Consumers in the Beijing-Tianjin-Hebei region who like to punch in and take pictures may know Anaya located in Qinhuangdao, Beidaihe.

The white church by the sea and "the loneliest library in China" make it a place for Internet celebrities to check in.

Currently searching for "Aranya" on Xiaohongshu, there are more than 140,000 related notes, covering travel strategies, homestays, check-in location recommendations, etc.

  Fashion event "ignites" Anaya, tourists were rejected for taking photos with SLR

  While attracting the attention of tourists, a series of recent activities have also made Anaya stand on the fashion trend.

On September 22, the Italian luxury brand Valentino Valentino landed in Aranya, kicking off the 2022-2023 autumn and winter Pink PP series.

In order to host the event, Anaya's iconic white church was painted pink, and pink also appeared in every corner of the park's buses, stop signs, beach swings, parasols, volleyball nets, etc.

According to Anaya, Qinhuangdao Anaya has become the only place in China to undertake Valentino series activities.

  Not long ago, on September 16, another luxury brand, Louis Vuitton, also held the 2023 spring and summer men's wear show here. Cooperative exploration.

This is also the second location for Louis Vuitton to hold a menswear show in China besides Shanghai.

According to Baidu Index statistics, Anaya's search index reached its highest level on September 16 at 21,014 in the past six months.

  The holding of fashion events brings heat to Anaya.

However, despite its popularity on the Internet, Anaya is still a "community" player, which is also one of its main features. The core of the community is the owner.

Based on the community, Anaya maintains community operations and atmosphere through services, organizational activities or owner-initiated activities.

It is reported that in 2018, Anaya held more than 1,000 community activities, half of which were organized by the owners.

According to public information, Anaya has nearly 100 communities. In addition to the basic owner group, it also includes drama groups, running groups, and football groups.

  This kind of "community" can also be felt by tourists. Li Li, a tourist who visited Anaya before the epidemic, was deeply impressed.

During the two-day and one-night trip to Anaya, Li Li's experience was not as expected.

She went at the end of March, not the peak summer tourist season, and the price of the homestay booked was 1,400 yuan a night.

  Li Li's trip was originally intended to take pictures. In order to capture the sunrise, she went to the beach at 6:00 the next morning. Unexpectedly, she was chased away by the security guard halfway through the trip. Li Li is not the owner of Anaya, so she can only take pictures with her mobile phone.

If you want to shoot with a SLR camera, you need to pay a high rental fee.

But not only did no one inform Li Li of the relevant regulations beforehand, but the photographer had come to Anaya to shoot before, and was not hindered at that time.

In the end, Li Li had no choice but to return.

What made her even more depressed was that her friend who went to Anaya to take a photo was not blocked by the staff.

  Such an experience is a reflection of the contradiction between Anaya's "privacy" of community operations and the "publicization" of online celebrity attractions.

Anaya founder Ma Yin made it clear in an interview in 2021 that Anaya is not a scenic spot in essence, but a community.

According to Ma Yin, there are often guests who hope that Anaya can also have the configuration of scenic spots, such as park signs and large parking lots.

However, Ma Yin believes that moving the instruction system of the scenic spot into the community will present a "noisy feeling", not the atmosphere of the community.

So while Aranya may become more and more public, it will never become an open scenic spot.

  "You don't know until you come here that it's someone else's community", how do Internet celebrities go to Changhong?

  Under the halo of "Internet celebrity", more and more tourists are coming to "check in".

On social media platforms such as Xiaohongshu, many tourists complained that "you don't know it's someone else's community until you come."

At the same time, if you want to check in at the internet celebrity attractions, you find that it is already crowded with people, and you even need to queue up to take pictures, which has also become a part of reducing the travel experience.

In addition, since only the owners, relatives and friends of the owners, and tourists staying in Anaya can enter the community, some people are teaching the method of "scalpers" to lead the way into the park.

In an "Anaya Lightning Protection" note, the blogger described the "Cattle Leading the Way" in detail, and the number of likes has exceeded 4,000.

And Anaya is also working with the local area to rectify the situation.

  Although there are many contradictions, Anaya has indeed received the dividends brought by the "Internet celebrity".

According to Ranjing Finance, through the dissemination of various video platforms and social networks, nearly 400,000 people come to Anaya to check in every year, the community service business operation has achieved a turnover of 500 million yuan, and the per capita consumption is 1250 yuan.

According to Ma Yin, the average daily occupancy rate in Anaya is close to 90% during the peak season, and it is almost full during the peak season.

However, in the peak season of August 2021, due to the repeated impact of the epidemic, according to internal rough calculations, the income of Anaya B&B will decrease by about 200 million yuan, and the total income of hotels, canteens and more than 100 restaurants in the park will also decrease by nearly 200 million yuan. .

  "Qinhuangdao Anaya's success is largely due to the complementary relationship between the project and the owner. Anaya's client base for owners is high-end, mainly concentrated in the Beijing-Tianjin-Hebei region, especially Beijing. Using circle-level marketing and community operations, and propagating with the owner's 'friend circle', the cost of this marketing method is very low." said Zhou Mingqi, founder of Jingjian Think Tank, an industrial economic consulting agency, "Maintain the style of the community through various activities. , there will be more room for house prices to rise.”

  However, such a strategy also comes with risks.

"This 'micro-business' model makes Anaya's main marketing scope focus on Beijing-Tianjin-Hebei, which limits its external expansion to a certain extent. If it wants to expand in other places, such as going to the Yangtze River Delta, it will have to 'pull groups' again. , to establish customer relationships from 0. This time cost and whether it can be sold are actually a question mark." Zhou Mingqi said.

  This may also explain, on the one hand, why Qinhuangdao Anaya is constantly expanding.

Since the project took over in 2013, in Anaya's own words, "the map of Anaya's life has been growing over the past ten years".

After ushering in the cultural and art block of the sixth phase of the project, Anaya continues to spread to the north. At present, residents of the north bank of the Beidai River have lived in the project, and the subsequent plots have been accumulated to the tenth phase.

Anaya said that in the next decade, the North Shore will gradually become the new center of Anaya, forming a dual-center pattern with the southern town.

  On the other hand, although Anaya has also begun to deploy in other regions, it is still not out of the Beijing-Tianjin-Hebei "circle of friends" in terms of location selection.

Among the new projects currently published on the official website, Anaya Jinshan Ridge and Anaya Wuling Mountain are both located in the Beijing-Huanjing area, while Anaya Sanya is a tourist destination Sanya that northerners like to invest in and buy.

  "Aranya's scenery, distance, environment and other conditions are irreplaceable in the Beijing-Tianjin-Hebei region, but not in other regions. This is the main reason why it is difficult for Anaya to expand in different places." Zhou Mingqi said, "The location is in Aranya. Anaya's success is a very important factor, and even the foundation of the community is based on this location. Anaya started out in an unfinished market, and if you go to a different place, it is difficult for the high-quality location to compete with other large-scale developers. And compared to Sanya, Anaya's main customers go to Qinhuangdao much more frequently."

  Compared with Qinhuangdao Anaya, Anaya Sanya has a significant difference in popularity.

After searching for Anaya Sanya on Douyin, the total number of video views of the first five related topics was 942,000 times, not exceeding one million, and the number of "Aranya Show" has reached 130 million times.

In Xiaohongshu, there are more than 5,100 notes related to Anaya and Sanya, and more than 20,000 of Anaya Gold Coast.

  Even compared with the Anaya Jinshanling project, which is also a "latecomer", Anaya Sanya may lack "explosive" check-in places.

Among the search terms of Baidu Index, there is the Anaya Jinshanling Valley Concert Hall, which opened this spring, but there is no related entry for Anaya Sanya.

On September 2 this year, singer Li Jian held an online concert at the Anaya Valley Music Hall. The search index of the Anaya Valley Music Hall also reached a peak of 44,459, even surpassing that of Louis on September 16 in Anaya, Qinhuangdao. Vuitton show.

  "Niche, vacation, Wenqing... This kind of market positioning, your first project has absorbed customers, and if you do the second or third, there may be no one." Zhou Mingqi said.

"In the past, with the rapid development of China's urbanization, many large developers have emerged. These developers mainly focus on just-needed customers. The number of customers is large and widely distributed, which can realize circulation. However, Anaya is small in size, The strength cannot be compared with that of big developers. Second, it is impossible to harvest such a small group of customers indefinitely. Relying on this method of interpersonal communication, if you go too far, your reach will be limited. What we have to do is to protect our own land in the Beijing-Tianjin-Hebei region, and then consider exporting to the outside world."

  Beijing News Shell Finance reporter Zheng Yijia