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Recently on Google to look up the relevant information, found a shocking news: China's tourist attractions only 5% in profit, 95% in the loss of money!
On the one hand, the situation is in full swing, on the other hand, it is the tragic scene of mourning all over the wild. Doesn't that mean that the most sunrise industry of the twenty-first century is tourism? Doesn't that mean the era of good universal tourism has arrived? What's wrong with tourist attractions? What went wrong with tourism investment?
Based on past experience and experience, there are six main reasons for the failure of the development of tourist attractions:
First, the officials and bosses in charge of decision-making do not understand travel.
Previously, the vast majority of investment in tourist attractions are the government, and now private owners began to engage in tourism, but the approval of planning or to listen to officials. It can be said that 360 lines, the hardest thing to do is to travel! From the traditional industry, All walks of life in China have old teachers, can form the industry to eat, only tourism did not form an industry. Because ancient tourism is free, the emperor's mausoleum has guards, wangfu garden dog guard. It's harder to charge now. There are no examples to follow, no way to follow. Therefore, officials do not understand the tourism situation is understandable, but the key is to understand how to choose a good tourism planning and planning.
Often say a word, the thinking of the official court is to seek common ground, the thinking of shopping malls is to seek difference. In the shopping mall competition, only a high degree of differentiation, different to have a chance to survive. The so-called seeking for commonality is to be consistent with the above and to form a piece with the following. This kind of thinking is very right to govern, but it has to be used to compete in the market. Many decision makers develop tourism is a three-plate axe: inspection, learning, imitation. First organized people horse to the country to investigate similar projects, come back to copy plagiarism, the whole exact same out, this is the same thinking led to the national scenic spots a thousand sides, seems to have been similar, completely lost the charm of tourism and market competitiveness.
Why do tourists have to come? Where are the core selling points of your scenic spot? Where's the stunning landscape? These are not considered at all, because urban landscape thinking and municipal engineering thinking is not to consider these, we must go out of these two thinking, deep thinking of consumers and the market, in order to do a good job of tourist attractions.
Tourism investors and decision makers must not watch 3D animation, those projects do not have a large number of sound effects and colors, put on the real venue, is a pile of plagiarism from all over the country, burning money useless garbage ideas! Like to see sixty yuan to see the movie on the line, don't be sixty yuan worth of packaging shook your eyes, shook lost your money!
Why can't bosses in almost all industries switch to travel? The reason is that tourism is different from all industries. Other industries must study competitors, to make the product like a product, to make it similar to competitors, so as to be competitive. And tourism is the opposite, do not develop tourist attractions like a tourist attractions! Don't develop scenic spots like everyone else! Then you're in danger. Because this is someone else fooled you, the door and parking lot to be like, the road to be like, reception facilities to be like, and finally your energy is on this piece you are not like! Your energy and money must be placed in places that are not like tourist attractions, and must be in places where tourists will run over to pay for them. In this way, your scenic spot has vitality, you can make a lot of money. The reason why tourism is a big return on investment is slow, the reason is that you spend a lot of money in a place that doesn't attract tourists at all, and you spend it entirely on one with your competitorsIt's the same place!
Tourism is not the same as other industries, you are born to face the competition of all scenic spots! Don't focus your eyes on what kind of travel you and fellow villagers need, don't focus on the surrounding competitors, but to face the whole country, how different from the national scenic spots, how to attract the whole country. So you have a chance to live.
Tourism and other industries are not the same, eating and drinking have numerous standards, eating and drinking to meet the standards of hygiene, to do not contain harmful substances, to comply with national standards ..., housing to light ventilation and sun-resistant earthquake ..., building cars to brake crash-resistant emissions ..., only tourism is unlimited, because eating and drinking do not do well will die, tourism play not dead. So tourism is an imaginative industry, tourism is an infinite creation of the industry! 
Second, decision makers do not understand what is a good tourism planning and tourism planning, only know the planning and design institute and famous universities, only know the temple, do not know the rivers and lakes. Need to know that people are in rivers and lakes!
Decades of set-up thinking, when it comes to planning, think of colleges and universities.
Why can't colleges and universities plan for tourism? Because tourism planning has only one purpose: how to attract a large number of tourists to scenic spots? Any plan that doesn't achieve this is a hooligan. College designers are basically out of the school gate into the courtyard door, did not set up stalls, did not run the market, did not engage in sales, did not go to sea, did not study consumers, please ask how you attract consumers over! Book students rebel, ten years can not! Doctor, only a thousand people!
Why did Mao Zedong succeed? First, in-depth study of the market, hiking thousands of miles to visit the county and countryside, a "Hunan Farmers Movement Inspection Report" to Chinese consumers touched a door clear. Second, the shock of creativity, agriculture as the basis, rural surrounding the city, three magic weapons, ten programs, the Long March, a thousand miles leap forward, not a copy copy plagiarism, all highly original, so can launch hundreds of millions of people. Third, marketing master, now China's top 500 and the world's top 500 compete to play in the countryside wall advertising, is the elderly open the first.
A group of ivory tower college school, courtyard door, school gate shuttle between life, how to understand the business is going on? Can you decide the development of Tourism in China? How can you mobilize the masses to come to the scenic spot? Excuse me!
Professionals have made statistics, every year the country wastes up to hundreds of billions of dollars on mediocre planning! As a result, investment mistakes in tourism projects amounted to trillions! This waste far exceeds public money for food, drink and bus consumption. This is a crime against the city and the people! This is irresponsible to the job!
In addition, those who sent directors, managers to talk about the project, sent the so-called branch boss, because the travel planning company's boss itself can not, the company itself lack of top players. Every project of a travel investor is fighting for his life and death! The other boss doesn't want to come over, you can imagine, in the end, who is doing your project? How much responsibility do they have and how much heart do they spend on projects that determine your life and death?
Third, more than 90% of tourism planning institutes and companies do not understand tourism!
Tell everyone an objective fact, more than 90% of tourism planning institutes and companies do not understand tourism! Travel is to speak for it is to mobilize the masses! Launch millions of people a year not far away, how much this can withstand! No less than a revolutionary. No more than ten people in the country have this ability!
99% of China's tourism planning is done in vain, no matter how you agree with the current planning of your scenic spots, you must have been cheated. Because you haven't seen a really good plan.
You ask these people in the compound, why do you plan to make a look, a way? He said that's what he was taught from his teacher! Their goal is to make the plan look like a plan, and to write the solution to the life-saving problem like a paper. In fact, the solution is to solve the problem! Write as little nonsense as possible and be creative. Don't do it all!
Fourth, investment and strength are too important, ignoring creativity and planning.
Wang Jianlin recently sold 75 hotels and all cultural tourism projects to Fuli and Rongjian, Jianghu rumors are due to the pressure of double-killing debt, the real reason is that Wanda Tourism is really not very profitable. More than 200,000 tourists a year, how to recover the investment! Money really can't travel well. Do you have more money than Wang Jianlin?
In contrast, Disney opened in Shanghai, the first year on the net income of nearly 10 billion, that year to recover investment! China's richest man said at the time: because Wanda in the tourism industry, let Disney twenty years can not make money! It's a real punch in the face.
What can a man who has three times more money than Wang Jianlin and Jack Ma do??Bill Gates is still selling software, Ortega is still selling clothes, Buffett is still playing stocks, money than Wang Jianlin, Jack Ma ten times more Wal-Mart or open a supermarket! So don't expect Wanda Ali to cover everything, play around with tourism, subjective can't reach, objective not allowed! It's just a simple rule!
This hieroglyphic idea is the most elementary idea, the thinking of elementary school students! Travel is the most taboo to do such a creative, avoid fear, because too ugly too unattractive! Shocking creativity to be able to catch people's eyes and soul, so that 1.3 billion people must come, do not regret! This pictopheric thinking, which reflects local products, is only intended to woo the feelings of local officials and citizens, and does not understand what tourism is all about! Wanda also went on to make a series. It is estimated that Wang's richest man was deeply fooled by the same design company.
Disney's global revenue reached $55.6 billion in 2016, surpassing that of China's Internet BAT Giants combined. What underpins this hundred yearsOld enterprises crazy seconds China's Internet enterprises? The first is creativity, the second is creativity, the third is creativity. Because these ideas bring a variety of original cartoon character idols, resulting in billions of people around the world are its fans. Wanda will only buy roller coasters and rides. The soul of totally ununderstood tourism competition lies in creativity!
Invest tens of billions of dollars, creative third grade! That's why Wanda has a hard time making money on tourism.
Yunnan Diqingzhou more than a decade ago, the fiscal revenue of only 30 million, a penny did not spend, there is a stone-breaking "Shangri-La" big idea, ten years visitors increased ten thousand times!
Dali creative "wind and snow moon", just an advertising word, so that Dali has become the world's small capital to find the feeling of the holy place.
Intangible investment is greater than tangible investment! Intangible investment guides tangible investment! Intangible investment is a wonderful creative planning, no smart creative planning, how much money to invest is equal to white! Shanxi, Inner Mongolia coal market is good, coal boss a scenic area to invest billions into, the result is not a climate. The problem is that the scheme has no shock ideas, and the scenic area has no stunning landscape. There is no shock, only regret!
Fifth, take chance as an inevitable, take that time as this time.
Eleven Golden Week 2016, Chengdu a city's total tourism revenue actually exceeded a province in Yunnan! Sichuan tourism completely surpasses Yunnan! Guizhou tourism has caught up with Yunnan! Why was Yunnan tourism knocked down by Chengdu? Why was it Yunnan, yunnan tourism, now Yunnan tourism? The reasons are:
Many leaders think: planning is not just to set up projects, to fight for funds, that is, to take a form, do a good job to do bad almost. In fact, the fallacy, urban landscape planning is really not harmful, the landscape is ugly, the square again LOW, there are square dance aunt to support the scene. But travel planning is deadly! Planning planning for life and death, planning planning does not do wonderful, do not do smart, this scenic spot will certainly die! Hundreds of millions, billions of dollars, ghosts don't come.
What matters is the mind and creativity!
Because tourism has long passed the stage of simply selling history and culture, more than this is selling dreams and the future! So, to this day, God left you no amazing natural landscape, the ancients left you no rich historical culture, these are not important. When the world's most popular tourist cities are no longer Rome and Paris, but Las Vegas and Dubai, when China's most popular tourist cities are no longer Xi'an and Beijing, but Hong Kong and Macau. At this time, museums, exhibition halls, tombs, antiques, ancient monuments, ancient relics and so on have become the tourism industry yesterday's yellow flowers, and creativity and dreams have become the theme of tourism development.Because, the purpose of people's tourism is no longer to this tour, education, but a happy experience, entertainment happy;
At this time, the resources of the general tourist attractions have the first day! The key is to capture the psychology of the tourists,
Combined with their own advantages, creative development of unexpected landscapes and products to survive and develop, and even later on. The key is to grasp three links:
First, to have a never-forgettable tourism image positioning.
Tourism image positioning is not difficult, the key is to do "three one": tourism image positioning is to do no one I have, scarcity is productivity! Second, to do the world's first, authority can be persuasive! Three to repeat the continuous, sustained better than better! To sum up are three ones: unique, first and single. A tourism image positioning only in line with these three one, is qualified for success.
For example, Dali creative tourism image slogan "wind and snow moon, far away Dali", "wind and snow moon, since Dali", so that Dali out of the "five golden flower hometown" of the old adman, towards a new image of world-class tourism! "Wind and snow moon" is a physiological feeling, "free" is a psychological feeling, both physical and mental to catch you, where else can you run! "Wind and Snow Moon" has become Dali's super business card, but also become China's most successful tourism image positioning!
With the amazing image of tourism positioning, the name is right, plain words are done! Position the direction! Positioning is a success or failure!Otherwise, a leadership positioning, civilian positioning and recruitment positioning will make tourism development lose direction and strength.
Second, there must be a world wonder that is shocking enough.
China's first-class second-class tourism resources as early as 20 years ago developed, the rest is not flattering are below the third-rate! Therefore, you leaders and investors, must listen carefully to this sentence: do not look high at your tourism resources! Don't play cards according to the normal way of thinking! Because you are taking the third-rate below the card, and then according to the ordinary playing method to play cards, you do not bother this effort! It would be more effective to do something else! Third-rate cards must have super-class play! Third-rate resources must use unconventional ideas! Only then can there be hope.
What is a super-class, unconventional idea? Simple to one point is that there is at least one wonder of the world! It doesn't matter how many mountains, how many forests, how many rivers you have. Tourism is to sell ideas, tourism is to sell wonders, as long as there are ideas and wonders, a wasteland will also step on the footprints of the people of the whole country. Don't think that there are green mountains and green water there are conditions to engage in tourism, this is really not unusual, too much too much. Spend hundreds of millions of dollars to build a mediocre scenic spot that can't be sold, as can be seen in every county and city in China.
Third, have a breathtaking marketing event.
How about a festival? Tell you, too many cities in China's tourism festivals in the end the result has become self-entertainment, the end result is "one year hot, two years cold, three years four years on the loss!" "There are very few festivals that really continue to be successful!" Most of them rely on the government to lift the county's efforts to barely support. It can be said that 90% of the tourism festivals are full of laughter. Why can't you hold it? Expensive, labor teachers, no creativity, most of the leaders a pat on the head has become a financial support for self-entertainment.
The most important thing in tourism marketing is to have big ideas, clever ideas, seize the excitement of the media, and then use the media for free to spread your scenic spots. This is the same way to travel marketing.
Sixth, the scenic resources, positioning and products do not know clearly, blind optimism, blind decision-making, blind planning, blind investment.
In fact, most tourist attractions investment and development investment, difficult to make money, slow returns. Only a few scenic spots are very profitable. There are three situations here. First, traditional scenic spots such as the Great Wall of the Forbidden City Jiuzhaigou, unique historical culture and natural conditions. Second, Disney, Changlong, Happy Valley, huge investment and shock experience. Third, the former two outside the vast number of resources mediocre, cultural thin tourist attractions. The first two tourist attractions are very profitable, but not replicable, one is extremely scarce resources, one is a huge investment.
Many travel investors have four unclear:
Now has entered the era of national development of tourism, tourism competition is highly white heat, conventional tourism products and projects have been very viable, only ultra-conventional, shocking tourism projects can ensure survival and development! Is to do beyond the imagination of the project, to do the project to shock the world, to do unexpected projects. You're new, you're strange, you're special, and you really understand the way tourism is developed. The more mediocre the idea, the easier it is to blindfold! Because you have heard, there is a potential psychological identity, which is why mediocre ideas are easy to land, because it has the use of the boss's pursuit of security psychology, in fact, a scenic area of the greatest harm is not money, not management, not marketing, the biggest harm is mediocre tourism products and ideas! It is that all the actions revolve around mediocre products and projects, all useless!
Invest at least hundreds of millions of dollars in each tourist attraction, don't let the wrong way of thinking and mediocre solutions waste your investment and effort! Have to stand in the perspective of life and death to do creativity, do positioning and products, in order to ensure the success of scenic spots!
"14th Five-Year Plan" period, China will enter a new stage of development, in the internal cycle of large pattern, domestic tourism, health consumption expansion, supply-side upgrading, through science and technology and innovation to promote tourism, health and culture tourism consumption new scenes, agricultural culture and health travel integration to establish a new brand, large IP, so as to plan a good development blueprint for the next 5 years.
Around the small town of Kang-King Wen BrigadeThe project is difficult to set up, the industrial positioning is difficult, the industry import is difficult, the landing is difficult, the investment operation is difficultSuch as universal pain points, the opening of expert private board, theme sharing, project promotion, project personalization issues one-on-one negotiations, booth docking, high-quality industry IP depth resource docking and other forms,Promote demand landing and industrial resource docking。
Meeting Time:October 30 - November 1, 20203 days, including field project visits
Venue:Chengdu, China
Participants:Government agencies, developers, construction units, operators, planning and design institutions, investment and financing enterprises and related industrial chain chairman, general manager and other core executives attended (the size of the Conference 400 people)
Organizers:Beijing Weifang City Zhihui Technology Co., Ltd., Beijing Weifang City Creative Culture Development Co., Ltd., Weifang City characteristic town industry alliance
Summit Features:Practical experts explain, case studies, module summaries, field trips
4 Gold ManagerUnder the strategy of rural revitalization, Kang-King WenBrigade town land administrationStrategy and practical interpretation
Jo-Run Ling-Former deputy director of the National Development and Reform Commission's Urban Center, now vice chairman of the Town Center, researcher, China's small towns and urbanization research experts
Hu Lin-juan Rural land remediation experts, and Shengji Chairman
Liu JunhuiSenior Researcher of China Tourism Planning Research Center, Member of the Planning Committee of the Yanfang City Characteristic Town Industry Alliance, Executive Vice President of QiqiAn Travel Industry
The top-level design of Kang-Kang Wen Brigade project is analyzed with the construction of the core system of internationally renowned cases
威 廉 Guillaume Hubert de Fraisse 丨 Chairman and CEO of PVCP Wei Real Estate
Ye JianmingThe representative of The Greater China region of France, the special consultant of the Hot Springs Professional Committee of the Special Town Industry Alliance of Fangcheng
Chen YanyingThe innovation tutor of Khanma Research Society, the director of the Cultural Industry Research Institute of Yanfangcheng, the chairman of the strategy committee of the Industrial Alliance of the special town of Yanfangcheng, and the strategic adviser of Vanke's ten billion-year strategy
Lin Kun Fan Ph.D. in Art from the University of Japan, Executive Chairman of the Creative Council of the Beijing Yifang City Speciality Town Industry Alliance, and Dean of the Institute of Design of the Yanke Cultural Brigade
Round-table dialogue康养·文旅产业最新政策及当前产业发展遇到的核心问题探讨及答疑。
Night tour economy/ rural life complex model construction and innovation model discussion
Guo Qiangxuan The head and senior partner of the Agricultural And Cultural Industry Research Institute of Yanfang city, Yuan Jiacun, is an impression trader
Lei YiyiKhanma Research Institute innovation mentor, Yanfang City Cultural Industry Research Institute agricultural and cultural tourism project management consultant, Yanfang City Magic General Manager
The construction and text of the rural life complexBrigade.Project trading operation practices
Lou JohnsonSuper Wen and You Guangzhou Project Partner
Liu WeiFounder of Qingpu Kyusah, Innovation Mentor of The Khanma Research Society of Yanfangcheng, and former General Manager of the Kyusju Association of Anaya
Chen Let's go Ph.D., Executive Chairman of the Planning Committee of the Special Town Industry Alliance of Fangcheng, Special Advisor of the Planning Standards of the Ministry of Commerce of china, President of the Beijing Creative Jiangshan Planning and Design Institute, Chairman of Beijing Creative Village Marketing Planning Co., Ltd., And Special Planning Expert of the United Nations (CCC/UN).
The landing operation of the cultural travel god plate and the analysis of the innovation mode of kang-health real estate
Chu YunyuThe person in charge of planning for Penghu
Wang YongjunInnovation mentor at Khanma Research Institute and CEO of Watermark Pension Community China Co., Ltd
Yuan 璿 The innovation tutor of Khanma Research Society, the general manager of a listed real estate company, the management MBA of Huaxi Medical College hospital of Sichuan University, the founding partner of the family, and the special expert consultant of Chengdu Medical and Health Investment Group
Liu LeixuanThe icing on the cake is the chairman, the mastermind of the Datang Night City project, and the redefinitor of the Chinese cultural district
He XiaojianVice President of The Spring Rain Doctor Group, member of the Beijing Youth Agriculture and Labour Party, expert of the China Real Estate Industry Association's Pension Real Estate and University Health Committee think tank, and a member of the Health Industry Committee of the Special Town Industry Alliance of Yanfang City
Round-table dialogueAt present, the main questions are discussed and answered in the process of the top-floor design and landing operation of Kangkang Wen brigade town
Fangcheng - Kangkang Wen Brigade high-quality industrial resources / brand precision docking meeting
ModeIndustrial resource advantage explanation and in-depth cooperation engagement (on-site docking / online video conferencing)
Exclusive access to VIP seats and Khanma study members
A seminar on land acquisition, project declaration and medical project design practice in Kangnen Wen brigade town
Liu JunhuiSenior Researcher of China Tourism Planning Research Center, Member of the Planning Committee of the Yanfang City Characteristic Town Industry Alliance, Executive Vice President of QiqiAn Travel Industry
Chen Let's go Ph.D., Executive Chairman of the Planning Committee of the Special Town Industry Alliance of Fangcheng, Special Advisor of the Planning Standards of the Ministry of Commerce of china, President of the Beijing Creative Jiangshan Planning and Design Institute, Chairman of Beijing Creative Village Marketing Planning Co., Ltd., And Special Planning Expert of the United Nations (CCC/UN).
GanyuShanghai Fine Book Director Partner, Chief Architect, Founder and Chief Architect of Kotu Design, Editor-in-Chief of the Standards for planning and design of medical and health facilities, architectural planning expert of China Non-Public Medical Institutions Association, member of the Health Industry Committee of the Yanfang City Characteristic Town Industry Alliance
Kangkang Wen brigade town innovation project road show, expert group consultation and demand docking (need to report in advance audit)
A team of experts Guo Qiang, Liu Jun, Chen Yanying, Ye Jianming, etc
Fangcheng characteristic town industry alliance expert team and trading team project site answer questions
Kangn Wen brigade town benchmark project field visits and seminars
Line oneDory Farms - Squirrel Tribe
Line twoHappiness Commune - Lange Group rice-scented fishing song
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