The big trend for 2019 is that "growth" stops growing like crazy


1718 is the concept of "growth", the two years of blowout development, all experts, policy interpretation are focusing on the cultural tourism market hundreds of millions of market, how to blue ocean, the situation a good, health and health industry is to let each industry layout. Tourism, it seems, has never expanded or expanded before, but to deify it as a panacea for industry transformation is a bit of a stretch.


Many cultural and tourism markets are rapidly saturated and homogenized. Perhaps the end of cultural and tourism "blue ocean" in 2019 cannot escape the doom of "new retail", "characteristic town", "sharing economy" and "flash store". Like the semi-declining cycle of various web celebrity words, the "overflow value" of the cultural and tourism industry as a whole is also facing a recession.


In the era of consumption revolution, what kind of changes will there be in the consumption field? What are the best strategies for these changes?


Eight big changes in consumption! The first one is getting richer, so it needs to be upgraded;


This wealth is relatively rich, which does not mean that people are willing to spend money to travel, but because of China's dual consumption upgrade, the first and second tier cities to upgrade from good to good. Such as from the region, province, domestic development to overseas tourism. These upgrades are for the greater good.



The second is to become more, so it needs to be personalized;



At present, both consumers and enterprises are most afraid of homogenization!



Fear of other people wearing the same clothes and shoes as I do, fear of other people's products as I do... These are the things that people fear the most. In an era of great material abundance, there are more choices. More and more people don't like traveling one way.



The third one is smaller, so it needs to be younger;



Younger refers to a younger age, and many enterprises think that it is still far away for them to be young. Now, the post-1990 generation is old, and the post-1995 and post-2000 generation are the guiders of the new Internet culture, and the "web celebrity economy", "show MOE economy" and so on are also related to them.


The new generation, since they started to be conscious, have come into contact with, see and encounter smart devices such as mobile phones and tablets. However, we are not talking about the post-80s, post-90s and post-00s, but we are talking about a smaller number of consumers who can make decisions.


The fourth is to know better, so you need to specialize;



At present, the biggest debate is: is it "consumption upgrade" or "consumption downgrade"? In fact, whether it is rising or falling, is actually a false proposition! Because of many products, consumers never spend too much. You can buy products of similar quality for a tenth of the price. Why not? This is what many see as a consumer downgrade. The bottom line is that because of changes in mainstream cultural values, consumers have become less sensitive to the status and value of products.


The fifth is to be lazier, so it needs to be convenient;


It is human nature that drives the development of science and technology.


I believe that many young people will never stand up if they can sit down, and will never sit down if they can lie down. Many people are reluctant to go out, let alone travel. If the inner drive of travel is not big enough to overcome the "lazy" push, many people will not need it. So with consumers lazier, travel needs to be easier.


The sixth is more selective, so it needs to be extreme;


For high-end tourism, it means that consumers should be able to choose, not afraid of consumers, but afraid not to choose. However, the current situation is that no matter how much it costs and how cheap it is, all consumers start to choose, which requires that the tourism service should be from functional experience to psychological satisfaction, and finally the tourism project should be maximized under a specific budget to satisfy them.


Therefore, in the future 2019, tourism should be story-oriented, emotional, emotionalized, personified, IP and word-of-mouth.