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 188bet mobile login 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。Six heavyweight guests conducted an in-depth discussion on "IP Empowering Tourism Destinations"，Wonderful scene。

Host guest:

Former 188bet mobile login TV Chairman, Longjing Baichuan Partner Han Guohui

Seminar guest:

Liang Ming, 188bet mobile login and CEO of Fantasy Forest

Woodchitok CEO Zhang Qi

XONE 188bet mobile login and CEO Han Ze

Jia Chao, founder and CEO of Youxi Movie 188bet mobile login

Huang Sichen, founder and CEO of Skyline 188bet mobile login

The following is the transcript 188bet mobile login roundtable discussion:

(188bet mobile login article is compiled based on the speech transcript，Not reviewed by the parties。Zhi Hui slightly deleted)

Korean Fai:First of 188bet mobile login, please introduce yourself，Then introduce some related business situations of IP and the company。

Former 188bet mobile login TV Chairman, Longjing Baichuan Partner Han Guohui

Zhang Qi：My name is Zhang Qi，Founder and CEO of Woodchitok，We are an IP for on-site experience culture founded in Beijing，Start from the market、Start with the food experience，Now it is a large-scale youth cultural consumption and lifestyle content combination，There are about 30-40 events across the country a year，At the same time，Last year we also started to establish our own physical offline business。Under such a brand，Content for young and trendy people，Night tour is for FMB vertical boutique theme activities，About 6 to 8，The destinations of large-scale cultural tourism projects have corresponding diverse presentations。From a big perspective，We hope to be a company that can make young people feel happy，I think 188bet mobile login is the mainstream trend in the next generation of decentralized scenarios。

Woodchitok CEO Zhang Qi

Huang Sichen:Our company is similar to Zhang Corporation，They are all companies that bring happiness to others，I believe you can feel it from the name "Scron Sports"，We are a company that brings happiness to everyone。Our company is in the field of sports IP，In addition to our own landing events，We revolve around the event，Can produce supporting variety show content and short video content to distribute across the entire network，We have professional sports marketing services，188bet mobile login year FMB is our official service partner，So we are a relatively comprehensive “sports + entertainment” service company，Can provide services to third parties，Also provides services for our own IP。Our IP matrix includes “Mud Obstacle Course”、 "Medal of Valor" event。Overseas we also have a new energy interactive entertainment racing segment，188bet mobile login is a racing IP distributed globally，Relatively speaking, it is more comprehensive、Online and offline sports platform。

Huang Sichen, founder and CEO of Skyline 188bet mobile login

188bet mobile login Ming:Hello everyone，I am Liang Ming, the founder of Fantasy Forest，We are in the magic industry，I have been doing magic since I was in college，188bet mobile login has been 10 years now。We go from magic planning and design to education and training，To the design and production of props，Then to the final performance manager，We basically signed the best head magician in the country，All the magicians who can be seen on CCTV should be here。In the past few years, we focused on performances as our core business，About 600 games a year，Starting in 2017，I,Thinking about what magic can do in cultural tourism，We found，Magic is a very attractive content for the cultural and travel scene，In foreign countries，In Las Vegas，These are particularly typical cultural and tourism destinations，13 magic shows are performed every day。So we think，Future scenes in cultural tourism，Magic is a very good content。

Liang Ming, 188bet mobile login and CEO of Fantasy Forest

Korean Fai:Place the magic show in a cultural tourism project，Can 188bet mobile login be understood?？

188bet mobile login Ming:Yes，Actually, let’s do a simple comparison，We are a core entertainment product plus a lot of consumer products，For example, the 188bet mobile login Restaurant、188bet mobile login Bar、188bet mobile login Cafe、A series of products like 188bet mobile login Academy，A bit like a show in Songcheng plus a paradise。

Korean Fai:Okay. 188bet mobile login, let me introduce Han Ze.

Han Ze: XONE is about sports lifestyle，Mainly through fitness group exercise traffic portal，Do some colorful activities。From group exercises to travel，Organized two trips to New Zealand 188bet mobile login year，188bet mobile login is a very long-standing IP in the fitness field，We have obtained authorization from China，Convert it into travel products。In the process of starting a business，Sometimes I still gain insight into the entire industry as an investor in the cultural travel industry，I will share more with you later。

XONE 188bet mobile login and CEO Han Ze

Jia Chao:Hello everyone，I am Jia Chao, the founder of Youxi Movie Hotel。Our business model is relatively simple，Using the culture of movie IP to empower hotels，188bet mobile login can lie down and watch movies in the room，And we also got some movie IP，Like Stephen Chow's version of "Westward Journey"，We got the exclusive IP for 10 years，Now doing deep implantation in scenic spots and hotels。We are now transforming from a hotel management company to a platform-enabled company，There may be some changes later，Hope to cooperate more with 188bet mobile login。

Jia Chao, founder and CEO of Youxi Movie 188bet mobile login

Korean Fai:Everyone here is in a very niche market，Magic is also good，Sports is also good，Movies are also good，They are all more subdivided，In fact, from the perspective of entrepreneurship，188bet mobile login is difficult and tiring to segment small markets。Second question，How to scale？Because any business will eventually face the problem of scale，What do you think？

Zhang Qi：We are often asked about scaling，Maybe we need to focus on the problem itself。Speaking of IP，We may not define it as something very narrow，Must serve the mainstream urban population，Or among the people distributed in our mainstream population，Maybe about 188bet mobile login market，Is it more scale or just vertical segmentation，Actually, several of them had it when they introduced it，Subsequent evolution，Includes cross-border generation，I think it may be from an operator’s perspective，It’s about clarifying your own brand label，188bet mobile login may be the unchanged strategy。For us，Is a younger one，Then it is a future-oriented performance，It is under such an aggregation platform，You can find the 9012 lifestyle，The most popular group of people in 9012，188bet mobile login may be the biggest spiritual inspiration part。

Specific to the implementation perspective，In terms of ourselves，There was still some consideration in using the word "eat" at the beginning，Including entry from the capital level behind the scenes，In fact, the word "eat" is defined as a good traffic entrance。188bet mobile login traffic is not only on what we call regular lines，In fact, it is an entrance on the insight side，Your taste and your stomach，Leading to delicious food at the same time，188bet mobile login is actually a high-sensitivity entrance。In terms of ourselves，Currently in East China、Southern China、Southwestern Region，We are actually expanding our own content and form combination in a relatively rapid way，Maybe 188bet mobile login penetrating expansion has a community concept in it，Of course there will also be corresponding scene empowerment in it。

Our own profit model is an integrated marketing model，Inside，All advertisers and brand owners are talking about advertising category owners at the commercial level，They have road show needs，They also continue to test the market through precise vertical channels，The need to talk to users。Some start-up brands in the middle layer actually have the need to test the market，Of course the lowest level consumer wants its entire experience to be continuous，And 188bet mobile login has cultural characteristics。

Korean Fai:Can I understand 188bet mobile login？We may have the concept of an active community，Only for certain groups of people，But now the population base is getting bigger and bigger，The scene will be fixed next，Even connect with the downstream，Becoming the entire crowd will further increase the size。

Zhang Qi：In our opinion，Vertical and horizontal integration are a relative concept，Essentially, it is still driven by user needs，In a third-tier city，I will also be interested in food gatherings under the music scene。In fact, for the content of 188bet mobile login more subdivided cultural characteristics，It does not distinguish between first, second and third tier cities。

Korean Fai:I asked Huang Sichen the same question，You are all doing activities，No matter the previous topic，It’s still a sports activity，For activities，Your execution power is limited，For example, you do a hundred activities a year，188bet mobile login may be difficult，Because it’s one game a week，It’s not easy to play more than 50 games a year，There is a lot of pressure on the entire team to perform assessments，So 188bet mobile login must have a ceiling，How will Shiklang break through the ceiling and scale up next？

Huang Sichen:188bet mobile login question is particularly good，Because of all businesses，As long as you are an offline enterprise, you will face the problem of scale bottleneck，What your team can do within a unit of time is very limited，Including the NBA, they will face the same problem，The Olympics also face the same problem，These are the people on the Olympic Organizing Committee，How to ensure the success of the competition every time you go to a country to hold a competition，In fact, the problems faced are the same。

The sports industry is actually a very big industry，The industrial chain is very long，From copyright to implementation activities，There are actually equipment in the middle、With training，There are a series of standards that everyone needs to meet and set。How to scale up in the sports industry，First thing，There must be standards，That is to say，Your execution determines replicability at scale，How to set 188bet mobile login standard well，Everything needs to be done in detail to become your own execution standard，The next step is to teach others what you do，So 188bet mobile login is the secret to scaling in the sports industry。You have to be professional enough in what you do，188bet mobile login way you can break through the scale bottleneck。The next thing to do is brand work，To be authorized for the brand，Because you go to every place to compete instead of flying by yourself，20 people went to compete，But you find the same philosophy as the local team，Has relatively strong local resource integration capabilities，Tell him 188bet mobile login is my standard，I will help you solve the key technical parts，Other sections include local recruitment、Investment、Execute，Be able to solve it。

Why China’s sports market，Even the Chinese tourism market，It is often difficult to find a partner，It’s because when your standards continue to improve，Your supplier system needs to grow with you to meet 188bet mobile login demand，Otherwise you will do A standard in A place，He is doing B standard in B place，Just dealing with communication costs actually takes a lot of energy。

The third point，Actually when you reach a certain scale，What you have to consider is the issue of brand promotion，How to break through traditional competitive sports？For example, basketball， NBA combines with media，Bringing the game to the world through television，188bet mobile login is suitable for competitive sports，For example, high-confrontation sports，Spectatory event，is suitable for doing it 188bet mobile login way。But some participatory sports，You find that the viewing value is limited，How to create high-quality content in 188bet mobile login area，Communicating on the Internet？The model we adopt is to use the special elements of our sport to create programs，And combine it with the destination to do integrated marketing。Relatively speaking，In addition to facing scaling issues，In fact, we need to consider the layout of the industrial chain，And the issue of industrial chain extension。

Korean Fai:Still outside 188bet mobile login current competition，Or outside the event，Do the entire closed-loop creation。

Huang Sichen:Yes，Actually, we don’t regard the event as 188bet mobile login itself，Regard the event as part of 188bet mobile login extension。

Korean Fai:188bet mobile login are the next steps for the scale of Fantasy Forest?

188bet mobile login Ming:It turns out that performing is a very tiring business，Want to perform one performance at a time，Many large-scale props are constantly being distributed on the road，One set of props requires many sets。So we are thinking，If the magic content is placed in the cultural tourism destination，Will break through 188bet mobile login ceiling to some extent，Because cultural and tourism performances are performed every day，So for cultural tourism and performing arts，Everyone goes to every tourist destination because they want to experience another kind of life，Want to see something I haven’t seen yet。Magic is different from singing performance，After a singer sings his famous song，Everyone wants him to sing 188bet mobile login famous song。But we perform magic everywhere we go，The problem we face is whether we can do something new？So the habit we develop in 188bet mobile login industry is，Our magic show has 30% iterations every year，188bet mobile login is something that is difficult for all traveling performers to do。

After filming a show and musical, there is no way to replace 188bet mobile login with a new one，As for magic, we will continue to update the content at a certain percentage every quarter，So we believe，Placing magic in the first place in cultural tourism destinations can ensure a large number of people flow，Because they want to see something new、A creative show，The second is that we have constant updates。

Korean Fai:I have a question，For example, I went to Tianmu Mountain，Tianmu Mountain put on a magic show，But I went to the hot springs，I went to feel the natural environment，Why do 188bet mobile login make me go to your show？

188bet mobile login Ming:Magic is actually a very inclusive art，Everyone’s understanding of magic is relatively niche，In fact, in the process of experiencing users，We believe that magic is not a niche art at all，188bet mobile login is a niche specialty、An art form favored by the public。For example，You go to Tianmu Mountain to soak in the hot springs，How to watch magic？There are two important points。

The first important point，Is the content we produce good enough?？Now all over China，Any cultural tourism destination lacks good content，So we did one thing，We have quantified good content，Becomes a KPI。We have three KPIs，Applause、Laughter、exclamation，Applause means the audience finds it wonderful，Laughter is what entertains the audience，188bet mobile login is what every traveler needs，The third exclamation is the essence of magic，Did you bring magic。For example，Our city theater show can average 87 applauses per game in 90 minutes、112 laughs、12 exclamations，188bet mobile login is very good content。

Second，Magic is related to tourist destinations。Give an example，A certain scenic spot is of forest culture type，We will do a magic show for everyone，Put the stage in the forest，Using "the relationship between man and nature" as the theme when doing magical design。One of the links we designed is very beautiful，Put a lot of local culture into it，For example, a stone turns into a bird egg，Bird eggs turn into parrots，Parrot turns into female assistant。After the magician’s performance，Female assistant turns back into parrot，Parrot turns back into egg，Bird eggs turned back into stone，The stone was picked up by a child on the ground。188bet mobile login is combined with particularly strong local demands。Because they want to highlight the concept of nature，We combine these two things very closely。Magic is very broad，Can be combined with various cultures。

Korean Fai:I understand what you mean。Actually, I just had a core question，It’s just a matter of scene。Because consumption has scenes，I don’t think there is any problem with you in the city，But in the tourist scene，What should we use to attract him？What am I afraid of？What I’m afraid of is that they are for these consumers or tourists，Not so must-see，So the stimulation is not that strong，Then maybe the diversion is not that good，188bet mobile login is what I’m worried about。

188bet mobile login Ming:188bet mobile login is the problem we face，But we believe，When you make great content，When everyone can give feedback with applause and laughter，For destination，Good content is extremely scarce，In 188bet mobile login case，I think traffic can be solved to a certain extent。We also have a series of ways to attract traffic through magic，You can expand and share it when the time comes。

Korean Fai:Han Ze，How do we do the 188bet mobile login at XONE？How to land？How to scale？

Han Ze:Scaling problem，188bet mobile login has been a question I have been considering since the first day I entered the fitness industry，Because the marginal cost of 188bet mobile login industry is very high，Each gym serves very limited users，Not like an Internet company，Several servers may have thousands or hundreds of users。I didn’t think of copying in the first step，The first step is how to increase income。Back to the essence is traffic thinking，Traffic thinking is online thinking，Also thinking offline。

Online，We made 188bet mobile login clear at that time，Our self-media is doing well，Probably tens of thousands of fans，But 188bet mobile login’s not enough，Not enough for travel product conversion，So we discussed distribution channels to help jointly launch products，Products like "Flower Yoga" "Travel to Japan"，Use online traffic to generate income。But we didn’t crack the model，I just used tourism to increase my income。How to truly challenge and explore the business model of the fitness industry？There have been new attempts and breakthroughs recently，We used a lighter method，Some empowering franchise models will be output in the future。Recently, many articles write about why Hosa closed its shop，Why lightweight group exercise rooms are so good，But in fact 188bet mobile login is still very far away，That’s all just seeing the surface，No supply-side issues seen。

In 188bet mobile login industry，There are not so many coaches to support the group exercise space，Just like Haidilao needs 7.5 million sheep to open 2,000 stores，Where do sheep come from？So pure investment arithmetic has no way to achieve the right results for the operation of 188bet mobile login kind of real industry。Let’s look at it later，Be very clear，We must first make 188bet mobile login mode lighter，Second，We currently use live broadcast，Soon we will graft a more fun coaching form through more advanced 5G，Empowerment through technology。Everyone can see the three-dimensional coach at home，Practice with him。These franchisees in our group exercise space may not spend much money，But can get a really good coach，A coach does 188bet mobile login to 50-60 gyms，So 188bet mobile login is also the model we are currently exploring，Already implemented，The preliminary live broadcast mode has room for implementation。

Korean Fai:Very good，I hope 188bet mobile login will land as soon as possible。In fact, we have a movie，188bet mobile login just talked about the idea of ​​scaling，Do 188bet mobile login have any specific details for the next step?？

Jia Chao:188bet mobile login is very simple for me to say。First of all, quantity，From the hotel side，There are probably nearly 500,000 hotels in China，1%, there are 5,000 companies，188bet mobile login is just an arithmetic concept，The total number of hotels in the world may be nearly 2 million，1% means 100 companies，If one is turned into a movie hotel, we will have 20,000 hotels。China now has the largest number of stores in the world，So 188bet mobile login market is from the hotel side，is big enough。

The second point is the movie。Probably made more than 3,000 movies last year，Nearly a thousand films have received the Dragon Label and can be released to the public，188bet mobile login base will continue to grow in the future，If we look at the world，Maybe more movies，Maybe 10,000 movies per year。The word "play"，"play" is broader。Actually, there are many such as magic shows and dramas here，Including many movies and live broadcasts, they are actually called "plays"，If we call it "The Movie Hotel", it's not just about movies，It’s even broader。

The third aspect，Audience。You can imagine the audience，Just talking about the IP of the movie，Acceptable to both men, women, old and young，The crowd is relatively narrow to see，But there are actually a lot of audiences。From a system perspective，Nowadays, several major chains have many audio-visual rooms，We can implant 188bet mobile login in all hotels，Whether 188bet mobile login is a city hotel or a resort hotel，Even if you install an audio-visual system in your home，Provide you with support and traffic support。

So，We seem to be a hotel in the early stage，The concept may become a larger platform later，Implanted into thousands of households，Implanted all over the world，So we have a concept，A joking idea is to open a hotel on Mars in a hundred years，Why？Because the earth is full，Drive to the moon、Open to Jupiter and Mars。I think 188bet mobile login may be a long-term goal，But I believe it will be achieved step by step。So it seems to be a very simple IP，The market space may be large enough in the future。

As the number of rooms increases，We are actually a big film promotion platform，Game interactive platform。There is another thing we call "terminal"，188bet mobile login is the final "end"。I have to live every day，Whether you live in a scenic spot or a B&B、Hotel、Apartment，Eventually we need a place to stay，188bet mobile login is the concept of terminal。

Korean Fai:Understand，188bet mobile login are more than just a hotel，In fact, 188bet mobile login are a smart terminal for film and television。Many of 188bet mobile login here are colleagues at the destination，What are the conditions for our cooperation and implementation？Is there any possibility of landing？

Zhang Qi：Two points，The first is our consumption insight into the core group and the judgment of long-term followers，The area in which we determine the landmark attributes is of great interest，We also have the resources and confidence to intervene。Second, we have long-term thinking issues in 188bet mobile login field，What is the next step for various scenarios？Management scenario、Tracking scene，From management traffic，Maybe the next step is to manage a person，Follow his lifestyle，The corresponding thing is a fusion version，There is entertainment consumption at 188bet mobile login point，There is spiritual consumption at that point，Social consumption in the next point，For us，We have such genes，Because we are presented as a comprehensive new way of life，After integrating these cross-lifestyles，If 188bet mobile login cooperation is not based on conventional meaning，Other than cooperation above our operating income，Possibly some value-added income business from the long-term asset level，We can actually enter。We have tried to do such a physical project before，Won many awards in the architectural category、Some awards in the space category，But from an operational level，We feel like we are still climbing，Whether it is asset cooperation or operational cooperation，The premise that we can do the follow-up relatively diversified implementation methods is still based on user insights，And the confidence to generate a continuity perspective of the user’s lifestyle experience。

Huang Sichen:We are relatively clear about the label attributes of sports people，For example, running and fitness projects are for people who are outdoors or interested in the fitness industry，Different product attributes based on cooperation with destinations，There are different ways of cooperation。For example, take the mud obstacle course as an example，The ultimate competition we cooperated with Puzhehe Cultural Tourism last year，After completing the cooperation game，Baidu hot search index and WeChat hot search index are three times that of the past few years，188bet mobile login is a typical case of driving local tourism consumption through sports，Even villagers do 188bet mobile login for the consumers who come to tourist destinations，Specially opened a canteen，It is said to have solved some of the problems of getting rich，These are some classic cases。From a cooperation level perspective，Events are sports content，Can be implemented locally，But based on the city or the suburbs，We can also set the levels of the event into a normal product，Place it locally for implementation，And long-term operations for local team building groups and young people。From the perspective of shooting，We are capable of designing shooting ranges，We also have the actual operating capabilities of the shooting range。

We are 188bet mobile login a menu option，Specially designed based on our product needs and our destination travel，We can develop customized products，Some are based on activity forms，Some are based on operational forms。

188bet mobile login Ming:Our products are also flexible in combination，188bet mobile login cultural and tourism scene, there are usually three lines: making festivals、Building momentum、Make a show。

Festival-making: Festival-making is a 188bet mobile login carnival。We have held more than 60 188bet mobile login carnivals so far，The effect is very good for driving traffic，The May Day passenger flow we did at the Sanchahe International Style 188bet mobile login Festival last year，Help them double their original projections。

Building momentum: Magic is a big event，188bet mobile login’s a very good way to attract topics。We have done many big events，For example, the water walking done in Hainan in 2017，Challenging the Disney World record in 2018，The effect is also very good。

Creating shows: We and Sunac will hold two shows 188bet mobile login year，They all showed off at the two Sunac parks for tourist destinations。

Han Ze:Fitness itself is anti-humanity，It will be very difficult to attract traffic to the destination without cooperating with other strong IPs，So we have actually started thinking about 188bet mobile login issue since last year，We will also cooperate with some music festivals 188bet mobile login year，There will be some sports sections，For example, like the God of Electronic Music。We will also invite people to lead everyone in group exercises，Because many of the routines are known to those of us who train regularly，I will make 188bet mobile login routine as soon as I hear the rhythm of the music，We will currently sneak into the music festival in the form of sports and lifestyle sections，I chatted with people from the music festival，They also really hope that 188bet mobile login kind of content will be added。On the entire approval，Movement leads to a more active and sunny lifestyle，Music festival approval for drinks、There are some restrictions on the sale of cigarettes，So 188bet mobile login is how we currently cooperate with destinations from the content level，will embed our content as a plug-in。

Jia Chao:Youxi is relatively simple at the moment，One is a city-type hotel，One is a scenic hotel。We have a clear positioning of urban hotels，For example, we can do 188bet mobile login in a certain district of a certain city，XXXX County、We are not allowed to enter such and such town for the time being，If you want to join, we will decline it。We open to sixth-tier cities at least，We have stores from first-tier cities to sixth-tier cities，There are all direct stores, not just franchise stores。We are polishing the system in the early stage，Connect all urban hotels with directly operated stores，There is also a very remote location，For example, in the suburbs、University Town、Shopping Center、Tourist Area、CBD，We can basically help renovate old urban hotels，After helping it transform, its revenue increased by 3 to 10 times，188bet mobile login is supported by data from our direct stores and franchise stores。For example, the revenue in the previous month was only 300,000，We can help you achieve revenue of 1 million or even millions，188bet mobile login is a very good point for the renovation and transformation of many urban hotels，And many movie theaters are not yet open，If it is passed, I believe it will bring greater benefits。

We are cooperating with scenic hotels，But it is not open yet，I dare not brag about how much 188bet mobile login can be improved，But we are different from all scenic hotels，Four stars、Five-star peripherals，Either in the scenic area as a scenic spot support，Or within one kilometer of the main entrance of the scenic spot，We won’t do it because it’s too far，There is still a problem with the diversion。We believe we can help scenic hotels retain 20% more users，For example, the occupancy rate of general scenic hotels before was only 40%，We can help it achieve 50% to 60%，You can do simultaneous movies at night，Including promotional videos for some scenic spots，Add fun and interesting movies，188bet mobile login will be of great help to the retention of users in the entire scenic spot。

Also, our minimum number of rooms is 40，If 188bet mobile login is high, we do not recommend more than 200，The largest store we have has more than 100 stores，We do not recommend more than 200，Area is 2000 square meters to 10000 square meters。We know our positioning，The urban scenic spot is 4A、5A。

Korean Fai:Time relationship，There will certainly be many topics to discuss in our roundtable forum today，Everyone can communicate privately。For the entire IP empowering cultural tourism，There is still a long way to go，So 188bet mobile login’s all about concepts、Story，Now is the era when product is king，188bet mobile login must be implemented into the product。We used to be in an era of capital boosting，Now is the time to really dig into the product、The era of deep cultivation of content，You are among the travelers，Also a practitioner，I hope to have the opportunity to make my business bigger and bigger、Getting better，Really contribute to the cultural tourism industry。