Offline travel is trapped, can the layout of digital collections be siege?

China's first tourist city in Yuan universe, the first "Yuan Cosmic Digital Scenic Area", the first historical district "Yuan Universe" ... The rise of the Yuan universe opened a brand new door for the cultural tourism industry that was stagnated from time to time.

Regarding the concept of the Yuan universe, many places have changed from last year's test water to the key layout of this year. The neighborhoods, scenic spots, and cities hoped to seek new and change to attract a new round of tourists.

If the Yuan universe is the future, then digital collections are an indispensable ticket to open the future world, and it is an important carrier connecting the real world and the virtual world. When the work was cast into a digital collection, it became a unique digital asset on the blockchain.

The well -known IP held by the cultural tourism industry can not only protect the digital copyright of the IP and attract young users, but also obtain a certain income, and quickly attract the attention of all parties in the industry chain. At present, what are the digital collections in the cultural tourism industry? What kind of digital collection products are worthy of reference in the industry?

Although the digital collection has been scraped into the cultural travel industry, the industries that have been repeatedly frustrated in recent years have seen the dawn of rebirth. However, not all cultural tourism companies need digital collections. Liu Yuzheng, chairman of Xia Xuan's creative creative, bluntly said to the reporter of "Daily Economic News" that digital collections are popular, providing a new idea and possibility for the literary and tourism industry. "But at this stage, the quality of digital Tibetan products is incompatible, and the problems of market risk prevention and control have coexisted the industry's outlets and tigers."

The first digital ticket "Good Han Ling" issued by Shuoliang Liangshan Scenic Area not only has collection value, but also enjoys the value of the use of free visiting scenic spots for life.

Picture source: Ali auction screenshot

Limited products are "second light" and 9 minutes revenue exceeds 600,000

The "Datang Kaiyuan" series of digital collections created by the Datang of Xi'an. The two products were issued in a total of 20,000 copies, and they were all sold in a few seconds after the launch. 7,000 offline are also quickly emptied; 10,000 "Yue Wang Baojian" digital collections of Hubei Provincial Museum are "finished"; Tongcheng Travel releases 2,000 "Dream -making Philosophy Edition" digital collections. Fans bought, and soon they were robbed ... Now, whether it is scenic spots, paradise, museums, and travel platforms, digital collections have been deployed.

Picture source: "Datang Kaiyuan" two digital collection screenshots

Why is the digital collections of the Wen Travel Industry so sought after?

"Digital collection is the fastest application scenario of the Cultural Tourism industry in the Yuan universe." On June 22, Liu Yuzheng analyzed in writing in writing in writing in a written interview with the "Daily Economic News" that most of the digital collections currently released in the industry, most of them IP with a strong cultural background and strong cultural heritage collision with technology, it has a vibrant, and has an unprecedented freshness for young people. Therefore, "whether it is a digital collections combined with Sanxingdui and rare animals in Sichuan, or the" Yue Wang Gou Jian Sword "digital object sold out of the Hubei Provincial Museum in 3 seconds, it has revealed to people that the digital collection tracks are getting more and more and more and more. Follow the mainstream market. "

The enthusiasm of the user has detonated the digital collection market of the cultural tourism, and the major cultural and tourism companies also smelled the turntable brought by digital collections, hoping to deeply discover the value of digital collections. Enterprise development.

During the Spring Festival this year, the Shaanxi Travel Panorated Hand -painted New Year's Digital Collection created by Shaanxi Tourism Group "Heart Follow the Shaanxi Travel · Miracle" is used to record the entire industry chain of Shaanxi Travel with the blockchain, marking that the scenic area IP is using digital collections to perform virtual space derivatives of virtual space derivatives Essence In May, Beijing Changping opened the "Great Wall IP+Remote NFT Number Tibetan" plan. With the concept of "Cultural and Creative Story+Digital Technology+Great Wall IP", it showed the unique charm of world cultural heritage such as the Thirteen Tombs of the Ming Dynasty and the Great Wall of Juyong.

Picture source: Shaanxi Travel panoramic hand -painted New Year NFT digital collection Weibo screenshot

"Daily Economic News" reporter noticed that with the increasing number of cultural tourism companies entering the game, more new gameplay of digital collections is also being continuously excavated and refined. Then go to the blind box to get cards to get, free to participate in the event, etc. "Digital tickets issued by the Confucius Cultural Tourism Group Shuiliangshan Scenic Area — Haohan Ling; the China Internet Public Welfare Summit combines digital collections and public welfare activities tickets, replaced it to the corresponding amount, donated to the public welfare project; Combining digital collections with raffle activities, free travel, etc., opened a new marketing method of the scenic area. "Liu Yuzheng believes that cultural tourism digital collections driven by cultural cores have gained applause from the market with fancy gameplay.

"Digital collections will undoubtedly become one of the new breakthroughs in the cultural travel industry, and it can also help enterprises to cultivate new revenue growth points." Liu Yuzheng used the "collection of digital collections for free life -free free play scenic spots launched by the Daming Palace National Site Park "Marketing activities as an example, further explained to reporters that" 30,000 digital collection products, 9 minutes of revenue exceeding 600,000 yuan. Not only can it increase the total company revenue, it can also stimulate the fission effect of the crowd, bring more more than more, bring more more than more, bring more people, bring more more than more. Exposure and attention, get more. "

It is not easy to travel, and the existence of the scenic area is used to brush the presence

The epidemic prevention and control is the third year. The cultural tourism industry does not want to sit still, and digital collections have become the hope of the industry. Can this become a new outlet in the industry?

"Digital collections can innovate the collection and appreciation of collections to promote the convenience of collection; at the same time, digital collections make traditional collection into the era of digital economy that can be integrated. Inheriting culture and promoting the efficient role in development. "On June 26, Su Xiaorui, a senior analyst of the financial industry, said in an interview with the reporter of" Daily Economic News "that digital collections may indeed become a cultural travel New air outlet of industry marketing. Liu Yuzheng believes that the integration of the cultural tourism industry and the hidden industry is expected to achieve a win -win situation. "For the cultural travel industry, on the one hand, digital collections can analog online and innovation, bringing additional business income to enterprises; on the other hand, because of its online sales methods, it can improve tourists' cultural tourism projects for cultural tourism projects. Cognition and participation stimulate people's willingness to travel offline. And digital collections can link physical space with virtual space situations, and they can also play a role in the inheritance of culture or cultural relics to the extent. Enterprises have the excavation of cultural resources behind them and the iterative upgrade of products. For the number of Tibetan Tibetan industry, the participation of the cultural tourism industry can inject a richer cultural connotation for digital collections. user group."

What are the help of digital collections to cultural tourism companies?

"Digital collection represents a new trend gameplay, and some young people like it, and it is also the embodiment of us to be younger." On June 25, Hou Fengcheng, a Tongcheng travel market manager, shared in an interview with reporters that in order to improve the industrial layout, the industrial layout , Create a digital culture ecology, the company has launched a digital collection.

Digital collections released by Tongcheng Source: Simple Little Program Screenshot

Up to now, the first journey of testing the digital collection business from the perspective of cultural tourism has launched more than 30 digital collection products, covering the theme of corporate brands, urban landmarks, and traditional culture. Unlike scenic spots, museums and other cultural tourism companies with rich IPs, the same journey is a travel platform on the industrial chain, but almost every digital collection it created is out of sale.

In this regard, Hou Fengcheng said that travel platforms have natural scene attributes. "Through original or cooperation with the industry, they can give corresponding user rights and interests to digital collections, and continue to provide users with high -quality services and products. Brand publicity and user imports to form a "merchant-platform-user 'win-win ecology."

"The emergence of digital collections has broken the regional restrictions received by traditional culture, well -known destinations, and well -known attractions in the past, so that the industry across space restrictions to obtain brand awareness; and the cultural tourism industry will complete its IP in the digital economy to confirm the right to confirm power in the digital economy. The road is flattened for the trendy of the Yuan universe in the future. "Hou Fengcheng said frankly, especially in the context of the prevention and control of the epidemic," when the user's travel needs are suppressed, the digital collection business can undoubtedly add a fire to the Wen travel industry. "

Recent users and "play together" with young people

Digital collection, as the corner of the Yuan universe, is popular in the market because of the figurative perception of users, and has a wide blue ocean.

The "Development Trend of China's Digital Collection Industry in 2022" pointed out that digital collections originated from foreign NFTs, which have gradually developed to China, and showing a rapid development trend in China. The application scenarios are very extensive, bringing fires such as museums and other industries. In 2021, the sales of digital collections in China will be 150 million yuan. It is expected that about 150%of the growth rate will be maintained in the next few years. It is expected that in 2026, China's digital collection sales will reach 15.12 billion yuan.

Picture source: Screenshot of Zhiyan Consultation Report

Caitong Securities said that due to the large profit margin of digital collections, if the current situation is continuously capable, it may bring actual performance increase to the scenic area. Digital collections have opened the second growth space for the IP operation of the scenic spot, which is expected to bring new imagination space to the scenic area and tourism industry.

It is true that China is vast and has colorful tourism resources. The cultural tourism industry with history, geography, and humanistic connotation is more suitable for activating the original IP resources with digital collections. Many scenic spots and parks have certain audiences, so they occupy the first advantage of consumer cognition. "The development of digital collections is inseparable from the time and place of interest." At this point, Liu Yuzheng believes that the cultural tourism industry has natural advantages and issuing digital collections, which is expected to seize the market share of more than 10 billion yuan in the future.

"Young people think that the form of digital collections is cool, which has high marketing value for cultural tourism companies, and can be screened by young users." On June 23, a senior person in the cultural travel industry via WeChat through WeChat Tell the reporter of "Daily Economic News" that some cultural tourism companies will also open up digital collections with some of their own products and members to attract more users.

Although digital collections do not have a uniform standard in terms of value judgment, "but there are many users who believe in the value of digital collections in cultural tourism, or they think it is valuable in the future, so the above -mentioned senior persons point out that not all cultural tourism companies can pass through through the passage of talents. Digital collections make money. "At this stage, most cultural tourism companies do digital collections are not to make money, but more to operate users and get closer to their relationship with them."

During the interview, several respondents told reporters that the release of digital collections in 2022 is in a state of blowout and is the most popular "social currency".

"We do digital collections, and we value the brand penetration capabilities most, and have good marketing value in the cultural tourism scenario." Hou Fengcheng told the reporter of "Daily Economic News" that digital collections have their own popularity and can attract new generation users , Bring new traffic to the company. "Whoever caught young users, who has found the key to breakout in the industry. We hope to use digital collections to play with young people to enhance the brand's favorability in their hearts. At the same time as efficient customer acquisition, we can also spread corporate culture "Hou Fengcheng believes that the cultural tourism industry and the Yuan universe can achieve two -way circulation." The cultural tourism Yuan universe is high as the real world. Users are highly similar to entertainment, social, exhibition, and experience, which is high to realistic activities. "

Despite the fascination of the Yuan universe and digital collections, Liu Yuzheng believes that there are few cultural tourism companies who really want to understand "how to do and how to do it".

The head effect is significant, but it is difficult to support the user's continuous purchasing power

The cultural tourism industry uses digital collections to a certain extent to a certain extent. However, the rapidly developing digital collections are still in the exploration stage, and risks are still hidden under the "wind".

"There are also obvious head effects in the digital collection market. For example, the head IP of the head IP of the resource and traffic attributes of the Forbidden City and the Sanxingdui Museum can attract people's attention, and the cricket -like scenic spots and enterprises stop at the popularity and The scarcity of 性 性 resources will be the probability that the bamboo basket will be empty. "Liu Yuzheng told the" Daily Economic News "reporter.

Hou Fengcheng also admits, "Except for a few extremely scarce IPs, most of the collections of the cultural travel industry are difficult to support the use of users to continue purchasing." At the same time, infringement of intellectual property rights, speculative speculation, etc. They are all risks in the industry.

The 9.9 yuan NFT digital painting work jointly launched by Alipay and Dunhuang Fine Arts Institute was once hyped to millions of yuan on the ⼆⼿ trading platform. I have to rely on the traffic and technical support of the large platform, which is also easy to place digital collections in the gray transaction area. The more mixed the platform for developing digital collections, the more the safety of the original data of cultural relics cannot be guaranteed. Will it disrupt the order of the market? This will all become unknown to the development of digital collections. "

The first digital cultural and creative commemorative ticket picture source of Anhui Paradise Village Scenic Area Source: Alipay Screenshot

Digital collections empower the cultural travel industry, and industry people should pay more attention to the quality of the product in order to follow the sustainable development path in the blue ocean of the Yuan universe. So, what is valuable digital collection?

"I think that the real valuable digital collection will surpass its own artistry. For example, Dunhuang Art has successfully made a circle through the form of digital collections, and truly across the region and time to form a long -term impact." The cultural tourism enterprises that can come out of digital collections "should have an open mind, and actively explore the combination of digital collections and their own business, which can associate digital collections with real interests to form complementarity; Pay the way and study its own technical level; if the company itself has social business or social genes, it will also be a greater help. "

In Liu Yuzheng's opinion, a successful digital collection, "cannot be separated from the excellent original design team and the team's in -depth degree of investigation of the market, and the ability to process and re -create existing puppet resources; The close combination of art, non -heritage folk customs, etc. with innovative technologies can help the cultural tourism industry upgrade. "

"The industry is currently coexisting in the wind and tiger's mouth." Liu Yuzheng pointed out to reporters that digital collection comes with investment attributes such as "light assets, fast returns, and high social benefits". （（Cup. So as (with) ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ ⼀ has brought hidden dangers to the development of digital collections. Only when risk prevention and control and other issues can digital collections achieve healthy development. "

Daily Economic News

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