I wonder if you have heard of "Song of Miraculous Abilities" by mainland female folk singer Chen Li，She sang slowly in a lazy and magnetic voice，“I have seen heavy rain in the desert，Watching the ocean kiss a shark，Watched Chasing Dawn at Dusk，I haven’t seen you...I have heard the echo of Kongjing，Rainwater pours green Gushan Ridge，Heard the cursed secret，Never heard of you..." The amazingness described in these lyrics、Unusual and disturbing picture，Isn’t it a very accurate scene of the experiential travel we are pursuing?？This song is loved by many young people，And this group of people，They may all be the target users of experiential travel。

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As the ancients said，"Canglin knows etiquette from the facts，With enough food and clothing, one can know honor and disgrace”——The economic base determines the superstructure。In a sense，The economic foundation also determines how people travel。From the 1990s to the present，my country’s gross domestic product (GDP) continues to maintain a high growth rate。According to data released by the National Bureau of Statistics in January this year，my country’s annual GDP in 2015 was 67.67 trillion yuan，YoY growth of 6.9%；Per capita GDP reaches 5.20,000 yuan。With the development of our country’s economic level，People’s living standards continue to improve，The demand for travel is also changing。

The famous Maslow’s hierarchy of needs theory divides human needs into five levels from low to high: physiological needs、Security requirements、Love and belonging、Respect、Self-realization。Generally speaking，These five needs are like a ladder from low to high，After the lower level needs are met，will develop to a higher level of needs。Only after lower level needs are met，Only higher-level needs will have enough energy to drive behavior。188bet online sports betting Maslow and other behavioral psychologists believe that，The hierarchy of needs of the majority of people in a country，It is the same as the economic development level of this country、Technological development level、Culture is directly related to people’s level of education。

Similarly，People also have the same demand for travel。In recent years，In the context of consumption upgrading，More and more Chinese people are beginning to pay attention to the quality of travel，The mode of travel has gradually changed from sightseeing to leisure travel，Transformation from a large team of forty or fifty people to a small team of twenty people，Even changing from team swimming to independent swimming。Take Beijing as an example，Past，One of the most popular routes for foreign tourists to travel to Beijing is to walk through Tiananmen Square in one day、Forbidden City、Great Wall、Ming Tombs，It was also interspersed with at least one shopping trip，Remove traffic、Eating and shopping time，The real time left for tourists to “travel” is very limited，There is no experience in traveling like this。actually，In the above line，3 of the 4 attractions are World Cultural Heritage，Staying in a place like this for just one hour is really a waste of resources。The era of leisure travel has arrived，People start to take charge of their own itinerary，The overall pace of travel has also slowed down，Consciously in valuable、Stay more time in the places you are interested in，Really feel the local culture。

But，For those who have a higher pursuit of travel，This way of traveling obviously cannot satisfy them - what they need，It is experiential travel。What kind of travel can be called experiential travel？Different people have different understandings。

Pathfinder Chairman Sheng Faqiang thinks，So-called experiential travel，The pursuit of personalization、Self-led、A deeply interactive way to travel，Travellers can participate deeply，Integrate travel activities with travel experiences。In the opinion of Liu Jun, founder of Xindong Factory，Experiential travel is more of an experiential activity that goes deep into the destination to experience the world，It can be to be a volunteer to participate in the giant panda reintroduction project；It can be that children follow their parents to Andersen’s hometown，Participated in a local fairy tale rehearsal performance；Young people can go to Africa to participate in a unique local caravan tour with peers from different countries；You can also go to North America for helicopter hunting as an adult... Anyway，It must be related to people’s inner needs or interests，And deeply participate 188bet online sports betting in or experience the life and culture of the destination。

The purpose of experiential travel is no longer just pure recreation and entertainment，But to obtain the dual satisfaction of material needs and spiritual needs，The experience and feelings of emotions and emotions are particularly important。Past，The people who pursue experiential travel are still a small minority，But now，In the context of consumption upgrading，More and more people are beginning to pay attention to the satisfaction of the spiritual world，Experiential travel will gradually become mainstream。

Be prepared for experiential travel，The core is immersive participation and physical and mental perception

Vice President of Pathfinder Travel Group、Zhong Hui, managing director of Yiyoutianxia, ​​once said in an exclusive interview with reporters，“From the supply side perspective，The supply and demand of conventional tourism products are already in excess，Consumption is upgrading，Travel is starting from delicious food、Stay in a good hotel、Optimistic scenery changes to ‘looking for abuse’，Products also need to be updated accordingly。”About what is seeking abuse，He gave examples of activities he had participated in，"I previously participated in the "Xuan Zang Road" Gobi Challenge，126 kilometers in 4 days，Although my feet are blistered，But I still persisted。Thousands of people paid for this kind of activity，This is a spiritual pursuit，The market prospect has a very large room for imagination。”

Same，Liu Jun also decided to do something because he saw this huge market space。Before，Liu Jun has not been engaged in tourism，He has lived and worked in the United States for more than ten years，Have done strategic consulting，Being a senior executive at IBM and Cisco for many years before starting a business。After participating in many such in-depth experiential trips around the world，Liu Jun increasingly feels that this is a travel method that meets people’s future needs。“The last four or five years，I saw a large number of people in first and second tier cities starting to run marathons、Start climbing、Started to practice meditation；Including children’s education，In the past, parents enrolled in various classes，Learn Mathematical Olympiad、Learn piano, etc.，Now I am also starting to go to the desert with my children、Go on a charity volunteer trip... This series of changes reflects that people are increasingly dissatisfied with the material level，Start looking for activities related to your heart。”Because the foreign experiential travel market has developed 188bet sports betting app download relatively mature，There are few players doing well in the domestic market。February this year，A platform focusing on experiential travel—Xinxin Workshop came into being，And officially launched in May。

The core of experiential travel lies in “experience”，It can be a learning of new skills，It can be an adventure in nature，It can be a rare experience，It can also be a challenge to oneself...in short，As long as the product experience is good enough，Consumers are very willing to pay for it。And it is different from high-end customized tours，Experiential travel does not mean high prices。Opposite，Friendly prices allow every tourist who pursues quality of life to find products that suit them。The biggest difference between experiential travel and traditional travel lies in the content design and experience delivery of line products。Therefore，Want to do experiential travel，First of all, we must have good products。

Take Xindong Factory as an example。In order to create different pan-cultural travel products，Xindong Factory’s suppliers and partners are not all traditional wholesalers、Travel agency，Some sports organizations、Public welfare volunteer organization、Cultural Institution、Educational institutions and others are important partners of Xindong Factory，For example, Watch the Earth, a very well-known public welfare scientific research organization in China，As well as Xingzhi Exploration, a cultural institution with the Xuanzang Road brand。

Liu Jun said，In order to leverage the experiential travel market，Xindong Factory is creating a unique "UNIQLO model" in the domestic tourism industry - bringing surprising culture、Entertainment、Outdoor、Integrating education and other experience elements into travel design，Through large-scale operations and affordable prices，Leading the trend of Chinese people’s consumption upgrade during travel。In order to achieve the ultimate in quality and connotation，Xindong Factory’s own products must be designed with the heart of craftsmen，And after many times of practice and continuous polishing。For example, Xindong Factory’s first long weekend product “Ancient Huizhou Cultural Stress Reduction Tour”，Highlights of the route include visiting the Huibi Master，Under the leadership of the master, he personally participated in making his own emblem pen；Understanding Huizhou Four Carvings (Brick Carvings、Wood carving、Stone sculpture、Bamboo carving) skills，And personally carved a bamboo slip；And hiking Xin’anjiang，Traveling through three ancient villages, etc.。The "re-taking 188bet sports betting app download the path of World War II" products to be launched by Xindong Factory，It is also expected by many military fans。This "Military Fans' Dream Journey" will be divided into Western European battlefields、Soviet-German battlefield、Asian Theater and Pacific Theater，Led by military history experts，Revisiting Normandy、Macedonian Defense Line、Auschwitz Concentration Camp、Stalingrad etc.。Such a unique and thoughtful product，There are many more in the heart factory，And new themes will be introduced continuously。

Is it a good choice to build a platform that only focuses on experiential travel？

Maybe many people have questions，If not all of these products are self-owned，Then I can buy it elsewhere，Like Ctrip、Tuniu、Tongcheng、There are so many products on big platforms such as Lvmama，Why do I have to come to your small platform to buy？

Before answering this question，We can first think about the scene in life: there are many and complete products in large supermarkets，But similar to 7-11、Watson's、Sephora and other stores are still doing very well。This is somewhat similar to what Xin Dong Factory does，First，They are all relatively tonal platforms，The products inside are gathered together because of the same "temperament"，Able to attract consumers who come directly to this “temperament”，Reduces the time cost for consumers to choose in hypermarkets；Secondly，Due to the large number of products with the same "temperament"，Can provide consumers with more decision-making inspiration，For example, maybe I’m not sure which product I want，But I know that everything here is in line with my taste，After coming in for a walk，I may be interested in some of these products；Third，They all have unique self-operated products，If these products are made well enough，It is also an important weight to attract consumers。In addition，Because experiential travel products have different themes，Visitors who purchased the same theme product，Most of them have similar interests and hobbies，So platforms like Xindonggang also function as a community or club，Allows users to make more like-minded friends during travel。

There may not be many organizations doing experiential travel in China，Especially in the cultural and outdoor fields，There are many related clubs。But overall，Regional operations exist、Single size is small、Problems such as scattered distribution，Lack of a one-stop large-scale platform。Look at foreign countries，Similar platforms such as G Adventures and Outward Bound have nearly 20 years of history，Both companies have thousands 188bet app of lines，The average price per customer is 2500-3500 US dollars，Serves hundreds of thousands of people on average every year。However, their products are actually more outdoor-oriented、More adventure types，So as a reference，Xindong Factory, which has both travel products and outdoor adventure products, will have more room for imagination。

But actually，The "Uniqlo Road" of Xindong Factory is still being explored，Product Design in Progress、Resource Alliance、There is still a lot of pressure in large-scale marketing and operations，This period is lonely for the entire team。But starting a business with social ideals is indeed a practice，Liu Jun and his team have already made preparations。

Consumer demand has emerged，The experiential travel market is like an awakening lion，Who can go ahead to tame and lead it，Who can have more say in the future。Consumption upgrade in the tourism industry should not just be about hardware enhancement，In the experiential consumption market driven by content innovation，Will the next unicorn be born？Let the market test this issue。

*Author of this article: Qiu Wei，Executive reporter，Personal WeChat: MissQiuWei，Welcome to follow and communicate。

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