March 12，The "Revitalization·Rebirth-2020 China Cultural Tourism Consumption Online Charity Summit" hosted by Zhihui was officially held，And perform simultaneous live broadcast on multiple platforms。This summit has 9 major sections，25 subdivisions，More than 30 institutions participated，12 hours non-stop broadcast。The conference unites industry leaders、Well-known enterprises、Destinations in the “eye of the storm” of the epidemic, etc.，With a new perspective，A further analysis of the integration of culture and tourism、Cross-border innovation，Comprehensive deconstruction of new ideas for the development of cultural tourism industry after the epidemic、New path、New Trend。Cao Lingmei, the authorized director of Wanda Group’s Submarine Column IP Operation Center, shared the theme of “How the operation of the entire international 188bet IP industry chain empowers cultural tourism projects” at the live broadcast。

Cao Lingmei said，In the era of content being king，A high-quality international IP that can be used in cultural tourism projects，In addition to its own original content、In addition to brand advantages，Whether the entire IP industry chain operation is implemented in China and whether an IP brand becomes a scarce resource in the market、Be able to realize a very important part in empowering cultural tourism projects。Achieve the goal of “empowering cultural tourism projects” 188bet business，In addition to its own traffic、Content，What’s more important is that the IP itself must have “energy”，Only it can empower the target project。Take "Undersea Column" as an example: Undersea Column is an international 188bet IP brand with very high-quality content，Has a very high reputation around the world, especially among 188bet families in China。Brand content involves rich scenarios，Very malleable。There are also some international head IP products of the same quality on the market，However, currently only the submarine small column brand is operated by the copyright owner in the entire IP industry chain in China。Full industry chain operation enabled the submarine small column to grow in just 18 months，Accurately covering more than 7 million 188bet families across the country，Rapidly formed a network with IP content as the core，Copyright、Production、Issue、IP ecological economic closed loop that authorizes the entire industry chain operation model，Complete the theme 188bet park、Themed 188bet block、Themed 188bet hotels and many other implemented 188bet businesses；Invest "heavily"、“Difficult” cultural tourism projects bring “light” investment、The 188bet product model operated by "Yi"。Wanda Baby King Group operates the largest offline amusement park in China’s children’s industry，As a cultural business format of the same group，Undersea Column quickly obtained the number of fans of domestic 188bet families and accumulated data on the consumption habits and behaviors of 188bet families，In order to further provide targeted customer groups for 188bet businesses in domestic comprehensive cultural tourism projects、Project implementation and subsequent successful operation as planned，Be fully prepared。

In her speech, Cao Lingmei introduced in detail the development history of Wanda Group’s submarine small column IP brand and the details of the entire industry chain operation，She said，“Undersea Column themed 188bet business format can not only empower a cultural tourism project，Now we can also rely on the 188bet business format that serves 188bet families as the core，Create a 188bet business as the leader，Formation、Study、Research integration，Promote the development model of the regional overall children's industry。

The following is the full text shared by Cao Lingmei:

(188bet article is compiled based on the speech transcript，Zhi Hui slightly deleted)

Hello everyone，Thanks for the invitation。I am Cao Lingmei from the IP Operation Center of Wanda Baby King Group。The theme I will share with you today is "How the operation of the entire international 188bet IP industry chain empowers cultural tourism projects"，The "empowerment" proposed here is to empower the 188bet business in cultural tourism projects，Creating a scarce 188bet business。

What we bring today is a new cross-border product - Undersea Column IP themed 188bet business format。Everyone is talking about IP，So what is IP？The IP definition here is，Widely recognized content with high potential for commercialization。

This definition contains 3 parts of information。First，is widely recognized，Must have a high degree of commercial realization potential。What does this mean？Give an example，In some cultural tourism projects and scenic spot projects, we will find some based on local humanistic characteristics、Image created by history and culture，Very popular locally。Such an image or cultural symbol，usually considered 188bet。But from the serious definition of 188bet，This image or symbol cannot be called 188bet。It is not widely known、Out of this scenic spot、Out of this area，Not well known；It cannot be traded，No possibility of realization。The content of this image or symbol is single，It is impossible to extend or copy，Cannot have vitality to empower other business entities。

Secondly，188bet is copyright content。How to understand？Since it is copyright，It should be allowed for use。How to use it，Include objects used、Direction used，And the location where it is used are regulated。It must conform to the brand tone of this 188bet，It must also conform to the tone of this project。So，188bet is actually a very serious topic in empowering cultural tourism projects，Not that we found an image，We think it’s beautiful or interesting，The project will be successful because of this。We know，After implanting the 188bet, in addition to the overall project on the brand、Improve quality in terms of image、Meet consumers’ needs through experience，The more important role is that it will give great help in the operation of cultural tourism projects in the later stage。So 188bet brands and content are used in cultural tourism projects，It requires the copyright owner’s unremitting efforts to create the content and the user’s respect for the content，And professional 188bet services provided by the copyright owner。

In summary，From the perspective of IP definition category，The Submarine Column brand is widely recognized copyrighted content with high commercialization potential，is a high-quality IP brand。Then，The high quality of IP itself is enough to empower cultural tourism projects、Bring traffic、Does it meet operational needs？Expand this sentence in advance，Let’s talk about it first，Why should Undersea Column pay attention to the 188bet customer base to empower the 188bet business？

The first reason is determined by the brand content of Submarine Column，This brand’s audience is a precise 188bet family consumer group。The second reason is that China’s current domestic children’s consumer market space is very huge。The 188bet economy has driven the rapid development of the entire children’s business，It is expected that the children’s consumer market will reach 1 this year.4 trillion yuan scale。An outdoor children’s paradise that is both educational and entertaining，As an important form of 188bet activities，Will continue to maintain a rapid development of 15%。What does not match the huge consumption and demand is，The homogeneity of 188bet theme businesses is very serious，The quality also needs to be improved。How to break through？Relying on an international vision、Created by rich knowledge-based content IP，has a theme、Reexperience，A unique and differentiated 188bet project，will be the first choice。

At the same time，The selected empowerment theme 188bet content should preferably be international。Mainly because the 188bet of international genes is complete and mature in all aspects，Brand has vitality、Operationability、Content is malleable、188bet industry chain is complete，Can truly create a complete ecosystem with 188bet as the theme，Achieving empowerment rather than a simple and superficial packaging project in a short time。International attributes can also enable theme projects to move smoothly to the world stage。

Since it is aimed at empowering 188bet businesses，So what is the current situation of the 188bet business？There are several important issues as follows:

1. The overall project investment is large，But the quality cannot meet the current needs of 188bet consumption，The experience is also not up to standard。Especially in third- and fourth-tier cities, poor experiences in cultural tourism 188bet projects are even more serious，However, in fact, the demand for 188bet families in the third and fourth tiers is very large。

2. Difficult to operate。When doing 188bet projects, you must understand 188bet behavior、Consumption Habits、Consumption demand。Implanted with appeal、Mature 188bet IP is a good solution。All leading IP brands can achieve the goal of assisting early marketing，But it really helps the later operation of the project，Several conditions must be met: Head IP brand with high-quality content、Operation of the entire IP industry chain in the country、188bet IP、The copyright owner directly cooperates to provide business、Technical Support Service。

3. The homogeneity of 188bet projects and the lack of consumer stickiness。Sometimes we go to a very good scenic spot，Or in cultural tourism projects，I discovered that children actually have no place to go。The adults had a great time，But the children don’t know where to go，There is an extreme lack of high-quality and precise business formats that serve 188bet customers。Some projects will also create a children's world according to the wishes of adults，Or provide the same amusement equipment，The result is that parents and children will not repeat consumption，Consumption stickiness is very low。Fun is the first priority for 188bet projects，The "theme" is market differentiated consumption presented on the basis of fun，Meet customer experience requirements and increase customer repurchase rate。

4. Selected IP content that is not in line with 188bet habits as the theme or did not receive professional landing services from the copyright owner。Some projects use 188bet project IP that grew up in mobile games or electronic games，This is very exclusive for 188bet families。If you use such IP to build a project，Very weak in attracting target customers。Selected brand IP，But there is no professional service support from the copyright owner，The final overall design plan could not be implemented、No IP content actually supported，The operation period did not achieve the expected results。

In view of the pain points in the above 188bet business format，The submarine small column 188bet business has proposed a comprehensive solution:

1. Create a themed 188bet business format with the core of "Undersea Column", a well-known high-quality head IP brand with the world's only content。The brand has wide spread and high recognition in the global market，The number of clicks across China has reached 30 billion、Have educational, entertaining and commercially monetizable content that is scarce in the market。The theme projects created using the brand are sought after by the target market customer traffic。I often encounter some customers who take the initiative to tell me about the submarine column。The children at home like to watch it，I really like the character in it-Captain Buck、山姧、Doctor Pi；Parents also encourage children to like and understand，Because of the knowledge-based content the brand has。In the IP industry，With more than 10 billion clicks, it is already a top IP。Undersea Column content is marine knowledge animation content developed based on the real ocean world，Children can learn to recognize a real marine animal in each episode，Familiarize yourself with the characteristics of a marine animal by rescuing it。Undersea Column cartoon was first broadcast on the British BBC channel，BBC Channel has very strict requirements for the content production and tonality of drama series，This has established the irreplaceable position of this brand in the minds of parents and children of 188bet families around the world。Undersea Column brand was born in the UK in 2006，There are now 116 episodes of animated feature films in seasons 1-4；Content includes five classic scenes: Sunshine Waters、Amazon Rainforest、Polar Glacier、Twilight Adventure。Such an IP will cost us 10 years of investment、It is very important for cultural tourism projects in 20 years。No project is willing to find out that the IP used in creating scenes or 188bet business formats has no sound on the market just after it opens。Consumers like to chase the new over the old，Everyone likes fresher and more interesting content。Under the condition that frequent hardware refurbishment is impossible，Having sustainable IP themed content can solve this problem。Undersea Column brand content implantation project，Although the scene packaging may not change much in a few years，But with the broadcast of new episodes and secondary development of content，You can use "software" in later operations to continue to maintain the attractiveness of the project。For example, in specific scenes such as Children’s Day activities or international activities such as Halloween，There are new adventure tasks to complete every time，There are new activities to experience every time；This kind of attraction is sustainable for consumers，Is a good way to increase consumer stickiness。Now Wanda Group is the copyright owner of Submarine Column，Has full copyright，The content of the submarine column will be continuously updated，Make the brand have long-term vitality。For example, the content of Undersea Column will be broadcast continuously from seasons 1 to 4，，The fifth season of new drama production completed，You can look forward to the release of the first Undersea Column movie during the summer vacation。 These actions give cultural tourism project partners confidence in long-term cooperation。

2. “Undersea Small Column” domestic IP full industry chain operation blessing，In the era of content being king，Brands and theme formats have become scarce resources in the market，Thus enabling the 188bet business format of cultural tourism projects to be empowered。Currently，Undersea Column implements full industry chain operations for copyright owners in China，Added an “energy core” to the IP brand，Enables unlimited possibilities for empowering 188bet projects。

IP full industry chain operation operated by the copyright owner，As shown in the picture，Includes new series and major movie productions；Issuance and licensing business，And integrated marketing with business partners。The reason why Undersea Column has always maintained its high popularity，The top IP，is the copyright owner’s detailed implementation of the brand’s 360-degree full industry chain operation and promotion plan in China。New content production，Guarantee brand vitality；Issuance business，Ensure content is promoted more widely online；Authorized business，Offline guarantee that the brand will be extended in various types of offline projects with various forms of products。Authorize products from smart devices、Books、Audiobook、English APP、Picture book、Music、Daily necessities，Food，Toys、Clothing, food, housing and transportation that penetrate into the lives of parents and children，There are currently 14 categories of derivative products with 1000SKU，You can see it on the market。Integrated marketing ensures that each partner reaches profitability goals，It is the most effective profit method that can be used in the operation stage of cultural tourism projects。With the support of the above-mentioned whole industry chain operations，Undersea small column 188bet business has become a scarce resource in the market，Project created，Becoming a scarce item in the market。For example, there is a submarine column-themed 188bet project in a city in Shandong，The IP copyright operator will notify the 7 million 188bet families in the undersea column across the country through various online channels、700,000 mom fans know，Calling everyone to check in at this adventure park during summer vacation or Children’s Day，Participate in a global fan carnival event。This activity can use the cooperative Internet platform，TV’s children’s channel online，And offline undersea small column promotion channels for paid promotion、Title Cooperation、Pre-sale tickets、Add specific peripheral products, etc.。While satisfying customer experience，Complete the goal of increasing profits。For example, the annual Undersea Column national 188bet running event organized by the operator of Undersea Column，The revenue from that day’s event was more than 40 million yuan。Relying on online distribution and offline Wanda Plaza promotion，Now the submarine small column brand has been well known and loved by 188bet customers in tier 1-4 cities in China。Cultural tourism projects are mostly concentrated in three beautiful places across the country、Fourth tier cities；Combination of the two，Using the appeal of the Undersea Column, we can create a 188bet project with international quality and well-known by local consumers。I believe it is in the process of starting，Many fans will begin to look forward to it。Market warm-up publicity work、Supporting commercial investment promotion work、The launch of property sales will benefit from the help of the submarine small column brand and the operation of the entire industry chain。

Operation of the entire industry chain of a unified 188bet brand in China is an important part of ensuring the implementation of cultural tourism projects and smooth later operations。Assume an internationally renowned 188bet，There is no copyright party responsible for the entire brand industry chain operation process，Its content development is unsystematic，The result is likely to be reduced to a "background wall" in the embedded cultural tourism project。At the same time，Projects like this attract fans and traffic、Consumer experience、Failed to achieve expectations in later operations。For example, if you want to purchase peripheral products of the selected 188bet brand，As small as a doll，As big as a themed amusement equipment，Neither the overseas copyright owner nor the domestic agent has the power to provide unified deployment services，Cannot guarantee product quality。This is also found in the market，Some projects use well-known 188bet，Spent a lot of money to create a packaging image、But the main reason why it is difficult to operate in the end。The submarine small column brand is operated by the copyright owner in the whole industry chain in China，Provide business negotiations with high efficiency to meet project progress、188bet content overall solution ensures effective implementation、Preliminary design plan serves for later operation，Unify derivative product supply and limited derivative product R&D capabilities、Wanda Group’s nationwide resource sharing systematic service。We will be in the source design stage of projects such as parks，Just implant content with the same theme but different gameplay，There will be "Island Adventure" and "Undersea Party"，Truely empower cultural tourism projects instead of simply packaging，Not only empowers the "instant" traffic when the project opens，Rather, use the entire 188bet industry chain to operate and grow together with the project，Service target customer group。

The whole industry chain is in operation，The professional services provided by the IP copyright owner are also a guarantee to ensure that the project implementation and subsequent operations meet expectations。In actual project，You will see many cases where huge amounts of money are spent to implant IP but the effect is not good。Take the submarine small column as an example，If content is embedded in the project，When the virtual animation scene is restored to reality，Favorite character、The familiar picture can be felt at any time、Touched，For the 188bet customers who love this IP content，I found an outlet to release my emotions，Will be very dependent on the project。But the same，If you don’t respect this IP, Used not in compliance with regulations，The consequence is that it costs money，Consumers don’t pay either，The project may also become a typical case of failure。If in the scene corresponding to the polar glacier area of ​​the small column on the seabed，A fish or animal appears in sunny waters，Or when a small underwater column appears in the Amazon rainforest wearing equipment that resists extreme cold and high pressure，These will be considered fake submarine column projects by consumers，Feeling of being cheated，Doesn’t think it’s worth spending。At the same time，This approach，It is also harmful to the IP brand。The effect of implanting IP has a long-term impact on the project，So the copyright holder is required to have the professional ability to implement the project and the collaboration experience in how to communicate well with users。

3.“Undersea Column” creates a series of 188bet business formats with light investment and no power，Supporting 188bet theme restaurant、188bet theme hotel、Theme shopping street, etc.。We have accumulated experience in operating pilot projects for more than 200 indoor 188bet parks with the theme of Undersea Column in Wanda Plazas across the country，Continuously refresh the understanding and accumulate experience of 188bet consumption behaviors and habits，A leading 188bet consumption expert in the industry in terms of operating volume。The family structure with Chinese characteristics determines that all children or 188bet families like to run out，Because the parents of the current 188bet customer group are already born in the 85s or 90s。They have been participating in and focusing on experience since childhood、Projects that focus on psychological feelings，So it will also affect the items chosen for children。So，When choosing 188bet activities，Are you happy both physically and mentally?，Do you have any emotional experience，Is it entertaining and educational，There are higher requirements in these aspects，Also willing to pay for quality。This is a trend we are seeing now。Current situation of 188bet family structure，Travel habits of 188bet families、Consumption habits and other dimensions，The 188bet power-free paradise created by the submarine small column has low investment、Fast construction、Operation Easy、Characteristics that are in line with children’s nature。Cultural tourism project 188bet business format empowered by Undersea Column，Not only improve project quality、Enhance customer experience、Increase consumption stickiness，And it is in line with the light investment of large cultural tourism projects、The development direction of heavy operations。

In terms of business format，Undersea Column’s 188bet business has been extended to include outdoor activities。It is very attractive in some large-scale cultural tourism projects and in trying to obtain some preferential conditions from the government，Because it can cover an area of ​​200 acres to 300 acres，It is built without power，The investment is very light，And there are no big obstacles to the later operations，It also has an international theme。Due to the synergy of our derivative economic ecosystem，Can create a comprehensive children's industrial economy，This is also very possible。We currently have great approval and praise from the government for two projects。

Room、The internal and external project is a water park、Snow Paradise、Ice sports and other 188bet activities；Also completed some marine park and aquarium projects。They vary in size，The attributes are also different；Can be created as an independent theme，It can also be implanted into 188bet business and integrated into large-themed cultural tourism projects。Because of the accurate empowerment of 188bet business，So it is very flexible in operation。The 188bet themed business format created by Undersea Column is positioned to attract 188bet customers to the overall project，Serve the 188bet business well at the same time，Improve the quality and experience of the overall project。

There has also been considerable development in theme neighborhoods and theme 188bet hotels。Especially the theme 188bet room，We made a pilot theme room on the Wanda Group hotel system。The pilot rooms basically cover tier 1-4 cities in terms of area，Hotel brands include star-rated business hotels and tourist destination resort hotels。The overall effect is very good，High market demand、Customer satisfaction、The hotel’s economic benefits are very good。All the above-mentioned businesses are open to external cooperation。

4. The "Undersea Column" theme 188bet business format not only empowers a single cultural tourism project，Serving 188bet customers；With market demand，has been extended to empower single regional economic development，Expanded the investment space of partners。That is, taking the submarine small column to create a 188bet business as the leader，Develop regional overall children's industry，Including scientific research and education、Children’s Commercial Content，The concept of driving regional economic development，Warmly welcomed by the local government。Now we also have several successful cases。The project recognized by the local government proves the super IP appeal of the Submarine Column brand and its ability to ensure the final project implementation and project operation success。

The above is the content of the submarine small column’s entire industry chain operation and empowerment cultural tourism project。Time relationship，This time we start from the pain points of the cultural tourism consumer 188bet business market，A brief discussion on how IP can successfully empower cultural tourism projects across borders，I also hope to have the opportunity to communicate more with colleagues in the industry in the future。A brief summary，Suitable and capable of successfully empowering a large body、Long cycle、188bet business format that is difficult to operate、And create an IP brand of 188bet products with market scarcity themes，Take the submarine small column brand as an example，Has the following characteristics:

• An international leading 188bet with global fans

• Full copyright, full 188bet operation in China

• Accurate service for 188bet customers

• Has 7 million Chinese 188bet family fans covering tier 1-4 cities across the country

• Has a variety of business formats: indoor 188bet paradise、Outdoor 188bet paradise、Family Hotel、Family Restaurant、Water Park、Snow Paradise…..

• The copyright owner provides theme 188bet planning、Design、Construction、Operation integrated solution

• Familiar with the consumption preferences and consumption patterns of 188bet families in tier 1-4 cities across the country

• In line with the 188bet perspective of children and adolescents

Since the launch of 188bet business cooperation on the theme of Undersea Column to empower cultural tourism projects in 2019，The submarine column-themed 188bet business format has been recognized by the market and favored by many partners，Consolidated product research and development、Service、Landing、Cooperation basis for operating overall solutions。I hope to cooperate with more partners in the cultural tourism industry in the future，Continuously polishing 188bet themed products，Grow together，Contribute to the prosperity of the cultural travel industry market！

Thank you for your attention to the underwater small column 188bet business，I hope to communicate with you more in the future。