Hello everyone, I'm Zhang Pengyuan.
Busy with work, this is the busiest December I have experienced, and probably soon the busiest Spring Festival. The book I wrote two months ago officially entered the publishing process, and it will take about 4 to 6 months to come out, thank you to my fellow tourists who have continued to support me.
On January 10, 2023, the public account "Douyin Group" released the 2022 Douyin data report, the specific content can be referred to the following link.
2022 TikTok Data Report (Full Version)
In the past two years, in the context of repeated epidemics, the tourism order has been repeated, stop and stop, Douyin has become the largest independent publicity platform for tourist attractions and other tourism industries, and the scenic spots that can play Douyin out of flowers, without exception, the business data are good, refer to Douyin's big data in 2022, give the following inspiration to the scenic spots.
First, the most popular attractions are divided into two categories, super cities and large natural scenic spots
The top ten most popular attractions on Douyin are quantified by the number of likes. From first to tenth place, they are:
West Lake, Forbidden City, Tiananmen Square, Huangshan, Laojunshan, Taishan, Erhai, Canton Tower, Gulangyu Island, The Bund.
Among them, the attractions belonging to super cities, West Lake is located in Hangzhou, the Forbidden City and Tiananmen Square are located in Beijing, Canton Tower is located in Guangzhou, the Bund is located in Shanghai, and Gulangyu Island is located in Xiamen, without exception, it is a super city, and the huge population base gives a higher probability of liking.
There are four scenic spots belonging to large natural scenic spots, namely Huangshan, Mount Tai, Laojun Mountain, Erhai, two old mountain scenic spots, a new Jin mountain scenic spot, and a literary and artistic resort.
This data reflects the following points:
First, the scenic spots close to super cities, it is more necessary to seize the demographic advantages of super cities, and there will be good conversion of tourists for publicity. There are 17 cities with a population of more than 10 million in the mainland, namely: Chongqing, Shanghai, Beijing, Chengdu, Guangzhou, Shenzhen, Tianjin, Xi'an, Suzhou, Zhengzhou, Wuhan, Hangzhou, Linyi, Shijiazhuang, Dongguan, Qingdao, Changsha, and other scenic spots near super cities, which can increase the development of the city.
Second, natural resource-based scenic spots need a huge reception capacity. Tourist attractions play the peak season economy, from the level of enterprise operation, the post-development operation stage of scenic spots, operating costs are almost constant, scenic spots receive 5,000 people a day and 10,000 people on the same day, the cost of the day is not much different, especially in the repeated process of the epidemic, the scenic spot closure process is frequent, in a limited time can receive more people, more can enhance the possibility of "like".
Third, leisure vacation is the future of scenic spot tourism. Erhai is the only destination among the four natural scenic spots on the list, you don't need tickets to see Erhai, I have several freelancers around me, and when the epidemic was serious, I organized groups to go around Erhai, a large number of cheap homestays and fresh air. Holiday destinations have obvious large and small years in the process of operation, and if there are more tourists and high homestay prices, there will be bad reviews on the Internet, and then the price of fewer tourists will fall, and tourists will go back. This phenomenon is evident in Yunnan and Hainan, and this year's news that Sanya's 120,000-night homestay is fully booked is a concrete manifestation of the view of large and small years.
Second, the attractions that Douyin users want to go to the most The old scenic spots have disappeared
The top ten attractions that Douyin users most want to go to are listed in the order of Douyin users' "collections" of target scenic spots, from the first to the tenth place:
Laojun Mountain, Weizhou Island, Wangxian Valley, Yubang Village, Shanghai Disneyland, Nalati Grassland, Wugong Mountain, Daocheng Aden, Tianmen Mountain, Dongshan Island.
This ranking also reflects several opinions:
First, Laojunshan is too strong and has entered the list twice. In 2020, Douyin ranked by the number of readings of geographical coordinates, and Laojunshan was also on the list. The strong is Hengqiang, whether it is the number of likes, views or collections, Laojunshan is on the list. As a Laojunshan that has only gained national popularity in the past two years, it is not easy to develop so far, and I believe that after the liberalization of the epidemic prevention policy in 23 years, the Laojunshan brand, tourist volume and comprehensive income can be further improved.
Second, the old scenic spots have disappeared. In addition to Shanghai Disney, all others are new scenic spots. As a post-80s, I deeply feel that the mainstream of tourists is post-95s and post-00s, and after getting married and having children in the post-80s and early 90s, the travel rate has dropped significantly during the epidemic for the safety of themselves and their families, and at the same time, the post-95s and post-00s have visited the old scenic spots with their parents after the 70s when they were young. It is conceivable that the old scenic spots will make efforts in the field of new media, and use the brand advantages to reduce the dimensionality to hit the new scenic spots; The new scenic spots will also strive to improve their operation and management levels to catch this wave of traffic.
Third, love is a must-kill skill for scenic traffic. The scenic spots in the list are without exception, and under the comments of relevant content on the Douyin platform, they can always be associated with "love". Laojun Mountain, a Laozi cultural scenic spot, can be defined by netizens as a love mountain and a breakup mountain; Shanghai Disney's tourist base is mostly couples; Wugong Mountain, like Laojun Mountain, is a "love mountain" for a while, and then becomes a "breakup mountain", and most of the content spread is related to "romance".
Fourth, the names of niche scenic spots are easier to arouse the interest of tourists. Weizhou Island sounds literary and artistic, if it is the North Sea, it feels almost tasteful; Tianmen Mountain is a "sub-scenic spot" in Zhangjiajie Scenic Area, Zhangjiajie is not on fire, Tianmen Mountain is on fire; "Narati Grassland", "Dongshan Island", "Wangxian Valley", "Yubang Village", "Daocheng Yaden" these scenic spots, just from the name of the scenic spot, feel mysterious and literary sense, reference is located in Xingtai City, Hebei Tianhe Mountain, there is another name called "Love Mountain", different names to the scenic spot brings different attention. Scenic spots whose market recognition has not yet been opened, you can consider changing the name, and it will work wonders.
Third, "Yunyou" zoo has become a new fashion in Douyin
In 2022, Douyin Zoo will have 38,515 performances in a wave, with a cumulative increase of 115% year-on-year, and the three most popular zoos on Douyin are:
Shanghai Wild Animal Park, Changsha zoolung Large Indoor Zoo, Beijing Wild Animal Park.
Zoos in the tourism industry match parent-child tours, what parents like to see, children like to see; What parents want to see, children want to see, parents use what way, children use what way.
The post-80s and pre-95s part of the tourist group have been married and have children, and they cannot go out during the epidemic, and they need to take their children to gain insight, so they use the unique education methods of parents of this age group to watch live animal broadcasts to educate children.
The three zoos on this list are also located in megacities. I think the next development of zoos is to seize the post-95s, post-00s these young groups, parent-child travel for the zoo is a basic traffic, if through fun or other activities, open the post-95, post-00s market, is bound to seize the market opportunity after the policy liberalization.
Referring to the Nanning Zoo in September 2022, since the debut of "Diuna Ape", it has been a top scenic spot on Douyin for 20 days, and finally successfully took the position and transformed into a zoo that can attract young couples, and now those strange animals still bring their own traffic, if this popularity can be stable for half a year to a year, Nanning Zoo event planning can keep up, and qualitative changes will occur.
4. Douyin live broadcast may become the mainstream of future scenic spot event planning
In 2022, Douyin's live broadcast of performing arts increased by 95% year-on-year, with an average of more than 3,900 viewers per live broadcast, and the revenue from performing arts live broadcast tips increased by 46% year-on-year.
At the same time, the five major live broadcast genres with the fastest rise in popularity of Douyin in 2022, of which musicals rose 978%, Chinese dance 519%, dramas 361%, comedy 257%, and acrobatics 225%.
This set of data provides direction for the planning of scenic spot marketing activities in 2023:
One is a small screen. Scenic marketing activities have changed from large scenes to small screens, no longer need grand narrative scenes, as long as they can be properly performed on the mobile phone screen, they can get very high-quality communication.
Second, high taste. The earthy element is no longer suitable for young people. Even the folklore of the Spring Festival needs to be rejuvenated. If you are interested in crosstalk, you can take a look at the earliest stand-up, which is the product of the lack of entertainment resources in that era, and why Deyun Society survived and lived well, is because the performance is young, and it is constantly adjusted according to the tastes of clothing and food parents.
Drama has been the preserve of rural elderly people for a long time, and there are always voices on the Internet that "young people don't like to listen to plays", but this is not the case.
There are many popular songs with dramatic elements, and the popularity is not low. "One Night in Beijing" has been sung for years; When Tu Honggang sang "Wujia Po" in September 2022, the hands on Douyin basically sang it again. The list goes on.
High taste does not mean that the symphony is more advanced than street singing, but that it can integrate into young people, and the standard of these young people is mainly those born after 97 years, and this year 2023, that is, young people before the age of 25.
Henan TV has dominated the traffic list for two years, and classic transmissions such as the Tang Palace Night Banquet and Chang'e Rushing to the Moon are still evocative.
5. Cultural empowerment makes tourists amazed
In Douyin's 2022 summary, there is no mention of "culture". But we see:
At TikTok, it's time for everyone to read.
TikTok activates the reading craze.
2022 Douyin, the top ten cities in the country that love to buy books.
Reading used to be synonymous with school, but now it is more understood as "taking time to recharge in work and life".
This is a challenge for natural scenic spots, and the scenic spots that Douyin users want to go to the most, there are no old scenic spots, all are new scenic spots.
The old scenic spots have a strong cultural accumulation in the long history, and the Internet celebrity scenic spots have a short-term huge traffic in the short video era, at this stage, the long-term advantages of the brand of the old scenic spots and the short-term traffic advantages of the Internet celebrity scenic spots can cancel each other, even on the same starting line.
When China's automobile industry was born, Europe had already begun a hundred years, and under the hindrance of technological blockade and patent protection, China may not be able to surpass the European automobile industry in the next hundred years.
With the progress of society and the development of science and technology, China has begun to play electric vehicles, and now electric vehicles have crushed traditional car companies in an all-round way, for my use, another way.
Therefore, the old scenic spots need to sacrifice the cultural attributes in the brand in order to continue the advantages of brand dimensionality reduction for new Internet celebrity scenic spots.
Let's look at the Tang Never Sleeps City, from the tumbler in 19 years, to the new daughter country in 20 years, and then to the twelve o'clock of Chang'an in 22 years, each time it just presses the aesthetics of the majority of netizens.
Recently, the picture of the "Tang Poem" lamp in the Tang Never Sleeps City was circulating on Douyin, as a cultural tourism planner or cultural tourism new media practitioner, it was greatly shocked, and this wave once again praised the planning team of the Tang Never Sleeps City.
The star lanterns made all over the country are the same, and the sudden appearance of "Tang poetry lanterns" is amazing. Almost the same cost, the transmission power can be more than a hundred times.
Datang Never Sleeps City has once again taught a lesson to cultural tourism practitioners across the country, cultural empowerment and high-dimensional killing. The purpose of this and immersive experience is the same, allowing tourists to experience more vivid scenic spots more deeply.
Today's small year, in a hurry, is wrapping up.
2023 is the year of tourism, everyone work together!
Above.