Valentine's Day、Five high traffic periods during the Lantern Festival。Emei Peak estimates that the number of tourists to Harbin Ice and Snow World from the end of December to mid-February should be more than 1.5 million，If you do not consider short-term return travel，188bet game is equivalent to nearly 30,000 people pouring into the Harbin Ice and Snow World at night every day，The resulting demand for accommodation should be very strong，If every day、Thirty thousand tourists flock to third-tier cities like Harbin，Will greatly boost the accommodation revenue of hotels in 188bet game city，But the actual data is not obvious。

Discovery of Emei Peak，During the peak season from January to February 188bet game year，Harbin’s accommodation industry retail sales increased by 6.4%，The city’s accommodation industry retail sales increased by 6% from January to June of that year.5%，The same is true for the data in 2016。188bet game shows that during the so-called peak season in the first two months of the year，Harbin’s hotel accommodation revenue has not increased compared with the off-season and even shows signs of weakness。188bet game means that the mainstream tourists of Harbin Ice and Snow World may not come from across regions，On the contrary, Harbin has the most tourists from local or surrounding areas，It should be normal for local tourists to account for more than half of the total。

But a problem arises:The judgment that local tourists account for the largest proportion of Harbin 188bet game and Snow World is not consistent with the passenger throughput of Harbin Airport。

For example, during the peak ice and snow tourism season from January to February 188bet game year，Harbin Airport passenger throughput reached 3.4 million，The two months with the largest magnitude in a year，And every year。Without a doubt，Most of these passengers come from the provinces south of Shanhaiguan, which is more than an hour away from 188bet game。

There are so many foreign tourists during the peak 188bet game and snow tourism season，It seems to be confirmed that the source of tourists to iconic scenic spots such as Harbin 188bet game and Snow World should be mainly tourists from the south？The answer is still no。The reason for 188bet game phenomenon is the large-scale cross-regional movement of Northeasterners returning home for the New Year。If you question Emeifeng’s judgment，Just ask the Heilongjiang people around you......

From 188bet game we can roughly draw a conclusion,The visitors to Harbin 188bet game and Snow World are mainly locals and people returning home for the New Year。188bet game kind of passenger group structure can clearly explain such a strange imagination: a sudden increase in passengers at the airport、Surge in tourists in core scenic spots、Accommodation income remains unchanged。Of course，188bet game also reflects another more serious problem，Except for group tourists，Harbin Ice and Snow World still needs to make great efforts to attract southern tourists，At least the current traffic drainage effect is not significant。

Look，This is how 188bet game works，If you don’t put the customer group structure、Clear the source of the customer base，The 188bet game budget invested is a puddle of stagnant water。

Next，We will continue to study in conjunction with the core scenic spot of Harbin Ice and Snow World，Who are the local customers of 188bet game ice and snow scenic spot？The implication of 188bet game question is that the full price of tickets for Harbin Ice and Snow World is 330 yuan，Such expensive tickets + Heilongjiang’s poor economy，Why locals enjoy it。

Although Heilongjiang’s economy is at the bottom in the country，But don’t forget that 188bet game has an extremely large group of college students in the country，During the observation of Emei Peak，The college student group can be called a representative group of irrational consumption，There are many reasons that I will not discuss today。Data display of Zhihui tracking，The number of students in Harbin universities in 2012 was 48.20,000 people，In 2016, 188bet game number reached 63.60,000 people，The number of college students increased by 32% in the five years。

At the same time, we also need to introduce another real estate activity indicator:Number of primary school students.The number of primary school students is an indicator of urban vitality that has emerged in real estate research in recent years。But put it in the cultural tourism industry，Emifeng thinks 188bet game is also very good parent-child customer group data。The number of primary school students in Harbin has been declining slowly in recent years，But as of 2016, the number of primary school students in Harbin is still 420,000。For comparison，The number of college students and primary school students in Harbin far exceeds that of Shenyang、Changchun，The number of college students on campus far exceeds that of most third-tier provincial capital cities in the South and even municipalities such as Tianjin。

Large customer base of college students、Parent-child customer group、Returning customers，Guaranteed a stable source of tourists in 188bet game World。Christmas、New Year’s Eve、On Valentine’s Day, students 188bet game local universities are the main tourist group，The parent-child customer group basically covers the winter holidays starting 188bet game January 15th，People returning home dominate the Spring Festival holiday。

The above three groups have higher spending power、Price-perceived inertia，The difference in consumption characteristics is very obvious。

After finding out the mainstream customer groups，The goal of destination 188bet game becomes very simple:The first is for potential incremental customers，Do touch 188bet game with conversion purpose；The second is for existing customers，Horizontal integration of existing products，Increase repurchase rate，Achieving revenue maximization and sustainability。

Take Harbin Ice and Snow World as an example，Emei Feng feels that the 188bet game strategy of this ice and snow theme park is very messy，To sum it up, it is not very purposeful、Targeted misalignment。

The overall ice consumption of Harbin Ice and Snow World reached 180,000 cubic meters last year，Meeting such a huge amount of ice requires two conditions，One is that there are natural frozen rivers as a source of ice，Second, the transportation distance cannot be too far。From the beginning of ice harvesting in early December to the completion and opening of the park at the end of December，In just one month，Harbin Ice and Snow World needs to use various exposure methods for 188bet game。

Without a doubt，Event 188bet game is the easiest way to reach potential tourist groups，Offline brought by event 188bet game、Online traffic has a better conversion effect than banner advertising，Brand exposure is more natural。

Discovery of Emei Peak，Ice Harvesting Festival is the first 188bet game activity of Harbin Ice and Snow World，Opens with a shaman-like ceremony，Ice mining workers wear Northeastern fur clothing to show off。Tell the truth，This activity is indeed nondescript，First, there is no traceable empirical traditional culture as embellishment or support。The second is from a 188bet game perspective，No trace of event 188bet game。You have to know that this is the only open-pit mining of natural ice in China every year，Obviously the exploration of this unique theme is not sufficient。

Harbin 188bet game and Snow World “188bet game Harvesting Festival”

Emei Feng discovered it when he was doing traffic operation in the pig farm in his early years，Many 188bet game agencies will use the channel resources they control as their promotional strengths。In fact, it is the basic skill of all 188bet game agencies to deeply explore channel resources and optimize the combination，Customer matching based on differences in 188bet game channels is also a common routine，Similar to FMCG、Car、E-commerce and other local tycoon investors have mature 188bet game routines to meet their needs。

But destination 188bet game is complicated，Complexity requires building culture in brand 188bet game、The implication of style，Complexity requires high traffic and high conversion demands in product 188bet game。The former requires accumulation over time to form a public consensus，Practice branding skills like making luxury goods；The latter needs continuous exposure to complete the closed loop of high conversion harvesting under high traffic，Develop mass communication and user perception skills that are more sensitive than the media。

In fact, it is really difficult to do destination 188bet game，So more destinations are accustomed to adopting hard-paved streets，Relocate and create new festivals，Traditional and convenient methods such as travel agency group passenger diversion。If you look at it from the perspective of a business，There is nothing wrong with doing so。But you need to pay attention，Once policies change or supervision becomes stricter, disaster will be imminent，For example, Yunnan tourism industry，For example, the tightening of real estate policies。

Of course，The other side of the complexity of destination 188bet game is that it is very difficult to obtain accurate data，Because 188bet game must be targeted based on data and constantly revise 188bet game methods、Method、Strategy。

What is certain about Emei Peak is thatIt is difficult to collect offline interaction data at the destination、It is more difficult to collect different behavioral data of different offline 188bet game，The difficulty of collecting destination O2O data is much greater than that of a large shopping mall，More behavioral data as 188bet game stay longer、The more complex the destination is, the more difficult it is to obtain tourist consumption data。

In the pc Internet era，Only small-scale sampling surveys can be used to obtain tourist data，Extremely low accuracy。In the era of mobile Internet，It is really possible to obtain relatively accurate data，For example, location analysis based on LBS、Preference analysis based on reading and search behavior，There are even many scenic spots that prohibit cash payments and adopt electronic payments to obtain tourist consumption data, etc.，Preliminary data collection and analysis work indicates that the supply-side reform of destination 188bet game has begun。

Tell the truth，Let a destination scenic spot complete such complexity、It is not practical to develop expensive data collection tasks。Therefore，A large-scale destination 188bet game supply-side market has emerged，This new market requires mobile Internet giants with huge traffic to provide basic traffic data，A third-party 188bet game agency is required to conduct further data analysis and mining and develop a highly matching 188bet game strategy for the destination、Playing style。

Next article，Emifeng will conduct further analysis on the supply-side reform of destination 188bet game，The topic we are going to discuss next is the difficulty of this reform。

(The author of 188bet game article, Zhang Qian, is the chief content officer of Zhihui、Editor-in-Chief，Penname Emei Feng。）