December 11，Zhihui’s “Cultural Tourism Study House” online open class invited the co-founder of Century Mingde、Second Chairman，Founder of Qingqing Tribe、Chairman Wang Xuehui shared the theme。Sharing this time，Wang Xuehui focuses on study travel and camp education industry characteristics、Development Trend，And conducted in-depth discussions on opportunities in cultural tourism real estate，And detailed analysis of the industry’s path to disruption。

Wang Xuehui said，The study and travel industry is generally a relatively fragmented industry，Exhibiting low frequency、High price、Non-standard、Difficult to evaluate、Strong seasonality、Characteristics of non-rigid needs and other industries。But in the next 30 to 50 years，This industry will be a sunrise industry。In his opinion，The study tour and camp education industry will have a dumbbell-shaped structure in the future，That is, several "large-scale" platform companies + many "small but beautiful" institutions coexist，But the space for medium-sized companies with sales in the tens of millions will be compressed。

Wang Xuehui thinks，The combination of cultural tourism real estate and camp education needs to meet the following conditions: located in first-tier cities or first-tier scenic spots、1 away from the city center.5 hours drive、There are mountains and rivers，And the hardware conditions such as food, accommodation and classrooms are good、The hardware conditions are good but the current operating conditions are average and there are long-term strategic demands，Do not value short-term rental returns, etc.。

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Hello everyone，I am very happy to share with you the topic of study tours and camp education，Let’s talk about the industry characteristics of camp education and study tours、Future development trends and how to combine them with cultural tourism real estate。

Century Mingde has been studying this field for about ten years，I often speak to outsiders，This industry is a cross-section industry backed by two trillion-dollar markets of education and tourism。If this industry does more tourism，Just an ordinary study tour product，The business model is similar to that of Zhongxin、Caesar；If you do more education，188bet sports betting app download For example, we cooperate with the camps of cultural tourism real estate，There are more local courses implemented，The business model is similar to that of New Oriental and TAL，It’s just that our courses are not Chinese, math, and English，Instead, we cultivate children through various projects and activities，For example, leadership、Communication skills、Soft skills such as adaptability and problem-solving ability。

I have divided the research industry into four dimensions and subdivisions，For example, sales channels can be divided into B2B and B2C。B2B is the school channel，Mainly refers to cooperation with schools；B2C mainly refers to pure individual customer channels，From a market perspective，This is the most familiar one。

The destination is divided into domestic camp and international camp。The form of activity is more tourist-oriented and study tour，There is also a camp style combined with cultural tourism real estate。Implementation time is also very important here，It is divided into two time points: mid-semester and winter and summer vacation，The operating ideas of the two points are completely different。

December 2016，The Ministry of Education and 11 ministries and commissions issued a relevant document to promote study tours in primary and secondary schools across the country，After the document is issued，Study Tour、The pan-camp education industry has become a hot topic in recent years。

In my opinion，The sales channels for study tours mainly refer to B2B，It is organized by the school，Equivalent to a school curriculum；The destination is mainly domestically operated，It generally refers to many high schools，For junior high school and elementary school，Generally in this province and city；Activity format，Both the study tour style and the camp style do not have many restrictions，Both are fine；Implementation time，In fact, the study trip is entirely conducted during the semester，It is equivalent to taking a comprehensive social practice class outside the campus，This is actually different from the summer and winter camps and other research activities we organize during the winter and summer vacations。

This industry has several characteristics: low frequency、High price、Non-standard、Difficult to evaluate、Strong seasonality、Wide categories。There is another one that is not strictly needed，After all, research is not directly linked to the college entrance examination，There is no winning or losing or grade examination。Therefore，The characteristics of the entire industry determine that it is actually a very fragmented industry，Compared to the general 188bet Online Sports Betting and Casino education and training industry、Teaching aid industry、The K2 industry is much more fragmented。

In the 188bet Online Sports Betting and Casino education and training industry，Like New Oriental、TAL Future，Such a high market value、Large-scale company，In fact, they only account for 1%-3% of the market share，It shows that the market concentration of this industry is actually very low。Studying on a study tour，Including the entire quality education industry，In fact, such a situation exists。So the study tour industry may have a dumbbell-shaped structure in the future: several platform companies + many small and beautiful institutions coexisting，But the space for medium-sized companies with sales in the tens of millions will be compressed。

I will send you some pictures below，Everyone can experience our camp education festival emotionally。For children，Able to broaden horizons、Grow knowledge、Unity of knowledge and action，And exercise children’s curiosity、Comprehensive qualities and abilities in all aspects including imagination，This is a very good form of off-campus education。

Off-campus education has a multiplication factor，This is what we often say: "A sharpened knife never misses the chance to chop firewood"。If the problem of interest and endogenous motivation are solved，Thus solving the problem of behavioral habits。This is also a good feedback for subject education，There is definitely a product factor in it。

Although the research industry as a whole is very lively，But I mentioned it earlier，The characteristics of this industry are still relatively scattered，Lack of real leading companies，So can the research industry produce a real listed company？How to grow bigger？Actually, this is a question I have been thinking about in the past few years。Because if you just make a small workshop，If you want to create a personal studio，Then there is no need to discuss it here。So what I thought was，Is it possible to combine research with cultural tourism real estate，Generate a large giant。

Then，If cultural tourism real estate mainly appears in the form of scenic spots，With ordinary study trips、The opportunity to combine study tours is quite large。For example, when the scenic spot enters the off-season，Collaborate with the school to organize a large-scale study trip，The off-season can be utilized。

Not just an attraction，If it is a cultural tourism project，For example, a characteristic town，Generally, there is dedicated land for education，They hope to use the educational land in addition to building schools and kindergartens，Can also be made into a camp，This is also a good choice。We are currently trying this area with many cultural tourism real estate projects。

Also，If it is a completed cultural 188bet sports betting app download tourism real estate project，If you want to improve operational efficiency，Study tours and camp education are also a very good way to revitalize existing vacant real estate resources。Let me give an example of the cooperation requirements between Cultural Tourism Real Estate and Qingqing Tribe。Qingqing Tribe is doing To C，Mid-to-high-end study tourism products for individual travelers。Therefore，At present, our requirements for cultural tourism real estate are first to be located in first-tier cities or first-tier scenic spots。Because our main customers are local customers，So you need to face north, Shanghai, Guangzhou and Shenzhen。New first-tier cities are at least provincial capital cities，These parents have certain financial strength，There is also such an ideology，Both of these are very important。

The second is away from the city center 1.5 hours drive。Because camp education activities need to be surrounded by mountains and rivers，Only in nature，Our activities can achieve the best results。So，Ours is precisely city-centered，Drawing 1.5 hours drive，The range is even further。

The third place is a place with mountains and water，The hardware conditions such as food, accommodation and classrooms are relatively good，It’s best to have some，For example, the big lawn。In accommodation，Our requirements are different from those of the hotel，We actually don’t need a big bed room，This is what makes camp education relatively unique。In fact, we particularly hope for accommodation like an international school，For example, a wooden bed，About six people in a dormitory，Rooms of six to eight people are actually OK。This is exactly what our summer camp hopes to cultivate in children’s collective living abilities，A good setting to enhance collective feelings。Usually in a room with six to eight people，We will have a counselor to look after the children。American summer camps are actually like this，Of course，Many of them live in wooden houses，Some live in camping。

Fourth，Although the hardware conditions are very good，But the current business situation may not be so ideal，This is also suitable for us。This is also easy to understand，If everything was run like Wuzhen、Gubei Water Town is such a popular scenic spot，In fact, there is nothing wrong with us。Generally speaking, it means "good conditions"，But the current "business situation is average"，Grow up popularity through our operations，I think this kind of scenic spot is particularly suitable。

Fifth，Need to have long-term strategic demands，Rather than focusing on short-term rental returns。If I just want to charge you more rent as soon as possible，188bet online sports betting Relatively speaking，This is suitable for study tours、The camp education industry is actually quite difficult。Need to focus on long-term development，Because if this place is run well，We can put the time from Monday to Friday，You have enough time during the winter and summer vacations，In this case，There are a lot of students coming and going during parent-teacher meetings，The whole heat is rising。

Of course，We also very much welcome various forms of cooperation，For example, establishing a joint venture in the form of renting shares。Actually, what we do is very much like a hotel operating company，We can provide all products、Marketing、Team and Management，This is the result of our many years of practice and hard work in Beijing。Beijing is equivalent to a large R&D center、Central Kitchen，Collect all product systems、After the marketing system is polished，We are confident that this management system will be implemented in local projects，Let it flourish in two or three years、Very popular，And achieve profitability。This is the strength of our management operations。

The picture above briefly shows the product system of Qingqing Tribe。The first one is camp education，Product system for winter and summer camps；The second one is the natural year card，That is, the weekend activity system。Excluding weekend activity system，We also have a study system from Monday to Friday。Anyway，If we run the camp，will put it Monday to Friday、Weekends and winter and summer vacations，Fill it up with a variety of products。At the same time，Marketing methods，We use the BCG model - B refers to peer institutions，C is for mid- to high-end individual travelers，G means entering school。Our product system is to maximize the use of campsites，Achieve full venue，Finally achieve economic benefits、Achieve profit。

Finally, let me summarize my views for you。First，Characteristics of the study tour industry，I think it is a sunrise industry，It will be a sunrise industry in the next 30 to 50 years，I have no doubt about this。Because it took decades of development for Japan to implement vacation travel before reaching a high school participation rate of 98%、Junior high school 95% participation rate。After all, our country only started in 2016，Therefore，In 20 years、30 years、In the range of 50 years or more，Definitely a sunrise industry。

But because of studying the characteristics of the tourism industry，Decided that it is another decentralized industry，It is a dumbbell-shaped industry structure，Ant organization will have a bunch，A particularly large institution may have several，There are 188bet sports betting app download relatively few institutions in the middle。Of course，Words about Mingde in our century，I really hope to become a leading enterprise platform，Hope to become truly stronger and bigger，To integrate this industry。

After the release of relevant national policies in recent years，This industry has formed a small outlet in a short period of time，There are so many people coming in，Everyone thinks this industry is a piece of fat。So from 16 to 19 years，"Three years" appeared、Twice the market、Quadruple Players” situation。In fact, under normal circumstances， 0.5 is our starting point。But this is also an opportunity，Because the will is not firm、Don’t look at participants in the tourism industry with this kind of marathon mentality，Will be removed soon。

The combination of camp education and cultural tourism real estate，Like the conditions I just talked about: mountains and water、The hardware conditions are good but the current business is not particularly good、Cultural tourism real estate project with long-term strategic vision，These are great for combining with campsites。Therefore，From our strategy，Similar to Century Mingde、Qingqing Tribe，We all hope that suitable cultural and tourism real estate developers can become our shareholders，Work together，Then expand nationwide，Also becomes a similar IP project or traffic diversion project，And then develop and grow。

Finally, thank you very much for the invitation，My sharing ends here，Thank you everyone！