Behind ticket -free tickets: Huangshan Live sells 40 million a week, and Taishan wants to earn 300 million by digital collections

Zhongxin Jingwei, June 26 (Zhao Jiaran Yan Shuxin) "Recently, the scenic area has been traffic jams since 6 am." Every day, the "cloud guided tour" Renyi (pseudonym) said to the "cloud tour guide" to the Wutai Mountain Scenic Area. Discover more tourists this summer than in previous years. In response to the "summer stall", the scenic spot not only sent people in security and services, but also opened night attractions.

With the end of the college entrance examination and the summer, the tourism industry ushered in the opportunity of recovery. Recently, many well -known scenic spots have launched a limited time -free ticket policy to solicit customers. Zhongxin Jingwei learned that in addition to ticket discounts, the scenic spot also added tourism projects through live broadcast, e -commerce, and promotion of cultural and creative cultural and creative. Industry insiders said that the diversification of tourism products will become a trend, and in the future may affect the revenue structure of the scenic area.

The scenic area opens the "ticket -free model"

In the summer of this year, in order to solicit customers, many domestic scenic spots have opened the "ticket -free model".

Specifically, the scenic spots such as Huashan, Jiangxi Lushan, Qinghai Chaka Salt Lake and other scenic spots were exempt from tickets for tourists across the country for a month; from June 1 to the end of the year, 11 new state -owned scenic spots will be exempted from tickets; on June 19, The Xiamen Cultural and Tourism Bureau announced that from now until the end of August, eight charges of state -owned A -level scenic spots will be exempted from ticket -free, including the main scenic spots on Gulangyu.

This move attracted many tourists to the scenic spot. According to media reports, statistical data show that the number of reservations for the first day of ticket -free tickets in Laoshan Scenic Area is 4604, which is more than 6 times the day before the implementation of ticket -free measures. %. Since the Lushan Scenic Area has implemented a ticket -free policy since June 6, 53,800 tourists received tourists in the first three days.

In addition, according to the data of the Ctrip platform, thousands of tourists have reserved Huashan tickets for free through the platform's events. Since June, Ctrip Huashan ticket orders have increased by 278%month -on -month; Zhangjiajie National Park has a cumulative sales of nearly 4,000 tickets. So far, the number of votes has increased by 667%month -on -month.

In addition to avoiding tickets, offline, scenic and tourism platforms are also trying to promote and develop innovative projects to achieve the purpose of stimulating passenger flow and promoting consumption. For example, the ancient city of Taierzhuang increased the night line products; the Beijing Global Resort of Tourism Platform was hot; Wuwei and Xuzhou, Jiangsu, etc., launched "Ma Steel Feiyan" and "Yunhu Tower Shadow" cultural and creative ice cream.

Online cloud travel into a new battlefield

"Compared with the same period of the previous year, the passenger flow of this year's working day is comparable to previous weekends, and the passenger flow of the weekend is equivalent to the big days of the first and fifteenth day of previous years. Recently, across provincial tourists have increased, and many audiences have consulted in the live broadcast room. My Wanshan Mountain's play strategy. "Renyi introduced that not only the number of offline tourists increased significantly, but the traffic in my live broadcast room also rose up.

In fact, more and more scenic spots are using the webcast to broaden influence and increase the source of income. Huangshan, a well -known tourist attraction in Anhui, has recently obtained a lot of traffic relying on live broadcast forms, and incubated a number of "cloud travel" attractions such as "net red train". According to reports, a pre -sale of a product of Huangshan Tourism in May reached a sales of 20 million yuan within three days and 40 million yuan within a week. In addition, products such as biscuits, ice cream and other products with the theme of welcome pine have been popular. According to reports, the cultural and creative brand "Huangshan Gift" has opened 11 online red shops throughout the scenic spot.

Jiuzhaigou (left) and Huangshan Scenic Area Screenshot Source: Douyin

Zhang Dehui, chairman of Huangshan Tourism Co., Ltd., said in an interview that it is necessary to fully grasp the psychology of young people, vigorously enhance the marketing of new media, open up personality, deepen interaction, and play young cards.

It is understood that Shaanxi Huashan, Jiuzhaigou, Sichuan, and Hunan -Hubei and Gan Scenic Area have also opened a "cloudy tour" model, promoting the scenic spot through live broadcast activities, and draining sales of hotel special houses, tickets and other products. Some staff members of the tourism industry said that the customer base brought by the short video platform is more younger, and the age of the ordering group in the live broadcast room is mainly concentrated at 20-40 years old.

The "May 1 Douyin Travel Report" released by the Douyin Life Service Union and the Giant Engine Urban Research Institute shows that the May Day holiday netizen's home house watched the travel video and made 3.85 billion "cloud travel". Pickings, related comments and travel strategies have also become a reference for netizens.

Multiple scenic spots launched digital collections

In addition to the live broadcast and "cloud tourism", some scenic spots are also involved in digital collections.

In March, Taishan Scenic Area United Alipay's "Whalee Detective" platform planned to launch the first "Taishan Series Digital Collection", which includes the iconic landscape of Wuyue's independence, Fengyue Win Moon, Ruyi, "Tiger" stone carvings. Period digital collections are sold out instantly to achieve sales revenue of 800,000 yuan. Later, the Taishan Scenic Area launched the second and third digital collections, with a cumulative sales of over 2 million yuan.

Source: Screenshot of the official WeChat public account of Taishan Scenic Area

On May 24th, an article on the official WeChat public account of Taishan Scenic Area transferred from "Tai'an Reform" showed that on April 25, Taishan Scenic Area signed a contract with Tencent to jointly issue 1,000 pieces and 250 million yuan in digital collections. It is expected to achieve profit of 150 million yuan during the year and 300 million yuan in 2023.

The Taishan Scenic Area mentioned that the launch of digital collections is a useful attempt to inherit the Taishan culture and transform the development model as soon as possible to achieve the "transition direction" of Taishan tourism as soon as possible. "By producing and distributing digital experience products, creating a cultural symbol of Culture Taishan, presenting the Taishan culture in a digital method, allowing tourists to more conveniently obtain the unique Taishan series digital collections, more comprehensive experience of the Taishan world heritage, and more experienced digital collections The sense of value and technology will definitely further enhance the communication and reputation of Taishan. "Not only the Taishan Scenic Area, but the Qujiang Cultural Tourism has also launched the characteristics of the Tang Dynasty Furong Garden Scenic Spot in combination with the characteristics of the scenic spots under the jurisdiction of the scenic spots. Digital collections such as "Chinese Year · Welcome God". Qujiang Cultural Travel said that the company will continue to launch relevant digital collections as planned.

According to reports, on May 18, 2022, the "International Museum Day" Dunhuang Research Institute and other 10 major museums at home and abroad were launched by 25,000 digital collections at home and abroad; around the "China Tourism Day" on May 19, nearly 200,000 digital collections issued by mainstream platforms The participants include high -quality scenic spots such as Huashan, Lijiang, Emei Mountain, Henan Yinxu, Changbai Mountain, Huangguoshu, Jigongshan.

East Asia Qianhai Securities Research Report pointed out that for cultural tourism enterprises, "digital+culture" shaped strong IP drainage, regional characteristics and culture transformed online traffic into current traffic with digital collections as a carrier. In other ways, the "digital+culture+tourism" integration is realized. In addition, the scarcity of digital collection auctions and the advantages of its low -cost and high gross profit can be used as other income structures of cultural tourism enterprises.

Caitong Securities also mentioned that the current stage of cultural tourism digital collections is generally in the stage of rapid development. In 2022, the epidemic has repeatedly promoted more scenic spots to choose to participate in digital collections to expand the source of income. Typical applications will maintain a high -speed growth trend, and it is expected to create revenue for the scenic area in 2022.

However, there are still some chaos and risks in the digital collection market. For example, some platforms open up the secondary market speculation digital collections. Under the absence of supervision, the risks such as illegal fundraising and fundraising fraud are hidden in digital collections.

It is reported that in April 2022, the China Internet Finance Association, the China Banking Association, and the China Securities Industry Association jointly issued the "Initiative on Preventing NFT -related financial risks" to resolutely curb NFT finance and securitization tendency to strictly prevent illegal finance. Event risk.

For a large number of digital collections with the theme of museum cultural relics, relevant departments also act. According to the Daily Economic News, on April 12, the relevant departments of the State Administration of Cultural Relics organized a seminar on digital collections in Beijing, which clearly mentioned that "the cultural relics should not be directly sold by the original data of cultural relics as a limited -edition commodity." Therefore, in the various digital collections issued by the "5.18 International Museum Day" this year, all of which are based on the second -created digital collections.

East Asia Qianhai Securities pointed out that the digital collection industry is still in the early stages of development, and the policy needs to be refined. The relevant norms or increasingly strict regulations for weakening the financial attributes of digital collection.

Summer files may be recovered for the tourism market

From the data of the tourism platform, cross -provincial orders have grew significantly since June.

Data from the Tuniu Tourism Network show that as of June 21, the number of inter -provincial travel reservations increased by 336%over May of June, and the number of travelers increased by nearly 400%over May. Ctrip's "machine+wine" order volume has also increased rapidly since June, and the average number of orders in June has surpassed the same period of 2021. Where to go big data, from June 1st to 15th, hotel reservations increased by more than double the month from the second half of May; on June 8th to 15th, the summer air ticket reservation increased by nearly tripled. The number of train ticket reservations for student group increased by 70 % month -on -month, and the number of ticket reservations in scenic spots rose by nearly 60 %.

From the perspective of the type of travel, data from the Tuniu Travel Network shows that in the booking orders in June, the proportion of cross -provincial travel orders accounted for 46%, and the peripheral number of surrounding travel orders accounted for 43%. , Gradually give up the position of the "top" of the proportion.

Affected by the news of recovery opportunities in the tourism industry, the A -share attractions and tourist sectors also ushered in continuous rise. On June 24, Jiuhua's tourism rose more than 8%. Emeishan A, Qujiang Cultural Tourism, Zhangjiajie, Guilin Tourism, Tianmu Lake and other stocks rose.

Zhai Ziwen, the person in charge of where to go to where the ticket, said in an interview with Zhongxin Jingwei that as of June 23, the proportion of parking in the country's major scenic spots reached about 60%, and the proportion of the first park in the head scenic spot reached 90%. From the current data, the local scenic spots continue to recover, and this summer vacation may become an important node for tourism recovery.

"The tourism industry has been impacted in the state of epidemic conditions. The scenic area and the tourism platform have adopted a variety of ways of self -rescue and living. Developed cultural and creative surroundings, live broadcast and cargo, etc., all belong to the scenic spots and platforms to try to stimulate tourists' travel and consumer needs as much as possible. And for local tourists who are already familiar with local scenic spots, it is bound to increase the attractiveness of the scenic area from the diversification of tourism products, thereby promoting the normalization of local tourism. When everyone has the willingness to go out, it is possible to drive tourism consumption. "Zhai Ziwenwen express.

Wu Liyun, an associate professor of the Chinese Institute of Culture and Tourism Industry in Beijing Second Foreign Languages, told Zhongxin Jingwei that under the premise of controlling the epidemic, due to the strong willingness of mass tourism consumption, the summer will hope to become the industry recovery node in 2022. The innovation project launched by the scenic spot for self -rescue will become an important opportunity for its income structure adjustment. "Take the live broadcast live broadcast as an example. On the one hand, it can become a new ticket sales channel. On the other hand, the scenic area can also expand the revenue and business field through the sales of peripheral products to become a way to diversify revenue. Cultural and creative products, all of which are the way to increase the source of income and extend tourists' stay. "Wu Liyun pointed out that tourist attractions are creating their own IPs and enhancing brand effects. Although tickets are still an important income component in most scenic spots, the scenic area The income structure will be more diversified. (For more report clues, please contact Zhao Jiaran, the author of this article: [email protected]) (Zhongxin Jingwei APP)

Editor in charge: Wei Wei

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