婚慶“大家長(zhǎng)” 史康寧：產(chǎn)業(yè)調(diào)整期，目的地婚禮、婚拍、蜜月旅游異軍突起

近年來(lái)，中國(guó)婚禮行業(yè)處于產(chǎn)業(yè)變革期和調(diào)整期，在這一時(shí)期，海內(nèi)外目的地婚禮、婚拍、蜜月旅游等產(chǎn)業(yè)形態(tài)異軍突起。

7月18日上午，2017三亞全球婚禮蜜月島嶼論壇在海棠灣艾迪遜酒店盛大開幕，來(lái)自20個(gè)國(guó)家及地區(qū)的約200名婚慶行業(yè)代表歡聚一堂，婚嫁風(fēng)向標(biāo)作為產(chǎn)業(yè)媒體受邀參與。

中國(guó)的婚禮帶有非常濃重的社交屬性，但是，當(dāng)90、95乃至00這一批結(jié)婚群體成為新的主流消費(fèi)群體時(shí)，傳統(tǒng)的婚禮形態(tài)還能否跟得上潮流和趨勢(shì)？

如果說(shuō)80后的婚禮消費(fèi)訴求是服務(wù)，那么90后的婚禮消費(fèi)訴求則是體驗(yàn)；如果說(shuō)80后的婚禮重視的是外在的面子，那么90后的婚禮則重視的是內(nèi)在的感受；如果說(shuō)80后的婚禮還要滿足社交屬性，禮尚往來(lái)，那么90后的婚禮則注重家庭建設(shè)，情感增進(jìn)。

全球婚禮蜜月旅游，一定是未來(lái)婚禮行業(yè)與旅游行業(yè)攜手發(fā)展，最具市場(chǎng)潛力，最具人文活力的新的產(chǎn)業(yè)形態(tài)。

以下為中國(guó)社工聯(lián)合會(huì)婚慶行業(yè)委員會(huì)總干事史康寧致辭實(shí)錄（雙語(yǔ)版本）：

中國(guó)人形容距離遙遠(yuǎn)的時(shí)候喜歡用一個(gè)成語(yǔ)叫“天涯海角”，天涯海角在哪里呢？就在我們?nèi)齺?！中?guó)人形容距離很近的時(shí)候喜歡用另一個(gè)成語(yǔ)叫“近在咫尺”，有多近呢？就像我們現(xiàn)在這樣面對(duì)面的距離！

我們今天的這個(gè)峰會(huì)很有趣，大家相聚在天涯海角，近在咫尺的就全球范圍的目的地婚禮蜜月島嶼話題進(jìn)行交流，我的感觸是，有緣千里來(lái)相會(huì)，今天這次跨越五湖四海的牽手，是因?yàn)槲覀兌荚趶氖轮澜缟献钐鹈鄣囊环菔聵I(yè)！有朋自遠(yuǎn)方來(lái)不亦樂(lè)乎！Welcome to China！我提議，請(qǐng)把掌聲送給遠(yuǎn)方的客人，同時(shí)也送給我們這份因愛(ài)結(jié)緣的甜蜜事業(yè)！

The Chinese use the phrase “the end of the earth” to describe long distance. If you ask where is it “the end of the earth”, it is here in Sanya! The Chinese use another phrase “near at hand” to express geographical closeness. How close is it exactly? Well, just like us now meeting each other face to face. Our summit today is very interesting, because we are meeting at the end of the earth, to discuss in close proximity about the global destination of wedding and honeymoon island topics. We have come all the way to meet here because we are all engaged in the sweetest industry in the world. As another Chinese saying goes, “it’s a great pleasure to have friends coming from afar”. Welcome to China! Let’s give a big hand to our guests coming all over the world and to this sweet business that has bonded us all by love.

在飛來(lái)三亞的航班上我在想，像今天這樣能夠聚集這么多國(guó)家的來(lái)賓，這么多領(lǐng)導(dǎo)，這么多行業(yè)同仁，并且專項(xiàng)來(lái)研討我們這個(gè)行業(yè)的峰會(huì)，不僅在中國(guó)的婚禮服務(wù)行業(yè)發(fā)展歷史中是首次，在世界范圍內(nèi)也是絕無(wú)僅有的。

所以我今天的心情格外激動(dòng)，請(qǐng)?jiān)试S我代表在中國(guó)從事婚禮服務(wù)相關(guān)領(lǐng)域工作的約八百萬(wàn)從業(yè)人員，向來(lái)自世界各國(guó)的嘉賓表示熱烈的歡迎，對(duì)海南、三亞兩級(jí)政府對(duì)我們這個(gè)行業(yè)的高度重視致以崇高的敬意和謝意！對(duì)大會(huì)組委會(huì)辛勤的組織者和工作人員道一聲：你們辛苦了！

On my flight to Sanya, I was thinking that it would be the first time in the Chinese history of wedding industry, and unparalleled in the world to have such a large group of guests, friends and colleagues from so many countries to share opinions about this industry. I am extremely excited now. Please allow me to express, on behalf of my eight million colleagues in the Chinese wedding industry, a warm welcome to guests from different countries, pay a tribute to the Hainan provincial government and Sanya municipal government for their attention to this industry and say thank you to all members of the organization committee and all working staff.

近年來(lái)，中國(guó)婚禮行業(yè)處于產(chǎn)業(yè)變革期和調(diào)整期，在這一時(shí)期，海內(nèi)外目的地婚禮、婚拍、蜜月旅游等產(chǎn)業(yè)形態(tài)異軍突起，去年我們這次峰會(huì)在北京籌備舉辦發(fā)布會(huì)的時(shí)候，我就和三亞的許偉會(huì)長(zhǎng)深入的探討過(guò)這個(gè)問(wèn)題，當(dāng)時(shí)我們共同的思考是：

Recent years have witnessed a period of transformation and adjustment of the Chinese wedding industry, when destination wedding ceremonies, photos and honeymoon travelling are becoming more and more popular.? Last year when we were preparing for the press conference of this summit in Beijing, I had profound exchanges with Mr. Xu Wei from Sanya and we both agreed that

一、海內(nèi)外目的地婚禮的興起，對(duì)傳統(tǒng)婚禮行業(yè)會(huì)帶來(lái)哪些影響和變革？

First of all, the growing global destinations for wedding ceremonies are bringing significant impacts and changes to the traditional wedding industry. But what are they?

我本人有一點(diǎn)大膽的預(yù)測(cè)，中國(guó)的婚禮帶有非常濃重的社交屬性，但是，當(dāng)90、95乃至00這一批結(jié)婚群體成為新的主流消費(fèi)群體時(shí)，傳統(tǒng)的婚禮形態(tài)還能否跟得上潮流和趨勢(shì)？

快速高壓的生活節(jié)奏促使當(dāng)代的中國(guó)人更加聚焦家庭建設(shè)，婚禮將經(jīng)歷從社交屬性向家庭建設(shè)的屬性轉(zhuǎn)變，原來(lái)我們只是把海內(nèi)外目的地婚禮視為是傳統(tǒng)婚禮形式下的一種延伸形態(tài)，現(xiàn)在看來(lái)這種認(rèn)知有些膚淺了。

如果說(shuō)80后的婚禮消費(fèi)訴求是服務(wù)，那么90后的婚禮消費(fèi)訴求則是體驗(yàn)；如果說(shuō)80后的婚禮重視的是外在的面子，那么90后的婚禮則重視的是內(nèi)在的感受；如果說(shuō)80后的婚禮還要滿足社交屬性，禮尚往來(lái)，那么90后的婚禮則注重家庭建設(shè)，情感增進(jìn)。

或許有一天當(dāng)00后在法律層面上領(lǐng)完結(jié)婚證，便會(huì)兩家人亦或是請(qǐng)上閨蜜和基友一起來(lái)一場(chǎng)充滿歡樂(lè)和儀式感的海外婚禮，順便拍一套結(jié)婚照、全家福、閨蜜照、基友照，然后發(fā)一條朋友圈宣布禮成，誰(shuí)又可知這種形式就不會(huì)出現(xiàn)呢？

My personal predication is that when the new generation between 1990 and 2000 becomes the major consumer group of wedding service, they will pay more attention to their personal experiences, feelings and family bonds than their elders.

二、發(fā)展海內(nèi)外目的地婚禮的關(guān)鍵在于理念培養(yǎng)和營(yíng)銷推廣。

近年來(lái)有一種明星在海外舉辦婚禮的效應(yīng)正在蔓延，這些明星在巴厘島、大溪地、不丹、英國(guó)等地均舉辦過(guò)婚禮，每一場(chǎng)婚禮都迅速搶占各大門戶網(wǎng)站和資訊平臺(tái)，這種傳播還包括了各種目的地婚禮場(chǎng)地的景色、特色，還有人詳盡撰寫了明星婚禮的籌婚攻略，我想近年來(lái)的海外婚禮熱與此不能說(shuō)不無(wú)關(guān)系。但帶給我們的思考是，這種海外目的地婚禮的理念培養(yǎng)和營(yíng)銷推廣至關(guān)重要。

Second, the key to developing global destinations of wedding ceremonies lies in the concept building and marketing.

The pop stars and celebrities have exerted an increasing impact on the wedding trend and fashion by having their own in a foreign destination. And then a full coverage of the details of their wedding is given by all kinds of media sources to propel the trend.

三、發(fā)展海內(nèi)外目的地婚禮的重點(diǎn)在于產(chǎn)品的設(shè)計(jì)和研發(fā)。

Thirdly, the essence of developing global destinations of wedding ceremonies is the design and research of products.

而海內(nèi)外目的地婚禮的產(chǎn)品在設(shè)計(jì)研發(fā)過(guò)程中需考慮以下幾點(diǎn)：

Three key things to be considered in the design and research process are:

1、整合全球資源，提供全時(shí)全域的目的地婚禮產(chǎn)品。

海南的目的地婚禮為什么發(fā)展的好，除了政府高度重視，季節(jié)性的優(yōu)勢(shì)也是至關(guān)重要的，因?yàn)樗募竟?jié)局限性很小，今天我們這個(gè)峰會(huì)的來(lái)賓跨域地球南北，這就會(huì)極大的豐富我們目的地婚禮的產(chǎn)品體系，也解決了婚禮的季節(jié)局限性。

中國(guó)人經(jīng)常講“春有百花，秋有月，夏有涼風(fēng)，冬有雪”，中國(guó)人的浪漫是源于對(duì)四季的感知，對(duì)自然的崇敬，我想，放之世界也是皆準(zhǔn)的。

One. Integrating global resources to provide wedding products at all time and across the whole world. Hainan serves a good example in this respect, with strong government support and no limitation of seasons.

2、注重產(chǎn)品研發(fā)的體驗(yàn)性。

我剛剛講過(guò)，未來(lái)婚禮主流消費(fèi)群體的關(guān)注點(diǎn)在于體驗(yàn)，這種體驗(yàn)不僅僅是五星級(jí)的酒店、文藝的民宿、春暖花開的海景，如何能夠在體驗(yàn)中將情緒愉悅、情感升華才是關(guān)鍵。這種體驗(yàn)要滿足趣味性、便利性、訂制性、感知性等諸多內(nèi)容。

Two, stress on the experience of designed or researched products. Because this is going to be the focus of the younger generation. Talking about experience, it is not only about five-star hotels, artistic folk culture, charming scenery, but also enjoyment and pleasance in all this. What’s more, the experience has to be interesting, convenient, customized and emotional.

3、把握產(chǎn)品研發(fā)的差異性。

很多人把海內(nèi)外目的地婚禮定位在高端消費(fèi)上，我個(gè)人不能完全贊同，隨著我國(guó)經(jīng)濟(jì)向好發(fā)展、國(guó)民收入提高，百姓的消費(fèi)能力和消費(fèi)理念都在轉(zhuǎn)變，要想把目的地婚禮的盤子做大，就要在消費(fèi)能力的差異性上做文章，不要人為設(shè)置門檻和壁壘，產(chǎn)品研發(fā)上要盡量滿足不同消費(fèi)能力的群體需求，要著眼在大市場(chǎng)、大環(huán)境和大趨勢(shì)上，這樣我們才會(huì)有大未來(lái)。

Three, the products have to be differentiated. Some people target only at high-end consumers, but I think our products should meet the demand of different groups. Only with orientation towards the big market, the big picture and the general trend, can we enjoy a bright future.

全球婚禮蜜月旅游，一定是未來(lái)婚禮行業(yè)與旅游行業(yè)攜手發(fā)展，最具市場(chǎng)潛力，最具人文活力的新的產(chǎn)業(yè)形態(tài)。

我們本次相約三亞，一起共商全球蜜月島嶼目的地間更好的合作與發(fā)展大計(jì)，一定會(huì)對(duì)蓬勃發(fā)展的各國(guó)婚禮旅游業(yè)產(chǎn)生積極的推動(dòng)作用，為全世界每年將要舉辦婚禮的數(shù)千萬(wàn)對(duì)新人提供服務(wù)，幫助他們實(shí)現(xiàn)對(duì)幸福甜蜜生活的美好憧憬。

Global wedding and honeymoon travelling is definitely the most promising and most dynamic new industrial form. We are meeting here in Sanya, to discuss better cooperation and development between global honeymoon island destinations, which will certainly contribute to the development of blooming national wedding tourism, provide wedding service to tens of millions of new couples around the world every year, and help them meet their good wishes toward a happy and sweet marital life. So this meeting is a milestone for the global wedding tourism industry. I wish the meeting a full success, and wish you all healthy, happy and successful.

2017年三亞全球婚禮蜜月島嶼論壇是一場(chǎng)由外延拓展向內(nèi)涵提升轉(zhuǎn)變的盛會(huì)，通過(guò)國(guó)際之間的交流與展示，將海南三亞融入世界知名婚慶旅游目的地島嶼行列，進(jìn)而提升三亞婚慶行業(yè)在國(guó)際中的地位。

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