2025.10. 12 本文字数：4742，阅读时长大约7分钟 作者 | 第一财经 宋婕 乐琰 在新疆喀什古城，一路行走，能看到数十家旅拍店，旅拍价格从100多元到500元左右不等，也可以根据需求做一些定 制服务。同样的旅拍服务在一些海岛旅游目的地也非常多，尤其在刚刚过去的国庆假期，不少游客都在景区购买了旅 拍服务，用"专业图"晒了一波朋友圈。 如今，旅拍已经深度嵌入地方旅游产业，然而在旅拍服务中，也存在不少问题，这一增长与乱象并存的业态，能否走 上更可持续的发展道路？ "高速增长期"时，旅拍行业收益如何 旅游出行需要打卡留念，尤其对于不少年轻人而言，发朋友圈是必选项，于是多年前出现了专业旅拍，不同于传统的 在景点收费，简单站立式拍照，旅拍具有定制化、个性化特点，有些旅拍是定点在拍摄地，根据游客需求在一定范围 内进行一对一跟随拍摄，甚至还有更奢华的服务，即旅行全程跟随拍摄。 第一财经记者近期在新疆喀什古城看到，短短的一段古城路上有数十家旅拍店，服务包含了化妆造型、服装、拍摄和 修片，价格从128元到500元左右不等。记者进入一家旅拍店后看到，有3名化妆师正在给游客进行妆造服务，妆造时 间约为1小时，包括试衣、 ...

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].

Core Viewpoint - The Dunhuang travel photography market is experiencing explosive growth this summer, driven by transparent pricing, a disinfection and traceability system for clothing, and a focus on customer trust and satisfaction [1][4]. Group 1: Market Growth and Trends - The Dunhuang travel photography market has seen a significant increase in visitors, with nearly 50,000 daily tourists at the core scenic area, and around 20% opting for commercial photography services [2][3]. - The number of travel photography businesses in the area has exceeded 200, including high-end studios and independent photographers, offering packages ranging from 699 to 1799 yuan [2][3]. - Some photographers can earn up to 60,000 yuan per month during peak seasons, with top photographers shooting up to 18 groups a day [2][3]. Group 2: Regulatory Measures and Standards - Local authorities have implemented a "one garment, one code" disinfection traceability system, ensuring that all clothing used in photography has a documented disinfection record [4][5]. - All travel photography shops are required to display service pricing transparently, including details on shooting duration, number of outfits, and edited photos, to eliminate hidden costs [3][4]. Group 3: Diverse Consumer Segments - The travel photography market in Dunhuang has developed a clear consumer segmentation, with basic packages priced between 200 and 699 yuan, targeting students and young couples, while high-end services start at 800 yuan and can exceed 3000 yuan [5][6]. - The industry is also focusing on international outreach, with events aimed at showcasing Dunhuang's cultural heritage to global audiences [5][6]. Group 4: Technological Integration - Companies are exploring digital resources and immersive shooting experiences, including AI technology for generating Dunhuang-style photos, catering to the growing demand for innovative travel photography solutions [6].

Core Viewpoint - The company, Bojue Travel Photography, once a leading brand in the travel photography industry, is now facing severe operational challenges, including rumors of bankruptcy and business shutdowns, despite the overall market for travel photography in China continuing to grow significantly [3][10][17]. Company Overview - Bojue Travel Photography was founded in 2011 by Xu Chunsheng, transitioning from traditional wedding photography to travel photography with the establishment of the first travel photography base in 2012 [4]. - At its peak, the company was valued at 2.5 billion yuan and operated 112 travel photography bases globally, becoming a benchmark in the industry [3][4]. Business Challenges - The company announced that its travel photography business has been consistently unprofitable, leading to the decision to reduce operations and close unprofitable stores [3][10]. - Reports indicate that Bojue Travel Photography has been unable to fulfill customer orders, with many employees reportedly owed salaries totaling 15 million yuan [16]. Market Dynamics - The travel photography market in China is projected to reach a scale of nearly 40 billion yuan, with over 25 million consumers expected in 2024 [3][17]. - The market is becoming increasingly competitive, with over 6,341 travel photography-related companies currently operating, and a significant increase in new registrations [10][13]. Industry Trends - The rise of small and medium-sized travel photography businesses adopting a light-asset model contrasts with Bojue's heavy investment in physical locations, which has become a disadvantage in a crowded market [13]. - Consumer preferences are shifting towards personalized and unique photography experiences, leading to a decline in demand for traditional wedding photography services [15][20]. Future Outlook - Despite the challenges faced by Bojue Travel Photography, there are still opportunities for growth in niche markets, high-end customization, and catering to the aging population, which is showing increased interest in travel photography [20][22]. - The travel photography industry is expected to continue evolving, with a focus on individual photographers and unique experiences becoming more prominent [20][22].