Is it still good for scenic spots to issue digital collections? [Huangshan issued "Welcome Pine" Taishan on-line tiger character stone carving]
Since the epidemic, the income of tourist attractions has been affected to a certain extent. Many scenic spots have increased the income of tourism projects through live broadcast, e-commerce, and promotion of cultural and creative industries.
A reporter from Beijing Youth Daily found that recently, tourist attractions have cooperated with digital collection platforms and issued digital collections to increase the revenue of scenic spots.
Since the beginning of this year, Mount Tai Scenic Spot has launched "Taishan Series Digital Collections", Huangshan Scenic Spot has released "Welcome Pine Series Digital Collections", Qujiang Cultural Tourism has launched digital collections such as "Chinese New Year Welcome God of Wealth", Zaozhuang Taierzhuang Ancient City Scenic Spot has launched the first digital collection " "Night View of Taierzhuang Ancient City" was very popular in the market, and it was sold out in seconds.
On May 19, the "China Tourism Day" alone, nearly 200,000 digital collections were issued on various platforms, including Mount Huashan, Lijiang River, Changbai Mountain, Huangguoshu, Emei Mountain, Jigong Mountain and other scenic spots.
From the end of June to the beginning of July, Huangshan issued digital collections three times in just half a month, and the empowerment model covers both online and offline channels.
According to data from Caitong Securities, the average daily issuance of cultural and tourism digital collections in early July was 1.31 million yuan, a month-on-month increase of over 40%.
Head Scenic Area
Huangshan said this year's digital collection
Revenue is expected to exceed 20 million yuan
According to an article published by "Huangshan Tourism", Huangshan Scenic Spot took the lead in releasing a series of digital collections in the same industry in China. A total of 50,000 digital collections have been issued in 5 models, all of which are sold out in seconds. A total of 16,000 copies of Kesong 3D Digital Collection and Gold Foil Welcome Song Digital Collection achieved sales of 400,000 yuan and a profit of 300,000 yuan.
It is expected that the revenue of digital collections this year is expected to exceed 20 million yuan.
Anhui Tuma Technology Co., Ltd., a subsidiary of "Huangshan Tourism", and Baidu Baijiahao platform issued two digital collections (synthetic models) of Huangshan Qisong series, which are from the treasure attractions of Huangshan "Dream Pen Flowers" and "Lianli Pine". Huishang Hometown Cultural Development Group and Ele.me released the "Digital Collection of Hui Cuisine Food".
The Anhui Caitou brand "Stinky Mandarin Fish" was made into a digital collection, with a total circulation of 10,000 copies.
Taishan Digital Collection this year
It is expected to realize a profit of 150 million
In March this year, Taishan Scenic Spot and Alipay's "Whale Quest" platform planned to launch the first phase of "Taishan Series Digital Collections", including iconic landscapes such as the Five Sacred Mountains, Boundless Wind and Moon, Ruyi, and "Tiger" character stone carvings, and 32,000 copies of Mount Tai's head. The digital collection was sold out instantly, and the sales revenue was 800,000 yuan.
On April 27 this year, Taishan Scenic Spot released two limited digital collections, "Taishan Shenqi Tutu · Eighteen Bachelors" and "Taishan Shenqi Tutu · Emperor Dongyue", of which "Taishan Shenqi Tutu · Eighteen Bachelors" "The price was 18 yuan, 10,000 copies were issued, and it was sold out within 6 minutes of going online.
The cumulative sales of the three digital collections issued by Taishan Scenic Spot exceeded 2 million yuan.
According to the content of the official WeChat account of Taishan Scenic Area, on July 5, Taishan Scenic Area and JD.com released the "Taishan-Spring, Summer, Autumn and Winter Series Digital Collections", with 5,000 copies in each spring, summer, autumn and winter, each priced at 25.8 yuan.
From July 4th to July 7th, four digital collections of natural wonders, including Rising Sun Dongsheng, Yunhai Yupan Yellow River Golden Belt, and Rime Yusang, will be launched in batches with the virtual maze digital collection platform of Hangzhou International Digital Exchange Center.
On May 24, an article from the official WeChat account of Taishan Scenic Spot was transferred from the article "Taian Reform" "Seizing the New Air of Digital Collections and Playing a Good Digital Economy First Chess - Taishan Scenic Spot's Exploration and Practice of Testing the Digital Economy and Promoting the Appreciation of State-owned Assets" shows that, On April 25, Taishan Scenic Area signed a contract with Tencent to jointly issue a total of 1,000 digital collections with an output value of 250 million yuan. It is expected to realize a profit of 150 million yuan within the year and 300 million yuan in 2023.
consumer
In the initial stage, the rare thing is the most expensive and the alarm clock is grabbed
After that, I lost interest in frequent sales.
For some time, major scenic spots have quietly set off round after round of digital collection wars, and digital collections are becoming an important product line for the future development of major scenic spots.
Under the epidemic, can digital collections make up for the impact of the reduction of tourists in scenic spots on income?
Liu Qing, a citizen who is keen on collecting digital collections, said that when Taishan first launched digital collections, she set the alarm clock in advance for fear of not being able to grab it. Posted in the circle of friends to show off, but later Taishan frequently posted digital collections on various platforms, so he had no interest in grabbing them.
"Since digital collections are collectibles, they must be rare and valuable, and if they are distributed more, they will be of no value."
As a digital collection enthusiast, Ms. Yao said that based on her previous purchase experience, the quality of digital collections launched by many scenic spots is uneven, and some collections are even rough and false propaganda.
"Consumers are already fatigued with the collections in some scenic spots. The digital collections promoted by some scenic spots have begun to sell out."
Industry view
The industry is just getting started
Relevant mechanisms and regulations need to be improved
A research report by Caitong Securities pointed out that the cultural and tourism digital collections are generally in a stage of rapid development at this stage. In 2022, the epidemic has repeatedly prompted more scenic spots to choose to participate in the issuance of digital collections to expand revenue sources. A typical application of real-world, will maintain a high-speed growth trend, and it is expected to generate revenue for the scenic spot in 2022.
The East Asia Qianhai Securities Research Report pointed out that for cultural and tourism enterprises, "digital + culture" creates strong IP drainage, and uses digital collections as a carrier to convert online traffic into offline traffic. The integration of "digital + culture + tourism".
In addition, the scarcity of digital collection auctions and its advantages of low cost and high gross profit can be used as the income structure of other income-rich cultural and tourism enterprises.
However, there are still some chaos and risks in the current digital collection market.
Pan Helin, co-director of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, said that in view of the current situation, the market supervision department and the cultural and tourism department can take the lead in formulating relevant regulations, referring to the regulations on the operation and management of artworks, clarifying the attributes of digital collections and Platform access, business norms and other criteria.
A reporter from Beiqing Daily noticed that in response to some of the current problems in digital collections, Taishan Scenic Spot also stated in its public account that at present, the digital collection industry is still in the early stage of development, and my country's laws have not carried out any regulation on its legal attributes and its legal application. Clearly defined.
Taishan Scenic Spot has carefully studied relevant laws and regulations and higher-level policies, especially the spirit of relevant meetings such as the Digital Collection Symposium of the State Administration of Cultural Heritage, and explored the establishment of a system mechanism with clear rights and responsibilities, standardized procedures, and effective overall planning, and ensured the security of cultural relics information.
Text / reporter Zhu Kaiyun
Coordination / Yu Meiying