The consumption concept of China’s high-end consumers is changing from the blind pursuit of luxury life to “harmonious and happy family” and “healthy and energetic body”. Having time and freedom to do what they like is becoming the happiness in the hearts of high-end consumers. The first choice of life, sightseeing can no longer meet the growing consumer demand. Based on market trends and analysis, Sunshine Valley intends to build a light luxury leisure camp for mid-to-high-end self-driving family groups, with young people as the core and group employees as the key service objects.
Western gene
Unlike traditional five-star hotels, resort complexes have very high operational requirements. In order to fully experience the charm of the valley, the team specially hired Steven Hicks, who has 40 years of operation and management experience across the world and industry godfather, to provide guests with high-quality vacation properties and vacation life with rich international operation concepts and methods. . Relying on high-quality local resources, with the campground as the entrance, combined with unique design and professional management output, the concept of camp, resort, and homestay is integrated, so as to display the RV camping culture with the main function of experience, and create a complex for leisure and vacation .
multiple accommodation
In the highly competitive tourism, vacation and leisure market, the accommodation forms that can be experienced in a camp can also be diversified. During the project planning stage, Sunshine Valley did not stick to the traditional camp mode, and set up six different accommodation units so that consumers can choose their favorite accommodation forms. Giving every visitor a family-like mission, being a guardian of nature, and redefining a way of life is the concept that Sunshine Valley advocates.
Sunshine Valley integrates six different accommodation forms in the camp, and more than 30 kinds of sports and entertainment experience projects. There are RVs, wooden houses, B&Bs, wild luxury tents, villas, and containerized characteristic accommodation experience centers scattered in the valley. Live around, see tropical plants, enjoy the winter snow scene, look for Chinese and foreign delicacies, and enjoy the good time in the mountains in the solar greenhouse. Here, you can climb the watchtower to see the scenery of the reservoir, and take an all-terrain vehicle to travel through the jungle. The surrounding infrastructure of the camp is complete, with golf courses, international youth camps, ski resorts and other places, and the radiated scenic spots are very rich in resources. Tourists can visit the characteristic Gubei Water Town in the south of the Yangtze River in spring, Yanqi Lake in the summer solstice resort, and the characteristic picking garden in autumn. Nanshan Town, Ice and Snow World, has made sufficient preparations for the four-season operation of the camp.
ultimate leisure
Club Med pioneered the concept of “all inclusive” resorts more than 60 years ago. So far, this concept has blossomed in the big tourism industry. From the perspective of user experience, vacation and leisure are a kind of relaxing behavior. There is no need to set too many obstacles for consumers in terms of price. Leisure means comprehensive relaxation from the brain to the body. The “one-price all-inclusive” model provides consumers with integrated services of catering, accommodation, leisure and entertainment. There is no additional consumption, and some of them just leave themselves to the valley with peace of mind and enjoy them happily. This is also the key to creating high-end quality services. reflect.
Camp catering, focusing on organic, healthy and nostalgic. Hong Kong chefs who have been engaged in the high-end catering industry for more than 40 years are hired to create the concept of “no menu”. The daily dishes are all decided by the chef except for the guests’ designation. Select local ingredients such as free-range chicken, reservoir fish, and black pork to reduce the amount of seasoning. Eating well is largely the reason why guests stay. From the author’s memory of visiting campsites across the country, most campsites focus on barbecue, buffet, and local specialties, employ professional chefs, and provide customized Food, such a configuration can be described as carefully laid out.
For the entertainment part, Sunshine Valley takes both entertainment and peace of mind into consideration. The development of 12 hiking, cycling, and ATV routes and the refined creation are not about “thrilling”, but about creating “routes that pregnant women can participate in”, so that every guest can enjoy the beauty of the park. Off-site, Sunshine Valley has developed 16 surrounding routes, including classic routes leading to Gubei Water Town, Nanshan Ski Resort, Ming Great Wall, etc. in different seasons and locations. Allowing guests of different ages to eat and play is a “magic weapon” to extend the stay time of guests and maximize their benefits.
It is true that the unique return to nature and light luxury life, as well as the superior geographical location, will bring a large number of tourists to the camp. However, how to add vitality to the camp in winter, such as organizing winter long-distance running competitions, winter camps and other activities to alleviate the difficulties of off-season operations and increase popularity, is a topic that camp operators in the north should think about, and it is also a way to allow more people to stay in Beijing. reason.
