June 19-20，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。Wang Lina, Executive President of Xiayan Group, attended the summit and delivered a keynote speech。

Wang Lina said，The development of cultural tourism industry，What should be considered is the innovation of thinking and models，You should not rely on one sector alone，But to empower the entire project，Make it have continuous vitality，This can then achieve linkage with other sectors and business formats，Prevent our products from being marginalized。Product Innovation and Industrial Model，What we have to solve again is from independent research and development to implementation，We need to create a core attraction、Building an innovative industry，Realize a closed loop，Achieve sustained profitability and development of the project。

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

Good afternoon, distinguished guests，I am Wang Lina, CEO of Xia Yan Group，The content I share with you today is "From Butler to Master"，From "butler to master" is an identity transformation，You may have questions，What is the relationship between identity transformation and the innovation of cultural tourism consumption？I will explain it to you later。

Today’s speech is more based on our 22 years of enterprise implementation service experience，To derive our understanding of the category of cultural tourism consumption innovation。

Why is the cultural tourism industry so painful and happy?

The development of cultural tourism industry has always had industry 188bet Online Sports Betting and Casino pain points and enterprise pain points，Painful and happy。On the pain points of the industry，When we plan a product, we usually need to benchmark it，There must be benchmarks for the project、Operation Benchmark，The benchmark product itself lacks the momentum for innovation，Because of administrative restrictions、Time period、Policy Orientation、Culture、Business Model、Restrictions from traditional systems and other categories，From the perspective of corporate investment，From capital pressure to policy guidance to pressure from industrial supporting facilities，Pressure on diversion operation capacity in the later stage，As a result, after the implementation of our project, we were under full-dimensional pressure from several angles。From our corporate investment capabilities to product positioning、Construction period、Operational capability level、Later marketing level，This directly affects the continued development of our products after they are launched，In the past 22 years, Xia Yan Group has enriched its service experience in the cultural tourism industry，We are also in pain and happiness。

Since 22 years，Our cumulative participation、Planning、More than 2,000 projects designed，More than 300 projects have been implemented and implemented，We have also gained a lot of experience in the industry，Our group is named after the chairman’s personal name，He is also a relatively legendary figure，When he was working as a civil servant in Shenyang National Forest Park 22 years ago，The preliminary model of cement direct molding was discovered through cement soaked by rain，Landscape packaging has started since then、Cement direct plastic、Landscape Craftsman’s Industry。

Over 20 years ago，Our services、Service scope branches and subsidiaries all over the country，We have become a well-known integrated entrepreneurial planning company in China、Enterprises that design and construct including R&D，The most proud thing is the cultivation of landscape craftsmen。Our landscape craftsman training is the Huangpu Military Academy of landscape craftsmen，Passed down from generation to generation，It has been cultivated for five generations to this day，Every generation has an outstanding representative。Zhai Hongtao, an outstanding representative of the second generation，He is working on the Shanghai 188bet sports betting app download Disney landscape production，Led the team of Landscape Art Directors to assume the role of FAD at Disney，The United States requires us to make prototypes of their artistic landscapes，The construction will then be carried out by domestic general contracting companies and construction companies，We guide the construction in the same proportion every day just like a master leads his apprentice，During this process，Apply our many years of experience in hand-made construction techniques to the construction of Disneyland。Everyone says that the construction of Disney is a watershed moment in China’s landscape packaging，Through Disney, a group of craftsmen who make landscape packaging have also been cultivated in China，Most of these people have traces of our Xia Yan Group。

We have participated in many major projects in the past 22 years，Like Vladivostok Marine Park, Russia，Is the largest ocean theme park in Russia。Tianjin OCT Happy Valley from design to construction，It is a project opened in 2013。Xi'an Lehua City Happy World，We are designers、Construction integration。All Wanda projects are basically in-depth designs done by us。

From steward to host, reflecting the innovative logic of the cultural tourism industry

Since 22 years，Domestic tourism investment companies are basically our partners，We have created a lot of industry deepening over the past 20 years，Create eye-catching items、Amazing packaging carrier。In these 22 years，We still have many pain points for enterprises，The most outstanding thing is that few domestic cultural tourism investment companies can achieve such professionalism as Huaqiang Fantawild、Full industry chain、Form a closed loop，The gap with Disney is even further。We often come up with beautiful solutions during the design process、Give tourist movement route，Our blocks are all painted very beautifully，There is also a unique exploration of culture，Interpretation also requires a lot of work，But implement it、I feel powerless after landing on the ground，A lot of resistance，There are very few suppliers who can carry the design concept，When designing projects, we often emphasize carriers and consumption upgrades，However, in the process of construction and operation, we often cannot escape the result of being knocked back to our original shape，Including the ability to integrate products with superimposed products 188bet online sports betting later、Sustained operational capabilities and sustainable marketing capabilities are both limited。We have made many products in the past 22 years，But we have not reached the height of making works。

Our idea has been supported by many investors since 2017，It also started our creative research and development process，After three years of research and development, we have three series of products，All passed the research and development stage and implementation stage，The next step is from design and construction、Butler’s identity，We need to use our R&D products to invest and cooperate with cultural and tourism colleagues，Converted into our new identity。The transformation from housekeeper to owner in this process also went through a lot of practical research and development and thinking，Based on the following aspects:

The development of cultural tourism industry，What we should consider is the innovation of thinking and models，You should not rely on one sector alone，But to empower the entire project，Make it have continuous vitality，This can then achieve linkage with other sectors and business formats，Prevent our products from being marginalized。Product Innovation and Industrial Model，What we have to solve again is from independent research and development to implementation，We need to create a core attraction、Building an innovative industry，Realize a closed loop，Achieve sustained profitability and development of the project。This innovation needs to be considered from several dimensions at the same time，Innovation from personality、Experience innovation、Innovation with multiple dimensions of game-breaking innovation and product innovation。Here we consider，A successful cultural tourism product or a implemented project is a product that can reproduce and have life attributes，It has core attraction and visual impact，Products that can build a unique operating model，Especially when our products are built, they should have nuclear energy effects，Can become an internet celebrity product through marketing events，A product that can fission infinitely，Leading the investment market with R&D and creative thinking，Bringing new paths to cultural tourism development、New potential energy，This is a transformation of identity and perspective that we want to complete in terms of cultural and tourism consumption innovation。

How to complete the identity conversion from Party B to Party A?

In this transformation, we have gone through a transformation from Party B’s thinking to investment thinking，The process of mission transformation from enterprise to industry，From a product perspective, we have broken down the product segments from large and comprehensive to sophisticated and specialized，I will introduce to you three product series that can be shared with you for investment and cooperation。

What is the change from Party B’s thinking to Party A’s thinking？In the past we did design for Party A、Doing construction，As long as it meets Party A’s requirements，I serve him well，He agrees with 188bet Online Sports Betting and Casino the beautiful design，Deliver the drawings on time and in quantity，Construction as per drawing、Delivered on schedule。When you get to Party A, your thinking is completely different，From investment to implementation to later operation、Investment rate of return、The continuous process of creating content to attract traffic。Based on our accumulated experience、Industry recognition、Corporate mission，We triggered the integration、Thinking about cooperation and investment，Why integration？Last week I calculated the dinosaur-themed park we built for an investor，Not counting land acquisition, only from our own planning and design、Construction，It’s not a special project yet，Unlike the ocean or other more specialized needs，There are nearly 400 sub-items in total，So if the industry in this industry is not integrated, it will be difficult to achieve product synergy，We cooperate through our integrated products、Investment。

In recent years, we have three sets of products，The first wild wooden house series，This product has been launched in Changbai Mountain Scenic Area，And has become the core attraction of Changbai Mountain。The second one is the B&B series，The B&B we want to be in line with the local customs、Folklore、Combining public sentiment。The third one is a tree product，A tree product can become a core attraction，It can also integrate multiple functions to develop into independent project products，We will have many new ways to play in the future，For example, those without children are not allowed in、Those without props will not be allowed in，This will integrate the development of the entire story line、There are also product developments、The combination of display technology，At the same time and without power、Cute pet、Integration of marine life，A tree is a carrier，Combining the integration and development of multiple business formats here。

The proposition of the times for the development of cultural tourism is that we continue to innovate，Opportunities and challenges coexist，Xia Yan Group has been doing this for three years，A good starting point begins。We start from an ecological perspective and plan our catering，We are involved in the hot spring and theme park sectors，Previous one、二、We will still be Party B after three steps，We hope to provide project planning, design and construction for owners and investors，188bet online sports betting To the fourth、五、Six sections，We hope to use our creative R&D products to cooperate with more upstream and downstream enterprises and cultural tourism enterprises in the cultural tourism industry chain，Work together within the scope of continuous innovation in China’s cultural tourism consumption。Thank you everyone。