*"Hundred Travel Talks" has been exclusively serialized on Zhihui official website,This article is the 44th article。This book involves the policy situation of China’s 188bet Online Sports Betting and Casino industry、Cultural Creativity、Digital Economy、Marketing、Rural Revitalization、Scenic Area Development、8 topics including theme entertainment and business innovation，Reflects the new trend of China’s 188bet Online Sports Betting and Casino development in recent years、New business formats and newTopic。The book focuses on the new trend of cultural and 188bet Online Sports Betting and Casino integration、New topics in digital 188bet Online Sports Betting and Casino economy and new explorations in 188bet Online Sports Betting and Casino management，Discussed issues of common concern to the industry from various angles。

The more than 40 authors of this book are mainly the chairman and general manager of outstanding 188bet Online Sports Betting and Casino companies，Their articles，Existing reflections on traditional industries，More exploration of emerging business formats；Existing discussion on industry level，More thoughts on the development of your own business；This is a cutting-edge battlefield diary、It is the true voice condensed with sweat and tears。

Cultural 188bet Online Sports Betting and Casino is becoming more and more popular.

Several investors I know，Everyone invariably suspended investment in other fields last year，Turn to the field of cultural 188bet Online Sports Betting and Casino。My friend investor Lao Zhao，I have been asked a question these days: Which aspect of cultural 188bet Online Sports Betting and Casino is worth investing in?？

Every link has value，But I personally think the value of the content system is particularly important。Lao Zhao’s question comes again: how to create cultural and 188bet Online Sports Betting and Casino content？Everything has a dimension of thinking。I think，Should be from visitor、Marketing、Operation、Invest in four dimensions and think about cultural 188bet Online Sports Betting and Casino content production。

Thinking 188bet Online Sports Betting and Casino perspective of tourists

Making cultural and 188bet Online Sports Betting and Casino products，Building a content system，Our thinking is more from two perspectives。

First, the expert’s perspective。Before making products，Find a group of experts to brainstorm first，This is a common practice。And it turns out，This approach is probably unreliable。I participated in a performance project demonstration，When planning the project，Experts from various walks of life have provided many suggestions，Really brainstorming。But when the show is launched，The market chose to vote with its feet。Take Songcheng, which everyone is familiar with, as an example，In fact, literary and art experts are not optimistic about this product，But Songcheng has now become the number one brand of 188bet Online Sports Betting and Casino performing arts。This fully explains，Experts may not necessarily represent tourists，Expert’s opinion，Not necessarily the correct opinion。

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(1) Use observation to discover user needs

Real observation is not just about seeing what users are doing，And we must summarize the behavioral patterns behind the users，Study the regular characteristics。

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(2) Discover tourist needs through communication

Normally，You ask the customer what he needs，The customer may be able to give you an answer soon。But is 188bet Online Sports Betting and Casino really enough?？The truth is，User’s superficial needs，Often not equal to their true inner desires。The needs directly expressed by users，Often just a rough summary of a vague direction in his mind，But his inner desires are not so obvious。

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(3) Discover tourists’ needs through personal experience

If you are a waiter in a hotel，Have you ever personally experienced the feeling of waiting in line as a customer，Do you know the situation 188bet Online Sports Betting and Casino dining table and the sanitary noise?？When most people are in business，They tend to only focus on their own responsibilities，Forgetting the user experience。

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Thinking 188bet Online Sports Betting and Casino marketing perspective

Cultural 188bet Online Sports Betting and Casino content production logic，Secondly, we should think from the marketing perspective。

Thinking 188bet Online Sports Betting and Casino perspective of tourists，Ensure that the product content has market consumption power。Thinking 188bet Online Sports Betting and Casino marketing perspective，The main thinking point is to benefit marketing、Easy to market sales。

(1) Thinking 188bet Online Sports Betting and Casino marketing perspective，The first thing is to find the origin support

What is the origin？The origin is the 188bet Online Sports Betting and Casino’s initial support in the market，It is a very hard-core initial consumer group，Similar to loyal fans。Successful projects have an origin，Diffusion based on the origin，For example，The origin of Xiaomi mobile phones is mobile phone design enthusiasts。

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(2) Maximize one or two product experience points

The product is the best，It will give tourists an experience beyond their expectations。Only an experience that exceeds expectations，will trigger spontaneous spread。The book "Growth Hacking" talks about a point: when you cannot guarantee that all goal points are achieved，Strive to achieve one or two goal points to the extreme。

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(3) Carefully designed elements that are conducive to communication

When manufacturing cultural 188bet Online Sports Betting and Casino products，Carefully design elements that facilitate widespread dissemination。The rising internet celebrity check-in point，Most of them only use photos to spread elements，Generally not closely integrated with the product，so that the spread cannot last long。

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Thinking 188bet Online Sports Betting and Casino operational dimension

Commercial Project Operation，Just solve people、goods、The organic fusion of the three elements of the field，So that the project can run smoothly。For cultural 188bet Online Sports Betting and Casino projects，That’s the service staff、Consumption scenario、The orderly interaction and operation of the three operating processes。

(1) Service personnel are the direct promoters of cultural 188bet Online Sports Betting and Casino projects

Most user services and experiences，All need to interact and connect with users through specific people。Therefore，Employee performance is extremely important。

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(2) Consumption scene, that is, the experience space of cultural 188bet Online Sports Betting and Casino projects

Humans are animals in the environment，Even if the employees are well trained，But it is impossible for tourists or customers to have a good experience in a bad environment。Opposite，If we can put customers in every scene、The details are designed beyond their imagination，Then customers are more likely to get an experience that exceeds their expectations。When we were working on the "Bayu Dreamland" project on the sixth floor of Hongyadong，Special attention was paid to the immersive design of the scene space。Visitors enter 188bet Online Sports Betting and Casino space，Will quickly enter a flow state，Immerse yourself in the 360° three-dimensional experience。

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(3) Process is the guarantee of stable service

Process is the strategy used to provide services、Tasks and Procedures。Passed process，Can resolve recurring issues，And the coordination and connection between different departments，Can be carried out efficiently，To provide continuous and stable service。

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Thinking 188bet Online Sports Betting and Casino an investment perspective

Cultural 188bet Online Sports Betting and Casino content production，We must also think from the investment perspective。The investment dimension I am talking about here，More refers to an investment thinking logic，The growth process of cultural 188bet Online Sports Betting and Casino products，An investment path viewed as a whole，Rather than a short-sighted speculation。

Most cultural 188bet Online Sports Betting and Casino projects invest heavily，Long payback period，In the end it had to be turned into a real estate project。I think，Among them，Still a cultural and 188bet Online Sports Betting and Casino product developer、Content producers lack investment thinking。Create cultural 188bet Online Sports Betting and Casino content with investment thinking，To consider the current period、Payback period、Matching problem between long periods。

(1) The number of tourists must be able to support the current period

The most important thing when investing in cultural 188bet Online Sports Betting and Casino projects is to solve the match between investment and income，This matching degree is reflected in various stages。

The most important thing is that the cash flow must be able to support the current operation。The key to supporting cash flow 188bet Online Sports Betting and Casino current period is that the number of tourists 188bet Online Sports Betting and Casino current period must be sufficient，Tourists’ consumption must be able to balance the current costs。Also said，There must be at least one group of products 188bet Online Sports Betting and Casino current period that can arouse enough excitement 188bet Online Sports Betting and Casino market，Able to meet the needs of tourists。

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(2) Product matching, balanced payback period

Inside the large cultural 188bet Online Sports Betting and Casino project system，The first product is equivalent to a small project，Each small project is combined into a system，This project portfolio system should be able to balance the payback period of capital investment。Here are two project portfolio principles。One is the combination of long and short。That is, projects with long recovery cycles should be combined with projects with short recovery cycles，This combination can balance the payback cycle of the project。For example, Yuanjiacun、Hengdian has a popular product - yogurt。Although one is northwest folk style，A film and television city style，But the content is similar to yogurt。The price is not expensive，A bottle of about 20 yuan。Don’t underestimate this inexpensive product，There will be a profit of about 5 million yuan a year，Amazing profit margin。

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(3) IP development, giving space for capital imagination

Supported the current period，Balanced payback period，The capital market is not necessarily optimistic about this project yet。The capital market likes projects with enough room for imagination in the future，Strong profitability in the future。For cultural 188bet Online Sports Betting and Casino projects，Only development and operation IP，Only then will you have the ability to look forward to the future。For cultural 188bet Online Sports Betting and Casino projects，IP，Not only the mining of cultural intellectual property rights，It is mainly based on the genes of cultural 188bet Online Sports Betting and Casino projects，Cultural 188bet Online Sports Betting and Casino derivative project developed by derivatives。Such items can be copied in batches，You can get out of the physical space of the cultural 188bet Online Sports Betting and Casino project itself，Go to a wider space to grow and grow。Only this way，Only cultural 188bet Online Sports Betting and Casino projects have the possibility of infinite expansion。For example, Kumamon、Donald Duck、Mickey Mouse，Only movies and TV shows、The income from games is amazing。This point，Many people have thought of it，Why are there so few successful people？The key lies in the creative ability of the team、Execution ability。For cultural 188bet Online Sports Betting and Casino content production，This is a crucial basic condition。

About the author

Zhang Renjin，Master，Current General Manager of Chongqing Hongyadong Cultural 188bet Online Sports Betting and Casino Company，Formerly served as deputy mayor of Fairy Mountain Town, Wulong County, Chongqing，Secretary of the Party Leadership Group of Chongqing Zhongxian 188bet Online Sports Betting and Casino Committee、Director，Chairman of Chongqing Orange City 188bet Online Sports Betting and Casino Investment Company，Dean of Chongqing 188bet Online Sports Betting and Casino Planning Research Institute，Chairman of Chongqing 188bet Online Sports Betting and Casino Marketing Center。Managed multiple cultural 188bet Online Sports Betting and Casino projects，Concurrently serves as deputy director of Chongqing Culture and Education Brand Expert Committee、Professor of University Culture and 188bet Online Sports Betting and Casino，Published more than 50 professional articles。

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