"A Duo Town" made a stunning appearance, and Sunac Lv Wen "expanded" product library explained the innovation of operation system.

Sunac Cultural Travel, which continues to help upgrade the domestic cultural travel industry with product line expansion and operation mode innovation, has a new trend recently.

On September 24th, the brand launch conference of Sunac A Duo Town was held in Li Ning Sports Center, Zangma Mountain, Qingdao. At this brand launch, new formats such as "Man" living space A Duo Flower Street, tang style ancient town A Duo Flower Language, online celebrity complex moonlit wedding hall, flying carpet and diamond restaurant also appeared simultaneously.

Rongchuang A Duo Town is located in Qingdao Zangma Mountain Tourist Resort, where the forest coverage rate reaches 76%, with sunny weather for 342 days all year round and dense mountain streams. The water area of kurama Lake (Douyazi Reservoir) is 6 square kilometers, and it is known as "East Laoshan Mountain, Tibet Horse".

For example, Jing Hong, executive director, CEO and president of Sunac China Beikong Group, said, "The climate in Qingdao Zangma Mountain is very good, neither cold in winter nor hot in summer. At the same time, the natural resources here are very rich, and it is difficult to find such a good place in a big city. Objectively speaking, no place is as suitable for this cultural and tourist town as Zangma Mountain. We have been looking for such a place and found it. "

Objectively speaking, if we only analyze the resource endowment of the project, it may not be enough to support Sunac A Duo Town to "break the circle" instantly inside and outside the industry; On the whole, the project became famous before it was officially launched, mainly due to the comprehensive effects of project scale, design and development, business combination, brand screening and other factors.

Taking the scale of the project as an example, Qingdao Sunac A Duo Town covers an area of 32 square kilometers, of which only A Duo Huayu (B&B Group) covers a total area of about 720 mu. Based on this, looking at the new front line of the country is far from being comparable to other suburban cultural tourism projects.

Looking closely at the design and development, the project has been in construction since 20 18, which lasted nearly four years. Under the guidance of operational thinking, A Duo Town Team abandoned the traditional planning template of Lv Wen block and deeply integrated immersion with artistic aesthetics.

Looking at the combination of formats, the data show that at present, A Duo Town has opened and put into use supporting industries such as A Duo Farm, Yunming Tea Farm, film and television location, Rong 'ai Yang Jiayi Community, A Duo Flower Street, and other cultural tourism formats such as A Duo Huayu, Songpin Hotel, Tibetan Mashan Ski Resort, plus the original private outing and Meng Chong Paradise. The project integrates pastoral, ecological, holiday, leisure, residence and film and television tourism.

In the choice of cooperative brands, unlike other ancient cities/Lv Wen blocks, which have low entry barriers and chaotic combination formats, Sunac A Duo Town is a targeted invitation and "big-name gathering", including CITIC Bookstore, Li Ning Sports Center, Costa, Muji, Wanda Cinema, etc., and the brand combination effect of the formats is "bursting".

Taking CITIC Bookstore as an example, its general manager Mao said that the books published by CITIC have been very diversified, but because the bookstores in the past left some fixed impressions on readers, he entered the town because he saw the design, layout and operation ideas of Sunac Town, with brand and innovation as the core. Mao Hui Quan even imagined, "I hope that in the future, both sides will build a new brand or even a model, enter more towns and make a continuous cultural output."

"Sunac A Duo Town promotes the integration and development of cultural tourism and rural revitalization, which opens the big pattern of Sunac's layout of cultural tourism industry and highlights the feelings and responsibilities of enterprises to invest in a better life. Taking the opportunity of this brand launch conference, Sunac A Duo Town will surely become a new business card for Qingdao tourism and become the' back garden' of Qingdao's leisure and holiday city. "

In 20 18, Sunac entered the cultural tourism industry from a high starting point and established Sunac Cultural Tourism Group. Perhaps at that time, in the eyes of the outside world, Sunac's actual investment in the cultural tourism sector will still adopt a phased conservative strategy. But in fact, based on the continuous optimism about the long-term value of the cultural tourism industry and the continuous improvement of its own operational capabilities, Sunac Cultural Tourism has been steadily and steadily.

20 18, sunac Lv Wen group was established; In 20 19, Sunac's cultural tourism strategy was upgraded to "China Family Joy Supplier" and innovative operation of open paradise was implemented; Guangzhou, Wuxi and Kunlu Wencheng opened one after another, and Sunac Ski School was established. In 2020, Sunac Chengyu Lv Wencheng opened, Sunac Lv Wen Club was launched, Sunac Ski Club was established, and the theme night tour was fully opened; 202 1, Jinan Rongchuang Wenlv City, Guilin Rongchuang International Tourism Resort, Hangzhou Bay Water World and Hangzhou ins Park were opened one after another. ...

According to the definition of Sunac, A Duo Town has created a living space with rich scenes and cultural connotations. Around the first-and second-tier core cities, with the help of unique ecological conditions such as mountains, rivers, lakes and seas and local cultural resources, with micro-vacation scenes as the core, we will build a life town with complex formats and diverse experiences, and rely on hotel clusters to build a life enjoyment platform, which will carry the ideal scenes outside urban life through theme commercial streets, Yang Kang, leisure agriculture and private Takinoyu.

From the perspective of business model, amusement park products have higher requirements on the population/energy level of cities (groups), and most of the population/economy and hardware elements of sinking markets/terminal destinations cannot meet their landing principles; However, due to the characteristics of geographical location and the problem of passenger carrying capacity, Lv Wen town needs to find a new path compared with theme parks.

Judging from Sunac Lv Wen's past actions, it is a continuous process to achieve performance growth through operational innovation. Driven by "open management", Sunac Lv Wen bid farewell to the "obsession" of traditional theme parks for big tickets, and constantly optimized and upgraded the operation strategy of its Lv Wencheng.

Reflected in revenue, in 2020, the total revenue of Sunac Wenlv was 3.88 billion yuan, a year-on-year increase of 36%. Since 20 17, its revenue has increased by about 10 billion yuan every year, and the growth rate has remained at around 40% for two consecutive years. Specific to its cultural tourism cities and resorts, Sunac China 202 1 interim performance report shows that Jinan Sunac Cultural Tourism City has more than 550,000 passengers during its opening; The passenger flow of Guilin Sunac International Tourism Resort exceeded 230,000 in the first weekend of its opening; Hangzhou Bay Sunac Lvwen Water World has become a new benchmark for water parks in the Yangtze River Delta.

At present, Sunac Lv Wencheng has basically completed the layout of core cities in all regions of the country, and the customer base coverage is close to "no dead ends". Next, Sunac Lv Wen's more reasonable development strategy for this sector is to strengthen the linkage and cooperation among various stock projects (its opened Lvwencheng/Resort) through continuous operation optimization and format upgrade; At the same time, with the help of experience accumulation, it provides more forward-looking guidance for incremental projects.

The deeper reason is that after more than three years of layout and accumulation, Sunac Cultural Travel has a rich layout and diverse formats, and the project operation is getting better and better. Rongchuang Cultural Travel has both a cultural travel and business travel complex and a small town B&B like A Duo Huayu, which is a "natural spillover" after the team system is complete and the operation ability is mature.

It should be pointed out that although the domestic travel towns enjoy the continuous release of policy dividends, the market scale is no less than that of urban business travel styles, but because such products have higher requirements for the comprehensive operation system represented by the localization ability of traders, there are fewer head players and international giants, and it is more difficult to get involved. To sum up, entering Lv Wen Town at this time will undoubtedly face multiple benefits.

While satisfying the function of cultural tourism, Lv Wen town remoulds emotional value and spiritual value, and realizes the "returning home with clothes" of contemporary people's hearts, which is the core breakthrough point. Therefore, Sunac proposed "a lifetime trip", that is, in the name of "A Duo", let the life of childhood, youth, middle age, old age and other different stages realize yearning, return to nature and return to family in Sunac A Duo town.

Some insiders pointed out that the span from urban cultural tourism to cultural tourism towns is not small. Lv Wen Town is different from conventional real estate development. In addition to the construction of housing system, it is more important for traders to focus on community operation and industry introduction, and constantly build and optimize the internal system of the whole community. This high demand for soft ability has brought many challenges for players from all walks of life to enter Lv Wen Town.

Focusing on the project of A Duo Huayu, how is its comparative advantage reflected?

First of all, the project trader has rich operation and management experience and strong resource integration ability.

Taking Sunac Lv Wen Ice and Snow Business as an example, as the world's largest indoor snowfield operator, its layout covers the national ice and snow tourist area, covering the whole ecological cycle services of R&D, design, construction, operation, investment promotion, teaching and other projects.

Secondly, under the business strategy of Sunac Lv Wen's opening, it is the linkage, coordination and traffic mutual guidance effect among various formats. For example, in the commercial sector, Sunac Lv Wen enhances the transformation of the business operation concept with entertainment genes implanted, redefines the new consumption experience through innovative entertainment commercial products, breaks the boundary between business and entertainment formats, reconstructs the scene relationship, and builds a growing commercial space in which consumers participate.

Furthermore, it is the inertia of the long-term product thinking of the operation team.

According to insiders, Sunac's cultural tourism operation team consists of veterans who have been rooted in the cultural tourism industry for many years. In terms of product design, the team implements the concept of "one place, one policy", takes users as the core, concentrates urban temperament, customizes happy scenes, deeply cultivates urban culture, resources, customers and industrial characteristics based on the new consumption era, abandons normalization and repetition, customizes unique product combinations, and creates an experience with regional connotation.

Focus on the A Duo Flower Language that is about to welcome guests, including Huajiantang, a Buyi Inn with Shu cultural characteristics, a Hualou mansion with Hanfu as the theme, and a parent-child paradise with Zen cultural characteristics. The exclusive living space for women is "Liu Yue"; Eight homestay brands, such as "Beyond the Stars" and "Yesterday", which are in line with the creative life attitude of the new generation, have their own strong points, showing their unique cultural charm.

According to the different needs of different groups, relying on the scene creation and service strength of Sunac Travel, A Duo Huayu provides customized accommodation options, bringing a modern living experience of "one store, one feature". For example, Ye Zhang, vice president of Sunac Lv Wen Group, said, "Sunac Lv Wen has been committed to providing quality service and experience to the public through refined operation. A Duo Flower Language is integrated into the atmosphere of the whole A Duo town, presenting a unique lifestyle and scene. "

In general, the director of Sunac Cultural Travel has empowered quality control and project landing, refined operation of diversified formats, and digital upgrading of the industrial side. By exporting the trading ability of "big data-investment-planning-design-construction-investment-operation" in the whole life cycle, and with the help of innovative operation and development mode, more potential projects can be upgraded and improved, and more industry benchmarks and urban landmarks can be created.

Returning to Sunac A Duo Town in Qingdao to promote "new consumption" with higher quality "new supply" has become an important way to grow at the same frequency as Qingdao. It is reasonable to expect that the "A Duo Huayu" in A Duo Town will help Sunac embark on a new journey in the evolution of light assets, thanks to the multiple dividends of the times, such as the rural revitalization policy blessing and the release of residential demand in small towns.