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年轻人抠门结婚,这个行业崩溃了
虎嗅APP·2025-08-07 00:47

Core Viewpoint - The decline of Bojue Travel Photography reflects not only the company's struggles but also the broader downturn in the travel photography industry, as consumer preferences shift towards lower-cost wedding options and a decrease in marriage rates [4][5][28]. Company Overview - Bojue Travel Photography was once a leading brand in the travel photography sector, with a global presence in 112 shooting destinations and a peak valuation exceeding 2.5 billion yuan [5]. - The company experienced significant sales success, including selling 10,000 travel photography packages in 18 minutes during a live stream, generating nearly 40 million yuan [5]. - However, the company is now facing severe operational challenges, including customer service failures, unfulfilled orders, and employee wage disputes, leading to store closures [4][12][13]. Operational Challenges - Customers have reported issues with unresponsive customer service and unfulfilled orders, leading to collective complaints and potential legal action [12][13]. - Employees have claimed that the company has delayed salaries for up to four months, affecting hundreds of staff members and totaling around 15 million yuan in unpaid wages [13]. - The company has acknowledged its financial difficulties, citing a significant drop in orders and revenue, and has announced plans to scale back operations and close unprofitable stores [13][15]. Industry Context - The travel photography industry has seen a rapid increase in competition, with over 6,341 related companies currently operating in China, and a significant rise in new registrations in recent years [19][20]. - Smaller photography studios have emerged as key players, offering flexible services and lower prices, which has eroded Bojue's market share [20][21]. - The industry's business model has become outdated, relying heavily on prepayments and high operational costs, which has left companies vulnerable to market fluctuations [23]. Changing Consumer Behavior - The marriage rate in China has been declining, with a reported 20.5% decrease in marriage registrations in 2024 compared to the previous year, leading to a reduced demand for traditional wedding photography [28]. - Consumers are increasingly viewing wedding photography as an optional expense rather than a necessity, with a shift towards more personalized and budget-friendly options [29][30]. - The rise of social media and the democratization of photography have led to a preference for unique, individualized experiences over standardized packages offered by larger companies [30][31].