Since June 2020，With Qimeng Beach Water Park、Fun childhood parent-child paradise，Wonderful Town，Yunhai Hotel、Yunhai hot springs and other springs are opening one after another，Xiangyang Overseas Chinese Town Fantasy Resort“Four gardens, one town, seven hotels”’s overall plan is gradually being realized，The existing&ldquo in OCT;Happy Department”Outside，Innovation and creation of the first domestic “Fantasy”Product。

Positioning of Xiangyang Overseas Chinese Town Fantasy Resort“Create a new vacation in China”，By“Four gardens, one town, seven hotels”Composition，Building China 3.0“Urban Cultural Tourism and Leisure Resort”。It includes Qimeng Beach Water Park，Fun childhood parent-child paradise，Fantasy Valley Large Cultural Park，The four major theme parks of Yunhai Tangquan、Wonderful Town, the first urban cultural tourism new life town、Seven theme hotels，Theme park clusters with different layouts、Urban cultural cluster and commercial leisure cluster，Form “Food, accommodation, travel, shopping and entertainment”One-stop urban cultural tourism and leisure resort。Parent-child entertainment、Leisure vacation，are two core elements。

This is an annual passenger flow target of tens of millions，Total area 8.48 square kilometers，The largest project currently under construction by OCT Group，It is planned to open all core cultural and tourism projects in May this year。

The attentionability of this project，Not only is it in“City Partner”Expand another city in mode，It also lies in the timeliness and innovation of its business structure，What’s more, it is a large-scale comprehensive tourist resort that is“Tour”’s digital transformation。

The prominence of individual business formats in comprehensive tourism resorts、Multi-format one-stop chain consumption，is an important feature，Following this is the large-scale and complex business format of ";Happiness and troubles”: On the one hand, it has the product foundation to attract a large number of customers，On the other hand, operations pay attention to the macro pattern of strategy formulation，It also depends on the specific details“Wonderful Haodian”。

Digitalization has become an inevitable integration choice.

Taking Xiangyang Overseas Chinese Town Fantasy Resort as a specific sample，We try to focus on:

1、The necessity of digitization of large-scale cultural tourism projects、Difficult challenges and breakthrough value；

2、A digital solution for an overall system“Full case”What are the key points？

3、The first cooperation between Xiangyang Overseas Chinese Town Fantasy Resort and Shiji Information“Test”’s practical significance and long-term value；

4、Market demand、The superposition of multiple factors such as policy and epidemic situation，The trend of digitalization in the cultural tourism industry。

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The first question is，Why did OCT choose Xiangyang?Its urban population is only more than 5 million。

Wu Jinhui, deputy general manager of Xiangyang Overseas Chinese Town Cultural Tourism Development Co., Ltd. revealed，There is Xiangyang behind this“The right time, place and people”:

Xiangyang is the second largest city in Hubei、Provincial sub-central city，It is also the central city in the Han River Basin，Promising development。At the same time，Xiangyang is a domestic“米”One of the core cities in the Z-shaped high-speed rail hub，Located in the new high-speed rail economic circle。The radiation circle of the 188bet app customer source market of Xiangyang Overseas Chinese Town Fantasy Resort、Size，Guaranteed。

OCT Fantasy Resort will be in Xiangyang、Wuhan、Surrounding Hubei Province、Henan and Chongqing (city in a rice-shaped high-speed rail circle) are divided into basic markets in order、Core Market、Supplementary market and marginal market，Market composition、Clear levels and dependencies，And more reasonable，For example, Wuhan has a population of tens of millions，And the consumption power and demand are relatively prominent，Is for the core market。

Develop special markets，Study and MICE，As a holiday、Supplement to the travel market on weekdays other than weekends。The research brand currently created by this project，Has received more than 30,000 purchases。

New supply of cultural tourism products to meet destination needs，At the same time, new supply creates new demand。Wu Jinhui revealed，Yunhai Hotel during trial operation，More than 70% of vacation package products are booked by people from Wuhan，Shows the potential of Wuhan’s parent-child family leisure vacation market，And the supply fit of Xiangyang Overseas Chinese Town Fantasy Resort。

The overall market strategy of the project is clear，The next step is the specific method of play。

Reaching different customer groups in different regions、Conversion and retention，Different ways、Different products，This will be a test of the overall planning ability，We also pay attention to the core of each combination of punches、Accurate effectiveness with different emphasis，And their compatibility with each other。

Wu Jinhui revealed a detail，From the opening of Funny Childhood Parent-child Park in early May to the end of November 2021，Users who have purchased annual passes have revisited 35 times，This makes the team realize the rigid need of the product，Consider raising the price of annual passes。

Panorama of Xiangyang Overseas Chinese Town Fantasy Resort Funny Childhood Parent-child Paradise

There is a deeper background，Xiangyang OCT Fantasy Resort is regarded as a product of OCT Group“Army”，The layout may be replicated in other important cities in the OCT system in the future。

here，On the one hand，OCT Fantasy Resort has signs of promising market prospects，And clearly shoulder the heavy responsibility；On the other hand，A comprehensive large-scale resort with complex products、Multiple markets bring complexity to overall operations，It is indeed a test。

Digitalization has become one of the inevitable starting points.

Xiangyang Overseas Chinese Town Fantasy Resort，Six&ldquo of digital transformation;Integration”

Large-scale complex projects like Xiangyang Overseas Chinese Town Fantasy Resort，Has a typical“AB Noodles”。

On the one hand，Rich and diverse business formats，And it has multiple core and unique business formats，Satisfy differentiation、One-stop leisure and vacation needs，Meaning that it has huge and very three-dimensional user portrait data，Provides a basis for forming a large number of clear user portraits，In turn, each business format and the entire resort will be improved to improve its operational capabilities and effectiveness；On the other hand，These data are scattered in different business systems，The information is complex and may be fragmented，To achieve multi-business data connection，There are quite a few challenges。

Wu Jinhui agrees with this，He revealed three core information:

1、An integrated resort has many systems，One theme park alone may have more than 50，Including but not limited to monitoring、Queue、Storage、Product shopping、Social Security Management、Tickets、Catering, etc.，Each module has a corresponding management system；

2、In each individual management system，Performing individual data analysis is easy，The corresponding digital model has been established，But the multi-dimensional user cannot be seen from a single management system、Three-dimensional consumer link information，User portrait is unclear；

3、An integrated system is needed to centrally solve the problems of multiple individual systems，For example, a middle platform or central system，Information integration of different systems through different dimensions，And 188bet app then discover the logic，To optimize the management chain，And dig deep into user information。

Such as booking tickets and hotels，Always the first threshold，This is the most important scenario for collecting tourist information in private domain traffic，It is unlikely to collect large amounts of visitor information in the park，It can only be a supplementary link for information collection。Suppose a tourist purchases a ticket from an offline park window，The previous data information is zero，But pay with mobile phone in the park，His information can be connected in series。

Wu Jinhui thinks，The middle office solves the problem of digital models across business formats，Open through horizontal connection，Do more in-depth and vertical work。

The break will start in July 2020。At that time，Xiangyang Overseas Chinese Town Fantasy Resort and Shiji Information begin to promote customized cooperation in digital projects，Through extensive exploration、Combining and refining，Proposed the "six integration" concept and model of tourist destinations for the first time in the industry (click to download the full version)，Provides an innovative foundation for the digital transformation of project-based destinations“Skeleton”And overall system solution:

Operation integration

Improve the establishment of daily operation system，By Yimian Youyuan、Park smart navigation map and other services create an efficient smart operation system；

Management integration

Integrated theme park、Business、Hotel、Catering、Six major product groups of performing arts, entertainment and transportation center，Build a comprehensive control screen，Effectively realize cross-business refined operation management；

Member integration

Improve the construction of membership system，With the help of cross-business member rights integration，Build a regional central city membership system；

Marketing integration

Built through self-operated channels，Strengthen private domain traffic pool operation，Build a large marketing department under a multi-business complex，Effectively achieve diversified product and channel portfolio；

Data integration

Achieve full-dimensional data insight analysis，Create a large-screen display of multi-terminal data，Effectively promote data capitalization；

Financial integration

Effectively realize aggregate payment and financial automated settlement and reconciliation management，Building a regional financial center。

These six integrations，Parallel not a single system，But after integrating the data information of each system in the middle office，Through data analysis and other processes，To achieve the goals of different dimensions，And there is a mutually reinforcing effect between them，Six aspects constitute the digital system for the overall operation and management of the resort。

Simplified into two major dimensions to understand: the guest side and the enterprise side.

Customer side, accuracy is one of them.

Most tourists at least pay attention to the convenience of consumption、Value for money、Accuracy and diversification of products and services，Behind this is the improvement of digital facility systems such as tourists“Brush face”Park Tour (under the premise of ensuring privacy and security)，Full understanding of tourists’ consumption preferences and price sensitivity，Marketing reach and conversion accuracy、The matching degree of a single core product and the differentiated packaging combination of multiple products。

An extended core logic is，Digital capability lies in seeking to realize the application of C2B model，Connected consumer from the beginning，Then connect to the supply end corresponding to consumer demand，Enable consumers and cultural tourism companies to cross the line between online and offline，And connections across time and scenes，Finally realize the closed loop of C2B2C。Among them，Consumers become the core，Around this core，The supply side adopts digital capabilities，Seeking deep focus on user experience、Improve user service experience，188bet online sports betting And more and deeper exploration of user value。

On the enterprise side, refinement is crucial.

Wu Jinhui thinks，So-called refinement，Refers to the current relatively rough-line operation logic that has basically solved 80% of operation and management problems，But there are still 20% of problems that require the establishment of digital models，Continue to deepen operations，Make it go further and further“fine”To solve。For example, in product control，Remove products that exceed the cost bottom line，Reduce overall cost rate。

How to maximize project income?

Under the macroscopic digital description logic，In fact, there is a simpler business purpose: enterprise digitization，What we want to achieve is to maximize revenue。

This can be detailed into two simple formulas:

1、Customer flow x customer unit price x repurchase rate，How to achieve balance (especially the first two)，Maximize revenue；

2、High revenue-low cost，The scissors difference to make big profits，To maximize profits, that is, final income。

Passenger flow、Price per customer、Repurchase rates affect each other，But they are all closely related to products，Single product、The core appeal and market competitiveness of multiple product packages are the key，Product quality、Matching degree and cost-effectiveness are all influencing factors。

We focus on the perspective of resort package combination products to expand specifically。

Large-scale comprehensive resorts such as Xiangyang Overseas Chinese Town Fantasy Resort，It is a one-stop shop that meets the diversified consumption needs of tourists，From the perspective of increasing unit price，Sell“Product Package”inevitable，2 days and 1 night is generally the minimum requirement，3 days and 2 nights is standard，5 days and 4 nights is popular in resorts，But the test of resort products“Thickness”And combination ability。

Aiming at the five target markets mentioned above，Xiangyang Overseas Chinese Town Fantasy Resort has established a single project product and resort combination product library，Single item products refer to tickets presented by individual parks and individual hotels、Annual Pass、Guest Room、Catering and other individual products；Resort combination product refers to park + park、Hotel+Paradise、Hotel + amusement park + catering, MICE and other packaged products，And according to changes in market demand，Implement floating fare。

Panorama of Qimeng Beach Water Park, Xiangyang Overseas Chinese Town Fantasy Resort (night view)

Single item product、Combined products、Different markets，Different combinations of these elements，means the variety and complexity of options。Shiji Information wants to build a better system and model for Xiangyang Overseas Chinese Town Fantasy Resort，Form more effective tools，Achieve corresponding matching relationships and better revenue results。

Usually the more products are packaged，The price discount for each product will be correspondingly larger，Consumers’ experience will be better，But it is not necessarily very friendly from the perspective of corporate income，If within a peak tourist range，The number of tourists has not been maximized，Maybe it’s a small profit，In serious cases, there is a possibility of losing money。Product price is an attraction，It is also the threshold for filtering users，How to balance price and users？“This all needs to be digitized through the system，After establishing a logical model of comparative analysis，In order to better improve income supervision。”Wu Jinhui said。

The financial department is closest to revenue management，It is necessary to calculate the &ldquo of each business segment;Little account”，Even more so for the entire resort area“Big account”。

The main difficulty in the financial digitalization of large-scale cultural and tourism complexes is，Multiple business formats、Multiple products、And internal and external reconciliation under multiple channels、Settlement and write-off。Xiao Liju, the person in charge of finance of Xiangyang Overseas Chinese Town Cultural Tourism Development Co., Ltd. said，The benefits of each individual project must be calculated，But 188bet online sports betting product combination increases the difficulty of accounting management。

Integration of industry and finance promoted by Xiangyang Overseas Chinese Town Fantasy Resort，Standardization、Accuracy、Guidance，Can be regarded as three of the keywords。

Integration of business and finance must ensure unified statistical standards for business data and financial data，Making business flow and data flow seamlessly connected。Xiao Liju mentioned，The dimensions of data analyzed by financial and business departments must be unified and standardized，Only in order to make effective reports on the management platform，Then form a closed-loop effect on the data through data analysis。For example, individual passenger tickets，Finance focuses on analyzing discounted tickets and full-price tickets，But the marketing department focuses on the customer or channel dimension，If the accounting dimensions are unified，On the one hand, through automation，Eliminate manual processes as much as possible，Step by step realization“No feelings”Financial Operations，Reduce internal friction，Improve work efficiency；On the other hand, improve the quality of data，Empower marketing and operations management。

Xiao Liju mentioned，One of the purposes of integrating business and finance is to enable finance to better serve the business，Through data with very small granularity，for operations、Marketing and other departments provide more effective reference，Adjusting strategies brings higher returns。Building a digital platform，Through system integration，Get through“Digital Island”，Revitalize digital assets，Provide strategic decision-making support for business operations。At the same time，Enable company leaders to accurately understand the operation status of each sector in real time through the mobile terminal，Easy for leaders to control and adjust operations in real time，Decision-making efficiency、Validity、Improved timeliness。

From a positive circulation effect，The implementation of the aforementioned actions and the realization of their results，Will perform“Customer flow x customer unit price x repurchase rate”An efficient model and operational system for final value maximization，Time lapse，The level of digitalization or intelligence will also increase，Push up total project revenue。

And in these processes，Naturally, there are a lot of energy efficiencies that reduce costs。

Wu Jinhui also mentioned increasing revenue through digitalization、Important sector for reducing costs——Off season。

In his opinion，“Better in peak season”Can be achieved，But“The off-season is not slow”Harder，And its situation can be improved，such as throttling，That is, predicting future market conditions through digital systems in advance，Make corresponding actions in operation management，Including labor input、Marketing and promotion investment, etc.，Effectively control overall costs。

The digital transformation of the cultural tourism industry is accelerating

Currently，The digital transformation project of Xiangyang Overseas Chinese Town Fantasy Resort, led by Shiji Information, is progressing as planned。

Wu Jinhui said，Judging from the performance of Shiji Information，It is currently the largest in China，And the only supplier with experience in developing an overall tourist resort center，This is the basis for Xiangyang Overseas Chinese Town Fantasy Resort to choose to cooperate with it。Once the mid-stage model and digital model of the future OCT Fantasy Resort are established，It is expected to be the first middle-end system in the field of comprehensive tourist resorts，It is also a successful model for Shiji Information，It is of profound significance to both parties。

Extended view，This will also be the first digital management system of the comprehensive tourist resort in the OCT Group，Even the digital benchmark in the field of tourist resorts，Brings reference paths and model expansion for OCT Group’s digital transformation and upgrading。

This is also one of the 188bet online sports betting typical microcosms of the current digitalization of the cultural tourism industry.

Back on November 18, 2020，The Ministry of Culture and Tourism issued the "Opinions on Promoting the High-Quality Development of the Digital Cultural Industry"；End of November of the same year，National Development and Reform Commission、10 departments including the Ministry of Culture and Tourism issued "About deepening";Internet + Travel”Opinions on promoting high-quality development of tourism》；The 2021 14th Five-Year Plan for Cultural Tourism Development proposes“Promote the digitalization of culture and tourism、Network、Intelligent development，Promote 5G、Artificial Intelligence、Internet of Things、Big data、Cloud computing、Beidou navigation and other applications in the fields of culture and tourism”、“Strengthening the construction of tourism information infrastructure，Deepen“Internet + Travel”etc.，Have more development directions and paths for the digitalization of the cultural tourism industry，It also strengthened policy guidance and support。

These important policies herald many bright and hidden lines for the digitalization of the cultural tourism industry:

1、New infrastructure is being promoted，Help promote investment in new cultural and tourism digital infrastructure，Provide more infrastructure conditions for the digitalization of the cultural tourism industry，Provides important prerequisites and key factors for its continued advancement；

2、Cultural tourism enterprises are the participating carriers and promoters of the digitalization of the cultural tourism industry，Those with more outstanding strength are more motivated to participate，For example, OCT Group/Xiangyang OCT、Shiji Information，This is business development need，It is also a matter of seizing and transforming new opportunities；

3、Digitalization will profoundly change the value chain/industry chain of cultural tourism supply and demand。The supply side needs to reorganize the resource elements of cultural tourism products and services，Realize the update, optimization and upgrade of product and service supply，Also optimize the consumer experience、Improving industry efficiency brings more possibilities

Digitalization is the means to upgrade and develop the cultural tourism industry、Path mode，It is a new concept change。

The normalization and persistence of the epidemic，will bring more catalytic effect of digitalization on the transformation of cultural tourism industry。

Shiji Information has shown in a research report，The epidemic accelerates the digital transformation of the cultural travel industry，53% of the respondents said，After the epidemic，Continuing to start a digital transformation strategy is more important than before the epidemic；68% of respondents said，Your company’s investment in digital transformation is expected to increase in 2021 compared with before。

This also means，New exploration of digital transformation by Xiangyang Overseas Chinese Town Fantasy Resort and Shiji Information，Not only has the outlet“Step out”meaning，More on industry leadership and future space expansion，Provides more imagination。