[Industry] Who will become the industry’s “explosive model” in the global tourism pattern?

“Pascal’s Law” is originally a theorem of physics, which means that the greater the pressure exerted on a unit area, the greater the pressure. The future development path corresponding to the overall pattern of tourism in the whole region seems to have guiding significance as well. In the smaller and more vertical tourism categories, such as yachts, RVs, etc., more resources and depth can be applied in a more subdivided and precise direction to better create the industry’s “explosive models” in the global era.

For the vast number of practitioners in China’s tourism industry today, the term “global tourism” must be familiar to them. In the past few years, the concept of all-for-one tourism has been continuously mentioned, and it was written into the government work report for the first time at the beginning of this year. This brand-new tourism industry concept that has been constantly mentioned and vigorously promoted declares that Chinese tourism is entering a new era.

Looking back at the development of China’s tourism industry, the 1.0 distribution era does not mention the old-school model of multi-level offline suppliers connecting tourists. With the rise of China’s e-commerce, China’s tourism industry has completed the B2C model in nearly 10 years. Under the transition to the 2.0 traffic era,

In the process of industry upgrading and iteration, the entire tourism market has undergone earth-shaking changes. After countless rounds of reshuffle and reorganization, the OTA giants participating in this capital game have formed today’s leading industrial structure. But the driving force that really controls, or promotes the upgrading and transformation of China’s tourism industry, is actually the vast number of Chinese tourism consumer groups who are also constantly completing “consumption upgrades”.

When we talk about a huge industry, its market size, capital investment, and marketing model are naturally important, but the first thing to bear the brunt is to understand who is paying for this market. The fundamental purpose of industrial upgrading is to meet the gradually escalating tourism demands of Chinese tourism consumers. From the early mass tourism to the general trend of personalized, in-depth, socialized and cultural tourism, Chinese travelers The requirements for “travel” are constantly escalating from both material and spiritual levels. Then, after digging deep into the many demands of Chinese tourism consumer groups, the Chinese tourism industry is about to usher in the beginning of the 3.0 global era. If you want to build a complete ecology of a virtuous cycle and create an industry explosion in the Chinese tourism global era, what should you do? Where to start?

Chen Wei, the senior vice president of iQiyi and the chief producer of the popular online variety show “The Rap of China”, once mentioned a “Pascal’s Law of Explosive Styles” in an interview. This is a law of physics that states that the greater the pressure applied per unit area, the greater the pressure. It also seems to be of guiding significance to map it to the future development of the overall tourism pattern. The smaller and more vertical tourism categories, the greater the resources and depth in a more subdivided and precise direction, can better create the industry’s “explosive models” under the large pattern of global tourism.

Subdividing the high-end market, “customization” has become a trend

Merrill Lynch Global Wealth Management and Capgemini Group’s Asia-Pacific Wealth Reports released over the years show that in the past five years, the number of HNWIs in the Asia-Pacific region (HNWIs, referring to people with more than US$1 million in liquid assets) is showing a rapid growth trend . The results of the 2014 Visa Global Travel Intentions Survey also provided us with a set of interesting figures. The average outbound travel spending of China’s affluent tourists was US$8,448, which was higher than that of tourists from other Asian countries and regions. As early as 2012, the “2012 White Paper on Consumption Demand of China’s High Net Worth Individuals” jointly released by Industrial Bank and Hurun Research Institute specifically mentioned that the consumption field that China’s high net worth individuals most hope to obtain financial services is tourism, and among them Sixty percent of the high-net-worth individuals said they would choose travel services. These authoritative data convey several obvious messages to all tourism practitioners: First, the volume of high-end user groups among Chinese tourists

Second, high-end tourists have higher quality demands for tourism products and tourism services. These high-end groups, which account for only about 10% of the total source of Chinese tourism consumers, bring twice as much profit as mass tourism. Because of this, China’s high-end tourism market, which serves a small number of top users in the pyramid, has been further subdivided vertically, becoming the blue ocean with the best prospects in the current tourism industry market. Several old OTA platforms have also left the market one after another, intervening in the high-end tourism market. Shishibang, Honghu Yiyou, 6 People, Yaoyue, Shifang Travel, etc. are in full bloom. But what makes us more regrettable is that this undivided market, although It was astonishingly large, but none of the players involved could gather together to form a leading representative. What is the reason? Opening the interface of the platform involved in the high-end tourism market, it is not difficult to find that although the major high-end platforms are emphasizing that the travel products they launch are “high-end customized” private routes with high prices, most of the so-called high-end The line still follows the “finished line sales” model. Take Honghu Yiyou, a subsidiary of Ctrip.com, as an example. Its target group is positioned as a symbolic group with tens of millions of assets, but it adopts a model that first has products and then customers. Also incidentally promote the sale of other products.

But in fact, high-end tourism products are non-standard products and lack reference. High-end tourists themselves will put forward many personalized requirements, and even participate in the design of the entire team and the entire tourism product. However, the existing online platforms for high-end customized tours on the market cannot meet their needs well, because the platform is time-consuming and labor-intensive in planning the itinerary, and the degree of professionalism is relatively low. High and service satisfaction is not high.

To change the status quo of being unable to do what we want in the high-end travel market, let us go back to the “Pascal’s Law” we talked about at the beginning, invest more energy in a more vertical subdivision direction, take “customization” as the leading factor, and link destinations Productization of high-quality resources + fragmentation of lifestyle experience + mobile terminalization of booking mode + consumption and service in multiple scenarios and other clearly subdivided four major business areas. Each link is an ecology of resource mining and deep integration in the vertical direction The closed loop perfectly extends the travel lifestyle and upgrades the life experience, and then forms a truly customized “popular” product for the high-end travel market. Digging deeper into the cultural tourism market, only doing high-quality goods The Chinese cultural tourism market has long been hot. As a symbol of the upgrading of China’s tourism industry and the improvement of the ideology of the market customer group, the “cultural tourism market” in the Chinese tourism market has already become hot. . In 2016 alone, there were as many as 185 cultural tourism projects under construction in China with a capital scale of 10 billion yuan. Since the concept of “One Belt, One Road” culture was put forward at the beginning of the year, the cities along the line with the Silk Road culture as the core are even more aggressive. start locally

With the construction of the “Belt and Road” cultural tourism market, the entire cultural tourism market is thriving.

In such a hot cultural tourism market, how can we stand out from the crowd of competing products? That still has to go back to the original question: Can we continue to subdivide and dig deeper in the existing market categories, and create more advanced boutique products vertically?

If you want to complete the cultural endowment of the traditional tourism of the destination through additional content, the fight is who can dig deeper and more precise cultural connotations in the vertical field. If Songcheng Performing Arts is a negative teaching material in the game process of the cultural tourism market, then the creation of cultural IP in Wuzhen Scenic Area is a successful case worth learning from. Since Wuzhen Scenic Spot put forward the concept of “cultural town” in the early days, Wuzhen has been on the road of constantly refining and digging deep into the core of senior culture. The cultural creativity of Wuzhen Scenic Area is integrated, and the most eye-catching one is the Wuzhen Theater Festival. After four years, from the initial losses in successive years to the successful building of the international brand influence of Wuzhen Theater Festival, the fundamental core of its success is In the big market concept of culture, we have really focused on “depth” and concentrated resources to create a “boutique” cultural concept that can represent the destination. So we can see that today’s Wuzhen has world-class theater festivals, art exhibitions, world-class A large number of cultural products such as Internet conferences have become undeniable shining “explosions” in the Chinese cultural tourism market.

In the era of mobile Internet, the concept of social sharing runs through every corner of social life. In the tourism industry, the majority of tourism consumers are also willing to “share” throughout the travel process. As the youth groups of the 80s and 90s have gradually become the main force in the Chinese tourism market, this group of highly consuming customers has gradually shown a more “personalized” way of choosing tourism products in the current tourism market. The trend is to focus on choosing unpopular, niche tourism products with unique novelty-hunting attributes and strong participation.

In today’s hot Chinese tourism market, both practitioners and consumers are unanimously optimistic about the future development of the niche tourism sector. This trend itself is a testament to the increasingly precise market demands of current tourist groups. If we continue to subdivide vertically in the already niche tourism industry and use “Pascal’s Law” as a guide, we can actually find out further “explosive” seed players in the industry that can be expected in the future. Among them, the RV self-driving and camping industry is one of the most representative ones. From the subdivision of the camping industry to self-driving camping, and then to the RV self-driving camping that is generally optimistic today. Throughout every step of the gradual warming up of this niche tourism industry, from national policy dividends to the support and assistance of regional construction promotion, all of them are declaring the bright future of the RV self-driving camping market. While optimistic about the future development of the market, we also know that it is not enough to truly improve the brand building of the RV self-driving camping industry and form a “popular” industry under the global tourism pattern. To study how to effectively invest more resources vertically in the RV self-driving camping market, it is necessary to understand why consumers want to choose this kind of travel product. After reading a lot of data, it is not difficult to find that “personalization” and “experience” are the product highlights that this market customer group really cares about. There is no need to repeat the niche personality of the travel product itself, but this “experience” is a development direction worth thinking about. The development of camping tourism in my country is still in its infancy, and the construction of camping sites that has not yet formed a system is a strong obstacle to the pursuit of high-quality “experience” for tourism consumers. How to start from the precise direction of camping construction, increase resource allocation and The level of investment determines whether the RV camping and self-driving market can become a shining “explosive model” in China’s tourism industry in the future.

It is a direction to innovate and create “process-style” experience tourism products. Relying on the existing tourist attractions and farmhouse attractions in the campground, plan and build the RV campground. The development is aimed at serving tourists who are interested in car camping, and has changed from a relatively simple resting place to a multi-functional place integrating rest, entertainment, outdoor sports and vacation. Let camping subdivide from the camping industry to self-driving camping, and then to the RV self-driving camping that is generally optimistic today. Throughout every step of the gradual warming up of this niche tourism industry, from national policy dividends to the support and assistance of regional construction promotion, all of them are declaring the bright future of the RV self-driving camping market.

The high-end customized market, high-quality cultural tourism, and personalized niche experience are the main force for creating the “hot style” of the future industry under the overall pattern of China’s global tourism. Whether it is possible to effectively and reasonably invest resources into more vertically subdivided industrial fields, detonate phenomenal industrial economic growth in more vertical fields, and perfectly practice the “Pascal’s Law” of the tourism industry will be a challenge for every tourism practitioner. The long-term challenges faced by readers in the era of China Tourism 3.0.