Recently, Wang Sicong, who loves to chase the "outlet", appeared in Tai'an "low-key" and won the Taishan Cultural Tourism Fitness Center project.
01 Not only Wang Sicong, but also "aimed" at the experience economy
According to ** reports, Wang Sicong, as the chairman of Beijing Huanju Commercial Management, recently signed a cooperation agreement with Tai'an City Development Investment in Tai'an Cultural Tourism and Fitness Center project. It is worth noting that Yang Hongtao, Secretary of the Tai'an Municipal Party Committee and Director of the Standing Committee of the Municipal People's Congress, attended the signing ceremony and met with Wang Sicong and his party, which shows the importance of the project in Tai'an.
For the Tai'an project, Wang Sicong proposed to take "new scenes, new ways of playing, and new trends" as the entry point, and "complex formats, multiple scenes, and in-depth experience" as the means to build it into a young and micro-vacation destination integrating entertainment and fitness, four-season skiing, sports cool play, youth socialization, and parent-child science popularization. In just a few words, Wang Sicong's business purpose has been fully revealed, that is, to "target" the experience economy, which can also be glimpsed from the Huanju business, which has only been established for half a year.
According to the official WeChat, Huanju Commercial is the only trendy entertainment and scene operation company focusing on immersive experience in China, with assets under management of more than 6 billion yuan, more than 70 layout projects, and more than 100 offline single stores, covering cultural tourism, commerce, experiential consumption and night entertainment, etc., and the commercial projects that have landed include Hangzhou Icon Center Trendy Night Entertainment Complex, Queen's Park Guochao Industry Incubation Center, Meihetang Michelin Catering Cluster Center, etc.
It is worth noting that Wang Sicong has always stood on the "cusp" of the times, and his unique business vision is also quite commendable. For example, when social ** was just starting out, he became the "Principal Wang" with tens of millions of fans with his sharp remarks, and founded Panda TV when live broadcast was emerging, and later pressed the "idol economy" and entered the e-sports market.
Therefore, Wang Sicong's layout in the cultural tourism industry this time also indicates the arrival of a new "outlet" to a certain extent. The book "Experience Economy" points out that the so-called experience refers to the enterprise focusing on service and the product as the material to create a memorable feeling for consumers, in which the commodity is tangible, the service is intangible, and the experience is unforgettable. In the author's view, experience is the fourth economic provision after products, goods, and services, and the improvement of consumers' purchasing power is the basis for the rise of the experience economy.
Coincidentally, not only Wang Sicong aimed at the "cake" of cultural tourism, Yu Minhong and his New Oriental announced the establishment of Beijing New Oriental Cultural Tourism, aiming to build a troika of "education, life, and cultural tourism" by cutting into the tourism track under the background of great changes in the education and training industry.
It is worth mentioning that in line with Wang Sicong's thoughts, Yu Minhong also focuses on immersive and in-depth experiences. According to its official WeChat, New Oriental Cultural Tourism aims to create high-quality cultural tourism services with a sense of knowledge, cultural well-being, and personal pursuit.
02 The core of the experience economy is participation and satisfaction
The rise of the experience economy of China's cultural tourism industry first comes from the improvement of consumers' purchasing power. In the past decade, China's per capita GDP level has been rising, reaching 8570,000 yuan, about 1$20,000. According to the law of the development of the world's tourism economy, when the per capita GDP reaches 5,000 US dollars, the tourism form begins to upgrade to more experience-oriented leisure and vacation travel.
Secondly, it comes from the change of market demand. In recent years, "Generation Z" is gradually becoming the main force of consumption, and young people are more interested in diversified, personalized and high-quality tourism products and services, and pay more attention to the emotional value brought by deep participation in the consumption process.
For tourists, the experience economy emphasizes engagement and satisfaction, not just the value of the product or service itself. By creating and delivering unique consumer experiences, it can effectively increase consumer satisfaction and loyalty. For example, since the beginning of winter, "ice and snow tours" that pay more attention to participation and interaction have become increasingly popular.
In terms of product design, since the Beijing Winter Olympics, skiing is gradually entering the "ordinary people's homes", becoming a popular entertainment pastime for Chinese peopleIn addition to skiing, the scenic spot also provides tourists with theme hotels, hot spring hotels and other leisure and relaxation places, so that they can relax while exercising.
In the tourism industry, the value of the experience economy is mainly reflected in the following aspects: first, it can enhance the added value of tourism products, so that consumers are willing to pay higher for a better experience, and even improve the profit model;Secondly, it can enhance the attractiveness of the tourist destination and attract more tourists;Finally, it can improve the competitiveness of the tourism industry and make it stand out from the fierce market competition.
Take, for example, the rise of "immersive tourism" in recent years. On the one hand, immersive tourism can provide new and rich consumption scenarios and experiences, such as immersive entertainment experience products with their own IP, which can both attract traffic and improve the repurchase rate or reputationOn the other hand, immersive tourism relies on functional technologies such as virtual reality, augmented reality, and holographic projection, and creates high-quality content through in-depth mining of cultural resources, which has a significant product premium ability.
03 The value of the experience economy is the return on investment
However, for the cultural tourism industry, the experience economy is easier said than done. First of all, the realization of the experience economy requires a lot of innovation and creativity, including a full range of innovation in products, services, marketing strategies, etc.;Secondly, the realization of the experience economy requires strong technical support, such as big data, artificial intelligence, etc.;Third, the experience economy requires enterprises to have a good corporate culture and management mechanism.
For example, at least 100 of the Guzhen projects that have become popular in recent years have been unfinished or closed down in the past few years, because the operators have rigidly copied the business models of successful projects, while ignoring cultural IP mining, marketing strategies and vague market positioning. Another example is many theme park projects, due to the entertainment projects are too monotonous, lack of stimulation, and derivative products lack brand awareness and innovative design, and the psychological price of consumers is higher, resulting in operational difficulties.
The essence of the cultural tourism project is actually an asset operation project, that is, to bring assets through capital, and then generate returns through fine operations, and to have a growth that exceeds inflation, thereby bringing land prices and asset appreciation. In other words, for cultural and tourism enterprises, the value of the experience economy lies in its ability to generate greater returns on assets.
In the implementation process, cultural and tourism enterprises must first position the project reasonably, which directly determines the project costSecondly, it is necessary to enhance the attractiveness of tourist destinations by establishing a unique brand culture to attract more touristsThird, according to the needs and preferences of consumers, we should design unique tourism products and provide a unique consumer experienceFourth, we should provide high-quality tourism services, so that consumers can feel comfortable and convenient during travel;Fifth, we should use big data, artificial intelligence and other scientific and technological means to provide personalized tourism services and enhance consumers' sense of experience.
Returning to Wang Sicong's Tai'an project, Mount Tai, as the "Respect of the Five Mountains", has more than 10 million tourists coming every year, and there is no shortage of traffic in the local area. However, recalling the failure of Songcheng Performing Arts to test the waters of Tai'an's cultural tourism market with the Taishan Eternal Love Theater, Wang Sicong also faced the same problem.
On the one hand, how is the Tai'an project positioned, and is it facing tourists from all over the country or the local and surrounding markets?If it is the local and surrounding markets, according to Wang Sicong's statement, the project investment is destined to be expensive, so how to ensure the return on investment?On the other hand, how does the Tai'an project drain?After all, the tourists in Tai'an are all going to Mount Tai.
There is a feeling that Wang Sicong's Tai'an project seems to be pursuing the "sophomore whole", outlining a beautiful blueprint for Tai'an City, while ignoring Tai'an's tourist attributes and spending power. Of course, regardless of the success or failure of the Tai'an project, it is undeniable that the "experience economy" of the cultural tourism industry has quietly risen, which will also become the core development trend of China's cultural tourism industry in the future.