Hot searches in 2019，Dominated by two people named Li。Li Jiaqi is flourishing in the field of live streaming sales，188bet is on the issue of "whether it is cultural export"，Caused numerous controversies。

Early December，188bet, who is famous on Weibo and YouTube, is even more popular，This Sichuan girl born in the 1990s can do anything，Winemaking、Stuffed soy sauce、Sewing clothes、cured bacon、Stretch Ramen、Cut bamboo to make a bed、Even making paper entirely by hand...the pastoral life in her exquisite video，It has almost become the “oriental life that foreigners long for”。

Is Li Ziqi considered a cultural export，Will this 188bet trip be successful?？The data gives us a definite answer。

On Youtube，188bet has 7.52 million fans，Each video has more than 5-20 million views。Just the number of views，Already belongs to the top account on Youtube。

And in “How-to & Style (How to do it&Lifestyle)” category，Comprehensive number of fans、Number of positive reviews、Interaction and other various data，188bet’s comprehensive influence ranking in the United States，Ranking fifth。

The overseas release of the IP “Li Ziqi”，Definitely a success，And behind this road to success，For domestic 188bet brands that have always wanted to go overseas，What can we learn from it？

Sufficient capital strength

Li Ziqi’s successful 188bet trip，The first thing that cannot be separated is the capital power behind it，They all played an important role in the growth of Li Ziqi IP。

China’s 188bet industry，“History of going to sea” is less than 10 years ago，The one who can be the first to set foot on a foreign land，Undoubtedly they are all with strong capital strength。

2011，Jinjiang Group, an established state-owned 188bet group, takes the lead in expanding overseas，Using the budget 188bet brand Jinjiang Inn as the “vanguard”，Entered the Philippines one after another、France、South Korea、Indonesia, etc.。Later，Jinjiang is more comfortable in the matter of "going global" - it bought the Louvre and then invested in AccorHotels，After completing the acquisition of Radisson 188bet，Ranked second in the global 188bet industry。

Greenland Group signed an agreement with InterContinental Hotels Group，Will cooperate to build a high-end business 188bet in downtown Los Angeles, USA-Greenland 188bet Indigo。At the same time，Greenland’s luxury 188bet brand “Primus” will land in the heart of Sydney，marks that Greenland International 188bet Management Group has become the first Chinese 188bet group to settle in Sydney for development。

This year，JI 188bet under Huazhu，Also landed in Singapore。

A 188bet brand that goes global every family，Both of them have been battle-tested in the country，We must compete with similar domestic brands，We must also maintain a relationship with the international brands that came to China early as both teachers, friends and enemies。

And behind these brands，They also have the support of industry giants——Jinjiang、Huazhu etc.，Now even in the global 188bet industry，No more concessions，Brand overseas，has long been written into the group’s expansion map，Financial support，became the basis for the 188bet to go overseas。

Keep the most unique thing

Since I choose to go out，You must want to output something。The most attractive thing about 188bet，It lies in the positioning of "Oriental Food Lifestyle Home" - the Oriental aesthetics of returning to the garden and living in the countryside，Under the lens，It is a traditional pen, ink, paper and inkstone、Shu Embroidery，Su-style fresh meat mooncakes made with ancient methods、Osmanthus wine is a skill that has been passed down for thousands of years。

And these unique things，Let foreign viewers see another side of China，This is the charm of cultural export。On YouTube，Top three bloggers in China，Except "188bet"，The "Western Yunnan Brother" who specializes in recording life in Yunnan is also of this type。

Chinese hotels going overseas，It must also have “Chinese characteristics”。40 years ago，International hotels enter China，brings a complete system of modern 188bet concepts developed under the European and American cultural background，China’s hotels today，From learner to innovator，On the basis of modern hotels，Add things that belong to Chinese culture。

Take the whole season of seagoing this year as an example，Oriental aesthetics will be the backbone of this productivity，The whole season continues to perform modern interpretations of oriental aesthetics、188bet will definitely affect the world。

As Maidian.com wrote in the business review of All Seasons Going 188bet，“Going 188bet for the whole season is actually more like an export of Chinese services”。China services exported throughout the season，In fact, it is the concentration of Chinese lifestyle - the East、Moderate、Humanities，It changes the long-term thinking mode of building hotels according to the "Western lifestyle"。

Learn to localize

Exporting culture is important，But “localization” is also needed to cross the barriers between cultures。

188bet’s YouTube video has fascinated foreign netizens even though it has no translation，But in the description of the video，But in Chinese、English、Vietnamese three languages ​​to introduce the content of the video。

188bet is different from video，Countless core cultures and things，It is impossible to show it through the screen，People from different regions，Regional Culture、Different living habits，“Localization” is a step that hotels must take when going overseas。

Therefore, two methods are the most common in 188bet overseas layout.

One is to expand by directly acquiring 188bet properties or 188bet management groups。The former, such as Greenland, directly acquire overseas properties，Then entrust the 188bet management company to operate the 188bet as the owner。The latter is represented by the acquisition of hotels or 188bet groups by Jinjiang and Kaiyuan，Thus obtaining the other party’s brand。

The other is to expand overseas through authorized agents。Agency companies can invest directly in specific regional markets、Operating stores；You can also attract other franchisees to invest in opening stores，I am responsible for the operation of the 188bet、Management。Also taking Huazhu as an example，All Seasons 188bet Singapore is entrusted with the management of Ascott，When the domestic 188bet does not have independent overseas operation experience，Agency companies can take domestic hotels to learn international experience and local integration。

Same as all walks of life in China，Hotels in China，Always learning to “go out”，Going out is not just a need for expansion，It is also inevitable for cultural export after a strong national power。Just like "Li Ziqi", this IP took several years，Only gained countless foreign fans on YouTube，China 188bet，We also need to take steady steps step by step，Only in order to break the barriers of international 188bet dominance，Telling the story of a Chinese 188bet。

*thisTextSource: WeChatPublic account “Meadin” (ID: meadin)，Author: maimai，Original title: "Inspiration behind “Li Ziqi”’s 188bet going overseas》.