March 12，The "Revitalization·Rebirth-2020 China Cultural Tourism Consumption Online Charity Summit" hosted by Zhihui was officially held，And perform simultaneous live broadcast on multiple platforms。This summit has 9 major sections，25 subdivisions，More than 30 institutions participated，12 hours non-stop broadcast。The conference unites industry leaders、Well-known enterprises、Destinations in the “eye of the storm” of the epidemic, etc.，With a new perspective，A further analysis of the integration of culture and tourism、Cross-border innovation，Comprehensive deconstruction of new ideas for the development of cultural tourism industry after the epidemic、New path、New Trend。Lin Baixiao, Vice President of Taijiu Information, shared the theme of "How New Technologies Improve Theme 188bet Experience and Marketing" at the live broadcast。

Lin Baixiao thinks，There have always been two problems that are difficult to solve in theme 188bet operations，One is the service experience issue: for example, the queuing problem is still quite prominent，What’s more important is that it is difficult for tourists to feel personalized experiences and surprises during the process of providing services。The other is a marketing issue，Still more dependent on OTA，I have never built my own membership traffic and marketing platform，Lack of good tools to promote the conversion of secondary elimination。

Lin Baixiao said，To improve 188bet’ service perception，It is important to launch visitor life cycle touchpoint services and marketing products。He suggested splitting the tourist scenes，Start from the scenario of planned purchase，The process of arriving at the scenic spot before traveling，Each scenario segments user groups through technology，Provide some personalized products and services based on the characteristics of different user groups，Let users feel the warmth and surprise brought by the service。

In Lin Boxiao’s opinion，The 188bet must effectively accumulate its own user base to get rid of the current situation of over-reliance on OTA，Can be based on accumulated user data，Use digital CRM tools，Change it every year、Quarterly、Monthly activities sorted out，CRM based on digital intelligence automatically matches activity strategies for promotion。

The following 188bet full text shared by Lin Boxiao:

(188bet article is compiled based on the speech transcript，Zhihui slightly deleted)

Good afternoon, fellow colleagues，The content I share with you today 188bet be more focused，Mainly focused on theme parks，188bet be more practical and detailed，Let me share with you the innovative experience of theme parks based on an innovative case we did last year。

First briefly introduce Taijiu information，Today we are talking about new technologies，The mission of Taijiu Information is technology-driven new entertainment experience，We are in the film field，is the first domestic company to provide online seat selection technical services，More than 1 per year.200 million people online seat selection is a service provided through our cloud technology，Because the mobile Internet in the film industry will develop faster，Pay more attention to the application of membership marketing and data intelligence，So we have accumulated a lot of experience。Since 2014, we have officially entered the tourism industry by cooperating with OCT，Mainly provides intelligent assistance to large tourism groups，Serving more than 50 million people every year。Last year we launched entertainment marketing business，188bet’s the movie IP、Services combining innovative technology and real-life tourism entertainment，Our business mainly focuses on these three areas。The company is headquartered in Shenzhen，70% are technical teams，So we are a high-tech enterprise with technology development as its core。

Our biggest theme 188bet case is the industry’s largest tourism Internet smart platform built for OCT Group。Started cooperating with OCT in 2014，Help the entire OCT Group create a smart tourism platform，The platform serves more than 20 4A and 5A scenic spots under OCT，Covering approximately 30 million tourists every year，Online transaction volume in 2019 exceeded 2 billion，Help all scenic spots under OCT realize the Internet and digitalization。

Theme parks have some characteristics compared to traditional resource scenic spots: relatively high frequency，Experience more scenes，The user group is younger。There have always been two problems that are difficult to solve in theme 188bet operations，One is the service experience issue，For example, the queuing problem is still quite prominent，What’s more important is the process of providing services to tourists，It is difficult to provide visitors with personalized experiences and surprises。Some of our core members，For example, members of Happy Valley Annual Card，In fact, I didn’t feel that the service was very good，Currently it only says that you can enter and exit many times a year，However, it does not provide core members with a systematic distinguished courtesy and service experience。At the same time, we have not systematically constructed the entire visitor life cycle experience from purchasing products to leaving the 188bet，Let tourists feel the temperature of service。

Another problem is in marketing，I have never built my own membership traffic and marketing platform，Lack of good tools to promote the conversion of secondary elimination。Because the theme 188bet user base is relatively young，Very Internet-oriented，Very suitable for improving experience through new technologies，And realize marketing during the experience process，Achieve “Experience and Marketing”。

Based on this idea，The case I want to share with you today is OCT Nanchang Maya Water 188bet, a new 188bet in 2019，This is the first country in the country to realize the entire process、A paradise where all scenes can be played through face recognition，You don’t need to bring your cell phone in this 188bet、Cash and wallet，All scenes can be realized by brushing the face。As early as 2017 during project preparation，We are communicating with the OCT preparation team，Want to use new technology to solve the main operational problems that have always existed in theme parks，We made a bolder idea at that time，It is to apply facial recognition technology to all scenes in the 188bet，The facial recognition technology was not so mature at that time。For example, solving the queuing problem by brushing your face，Because it is not convenient to bring cash and mobile phones in the water 188bet，It can also solve the payment problem，Solve the problem of how to better achieve user conversion and interaction。

Everyone knows about the water 188bet，At the peak of the water 188bet，OCT receives 20,000 to 30,000 tourists a day，Queue at least 5 times，Includes ticket purchase、Admission，Apply for locker bracelet after entering the 188bet、You need to queue twice to return the locker and return the bracelet，You have to queue up to play items。Tourists spend a lot of time waiting in line，The experience is relatively poor，Then how do we use new technologies to solve these existing problems？Next I will tell you about it scene by scene，The actual value brought by technological innovation in these scenarios。

First of all, we need to create an entrance with a very good experience for tourists，On this project，We have created a “Playmate” applet that covers the entire tourist scene，This small program can handle tickets and annual passes，Lockers and other products can also be rented，You can also 188bet and pay、Reservation queue and ordering，All service scenarios can be completed through a small program，You only need to register your face once on the mini program，All business can be handled through facial recognition，This is very convenient for tourists。

We have been operating for one and a half months，240,000 people entered the 188bet in Nanchang，Attract nearly 120,000 registered users through this mini program，Conversion rate reached 50%，This is for the previous traditional paradise，It’s something very difficult to do，These data have become a solid foundation for subsequent data analysis and user operation marketing of the scenic spot。

On the Nanchang project，In order to further reduce operating costs，Improve visitor experience，We have canceled the annual pass application window。In traditional parks, when applying for an annual pass, you have to go to the site to have your fingerprints taken，After using face recognition technology，Just enter the face into the mini program，You can apply for an annual pass，Swipe your face at the same time to enter the 188bet。Generally speaking，Traditional parks need to arrange 2-3 annual pass application windows，These manpower will be saved。Also，Because all business is online，We achieve better conversion of products and services in marketing and promotion，Compared with the traditional annual card conversion rate, the conversion rate increased by nearly 20%。

I just talked about the queuing scene and also mentioned the locker service，In the water 188bet，Storage is a key core aspect of tourist experience，Water 188bet in OCT，For example, Wuhan Happy Valley Water 188bet receives 700,000 or 800,000 visitors a year，Twenty to thirty thousand people apply for lockers during the peak period every day，20 on-site windows need to be invested，And basically everyone can handle it、You have to wait for half an hour each time to return the bracelet，The experience is very bad for tourists。Through facial technology，Visitors only need to enter their face on the mini program to apply for a locker，Then brush your face on the cabinet to complete the opening。From the traditional model requiring 20 service windows to only 1 service window，At the peak of 20,000 people, there are basically no tourists to queue up，All tourists can quickly handle business at the counter，And it’s at night when tourists gather to check out，The daily clearing time is reduced from the traditional 2 hours to only 10 minutes，Greatly reduces the operating pressure of scenic spots。At the same time，Locker processing conversions have also improved，Because it can be bundled with products through online processing in advance，Including no need to queue at the site，These all improve the processing efficiency。We calculated that the old 188bet can achieve a conversion rate of about 39%。Our conversion rate at Nanchang Water 188bet is 47%，And better security；This is the first time in China that face technology has been applied to water 188bet lockers on a large scale，More than 8,000 doors invested in total，Generally speaking, the effect is very good。

When I just talked about queuing, it also includes project queuing，Some star projects in traditional theme parks，Basically it takes 1-2 hours to queue，We are now introducing an online reservation queuing system，It only takes 10 minutes to queue up，All tourists make reservations for star projects through mobile phones during peak periods，You can wait for your number to be called in the restaurant or other comfortable place，Wait until later and then walk to the buffer zone to queue up to play 188bet item，188bet will release the long queue of tourists，After the personnel are released，In fact, it can also improve the conversion of secondary consumption。At the same time，We also have VIP authorized sales in line，It is the privilege of queuing first，There are also a lot of benefits from 188bet area，Over 600,000 revenue during peak period；We have also created membership privileges，The priority access rights of annual membership cards have also improved the rights of members。

Let me talk about the imaging services that many theme parks are doing。Many theme parks are making images of entertainment equipment，Traditional images are presented in the form of traditional photos，Unattractive，It is also not convenient for tourists to share products。I have heard approximate figures before，Shanghai Disney has a very strong IP，More than 300 million Disney photos are shared in Moments every year，In fact, sharing these photos is good brand communication and marketing。Theme parks also need to create this kind of personalized and unforgettable experience for tourists，To promote word-of-mouth communication among tourists，I think this is the best marketing method。We have added high-speed photography equipment to some more suitable projects，Using facial recognition technology, we provide services for all tourists，Matching by face，Then automatically push the photos and video clips from this project to him，This is for every tourist，When you leave the 188bet, you will receive a gift of personalized images of the entire project today，Achieving personalized experience surprises for tourists，Promote the spread of word-of-mouth about this 188bet，This is also a good technical highlight for application in parks。

There is another payment issue at the water 188bet，Because water 188bet visitors often do not bring mobile phones and cash，So it will bring certain obstacles to the improvement of consumption，We have introduced face recognition payment technology in this project，WeChat and Alipay mobile payment，The cash usage rate of the entire 188bet is less than 5% during the 188bet visit。In the past, every position required cash collection and financial positions，Reduced 40% of financial positions in this way，The overall cash management cost has been reduced。

In order to improve tourists’ service perception，We also launch visitor life cycle touchpoint services and marketing services，Technology combined with our data intelligence。Full life cycle touch point service and marketing is to split the tourist scenarios，Start from the purchase scene，The process of arriving at the scenic spot before traveling，Including dining expenses，Every scenario uses our technology to segment the user group，Provide some personalized products and services based on the characteristics of different user groups，Let him feel the warmth this kind of service brings to him。This requires a foundation，Based on what we have done before，For example, so many tourists have used our mini program，Everyone enters the 188bet by swiping their faces，Adopted mobile payment，50% of users are on WeChat of scenic spots，We can only do this if we have enough data。Give an example，For example, after our tourists order products，Our system can automatically push a travel concern to tourists，Tell him the precautions and activity arrangements on the day of travel，If you are a home user，We will recommend appropriate user packages suitable for families to purchase；When tourists arrive at the scenic spot and enter the 188bet，We will also automatically push suitable products to tourists in the background for different customer groups，For example，If there is a dessert event today，We will push it to female users，If it’s your birthday today and you happen to come over，The system automatically pushes birthday surprises to visitors，Let tourists collect gifts at the service center，This kind of surprise is a very personalized experience。If you are a member，We will also provide more discount coupons，Let users improve members’ perception，Includes some priority queuing rights；After tourists complete each item，We will recommend the "Happy Shooting" video to him just now，Promote him to share；Including the scene about the locker just now，After a tourist checks out，We will determine if guests want to leave the 188bet，We will automatically push parking services to tourists，Includes free parking coupons for annual card users；These are all accomplished through digital intelligence technology，Through these methods，We allow tourists to feel the service and experience provided by the scenic spot during the whole process，It has temperature。

last，Based on the user data accumulated in the scenic spots just mentioned，We also provide a digital and intelligent CRM platform，To provide event promotion tools for scenic spots，Our scenic spot every year、Every quarter、This regular activity every month，We will help him sort it out，CRM technology based on digital intelligence，We will automatically match the best activity strategy。For example，Many theme parks hold Halloween events every year，Usually do it for one month，Maybe two weeks in advance to prepare for Halloween，Traditional promotion methods are more combined with OTA for promotion，Now because we have our own user fan base，We will match him through dynamic tag technology on our CRM platform。For example，According to the data of user groups who participated in similar activities last year，We will automatically match tags for similar user groups，Then launch event promotions for these tag users，In this case，The 188bet will be able to make more effective use of its accumulated user base，To get rid of the current situation of over-reliance on OTA。And the group of each delivery，Include delivery path、Content conversion，Can do analysis，To provide better suggestions for the next event。By these methods，and ongoing operations，Our self-operated WeChat channel at the paradise in OCT，The proportion of online sales is doing very well，Now it accounts for 30% of the entire online market，This is also a good case for us to apply digital intelligence technology to provide more accurate tools for theme 188bet user marketing。

The above is what we explore through a series of technological innovations in theme parks，On how to improve visitor experience，Improve 188bet operation efficiency，Finally realize the improvement of experience and marketing，A successful attempt，Share it with everyone here，Thank you！