February 25，At the ongoing 2016 Travel Agency Industry Development Summit Forum，China’s tourism industry has a large market value、CEOs with good looks gather together，About the development trends of China’s tourism industry、Online and offline integration、Conversations over resource integration and other issues，Contact ideas。

President of Jingyu Group、Hong Qinghua, founder of Lvmama Travel Network, said in today’s speech，If you use one word to describe the development trend of tourism and the core pursuit of tourism，That’s the IP。2016 will be the first year of tourism IP，Whoever gets the IP wins the world。

Hong Qinghua thinks，IP concept is super popular in the film and television entertainment industry in 2015，IP adaptations such as "Why Shengxiao is Silent", "Flower Thousand Bones", "Langya Bang" and "The Legend of Miyue" have not only received high ratings and clicks，Get better returns。Why is IP so powerful?Because IP represents individuality and scarcity，Scarcity is the core value of commodities。China is comprehensively upgrading consumption，188bet Online Sports Betting and Casino Middle-class consumption requires discrimination。

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188bet app download Hong Qinghua said: "Like the popular Kumamoto bear in East Asia，It is to create regional popularity through the combination of animation IP + virtual star + tourism，Rapidly increase the popularity of Kumamoto Prefecture，The number of tourists is increasing rapidly，Bringing economic benefits of 120 billion yen to the local area within 2 years。”

"Not long ago，Jingyu has been married to a film and television giant company with super IP，2016 is the IP year of Jingyu Group，We need to combine IP in all aspects，Create new IP，Enhance competitiveness。”

Last，Hong Qinghua calls on enterprises in the tourism industry to create their own IP，The more IPs, the more valuable they are，Use IP to give products personality、Values，Only we can truly solve Thailand、Competition among similar low-price groups such as Yunnan is fierce、Compulsory shopping and other stubborn problems in the industry。

Attachment: Hong Qinghua's "Happy Travel"，The key lies in IP》Full text of the speech

Let’s talk about IP today，Not unconventional，Not sensationalizing、Not pretending to be mysterious。But I found a good word to describe the tourism development trend and the core pursuit of tourism，Also my recent thoughts and actions，A word that is very important to us both online and offline travel agencies: IP

IP is too popular in the film and television entertainment industry: everyone knows，The movie "The Secret of the Dragon", adapted from the popular online novel "Ghost Blowing the Lamp", led the New Year holiday with a box office of 1.6 billion yuan after its release；IP adaptations such as "Why Shengxiao is Silent", "Flower Thousand Bones", "Langya Bang" and "The Legend of Miyue" have not only received high ratings and clicks，Spin-off games also received massive downloads；It is not the hot IP that will bring good profits，The drama of the same name adapted from the novel "The Left Ear" was staged in Beijing，60 performances have been booked for the 188bet online sports betting whole year in the preview stage alone，The crew’s rehearsal video has received more than 1 million views on the Internet；After the movie of the same name was released in April 2015，Received a high box office of nearly 500 million yuan。Remarks from the producer of the drama "Left Ear"，Readers who like the original work bring in at least 30% of the box office revenue。LeTV Video will invest 7 billion yuan in support funds to create super original IP；Alibaba Pictures said，We must develop “super IP” through round-by-round elimination。

The number of super IP dramas will double in 2016.

Today’s film and television entertainment IP is tomorrow’s tourism IP。The tourism IP I am talking about here，Not referring to travel, film and television entertainment。

Then，What is IP？Literal translation is: intellectual property (English: Intellectual Property)

IP comes in many forms，It can be a literary and artistic work，Or a complete story，It can also be a concept、an image。IP can get rid of the shackles of a single platform，IP can get rid of the shackles of a single platform。

Why film and television entertainment IP today is the future of tourism IP？The film and television entertainment industry and the tourism industry are inherently imaginative and mutually beneficial。All belong to the happy industry。

There are already pioneers in the world。Everyone knows，Kumamon is popular in Japan，It is to create regional popularity through the combination of animation IP + virtual star + tourism，Rapidly increase the popularity of Kumamoto Prefecture，The number of tourists is increasing rapidly，Bringing economic benefits of 120 billion yen to the local area within 2 years，The sales volume of derivatives increased from 100 million yuan in 2011 to about 3.8 billion yuan in 2015，Image all over Japan、South Korea、China, etc.。

Disney also uses movies、Cartoons and other super IP communication and tourism paradise、A combination of mascots，Support industrialized operation，A huge success。Disney brings joy and dreams to children all over the world。The image 188bet app download of Mickey Mouse and Donald Duck is unforgettable，Powerful IP implantation in hotels，Shanghai Disney has a Toy Story hotel and a Children’s Fantasy Hotel。

Transformers at Universal Studios Singapore。I played the 4D theme park project: Transformers in Singapore。I had a feeling at that time: subversive user experience。It’s equivalent to implanting people into blockbusters。IP has become a tourism product。

Washington VR Park, USA。Strong IP direct implantation。Providing you with such a real experience is The, a startup company in Utah, USA. Void。It is an entertainment experience center that combines physical experience and virtual experience。Two British theme parks Alton Towers and Thorpe Park is also building its own roller coasters Galactica and Derren that support head-mounted virtual reality devices Brown’s Ghost Train。VR must be embedded with IP，In order to produce a subversive experience。Ma Huateng said that the third generation computing center should be the one that subverts WeChat，Maybe it’s a virtual helmet or some kind of wearable device，The first generation computing center computer is placed on the desktop，Second generation computing center mobile phone in your pocket。

Why is IP so powerful?

Because IP has become a new transaction entrance。There are three generations of entrances to business transactions: The first generation is traffic. Just put things at the end of the village，Abortion，Of course I want to buy something when I see it。Set up a stall at the end of the village，Vending along the street。If online，JD.com is actually a “traffic-based” business。；Second generation，is the price。 There are too many things in the village，Mix the price。Use low prices to attract customers，This is also something that has existed since ancient times，But in the Internet era，This entrance is further torn open by search technology。；Third generation，It’s personality。 188bet online sports betting In the past we called it "brand"，That is, through long-term time、Massive brand promotion，The “personalized logo” created。Like a beautiful girl in the village，Open a shop at your own home，Young guys come here to buy things。Coca-Cola、Adidas、Benz，None of them are alive，But living around us like a person，Like nails stuck in our brains，They have personalities，Have values，With pedigree。These brands are the IP of the industrial age。Now entering the fourth transaction entrance，That is "knowledge"，also called IP。

IP represents individuality and scarcity，Scarcity is the core value of commodities。 How to understand？Air and diamonds in economics，Air is more important to people than diamonds，Except climbing Mount Everest？Diamonds are so expensive？Except climbing Mount Everest，That’s also because of scarcity。Air is not usually scarce。Travel is even more like this，Start a price war with homogeneous products，Too many products are not valuable。Price war a dozen，The service cannot keep up，Even cost recovery through forced shopping，Tourists complain。

China’s comprehensive consumption upgrade，188bet Online Sports Betting and Casino Middle-class consumption requires discrimination。Discrimination is a Buddhist term，Also a very steadfast existence in human nature。IP can provide scarcity for goods，Satisfy and highlight consumers’ “differentiation”。You provide guests with a VIP channel、Dignified service，He just thinks he can pay more，Good experience。Currently our tourism industry is only in the stage of IP marketing，In the initial state，IP will gradually penetrate into products、Service，Even every aspect of travel，Including tour guide、Scenic Area、Hotel、Shop shopping、Catering, etc.。

Ma Huateng: Internet = connection + content；Wu Xiaobo said，Internet+=Connection+Content+Values。

In the Internet+ era，With values，The tourism community economy has been rapidly 188bet app formed，Traveling has become a group of people going out to “do”，Not satisfied with the most basic needs。Not satisfied with tour guide just introducing attractions，They need a tour guide to lead them to take photos and pose in various poses，Driving them crazy；Not satisfied with just three or four star accommodation，Need features；Just eating lunch，Need local food；Not satisfied that ordering is just a conversation between man and machine，Need the temperature of face-to-face contact。These are strictly speaking，All require IP，Tour guides also need IP，Can be more valuable。

Tenters are strong IP。It itself is the traffic entrance，Have your own values，Only for special people，Being popular in China through sharing。

Not long ago，Jingyu Lv Mama’s marriage with a film and television giant with super IP，That means we need to combine IP in all aspects，Create new IP，Enhance competitiveness。2016 is the IP year of Jingyu Group，We need to strengthen the three major IP brands: channel IP brand-Lv Mama；Service IP brand-Qichuang、Marketing、Jingyu Travel；Three self-created IP brands - Tentke，Two more，Don’t know this name yet，It will be available by the end of the year。

I also appeal，Every company in our tourism industry must create its own IP，The more IPs, the more valuable they are，Not as good as our Thailand、Competition among similar low-price groups such as Yunnan is fierce、Compulsory shopping has become a pain in our hearts，Tourists are not satisfied either，We lose everything。

2016 is the first year of tourism IP。A poet said: "There are no flowers in spring，Life without love，What kind of world would that be?。"Maybe one day we will realize: "Those who win the IP win the world"。