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01 Cloud Consumption

With the rapid development of the social economy, the widespread popularization of information technology, and the extensive application of intelligent mobile electronic terminals, China's commercial sector has entered the "cloud consumption" era. "Cloud consumption" refers to a modern consumption method based on modern information interconnection technology, with the infinitely expanding cloud as its foundation and consumers as its core. In terms of technology, "cloud consumption" has three core characteristics: "cloud content," "cloud terminals," and "cloud payment." In the era of "cloud consumption," the mainstream consumer groups in society have higher requirements for the convenience and diversity of consumption choices, and consumption patterns exhibit four basic attributes: experiential, intelligent, exclusive, and community-based consumption.

02 Consumption Downgrade

The so-called consumption downgrade refers to consumers choosing cheaper, more cost-effective goods and services under economic pressure. This phenomenon not only reflects changes in the economic environment but also reveals a shift in people's consumption concepts.

Currently, consumption downgrades are manifested in several aspects: lower hotel prices; as of now, the average price of mid-star hotels, which were "unaffordable" last summer, has dropped by 8%. The average nightly price of international hotels has dropped by 24%. Lower catering profit margins; data from the Beijing Municipal Bureau of Statistics shows that in the first half of 2024, the revenue of catering enterprises above designated size (i.e., those with annual main business income of 2 million yuan or more) in Beijing was 49.21 billion yuan, a year-on-year decrease of 2.9%. At the same time, the total profit was 180 million yuan, a year-on-year plunge of 88.8%, with a profit margin as low as 0.37%. In addition, tourism in small counties has also become a popular destination.

03 Generational Differences in Consumption

Generational consumption refers to the different consumption behaviors exhibited during the generational shift of consumers. During the generational change of consumers, consumption behavior characteristics change, and consumer consumption shows generational differences, with different generational consumption differences.

In China, generations of consumers are traditionally distinguished as the 50s, 60s, 70s, 80s, 90s, and 00s generations, while Americans use Generation X, Generation Y, and Generation Z. Generational differences in consumption are mainly influenced by the cultural background, education, and other factors of consumers from different eras. Since the founding of the People's Republic of China in 1949, China's economy, society, and culture have developed rapidly, which has also led to generational differences in consumption.

Eight New Characteristics of Cultural and Tourism Consumption

01 The pursuit of scenarization—scenes everywhere, scenes attracting consumption

The so-called "tourism scene" or "scene tourism" generally refers to the occasions, scenes, and situations encountered during a tourist itinerary. This includes both pre-designed and developed attractions at the tourism site and various occasions and scenes in social venues, such as museums, grand theaters, markets, and community streets.

For scenes at the tourism site, they should be content that belongs to the tourism category. These scenes are equivalent to the display and presentation of the tourism theme or connotation, and are something that should be strived for and strengthened. For example, a workshop for making sugarcane juice and brown sugar has been built next to a sugarcane field in a rural complex; a teahouse with a unique leisure aesthetic has been designed and built next to a tea field; a glass viewing platform and walkway have been built on the cliff edge of a scenic area. Some believe that tourists' focus has "shifted from scenery to scenes," meaning that they are more interested in scenes outside the scenic area; while more people believe that "interesting" points in the journey are naturally focused on, but this does not necessarily affect the established tourist itinerary.

With the advent of the scenarized consumption era, consumers are more easily attracted by scenes, triggering consumption behavior. Many shopping malls, tourism scenic spots and resorts, museums, bookstores, etc., have begun to attract consumers and achieve commercial realization by introducing IPs to create scenes.

02 Mastering new technologies—digitalization + technological immersion, exceeding your imagination

Technology projects mainly pursue digital and immersive experiences. Digitalization, VR, AR, and light and shadow technologies are taking turns appearing in the fields of culture and tourism. Cultural databases, electronic collections, VR theme parks, light and shadow shows, and high-tech experience halls are emerging one after another.

Technology not only enhances visual perception but also makes the experience more realistic and the scenes more realistic and shocking through sound, light, and electricity technology. It allows creative ideas that could only be imagined before to become reality.

No immersion, no cultural tourism! Seven application scenarios of immersive cultural tourism

03 Following your feelings—city walks wherever you go

There are no longer meticulous plans; truly impromptu trips are popular in surrounding tours and micro-vacations. "City Walk" refers to a leisure way of exploring the city on foot. Compared to "special forces tourism," which involves high-intensity travel and checking in at tourist attractions in a short period of time, it emphasizes a slower pace and an immersive city stroll. For example, in Nanchang, some people design City Walk strategies by finding food, while others string together a City Walk route by sweeping the streets and taking photos, and still others search for cultural memories of the city through the unique place names of Nanchang, such as Yangming Road, Chuanshan Road, and Yuanming Road.

04 Pursuing a new national style—what is national is global

From the Spring Festival's "Tang Palace Night Banquet" to the Dragon Boat Festival's "Qi," what has become popular is not only Henan TV but also the new national trend behind the program. The national trend symbolizes the growing cultural confidence and deepening national identity of the Chinese people. Under the conditions of national prosperity and people's well-being, this tremendous confidence will be further demonstrated in various cultural consumption activities.

From the popularity of Hanfu (traditional Chinese clothing) to the national trend designs of various products, and then to the archaeological blind boxes and cultural and creative ice creams of major museums, the explosive growth of traditional cultural content such as national style and national trend, and consumer goods. Cultural consumption is rooted in the 5,000-year-old civilization of the Chinese nation and is waiting to be further explored and developed. The public expects more high-quality cultural products.

05 More love for surrounding tours - everywhere is a big stage

Surrounding tours and mini-vacations have become people's daily leisure activities. Campsites, cycling, and sampans have successively become popular, and people make full use of limited conditions to fully get close to nature. Small counties have also become sought-after tourist destinations.

The villages, mountains, and waters near the suburbs have become the ideal places in people's hearts. Even a patch of cosmos in the suburbs, an unknown small fish pond, or an old building with a little history has become a new trend that people flock to. Even city parks can set up tents as campsites and put down sampans for exercise.

06 Following new media - two micro, one shake, one book...

In the era of underdeveloped information technology, tourist destinations needed tourists to experience them in person and then complete information dissemination through traditional media such as newspapers, radio, and television. In the new media era, every tourist is a spokesperson for the destination. Tourists share in real time through Weibo, WeChat, Douyin, Xiaohongshu, QQ, Facebook, Twitter, YouTube, and other mobile new media. The openness of new media and the sharability of tourism coincide to a certain extent. New media has become the main battlefield for cultural tourism consumption marketing.

Following internet celebrities to check in at internet celebrity restaurants, internet celebrity photo spots, and internet celebrity tourist destinations has become the purpose of travel for some tourists. The core of attracting people to travel short videos is that they can instantly capture the public's attention. The core of attracting people to live travel broadcasts lies in whether they can provide in-depth travel content and meet the deep-seated needs of tourists. Good content is still the focus of publicity and marketing. However, low-frequency consumption, low gross profit margin, and relatively individual travel products are more difficult to promote through live broadcasts. Relatively standard and easy-to-display hotel products and high-frequency consumption of surrounding products may be a breakthrough. However, travel short videos and live broadcasts are more of a brand promotion role, and there is still a long way to go before they are directly converted into sales products.

07 Traveling for hobbies - travel is incidental

Traveling for a concert, traveling for a comic exhibition, traveling for a short drama... The new generation has more and more hobbies, and it is possible to travel across the ocean for hobbies. While pursuing hobbies, experiencing the local scenery and beautiful things is just incidental. Travel has truly become a way of life.

A concert, a major event, an interesting movie, or the filming of a variety show can all become a city's traffic password. Tourism should not only focus on tourism itself for publicity but should also cooperate more across industries to allow traffic to flow.

08 More willing to spend for children - a wide variety of study tours

In the increasingly "competitive" study tour market, traditional "hurried" journeys can no longer meet the travel needs of parent-child groups. Continuously exploring new products under the "new wind", and constructing diverse experiential scenarios for study tours has become a common consensus in the industry.

Study tours, as a new model combining education and tourism, have developed rapidly in recent years. It aims to allow students to increase their knowledge, broaden their horizons, and improve their comprehensive qualities through on-site experiences and exploratory learning. So are study tour agencies.

From physical fitness to ability cultivation, from contact with nature to entering nature, from art to sports, the types of courses are varied, and the prices are also astonishing. Parents have also gone from being penny-pinching to generous for their children.

It is believed that in the future, with the development of the study tour market, various links in the industrial chain will be more closely integrated to form a more perfect service system. Product innovation will become an important development trend in the study tour industry, and more study tour products with local characteristics and educational significance will emerge in the market.

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