In the current epidemic, let’s hold together to stay warm and overcome the difficulties together.

Zhihui joins hands with dozens of top names in the industry，United Domestic and Foreign Key Cultural and Tourism Industry Associations、DingTalk and Alibaba Taobao University，Launching 60 live broadcasts of public welfare courses for cultural and tourism front-line celebrities for free。

The live broadcast course covers industry analysis in a horizontal manner、Tourism Finance、Destination、Cultural Tourism Complex、Capital Market、Cultural Tourism Technology、Cultural Tourism Marketing、Theme Park、Hotel B&B、Scenic Area、More than 20 fields including cultural and creative industries，Vertically covering each segmented project and segmented area、In-depth analysis of the industrial chain。

We believe，Knowledge is immunity，It is the power of resistance and advancement，Hope to continue to be a cultural tourism industry operator、Enterprises provide more support as they “fight the epidemic”。We want to reset the button for this，Charge、Forward，Complete a transformation together。

Knowledge War "Epidemic"，Together we will overcome the difficulties。Wait until the cold winter fades，Welcome the industrial spring together。

Knowledge "fights the epidemic"，Together we will overcome the difficulties。February 20，Founder of Donkey Mama、Hong Qinghua, Chairman of Jingyu Group, started his first large-scale cultural tourism public welfare live broadcast class online。This is also after the outbreak，Hong Qinghua’s first online live broadcast，Discuss the "fight against the epidemic" with colleagues in the cultural and tourism industry。The live class is simultaneously held at Jingyu Lv Mama University’s public welfare cultural tourism live class，And Alibaba Cloud New Cultural Tourism Online Charity Lecture Hall，Zhihui University of Culture and Tourism Industry opens，Over 30,000 people are listening to the class online at the same time，The response to online interaction was enthusiastic。

This cultural tourism charity live broadcast is titled "Facing the Epidemic Crisis，How the cultural tourism industry can save itself and strengthen itself" as the theme，Set three major topics: 1、The “crisis” and “opportunities” brought by this epidemic to the cultural tourism industry；2、How the travel industry can help itself during and after the epidemic；3、After the epidemic，What aspects of the cultural tourism industry will accelerate changes。Hong Qinghua explains the hot topics of concern to the entire cultural tourism industry，Provide suggestions for the tourism industry under the "epidemic"，Helping the cultural and tourism industry to withstand the cold winter，Welcome the arrival of spring together。

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1. The impact of the epidemic on the cultural tourism industry

The first is economic loss.Expert research，The tourism industry lost about 550 billion during the Spring Festival this year。More than 20 days have passed so far，There is a possibility of greater losses。Full-year losses are currently difficult to predict。There are even more pessimistic experts who have studied and said，May affect our entire GDP to decrease by 0.5%~1%。Calculated according to Okun’s law，GDP decreased by 1%，There will be about 8 million unemployed people in China。The impact of the epidemic on the cultural tourism industry is real。As a business，Be optimistic in life。Be cautious，Be cautious。 

The second is an existential crisis.There is a recent research report from Tsinghua University，Surveyed 995 small and medium-sized enterprises，Discovered in small and medium-sized enterprises，85% of the funds in the account can be maintained for less than three months.1%，The impact of this impact is relatively large。There is also a survey on the tourism industry，Because the tourism industry generally stocks up before the Spring Festival，Do resource pre-control，All are capital output。But because of the sudden attack of the epidemic，The tourism industry is closed，Funds cannot be recovered。This survey shows，34% of companies in the tourism industry only have enough balance in their accounts for one month；33% of the account balance is only enough for two months；17.9% can only last three months，About 84 in total.9% of companies，Maybe the balance in the account can only last three months。So at this time we can only rely on the strength of all our founders and employees，How to turn one dollar into three dollars。I also read an investigation report，This report covers many industries。Probably more than half of small, medium and micro enterprises may experience a decrease in annual revenue。

The third is how long the impact of the epidemic will be.Now based on predictions from relevant experts， Some provinces and cities can resume work on March 10th，About the end of March，Except for Hubei, other provinces across the country can resume work。Until April，Probably Hubei Province can also resume work。The good situation now is，See the latest statement from the Ministry of Human Resources and Social Security，Speaking of many central enterprises、Large companies are already resuming work，This is a good thing。

In the tourism industry，A-level scenic spots in Lishui, Zhejiang，Including the West Lake Scenic Area, etc., have begun to open to a limited extent，This is also a good start。Of course this is only a small amount。No one today can give an exact date number for restoration。I make predictions based on various information，If the epidemic can be completely over in April，The post-epidemic recovery period for tourism will be three months，5、6、July is the three-month recovery period，Full recovery in August。According to different segments，The recovery period is different。Hotel、Business travel may resume relatively quickly，Travel and leisure、Scenic spots will gradually resume operations from April，But slower。

Fourth，China’s current international image will be damaged to some extent in the short term。The recovery of inbound tourism requires our tourism authorities，Let’s work together including the country，It is necessary to eliminate some information asymmetries in these aspects abroad。

2. How can the tourism industry help itself and strengthen itself after the epidemic

1、First make sure you survive."Keep the green hills alive，Don’t worry about running out of firewood”。Really want to survive，The first is cash flow。January 30th，I will give Jingyu Lvmama Group several sections，Including Lvmama Travel Network、Scenic Spot Smart Operation Group、Jingyu Marketing Group、Qichuang Travel Group、The person in charge of Jingyu Technology Intelligence Group sent a letter，Asking all of our leaders，We must challenge the limit to reduce costs。At this time, we must deal with all non-profit-making businesses、Negative cash flow business will be cut off，There are accounts receivable outside、Advance payments must be recovered as soon as possible。

2、We need to make a weight loss plan.I don’t recommend you to do disruptive innovation at this time，Need you to invest funds。Cherish money as much as life at this time，Disruptive innovation，It is difficult to succeed in the moment。

3、Adjust strategy.This will test the strategic adjustment capabilities of our founders and our executives、Cost reconstruction capability、Innovative ability、Ability to do addition, subtraction, multiplication and division。So I said it must be our founder、Executives and our employees must have full and symmetrical information，Inform employees of the company’s current difficulties，Can make everyone reach a consensus，Let everyone build confidence。

Today is February 20, 2020，It is also the return to zero in 2020。This epidemic，We must not let it go in vain。We must survive first，How can we live a better life after surviving？Everyone used to run on the highway，Some cars are good and some are bad，Maybe your opponent can beat you further。At this time，Everyone stop，So you can start patching。After the epidemic is over，Everyone has the same starting line。If you take advantage of this period of time to repair the machine better、More horsepower，The opportunities will be different for everyone after the epidemic，And there will be big changes in the future。

4、Be sure to do the "addition, subtraction, multiplication and division" method.Human power is the company’s greatest capital，The greatest wealth。Not necessarily layoffs，But it must be done to improve the army and streamline administration，This even tests the founder’s leadership skills。After organizational structure adjustment，Cost needs to be reconstructed，stripping、Suspend bad business，Organizational structure should be flattened。

If necessary, do some addition and multiplication，You should try your best to resume business at this time。The alliance between Xibei and Hema is a good case。Mama Donkey is also trying，Our customer service workload is now reduced，Then we work with other industries，Banking and Finance、Communication, etc.，Help them do some work，Employee sharing may also become a new business model。But everyone must remember that it is micro-innovation，This is not the right time for you to make innovations that subvert the market。Disruptive Innovation，You can save energy，Wait until you have enough ability to do it later。

5、Research and deploy new needs of tourists after the epidemic.Many new demands are constantly emerging in the cultural tourism industry。Be sure to have peace of mind、Shu Xin、Don’t worry、Green、Ecology、Healthy travel products。Competition after the epidemic is quality and differentiated competition。Surrounding tours will be the first to recover，Self-driving tour、Family-child tour、Family Tour、Green Ecological Tour、Health and wellness tourism will be more popular。Don’t compete with each other after the epidemic，Life is even more difficult when shopping for prices。

6、Develop a post-epidemic recovery plan:Marketing Plan、Operation Plan、Business upgrade...scenic spot、Theme Park、Hotel、Enterprises in such scenarios as resorts，Think about marketing strategies in advance now，Innovate products、Adjustment of business formats。

Chairman Zhang Dehui of Huangshan Co., Ltd. called me last week，“Post-epidemic travel，How to start from Huangshan”。We discussed a series of countermeasures and strategies。Including the "Mountain and River Are Safe·Thanks for You" organized by Donkey Mama, which everyone is actively participating in, free tours for medical staff across the country，How many days has it been online，More than 1,500 domestic and foreign scenic spots、Hotel、Airlines are joining in one after another。We have built a platform，Let everyone work together to contribute。Many cultural and tourism bureaus、All the cultural and tourism departments have joined in，I also recommend that all new and old friends join in，Doing charity is most valuable at this time；Enabling medical workers、Visitor，See our 188bet sports betting app download kindness，See the good services we provide、Good product。

7、Seeking precise support from the government.To help companies cope with the epidemic，The government is really awesome。I also wrote a lot of suggestions，Most of the suggestions have been adopted。The government has issued a series of policies，For example, Shanghai issued 28，12 items appeared in Jiading District，Guangdong 20，Guangdong 20，Sichuan 13、Zhejiang 17...you can check which ones are suitable for you。

Be sure to set up a special group to connect with various government departments and financial institutions。I think it’s a good company at this time，We must dare to seek support from the government，We will make greater contributions after the epidemic，Pay more taxes。For example, Xibei’s approach，Shanghai Pudong Development Bank quickly aids Xibei，Arrived in four days 1.200 million yuan loan，So everyone must actively strive for this。

8、Equity Financing， Monetary policy may be loose，Government investment may increase。A good company with good conditions，To carry out equity financing。The competitiveness of an enterprise can only be seen in times of crisis，Including how to innovate after the epidemic，How to undertake the post-epidemic market。This time the government has a lot of tourism support funds，The government can also become a shareholder。I am also appealing，Establishment of China Tourism Support Fund，For example, Henan has established a tourism support fund worth hundreds of millions。

3. What aspects of the cultural tourism industry will accelerate changes after the epidemic

1. Accelerate the reconstruction of the market and people's hearts.After years of consumption upgrades、Integration of culture and tourism、Global tourism construction，The tourism market has changed。In the past, everyone liked to travel in groups，Self-guided tour now、Self-driving tour；We used to hang out together，Personalize now、Differentiation、Verticalization。I used to visit seven or eight scenic spots during the Golden Week，Now “for a room、Go to a city" "for a meal、Going to a village”。

Market、For current consumption。Jiang Nanchun has a few words，Describe the current 300 million middle class in China，Including the lives of many young people、Consumption attitude，That is, "Three Loves、Three fears、三空”。Three loves refers to the love of beauty、Love to play、Love health；The third fear is the fear of old age、Afraid of death、Afraid of loneliness；Three lacks refer to lack of love、Lack of mood、Lack of stimulation。For current consumption，Wu Xiaobo also said that there will be no sunset industries in the future，All are just iterations of business models。

2. Accelerate the reconstruction of industries and business formats.All industries from now on will be service industries。It used to be production-centered，Now we need to be consumer-centric，Need to be customized for consumers。This needs to be accelerated。Accelerate the reconstruction of the market and people's hearts，It is very important to accelerate the reconstruction of industries and business formats。Because the tourism industry has developed rapidly over the years，Now it should be said that we have entered the stage of stock game，Many bonuses are gone。But the vast majority of China’s more than 30,000 scenic spots are losing money，One million unit hotel，Eighteen million rooms，Overall occupancy rate 55%，Resort Hotel，B&B is off-season from Monday to Thursday，Lower occupancy rate。

3. Accelerate the reconstruction of tourism investment.These years，Many large cultural tourism companies invest，Easily billions，Investment of more than 1 trillion per year，Private enterprise investment accounts for more than 60%。The country will revive its economy after the epidemic，Money will relax，Government investment will also increase，Especially in terms of infrastructure investment。Private investment，Aim at the market，Make your own IP，Do not make homogeneous investments。At the same time, we must make something that can be consumed by tourists、Quick realization、Can enhance user experience、Investment in innovative businesses。

4. Accelerate the reshuffle of cultural tourism enterprises.After the epidemic，Accelerate the industry reshuffle，Leading companies are stronger，Higher market share，Homogenization、Uncompetitive small and medium-sized enterprises will disappear at an accelerated rate。

5. It will accelerate the IP branding of cultural tourism enterprises.IP brand is the immunity of cultural tourism。I was the first to propose IP in the tourism industry，And Jingyu Lvmama Group was the first to implement it。Travel or IP rebirth，Otherwise, it’s just a matter of survival。What to rely on in the stock era？Depend on your IP。Head Enterprise、The best company，Basically all have their own powerful IP。If you cannot bring your own traffic, it is a fake IP。IP represents personality，Scarcity，Represents the trust center，IP is resistance。Resistance is everywhere，Virus cannot invade。

Disney IP is all about happiness，Always iterate。Compared to standard five-star hotels，The resort hotel is different from others。Compared to standard five-star hotels，Our IP brand hotel-Anji Tent Guest Hotel，Shaanxi Yuanjia Village in Rural Tourism、Lujia Village in Zhejiang is also very successful、With its own IP characteristics，Cannot be copied。

6. Accelerate the birth of professional tourism operation groups.What is the cultural tourism industry lacking now？No shortage of resources、No shortage of funds，What is lacking is operations。There are still very few truly professional operating groups in China。We established a scenic spot smart operation group、Marketing Group，Continuously exploring、Summary、Promote。

Our goal is to operate scenic spots like international hotels，But there is a big difference。You can standardize the hotel、But the scenic spot is difficult，Standardization means homogeneity。We are also continuing to explore，For example, the Qiandao Lake Stone Forest Project in cooperation with Qiandao Lake Group，Our professional team takes over for 40 days，With the strong support of Qiandao Lake Group，We are with Chimelong、Revenue growth exceeded 600% year-on-year。We are with Chimelong、Huangshan’s cooperation is also，Not just a ticket、Hotel，But start from the perspective of consumers，Integrate various resources to make packaged products、Innovative marketing, etc.，Professionalism is very important here。Our requirements for the Scenic Area Smart Group are，Has triple ability，Intelligent operation capabilities of scenic spots， Investment liquidity、Ability to transport tourists。We Qichuang are consulting and planning，Also from executable、Landing、Operation Departure，It is the current government、What investors value most。

7. Accelerate the process of technology changing tourism."New engine of technology，IP wins the world”，The IP conference we hosted last year，ZTE、China Unicom and other partners discuss how to use technology to change tourism。Later at the 2019 China Tourism Group Development Forum，Minister Luo Shugang also said，Tourism as an emerging industry、Chaoyang Industry，To achieve high-quality development，Inseparable from technological innovation。

Intelligent management、Digital products、Online marketing big data marketing method accelerates the formation。We have specially established Jingyu Tourism Intelligent Technology Company and TTAP Tourism Technology Application Platform。Under the guidance of Shanghai Municipal Government last year、With the strong support of 188bet online sports betting Shanghai Municipal Bureau of Culture and Tourism，Led by Jinjiang Group、Jingyu Lvmama Group participates together，Shanghai’s one-machine travel product “You Shanghai” using 5G technology is launched。In this way，Let the government manage it、Services everywhere，Visitors experience freedom and ease。After resumption of work，Reservations are required for scenic spots、Epidemic Prevention，A global tourism smart platform for mobile travel can play this role。

8. Accelerate the marketing revolution of cultural tourism enterprises.Traditional tourism marketing has failed。Digital marketing changes will come faster。8. Accelerate the marketing revolution of cultural tourism enterprises.，It uses VR real-life technology，You can view the property without being on site，Immersive marketing is very effective。Li Ziqi and others are very influential at home and abroad，Completely changed the way private domain traffic is played。

9. Accelerate the quality reform of the cultural tourism industry.Quality is vitality。Japan、Germany rises because of its quality。Cultural and tourism enterprises must establish standards for creating value for customers through quality。Internalized in the heart，Externalization in action。Chimelong’s quality is very trustworthy。I was moved by President Changlong Su，All his thoughts are on the product。What he wants is Chinese creativity、Global Sourcing、Made in the world，Report it to all tourists after they finish playing、Endorsement。The original intention of tourists is to have fun，Let everyone have fun。

10. Accelerate the Chineseization of world tourism.Outbound tourism will definitely develop further，People are increasingly realizing the profound significance of travel。You need to know how tall you are，Just go hiking；You want to experience the vastness，Just go see the sea；It’s okay if you want to feel it，Just go and dance in the spring breeze。Miyazaki Hayao said，When traveling alone，Only can you hear your own voice，It will tell you，The world is wider than imagined。After the epidemic，Affected by the international environment，Outbound travel will resume slower，Inbound travel is slower。

11. The epidemic has forced the construction of a modern tourism governance system.Proposed at the Fourth Plenary Session of the 19th CPC Central Committee，Basically realize the modernization of the governance capacity of the national governance system by 2035，15 years to go。"Improving Party Committee Leadership、The government is responsible、Democratic consultation、Social collaboration、Public Participation、Guarantee of the rule of law、Social governance system supported by science and technology，Everyone is responsible for construction、Everyone is responsible、A social governance community for everyone”。

12. Accelerate the construction of a community with a shared future for the cultural and tourism industry.The tourism industry is an experience economy，The industrial chain is very long，10-1=0，So we need to build a community of interests、Community of responsibility、Cognitive community。2018，Jingyu Lv Mama teamed up with Jiaozuo China Travel Bank to officially release"Travel now, pay later"，Building a tourism ecological community with a shared future，Reshape the tourism trust system。In Shaanxi in 2019、Guilin、Henan、Rizhao、Constructed in Tibet and other places"Travel first, pay later Integrity Alliance"。

13. Accelerate the process of civilized tourism.The epidemic forces the supply side to improve comprehensive and civilized tourism services。For example, the "60 Guidelines for the Orderly Opening of Tourist Attractions for Novel Coronavirus Prevention and Control in Zhejiang Province" were released，17 items、18、46、49、50、51、56、58 articles, etc. can promote the process of civilized tourism。The suggestion to the cultural and tourism authorities is: launch multiple measures，Introducing special support policies，Building a modern tourism governance system to respond to emergencies，Develop a plan to revitalize the cultural tourism industry，Reshaping the image of a safe travel destination，Promote the intelligent development of tourism，Promoting the upgrading of the cultural tourism industry，Make tourists more confident，Safety、Don’t worry、Satisfactory、Happiness, etc.。

All our cultural and tourism enterprises must seize the "opportunity" in crisis，And make it the best。The Analects of Confucius says "Wuyi，No need，wugu，无我”， Don’t make assumptions,Don’t be arbitrary,Not stubborn and rigid,Not self-righteous。Through down-to-earth efforts，Welcome the best spring for the cultural tourism industry。

Author: Hong Qinghua, founder of Lvmama and chairman of Jingyu Group