Out of the strange circle of real estate+cultural tourism, "urban living room" will become a new generation of cultural tourism complex.

"In recent years, cultural tourism complex projects are mostly combined with real estate. The (real estate) gene determines to do real estate in the name of cultural tourism, which is a commercial problem, and it is difficult for cultural tourism groups to avoid the risks and difficulties of investment. " A few days ago ... "In recent years, cultural tourism complex projects are mostly combined with real estate, and (real estate) genes decided to do real estate in the name of cultural tourism. This is a difficult problem in operation, and it is also difficult for cultural tourism groups to avoid investment risks and difficulties." A few days ago, Wu Wenxue, former deputy director of the National Tourism Administration, said this at the 20 18 China Cultural Tourism Complex Summit Forum.

20 18 is called the first year of cultural tourism, but at present, most enterprises are still pursuing leisure vacation. According to the latest data brought by Lin Huanjie, president of China Theme Park Research Institute, among the 337 theme parks that have been built and operated in China, 53% were profitable in July, 22% were breakeven, and 25% were at a loss.

From this point of view, the rising market scale of cultural tourism industry is still difficult to hide the dilemma of cultural tourism project development. How to develop the greater value of cultural tourism projects? How to build a new generation of cultural tourism complex? Can "city living room" meet the demands of the development of cultural tourism projects? These problems still need to be solved in many ways.

20 18 China Cultural Tourism Complex Summit Forum (photo by National Business Daily reporter Zhang Yun)

Cultural tourism complex kidnapped by real estate

Generally speaking, those with functions gathering, land intensive and diverse formats are called complexes. When the urban population is concentrated and the land is tight, the urban complex appears; When the era of material progress comes and consumer demand is strong, commercial complexes appear; With the upgrading of human consumption and business transformation and upgrading, cultural tourism complex came into being.

"The whole Lv Wen real estate faces two major problems: First, the natural landscape is overdrawn; Second, the artificial landscape is the same. " Ouyang Jie, senior vice president of Xincheng Holding Group Co., Ltd., put forward his own views on the current surge of cultural tourism projects.

At present, many cultural tourism products will be labeled as "serious homogenization and low quality" by the market, with high input and low return; Long cycle and weak operation. " Shen Bo, founder of Longcheng Tourism Holding Group, said that sometimes the cold amusement facilities can only change the senses of tourists, but it is difficult to get closer to the hearts of tourists. The biggest risk of tourist attractions is not only in the operation end, but also in the planning and design. In other words, the first step of investment determines the risk degree of the project.

"Real estate developers are not short of funds, but the unnecessary investment of 1 100 million yuan will have a significant impact on the return on investment cycle." Shen Bo often tells his team that the investment cost must be controlled before investing. In his view, the problem that cultural tourism enterprises in China grow up from real estate is that the investment risk of the project is not well controlled.

Zhangyan, general manager of Changzhou Huanlong Industrial Investment Co., Ltd. and Changzhou Dino Water Town Commercial Management Co., Ltd., summarized according to the actual operation: "If there is no professional project pre-positioning, actual control operation and subsequent rolling operation, the difference in any link will lead to the silence of reinvestment. At the same time, as the last user, I want to find a unique culture in a city, but I find thousands of streets without features. This is a pain point faced by many parties. "

Wu Wenxue said that in a short time, the cultural tourism complex in China will present the phenomenon of more production and less planning. More importantly, China is in urgent need of compound management talents and needs to form a management team. However, the interests of investors, operators and managers are still difficult to coordinate, and the development of cultural tourism complex still has a long way to go.

Now the cake in the cultural tourism market is getting bigger and bigger, and the Red Sea is coming. How will the enterprise break the game? Shen Bo said that in the past, cultural tourism was only an extension industry of real estate, but what China lacked was the market operation team of cultural tourism. To do a good job in cultural tourism products is to solve the risk control of investment and meet the profit of operation.

Ouyang Jie believes that in this exploration process, we should return to spiritual consumption. If we dig out traditional culture and integrate it into modern culture, we can get a very good combination. Therefore, culture is the key to create the sustainable vitality of cultural tourism and business travel.

"A good cultural tourism complex must take cultural innovation, tourism branding, business culture, life scenes and global harmony as its core competitiveness." Wu Wenxue said.

The Integration of Literature and Tourism in the Era of Living Abroad

In the forum, Shen Bo divided the tourism products into four stages according to the development of his own enterprise: from sightseeing tourism that relies entirely on natural scenery and cultural relics, to miniature landscapes, folk culture villages, amusement parks and theme parks, and then to the all-round rise of in-depth experience tours for leisure and vacation, which also brought about changes in travel modes such as free travel. Nowadays, excellent scenic spots continue to be popular, leisure vacation and rural tourism are booming, and smart tourism and global tourism have become new market features.

From the past practice, we will find that high-quality natural and human resources can make tourism development have innate advantages, and amorous feelings experience has become an important element of urban tourism. The world's super tourism IP has rushed to China, and the cultural ancient town is favored by tourists and investors because of its unique historical background. Global tourism has become the new normal of tourism development in the new era, and the international trend of outdoor products has promoted the innovation of China people's life experience.

According to the statistics of the data center of the former National Tourism Administration, in 20 17 years, the number of domestic tourists in China was 500 1 100 million, up by 12.8% year-on-year, and the total annual tourism revenue was 5.40 trillion yuan, up by 15. 1% year-on-year. According to Wu Wenxue, at present, China's tourism industry is characterized by internationalization, popularization, industrial integration and globalization. In the future, there will be a development model with culture as the carrier, tourism as the main body and commercial demand as the support.

20 18 is the first year of cultural tourism and will become a watershed in the industry. Where will the next outlet of cultural tourism industry be? Shen Bo said that in the future, when developing cultural tourism products, enterprises must take into account all-weather, all-year and all-age standards to meet the complementary needs of business and tourism experiences.

Yang Zexuan, founder of Wanshang Chamber of Commerce, told the National Business Daily that the cultural tourism business complex is increasingly developing in the direction of "urban living room", but back to reality, when the financial channel has not been opened and IP needs time to polish, problems such as heavy investment and slow recovery are all realities that everyone has to face.

The so-called city living room refers to a new generation of cultural tourism complex that combines increasingly aggregated cultural tourism products with a broader business format. Shen Bo defines "cultural tourism, business entertainment, leisure entertainment, education and accommodation, creativity" as its ten major elements. He combined the concepts of cultural tourism and commercial real estate, and put forward new ideas from the form, format and the whole development model.

"City Living Room" will become a new cultural tourism complex.

Then, how does the redefined "city living room" meet the needs of developers, operators and tourists? Zhangyan believes that for developers, the "city living room" must rely on the platform economy and operate on the platform. Through small modules, everyone can flexibly combine them, big or small, which can be opened or closed, forming a better rolling investment without increasing investment risks.

"For operators, to satisfy citizens and tourists through soft culture, hard facilities and hard commercial space, we should not only radiate local citizens, but also consider tourists' arbitrary bargaining consumption, so that they can find more spiritual and cultural social needs here." Zhangyan further pointed out.

"In the future, the cultural tourism complex needs to rely less on real estate and make IP better." Yang Zexuan put forward three thoughts on this. From the perspective of customer thinking, the fundamental reason for the failure or shutdown of many projects at present is that the customer groups have not been clearly studied, resulting in a huge waste of social resources; From the perspective of investment, more investment may not necessarily lead to satisfaction rate.

When it comes to the operational level, Yang Zexuan believes that diversified operation is the key. Adding related content of cultural tourism and industrial chain can not only increase the richness, but also generate income. In addition, it is necessary to increase revenue as much as possible, reasonably reduce operating expenses, give full play to the advantages of the complex and create different business combinations.

Therefore, building a "city living room" with culture as the core will form a new business card for city publicity from the perspective of the government, and it is also possible to meet the demands of many parties in the development of cultural tourism projects, solve the corresponding pain points, and feed back the future business.

Zhang Ziyu, president of Huang Ting Commercial Management Group, said that both tourism real estate and commercial real estate cannot do without financial support, and Lv Wen real estate can feed back shopping centers. The most important thing for Lv Wen real estate is how to combine IP derivatives with retail, and achieve the best combination through the organic combination of urban complex, living room, traditional business and Lv Wen business, which will play a role in the future development direction of commercial real estate and the grafting of Lv Wen real estate.

In Shen Bo's view, at present, cultural tourism is developing towards minimization and focus, and business is developing towards integration and extension. If the two intersect, there will be a cultural tourism complex. In other words, the deep integration and iterative upgrading of cultural and travel merchants will become the key to the development of the complex.