婚庆“大家长” 史康宁：产业调整期，目的地婚礼、婚拍、蜜月旅游异军突起

近年来，中国婚礼行业处于产业变革期和调整期，在这一时期，海内外目的地婚礼、婚拍、蜜月旅游等产业形态异军突起。

7月18日上午，2017三亚全球婚礼蜜月岛屿论坛在海棠湾艾迪逊酒店盛大开幕，来自20个国家及地区的约200名婚庆行业代表欢聚一堂，婚嫁风向标作为产业媒体受邀参与。

中国的婚礼带有非常浓重的社交属性，但是，当90、95乃至00这一批结婚群体成为新的主流消费群体时，传统的婚礼形态还能否跟得上潮流和趋势？

如果说80后的婚礼消费诉求是服务，那么90后的婚礼消费诉求则是体验；如果说80后的婚礼重视的是外在的面子，那么90后的婚礼则重视的是内在的感受；如果说80后的婚礼还要满足社交属性，礼尚往来，那么90后的婚礼则注重家庭建设，情感增进。

全球婚礼蜜月旅游，一定是未来婚礼行业与旅游行业携手发展，最具市场潜力，最具人文活力的新的产业形态。

以下为中国社工联合会婚庆行业委员会总干事史康宁致辞实录（双语版本）：

中国人形容距离遥远的时候喜欢用一个成语叫“天涯海角”，天涯海角在哪里呢？就在我们三亚！中国人形容距离很近的时候喜欢用另一个成语叫“近在咫尺”，有多近呢？就像我们现在这样面对面的距离！

我们今天的这个峰会很有趣，大家相聚在天涯海角，近在咫尺的就全球范围的目的地婚礼蜜月岛屿话题进行交流，我的感触是，有缘千里来相会，今天这次跨越五湖四海的牵手，是因为我们都在从事着世界上最甜蜜的一份事业！有朋自远方来不亦乐乎！Welcome to China！我提议，请把掌声送给远方的客人，同时也送给我们这份因爱结缘的甜蜜事业！

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.

在飞来三亚的航班上我在想，像今天这样能够聚集这么多国家的来宾，这么多领导，这么多行业同仁，并且专项来研讨我们这个行业的峰会，不仅在中国的婚礼服务行业发展历史中是首次，在世界范围内也是绝无仅有的。

所以我今天的心情格外激动，请允许我代表在中国从事婚礼服务相关领域工作的约八百万从业人员，向来自世界各国的嘉宾表示热烈的欢迎，对海南、三亚两级政府对我们这个行业的高度重视致以崇高的敬意和谢意！对大会组委会辛勤的组织者和工作人员道一声：你们辛苦了！

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.

近年来，中国婚礼行业处于产业变革期和调整期，在这一时期，海内外目的地婚礼、婚拍、蜜月旅游等产业形态异军突起，去年我们这次峰会在北京筹备举办发布会的时候，我就和三亚的许伟会长深入的探讨过这个问题，当时我们共同的思考是：

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、海内外目的地婚礼的兴起，对传统婚礼行业会带来哪些影响和变革？

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?

我本人有一点大胆的预测，中国的婚礼带有非常浓重的社交属性，但是，当90、95乃至00这一批结婚群体成为新的主流消费群体时，传统的婚礼形态还能否跟得上潮流和趋势？

快速高压的生活节奏促使当代的中国人更加聚焦家庭建设，婚礼将经历从社交属性向家庭建设的属性转变，原来我们只是把海内外目的地婚礼视为是传统婚礼形式下的一种延伸形态，现在看来这种认知有些肤浅了。

或许有一天当00后在法律层面上领完结婚证，便会两家人亦或是请上闺蜜和基友一起来一场充满欢乐和仪式感的海外婚礼，顺便拍一套结婚照、全家福、闺蜜照、基友照，然后发一条朋友圈宣布礼成，谁又可知这种形式就不会出现呢？

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、发展海内外目的地婚礼的关键在于理念培养和营销推广。

近年来有一种明星在海外举办婚礼的效应正在蔓延，这些明星在巴厘岛、大溪地、不丹、英国等地均举办过婚礼，每一场婚礼都迅速抢占各大门户网站和资讯平台，这种传播还包括了各种目的地婚礼场地的景色、特色，还有人详尽撰写了明星婚礼的筹婚攻略，我想近年来的海外婚礼热与此不能说不无关系。但带给我们的思考是，这种海外目的地婚礼的理念培养和营销推广至关重要。

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、发展海内外目的地婚礼的重点在于产品的设计和研发。

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

而海内外目的地婚礼的产品在设计研发过程中需考虑以下几点：

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

1、整合全球资源，提供全时全域的目的地婚礼产品。

海南的目的地婚礼为什么发展的好，除了政府高度重视，季节性的优势也是至关重要的，因为它的季节局限性很小，今天我们这个峰会的来宾跨域地球南北，这就会极大的丰富我们目的地婚礼的产品体系，也解决了婚礼的季节局限性。

中国人经常讲“春有百花，秋有月，夏有凉风，冬有雪”，中国人的浪漫是源于对四季的感知，对自然的崇敬，我想，放之世界也是皆准的。

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、注重产品研发的体验性。

我刚刚讲过，未来婚礼主流消费群体的关注点在于体验，这种体验不仅仅是五星级的酒店、文艺的民宿、春暖花开的海景，如何能够在体验中将情绪愉悦、情感升华才是关键。这种体验要满足趣味性、便利性、订制性、感知性等诸多内容。

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、把握产品研发的差异性。

很多人把海内外目的地婚礼定位在高端消费上，我个人不能完全赞同，随着我国经济向好发展、国民收入提高，百姓的消费能力和消费理念都在转变，要想把目的地婚礼的盘子做大，就要在消费能力的差异性上做文章，不要人为设置门槛和壁垒，产品研发上要尽量满足不同消费能力的群体需求，要着眼在大市场、大环境和大趋势上，这样我们才会有大未来。

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.

全球婚礼蜜月旅游，一定是未来婚礼行业与旅游行业携手发展，最具市场潜力，最具人文活力的新的产业形态。

我们本次相约三亚，一起共商全球蜜月岛屿目的地间更好的合作与发展大计，一定会对蓬勃发展的各国婚礼旅游业产生积极的推动作用，为全世界每年将要举办婚礼的数千万对新人提供服务，帮助他们实现对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.