As a cultural and tourism industry operator，We all look forward to moving forward on this、Every major event in the ever-changing cultural and tourism era、Every key node，Have more understanding，Know its transformation、Warmth and coldness and trends。

Here，Zhihui coordinates and analyzes the latest trends in cultural tourism during the week，Trying to find from these living elements the latest events or information in each field that are worth recording，Based on a certain framework、Perspective or Dimension，Let’s explore what they bring to the development of the cultural tourism industry，The value points brought to us。

Cultural Tourism Review【Week 113】，Cultural and tourism frontline information，In-depth analysis of the week。

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Entering the theme park, Bubble Mart is going to be real.

Recent information display，Pop Mart reaches cooperation with Beijing Chaoyang Park，The latter authorizes Bubble Mart to use the park's“European charm”Project and surrounding streets、Forest。Introduction to the person in charge of the Bubble Mart Park project，Currently the project feasibility study and conceptual design have been completed，In the design stage，Committed to building the project into a trendy IP、Cultural Communication、Immersive experience、A trendy cultural paradise integrating leisure and entertainment。

This project will become Bubble Mart’s first offline park.

Earlier，Pop Mart established a park management company and investment company，Has invested in two leading companies including but not limited to the animation field、Two animated movies, etc.。Past year，Bubble Mart’s market value once shrunk by half，The capital market has risen from its former heights，But now I have doubts。Bubble Mart is trying to tear off or weaken the blind box、Trendy tags，“Attack on all sides”Behind，Have proactive grasp of market opportunities，It also has a passive response to the multiple pressures faced by the business。

From several dimensions:

1、Although the market is still hot，Prospect space is also expected，But the competition on the blind box or trendy toy track has become increasingly fierce，Compared to opponents，Although Bubble Mart currently has market share，But it does not form an absolute advantage，It is not impossible to be chased or even surpassed。At the same time，The revenue of Molly, the core IP that Bubble Mart once relied on, has dropped significantly compared to its peak，Sustainable liquidity raises doubts，Bubble Mart needs to continue to generate new competitive IP，At the same time, lengthen the value chain of IP，at“Strong IP + long 188bet sports betting app download monetization chain”Achieving a breakthrough；

2、Once“Core IP+Multiple types of IP+Derivatives development+Offline and online sales”’s industrial chain path，Still highly competitive now，But faced with competitive challenges，And the pressure to tell a new story for capital，Everything is getting bigger，It was once possible to deepen the single-type IP and its monetization path，But now we need to seek diversification of IP and its business，In this way, there is also a breakthrough in the horizontal direction。Bubble Mart investment、Building a paradise, etc.，In content IP、Consumer volume、Revenue composition, etc.，They are all seeking to achieve breakthroughs in the business landscape，It will be difficult to say that it is a blind box or trendy toy company in the future；

3、Blind box、Trendy fun、A major consumer group such as theme parks are the post-90s generation、Post-95s or Generation Z，This is a huge consumer group，Being a mainstream consumer in many emerging trends，The diversification of Bubble Mart’s business，Is pursuing the formation of a more complex industrial chain，We are also focusing on reaching out more to consumer groups that overlap with Chaowan、Conversion and retention，More value chain monetization for existing users，Also achieve incremental customer acquisition and conversion。What it wants to do is no longer just a“Special”Company，The definition is no longer a trendy thing，It may be Trendy Entertainment、Trend consumption, etc.。Capital needs new stories like this，It also needs such stories to stabilize and expand its base；

4、Theme park is a heavy investment after all、Operation-focused business，Build a theme park that is not very large first，Money should not be a big problem for the current Bubble Mart，But operation is indeed a major test，Especially for“First Shot”Let’s talk，Different meanings。Operation results of the first paradise in the future，It’s a“耷”，It’s also an opportunity。

New consumption business，There is still a lot of room，But business based on real estate，Already relatively cramped。

Recent，Blue Light Development, one of the top 100 real estate companies, plans to package and sell multiple projects with approximately 1.5 billion assets at a price of 1 yuan，Including an important cultural tourism project (Tianjin Station Project)，This“Loss money”There is a lot of helplessness behind the transaction。

As planned，The Tianjin Xiaozhan project will be built as an international performing arts cultural park、Xiaozhan Military Training Park、Rice Exhibition Hall and other multi-project attractions in series，Create“Rice Man”Theme Park。Currently in a liquidity crisis due to the development of Blu-ray，Project faces shutdown、Litigation、Seized、Difficulties in resuming work and other issues，There is a risk of late completion and late delivery。

Blu-ray Development Representation，The above-mentioned asset transactions are through debt-based acquisitions，While selling assets, it can reduce the company's liabilities by about 91.9.1 billion yuan。

188bet online sports betting Under the previous policy controls on real estate and real estate，Many real estate companies are in liquidity and debt crises，Blu-ray development is an example。According to its 2021 semi-annual report，As of June 30, 2021，The asset-liability ratio after deducting advances from accounts is 84.01%，Net debt ratio 227.78%，Both indicators have been stepped on“Three red lines”。

At the same time，The announcement stated，As of November 30, 2021，The total amount of principal and interest of Blu-ray Development’s accumulated debt that has not been repaid when due is 258.8.1 billion yuan (including bank loans、Trust loan、Debt financing instruments and other forms of debt)。And in terms of cash flow，As of June 30, 2021，The balance of monetary funds is 100.2.9 billion，The freely available funds are 3.3 billion，Various types of restricted or limited-purpose funds96.9.9 billion yuan。

January 7，Blu-ray Development stated on the investor interactive platform，As of now，The company’s related debt restructuring plan is still being formulated，No substantial progress yet。

The crisis is not over yet，Selling assets becomes a forced self-rescue。This may also mean，A real estate developer that has previously acquired land to develop cultural tourism real estate through cultural tourism projects，Will shrink in the field of cultural tourism，Investment in destination cultural tourism projects promoted by this，It will also have a big impact，Players in the cultural tourism real estate market will have some possibilities to reshape the pattern。

In some respects, this also means real estate developers，Through the cultural tourism real estate model“Enclosure”The good times are over。

Recently Evergrande was ordered to demolish 39 buildings (residential buildings) on Haihua Island，Also an example。more than 10 years ago，Many well-known real estate developers，State-owned enterprises、Private enterprises and others are almost flocking to Hainan to reclaim the sea and build islands，Through the cultural tourism real estate model“Enclosure”Development，It claims a total investment of 160 billion yuan (Evergrande said it has invested 81 billion yuan)、Haihua Island covering an area of ​​12,000 acres，is an outstanding representative，Gather multiple stakeholders together，Pursuing a cultural tourism real estate model that pleases everyone，Push to climax。

But it started in 2017“Environmental Storm”，Make this mode more restless，Rectification、Demolition, etc.，The crisis that brought about multiple artificial islands。

No matter what the final fate of these 39 buildings on Haihua Island，But there are three points to admit:

1、Large-scale cultural tourism real estate projects have brought some destinations to update the supply of cultural tourism products，Opportunities to develop cultural tourism industry，Also provide more jobs for the local area，Increase the value of land around the project，Even promote the economic development of the surrounding areas of the project；

2、Large-scale cultural tourism project investment volume，Does not support certain residential land，Real estate developers are not enthusiastic enough，188bet sports betting app download The destination’s cultural tourism investment promotion is also affected；

3、Real estate mainly，Cultural tourism is a supporting package，Is the essence of many cultural tourism real estate projects，House for sale，Cultural tourism projects are unfinished or poorly operated，It may bring negative value in the medium to long term。

So in the later cultural tourism real estate projects，Smarter destinations require cultural tourism projects to be constructed at the same time as residential buildings，Or give land in batches，Look at the progress of cultural tourism projects“Serve the food”，This has caused some real estate developers with insufficient financial strength to retreat in fear，Or in crisis。

Now，The cultural tourism real estate model has hit the brakes，A new question arises: how to invest in large-scale cultural tourism projects in destinations？Destined to be a local state-owned enterprise、Are central enterprises the new battlefield for major players?？But what about their continuous leveraging ability？These are still questions，But cultural and tourism real estate must enter a period of cooling-off or indifference period。

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The New Year’s Day holiday just passed，Tourism-related traffic data is not optimistic。

January 4，According to the Ministry of Transport，3 days New Year’s Day holiday，National Railway、Highway、Waterway、The total number of passengers expected to be sent by civil aviation is 8618.50,000 people，18 year-on-year decrease.2%。Among them，Railway sends passengers 2175.70,000 people，15 year-on-year decrease.1%；The highway sent 60.69 million passengers，19 year-on-year decrease.1%；Sending passengers by water 127.80,000 people，Decreased by 1 year-on-year.3%；Civil aviation sent 2.46 million passengers，Decreased by 26 year-on-year.8%。

Total number of passengers sent，and railway、The number of passengers by road and civil aviation respectively，The year-on-year decrease is not small，Especially more in civil aviation，This basically shows that the number of mid- to long-distance tourists dropped significantly during the New Year period，Compare the tour around the city、The volume of short-distance travel consumers will be larger year-on-year，Because the three-day New Year’s Day holiday corresponds to the mainstream characteristics of short-distance travel/surrounding travel。

Specific destinations in different provinces and cities，New Year’s Day tourism data also vary。Refer to public data，Basically travel around the city、Mainly short-distance travel。What needs attention，Even with the normalized impact of the epidemic，Resulting in a year-on-year decrease in the total number of New Year’s Day tourists in some provinces and cities，But travel around、How much has the cultural tourism consumer product supply system for short-distance travel changed and upgraded，More worthy of attention。

Currently in the normalized prevention and control of the epidemic，Including related mechanisms、Policies, etc.，The overall situation is relatively clear，This increases the certainty of epidemic prevention and control，But the uncertainty of the new virus、Imperfect prevention and control 188bet app download capabilities and response mechanisms of some destinations, etc.，It means that the cultural tourism industry and destinations will face the next cultural tourism market environment，There will still be a lot of uncertainty，Free mobility of local residents、Freedom of travel among inter-provincial tourists, etc.，There is no stable basic market yet，Especially the latter。Then，The destination will be local tour、The mainstream trend of peripheral tourism can be better transformed and monetized，Not just a short-term need，It is an inevitable move in the medium to long term。

Among many destinations, Hainan’s uniqueness is once again reflected.

The first day of the new year，Hainan Provincial Department of Commerce announced，Following the doubling of duty-free sales in Hainan Islands in 2020 year-on-year，Duty-free sales on Hainan’s outlying islands maintain rapid growth in 2021，Total sales of 10 duty-free shops on outlying islands 601.7.3 billion yuan，84% year-on-year increase。Among them，Duty-free sales 504.900 million yuan，83% year-on-year growth；Number of duty-free shoppers 967.660,000 people，73% year-on-year growth；Number of duty-free purchases 5349.250,000 pieces，71% year-on-year growth。

The reason why Hainan’s duty-free sales reached the previously established target (60 billion yuan in 2021)，It is a situation where the intuitive supply and demand have more correspondence and transformation。

Typical example，Haikou Meilan International Airport Phase II is put into use，Duty-free shop operating area reaches 220,000 square meters，Duty-free varieties dominate fragrance products，Added jewelry、Watch、Luggage、Clothing、Electronic and other product brands。

New epidemic environment、Under Hainan’s new tax-free policy，Domestic central enterprises、Local state-owned enterprises and private enterprises，And international brands，They have all increased their presence in the duty-free market on Hainan Islands，Expanded the supply of duty-free brands。

At the same time，In 2021, Hainan’s duty-free shopping on outlying islands has added two delivery methods: mail delivery and return to the island for pickup，Improved consumer purchases of alcoholic beverages、The enthusiasm of large-ticket stores such as bags。

This is combined with the larger tax-free consumer market created by the return of outbound tourism consumption，More effective conversions，This results in a better-looking transcript。

Next，Can Hainan’s duty-free market continue its good growth trend，The main thing still lies in the breakthrough of new supply level，“I have what I have without others、Everyone is better than me”’s duty-free product supply chain，Can we perform better，It is the key。

One of the details needs attention，Although the Hainan duty-free market still has outbound tourism consumption returning and converting ";Window period”，But it also faces more fierce online competition，Such as domestic specialized cross-border e-commerce platform、International business section of e-commerce platform，It is also an important consumption channel for many international brands，Everyone is also fighting for the number of brand products、Price etc.。

Next，Hainan duty-free 188bet sports betting app download market must achieve better results，There are many more“Tough battle”Want to fight。

Innovative cultural and tourism formats

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Smart tourism is still a hot field.

January 7，There is a message displayed，Only smart travel service provider“Little Heron Tour”Received first-round financing of 10 million yuan，The investor is Industrial Information Capital，This round of financing will be used for technology research and development、Marketing and Team Building。Focus on the digital construction of scenes in scenic spots。

Xiaolu Tour will officially operate in 2020，is a digital construction service provider focusing on smart travel，Mainly provides digital tour guides for scenic spots、Smart travel and smart scenic area saas management system and other services。It is reported，Little Heron Tour takes the scene in the scenic spot as the core，Start from digital tour service，Xiaolu Tour has now entered 1000+ scenic spots，The number of exclusive contracts reached 800+，Provide maps containing scenic spots、Introduction to attractions、Real-time explanation、Data services including utilities, etc.，And has entered the OTA platform、Travel agency。

In the context of promoting the digitalization of the cultural tourism industry，Traditional scenic spots are one of the key areas that need to be transformed。

A major problem currently facing traditional scenic spots is the simplification of revenue models，Rely heavily on tickets，Whether it is attracting and ensuring a certain amount of customer flow，Increase customer unit price，Achieve more revenue conversion，Still dealing with the diversion competition of new cultural tourism projects，We all have strong hearts but not enough strength。To change this status quo，One of the unavoidable paths is to dig out increments at the product and service level，Lengthen the consumption chain of tourists，While meeting the diverse needs of tourists，High customer unit price。

Big data、Refined operations have become necessary。This means the collection of tourist consumption data、Summary、Precipitation and analysis，Reused for business guidance，Formation of positive circulation effect。Xiaolu Tour focuses on services in scenic spots，This is the link where tourist consumption data is released in a centralized manner，It is also the link where scenic spots transform consumer demand through products and services，Improvements、Expansion of optimization space，Satisfying tourists’ needs and exploring and transforming them，Realizing business growth、Improve revenue and scenic spot brand reputation，has a vital role。By extension，Digitalization of this link、Refined operation，Also to promote post-tour links to maintain links with tourists、Interaction and future conversion，Bring opportunities，Also reached in the pre-tour link、Provide the possibility to attract more tourists to the scenic spot。Achieve the forward push from the game to the game after the game，The impact will be pushed back to the current period，In this way, the meaning of digitalization of scenic spots can be better reflected。