In-depth project research is a project column launched by the Investment and Financing Professional Committee of the Guangdong 188bet game Association。This column is based on on-site inspection、Research、Interviews and other forms，Exploring local high-quality cultural 188bet game projects in Guangdong，Dialog project trader，Deconstructing the operating texture of the project，Precipitation project development and operation experience，In order to provide reference for the industry、Reference。

This issue is the fifth contribution of this column，will focus on Guangzhou 188bet game，Exclusive interview with Xie Meng, Vice Chairman and Executive Director of Zhengjia Group，Director of Guangdong Tourism Strategy and Policy Research Center of South China University of Technology、PhD supervisor Professor Wu Zhicai，Liu Zhaohui, founder and CEO of Beijing Zhihui Tourism Culture Media Co., Ltd.，Discuss the development path of urban cultural, business and tourism complex，And the role of experience economy and imagination economy in the integration of culture, business and tourism。

Overnight at the Aquarium、Walking around the indoor aerial rainforest ecological park、Walking through the antique streets of old Guangzhou、Visiting museums in shopping malls...at Guangzhou 188bet game，Which novel experience have you been surprised by?？As the first shopping-themed AAAA-level scenic spot in South China，In recent years, 188bet game has taken the integration of culture, business and tourism as its transformation direction，Through cross-border resource integration and innovative content research and development，Frequently breaks the public’s perception and imagination of traditional shopping malls，Growing in popularity。

Related data display，As of the end of 2019，188bet game Polar Ocean World has received more than 4 million tourists，Operating income is nearly 500 million yuan；188bet game Natural Science Museum has held more than 7,000 educational activities since its opening，Affected more than 160,000 people；The passenger flow of Guangzheng Street reaches more than 20,000 people during events and holidays...

After many positioning adjustments、Innovative products emerge in endlessly、Continuously update strategies as consumer demand changes，In the course of more than ten years of transformation，What kind of constant construction logic does 188bet game follow？What inspiration has its exploration of the integrated development model of culture, business and tourism brought to the industry？Whether it has become an urban cultural, business and tourism complex that can be exported、"The best model" that can be used for reference？Let’s take a look at the integration of culture, business and tourism，"Change and Unchange" of 188bet game。

15 188bet game of forward-looking iteration: infinite games in limited space

January 2005，As the implementation of Zhengjia Group’s real estate commercialization strategy，188bet game officially opened on Tianhe Road, Guangzhou。Facing strong market competition and revenue pressure，188bet game successfully held the first dinosaur fossil exhibition in a shopping mall in mainland China with remarkable results，Thus realizing the strong supporting role of IP in commercial real estate development，The precise goal of transforming Zhengjia’s ecology also points to the IPization of commercial real estate，His keen capture of cultural content is beginning to take shape。

2011，188bet game relies on diversified business formats and rich experience projects，Rated as the only commercial and trade national AAAA tourist attraction in South China，Then a polar ocean world was built in the center of the city、Happy Twist Theater、Natural Science Museum、Rainforest Ecological Botanical Garden、A number of highly innovative tourism projects such as Guangzheng Street，its culture、The exploration of the integration of tourism and innovative business has officially begun。

Since 2016，188bet game Polar Ocean World actively organizes various cultural and creative festivals and exhibitions、Charity activities、Various events，Won the "China's Best New Tourism Project Award" in the 9th China Tourism Investment "ITIA Award"；The Museum of Natural Science strives to build a popular science curriculum system，Lead participants through interaction、Game、Contest、Experience、Observation、Touch、Explore natural science by hand and other methods；Guangzheng Street has held two Guangzhou Qiqiao Cultural Festival，Carry out lion awakening、Paper cutting、Guangcai and other intangible cultural heritage exhibitions and interactive classes... through various innovative activities and product iterations in parallel，Continuous collision of cultures、Business、The colorful sparks of the integration of the three major elements of tourism，188bet game gradually explores the "sustainable development" path of connecting IP with popular science knowledge education。

“Business itself has insurmountable cycles，Single brand、Models inevitably rise and fall, succeed or fail，But the culture has a long history。Business with culture as the core guide，Only one has a soul，Won’t follow the crowd。" Xie Meng, vice chairman and executive director of 188bet game Group, said in an interview，“We must adhere to culture as a guide，Oriented by experience and satisfaction，Completely update existing business concepts and industry concepts，Make great efforts to reorganize、Reinvent or even subvert business models to promote the development of in-depth business, tourism and cultural integration。”

The "Trilogy" of Integration of Culture, Business and 188bet game: The Invariable Logic in Infinite Games

From commercial real estate operator to content developer，From shopping mall to tourist destination，From vague conceptual thinking to education as a discourse system，From preliminary IP exploration to injecting cultural tourism and technology genes，Fifteen years，188bet game is undergoing various attempts and changes in a limited space，Through cross-border resource integration，Use your unlimited imagination，Now it has a completely new look。

But in the specific process of integrating and upgrading culture, business and tourism，How does the cultural tourism industry with education as its entry point integrate with business？How to connect various elements to ensure the "sustainable development" of the IP ecosystem？In various changes，188bet game may follow such a set of internal logic。

Butterfly upgrade, "188bet game" always leads

Since opening in 2005，188bet game has successively been positioned as the “Experience Capital of Asia”、“Family Fashion Experience Center”、"Family Fashion Super Experience Center"、Changes in “world-class city center cultural tourism destination”。Among them，“Experience” is the soul that never changes。Xie Meng said in an interview with reporters: “The ‘experience economy’ positioning of Grandview Plaza was proposed twelve years ago，At that time, the entire industry was still unfamiliar with the concept of ‘experience’。Zhengjia’s ‘experience’ has been reflected in business format adjustments step by step、Brand selection、Daily management and other aspects。”

The first attempt to create a world-class experience facility is Grandview Ocean Polar World。To build an aquarium，188bet game team has conducted on-site research on more than 60 aquariums around the world，I found that each aquarium has a traffic volume of 2 million people every year，“As long as there is the experiential meaning of popular science education，The aquarium can sustainably follow the development of the city”。So 188bet game began to gradually build an aquarium、Natural Science Museum and Rainforest Ecological Botanical Garden，Giving educational significance to experience products。

In terms of cultural experience，The most eye-catching thing is Guangzheng Street, which is connected with the humanities and history of old Guangzhou。It restores the characteristic architecture and life atmosphere of Guangzhou’s “Thirteen Rows” neighborhood，Telling the history of Guangzhou through real scene narration，For tourists to taste special food，has become a window for tourists to know and understand Guangzhou。In addition，188bet game also brings traditional Spring Festival folk customs from all over China into Guangzhou - from "Beijing Traveling to Guangdong" in 2018 to "Main Shaanxi" in 2019，Carnival” New Year theme event，Integrate northern Spring Festival culture into the characteristics of Guangzhou Lingnan Spring Festival，Provide a multi-dimensional experience space for local citizens and tourists。

Present，The experience economy is booming，The meaning of modern commodity consumption has surpassed the use value and enjoyment in the traditional sense，It’s about the experience with people、Psychology、Emotions are closely related。Liu Zhaohui, founder and CEO of Beijing Zhihui 188bet game Culture Media Co., Ltd., said in an interview with reporters: "Product supply and experience shared by hosts and guests have become a rigid need in tourist destinations。The shopping mall is no longer a store concept，It needs to transform into an experience center and product innovation center，Become an experience scene、Experience venues and experience destinations。”

Meanwhile，Experience homogeneity、Surfacing、Problems such as formalization also arise one after another。To this，Vice Chairman Xie Meng said: “188bet game’s approach is to first break through the boundaries of one’s own thinking，The courage and imagination to innovate，Instead of blindly following the trend、Plagiarism、Just a formality；Secondly, we must start from people’s psychological needs，Really bring soul to customers、Double enjoyment and harvest of material。”Deep Dig into the Experience Economy，It is still the trump card for Grandview Plaza to continue to expand its revenue in the future。

188bet game updates, “imagination” breaks through itself

2012-2016，188bet game took the lead in proposing “taking the integration of culture and business as the core”，Exploring new paths for urban business transformation and upgrading，Established a new economy of imagination with the direction of “creating a super experience center loved by people all over the world”，The first cross-border aerial theater and aquarium “closest to the sky” in China，Created Happy Twist Theater and Polar Ocean World。

Then，Zhengjia extends its popularization of marine science to the field of natural science，Put many rare and rare collections at home and abroad into the mall，It became an innovative exploration to establish a non-state-owned museum。After gaining popular science knowledge about nature related to land，The demand for popular science about vegetation has also been stimulated，And then spiritually、Art、Mental improvement will also be associated with it，Natural Science Museum、Rainforest Ecological Botanical Garden、Projects such as Guangzheng Street continue to enrich the product formats of 188bet game。

Behind the natural product and business update，Adhering to the mission of 188bet game - to create happiness and joy for human society，Inject imagination into the city。“If you look at it through analogy and inductive thinking，A shopping mall is just a long or square building。And use counter-intuitive thinking，Imagine if the shopping mall is not limited to the architectural framework、In a very ideal state，What could it be？" Xie Meng's answer was: "It could be a sea、A canyon，It may also be a primitive site that simulates Mars、A drone docking station, etc.。”

Xie Meng emphasized，Only by putting your own thinking into a counter-intuitive way、Not limited to the thinking framework of other states，Grasp the essence of things，Innovation is possible，Can be more imaginative，To get a breakthrough answer。Only by making shopping malls more diverse、Complication，Talent for self-promotion。For 188bet game，Use a series of tourism projects beyond imagination to break through the traditional shopping mall operation model，Bringing a new income model of “rent + ticket derivatives”，It is the new opportunity that seizes the integration of culture, business and tourism。

Multiple content IP to create a "188bet game Planet"

After the successful exhibition of dinosaur fossils in the early years，188bet game has hosted Doraemon one after another、HelloKitty、Uncle Tongdao and other themed exhibitions，And in recent years, we have begun to try to create original IP。2017，188bet game invited the top international modeling team to select nearly 1,000 real-life “Crazy Rabbits”，Play as a single rabbit、Support Rabbit、Courage Rabbit、Happy Rabbit、Parent-child rabbits and other characters embark on a dream party and parade，Form "Crazy Rabbit Paradise"，Give visitors an immersive park experience，And gradually lead the activities to IP and youth。According to statistics，Currently, the main consumer age group of 188bet game is 19 to 24 years old，Young people account for half of the country’s consumption。

Also，188bet game also uses music IP as a medium to connect network platforms and shopping malls，Participated in launching China’s first internet celebrity-themed music festival “Spotlite Red Music Festival”，And joined hands with international pianist Lang Lang to present the "Sound of Nature" concert three times，Drive tourist traffic、Increase in consumption quota and cultural traffic，Gradually expand the brand influence of 188bet game。

188bet game team discovered during in-depth investigation，Modern young people have fun、Consumption characteristics that focus on content and spiritual experience。In order to reach the deep inner needs of young people，Cultivation of emotional links between brands and young people，188bet game creates a series of super IP，Actively use the integration of traditional culture and modern fashion culture，Vigorously develop cultural and creative products and carry out cultural and creative activities，Established nearly 20 WeChat public accounts to connect different communities，Gradually forming fan stickiness。Relying on self-created sustainability、Permanent and Unique Content IP Matrix，Consumers have become 188bet game’s spokesperson，Construct a food service、Clothing、Comprehensive range from culture to entertainment consumption、"188bet game Planet" with rich categories。

“188bet game has been studying people、Operator，It makes people feel fun and useful，Also community-minded。”Xie Meng once quoted Wu Sheng, founder of Scenario Lab, in the “Micro Vacation Series Live Courses” hosted by the Investment and Financing Professional Committee of the Guangdong Provincial Tourism Association—“The future，All industries are content industries，All companies are media，All industries are pan-entertainment industries，All companies are personality companies”，And added: “Whether it is a cultural tourism enterprise or a commercial real estate enterprise，Every future needs media type、Content type、Personification、These four important attributes of pan-entertainment，Having these four attributes can be understood as a super IP。This is also the internal logic followed by 188bet game in building an IP ecosystem。”

Define "188bet game Mode"? Keep exploring and stay alive

From focusing on ocean to land，From exploring nature to humanities，188bet game is led by “experience” and “imagination”，Created a vibrant content IP matrix。The shopping mall it defines has already broken the boundaries of traditional impressions，Form a mixed-use social space oriented by "technical thinking + community thinking"。

“With changes in consumer demand，This mixed scene can undergo various imaginative changes，But always guided by technology and community thinking。”Talk about 188bet game’s manufacturing principles and models，Xie Meng said: “Currently it is neither appropriate nor appropriate to refine the ‘188bet game Model’。It is a model full of vitality and change，To a certain extent forward-looking。188bet game Group has always been based on its own situation and external development，Continuously adjust strategic goals。‘188bet game Mode’ cannot be copied directly，But all the way，There are many places that can provide reference and reference for colleagues。”

To this，Director of Guangdong Tourism Strategy and Policy Research Center of South China University of Technology、Doctoral supervisor Professor Wu Zhicai thinks，188bet game’s off-site replication is difficult。“First, because 188bet game is in a strong business atmosphere、Guangzhou Tianhe Business District with profound cultural heritage，Aggregation of various resource elements；The second reason is that 188bet game itself has very good innovative and creative genes，Provides the core for the development of its cultural, commercial and tourism complex。”

It is true，The development of 188bet game is inseparable from a good business environment and local cultural soil。If you want to output a standardized "Zhengjia model" in the future，Successfully "copied" in a remote location，Professor Wu Zhicai gave three suggestions: First, highlight the local theme and cultural connotation，Establish a brand with characteristics；The second is supporting and convenient urban service facilities，Provide guarantee for attracting traffic；The third is to choose an excellent location where cultural, business and tourism resource elements are gathered，Create a prosperous urban business district atmosphere，Gather popularity，Cultivate business formats，Upgrade experience。

Liu Zhaohui thinks，188bet game can break through its own ceiling by improving operating efficiency and conversion density，Including elimination of low-end business formats、Choose mid- to high-end business formats，Increase consumption frequency，Improve product iteration speed, etc.。Based on this，Or create your own replicable product unit，Either have international IP or reproducible content products，Thus bringing some evolution or improvement to the business。

Establish a benchmark innovation pattern to help 188bet game become innovative and outstanding

After these years of cultivation，The urban core cultural, business and tourism complex built by 188bet game has begun to take shape，Its exploration in the "night economy" is driving the creation of Guangzhou's night consumption brand。

This year，188bet game offers regular overnight stays at the aquarium、Night Exploration Museum、Night viewing of the rainforest and other activities，We also organized the "Night in Zhengjia Fun Night" themed market series and the "Zhengjia Summer Night Carnival"，Light up Guangzhou’s “Young City Yeah City” night consumption brand。These activities showcase local culture、Creative product sales、Leisure and entertainment in one，Combining "night" and "tide"，Integrating business district scenery and shopping mall，Create a “carnival stage” integrating culture, business and tourism，Bringing night tours to consumers、Night show、Night Reading、A new one-stop "nightlife" experience such as late night snacks，Meet the diverse needs of local citizens and tourists。

“What is currently lacking in the night tour market is operational content，Especially in the experiential business format, it is relatively weak。"Liu Zhaohui thinks，188bet game through product innovation、By linking products and new user groups、By implanting new elements and products into new spaces and scenes，To future consumers、The life consumption of tourists and even local citizens provides a new way of experience，His attempt at night tourism “has a benchmark role in promoting night tourism in urban destinations，It has a demonstration effect in improving the night tour industry in Guangzhou and even South China”。

Cross-border development through innovation、Strengthening international development and deep integration development，188bet game is building a “new landmark of Guangzhou’s night economy”。At the same time，188bet game is also “promoting the integrated development of culture, business and tourism，Use your strengths in the task of building an international cultural center，Promote the innovation and excellence of Guangzhou’s modern service industry。

“Guangzhou is the core engine of urban leisure in the Guangdong-Hong Kong-Macao Greater Bay Area。Zhengjia is the core cultural, business and tourism complex in Guangzhou，Need to continue to deepen the integration of host and guest sharing、Integration of culture, business and tourism into life、Infinite innovation experience，Only in order to find a ‘limited perfect space’，Infinitely Creative’s Development Path。" Professor Wu Zhicai said，“188bet game should insist on being guided by culture、Experience-oriented，To form a model and lead in creating a first-class cultural and business tourism model and building a cultural and business tourism landmark in Guangzhou，Promote innovative development of business formats in Guangzhou、Building an international trade center，Contribution to building a strong city with modern service industry。”

Facing the journey of the future，Xie Meng said: “188bet game should not only focus on the transformation and upgrading of its own enterprise，We must also actively integrate into the overall development of the country as the main strategy for future development，Proactively lead the creation of a new pattern of cultural, business and tourism integration in the Guangdong-Hong Kong-Macao Greater Bay Area。"188bet game, which has accumulated 15 years of operating experience, will continue to move forward at a high speed，Its continuous exploration of the "integration of culture, business and tourism" development model will also bring more new ideas and new space to Guangzhou's modern service industry and international communication。

Project 188bet game card

188bet game name：188bet game

188bet game Introduction：

188bet game opened in January 2005，Located in the downtown area of ​​Guangzhou，Has a construction area of ​​420,000 square meters、Collection Retail、Travel、Culture、Education、Entertainment、Social、Business and other functions in one，It is a national AAAA-level tourist attraction and cultural, business and tourism complex，Once ranked among the "Top Ten Shopping Centers in the World"，Annual passenger flow reaches 60 million。

188bet game continues to explore and innovate ways to integrate culture, business and tourism，And always "create happiness and joy for human society，Injecting imagination into the city” is our mission，Created a polar ocean world like Zhengjia in the city、Zhengjia Happy Twist Theater、Zhengjia Natural Science Museum、Zhengjia Rainforest Ecological Botanical Garden、Guangzheng Street and a number of other tourism projects beyond imagination。

Facing the future，188bet game will always adhere to the spirit of continuous innovation and challenge，Use your imagination，Create a richer multi-format integrated tourism project，Strive for the "National AAAAA Tourist Attraction"，The goal is to become a “world-class city center cultural tourism destination”。