Ma Xiansheng's Zhou

Mr. Ma's Course: (Please contact Mr. Ma and Ke Rui Business Culture Team for lectures and training)

1, Commercial Orientation and Case Sharing of Urban Cultural Tourism

2. Business travel and case sharing in large markets/small towns.

3. Location of destination commercial street/ancient town and case sharing.

Mr. Ma's "Business Travel Writing Development Thinking and Operation Logic" course series lasts for 2 hours, including development logic, positioning logic, operation logic, marketing logic and case sharing.

Solve the underlying problems of matching and application of developers' holiday discs, solve the development and investment problems of cultural blocks and cultural blocks, and solve the revival and transaction problems of cultural tourism businesses.

I have seen many cultural tourism projects recently. Whether in traditional scenic spots, modern scenic spots or new scenic spots, I am faced with the problem of how to increase the income of scenic spots through activities and performing arts. But this article will deconstruct and analyze the development of China performing arts.

Policy interpretation

In April of 20 19, China issued the first document "Guiding Opinions on Promoting the Development of Tourism Performing Arts", which clearly stated that by 2025, the tourism performing arts market will be prosperous and orderly, the development layout will be more optimized, a number of tourism performing arts brands with demonstration value will emerge, and a number of business entities with standardized operation, high credibility and strong competitiveness will be formed. Mr. Ma believes that the next few years will enter the golden development period of tourism performing arts.

Classification and characteristics of romance;

Personally, at present, the series of Eternal Love ranks first in the country, accounting for about 30% of the box office of national tourism performances; Geographically, the Yangtze River Delta, Pearl River Delta and Southwest China have formed three major tourist entertainment circles.

Industry characteristics

First, the romance industry has huge room for development.

In recent years, the number of domestic tourists has maintained a steady growth trend. In 20 18, the number of domestic tourists exceeded 5.5 billion, with a year-on-year increase of 10.8%, and the compound growth rate of 14- 18 was 1%. With the rise of leisure tourism, the growth rate of tourist performance audience is higher than that of domestic tourists. In 20 18, the audience growth rate of tourism performances reached 2 1.3%, and the compound growth rate of 14- 18 reached 24%.

At present, the tourism conversion rate of domestic performing arts is still at a low level, compared with international cities, but Lijiang and Sanya have become the main tourist modes of performing arts.

Secondly, science and technology have brought new opportunities for romance.

At present, the application of science and technology in the field of performing arts has matured, and technologies such as VR/AR and holographic projection are constantly developing, bringing new experiences to the audience. For example, Zen Shaolin Music Festival, Song Legend, etc. all use high-tech means to completely upgrade the original performing arts projects to attract young tourists.

The maturity of science and technology makes the performing arts novel in form, controllable in investment cost and constantly changing in content, which solves some problems of live performance.

Third, the rapid growth of the theme park market will drive the growth of theme parks and performing arts.

Theme Park+Performing Arts benefits from the vigorous development of China theme park tourism market and the strong demand in the surrounding markets of China.

Theme parks+performing arts are generally highly reproducible. First, theme parks such as Song Cheng and Disney are characterized by strong experience and easy re-creation of performance scenes. Second, creation and operation are mostly companies with high quality control ability, unlike real-life performing arts projects, because they need to rely on local resources for construction and development, so their quality control ability is low and their development is slow.

At present, Legend of Song has a series of opening and reserve projects of *** 12, which basically keeps the expansion speed of 2-3 projects a year and keeps the overall profitability stable.

Table: Song Cheng opening and reserve projects

Fourth, there are some difficulties in the live performance market and the profit model is still being explored.

The live performance market is the product of the night tour economy in scenic spots, which can prolong the travel time and increase the tourism income. Impression 2006. After the liberalization of Lijiang, the annual passenger flow basically maintained an increase of more than 15%; There are many performing arts in Zhangjiajie Scenic Area, among which the famous "Tianmen Fox Fairy, New Liu Hai Chopping firewood" and "Wuling Soul, Horse Body Divine Comedy" were released in 2009 and 20 14 respectively, and the overall passenger flow growth rate has also been significantly improved after the release.

Live performances usually involve huge investment and long payback period. One of the main reasons is the influence of seasons. Because of the low temperature in winter, the real-life performing arts projects in the north basically stop performing in winter. For example, Song of Eternal Sorrow is only performed from April to June, and Zen Shaolin Music Festival is also closed from February to March. However, the performances in the southern coastal areas were seriously affected by extreme weather. For example, the impression that Hainan Island 20 14 was affected by two typhoons, and the venue was seriously damaged. It stopped in July 20 14.

The investment of live performance is relatively large, generally, the investment of a single project is more than 654.38+0 billion, and the possible investment including venue equipment will exceed 200 million. Therefore, this kind of investment brings profits to the creative team and service team, while the return period of scenic spots is longer.

Description; The above part comes from the research report of Everbright Securities, thanks to the professional research results.

Mr. Ma's comments

1. The performing arts industry has great development space, but it needs to set different performing arts contents according to different scenic spots. Performing arts is only a form, and content economy is the core;

2. Different performance forms have different creative costs, labor costs and operating costs. Choose performing arts projects carefully, develop and create according to their own project characteristics, and don't blindly launch;

3. The performance time is generally controlled at 1 hour, and the characteristics of domestic tourists are still high, which is still not ideal;

4. The staged performance content combined with new technology, new media and new means is the key to create different cultural tourism projects in the future;

5. Content economy tourism with performance as the core can be innovated in many aspects. Its core value is to let tourists combine with experience, participate in it and extend the time through performance, which should not be limited to performing arts.

For the full content, please click:

Ma Xiansheng's Zhou | Deconstruction and Analysis of Cultural Tourism Projects (Performing Arts Engine)