Recently，Discovered by Space Detective through Qichacha，February 22，The legal representative of Beijing Qingpu Tourism and Culture Development Co., Ltd. (hereinafter referred to as "Qingpu") has changed，Wang Gongquan resigns，Transferred to Yang Xueshan。To this，Qingpu official also responded from relevant media，Wang Gongquan and Yang Xueshan are co-founders of Qingpu，The change of legal representative is only an internal adjustment of the company，Wang Gongquan will also play the role of founding shareholder and director in the future，Continue to lead Qingpu together with Yang Xueshan，Carry out future group business development，And the following important investment decisions。

Since its establishment in 2015 to present，Qingpu’s image is often that of an ambitious “subversive”，Wang Gongquan often emphasizes that “we are not a B&B、Not a hotel either”，Instead, it targets "miniature Disney"。Advanced concept，In addition to bringing new species，Also accompanied by the embarrassment caused by imperfection。

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At the time of the great wave of mobile Internet and industrial upgrading，With rapid reconstruction in different subdivisions、Death of old business forms，A number of new species are quietly emerging，Qingpu，Also a product of this period。

The big accommodation industry at that time，The golden decade of budget hotels has just ended，Mid-range hotels smell development opportunities，Culture and tourism have not yet begun to merge，In-depth integration of humanities and vacation、To create a spiritual home that the new middle class aspires to，Undoubtedly subverting the industry’s perception。

/ Targeting the “New Cultural Middle Class”

The growth of mainstream economy，brings about high-quality economic growth and consumption upgrade，Under this general trend，The rise of the new middle class has become inevitable，Unlike most hotels at that time, which divided target customers based on consumption level，Qingpu strives to create a "spiritual home" and positions itself based on values ​​and life attitude，Believes that its target customers must meet four characteristics，Open for interaction、Able to arrange vacation time、Ability to pay for vacation、Have your own desire and pursuit for cultural vacation。

Wang Gongquan even said in an interview，In the original sense，We don’t welcome rich people either，The difference between the new middle class and the “rich” is this，Are you pursuing anything spiritually?。What we have to do，It is to create a lifestyle that is beyond the daily 188bet app reach of the new middle class。

/ Subverting the traditional hotel concept

In the past，The business idea of ​​traditional hotels is，Maximize the use of hotel space，And Qingpu Cultural Hotel and later many mid-range hotels，Just do the opposite，Use the blank space to create a humanistic atmosphere，Create a space for cultural experience - the reason why Qingpu Cultural Hotel is called a "hotel" instead of a "hotel"，Because it is defined as an experience venue。

According to Wang Gongquan’s introduction，The ratio of room area to public area in Qingpu Hotel is 1:1，And ordinary hotels are only 1:0.25。Probably in the eyes of most of the industry，Such a structure has too much "wasted" space，But in his opinion，This is precisely the value of the hotel。

Also，Qingpu also overturned the hotel room rate model，All-inclusive experience fee，Including arts and cultural experience (more than 2,500 tutors in the cultural tutor database have opened a total of 302 courses) and catering (no menu system implemented，Advocate local、Seasonal、Health care、Organic and childhood taste)。

/ Create humanistic tourism vacation lifestyle products

In the concept of Wang Gongquan，The reason why Qingpu should not be “defined as a tourism company”，Because they want to travel throughout the "tour vacation、Offline boutique hotel、Lifestyle supplier in three fields of culture。And guided by this idea，Enable Qingpu in product creation，Following it，Integrate with local culture，Create a getaway、Hotel、Artistic experience、Arts and other multi-field products，Created a personalized holiday experience complex，Let guests hand over their vacation time to Qingpu - this concept was viewed at the time，It can be said that it is not ahead of its time。

/ A unique expansion attempt

In terms of expansion techniques，Qingpu adopted crowdfunding, which was more popular in the B&B circle at the time，Very popular。Take the crowdfunding of Qingpu Yangzhou Cultural Center on the Startba platform at the end of 2017 as an example，Breaked 70 million yuan on the first night，As of the morning of January 10, 2018, the subscription amount has exceeded 100 million yuan，And this crowdfunding will end in more than ten days。And Qingpu’s crowdfunding is not mainly about funding，On the one hand, it is to test the market’s attitude towards Qingpu Hotel，On the other hand, it is to find like-minded people and co-builders to jointly promote the cause。

Behind many subversions，It is enough to show that Qingpu is ambitious。Combining Wang Gongquan’s past statements in interviews with various media，You can simply sort out a development path of Qingpu，Profitable by the end of 2018，And will be launched in 2022，Meanwhile，Realize the international layout of Qingpu business。He even let go of "harsh words" - "I said a very crazy thing，I want Qingpu’s products and experience、The humanistic vacation lifestyle advocated，Becoming the fashion inheritance of mainland China。”

Within a period of time，Qingpu 188bet app download is not soft on "buy, buy, buy"，Holding Huajiantang，The acquisition was located in Mudu，Few rooms but expensive，The Royal Station that makes it difficult for many investors to start...

But，The development of “new species”，Often accompanied by many challenges，No matter how fierce the momentum is, Qingpu，There are also bottlenecks that cannot be circumvented。

Dilemma and embarrassment

In business，“Easy to know, hard to do” is not uncommon，Even though Qingpu has a keen sense of smell and has caught the trend of the times，But we also have to face scale、The difficult balance of practical issues such as profit models。Yang Xueshan, who is also the founder of the brand, once said，Qingpu faced many challenges at the beginning of its establishment，Including many people in the industry saying that there are only twenty or thirty rooms、Difficult to scale，Remote location，The price is too high, etc.。

The first is the choice between scale and personalization。The design and theme experience of each hotel in Qingpu，Because they are all centered around local culture and characteristics，Therefore unable to achieve standardized expansion to quickly achieve scale，Judging from Qingpu’s official website so far，It is only in Yangzhou、Mudu、Lijiang、Nanjing、Badaling、There are 6 hotels in Huangshan and a Found Hotel in Hainan。This also makes it difficult for brand awareness to accurately reach the target customer group。

On scale，Qingpu is not without operations，The acquisition of Huajian Tang is a step toward scale，Later, it failed to meet expectations，And sold Huajiantang to Huazhu。Also，Qingpu will also scale up the experience，Create standardized and personalized different experience modules for each cultural resort，To seek a breakthrough。

The second is the mismatch between high prices and cultural products。2018，An article "Wang Gongquan"，Don’t waste the word "feelings", the article complaining about the check-in experience went viral on the Internet，It said that “the hardware conditions are actually not good，Software services can’t keep up at all，Humanistic activities are just a formality”，Caused extensive discussion on Qingpu model。A fact is，Qingpu tourism products that emphasize humanistic vacations are indeed expensive，The price of a room night and cultural experience is easily 2500-8000，Making consumers have higher expectations and requirements for products，The reaction caused by the gap，It must be much larger than ordinary accommodation。

Wang Gongquan also said frankly in an interview with the media at that time，Most of the hotels owned by Qingpu only opened or had trial operations in the second half of 2017，Many products and services are under debugging，“As long as it is a product related to the service industry，Guest experience is the most important，Ensuring service quality is always the first priority。”

The third is the tug of war between feelings and capital。Although in Wang Gongquan’s view，There 188bet online sports betting is no contradiction between feelings and profits，But from a fact perspective，Many B&B brands “lost their flavor” after embarking on the path of capitalization，We must not only expand the influence of the brand with cultural characteristics but also meet the needs of investors，No easy task。A good brand requires time and experience and the persistence of the founder。

Also，Qingpu is also like all players in the wine and tourism industry，We encountered the test of the epidemic together，Once in trouble，But with vacationing in the post-epidemic era、Significant increase in demand for high-end hotels，Qingpu “not only resumed business，And it increased by 66% on the basis of recovery”，But at the same time，More competitors are coming out of the darkness。

The creation of the targeted accommodation and cultural tourism scene

2017，Wang Gongquan once released "wild words" - in the domestic vacation industry，No one is my opponent。in the country at that time，There is almost no cultural tourism accommodation model that combines local experience with scenes like Qingpu，Even when Xue Manzi made an appointment to fight Wang Gongquan，It is said that it is better to compare Qingpu Hotel or Manzi B&B，Also regarded as incomparable by Wang Gongquan。And today，Creation of accommodation and cultural tourism scene，has become a trend or even a necessity in many hotels，Being firmly targeted。

On the one hand，Because of the increasing scale of the tourism market in recent years。According to the "Statistical Bulletin on Culture and Tourism Development of the Ministry of Culture and Tourism of the People's Republic of China in 2019"，The domestic tourism market and outbound tourism market grew steadily in 2019，The inbound tourism market has a stronger foundation。The number of domestic tourists throughout the year is 60.0.6 billion people，An increase of 8 over the same period last year.4%。The opposite，It is the rising cultural consumption and personalized experience under the consumption upgrade that have become the new travel pursuit of the younger generation of consumers - as early as 2016，Online travel booking costs have far exceeded travel agency store purchases，71.2% of independent tourists want a one-stop solution。

On the other hand，It is the continuous maturity of domestic resort hotels。As sightseeing tourism can no longer meet the leisure and vacation needs of young consumers，Traditional vacation destinations focusing on scenery such as Southeast Asia or Hainan are also losing their former aura，Not limited to culture、Experience、Special vacation experience with scenery，The tourism and vacation industry that integrates cultural vacation and tourism，Becomes the first choice of many high net worth users。

Also，Creation of cultural tourism scene，In fact, it is the hotel’s expression of its own lifestyle，Lead travelers to find the "meaning of hotel" beyond accommodation，And become an important promoter of cultural dissemination and even destination routes，Experience a life that 188bet Online Sports Betting and Casino is difficult to reach every day。

Therefore，such as Huajiantang、Shilili、Songzan and others have their own unique cultural genes、Boutique hotels that have exhausted their efforts in creating their own cultural and tourism scenes，Stand out one after another，They also have many fans of their own，And those new middle-class travelers are still looking for those more niche、With a more "wild" accommodation and cultural tourism scene... Qingpu has taken the first step in creating an accommodation and cultural tourism scene，And Qingpu people，We need to think about the future direction of this road together。

How can we sing "Excerpts" in the cultural tourism scene in the future?

As more and more entrants begin to use humanities to create cultural tourism scenes，The market is becoming more crowded，Also more vertical，Compared to players like Qingpu in the past，You can try it on multiple tracks，Today’s hotels can only focus on the scene that suits them best，Summarize experience from the past subversions and bottlenecks of Qingpu people，Sing your own "excerpt"。

// Feelings are not rice, they are seeds

In the past，The "feelings" of the cultural tourism and accommodation industry，With a hint of "poor and happy"，Like the earliest batch of B&B hosts，Maybe I just like a certain destination，Choose where to stay and open a B&B，Sharing the taste of the journey with travelers from north to south。With the increasing involvement of commercialization and capitalization，“Feelings” become an attractive “skin”，It’s empty underneath，There is no warmth or groomed culture。Now，A new generation of travelers who are willing to pay for self-experience and self-pleasure，Beginning to regain the original simple feelings and the experience that is most relevant to the times，And those cultural and travel scenes without deep feelings，You can’t make good things。

Deep feelings for travelers，Like a seed，In an article、In a video，Maybe it has taken root in the hearts of travelers inadvertently，With a long brewing，It will finally pay off。

Take Nordan Camp as an example，This location is located at altitude 3,A niche hotel 200 meters above the grassland，Was rated as one of the “43 Most Beautiful Hotels in the World” by the world’s top travel magazine “Travel+Leisure”，Here，Nomadic tradition and contemporary culture dance，From tent to furniture，Every detail incorporates the ancient wisdom of nature of the nomads，There is no lack of pursuit of modern and comfortable life，And a campfire every night、Cultural tourism scene in the grassland starry sky，They have all become the seeds of feelings that fall in the hearts of travelers。

// Capital is not poison, it is straw

For operators，Whether it is for cultural tourism or accommodation，It’s not just “raising piglets”，Kill when the time is up， Anyone who puts effort into their own brand，Everyone must have had a feeling of sympathy for "capital"。But what must be realized is，Most hotels built for 188bet app non-standard accommodation and cultural tourism scenes，All are facing profitability problems，A series of cultural creations even if they are tried、Catering and derivative products，It is also difficult to rely on “culture” and “feelings” to realize cash。

Also，The view that "non-standardization cannot be scaled up" has been overturned，More and more hotel chains are also using personalization、Experiential、Differentiation、Under the background of diversification as the future direction，Creation of cultural tourism scene and future branding in the hotel industry、Scale development，Capital instead becomes the realization of brand and management output，An important straw on the road to expansion。

//Experience is not about self-pleasure, it is about resonance

Experience is an important part of creating cultural tourism scenes，But for many people they lack cultural foundation，There are no accommodation brands that are carefully explored，Experiential activities launched，It’s more like a self-pleasure to catch up with the trend，For example, some resort hotels，See popular family vacations，Arrange parent-child activities，Seeing that local route travel can attract customers，Just launched a collection of popular attractions。

At this point，Qingpu is still the best。In Yangzhou，You can calm down and repair a broken porcelain，turn it into a more beautiful work of art with your own hands，Or follow a mentor，Cook an authentic Huaiyang banquet with your own hands；In Mudu，The instructor will use celebrity stories as an entry point，Explaining the history of Suzhou bamboo carving，And work with the guests to carve on the fan bones drawn in the morning，Complete a Qingfeng sleeve with my own hands、An antique elegant thing with sleeves - Suzhou literati fan；In Lijiang，You can walk the Ancient Tea Horse Road again，Or witness the birth of Dongba paper...the experience of each different hotel，Never repeat，Immersive experience through local culture and special activities，In order to allow travelers to have a deeper understanding of the destination，And then reach the point of resonance。

Qingpu after 6 years，Maybe far away from the original ambition，There is still a distance，From a business perspective，It’s just a legal person change，Wang Gongquan’s Qingpu Cultural Tourism Dream，Maybe it’s not broken，But it is indeed the time to wake up from the dream，With the emergence of more and more cultural tourism vacation lifestyle suppliers，Qingpu must stay awake in the crisis，A solid step-by-step layout，It is possible to make dreams come true！

*Source of this article：Space Detective, author: Zheng Yuzhou, original title: "Is the change of legal person in Qingpu a new signal for the cultural and tourism industry?》.