According to the information of Zhiku Cultural Tourism, the official website, APP, and applet of the Donkey Mother Travel (hereinafter referred to as Donkey Mother) network can no longer be used normally, and WeChat has been suspended for several months. Moreover, Jingyu Culture (Feidon Bay) has been included in the list of dishonest judgment debtors to restrict high consumption.
The donkey mother exclusively responded to Yicai, saying: "The three-year epidemic has had a significant impact on the cultural tourism industry and enterprises. The company's partners and some companies owe more than 2 billion yuan to Feidingwan in arrears, which is difficult to recover for a while, and some banks have withdrawn loans, cut off loans or collected more than 500 million yuan from Feidingwan in disguise. This makes it difficult for the company to achieve cash flow. Some banks sued the company and blocked the account and domain name, which affected the operation of the enterprise. We have been actively communicating with all parties to resolve the issue as soon as possible. ”
Regardless of the reason, it is an indisputable fact that the "Internet celebrity" donkey mother in the era of tourism venture capital has entered a dead end. In fact, most of the people in the industry knew when Jingyu Culture was delisted in 2015 that the donkey mother travel network has existed in name only, and the decline in OTA market share is negligible, and the 2B and 2C business of ** have long had no normal business.
Its rise is also sudden, and its death is also sudden.
Jingyu Group's business experience
As the parent company of Donkey Mama, Jingyu Group has three main business segments: **Tourism, planning and planning, destination investment and IP operation. This ** tourism has always lost money, but why has this cash burn business segment been retained? Because of the loss of ** tourism, its planning and destination investment and operation business will lose its "story", and it will lose its biggest bargaining chip compared with other competitors.
Jingyu started from the tourism planning business, tourism planning is required before the planning qualifications, there is a little threshold, but this business is destined to be hard work, pile up the performance, although the tourism planning business is not difficult, but there are requirements for people and time, service objects and cycles are limited, this business sector is difficult to do "above the scale", it can not bear the grand plan of Boss Hong.
Now that the Ministry of Culture and Tourism has cancelled the qualification of tourism planning, anyone and company can fight for strength. Coupled with the slowdown in economic growth, local tourism investment is also shrinking, and the planning business is naturally shrinking.
Besides, the level of planning and planning business of Jingyu has been criticized a lot in the industry. As soon as I was a teacher of planning business, I directly said a case, several units in Anhui Province fought for a planning target, but the level of the scenery was too poor, and it was directly passed. And it's not the first time it's happened.
Many places like to find scenic areas to plan at the beginning, because this is a tourism group, and there are too many resources. But often after the in-depth communication, it turns out that it is not the case. It can't be said that their level is poor, generally a plan is 100,000 to 100,000, do you expect Boss Hong to go into battle in person? Do you expect their planning guru to be on site in person? Unrealistic, there are so many businesses and a single performance is so small, it can only be implemented by young people who have just graduated. The final level can be imagined.
Over the years, the planning business of Jingyu has actually become a pre-tool for their destination investment business. When it comes to destination investment and IP operation, I don't know much about it except for the tent guest hotel, and over the years, I have rarely seen them promote their successful destination cases, at least I haven't seen them. In Anhui, their destination investment and operation are mainly based on undertaking first-class projects. Check the relevant information, in recent years, Jingyu has won the bid for a lot of ** investment in cultural tourism EPC (design, procurement and construction integration) projects, including but not limited to homestays, rural transformation, etc., some are based on the premise of O (operation), and some do not. These projects are all led by the project, and the profits are earned by the project.
In other words, the most profitable business in Jingyu is actually construction. Its business model is 2G.
Crazy tourism investment
Donkey Mother is a product of the last round of tourism investment frenzy. Jingyu is making money from this round of tourism frenzy investment.
Around 2015, the tourism frenzy investment, with venture capital as the driving force, gave birth to a lot of tourism start-up enterprises, specializing in high-end hotel e-commerce platforms, specializing in tickets, specializing in homestays, specializing in air tickets, specializing in car rentals, specializing in tour guide services ......After a few years of development, there are now only a few head comprehensive OTAs left, and the others are unknown.
Then in the past two years, another round of crazy investment in tourism began, this time mainly driven by **, state-owned platforms and some large groups, and countless homestays, as well as urban cultural and creative parks and rural micro-vacation projects. In the past two years, whenever a place has opened a business promotion conference or held a centralized commencement ceremony for projects, you can see cultural and tourism projects that are often billions or tens of billions. The above encourages investment, gives policies and funds, matches various special bonds, and innovates PPP, EOD and other models.
But the calculation of investment and income is just a muddled account.
The principal local leaders don't care about these things, and when they have their political achievements, they are promoted, and they are transferred, and those debts are left to the local government to digest slowly. Debts must be repaid. According to the data released by the Ministry of Finance, more than half of the new debts in 23 years were refinanced debts, that is, they were used to pay off old debts. In order to alleviate the pressure on local and individual interest payments, interest rate cuts are inevitable. Recently, 12 provinces and cities have been restricted from starting new projects, which shows that the debt is on the verge of collapse.
Appropriate borrowing, investment in construction, and economic stimulation are probably impossible to deny even the most powerful economists. However, the tourism industry is a trickle of water and long-term industry, its rate of return has not been high, regardless of the investment income ratio, blindly seeking big, how much the later operation pressure is, is unimaginable to many people. Recently, there have been many cultural and tourism projects that have been thunderstormed or broken in the capital chain, and the chain reaction caused by it may not be dissipated for a while and a half, and it is inevitable to drag down local economic development.
The most regrettable thing is that in the name of rural revitalization, many places are frantically investing in building homestays, and one town and one night are not enough, one village and one night. It is understandable to invest in building one or two B&Bs to play an exemplary role, but a county ** invests in dozens or hundreds of B&Bs, and each B&B project invests tens of millions of starts, is this excessive? There are so many tourists to support? Isn't this crazy investing, what is it? It's not a B&B at all, it's all a boutique hotel. Isn't this the "hall and hall" of the new era?
Those who started early were better and grabbed a little bit of the first opportunity. Those places that are slow to start are also following the trend to catch up with the excitement, and only God knows how it will end up later.
It's time for the tour to cut prices
Crazy tourism investment, bringing unrealistic prosperity, and inflated **.
Now don't mention consumption upgrades, and don't give (dare) consumption downgrades, so let's mention consumption replacement.
It's not that *** can't afford to go, but *** is more cost-effective.
This sentence has been popular on the Internet for a while, and there is a huge reality hidden in the witticism, that is, a lot of travel consumption is indeed too expensive. With a salary of 3000 to stay in a 3000 homestay for one night, is this still a normal tourism consumption?
Smart consumers have also discovered that those supposedly high-end travel purchases do not necessarily bring better and more memorable memories.
Therefore, replacement is an inevitable choice.
It's not that you can't afford to go to 5A scenic spots, but the scenery that doesn't cost money is more cost-effective.
It's not that Michelin can't afford it, it's that the food stalls on the street are more smoky.
It's not that high-end B&Bs can't afford to live in, but city hotels are more convenient.
The bubble in the travel industry is too big, the ** is seriously inflated, and it's time to cut prices.
A scenic spot, a homestay, these are the two most inflated areas.
It's not about asking them to cut prices, it's about reminding consumers that if they don't make changes, consumers will vote with their feet. Do you think Zibo is really because of the barbecue fire? Do you think Harbin is really ice and snow suddenly so attractive? In the final analysis, the tourism consumer group, with a collective unconscious concerted action, declares war and bids farewell to those opaque, imperfect services, and outdated ways of playing with various pits.
Business needs to return to common sense, consumption needs to return to common sense, and life is not the same.
Whoever has been sailing at sea loves land;
Whoever has been stuck in an ordinary life is nostalgic for the poetic ...... of life
Tourism, in the final analysis, is still to meet the needs of people's happy life.
In a happy industry, people who work in the industry naturally want to be happy first.
The New Year is approaching, and I hope that colleagues in the tourism industry will have a happy year after passing the Ten Thousand Mountains in the light boat.