圆歌·易LIFE论坛VOL.02 | 新局面下，我们如何再次把民宿当作一种叙事而非方法？

Under the new situation of VOL.02, how can we once again regard home stay as a narrative rather than a method?

[圆歌·易水]项目将以内部生成的方式，推出[易LIFE]生活社区。因此，在项目的建设阶段，我们希望以开放和诚恳的方式，通过徜徉于易水的行走与聊天，和不同领域的好朋友，讨论什么是“真实、健康、愉悦、有温度的生产和生活”。因此，[圆歌·易LIFE论坛]将是一个长久的对话项目；它既放松，又扎实，既放眼四海，又回归“地方”。

[Round Song · Easy Water] project will be internally generated to launch [Easy LIFE] living community. Therefore, in the construction phase of the project, we hope to discuss with good friends from different fields what is "real, healthy, pleasant and warm production and life" in an open and sincere way through walking and chatting in Easy water. Therefore, [Round Song · Easy LIFE Forum] will be a long-term dialogue project; It's relaxed, it's solid, it's cosmopolitan, it's back to the place.

[圆歌·易LIFE论坛]产生的观点、情绪、想象，将滋养[圆歌·易水]项目的整个生长过程；同时，我们也想把这些聊天不加修饰地记录下来，作为中国文旅产业探索期的一个观察文本。“易”本身就有容易、快意、改变、交换等多层次的字意，这样的弹性和力量，也将始终是我们进行这个对话项目的初心。

The opinions, emotions and imagination generated by [Round Song · Easy LIFE Forum] will nourish the whole growth process of [Round Song · Easy Water] project; At the same time, we also want to record these chats without embellishments, as an observation text for the exploration period of Chinese culture and tourism industry. "Yi" itself has the multi-level meaning of "easy", "happy", "change", "exchange" and so on. Such flexibility and power will always be our initial intention of this dialogue project.

继圆歌·易LIFE论坛VOL.01| 在易水，我们需要一个什么样的房子之后，2020年12月23日，圆歌文商旅集团在袈蓝大讲堂成功举办圆歌·易LIFE论坛VOL.02| 新局面下，我们如何再次把民宿当作一种叙事而非方法？

The circle song, easy LIFE BBS VOL. 01 | in xiao, we need a what kind of house, on December 23, 2020, round song wen business group round held in lecture hall in choice blue song, easy LIFE BBS VOL. 02 | under the new situation, how can we send home again as a narrative rather than a method?

新局面下，我们如何再次

Under the new situation, how can we once again

把民宿当作一种叙事而非方法？

Take home stay as a narrative rather than a method?

这期论坛，我们邀请了民宿行业的推动者、资深文旅从业者、民宿品牌创始人、资深媒体人等好朋友，在晴朗的冬日北京，重新讨论“民宿”和“宿集”这两个产品形态。他们一方面正在总结和探索民宿带动区域营销、带动消费者生活方式认知的经验和更多方法，一方面也正在试图找到新内容的火种。这次论坛里出现的有趣细节、出乎意料的数据、一些动人的案例，我们悉数纪录；让民宿再次成为强有力的叙事，也将是圆歌·易水在住宿产品上的方向。

In this forum, we invited the promoters of the b&B industry, senior cultural and tourism practitioners, b&B brand founders, senior media people and other good friends to re-discuss the two product forms of "B&B" and "B&B set" on a sunny winter day in Beijing. On the one hand, they are summing up and exploring the experience and more methods of promoting regional marketing and consumer lifestyle recognition, on the other hand, they are trying to find the kindling of new content. We have recorded all the interesting details, unexpected data and moving cases that emerged in this forum. Let homestay become a powerful narrative again, and it will also be the direction of Yishui in accommodation products.

开场嘉宾：

Opening Guest:

邹迎晞

Zou Yingxi

袈蓝文化产业集团创始人

Founder of Blue Culture Industry Group

圆歌·易水项目总规划师

Chief Planner of Yuange Yishui Project

“在新的大背景下，田园是刚需”

"Under the new background, rural areas are just needed."

圆歌·易水项目有两个大背景，一个是国家城乡融合发展实验区，一个是从景区逻辑变成了度假区逻辑。

The Yuange Yishui Project has two major backgrounds, one is the national experimental area for urban-rural integration development, and the other is the logic from scenic spot to resort.

而我希望的是，在十几个乡村和度假区的融合里，去找到一种真实的生活。在这样的探索里，我们通过塑造“新农人”来塑造乡村样本，通过打造“易水三年展”来打造田园图景。乡村样本加上田园图景，就是我们想要创造的农业文旅社区。在这样的农文旅社区之上，补充某一个垂直的特色产业，就形成社区之上的第一个项目模型；然后再变成N个项目模型。这是我们发展模型的结构。

What I hope is to find a real life in the fusion of dozens of villages and resorts. In this exploration, we created rural samples by shaping "new farmers" and pastoral scenes by creating "Easy Water Triennial". The rural sample plus the pastoral scene is the agricultural cultural travel community that we want to create. The first project model on the community is formed by supplementing a vertical characteristic industry on such a cultural and agricultural tourism community. And then N project models. This is the structure of our development model.

嘉宾观点摘录如下：

Excerpts from guests' views are as follows:

夏雨清

Xia Yuqing

宿集营造社发起人

Sponsor of Suji Construction Society

“宿集的基础是轻介入、多样化、

"The foundation of the hostel set is light intervention, diversity,

专业的人做专业的事”

Professional people do professional things. "

宿集并不是简单的民宿的聚集。如果50间房都是你的，你只有1、2个客户来源，那入住率可能就差；如果是5家民宿，每家10间客房，就有5个渠道来源，入住率就上去了，每家订出4间房，就有40%入住率了。所以我们希望每一家民宿都比较轻地进入一个地方，每一家民宿都用自己的能量把你的客群吸引过来，形成一个集聚和互相导流的效应。

Hostel is not a simple gathering of homestay. If you own all 50 rooms and you only have one or two sources of customers, occupancy may be poor; If you have 5 b&Bs, 10 rooms each, you have 5 sources, and the occupancy rate goes up, so if you book 4 rooms each, you have 40% occupancy. Therefore, we hope that each b&B will enter a place relatively lightly, and each b&B will use its own energy to attract your customers to form an agglomeration and mutual diversion effect.

当你去旅行时，你的同伴不同，可能选择民宿就会不同。宿集就有这样的优势。比如黄河宿集，复购率非常高，第一年就达到百分之十几，是因为你和伴侣来时选择住这家，你和闺蜜来时可能就会选择另外一家。这是“多样化”带来的优势。

When you travel, your choice of b&B may vary depending on your company. Suji has such advantages. For example, huanghe Suji, re-purchase rate is very high, the first year reached more than 10 percent, because you and your partner when you choose to live in this, you and bestie when you may choose another. This is the advantage of diversity.

另外，宿集的形成，需要专业的人做专业的事。民宿就做客房，餐厅和咖啡馆可能会选择其他品牌来做。如果没有公共业态，每家都自己做餐厅和咖啡馆，这不是宿集，只是几家民宿扎堆而已。我们做黄河宿集的时候，约定每一家都不能做餐饮。每一家做的话，每一家都不赚钱，还不如引进一家，也能养活它。

Additional, the form of stay set, need professional person to do professional thing. B&bs do guest rooms, restaurants and cafes may choose other brands to do. If there is no public business, each family makes their own restaurants and cafes. This is not a hostel, but a cluster of several b&Bs. When we do the Yellow River hotel, it is agreed that no one can do catering. If each one does, each one does not make money, it is better to introduce one, but also can feed it.

宿集最难的，不是凑几家民宿，而是定位和整体营销，这很难。

The most difficult thing about the hostel collection is not to gather together a few hostels, but to locate and market them as a whole, which is very difficult.

“只有长三角客群的占比降下来，

"Only the proportion of customers in the Yangtze River Delta has dropped,

民宿才能真正成为有高认知度的消费品”

Home stay can truly become a consumer product with high awareness. "

我在莫干山做民宿和在宁夏中卫做宿集时，都经历过整个区域无人问津的时期。2004年我住在莫干山的时候，有个英国老外在我边上开了个咖啡馆，他的生意惨淡到什么程度？一天只卖出两杯咖啡，一杯是我买的，一杯是我买了请他喝的（笑）。宁夏中卫呢，在黄河宿集成名之前，可能只有喜欢足球的人，知道中卫。（注：又一个夏老师式冷笑话）。

When I worked as a b&B in Moganshan and a b&B in Zhongwei, NINGXIA, I experienced a period when the whole area was deserted. When I was living in Moganshan in 2004, a British foreigner opened a cafe next to me. How bad was his business? I only sell two cups of coffee a day, one I buy and one I buy for him [laughs]. Ningxia central defenders, before the Yellow River Suji famous, maybe only like football, know the central defenders. (Note: Another Xia teacher cold joke).

现在莫干山和宁夏中卫都很火，但大家可能不知道一个数据。在中国，整个住宿业态的规模里，民宿的规模只占到3%；民宿依然是一个小众消费产品。我们为什么要在黄河宿集引入宝马、奥迪这些品牌来做活动呢？是因为这样的客群从来没有住过民宿，但他们是最消费得起好民宿的客群，也是和民宿的生活方式理念最接近的人群；这些人会带动身边的人群。所以我们同时也在做客群扩大化的工作，把更多能够消费民宿且对美好生活有兴趣的人引入进来。

Now Moganshan and Ningxia Zhongwei are very popular, but you may not know a data. In China, the size of the entire accommodation industry, the scale of home stay only accounted for 3%; Homestays are still a niche consumer product. Why do we want to introduce BMW, Audi these brands to do activities in Huanghe Suji? This is because such customers have never stayed in a b&B, but they are the most affordable b&B customer group, and the closest to the concept of b&B lifestyle crowd; These people pull the crowd around them. So we are also working on expanding the guest base, bringing in more people who can afford a home stay and are interested in a better life.

有一个2018年的统计数据，说全国85%的民宿客群来自长三角，北京不到5%；以前莫干山也是，上海客群也达到80%，现在比例已经降到50%以下了。所以长三角（这些已经习惯新生活方式）的客群比例一定要降下来，京津冀和珠三角一定要升上去，然后才能带动好的民宿成为有高认知度的消费品。

There is a 2018 statistic that 85% of the residents in the country come from the Yangtze River Delta and less than 5% from Beijing. In the past, Moganshan was the same. Shanghai's customer base also reached 80%, but now the proportion has dropped below 50%. Therefore, the proportion of customers in the Yangtze River Delta (which has become accustomed to the new lifestyle) must be reduced, and Beijing, Tianjin and Hebei and the Pearl River Delta must be increased before good residential accommodation can become consumer goods with high awareness.

“宿集带火一个区域，带火一个城市，

"Suji has a fire area, a fire city,

带动产业，召回乡村年轻人 ”

Drive Industry and Recall Rural Young People "

把乡村美学民宿集合在一起，形成宿集，是人造的生态，宿集是可以人为打造的，宿集的力量，是天然的吸引力。我们把这么多的民宿聚集在一起的时候，它应该发生更大的能量，几家简单加起来，那是1+1+1=3，我希望宿集带来的引爆力是更大的一个数字，最好是大于111。民宿发现乡村的美好，可以让更多的年轻人返乡创业。

It is an artificial ecology to gather the rural aesthetic hostels together to form a hostel set. The hostel set can be created artificially. The power of the hostel set is a natural attraction. When we gather so many hostels together, it should generate more energy. A few simple ones add up, that is 1+1+1=3. I hope that the detonating force brought by the hostels is a larger number, preferably greater than 111. Home stay discovers the beauty of the countryside, which can enable more young people to return home and start their own businesses.

“民宿是需要情怀的”

"Homestay needs feelings."

民宿最大的一个亮点，就是它可以把城市跟乡村连接起来。我们以前的城乡是脱节的，所有乡村的人都想前往城市，城市的人又是没法回到乡村的。

One of the biggest highlights of the hostel is that it can connect cities with villages. In the past, our urban and rural areas were divorced. All the people in the countryside wanted to go to the city, and the people in the city could not return to the countryside.

传统的农业才是乡村最美的点，我们希望一家民宿就是一个链接的桥梁，把乡村最美好的东西带入城市，把城市的人吸引到乡村，乡村振兴才有了可能性。

Traditional agriculture is the most beautiful point in the countryside. We hope that a home stay is a connecting bridge, bringing the best things in the countryside into the city and attracting the people in the city to the countryside. Only then can the revitalization of the countryside be possible.

只想着赚钱的民宿肯定是没有前途，尤其是现在疫情之后。民宿一定需要情怀，有使命、有理想，才能做得更好。所以我们引进民宿的时候，一定要对这家民宿做一个评判，他是不是跟风的去做网红，一定要有自己坚持的民宿，我觉得才能走得更远。我们希望和民宿和客群一起抵达不能抵达之地。

B&bs that only want to make money certainly have no future, especially now after the epidemic. Homestay must have feelings, a mission, ideals, to do better. So when we introduce homestay, we must make a judgment on this homestay, he is not following the trend to do network celebrity, must have their own adhere to the homestay, I think in order to go further. We want to go where we can't go with b&Bs and guest groups.

董艳丰

Dong Yanfeng

寒舍集团副总裁

Vice President of Hanshe Group

“当前的客群是一家五口与一家七口，

"The current customer base is a family of five and a family of seven,

今年真的完全不同”

This year is really completely different. "

让我感触最深的是疫情后的变化。今年我们接待的最多的是家庭客户，但今年的家庭客户不再是一家三口出游，我们看到更多的是一家五口，甚至一家七口，更多的老年人也加入到度假的行业当中来了。

What struck me most was the changes after the epidemic. This year we received the most family customers, but this year's family customers are no longer a family of three traveling, we see more family of five or even a family of seven, and more elderly people have joined the vacation industry.

以前大家的消费观念是一家三口，也就是带孩子去玩了，老年人可能会觉得怕花钱，他们不会参与，但今年完全不一样。此外，另一部分客群，我相信以后也是未来我们最重要的客群，就是国际学校的孩子们。北京大概有110所国际学校，每一所国际学校都有一个月的时间要让孩子在外边上课的，这是一个有意思的刚需。

In the past, everyone's consumption concept was a family of three, that is, taking their children to play. The elderly may feel afraid of spending money and they will not participate, but this year is completely different. In addition, another part of the guest group, I believe, will also be our most important guest group in the future, namely the children of international schools. There are about 110 international schools in Beijing, and each international school has one month to let children attend classes outside. This is an interesting and urgent need.

疫情让出国游客群倾向国内游甚至周边游，所以出现了许多精细的需求。比如，宠物友好的住宿。现在许多北京宠物店挂着寒舍的授权牌，他们给我们导流来了客人和传播量。我们的民宿可以让大家带着狗去入住，而许多民宿是拒绝的；但其实，养狗养宠物的客群往往是有消费能力也有生活方式的客群。

The epidemic situation has made overseas tourists tend to travel domestically or even to Zhou Bianyou, so there are many fine demands. For example, pet-friendly accommodation. At present, many pet shops in Beijing have license plates for their humble abode. They have diverted us to guests and spread them. Our hostel allows everyone to take dogs to stay, and many hostels refuse. But in fact, the customers who own dogs and pets are often those who have the ability to consume and lifestyle.

“北方适合做有生活感的产品”

"The North is suitable for making products with a sense of life."

我今年感受越发强烈，不要做在地没有的东西，大家会觉得很做作。比如下了点残雪的地方，现在的消费者也会觉得很美，而不一定非得做成滑雪场。尤其是这一代的父母，他们会喜欢让孩子多接触自然的东西，多去感受自然的多样性。南方是要去的，但北方的气候和风度也是要感受的。面对这种消费意识，四季分明的地方，反而能产生好的体味。比如圆歌·易水项目，我看到有个子项目，是试图把一个北方小村庄做成产品；我觉得这种完整的、不同于城市的真实生活，是非常有吸引力的。

I feel more strongly this year, don't do anything that's not on the ground, people will think it's pretentious. For example, where there is a bit of leftover snow, consumers today will also find it beautiful, and it doesn't have to be a ski resort. This generation of parents, in particular, will like to expose their children to more natural things and feel the diversity of nature. The south is to be visited, but the climate and manners of the north are to be felt. Face this kind of consumption consciousness, four seasons distinct place, can produce good body odor instead. For example, I saw a sub-project of The Round Song · Easy Water Project, which tried to turn a small village in northern China into a product. I find this kind of real life, which is complete and different from the city, very attractive.

苏林祥

Su Linxiang

西坡集团合伙人

Partner of Xipo Group

“我们总结了100多条经验，

"We have summed up more than 100 experiences,

包括阿姨的需求”

Including the needs of aunts. "

民宿可以成为产品，也可以成为作品；尽管没有一个清晰的节点，但这个时代的民宿产品一定会再经过一轮洗礼的。我的工作有很大部分负责前期开发，这一年我大概飞了15万公里，就是说中国的乡村我去了非常多，基本就是所有省份和地级市我都去过了。

Homestay can become a product or a work. Although there is no clear node, the home stay products of this era will definitely undergo another baptism. A large part of my work is responsible for the preliminary development. I flew about 150,000 kilometers this year, which means I have been to a lot of villages in China, basically all provinces and prefecture-level cities.

我看到了很多产品，他们的大概念和大图景看起来都不错，资金投入也不少，甚至有些投入很夸张；可是很多产品就是完全不对。我觉得这里面有太多，只有经历过十几年运营，才能恍然大悟的细节。比如图纸很优秀，但在施工中一个油漆颜色调不对，你这个空间的气场就错了。我觉得前期最值得投入时间的就是，你要考虑，问题会出现在哪些地方，我想这也是夏老师说的，“专业的人做专业的事”。

I've seen a lot of products where the big concept and the big picture look good and the investment is high, some of it is exaggerated; But many products are simply wrong. I think there are too many details that can only be realized after more than ten years of operation. For example, the drawing is excellent, but in the construction of a paint color is wrong, you this space aura is wrong. I think the most important thing to invest time in the early stage is that you should consider where the problems will appear. I think this is also what Xia said, "professional people do professional things".

运营里要考虑的细节就更多。西坡的运营，我们大概总结了100多条成文的经验，而且不断在迭代。我们的小伙伴，甚至是每一个阿姨的需求，都在我们的经验清单里。包括刚刚董总有讲到，大床房还是双床房的问题；其实我们也有灵活的考虑，我们的每间房基本都是双床，但都可以合并为大床。这样的细节，三天三夜都说不完。

There are more details to consider in the operation. In the operation of Xipo, we have summed up about 100 written experiences and are constantly iterating. The needs of our small partners, even every aunt, are on our experience list. Including the question of whether the big bed room or the double bed room mentioned by Dong Zong just now; In fact, we also have flexible considerations. Each of our rooms is basically double beds, but they can be merged into big beds. Such details cannot be finished in three days and three nights.

“当然，人情味还是根本”

"Of course, the human touch is still fundamental."

在民宿这个行业，经验再多条，但还有一个根本，我觉得是人情味。西坡是第一个提出“正规不正式”这样一个管理理念的品牌。我们制定了很多的标准，从民宿行业来看，我们算是标准化做得很全面的。但这个品牌今天已经走了11年了，我们在人情味上依然很坚持。

In the home stay industry, there are many experiences, but there is another fundamental one, which I think is human touch. Xipo is the first brand to put forward the management concept of "formal and informal". We have formulated a lot of standards. Judging from the residential care industry, we have done a very comprehensive job of standardization. However, this brand has been going on for 11 years today, and we still insist on the human touch.

比如员工90%以上是本地的，比如我们一直在推动和设计的农副产品，再比如我们有个小小的公益基金叫山乡天使计划，对所在乡村和在地农户提供可持续的帮助。有个好玩的故事，酒店的阿姨给客人端鸡汤，大拇指有时候会有一点不小心搁在鸡汤里，客人就会提醒她，他们就很淳朴，会笑答说，“不烫不烫，都习惯了”。那一点尴尬，就被人情味化解了。

For example, more than 90% of the employees are local. For example, we have been promoting and designing agricultural and sideline products. For example, we have a small public welfare fund called Shanxiang Angel Plan to provide sustainable help to the villages and local farmers. There is a funny story. The aunt of the hotel brings chicken soup to the guests. Sometimes her thumb is accidentally put in the chicken soup. The guests will remind her that they are very simple and will smile and answer, "It's not hot, it's not hot, it's used to it." That embarrassment was resolved by the human touch.

橙 子

Orange

建筑师，慢屋联合创始人。

Architect and co-founder of Slow House.

“好的产品应该具备打动人心的力量”

"Good products should have the power to impress people."

“自我认可，打动人心”，就是我理解的,可以”出圈”的产品所具备的基本素质。它的落脚点在哪呢，我觉得是“相信”：自我相信，被相信。一个产品的构建者基于“自我相信”出发的真实的创作表达带出来的”产品人格“被看到，”被相信“，引发情感链接，引发共鸣，从而引爆传播，这是我看待”出圈“这个现象的隐藏逻辑。我们做慢屋大理店的时候，就遇到过这种出圈的情况。16年夏老师他们举办第一次民宿大会的时候，我们都还没有来得及关注到这件事，就被客人投上了榜单。是不是这就是产品自发地在“收买人心”呢？

"Self-recognition, touching people's hearts" is the basic quality of products that I understand and can "go out of the circle". Where is its foothold? I think it is "believing": believing in oneself and being believed. The "product personality" brought out by the real creative expression of a product builder based on "self-belief" is seen and "believed", triggering emotional links and resonance, thus triggering communication. This is the hidden logic of my view of the phenomenon of "out of circle". When we were doing slow house Dali store, we encountered this kind of situation. In the summer of 16 years, when teachers held their first hostel conference, we were all put on the list by the guests before we could pay attention to the matter. Is this the product spontaneously "buying people's hearts"?

我常常开玩笑说自己是业余的建筑师,兼职的创始人,不管建筑师还是创始人，都只是社会给的title，如果要给自己做一个自我定位,是“产品经理”。过去十年有一些不算完美成熟的产品，未来十年还想打造”自我认可，打动人心”的产品。

I often joke that I am an amateur architect and a part-time founder. No matter the architect or the founder, I am only a title given by society. If I want to make a self-orientation for myself, I am a "product manager". In the past ten years, there have been some products that are not perfect and mature. In the next ten years, we also want to create products that are "self-recognized and touching".

这里还想举一个极致的案例，是建筑师赵扬设计的双子客栈。当时我在海边，远远看到他们的海边工地，在一片房子里，那个巨大的双坡屋顶，一下就跳出来了，然后你就知道这个东西它肯定跟周围的东西不一样。有天我终于忍不住跑到岛上去看，它依然还是一个工地，因为种种原因没有最后落成。但我在这个空间里面，光从外面打下来打时候，我第一时间的感受就是感动，那种感动到什么程度，就是它让我想要去占有它。好产品自己会说话，所有需要用语言去解释，阐释，注脚的内容，都离出圈差了那么一点点。

Here also want to cite an extreme case, is the twin inn designed by the architect Zhao Yang. I was on the beach, and I saw their seaside site from a distance, and it was a house, and it had this huge gabled roof, and it just popped out, and you know this thing it must be different from everything else around it. One day I couldn't resist going to the island to see it. It was still a construction site. But when I was in this space and the light was beating down from outside, I felt moved at the first time. To what extent did I feel moved, it made me want to own it. A good product can speak for itself, and all the content that needs to be explained, explained and annotated by language is just a little bit off the circle.

“大而化小”与“社群营造”

"Big and Small" and "Community Building"

从市场供给和市场需求的角度来说，我认为不会再出现之前出现过的民宿的梦幻时期了，但好产品依然有机会。对于民宿进入下一个十年，在具体的产品呈现上，我们的建议都是“大而化小”，拆分成具体的、小体量的产品集群，多样化和丰富性更能碰撞出可能性。非标住宿进入下一个十年，我们想尝试的新产品，是非标的“度假村”，它和社群营造有关，是每个参与者和运营者把自己的生活进程放进去。也许未来我们大家一起还可以通过去做社群营造这种方式，重新去见证一个业态新的发展过程，这其实也是一个想起来会有点激动人心的事情。

From the perspective of market supply and market demand, I don't think there will be a dream period like the one we had before, but there will still be opportunities for good products. For b&B entering the next decade, in terms of the specific product presentation, our suggestion is "big but small", divided into specific and small product clusters, diversification and richness can collide with the possibility. As we move into the next decade, the new product we want to try is the non-standard resort, which is about community building, where each participant and operator puts their own life process into it. Maybe in the future, we can also witness the new development process of a business form through community building, which is actually an exciting thing to think about.

夏 莲

Xia Lian

《悦游》专题总监

Special Director of "Yue You"

“民宿应该像个水晶球，

"Homestay should be like a crystal ball,

还是应该打破水晶球去探索？”

Or should we break the crystal ball to explore? "

我是做媒体的，工作中接触到了很多很多不同的度假项目以及酒店民宿项目。从一个用户的角度，我最在意的是入住的气场。这个东西听起来挺玄妙的，但它可能会让你马上进入到一种理想中的生活氛围里。

As a media worker, I came into contact with many different vacation projects and hotel b&B projects. From a user's point of view, what I care about most is the aura of check-in. It may sound esoteric, but it may immediately put you in the mood for your ideal life.

但这种状态，可能不是快速复制的产品能带来的。这几年民宿发展得很快，有些时候，这种快速复制，就像是几个元素加在一起，一个模式化的“网红”设计，一个主人故事，一波媒体宣传，好像就能营造一个网红民宿。我觉得讲故事本身没有问题，但故事是不是扎根在当地的土壤里太重要了。甚至，这样的一个“新故事”里，民宿到底是应该像个待在里面拍照漂亮的水晶球，还是一个被打破的水晶球呢？

But that may not be the case with a fast-replicating product. In recent years, homestay has developed rapidly. Sometimes, this kind of rapid replication, just like several elements added together, a model of "Internet celebrity" design, a host story, a wave of media publicity, it seems to create a network celebrity homestay. I think the storytelling itself is fine, but it's so important that the story is rooted in the local soil. Even, in such a "new story", should the b&B be like a beautiful crystal ball to stay in and take pictures of, or a broken crystal ball?

我注意到，新的客群，特别希望在一趟旅行中唤新自己。除了放松之外，除了乡愁之外，也希望能在假期里获得某种能量，汲取某种技能，或结交一些志同道合的人。我觉得这是现代人更积极的一个度假需求，就是可守可攻；我可以退回去休息，也可以走出去探索更多东西。那么在这个故事里，民宿不是一个水晶球，是一个桥梁，要创造机会让客人和当地、还有周边有意思的活动产生联结。

I've noticed that new customers, in particular, want to reinvent themselves during a trip. In addition to relaxing, in addition to homesickness, I also hope to gain some kind of energy, acquire some kind of skill, or make some like-minded people during the holidays. I think this is a more active modern holiday needs, is defensible and offensive; I can retreat and rest, or I can go out and explore more. So in this story, the b&B is not a crystal ball, but a bridge to create opportunities for guests to connect with the local and interesting activities in the neighborhood.

刘大彧

Liu Dayu

中国国家地理营地 产品总监

Product Director, China National Geographic Camp

“先做加法再做减法，

"Add first and then subtract,

这是我们梳理地方内容的体会”

This is our experience in combing local content. "

今年是《中国国家地理》成立的第 70 年，这么多年来的科学传媒经历，让我们形成了一套深度、系统、有趣的内容体系。去年开始，我们推出了中国国家地理·营地这个子品牌，想要探索如何用内容驱动旅行目的地。

This year is the 70th year of the establishment of "Chinese National Geography". Over the years of scientific media experience, we have formed a deep, systematic and interesting content system. Starting last year, we launched the sub-brand of Chinese National Geographic Camp to explore how to use content to drive travel destinations.

关于去哪里建营地，我们也有一点自己的思考。根据中国的气候带及生态系统分布，我们选择了 50 多个典型的地理地貌单元，未来会去这些典型的地理单元构建营地。

We also have some thoughts on where to build the camp. According to China's climate zone and ecosystem distribution, we have chosen more than 50 typical geographical and geomorphological units and will go to these typical geographical units to build camps in the future.

我们的营地进入一个地方，会抛开它的行政区位名字，从大历史大地理大角度去梳理它的内容。比如我们阳山营地项目，以阳山桃子为例，我们可能会把时间维度拉到很久很久以前甚至5000年7000年前。彼时，它可能就是一个野生的果子，有点酸有点甜，被人类选择为可食用的果子。“桃”的名字是被自然和人类的共同演进给定义的，我们给了它一个更大的自然观和历史观，再去梳理桃文化，桃木、寿桃等等——最后一点点缩减，产品化它。

When we entered a place, we would put aside the name of its administrative location and sort out its content from the perspective of big history, big geography. For example, in our Yangshan Camp project, taking Yangshan Peach as an example, we may pull the time dimension to a long, long time ago or even 5,000 or 7,000 years ago. Back then, it was probably just a wild fruit, a little sour and sweet, that was selected for human consumption. The name "peach" is defined by the co-evolution of nature and human beings. We give it a larger view of nature and history, and then sort out peach culture, peach wood, longevity peach and so on -- finally reduce it a little bit and productize it.

我们在落地营地产品前，我们会和很多知识大V合作，去建立独有的体系，也会去找在地的科普团队，非遗传人等等，去大量吸取他们的经验。整个过程，我们都是先做加法再做减法，这些内容吃透以后，我们才会进一步去做体验设计。

Before we land the products in the camp, we will cooperate with many knowledge giants to establish a unique system, and also find local popular science teams, non-genetic people and so on, to learn a lot of their experience. In the whole process, we add first and then subtract, and after we understand these things, we move on to experience design.

圆歌·易LIFE论坛VOL.02参会嘉宾合影

Photo taken by guests attending VOL.02 of Yuange Yi LIFE Forum