Last week，The joint venture between China Unicom and Tencent was officially announced，This company called "Yunjing Cultural Tourism" will assume the important responsibility of China Unicom and Tencent to enter the cultural tourism industry。

Displayed according to the press release，Yunjing Cultural Tourism will build a complete smart cultural tourism product system，Forming a fully closed-loop service of “construction + operation”，Focus on deepening the development of product applications。The shareholders of Yunjing Cultural Tourism are China Unicom Big Data and Tencent Industry Fund，The chairman of the company is Zhao Yue, general manager of China Unicom Big Data Company。

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It’s not too late to start now，Future operations are the difficulty，The two companies have advantages and common shortcomings。Not much to say，Let’s go straight to the point。 

1. Why layout?First，Cultural tourism destinations have an extremely wide range of matching consumer types。Secondly，User data based on huge visitor traffic is large and complex enough，Of course，Traffic from offline is cheaper。More critical ones，In the era of 5G “Internet of Everything”，A reliable industry flashpoint is tourism O2O，This is what Internet giants need to plan in advance，The main battlefield where we have to fight fiercely。

2. Tourism O2O is still difficult to solve the core pain points.Content and business formats of cultural tourism destinations except tickets、Except for hotels and other standard products，Most undertaking resources are fragmented and non-standardized。At present, it is still difficult for OTA to enter the fragmented non-standard resource field in China on a large scale，High cost、Obviously personalized，It is difficult to obtain data, etc.，All are obstacles。

In other words,Linking to non-standard resources is not something OTA does not want，But it cannot be done now。Human cost of non-standard resources、Communication cost、The actual output cost is the key to OTA’s difficulty in chewing the hard nut。Even if the investment cost is eaten up，Due to non-standardization restrictions，It is difficult to determine whether users’ individual needs can be satisfied。

In travel O2O，Shopping、Catering、The personalized and differentiated needs and combinations of small transportation links are a headache，Otherwise the cost would be high，Otherwise the passenger flow is scarce，Otherwise the supply chain would be difficult to support，All these shortcomings need to be fundamentally changed。Look，Currently there is no representative company on the tourism O2O track，No matter the user scale is outstanding or the income and profit are objective，No leader seen。

Give an example，If you mention Tencent’s cultural tourism industry 188bet online sports betting layout，“Traveling in Yunnan with a mobile phone” must be mentioned，This product is among the many tourism O2O products that have appeared on the market before，The most classic one。The O2O positioning of “Travel Yunnan” is very obvious，In addition to traditional machines、Wine、Tickets、Outside the line，Added scene service function，For example, recognizing flowers and plants、Scan the code to identify the scene、Looking for the toilet、Complaint，And online shopping、Scenic spot live broadcast and other links。Tell the truth，From the perspective of scene service function，"Yunnan Travel" is a classic product，But still in the most preliminary stage。Simple single scene service，Difficult to solve the problem of low product open rate、Low viscosity、Low installed capacity、Low conversion rate、Core pain points to meet core personalized needs，“Traveling in Yunnan” is an example。 

So where are the core changes?

3. The future 5G changes.A whole industry chain in the future 5G era，Emei Peak feels，The order may be from big data to AIOT (artificial intelligence + Internet of Things)，Towards scenario-based application。

5G’s first breakthrough lies in big data，It is more beneficial for mobile operators to do cultural and tourism big data。Operators can obtain user location information around the clock、The opening status of the mobile terminal even exceeds the system limits of iOS or Android，Its accuracy and breadth of user coverage far exceed any super APP。

However, the shortcomings of mobile operators are also very obvious，All users pass through the door，When the curtains are closed，It is difficult for operators to accurately sense the user’s behavior in the room，The person receiving customers in the house is the Internet service provider，such as BAT。The cooperation between Tencent and China Unicom is the best choice for both parties to complement each other.

Projects based on cultural tourism big data only target two sectors，One is the B side，When tourism data is relatively chaotic and difficult to subdivide，For the government、Enterprises provide cultural tourism big data support。One is on the C side，By integrating the resources of the destination，Use the destination as the usage scenario to attract users’ usage frequency and increase user stickiness，Occupying the scene end entrance，Anchor strategic high point。

Of course，From an Internet operation perspective，These data based on behavioral analysis are more valuable to BAT。Refining the granularity of cross-region behavior + intra-domain behavior，In order to provide basic layer analysis support for real big data，And then provide the most important empowerment for the “Internet of Everything” AI brain。No exaggeration，Judging from the current BAT competition situation，There may be only one “Internet of Everything” AI brain in the future。 

As a cultural and tourism practitioner，Don’t think this has nothing to do with you。There are many truths，But there is only one reason，You are the depth perceivers of offline customer groups。

4. Common shortcomings.If we look at it from the perspective of cultural tourism big data，Both China Unicom and Tencent have huge shortcomings，That’s because we don’t know enough about the operating characteristics of cultural tourism destinations，Don’t know much about user behavior in the cultural tourism scene。For example, during the Spring Festival，It may be difficult for these two giants to segment more effective cultural and tourism data categories and cultural tourism as characteristic labels。For example, during the Spring Festival，How to determine the number of tourists？How to determine tourism consumption？From the perspective of global tourism，What kind of person is a tourist，What kind of person is a traveler？From a marketing perspective，How to distinguish the source of individual tourists，How to discard invalid parameters？ 

If the classification and labels of the data are not refined，There is no accurate analysis，More difficult to match fragmented resources based on user needs，The so-called AI brain will become stupid.

Tell the truth，Tencent and China Unicom will do this job themselves，It may not be very effective。Of course，If it is still just a G-side business，That’s not bad。

More detailed thoughts，Add Emei Peak WeChat (tripvividzh)，Chat with me？