June 19th-20th，Hosted by Zhihui，The "2019CTCIS 4th China Cultural Tourism Consumption Innovation Summit" with the theme of "Integrity, Ingenuity, and Innovation" was held in Beijing，The conference focused on the great changes in the integrated development of culture and tourism，From the perspective of the entire industry chain layout，Discuss the development trend of cultural tourism from multiple angles。Duan Dongdong, Chairman of Cedar Culture and Tourism Group, attended the summit and delivered a keynote speech。

Duan Dongdong expressed，Cultural tourism has empowered many industries、Core content of the upgrade，These industries in turn provide core scenes and carriers for cultural tourism，This is why there are so many agricultural towns these days、Pastoral Complex、Renovation of old factories and emergence of emerging businesses such as sports towns，Because consumers and consumption habits have undergone very significant changes。

Duan Dongdong thinks，Post-90s、Young people born after 00 and so on，Has become the dominant force in the future tourism consumption market。They buy more than just goods and services，But a higher quality of life、The possibility of a more ideal life。The real consumption upgrade lies in the changes in the minds of these users，Travel was a luxury before，Later, it became a carrier worthy of showing off，Now it has become a state of life，This kind of living situation is for the post-90s generation、After 00, it became the definition of their life。

He said，Cultural tourism has arrived 4.0s，Sightseeing Tour、Previous competitive barriers such as differentiated competitive advantages have been broken，Now we are slowly entering into platform-based operation as the carrier，Cultural tourism business format operated by IP and core content。IP and content must be constantly rotated in the cultural and tourism scene、Rotation、rotation，Attract consumers at different stages and needs。at 4.0In the process of upgrading，We must create the scene，Creation of content，Empowering 188bet app cultural tourism，Only in order to continuously rotate content。

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

Hello everyone，Today I want to learn from the content of cultural tourism、Let me share and discuss the relationship between scenarios and operations。

Now travel has become a very good content carrier and a driving force for consumption upgrade，When everyone was doing cultural tourism before, they were basically doing something + cultural tourism，What what + travel，It has been reversed in the past year or two，Becoming an era where content is king，Change to “Travel+”，You can add education to “tourism”、Agriculture、Many things in real estate，Between these industries and cultural tourism，I think it is a symbiotic relationship。

Cultural tourism provides empowerment to these industries、Core content of the upgrade，These core industries in turn provide core scenarios and carriers for cultural tourism，This is why there are so many agricultural towns these days、Pastoral Complex、Renovation of old factories and emergence of emerging businesses such as sports towns，Because consumers and consumption habits have undergone very significant changes。

Changes in users’ minds bring consumption upgrades

With the development of the country、Economic development and upgrading of consumer groups，At present, the main group of cultural tourism has directly upgraded to the post-90s and post-00s，The post-80s generation has reached the age of nearly 40 years old，Visible，What challenges do cultural tourism face in the process of upgrading、Space for opportunity and change。

During the entire upgrade process，Travel has also changed，When I was a kid，I remember that traveling should still be a luxury。Eighty years ago、I just had the concept of traveling in my 1990s，Outbound travel had just begun at that time，So where did everyone go when traveling abroad？Just going to Hong Kong and Macao，Southeast Asia opened after Hong Kong and Macao，Australia, the first Western tourist country, was opened later。so far，Regardless of domestic travel or outbound travel，Double-digit growth in recent years，What does this reflect?？I think it directly embodies a keyword，It is “consumption upgrade”。

The real consumption upgrade is the change in the minds of our users，Travel was a luxury before，Later, it became a carrier worthy of showing off，Now it has become a state of life。This kind of living situation is for people born in the 1990s and 2000s，becomes the definition of their life，That is, "Do I have a good life?"。We often evaluate，That’s where you went this year，Who are you with?，What kind of unique activities are you going to attend。And everyone uses mobile devices such as mobile phones to post this beautiful life to their circle of friends in a very explicit way，Send to your own TikTok，Send to your own Kuaishou or various accounts，Come 188bet sports betting app download and tell the people around you，How wonderful my life is，Who am I、What do I want to do，To express your life opinions。

So in this process，Changes occurred between tours or trips，The first change is in the way of travel。Everyone can recall，Our initial form of tourism，Even the current form has not disappeared yet，What is it？It’s a tour group，Everyone can go to the same place with strangers to do common things。The proportion of this kind of tour group is getting smaller and smaller，The trend of travel content and customization is getting stronger，Instead, we are now in small groups、Individualization，Or organized travel or travel guided by KOL has gradually become mainstream。 

The second change occurs on the channel。In the past, people usually went to travel agencies when traveling，Especially in the early days, it was the country、中、Qing mainly focuses on branded travel with relatively complete systemization。Now everyone will join the tour，Back to the various registration channels，The first one is the Internet including OTA，For example, Alibaba, where I used to work，Like Ctrip, which is very large now、Tuniu、OTA like Donkey Mama，Including strategy-oriented ones like Mafengwo，A content-led transaction platform。

What has become of the third channel？Becomes a personal call for personal services。What is "Personal Convocation"？In the past, when traveling, everyone was concerned about whether the competent authorities had qualifications and other issues，So the system needs to be fixed or approved，Now traveling has become a hobby or traveling with someone。

I can share two behaviors that impressed me deeply with you，The first one is KOL，For example, a certain movie star、Singer、Travel destinations visited by internet celebrities，Or the travel behavior he called，Can spread quickly、Convocation、Shaping。There are also some suppliers who are not engaged in tourism，But it’s good for traveling。There was a website two years ago and it is now developing very well，Call B station，It is a platform focusing on animation, film and television content，It convened a group to go to Japan to see animation culture and cospaly，The entire group’s dozens of places were all filled up within 70 seconds。 

Consumers are changing，Channels are changing，But it’s a pity，Culture and tourism haven’t changed that fast yet，Especially cultural tourism projects that are dominated by the scarce resources of former natural landscapes still remain at the level of sightseeing and tourism，Failure to meet consumer needs。 

Cultural tourism enters the 4.0 era: platform-based and IP-based operations

Consumer in the process of upgrading，Cultural tourism has arrived 4.0s。Sightseeing Tour、Differentiated competitive advantages and other previous competition barriers have been broken，We are now slowly entering into platform-based operations，Cultural tourism business format operated by IP and core content。

Why is this？Because many cultural and tourism bosses，Including older ones，Some of the biggest names in our industry，An issue we often discuss is，Is cultural tourism profitable?？Where are the guests coming from？Why do my projects always lose money？

A very simple truth，We still use industrial production thinking to meet the needs of modern consumption upgrades。What does it mean？When we were doing cultural tourism before, everyone knew how to calculate two accounts，The first one is the economic account，The second calculation of strength account，That’s what kind of genetic company our company is，What kind of abilities do I have，I put the cultural tourism project on the drawing，Then everyone sees that the plan is reasonable，The building indicators are also very standardized，We will produce these contents according to our imagination，After producing it, sell it through tickets or other methods，This is a very typical sales logic，Just produce the product first and then sell it。

Nowadays, Internet thinking is also good，Or what has become of our emerging consumer thinking？The logic of meeting user needs is that we first understand who my users are，What kind of needs does he have，What is a user portrait，In reverse, we will implant core content and attractions into cultural tourism to meet user needs。

There is a very important cost here，It is the customer acquisition cost，How much does it cost to acquire a user。I have seen many cultural tourism group budgets before，There is a large amount of money in the budget called "marketing expenses"，This is advertising and channel cooperation，Or other expenses，But everyone ignores your attractions，If there is no way to spread it，No recommendations formed，Core content that consumers like without forming a reputation，No amount of marketing expenses will only alleviate the symptoms，Cannot solve your core problem of acquiring customers。

at 4.0In the process of upgrading，We must create the scene，The creation of content empowers cultural tourism，No matter it’s a small town，Natural landscape or cultural tourism project as the carrier platform，Only in this way can we continue to rotate content。188bet online sports betting Because the traffic of these customers is no longer the original traditional channels that everyone knows。

Let me give you a practical example。During the construction of many cultural tourism projects，I will ask，What business type is your cultural and tourism social platform in?？These people with different interests and hobbies from different circles come here，What cultural tourism projects and cultural tourism content are used to form social relationships？Everyone may not have considered this issue。Saying that Douyin is very popular，I’ll just ask，Do you have a scene that can be used for Douyin broadcast？When I took out Douyin to shoot a video here，The background and projects will undergo some personality changes and personalized communication，It’s all about why we need to look for new content，He needs to use platform thinking to continuously rotate content to maintain appeal to emerging consumer groups，This may be a very important concern for us in the future。

This is how we break down the relationship between the platform and scene operations。What is IP？is intellectual property，Intellectual property is not only the image of property rights，But the entire operating system behind it，How can I empower my business after I get this IP，How to meet consumer needs，How to turn profits into a larger circle to empower each other。 

There is a user portrait in our circle，That is, emerging consumers will be closed for a period of time、Closed cultural tourism projects or within reach，You can use this data to cooperate with third parties to gain new benefits。For example, a car launch conference，For example, new electronic products，For example, many things our consumers like，It can become your core activity content，A closed loop that can also bring you new economic benefits and benefits，Then we can link up and get involved in the industry，Tens of thousands of different scenarios may occur，Thus effectively reconstructing the cultural tourism industry。 

Try overall IP operation and cross-industry cooperation

Everyone is still relatively unfamiliar with Cedar Culture and Tourism，We are also a listed company，Our parent company Cedar Holdings is a Fortune 500 company，Ranked 361st。So when we are looking for cultural tourism solutions，I don’t think we are doing this just for this three-acre cedar land and a dozen projects，We hope that through our future operating capabilities、Content capabilities、Traffic capabilities and industrial capabilities，Can empower our industry。 

I want to announce some good news recently，That 188bet sports betting app download is, we have just completed the cooperation with Hasbro Group of the United States，Hasbro has many images that everyone may be familiar with，Such as "Transformers", "My Little Pony", "Monopoly", "Power Rangers", etc.。I did not put the image in the PPT due to copyright reasons，If there are no accidents，Our cooperation with Hasbro will be their first theme cooperation project in Asia。We will introduce it to the Dinosaur Paradise in Zhucheng, Shandong，This is our overall IP attempt，More than just introducing an image，Also includes the subsequent industrial chain，Education、Derivatives, etc.。We will have good news to officially announce to you soon。 

At the same time on some business partners，We also made some attempts，For example, we and Carlsberg Beer Group jointly created a romantic bar，Just in Xitang, Jiaxing，We will bring the resources of the musicians behind it、Wine resources、Nightclub resources are well combined with local culture，Wine list included、Bartender Tour and More，These are our attempts at operation and content in cross-industry cooperation。 

That’s it for my sharing, thank you!