Tourism industry opens "cloud" model
Our reporter Zhang Min, Li Qiaoyu, Lin Yingying
The 1388-year-old Potala Palace was broadcast live for the first time in Taobao's history. It attracted more than 1 million people to the live broadcast room within an hour, which is equivalent to its tourist reception for nearly a year. International hotel groups such as Marriott, Accor, and Shangri-La are flying in Live pigs are transformed into “eating and broadcasting” ... Under the new crown pneumonia epidemic, upstream and downstream companies in the tourism industry industry chain have tried their best to save themselves.
From the industry's perspective, the epidemic's changes to the tourism industry cannot be ignored. "Companies need to take advantage of this opportunity to make changes and upgrades to adapt to market changes. For example, how to meet the needs of post-90s and post-00s is a challenge facing the entire industry. Before the global epidemic is fully controlled, the tourism industry needs confidence and policies to recover. support".
The rise of the cloud model
During the epidemic, companies in the tourism industry have started the "cloud" model, allowing tourists to enjoy the local beauty without leaving home.
Alibaba's travel platform Feigu introduced to the Securities Daily reporter that a large number of travel merchants on the platform can regain confidence in defeating the epidemic through live broadcast. Since February, Flying Pig has launched about 7,500 live broadcasts in succession, with over 30 million views. The live broadcast content covers more than 30 countries and regions around the world. New models such as cloud viewing cherry blossoms, cloud viewing exhibitions, cloud viewing animals, and cloud tapping not only allow consumers to feel the spring without leaving home, but also accumulate strength for the recovery and recovery of tourist businesses.
Qujiang Cultural Travel told the reporter of Securities Daily that this year's Lantern Festival, Datang Furong Garden gave visitors at home a high-definition video of the Lantern Festival Lantern Festival “Land of Lights, Love You Zhonghua” as well as high-definition beautiful pictures. Let people stay at home "cloud appreciation lights" and start a new experience.
In addition, Zhongxin Tourism introduced to the Securities Daily reporter that during the epidemic, tourism consultants with stable and high-quality customer resources turned into sellers of goods and became an excellent opportunity for Internet operation thinking and practice. The entire group was mobilized to promote the mobile social e-commerce platform "Youke Xuan" with the greatest efforts, fully tap the private domain traffic, and activated the repurchase potential of a large number of customers in a special period. The single-day turnover in February was higher than before the epidemic A 5x-7x increase. At the same time, the company ’s Zhongxin Immigration Real Estate ’s overseas listing “Cloud Viewing” live broadcast activities, Zhongxin Travel and joint marketing projects launched by multiple online education platforms, etc., also brought new opportunities for tourism companies in special times. Vitality, to a certain extent, alleviate the anxiety and survival pressure of front-line employees.
Hard work
Under the epidemic situation, with the main business of most tourism companies pressing the pause button, how to find their own position and the direction of future efforts has become critical.
"In addition to doing a good job of reverting consumers due to the epidemic, Ma Honeycomb is also exporting its content and data advantages of travel and play to global partners, and working with the entire travel industry to practice internal strength and welcome the recovery." "Securities Daily" reporter said that the company launched the "Spring Breeze" as early as February, focusing on four areas of data reporting, cloud classroom, cultural tourism content co-creation and online marketing platform, launched a series of global partners Supporting policies include war epidemic reports that use big data to understand market dynamics, comprehensively upgraded "honeycomb digital service system", "cloud tourism" content ecological construction, and industry "think tank" cloud classrooms taught by industry think tank experts.
"For the tourism industry, the product form may change. Previously, large-scale team tourism products that were mostly operated by most companies in the industry may gradually withdraw from the mainstream market in the future. Small groups, semi-custom, customized tours, free travel Package products will occupy a larger market share. "Zhongxin Tourism said that the company will seize the opportunity of industrial restructuring, increase the scale of development on the retail side, and grab more market share on the wholesale side, especially in lower-tier cities. Layout.
"In the early stage, affected by the epidemic, mass travel was blocked, and all large and small scenic spots were closed, which had a major impact on the domestic tourism business. After the epidemic, the consumption of the tourism industry is psychologically affected. It is expected that there will be a recovery process. The consumer industry may usher in new opportunities, especially the technology represented by 5G and VR, which will reshape the future of the cultural travel market to a certain extent. "Lingnan Co., Ltd. told Securities Daily reporters.
It is understood that Lingnan's cultural tourism business is currently focused on the construction of scenic spots projects and the provision of high-end VR amusement equipment. Recently, Shanghai Hengrun Culture Group Co., Ltd., a subsidiary of the company, has successively won the bid for the expansion project of Shanghai International Theme Park, the Overseas Chinese Town (Yangzhou) "Magic Theater and Small World (Riding Class)" project, and "Hengrun Group's excellent technical strength and innovation The ability to be recognized by the market again indicates that the industry pattern of upgrading and upgrading of key cultural and leisure leisure consumer projects is emerging. "Lingnan said.
"The difficulties do exist, but we have survived it. At present, remittances from some upstream resource parties have gradually arrived, which is not easy for the entire industry." Qunar.com sources told the Securities Daily reporter: "Many partners are in Tough times, but we believe that this is the stage of waiting for dawn, and as the epidemic is gradually brought under control, the tourism industry will gradually recover. "
Call for good policies
In the industry's opinion, the recovery of the tourism industry requires confidence, but also needs policy support.
According to Zhongxin Tourism, at present, the Ministry of Culture and Tourism and local authorities have returned most of the quality guarantee deposits for tourism services, and government departments have issued support policies such as reduction and exemption of social security fees and bank renewal loans. "We also noticed that some provinces The city has adopted policies to activate the market, such as issuing tourist coupons, and hopes to see more policies to promote consumer replenishment and potential release to help the industry resume its previous prosperity as soon as possible. "
Malaysian cellular tourism co-founder and CEO Chen Yi suggested, "After the epidemic, the package plan to promote the recovery of the tourism industry should be introduced in time, and policies such as a national vacation system to encourage tourism consumption and adjust the peak of the tourism market should be introduced to strengthen policy support for tourism recovery "For example, the" Golden Week "should be reduced, and" small and long vacations "should be increased to make it easier for citizens to carry out more short-to-medium trips and release their consumption potential.
In addition, Chen Ye suggested that the platform platform economy be properly supported. Increase support for the platform economy, promote the upgrading of related industries, support more platform economy annotated companies with core competitiveness, and use the power of the network and data to promote better allocation of social resources and improve social production efficiency. (Securities Daily)