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Hello Travel has made new moves to enter the tourism industry。July 19，Shanghai Junxing International Travel Agency Co., Ltd. was established，Registered capital 10 million yuan,Business scope includes: tourism business、Passenger ticketing agency、Scenic Area Management、Cultural and entertainment broker services、Car rental, etc.。The company is 100% controlled by Shanghai Junzheng Network Technology Co., Ltd. controlled by Hello Travel，No doubt belongs to the Hello family。

January this year、End of March，Shanghai Junzheng Network Technology Co., Ltd. has established two new companies，All related to tourism business。Hello Travel’s current layout in the tourism business，Relatively prominent is the intelligent shared scenic spot car launched in April 2017，Adopting the "Integrated Operation of Cycling Services" Model，Via Slow Ride，Serving tourists in the "last mile" of scenic spots，Enrich scenic spot tour functions，Also collects data on tourists’ riding and other activities，Based on modular system，Provide smart travel solutions for scenic spots。

General understanding，There are two cores，First, Hello Travel places a couple in the scenic spot、Three-person or family car，Provide scenic spot riding services for different tourist groups，Also increase the service products of scenic spots，Provide some possibilities for increasing revenue；The second is to share data with scenic spots、Technology Sharing，More data + data connection，Provide data and technical support for the construction of smart scenic spots，Promote the smart transformation of scenic spots。

At the same time，Back in April 2020，Hello Travel App has launched a local consumption portal for “eating, drinking and having fun”，Content includes wine travel、In-store catering business，And Finance、Car service、Map service。

Also，Shanghai Junfeng Network Technology Co., Ltd., an affiliated company of Hello Travel, has applied to register "Hello Light Hotel"、"Hello Apartment"、"Hello Inn"、“Hello Little Hotel” and other related trademarks。After，Hello travel in Hefei、Chengdu and other cities launched their own brand accommodation business "Hello Inn" and "Hello Hotel"。

Transportation、Scenic Area、Accommodation、Local life、Sinking market，These are the main dimensions for evaluating Hello Travel’s entry into cultural tourism，One，Smart scenic spot service，It’s a Hello Travel-based transportation service，I found an entry point into the tourism industry，The space is not small，But the user linkage volume、Scenarios that are different from urban transportation、Service，It also imposes constraints on its existing smart 188bet Online Sports Betting and Casino service capabilities。Penetrate into the scenic spot，Hello Travel naturally does not just focus on being a service provider，Can we enter the supply chain of tickets and other services for scenic spots in the future，May be a key；

Part 2，Diversified travel products、A certain market share of transportation，Service for Hello Travel to enter local life，And form a synergistic cycle effect with tourism services，Bringing possibilities，But local life services test traffic、Two-way capabilities of the supply chain，The traffic advantage of Hello Travel is mainly in the sinking market，There is still a lot of room for entry into the supply of accommodation products here，But this market is very different from when Meituan Wine Travel started，Higher cost of entry，Hello, choose to make your own accommodation，This is relatively "heavy"，Refer to the situation of OYO and others in the sinking market and the current status of this market，You will roughly know the difficulty。If the tourism product supply chain is not strong enough，Just a certain amount of traffic，It’s still not easy to play。

The current face of this new face of cultural tourism is still vague.

The supply chain is the focus of the struggle.

Recent news，Hainan Tourism Investment will launch strategic cooperation with South Korea’s Shilla Duty Free Store，Both parties plan to establish a joint venture，Jointly carry out procurement of goods、Open up the market、Exchange talents、Comprehensive business cooperation such as research and development of products。

The current international duty-free market has undergone major changes，South Korea, once a duty-free highland, is affected by the epidemic，Duty-free business has been hit hard，China’s outbound travel has been hampered by consumption resurgence and conversion，Promoting Hainan’s new tax-free policy and the release of consumption will form a superimposed effect，Hainan’s duty-free market has become an important place to find gold。The cooperation between the above two is a typical complementarity，Hainan Tourism Investment has provincial state-owned assets、Geography、Policies and other advantages，The Shilla Duty Free Shop has a supply chain、Market development experience、Advantages such as talent and business experience。The current chaos in Hainan’s duty-free market，One of the main points is to see whose supply chain can be stronger。

Duty-free is a visible variable in China’s cultural tourism market，And more variables are taking effect，The role of real estate is changing。

Real estate plays an important role in the development, investment, construction and operation of cultural tourism projects, especially large-scale cultural tourism projects，Pan-scale industrialization has been criticized from the beginning，To real estate as an important supporting package，Funds used to balance the development and operation of cultural tourism projects、Required to guarantee return on investment，Cultural tourism real estate is a relatively neutral term，Market logic or model is feasible，But one of the core points for it to continue to play is，The "pillar" of the real estate market is relatively stable，But the traditional mode of real estate gameplay is no longer applicable，Life is not that easy。

New regulations on “three red lines” financing supervision for real estate companies from August last year，There are “five levels” of loans issued by banks，Concentrate land supply in 22 key cities、In July this year, the regulatory authorities issued a document emphasizing continued rectification and regulation of the real estate market，Local financing loans、Get land、Sales and other fundamental elements have undergone important changes。The investment, construction and operation of new cultural tourism projects in the future will require new model changes。

As two typical companies in the industry that own cultural tourism real estate，Evergrande、OCT，There are also new actions recently。

The news that Evergrande plans to spin off its tourism business and list it has been reported again recently，Evergrande is said to have held preliminary talks with advisers regarding a potential IPO，It may be launched as soon as next year。However, research on listing is still in its early stages，Details such as specific valuation and listing location have not been finalized yet，Hong Kong stocks may be one of the preferred choices。

Evergrande cultural tourism segment includes Evergrande Children’s World、Evergrande Water World、Haihua Island, Hainan, China、Evergrande Health Valley、Five major businesses including Evergrande Hi-Tech Agriculture，The overall model is a typical cultural tourism real estate model，Rich cultural tourism formats + a large number of real estate supporting facilities，Promoted the implementation of multiple major projects，At the same time, it has also accumulated certain operational management capabilities，Built a certain industrial supply chain，Provides certain possibilities for light asset output。

Evergrande’s cultural tourism sector was listed as early as Evergrande’s 2020 performance meeting in April this year，Xu Jiayin proposed it，Considering the current situation of the real estate market and Evergrande，Promote the listing of its cultural tourism sector，Maybe more urgent。Obtain financial support from the capital market，Even ease Evergrande’s financial pressure，is one of the direct demands，However，A large proportion of real estate may affect the valuation、Listing will bring some restrictions。

Due to the large proportion of real estate business，And more obvious awareness of real estate labels，The current valuation of OCT A is relatively low，Some investors once suggested that it disclose its tourism sector revenue，To increase the attributes of tourism enterprises，Raise valuation。This logic is not unreasonable，But OCT A is still difficult to do this，After all, it divested income from real estate (including tourism real estate)，The income from tourism business is still small，Is the feedback from the capital market good or bad after the announcement，Hard to say。

Regardless of the perspective of one’s own transformation，Open up development space，Still weakening the attributes, dependence and influence of real estate，Raise valuation，OCT A needs more breakthroughs in the cultural tourism sector。Recent，OCT A and cooperative enterprises established a 1 billion yuan fund of funds，In the future, it will mainly 188bet online sports betting invest in the fields of science and technology and culture、Travel、Sub-funds in large consumption and other fields and co-investment projects that can bring high returns；At the same time，It also revealed，In the future, the company will focus on innovating the cultural tourism development model、Explore and practice the integration of tourism and the Internet。

Destination Investment Barometer

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This week’s destination focuses on new information on multiple destinations、New action，You will find many trends worthy of attention。

Let’s look at the two aspects of data information first.

First, official data from Hainan Province，In the first half of this year, Hainan Province achieved a total tourism revenue of 819.7.8 billion yuan，260 year-on-year increase.1%，An increase of 67 compared with the same period in 2019.1%。Total number of tourists received 4321.10,000 people，119 year-on-year increase.7%，12 more than the same period in 2019.0%。

Attention，Tourism revenue and visits increased compared with the same period in 2019，The income growth rate is not small，And it is much more than the increase in number of visitors，Explanation that some customers with higher unit price travel to Hainan for consumption，This should have a lot to do with the return of outbound tourism consumption。

The second is the statement of the World Tourism Organization，First 5 months of this year，The number of international tourists in various tourist destinations around the world decreased by 1 compared with the same period in 2020.4.7 billion people，Or 4 less than the year before 2019.600 million visitors。Data shows，There was a relatively small recovery in May，However, inbound international tourist arrivals fell by 82% compared to May 2019，And in April it dropped 86%。Among them，The Asia-Pacific region continues to see the largest declines，Compared to the same period in 2019，Number of international tourists dropped by 95% in the first 5 months of 2021。

Overall，Although the number of cross-border tourist groups increased in the first five months of this year，But it is still far from 2020, especially 2019，Recovery stalled，It’s hard to say optimistic，This also shows that many regions have taken measures to promote cross-border tourism、Vaccination and other positive impacts，But it has little effect，Uncertainty of the epidemic、Uncertainty of regional policies，And the wait-and-see attitude of tourists when traveling, etc.，Still obvious，The recovery of cross-border travel is still a long way off。

A cross-section of the above two aspects of data，You will find that domestic destinations need to hurry up and make efforts in the domestic tourism market as much as possible，Customer groups and potential consumption converted from outbound travel to return，At the same time, we are also seeking more consumption conversions from the original domestic tourist groups。This is new action in some destinations，Some signs can also be found。

For example, Guizhou released 10 quality leisure travel routes，Hebei launches 500 high-quality tourist routes，Shenzhen explores the establishment of an international duty-free city in the Greater Bay Area；Dalian will release 10 new categories of coastal 188bet Online Sports Betting and Casino leisure and vacation tourism products、5 major series of night tour products、Issue 15 million yuan in travel vouchers；Guangdong cultural tourism consumption season plans to issue nearly 10 million yuan in consumer subsidies, etc.。

Boutique routes have relatively higher leisure and vacation content，Enrich the cultural tourism product supply of destinations through reintegration of resource products，At the same time, we seek to attract more consumption conversions for people with higher unit prices for leisure vacations，This is an action that many destinations must take now，Regardless of the existing leisure vacation customers，Still a potential group of outbound tourists，It’s all about supply and demand。And cultural tourism consumption coupon、Consumption subsidy，is mainly used to stimulate the interest of people who are more price sensitive in traveling，The possibility of increasing relatively low-level tourism consumption，The possibility of driving more consumption。

Shenzhen seeks to establish an international duty-free city，Naturally, it is also rising with the expansion of the domestic duty-free market、Inner loop、Consumption is directly related to driving the urban economy，Shenzhen has several advantages，Including the policy advantages of the SAR，New policy support or pilot trial；Location advantage，No matter the port，Still located in the Greater Bay Area，Transportation、Internationalization degree、Population size、Consumption power、The radiation of the consumer market, etc.，This is also an advantage that cannot be underestimated。Considering from the perspective of promoting domestic consumption as a whole，Shenzhen’s promotion of the new duty-free market is expected to receive considerable support，The specific direction remains to be seen。

Innovative cultural and tourism formats

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This week’s cultural and tourism innovation formats focus on urban immersive entertainment and hotel intelligent management。

Recently，The Xi Jing Taohuayuan project received tens of millions of yuan in angel round financing jointly led by Wuyuan Capital and Black Ant Capital。Data display，This project is committed to creating an immersive amusement park for a new generation of young consumers in the core area of ​​the city，The first project is planned to open in Beijing R&F Plaza by the end of the year，The venue is nearly 3,000 square meters。

“Immersive” products have now become the focus of the new consumer market。Content、Scene、The experience brought by the integration of technology and other elements、Interaction and strong social attributes，Escape the room、Script Kill、Immersive products such as VR/AR entertainment experiences are gradually surpassing movie theaters、KTV and other services have become the new favorites of the new generation of young consumers。Especially after the epidemic，Due to limited travel distance，The travel demand of some consumers has been released locally，Fragmentation、Experiential cultural tourism products are therefore favored by the market。

For urban commercial complex，The integration of culture, business and tourism has become an inevitable trend。From a macro perspective，188bet app download Except catering、The development of metropolitan areas、Consumption upgrading trends and demand expansion, etc.，They are all promoting the further integration of local business and cultural tourism elements。As far as the commercial complex itself is concerned，Except catering、Retail and other "standard" formats，If you want to maintain or increase existing customer flow，It is necessary to continuously refresh and upgrade the business portfolio。

Immersive products are both leisure and leisure、Entertainment、Experience、Consumption and other business types、Multiple scenes。Take the Drama Garden Project as an example，This project is based on Peach Blossom Spring，Via Immersive Space、Real-action actors、Plot and game mechanics，Integrated retail、Catering、Experience and other formats，Use space content to guide and drive consumption。

At the same time，The natural cultural and tourism attributes of some immersive projects，Can not only meet the leisure and entertainment needs of local consumers，It can also partially meet the demands of foreign tourists for cultural tourism projects。Attracting dual customer groups can not only increase the customer flow of commercial projects，City “landmark” attributes that can also help commercial projects invisibly。

Except for the Drama Garden project，Companies that received tens of millions of yuan in financing this week，Also includes Chengdian Technology。

According to 36Kr news，On July 21, hotel intelligent management service provider Chengdian Technology received a 30 million yuan investment from Jiulin (Wuhan) Intelligent Technology Co., Ltd.。This financing is the second time Jiulin Intelligence has invested in the company。This investment fund，All will be used for market subsidies for hotel vending machines，Accelerate the share of hotel vending machines in hotel rooms。

It is reported，Chengdian Technology is a technology company that empowers hotels to provide guests with various handheld room services without checking rooms based on QR code technology。Currently，Jiu Ling Intelligent and Chengdian Technology have nearly one million hotel vending machines in the market。

The current hotel industry is facing industry homogeneity、Low brand loyalty、Multiple problems such as high operating costs，Improve operational efficiency、Improve product supply、There is an urgent need to improve the check-in experience，In this context, hotel intelligent management and digital transformation are regarded as one of the keys to solving the problem。

Orange Technology、Small smart containers provided by Jiulin Intelligence and other companies，Can be regarded as one of the hotel’s new retail attempts。Such new retail products are optimizing room service、While improving user experience，Some of them can also collect user purchasing behavior and preference data，Building a private domain traffic pool，To make up for the lack of user data of some chain or independent hotels，Improve the level of hotel intelligent management。Also，There are currently many entrants in this segment but the industry concentration is not high，The two cooperations between Jiuling Intelligent and Chengdian Technology may also further increase market share。