Xiong Daxun / text
Kunming in the country's tourism status is very prominent, but since the 99 World Expo, Kunming from the tourist destination into a tourist transit station. People to Kunming as soon as the plane immediately transfer to the stone forest, and then straight to Dali Lijiang, Kunming from the original tourist destination into a transit place can not keep people.
In order to change this situation, in January 2004, I did a "Kunming City, Kunming tourism overall strategic planning", and submitted to the municipal government, this set of programs in 2006 Kunming International Tourism Festival on the full implementation. That is, "Kunming every day is spring" upgraded to "Kunming every day is the Spring Festival", "every day is a tourist festival.
Why this transformation? Based on the three ideas I put forward:
The first is a never-ending form of tourism
Since ancient times in China there has only been one form of tourism that never ends, and which gathers the largest number of people and has the most substantial economic benefits, and that is temple fairs and lantern festivals. Over the past thousand years, this form of tourism has been continued and also carried forward. A few years ago, there were accidents in Beijing Miyun Lantern Festival due to the sea of spectators, as well as the world-famous Hajj pilgrimage to Mecca, which brings together millions of people every time, is the best witness.
The second is that timing is not as good as location, location is not as good as people and
Tourism in the people's income level is not high, people do not have the ability to play around, only "open the door to the mountains", so the miniature landscapes, theme parks, popular throughout the country, this is the first stage. In this stage, timing plays a big role, the first to develop miniature landscapes, theme parks, the place has made a fortune. The second stage is sightseeing tours, you can "walk around". As income levels rise, people can go everywhere to play in the mountains. At this time, the geographical advantage of the famous mountains and waters began to play a role. The third stage is the stage of leisure experience tourism, can "sound and color", this stage is the people and play a role, can meet the human nature, experience the human condition, gather popularity of the place will become a hot spot, such as Shanghai Xintiandi, Yunnan Lijiang.
The third is that "playing in the mountains" is not as good as "eating, drinking and playing"
From the point of view of tourism revenue, the ticket revenue from playing in the mountains is far less than eating, drinking and playing. To put it another way, it's not as good for sightseeing as it is for leisure and experience tourism, and it's not as good for the streets and temples as it is for the famous mountains.
World Expo Park, the Nationalities Village theme park we have engaged in, West Mountain, Stone Forest, we have grabbed the tourism, and finally got the door in front of the cold car sparse, Kunming neither the time, nor the location, which is a bad thing, but it may also be a good thing, because the people and the biggest benefit, Kunming can not make the article on the people and it? Can we change the third eye to look at Kunming and discover the greatest human needs? How can Kunming create a never-ending tourist temple fair out?
I'll give you an example, 26 ethnic minorities in Yunnan are distributed in various states, these places are equivalent to villages and cottages, the size of a Yunnan is equivalent to a number of countries in Europe, so it's very difficult to tour all these villages and cottages. Therefore, the Yunnan tourism market is very much in need of a big market out, in the words of the Yunnan people called "street". So that tourists do not have to run to the states to go, but directly to the big market to come, a time to see all the 26 ethnic minorities of the style of song and dance and culture. And, there has to be the hustle and bustle of the bazaar.
Who would play this role? Of course, Kunming is the most suitable, in accordance with this concept, to "Kunming every day is the Spring Festival" this package, the culture and flavor of the 26 ethnic groups in Yunnan, Yunnan 18 strange resources, into this package, in Kunming in the future built six squares, 20 city green space and pedestrian streets, to dance performances, float tours, band performances, Tourist participation and other forms similar to the Scottish organ band and the European national pipe band tour, so that the streets and lanes of Kunming are full of Spring Festival-like festivities and carnival atmosphere, so that Kunming move, forming a sumptuous international tourism feast, to create a unique and complete Yunnan tourism brand. Create a facade of Kunming tourism, a street of Yunnan tourism and a downtown of Chinese tourism!
After this planning, let the tourists get off the plane to find that the city is completely a sea of ethnic minorities carnival, carnival city to locate foreign countries there are many like Rio de Janeiro, Brazil, France's Nice, Italy's Venice and Milan, Germany's Cologne, Spain's Cádiz and so on, but China does not have a city to locate, to create a "Kunming! Every day is the Spring Festival", "every day is a tourist festival" will make Kunming unprecedented as China's national carnival capital, and looking at the country only Kunming has this condition.
But it costs a lot of money, can we think of a way to save money or even not spend money? Well, there are two conditions that can make this happen. One is because Kunming is a regional international tourism, exhibition city, where the release of information can radiate the country and even the world, and the second is that Kunming people are commonly known as "insects", tourism spending power is very strong, is the main tourist attractions across the state of Yunnan consumer groups.
So, through the provincial government so that Yunnan state governments pay their own money, every year to Kunming to show their own national culture, style songs and dances and natural scenery, every month, every week to set a theme, in Kunming's pedestrian streets and squares to organize the display activities, for example, this month is the Xishuangbanna Cultural Week, next month is the Lijiang Cultural Week, and then the next month is the Dali Cultural Week, each prefecture in turn, all year round! The songs and dances are constantly being sung and danced.
In this way, each state displays its own charming culture and attracts tourists to spend money, while Kunming becomes a carnival city without spending a penny! It's a great way to spend money on Kunming. Both sides get what they want and work together, which is a kind of business magic.
This plan was officially implemented by the Kunming government at the 2006 Kunming International Tourism Festival, and, as far as I know, Dehong prefecture in Yunnan province spent three million dollars on a week-long show in Kunming. Kunming "every day is a tourism festival", "experience carnival Kunming" media reports are endless!
And the next year, the 2007 carnival tourism festival, but also invited to the first six ASEAN countries to participate in the cultural and artistic team, further enriching the "carnival Kunming" image positioning, from China's carnival capital to the Asian carnival capital a step forward.
This new form of tourism and positioning of the city's image through our planning has had a huge impact on Kunming tourism! The 2006 Kunming International Tourism Festival, "every day is a tourism festival," a new approach, was recognized by the government of Yunnan Province, Yunnan Tourism, the second business start-up and mark.
On February 4, 2006, the Kunming Metropolis Times reported that "the number of domestic tourists who stayed overnight in Kunming in 2006 increased to more than 20 million, a 15% increase over last year! That's an increase of 3 million domestic tourists, which is the largest increase in Kunming since Expo 99. And it cost far less than the Expo, less than one ten-thousandth of its cost. And the impact and sustainability is far better than the Expo.
This is the power of planning, I often say, I'm not doing planning, I'm the same as the boss is doing investment, but the boss is doing tangible investment, I do is intangible investment, that is, for the project to inject ideas and concepts, revitalization and enhance its assets. The boss and the government invested a lot of money to engage in tangible investment, but without good intangible investment, billions of dollars thrown in for nothing! With intangible investment, four or two Bo Qian Jin.
In addition to planning the Kunming Tourism Festival and the new image of the city of Kunming, I also planned China's third color - room color! At the same time to solve the high vacancy rate of Kunming real estate and tourists can not stay the two major problems.
With the operation is to split the house to sell, a set of 200,000 yuan house, it is divided into 100 yuan a share, into 2000 copies, and then through the design of a tourism product, which contains the 100 yuan of the lottery, you only need to consume this tourism product once may get a set of 200,000 yuan of the house the opportunity to win the chance to win the chance of one, the chance to win is one in 2,000, far more than the sports lottery, lottery is higher. The chances of winning are one in two thousand, much higher than the sports lottery and the Fortune lottery. According to the following way of operation:
1, the design of the 200 yuan tour of Kunming "street eating snacks" tourism products, because the essence of a city's culture are hidden in the small streets and alleys and snacks in the flavor.
2, in the cost design, the 200 yuan in 100 yuan is used to taste the cost of snacks and & lt; & lt; Kunming cowhide book & gt; & gt; (similar to & lt; & lt; Tibetan cowhide book & gt; & gt;) the book fee. 100 yuan can be based on the tourist meal coupon to eat to the 10 kinds of representative and inexpensive and delicious snacks, and at the same time can also get a book of the "! Kunming Cowhide Book" of beautiful petite reading (the price is set at 20 yuan, the tourist office super bulk purchase, then may only 13 yuan or so).
3, in this book, there will be a map of the route of Kunming snacks. If Kunming has 100 snack bars spread out in the streets and alleys. We can divide them into 10 lines, each line has 10 stores. Each holding a reading book of tourists can be shown in the book line map with a tourist meal coupon to find one of the 10 snack stores (80 yuan to eat 10 kinds of snacks in the sense of reason is justified). Doing so would divert the many tourists and allow everyone to have a different experience each time!
4. 200 dollars is not a big deal. The key depends on when and where it is spent. People come to Kunming to travel to spend six or seven hundred dollars on airfare alone, and then have thousands of dollars of overhead costs in their budgets already. In this case, and then spend 200 yuan can be deeper unprecedented experience of the charm of the city, plus winning 200,000 in the most suitable for people to live in the city to get a set of house opportunities, here and now to spend the 200 yuan may only be compared to the usual we spend 20 yuan of the mind. This 200 yuan to spend very super value:
One can penetrate into the most charming corner of the city of Kunming in-depth experience of the beauty of Kunming;
Two can get a worthy of forever as a memento of the petite reading book. You can refer back to the photos you took in the snack bar and the photos and scenes in the book and remember them for a lifetime;
Three, you may get a 200,000 yuan house in the most livable city.
There is a key link here, with which the full package can be realized. This is that prices in Kunming are cheap, far lower than in developed cities. Therefore, spend 100 yuan to eat something, will certainly make these developed cities to come to the tourists feel 200 yuan. Moreover, tourists will also have the psychological guarantee that it is only right to spend more in tourist areas. So, totally well executed!
5, the remaining 100 yuan is the Kunming commercial real estate "lottery", that is, the 100 yuan is used to buy a house. A foreign tourist to spend 200 yuan unprecedented "street eating Kunming", but also in the most livable city to get a set of 200,000 yuan worth of houses, why not!
6, Yunnan's annual tourist volume of more than 50 million people, we only according to its one-tenth to calculate. That is, if only 5 million people are willing to participate in the activities of this project, we will also get 500 million dollars, a year can be digested 2500 sets of houses. For every such tourism product sold by the Tourism Bureau, $100 out of $200 can be used to buy a house from a real estate company, and 2,500 houses can be bought in a year. The houses don't have to be given to the Tourism Bureau first, but how many "Eat Kunming in the streets" tour packages are sold, how many houses are bought, without affecting the normal operation of the real estate company. In each 200 yuan has 100 yuan of house money, a house attached to 2000 copies of tourism products, equivalent to 200,000 yuan of houses divided into 2000 copies to sell. So the house is just as fast as it was given away!
7, in order to avoid the risk of the long cycle of declaration and approval of the house lottery, we designed a transition technique called "draw shares", that is, the winner of the property rights of the commercial house, not to take cash and in kind, but with the property rights of the house to the travel agency.
As we all know, the most important thing in the operation of the property right apartment is a stable source of customers, the travel agency specializes in the organization of tourism sources, its resource advantage can be said to be unique.
Select a few strong travel agencies to form several companies, specializing in the operation of the winning commercial property, the winners of the property rights to shares, enjoy time-share rental returns and time-share vacation rights. Homeowners have nearly a month of vacation rights every year, whether it is myself to come or friends and family, then invariably will bring countless repeat customers for Kunming tourism, successfully realize the goal of quality and efficiency of the transit place into a destination!
The travel agency guides tourists to the property right apartment for vacation consumption and pays the proceeds to the property right owner as installment payment. Through the form of "rent instead of buy", the travel agency will obtain the property right and own the property after paying the total price of the property in a few years, and at the same time recover the equity. The winner also enjoys a faster cash payout than a mortgage payment, and can continue to enjoy the benefits of a timeshare at the original property even after the "rent-to-own" is completed.
This in turn creates a business magic formula, a three-way ****win!
First of all, real estate developers issue their products directly through stock draws (i.e., lotteries), which allow them to harvest cash more quickly than a mortgage purchase or installment payment.
Secondly, for travel agents, what makes it easier than the conventional operation of golf ownership condominiums is that this time the installment payment is targeted at the winning consumer, who buys back the product on a rent-to-own basis, with much less pressure to operate than if they were dealing directly with the developer, and operating with a much wider consumer base.
Thirdly, the tourists get the property rights type property after the income, through the travel agency operation has a greater security, further increase the possibility of traveling to Kunming again to consume.
Fourth, the city's tourism can be operated at a deeper level.
Fifthly, through the two exquisite modes of house lottery and share drawing, a chain is formed, which guarantees the legitimacy of the activities and also the sustainable development of the property ownership apartments.
Sixth, even more wonderful is that the whole model operation down, will form a benign operation of the big circuit - the tourism bureau and real estate developers to cooperate in the design of the lottery model, the tourism and real estate grafted on a trading platform, the winners of the property rights into the operation of another model.
That is to say, it is to be invested in the company hosted by the travel agency to enjoy stable income. And travel agencies rely on the advantages of their own sources of customers to operate property rights apartments to rent instead of buy, to realize the revenue, the premise is that it must be the source of customers and tourism connotation of the depth of the operation. In this way, it is bound to enhance the interest of tourists through a variety of measures to increase the attractiveness of the tourist destination. Thus, tourists are also more willing to invest in this activity, both to enjoy the joy of tourism, but also to obtain the unexpected joy of investment income, is not it beautiful!
Through the virtuous cycle of the latter model, to promote the orderly operation of the first model. Further deepen the development of real estate, but also makes the city tourism into a deep level, high efficiency stage. Thus entering into another round of powerful power cycle system.
And even better is that I designed the "house lottery" is different from the lottery and lottery, "house lottery" there are commodities can be traded, there is a buy and sell the existence of the market, while the lottery and lottery is to empty empty sell empty, to money money, play is empty-handed. There is a sense of original sin in the scope of social morality, coupled with the existence of great incitement and not easy to control. That's why the lottery's profit model has been restricted by the government.
The "house lottery" is very different. Once the issue of successful operation, not only can effectively digest the backlog of commercial properties across the country, but more importantly, directly become an important means of macroeconomic control of the country.
The current stage of China's economic overheating is an indisputable fact, which is mainly driven by bank loans to the real estate bubble phenomenon, prompting the state to use financial leverage to carry out a series of regulation. But this macro-control risky, manipulated improperly will suppress investment and consumption enthusiasm, the formation of hard, resulting in a new round of economic downturn and start-up difficulties.
This set of "room color" practice, in August 2005, Guangxi Real Estate Association called me, after obtaining my permission, is currently being implemented in Nanning.