Viewpoint: Is the rise of "urban consumption" a challenge or an opportunity for cultural tourism?

World cultural tourism IP "consumption in cities" is a consumption phenomenon during the epidemic: due to the irregular closed-loop management of cities, consumers in cities can't buy experiential social products from different cities, regions and countries to meet their own needs as before the epidemic, so they can only choose and consume experiential products in their cities relatively passively. This is a more important economic market change after the outbreak.

As a typical industry producing experiential products, what challenges and opportunities will cultural tourism industry face under the rise of "urban consumption"?

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Changes in consumer behavior

Nothing can make us re-examine our relationship with the city we live in more than the arrival of the epidemic.

Zhao has always been our corporate client, working in a group with a state-owned enterprise background. "At the beginning of the city's closed management in 2020, I felt that everything was wrong," he said. "I used to travel several times a month and spent most of my weekends at home. I am at home every day now, but I want to arrange some activities on weekends, but I can't leave Beijing. " Not only that, his whole family used to go out of Beijing or travel abroad during the small holiday. Under the closure of the epidemic, they can only find a "plan" in Beijing. However, better holiday hotels or affordable homestays are ridiculously expensive. -"The cost performance is not high." Manager Zhao smiled. "Later, our family made a weekend museum plan to visit all the museums that Beijing can visit within one year."

Public relations partner YY "floats in Shanghai". Due to industry factors, when she was in Shanghai, she was "either working overtime to change the plan or on the way to propose the plan". She seldom stays in Shanghai during rare holidays and often "backpacks". "I have lived in Sichuan North Road for more than three years, and I haven't spent so much time cycling in these months." YY said.

The epidemic is coming, and many people find that they have more and deeper relations with the city where they live.

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Passive change

Subtle closed-loop management under the epidemic situation has blocked the flow of people between cities to some extent. In the past, traveling was very simple, but in some cases, it became difficult to achieve. When consumers look back from afar and put them in the cities and regions where they live, it will undoubtedly accelerate the development and rise of "urban consumption".

Throughout the cultural tourism sector, tourism, activities, vacations and consumption space in the city have changed to varying degrees after the epidemic.

Tourism: the first force, many categories, high-end durability to be discovered.

The first force of tourism products is "-city tour", which is actually a mature leisure concept in the world, that is, a short trip to let tourists know more about the historical and cultural resources of the city where they live. During the epidemic period, because of the supply and demand of tourism, the products of city tour gradually became clear and landed. Many travel companies have launched a series of products in this field to open to urban residents. For example, China Travel Service's "Looking at Hong Kong"-a tourist route composed of Hong Kong elements in the works of novelist Zhang Ailing; Shanghai Jingda's "Ten Miles on the Beach" —— A one-day tour route based on the history of the beach in 1930s. Urban tourism allows participants to know more about the city they live in, and when they re-examine the city and life they live in, they may have different emotional understandings. However, how to make the "city tour" thorough and lasting is still a topic that needs to be discussed.

Thanks to the parent-child tour and research tour market, "museum tour" has gradually formed a trend in many cities. Under the background of this era, the improvement of China's per capita education level and the cultural self-confidence of Chinese people provide the necessary cultural environment for the growth of museum tourism. In addition, many well-known museums have also opened their minds in business activities, with many exhibitions and grounded activities. Whether it is leading by cultural and creative products or by rich and colorful cultural and artistic content, the reservation of many excellent museums is really "one ticket is hard to find". Aside from simple visits and cultural and creative purchases, museums, as carriers and contents, can also consider how to provide more possibilities for the high-end tourism market in due course.

Under the epidemic situation, although a large number of theme parks are facing bankruptcy, some "theme parks" in first-and second-tier cities do maintain proud revenue. With the improvement of people's living standards and the increase of leisure time, "theme park" is indeed a rapidly growing modern tourism resource in modern tourism. Under the closed-loop management of epidemic situation, the location factor of theme park construction has become particularly important. Good location conditions mean continuous passenger flow and possible repurchase rate.

Vacation category: the demand is obvious, the location determines the fate, the demand in the off-season is quite different, and the branding of low-end homestays needs to be improved.

Since the epidemic, vacation, as a way of life, has gradually become a hot spot in the tourism market, and domestic demand has increased substantially. The demand trend of the holiday market has driven the rise of the holiday hotel market. High-quality resort hotels and homestays in first-and second-tier cities have quickly recovered from the epidemic and become the main choice for middle-and high-income tourists in cities. For the China market, "brand" will still be the guarantee of quality for a long time, which is very suitable in the holiday market-an excellent brand holiday hotel at least guarantees that you may have a smooth holiday. Of course, in addition to the overpriced brand B&B, the domestic market (especially the northern market) really needs some excellent low-end B&B brands to serve more tourists who need a holiday.

Similarly, resort hotels and homestays are also restricted by obvious location conditions. In 20021year, Beijing Club Med Yuejing Yanqing Resort Hotel stood out from the crowd by virtue of Beijing's superior commercial supply, far exceeding the Club Med Guilin Resort Hotel with better hardware conditions but relying on commercial input from outside the region. This strong contrast is also reflected in the supply and demand market in the off-season. During the small holiday, many resort hotels and homestays sit on the ground, but buyers are still rushing.

Activity category: a hundred flowers blossom and the prospects are promising.

The closed-loop management of the epidemic situation makes consumers passively become the "home" of the city. How to release demand? A series of activities in the city have become particularly important. From the government's point of view, taking cultural tourism activities as an example, whether it is "Fantastic Night in Hangzhou" or "8: 30 in Suzhou" in 202 1, many consumption scenes are connected in series with rich cultural contents, bringing diversified cultural tourism experiences to urbanites.

At the same time, with the upgrading of entertainment consumption and the demand of a new generation of consumers for multiple experiences, immersive interaction and socialization, various offline activities in cities have been born. Whether it is traditional immersive entertainment activities such as board games, script killing, escape from the secret room, various offline activities such as the national trend, e-sports animation, or the "drama" mode with more artistic trend, it is increasingly loved by the younger generation of urban consumers. In June, 20021,the tenth five-year cultural industry development plan issued by the Ministry of culture and tourism pointed out that "the immersive experience should be encouraged to be combined with urban complexes, public spaces and tourist attractions." Encouraged by the policy, it is not only an immersive experience, but also more cultural tourism activities in the city will cooperate with the commercial and public spaces in the city to innovate the format, thus opening up new boundaries of activity forms, and more diversified content and forms of activities will inevitably appear.

Consumption space: future trend and vigorous development.

The consumption scene is a trend. Cities need more multi-role and multi-business consumption space to meet consumers' social, shopping, life and entertainment needs. Under the epidemic situation, it just gives an opportunity for the rapid development of urban consumption space. Whether it is the explosion of "Mountain" in Changchun or the appearance of "Muguang Forest" in Chongqing, the immersive consumption space based on "people" will eventually accelerate its pace and become a trend.

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Exploration brought by change

When the lifestyle of consumers is integrated with the city where they live, the happiness of "certainty" may come more truly.

Social progress, environmental changes and increasing demand have accelerated the development of "urban consumption" to a certain extent. How to improve the quality of the consumer market and the city simultaneously is actually a long-term topic, but all this has become urgent under the pressure of the epidemic.

The key to "urban consumption" lies in market regulation, product innovation and repurchase rate.

These three factors are interrelated and mutually restricted. It's time for operators who used to focus on the long-distance market to think about how to innovate their products, so as to adjust the consumer market to the identifiable buyers in the city in time and improve the repurchase rate.

When it comes to repurchase rate, "being a better self" is always the first. We can think about the operation mode of "the theme behind it" of Japan Disneyland: As one of the Disneyland with the largest passenger flow and the best profitability in the world, Tokyo Disneyland has generated a repurchase rate as high as 95% by digging deep into demand, serving customers and polishing services.

While polishing yourself, it is also a great operation idea to play with the "Lv Wen IP" model-it creates the possibility for product innovation and improving repurchase rate through "combination" and "empowerment". IP is an entrance, a carrier and a multi-link business model. Cultural tourism projects are linked with compatible IP-no matter whether the link is dotted (such as POP-UP Store co-branded products), linear (such as permanent display projects) or horizontal (such as * * * creating immersive projects), it will bring new formats, new products and new boundaries to cultural tourism projects to a certain extent.

Robert Iger, Executive Chairman and Chairman of the Board of Directors of Walter Disney Company, once said: "The development of science and technology and the progress of the times will eventually eliminate the old business model. You can choose to make every effort to maintain the status quo, or you can show more enthusiasm and creativity than your competitors and try to understand and accept the new pattern. "

Under the challenge, the opportunity always belongs to the rational brave.