The cultural tourism industry is caught in a cash flow dilemma at the most critical moment.

Under the epidemic, many industries have temporarily pressed the stop button, and the cultural tourism industry bears the brunt.

China Housing News trainee reporter Qin Jiali reports from Beijing.

Under the epidemic, many industries have temporarily pressed the stop button, and the cultural tourism industry bears the brunt.

When will the industry pick up? How to solve the cash flow shortage? How to allocate marketing time throughout the year? How to improve industry immunity? How to hold a group to keep warm? These problems faced by scholars have come one by one.

On February 2 1 day, the "Response and Prediction-the Second Network Salon of the President of Lu Wen Real Estate in the Post-epidemic Era" was jointly sponsored by China Real Estate News, China Real Estate Network, Zhong Fang News New Media, Zhong Fang Think Tank, China Lv Wen Holiday Yang Kang Real Estate Alliance and China Characteristic Town Industry Alliance.

Zhang Baoquan, Co-Chairman of the Board of Directors of Jin Dian Group and Founder of Mangrove Brand, Shen Lifeng, Director and Vice President of Phoenix Wentou Real Estate, Liu Shaojun, Chairman of Royal Inn, Hummelin, General Manager of Shenzhen Overseas Chinese Town Culture Group, Deng Tao, General Manager of Yan 'an Commercial Operation Management Co., Ltd. of Shaanxi Travel Group, small swallow, Vice President of Northern Division of Ocean Shipping Group, Guo ao Lv Wen-Deputy General Manager of Beijing beautiful countryside B&B Industrial Management Co., Ltd., Wang Liquan, Chairman and General Manager of Guo Xin Rongrong, Executive Secretary of China Lv Wen Holiday Yang Kang Real Estate Alliance, Zheng Xiangdong, Vice Chairman and Secretary General of China Lvwen Holiday Kangyang Real Estate Alliance, Secretary General of China Kangyang Cultural Tourism Industry Expo Organizing Committee, Song Ting, Managing Director of Beijing Yunqi Tourism Culture Development Co., Ltd., Executive Dean of Zhongfang Think Tank Urban Research Institute, Qin Gang, Executive Secretary of China Lvwen Holiday Yangkang Real Estate Alliance and other industry experts and business representatives attended the meeting to share the response to the epidemic situation of Lvwen enterprises.

At the meeting, the self-help samples of mangrove dispatching project were discussed. Some people use this to show the redesign of Yang Kang products. Some people call on the industry to urgently establish a risk hedging mechanism. It is suggested to set up an online consumption portal. Some people advocate the combination of financial instruments to realize the withdrawal of funds ... As the guest said: "The epidemic has happened, and the most important thing is to face it and think about what to do."

Zhang Baoquan: Restart the Mangrove Dispatching Project and start the epidemic self-rescue.

Zhang Baoquan, Co-Chairman of the Board of Directors of Jin Dian Group and Founder of Mangrove Brand.

"For us, the epidemic has already happened. The most important thing is to face it and think about what to do. " Zhang Baoquan, co-chairman of the board of directors of Jin Dian Group and founder of mangrove brand, expounded his "Pie Man Plan" to encourage the industry to carry out epidemic self-help.

In response to the epidemic, the huge mangrove resort world has not been able to stay out of it. Zhang Baoquan said that due to the business suspension caused by the epidemic, more than 20,000 mangrove check-out orders were unconditionally cancelled only six days after the Spring Festival.

On the sixth day of the first month, Mangrove Holiday World decided to restart the "Pie Man Project". "Simply put, it is to turn retail into wholesale. One of the most important items is cheap holiday products. Usually, the hotel room from 600 yuan to 700 yuan is 299 yuan at this stage and is valid for one year. "

In fact, as early as 20 15, the newly-built mangrove resort world has tried a similar scheme. The earliest mode is free experience after paying the deposit, that is, tourists can enjoy 7 days of free vacation after paying a deposit of 1 10,000 yuan, and the deposit will be refunded after one year. Later, the mangrove operation was on the right track and the free plan was suspended accordingly.

In view of the widespread impact of the epidemic on the whole industry, Zhang Baoquan intends to broaden the extension of this new "Pie Man Plan". He said at the meeting: "We can use this ready-made communication platform to form an alliance to attract more hotels and homestays to join. For example, half of the sales funds can be returned to the hotel to solve the cash flow problem of the enterprise; The other half is supervised by the alliance, which eliminates consumers' concerns about the integrity of payment, and then transfers it after users use the travel platform to exchange occupancy rights. "

In addition, it is worth mentioning that while restarting the "Pie Man Plan", the products of Mangrove Resort World have also undergone many adjustments, typically a brand-new Yang Kang Resort has been launched. Further developing leisure destinations on the basis of holiday destinations is also the sustainable strategic direction of mangroves. Zhang Baoquan said: "As a tourist and holiday destination, it is not about sleeping, but about content and life. Specifically,' content' includes two elements-resources and teams, that is, it must have its own operational resources and its own operational capabilities. "

Shen Lifeng: Future cultural tourism products should be designed with a healthy lifestyle.

Shen Lifeng, Director and Vice President of Phoenix Wentou Real Estate.

In the view of Shen Lifeng, director and vice president of Phoenix Wentou Real Estate, how to create a healthier, safer, more comfortable and livable community environment will become the core issue in shaping industry projects.

"The epidemic will boost the market demand for some tourism health products. I believe that Yang Kang housing will become one of the leading directions of China real estate industry in the future. " Shen Lifeng explained, "In other words, the products we will manufacture in the future should be redesigned not only in architectural form, but also in healthy lifestyle. Traditional indicators such as floor area ratio and building density need to give way to the comfort of living environment and supporting medical care, and people's requirements for living space will further shift to the health theme. "

Shen Lifeng said that in this process, only those real health care formats and unique advantages can win the blue ocean of the market. This will further test the enterprise's ability of resource integration and operation.

He gave an example. The Swiss Green Grass Anti-aging Clinic, which is negotiating cooperation with Phoenix Wentou, has been developing for 70 years, driving the local town Montreux to become the world's top medical beauty and high-end tourist destination, with more than 6,543,800 people visiting for rehabilitation and tourism every year; With the establishment of Mayo Medical Center, Rochester has become a world-class medical tourism city. "In a word, future medical care projects must have distinct and fixed commercial content."

In fact, as the platform company of Lv Wen Yang Kang industry under Phoenix Satellite TV Group, Phoenix Wentou has rich leisure and medical resources, and its first key leisure residential project-Phoenix Mountain Water Beijing in Yangshuo has also been grandly opened. Located in Yangshuo, a tourist resort in Guilin, the project aims to set up a model of China's new landscape spirit. Shen Lifeng said, "After the epidemic, people's overstocked demand for mountains and rivers will be stimulated, bringing a new era of healthy living."

Liu Shaojun: The industry urgently needs to establish a risk hedging mechanism.

Liu Shaojun, Chairman of Royal Hotel

"In the face of disasters, the whole industry needs to reflect. In addition to self-grief, it is strongly expected that the epidemic will pass as soon as possible. More importantly, we should think about why the whole industry has no risk hedging mechanism and no self-help mechanism, so we can only turn to the government's policy assistance? " In view of the impact of the epidemic, Liu Shaojun, chairman of Royal Inn, directly attacked the dilemma of "insufficient immunity" in the industry and put forward four policy suggestions.

The first is to establish an industry-wide risk hedging mechanism. "If the epidemic continues for another three months, I don't know which companies can survive? How many companies can the government help? " Liu Shaojun said, "This risk is not the first time. /kloc-SARS 0/7 years ago taught us a lesson. From a painful experience, the industry needs to establish a mechanism to hedge risks. " He cited a case that there are many kinds of "floating insurance" abroad. For similar force majeure, all losses are compensated by the insurance fund of the insurance company. For example, in the "9 1 1 incident", most enterprises were able to get out of trouble quickly because of this insurance mechanism.

Secondly, it is suggested that the hotel industry initiate the establishment of mutual insurance companies to specifically hedge similar risks. "All hotel employees and employees in the cultural tourism industry put some money into mutual insurance companies in good years, become shareholders and policyholders of * * *, and become beneficiaries of * * *, which will help solve the problem of cash flow depletion of most cultural tourism enterprises at present." Liu Shaojun said.

Thirdly, it is suggested that insurance funds should be involved in cultural tourism investment. He pointed out that the investment in cultural tourism has the characteristics of long cycle, average income and good cash flow, which meets the demand of "old money": "Most of the funds invested in cultural tourism now are" hot money "that can be withdrawn in three years with the hope of rapid replication and rapid development. Therefore, asset securitization of Lv Wen real estate is imperative. "

Fourth, enterprises in the cultural tourism industry have jointly launched projects similar to "tourist cards". On the one hand, they support everyone to tide over the difficulties by recovering some cash in advance; On the other hand, the expected income will be used to build industrial chain credit, establish a credit system with controllable risks, and build a basic platform for debt financing for light asset strategy companies.

Hummelin: Going to the countryside is an important direction in the next decade.

Hu Molin, General Manager of Shenzhen Overseas Chinese Town Culture Group

Different from some industry views, Hu Molin, general manager of Shenzhen OCT Culture Group, believes that after the epidemic, the probability of blowout in the tourism market will not be too high, which is more reflected in the balanced consumption throughout the year, because "everyone must earn their money back first, and the fear of the epidemic will be difficult to eliminate in the short term".

"I personally think that the inflection point of the epidemic may appear around March, and the summer will usher in a better time period, but it should be noted that the delay in starting school will accumulate summer time. In addition, some people can't go home for the New Year, so there may be compensation mechanisms for' May 1' and' Eleventh', and these operating spaces are worth considering. " Hu Molin said.

In Hu Molin's view, the epidemic will undoubtedly affect the ecology of the entire cultural tourism industry. Some formats may grow and some may disappear, but Yang Kang will still usher in the era of a hundred flowers, with at least a decade of golden development.

"Yang Kang is different from treating diseases. Yang Kang needs to be "nurtured". The key is to improve the body's own immunity through natural activities. " Therefore, Hu Molin believes that in the future cultural tourism projects, short-distance tours in the suburbs will break out, especially rural tourism, and natural sports suitable for China people, such as farming, mulberry fishing, picking and mountain climbing, can be added.

At the same time, this small town project is suitable for family travel. "Compared with the theme parks favored by young people and the scenic spots favored by business people, 90% of the tourists in the town may come from family tours. Because it has one advantage, it is basically free and open, suitable for eating, suitable for flowers and suitable for living. " Hu Molin said, "We often talk about the construction of corporate culture. In fact, family culture also needs to be built. The core of this is the parent-child relationship. Let' two old and one young' go out, but it is not convenient to go out. "

Based on this, Hu Molin believes that the parent-child hotel will be a huge market in China: "Since the opening of our parent-child hotel last Spring Festival, the price of each room 1300 yuan is not cheap, but it is full on Saturday and Sunday, and many guests from Hong Kong and Guangzhou live with their families."

"Generally speaking, outdoor sports can become a broader mass movement after the epidemic, and leaving the city for the countryside will be an important direction of leisure tourism in the future." Hu Molin said.

Deng Tao: Solving the problem of cash flow, changing market cognition and getting through the "cold winter" of the market

Deng Tao, General Manager of Lv Shan Group Yan 'an Commercial Operation Management Co., Ltd.

"The project we operate is Jin Yan An Cultural Tourism Park in Shengdi Valley, Yan 'an, which covers an area of 1500 mu and is located in the suburbs of Yan 'an, involving tourism, cultural performances, commercial complexes, cultural tourism towns, etc. At present, there are about 1000 B&B cluster houses, which is conservatively estimated to be the largest residential group in northwest China. Deng Tao, general manager of Yan 'an Commercial Operation Management Co., Ltd. of Shaanxi Travel Group, said frankly, "The epidemic situation has a great impact on us. The series of activities during the Spring Festival were all suspended, and the statistics were incomplete, resulting in a direct loss of more than 20 million. "

How to spend this "winter" is a question that Deng Tao and his team have been thinking about. He said that Yan 'an is different from Shenzhen, Sanya and other cities. Because of the weather, the tourist season in the northern region is obvious, with only half a year's business period, concentrated in April 4- 10/0, and other seasons are basically off-season.

"Judging from the current market influence, the operation period left for us this year is about three months." Deng Tao judged that the gradual recovery of the tourism market may start from May Day, and the summer vacation will usher in an outbreak period. In order to persist before the turning point, he shared the company's multi-level solutions.

The first level is the cash flow problem. "In the fourth quarter of last year, Shaanxi Travel Group made some predictions and adjustments for the work in 2020 in advance. On the one hand, it is to adjust the strategic transformation of enterprises, prepare to transform into cultural tourism technology-based enterprises, and increase the layout of online industries. Preparations are already under way; On the other hand, the adjustment is to accelerate the integration with the financial industry. This year, Sichuan New Hope Group and Ping An Group were introduced. "

The second level is the cognition and judgment of people's lifestyle after the epidemic. Deng Tao said that in the past month, more people have adapted to the online lifestyle, including working now, reading online and trading online. From the perspective of tourism industry, there will be many changes in the future. "In the past, we were a relatively offline industry. Perhaps 50% of the market is in the channel, and channel feedback is slower than personal feedback. So this year we are also adjusting the entire product line. In the past two months, we have upgraded the project and improved the cultural experience. " Deng Tao takes this as an example. The biggest market in Yan 'an is "Red Education and Training". Previously, the online free clinic conducted by the company and Dr. Chunyu and the online travel class conducted by the company and Fengfeng Ye Zhi had good feedback, and the online training market will be further explored in the next step.

Small swallow: Strengthening Risk Awareness and Doing a Good Job in Service Innovation

Small swallow, Vice President of Northern Division of Ocean Shipping Group

According to small swallow, vice president of the Northern Division of Ocean Shipping Group, after the outbreak, the cultural tourism industry needs to start from two aspects, on the one hand, to strengthen industry risk awareness, and on the other hand, to follow-up service innovation.

"From the perspective of industry risks, we were still in high spirits two months ago. At this stage, we may have a different profound experience. The original cost burden and financial pressure have appeared one after another, making enterprises feel the fragility of their own economic ability. " Small swallow said, "In this case, what should enterprises do in different seasons and different market conditions? How to reserve funds? This epidemic has thoroughly educated us. "

He further pointed out that the key to risk prevention in the cultural tourism industry next lies in time allocation, that is, figuring out how much time in a year is reserved for tourists and vacationers, and dividing their time and energy.

From the perspective of service innovation, small swallow believes that enterprises can find the focus from multiple levels: First, people's place activities have been strictly cut off. When home office and home class are becoming a rigid state of life, cultural and tourist places are promising, and we can find ways to make them more interesting and let people stay better; Secondly, with the help of online tools and scientific means, enterprises can reduce labor costs and operational risks, and at the same time increase service points and do a good job in linking external cooperation resources; Finally, in view of some original social life, office and business, find ways to run into tourist destinations and redistribute tourists' time. "

In addition, in order to bring opportunities to the recovery of cultural tourism industry, small swallow suggested guiding the government to realize the necessity of stimulating economic development through tourism and other industries. "From the perspective of the troika that drives economic growth, it is very important to restore consumption. The cultural tourism industry has this condition and value. " He said, "To this end, we can guide the government to protect people's paid holidays. For example, we can start from the first-line staff to fight against the epidemic as soon as possible to promote the recovery of cultural tourism consumption. "

Chai Huiwen: With the combination of government subsidies and enterprise pre-sales, industry empowerment and innovation are fundamental.

Guoao Lv Wen —— Chai Huiwen, Deputy General Manager of Beijing beautiful countryside B&B Industrial Management Co., Ltd.

According to Chai Huiwen, deputy general manager of Guoao Lv Wen-Beijing beautiful countryside B&B Industrial Management Co., Ltd., the best strategy to deal with the epidemic is to combine government subsidy funds with enterprise pre-sale, such as "Mangrove Dispatching Plan".

"We believe that it is feasible to subsidize the current operation with the help of future capital flows, which can alleviate the financial pressure to some extent." Chai Huiwen added, "But the form of' pre-sale' has the biggest pain point. Small and medium-sized enterprises do not have strong credit endorsement, so consumers can't rest assured to pay the bill. At this time, it is necessary to rely on the government to guide funds and insurance finance, and rely on the strength of the whole society to get twice the result with half the effort. It is the future to establish a comprehensive market-oriented industry security system. "

At the same time, Chai Huiwen also said that the industry needs to accurately grasp the changes in people's consumption habits and cognition brought about by the epidemic, and comprehensively upgrade the profit model and cooperation mechanism of enterprises. He said: "As the representative of the excellent city operators in China, Guoao Group has accumulated a lot of high-quality resources in the global trading platform of cultural tourism management rights and cross-border IP integration. As the president of the B&B Branch of Beijing Tourism Association, it actively tries to combine with new media and new retail, and can help the majority of cultural tourism enterprises to innovate, empower and cooperate with each other in terms of urban renewal, idle assets revitalization, customized products and services, membership system drainage, industrial funds and industrial financial upgrading.

Wang Liquan: Establishing an Online Consumption Portal

Wang Liquan, Chairman and General Manager of Guo Xin Rongrong, Executive Secretary of China Lv Wen Holiday Yang Kang Real Estate Alliance.

"After the epidemic, I believe that many traditional brands can change their digital consciousness." Wang Liquan, Chairman and General Manager of Guo Xin Rongrong and Executive Secretary of Lv Wen Holiday Yang Kang Real Estate Alliance in China, said that the Internet is often the entrance for consumers. Even if it is a restaurant, consumers will first decide whether to enter through "public comments". The construction of brand content such as live broadcast and short video also needs a positioning as the entrance of user service.

Therefore, in Wang Liquan's view, digitizing consumer service and management and establishing an online consumption portal are things that most traditional travel brands need to do, such as micro-signals and small programs. "First of all, we must change our consciousness, no longer regard WeChat as a content platform, but transform it into a service platform." He explained, "First of all, the daily active number of WeChat exceeds 654.38+0 billion, gathering almost all consumers in the market; Secondly, WeChat is almost the only platform with unlimited traffic; Finally, the WeChat applet can be more extensible to meet the individual needs of different brands. For example, SF's official WeChat account is more of its digital service infrastructure and accepts all express orders. "

In fact, for most consumer brands, online digitalization is more responsible for the function of service entrance, and offline provides experience or transaction. Wang Liquan gave an example. In the past Western Valentine's Day, the Louis Vuitton brand opened a WeChat applet pop-up store. Combined with the way offline sales staff share with old customers, the sales volume has doubled compared with last year. In the future, perhaps more traditional brands will choose this service model.

Zheng Xiangdong: Give full play to the role of industry cooperation platform and carry out industry self-help.

Zheng Xiangdong, Vice Chairman and Secretary General of Holiday Yang Kang Real Estate Alliance in Lv Wen, China, and Secretary General of the Organizing Committee of China Yang Kang Lv Wen Industrial Expo.

"In the context of slowing economic development and the international situation, there is still huge room for the consumption potential of Yang Kang, Lv Wen." Zheng Xiangdong, vice chairman and secretary general of China Wenlv Holiday Yang Kang Real Estate Alliance and secretary general of China Yangkang Wenlv Industry Expo Organizing Committee, said that after the epidemic, it is expected that there will be several outbreaks of cultural tourism consumption from this summer to the Spring Festival next year, and the industry should have confidence in the long-term improvement of the cultural tourism industry.

Regarding the impact of the epidemic, Zheng Xiangdong believes that the industry should be clear about the current situation of "changing and unchanging": "What should have changed because the epidemic has changed in advance? For example, digital and mobile Internet, including live broadcast, deep cooperation with high-frequency Internet consumption platforms such as Ctrip and Meituan, and sinking cooperation with the community have all been accelerated by the epidemic; What are the same? I think it is still the rise of the middle class and the continuous growth of family travel and entertainment demand. "

In Zheng Xiangdong's view, due to the international blockade of China by the epidemic, many outbound tourists will be transferred to China this year. For example, football parties during the "European Cup" and "America's Cup" in June; The Olympic Games in July brought about an increase in consumer demand and economic growth at night, which is a good opportunity for resort hotels, tourist restaurants and other places to realize cash withdrawal. Cultural tourism enterprises have great potential.

"The cooperation platform within the industry is very important. They are all talking about corporate self-help. I think industry self-help is more important. " Zheng Xiangdong said that industries should unite to speak for government policies, and deep integration is needed between cultural and tourism enterprises, and between enterprises and financial and Internet fields. He further stated: "The platform built by Zhongfangbao and China Lv Wen Yang Kang Industrial Expo will provide all-round services for the industrial chain of the cultural tourism industry."

Song Ting: Exploring financial instruments to accelerate the return of assets.

Song Ting, Managing Director of Beijing Yun Qi Tourism Culture Development Co., Ltd.

"Since the first resumption of work on February 7, many economists and coffee makers in the industry have been talking about the heavy losses caused by the epidemic." Song Ting, managing director of Beijing Yun Qi Tourism Culture Development Co., Ltd., shared a set of statistics: "The overall loss of tourism is estimated to be around 500 billion yuan, and the loss of catering industry is around 800 billion yuan. Together with the losses of real estate and related industries, the total loss scale is about 3. 1 trillion yuan. In Song Ting's view, this means that people's spending power has declined in a certain period of time. "

In fact, Yun Qi Tourism itself focuses on the content operation and asset management of the cultural tourism industry. Therefore, the return on assets and cash flow of enterprises are the focus of their exploration. Song Ting said that as far as the hotel industry is concerned, the return rate is low only by operation and content itself. Therefore, after the outbreak, how to help enterprises to realize the withdrawal of funds through financial instruments, whether the channels for realizing assets will grow explosively, and whether timeshare and asset securitization will usher in opportunities. , is the focus of their attention.

Qin Gang: The epidemic situation reshapes the three views of China's cultural tourism industry

Qin Gang, Executive Dean of Zhong Fang Think Tank City Research Institute and Executive Secretary of Lv Wen Holiday Yang Kang Real Estate Alliance in China

According to Qin Gang, Executive Dean of Zhong Fang Think Tank Urban Research Institute and Executive Secretary of Lv Wen Holiday Yang Kang Real Estate Alliance in China, the "three views" of industry leaders in China will change under the influence and enlightenment of the epidemic.

"What I mean by' three views' is the values, world outlook and development concept of the cultural tourism industry." Qin Gang predicted that after the public health crisis and epidemic disaster, the elements of health, ecology and green and the sense of hardship will greatly change the "new three views" of China tourists and entrepreneurs, and the concept of "destiny" shared by * * * * will reshape the industry culture.