返场：旅行摄影的烦恼与成就

讨论让世界运转不息。

Discussion keeps the world turning.

这里是《圆桌论坛》。

This is Roundtable.

您正在收听的是《圆桌论坛》，我是主持人何杨，今天演播室里还有史蒂夫和雨山。接下来我们将探讨：从梦幻婚纱照到绝美外景的全家福，旅拍产业近十年来俘获了无数中国消费者的心。但光鲜照片背后，隐藏着附加收费、仓促拍摄和行业困境。今天我们将深入解析这个蓬勃产业的运作机制，以及当巨头铂爵旅拍遭遇危机时会发生什么。

You're listening to Roundtable with myself, He Young. I'm joined by Steve and Yushan in the studio. Coming up, from dreamy wedding photos to family photos at stunning locations, travel photography has captured hearts across China for close to a decade now. But behind those glossy images, there's a world of hidden fees, rushed shoots, and business challenges. Today, we're diving into what makes this booming industry tick and what happens when a giant like Bojue hits turbulence.

北京等大城市商场正在改造母婴室，将其升级为父母共享的亲子空间——父亲们再也不用忍受换尿布时的尴尬目光。这虽是微小调整，却蕴含重大社会意义。听众可通过Apple Podcast订阅《圆桌中国》节目。无论是流行文化、科技动态还是触动心弦的故事，有任何想法想分享吗？

And no more awkward stares while changing diapers for fathers. Shopping malls in Beijing and other big Chinese cities are rethinking nursery rooms, turning them into family friendly spaces for both parents. It's a small adjustment adjustment, but one with big social meaning. Our podcast listeners can find us at Roundtable China on Apple Podcast. Got something on your mind, whether it's the world of pop culture, technology, or something that touches your heart?

我们随时欢迎交流。发送邮件至roundtablepodcast@qq.com，或录制语音备忘录大胆发声。我们期待聆听您的声音并传递给世界。现在切换话题：实景拍摄真的永远优于影棚吗？

We are here to chat. Drop us a line at roundtablepodcast@qq.com or go big and send us a voice memo. We'd love to hear your voice and share it with the world. Now let's switch gears. Is the real thing always better than a studio setup?

想象专业摄影师在天坛或埃菲尔铁塔实景为您拍摄，而非在影棚使用人工布景。几年前旅拍首度成为新婚夫妇的梦想服务，后来逐渐受到亲子家庭和个人写真者的青睐。但近期这个行业的光环出现了裂痕——作为旅拍巨头之一的铂爵旅拍陷入严重财务危机，部分业务停摆，使消费者和员工陷入困境。

Imagine having professional photographers take your photos in front of the actual Temple Of Heaven or Eiffel Tower instead of inside a studio with artificial backdrops and lighting. Travel photography first became the dream service for newlyweds a few years ago. Over time, it's grown popular with families with kids and individuals who want portraits taken in stunning real world locations. Lately though, the industry's glossy image has cracked. One of the industry's biggest names, or travel photography, has hit serious financial trouble, shutting down parts of its business and leaving both customers and employees in a bind.

当巨头跌倒时，人们不禁要问：这只是个别企业的困境，还是整个旅拍行业存在更深层问题？请为我们概述旅拍高端市场的现状——2025年人们还会为此买单吗？

When a giant stumbles, it makes you wonder, is this just a one company struggle or a sign of deeper issues across the travel photography industry? Give us the overview of the travel photography or lube high market, please. Do people still pay for it in 2025?

哦，没错。尽管这个行业已经过了鼎盛时期，就像你说的，和阳在这里已经经营了将近十年左右。但人们仍然不满足于仅仅在影棚里用假背景拍照，而是更喜欢去真实的景点拍摄。首先，整个旅拍业务要感谢蓬勃发展的国内旅游市场，因为近年来我们的旅游市场确实在复苏，官方数据显示2024年国内旅游人次达到56亿，比前一年增长近15%，恢复到疫情前水平的93%以上。

Oh, yeah. Even though the industry is kind of past its prime, like you said, Heoyang has been here for almost a decade or so. But people still won't settle for simply just taking pictures inside the studio using fake backgrounds, but they prefer getting out in the real scenic spots. So first of all, the, whole travel to photography business, they have the booming tourism market domestic tourism market to thank because in recent years, our tourism market is really making a comeback with official data suggesting that there were 5,600,000,000 domestic trips made in 2024. That's up nearly 15% from the year before and back to over 93% of pre pandemic level.

所以基本上，借助旅游业这股热潮，人们对旅拍的需求仍在增长。根据艾媒咨询的调查，超过一半的旅行者仍会预订这类拍摄服务，或者说将其作为旅行套餐的一部分，以记录旅途中的美好时刻。大约同样数量的人将其视为可以带回家的持久纪念品。所以答案是，人们仍然愿意为此付费，而且他们还挺喜欢这种形式。

So basically, borrowing this big, say, popularity from the tourism industry, people's demand for travel photography is still growing. So this is from a survey by iMedia that more than half of travelers, they still book these shoots or rather added package to their trip to capture beautiful moments while they're out there. And about the same number of people, they see them as a lasting keep keep six or rather say, a long lasting souvenir you can bring back from your trip. So, yeah, the answer is people still pay for it and they still kind of like it.

是的。而且相关企业的数量激增。几年前，注册量飙升了268%。这个行业新增了2100多家公司，这是十年来增长最快的一次。去年这种势头也完全没有放缓。

Yeah. And the number of companies involved has skyrocketed. A couple of years ago, ago, registrations jumped 268%. There were over 2,100 new companies in this industry, and that was the fastest growth that it experienced in ten years. And then last year, the momentum didn't slow down at all.

继续攀升了22%，达到2593家，差不多2600家新企业。嗯。显然这个行业依然火爆，但热度似乎已经从早期的行业巨头转移开了。

It kept climbing another 22% to 2,593, almost Mhmm. 2,600 new businesses. Mhmm. So clearly, the industry is still on fire, but it seems like the buzz has moved away from the early giants within the industry.

对。史蒂夫，我想跟你确认一下。比如在加拿大或你熟悉的国家，这种商业模式行得通吗？基本上就是专业摄影师和整个团队跟你一起去另一个城市...

Right. And Steve, let me check something with you. Let's say in Canada or, you know, countries you're familiar with, is this something that would be a business proposition that would fly? Basically, you're talking about professional photographers and the whole crew going with you to another city Like

或者他们和你一起旅行。

or they travel together with you.

是啊。甚至去不同的国家，不过现在这种情况比较少见。但不管怎样，听起来要花很多钱和时间就为了在实地拍这些照片。我听说过雇佣专业摄影师...

Yeah. And even go to a different country, but now this is less common. But anyway anyway, it sounds like a lot of money and time being spent just to get you these pictures taken on location. I've heard of hiring professional photographers to

在目的地为你拍摄照片。除非你是顶级名人，否则我从未听说过有人会陪你一起乘飞机前往那个地方。据我所知，这不是普通家庭会做的事情。

do your photos for you at the location. I've never heard of someone getting on an airplane with you to travel to that location unless you are an a list celebrity. This is not, as far as I know, not something that your normal family would do.

没错。这被称为旅拍，在中国已经是一门大生意。如今，曾经无可争议的行业巨头铂爵旅拍陷入严重困境，你能带我们了解它为何陷入财务危机吗？

Yep. And this is called travel photography, and it's been big business in China for some time. Now, Boju Travel Photography, once the undisputed giant of the industry is in serious trouble, could you walk us through why it's running into financial turmoil?

哇。最近，铂爵刚刚宣布将缩减业务规模。这意味着他们要关闭全国范围内不盈利的门店，并暂停其旅拍业务——他们称之为从今年7月11日到10月的'淡季假期'。也就是说，他们目前基本暂停了所有运营。

Wow. Recently, Bourgeois just announced that it would scale back operations. That that means they're closing unprofitable stores nationwide and also putting its travel photography business. They call it a a slack season holiday from July 11 to October this year. So, basically, they're pausing all of their operations nowadays.

这个决定背后有许多令人不安的迹象，因为客户现在无法获得退款或联系到售后服务，毕竟他们已经停止了运营。而且他们还拖欠员工工资超过1500万元人民币，约合2亿美元。是拖欠客户还是员工？是员工。没错。

And behind that decision are just many troubling signs because customers, they are unable to get refunds or reach after sales services nowadays since they they they've already stopped their operations. And also, they kind of own a lot of customers of more than 15,000,000 yuan. That's roughly 2,000,000,000 US dollars in unpaid wages every The customers or the employees? That's to the employees. Yes.

自2025年6月以来，这家公司已收到多起法院判决，将这些问题归因于订单减少、收入下降、高成本和资金周转困难，以及连续多年的亏损。是的，我们都知道铂爵这个品牌曾是行业的巨头。

And ever since June 2025, this company, they have been receiving multiple court judgments, and it attributed these issues to order reduction, revenue decline, high costs, and difficult capital turnover, and also continuous losses for several years. So, yeah, we know Borje, this brand, is a previous giant in this industry.

嗯。哦，绝对是最知名的。2019年它变得家喻户晓，那些广告歌简直让人耳朵起茧。大概是什么'想拍哪儿就拍哪儿'之类的。

Mhmm. Oh, definitely it's the most well known. In 2019, it became so wide known. Created that annoying earworm with its commercials. Something like, you you know, can shoot wherever you want.

哦，就是他们。没错。因为他们会带你去那里拍。但那是在2019年公司的鼎盛时期。那么铂爵的情况只是单个公司遭遇困境吗？

Oh, that's them. Yeah. Because they will take you there. But that was in 2019 during the heydays of the company. So is Beju's situation just a single company going through hard times?

还是说这反映了整个行业冰山一角下潜藏的更大问题？是的，确实存在一些

Or does it reflect the tip of the iceberg of the whole industry that there are some bigger issues happening? Yeah. There are some issues that's

这些问题跨越了不同公司、品牌，并非单一品牌的问题。比如许多旅拍摄影工作室就玩这种把戏，先用低价套餐吸引顾客，之后再用隐藏费用和升级项目层层加价。通常那些所谓的低价套餐总是订不到，逼你选择更贵的。

kind of cross passing different, say, companies, brands, it's just not just one brand issue. For example, there are many travel photography studios that's kind of playing this trick with luring in customers with cheaper packages and then pile them up on hidden fees and upgrades afterwards. And usually, the cheaper, say, packages are always unavailable so that you can go for the pricier ones.

这就是所谓的'诱饵调包'手法。

You'll bait and switch, think, is what they call that.

没错。但一个行业能发展到如此规模，必定曾满足了许多顾客的迫切需求。而如今扩张陷入停滞，必然还有其他原因。有人归因于现在结婚人数减少，也可能与这门生意本身不适合扩张到如此大规模有关——因为要持续满足顾客的个性化需求，很多公司都力不从心。毕竟我们讨论过，这个行业听起来就很烧钱。

Yeah. But for an industry to grow to this big, it must have answered the sore needs of many customers. And for its expansion to stagnate like what it is now, then there must be other things going on. And some are attributing to, Well, maybe you don't have that many people getting married these days. Maybe it has something to do with this business might just not be all that suitable to scale up to such a massive sort of level because you're constantly kind of having to a lot of companies sort of struggle to meet the unique needs of the customer while this industry, you know, we talked about how expensive it sounds.

所以成本确实很高

So the cost is really high

那么

up So

你认为问题出在哪里？这里存在哪些问题？

what do you think is going on? What are the problems here?

确实。重资产一直是行业内悬而未决的问题，因为Borje只是之前领先企业之一。他们多年来一直采用重资产模式，在基地、设备、服装和完整团队上投入巨额前期成本。要知道，每次派出团队都是一整队人马随行。所以如果像他们所说订单下降，自然就没有收入进账。

Yeah. The heavy assets has always been an unresolved problem within the industry as well because Borje is just one of the, say, the leading ones previously. And they they've already ran on a heavy asset model for years, pouring huge upfront costs into the bases, the equipments, the costumes, and full teams. You know, each time when they send out a team, there's a whole team coming with you. So, of course, if the orders are declining like they claimed, then, yeah, there's no revenue come coming in.

这对行业本身是个巨大冲击。

It's it's a huge attack on the industry itself.

没错。如果要展望未来并解决这个问题，就反其道而行。不必再派遣大规模团队，这是个沉重负担。

Right. So scaling down, if you look at the future and how to deal with that problem, just do the opposite. Right? Then you don't have to send a large team of people anymore. That's a big burden.

对吧？这种轻量化方式不仅能明显降低成本，还能为客户群体提供更大灵活性。

Right? And it's a lighter approach, but it can reduce your costs, obviously, and you offer there more flexibility, I think, in your potential customer base too.

确实。尽管各有利弊，我注意到有些摄影师和团队正在采取不同策略赢得客户信任。你们见过成功案例或有价值的做法吗？

Yeah. Well, you know, despite the pros and cons, I suppose, photographers and teens out there are doing some things differently to win customers' trust. Do you see any success stories or maybe valuable approaches?

有的。《中国青年报》最近报道了一位摄影师赵仁，他是拥有七年经验的资深旅行摄影师，带领八人团队。虽然没具体说明团队所在城市——我猜他们是巡回拍摄——但他最重视两点：客户信任和对细节的极致把控。

Yeah. There is there is actually one that's reported by China Youth Daily lately. So this it documents of one photographer, Zhao Ren, who is a seasoned travel photographer with seven years of experience, and also he hosts a team of eight. It doesn't specify which cities this team is at. I would assume they just travel around, but two things that he prioritizes is first, client trust and also the strong focus on details.

他的团队主要通过线下渠道获客，也就是客户间的口碑推荐，这占其业务的70%以上。这首先就证明了服务质量过硬。此外，他特别擅长处理细节，比如时间安排、路线规划等，这些都成为团队的制胜法宝。

So his team primarily gains clients through offline channels, which is word-of-mouth recommendations between customers. So that's making up over 70% of his businesses. So that's really legitimate proof of how good the service is in the first place. And also, he is really good at attending details like the time, the routes, how to plan everything so reasonably. So that's also a winning point for this team as well.

所以，是的。这是个非常好的例子。

So, yeah. That's a very good example.

接下来，从母婴室到亲子室，一个词汇的变化揭示了育儿观念的哪些转变？请继续关注。

Coming up next, from mother in baby room to parent in baby room, what does a single word reveal about changing views on parenting? Stay tuned.

渴望激情？想体验激烈辩论？希望从多元视角了解中国时事？请收听《圆桌论坛》，东西方观点在此碰撞，以增进理解为目标。

Looking for passion? How about fiery debate? Wanna hear about current events in China from different perspectives? Then tune in to Roundtable, where east meets west, and understanding is the goal.

您正在收听的是《圆桌论坛》，我是主持人何炅。演播室里还有史蒂夫和雨珊。北京朝阳大悦城将传统母婴室改造成性别包容的亲子室，向父母双方开放。而在合生汇商场——另一家购物中心——甚至设立了专门的超级奶爸专区。

You're listening to Roundtable with myself, He Young. I'm joined by Steve and Yushan in the studio. At Beijing's Chaoyang Joy City, the traditional mother and baby room has been changed into a gender inclusive parenting room, open to both moms and dads. Over Hue Duo, mall, that's a different shopping mall. There's, even a dedicated super dad spot.

这些改变在线上线下都引发热议，许多人称赞这是社会的真正进步。请告诉我们，北京这些商场的育婴室里为父母们提供了哪些便利设施？

These changes are turning heads both online and offline, with many applauding them as a real step forward for society. So tell us, in all these Beijing malls, what amenities for the parents are being provided in nursery homes, the nursery rooms?

现在已改造成配备自动门的亲子室，并用隔断区分哺乳区与尿布更换区。商场工作人员表示将持续收集反馈以完善设施。这种分区设计意味着妈妈可以哺乳，而爸爸也能在独立区域给孩子换尿布，考虑得非常周到。如您所说，另一家商场设立了超级奶爸专区——他们收到顾客反馈，许多父亲在母婴室感到尴尬或不受欢迎。

It's now turned into a parenting room that has automatic doors, and it has partitions that separate breastfeeding areas from diaper changing sections. The mall staff, they said they're gonna keep monitoring the feedback so that they can improve the facilities as needed. With those partition spaces, it means mom moms can breastfeed their children and dads can still be in there and change the diapers in a separate location, which is a great considerate thing to do. Another mall, they call it the super dad spot, as you mentioned. They have, a lot of different spots, for moms, several nursing rooms for moms, but they created these super dad spots because dads, they got feedback from their customers, and they often felt awkward or unwelcome too.

这正是他们在母婴室收到的反馈，所以才会设立这些新设施。

That was the feedback that they got in the mother and baby rooms. So that's why these things have been created.

嗯，它位于北京东部的朝阳大悦城，对吧？我去过北京多个商场，注意到一个细节：有时商场会把育婴室或儿童护理区作为女卫生间的一部分。我从未进过男卫生间确认是否有类似设施，但估计是没有。所以这是让父母双方共同参与育儿的一大进步。

Well, it's in Chaoyang Joy City in Eastern Beijing. Right? I've been to multiple malls here in Beijing and the one detail I noticed is that sometimes the malls, they will combine these special rooms for nursery or for child caring as part of the female's bathroom. And I've I've never been into a male bathroom to tell if there's such a place, but I would assume no. So this is really a huge step forward on having the whole parent both parents in childcare.

而且不仅北京如此，深圳也已有类似设施。他们在宝安区设有彩虹超市超级奶爸站，在商场内很容易找到。那里配备了各种设施，包括冷热水、加热湿巾和奶粉冲调区。确实很方便。

And this is not only happening in Beijing. Shenzhen already has similar facilities as well. They've got this rainbow supermarket super dad spot in Bao'an District And it's really easy to found inside the mall. They have all the different facilities including hot and cold water and heated wipes and formula preparation areas. So yeah.

在中国各大城市，这都是让父母共同分担育儿责任的重要一步。

In all over China, in major cities, this is one big step forward in just let the task join the the labor, let's say.

是的，这很棒，而且世界上其他地区也有类似做法。去年雅虎澳大利亚有篇文章，就谈到商场里设有这种空间。

Yeah. No. This is wonderful, and it and it happens in other parts of the world as well. There was an article from Yahoo Australia from last year. They were talking about how they had this space in a mall.

但在那个特定空间，如果想使用育儿室，必须按对讲按钮才能进入。显然是因为有些非父母人士会把它当作购物间隙的休息区，这不太好。不过澳大利亚确实有这类设施。

But in that particular space, if you wanted to use the parenting room, you had to press an intercom button for access to it because apparently, I guess, people who were not parents were using it to, like, take a break during their shopping experience, Warehouse. Which is Not a good thing. Right? But anyway, so yeah. Anyway, they have the the spaces in Australia.

泰国也有。有些商场把育儿室设在美食广场或餐厅附近，非常贴心。这样父母可以就近喂奶、换尿布，还能顺便吃饭，不用在商场里来回奔波。

In Thailand, they have them as well. The ones in Thailand at some of the malls, they put the parenting rooms. This is really considerate near food courts or restaurants. So the rooms near those locations are really convenient for parents because they can feed their babies and change their diapers and grab a bite to eat without having to go from one side of the mall to the other side of the mall. So that's a really considerate thing to do.

另外阿联酋也有这种设施。在所有案例中，爸爸们的反馈都非常积极。

Also quickly, in The UAE, they have them as well. And in all the examples given, the feedback from the dads is wonderful.

哦，那太好了。这为什么重要？它指向了什么更大的变化？

Oh, that's great. Why does this matter? What bigger change does it point?

嗯，我认为这首先是一种文化转变。就像我们提到的，这是关于如何让父母双方都参与到育儿事务中。同时，这也涉及公共政策和社会进步，因为目前设备完善的设施大多局限于大型商场，而地铁站、医院或社区中心等日常场所，往往连基本选择都缺乏。所以这或许也能给这些设施提个醒，考虑增设育儿空间之类的。是的。

Well, I'll say it's more of a cultural shift as a start. Like we mentioned, this is about how to include both parents in the childcare business, let's say. And also, this is about public policy and social progress because most well equipped facilities, they are currently limited to large malls, but everyday spaces like subway stations, hospitals, or community centers, they often lack even basic options. So maybe this can also be a tip for for these facility facilities to include such a space for, say, parent parental childcare as well. So yeah.

本质上，这一趋势反映了社会正在学习将照顾孩子视为共同的人类责任来认识、尊重和支持。

And at at its heart, this trend reflects the societal learning to recognize, respect, and support caregiving as a shared human responsibility.

他们必须注意的一个问题，就是之前存在的同样困境——当设立母婴空间时，父亲们感到被排斥。嗯哼，对吧？于是专家建议：与其再设立父婴空间重蹈覆辙，不如直接命名为家庭空间、育儿室或儿童照护通用空间之类的。

One of the things they do have to be careful of is the same thing the same problem that existed before because when they had these mommy spaces, dads felt alienated. Mhmm. Right? And so they said, okay. We'll make these daddy spaces as experts are saying, well, why don't you're just gonna create the same problem again, so why don't you just call them family spaces or parenting rooms or unisex spaces for your children, things like that.

他们正在改进，但我想我们都认同，这本身就是件好事。

So they're working on it, but I think we can all agree. This is just a great thing.

确实。从这类设施可以看出，中国正在发生明显的社会变革——有父亲们独自在公共场所照顾孩子。干得漂亮，爸爸们！为你们承担起育儿责任点赞。这也为我们今天的节目画上了句号。

Yeah. I think it's definitely definitely a social change in China when judging from this facility, you can assume that there are dads taking care of their kids and going about it alone possibly in a public space. Well done, dads. Good job for stepping up and carrying your part of the child rearing responsibility. And that brings us to the end of today's show.

非常感谢史蒂夫和雨珊参与讨论。我是杨，我们下次见。

Thank you so much, Steve and Yushan, for joining the discussion. I'm Young. We'll see you next time.