-Background-
The Eighth Plenary Session of the 12th Committee of Guizhou Province of the Communist Party of China pointed out that we should vigorously promote the industrialization of tourism and build a high-quality modern service industry system. On December 31, 2020, the Guizhou Provincial Party Committee and the provincial government issued the Opinions on Promoting the High-quality Development of Tourism and Accelerating the Industrialization of Tourism to Build a Colorful Tourism Province in Guizhou, proposing to promote the coordinated development of tourism industrialization, new industrialization, new urbanization and agricultural modernization, build a world-class mountain tourism destination and a domestic first-class holiday and recreation destination, and promote the construction of a colorful tourism province in Guizhou.
Focusing on how the tourism industry in Guizhou thinks and how to do it, Zhu Xi, president of the Travel Agency and Store Branch of Guizhou Tourism Association, was invited to talk about his blueprint and conception of tourism industrialization in this interview "Xiao Jiang You Yue".
[Name card]Zhu Xi:President of Travel Agency and Store Branch of Guizhou Tourism Association, President of Travel Agency Branch of Guiyang Tourism Industry Association, Vice Minister of United Front Work Department of Guizhou Provincial Committee of Communist Youth League (part-time), Deputy Secretary-General of Guizhou Youth Federation, Vice Chairman of Guizhou Young Photographers Association, member of Young Entrepreneurs Committee of Guizhou Federation of Industry and Commerce.
We look forward to increasing the strength of supporting the excellent and helping the excellent, and building national well-known travel agency enterprises such as 5A travel agency or the top 100 travel agencies in the shortest time, so as to set a benchmark for the tourism image of Guizhou.
-Dialogue-
Xiao Jiang:How long have you been in business? Remember the initial intention of choosing the tourism industry? What do you think of the development prospect of tourism during the 14 th Five-Year Plan period?
Zhu Xi：I graduated from college in 2000 and worked in Guizhou Youth Travel Service for 21 years. I chose the tourism industry because it is full of youth and vitality. Through the "trip to Wan Li Road", I can read the great rivers and mountains of the motherland, link the cultures around the world, give full play to what I have learned, gain rapid growth of myself, and feed back the economic development of my hometown. Nowadays, the business of cultural tourism has become a provincial strategy in Guizhou Province, and the proportion of GDP is increasing day by day, and it has become a pillar industry. I firmly believe that during the "14th Five-Year Plan" period, the whole industry will get high-speed development opportunities, which is a golden age that cannot be missed for individuals and enterprises. Practitioners are United and full of ambitions.
Xiao Jiang:The epidemic has dealt a heavy blow to the tourism industry. What have you done to help your enterprise out of the predicament?
Zhu Xi：Affected by the epidemic, tourism enterprises have experienced a series of shocks, such as business suspension, capital cut-off, personnel loss and so on, and suffered serious losses. However, the tourism industry is full of resilience, firm belief and strong innovation ability, and its overall performance is relatively mature and stable. In addition to helping the industry actively seek policy support, tide over difficulties, organize seminars and training activities to sort out the pain points of the industry, and promote industry self-discipline and product upgrading, I also led Guizhou Youth Travel Service to try online transformation and commercialization transformation, and successively cooperated with Yunshang Guizhou Colorful Bao to build the first e-commerce platform for cultural travel in Guizhou-"Colorful Travel" to meet the needs of tourists who turned to online booking travel based on safety and convenience after the epidemic. And jointly customized the first high-end Wenchuang custom wine-"Jiahe" wine to be promoted and sold to the national travel agency industry with CYTS Alliance, combining the brand influence of Guizhou Maotai-flavor wine with the marketing ability of travel agencies, promoting the emergence of Guizhou goods and promoting the integration of wine and travel. Both work have brought positive effects to the business circulation of travel agencies and the integration of human resources, and prepared for the recovery after the epidemic, which has become a typical case of the transformation and upgrading of travel agencies in the epidemic.
Xiao Jiang:Did the epidemic make the cultural tourism industry in Guizhou iterate? What do you think is the shortcoming of the industry or enterprise now?
Zhu Xi：The epidemic situation has made the business of Guizhou cultural tourism industry, especially tourism enterprises, retrogress, which has restricted the normal development of enterprises. Some enterprises have shut down, and powerful and thoughtful enterprises will actively seek transformation and upgrading, but the "iteration" has not been achieved. More accurately, it is "survival of the fittest", but the change is obvious. The sudden stop from rapid development has given enterprises time to think and adjust. I think the biggest shortcoming of the industry at present is "talent". High-quality tourism needs a high-quality talent training system and talent team. The "double-first-class" tourism development strategy and "internationalization" positioning need more language talents. The era background of technological innovation leading the industry upgrade needs more technical talents, and the consumer psychology change that interactive marketing contributes to the transaction needs more marketing talents. At present, whether in the association or in the work of our enterprise, I advocate increasing talent cultivation and training, strengthening school-enterprise cooperation, broadening the recruitment boundary, and reserving professionals, because the competition of enterprises in the future will be deeply reflected in talent competition.
Xiao Jiang:The Guizhou Provincial Party Committee and the provincial government put forward the development direction of tourism industrialization. What is your understanding of tourism industrialization?
Zhu Xi：Tourism industrialization is to take the needs of tourism enterprises and tourists as the guide, to achieve the economic benefits of tourism as the goal, and to form a serialized and branded management mode and organizational form through professional service and quality management. Guizhou is the only province in China that puts forward the development idea of "tourism industrialization", which proves that Guizhou has obvious advantages in tourism resources, a large proportion of economy, and strong policy support. To realize the transformation from a "big tourism province" to a "strong tourism province", it needs strong market support. Therefore, during the "Tenth Five-Year Plan" period, tourism enterprises must become stronger and bigger, and our enterprises will follow the policies closely, enhance their strength through integrated development, make large-scale, standardize standards and standardize standards.
Xiao Jiang:How are you and your company going to carry out specific work and contribute to tourism industrialization under the favorable policies of Guizhou’s tourism industry?
Zhu Xi：The ideas of tourism industrialization of Guizhou Youth Travel Service are as follows: 1. Grasp the demand. Tourists’ desire for a better life and pent-up tourism demand are certain. Only by capturing demand through quality service and product iteration, constantly stimulating tourism consumption potential and promoting consumption upgrading, can the market scale be enlarged and competitiveness be formed; Second, innovation drive. Under the background of cultural and tourism integration and technological innovation, enterprises are required to broaden their business ideas, make full use of technology and marketing means, reorganize the supply chain system, implement innovation at both ends of "demand" and "supply", and find a new business model suitable for the development of enterprises in the six elements of tourism; Third, safe development. After the epidemic, tourists pay the highest attention to safety, and the business risks are aggravated in the rapid development of enterprises, which requires enterprises to reshape their processes, update and upgrade their own business models, take safety as the bottom line, provide quality services, rest assured services, and seek healthy development; Fourth, personnel training. The competition of talents is the key in the process of tourism industrialization. Around the development strategy, tourism enterprises should cooperate with the government, actively link professional colleges, deepen the talent cultivation mechanism, take actual combat and experience as resources, cultivate and bring up a group of reserve talents, and introduce a group of cross-industry professionals to meet the development needs of enterprises in the fields of product innovation, Internet marketing and financial empowerment under the new situation. Fifth, cooperate with the government. The government’s tourism industrialization strategy will inevitably bring many favorable policies. Enterprises should simultaneously upgrade their corporate strategies, seriously understand the spirit, match the policy requirements, find projects and development directions that are conducive to the implementation of enterprises, and serve the government.At the same time, we will constantly improve the system and mechanism of factor market, fully feed back the market demand and changes, assist the government to formulate new policies, and jointly build a high-level and efficient tourism market management mechanism.
Xiao Jiang:Under the background of tourism industrialization, what policy help do you expect most?
Zhu Xi:At present, the bottleneck in the development of tourism enterprises, especially travel agencies, is the problem of funds. Asset-light strategy’s attributes lead to enterprises having no asset collateral when they need loans, so it is difficult to raise funds. We look forward to the government’s innovative development of "supply chain finance" services to help enterprises purchase resources. In the process of foreign promotion, we will rely more on travel agencies facing the market, give full play to their ability to obtain customers, innovate marketing models, increase subsidies for tourists day and night, and improve the enthusiasm of enterprises. At the same time, we will increase the intensity of supporting the excellent, build a national well-known travel agency enterprise such as 5A travel agency or the top 100 travel agencies in the shortest time, and set a benchmark for Guizhou’s tourism image.
-Postscript-
As we all know, the sudden epidemic in 2020 has brought heavy losses to the cultural tourism industry, especially the travel agency sector. For a sector that needs iteration, the epidemic is undoubtedly a double-edged sword.
This year, the team led by Zhu Xi was studying, thinking and encouraging employees when there was no hope in the worst-hit industries. As the president of the association, he actively cooperated with the government to serve the enterprise, won awards for the enterprise to tide over the difficulties, and actively planned a consumption spree for the industry after receiving the information of the government’s resumption of work and production. Behind all this, he was actively thinking about how to iterate and transform.
In the interview, Zhu Xi told reporters that the arrival of the epidemic has accelerated the most vulnerable travel agency sector to rise directly from 1.0 to 4.0, that is, travel agencies must be based on the tourist experience, return to the service essence of travel agencies, pay more attention to product design and embrace digitalization, and the most important thing is to change their thinking. Because of the forced epidemic, the first e-commerce platform for cultural tourism in Guizhou-"colorful travel", packaged cultural and creative wine and the upcoming province-wide recreational tourism project have been established. In the association, he led the establishment of "Guizhou Travel Agency Mutual Marketing Alliance" and "Guizhou Tourism Association" and "Guizhou Tourism Committee" to help standardize the industry market and expand the market players.
In the development process of tourism industrialization, online travel, commodity industrialization, service standardization and market standardization are the trends, and they are also the starting points of tourism industrialization. We are delighted to see that Guizhou Youth Travel Service is ready, and we expect that a number of top 100 travel agencies will emerge in the great opportunity of tourism industrialization and become competitive market players.
Interview contact: Xiao Jiang
Telephone:13885011125
Planning | Xiao Jiang
writing｜Guizhou Daily Tianyan News reporter Xiao Jiang
design｜Xu Jieyu Wu ya
edit| Wu Ya
read and edit| Zhao che
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