May 30-31，The 7th China Cultural Tourism Big Consumption Annual Summit and Awards Ceremony was successfully held at the Shanghai National Convention and Exhibition Center。This conference is hosted by the China Dragon Bird Awards Big Consumption Organizing Committee，Zhihui Group、Co-organized by Shanghai UBM International Exhibition Co., Ltd.，With“Hold on·Cohesion·Resuscitation”is the subject，Gathered thousands of guests and industry media organizations，Provincial and Municipal Cultural Tourism Group、Investment institution、Destination Government、OTA、Planning and Design、New business enterprise、Representatives from dozens of provincial tourism associations and other enterprises or institutions attended the meeting，Special guests and industry experts give keynote speeches、Roundtable Forum、High-end dialogue、Awards Ceremony、Discuss the new trends in cultural tourism consumption in the new situation through thank-you dinners and other forms、New trends in cultural tourism development，Combined with new products、New business format、New marketing and other topics，Provide insights and references for the development of cultural tourism industry。Secretary of the Party Committee of Shandong Cultural Tourism Group、Chairman Gao Honglei was invited to attend，And delivered a speech titled "Seizing Four Major Opportunities to Accelerate the Building of a First-Class Cultural Tourism Group"。

In speech，Secretary of the Party Committee of Shandong Cultural Tourism Group、Chairman Gao Honglei summarized the experience of Shandong Cultural Tourism Group’s rapid development in more than two years since its establishment into four points。First，Doing the right thing in difficult times。Seize the opportunity of restructuring and integration，Realize the transformation from an industrial company to a platform company。Second，Seize the opportunity for consumption recovery。Seize the opportunity for consumption recovery，Realize the transformation from satisfying consumption to leading consumption。Third，Want to make money，Earn money from intelligence first。Seize the opportunity of scenic spot reform，Realize the transformation from investment to investment。Fourth，Win-win and symbiosis are necessary in the market。Seize the opportunity of domestic circulation，Realize the transformation from competition to collaboration。

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We often say that difficulties are difficult when you are stuck at home，The way out is the way out。I really like to participate in such activities，Everyone 188bet app is very familiar with Shandong，Can be summarized in four sentences，Taishan rises here、Confucius was born here、The Yellow River flows into the sea from here、The Olympic Games are sailing here。Added another sentence recently，Zibo BBQ is out of the circle here。Enter my sharing today。

Shandong Taishan

What is beauty？Beauty is a painting，Wanli Yunshan enters the painting，Wanli Yunshan enters the painting；Beauty is a poem，Listen to the spring rain in the small building all night，Selling apricot flowers in Shenxiang in the Ming Dynasty；Beauty is a dream，A dream in the moonlit night，Tenderness in the Spring Breeze；Beauty is a song，Just because I looked at you，This glance is a thousand years。

Cultural tourism enterprise，He is the planner of beauty，Creator，Communicator。

Shandong Cultural Tourism Group is a young enterprise，Currently less than three years old，Since the day we were established，Dedicated to creating poetry，Picturesque，Ru Cantabile，Dream-like scene。Just over two years，Become one of the top 20 Chinese tourism groups，Top 30 Chinese hotel groups，Shandong’s top ten leading enterprises in industrial clusters。And in the development of the enterprise，We have four experiences that we would like to share with you。

First，Doing the right thing in difficult circumstances——Seize the opportunity of restructuring and integration，Realize the transformation from an industrial company to a platform company。

There are three types of state-owned enterprises，The first category is strategic resource enterprises，This is a key investment area for state-owned capital；The second category is platform companies，State-owned capital leads the development of the industry through fund investment and other forms；The third category is industrial companies，For example, scenic spots、Travel agency，In the field of full competition，This type of enterprise will eventually be introduced to the market through mixed ownership reform。

Shandong Cultural Tourism Group was established in August 2020，During the epidemic，It can be said that I was born at the wrong time。Before，There are no provincial state-owned tourism enterprises in Shandong，Our assets all come from the cultural tourism sector of 6 provincial enterprises，Basically a sideline business for these companies，If these industrial companies are simply merged，Don’t talk about development，It’s difficult to even survive。Doing the right thing in difficult times，The answer given by Shandong Cultural Tourism Group is: in the field of full competition，Do not be a perfectly competitive enterprise，Be a platform company。

Being a platform enterprise，Meaning that Shandong Cultural Tourism Group should be the industry leader、Enablers and collaborators，Rather than entering the market as a competitor，This is in line with its status as a large-scale cultural tourism enterprise in Shandong Province、Shandong Province’s first batch of“Top Ten”Positioning of leading enterprises in industrial clusters。So，We propose: in the field of full competition，Do not be a perfectly competitive enterprise，Build five platforms。

First, smart platform。Past three years，Shandong Cultural Tourism Group and Tencent jointly built 188bet app download the“Hospitable to Shandong and travel to Qilu”Smart Cultural Tourism Platform，Its birth has accelerated the province’s tourism-related data integration and the digital transformation of the cultural tourism industry，More than 30,000 hotels、Scenic Area、Empowerment of supermarkets and other enterprises。

“Hospitable to Shandong and travel to Qilu”Smart Cultural Tourism Platform Source: Cultural Tourism Shandong

The second is the think tank platform。Qilu Model Research Institute for Rural Revitalization in Shandong Province、The think tank platform represented by Shandong Cultural Tourism Industry Innovation Research Institute gathered Shan Jixiang、Wen Tiejun、Dai Bin、Wu Bihu、Liu Zhaohui and other first-class domestic experts and scholars，Conduct research, judgment and guidance on the province’s cultural tourism industry。

The third is planning platform。Undertake all-region tourism planning and rural revitalization planning。

Fourth investment platform。Management and operation of Shandong Cultural Industry Fund，Produced films such as "Lovely China" and "Red Boat" were released on CCTV。

Video "Red Boat" Source: China Radio and Television Xuancheng Company

The fifth is the communication platform。We own Shandong Business Daily、Luwang、Three provincial media outlets of Subao News Network，Tell the story of Shandong，Determined to become a surging force in the north。

Benefit from being a platform，The group turned losses into profits in the second year after its establishment。During the epidemic，Annual income growth of more than 20%，Profit increased by more than 30%。The first four months of this year，Income increased by 43%，Profit doubled。

Second，Doing the rational thing in the heat——Seize the opportunity for consumption recovery，Realize the transformation from satisfying consumption to leading consumption。

In the past few years，The cultural and tourism industry is the industry most affected by the epidemic，Shandong’s tourism industry as a proportion of GDP，From 15 in 2019 before the epidemic.6%（1.1 trillion)，Down to last year’s 6.9%（0.6 trillion)。With the epidemic prevention and control“Class B B pipe”16293_16296，Consumption shows a rapid recovery trend，Domestic tourism rebounds strongly。Consumers who have been holding back at home for three years，Exhibiting a strong desire to travel。The volcano is about to erupt，Always give it an outlet，The key lies in what kind of exit？

When consumption picks up more quickly，The less likely you are to be hot-headed and follow the crowd in doing ordinary projects，Because this rebound will return to rationality sooner or later。Must plan ahead，Realize the transformation from satisfying consumption to guiding consumption，Transition from general projects to high-end projects，Transition from one track to multiple tracks。

From satisfying consumption to leading consumption，What is tested behind the scenes is the product innovation of a company，Can we break away from reliance on traditional famous mountains and rivers and various monopolistic scenic spots resources，Really from the supply side，Create an innovative product matrix that leads 188bet app download the high-quality development of the province’s cultural tourism industry，It is the important responsibility assigned by the times to provincial cultural tourism groups。

Planning from a high starting point、High standard construction、High level operation、Highly efficient traffic flow、High efficiency returns are required，Shandong Cultural Tourism Group has deployed a number of representative innovative projects in the past three years，Such as Changdao International Resort Island、Kashgar Gaotai Residential House、Changbai Mountain Ice and Snow Town, etc.，The greatest effort has been made in rural tourism。

Changshan Islands Source: Changdao Release

The countryside has a lot of silent capital and broad space for development，Shandong Cultural Tourism Group entered this track and did not follow the old path of most companies，Instead, it highly integrates rural tourism and rural revitalization，Integration into national strategy。Popular speaking，We did three things: write poems on the earth，Paint in the landscape，Sing in the mountain countryside。

Shanxiang Group was formed immediately after the establishment of Shandong Cultural Tourism Group，Proposed“Shandong cultural tourism vitality in rural revitalization，The highlight is rural revitalization，Position in rural revitalization”，Use the whole group’s efforts to participate in rural revitalization，Built Taishan Jiunvfeng Rural Resort。

Source: Taishan Nine Girl Peak Demonstration Area

The Jiunvfeng area located at the foot of Mount Tai has a radius of 50 square kilometers，There are 19 inaccessible mountain villages。After years of creation by Shandong Cultural Tourism Group，Now it has become a well-known rural tourism destination in China，Won the China Culture and Tourism Integration Demonstration Award、Rural Revitalization Qilu Model Provincial Demonstration Zone and many other awards，Evaluated by the Provincial Party Committee as the "&ldquo" for rural revitalization;New”Typical。

In the early Internet celebrity study room、Based on boutique B&B and other projects，Jiunvfeng Countryside Resort is symbiotic with reality and reality、Immersive experience is the first choice for the new generation of cultural tourism product creation concept，Built a starry sky post office、Camping tent、Firefly Jungle and other business scenes，Also launches monthly immersive performance in hometown，better satisfied“Z era”Young people’s product aesthetics and consumer needs。

Take the Moon Art Space in my hometown as an example，Project Planning、Design、Construction and other projects are provided by the country’s first-class rural revitalization project design and operation team——Designed by Kalan Architectural Design Office，Immersive performance cooperates with the well-known Chengtang Cultural Tourism Group in the industry，And invited Huang Hui, the director of the closing ceremony of the Beijing Winter Olympics, to serve as the chief director。

Immersive performance“Hometown Moon” Source: Shandong Business Daily

We formed the rural revitalization&188bet app ldquo;667”Mode: 6 into the village (preschool education、Elderly Care、Smart retail、Boutique Travel、Vocational training、Distributed environmental protection equipment enters the village)、6 can (can eat、Able to live、Can play、can buy、Can make the masses rich、It can bring income to the village collective)、7 changes (rural areas become scenic spots、Farmers become investors、Farmhouse converted into guest house、Labor becomes experience、Labor turns into talent、Resources become capital、Products become gifts)，Building a future village for the world。

Third，Want to make money，Earn intellectual money first——Seize the opportunity of scenic spot reform，The actual transformation from investment to investment。

First-class enterprises set standards，Third-rate companies make products，Third-rate companies make products。Invest in building a hotel，The payback period is more than 10 years；Invest in scenic spots，Unless installed in a listed company，Otherwise, you won’t even be able to earn financial expenses，The tourism industry is tired，The reason is that the assets are heavy。Therefore，We propose to realize the transformation from investment to investment，That is, the transformation from heavy to light，Let the enterprise fly！

We all here are facing a major opportunity now，It is the ownership of state-owned scenic spots、Management rights、Reform of separation of operating rights among the three powers。We focus on obtaining operating rights，Don’t ask for everything，But please use it、Controlled、camped！Output Management、Output mode、Output standard。

The first thing we did was Lingyan Temple Scenic Area，Northern Buddhist Center of Tang Dynasty，The second largest number of pagodas in the world。When it was managed as a public institution, there were only 170,000 tourists per year，After Shandong Cultural Tourism Group took over，Scenic area operation capabilities and traffic diversion capabilities have been significantly improved，We received 250,000 tourists from January to April this year，An increase of 360% compared with 2019。

Source: Shandong Cultural Tourism Jinan Lingyan Temple

There is also the Red Leaf Persimmon Rock Scenic Area，A scenic spot invested by private capital，Once in a state of loss for a long time，Shandong Cultural Tourism Group also experienced huge changes after taking over，Visitors have increased from hundreds of thousands to millions every year in the past，Contact 2 accounts for more than 70%，This year“Zibo BBQ”After leaving the circle，Scenic spots still have to limit traffic。

Red Leaf Persimmon Rock Scenic Area Source: Cultural Tourism Boshan

Fourth，In the market，Must win-win and symbiosis——Seize the opportunity of domestic circulation，Realize the transformation from competition to collaboration。

There are two major problems in our tourism industry now，First, segmentation，Scenic spots compete with each other，Cannot form a traveling line；The second is vicious competition among enterprises，Unable 188bet app download to form a combined force。Shandong Cultural Tourism as a provincial platform enterprise，We are determined to be the chain leader of the cultural tourism industry，Be an enabler of cultural tourism enterprises in the province、Server，Be a collaborator of cultural tourism enterprises outside the province。

First, achieve great coordination within the province。Shandong is currently forming an alliance of state-owned cultural tourism enterprises in the province，Members include more than 70 provincial, municipal and county cultural tourism groups in the province，will cooperate in equity、Project Construction、Element circulation、Realize complementary advantages in resource integration and other aspects、Group development，Realize the great synergy of cultural tourism enterprises in the province。

The second is to achieve great cooperation within and outside the province。This is an era of global integration，Sharing Economy Era，I prefer to call it“The era of gang fights”，It is an era when a group of people attack together，Each enterprise can only do core business，If you have money, let’s make money together。

I firmly believe，Only collaboration can have a future，Only win-win can symbiosis。Welcome all the guests here to cooperate with Shandong Cultural Tourism，Our door is always open: Hospitable Shandong welcomes you！