December 18，Hosted by Zhihui，Dream East Chief Sponsor，Co-organized by Zuo Yu and Yuanhe Capital，The "2018 Third China Cultural Tourism Consumption Annual Summit and the "Dragon Bird Award" Award Ceremony" with the theme of "New Kinetic Energy·New Ecology·New Entertainment" was grandly held in Shanghai。This summit brings together cultural tourism capital parties、Cultural Tourism Group、Hundreds of senior practitioners from cultural tourism operators and content providers，Marketing around destination products、IP cultural and creative communication、Immersive experience of content business、Big data of cultural tourism industry、Marketing new technologies, new methods and other topics，Comprehensive and multi-dimensional consultation 2018，Pulse 2019。Duan Dongdong, Chairman and President of Cedar Tourism Group, attended this forum and delivered a keynote speech。

Duan Dongdong expressed，Cultural tourism, including the entire tourism industry, will usher in a stage of vigorous development，With the deepening of supply-side reform，The functions of travel have been greatly expanded，Provides new choices for people’s travel consumption。“Tourism +” has become a new model for the integrated development of tourism and other industries。

Duan Dongdong thinks，Cultural tourism projects are resources，Internet platform is traffic，The future of cultural tourism is ultimately the combination of traffic and resources，Create “traffic products”，What will be carried will be a platform、Scenario-based tourism projects。Now，Consumers are changing，Consumption demand is also changing，If we don’t change our thinking，Still "selling goods" based on our resources，188bet sports betting app download This makes it difficult to meet consumer needs。So we should lock in the needs of consumers，Create a scene with cultural tourism projects，Carrying different IPs、Different content，This way you can get user traffic。

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(This article is compiled based on the speech transcript，Zhi Hui slightly deleted)

Good morning to all old and new friends!

Cedar Cultural Tourism is still a “newcomer” in the cultural tourism industry，We have entered this industry，Mainly think it’s on a booming track。With the outbreak of emerging needs of emerging groups，Travel will become the focus of consumption，Consumption is also a very important driver of China’s economy。So we judge，Cultural tourism, including the entire tourism industry, will usher in a stage of vigorous development。

Cultural and tourism consumption is ushering in explosive development

From the data，my country’s total tourism revenue reached 5 in 2017.27 trillion RMB，12 year-on-year increase.37%，Also in domestic tourism，We ushered in the 5 billion passenger mark，This is a consumption upgrade that can only be driven by the huge demographic dividend。With the growth of domestic tourism，Our total domestic tourism revenue has also reached a new height。

Also，In cultural travel industry，There are also some differences in the investment field。Divided according to resource endowment，The three areas with the largest flows of tourism investment in 2016 are cultural tourism、Rural Tourism、Rural Tourism，These three areas account for 66% of the investment。If we analyze the 714 cultural tourism projects newly started or planned to be started in 2017，Divided according to the core theme of the project，Infrastructure construction of scenic spots in 2017、Highest number of enhancement and eco-tourism projects，In the top ten project categories，New cultural tourism projects account for the highest proportion。

At the same time，Tourism + cross-border innovation has spawned more new cultural and tourism formats。The cultural industry provides content for tourism (such as high-quality IP content)，The tourism industry 188bet online sports betting provides practical scene support for the prosperity and development of cultural undertakings，The two complement each other。Travel is a cultural experience，It’s a way of life。“Tourism +” has become a new model for the integrated development of tourism and other industries，With the deepening of supply-side reform，The functions of travel have been greatly expanded，Provides new choices for people’s travel consumption。Travel has become the core user experience carrier and core driving force as well as IP。Then，How to do “Travel+”？We will lock in several aspects in the future。

First，Life upgrade。I have been engaged in the tourism industry for more than 20 years，In the beginning, traveling was a luxury for China，But now we feel travel，Especially for 90、Talk about it later in 1995，It has become their way of life，It is also an indispensable part of their lifestyle。

Second，Seeking uniqueness。Previously, tourism was in a standardized organizational form，Go to different locations，Playing the same thing with people you don’t know。But it can no longer meet the needs of consumers。Why many tourist attractions have not found a way to crack it？It’s because we didn’t start from consumer resources。

Third，Experience orientation。Consumers now focus on consumption experience，In the process of consumption，Only when consumption expectations are met or exceeded，In order to form word-of-mouth communication and value evaluation。

Fourth，With the popularity of the Internet，Popularization of smart devices，So that our information symmetry can be fully solved。Behind the symmetry of information is the symmetry of supply，In other words, we can buy standardization anytime and anywhere through a mobile phone、Fragmented products，To satisfy the personalized proposition of freedom。In the past, everyone would travel far in advance，Nowadays, everyone’s travel behavior is not planned in advance，Just plan the main line well，We will plan the rest when we reach the destination。

Cedar Cultural Tourism’s entire industry chain layout

From a cedar perspective，Cultural tourism projects are resources，Internet platform is traffic，The future of cultural tourism is ultimately the combination of traffic and resources，Create “traffic products”，What will be carried will be a platform、Scenario-based tourism projects，It is no longer the fixed model from the beginning of many previous project development。We consumers are changing，Consumption demand is also changing，If we don’t change our thinking，Still "selling goods" based on our resources，188bet sports betting app download This makes it difficult to meet consumer needs。So we should lock in the 188bet app needs of consumers，Let’s create a scene with our cultural tourism project，Carrying different IPs、Different content，In this way, we will naturally gain user traffic and user mind。

In operations，It’s not that simple to do this，We still need to obtain key capabilities。For example, the ability to obtain scarce resources and IP。This includes our expansion capabilities、Is the business model empowering from high dimensions to low dimensions。When we were managing users before，Travel users are basically one-time users，Customer acquisition costs continue to grow，Limited scenic spots，Travel is a low-frequency, sub-long-term consumption behavior，Therefore, the single customer acquisition cost becomes extremely high。How to take advantage of our scale、New business format、Big ecological management user value cycle，This has a great effect on our traffic integration。

I deeply experienced the empowerment brought by big data when I was at Alibaba，They will often give an example of Alibaba，It means that a user bought a child’s wet diaper on the platform 5 years ago，Searching for luggage now、Bikini，It will be clear that this consumer is preparing to take his 5-year-old child on vacation，More accurate information can also be obtained through big data，Include whether the child is a boy or a girl、Where have you been、The spending power is the number of star hotels to stay in。All these capabilities of empowerment and user value cycle will bring different user values。

From a backpacker to a family traveler，When it becomes a circle of friends or a circle of hobbies and travels，Not only give you products but also give you value。We need a flexible mechanism，Translate IP into consumer labels corresponding to consumer needs，And integrated into our cultural tourism projects。

For example, our “Cultural Travel Scene Segmentation”，This is a very good topic now。What to play in different seasons，What to do during the day，What to do during the day，What do young people do，What do the elderly do，The same destination can be loaded with different scenes to obtain different experiences。Only lock the needs of consumers，188bet app download Use our platform or scenario-based thinking to re-experience and create our tourism scenes，The future is the solution。

Cedar Culture and Tourism is also doing its own consumption upgrade，Previously, we targeted the destination where the cultural tourism project is located to pave the way for a complex or tourist vacation，What we want in the future，Cultural and tourism groups should move closer to a better life。A good life is an important part of cultural tourism，It includes culture、Education、Products and other consumer experiences，How to make it a closed loop，Has external empowerment capabilities and core competitiveness，We will be on the traffic side in the future、Content side、efficiency end、Output on user management。All visions are to satisfy consumers’ thoughts of a better life，To solve our yearning for a better life and the insufficient supply、Unbalanced contradiction，From industrial value to user value。

Traffic + resources are the value expression of maximizing efficiency，Cedar Tourism will contact the user、Data and other scenarios form a closed ecological supply chain，To manage the value cycle of our users，From education period to retirement period，Use our broad tourism concept and cultural tourism concept to fully meet the needs of consumers。

Recent，Cedar Cultural Tourism and Zhihui also made a strategic signing。This is one of our platform ideas，The reason why we want to be a scene and platform is not only that we have to accept content，We need to improve efficiency。Everyone does what he or she is best at，Use the sharing economy to cooperate with your partners with an open mind。

In the future, cultural tourism will usher in a new era. Thank you all!