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Mount Huangshan needs new strategies to get rid of ticket dependence

2019/10/7 11:42:29
With the upgrading of tourism consumption, mountain scenic spots are beginning to encounter bottlenecks in development. Facing the series of difficulties, tourism has even shouted the slogan of "the two pioneering work", calling for "going down the mountain and going out". In recent years, tourism has been faced with the test of the continuous reduction of ticket prices in state-owned scenic spots. As a listed company relying on the "ticket economy", the company's scenic spot management business revenue has been directly impacted. Where to go next?
1990 was included in the world natural and cultural heritage list. In 2004, he won the title of the World Geopark and became the first scenic spot in China to collect three certifications. At the same time, he won the title of "ten scenic spots in China", "the national civilized scenic tourist area" and the first batch of 5A level scenic spots in China. In this process, on the one hand, it benefits from the background of the times; on the other hand, it also relies on the natural endowments of Mount Huangshan itself. However, the most important and breathtaking step is to get into China's first tourism market in 1996. A total of 4 hundred million of the A and B shares have been raised, and capital injection has laid an important foundation for the enterprises in the increasingly fierce tourism industry.
All success will end in failure. In June 2018, the National Development and Reform Commission issued the Guiding Opinions on Improving the Formation Mechanism of Ticket Price in State-owned Scenic Spots and Reducing Ticket Price in Key State-owned Scenic Spots, which calls for perfecting the Formation Mechanism of Ticket Price in State-owned Scenic Spots from the aspects of reasonably defining the composition of Ticket Pricing Cost, innovating the way of Price Management,
According to the first half of 2019, in the first half of this year, the number of visitors entering the mountain area was 1 million 624 thousand, an increase of 9.6% over the same period. The cableway and cable car accumulated 3 million 267 thousand passengers, an increase of 12.91% over the same period last year. However, due to the drop in ticket prices, the performance is not satisfactory. Earnings report revealed that in the first half of 2019, China's tourism revenue reached 728 million yuan, an increase of 6.77% over the same period (including: 101 million yuan in landscape development business, 4.83% lower than the same period last year); if the ticket price is not reduced, the business income of garden development business is 122 million yuan, up 15.09% over the same period last year; the net profit attributable to shareholders of listed companies is 168 million yuan, a decrease of 23.19% over the same period last year. At the same time, non-net profit deducted by shareholders of listed companies was 163 million yuan, an increase of 1.6% over the same period last year.
The city of Mount Huangshan is born of tourism. Its natural resources, cultural heritage, tourism resources and products are excellent. The extent to which such products can be released depends on the extent to which the relevant units can achieve the organic integration of the city, the landscape and the industrial chain.
Low ticket prices are already known as irreversible conditions, and relying on ticket price increases to maintain market value is nothing more than drinking Poinsettia to quench thirst. In this context, how to rely on the attraction of the scenic spot itself, through providing more diversified services to enhance the unit price of tourists in the process of travel, we must rely on the comprehensive upgrading of industry, projects and services.
About tourism + new retail, in the company's semi annual report, we can see that the first retail outlet of the new retail outlet has completed the interior decoration, and the store has been on the line.
Prior to that, there were shops selling souvenirs in every tourist attraction in the country, but the actual situation was either poor quality or ununified brand, or thousands of shops and thousands of products, almost without any sense of experience.
And whether the new retail plan of the tourism industry can really solve this pain point needs further observation.
As for tourism + electricity providers, on the one hand, it is worth affirming that as a scenic spot operator, whether it is the introduction of small programs or the digital attempt of "smart tourism official platform", it has certain help to its own growth. But it has to be pointed out that in the field of tourism business, we can already see that many mature players such as Ctrip, flying pigs and way cattle dominate the main path, which has long been reduced to the Red Sea. At the same time, in the attempt to commercialized the tourism industry, the commercial ceiling is relatively obvious, so it is difficult to meet the tourism imagination of the future on the basis of this alone.
From 2011 to now, the business revenue of tourism has been hovering around 1 billion 600 million yuan, and it has been dormant for so long. When will the king return?

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