Five years, great changes have taken place.

Wind, wind and fire enter，Xiao Suo left the scene gloomily，Today，The development picture of cultural tourism town，From the past it was in full swing，Going to the two ends of "ice and fire"。

From the original ancient city and town，Leisure resort town，By 2014, the concept of "Cultural Tourism Characteristic Town" was first proposed，The popularity of cultural tourism towns，Inseparable from the introduction and support at the policy level；After 2015，In Gubei Water Town、The cultural tourism town represented by Nianhuawan was completed and put into operation，The characteristic cultural and tourism town begins to transform into the forming stage。Since 2016，The 13th Five-Year Plan proposed by the central government first proposed to cultivate 1,000 characteristic towns by 2020，National and local levels have successively announced the objectives of cultivating characteristic towns，Among them, towns with cultural tourism characteristics account for the largest proportion，The characteristic cultural and tourism town begins to shift to the stage of comprehensive development。

Strong market demand，With policy support，Capital is also very optimistic about the future of cultural tourism towns，Hot money is pouring into cultural tourism towns。One time，Cultural tourism towns are blooming everywhere。

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Successful construction of characteristic cultural tourism towns is rare，Failed characteristic cultural tourism towns are often the same。

The excitement is always easy to disperse，After the uproar，Many cultural and tourism towns are like boating on the shallows，Start to run aground one by one。After 5 years，The current business situation of cultural tourism towns is terrible。

March 2018，The "Notice of the National Development and Reform Commission on the Implementation of Key Tasks in Promoting New Urbanization Construction in 2018" issued by the National Development and Reform Commission states: Two batches of 403 national characteristic small towns have been announced、96 national sports and leisure towns，Carry out strict evaluation and survival of the fittest。Among 499 characteristic towns，Most of them are in danger of being eliminated。September 13, 2018，Zhejiang Province announced the assessment results of the previous year for the first three batches of 108 provincial-level characteristic towns: 24 towns were excellent， 32 towns have good assessment results， 29 small towns passed the assessment，14 small town assessment warnings， 7 small towns were downgraded，Downgraded from a provincial-level characteristic town creation object to a provincial-level 188bet app download characteristic town cultivation object。According to incomplete statistics，As of the end of June 2019，There are at least 50 cultural tourism towns nationwide、Closed、Unfinished and downgraded、Elimination status。

“Serious homogeneity”、“Blindly following the trend”、“Lack of planning”, “excessive real estate” and other phenomena，Departed from the original intention of developing a characteristic cultural tourism town。A large number of characteristic cultural and tourism towns encountered Waterloo。Eventually led to the collapse of many small towns with cultural and tourism characteristics，Or deserted、or modification、or downgrade situation。

For example, the Bailuyuan Folk Culture Village in Lantian County, Shaanxi Province, which once became a hit because of the famous writer Chen Zhongshi’s book "Bailuyuan"，Inspired by film and television dramas，Received up to 120,000 tourists on the opening day。Xi’an’s new secretary Wang Yongkang has visited the folk village many times for research，Recommend it as a model of creating a folk custom town through "tourism +"。

However, such a prosperous scene did not last long，Now Bailuyuan Cultural Village is suffering from a sudden drop in the number of tourists，The snack street hundreds of meters long is crowded，Business doors are closed。The scenic spot stated that it is "under renovation..."，However, many merchants have reported this through social media and review websites，The sudden drop in the number of tourists has made it difficult to cope with the high rent，Had to move away...

This is not an isolated case，Hexianfang, 102 kilometers away from Bailuyuan Cultural Village, has been declared closed；The once lively neighborhoods of Donghuang Town, which is located in Liquan together with Yuanjiacun, are now empty，Almost all businesses have closed；The shops in Pucheng Chongquan Ancient Town invested by Maweiyi are about one-third closed than before...

Longtan Water Town, an antique-style neighborhood located in Chenghua District, Chengdu City, Sichuan Province，Total investment is about 2 billion yuan，When it first opened, it was praised as Chengdu’s “Riverside Scene during Qingming Festival”。Today，Most of the shops in Chengdu’s “Along the River During Qingming Festival” have their doors locked，The seats and front desk of the visitor reception center are covered with a thick layer of dust，It is very different from the busy scene when it first opened。

These disappeared characteristic towns each have their own misfortunes，But find out the reason，Still due to “serious homogeneity”、“Blindly following the trend”、Caused by “lack of planning”。

Some opinions，Farewell to the homogeneous route of blindly following the trend of “Thousands of Cities and Thousands of Towns”，And under the regulations and constraints of relevant policies，The road to the future cultural tourism characteristic town，Will overcome "barbaric growth"，Nirvana and rebirth，Ushering in the stage of high-quality development。

Cultural tourism town: the main battlefield 188bet app for the diversified transformation of real estate companies

Focus on the main business or diversify，This is a proposition that real estate companies have to face in the Silver Age。In market downtrend，Under the quagmire of profit game and performance，Real estate companies are turning their attention to diversified businesses。

Benefiting from the large capacity of the cultural tourism market，Many top 100 real estate companies are also actively involved in the construction and operation of small towns。Cultural tourism towns have become the main battlefield for real estate companies to embark on the road of diversified transformation。

With the continuous introduction of policy support and the active promotion of local governments，A large amount of capital is pouring into cultural tourism towns。According to industry experts，Although the current market penetration rate is less than 1%，But the space is vast，It is expected that revenue will reach hundreds of billions in the next 3 to 5 years；And there are currently many players in the market，No monopoly pattern has yet been formed。

Source: China Business Industry Research Institute

Said Xu Zhuo, deputy general manager of Capital Economics，"Currently，The per capita residential area in my country has reached 40.8 square meters，Basically the same as developed countries such as the United Kingdom and France。If the default real estate development is mainly residential，There are indeed signs of the industry ceiling coming。”

Li Zhanhong, CEO of New Oupeng Group, also holds the same view: "Enterprises that develop with real estate as a carrier，You don’t have to worry about touching the ceiling，Because of cultural tourism、Health、Industries with medical and nursing care as the main body，The market capacity is huge。”

Real estate companies have established cultural and tourism companies to seize the cultural tourism market，As of now，More than half of the top 100 real estate companies have already deployed，The subjects of cultural tourism investment are diversified；"2019 China Real Estate Industry Report" shows，First half of 2019，New signings from various places、The number of characteristic towns under construction is 59，Accounting for 56 of the number of cultural tourism real estate projects signed and started.73%。The investment amount for the signature and construction of the characteristic town project design has also reached 4192.300 million yuan。

The small town with cultural tourism characteristics has experienced a horse race、Savage growth、After the wave of elimination and rectification，It is still an area where capital is keen to enter，More project formats are blooming，Towards standardization、Development in the direction of high quality。Although in the development process of cultural tourism town，There are many phenomena of "acclimatization"，Danji Culture、Travel、Industry、Cultural and tourism towns integrating residence have become an attractive new investment field and a new platform for tourism development，It has also become the new core of driving 188bet Online Sports Betting and Casino the tourism consumption economy。

Long-term cycle 188bet online sports betting VS making quick money: The operational capabilities of cultural tourism towns need to be considered

For the real estate industry that is accustomed to high turnover，The "long cycle" of the cultural tourism industry is contrary to the inertia of traditional real estate to "make quick money"。The investment return cycle of large-scale cultural tourism projects is relatively long，Usually more than 10 years，Small projects also take 6 to 7 years。Large capital investment、Long return period，For real estate companies that make “quick money”，It is undoubtedly a test。After entering the new business of cultural tourism town，It’s not surprising that many real estate companies are beginning to adapt to the climate。

Expressed by practitioners in the cultural travel industry，Real estate companies enter the cultural tourism sector，In the early stage, we need to rely on real estate development to raise funds，But the cultural tourism project is in the middle and late stages，The proportion of operations is gradually increasing，No matter what IP，How big is it，If the operation is not in place，Projects can easily go unfinished，Ultimately leading to a decrease in the profitability of the company。

“Cultural tourism real estate is not just about amusement rides、Residential、Satisfying customer needs by shopping etc.，Medical treatment is often required、Elderly Care、Transportation、Safety and other facilities，This all takes a long time、Professional operation。For those who are used to high turnover，For real estate companies with rough development，A cultural tourism town facing “slow work produces careful work”，We must face up to its high investment、Long cycle、Slow profit situation。"According to industry insiders，“Cultural tourism town is not an investment product that can be quickly realized，It requires intensive cultivation、Long-term operating products。Trapped in the long construction period of cultural tourism projects、Higher investment problems，How to create unique products，Becoming a leader in many cultural tourism projects urgently needs to be considered and solved by real estate companies。”

Cai Yunsheng, Secretary General of the Commercial, Cultural and Tourism Real Estate Committee of the China Real Estate Association，“Real estate companies must delve into the field of cultural tourism，Be mentally prepared to fight a protracted war。By cooperating with professional operating agencies，Improving the professional level of operations，Make cultural tourism projects truly ‘alive’。”

For cultural tourism towns，Sunac is ready for a protracted war。End of August this year，At Sunac’s 2019 interim results conference，Wang Mengde, CEO of Sunac China said，“Songac Cultural Tourism will become a new value growth point for Sunac’s future development，Through long-term investment and operation，The importance and profitability of cultural tourism will gradually emerge in the next 5 to 10 years。”

The second half of Cultural Tourism Town——IP breakout battle

In recent years，IP has become a 188bet online sports betting hot word。Today’s cultural tourism town market has entered the era of IP breakthrough。

Some experts said，The development of cultural tourism towns，Passenger flow is one of the most important indicators。How to solve the problem of customer sources has become a top priority，IP is considered to bring its own traffic，It can also promote the extension of the entire industry chain，Becoming a scarce resource that cultural tourism towns compete for。

For a small town with cultural tourism characteristics，Tourism industry is the core of the town，Culture is the soul of a characteristic town、Is the foundation for the development of characteristic tourism in cultural tourism towns。According to industry authorities，Culture is the core of the development of cultural tourism towns，Also，Government-enterprise cooperation (PPP model)、IP empowerment、Development ideas such as cultural inheritance，All will help the development of cultural tourism towns enter the fast lane。

Construction of cultural tourism town，Pay attention to culture、Recreation、The complementarity of life。And the creation of a stunning cultural tourism town，It’s never something that happens overnight，Need to learn from culture、Market、In-depth planning and comprehensive measurement of products and other aspects，Still under development、Make careful arrangements during the operation，More importantly, we must be able to radiate new and vigorous vitality in the continuous iterative upgrades。

On the one hand, adjust measures to local conditions，Need to combine regional characteristics，Create life-oriented scenes，Reflecting the unique local characteristics；On the other hand, we must base ourselves on local realities，Collect local customs and culture，Empowerment through exclusive original IP，Formation of cultural heritage；At the same time，Through government-enterprise cooperation and industrial support，Finally transformed into both ornamental and ornamental、Interactive and interesting cultural tourism products，Promote local economic development。

Specialty industries: The core element of a characteristic town is that it must be supported by characteristic industries。

Government-enterprise cooperation: the government plans well，Joining forces with enterprises to cultivate big industries，Make full use of high-quality resources from both the government and enterprises，Work together to build，Shared risks，Same shares, same rights。

IP empowerment: fully explore local cultural traditions，Create exclusive original mature IP，Form a cultural and creative industry base with original IP as the core，Combine upstream and downstream industries to create a complete ecosystem，Achieving sustainable industrial development；Like the "Great Wall" in Gubei Water Town、"General of the Yang Family"、"Eight Banners"，“Shaolin Temple” in Greenland Shaolin Kung Fu Town，"Liangzhu" of Liangzhu Cultural Town, etc.，These are cultural IP。

Contextual inheritance: achieving the inner unity of theme and culture，Response to culture in tourism experience and architectural design，Achieving traffic diversion 188bet sports betting app download and customer retention。

Adapt measures to local conditions: Relying on line location advantages，Supporting Grand Tour，Create new attractions and distribution centers on the route，Ultimately drive regional tourism development。

Complementary functions: focusing on the creation of leisure and vacation products，The functions of the two are differentiated and complementary in the region。

Creating life-oriented scenes: catering to the leisure and vacation needs of urban residents，Present local traditional culture in life-like scenes，At the same time combine cultural creativity、Technology and creativity create urban leisure and parent-child entertainment products。“Market positioning is vitality，Determines the length of project life，So in the early stage of development，It is very critical to accurately position the project crowd and accurately grasp the market demand；Local cultural inheritance and innovation are competitiveness，Determines the intensity of project competition，So we deeply explore the local culture，Create tourism products with unique local cultural characteristics，Is the key to attracting tourists；Operation management is productivity，Determines the thickness of project returns，Therefore, build a complete operation management system，Combining diversified business concepts，Gradually forming a unique brand effect of the town，In order to provide multi-dimensional support for the development of the town。" Li Feng, Cultural and Tourism Comprehensive Development Division of Qichuang Smart Tourism Group said in this regard。

The development system of cultural tourism towns，To put it simply, it is to create a "tourism +" town system，Form a four-in-one development model of “culture + industry + tourism + life”，Building an industrial ecosystem in the town、Urban life circle、Regional Service Circle。

Last days，Cultural tourism town projects are emerging nationwide，Yunnan、Guangxi、Shenzhen、Hunan、Hebei、Sichuan、Zhejiang、Jiangsu、Ningxia and other places have frequently launched cultural tourism town projects。Data statistics show，my country’s cultural tourism towns account for 62% of the total number of 188bet app download characteristic town cultivation practices.8%，Estimated to 2020，The development of cultural tourism towns in my country will reach at least 1,200。According to industry insiders，The next three years，80% of China’s characteristic towns will be cultural and tourism towns。

Farewell to the era of barbaric growth，Welcome the spring of rational development。The cultural tourism town of the future，A hundred flowers will bloom，The new pattern of big waves in the sand。

*Source of this article:WeChat public account "Mala Travel Investment"，Author: Geng Geng，Original title: "Behind the development of cultural tourism towns: half sea water, half fire》.