"A Duo Town" is stunning, and Rongchuang Wenlv's "expansion" product library interprets the innovation of operation system

Sunac Cultural Travel, which continues to help upgrade the domestic cultural travel industry with product line expansion and operation mode innovation, has a new trend recently.

On September 24th, the brand launch conference of Sunac A Duo Town was held in Li Ning Sports Center in Zangma Mountain, Qingdao. At this brand launch conference, new formats such as "Man" living space A Duo Huajie, tang style ancient town A Duo Huayu, online celebrity architectural group Yuekong Wedding Hall, flying carpets and diamond restaurant also appeared simultaneously.

Sunac A Duo Town is located in Qingdao Zangma Mountain Tourist Resort, where the forest coverage rate is 76%, the weather is excellent for 342 days all year round, the streams in the mountains are densely covered, and the water area of kurama Lake (Douyazi Reservoir) is 6 square kilometers, which is known as "Laoshan Mountain in the east and kurama in the west".

as Jing hong, executive director and CEO of sunac China and president of Beijing group, said, "The climate in Qingdao Zangma Mountain is very good, neither cold in winter nor hot in summer. At the same time, the natural resources here are very rich, so it is difficult to find such a good place in big cities. Objectively speaking, there is no place as suitable for this cultural tourism town as Zangma Mountain. We have been looking for such a place and found it. "

objectively speaking, if we only analyze the resource endowment of the project, it may not be enough to support Sunac A Duo town to "break the circle" in an instant inside and outside the industry; On the whole, the reason why the project became famous before it was officially launched is mainly due to the combined effects of project scale, design and research, business combination, brand screening and other factors.

taking the scale of the project as an example, Qingdao Sunac A Duo Town covers an area of 32 square kilometers, of which only A Duo Huayu (B&B Cluster) covers a total area of about 72 mu. Based on this, looking at the new front line of the country is far from being comparable to other suburban cultural tourism projects.

Looking at the design and development, the project has lasted for nearly four years since Sunac entered the site in 218. Under the guidance of operational thinking, the A Duo town team abandoned the traditional planning template of Wenlv block and deeply integrated immersion with artistic aesthetics.

Looking at the combination of formats, the data show that at present, A Duo Town has opened and put into use supporting industries such as A Duo Farm, Yunming Tea Field, Film and Television Location, Rong Ai Jia Yi Yang Community, A Duo Flower Street, as well as cultural tourism formats such as A Duo Huayu, Songpin Hotel and Zangmashan Ski Resort, plus the original private Takinoyu, Mengchong Paradise and other facilities. The projects are pastoral, ecological, holiday, recreation and residence.

as for the selection of cooperative brands, unlike other operations in ancient cities/wenlv blocks with low entry barriers and chaotic existing business formats, Sunac A Duo Town is a targeted invitation and "big-name gathering", including CITIC Bookstore, Li Ning Sports Center, COSTA, MUJI, Wanda Cinema, etc., and the brand combination effect of business formats is "bursting".

Take Citic Bookstore as an example. Mao Quanhui, the general manager of Citic Bookstore, said that the books published by Citic are already very diverse, but because the bookstores in the past left some solidified impressions on readers, he entered A Duo Town because he saw the design, layout and operation of Sunac A Duo Town, and his attempts were based on brand and innovation. Mao Quanhui even imagined, "I hope that in the future, both sides will build a new brand or even a model, enter more towns and make a sustained export of culture."

"Sunac A Duo Town promotes the integration of cultural tourism and rural revitalization, which opens the grand pattern of Sunac's layout of cultural tourism industry and shows the feelings and responsibilities of enterprises to invest in a better life. Taking advantage of this brand launch conference, Sunac A Duo Town will surely become a new business card for Qingdao tourism and a city' back garden' for leisure and vacation. "

In p>218, Sunac entered the cultural tourism industry from a high starting point and established Sunac Cultural Tourism Group. Perhaps at that time, from the outside world's point of view, Sunac's actual investment in the cultural tourism sector will still adopt a phased conservative strategy. But in fact, based on the continuous optimism about the long-term value of the cultural tourism industry and the continuous improvement of its own operational capabilities, Sunac Cultural Tourism has been steadily and steadily.

In p>218, Sunac Wenlv Group was established; In 219, Sunac Wenlv upgraded its strategy to become "China Family Joy Supplier" and implemented innovative operation of open parks; Guangzhou, Wuxi and Kunming Wenlv City opened one after another, and Sunac Ski School was established. In 22, Sunac Chengdu and Chongqing Wenlv City opened, Sunac Wenlv Club was launched, Sunac Ski Club was established, and the theme night tour was fully opened; In 221, Jinan Sunac Wenlv City, Guilin Sunac International Tourism Resort, Hangzhou Bay Water World and Hangzhou ins park opened in succession ...

According to Sunac's definition, A Duo Town created a living space with rich scenes and cultural connotations, and built a living town with complex formats and diverse experiences around the first-and second-tier core cities with the help of unique ecological conditions such as mountains, rivers, lakes and seas and local cultural resources. Relying on the homestay cluster, we will build a platform for living and traveling, and carry the ideal scenes outside the city life through the theme business street, Yi Le Kang Yang, leisure agriculture and private Takinoyu.

According to the business model, the amusement park products have high requirements on the population/energy level of the city (group), and most of the population/economy and hardware elements of the sinking market/terminal destination cannot meet its landing principle; However, due to the geographical location characteristics and the problem of passenger flow carrying capacity, Wenlv town needs to find a new path compared with theme parks.

judging from the past actions of sunac travel, it is a continuous process to achieve performance growth through operational innovation. Driven by "open management", Sunac Wenlv bid farewell to the "obsession" of traditional theme parks for big tickets, and continuously optimized and upgraded the operation strategy of its Wenlv City.

reflected in revenue, in 22, the total revenue of Sunac Travel Service was 3.88 billion yuan, up 36% year-on-year. Since 217, its revenue has maintained an annual increase of about 1 billion yuan, and the growth rate has remained at around 4% for two consecutive years. Specific to its cultural tourism city and resort, Sunac China's 221 interim results report shows that Jinan Sunac Cultural Tourism City has more than 55, passengers during its opening; The passenger flow of Guilin Sunac International Tourism Resort exceeded 23, in the first weekend of its opening; Hangzhou Bay Rongchuang Wenlv City Water World has become a new benchmark for water parks in the Yangtze River Delta.

At present, Sunac Wenlv City has basically completed the distribution of core cities in all regions of the country, and the customer base coverage is close to "no dead ends". Next, Sunac Wenlv's more reasonable development strategy for this sector is to strengthen the linkage and cooperation among various stock projects (its opened Wenlv City/Resort) through continuous operation optimization and format upgrade; At the same time, with the help of experience accumulation, it provides more forward-looking guidance for incremental projects.

The deeper reason is that after more than three years of layout and accumulation, Sunac Cultural Travel Service is now rich in layout and diverse in business formats, and the operation of its various projects is getting better and better. Sunac Cultural Travel has not only a cultural and business travel complex, but also a small town B&B like A Duo Huayu, which is a "natural spillover" after the team system is complete and the operation ability is mature.

It should be pointed out that, although domestic travel towns enjoy the continuous release of policy dividends, and the market scale is no less than that of urban travel styles, because such products have high requirements for the comprehensive operation system represented by the localization ability of traders, few head players and international giants are even more difficult to set foot in. To sum up, entering the town of Wenlv at this time will undoubtedly face multiple benefits.

The core breakthrough point is that Wenlv Town not only satisfies the function of cultural tourism, but also remoulds emotional value and spiritual value, and realizes the "returning home with clothes" of contemporary people's minds. Therefore, Sunac put forward "A TOUR A LIFE", that is, in the name of "A Duo", so that different stages of life, such as childhood, youth, middle age and old age, can realize yearning and return in Sunac A Duo Town.

some insiders pointed out that the span from urban cultural tourism to cultural tourism town is not small. Wenlv Town is different from the conventional real estate development. In addition to the construction of residential system, it is more important that the trader should focus on community operation and industry introduction, and continuously build and optimize the internal system of the whole community. This high demand for soft ability poses many challenges for players from all walks of life to enter Wenlv Town.

focusing on the project of A Duo Huayu, how is its comparative advantage reflected?

first of all, it is the project trader's rich operation and management experience and strong resource integration ability.

Take the ice and snow business section of Sunac Wenlv as an example. As the world's largest indoor snow field operator, its layout covers the national ice and snow tourist areas, covering the whole ecological cycle services of R&D, design, construction, operation, investment promotion, teaching and other projects.

Secondly, it is the linkage and mutual traffic guidance effect between various formats under the open business strategy of Sunac Travel. For example, in the commercial sector, Sunac Travel enhances the transformation of the business operation concept of entertainment gene implantation, redefines the new consumption experience through innovative entertainment commercial products, breaks the boundary between commercial and entertainment formats, reconstructs the scene relationship, and the functions of formats overlap across borders to build a growing commercial space in which consumers participate.

furthermore, it is the inertia that the operation team has been adhering to product thinking for a long time.

According to an insider, Sunac's cultural tourism operation team is composed of senior people who have been rooted in the cultural industry for many years. In view of product design, the team implements the idea of "one place, one policy", takes users as the core, concentrates urban temperament, customizes happy scenes, deeply cultivates urban culture, resources, customer base and industrial characteristics based on the new consumption era, abandons normalization and duplication, customizes unique product portfolio, and creates an experience with regional connotation.

Focus on A Duo Huayu, which is about to welcome guests this time, including Huajiantang, which shows the graceful water town in the south of the Yangtze River, Buyi Inn with rich cultural characteristics of Shu, Huazhu Luxurious with Hanfu as the theme, and Lebei, a parent-child paradise full of Zen cultural characteristics and fairy tale boxes. The exclusive living space belonging to women is "Liuyue"; The eight homestay brands, including "Star Beyond the Sky" which conforms to the creative life attitude of the new generation, and "Yesterday" which is a backpacking social homestay, have their own strong points, showing their unique cultural charm.

In view of the differentiated needs of different groups, relying on the scene creation and service power of Sunac Cultural Travel, A Duo Huayu provides customized accommodation choices, bringing a modern living experience of "one store, one feature". For example, Ye Zhang, vice president of Sunac Wenlv Group, said, "Sunac Wenlv has always been committed to providing quality services and experiences to the public through refined operations. A Duo Huayu is integrated into the atmosphere of the whole A Duo town, presenting a unique lifestyle and scene. "

Generally speaking, the director of Sunac Cultural Tourism College empowers quality control, project landing, refined operation of diversified formats, and digital upgrading of the industrial side. By exporting the trading ability of "big data-investment-planning-design-construction-investment-operation" in the whole life cycle, with the innovative operation and development model, more potential projects can achieve quality improvement and efficiency improvement, and more industry benchmarks and urban landmarks can be created.

back to Qingdao sunac A Duo town, it promotes "new consumption" with higher quality "new supply", which has become an important way to grow with Qingdao in the same frequency. It is reasonable to expect that this "A Duo Huayu" in A Duo town will help Sunac to embark on a new journey in the evolution of its light asset capacity, thanks to the multiple dividends of the times, such as the rural revitalization policy blessing and the release of the demand for living in small towns.