BEIJING, CHINA (December 23, 2019) – Based on hutuo river ecological background, Expand the market scope, Enhance the project influence level. The differentiation of market positioning is the key to shape the differentiated operation of the project.
Project Background
Project Planning Background: Hutuo river ecological restoration project overall planning governance for the length of 109 km. This project is the second section of the first phase of ecological restoration project undertaken by China railway, with a total length of 10.3 kilometers.
Project Operation Type: 3P project, cooperation period of 15 years, including construction period of less than 2 years, operation period of 13 years.
Key Problem of This Project
The Entrustment Appeal of the Government and China Railway Group ——Projects need to be self-profitable.
Key issues to be addressed based on the project status include:
A. What is the unique value of this project in the ecological section of the 109km Hutuo river?
B. As a 3P project, how to build a new profit structure?
C. On the basis of the existing construction, how to do an asset-light investment operational project?
D. How to integrate the site matching requirements of the operation project into the existing construction?
Market Positioning
Facing the camping market in the Jing-jin-ji ( Beijing, Tianjin and Hebei), we will build a camping base and supporting products for campsite education institutions and outdoor campers.
Facing the research and education market of Hebei Province, Hutuo River ecological education is provided for primary and secondary school students.
Facing the recreational market around Shijiazhuang City, a family outdoor sports base will be built.
For Gaocheng and its surrounding areas, we will develop the mass ecological leisure market.
Project Positioning
Based on the positioning of Lianzhou lake ecological scenic spot, the ecological park attribute, country amusement park attribute and ecotourism destination attribute of the project site will be created.
The part of ecological park is public welfare Park, which meets the public leisure demand in the countryside, with the educational significance and public welfare attribute.
The country amusement park provides sports experience, entertainment experience, special business services and other leisure and amusement projects for the C-end customers.
The part of ecotourism destinations provides theme based services such as camp education, sports training, activities and events for b-end customers.
Program of public amusement
Set up entertainment projects with unpowered amusement facilities as the core to provide unpowered amusement facilities such as climbing and expansion, ball games, cycling, water entertainment, natural exploration and experience, etc.
Operation Suggestions:
1. The stage of operation focusing on experiential amusement. The project site is based on natural landscape + amusement equipment, driving parent-child customers through children’s unpowered amusement, driving youth customers through netred punch card amusement project, combining beach land with water projects, and combining light and peak season amusement operation to create a country park amusement area.
2. Public amusement upgrade stage. The project site will attract investment through go karts, expansion and other amusement projects, increase the secondary charging content of the park, provide the intelligent tourism experience project, build the intelligent leisure cultural tourism scenic spot, and seek for project cooperation and operation.
3. Integrated operation stage. We will subdivide the market of tourists. Public tourists and leisure and holiday recreation will be divided into different service areas. We will focus on the development of team to B market. The recreation projects will be upgraded or invested by serving the research and construction in the park.
Sports section
Provide ball games, water sports, skateboarding, roller skating, cycling and other youth specific sports training (services and facilities).
The best way to bring home education back to nature is exercise, especially outdoor exercise.
Operation Suggestions:
1. Site rental stage. Build basic venues, expand the market of sports training institutions, rent venues according to time to C-end customers, and introduce training courses and competitions of cooperative sports institutions.
2. Operation grafting stage. Deepen the market expansion, integrate the sports section, camping section and research section, jointly develop characteristic sports training projects, establish a cooperation platform with Lianzhou Lake scenic spot as the core, and expand the C-end market channel.
3. In the stage of investment attraction and operation, the professional venue operator will take the lead in the operation of the event. We will look for mature operators, introduce large-scale professional events, create a product model of event + training + camp, and build an intelligent demonstration sports park for the whole population.
Education Camp
Comprehensive development of moral, intellectual, physical and labor camp.
Hutuo river ecological resources are the natural advantages. The reconstruction of site resources and the innovation of curriculum are the foundation of the project based on the hutuo river camp.
Operation Suggestions:
1. In the site operation stage, the mode of cooperation with research institutions is adopted. Improve the basic construction of research base (Natural Education Park), introduce to B research courses and activities, and expand the market of research institutions (mainly Shijiazhuang research institutions).
2. Course operation stage. We will jointly develop research and learning courses, train research and learning education teachers, jointly promote courses with cooperative research institutions, expand the TOC market channel (mainly the Jing-jin-ji research institutions), and apply for Shijiazhuang primary and secondary school research and learning travel base.
3. In the brand operation stage, the to B + to C market will be branded. Enrich the curriculum content and camp theme content, expand the to C Market (camp Education), establish a brand curriculum system, apply for upgrading the research travel base, and create a research education brand.
Programs for Camping Base
Relying on the natural environment, we will build the “play” and “learn” attributes of the project site with outdoor sports and camp education, and build camps.
Operation Suggestions:
1. Site rental stage. Improve the construction of basic roads and phase I camp and supporting facilities, set up to B camp rental service, introduce the market of outdoor camp operation institutions, and carry out outdoor activities investment and promotion.
2. Cooperative operation stage. Cooperate with RV camp area to operate, plan and design characteristic camping projects (self driving destination), improve the construction of phase II and supporting facilities, expand the market channels of outdoor camping institutions, mainly to B, supplemented by to C.
3. In the stage of independent operation, brand the to B + to C market. Upgrade the camp and service supporting facilities, independently operate the featured tent camp, establish the featured camping brand system, and independently operate for the national tob + TOC.