Under the influence of the epidemic, the huge cultural tourism market is quietly changing.
Due to the restriction of outbound travel and inter-provincial travel, suburban tourism around the city and countryside has begun to explode and blow out, becoming a potential market for the segmentation of the cultural tourism industry. This year's Dragon Boat Festival, the surrounding tourism has become a popular new tourism model.
The formation of new market segments has also prompted changes in the logic of cultural tourism real estate, such as how to integrate scenic vacations, suburban tourism and real estate operations to truly create products and lifestyles, rather than "staking land" to make a profit.
At present, the leading enterprises in the industry play the way is that they still operate cultural tourism projects with heavy assets and real estate +, and Hanhua Cultural Tourism Holdings Co., Ltd. (hereinafter referred to as Hanhua Cultural Tourism), which is located in the "Creator of China's Light Vacation Lifestyle", chooses to cultivate the suburban tourism market, proposes to do the industry and cultural tourism lifestyle experience first, and then do the innovative play of sojourn real estate, will it be a subversive of the transformation of cultural tourism real estate?
<h1 class="pgc-h-arrow-right" data-track="6" > new track: trillion outing market</h1>
The leisure and vacation industry has become a hot spot in domestic tourism and consumption, coupled with the impact and impact of the epidemic, the logic and model of cultural tourism have quietly changed, aiming at the suburban vacations of the market segment, becoming a new blue ocean for the layout of capital and cultural tourism enterprises.
At the beginning of this year, the Leisure and Vacation Branch of the China Tourism Association released the "2021 China Leisure and Vacation Industry Development Trend Report", which shows that due to the impact of the epidemic, outbound tourism consumption has begun to return to the leisure and vacation industry on a large scale, and the surrounding outings represented by urban leisure and rural vacation have become new formats and new hotspots of cultural tourism.
Taking rural vacation as an example, according to the calculation of the National Rural Tourism Monitoring Center, in the first quarter of this year, the total number of rural tourism receptions nationwide was 984 million, an increase of 5.2% over the same period in 2019; the total income of rural tourism in the country was 389.8 billion yuan, an increase of 2.1% over the same period in 2019.
In terms of urban leisure, cities are not only an important leisure source market and leisure consumption market, but also a key area to promote leisure development. Last year, the three ministries and commissions of the state jointly announced the first batch of 15 national cultural and tourism consumption demonstration cities and 60 national cultural and tourism consumption pilot cities, accelerating the blowout of tourism around the city.
It can be corroborated by the explosive growth of bookings based on short-distance tours and peripheral tours during the just-concluded Dragon Boat Festival, and the prices of resort hotels and homestays in popular tourist cities such as Beijing, Shanghai, Chengdu and Xi'an have increased by about 30%-50%.
This change in the mode of cultural tourism, the brewing of new market segments and investment tracks, has attracted capital and cultural tourism enterprise layout. There are traditional head cultural tourism real estate enterprises Such as Wanda, Sunac, CYTS, etc., as well as Hanhua Cultural Tourism, which anchors the market segment.
According to public information, Hanhua Cultural Tourism is a national group company with shanshui resort tourism industry as the core, integrating resort operation and resort real estate development, and the company is positioned as "China's light vacation lifestyle creator" with the concept of "China's suburban vacation and family vacation lifestyle service provider".
President of Hanhua Culture & Tourism Holdings Limited Zhao Xuhui
Zhao Xuhui, president of Hanhua Cultural Tourism, a typical professional manager of real estate, has a rich work history such as Country Garden and Blu-ray, and has a systematic playing style and unique thinking about cultural tourism real estate. He believes that the "suburban vacation" model has gradually entered a blowout period and become a segment of the cultural tourism industry, so that the cultural tourism real estate has a new way of playing.
Compared with traditional vacation tourism, "suburban vacation" has the characteristics of short time, short distance, high frequency, strong experience, etc. According to Zhao Xuhui's professional observation, the consumer group of suburban vacation involves all-age, and the middle and high income groups with family life pressure are the main force of consumption. Therefore, the demand for cultural tourism consumption has become more and more high-quality, healthy and integrated, and more and more consumer groups have begun to pay attention to the quality experience of vacation life.
Zhao Xuhui estimates that after 5 years, suburban tourism will have a market size of 3 trillion yuan, and the related cultural tourism real estate will account for one-fifth of the entire real estate market.
Anchoring the emerging market segments obviously gives the rookie Hanhua Cultural Tourism of non-real estate head enterprises a first-mover opportunity, and the promising industry market prospects still lack the well-known brands of the head, the extremely segmented market and the precise positioning of Hanhua Cultural Tourism, or it is expected to become the industry leader.
<h1 class="pgc-h-arrow-right" data-track="50" > Hanhua model: first cultural tourism + post-real estate</h1>
The formation of suburban tourism in the market segment has also promoted new changes in the logic of cultural tourism real estate.
At present, the domestic market of suburban tourism, vacation and leisure tourism, combined with real estate, is mostly presented with heavy assets such as scenic spots, scenic spots, ancient towns and cultural and entertainment complexes, and the model focuses on sightseeing, light experience, and family parent-child categories.
The entrants and competitors in the industry are mostly head real estate enterprises, such as Sunac, Lancheng and Evergrande as an example, these enterprises usually integrate the external resources of Fangte and Lego in the form of heavy assets, and combine their own characteristic products to create relatively traditional comprehensive tourism destinations, such as Evergrande Children's World, Sunac Ice and Snow World, and Lancheng Town.
However, as we all know, cultural tourism real estate may be the most complex, industrially relevant and integrated industrial real estate. A cultural tourism project with a certain scale may involve a variety of formats such as culture, tourism, commerce, real estate, consumption and property, and how to integrate and operate is the core.
As a leader and service provider positioned in the "light vacation" market segment, GWCC's approach to cultural tourism real estate is more focused on the whole and fine, fine and beautiful. The logic of GCA's cultural tourism real estate is simply to couple with local industries, first to do cultural tourism lifestyle experience, and then to do sojourn real estate.
Such business logic comes from the rich industry experience and in-depth observation of Zhao Xuhui and his team, GCA's cultural tourism development model is to combine the three industries to do, first do cultural tourism experience, such as combining local agriculture, doing camp teaching, green farm picking, etc.; after creating a perfect lifestyle experience, the tourism service industry enters the market, quickly enhances regional influence and project visibility, creates a traffic pool; and finally turns into sojourn real estate.
The innovation of the GCA model lies in cracking the pain points of cultural tourism real estate flowing in real estate without industry and lifestyle, inverting the development process, combining local industrial design projects and products, starting with leisure tourism and vacation industries, forming a high-quality lifestyle, and then empowering real estate with industry and traffic.
Zhao Xuhui said that the projects currently invested by GCA are all top-level design, the formulation is a long-term development plan, GCA will extend the product development cycle to 20 years, every year to carry out product iteration and upgrading, and constantly add higher quality of life related formats, the final form is similar to the European town model, there is a high-quality living environment and mature supporting facilities, but also a "light vacation" tourist resort.
<h1 class="pgc-h-arrow-right" data-track="51" > adapted to local conditions: layout more than 10 projects</h1>
In fact, the bigger pattern behind the innovative business model of Hanhua Cultural Tourism lies in seizing the opportunity of high-quality development and transformation of the domestic economy, driving the rise of the region, and truly returning to and serving the real economy.
At present, it has developed and operated more than 10 large-scale international cultural tourism resort projects in core cities such as Xi'an, Kunming, Chengdu and Zhengzhou.
Zhao Xuhui, President of Hanhua Cultural Tourism, shared his views
GCA Hotel has strict criteria for the location of the project, which must be a talented place with excellent natural resources and landscapes that is one to two hours away from the core city. The reason for this is to ensure the continuity of local resources and culture; the second is that customers can jump out of the shackles of time and the confinement of space, switch lifestyles at any time, and achieve a real high-quality light vacation, so that the body and mind can quickly relax and return.
The playing style of Hanhua Cultural Tourism is to abandon the heavy asset investment of large-scale amusement complexes, adhere to the whole and fine, attach importance to the perfect integration of ecology and supporting facilities, and the perfect interaction between nature and people, so as to create a leisure time that the whole family can enjoy.
Zhao Xuhui believes that this is GCA's unique way, integrating mature business models into local natural resources and cultural genes to create a unique life and vacation scene experience that belongs to each project. In this way, customers can be truly attracted and retained, forming a virtuous circle of resort areas.
Taking the Hanhua Tianma Mountain International Hot Spring Resort invested and built by Hanhua in Kunming as an example, the project relies on the original ecological resources of Tianma Mountain and Huangpo Reservoir, and the formats include bathing and recuperation, health care, ecological pastoral, outdoor sports, and alpine vacation, and is positioned as a mountain-type hot spring health tourism destination in China. The project covers an area of more than 10,000 acres, ensuring that there is enough space to do the complete format and products, and can be continuously updated and iterated.
The planning and design of the whole scenic spot is combined with the industry, and the three theme industrial towns of Merlin Town + Legu Town + Shuiyun Town are designed, and in terms of specific formats, according to the ecological resources of the project location, such as combined with the landscape corridor of the terraces, with the characteristics of Yangmeilin and hot spring resources, to create a healthy and pastoral resort ecology; with the characteristics of the terrain, the extreme sports format is designed.
Whether in cultural tourism or real estate, Hanhua Tianma Mountain International Hot Spring Resort has done all and fine, the project has been shortlisted for the 2020 Most Anticipated Cultural Tourism Real Estate Project TOP3, the 2020 Fifth REARD Global Real Estate Design Awards in the residential category gold award and tourism silver award, the resort's Lingya Tangquan is won the 2021 [Craftsman Pool Award] Hot Spring TOP10 Project Case Award.
In order to create a truly high-quality way of life and vacation, GCA Travel has carried out strategic cooperation with many international first-class companies, such as GENSLER, TEAMLAB, RTKL, RCI timeshare platform, Wyndham, Hilton, etc.
According to Zhao Xuhui, many of the company's executives are from architecture and art backgrounds, and the requirements for design and large scenes will be higher. Foreign first-class partners attach great importance to local conditions, they believe that mountains, streams, lakes, forest fields, each plant has its precious value, this understanding of local culture and local resources of the foresight and cherishing, and hanhua cultural tourism's light vacation brand concept just match.
"Nature is irreproducible, unique, truly artistic masterpiece." We hope that there are few traces of artificial destruction in each resort, and that we can find the best form of interaction between nature and people, so that they can be preserved for a long time and allow people to enjoy a truly healthy lifestyle. ”
Compared with the past heavy assets and real estate + development model, the logic of cultural tourism real estate has begun to change, industry entrants are exploring transformation and upgrading, Hanhua Cultural Tourism has chosen a new subdivision of the track - suburban tourism market, proposed to do the industry and cultural tourism lifestyle experience first, and then do the innovative play of sojourn real estate, and has landed on the layout of the project.
There is always no shortage of innovators and disruptors in any industry, and the transformation and direction of cultural tourism real estate in the future, the track and innovative business model chosen by Hanhua Cultural Tourism may be the next outlet of the industry.