Consumers' admiration for resource-based landscapes, pursuit of high-quality services and demand for more fashionable and richer scene experiences have also made designers and practitioners of Gubei Water Town who insist on "being the best tourist and holiday destination in China" think more about the in-depth development of the destination.
The inner vitality of life
On April 29th, 20021year, with the arrival of the hottest "May Day Golden Week" in media history, the overall booking rate of Gubei Water Town also rose sharply, and both individual tours and group tours exceeded this year's Qingming holiday. Two days later, Gubei water town showed its unique "tranquility" before the war. Self-operated shops related to traditional culture, such as combs, kites, rattan weaving and batik, as well as various theme hotels, boutique hotels, homestays and restaurants, have already prepared for the explosive growth of sales during the holiday season.
There are two kinds of shops in Shui Gu town: self-operated shops and independent shops, which are managed in a unified way to ensure the quality of goods and reduce disputes between tourists and merchants. Under the general control mode, these two types of shops meet the needs of different consumers.
Hawthorn tree sugar-coated haws shop in the scenic spot,1A sugar-coated haws in 5 yuan, a sugar-coated haws snack in 25 yuan, and several uncles-like tourists come out with one or a box in their hands. Zhang Huihui, the boss, said, "Uncle is very good. They turn around and buy again." This sugar-coated gourd shop, which has been made into an online celebrity, is one of the earliest independent stores in Gubei Water Town, and has been doing it for 7 years. The shops in front of the shop and behind it are all well-paved.
A corner of Shui Gu town. Photo by Liu Min
The candied haws and hawthorn on the streets of old Beijing are all bought in the vegetable market. If you don't choose them, the storage problem is also great. Zhang Huihui sugar-coated haws have a screening process. The aunt he hired will pick out the bad ones and string the good ones from big to small. It's beautiful, but it takes time. Zhang Huihui said that his aunt's aesthetics were all cultivated by him, and he turned from graphic design to traditional snacks, paying more attention to face value.
Zhang Huihui said that, on the whole, the food and commodities in the scenic spots give people a poor impression. What I want to do is to look good and delicious. The appearance should conform to the aesthetics of young people, and the taste should be restored to the old pure taste without additives. Look at Starbucks, a cup of coffee can cost more than 30 yuan, while our traditional snacks only cost two or three yuan. "I learned a little from this incident. I can make good things with good materials, good technology and more labor-intensive ways, instead of thinking about how to save time and how to take shortcuts. "
The mountain where the scenic spot is located is the hawthorn producing area in Beijing. Every September, Zhang Huihui collects "Wuling Red" in three or four nearby villages. The villagers all knew his request, and they began to pick hawthorn when it was still hard to bite. Harvest in the morning sun, but don't harvest in the shade. It can be stored for 1 1 month immediately after harvesting. The production technology of sugar-coated haws was learned from the master in Beijing. First of all, traditional raw materials should be good, hawthorn should be selected, rock sugar should be used correctly, and the rest is the proportion and temperature of sugar water.
Sugar-coated haws, evaluating yourself, Zhang Huihui said, "I definitely do better than the master, because the aesthetics are different." Zhang Huihui, who was born in 1980s, likes China's traditional food very much. He believes that in recent years, something similar to the Renaissance is happening in China. In the past, he thought imported food was better. Now, people will gradually find that traditional old things, traditional snacks and traditional costumes will be accepted again.
This candied haws store in Shui Gu Town is not the first personalized store in Zhang Huihui. He chose it because of the good environment. Beijing is short of water. There are water, mountains and old houses here. In Zhang Huihui's eyes, the old wood assembled with new bricks is also a quaint old house with new life. "Every season can give people a different sense of growth, and this atmosphere is different from what I have.
Doing this to make money is only one aspect, and it is more important to implement your own ideas. We like to do new things, we can't stop thinking, and it's hard to stop, so we are always thinking about what new attempts we can make. Zhang Huihui said that hawthorn trees started with candied haws, then developed hawthorn ice cream and hawthorn cakes, and later made cakes.
At the other end of Beishui Town, near Simatai Great Wall, post-90s Beijing girls Siya and Meng Qi run an independent shop "Qian Shan Teahouse". I chose this place because I think Gubei Water Town is a unique and high-quality place. I opened my first shop in my life and didn't have much thought. After the two girls laughed at themselves, they stopped trying to open a shop. After seven years, they only focused on opening this one, and their income was enough. Both of them usually live near the scenic spot. "Opening a shop is also a kind of life. After a year or two, I don't want to say that I have been making money all my life. "
Asayama Teahouse adheres to the concept of tea space, aiming to guide guests to have a deeper understanding of tea culture, which is also a way of life. In the teahouse, a pot of good tea can take the drinker back to the forest where tea trees grow. When he gets home, he will try to soak himself and have a taste. Therefore, the vertical circle practice of this teahouse is completely different from those with investment and catering. Siya said that it takes more time to immerse yourself in this idea and enough time to get in touch with guests.
Because of this, it seems easy to make a teahouse, and it is a super complicated thing to know after doing it. Some soul clerks can't do it and need to do it themselves. Meng Qi told reporters that the small label on the tea was painted and printed by himself, the tea list was designed and arranged by himself, the tea mountain was run by himself, the employees were managed by themselves and had to go to work.
The difficulty of a pure teahouse is that you know a lot, and what you know is not simplified and standardized. The amount of tea leaves and the size of the container will affect the taste of tea soup. What do you think these changes bring is aesthetic feeling, which is exactly the biggest headache for shop assistants. However, in the past seven years, the three college students who graduated from Asayama are all girls from nearby towns and villages. They use weekends and holidays to help manage shops and systematically learn the knowledge of traditional kungfu tea.
There is a teahouse in the scenic spot. When there are many people in holiday scenic spots, most guests will rest, quench their thirst and make hot water, making the small teahouse very lively. But people always come back for tea in winter, and the experience without a teahouse will be better. For these guests, what they value is what really needs to calm themselves down. They would rather pay for this kind of holiday that can impress them repeatedly than take advantage of it.
It's amazing,' Mr. Munch said. A couple came the day before yesterday and said, "People around you are asking, why did you go so far there to drink tea?" ? She replied, I just want to sit in the teahouse there all afternoon. Can't you drink in the teahouse downtown? I can't. I'm drinking with tail gas. There are also couples who often come to our teahouse. All the hotels in Gubei Water Town were checked in, and all of them were recharged by 654.38+ 10,000.
What is the soul, tone and values of Shui Gu town? What are the preferences and wishes of users in Shui Gu Town? Siya said, "I've been a teahouse for a while, and I've been thinking, why should I open it in a scenic spot?" This is something I have never figured out before. Later, I was a little entangled, and I figured out that I could give my guests a surprise discovery. You are the one who is different, which may be what we have to do. "
"Now great changes have taken place in the customer base, with different spending power, different understanding of consumption and different consumer demand, which in itself is the most full embodiment of vitality". Li Yuan, head of Beishui Town Business Department, said that industry experts believe that Wuzhen in the south of the Yangtze River and Gubei in the depths of Yanshan Mountain are undoubtedly the best destinations for transformation and upgrading. The scenic spots in the transitional period have dual functions of sightseeing and vacation.
Wuzhen's model takes "overall property rights development, compound diversified management, paying equal attention to vacation and business, and all-round appreciation of assets" as the core, paying equal attention to sightseeing, leisure and vacation, and combining tickets with operation to realize the construction and operation of high-quality cultural comprehensive tourist destinations. Yes, the most successful place of Wuzhen model is replicability. Gubei Water Town is the first landing project of Wuzhen model in China, and its every move naturally attracts much attention.
This is not a scenic spot, it is a holiday resort.
Under the influence of COVID-19 epidemic in, domestic tourism suffered an unprecedented impact. In the whole process of stopping, opening and resuming the tourism industry, many places have repeatedly experienced epidemics, which have once again dealt a huge blow to the tourism industry, and tourism enterprises all over the country have generally suffered losses.
On March 24th, 2002/KLOC-0, CYTS released its annual report. The report shows that CYTS has suffered its first annual net profit loss since the A-share listing. Among the major holding subsidiaries, Wuzhen Company has an annual revenue of 795 million yuan, a net profit of 65.438+35 million yuan, a contribution of 89 million yuan to CYTS, an annual revenue of 572 million yuan from Gubei Water Town Company and an investment income of-79 million yuan from CYTS. Because Gubei Water Town and Wuzhen come from the same design team, the profitability of Gubei Water Town, which has been highly concerned by the industry, has once again become the focus of attention.
Beishui Town started to operate from 2065438+2004+65438+June 0, 2004, and showed a rapid growth momentum in the initial stage of operation. In that year, the passenger flow reached 980,000, reaching a peak of 2,753,600 in the fourth year of opening, and then began to decline slightly, receiving 2.56 million tourists annually. However, from 2000 to 20 10, the average room occupancy rate and per capita consumption also continued to increase. Shui Gu Town related personnel introduced.
During the May Day holiday this year, there were many tourists in Gubei Water Town. Photos provided by interviewees.
According to the target of CYTS 20 10, after Gubei Water Town enters the mature operation period, the operation target is to receive 4 million tourists every year and the comprehensive tourism income is 65,438 billion yuan. The revenue target is approaching, but the passenger flow is stagnant or even declining. Therefore, the problems about the label, management effect and development potential of Gubei Water Town have never stopped since its opening, among which the most prominent voice is calling it "false" and "false".
Regarding "fake", Wang Zuoquan, director of the brand department of Gubei Water Town, said that Gubei Water Town's "Gubei" was taken from the word "Gubeikou" in Miyun and is a frontier place name with a long history. The name "water town" was chosen because the Tanghe River, which runs through Gubei water town, is a tributary of Chaobai River and a real natural river. Gubei water town is actually the integration of history and nature, which embodies the northern customs. But I guess this combination may have caused some people to have a vague understanding of the brand. -there are both "ancient" and "towns", that is, ancient towns. Our building is built according to the architectural form of traditional residential quadrangles in the suburbs of Beijing. But we never said that we are an ancient town, and our water is also natural water. How can it be "fake"?
There is also "expensive". "A friend of mine once mentioned a reservation, and I replied that the service and quality we provided were in line with this value, and I settled an account with him." The light of Gubei is a standard superior room, which is available on weekdays 12 10 yuan, including tickets for Shuizhen and hot springs for two people. Breakfast for two people is 596 yuan, and breakfast for two people is 276 yuan. There is a swimming pool, children's entertainment facilities and a gym. These are only in the accommodation area, but the whole scenic spot outside the accommodation area.
Mr. Li, who took his children on holiday during the May 1 Golden Week, thinks that whether a thing is expensive or not depends on what people use to position it as a luxurious and high-quality holiday resort, so he doesn't pay much attention to the price. He has brought his children here many times, but many old people around him will regard Gubei Water Town as a park. They usually visit a park for free or at most ten or twenty yuan, while the Forbidden City only needs 40 yuan. "Gubei Water Town is not a scenic spot dominated by landscape, but a scenic spot dominated by vacation. This image has not been fully established in the minds of Beijingers. "
In fact, Mr. Li, who is engaged in public space design, has been paying attention to Gubei Water Town, a place that exists like a star. He believes that the development logic and construction logic of Gubei Water Town are understandable. Beijing is short of mountains and water, but it has resources such as the Romanian "Best Great Wall in Wan Li" and the Simatai Great Wall. Gubei Water Town has achieved great success in project positioning, rebuilding modern aesthetic scenes and creating tourism products.
Tickets are more expensive because the construction is more expensive and the cost needs to be recovered quickly. Beishui Town is equipped with waterworks, which can provide direct drinking water. It is said that it also supplies nearby villagers, as well as sewage treatment plants, underground pipe corridors and heating facilities. "From the perspective of the industry, in fact, few investors will pay such a big price to pay attention to the creation of the overall environment."
In addition, Gubei Water Town, as a high-investment tourist destination, has high depreciation expenses, financial expenses, labor costs, energy consumption, property tax and other expenses. Gubei Water Town is four times that of Wuzhen Tashi, so the operating cost is definitely higher than Wuzhen.
Rapid recovery after the epidemic
Jesuli Chen, CEO of Shui Gu Town Tourism Co., Ltd. told the reporter that Gubei Town was affected by three waves of epidemics in China, Beijing Xinfadi and Shijiazhuang, Hebei Province last year, and the actual business was only half a year. Even in the difficult environment at that time, Gubei Water Town didn't take the initiative to lay off a person, protect employees' income, and distribute year-end awards and holiday benefits; Actively respond to the call of the state and give rent relief to rental shops and partners; Provide free tickets and preferential accommodation benefits to medical personnel throughout the country; Give benefits to tourists and launch various preferential products such as ticket discounts and accommodation discounts. "Gubei Water Town interprets responsibility and responsibility with actions".
Teacher Li, a tourist, also believes that the epidemic in 2008 partially destroyed everyone's spending power. The epidemic has passed, and weekend trips in Beijing will definitely increase. "Wuzhen has been deposited for 20 years and has been released continuously. Gubei Water Town has been built for 7 years. It is too simple and rude to conclude that Gubei water is cold. "
Statistics from the National Bureau of Statistics show that in 2008, the number of domestic tourists was 2.88 billion, down by 5.2.1%compared with the previous year, and the domestic tourism income was 2.228 billion yuan, down by 6 1. 1%.
According to the data of Beishui Town, tourists decreased by 5 1% and income decreased by 40%.
The staff in Shui Gu Town are cleaning the waterway. Photos provided by interviewees.
Wu Bihu, director of the Tourism Research and Planning Center of Peking University Urban and Environmental Research Institute, once said, "In the case that all tourism enterprises are forced to suspend business for one year and two months, Gubei Water Town can still achieve industry-leading revenue in the capital system with the strictest epidemic prevention measures, which is not the result of all scenic spots." At this special stage, looking at the development prospects of a high-value destination, how can we expect to win much profit? In fact, the most rewarding thing should be whether the core team is still in high spirits.
The reporter learned that Gubei Water Town has recovered to nearly 70% in the first quarter of 20021,the number of tourists in Qingming Golden Week has recovered to 70% in the same period of that year, the income has recovered to 90%, and the occupancy rate is basically close to the same period of that year.
From the beginning of the construction of 20 10 Beishui Town, the board of directors proposed to build a "new benchmark for China tourism" and take the road of high-quality development. Wang Zuoquan told reporters that in fact, since 20 16, the business model of Gubei Water Town has been changing from "high growth" to "high quality", that is, from the development model of pursuing the growth of tourists to the connotation growth of scenic spots, and pursuing the average number of days tourists stay in scenic spots and the growth of tourists' single consumption.
The data shows that during the Golden Week of May 1 this year, Gubei Water Town received nearly 230,000 tourists, an increase of 175% over the previous year.
Good content comes from the needs of human nature.
On the opening day of the May Day holiday, there was an endless stream of guests coming to the Great Wall Photo Studio in Gubei Water Town to take family photos. Boss Jun Li said that there are many families in Gubei, and some guests have to bring a group PH.
More than ten years ago, Jun Li opened a photo studio in Wuzhen. Photo studio is a cultural project, which is closer to the needs of Zhaxi Scenic Area in Wuzhen. The scenic spot also supports cultural projects. "The photo studio business is basically the place where the scenic spot is opened, so we will copy one and open it in the scenic spot". Jun Li said frankly that he recognized the brand "Wuzhen Tourism". As long as you follow Director Chen, you will naturally have a sense of belonging and pride.
Comparing the business of photo studios in the two places, Jun Li said that Wuzhen is a national-level world-class scenic spot with developed traffic and many other scenic spots around it. It is a must-see part of the five-city tour in East China and the upper reaches of Wuzhen, Hangzhou and Shanghai lines, mainly for one-time tourists. The little girl in Hanfu and her best friend took many beautiful photos. At present, the tourist sources of Beishui Town are Beijing-Tianjin-Hebei, Northeast China and Henan, which are polarized. High-end holiday guests come from Beijing, mainly families. They will repeatedly enjoy the changes of seasons and experience hotel services, and the other part is sightseeing and group tours in the surrounding provinces of Beijing. But overall, the consumption capacity of Gubei Water Town is still very high.
In Jun Li's eyes, Gubei Water Town should face tourists from all over the country and give full play to the advantages of Simatai Great Wall, the steepest Great Wall in China. At present, the northeast and east of Beijing have not yet formed a complete online tourism product, and Gubei Water Town is "isolated" at the foot of the Great Wall. If the local government can solve the big traffic and form the ecological circle around Gubei Water Town, the energy released in this respect will be very considerable.
During the May Day holiday this year, there were many tourists in Gubei Water Town.
Wang Zuoquan told reporters that since 2000, Gubei Water Town has also changed its development mode, gradually increased the proportion of group guests, gradually expanded from the peripheral market to the middle and far-end market, and opened up the business conference market; This year, Gubei Water Town will promote the elements of the Great Wall, and convey the rich connotation of the mountains, water, city and town of Gubei Water Town through the slogan of "Simatai Great Wall, Different Great Wall".
Town is not a town but a town, which is a special existence between urban and rural areas. The gentry, literati and elites in modern China seem to have an innate attachment to the lifestyle of small towns, which is also common in modern society. The advantage of this mentality is that it helps to retain some core values of traditional culture lost in the process of modernization in big cities, but on the other hand, this mentality may also hinder the process of modernization to some extent.
Therefore, some tourists suggested that Gubei Water Town, as a vibrant destination resort, not only provided a memory carrier for the lifestyle of small towns, but also failed to develop an immersive experience and consumption scene suitable for young people's favorite modern fashion psychology, and a large number of demands could not be met. "Travel and vacation must be younger, which is a place that young people like. Everything must be carried out around this point. "
In this regard, Jesuli Chen said, just like the organic growth of cities and towns, this piece is newly built and that piece is old. People-oriented, and constantly promote the renovation of Gubei water town. The main purpose of updating is to meet the market demand, activate life scenes, accumulate cultural brands and establish a dynamic balance through the rich adjustment of scenic spots and the organization of activities.
Next, Gubei Water Town will do some micro-space, small-scale, acupuncture intervention transformation, and use a series of small scenes to continuously improve the quality of the destination. For example, in Gulan, a paradise in Gubei Water Town, three luxury hotels are planning to launch all-inclusive products. It may be designed to take a boat into the forest, touch the leaves on the window of the room, or stroll through the Gulan, shuttling between works of art and exhibitions. This is a place where people can fully open their five senses to perceive aesthetics.
"Recently, we also want to do a series of youth support projects to help those children who have just graduated from college to do something with us. For example, open independent shops, create popular activities, invite them to participate and help them realize their ideas. Such a plan sees things, people, multidisciplinary cooperation and friendship.
Chen Xianghong, the chief planner, designer and president of Wuzhen and Gubei Water Town, wrote in Weibo, "Talking about protection, development, tourism and making money is not about packaging stories with some incomprehensible concepts, nor talking about principles and forbidden areas. I think the most important thing is to understand, create, change and meet the real needs of the target population from the perspective of human nature. "