"2021 will be the first year of the era of intimacy."
In "Foreseeing 2021 Wu Xiaobo Year-End Show", Wu Sheng, the founder of Scene Lab, made this conclusion.
New species are exploding, and the gaps in the scene are constantly being filled. "The scene has changed from partial transformation of business, and is deepening to completely take over our lives."
As if to predict and verify it, Wu Xiaobo discovered a lot of "scene brands" in 2020. Among them, the very well-known one is JEKEEN Street View Dream Factory, a manufacturing factory that sold 5 "streets" a day in Wu Xiaobo's Taobao live broadcast.
Since the beginning of this year, the domestic tourism market has experienced the "hottest May Day holiday" and "continuously good Dragon Boat Festival". We have the opportunity to go to this factory to find out, trying to find an answer: how does a scene brand affect an industry? ?
Figure | JEKEEN Street View DreamWorks not only sells commercial streets, but also sells "street view towns"
"Scene View" of a dream factory
Under the guidance of policies such as the integration of culture and tourism and urban renewal, the market demand for "scenes" has been on the rise. Especially after the cultural tourism industry has entered the "deep water zone", the dividends are exhausted, the products are homogeneous, the innovation is weak, and the customer base is lost... Is there any way to quickly reverse these practical problems? The theoretical and practical answers seem to lie in the word "scene".
In Shandong Weifang Economic Development Zone, an "urban furniture art intelligent manufacturing industrial park" covering an area of more than 400 mu is rising. The core of this industrial park, which leads the innovation vitality of the local industrial Internet, is a manufacturing plant - JEKEEN Street View DreamWorks.
This is a factory that can provide customers with one-stop services from program planning and design to product development and manufacturing.
After the epidemic, Street View DreamWorks has been operating at full capacity, and before the long holidays such as May Day and Dragon Boat Festival, it is even more grand: the more than 300-meter-long final assembly line is full of different mobile shops. , creative containers and other five major categories of products; large trucks in the shipping area are also lined up to transport the off-line products to the whole country and even all over the world in an orderly manner.
——Only 5 years after its establishment, this factory has sold various "scene" products to more than 40 countries and regions around the world.
In the more than 7,000-square-meter exhibition hall of Street View DreamWorks, we saw the real appearance of scene products, a "Street View Town".
Figure | JEKEEN Street View Dream Factory's headquarters factory in Weifang, Shandong
I am afraid that there is no factory like Street View DreamWorks, which has carried out diversified commercial deconstruction and standardized industrial construction of the scene: in a mobile way, it can tailor the scene for customers to carry out commercial operations and have a rich experience.
Because of its "movability", in the face of various non-standard and diversified customer needs from all over the world, Street View DreamWorks can achieve the fastest delivery within 30 hours at home and 60 days abroad, with an average of 10 days for delivery; while the construction cost is lower than that of traditional methods. 50%-70% lower.
The "tailor-made" is attributed by Street View DreamWorks to their in-depth industrial Internet and intelligent manufacturing, large-scale customization through modularization, and the self-developed D2M system. Street View has reduced the cost of products and the efficiency of delivery. All pushed to the extreme.
So far, Street View DreamWorks has accumulated more than 500 "mobile business scenarios". This is doomed that Street View is not a company that purely serves the cultural and tourism industry. In addition to "creating an online celebrity check-in place for cultural and tourism scenic spots", it can also "beautify cities and commercial spaces and help major cities invigorate the night economy".
At the moment when family travel has gradually become the mainstream of consumption power, the "vacation" attribute of tourism is becoming stronger and stronger. Topics such as cultural tourism scenic spots, urban renewal, and night economy have gradually merged. Everyone has to solve the same problem: how to create Create a "scene" that can attract consumers, increase entertainment experience, upgrade consumption, and be different from other places?
In this regard, Street View DreamWorks expressed their unique solution with scene products: creating scenes around family experience, presenting good content, differentiation, and creating its own IP. Specifically, Street View has launched six themed consumption scenarios of "themed commercial street", "light luxury resort hotel", "happy farm", "suburban parent-child holiday camp", "light and shadow carnival night market" and "future city street space".
This is the "intimate scene" that Street View DreamWorks strives to create.
"Live" should also be a good content
The continuous and popular long holidays have led to the most popular search keywords such as parent-child travel, homestays, and camping, showing that people have begun to have different needs for the meaning of travel.
Under the background that the epidemic continues to have a negative impact on cross-regional travel activities, tourists pay attention to enjoying and establishing emotional connections with relatives and friends during the travel process, which puts forward new requirements for characteristic accommodation in scenic spots.
Not long ago, the famous campground in Taiwan, Taiwan, Yilan "Nashan Nagu" upgraded its infrastructure, the core of which is an equipment-free camping experience for family outings.
Figure | The campground (Figure 1) created by Street View DreamWorks for Yilan and various creative accommodation products launched later
In the JEKEEN street view plan, this demand is decomposed into comprehensive leisure needs such as cultural experience, characteristic accommodation, and parent-child entertainment.
In just one week, the resort with independent caravans was completed in "Nashan Nagu". In order to meet the needs, an outdoor terrace is specially designed for "party", so that visitors can enjoy family time and natural scenery at the same time.
In such a scenario, lodging can become a pleasure in itself, and even a tourist destination that fosters positive family relationships. Street View DreamWorks once built a small island resort in Okinawa, Japan. Tourists often specify to live in Street View DreamWorks RVs, even if the price is more expensive than hotels.
High-demand characteristic accommodation products have become popular in the market in the past two years. Street View DreamWorks has already launched a variety of creative accommodation products: villa-style RVs, "Sun Tribe"-style family courtyards, prefabricated wild luxury hotels …According to the local characteristics, scenic spots can be freely selected and matched, and a characteristic resort reflecting the local customs can be built in a short period of time.
For the operator, the scene products of Street View come from the production line of the factory, and the design is what you get: the whole house is fully furnished, you can live in it immediately, no need to apply for construction, and you can move flexibly according to your needs, and you can easily change the scene pattern. The "smart wild luxury" design of the factory can be said to be the best choice for building rich scenes quickly and at low cost.
Can the cultural tourism scenic spot also achieve the ultimate flat effect?
If you just use various mobile devices to pile up hardware, Street View DreamWorks will easily fall into a common misunderstanding in the cultural and tourism industry: hardware does not serve IP, and it cannot build "scenes".
The integration of hardware and IP is actually the most difficult part of the integration of culture and tourism. Hardware serves IP, and IP empowers hardware to realize the transformation of consumption patterns, thereby promoting the transformation and upgrading of the economic structure.
For example, in the past, scenic spots relied on selling tickets, and when tourists came, they could only see the scenery. But now, Street View DreamWorks has provided a new "ping effect" mode.
Yuntai Mountain, a 4A scenic spot in Jiaozuo, Henan, successfully held a "Yuntai Mountain Music Festival" this year. This event, hosted by Yuntai Mountain Scenic Spot and fully operated by Street View Branch Guangzhou Creative Weekend, has lasted for four years. During the May Day holiday, Contributed a hot opening to Yuntaishan.
Video | The popular Yuntai Mountain Music Festival has become one of the famous IPs in scenic spots
And as a manufacturing plant, what role does Street View DreamWorks play in a music festival?
——One-stop construction of the big cultural tourism and big business scene of the music festival. In addition to music and stage, the scenes of street view design can often integrate various industries such as sightseeing, parent-child entertainment, catering, cultural creation, etc., and take into account the needs of different groups of people.
Originally, the music festival was a carnival for young people, but in Yuntai Mountain, Street View DreamWorks also created a supporting park in combination with its tourism needs, so that young people are willing to bring their parents, relatives, friends, or children to come together. Here, everyone can find their own fun and enjoy a happy holiday with relatives and friends.
At present, Street View DreamWorks has become an enterprise in the industry with product industrial design, manufacturing and program planning and design capabilities, reaching the international advanced level.
This year's music festival invited famous music stars such as Xue Zhiqian and Xie Tianxiao, and more than ten bands to take part in the performance; the supporting brand new mobile park, visitors can enjoy delicious food, sing K, and "light landscape" and lighting night market to create the style of Yuntai Mountain , really let the unique local fireworks flow into everyone's heart.
300 Internet celebrities took the initiative to "celebrate the festival", and related topics on social platforms received more than 300 million views. hard to find".
The brilliant achievements are not limited to Yuntai Mountain. Recently, Street View DreamWorks completed the product delivery in only 17 days and opened the "Forest Music Festival" for the first time in Jiangsu Changzhou Xinlong Ecological Forest, attracting nearly 100,000 tourists...
Street View DreamWorks not only manufactures hardware, but creates a dynamic IP and builds a scene with a flowing atmosphere. And this scene will also help the cultural tourism scenic spot to achieve the ultimate "flat effect" - a scenic spot during the day and a playground at night.
Picture | Xinlong Ecological Forest in Changzhou, Jiangsu, the immersive cultural tourism IP created by street view, opened the urban suburban micro-vacation mode
Casual holidays cannot lack a flowing atmosphere
When Wu Sheng proposed the "intimate scene", the "scene" is not a static physical space, but a more fluid "atmosphere".
Wu Sheng predicted that for the development of intimate scenes in 2021, four points are particularly important: a flowing color feast, dynamic scene fusion to achieve the ultimate floor effect, and virtual IP penetration and membership rights and interests supply chain.
These are precisely the "contents" that Street View DreamWorks is good at.
The company, which was established only five years ago, already has an annual production capacity of tens of thousands of mobile stores and facilities, and its factories in Italy and Egypt are under construction. Through efficient design and painting, it is basically possible to realize that each facility is not repeated. The bright and lively colors can be described as the endorsement of the streetscape.
The multiple scenes of "cafe in the morning and tavern in the evening" refer to the flexibility of the mobile business scene. The alternation of market formats between day and night is only a primary change, and it can better achieve the seasonal operation of research sites in summer and ski resorts in winter.
Picture | Planning map of "Baiyangdian Everlasting City" in Xiong'an New District, JEKEEN Street View Dream Factory "renovates" old factories to create a new leisure park
In terms of IP creation, Street View has also developed a paradise IP with rich food, leisure and entertainment content. The "City of the Future" "Baiyangdian Nightless City" in Xiong'an New District was also completed before May 1st. It also introduced Street View DreamWorks to carry out overall planning for idle factories and promote industrial upgrading. A total of 146 products were used, including stage audio and video. , children's amusement facilities, and even 62 special accommodation products, which closely integrate the urban night economy with cultural tourism, are regarded as new growth poles that stimulate the development of Baiyangdian's tourism economy and service industry.
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In terms of innovation, Street View DreamWorks actually provides another option for the industry: on top of the existing physical space, use mobile business scenes to create a flowing atmosphere!
The seemingly simple change has found a new way to solve the problem of urban tourism and scenic spots connecting with the market and attracting traffic in the early stage of transformation. Scenario brands themselves represent changes and demands, and it is precisely because of this that they can "transform business partially" and "take over our lives".
It is foreseeable that scene brands like Street View DreamWorks will bring us more surprises!
