At the beginning of 2021, the domestic epidemic trend has become more tense, and the prevention and control policies have become stricter. The cultural and tourism industry has once again ushered in a "difficult start".
Despite the unfavorable start, the new trend of consumption in the cultural tourism industry still attracts attention. Under the epidemic, the long-suppressed consumer demand for leisure vacations and immersive experiences has expanded, while the liquidity risk of short-distance travel and intra-provincial travel is relatively small. As a result, urban "micro vacations", city tours, and rural tourism have become phenomenal products in the past year.
Under the new trend, many dark horse companies innovate across borders to empower the cultural and tourism industry. The "Street View Dream Factory" that focuses on the creation of mobile business scenarios is one of the representatives. Street View DreamWorks was established in 2016. Its main business is the planning and design of mobile commercial scenes, as well as the R&D and manufacturing of commercial space landscape facilities. In recent years, Street View DreamWorks has extended its tentacles to complex creative tourism scenes.
"Under the opportunity of the big cycle strategy, the traditional tourism industry is also striving to seek transformation, play a new role, and seek a new status. Street View DreamWorks hopes to use mobile commerce to improve the six operational elements of tourism' food, housing, travel, shopping and entertainment. Carry out optimization and upgrading, effectively help the creation of cultural and tourism scenes, and activate consumption potential."
At the beginning of 2021, at an annual summit of cultural and tourism consumption, Li Wenjun, the founder of Street View DreamWorks, delivered a speech on the theme of "Mobile Business Scenario: Letting Cultural Tourism Have Another Possibility", and proposed "Building cultural tourism with mobile commerce" The new concept of "consumption scene".
With the emergence of more and more online celebrity "check-in resorts", especially when young consumers are keen to catch up with trends, "check-in travel" is on the rise, and the importance of destination scene innovation has become increasingly prominent. Generally speaking, the destination scene often carries the functions of attracting incremental customers, stimulating consumption vitality, and enhancing consumption stickiness.
In Li Wenjun's view, Street View DreamWorks essentially plays the role of a "super atmosphere group" in the cultural tourism industry, which can "quickly build many new cultural tourism and commercial scenes like building blocks", and thereby generate passenger flow. Once enough check-in and exploration locations are set up, and the immersive experience function is enhanced, such scenes will help generate more demand for catering and even accommodation, and realize the transformation from "people flow" to "people stay".
On the other hand, in the stock era, cultural tourism scenic spots and commercial blocks are falling into homogeneous competition, and stock projects will also put forward new requirements for the efficiency and frequency of scene updates and experience upgrades. One of the great advantages of Street View DreamWorks is that it uses all mobile points, which is "as convenient as building Lego blocks" for cultural and tourism scenic spots.
The advantages of this kind of cultural tourism scene creation method are: 1. Low cost, some can save 70%-80% of the cost; 2. Multiple functions, complete functions such as catering, leisure, entertainment, social networking, and retail; 3. Customization, specific As far as the project is concerned, business travel culture, agricultural travel culture, resorts, camps, health care, etc., can be customized according to different functions and landscape requirements; 4. It can be moved, covering the environmental protection drainage problems of traditional scenic spots and the night consumption requirements of urban tourism, etc. 5. Unleash the super-dimensional commercial value. With the upgrading of consumption, cultural tourism also needs to be deeply integrated with offline physical businesses. With the help of mobile business methods to build new business scenarios, it can avoid land policies and fully tap the idle space in limited commercial space. advantage of space.
In addition, scene IP has also become an inevitable trend of brand marketing. Super Wenheyou, 1192 Lane Old Shanghai Style Street, and Heping Guoju are all classic cases of IP-based landscaping. According to Li Wenjun, Street View DreamWorks can be quickly integrated into the project as part of a composite creative tourism product, or it can be built into a "Street View Town" with its own IP attributes through comprehensive planning.
It is reported that Street View DreamWorks currently has an intelligent manufacturing factory covering an area of 120,000 square meters, with a total of more than 300 types of products in five categories and related scenarios, covering more than 40 countries and regions around the world.
Figure | The factory exhibition hall of Street View DreamWorks is a typical new cultural tourism scene built by mobile commerce—Street View Town
The following content is an exclusive interview with Li Wenjun, the founder of Street View DreamWorks, and an exclusive interpretation of how the mobile business scene empowers cultural tourism:
Use the "Street View 3S Product Rule" to empower the innovation of the cultural and tourism industry
Since 2017, focusing on different scenarios such as cultural tourism real estate and cultural tourism consumption, what Street View DreamWorks has insisted on at the product level, I think it is our "3S product rule".
When we design products, we put the importance of space appearance in the same position as physical functions. Based on the new needs of today's consumers for cultural tourism products, we want to help our customers realize the transformation from "people flow" to "people retention".
How to achieve it?
We define our products as "space products". In addition to physical functions, this space is also very important. It must convey beauty and produce chemical reactions on the spiritual level through the transmission of beauty.
Therefore, we regard "shoot (can be photographed), show (can be sunned), and spread (can be disseminated)" as the main principles of product design, that is, "Street View 3S product design rules".
After 2017, we have continuously developed a series of space categories, including containers, car-themed mobile stores, mobile accommodation spaces, and various urban landscape facilities... As of now, there are more than 300 types.
With more and more matrices of our space facilities, we found that we can quickly build many new cultural tourism and business scenarios like building blocks. For many of our large cultural tourism customers, these product lines can Help them realize the gathering of passenger flow, from the flow of people to the retention of people.
Using the recently popular stalk, we are essentially acting as a "super atmosphere group of the cultural and tourism industry".
We use our design R&D and intelligent manufacturing to empower the innovation of the cultural and tourism industry.
Therefore, Street View DreamWorks, a company, proposed a brand-new concept—using mobile commerce to build a new cultural and tourism consumption scene: using all mobile points to quickly form a business format that serves "food, housing, travel, shopping and entertainment" , For customers in the cultural and tourism industry, this is as convenient as building Lego blocks.
Because of their needs, their pain points, and the problems they want to solve, we have helped to think through them.
Figure | The scene and renderings of the 2020 Yantai International Coastal Life Festival·Yantai Night, Street View DreamWorks lights up a new landscape on the national 4A-level golden beach
Landscaping power: From micro-carving in screw shells to Lego-style building blocks
In fact, after several years of exploration, we have divided our products into several categories:
One is mobile stores, that is, commercial sales. How to maximize the operating value in a few square meters of physical space and make them easier and more efficient to use? We have put in a lot of effort. Do micro-carving inside";
There is also a type of accommodation, differentiated accommodation experience, visual and beautiful experience;
The other one is amusement and entertainment facilities, landscape facilities, including lighting devices, and of course basic public service facilities, which we call "urban furniture".
In the end, we found that these five categories are enough for almost all common cultural tourism scenarios. They can be combined with each other to complete a rich and diverse scenario, which is enough to cover consumers' needs for landscape experience and functional support. Require.
According to the core needs of cultural tourism, if we can do a good job of accommodation + night tour (brightening) + catering + entertainment, we can already meet the "just needs" of most scenic spots.
Some media reported Street View before, saying that we are a company with "landscaping capabilities". In essence, we have achieved extreme efficiency in these major product categories.
Picture | Street View DreamWorks customized "Fall in Love with Yiwu at Night" food truck park, recently attracted the hit variety show "Hahahahaha", and brought stars such as Huang Bo, Deng Chao, Chen He, Lu Han to shoot the scene
Willing to go to cultural tourism and commercial real estate customers to take on the responsibility of "number one"
In fact, in the process of serving cultural and tourism customers, we also found a problem in the process of doing the market: our customers used to directly buy our products for their own use. It is very professional, but the effect is not obvious, and the money is spent but the effect is not good.
what to do?
To this end, we established Street View’s own design and planning institute in 2019, and the Hangzhou company and the Weifang headquarters are linked.
Starting from design and planning, analysis of business type planning and passenger flow line, overall planning, and then product development and manufacturing, forming a complete one-stop scene service.
That is to say, from a manufacturing factory, we go directly into the atmosphere of the cultural and travel industry, and really help our customers solve problems.
We are moving more and more to the front. In a sense, we have taken on the number one responsibility for users of scenic spots and urban attractions. We believe that only by bonding with customers in the cultural and tourism industry and truly helping them solve problems, Only then will our user value be greater and vitality stronger.
Figure | Street View DreamWorks has held an electronic music festival for Yuntai Mountain, a 5A scenic spot in Henan, for four consecutive years, attracting more than 300,000 passengers and creating an IP unique to the scenic spot
Streetscape-style space complex: the super atmosphere group and "mobile commercial real estate" of the cultural and tourism industry
Today's world is changing too fast. With the recombination of various business elements, the boundaries of many industries merge with each other, and collaborative innovations emerge in endlessly.
For example, the recently popular immersive business-tourism-cultural complex is a composite creative tourism product. The downstream industries include IP, commercial real estate, and cultural and tourism attractions. They can all be combined with it in different modes.
Buildings built with bricks and tiles are called complexes. Although we are a factory, the combination of our space products is also a complex, and the characteristics of mobility make us flexible, convenient, low in cost, and fast in implementation.
Moreover, from the perspective of commercial real estate, the complex formed by the streetscape space is also a kind of real estate, let’s call it: mobile commercial real estate.
The advantages of this mobile cultural travel method, or mobile business method, are as follows:
One is the low cost. Compared with doing some traditional construction on site, some may be able to save 70%-80% in cost.
In addition, it has many functions, and the benefits of immersive experience for our projects, especially cultural tourism, are very obvious. Street View's products are very complete in terms of the supporting functions of "food, housing, travel, shopping and entertainment". They can be quickly integrated into the project as part of a composite creative tourism product, or can be created through comprehensive planning to create a self-contained IP. Properties of "Street View Town".
Specific to the project, business travel culture, agricultural travel culture, as well as resorts, camps, health care, etc., can all be customized according to functional and landscape requirements.
In addition, its flexible and movable product form can cover the issues of environmental protection and drainage that are more concerned about traditional scenic spots, or the issues of nighttime consumption that are more concerned about urban cultural tourism real estate.
From a commercial point of view, the above characteristics are also applicable, especially in real estate, where land policies can be circumvented, locations can be moved, there is no problem of floor area ratio, and finally idle space can be excavated in limited commercial space.
Street View creates a new and beautiful business by means of mobile space. We hope that it will be alive and able to create value for society.
Figure | The "container maze" customized by Street View DreamWorks for Baima Lake Ecotourism Resort in Huai'an is an interesting space that combines exploration points, check-in points, viewing points and business points
Check-in points, exploration points, experience points... are ultimately a matter of time
In recent years, Internet celebrities and traffic have become a big topic in the cultural and tourism industry. For example, everyone has seen the traffic that Ding Zhen brought to his hometown. What we think about is how to be a consumer-oriented "Internet celebrity" and how to form a flow of consumer quality; what about offline business? We found that the places where every inch of land is expensive in the city will become more and more expensive, and the business experience that lacks innovation and quantitative thinking in operation will be marginalized.
What's next in the fierce competition?
Perhaps in the future, commercial real estate will not be calculated by square, but by points.
Set up enough check-in points, exploration points, and experience points in a "mobile complex", tourists can experience and check-in with little or no money, and prolong the stay time of tourists, which will generate more catering and even accommodation needs. At the same time, tourists are also willing to actively spread these experiences, which forms a virtuous circle.
Figure | Street View DreamWorks’ featured accommodation products have recently become “alternative destinations” in tourist attractions
From an operational point of view, small mobile commercial spots like Street View are especially suitable for small and beautiful cultural and creative products and specialty snacks. If the operation is good, the rent is not lower than that of fixed shops.
The most important thing is that it is efficient, simply put, it is fast. We operate on a factory-like assembly line. A style street or a commercial street may be several hundred meters long, or even longer. Ten check-in points are set up. Factory-like manufacturing generally takes less than a month. If it is as fast as 20 days, it can be completed in 10 days at the fastest. for a few days.
Time is efficiency and efficiency is value. One is the market value, quickly grab this time; the other is capital, generally a project takes up tens of millions of funds, and even a large project has hundreds of millions, and every month, half a month, or one week is very valuable.
You can even buy a street in our Taobao shop.
You place an order at the front end, such as ordering various themed packages at a burger shop, and then, our back-end modular intelligent production, our manufacturing base is our central kitchen serving cultural tourism customers and commercial real estate rooms.
All space businesses are ultimately time businesses.
We believe that we are based on the actual needs of today's cultural tourism customers and commercial real estate customers. In the process of innovating with all the leaders of the cultural tourism industry and commercial real estate, we will definitely be able to open up about China's cultural tourism consumption space, New imagination of commercial space.
