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Scenic quiet layout of "net red" low-altitude tour project is still difficult to profit

来源:北京商报 January 9, 2020 09:02 Source: Beijing Commercial Daily

On January 8, the reporter combed and found that a number of scenic spots in China quietly began to set up "Internet red" low-altitude tour projects. According to data released by Zhangye's colorful Danxia Scenic Area, as of now, the area has developed 8 low-altitude tourism comprehensive experience products such as helicopter sightseeing, hot air balloon free flight, hot air balloon mooring, and paramotor flying in person, such as helicopters, paramotors and thermal The balloon project received 8,000 tourists, 7,000 tourists and 16,000 tourists. Coincidentally, recently, scenic spots in Hunan, Shandong, Shanxi, Sichuan, Xinjiang and other places have also launched new products for low-altitude tourism, and opened relevant tourism routes. However, some people in the industry said that the current low-altitude tourism market is still in its early stages of development in China. Although the rich natural landscape resources in many places are suitable for the development of such products, this "looking beautiful" emerging format needs to be faced with. Profit difficulties such as high input costs, excessive customer gap during low and peak seasons, and high unit prices making it difficult to integrate into the market. At present, there are few cases in China that can rely on such projects alone to make a profit. At this stage, the development prospects are unclear.

New projects get together

The relatively low-altitude tourism in China has ushered in a round of blowouts. According to the latest information disclosed by the colorful Danxia Scenic Spot in Zhangye, Gansu, the area has developed low-altitude tourism projects as an important part of leisure tourism in recent years. It currently has two high-performance Bell 407 business sightseeing helicopters, 10 paramotors, and 30 hot air balloons. Equipment, of which helicopter, paramotor and hot air balloon projects realized operating income of 7 million yuan, 3.1 million yuan and 3 million yuan, respectively.

There are also many "interests" in low-altitude tourism projects in Shandong, Shanxi and other places and related enterprises. In November of last year, the first low-altitude tourist route in Shandong, the Jinan (Xueye) to Zaozhuang (Taierzhuang) route was officially opened. In late December, the Yellow River Estuary Eco-tourism Area in Dongying City, Shandong Province made its first flight test flight for the first time. project. Also last year, Shanxi Province also announced the launch of a number of low-altitude tourism products. Hukou Waterfall, Yanmenguan, and Taihang Mountain Grand Canyon, the three well-known local scenic spots, were set as the landing points for the first batch of helicopter low-altitude tourism projects.

In fact, when it comes to low-altitude tourism, the domestic tourism industry generally believes that this type of project started in the Badaling Great Wall scenic spot in Beijing in the 1990s. However, since then, such products have not been fully popularized as expected. Until recently, people in the industry still used the term "not tepid" and "non-mainstream" to describe China's low-altitude tourism market.

Some statistics show that at present, China's low-altitude flight demand is still mainly flight operation demand, and the proportion of tourist flight is very small, less than 1%. In comparison, about 50% of the world's annual general aviation flight time comes from low-altitude tourism. It can be seen that there is still a large gap between China and the world average.

However, after the arrival of this round of investment, the China Air Transport Association recently released a forecast that the number of tourists in the top 100 national tourist attractions in 2020 will reach 834 million, of which more than 50% will be natural-type tourist attractions suitable for low-altitude tourism. Potential tourists for low-altitude tourism may reach 420 million person-times, which is expected to form a market size of 58.5 billion yuan. For a while, low-altitude tourism, the "looking beautiful" emerging market, ignited the enthusiasm of investment from various capitals, and some tourism companies even eagerly tried to enter this unknown new field.

Threshold

"Last year, the domestic low-altitude tourism market developed as if it were" opened up. "The most fundamental reason is that we finally waited for the long-awaited policy," Dongfeng. "Once upon a time, the market that caused the most headaches for the people in the circle Cognitive problems have finally begun to be solved. "A person in charge of a low-altitude tourism company told reporters.

In the opinion of Qi Qi, a senior expert in civil aviation, the “Several Opinions on Promoting the Integrated Development of Transportation and Tourism” jointly issued by the six departments in China and the “Aerial Sightseeing” advisory notice issued by the Civil Aviation Administration are not only low-altitude tourism in the general direction. The development of the industry has paved the way, and specific operational details have been clarified, signaling to all circles that China will guide the development of this new type of tourism project.

The chairman of Heima Aviation, Zhima, who has been operating low-altitude tourism for many years, also introduced to reporters. At present, domestic low-altitude tourism products are mainly divided into two types: aerial sightseeing and experience flight. The group size is relatively small, which has always been a major factor restricting the development of the industry. "Early last year, the Civil Aviation Administration issued a new sports flight license issue policy, which greatly reduced the entry barrier. In other words, ordinary people only need a general motor vehicle driving license (C version), you can go to study related courses and take an airplane license with your ID card. Therefore, driven by personal entertainment flight consumption, the domestic low-altitude tourism demand increased significantly last year, and many companies and units have Start to add related projects and products. " Zhijie disclosed that benefiting from the favorable policy “gift package”, currently only 2% of scenic spots in China that have opened low-altitude tourism services will try related products. However, at this stage, this proportion has risen to 3% -5%.

Significant drop in peak and low season

"It is undeniable that under the state of unsatisfactory return on investment in the general navigation market, in the past year or two, the low-altitude tourism that has seen rapid market growth has indeed been 'marked' by many capitals." Qi Qi believes, however, if low-altitude tourism Without finding the right business logic, this “looking new” air outlet will be difficult to achieve the expected state of development.

In fact, after investigating a number of netizens and travel enthusiasts, reporters found that although many people are very interested in low-altitude tourism, they generally believe that this product is still considered a "travel luxury" in China, which is too expensive The price is the main reason to weaken their passion for consumption. Many insiders also said that in a short period of time, the relatively high unit price of low-altitude tourism products is indeed a reality that relevant operators must face.

"After the supply is hot, it remains to be seen whether demand can keep up." Qi Qi bluntly stated that the costs of the equipment and facilities of the low-altitude tourism project itself are high, and most of them have certain risks. If consumers want a more reliable experience Safe services and reduced gaming risks require companies to invest higher costs, and the unit price of the product is more expensive. This cycle makes it difficult for companies to make profits. In his opinion, overall, low-altitude tourism projects with the increase in product consumption frequency, profit prospects can still be expected, but such projects generally require a longer market incubation period, the company is bound to bear a higher risk of loss in the early stage.

Zhijie also frankly said that the operating cost of low-altitude tourism is indeed not low. He introduced that the current domestic low-altitude tourism products have different sales prices according to different types, ranging from 200-300 yuan / person to 1,000-2000 yuan / person. "The cost of low-altitude tourism items mainly includes aircraft costs, pilots and Personnel costs such as ground support, site costs, operating cycle amortization costs, fuel costs, etc. Among them, personnel costs account for more than 50% of the major cost, and the purchase price of an aircraft and other aircraft is also about one million yuan. Annual maintenance The cost is about 10% -20% of the flight cost. "

It is worth noting that many industry experts have also suggested that low-altitude tourism must also cross the threshold of large gaps during the off-peak season in the development process. "In the northern region, the passenger flow in the winter scenic area itself is relatively small, and low-altitude tourism consumption is even lighter. For example, in Inner Mongolia, such projects can only be operated for three months a year. Therefore, companies rely on joint operations or subleasing equipment during the off-season. In order to prevent the plane from being idle for a long time. "Zhijie said. Wu Qi also proposed that in the future, China should cultivate some national and regional low-altitude tourism companies, because the off-peak seasons of domestic scenic spots are mostly alternating. If low-altitude tourism is developed by a certain scenic area alone, it cannot be used more efficiently. Related fixed resources may not be able to form a benign development model.

(Reporter Jiang Mengwei)

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(Responsible editor: Li Dongyang)

Scenic quiet layout of "net red" low-altitude tour project is still difficult to profit

来源:北京商报 2020-01-09 09 : 02Source : Beijing Commercial Daily
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