Looking at the wind: the big strategy looks at the market
The reason why cultural tourism projects are so hot is because of policy factors. Enterprises have always been sensitive to policies, and it is understandable to act when they hear the wind. But it is sometimes easy to get lost by focusing too much on policy, not to mention the unreliable continuity of policy. The foundation of running a business is to return to the fundamentals of the market. Small strategies look at policies, and big strategies look at the market. We must grasp the real outlet, the real **, and don't treat meteors as stars. What is the real outlet and real ** of the pastoral complex of cultural tourism?Of course, it is the market, it is the blowout consumption upgrade in the era of national tourism, and it is the emerging all-for-one tourism boom all over the country.
Location: The suburbs of big cities or tourist cities are hot spots in the future
The tourism resources stipulated by the state are divided into five levels, and the top national scenic spots are generally not allowed to be developed. Some places with relatively low grades have low land acquisition costs and a pleasant ecological environment, which are more suitable for cultural tourism real estate projects.
In addition, the suburbs of big cities are close to first-line densely populated areas, so the customer base can be guaranteed, and it is also suitable for cultural tourism real estate. In the future, with the consumption of tourism resources around big cities, landscape cities located in the vicinity of first-tier cities for about 1-2 hours will become a hot spot in the tourism industry, which is in line with the popular life trend of 5+2.
Positioning: Identifying the customer base is the key
1. City sightseeing and entertainment: urban theme park + hotel:The project focusing on urban tourism and entertainment will create a unique and attractive regional leisure consumption center - leisure mall by integrating urban theme parks with different formats such as brand catering and food streets, five-star hotels, shopping malls, and large movie theaters, so as to drive the development of office buildings and residential real estate, which is generally located in the center of the city or the plot of the central city expansion area, such as OCT Happy Valley.
2. Leisure and vacation: tourist attractions + hotels:With ecological villas or ancient villages as the carrier, it emphasizes the harmony with the natural environment, the integration with the local culture, and enjoys the experience of fashion vacation in a unique cultural artistic conception, which is suitable for short-distance leisure vacation, and strengthens the overnight and residential functions.
3. High-end human settlements: tourist attractions + hotels + high-end residences:In the beautiful scenery on the outskirts of the city, establish simple sightseeing, amusement, leisure products, hotels, catering, shopping, etc., to form a high-end residential tourism community. The tourism function is weak, and the main focus is residence. For example, the Guanlan Golf Project has an extremely obvious driving effect on leisure real estate, in addition to the excellent landscape resources of the golf course itself, the main reason is that the golf course is an important platform for high-end government affairs, business and leisure exchanges, which can trigger the gathering of high-end leisure people and highlight the quality.
4. Compound: Tourist Town:Theme cultural towns, mainly ancient towns, ancient blocks, or newly built towns. Its core is to create a cultural town that meets the market demand and highlights the unique theme style, and uses the town as the carrier to build a cultural and leisure platform to enhance its attractiveness, and then drive the leisure real estate on the periphery of the town, such as Lijiang Dayan Ancient Town, Chengdu Kuanzhai Alley, Shanghai Zhujiajiao Ancient Town, Chengdu Furong Ancient Town, and Chuxiong Yiren Ancient Town. This model has become the mainstream way for many ancient towns to carry out leisure upgrading and urbanization development.
Investment: Strategize and win
In the initial development of the cultural tourism industry, the scale of investment must be reasonably controlled, and continuous innovation and upgrading and rolling investment must be used to attract repeated consumption and long-term development. If the initial investment is too large, the return on investment will be low.
High investment, long cycle, and difficult income expectation are the difficulties of cultural tourism projects, so first of all, we must develop the core area, give priority to establishing a market image, and develop each sub-district independently and build it in stages. At the same time, it is necessary to be an instant hit at the start-up and continue to operate in order to attract a steady stream of investors. Capital is a double-edged sword, the development of cultural tourism projects is inseparable from capital, but due to the characteristics of the average cycle of investment in the cultural and tourism industry, we must beware of the danger of breaking the capital chain.
Cost: Reasonable allocation, moderate control
The calculation of financial data, the accuracy of operation and management costs, the uncertainty of project land costs, the difficulty in evaluating performance appraisal, and the difficulty in accurate passenger flow and revenue will all affect the reasonable allocation of costs.
Construct computational models objectively and truthfully, and don't distort them for the sake of argumentation or data looks. It is more important to set up a good risk, income distribution and adjustment mechanism for social capital, even if the project is inaccurate, it will not cause a serious imbalance of interests of the project participants and cause the project to be unable to continue.
Marketing: There is a momentum to borrow, but there is no momentum to build momentum
Any excellent cultural tourism project is inseparable from surprisingly successful planning: excellent creativity, efficient execution, and the use of current affairs for publicity, with points to lead to areas, high-speed amplification.
Rational use of "Internet celebrity products" to speak, the so-called "Internet celebrity products" is to reflect the project brand temperament, culture, value and can attract people's entry point, such as the hot "glass plank road" a while ago, it has successfully attracted major mainstream **, and even CCTV scrambles to report, such a diffusion marketing method is the most successful means of publicity.
Integration: Resource integration and optimal allocation
Resource integration is to optimize the allocation of resources and form a "1+1>2 effect".
In the era of global integration, only with the ability to integrate resources can we have stronger competitiveness. In the development and operation of cultural tourism, cultural resources, social resources, tourism resources, transportation resources, land resources, commercial resources, human resources, etc., are all in the process of integration, in order to survive and be strong.