It is an indisputable fact that admission tickets to scenic spots have declined。188bet year，The national level continues to strengthen the supply-side reform of resource-based scenic spots，Many state-owned scenic spots have introduced ticket reduction measures in the third quarter，The “ticket economy” is reaching its peak。

The Yangtze River Delta is the region with the richest 188bet resources，But it is also the area with the most serious competition and homogeneity。Currently，The three provinces of Jiangsu, Zhejiang and Shanghai in the Yangtze River Delta region have a total of 56 national outstanding tourist cities，42 national 5A-level scenic spots。In an exclusive interview with Zhi Hui，Fang Jiao, Vice President of Tianmu Lake 188bet, thinks，The development opportunities of tourist attractions in the Yangtze River Delta region outweigh the challenges，First of all, the business model set up by Tianmu Lake does not rely on ticket revenue，The second scenic spot focuses on content products，Create a combination of "ticket traffic + experience output" to complete transformation and upgrading。

A few years ago，Tianmu Lake, a 5A-level natural ecological scenic spot located in Liyang, Changzhou, is based on its own observations of the 188bet industry，Proposed a "one-stop 188bet" leisure model to break the dilemma of transformation and upgrading of traditional scenic spots，Be able to get rid of the shackles of the ticket economy，Entering the industrial chain economy、The development stage of 188bet and vacation destination economy。

Create a one-stop tourist destination with 188bet content as the core

Zhihui: What areas does 188bet have in terms of tourist experience，What content is created in these sections？

188bet Jiao:188bet has three major sections: First，It is a tourist attraction section，Mainly landscape garden、Two major 5A-level scenic spots in Nanshan Bamboo Sea，It is also the core scenic spot of the entire 188bet Tourist Resort。Second，It is relatively casual、Vacation section，Mainly hotel hot spring products，Including Yushui Hot Spring Resort Hotel、Catering、Hot springs and other leisure-oriented content。Third，It is a paradise-like section，That is, the entire 188bet water world，Mainly amusement-based facilities。

Also，Across the business section，Tianmu Lake also has two contents-travel agency and scenic spot business。Travel agencies are equivalent to channel sectors，It functions as product design and integration for the entire global 188bet，Connect the content products of the above three major sections in series，Including the businesses in the entire scenic area of ​​Tianmu Lake，Including some catering services in scenic spots, etc.，These contents run through the core of Tianmu Lake 188bet。

Benefit: as a 5A-level eco-188bet demonstration scenic spot，Under the background that the integration of culture and 188bet is very different from the consumption needs of Millennials，What are the challenges and opportunities Tianmu Lake faces in creating visitor experience content？

188bet Jiao:The 5A-level eco-188bet demonstration zone is similar to many current cultural 188bet products，The problems and challenges encountered are similar。

First，Transformation and upgrading of the entire 188bet industry。Foreign tourist attractions have developed for more than 100 years，China actually developed in a very short time，But in such a short period of time, the demand for travel among Chinese people has increased explosively，The market is developing very fast。The current stage of 188bet industry，Whether it is a product, service or system，The entire 188bet industry has reached a stage that requires great transformation and improvement，Consumers’ pursuit of quality，The entire industry’s demand for self-improvement，There is a relatively large demand for these，This aspect is a challenge for us。

Second，The country’s vacation system has caused 188bet to encounter a bottleneck。Nowadays, 188bet still reflects the holiday economy，Generally speaking，Sightseeing tour takes 1 to 3 days，Leisure travel takes 3 to 7 days，Vacation trip for more than 7 days，188bet in the Yangtze River Delta region has formed a certain scale of leisure 188bet，At the same time, some are transitioning to vacation travel，The leisure 188bet economy actually still has a lot of room to explore。If there are no major adjustments to the country’s vacation system or vacation model，The 188bet industry will reach its peak，Whether it is leisure travel or vacation travel in the future，Its development will be relatively limited in time。So，It may also be a challenge for us from the policy level。

Third，The problem of homogeneous competition。Everyone who travels may know it，Now all kinds of capital are entering the 188bet industry，Including real estate capital or capital from other industries, all want to get a piece of the cake of the 188bet industry。Tianmu Lake is located in the Yangtze River Delta area，The Yangtze River Delta is a very big market，But it is also a place where homogenization competition is fiercest。The entire Yangtze River Delta region has 56 outstanding Chinese tourist cities in 3 places including Jiangsu, Zhejiang and Shanghai，42 national 5A-level scenic spots，So the competition in the entire 188bet industry is very fierce，Although the market is very good，But the competition is also very fierce。How to break through with homogeneous products，How to deal with it，This is what we need to consider next。So，This is indeed a challenge for Tianmu Lake。

This is the trend of 188bet development，This is also the current development situation of the entire 188bet，But there are also many opportunities。As far as Tianmu Lake is concerned, there are several main opportunities，First，National policy orientation，Integration of the Ministry of Culture and 188bet，National policy support for 188bet，And the continuous release of other guiding opinions。actually，No matter from human perspective，Still at the practical level，It should be said that it has played a positive role in promoting the entire 188bet market。So，We still have certain opportunities in this regard。

Industry paid leave system。The country has been promoting the system of paid annual leave or paid vacation，But the implementation process is not very good，In the future, with the continuous strengthening of this concept，Whether it is from the enterprise level or the national level，Or from the whole government level，The paid leave system will be improved or better implemented，We think there is still a lot of room。So，The development prospects of 188bet are still very broad，This is an opportunity。

The improvement of regional transportation and changes in 188bet concepts have brought a promotion effect to the entire industry。188bet has gradually transitioned from sightseeing to leisure travel，In fact, at this stage, you need money and leisure。As far as the entire Tianmu Lake area is concerned，The opening of the high-speed rail has greatly improved Tianmu Lake’s transportation in the Yangtze River Delta region，The travel time for tourists to Tianmu Lake has been greatly shortened，It is a very big opportunity for us。

Second，As the living standards of people in the region continue to improve，Travel has changed from a luxury item to a daily necessity。actually，The frequency of people traveling is increasing every year，So for 188bet’s first- and second-tier city peripheral products，A destination suitable for frequent and repeated travel，We think it has a better chance。

Third，Opportunities brought by consumption upgrade。Actually born in the 70s、Consumption concepts of those born in the 1980s，Including especially those born in the 1970s，Maybe a frugal or rational consumer，But Millennial consumers are completely different，Includes new ways to travel，The entire national 188bet consumption pattern is also undergoing some fundamental changes。Discovered from the current visitor structure，Tourists’ quality of travel、Convenience of traveling，And there are higher requirements for the depth and connotation of the experience，We are also currently undergoing this kind of specific transformation。

Zhihui: Facing these challenges and opportunities，How Tianmu Lake responds to 188bet experience products and content？

188bet Jiao:Tianmu Lake as the whole vacation 2.0-mode mid-to-high-end 188bet and leisure products，We believe there will be a very large market size in the future。For this opportunity，Tianmu Lake’s countermeasures in this area are mainly based on several aspects，First，Will actively make good products，Because the product is the core。Products and content are actually the core needs of tourists，Next，We will focus on one-stop travel destinations，He 188bet planning pattern of three districts and one point，Relying 188bet products on the entire natural characteristics，Integrating the local culture of Tianmu Lake，Create an entire sightseeing tour including scenic spots、Hot spring leisure tour、Conference business tour and other 188bet experience products，Consider accordingly，Make it a quality project and continue to develop it。This is our first response。

Second，In terms of brand building and market development。Next，We will focus on brand building，Accumulated over the years，Everyone agrees with the brand image of Tianmu Lake，The first thing we have to do is，How to build Tianmu Lake from a regional brand into a national and even global 188bet brand，Tianmu Lake needs specific homework。

In market development，We mainly focus on the overall needs of tourists，Create some products that meet travel needs。At the same time，Facing increasingly segmented 188bet needs and groups，Develop some parent-child categories、Experience Category、Content products，Meet the diverse needs of tourists，Expand channels well。In fact，In addition to the traditional channels of OTA and travel agencies，We have also developed many segmented 188bet channels，For example, study tour、Recuperation、Various cultural experience tours，all achieved relatively good results。Next，Tianmu Lake will focus on developing more market segments。

Third，Tianmu Lake is a listed 188bet company，We have our own uniqueness in strategic reserves and models。Future，We will make full use of the brand of listed companies，Make good use of the capital channels of listed companies，For our new round of development，Reserve more items，To simultaneously develop the entire cross-regional life world and conduct corresponding capital operations，Make the scale bigger。

Adhere to the "Trinity" concept and design 188bet products

Zhihui: As you said, the Yangtze River Delta market is rich in 188bet resources，The content of travel experience is seriously homogenized，How does Tianmu Lake differentiate its core competitiveness in the process of transformation？

188bet Jiao:First，We are very professional in 188bet，We have been doing 188bet for more than 20 years，There has never been a diversified development across industries，The 188bet industry is getting deeper and deeper，You will find that this industry is a very professional industry。Competition in the modern 188bet market is increasing，Based on industry observations，We proposed the one-stop 188bet and leisure model in the past few years。so far，This one-stop 188bet and leisure model is one of the few in the country。

The development strategy of the one-stop 188bet and leisure model was originally proposed，In fact, it is a differentiated competition strategy。In this strategy，Tianmu Lake has three principles: 1、Product compound；二、Diversified market；三、Service System。

Product compound。188bet in the creation of the entire product，Adhere to the concept of trinity of brand quality and taste。Based on this，We have several requirements for our products，First of all, all our products must have unique competitiveness。First，Each product is in its sub-industry，Or in sub-products，Must be at the forefront of the industry，This is our most basic requirement，So he has corresponding competitiveness。Second，Our products are interdependent、Mutual support，Product system of symbiosis and mutual prosperity，For example, our products cover products of various systems for spring, summer, autumn and winter，There is a water world in summer，There are hot springs in winter。

Throughout the entire product development process，From travel to white and black，Consider product layout based on five plus two or the four seasons of spring, summer, autumn and winter，By developing composite products，Satisfying tourists’ sightseeing、Casual、Vacation、Business、Diverse market demands such as recuperation。This is also an aspect that we attach great importance to in building the core competitiveness of our products。At the same time，Tianmu Lake’s products embody two things，The first is the experience of tourists，That is, the entire early stage of 188bet product development，We have already added the concept of tourist experience，Including our design for each product，For example, rest facilities, etc.。At the beginning of the entire product design，There is a corresponding systematic consideration，This is one aspect。

Second，Our control and management of the investment cost of the entire 188bet product。During the entire early product design process，Consider it fully，This is also an aspect of building core competitiveness。From our experience，More than 70% of the cost has been decided when making the product，So in the early stage of every product design，We will comprehensively consider the future investment cost and operating cost of each product。

Diversified market。Market diversification also corresponds to the creation of the entire product，Inside this，We are considering how to create the four seasons，We will also consider increasingly segmented markets。We will design various routes or products according to the entire needs of tourists，The current diversified market is formed here。In fact，The products currently experienced by tourists at 188bet can satisfy people of all ages，Not deeply dependent on a certain market，This is also the product feature of 188bet Scenic Area。

Service System。188bet has always attached great importance to the overall service experience，We believe that travel is a comprehensive experience，Products that are more than just hardware，There are also software services，Reflecting the quality and taste of the scenic spot。Scenic area hardware and soft services are the two main aspects we consider。

Hardware，We want to solve the transportation needs of tourists，There are now five major tourist centers in 188bet，Included in scenic spots、High-speed rail、Hot springs all have visitor centers。Also，We propose a solution to “solve the last mile of tourists”，After tourists arrive in the 188bet area, there is a special tourist bus to the scenic spot。

On service，Tianmu Lake has always attached great importance to providing the entire software service。Throughout the services provided，Our core is to make tourists worry-free and comfortable，Provide one-stop service，We have more than 100 tour guides through Tianmu Lake Travel Agency，Through their professional ground handling service，Connecting the entire 188bet resources，Realize one-stop butler service。At the same time，Tianmu Lake Scenic Area advocates the first responsibility system，That is, tourists only need to go to the scenic area to ask questions and ask the staff，This employee should help him solve all his problems。

So，For the entire tourist segment，Whether it is a travel agency、Scenic spots will have corresponding service requirements，The daily work process must also be fully reflected，This is the entire service section。From the aspect of core competitiveness，188bet has achieved a relatively systematic 360-degree full coverage。

Benefit: the next 3-5 years，Business formats of 188bet in the scenic spot，Including scenic spots、Hotel accommodation、Travel agency、Catering、What is the overall layout of transportation, transportation, etc.？

188bet Jiao:The future development of 188bet will be divided into two parts，One piece is the existing "320 square kilometers" of development in this area，There is also a piece of future development plan for the listed company。I will focus on how to build 188bet’s “320 square kilometers” as an important part of the entire tourist resort。

The entire area of ​​188bet is divided into several small areas，The first area that is our current entire 188bet，It is the earliest area called Shahe Reservoir，The lake is the main landscape in this area，In the future we hope to build a 188bet Canal Hotel，Combined with 188bet Sightseeing and Leisure Zone，Make this area a leisure area。In the 188bet area, the development and operation of some content will be considered simultaneously，includes performances，We will also integrate the entire modern luxury with Jiangnan culture，To create corresponding products for this area。

In the Nanshan Bamboo Sea area，The second phase of a water-resisting hot spring project to be launched next year - Zhuxi Valley。There will be two plans for 188bet area in the future，First，The entire Nanshan Bamboo Sea Scenic Area needs to be expanded，Expanding from the first and second phases to the third phase。Second，To build a characteristic tourist town of Nanshan Bamboo Sea。The current number of guest rooms in the entire Nanshan Zhuhai area is 500，The number of guest rooms to be formed in 188bet area in the future is 2,000，188bet area will be invested and built in the form of a scenic spot plus hotel。There will also be some layouts in the area next to Nanshan Bamboo Sea，For example, we are now considering implanting the corresponding parent-child category、Content products that focus more on experience such as senior care。

The third section is Yushui Hot Spring。The accommodation in 188bet Scenic Area can no longer meet the needs of some high-end guests，So there will be new investment in Yushui Hot Spring next year，That is, the second phase of Yushui Hot Spring。The entire second phase of Yushui Hot Spring - Zhuxi Valley is a relatively high-end product，Our positioning is an international first-class wild luxury hotel。We will take the hot springs、Introducing swimming and other resources into the villa where the hotel is located，After this hotel is built，We hope the average house price will reach more than 2500，The average occupancy rate will be around 70%。We mainly combine health care、Elderly Care、Three aspects of cultivating the heart，Consider the layout of the entire product of Yushui Hot Spring，Of course, corresponding related content will also be implanted，Enrich travel experience product content。

Zhihui: Creating travel experience products，What have the scenic spots done to cater to the market demand 188bet leisure and vacation era？

188bet Jiao:Integration of culture and 188bet，The test for Tianmu Lake is during product development and construction，How to combine local cultural characteristics，Integrate it into the architecture，Or in humanistic experience products。actually，We will pay more attention to exploring the content of the product in the future，Improve tourists’ experience，This is the focus of cultural creation。

Currently，Tianmu Lake has basically formed six major cultural exhibition areas - Zhuangyuan Culture、Tea Culture、Shou Culture、Bamboo Culture、Folk culture、Culture of kindness and filial piety。Tourists can feel the corresponding culture after coming，And you can participate。For example, folk culture，A variety of snacks will be launched during each holiday，Free tasting for tourists，Visitors can also participate in the entire production process experience。We start from the perspective of tourist participation experience，Integrate culture into various products in the scenic spot，This is what Tianmu Lake is currently doing in terms of culture and 188bet。

Future，What we need to do is how to combine the attractions with the experience display function。For example, the bamboo culture of Nanshan Bamboo Sea，Except for static display，We want to make a dynamic display；Artisans making bamboo weaving on site，You can buy，You can also experience it，This will be a whole-process cultural experience。So，In the future, 188bet will combine existing cultural elements to create products from a dynamic perspective。

Explore the 188bet space beyond tickets and focus on secondary 188bet

Zhihui: In the situation where the price of tickets for scenic spots is greatly reduced，How 188bet can get rid of the financial constraints of tickets？

188bet Jiao:Actually, this is inseparable from 188bet’s business model。Two reasons: first，The business model set up by 188bet is not too dependent on the entire ticket；Second，188bet now mainly adopts the combination of "ticket traffic + experience output"，To break through the constraints of the ticket economy。

The current tickets for 188bet are not too expensive，And the price of the entire channel will also be given corresponding discounts。The scenic spot has always maintained a relatively high passenger flow in terms of tickets，But tickets are not the only source of income for the scenic spot，So there are not many requirements in terms of tickets。In terms of the structure of tourists，There will be internal assessment or corresponding requirements in 188bet，

That is, the corresponding experience output，For example, 20% of people contribute 80% of the income，What we want to focus on is to tap the consumption space of 20% of people other than tickets，How to contribute more value by meeting their needs。For example, to satisfy tourists、Catering、Accommodation，Or other travel needs，We provide a variety of services。Now the service has basically been commercialized，In other words, in addition to the ticket economy，188bet can achieve revenue through other services。

Take VIP customization as an example，Visitors come to our front desk to ask for VIP customization，We can create all one-stop corresponding services according to his needs。In this process，We will combine some near and far activities to plan the route of experience products，Enable him to have a better experience，The price per customer will increase。188bet is no longer just a product，More lines are used for overall packaging and creation。

Zhihui: How to make secondary consumption in 188bet scenic spot，In which sections and what content is focused on secondary consumption？

188bet Jiao:There are several major sectors for secondary consumption，The first is transportation，For example, the cableway of Tianmu Lake、Sightseeing car、Little train、Cruise boats and other transportation，We have corresponding experience products，This is the main aspect of secondary consumption in Tianmu Lake。The second is the corresponding 188bet products built around leisure and vacation，For example, hot spring、A variety of separately charged activities launched by the hotel，This type of 188bet products is also the main segment of secondary consumption。Tianmu Lake’s product creation is still based on consumer needs。Consumption demand is changing very quickly now，In the past, I might have to go to a place every day，Now we basically stay in hotels for three or four days，Stay in one place longer，This also increases the demand for destinations。When designing product lines，We will launch corresponding experience courses for tourists staying in the hotel，Flower Arrangement、Baking or hiking, etc.，Let tourists have a deeper experience and consumption。

Based on this，188bet fully explores secondary consumption by combining experiential products and services，We will create scenic spots or attractions that are internet celebrities，There is a corresponding plan when building the product，For example, the two ropeways in the scenic area，How to increase the occupancy rate of two ropeways at the same time？We arranged the two ropeways on the bamboo sea and in the bamboo sea，And named "Flying Over the Bamboo Sea" and "Crossing the Bamboo Sea"，This is a different experience for tourists。

Zhihui: "Ticket Economy、Industrial chain economy、The three modes of "188bet and vacation destination economy" are stages that all scenic spots will go through，Tianmu Lake is based on existing resources，How to integrate relevant elements of the industrial chain to explore new profit growth points？

188bet Jiao:Mainly explore from three aspects，First, 188bet；The second is investment；Three is the brand。

Let’s talk about the industry perspective first，How can we improve the long tail effect of Tianmu Lake 188bet，The next step is to enrich the line of Tianmu Lake products through complementation between products，Make the long tail of the entire 188bet longer，This is what we consider。From the perspective of global 188bet resource integration，How to complement the resources of the entire scenic spot is our next focus。

Investment perspective，It is to use the power of the capital market to increase Tianmu Lake’s investment in the entire project and products。High-quality projects are an important aspect for us to explore growth points next，Because 188bet still depends on content and products，We will insist on quality requirements，Maximize the role of capital，Polish the product。Of course we will also implement cross-regional product acquisition，Matching regional resources，We will also consider it accordingly。

Brand Building，The role of brand in tourist destinations is very obvious，How can we continue to improve services，Building brand influence is what 188bet will do next。On the one hand，188bet established a tourist-oriented service management system，We hope to do better in this aspect in the future，Improve tourist satisfaction and reputation。On the other hand，Win the competitiveness of the entire market by building precise marketing and channels。

December 18,2018 The 3rd China Cultural 188bet Consumption Annual Summit and "Dragon Bird Award" Award Ceremonywill be held grandly in Shanghai，At that time，Tianmu Lake 188bet will bring more practical experience sharing。Scan the QR code below to register for the conference！