95% of cultural tourism projects are losing money, an article to read the reasons and solutions

Recently on Google to check the relevant information, found a shocking news: China's tourist attractions only 5% in profit, 95% in the loss of money!

On the one hand, the market is in full swing, on the one hand, is the tragic scene of mourning, is not good twenty-first century, the most sunrise industry is tourism? Isn't it good to say that the era of universal tourism has arrived? Tourist attractions in the end how?

One of the reasons: do not know how to operate, no planning

Some people mistakenly planning as planning. So find a few planning company PK program, tossed to the final result how? Failure to end! Let's talk about the planning and operation planning views:

Do theme parks or, integrated cultural tourism projects, in the operation of the planning and planning who first, and who is important on this issue, there are many local governments or companies simply do not understand the operation of the planning and planning of who is light and who is heavy!

A lot of local governments or companies especially like to find some academics to do a conceptual plan first, to make the map more beautiful, mainly to cope with the government, the leadership like good. These conceptual plans which have no market analysis, general positioning of the project, industry selection, industry mix, development strategy, innovative marketing, operation mode, income generation return, etc., and these are precisely the soul of the project's operational planning.

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College conceptual planning is mainly carried out in accordance with the traditional way, the other company's planning text text and picture change, and even the picture does not change, a few days to do a good job, but in order to fool the layman, some days can be changed to do a good job of planning, he had to say dozens of days to do a good job, so that it is good to ask for a good price.

In fact, a top-level design operation planning is very difficult to do, operation planning a cultural tourism project, several related projects to be implanted, pre-market analysis, project positioning, industry and industry selection layout, income generation return, the latter part of the line, two sales, marketing and promotion, basic operations and capital structuring arrangements, equity structure, etc. And the fee is less than 30% of the planning fee. And the charge is less than 30% of the planning fee, so, some companies are still reluctant to pay more operational planning fees and get a top-level design of the operational planning, thinking that the planning can be one step, you can save the operational planning fees.

A cultural tourism project to be perfect and successful landing, as well as the project opened to bring great benefits and returns, such as the lack of professional operations team in-depth project local market research, collection of local humanities and history, analysis of the surrounding market demand and consumer data, to understand the business situation of competitors in the same industry, and so on, do not do enough to do this preliminary work, coupled with the operations team in the industry does not have the ability to manipulate and successful cases, but to put a The ability and success of the operation team in this industry, but a project casually delivered out of the first planning, it is absolutely impossible to have a satisfactory good results!

In the domestic as many as the cultural tourism project, how many people with tears and money to pay a huge and painful price? It is worth taking warning!

A lot of the selection of college planning, mainly on the background of state-owned enterprises, strength and qualification, strength, of course, but, there is a point that most people ignore, this state-owned enterprises in the background of the superiority of the environment, the planner to seek stability, the official system of punctual commute to work, very few in-depth folk and landscape for life experience.

And often grassroots faction stage of the operation of the people is different, one, they are all born in the cultural tourism industry, in-depth understanding of the mountains and beautiful countryside; two, they are on the current industry characteristics, the market, the future needs of the clientele as well as in the palm of your hand; three, in the creative is a pie in the sky, the operation of the agency boss rewarded creativity; four, they are in order to a creative day and night to think hard, rummage through all kinds of canonical books, a few days and nights! Can not go home, ask how many academics can do? The only way to do this is to make sure that you can do it in a big city.

The academy is just ahead of the research theory, but to put it into practice is not the case, these planners almost no one in the tourism industry has done, the lack of hands-on experience in this area, how will be out of good results? The coach who can't swim is not able to train a diving champion!

So, almost 99% of their planning belongs to the closed door, paper, unrealistic and can not meet market demand. When the project side finally found that the planning program can not land, which only know not first operational planning ate a big loss, but do not want to spend the price to do planning, in order to save money, only to find some small companies in the original planning on the patch, this patch is the more you get the worse, the more you get the more four is not like this know that the wrong, the heart is not the bottom, or hard on the practice, ate a big loss is inevitable, in the country is a common problem! All around!

Operation planning is the soul of the project, but a successful cultural tourism project, it must be the first by the operation of the first expert market analysis of the project, precise positioning, industry selection, industry mix, development strategy, innovative marketing, operation mode, income return planning, based on this soul and the overall idea, then guide and docking the next step of the planning.

The project skipped the operation planning directly into the planning, will inevitably lead to the coal ball change to change, no matter how to change, the project lacks soul, and finally can not be landing. Most of the government or the company is always mistaken planning as planning, so find a few planning company PK program, or to save money department leaders blind confidence, their own to act as a planning role, tossed to the final results can be imagined?

All the planning out of the cultural tourism project will lose

Yuanjia Village in the Northwest is successful, such as the case of Yuanjia Village copied to the south of the Yangtze River, water and soil can serve? Culture can be copied, but the root is difficult to move the ground, successful cultural tourism projects, need location advantages, culture, timing, geography, people and policy, wisdom, professionalism, mode and many other factors, one is indispensable.

Therefore, we can not see the success of others to follow the trend, to learn by rote, must be combined with local culture, characteristics, folklore, relying on a good cultural creativity to do the top operation planning, industry landing, in order to get twice the result with half the effort!

Failure of reason two: copy, blind "copy + paste"

Some people are used to cottage, lazy independent thinking, cloning into the wind. I heard that a certain theme of the project is very successful, cloning a; to visit a foreign country to find a good, cloning a.

Some of the content of the cultural tourism project can be copied, but not wholesale copy. The positioning of the cultural tourism project must be adapted to the local conditions, combined with the actual situation of a particular region. A good cultural tourism project is grown, not a rigid set up.

Failure of the third reason: excessive innovation, difficult to implement

Some people in order to highlight the "differentiation" of the cultural tourism project, innovation is excessive, too much too late.

The most common is a one-sided understanding of "differentiation", that differentiation is to achieve absolute uniqueness and exclusivity, this is a terrible cognitive misunderstanding. This is a horrible misunderstanding. Some things have been absolutized to a certain extent, and in fact have become infeasible.

There is also a misunderstanding that complicates simple issues. For example, some experts may be in order to show that the learned and knowledgeable, hate to summarize the 108 kinds of cultural and tourism projects, including a variety of strange and bizarre, chaotic, unknown.

In fact, no matter what angle of categorization, there are only ten kinds. Excessive pursuit of novelty, easy to become non-mainstream very niche projects, into a narrow alley, or even a dead end.

There is also a situation of excessive advancement is that some companies do cultural tourism project is too idealized, detached from the development stage and comprehensive strength of the enterprise. The project should be "due to time, due to place, due to people", people usually pay attention to "due to time" "due to place", ignoring the "due to people". People usually pay attention to "due to time" and "due to place" and neglect "due to people". Three points of planning, seven points of operation, people right, things can do right.

Failure of the fourth reason: only play the concept

The core of the cultural tourism project is to drive, not speculative land, can not put the cart before the horse.

Some real estate developers in order to fool the government to take the land, concocted a number of concepts that seem to be cultural tourism complex, in fact, just changed the real estate armor. By the time the "pseudo-cultural tourism complex" is revealed, the government is sick of it, and the developers may not be able to get the subsequent land.

Of course, there is also another situation, the enterprise is the government's "preferential treatment" to attract. For example, the government wants to build a celebrity hometown, or a special theme of cultural tourism projects, the planning of the relevant characteristics of the town, and to attract investment with preferential policies, in this case, the business of the government's "preferential treatment" and ignored the feasibility of the market, if investors do not have an in-depth analysis of the impulse to go in to do, it is very easy to be trapped.

Failure of the fifth reason: blind site

Overheated investment in culture and tourism projects will lead to the loss of some people's normal rational judgment, in the land grabbing war, blindly take some of the site is actually not suitable.

Some of the land surrounding the environment is really good, looks very beautiful, but it is an investment trap. The cultural tourism project is not the traditional tourism real estate, site selection can not be like tourism real estate so arbitrary. What's more, the last round of tourism real estate boom due to improper site selection and half-dead project is still less?

There are so many reasons for failure, how can we live?

How can we do not die? There is really no miracle cure. The greatest shortcut is not to take shortcuts.

1, the big strategy to look at the market

The reason why the cultural tourism project is so hot, because there are policy factors driving. Enterprises have always been sensitive to the policy, the wind, there is no excuse. But too much attention to policy, sometimes easy to get lost, not to mention the continuity of the policy is not reliable. Once the policy wind effect disappears, the pig on the wind will fall very badly.

The development of cultural tourism can study the policy to utilize the policy, can not rely on the policy.

The fundamental business enterprise, or to return to the market this fundamental.

The small strategy to look at the policy, the big strategy to look at the market.

We must seize the real wind, the real market, do not take the meteor as a star.

What is the real wind mouth and real market of the cultural tourism project? Of course is the market, is the era of universal tourism spurt of consumer upgrading, is the whole of the country in the ascendant regional tourism boom.

2, must first find the soul

First operational planning after planning. The first step of operation planning is the project positioning after the market survey, including strategic positioning, market positioning, name positioning, functional positioning, industrial positioning, image positioning. Positioning is a systematic project, not a shot in the head to come up with a beautiful slogan so simple, the essence of positioning will be a good name to encapsulate.

A good name is already halfway to success, such as the Gubei Water Town, because it is located in the northern water-scarce areas, the main water concept, the attraction of tourists greatly enhanced.

After the positioning, is the big idea. The so-called big idea is to combine the regional culture and characteristics of the resources, creatively put forward to support the positioning of the core of the super highlights of the IP and detonation point. Without a big idea, the project planning will be mediocre, often large and comprehensive, full of stars without a bright moon.

With positioning and big ideas, it is systematic professional work, such as product system, industry mix, development strategy, operation mode, economic analysis, etc., which is relatively easy, of course, combined with rich experience.

In short, the operation planning must be positioning and big ideas for the overall, rather than directly to do those systematic professional work. This is the "find the soul" of the mystery.

3, resource integration is the key

The core of the cultural tourism project is the content, rather than the platform for the king. A good operation planning for a cultural tourism project is only the first step in a long journey, and the integration of resources behind it is even more important. A good operation planner must be a master of resource integration.

The cultural tourism planning must rely on cultural operations to do planning. The main work of project operation is to build a platform and integrate resources. Resources include industrial resources, IP resources, operational resources, channel resources, talent resources, etc. There are many ways to integrate resources. There are many ways to integrate resources, among which the cooperation with relevant industry associations is the most critical.

4, long plan short arrangement

A successful cultural tourism, should be launched soon after the self-blood function, to achieve positive cash flow. If the resources are good enough, and if the resources are too weak, leading to excessive asset-heavy, it will drag the enterprise down.

Thus, at the beginning of the planning process, we should do a good job of input and output analysis and development strategy design, so as to achieve a long plan, short arrangements. Both to do long-term industrial and regional value maximization, but also to meet the recent capital return. Otherwise, the ideal is very rich and the reality is very bone, is difficult to sustain.

5, first open the mold after looking for land

The last tip, is to open the mold after looking for land.

Previously, we are accustomed to first get the land, take the land and then ask people to plan planning, to decide what to do with the project. First "open mold" - that is, first plan to do what kind of integrated cultural tourism projects, and then, in accordance with this requirement, looking for suitable land.

The essence is to start from the height of the enterprise strategy first, rather than the project on the project.