Give full play to the role of industry associations and help the digital transformation of hot spring tourism industry

On May 13th, 22, official website, the National Development and Reform Commission, issued the "Digital Transformation Partnership Action" initiative. The proposal proposes that the government and all walks of life should unite to build a joint promotion mechanism of "government guidance-platform empowerment-leading-institutional support-diversified services", focusing on driving the digital transformation of small and medium-sized enterprises, and implementing the inclusive service of "using numbers to empower wisdom" in a wider scope and in a deeper degree, improving the supply capacity of transformation services, accelerating the construction of digital enterprises, building digital industrial chains, and cultivating digital ecology.

the core essence of digital transformation is to use the advantages of digital "copy, link, simulation and feedback" to realize enterprise transformation and upgrading. Digitalization is not the goal, but transformation is. Therefore, in the face of diverse voices from all walks of life, enterprises should return to the essence of enterprises and start from the core objectives of "reducing costs, increasing income and improving efficiency" and think about how to select models, organize them and implement them.

the hot spring tourism industry is relatively traditional, but because of the profound impact of the epidemic, the demand side and the field side are forcing the supply side to start digital transformation.

second, the observation of the new format of the hot spring tourism industry

The epidemic situation has promoted the digitalization process of the whole society and formed a brand-new digital environment. The demand side, the field side and the supply side promote development and change each other.

1. Demand side. Because consumers' demand for quality of life has increased, they have put forward higher requirements for products and services, and promoted the iteration of hot spring tourism products and services. Hot spring enterprises should meet consumers' cognitive needs, quality needs and sharing needs. It is necessary to break the traditional homogeneous products and services, provide in-depth and personalized products, and provide diversified access channels, diversified information sharing methods and diversified convenient experiences.

2. field side. Providing consumers with cloud exploration stores, short videos and live broadcast channels, content operation is becoming more and more important for hot spring tourism enterprises, and content operation can effectively improve the efficiency of supply and demand links of hot spring tourism enterprises.

short video and live broadcast channels are more popular than before. Under the influence of the epidemic situation, the content operation mode of the hot spring tourism industry gradually presents the development trend from graphic to video. Compared with pictures and texts, short video and live video can better promote the efficiency of hot spring tourism supply and demand links. Short video has low marketing threshold and strong adaptability, which can flexibly meet all kinds of marketing needs, and has rich and concentrated information bearing, which can deeply interact and communicate with users, and has a strong fat tail effect on the volume of communication; Live broadcast introduces professional anchor's product selection ability, optimizes product display, reduces users' product search behavior, improves information reach rate, reduces decision-making cost at low price in a limited time, promotes unplanned consumption, and can interact in real time and purchase interactively.

3. Supply side. In terms of content management and external services, the demand for digitalization is greatly improved. Private domain traffic operation is an important means to control supply-side traffic, and hot spring enterprises pay more attention to private domain traffic.

before the outbreak, the hot spring tourism market was stable, and the hot spring enterprises had little pressure to survive. In marketing, they tended to entrust products to third parties such as OTA to reduce the pressure of direct sales. After the epidemic, hot spring tourism enterprises are facing great pressure to survive. Enterprises find that direct sales are just needed, and they begin to pay attention to the control of user traffic, increase the proportion of direct sales, and achieve more efficient user recruitment, retention and repurchase through the layout and operation of private domain traffic.

Third, how can trade associations play a boosting role

Digital transformation is the cornerstone of the long-term development of the hot spring tourism industry and an important means to keep the industry young, energetic and healthy. With the continuous maturity of new technologies such as 5G, artificial intelligence and Internet of Things, the hot spring tourism industry will usher in a key development stage of digital transformation. Internally, digital transformation is helpful to improve the efficiency of internal operation and management; Externally, digital transformation can enhance the consumer experience and increase the willingness and satisfaction of consumers to go to hot springs for leisure and vacation.

how does the hot spring tourism industry realize digital transformation? The national development and reform commission issued the "digital transformation partnership action" initiative, which gives the method, that is, government guidance-platform empowerment-leading guidance-institutional support-diversified services. Based on the initial intention of developing the service industry and improving the efficiency of serving member enterprises, china tourism association Hot Spring Tourism Branch builds a bridge to communicate with the government, guides the construction of the industry platform, forms a "digital transformation partner of the hot spring tourism industry" with the advantages of the industry and cooperation with other platforms, and effectively promotes the digital transformation of the industry from the leading and leading enterprises in the industry.

During the epidemic prevention and control period, under the promotion of china tourism association Hot Spring Tourism Branch, the hot spring tourism industry has built two exclusive platforms. One is Aladdin Hot Spring, which focuses on private operation services and provides software tools for hot spring enterprises, so that enterprises can build rich products and connect with various channels; Can carry out various forms of marketing activities and build a resource center. According to the shortage of talents in the hot spring tourism industry, "Aladdin Hot Spring" has also recruited and trained a large number of professional operation teams throughout the country, provided dedicated services for each hot spring enterprise, and built and continuously expanded the private domain flow of hot spring enterprises.

The other is the centralized purchasing platform "Jintang Tesco" which serves for the purchase of hot spring tourism enterprises. With the support of resources and flow such as Tongcheng Yilong, the partner Tongyi Technology provides digital and convenient procurement services for hot spring tourism enterprises. At the same time, hot spring enterprises can use hot spring coupons and hotel room coupons to pay for the purchase, which reduces the financial pressure of enterprises.

In order to connect more industrial chain resources, china tourism association Hot Spring Tourism Branch will hold a professional hot spring exposition in cooperation with Guangdong Hongwei International Convention and Exhibition Group to connect hot spring tourism enterprises with high-quality partners, and at the same time help hot spring enterprises realize the digitalization of hot spring parks and hotels, so that consumers can explore the shops in the cloud.

china tourism association Hot Spring Tourism Branch will also cooperate with professional training institutions to transport and train professionals for the digital transformation of hot spring enterprises.

(Author: china tourism association Hot Spring Tourism Branch)