Good cultural and tourism content is one of the original content columns launched by the Investment and Financing Professional Committee of the Guangdong Tourism Association。Through field research、Interviews and other forms，Selection of performing arts、There is potential in cutting-edge industries integrating culture and tourism such as technology and creative design、Distinctive high-quality enterprise，Discover his good ideas、New gameplay、Content IP, etc.。

This issue is the third contribution to this column，Will focus on the integration of culture and technology，Take the 2018 Guangdong Culture and Tourism Industry Investment and Financing Matchmaking Roadshow Project "Sanmaoyou" APP as an example，Analyze its high-quality creation model of content production and platform expansion，Refining the digitization of cultural tourism resources、Concepts and innovations in integrating high-quality development of culture and tourism，Discover the future development trends and application prospects of the digital cultural industry。

When you travel across thousands of rivers and mountains，The historical flavor of the place flows at your fingertips；When you embark on the "cultural journey"，Introduced by famous celebrities；When cultural relics from scenic spots and museums around the world、Art works obey your call，Waiting for “review” at any time；When you raise your phone and swipe at the exhibits，The past and present lives of cultural relics will be clear at a glance...Would you also be happy to discover that travel can be so profound、Culture can be so fun？

With 5G、Artificial Intelligence、Digital technologies such as big data are booming，In recent years，Or break the language barrier、Or transcend the barriers of time and space、Or the increasingly rich supply of digital culture with immersive experience。Guangzhou Sanmao Information Technology Co., Ltd. (hereinafter referred to as "Sanmaoyou") established in 2015，As one of the earliest Internet companies in China to test the waters of smart tours，Seems to be a “trendyster” in the development wave of digital cultural tourism: Positioned as a “global travel cultural content knowledge service platform”，Sanmaoyou takes travel culture as its fulcrum、Using digital technology as driving force，Through the “PGC+UPGC+UGC” content operation model，Innovatively built scenic area guide、Museum Culture、Destination Culture、Sanmao Travel School and Travel Culture FM are one content matrix，The “cultural planet” driving the field of paid knowledge。

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“Sanmaoyou” is a mobile APP created by Guangzhou Sanmao Information Technology Co., Ltd.，Currently covering more than 80 countries around the world、Intelligent Chinese guide commentary for more than 15,000 scenic spots and museums，It was born from a foreign travel experience of Sanmaoyou founder and CEO Ding Jianxiong: he wanted to have a deeper understanding of foreign cultures，But faced with language barrier、Inconvenience 188bet app download in obtaining content、The dilemma of knowledge being nowhere to be found。

"Compared with travel products such as "flight + wine"，This doesn’t sound like a ‘particularly painful point’，But I believe that personal needs also represent the needs of some people。”Ding Jianxiong, who has had many entrepreneurial experiences，I have always positioned myself as a product manager，Good at capturing market needs from daily life scenes。In his opinion，In the process of upgrading the cultural tourism industry，People’s consumption concepts are also improving，Everyone no longer just wants to go there and get off the bus to take pictures、Get on the bus and post on Moments for a quick tour，But to the spirit、Culture has more urgent needs。

Aiming at the segmented areas of travel culture content，Ding Jianxiong began to think about technical solutions。January 2016，The first version of “Sanmaoyou” APP is officially launched。From the scenic spots provided、Museum audio guide and weather、Exchange rate、Basic services such as translation start，Sanmaoyou opens the door to the world of "listening to travel"。

April 2017，The former Ministry of Culture promulgated the "Guiding Opinions on Promoting the Innovation and Development of the Digital Cultural Industry"，For the first time, the concept of digital cultural industry was clearly proposed，Attracting the attention of many Internet giants and small and medium-sized smart tourism companies，The "One Mobile Travel" series of global tourism smart platforms has also been launched。Same year，The number of registered users of Sanmaoyou has reached 8 million，And achieved break-even and profitability in early 2018 - this is hard-won in a cultural and tourism knowledge payment market that is still in the cultivation stage and increasingly competitive。

June 2018，Sanmaoyou, which has been quietly cultivating travel cultural content, stood on the provincial platform for the first time，Appeared in the road show session of the Guangdong Culture and Tourism Industry Investment and Financing Matchmaking Conference，Give more attention。The next two years，Sanmaoyou has successively received invitations to negotiate from Sogou, a wholly-owned subsidiary of Tencent, and New Oriental Education Group，Received tens of millions in Series A financing and tens of millions in Series A+ financing，This has entered the development stage of multi-dimensional iteration。By launching the museum culture section、Travel FM、Children’s Aesthetic Education Course、Diversified tours by expert tour guides、Destination Culture Column、AI recognition tour、VR immersive panoramic tour, etc.，Sanmaoyou has created rich、In-depth cultural content matrix，Gradually moving towards the forefront of the market in the world of "listening to travel"。

Use travel as a thread to weave a web and swim deeply in the sea of ​​culture

As a pioneer in the field of vertical travel cultural content services，Sanmaoyou has enabled you to tour multiple scenic spots and museums around the world in one APP，Appreciate various cultural relics and works of art，Learn history and humanities、Cultural and cultural knowledge、Culture and education courses。Currently，Its registered users have exceeded 28 million，The number of paying users reaches 6 million。Adhering to the concept of “making culture the protagonist of travel”，Sanmaoyou is in the process of market 188bet sports betting app download cultivation，Taking people’s experience needs as the core，Using multi-mode integration to build a content ecosystem，And expand the platform through "Internet + Tourism"，Exploring more possibilities of digital cultural tourism。

Ⅰ Gather high-quality forces to create a content ecosystem

“The core of Sanmaoyou is content。"This is the first sentence Ding Jianxiong said during the interview。And the "content" he said，is not just understood as a text introduction on a tool-based electronic tour product。For Sanmaoyou, which is positioned as a "global travel cultural content knowledge service platform"，It has a higher pursuit of "content" - vivid and interesting explanations of scenic spots、Beautiful anchor voice、The vivid hand-drawn map and precise positioning effect complement each other。But the field of travel culture is huge and complex、The subjective and objective problems of varying user needs cannot be avoided，How to ensure the quality of output content has become a proposition that Sanmaoyou has been thinking about。

Early days of establishment，Sanmaoyou has established its own "Twenty-Eight Principle" - first make the content of 20% of the scenic spots and museums that 80% of people frequent，Give their tour services more audio, video and intelligent technical support，Thus increasing the acceptance rate of users、In the process of accumulating users。In the process of accumulating users，Sanmaoyou starts to string dots into lines、Connect lines into faces，By attractions、Museum content extends to tourist destination culture。This is like a hornet’s nest、Qionyou and other graphic travel guide sharing platforms have formed obvious differences。

Where does high-quality travel culture content come from？For Sanmaoyou，The mature “PGC+UPGC+UGC” content operation model is the foundation for diversified high-quality content services。In addition to its own professional construction team，On the one hand it is with the gold medal tour guide、Senior Commentator、Collaboration with experts and scholars，Form "professional production content"，Covering major museums and scenic spots；On the other hand, with domestic and foreign travel experts、Ordinary users and other cooperation，Form “User Generated Content”，To reach the “nerve endings” of global tourist destinations。

Meanwhile，The social interaction of “user-generated content” has also made Sanmaoyou’s user stickiness gradually increase。After having deep users，Sanmaoyou is not limited to popular Chinese explanations，Developed children's version、Feng Shui version、Architecture Edition、Explanation of subdivision types such as English version，Meet diverse user needs to the greatest extent。Utility stacking through "PGC+UPGC+UGC" mode，A large number of high-quality resources gathered、Working together to create a high-quality travel culture content ecosystem，Becomes the key advantage that distinguishes it from tool-based electronic tour products。Ding Jianxiong said: “On the construction of the cultural content matrix，We have now begun to formulate platform attributes，Future ‘capillary’-style penetration，We still need to work with users to build and improve。”

Ⅱ Dig deeper into cultural needs and extend platform value

Building a cultural content matrix，“Travel” is just the starting point。In addition to meeting the different needs of 188bet app download different users，Meeting the diverse needs of the same user is also the basic logic for Sanmaoyou to deeply develop cultural content。The Sanmao team discovered during extensive research，The higher the correlation between travel and culture，The user is more likely to want to perceive it。Therefore，The cultural content of Sanmao Tour will be related to the trip as much as possible，Step-by-step coverage before travel、Traveling、After travel，Create a “one-stop” service，To meet the more diverse needs of users，Even inspired、Guide and mobilize the travel needs of users who have no intention to travel。

In the two sections of "Scenic Spots·Listening to Stories" and "Museums·Seeing Exhibitions"，Online graphics and text、Audio, video and VR panoramic views are not only used for on-site tours，It can also help users understand the historical origins of tourist destinations before traveling、Celebrity anecdotes and other background。Based on the guided tour of scenic spots and museums，Sanmaoyou also launched the "Daily Treasures" and "Today's Paintings" columns，Through the combination of graphics, text and voice，Push cultural relics and treasures、Short and concise content such as paintings by famous artists，Capture users’ fragmented time。

Relying on high-quality audio sharing，The two major sections of "Sanmao Travel School" and "Travel Culture FM" have also been launched one after another。Whether it is online children’s or adult cultural courses、Travel related cultural program audio、Professional information on global travel destinations or premium paid content programs by KOL celebrities，Both have enhanced the professionalism of the original content and the breadth of links。In addition，Sanmaoyou also held online sharing sessions、Linkage between special activities and offline experience classes、Active online platform，Make high-net-worth paying users more sticky、The platform has more information value。

“The four major content sections have their own independence，There are also commonalities that cannot be ignored。"Ding Jianxiong made a simple deduction: a user who is interested in museum culture，I will also be willing to calm down and listen to the guide content of the scenic spot；Assume he is a parent，It is very likely that I will take the initiative to take my children to the museum，And hope that children can get more aesthetic education、General Education。In this way，The four major sections form a highly interconnected cultural content matrix，Sanmaoyou will also gather users who love travel culture。

“If there is traffic, there will be a future。”Facing the brutal competition in the current Internet traffic market，Ding Jianxiong analyzed from the characteristics of Internet products，Although it is difficult for the market to break out like Pinduoduo、Douyin and other high-traffic platforms，But it can be subdivided through deep cultivation、Increase the usage frequency of a single user，To enhance the value of the platform。When people come into contact with scenic spots、Consumption scenes such as museums，Or when you need some knowledge，Everyone can think of using Sanmaoyou，Its value is revealed。

Ⅲ Focus on digital scenarios and create quality experiences

Digital era，High-quality product experience depends on advanced technology。In the automatic explanation product of scenic spot positioning，Sanmaoyou 188bet online sports betting uses its independently developed map engine，Explain the technical difficulties of breaking through the inability of Android phones to use positioning abroad，And use "GPS + micro-positioning technology"，Provide users with a simulated tour guide experience of “explaining wherever they go”；At the same time，In the picture、The hand-drawn and flat maps show the food around the scenic spot、Entertainment、Shopping and other information，Form map POI。

On the other hand，Sanmaoyou uses "geographic positioning technology + AR scene + picture recognition technology"，Achieved millisecond level AI recognition of cultural relics and exhibits、Explanation of database matching calls，Theoretically, full coverage without restrictions can be achieved。Assisted text through AI、Picture、Output of video and other content，“VR Cloud Travel”、Implementation of functions such as “watching exhibitions online”，Sanmaoyou uses AR、VR、MR and other virtual devices，Promote changes in users’ consumption scenarios and interaction methods，Accelerates the process of essentialization of cultural resources。

With the emergence of these products and technological innovation，The digital scene is constantly expanding，In this way, the relationship between online and offline experience becomes more subtle。Ding Jianxiong believes: “Online experience has unique features that cannot be replaced by offline experience。”For example, Sanmao Travel will launch a virtual museum exhibition hall in the future，Create an exhibition that “never ends”；Another example is building an online Chinese cultural relics database，Make the cultural content carried by cultural relics more interesting。At the same time，From his observation，There is an increasing demand for professional tour guides for offline experience，And the tour guide、Limited human resources such as guides，It would be a good idea if we could allow everyone to have a self-service experience in an intelligent way。

It can be seen from this，Digital scenes actually combine online and offline experiences，Sanmaoyou is an existence that tolerates both。Ding Jianxiong said，Sanmaoyou will continue to invest research funds in digital technology，Optimize users’ intelligent experience，We will also work with New Oriental to create children’s general education courses、Expand study courses and other high-quality content resources，Explore more business models for monetizing traffic，Realize mutual empowerment、Grow together，Innovating on the road of digitalization of cultural tourism resources。

With the surging wave of digitalization, how can digital cultural tourism sail far away?

In recent years，The integration of digital culture and tourism shows strong development potential，Especially during the epidemic，The new “Internet + Culture” business format maintains rapid growth。According to the latest data from the National Bureau of Statistics，The 16 industry subcategories with obvious new cultural business features nationwide in 2020 achieved operating income of 3,142.5 billion yuan；Accounting for 31% of the operating income of cultural and related industry enterprises above designated size.9%，9% increase from 2019；Among them，The operating income growth rate of 5 industry subcategories including "Other Cultural Digital Content Services" exceeded 188bet Online Sports Betting and Casino 20%。In this context，Sanmaoyou’s annual total revenue also achieved positive growth in 2020，Among them，The "Sanmao Youxuetang" segment achieved a major breakthrough in revenue，Proportion increased to 30%。

In a booming market environment，The country is paying more and more attention to the high-quality development of the digital cultural industry。The "Recommendations" of the "14th Five-Year Plan" clearly propose "implementing the digitalization strategy of the cultural industry"、“Accelerate the development of new cultural enterprises、Cultural format、Cultural consumption model”；The "Opinions on Promoting the High-Quality Development of the Digital Cultural Industry" issued by the Ministry of Culture and Tourism also clearly stated "adhere to the orientation，The basic principle of “improving connotation”，And lay a solid foundation for the development of the digital cultural industry through “strengthening content construction”，To "lead youth cultural consumption with high-quality digital cultural products，Creation meets the diversity of young users、Products and services for personalized needs，Enhance youth’s national pride and cultural self-confidence”。

Product platform-based content production around user experience needs、Use technology to connect culture and pan-industry，Sanmaoyou is guided by "culture、Content is the core、Carry out in-depth cultivation and exploration of the practical concept of "technology-driven"，Pursue the unification of social benefits and economic benefits。

“Sanmaoyou will become a world-class product in the future，Let users around the world travel around the world through it。" Ding Jianxiong said with emotion，From the beginning, it was named after the writer Sanmao，This has laid the foundation for Sanmaoyou’s family and country feelings and cultural genes。He hopes to at least establish this understanding: "The cultural products made by the Chinese can be recognized by the world。”This is his original intention，This is also the meaning he is pursuing。

“Digitalization’s transformation of the cultural and tourism industries is reflected both on the demand side，Also reflected on the supply side，More profoundly affecting the field of public services。” Dai Bin, President of the China Tourism Academy, once mentioned in “The Shaping and Construction of a New Pattern of Cultural and Tourism Integration in the Digital Era” published in the People’s Forum，Using big data and digitalization to directly address pain points、Innovating supply chains and improving efficiency。Focus on culture and tourism，Create a “digital cultural ecosystem”，It is the infrastructure and underlying device of the cultural travel industry。

It is true，Digitization of travel culture content created by Sanmaoyou，Just a wave in the integrated development of digital culture and tourism。Similar to an immersive holographic interactive performance、VR Games、Special effects movie、Innovative products such as live streaming are also following their own direction，Through digital overlay with other elements，Looking for new driving forces for high-quality development of integrated culture and tourism。Future，How to better realize the organic integration of high-tech and cultural tourism resources，How to cultivate new supply、Promote new consumption，Requires continuous thinking and practice from all 188bet sports betting app download parties in the industry。

*This articleSource: WeChat public account "Guangdong Cultural Tourism Investment and Finance" (ID: GTIF0302)，Author:Wu Dan,He Ruixi, original title: "Good cultural and tourism content，Let culture be the protagonist of travel》.