under the epidemic situation, many industries have temporarily pressed the shutdown button, and the cultural tourism industry is the first to bear the brunt.

Qin Jiali, trainee reporter of China Housing News, reports from Beijing

Under the epidemic situation, many industries temporarily pressed the shutdown button, and the cultural tourism industry was the first to bear the brunt.

when will the industry pick up? How to solve the tight cash flow? How to allocate marketing time throughout the year? How to improve industry immunity? How to hold a group to keep warm? These problems that stand in front of the literati are coming one by one.

On February 21th, the "Response and Prediction-The Second Online Salon for the President of Wenlv Real Estate in the Post-epidemic Era" was jointly sponsored by China Real Estate News, China Real Estate Network, Zhongfang News New Media, Zhongfang Think Tank, China Wenlv Holiday Kangyang Real Estate Alliance and China Characteristic Town Industry Alliance.

Zhang Baoquan, Co-Chairman of the Board of Directors of Jindian Group and Founder of Mangrove Brand, Shen Lifeng, Director and Vice President of Phoenix Wentou Real Estate, Liu Shaojun, Chairman of Royal Inn, Hummelin, General Manager of Shenzhen Overseas Chinese Town Culture Group, Deng Tao, General Manager of Yan 'an Commercial Operation Management Co., Ltd. of Shaanxi Travel Group, Zhang Xiaoyan, Vice President of North Business Department of Ocean Shipping Group, Chai Huiwen, Deputy General Manager of Guoao Wenlv-Beijing beautiful countryside B&B Industrial Management Co., Ltd., Wang Liquan, Chairman and General Manager of Guoxin Rongrong, Executive Secretary of China Wenlv Holiday Kangyang Real Estate Alliance, Zheng Xiangdong, Vice Chairman and Secretary General of China Wenlv Holiday Kangyang Real Estate Alliance, Secretary General of China Kangyang Wenlv Industry Expo Organizing Committee, Song Ting, Managing Director of Beijing Yunqi Tourism Culture Development Co., Ltd., Executive Dean of Zhongfang Think Tank Urban Research Institute and Qin Gang, Executive Secretary of China Wenlv Holiday Kangyang Real Estate Alliance, and other industry experts and business representatives attended the meeting to share the epidemic response strategies of wenlv enterprises and predict industry trends.

At the meeting, there was a discussion on the self-help samples of the Mangrove Pie Man Project. Some people used this to present the redesign of kangyang products. Some people called on the industry to urgently establish a risk hedging mechanism. Some people suggested establishing an online consumption portal. Some people advocated combining financial tools to realize the withdrawal of funds ... As the participants said: "The epidemic has happened, the most important thing is to face it and think about what to do."

Zhang Baoquan: Restart "Mangrove Pie Man Project" and start the epidemic rescue

Zhang Baoquan, co-chairman of the board of directors of Jindian Group and founder of mangrove brand

"For us, the epidemic has already happened, and the most important thing is to face it and think about what to do." Zhang Baoquan, the co-chairman of the board of directors of Jindian Group and the founder of mangrove brand, explained his "Pie Man Plan", which inspired the industry to carry out epidemic self-help.

In response to the epidemic, the large-scale mangrove resort world failed to stay out of it. Zhang Baoquan said that due to the business stoppage caused by the epidemic, more than 21,111 mangrove check-out orders were unconditionally cancelled only six days after the Spring Festival.

On the sixth day of the first month, Mangrove Resort World decided to restart the Pie Man Project. "Simply put, it is to turn retail into wholesale. One of the most important items is cheap holiday products. Usually, a hotel room from 611 yuan to 711 yuan is 299 yuan at this stage and is valid for one year. "

In fact, as early as 2115, the newly-built Mangrove Resort World had already tried similar plans. The earliest model was the free experience after paying the deposit, that is, tourists could enjoy a seven-day free holiday after paying a deposit of 11,111 yuan, and the deposit would be refunded one year later. Later, the mangrove operation was on the right track, and the free plan was suspended accordingly.

In view of the general impact of the epidemic on the whole industry, Zhang Baoquan intends to broaden the extension of this new "Pie Man Plan". He said at the meeting: "We can use this ready-made exchange platform to form an alliance and attract more hotels and homestays to join. For example, half of the sales funds can be returned to the hotel to solve the cash flow problem of enterprises; The other half is supervised by the alliance to eliminate the problem of consumers' concern about paying the integrity, and then transfer it after users use the exchange of occupancy rights on the travel platform. "

It is also worth mentioning that, at the same time as the "Pie Man Plan" was restarted, the products of Mangrove Resort World were also adjusted a lot, typically the brand-new Kangyang Resort was launched. It is also the ongoing strategic direction for mangroves to further develop recreational destinations on the basis of holiday destinations. Zhang Baoquan said: "Being a tourist and holiday destination is not selling sleeping, but selling content and life. Specifically,' content' includes two elements-resources and teams, that is, we must have our own operational resources and our own operational capabilities. "

Shen Lifeng: Future travel products should be designed with a healthy lifestyle

Shen Lifeng, director and vice president of Phoenix Wentou Real Estate

According to Shen Lifeng, director and vice president of Phoenix Wentou Real Estate, how to create a healthier, safer, more comfortable and livable community environment will become a core issue in the shaping of the next industry projects.

"The market demand for some tourism health care products will be boosted by the epidemic, and I believe that living in health care will become one of the leading directions of the real estate industry in China in the future." Shen Lifeng explained, "In other words, the products we will make in the future should not only be redesigned in architectural form, but also in healthy lifestyle. The traditional indicators such as floor area ratio and building density need to give way to the comfort of living environment and supporting health care, and people's requirements for living space will further shift to the health theme. "

Shen Lifeng said that in this process, only those genuine medical and health care formats and content with unique advantages can win the blue ocean of the market. This will further test the enterprise's ability of resource integration and operation.

He cited a case. The Swiss Green Grass Anti-aging Clinic, which is negotiating cooperation with Phoenix Wentou, has developed for 71 years, which has driven the local town of Montreux to become the world's top medical beauty and high-end tourist destination, with more than one million people visiting for rehabilitation and tourism every year. With the Mayo Medical Center, Rochester, USA, has become a world-class medical tourist city. "In short, the future health care project must have a distinctive, fixed-style business content."

In fact, as a platform company of Wenlv Recreation and Health Industry under Phoenix Satellite TV Group, Phoenix Wentou is rich in recreational and medical resources, and its first key recreational and living project-Yangshuo Phoenix Mountain Waterfront has also been grandly opened. "The project is located in Yangshuo, Guilin, a tourist resort, and aims to set an example of the new landscape spirit in China." Shen Lifeng said, "After the epidemic, people's overstocked demand for being close to mountains and water will be stimulated, bringing a new era of healthy living."

Liu Shaojun: The industry urgently needs to establish a risk hedging mechanism

Liu Shaojun, chairman of Royal Inn

"In the face of disasters, what the whole industry needs to reflect on is to think about why the whole industry has no risk hedging mechanism, no self-help mechanism, and can only turn to the government for policy assistance, except for self-grief and strong expectation that the epidemic will pass as soon as possible?" In response to the impact of the epidemic, Liu Shaojun, the chairman of Royal Inn, directly attacked the dilemma of "lack of immunity" in the industry and put forward four policy suggestions.

first, establish an industry-wide risk hedging mechanism. "If the epidemic continues for another three months, I wonder which enterprises can survive? How many enterprises can the government help? " Liu Shaojun said, "This kind of risk is not the first time. SARS 2117 years ago has taught us a lesson. From a painful experience, the industry needs to establish a mechanism to hedge risks. " He cited cases in this regard. There are many types of "suspension insurance" in foreign countries. For similar force majeure, all losses are compensated by insurance funds of insurance companies. For example, in the "911 incident", most enterprises were able to get rid of the incident quickly, which depends on this insurance mechanism.

Second, it is suggested that the hotel industry initiate the establishment of mutual insurance companies to specifically hedge similar risks. "All hotel employees and employees in the cultural tourism industry put some money into mutual insurance companies in good years, becoming shareholders and policyholders of * * * and beneficiaries of * * *, which will help solve the problem of cash flow depletion of most cultural tourism enterprises at present." Liu Shaojun said.

thirdly, it is suggested that insurance funds should be involved in cultural tourism investment. He pointed out that the investment in cultural tourism is characterized by long cycle, average income and good cash flow, which meets the demand of "old money": "Most of the funds invested in cultural tourism now are" hot money "that hopes to be quickly replicated and developed at a high speed and can be withdrawn in three years. Therefore, the asset securitization of Wenlv Real Estate is imperative. "

Fourth, enterprises in the cultural tourism industry have joined forces to launch a project similar to "one card for tourism". On the one hand, some cash is collected in advance to support everyone to tide over the difficulties; On the other hand, the expected income should be used to build industrial chain credit, establish a credit system with controllable risks, and create a basic platform for debt financing for asset-light strategy companies.

Hummelin: Going to the countryside is an important direction in the next decade

Hummelin, general manager of Shenzhen Overseas Chinese Town Culture Group

Different from some industry views, Hummelin, general manager of Shenzhen Overseas Chinese Town Culture Group, believes that after the epidemic is over, the probability of a blowout in the tourism market will not be too high, but more reflected in the balanced consumption of the whole year, because "everyone must earn their money back first, and the fear of the epidemic is difficult to eliminate in the short term".

"Personally, I think that the inflection point of the epidemic may appear around March, and the summer vacation will usher in a good time period, but it should be noted that the delay in the start of school will accumulate summer vacation time. In addition, some people can't go home for the New Year, so there may be a compensation mechanism for' May 1' and' Eleventh', and these operating spaces are worth considering. " Hummelin said.

In Hummelin's view, the epidemic will undoubtedly affect the ecology of the whole cultural tourism industry. Some formats may grow, while others may disappear, but Kangyang will still usher in an era of blooming flowers, with at least ten years of golden development.

"Health care is different from treatment. Health care needs' care', and the key is to improve the body's own immunity through natural activities." Therefore, Hummelin believes that in future cultural tourism projects, short-distance tours in the suburbs will break out, especially in rural tourism, and natural sports suitable for Chinese people such as farming, mulberry fishing, picking and mountain climbing can be added.

At the same time, such small town projects are suitable for family outings. "Compared with the theme parks favored by young people and the scenic spots loved by business people, 91% of the customers in the town may come from family tours. Because it has a benefit, it is basically free and open, suitable for eating, spending or staying. " Hummelin said, "We often talk about the construction of corporate culture. In fact, family culture also needs to be built. The core of this is the parent-child relationship. It is necessary to let the' two old people and one small' go out, but it is inconvenient to go out."

Based on this, Hummelin thinks that the parent-child hotel will be a huge market in China: "Since the opening of our parent-child hotel in the Spring Festival last year, the price of 1,311 yuan per room is not cheap, but it is full on Saturday and Sunday, and many guests from Hongkong and Guangzhou are staying with their families."

"Generally speaking, outdoor sports can become a broader mass movement after the epidemic, and leaving the city and going to the countryside will be an important direction for recreational tourism in the future." Hummelin said.

Deng Tao: Solve the cash flow and change the market cognition to spend the "winter" of the market

Deng Tao, general manager of Yan 'an Commercial Operation Management Co., Ltd. of Shaanxi Travel Group

"The project we operate is Jinyan Cultural Tourism Park in the sacred valley of Yan 'an, which covers an area of 1,511 mu and is located in the suburbs of Yan 'an, involving tourism, cultural performing arts, commercial complexes, cultural tourism towns and so on. At present, there are about 1,111 hotel cluster rooms, which is conservatively estimated to be in the northwest. Deng Tao, general manager of Yan 'an Commercial Operation Management Co., Ltd. of Shaanxi Travel Group, said frankly, "The epidemic has had a great impact on us. All the series of activities during the Spring Festival were suspended, and the statistics were incomplete, resulting in a direct loss of more than 21 million yuan."

How to spend this "winter" is a question that Deng Tao and his team have been thinking about. He said that Yan 'an is different from Shenzhen, Sanya and other cities. Because of the weather, the tourist season in the northern region is obvious, with only half a year's business period, which is concentrated from April to October, and other seasons are basically off-season.

"judging from the current market influence, the operating period left for us this year is about three months." Deng Tao judged that the gradual recovery of the tourism market may start from May Day, and the summer vacation will usher in an outbreak period. In order to stick to it before the turning point, he shared the company's multi-level solutions.

the first level is cash flow. "In the fourth quarter of last year, Shaanxi Travel Group made some predictions and adjustments to the work in 2121 in advance. On the one hand, it is to adjust the strategic transformation of enterprises, prepare for the transformation to cultural tourism technology-based enterprises, and increase the layout of online industries, and preparations are already under way; On the other hand, the adjustment is to accelerate the integration with the financial industry. This year, Sichuan New Hope Group and Ping An Group were introduced. "

The second level is the cognition and judgment of people's lifestyle after the epidemic. Deng Tao said that in the past month, more people have adapted to the online lifestyle, including working now, reading online and trading online. From the perspective of tourism industry, there will be many changes in the future. "In the past, we were a relatively offline industry. Maybe 51% of the market was in channels, and channel feedback was slower than individual feedback. Therefore, this year, we are also adjusting the entire product line. In the past two months, we have upgraded the project and improved the cultural experience. " Deng Tao cited this as a case. The biggest market in Yan 'an is "red education and training". Previously, the online free clinic conducted by the company with Dr. Chunyu and the online travel class conducted by the company with Fengfeng Zhiye had good feedback effects, and the online training market will be further explored in the next step.

Zhang Xiaoyan: Strengthen risk awareness and do a good job in service innovation

Zhang Xiaoyan, vice president of the Northern Division of Ocean Shipping Group

According to Zhang Xiaoyan, vice president of the Northern Division of Ocean Shipping Group, after the epidemic, the cultural tourism industry needs to start from two aspects, one is to strengthen industry risk awareness, and the other is the subsequent service innovation.

"From the perspective of industry risks, we, who were still in high spirits two months ago, may have a different profound experience at this stage. The original cost burden and financial pressure have emerged one after another, making enterprises feel the fragility of their economic ability." Zhang Xiaoyan said, "In this case, what should enterprises do in different seasons and different market conditions? How to reserve funds? This epidemic has thoroughly educated us. "

He further pointed out that the key to the risk prevention of the cultural tourism industry next lies in time allocation, that is, figuring out how much time in a year is reserved for tourists and vacationers, so that their time and energy can be divided.

From the perspective of service innovation, Zhang Xiaoyan thinks that enterprises can find their focus from many aspects: first, people's place activities have been strictly cut off. When home office and home class are becoming a rigid life state, there is much to be done in the cultural tourism places, so we can find ways to make them more interesting and make people stay better; Secondly, with the help of online tools and scientific means, enterprises can reduce labor costs, reduce operational risks, and at the same time increase service points and do a good job in linking external cooperation resources; Finally, in view of some original social life, office and business, we can find ways to run into tourist destinations and redistribute tourists' time.

In addition, in order to bring opportunities for the recovery of the cultural tourism industry, Zhang Xiaoyan suggested that the government should be guided to realize the necessity of stimulating economic development through tourism and other industries. "From the perspective of the troika that drives economic growth, it is very important to restore consumption. The cultural tourism industry has