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

"Her economy", also known as women's economy, is one of the 171 new Chinese words listed by the Ministry of Education in 2007. It refers to the development of women's consumption and financial management with the improvement of women's socioeconomic status. unique economic circles and economic phenomena.

According to data from the National Bureau of Statistics, my country’s female population aged 20-54 will reach 352 million in 2021. Today with China’s rapid economic development, women’s roles are becoming more and more diverse and important. With the improvement of women's economic level, improvement of social status and awakening of self-awareness, more and more modern women have an increasingly strong demand for improving the quality of life, which has become an important force in promoting the continuous acceleration of my country's consumption. According to Accenture data, women in this age group control up to 10 trillion yuan in consumer spending every year.

Women’s consumption power continues to increase. While continuing to contribute to the “her economy”, their influence in all walks of life is also increasingly prominent. The Beijing Winter Olympics and the Women’s Asian Cup are examples of the “her economy” Excellent example. Gu Ailing, who won two gold medals and one silver in the Winter Olympics, has become the most popular endorsement target for major brands. After the Chinese women's football team won the championship, dozens of brands announced sponsorship and commercial cooperation with it.

In fact, not only Gu Ailing and the Chinese women’s football team, the value of women’s sports is soaring around the world. According to the research report "The Rise of Women's Sports: The Road to Commercialization" released by Deloitte, over the past decade, many cases have shown that women's sports will attract a large number of TV viewers and create value for sponsors. A single event can attract tens of thousands of viewers. Thousands of sports fans watched.

"Her Cultural Tourism" is changing the cultural tourism market and format

China's annual consumption data shows that the purchasing power of Chinese society is 70 More than % is in the hands of women, and the same is true for cultural and tourism consumption.

Tongcheng Travel’s “2022 Women’s Travel Report” shows that more than 70% of Chinese families’ cultural and tourism consumption decisions are made by women. Among users who place orders for cultural tourism products, women account for 58.6%, and their dominant position in cultural tourism activities is becoming increasingly prominent. Expand the space of "other cultural tourism" and become a new front for expanding cultural tourism consumption.

Ctrip’s “2022 “Her Journey” Consumption Report shows that women’s travel consumption has “four highs”: high voice, high consumption, high quality, and high cost performance. In terms of high consumption, women’s per capita spending on travel in 2021 is 33% higher than that of men, and more than 40% of women choose to stay in hotels with 4 stars or above.

Data from Mafengwo shows that “post-80s” and “post-90s” are the absolute mainstay of micro vacations, accounting for over 80%. When it comes to micro-vacation travel decisions, women account for much more than men, accounting for 71%. It can be seen that the “right to speak” is mainly in the hands of women.

According to the "China Women's Tourism Consumption Research Report", female consumers are generally more positive than male consumers in their attitude towards various emerging tourism methods. They have actually become the upgrading and upgrading of current tourism consumption. As an important driving force, many new tourism formats exclusive to women have also emerged one after another. Check-in at online celebrity stores, drama-watching tours, health care tours, medical beauty tours, parent-child tours, etc. have all emerged due to female tourists. Even cross-country, hiking, mountaineering, and skiing projects that were considered relatively professional and high-intensity activities in the past have become popular options for women to travel.

The "Report" also pointed out that in addition to self-driving tours, women are more enthusiastic than men about trying new things in customized package tours, outbound cruise tours, RV camping vacations, diving tours, low-altitude tours, and polar tours. "Her travel" is changing the cultural tourism market and industry.

The "her market" nuggets need to provide supporting facilities and services

In the face of cultural tourism entering the "her era", many regions have begun to take targeted measures Serve "her cultural tourism" and deeply explore the "her market". Cultural tourism destinations should actively design new ways to cater to women’s special needs to upgrade cultural tourism consumption.

Li Qiuyan, head of the Lvmama Brand Development Department, said that female consumers pay more attention to the quality of travel 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 groups are more budget-conscious and therefore have higher requirements for travel services.

Yin Wei, associate professor of Nanjing Tourism Vocational College, said that women’s position in the tourism market is increasingly prominent. To strengthen the women’s tourism market, it is necessary to deeply grasp the new trends and new needs of the market in the female tourism era and capture their hearts. This requires not only strengthening the safety maintenance of travel and residence, but also improving the ratio of comfort equipment, such as ensuring the equipment of mother and baby rooms and related facilities in scenic spots, paying attention to the ratio of male and female toilets, etc.

Faced with the arrival of "other cultural tourism", the entire cultural and tourism industry chain needs to pay more attention to quality and detail polishing.

After the outbreak, people, especially female consumers, paid more attention to the sense of security and experience of traveling.

Take Japan’s “Beauty Hotel” SUPER HOTEL Osaka Awaza as an example. As an economical hotel that focuses on female customers’ leisure and beauty experience, the hotel lobby is filled with cabinets of various styles of pillows. Pillows, black charcoal pillows, herbal pillows... Guests can choose pillows that suit them and various supplies for their night's sleep according to their personal preferences.

The lobby of Japan's SUPER HOTEL is filled with pillows of various styles

After checking in, the receptionist will hand the guest a beauty bag, which contains a set of POLAR shampoos. , shower gel set, and a moisturizing mask containing collagen is carefully included. Every room in the hotel is equipped with humidification and sterilization machines. If guests feel that the air is dry, they can maintain air humidity and moisturize their skin at any time.

The hotel is equipped with a dedicated Lady's Room, which in addition to basic configurations, also has well-known brand steam beauty devices for female guests to use for leisure. In addition, the hotel has a natural hot spring "Hanano Well" dug from a depth of 1,000 meters underground, which has the effects of beautifying skin, promoting blood circulation, and eliminating fatigue. So even if they don't stay in the hotel, there are many local guests who come just to soak in the hot springs. If you feel that hot springs alone are not relaxing enough, you can also use an automatic massage machine, which is both cheap and efficient.

"Huanai Well" Hot Spring

"Her Economy" provides unlimited business opportunities for businesses

Sun, Chief Editor of "China Women's News" Qian Bin believes that women are not only users, but also important producers; women hold the decision-making power of household consumption and can be said to be "super users" and real "gods".

Some economic experts believe that women’s economic independence and autonomy, strong consumer demand and spending power mean that a new economic growth point is taking shape. From the perspective of demand and consumer groups, the vigorous development of women's consumer demand has led to a series of new consumption trends, providing unlimited opportunities for businesses, but also posing greater challenges.

The "Chinese Women's Travel Consumption Report 2021" mentioned that with the rise of the "new generation" group, female travelers are experiencing an intergenerational migration of the main consumers, and the "post-80s" have become the main consumers of business travel and leisure vacations. The absolute main consumer group and a valuable consumer group, the "post-90s generation" is the largest contributor to incremental demand, and the "post-00s generation" is becoming the leader of new trends and new consumption.

In response, more and more businesses are beginning to develop new products around the "her economy". In recent years, many business and cultural tourism destinations have taken advantage of women's strong purchasing power and regarded them as a "gold pool" for tourism brands. In response to the consumption needs of female tourists, they have launched themed tours such as flower viewing, photography, food, and adventure. . In addition, events such as talent shows and cheongsam exhibitions are also favored by many female consumers.

Benefiting from the advantages of geographical history and cultural environment, Anren Ancient Town has gradually developed into a cultural brand activity with widespread influence and participation across the country since the creation of the "Wear a Cheongsam to Anren" activity in 2013. "Wear a cheongsam and visit Anren" has become a common knowledge among the majority of cheongsam culture and traditional culture enthusiasts.

"Wear a cheongsam and go to Anren" event

During the 9th Cheongsam Festival in 2021, Anren Theater staged wonderful performances such as "Lu Bu and Diao Chan" and "Kun Opera Peony Pavilion"; Chengdu Anren Four Points by Sheraton Hotel held a "Drunken·Cheongsam" music reception; Anren Ancient Town pioneered the new concept of "Lejing World" to create a super script-killing offline game space with the highest degree of immersion and freedom; "Today's Anren·Lejing" IP immersion All the actors of the experience drama game performed live in Liu Yuanhu's mansion...

"Wearing a cheongsam to go to Anren" wonderful performance

Large-scale mansion real-life experience drama - "Today's Anren" 》

Accompanied by elegant jazz music, classic retro cars drive slowly, women wearing cheongsams pass by from their youth, and newsboys holding newspapers run happily along the street... Coming to Anren Ancient Town, it feels like Walked into a vivid picture of the Republic of China.

As the scale of "Wear a Cheongsam to Anren" continues to grow, the number of tourists increases year by year, and the popularity continues to increase. This event has become a "moving" cultural business card of Anren.

"Her energy" gives cultural and tourism companies a leading opportunity

The cultural and tourism industry is actually mainly about "her consumption". This consumer market is dominated by women, guided by women’s consumption gap, and there are huge business opportunities. As important participants in the market economy, female consumers’ consumption awareness and preferences have a deeper impact on the development of the entire market economy.

In the context of the disappearance of the overall demographic dividend of the Internet, vertical groups are the key to corporate competition, and the industrial layout around relevant consumer groups is accelerating the development of the Internet group economy.

The exploration and stimulation of women's economy is an important growth point in the current consumer market.

To this end, the “Their Journey to Thailand” women’s-themed tourism month activity launched by the National Tourism Administration of Thailand every August is worth learning from.

"Their Journey to Thailand" Women's Theme Tourism Month Event

Chinese guests participating in the "2018 Women's Journey to Thailand"

During the event, Thailand National Tourism The bureau has cooperated with more than 200 partners including health care, beauty and body care, hotels, airlines and sports clubs to provide various discounts for ladies visiting Thailand in August. At the same time, a women’s travel APP “Women’s Journey Thailand” was released to push the latest discounts on various products and services, and help tourists plan their itineraries. Through activities, the number of female tourists visiting Thailand continues to grow.

In view of "Her Tourism", my country's cultural tourism enterprises should closely grasp the female group characteristics and consumption preferences, extend and optimize the industrial chain, strengthen the "Her Tourism" business awareness and the "Her Industry" human and material resources investment , to further accelerate the integration of culture and tourism and promote the upgrading of cultural and tourism services; promote the linkage of education, psychology, economy, culture and other industries, and accelerate the layout of industrial ecological layout; grasp the psychology of women, truly tap "her power" and the value of women's tourism consumption, and use it rationally Marketing tools, using festivals and famous women’s stories to create new cultural brands.

For example, take advantage of the Qingming Festival holiday to carry out spring outing activities; take advantage of the Chinese Valentine's Day to carry out embroidery, weaving and dyeing and other handicraft activities; take advantage of the "June 1" Children's Day to visit cultural and tourism destinations Set up a children's education practice area and carry out research activities, etc.

In short, in the environment of "her economy" and "her cultural tourism", women need not only feelings and experiences limited to the travel process, but also need to be understood, recognized and accepted. Respected and supported. In the future "her market", only by understanding women's preferences, boldly innovating, and paying attention to human needs can we effectively absorb "her energy" and seize business opportunities.