China's outdoor sports are booming and the water industry exchanges demonstrate great country style Date:2016-05-23 16:27
From May 18 to May 21, the first World Tourism Development Conference will be held in Beijing. It is not only an epoch mark in the history of China's tourism development, but also a turning point in the development of world tourism. The rise of China's tourism will change the world tourism development pattern, dominate the world's tourism right, and spread China's good voice.
China Net launched a series of reports on the World Travel Conference with the theme of "China Travel World View". The series is based on the concept of fun, good-looking, and readable, and it spreads a multi-dimensional world feast with stories, opinions, and values.
Global Outdoor Leisure Conference
Once upon a time, whether it was a marathon, a mountaineering or a walking trip, all sorts of outdoor sports seemed to be quite far away from us. It was just watching people on TV screens and silently sighing. But unconsciously, the distance between the outdoor sports and us today is getting closer and closer.
Yes, we all like to go for outdoor trips with different purposes. Some of them go out of pure play, some go out of the way, some feel natural, and everyone goes for outdoor trips with their own purpose, but when we calm down and think, we Will you ask yourself: Why do people travel outdoors? There are many journeys in the world, but many may have forgotten. Have you ever thought that some journeys may have an impact on your life?
In a broad sense, outdoor sports constitute a means of communication among tourists from all over the world. It is very likely that they link their lifetime friends to learn their language, culture, the world, and even the struggle.
In a narrow sense, with the upgrading of tourism consumption, household tourism is sought after by tourists from all over the world. China has the world's top outdoor travel routes and destinations, but many destinations and routes are not yet known to international tourists.
As the world's largest source of tourists and an important tourist destination, China also needs to lead in the construction of an international exchange platform to display beautiful China, share the successful experiences of tourism in countries around the world, and highlight China’s role as a major tourism country.
Haifeng Zhang live IP broadcast
Zhang Haifeng, founder and CEO of China Outdoor Network, believes that the successful completion of the inaugural World Tourism Development Conference in Beijing is an excellent fulcrum to shake the global economic growth, which is conducive to strengthening the urgent needs of international cooperation in tourism, and building order together. Good help for the global economic recovery.
At the same time, he also hopes to share the accumulation and original IP in the format tourism industry through the high-level platform of the World Tourism Development Conference, and through the outdoor output network of the China Outdoors Network and the club's customer source output capabilities, and develop outdoor line product development cooperation with global outdoor tourism destinations. Extensively participate in the creation of a global travel value chain.
From the perspective of international experience, the United States is the most advanced country in global outdoor sports. The American Outdoor Sports Federation reported that one out of every four Americans is a fan of outdoor sports and the outdoor industry has great potential for development.
In addition, the outdoor leisure industry has become one of the major drivers driving the development of the U.S. economy and sustaining sustained growth. Since 2005, the annual growth rate of the outdoor leisure industry is about 5%, and more than 140 million people participate in the U.S. every year. In outdoor activities, its economic output value reached US$730 billion and it supported 6.1 million domestic jobs. Although North America, Europe, etc. are famous for outdoor sports, they lack the most inseparable social skills of the Chinese.
Zhang Haifeng analyzes whether outdoor sports enthusiasts can choose to participate in outdoor sports whether they are taking short-distance sports or participating in events in cities with a high level of economic development, or taking long-distance trips to better ecological attractions. Make friends with like-minded friends through trips or tournaments. The added value of social networking also makes outdoor sports more engaging and engaging.
The biggest highlight of the Chinese outdoor network platform is precisely the deep plowing of industries with outdoor as the starting point. All the resources of the destination can be cascaded through outdoor activities, and the trend of consumption upgrade is shared outdoors, solving the problem of how the people go to the field. problem. Walking outdoors in the direction of national leisure is tourism. Walking in the direction of in-depth experience is sports. It can also be said in a certain sense that outdoors is sports + tourism.
Judging from the domestic market, China is entering the age of mass tourism, and the total number of people on travel will also have a lot of room for increase. At the same time, from the supply side of tourism products, the general quality is not high and the structure is irrational. Therefore, it is very large. Compound growth space.
In view of Zhang Haifeng, this requires starting from the reform of the tourism supply side and helping destinations to provide innovative products. Efforts are made to enhance supply efficiency through websites and online platforms and offline stores; to improve the quality of services through the operation and training of outdoor professionals; to upgrade the traditional tourism products and the production output of customers through comprehensive factor upgrades. A large platform for serving the national leisure travel; China is the largest, most potential and fastest growing tourism market in the world. It is the most important component of the global tourism market. Therefore, it is based on the local community and accumulates enough destination and customer source channels to make decisions. I believe that in the near future, we will certainly play a role in the internationalization of China’s tourism.
The government departments also very much hope that more and more people will participate in the outdoor sports. At the end of last year, the State Sports General Administration issued a document announcing the cancellation of approvals for commercial and mass sports events in order to encourage social forces to set up games and activate the sports market. . Since then, various kinds of running activities have sprung up all over the country.
Tent festival
High Altitude Strap Challenge
For example, more than 100 sports tourism IPs and professional competition IPs such as Longhushan International Tent Festival, Wugongshan International Tent Festival, Suzhou Rainbow Run, Global Unpowered Gliding Tour Challenge, Global High-altitude Strap Masters, and China-Myanmar International Marathon are in This phase was founded one by one.
In fact, as early as the beginning of this year, Jiangshan City, Zhejiang Province, which is uniquely considering the development of tourism, has jointly planned and organized the Jiangshan Summit of the Global Outdoor Leisure Tourism Conference jointly with the China Outdoor Net and the China-France Mountain Center. During the summit, hundreds of domestic Experts from outside China provided advice and suggestions on the development of mountain tourism in the development of mountainous regions. China Netcom's shareholder clusters on-site docking contracted more than 4 billion investment projects in Jiangshan City's tourism industry. Several international brand events IP plans landed in the country, and more than 400 well-known outdoor clubs nationwide. Jiangshan City signed a passenger source transport agreement.
The industrialization of sports tourism is not a Roman avenue. Zhang Haifeng's experience tells us that the introduction of international brand events and landing event companies, through competition operations, commercial development, all media promotion, content development, sports tourism service development, industrial fund introduction, do large volume and high market value. In this way, at the same time of promoting destinations, the sports tourism industry with IP as the core is also formed.
Even Dai Bin, dean of the China Tourism Institute, has written an article “Who will protect the rights of Sahuan Huan†personally after researching the China Outdoor Network, and fully affirmed the ecology of the outdoor leisure industry.
It can be said that the United States is also the world’s number one sports power and the world’s number one sporting country. The sports industry is extremely developed. In China, the manufacturing industry and service industry in the sports industry are completely contrary to the United States. Zhang Haifeng pointed out that China’s manufacturing of sporting goods also accounts for as high as 60%-70%, and sports services only 20%-30%. This structure is exactly the cause of the irrational and slow development of the sports industry.
Zhang Haifeng analyzed that the traditional sports events of China's traditional viewing categories have also not formed the mature brands of core commercial teams. Like the right of the current David to compete with each other in the sports event, the high investment of more than 10 times has little effect. The price valuation is very high. The core value of real competition IP, such as commercial development, brand building, and surrounding Participation did not get a good release.
In recent years, due to the rise of the national fitness hot, outdoor clubs are more different than traditional travel agencies because their products are more involved, more experienceable than traditional travel agencies, and have more social attributes than family travel. They also have the combined functions of fitness and travel. The source organization method has become the main travel organization channel for Chinese urban tourists.
Zhang Haifeng believes that the outdoor leisure industry is still a micro-ecological gathering circle. After a few years, it will form a benign ecological circle, and all fields will naturally form a good business, and it will inevitably appear to be a billion-level and one hundred-billion-level sports outdoor enterprise. In spite of this, in his view, the international vision is an indispensable factor if the blue ocean can't be reached only with traditional ideas.
In the current context of tourism transformation and upgrading, the urgently needed international perspective of destinations, in-depth understanding of new tourism industry products, and the full cycle of destination development, personalization, and industrialized service capabilities; a destination needs to be formally launched before Planning is required; construction funds are needed after the planning; marketing needs after the launch of the scenic area; after the promotion, customer input is required, and every service chain must have excellent performance. This is precisely because China Outdoor Net has a background in Sino-French joint ventures and significant achievements in the integration of many international resources. It can learn from the mature experience of France. Therefore, it helps to plan destinations from the perspective of tourist experience and avoids the construction of scenic infrastructure. In this way, we can lead the industry and establish a long-term strategic partnership with more than 100 destination governments and scenic spots in 25 provinces and cities across the country.
With years of international service capabilities in destinations and outdoor circuit products, as well as a strong source output capability of the platform, combined with the original international export capability of tourism sports IP, matching the growth dividends of the Chinese tourism market, we will definitely be in the future global sports tourism value chain. In the division of labor, take the initiative. Zhang Haifeng said.
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