On February 28, the second Changbai Mountain Forum arrived as scheduled, and continued to play the "spring prologue" of high-quality economic development at the top of Changbai Mountain, a landmark in Northeast China. With the theme of "Oriental Desire to Know and Gather for a New Life", this forum was hosted by Phoenix.com Finance and Phoenix.com Tourism, and co-organized by Northeast China. Discuss the future development of China's macroeconomy, the new chapter of the revitalization of Northeast China and other topics, in-depth analysis, ** and look forward to the vibrant 2024.
Jin Zhenlin, deputy director of the Jilin Provincial Department of Culture and Tourism.
Since the winter of 2023, the ice and snow in the Northeast have exploded. How to put this wave of traffic into perspective? How will the heat continue in the future? Focusing on the above issues, Jin Zhenlin, deputy director of the Jilin Provincial Department of Culture and Tourism, delivered a keynote speech in the "2024 Blooming Cultural Tourism Consumption Potential" session of this forum.
Judging from the data, taking Jilin Province as an example, from January 3 to February 17, 2024, there will be nearly 1,000 hot searches for ice and snow tourism in Jilin Province. The high degree of online discussion has brought huge traffic to the offline: during the Spring Festival, it is difficult to find a room in large hotels in Changbai Mountain and Yanbian, and the occupancy rate in some areas is more than 98%; The growth rate of tourists in scenic spots such as Beidahu, Changbai Mountain, and Songhua Lake is more than 60%, and the growth rate in some places even exceeds 100%. Jin Zhenlin pointed out that these data show that the Northeast has become an "Internet celebrity" that everyone pays attention to.
In addition to the unique ice and snow industry brought by geographical advantages, the state's support for the revitalization of the old industrial base in Northeast China since last year, as well as the follow-up of mainstream and self-development, and the full preparation of ice and snow products in Northeast provinces have created this wave of traffic. Jin Zhenlin pointed out.
After the traffic, how to retain this "splashing wealth"? Jin Zhenlin noticed that everyone is planning ahead and preparing carefully, striving to continue the flow of winter and create a long-red tourist destination in Northeast China. In Jin Zhenlin's view, this reflects the characteristics of the Northeast ice and snow industry for many years. It is undeniable that while it is popular, it also exposes some shortcomings. For example, the supply of public services, especially the problem of transportation services, and the problem of diversified accommodation will be the key direction of the Northeast cultural tourism industry. "In 2025, the high-speed railway from Shenyang to Erdaobaihe will be opened, which is a huge flow, can we still be fully prepared to make up for the shortcomings? Can the demand for a lot of traffic provide convenient services? This is a major topic in front of us at present, and it is a problem that all levels and all sectors of society work together to study and solve. It can be said that from now on, we are starting to do this, striving for better services, better environment, and better products to dedicate to the majority of tourists. ”
The following is the full text of the keynote speech by Jin Zhenlin, Deputy Director of the Jilin Provincial Department of Culture and Tourism:
Good afternoon, everyone! For me, it was a good and rewarding listening to the presentations of various experts in the morning. In fact, in the morning, I was talking about finance, real estate, urban out-of-the-circle and capital and other topics related to China's macroeconomic policy and the revitalization of Northeast China. Invited by the organizer of the organizing committee and the proposition essay, let me talk about what we did after the Northeast ice and snow exploded out of the circle? I've been thinking about this topic for a long time, but I really don't know which angle can be more realistic and more in line with the needs of the audience. Therefore, I bring two questions today, the views are not necessarily correct, to communicate with you, my views do not represent the Jilin Provincial Department of Culture and Tourism, purely personal cognition, please criticize and correct what is wrong.
Today's Changbaishan Forum is very well organized. First, the time is well chosen. At the beginning of the year, the Spring Festival of the Year of the Dragon has just ended, and everyone is jubilant, and the future is promising. Second, the location is well chosen. The Changbai Mountain Forum was held at the foot of Changbai Mountain and in the country's top ski resort. Third, the theme of the forum is well set. My eyes lit up, and it was called "Oriental Dawn Wants to Gain New Life", which is a topic full of vitality and expectation. Fourth, the level of experts is high. The point of view is clear, the thinking is clear, the vision is broad, the standing position is high, and the measures are practical. Next, in 2024, how to continue the trend of cultural tourism in a thriving scene, and push Northeast cultural tourism to a higher and faster development stage is something we need to strive to do well in the future. So the first question I want to communicate with you is, how do you think about these problems after the Northeast ice and snow explode out of the circle?
There may be a lot of colleagues in the tourism industry here, and there are also a lot of ** and industry **, and everyone is very concerned. So what kind of inspiration does this wave of wealth give us? How do you think about the value of being out of the circle? On the Internet, Zibo is out of the circle, Erbin is out of the circle, and there are many review articles written for the perspective. However, there are still very few factors behind the cultural tourism industry from the perspective of out-of-the-circle evaluation.
Because I myself have personally experienced this wave of wealth during this time, after thinking carefully, this time the Northeast ice and snow out of the circle, what dimensions are used to evaluate the value, the first one to see is the first degree, the second to see is the influence, the third to see is satisfaction, the fourth to see the competitiveness, the fifth is the growth rate, the sixth is the persistence, the seventh is the scale of income, the eighth is the product quality, the ninth is the service ability, the tenth is the popularity index, the eleventh is the offline conversion rate, and the twelfth is word-of-mouth communication, the thirteenth is the development potential, the fourteenth is the commercial value, and the fifteenth is the basic support. Some dimensions are from the perspective of the market, stressing efficiency, some dimensions are from the perspective of society, stressing responsibility, and some dimensions are from the perspective of development, stressing the long-term.
I have roughly studied it, if we use the 15 dimensions I am proposing now to evaluate the market value of this wave of popularity, the popularity of online traffic and the actual market performance and our actual perception have a high degree of convergence, but there is also a certain gap.
There are two aspects to this year's Northeast explosion: first, there is inevitability. This is the new atmosphere of the revitalization of the old industrial base in Northeast China, the result of the great attention and active efforts of the party committees at all levels and the industry, the concentrated presentation of the accumulated achievements of the vigorous development of the ice and snow industry in Northeast China over the years, and the realistic example of the continuous recovery of the market after the epidemic. Last year's Northeast Revitalization Symposium was held in Erbin, which brought great confidence to the people of the whole country and undoubtedly injected a boost into the market. In addition to the above factors, it is also directly related to everyone's attention to the Northeast, the strong promotion of the mainstream, the follow-up of the self-improvement, and the innovative gameplay of ice and snow products in Erbin and the Northeast. These inevitabilities have created this wave of "Internet celebrities" in the Northeast that everyone pays attention to. And its contingency is unpredictable, and there is huge uncertainty about whether a product, a city, or an event can get out of the circle.
Today is the era of traffic competition. Compared with the previous development of the tourism industry, before the epidemic, it relied on investment, real estate, and resources. After the epidemic, we are looking at the changes of the times, and the changes in various needs have created a new era of cultural tourism. What we see is that, for example, judging from the data released by the country, the country as a whole will not really return to the pre-epidemic level in 2023, but the data released by the three northeastern provinces of Liaoning, Jilin, and Heilongjiang have all greatly exceeded 2019 and recovered to the best level before the epidemic.
From the perspective of the overall data, there are many colleagues in the industry today to study the law of tourism and tourism data, including some OTA platforms, and the overall sampling data to measure and evaluate the value of the hot circle does not make much sense, because the data is too large and cannot be perceived for individuals. However, it is of great practical significance to be able to evaluate from 15 dimensions in terms of various points, cities, and concrete products. For example, in the Wanda Resort where it is located today, Beidahu Lake, Changbai Mountain, Songhua Lake in Jilin, etc., the growth rate of these specific (number of tourists) is more than 60%, and even some growth rates are more than 100% or 200%. These data appearances show that the real online traffic of Internet celebrities has become offline traffic. Yanbian Prefecture has been popular since the beginning of this year, and Changbai Mountain has become a prosperous scenic spot in winter and summer. This kind of scenic spot that can push summer summer resort products and winter ice and snow products to a hot spot in the country is not very many. "Internet celebrity" has become "ever-popular", which is a difficult subject. Because of the uncertainty of Internet celebrities, since the emergence of the national phenomenon, none of them has been able to become popular, and they all have transient characteristics and trends. This is my superficial understanding of the phenomenon of influencers and the Northeast.
The second question is how to look at how to maintain the hot state of cultural tourism after the "Internet celebrity". The regularity is very familiar to all of you, and many comrades who write the first chapter have sorted out the rules very clearly.
First, the Northeast is a whole destination, which is a phenomenon that has never been seen in the Northeast for decades, it is the market that binds the Northeast together, especially the ice and snow two products have a more distinct division of labor, the mobility of the Northeast has never been so close, go to Harbin to see the ice, to Changbai Mountain to play in the snow, the image of the Northeast ice and snow purpose has never been so distinct in the southern market. The Great Northeast family, each with its own strengths, each with its own characteristics, the division of labor is not separated, Erbin has brought fire to the Northeast, and the Northeast has worked together to entertain guests. As Mr. Fei Xiaotong said, "each is beautiful, the beauty is beautiful, the beauty is the same, and the world is the same". Only by working together and win-win can the Northeast continue the heat, or let the heat subside more slowly, and cut the grass planted in winter to summer.
Second, the iron must be hard itself, and the attributes of the product and the uniqueness of the product determine that the market where content is king will never be broken, so the product characteristics of the Northeast are very distinct. Tohoku is unique in the country, and I think the ice and snow are unique. Let me report to you a data, from 2016 to the present, the only thing that can rank high in the national cultural and tourism industry in the Northeast is ice and snow products. Among the top ten ski tourism destinations in the country, Jilin Province can have four seats, and Northeast China can have five seats. In the overall share of skiing in the country, from 2017 to the present, Jilin's ski industry has been ranked first. This is in an advantageous position in the country, and its long-term popularity and its Internet celebrity have a greater possibility.
This is the first, to turn Internet celebrities into normalized hot spots, it is necessary to do a good job of products. To tell the truth, our tourism products include ice and snow products, not only in Jilin, but also in the whole country - the update of products can not match the demand, and there is a big gap between the efficiency of updating and the demand of the new era, and there is such a problem in Jilin. Next, we will upgrade our products through consumption upgrading and diversification of consumer demand.
Second, we must make full use of new means to effectively connect products with the market. In terms of regularity, the demand side is accurate, the supply side is exerted, the product side is innovative, and the channel side changes. These are a few principles that should be grasped in the future.
We have analyzed several phenomenal products that can appear this year, because we have used new first-class means, with the blessing of various resources, innovative gameplay, and creation of scenes, in December, there were 43 hot searches on the ice and snow network in Jilin Province; In the 48 days from January 3 to February 17, there were nearly 1,000 hot spots in the cultural tourism industry in Jilin Province. Changes in online traffic have brought huge traffic to offline. During the Spring Festival, it is difficult to find a room in large hotels in Changbai Mountain and Yanbian, and the overall room occupancy rate in Jilin Province is more than 70%. The attractions loved by tourists have exploded in many places, the whole region is full of flowers, coupled with the Jilin people and Jilin's regional culture - the brand "Jidi New Year" is closely integrated and superimposed with the culture of the year and the traditional culture of the Chinese, so it has created the hot spots online and offline in Jilin during this period.
During this time, everyone has seen the hot spots exposed on the Internet, and the hot spots after the "Internet celebrity" have been in the heat, both positive and negative. What problem does this expose? It is the third one, our supporting facilities are greatly lagging behind, and we cannot meet the support of the current hot market, which is our focus on breaking the content.
Next, what should we do to welcome the era of high-speed rail in 2025, to meet the arrival of the next wave of summer summer product market peak season, and to meet the next winter? We must do a good job in all-round, full-chain, all-factor guarantee work. We want to go all out to do the supporting services now. In 2025, the high-speed railway from Shenyang to Erdaobaihe will be opened, which is a huge flow, and we can still be fully prepared to make up for the shortcomings? Can the demand for a lot of traffic provide convenient services? This is a major topic currently in front of us, and it is the content of the first level at all levels and all walks of life to work together to study and solve. It can be said that from now on, we are starting to do this, striving for better service, better environment, and better quality products to dedicate to the majority of tourists.
Today, because of the time relationship, I will not delay more time, because I will give me 20 minutes, and I look forward to everyone here being able to join hands and contribute to the prosperity of Northeast tourism. There are a lot of Internet celebrities here today, and in the process of communication yesterday, I believe that there may be many comrades in the tourism sector today, and we must strengthen our own strength, and the forces of the outside world must help, and we must work together.
For example, Jilin Province now has more than 100,000 people (there are) more than 380 people, if the whole society helps the development of the hometown, we can not do purple red, but also long-term red, there are scenery everywhere, everyone does publicity, as long as everyone, love Jilin's cultural tourism, contribute, Jilin cultural tourism will be able to develop greatly, rapid development.
Thank you!