We never stop chasing spring
——Annual memories of practitioners in the cultural and travel industry in 2012
Editor's note
In 2021, my country's cultural and tourism industry will generally show a recovery trend.
But from the perspective of the split, the life of the cultural travel industry is not easy.
The multiple local outbreaks and sporadic outbreaks of the new crown pneumonia epidemic have made practitioners like a roller coaster: sometimes tourists are skyrocketing, and sometimes no one cares.
The epidemic is like a cloud of black clouds over the practitioners. The rain above their heads does not know when or how much it will rain.
In the industry, some people sigh and some people are confused.
But every dark cloud is inlaid with gold edges.
There are always people who are looking for opportunities in crisis and taking the initiative to respond to changes, trying to make another voice: No matter how cold they are, they never stop chasing the footsteps of spring.
As a result, we have been able to see that some offline tourism companies have deployed "cloud tours" and achieved outstanding results, some homestays and hotels have achieved gratifying performance, and some movies have ranked first in the box office of Chinese film history.
Today, we are approaching practitioners in the tourism, hotel, film, and gaming industries to experience their memories of the past year and retain their expectations for the new year.
No winter will not pass, and no spring will not come.
Mountains, rivers, lakes and seas will finally usher in spring, and so will they.
In the first three quarters of 2021, the total number of domestic tourists in my country was 2.689 billion, a year-on-year increase of 39.1%
In 2021, the total box office and the number of screens of Chinese movies will rank first in the world
The actual sales revenue of China's game market in 2021 is 296.513 billion yuan, a year-on-year increase of 6.4%
Strive forward in the eyes of the storm
The twists and turns are the key words given by Cheng Chaogong, the chief researcher of Tongcheng Research Institute, on the development of the tourism market in 2021.
As the chief researcher of the company's think tank platform, the rapid changes in the travel market in 2021 have brought many sudden changes to his work, as well as a deeply remembered touch.
"I have never experienced such a sharp turn in the industry for so many years." The development and changes of the summer tourism market in 2021 are the annual memories that impressed Cheng Chaogong the most.
During the May 1st holiday in 2021, the domestic tourism market has a good recovery momentum-230 million domestic tourists travelled, returning to 103.2% of the same period before the epidemic; domestic tourism revenue was 113.23 billion yuan, returning to 77.0% of the same period before the epidemic.
After the "May 1st" holiday, the market recovery is still continuing. When the summer vacation is approaching, according to the pre-sale data of transportation, tickets, hotels, etc., Cheng Chaogong analyzes and predicts that the summer tourism market will develop well.
Just as the tourism market was looking forward to a recovery, in July, outbreaks broke out in Nanjing and other places.
"This epidemic has involved Zhangjiajie scenic spots, causing the circuit breaker mechanism to be opened, and cross-provincial travel has also been severely hit." Cheng Chaogong said that in the face of this change, many tourism practitioners felt heavy. The peak season is indeed over before it starts."
The “squally showers” in the summer travel market are just a microcosm of the impact this industry has suffered in 2021.
"The tourism industry is in the eyes of the storm of the epidemic crisis." Cheng Chaogong pointed out.
But under the shadow of the haze, there are still people who continue to pluck up the courage to move forward.
In Cheng Chaogong's circle of friends, the person in charge of a chain travel agency still insists on sending out "good news"-the number of tourists received by a store in a certain place is written in red pictures.
"Although the overall market situation of the tourism market has made many operators more pessimistic and many companies have struggled to operate, sharing the good progress with everyone has brought people a lot of confidence." Cheng Chaogong said.
The Global Travel News Annual Summit held in November 2021 also allowed Cheng Chaogong to see the persistence of tourism practitioners.
"When I arrived at the venue, the most exciting thing was not to hear any new opportunities, but to see that everyone came." Cheng Chaogong said firmly, "If everyone is still there, there is hope."
The ups and downs in the development of the tourism industry have put more pressure on market analysis and forecasting. While observing market development more deeply and making analysis and forecasting more frequently, Cheng Chaogong has also witnessed many new changes in the tourism industry: Before, everyone would book air tickets in advance because there will be some discounts. Now 10% of tourists choose to buy tickets on the same day. This is a situation that has never been done before."
People's enthusiasm for travel has not diminished.
"Surrounding tours consumed at home reflects the transformation of tourism consumption." Cheng Chaogong observed that many people now choose to spend on weekend vacations, traveling by car around the city, booking homestays, etc.
In some cities, local travel reservations account for 50% to 60%.
"In 2022, various uncertain factors will still exist. But everyone knows that the future is a certain result. The epidemic will definitely end. Even if there may be pre-dawn darkness, the dawn will eventually come." While holding hope, Cheng Chaogong also calmly pointed out, “Individual travel agencies, hotels, etc., have limited cash reserves and liquidity, and they may collapse before the dawn. How to continue to support these companies is a problem that must be faced and resolved. ."
(Guangming Daily reporter Yao Yaqi)
"We are thriving"
Ups and downs, hope.
Describing the annual memory of 2021, Song Qiao, the regional manager of the Zhejiang Branch of Huazhu Group Hanting Brand, chose these two words without hesitation.
"After the end of the nationwide epidemic in March 2021, the company's operations have improved significantly. The revenue of many stores even exceeded the performance of the same period in 2019. The booming business situation has made my colleagues and I have greater hopes for the second half of the year." Song Qiao recalled.
But life always throws a heavy hammer by surprise.
Song Qiao did not expect that starting from July 2021, a typhoon would hit many cities in Zhejiang.
She still remembered that many tourist cities in Zhejiang were hit hard at that time, and many business customers also cancelled their travel plans due to bad weather.
After the typhoon, the hotel business has just ushered in a small round of warming, and there have been outbreaks in Nanjing, Shanghai and other places one after another.
"Although business has gradually recovered after the small business climax of the National Day, but soon, there were more epidemics in Zhejiang in November, and our hotel industry once again suffered a big blow." Recalling this ups and downs of experience, Song Qiaotan Tan Shou said: "So, bumps are a key word that can't be thrown away."
Where do you start with another key word?
Song Qiao said with a smile: "In Huazhu Group, employees are our most lovely and respectable family members and our closest comrades-in-arms. It is because of the concerted efforts of the top and bottom that we can see hope in the ups and downs along the way." Of course behind this. There are many stories.
Song Qiao's most impressive partner was a store manager whose wife was eight months pregnant when the epidemic came in November.
"At that time, the store where the store manager was located was urgently requisitioned, and the person in charge of the store was urgently required to stay on duty. However, the store manager did not back down and called for his family to help take care of his wife. He himself was fighting the epidemic every day and serving to isolate customers. We all found it difficult for him to go home to take care of his wife for more than a month, but whenever the regional manager talked to him on the phone, not only did he not complain, but he always spoke with an optimistic and positive attitude. Lead a good team on the front line and serve customers well," Song Qiao said.
This "luminous" store manager, together with many hardworking colleagues, merged into a beam of warm light to let Song Qiao see hope.
Of course, hope also comes from the timely response and change when the external environment is uncertain.
Song Qiao said that change is to break the traditional business thinking of low and peak seasons, to formulate targeted epidemic climbing strategies and price strategies, to maximize revenue in the shortest time, and to formulate detailed labor costs and energy consumption in management. Throttling plan, reasonable arrangement of shifts.
What remains unchanged is to continue to practice "internal strength" and improve the level of services, hygiene, and products.
"For example, when we are unable to provide a buffet breakfast for epidemic control and control, we will provide a balanced breakfast set that will be delivered directly to the guest room by the robot. We have also upgraded some stores to version 3.5, and greatly improved the sound insulation by strictly controlling the selection standards of walls and doors. The effect is to choose more advanced bedding, provide one-city blindly customized soy milk, breakfast and other details to improve the customer experience." Song Qiao gave an example.
Speaking of this, Song Qiao shared a story: the old Hangzhou West Lake Baochu Road store with outdated facilities was upgraded to version 3.5 in 2021. A couple born in the 90s who often travel to Hangzhou unexpectedly came to this store. I thought I went wrong.
"After they entered the store, they checked with the service staff to confirm the address, and when the front desk checked the order and address and told them that this was the store they had booked, the couple was shocked. The upgraded hotel changed a lot, and the monotonous color style changed to In addition to the bright colors that young people prefer, the self-service coffee machine at the front desk is stylish and convenient. The room’s projection screen, wireless charging and other facilities are standard. When the couple left the store, they also specially informed the staff that they were The breakfast is very satisfying, not only the styles are diverse, but also the bright ones, which has improved a lot." Song Qiao's face was full of satisfaction.
With the ability to face difficulties and look for opportunities in crisis, Song Qiao and her colleagues are naturally full of expectations for the new year.
"The epidemic is temporary, and we are vigorous and upward. I believe that our hotel industry is still developing upwards, but it has slowed down, but it has become more solid step by step." Song Qiao's voice Gentle and firm.
(Guangming Daily reporter Chen Chen)
"China Story" is the most shining protagonist on the big screen
In a movie theater in Qixia District, Nanjing City, Jiangsu Province, the movie "Lion Boy" just ended, and the audience was still discussing the exciting plot in the film.
This was the last movie of the day. After checking the goods and ticket stubs, Zhou Ying ended the day's work.
Two years ago, Zhou Ying came to this movie theater as a ticket inspector.
Affected by the epidemic, the passenger flow of movie theaters will drop significantly in 2020, and many employees have resigned.
After resuming work, Zhou Ying was transferred to the front desk due to insufficient manpower.
"The attendance of theaters in 2021 has been significantly better than in 2020. On holidays or at stalls where some popular blockbusters are shown, the daily passenger flow is basically around 1,500." Zhou Ying told reporters.
With the effective control of the epidemic situation, the movie box office market has gradually recovered.
According to data from the National Film Administration, the total box office and the number of screens of Chinese films in 2021 will rank first in the world.
In the past five years, China's total production of films has exceeded 4000, and the number of movie viewers has exceeded 8 billion.
During the National Day holiday in 2021, films such as "Changjin Lake" were particularly eye-catching, leading the box office among the blockbuster films.
Zhou Ying's work has also become more busy.
The average daily passenger flow during the "11" Golden Week rose to more than 2,000 people, but there were only four front desk employees, two people selling tickets and two people catering for replenishment. They had to work from two in the afternoon to one in the morning, and stand. I get sore heels, and sometimes I can’t take care of food.
"Although I'm a little tired, I like my current job very much. I have imagined that if I can work in the cinema in the future, I must make a conscience film with my guests." Zhou Ying is a movie fan and has watched more than a thousand movies. I have personal feelings about the rise of domestic films.
In 2021, high-quality films such as "Chinese Doctor" and "My Fathers and Me" will be released frequently, and film workers have carefully interpreted our own stories in China. The word-of-mouth "double harvest" at the box office has promoted the further recovery of the film industry.
Many domestic films have been released for more than a month and are still hot. Even for some close to the early morning, the theater is still full.
In 2021, "Chinese Story" will be the most shining protagonist on the big screen, and "Chinese Spirit" will become the most resonant theme for everyone.
Zhou Ying once met a special guest. Early that morning, the last "Changjin Lake" screening was over. People left the scene one after another. Only one audience member was still sitting in the theater, and it was difficult to get away from the movie.
On the way off work, Zhou Ying learned when chatting with this young lady that the instructor Mei Sheng appeared on the big screen in the movie just now, reminding her that her grandfather also served as an instructor in the War to Resist US Aggression and Aid Korea and died in King Kongchuan in 1952.
"I miss Grandpa." Miss Sister's words made Zhou Ying "break the defense" in an instant.
"After working this year, I found that not only the main theme movies, but also the performances of national comics, domestic comedies, and sci-fi movies. The Chinese film market of'Hundred Flowers' has been bringing surprises to the audience. I believe that the future will also More high-quality works will emerge." Zhou Ying is full of expectations for the prospects of Chinese films.
From "listening to other people's stories" to "telling their own stories", the Chinese film industry is struggling to write more exciting answers.
(Guangming Daily reporter Dong Bei)
"Bringing joy is the greatest joy in itself"
Recently, the minimum temperature in Beijing has dropped below freezing, and the theme parks have also entered the traditionally low season.
But as one of the most watched theme parks in 2021, Universal Studios Beijing launched its first seasonal themed event on December 3-the "Universal Beijing Winter Holiday" experience, making it hard to find a ticket here.
27-year-old Zhang Yu is an operator of the Xiaohuangren Park of Universal Studios Beijing. His daily work is mainly to provide tourists with inquiries and other services.
In Zhang Yu's words, he is a "100% Universal Studios enthusiast", and he immediately uploaded his resume when he learned that Beijing Universal Studios was recruiting staff.
"Plus Beijing Universal Studios, I have been to 5 Universal Studios in the world. To be a staff at Universal Studios, my dream has come true." Zhang Yu said that whenever he saw a netizen post When playing photos in Universal Studios, I found that the staff in the photos were filled with excitement and passion no matter where and when.
He especially wanted to know the mystery behind these employees' enthusiasm.
In 2021, the orientation training at Universal Studios Beijing enabled Zhang Yu to find the answer.
He told reporters that in the induction training of every Beijing Universal Studios staff, the two words "smile" and "interaction" will be repeatedly mentioned.
Data shows that every visitor to Universal Studios will interact with about 50 staff members. If these staff meet or exceed the expectations of the visitors, the visitors will be satisfied and recommend the park to others, forming a virtuous circle.
"The trainer told us that if the tourists are within 3 meters of you, you must smile, nod and make eye contact. If they are within 1.5 meters of you, you must talk to them and ask if they need help." Zhang Yu Said that in Universal Studios, every front-line employee must maintain full enthusiasm.
Zhang Yu recalled that when Universal Studios Beijing first opened, many tourists were not familiar with the park map. He was asked by more than 10 tourists about the location of Jurassic Park within two minutes at the entrance of the Xiaohuangren Park. He had to answer every time. With the same smile.
The actor who is very familiar with Megatron, who is very familiar with "Talking Tuberculosis", has a higher training requirement. Not only must he be familiar with all kinds of stalks related to Transformers, but also respond flexibly and wittily to various emergencies.
"Universal Studios theme parks focus on immersive experiences. Images of Harry Potter, Minions, Transformers, Kung Fu Panda, etc. are deeply rooted in the hearts of the people, allowing visitors to really feel that they are in the movie. All the efforts of our staff are It’s worth it.” Zhang Yu said that the first time he saw tourists, especially children, waved and said hello to the characters he played, he really understood the reason for the endless enthusiasm of the staff at Universal Studios. “It brings joy to people. It is the greatest joy in itself."
With the opening of Universal Studios Beijing, theme parks have attracted more and more attention from tourists. Happy Valley Beijing also created a record high in tourist reception and operating income during the National Day holiday in 2021.
"As the owner of the Happy Valley annual pass, I often go to Happy Valley with my friends. According to my observations, the tourists at Universal Studios are mostly young people who want to experience an immersive experience. The customers of Happy Valley are mainly parent-child groups. Main." Zhang Yu said, this shows that the development of Happy Valley and Universal Studios is not in conflict. It can achieve healthy competition through differentiated customer groups, markets, and positioning, and bring different happiness to tourists.
Speaking of expectations for 2022, Zhang Yu said with a smile: “I hope that all theme parks will be better and better. I also hope that the epidemic will end as soon as possible. Without the barrier of masks, I believe that while we continue to dedicate our enthusiasm to tourists, we can also Feel more warmth and feedback from tourists."
(Guangming Daily reporter Zi Qian)
Bringing Guofeng theme games to global players
Doing public opinion reports, analyzing rankings, researching the market, looking at materials... As a team leader of Sanqi Mutual Entertainment's overseas market business, Lili's daily work rhythm is very tight.
"Keep the market acumen to make new things." She said.
After graduating from university in 2013, Lily entered the game industry. She studied e-commerce and knew nothing about this industry that people around her were not optimistic about.
Now that eight years have passed, the game industry is developing with each passing day, and she is also growing continuously through tempering.
The biggest difficulties to overcome in overseas markets are cultural differences and communication barriers.
Time and time again, Lily and her colleagues overcame the difficulties of jet lag, worked overtime, held video conferences, repeated discussions, carefully polished every detail, and continuously accumulated experience in cross-cultural communication.
"Following the company's overseas development, I explored and expanded markets all over the world, from the initial ignorance to understanding the characteristics of each market, breaking through each and every difficulty, and becoming a mature gamer." Lily said.
Speaking of the biggest change in 2021, Lily told reporters that this year, national style games were very popular, and IP linkage has also achieved good results.
The mobile game "Call Me the Great Shopkeeper" became the "dark horse" of the "Gufeng Management" game as soon as it was launched.
The game is also linked with the popular animation "The Chef of the Kitchen" and the popular novel "Douro Continent".
"These two IPs also have Chinese characteristics. We want to bring more good Chinese products to global players in this way." Lili said, "In the first half of 2021, Sanqi Mutual Entertainment's overseas revenue increased by 111% year-on-year. , This is a new breakthrough."
After working for many years, Lily has witnessed changes in overseas users’ attitudes towards Chinese games: “In the early years, Chinese games were not highly recognized in the international market, and high-quality games were lacking. Now, I not only see their affirmation and love for the products. , And found that Chinese games have become a symbol of quality."
According to the China Game Industry Report 2021, the actual sales revenue of the Chinese game market in 2021 was 296.513 billion yuan, an increase of 6.4% year-on-year; at the same time, with the implementation of new anti-addiction regulations and the deepening of the protection of minors, the game user structure has further tended It is healthy and reasonable.
As "national tide" and "national style" have become the new favorites of fashion culture, games have become a traditional cultural communication carrier that can resonate with young people, and more and more Chinese-style games and the traditional cultural spirit they contain are recognized in overseas markets.
Lily is also confident about the future of the gaming industry.
In her view, all game companies are paying more and more attention to compliance construction, minor protection and cultural dissemination, which has allowed the entire industry to develop in a healthy and sustainable direction.
"Although there is competition among various companies, everyone is moving in the direction of high-quality products, bringing the superior content of each company and game products with Chinese characteristics to global players. We hope to use the game as a carrier to do a good job of cultural development. Spread and communicate and bring happiness to the world."
(Guangming Daily reporter Lu Yuanzhen)