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Recent，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 Cultural Tourism Consumption Dragon Bird Award Organizing Committee，Zhihui Group、Co-organized by Shanghai UBM International Exhibition Co., Ltd.，With“Hold on·Cohesion·Recovery”is the theme，Gathered thousands of guests and industry media organizations，Let’s discuss new trends in tourism consumption in the new situation、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。In the roundtable discussion session the next afternoon，Six heads and experts of cultural tourism investment and operation groups held a dialogue on the business recovery of cultural tourism groups，And with《Reorganization of multiple business formats，“Involution intensifies”Still“Retaliatory consumption”Bonus continues？》Carry out in-depth exchanges and discussions on this topic.

The following is the transcript of the roundtable forum conversation

Cheng Xiaoyu: We are very fortunate to have several guests come to us“Dragon Bird Award”Award Ceremony Site。The topic I want to discuss with you this afternoon is business innovation and some of the consumer aspects behind it、Destination end change，By analyzing the current situation，Targeted exploration of industry development innovations and trends。

Partner of Shiji Cultural Tourism Group、Cheng Xiaoyu, CEO of Lushu (Beijing) Technology Co., Ltd.

We can pay attention to“May Day Holiday”The number of tourists has reached 2.7.4 billion，Restored to 119 for the same period in 2019.09%，Total travel consumption further increased year-on-year，From your perspective，After the epidemic“Retaliatory consumption”Has it arrived，How is your current business recovery situation?？

Silent photo: Good afternoon everyone，I am Mo Zhao, the founder of Orion，Thank you very much to Longque Award Platform，It allows me to meet so many new friends in Shanghai，And reuniting with old friends after a long absence。I think consumption is indeed recovering，But it’s hard to say when it comes to revenge，“Revenge Travel”There is indeed。Camping is currently an incremental market，Although there will no longer be the outbreak like in the past three 188bet app years，But it still maintains an upward trend，Camping hot searches on Xiaohongshu increased by 20% month-on-month，90% higher than other travel hot words on the site，The search volume on booking platforms such as Meituan-Dianping increased significantly in the first half of the year。

Orion founder and CEO silent photo

With the recovery of tourism，Camping is changing from top trend to mainstream，From the only one to one，Transition from barbaric growth to standardized development。

To C as a camping field、To B’s company，As of May this year, Orion’s To B part revenue has exceeded that of last year，We hope that camping tourism can have healthy competition with other businesses，In turn, camping tourism services can develop healthily，As a way of life，We are not worried about the decline in per capita tourism consumption，Because the basic base of camping is still solid。

Wang Dongli: Hello everyone，I am Wang Dongli from Haisi Fashion Group，Haisi is fashionable、A female education platform with aesthetics as the core，Although it was established in 2020 when the epidemic was the most severe，However, our overall business has grown against the trend in the past three years。By establishing 17 companies，Haisi Silk Road is gradually forming a female-centered traffic + industry layout，Involving product aesthetics、Training and Education、Clothing aesthetics and the development of the entire cultural and tourism industry chain of cheongsam-themed hotels。

Wang Dongli, General Manager of National Essence Culture of Haisi Fashion Group

Data for May Day this year，We clearly feel the recovery of the industry，The number of its aesthetic education courses has increased significantly，Nearly 400 people come to Qingyuan Classroom every day，Through basic traffic，Additional laid out products and experience formats，The Maritime Silk Road has basically formed an industrial closed loop。With the gradual relaxation of epidemic prevention and control measures，Our number of aesthetics classes per month will reach 500+，This will further enhance the overall business。At the same time，In Health Aesthetics、Besides physical aesthetics，Our business will also cover cheongsam、Beautiful skin and makeup、Family education, etc.，Basically reach all people。

Sun Jiandong: Thanks to the organizing committee for the invitation，The daylight domain business is mainly the natural resort complex business in the suburbs of the city，After three years of epidemic testing，Successfully recognized by the market，Performance continues to rise every year during the three years of the epidemic。There is a big change this year，That’s why its so-called hot nature has changed，Invited by Zibo Government，We will have a large natural resort complex in Zibo before the summer vacation in June this year。

Sun Jiandong, Chairman of Sunlight Group

Many people see that Zibo’s consumption is relatively low，But what I see is behind itExperience upgrade，Its products in the field of consumption upgrade are hot-selling，Traditional tourism products cool down slightly，The traditional neighborhoods of Zibo do not have tourism resources that we understand，But it can still reach 150,000 passengers every day，Weibo popularity and Beijing、Shanghai first-tier cities side by side，The era of experience economy is coming。

Chen Gang: Hello everyone，I am Chen Gang from Bujue Xiao camp。When the host raised this question just now，Two numbers flashed in my mind，6 and 72。We didn’t realize that Xiaoxin’s brand had only been in business for 6 months，72 camps signed nationwide。Our first camp brand is in the mountains，Domestic operation for nearly 2 years，Establish 28 camps，The camp expansion continues to accelerate，The camp area has grown from the earliest dozens of acres，Up to now, up to 300 acres of land。With the gradual relaxation of travel measures, the first summer vacation after the epidemic is about to begin，We have also made a lot of preparations for this，Including various theme summer camps，Integrate many state-owned sports brands to launch small sports events, etc.，I believe that summer passenger flow will reach a new peak。

Founder of Bujue Xiao CAMP、Chen Gang, founder of Glamping in the mountains

Sun Yunlei: Good afternoon everyone，I am Sun Yunlei from Mafengwo。Judging from the current data，This year’s travel will definitely be mainly domestic，The recovery of outbound travel should not be said to be relatively poor，But very poor，Affected by various factors，Outbound air tickets remain high，Big tourism consumption will continue to focus on domestic tourism。

Sun Yunlei, President of Mafengwo Destination Research Institute and General Manager of Marketing Center

Relevant data shows: the number of trips has increased recently，Per capita consumption decreased，But because the consumption behavior of the new generation of consumers is very diverse，Even fragmented，Relying only on data cannot provide a deeper understanding of tourism consumption and implement next steps，It is even more impossible to use a few data to explain market changes。It is expected that the market traffic will still be very high in the coming summer，But the travel destination will change dramatically，Compare like ZiboNiche city，Even unpopular secret destinations will rise further, scenic spots with fewer people and beautiful scenery will gradually disappear from the circle.

Also，The camping market will continue to be hot，The characteristics of the camping scene are very experiential，This is also an important factor in attracting everyone’s travel experience，It has nothing to do with the customer unit price。Traditional attractions or resorts give customers a sense of experience、Too few participatory things，Only to surround the scenic spot，Although there are many tourists，But there may not be consumption，Leave after taking photos，Just don’t spend money。You still need to be prepared throughout the summer，First，Guarantee word of mouth，Never have negative 188bet online sports betting public opinion。Second，Add some highly participatory and experiential projects。

Cheng Xiaoyu: The destination is Sanya、Yunnan market shifts to emerging destinations such as Zibo，There are still many tourist destination resources in China that have not been taken seriously before and need to be developed。Dean Sun，We learned that Mafengwo has just opened its new headquarters in Guizhou，Building a cultural tourism industry + Internet model around the Mafengwo Internet platform，Bringing various business formats to Guizhou through the platform，Form multi-business linkage，Adjust industrial development。Can you share your thoughts on doing this，Why choose Guizhou，What have you tried？Can it be used as a reference for other markets to try？

Sun Yunlei: After the domestic headquarters was established in Guizhou，Mafengwo will try more new model experiences in Guizhou，And hope to reuse it for other destination upgrades in the future，Use the data capabilities and resources of the Internet to empower our tourism industry，Meet the needs of the entire market more efficiently。

The ideas we proposed in Guizhou,“Scaling of personalized tourism”，The main component of tourism consumption is from tourism、Travel to play，As long as you play it professionally，Customer group is willing to pay for hobbies。Experts in the tourism industry previously talked about changing from a seller’s market to a buyer’s market，In fact, we only really entered the buyer’s market this year，We need to understand the needs of our customer base before providing new supplies，Creating a tourism + model，For example, trendy sports and art、Various new ways to play such as combining local culture。

“Shuangshuang Guiyang·Gameplay Gravity Field”

Travel is no longer limited to tourism，But life，It’s all aspects，Everyone is getting involved in this consumer market，What we need isPolish the consumption scene。

Cheng Xiaoyu: Teacher Chen Gang，The domestic camping industry has continued to heat up in recent years，There are already more than 20 franchise partners in the Shanye Glamping brand，Bujue Xiao has signed contracts with more than 70 companies，Can you share your business logic with us，In addition to basic camping regular services，In addition to basic camping regular services？

Chen Gang: There are many traffic grabbers，Each stage will have something for each stage，Our company has a department: Customer Preference Department，Specializes in researching what customers like。We spent more than 2 years together in the mountains and wilderness，All content isReverse product promotion from the customer’s perspective。Customer positioning for Shanye products is 18—30-year-old female group，Precision Marketing，Master operations and sales；Bujue Xiao is positioned as a comprehensive tent camp，The main customer group prefers parent-child products，The investment amount will also be larger，The content will be superimposed on some recently popular sports，Combine more content，All services are streamlined、Normalized，Simplify management difficulty。

Cheng Xiaoyu: Mr. Sun，Friends from Beijing all know that Sunlight Group has a very successful project in Beijing，It’s hard to get a ticket。You are actually building a relatively large project in the local area，Some combination with real estate，Can you share your model with us？

Sun Jiandong: Our current model is a natural resort complex，There are multiple restaurants，Hundreds of different activities。The Beijing project can achieve 18% of customers visiting 10 times a year，Stay more than 32 hours at a time。We have previously conducted an in-depth analysis of the camping market in European and American countries，I found that there are only two types of camps that can be marketed，The first ultimate resource tent hotel，Choose good enough resources，Product expressed in a lighter way。The second type is the synthesis we are trying now、Camp Paradise。

Sunlight Valley upgraded to 6 this year.0 version，Allows users to play for more than 15 days without repeating the same game，Covers almost all experience activities，By creating a complex scene，Let users stay longer。Meanwhile，We have also taken over some heavy asset projects from governments or enterprises that lack content，Bring us our system of food, accommodation and entertainment，Extended the stay time in traditional scenic spots from 4 hours to 32 hours。

Cheng Xiaoyu: The next guest is very special，I discussed business positioning with Teacher Dongli before the event，Is it mainly about traveling or is it more about female lifestyle?，She replied:Use tourism as a carrier to create a lifestyle。What do you think about destination marketing？For“She is economical”，How tourism consumption forms unique customer base advantages？

Wang Dongli: Many places are now promoting localized living，When we participated in the 519 China Tourism Day event in Yunnan, we also saw many city promotional videos changing the tone，No longer a bird’s eye view、Treat destination resources with a broad perspective，But more on an individual basis、Subtle、Exploring the fundamentals of urban culture and humanity through a smoky lifestyle。Female dominance is a kind of love and beauty，And cultural and tourism practitioners are actually planners of beauty、Creator、Communicator。

Source: Haisi Fashion

From seeing beauty to becoming beauty, becoming beautiful and then spreading beauty.We take female aesthetics as the entry point，Extended household consumption，Build products through aesthetic traffic portal、Project、Business type，The group has now built an aesthetics museum、International Culture and Arts Center、Cheongsam theme hotel，Expanding from the C-end market to the B-end industry，Let China see the beauty of the world，Not only female beauty，There is also the beauty of Chinese brands、The beauty of Chinese cities、The beauty of Chinese culture。Like a small cheongsam，actually represents our national quintessence culture，Use cheongsam as a carrier to extend more products and projects with oriental aesthetics，In this way, we can promote the humanities of a city、Intangible Cultural Heritage、Culture。

Cheng Xiaoyu: Achieving multi-business development from a small starting point。Teacher Mo Zhao，You have entered the operation field from an equipment expert，What new thoughts can you share with us in the past few years？

Si Zhao: From the beginning of its establishment in 2008，Orion focuses on To C business，The reason why we got involved in the research and development of camp equipment，Even participated in many model experiments，I just hope to find the way to establish the brand，Explore sustainable development model，Achieve brand、Service User，Create core value for users。In recent years，The camping market is very popular，But I think，The new stage of the camping industry only begins this year，At the end of November last year, the Ministry of Culture and Tourism and the 14 ministries and commissions issued a document to encourage and guide the development of the camping industry， May 19 this year，13 departments including the Beijing Municipal Bureau of Culture and Tourism issued the "Opinions on Regulating and Guiding the Development of Tent Camping Sites (Trial)"，The industry has been gradually standardized after more than ten years of development。New camping regulations are being introduced，Farewell“Savage growth”Era。

Source: Orion

Camping life as a natural way of life，There must be value support behind it。Whether it is a city camp、Agriculture, Culture and Tourism Integrated Camp、Required for RV campsitesCreate its unique consumption experience。The camping market is in full bloom，We must take the initiative to compete，Exploring internal market space，Create some truly national brands。Although the camping industry still cannot make quick money，Can’t make a lot of money，But it’s worth doing，It’s also worth doing in the long run。

Cheng Xiaoyu: Back to topic，Talk about“Involution”On the one hand, there are external factors，But it’s more about internal factors，Only by rolling yourself can you create better products；The contribution of tourism to the economy is not addition but multiplication，Essence is to create a better life experience for consumers，All our travel innovations、Business involution is all about multiplication of consumer understanding，Without this foundation, nothing will be established。

Traveling is a very happy thing，It is also something that requires long-term persistence。This roundtable discussion ends here，Hope it can bring some touches to everyone，Special thanks to my old friend Mr. Zhaohui for his contribution to this industry over the years，Thank you Zhihui for your support over the years，Thank you to all the teachers who persist in this industry，Thank you！