36氪·2025-06-11 13:00Core Viewpoint - Factory tours have become a popular low-cost leisure activity for young people, transforming industrial sites into tourist attractions and social experiences [5][20][28]. Group 1: Factory Tour Trends - In January 2025, Xiaomi's factory tour attracted 4,600 applicants for a limited 20 spots, indicating a low acceptance rate of 0.4%, which is even lower than the odds of winning a Shanghai license plate [3]. - The social media presence of "industrial tourism" increased by 125% in 2024 compared to 2023, although it saw a decline in 2025, with only about 25% of the previous year's engagement by May [7][10]. - Over the past five years, at least 13 companies have opened their factories to the public, primarily in the automotive and food and beverage sectors [15][16]. Group 2: Historical Context and Evolution - The concept of factory tours originated in the 1950s in France with Citroën, and in China, it was used in the 1960s and 70s for business and technical exchanges [12][13]. - Historically, factories were viewed as uninviting production sites, but they are now being reimagined to attract visitors with unique experiences [14][19]. Group 3: Visitor Experience and Engagement - Factories are now designed to provide interactive experiences, such as mini-factories for children and immersive tours that highlight production processes [17][18]. - Young visitors often view factory tours as a form of entertainment, akin to visiting a theme park, with modern production lines offering visually appealing experiences [22][26]. Group 4: Business Implications - Factory tours serve as a new marketing strategy, allowing companies to convert manufacturing costs into competitive advantages by showcasing transparency and building trust with consumers [29][30]. - For example, Qingdao Beer Museum generated approximately 3.99 million yuan in revenue during the 2025 Spring Festival from ticket sales alone [28]. - The factory tour market in China currently holds less than 5% of the total tourism market, indicating significant growth potential [34][35]. Group 5: Future Prospects - The growth of factory tours depends on their ability to pique public curiosity and provide low-barrier experiences, with the potential for more engaging projects to be developed [36].