Understanding "she" is equivalent to mastering the password of the cultural tourism market.

"Other economy", also known as women's economy, is one of the new Chinese words 17 1 listed by the Ministry of Education in 2007, which refers to a unique economic circle and economic phenomenon formed around women's consumption and financial management with the improvement of women's social and economic status.

Statistics from the National Bureau of Statistics show that in 20021year, the female population aged 20-54 in China reached 352 million. Today, with the rapid economic development in China, women's roles are becoming more and more diversified and important. With the improvement of women's economic level, social status and self-awareness, more and more modern women have an increasingly strong demand for improving their quality of life, which has become an important force to stimulate consumption in China. According to Accenture's data, women in this age group control the annual consumption expenditure as high as 10 trillion yuan.

Women's spending power is constantly improving. While continuing to help her economy, their influence in all walks of life has become increasingly prominent. The Beijing Winter Olympics and the Women's Asian Cup are excellent examples of highlighting "her economy". Gu Ailing, who has two gold medals and one silver in the Winter Olympics, has become the hottest spokesperson for major brands; After China Women's Football Team won the championship, dozens of brands have announced sponsorship and business cooperation.

In fact, not only Gu Ailing and China women's football team, but also the value of women's sports all over the world is soaring. Deloitte's research report "The Rise of Women's Sports: The Road to Commercialization" points out that in the past decade, many cases show that women's sports will attract a large number of TV viewers and create value for sponsors, and a single event will attract tens of thousands of sports fans to watch.

"Ta Lv Wen" is changing the market and format of Lv Wen.

China's annual consumption data shows that more than 70% of China's social purchasing power is in the hands of women, and so is the consumption of cultural tourism.

The Report on Women's Travel in 2022 shows that the consumption of families over seven years old in China is determined by women. Women account for 58.6% of users who place orders for cultural tourism products, and their dominant position in cultural tourism activities is increasingly prominent. Expanding the space of "other cultural tourism" has become a new position to expand cultural tourism consumption.

Ctrip's 2022 "Her Journey" Consumption Report shows that women's tourism consumption has "four highs": high voice, high consumption, high quality and high cost performance. In terms of high consumption, 202 1, women's per capita travel payment is 33% higher than that of men, and over 40% of women choose to stay in hotels with more than 4 stars.

Ma Honeycomb data shows that "post-80s" and "post-90s" are the absolute main force of micro-vacations, accounting for more than 80%. In the decision-making of micro-vacation, the proportion of women is much higher than that of men, and the proportion is as high as 7 1%. It can be seen that the "right to speak" is mainly in the hands of women.

The Research Report on Female Tourism Consumption in China shows that female consumers are generally more active than male consumers in dealing with various emerging tourism games. In fact, they have become an important driving force for the current upgrading of tourism consumption, and many new tourism formats exclusively for women have emerged. Online celebrity shops, drama-seeking tours, leisure tours, medical beauty tours and parent-child tours have all sprung up because of female tourists. Even cross-country, hiking, mountaineering and skiing, which used to be considered relatively professional and intensive, have become popular options for women to travel.

Besides go on road trip, the report also points out that women are more keen to try new things than men in group tours, cruise tours, RV camping holidays, diving tours, low-altitude tours and polar tours. Her Travel is changing the cultural tourism market and format.

"Her market" Nuggets need to do a good job of supporting and serving.

In the face of cultural tourism entering the "other era", many regions began to serve "other cultural tourism" and deepen "other market". According to the special needs of women, cultural tourism destinations should actively design new ways of playing and realize the upgrading of cultural tourism consumption.

Li, head of the brand development department of Donkey Mama, said that female consumers pay more attention to the quality of tourism products, pursue both spiritual and material enjoyment, and are willing to pay for better products and services, but at the same time, female consumers are also the most cautious group, and they are more careful, so they have higher requirements for tourism services.

Yin Wei, an associate professor at Nanjing Tourism Vocational College, said that women's position in the tourism market is becoming more and more prominent. To expand the female tourism market, we need to deeply grasp the new trends and new demands of the female tourism market and seize their hearts. This not only needs to strengthen the safety maintenance of travel and residence, but also needs to improve the proportion of comfortable equipment, such as ensuring the equipment of maternal and child rooms and related facilities in scenic spots, and paying attention to the proportion of male and female toilets.

Facing the arrival of "She Wenlv", the whole industry chain of Wenlv needs to pay more attention to the polishing of quality and details. After the outbreak of the epidemic, people, especially female consumers, pay more attention to the sense of security and experience of tourism.

Take the Japanese "Beauty Hotel" super hotel Osaka Apo Store as an example. As an economical hotel focusing on the leisure and beauty experience of female customers, the lobby of the hotel is full of various styles of pillows, such as memory pillows, black charcoal pillows and herbal pillows ... Guests can choose pillows that suit them and various supplies needed for sleeping at night according to their personal preferences.

The lobby of Japanese super hotels is filled with pillows of various styles.

After check-in, the receptionist will hand the guests a beauty bag, which contains not only a set of POLAR shampoo and shower gel, but also a moisturizing mask containing collagen. Every room in the hotel is equipped with humidifier and sterilizer. If the guests feel that the air is dry, they can keep the air moist and moisturize the skin at any time.

The hotel has a special ladies' room, which not only has the basic configuration, but also has a well-known brand of steam beauty device for female guests to use for leisure. In addition, the hotel has a natural hot spring "Hua Naijing" dug from the depth of 65,438+000m m underground, which has the functions of beautifying skin, promoting blood circulation and relieving fatigue. So even if you don't stay in a hotel, many local guests come to soak in hot springs. If you feel that just soaking in hot springs is not enough to relax, you can also use an automatic massager, which is cheap and efficient.

Huahao hot spring

"Her economy" provides businesses with unlimited business opportunities.

Sun Qianbin, editor-in-chief of China Women's Daily, believes that women are not only users, but also important producers. Women hold the decision-making power of household consumption, which can be said to be "super users" and real "gods".

Some economic experts believe that women's economic independence and strong consumer demand and spending power mean that new economic growth points are taking shape. Judging from the division of demand and consumer groups, the vigorous development of women's consumer demand has triggered a series of new consumption trends, providing businesses with unlimited opportunities, but also bringing greater challenges.

China Women's Travel Consumption Report 202 1 mentioned that with the rise of the "new generation" group, female travelers are experiencing an intergenerational migration of the main consumer, and the "post-80s" have become the absolute main consumer and valuable consumer group for business travel and leisure vacation, while the "post-90s" are the largest group contributing to the incremental demand, and the "post-00s" are becoming the leaders of new trends and new consumption.

In this regard, more and more businesses began to develop new products around "her economy". In recent years, many business and cultural tourism destinations regard women's strong purchasing power as a "gold pool" of tourism brands, and launch themed tours such as flower viewing, photography, food and adventure in response to the consumption needs of female tourists. In addition, activities such as draft and cheongsam exhibition are also favored by many female consumers.

The ancient town of Anren, which has benefited from the advantages of regional history and humanistic environment, has gradually developed into a cultural brand activity with extensive influence and participation in the whole country since the establishment of the 20 13 "Wear Cheongsam to Anren" activity. "Wearing a cheongsam and enjoying a happy life" has become the knowledge of the vast number of cheongsam culture and traditional culture lovers.

"Put on cheongsam and go to Anren" activity

202 1 During the 9th Cheongsam Festival, Anren Theatre staged wonderful performances such as The Story of Lu Bu and Diusim and The Peony Pavilion of Kunqu Opera. Four Points by Sheraton Anren Chengdu hosted a "drunken cheongsam" music reception; Anren Ancient Town initiated the new concept of "Paradise World", created a super script, and killed the offline game space with the highest degree of immersion freedom. "Anren Le Jing Today" IP immersive experience drama game All actors performed live performances at Liu Yuanhu's residence. ...

Wonderful performance of "put on cheongsam to Anren"

The Realistic Experience Drama of Mansion —— Today's Anren

Accompanied by elegant jazz, classic vintage cars drive slowly, women in cheongsam pass by in the fleeting time of wheatgrass, and newsboys with newspapers run happily along the street ... When they come to Anren ancient town, it seems that they have entered a vivid picture of the Republic of China.

With the continuous expansion of the scale of "wearing cheongsam to Anren", the number of tourists has increased year by year, and the popularity has been continuously improved. This activity has become a "moving" cultural card for Anren.

"Her Energy" Makes Cultural Tourism Enterprises Leading.

In fact, the cultural tourism industry is mainly "her consumption", which is dominated by women and oriented by women's consumption gap, and contains huge business opportunities. As an important participant in the market economy, female consumers' consumption consciousness and preference have a deeper influence on the development of the whole market economy.

In the context of the disappearance of the overall demographic dividend of the Internet, vertical groups are the key to enterprise competition, and the industrial layout of related consumer groups is accelerating the development of Internet group economy. Mining and stimulating the female economy is an important growth point of the current consumer market.

To this end, the "Their Thailand Tour" women's theme tourism month held by the National Tourism Administration of Thailand every August is worth learning.

"Their Journey to Thailand" Female Theme Tourism Month

China guests who participated in the "20 18 Female Thailand Tour"

During the event, the National Tourism Administration of Thailand cooperated with more than 200 partners, including health care, beauty and body building, hotels, airlines and sports clubs, to provide various discounts for women who traveled to Thailand in August. At the same time, a female travel app "Women's Journey Thailand" was released to promote the latest offers of various goods and services, help tourists plan their trips, and promote more and more female tourists to travel to Thailand through activities.

In view of "other cultural tourism", China cultural tourism enterprises should pay close attention to the characteristics of female groups and consumption preferences, extend and optimize the industrial chain, strengthen the management consciousness of "other tourism" and the input of human and material resources of "other industries", further accelerate the integration of cultural tourism and promote the upgrading of cultural tourism services; Promote the linkage of education, psychology, economy, culture and other industries, and accelerate the industrial ecological layout; Grasp women's psychology, truly tap "her strength" and the value of women's tourism consumption, rationally use marketing means, and build new cultural brands with the help of festivals and famous women's stories.

For example, take advantage of the Qingming small holiday to have a spring outing in Zhou Bianyou; Take advantage of Valentine's Day, carry out hand-made activities such as embroidery, knitting and dyeing; On the occasion of Children's Day, we will set up children's education practice areas in cultural tourism destinations and carry out research activities.

In short, under the background of "her economy" and "her travel", women need not only feelings and experiences confined to the travel process, but also understanding, recognition, respect and support. In the future "other markets", only by mastering women's preferences, boldly innovating and paying attention to humanized needs can we effectively absorb "her energy" and occupy business opportunities.