November 11 to 14, 2020，This year’s major cultural and tourism industry event—World Tourism Alliance·Xianghu Dialogue，Held in Hangzhou, China。Liu Zhaohui, founder and chairman of Zhihui Group, was invited to attend this dialogue，And publish industry insights on new media trends and industry changes。

Liu Zhaohui talks about the three major pain points in the transformation and upgrading of industrial media: professionalism、Data and Talent，And provides a “benefit plan” for the transformation and upgrading of industrial media，Share experiences with colleagues in the cultural tourism industry。

The cultural tourism industry is experiencing the "black swan" impact caused by the epidemic，Unprecedented changes in cultural tourism，Demands are changing，The cultural tourism industry is changing，Industrial media must also change，The entire industrial chain is resonating at the same frequency，Welcome a new opportunity for transformation and upgrading。

In Liu Zhaohui’s opinion，Since this year，The cultural tourism industry is experiencing three major trends:

188bet online sports betting For example, many cultural and tourism representatives have entered the field of live streaming，Ctrip Liang Jianzhang is a typical representative。More directly is Zhongxin Travel，The MCN organization "Public Trust Ark" he invested in was put into operation。Digital、Online，In the scenic area、In scenes such as museums，The application has become more widespread，This allows travel companies to reach the customer base of their products and services、Marketing and retention, etc.，There will be new attempts。Local travel、Subject to the product supply space constraints of peripheral travel or intra-provincial travel，Travel companies must also make changes in product supply，Marketing methods of tourist destinations、Channels and the same product supply system，Also change with the times。

The second is to reshape and shuffle. Big fish eat small or medium fish.Cross-border giants enter the game、Spoiler，Typical example is Pinduoduo、Didi。After the epidemic，Surrounding Tour、Local tourism is gaining more attention，The downward market expansion trend of enterprises is becoming increasingly obvious，Combined with the existing tourism consumption trends and potential in the sinking market，There will be more “battle situations” in the sinking market，At the same time, local life service companies have more opportunities，For example, Meituan。Didi enters local tourism based on its advantages in local transportation business、Surrounding Tour，There are also advantages。There will be more drama in the “tourism drama” under local life services。The tourism industry is being reshuffled，Didi、Pinduoduo infiltrated at this time，There will be more opportunities。

The third is, new cultural tourism, new destinations.Despite the impact of the epidemic，However, there are still many cultural tourism projects in destinations in recent times，This will bring more changes to the new supply of cultural tourism products in destinations。Jinan、Liuzhou, Guangxi、Xinjiang、Gansu、Pingtan, Fujian、Kunming、Zhongshan, Guangdong、Chongqing、Shanxi、Sichuan, Hainan and other places，All of them have signed contracts or invested in cultural tourism projects。Hainan will likely become one of the key locations for cultural tourism companies in the future。

When talking about the changes and changes in industrial media, Liu Zhaohui said:

From a new way of traveling，Today’s tourism is the translocation of local lifestyle，That is, "domestic large consumption"，Not entirely within the original traditional tourism category，The broader boundary lies in，Changes in supply-side products based on changes in users and needs、Enterprise changes、Changes and innovations in business formats。

From this perspective，Our industry’s new media passed research、Observation、Thinking about discovering new users in the industry、New business format、New product，Including new innovative ways。Changes in travel methods，From KOL、Changes in KOC organization，It is a change in the organizational system，Spurred on the entire product format on our supply side、Organization method，Even the management methods of enterprises are changing，So when we observe, we are not just based on what we observe and understand，Must be rooted in the entire industry，All innovative business formats rooted in the industry。These innovative business formats are not just traditionally understood scenic spots、Travel agency OTA model，There are also new business formats emerging，Rumeituan、Specialized town，Very many new commercial complexes，If you don’t start from new phenomena，It is difficult to understand the new logic of the entire industry，Some new business formats including Super Wenheyou have emerged，Not within our traditional tourism scope，But within 188bet online sports betting the scope of our destination。

Liu Zhaohui said，As an industrial media，Zhihui looks at the transformation of the entire industry from the perspective of the cultural tourism consumption system、When changing，Three breakthroughs are needed:

First, as the flagship media in the cultural tourism industry,The most important thing when doing favors is professionalism。Really understand this industry，Understand the logic behind the new phenomenon of the entire industry。In traditional form，Website、WeChat public accounts can no longer become new media，The new thing lies in the capture of new business formats，In a bold way、Efficient way，Interact with organizations in the industry、Communication and even influence。This is not about the simple application of our communication technology，It’s about the leadership of ideas and the high density between industries、High precision，Even profound influence and shaping of interaction。

The second is the digitization of the cultural tourism industry,Especially data。For example, the data on the consumer side of the cultural tourism industry is fragmented，Industrial data is also fragmented，And across our entire Internet penetration，China’s cultural tourism industry should have a penetration rate of less than 10%。Strengthening links from the data level，The cultural tourism industry not only needs vertical media in the cultural tourism industry such as Zhihui，More platform media are needed，Form a large platform linkage，Form an efficient integration、Communication，Everyone draws on his own strengths。The industry actually needs everyone to work together to build a data ecosystem，How to build a more open society、Tolerance、Share、Shared，Able to give decision makers，For product innovators，An ecological data link that can provide stronger evidence，This cannot be accomplished by one or two institutions，Everyone needs to work together，Work together to achieve the goal of deeply serving the industry。

The third is the supply of media talents in the cultural tourism industry.Not only the professional reporters of our industrial media，It may take two or three years to cultivate relatively mature journalists，We come from traditional media，It will take 3 to 5 years to study。The industry is changing rapidly，Business innovation，There are also rapid changes in the industry，It’s hard to say you have such a long time to cultivate talents，We often hire a new reporter，Can’t calm down and come to the industry。As a new recruit in the media，We may still be innovators or pathfinders in professional media，We must have more awe，Awe of industry，Awe of our entire media ecosystem，Insistence on media ethics。As an industrial media，To deliver a professional voice，Resonate and communicate with industry colleagues，Better serve the entire industry with an open and inclusive attitude。In China’s cultural tourism industry, currently only the tourism module has reached a trillion-level market，If culture is integrated into the market, the market will be even larger，This requires our focus、Professional、With a solid heart of awe、Professionalism better serves the entire industry。