Fosun Tourism’s story to tell in the Chinese tourism market，Atlantis Sanya is no longer the only one。

April 11，Fuyou City·Lijiang Mediterranean International Resort held the topping out ceremony of Club Med Lijiang Resort in Lijiang，The resort is expected to open this fall。

Fosun Tourism’s own brand “Foyou City” begins to show its true face，The logic and territory of “international resources + Chinese market + global market” also reveal more aspects。

According to Fosun Tourism’s latest plan，By the end of 2023，Club Med will open 16 new resorts around the world，Half of them will land in China；Same period，It will also open 30 new Casa Cook series hotels。

Fosun Travel in China、International market movements，There is a tendency to accelerate。

Recent，Fosun Tourism Chairman Qian Jiannong accepted an exclusive interview with Zhihui，Systematically elaborated and shared about the present and future of Fosun Travel、Key details and full picture，And various aspects of the cultural tourism industry:

1、Special achievements of Atlantis Sanya in 2020，What is reflected？What are the considerations for upgrading Atlantis Sanya to the third complex?？Sanya、How will Hainan’s tourism market develop under the epidemic？

2、What structural changes are taking place in China’s tourism market？How to deal with it？

3、China’s urban agglomerations are growing and developing，Accelerating regional economic and social changes，What kind of cultural tourism opportunities will it bring？

4、Fosun Tourism plans to invest in and build more Fosun City in the country，What about the intention？We are even considering “going out” to the international market in the future？

5、Fosun Travel in the country、Increase international investment layout，About the Chinese market、International Market，How its business share may change？

6、On the cultural and tourism track，Fosun Travel has completed the layout from 0 to 1，Next from 1 to N，How to go？What more new actions will there be under the strategy of “industrial operation + investment drive”？

7、Fosun Tourism has become the “boss” of global leisure resorts，But the goal is to become the “boss” of global leisure vacations，Is it feasible？How to do it？

......

Behind these problems，Not only about the direction of Fosun Tourism，This is also our in-depth observation of the current status and changes of China’s tourism market、Important “window” of trends。

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Fosun Tourism 2020 financial report display，About 4.6 million tourists visited Atlantis Sanya in 2020，Turnover is 12.2.7 billion yuan，Decreased by 6 year-on-year.5%。And in the second half of 2020，Atlantis Sanya’s sales increased against the trend，36 year-on-year increase.5%，Full-year adjusted EBITDA increased compared to 2019，Recorded 6.0.8 billion yuan，Best record since opening。

At the same time，In the second half of 2020，Club Med’s China resort performance also hit a single-quarter high，Sales in the fourth quarter of 2020 increased by 35% year-on-year.3%。

Atlantis Sanya、Performance of Club Med in China，Reflects several important "aspects" of China's tourism market:

Product level

Accommodation products, especially mid-to-high-end products, are one of the core supplies of the domestic tourism market，But use it as a key fulcrum to aggregate more comprehensive products for leisure and vacation entertainment，Higher demand，Destinationization of vacation products is an obvious trend。

Qian Jiannong, Chairman of Fosun Tourism

Qian Jiannong expressed his views on Zhihui in an exclusive interview，The demand for high-end or better hotels is greater during the epidemic，Atlantis Sanya does not simply solve accommodation needs，It is a leisure vacation product，This has become an important guarantee for its performance。

He revealed，A tourist destination 188bet online sports betting must have constantly enriched and updated content to attract guests，“(Hotel) rooms can be the same，But the content must not be the same，Tourists experience different things every time they come，It is possible to repeat it。”

Consumption level

Existing consumption trend + outbound tourism consumption return conversion superposition，High-end leisure vacation during the epidemic，Demand including family vacations is rising，The potential space has been raised。

Qian Jiannong revealed，The biggest disadvantage faced by Atlantis Sanya last year was student travel restrictions (including last year some local education departments recommended that students try not to travel across provinces during the summer)，Parent-child families are the mainstream customer group of Atlantis Sanya。

However, the decline in passenger traffic of Atlantis Sanya last year was not large (from about 5.2 million in 2019 to 4.6 million in 2020，Reduction of approximately 600,000 passengers)，And the turnover in the second half of the year increased against the trend，This reflects at least two pieces of information: First, Atlantis Sanya’s products are more attractive；The second is the expansion of other mainstream customer groups besides parent-child family customers，Provides a large convertible customer base。

Qian Jiannong mentioned，Hainan Free Trade Port Construction、Tax-free policy implemented，It plays a great role in promoting tourism in Sanya and Hainan，Including bringing business customers、Duty-free shopping customer group、Superimposed consumption of leisure vacation customers。

He thinks，The demand side is indeed changing，For example, short-distance travel or suburban travel increased during the epidemic。

Refer to last year’s National Day data，8 days at that time，Club Med’s five resorts in China have an average occupancy rate of nearly 90%，An increase of 6% compared with the same period last year。The average occupancy of three resorts, Club Med Joyview, reached 95% during the National Day。

The return transformation of outbound tourism consumption is driving up the consumption of mid-to-high-end products in urban periphery tourism，Also discovered by many destinations including tourism companies，The local mid-to-high-end customer base is quite substantial，Failed to convert effectively before the epidemic，The core is the lack of products for them to consume。

Qian Jiannong also thinks，The customer structure of demand will also change，Rejuvenation is one of the characteristics，One characteristic of the younger generation’s consumption is that their desire to consume is stronger than that of the previous generation，Because they were born in an era of rapid economic development，More confident about the future，So you are more willing to spend money。“Some higher priced rooms at Atlantis Sanya，includes 10.Undersea room for 80,000 per night，In fact, many young people consume it，"he revealed，Young people are willing to pay for this novel or more experiential product，Pay a high premium。

Regional level

Sanya、Hainan has special characteristics。Under the normalization of the epidemic，More changes are taking place in China’s tourism market，Including changes in destination，For example, the weight of Sanya and Hainan in domestic destinations may increase。

As mentioned above, the construction of Hainan Free Trade Port、Tourism promotion brought by tax-free policy，This will have a fundamental impact on the evolution of tourism in Sanya and even Hainan。

More detailed supporting policies for Hainan Free Trade Port are being introduced one after another，Continuous release of dividends，The tax exemption policy is favorable and the corporate market competition，And the consumption internalization of outbound travel，Also create a basic base for the continued increase in tax-free consumption。Recently disclosed by senior officials of Hainan Province，Hainan’s duty-free shopping volume this year is expected to exceed 60 billion yuan，Double from last year’s 30 billion。

Take Sanya as an example，Under construction of Hainan International Tourism Consumption Center，It is the absolute core，Before outbound travel is fully resumed，Sanya will also be one of the typical core areas for return consumption conversion。

Qian Jiannong’s estimate，188bet Online Sports Betting and Casino The entire Sanya tourism market will definitely explode in 2021，Except for the impact of the epidemic，The construction of Hainan Free Trade Port is now in full swing，On the one hand, it drives many tourists to spend money，On the other hand, it will bring more free flow of capital and personnel，Drive consumption among business customers，Including more overseas investors entering Sanya or Hainan。“In the long run，With the construction and development of Hainan Free Trade Port，Whether it is government planning or the consumer market itself，The city will promote not only the tourism development of Sanya，The tourism industry in Hainan will also grow rapidly。”

In his opinion，The Chinese market really needs some better tourism products，Because consumers may pursue higher-end and safer products，This is also in line with the requirements for tourism to enter a stage of high-quality development proposed in the country’s “14th Five-Year Plan”。At the same time，Tourism products must not only improve quality，But also to meet the entire needs of the guests，Rather than the satisfaction of simple functions。

China’s tourism market is undergoing structural changes

Back to a key detail，Qian Jiannong mentioned Zhihui in an exclusive interview，The average room price of Atlantis Sanya opened in 2019 is more than 2,300 yuan，Higher this year，It’s even higher especially during holidays，“In fact, the emergence of Yate has changed the customer structure of Sanya Tourism，Many tourists go to Sanya because of Atlantis。”This includes mid-to-high-end customers more、Increase of overseas tourists，One full year after Atlantis Sanya opened，Overseas tourists account for about 3%。

These tourists were almost zero during the epidemic last year，However, the returning outbound tourists have filled the passenger flow，Proof of Atlantis Sanya’s ability to attract consumption from mid- to high-end customers。

Qian Jiannong expressed his views on Zhihui in an exclusive interview，One of the favorable conditions for the domestic tourism market is the disappearance of outbound travel，But the same disadvantage is that inbound tourism is no longer available，Multiple hedging of favorable and unfavorable conditions，You will find that companies and products are different in the same market environment，The impact during the epidemic including the recovery period is also different，"So I think the future practitioners of the cultural tourism industry，Maybe we still need to consider what kind of products to create from the perspective of product supply，In order to comply with the changes in the consumer market in the post-epidemic era。”

Although Sanya tourism performed relatively well in the second half of the epidemic last year，However, its leisure and vacation product system, especially its high-end leisure and vacation products, is still lacking，Although there have been many large-scale cultural and tourism real estate projects in recent years, including the construction and operation of cultural and tourism complexes，The number of its products、The level is still far behind that of well-known foreign islands。

Qian Jiannong thinks，At present, the Sanya tourism market is still relatively homogeneous，The product formats are not rich enough，Requires upgrade，For long-term or long-distance customers，Generally, we still want high-end products to better meet our needs。

By extension，Something like Atlantis Sanya can influence tourists’ consumption decisions，Products that create pre-consumption attraction，Sanya needs more。

The impact of the normalization of the epidemic on the Chinese tourism market，Will be manifested in promoting new consumption changes、Acceleration of existing consumer trends，And then face deeper structural changes，Including customer group structure、Product structure、Various changes in destination structure。

一、Changes in customer group structure。Direct return flow of outbound tourists、Future retention，A major variable that constitutes the domestic tourism market；Promotion of urbanization，Increase in urban consumption power and size，Expansion of tourist groups around the city，High frequency of regional tourism consumption；Delayed demand release from consumer groups in sinking markets、Mainstreaming and strengthening the young customer base；

二、188bet sports betting app download Changes in product structure。Sightseeing Tour、Leisure and vacation coexist and the former is still the mainstream pattern change，The proportion of leisure vacation increases，The demand for mid- to high-end leisure vacations is obviously released，In some destinations，The proportion of leisure vacation product supply will further exceed that of tourism；Personalization、Differentiation、There is obvious demand for segmented products such as deep experience，Different combinations of multi-format products、The trend of customized supply of leisure and vacation products is emerging；

Qian Jiannong mentioned an important piece of information in the exclusive interview with Zhihui，That is, one of the trends in domestic tourism products is from undifferentiated services to precise services in market segments，“Many tourism products in China prefer undifferentiated services，Everyone is a guest，The more the better，But often customer satisfaction is low，Because customer needs are different。If after segmentation and positioning，Customers will be more satisfied，For example, foreign vacation products include those targeting families，There are also places that only allow people over 18 years old to go。”

Undifferentiated service can be understood as，There is no differentiation in the products and services provided by a project or destination to different tourists，Consumption is "standard meal"，Income is also standardized、Qualitization，The ups and downs are not obvious，It is also difficult to have room for expansion，And market segment services are customized、The meaning of personalized differentiated service。

Qian Jiannong revealed，Fosun Tourism has mastered different vacation brands and other segmented business formats，Will segment customer groups for different brands，For example, Club Med is more suitable for families and young people，They prefer lively environments。But some people don’t like it，Then you can go to Casa Cook。Fosun Tourism will also launch more segmented products in the Chinese market in the future。

He also revealed，Fosun Tourism’s development strategy in China will not be adjusted，But there will be new considerations in the product supply structure，For example, creating safer and healthier products、More suburban vacation products, etc.。

三、Destination structure change。Customer group、Changes in product structure，corresponds to the adjustment and upgrade of product and service supply for specific destinations，Changes in levels and supply capabilities，The destination’s positioning and competitiveness in the tourism market、Customer group’s mental influence carrier、Brand IP、The composition of consumption has also changed。For example, Sanya，A mid- to high-end or high-end leisure vacation destination with international attributes，Definitely the direction of development，Domestic mid- to high-end customer group + inbound customer group，Must become the two main forces，And the proportion of inbound tourists needs to increase，The tourism product system must change，It also brings about stirring changes to the existing pattern of domestic destinations。

Except Sanya，Lijiang, Yunnan can be regarded as another example of the above structural changes。

April 11，Club Med Lijiang Resort in Foryou City·Lijiang Mediterranean International Resort (hereinafter referred to as "Lijiang Foryou City") is fully capped，Estimated to open in fall 2021。This resort is wholly owned by Fosun Tourism，It is the first Club Med resort in Yunnan Province。

Qian Jiannong revealed，You can tell from the name，This Fuyu City "Lijiang" is in the front，"Mediterranean International Resort" follows，Emphasis on Lijiang first，Lijiang’s architectural style、Lijiang’s history and culture include the Naxi minority culture and the Ancient Tea Horse Road、Characteristics of ancient town, etc.，All integrated into this project，At the same time, incorporate more international elements，Except Club Med，Also introduces destination operator ALBION、One-stop play and learning club Miniversity mini camp、Core products such as travel service brand Thomas Cook and boutique resort hotel brand Casa Cook，Covering travel、Catering、Retail、Entertainment, etc.，Form a complex。

Expanded cultural tourism real 188bet sports betting app download estate project、Project upgrade by local travel companies、Government’s industrial positioning，Changed Lijiang’s tourism product system to a certain extent，The supply of leisure and vacation products has improved，But as a national destination，The richness of Lijiang’s leisure and vacation products、The hierarchy and its attractiveness are not strong enough，It is still difficult to have a direct and continuous reach, forward and traffic effect for the long-term mid-to-high-end leisure vacation customer group。

Lijiang Fuyu City has an optimization and reinforcement effect on the supply of leisure and vacation products in Lijiang，Fosun Tourism’s existing and potential mid- to high-end customer groups in the market，Will bring changes to Lijiang’s customer base structure。

Differentiation based on destination attributes，Fosun Travel’s product logic is also different。

Qian Jiannong revealed，Lijiang Fuyou City focuses on combining local culture with international elements，And Taicang Fuyou City (Fuyou City·Taicang Alps International Resort，It is expected to be fully operational in 2023。) is more focused on international elements。

In addition to Club Med, this resort also has Club Med、Casa Cook，The core business is the cooperation between Fosun Tourism and Alps Group，An indoor ski resort with the theme of Alps snow mountains、Sports Park、Fengqing Street, etc.，“It is suitable for Taicang，" Qian Jiannong said，Taicang is located at the core of the international urban areas of Shanghai and Suzhou，International characteristics。

The Shanghai metropolitan area or the Yangtze River Delta urban agglomeration where Taicang is located，Leisure vacation、There is a high demand for city tours，The most typical area for regional leisure vacation，Taicang Fuyou City is more international、High-end product supply，Brings differentiated reinforcement to the product system。

The demand for diversified and comprehensive leisure vacations is rising，Also Fosun Travel has already been trying to upgrade Atlantis Sanya to Fosun City Sanya。

Qian Jiannong revealed，The current business content of Atlantis Sanya is relatively limited，Communicating to acquire land，Upgrade after getting the land，“We hope to build Fuyou City into an offline scene where we promote FOLIDAY quality life，Provide a lifestyle that is different from the city，I hope everyone can enjoy a new and different high-quality life，More than a simple relaxing vacation，But you can experience more。”

Fosun Tourism wants to be the “boss” of leisure vacations. Why?

Fosun Tourism already owns Club Med, the world’s largest resort group，But hopefully more than that。Qian Jiannong expressed his views on Zhihui in an exclusive interview，Fosun Tourism is now the “boss” of leisure resorts，The goal is to become the "boss" in leisure vacation，A global leader in leisure and vacation。

Continued expansion is inevitable。The “industrial operation and investment drive” previously proposed by Fosun Tourism，It will be a continued strategy。

At the level of the parent company Fosun Group，The latest formulation includes that the core of industrial operations is still C2M strategy，The core logic is centered on C-side customers，Through supply chain advantages，Provide them with better M-end products，Helping families around the world live happier lives，So we need to search further globally、Create good products。Also mentioned，Fosun Group has completed the accumulation from 0 to 1 in relevant tracks，The goal of the next stage is to quickly complete the development from 1 to N。

Fosun Tourism official information display，Next three years，It will speed up the layout of core business，By the end of 2023，Club Med will open 16 new resorts around the world，Half of them will land in China。And the past 70 years to now，There are only 65 Club Med。

At the same time，Next three years，Fosun Tourism will open 30 new Casa Cook series hotels，In the future, we will further use an asset-light model to accelerate the rapid expansion of our core business in the global resort sector。

Qian Jiannong commented “This is very fast”，The locations of 8 resorts in China have been determined。

Fosun Tourism also has ideas for investing in the construction of a new Foyou City.

Qian Jiannong revealed，Fosun Tourism is currently looking for more potential project landing areas across the 188bet app country，“We hope to be in Beijing in the future、Xi’an and other places，We all have Fuyou City。”He also mentioned，Fuyou City will definitely “go out” to the international market in the future，But there are no specific plans yet。

He revealed，Xinfuyou City’s domestic location selection will focus on two places: domestic urban clusters、Important (national) tourist destination。This and Taicang、The site selection logic of the two Fuyou cities in Lijiang is similar。

The 14th Five-Year Plan Outline Proposed，Optimizing and improving Beijing, Tianjin and Hebei、Yangtze River Delta、Pearl River Delta、Chengyu、Urban agglomerations such as the middle reaches of the Yangtze River，Develop and expand Shandong Peninsula、Coastal areas of Guangdong, Fujian and Zhejiang、Central Plains、Guanzhong Plain、Beibu Gulf and other urban agglomerations，Cultivation and development of Kazakhstan、Liao Zhongnan、Central Shanxi、Qianzhong、Central Yunnan、Hubao Eyu、Lanzhou-Xining、Ningxia Yanhuang、Urban agglomerations such as the northern slope of Tianshan Mountain。

Among these 19 urban agglomerations，roughly divided into three levels，Corresponding to destination，Beijing-Tianjin-Hebei、Yangtze River Delta、Pearl River Delta、The cultural tourism highland of Chengdu and Chongqing is in obvious shape，The other 15 city clusters may be postponed to form new (potential) cultural tourism highlands of different levels，The policy behind it、Industrial Development、Urbanization、The result of the joint action of factors such as consumer demand and ability。

Regional destinations with larger geographical circles will increase，Some regional destinations may evolve into national (or international) destinations，However, the former trend will be more obvious。

These mean urban agglomerations、The destination’s tourism market is at the level of new product supply，Everything needs to be made new、Upgrade，Fosun Travel club med、Fuyou City and other expansions，Of course there are more opportunities。

From two dimensions: 1、Regions where Fosun Tourism has existing presence，The overall consumption level is relatively ahead of other regions in the country，The consumption volume and space are visible、Predictable，Fosun Tourism must seek to stabilize and expand its business in these areas；2、The demand space in the Chinese market, including the mid-to-high-end leisure and vacation market, will be further released，More entry opportunities for Fosun Travel。

Qian Jiannong revealed，If you look at the data in 2019，Fosun Tourism has 48% of its business share in Europe，13% in China，But China is developing rapidly，Because China’s business accounted for less than 1% in 2017，“Look at the proportion after 3 years，China is definitely a key business development area，It will definitely rise from 13%，As for rising to 20%、30% or 40%，It’s hard for me to talk (currently)，There is no target for business expansion in China，Because of Europe、North America、Japan and other regions are also increasing investment，Business is also growing。”

Continued acquisition or integration of global resources，Fosun Travel also has plans。

Qian Jiannong said，Take Club Med as an example，There will definitely be great opportunities for the development of the cultural tourism industry in the next few years，On the one hand, the industry is accelerating recovery，Take Club Med as an example，We suffered a lot last year，But the booking data for this winter collected two weeks ago shows，Already 20% higher than the same period in 2019，In other words, the international community has great confidence in the recovery of tourism this winter；On the other hand，Due to the epidemic，Great changes have taken place in the tourism market，Some companies have closed down，Some face great difficulties，Enterprises that can survive，Its own market share will expand，There will also be better acquisition and merger opportunities，“There are still opportunities for integration of the global cultural tourism industry in the next two to three years。”

In his opinion，Promotion of tourism industry，Capital and talent are two very important elements，If a company has strong capital market operations and financing capabilities，It is very effective in promoting 188bet sports betting app download future business。“How Chinese tourism companies can learn to leverage global and domestic capital markets，Including various financial means、The combination of tourism and finance, etc.，Very important。”

March 22 last year，Fosun Tourism successfully issued Sanya Atlantis Asset Backing Plan (CMBS)，Planned financing of 6.8 billion yuan，for 24 years，The coupon rate is 5%；June of the same year，Club Med gets 1.EUR 800 million French state guaranteed loan，equivalent to approximately RMB 1.4 billion。

Qian Jiannong revealed，Fosun Tourism is currently still discussing some similar long-term low-interest financing methods，“Under the uncertainty of the epidemic，We actually think about the worst case scenario，So financial stability and the company’s liquidity guarantee are very important。”

Talent，Qian Jiannong takes Fosun Tourism as an example，He revealed that Fosun Tourism’s current talent structure is global，14 of the 29 partners are foreigners，“Global talents are needed to manage global business，Develop products that transcend the world with a global perspective，Only this way，The future development of China’s tourism industry will be more promising。”

(The pictures in this article are provided by Fosun Travel.)