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「出片」至上的当下, 铂爵旅拍为何陷入经营困境?| 声动早咖啡
声动活泼· 2025-09-19 05:03
Core Viewpoint - The travel photography giant, Bojue Travel Photography, is facing operational difficulties despite the growing demand in the travel photography market, leading to a significant reduction in its business activities and store closures [4][5]. Group 1: Company Overview - Bojue Travel Photography was founded in 2014, combining wedding photography with travel to expand its market reach [5]. - The company gained popularity through extensive advertising campaigns starting in 2018, achieving annual revenues exceeding 1.2 billion yuan [5]. - The business model relies heavily on prepayment and upselling, which poses risks during market downturns [6]. Group 2: Financial and Operational Challenges - The company has reported long-term losses in its wedding travel photography segment, which has adversely affected other business areas [4]. - As of now, 12 equity stakes of Bojue Travel Photography have been frozen, with a total amount exceeding 67 million yuan [4]. - The company is currently in a state of suspension, with regulatory bodies advising consumers to retain contracts for potential claims [4]. Group 3: Market Dynamics - The travel photography market in China is projected to reach nearly 40 billion yuan in 2023, with demand expected to exceed 22 million people [4]. - Despite the overall market growth, Bojue Travel Photography is struggling due to declining marriage rates, with a reported drop of over 20% in marriage registrations last year [7]. - The rise of lower-priced competitors and changing consumer preferences have further eroded Bojue's market position [8][10]. Group 4: Consumer Behavior and Industry Trends - Consumers are increasingly seeking personalized experiences over standardized offerings, leading to a shift in demand towards local studios and independent photographers [9][10]. - The emergence of new players in the market, with competitive pricing strategies, has intensified the competition [8]. - The definition of travel photography is evolving, with consumers now valuing social media presence and unique experiences over traditional high-end packages [9].
21特写|铂爵旅拍坍塌
近日,天眼查APP显示,铂爵旅拍文化集团有限公司新增一则被执行人信息,执行标的2.2万元,执行 法院为厦门市翔安区人民法院。值得注意的是,该公司在7月1日也曾被执行约2.59万元,执行法院同样 是厦门市翔安区人民法院。 早在7月,铂爵旅拍便陷入舆论风波。据公开信息及消费者反馈,铂爵旅拍出现大面积服务中断问题, 涉及定金难退、已拍摄未交付成片等情况;同时,有员工爆料企业存在拖欠工资、社保断缴等问题。据 报道,厦门市翔安区市场监督管理局已证实其处于停业状态。 刚从铂爵旅拍总部离职的张诚(化名)告诉21世纪经济报道记者,7月19日晚上,二十多名被欠薪的同 事去到公司总部20楼,到夜里11点,老总始终没露面。"到现在,5个月的工资还没影儿,6、7月的社保 也断着没缴。" 作为在这家企业深耕多年的老员工,张诚从未想过,这家曾创造行业神话的婚纱摄影巨头会轰然倒塌。 要知道,2021年铂爵旅拍还在李佳琦直播间创造过行业奇迹:18分钟售出10000 套产品,创下 4000万元 销售额的行业纪录。 而现在,小红书平台"铂爵旅拍"相关话题下已累积近30万条消费者投诉维权的讨论。大量用户在社交平 台发帖,晒出聊天记录、合同等证据, ...