Empowering rural revitalization and reconstructing the tourism and accommodation industry
See how B&Bs contribute to the "Land of Fish and Rice in the New Era"
A homestay revitalizes a village, and a project drives an industry. This is no longer a fantasy.
Rural revitalization, homestays are one of the most important starting points; the countryside also provides broad space and fertile soil for the development of homestays.
At a time when the epidemic continues to impact the cultural tourism industry, how can homestays better help rural revitalization?
How should the homestay itself develop with high quality and make its own characteristics in terms of site selection, design, host culture, etc.?
At the Yangtze River Delta B&B Summit yesterday, the guests had a heated discussion on the current situation and future of B&Bs.
Yangzi Evening News/Ziniu News reporter Lu Yan Ma Zuobo Wang Ye/Wen Fan Xiaolin/Photo
Chen Zupin, founder of Yellow River Suji
Homestays change the countryside, but not the culture and the local core
Ningxia Zhongwei in the desert on the banks of the Yellow River, from the unknown to the regulars on the Little Red Book, the Yellow River Suji has contributed greatly.
Its founder and chairman of Huazheng Travel, Chen Zupin, introduced at yesterday's forum that in 2013, the construction of a settlement was started in a traditional village on the edge of the Yellow River. The original intention was to "re-understand the northwest".
Suji opened at the end of 2018, with a price of 1,800 yuan per room, and the occupancy rate during the Spring Festival that year reached 85%.
The average occupancy rate over the past three years has been above 70%.
75% of the guests come from big cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and most of them stay for five days and four nights or four days and three nights.
A large number of high-end consumer groups have flocked to Zhongwei, and many international brands such as LV have been attracted to hold brand conferences or team building.
Zhongwei's direct flight routes have also increased from the original two to eight, changing the tourism status quo that was closed directly in winter.
Homestays change the appearance and economy of the countryside, but they cannot change the core of the countryside.
Chen Zupin sighed that the Yellow River Suji was completely built according to the local earth houses in Ningxia, and the local culture was comprehensively sorted out before the planning and design.
"We invited an old local painter to draw the village, and then designed it by an Australian designer. The designer and I stayed in Zhongwei for half a year." The Yellow River Suji not only adopted the local characteristic earthen house in form, but also filled the content of the village. In terms of the creation of lifestyle and lifestyle, it is also fully in line with the local culture and local customs.
They introduced Xixia pottery and developed wolfberry soda.
The travel butler will take guests to see prehistoric rock paintings and the Gobi, and carefully prepare afternoon tea and candlelight dinners in the secrets of the desert.
Liu Jie, founder of Muya Culture and Tourism
Nearly 10,000 new homes are added every year, and homestays need high-quality development
In the past two years, with the comprehensive promotion of the global tourism and rural revitalization strategy, the development of homestays has entered the fast lane.
However, there is no lack of extensive construction and management in the middle, which often leads to the dilemma of operation.
Liu Jie, the founder of Muya Culture and Tourism and the drafter of the national standard for country homestays, believes that homestays need high-quality development.
"There are currently 200,000 homestays in China, and they are still growing at a rate of 10,000 per year. During the epidemic, more than 6,000 were added a year. How many pits have been stepped on and how many roads have been bypassed. Some people choose the location as they want, some Some are even within the ecological red line. Some designs are chaotic, and the layout does not consider operation. Only when the operation team arrives, they realize that it is done. I often say that it is not that the homestay is not making money, but that your homestay is not making money." Liu Jie said, for example, 95% of the homestays What is missing?
It's not talent, it's not capital, and the general feedback is that there is a lack of warehouses. This is precisely because of the design defects caused by lack of experience, which has brought great trouble to the operation.
Of course, talent and marketing are also common dilemmas in single homestays.
Liu Jie participated in the compilation of the national standard "Rural Homestay Service Quality Specification" and the Huzhou City Group Standard "Homestay Housekeeper Vocational Skill Rating Specification".
At the same time, he founded Muya Cultural Tourism to provide services for homestays from planning consultation, design, construction, opening preparations, butler training, and e-commerce sales.
At present, in the field of housekeeper training, 26 offline courses have been carried out, and 1,532 rural homestay practitioners have been trained.
Zhuang Hai, Vice President of Fliggy and General Manager of Homestay Business
Rural revitalization, homestay is very imaginative
Zhuang Hai pointed out that rural revitalization is "goods entering the city, people going to the countryside, and lifestyle modernization".
Among them, in the link of attracting "people to the countryside", homestays have great potential.
"Qiandao Lake can be built as a resort hotel because it is a core scenic spot and has a particularly large flow of people. But the core scenic spot cannot be created artificially. The development of a village or a town for vacation accommodation must be a B&B. Besides, tourists spend their money locally. The difference is very large, three or four times."
At the same time, homestays have also been highly recognized as a holiday lifestyle.
"In the past, when we went to Nanjing and Shanghai, we went to the city, but now when we go to the countryside, we often go to a homestay."
So, the age of the country house has come.
However, the pain points of the homestay industry are also very prominent. It is difficult for new brands to develop. The only ones that can be called brands are the ones you can count; the product repurchase rate is low, and the initial customer acquisition channels are generally Xiaohongshu and OTA platforms. It is a process of planting and pulling weeds. After punching the card, there is often no second consumption, and the loyalty of customers is low; the input cost is high, the entry threshold is high, and the actual rate of return is low, and it is difficult to expand the business.
Zhuang Hai revealed that Ali will use its own rich marketing tools to devote itself to the content brand alliance of boutique homestays, build a Michelin star in the homestay industry, solve the pain points of homestays, and promote the development of the industry.