旅行摄影的困境与成就

交流让世界运转不息。

Discussion keeps the world turning.

这里是圆桌论坛。

This is Roundtable.

您正在收听的是由何阳主持的《圆桌论坛》，本期演播室嘉宾是史蒂夫和雨欣。节目将带您从梦幻婚纱照到绝美外景的全家福，深入探讨风靡中国近十年的旅拍产业。然而在这些光鲜影像背后，却暗藏着隐形收费、仓促拍摄与行业困境。

You're listening to Roundtable with myself, He Young. I'm joined by Steve and Yuxin 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.

今天我们将剖析这个蓬勃产业的运作机制，以及当铂爵旅拍这样的巨头遭遇危机时会发生什么。同时，北京等大城市的商场正在改造母婴室，让父亲们不再因换尿布而尴尬——这个微小调整蕴含着重大社会意义。听众可在苹果播客搜索《圆桌论坛》订阅我们。

Today, we're diving into what makes this booming industry tick and what happens when a giant like Bozhi hits turbulence. 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.

无论您想探讨流行文化、科技动态还是暖心故事，我们都期待聆听。来信请寄roundtablepodcast@qq.com，或直接发送语音备忘录。现在让我们转换话题：实景拍摄一定优于影棚吗？

Got something on your mind, whether it's the world of pop culture, technology, or something that touches your heart, 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。旅拍服务最初是新人婚照的梦想选择，如今已扩展到家庭亲子照和个人肖像领域。但近期这个行业的光环出现裂痕，某旅拍巨头陷入财务危机，部分业务停摆使客户和员工双双陷入困境。

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.

当行业巨头跌倒时，我们不禁要问：这是个别企业困境，还是整个旅拍产业存在更深层问题？请为我们解析当前旅拍高端市场概况——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。虽然这个行业已经过了巅峰期，就像你说的，Heoyang在这里已经差不多十年了。但人们仍然不满足于只在影棚里用假背景拍照，他们更喜欢去真实的景点拍摄。首先，整个旅拍业务要感谢国内旅游市场的繁荣，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93%以上的水平。

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，借着旅游业这股热潮，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附加项目，在外出时捕捉美好瞬间。约同等比例的人将其视为持久的纪念品，或者说是一种能带回家的长效纪念物。所以答案是人们仍然愿意为此买单，而且他们还挺喜欢的。

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 keepsakes or rather a, 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，相关企业数量激增。几年前注册量飙升了268%，行业新增企业超过2100家，这是十年来最快的增长速度。而去年的增长势头丝毫未减。

Yeah. And the number of companies involved has skyrocketed. A couple of years 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.

又增长了22%，达到2593家，嗯...差不多2600家新企业。显然这个行业依然火爆，但焦点似乎已从早期的行业巨头身上转移了。

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

没错。Steve，我想跟你确认一下。在加拿大或你熟悉的国家，这种商业模式能行得通吗？就是说专业摄影师和整个团队跟着你去另一个城市——

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

就像他们和你一起旅行那样。

Like they travel together with you.

对，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才能让你在实地拍到这些照片。

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

我听说过雇佣专业摄影师在目的地为你拍照，但从没听说过除非你是顶级名人，否则会有人陪你坐飞机去那里。据我所知，普通家庭不会这么做。

I've heard of hiring professional photographers to 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.

是的。这被称为旅拍，在中国已经是一门大生意。现在，行业曾经的无可争议巨头波尔多旅拍陷入严重困境，你能带我们了解下它为何陷入财务危机吗？

Yeah. And this is called travel photography and it's been big business in China for some time. Now, Bordeaux 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。最近波尔捷刚宣布要缩减业务。这意味着他们要关闭全国不盈利的门店，并暂停旅拍业务——他们称之为从今年7月11日到10月的淡季假期。基本上就是现阶段全面停业。

Wow. Recently, Borje 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.

这个决定背后有很多令人不安的迹象：由于已经停业，客户现在既无法退款也联系不到售后服务。他们还拖欠超过1500万客户款项，相当于每年约2亿美元的未付工资——

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 already 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

是拖欠客户还是员工？

The customers or the employees?

是给员工的工资。自2025年6月起，这家公司已收到多起法院判决，将问题归咎于订单减少、收入下降、成本高企、资金周转困难，以及连续多年亏损。是的，我们都知道波尔捷曾是行业巨头。

That's to the employees. Yes. 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 Vojia, this brand, is a previous giant in this industry.

噢当然，它是最知名的。2019年它凭借广告变得家喻户晓，还创造了那首洗脑的广告歌。大概是什么'想拍哪里拍哪里，因为他们会带你去'之类的。

Oh, definitely, it's the most well known. In 2019, it became so wide known. It created that annoying earworm with its commercials. Something like, you you can shoot wherever you want because it that's will them. Yeah, because they will take you there.

但那是在2019年公司鼎盛时期。所以Bojio的情况只是单个公司遭遇困境吗？还是反映了整个行业冰山一角下更大的问题？是的，确实存在一些问题

But that was in 2019 during the heydays of the company. So is Bojio's situation just a single company going through hard times? 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

这些问题横跨不同公司、品牌，并非单一品牌的问题。比如许多旅拍摄影工作室都在玩这种把戏——用低价套餐吸引顾客，然后通过隐形费用和升级服务层层加价。通常那些所谓的低价套餐总是订不到，逼你选择更贵的方案。

kind of cross passing different, say, companies, brands and 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. Usually, the cheaper, say, packages are always unavailable so that you can go for the pricier ones.

这就是典型的'诱饵调包'手法，我想他们是这么称呼的。

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

是的。但一个行业能发展到如此规模，必定曾满足过许多顾客的迫切需求。如今扩张停滞成现在这样，肯定还有其他原因。有人归因于...也许如今年轻人结婚率下降？也可能这个行业本身就不适合大规模扩张，因为企业需要不断...很多公司都难以满足客户的个性化需求，而这个行业，你知道的，我们讨论过它成本高得惊人。所以你认为问题出在哪里？

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 level because you're constantly having to A lot of companies struggle to meet the unique needs of the customer while this industry, you know, we talked about how expensive it sounds. So the cost is really high up So what do you think is going on?

这里存在哪些问题？

What are the problems here?

没错。重资产模式一直是行业内的未解难题，因为Borje只是曾经的龙头企业之一。他们多年来一直采用重资产模式，在基地、设备、服装和团队上投入巨额前期成本。每次出团都要配备全套人马。所以如果真如他们所说订单下滑，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.

这对整个行业都是沉重打击。

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

对。所以缩减规模，如果你展望未来并思考如何处理那个问题，只需反其道而行。对吧？这样你就不再需要派遣大批团队了。那是个沉重的负担。

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？这是一种更轻量化的方式，但显然能降低成本，而且我认为还能为潜在客户群体提供更多灵活性。

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.

是的。尽管有利有弊，但我想摄影师和青少年们正在采取不同方式来赢得客户信任。你有没有看到任何成功案例或值得借鉴的做法？

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 for

实际上《中国青年报》最近报道了一个案例。记录了一位名叫赵仁的摄影师，他是拥有七年经验的资深旅行摄影师，还带领着一个八人团队。报道没具体说明团队常驻哪些城市，我猜他们应该是四处游历。他优先考虑的两点是：客户信任和对细节的高度专注。他的团队主要通过线下渠道获取客户，也就是顾客之间的口碑推荐。

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. So his team primarily gains clients through offline channels, which is word-of-mouth recommendations between customers.

这部分业务占到他总业务的70%以上。这首先就真实证明了他们的服务质量。此外，他非常擅长处理细节，比如时间安排、路线规划，一切都安排得极为合理。这也是他们团队的制胜法宝。

So that's making up over 70% of his businesses. So that's really a 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. So, yeah.

这是个非常好的范例。

That's a very good example.

接下来，从‘母婴室’到‘亲子室’，一词之变揭示了育儿观念的哪些转变？广告之后马上回来。

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.

寻找激情？来场激烈辩论如何？想从不同视角了解中国时事吗？请锁定《圆桌派》，东西方文化在此交融，理解是我们的目标。

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《圆桌派》，我是何阳。演播室里还有史蒂夫和雨山。北京朝阳大悦城已将传统母婴室改造成性别包容的育儿室，同时向妈妈和爸爸开放。而在合生汇商场——这是另一家购物中心——甚至设有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了广泛关注，许多人称赞这是社会的真正进步。请告诉我们，北京这些商场都为父母提供了哪些便利设施？比如育婴室。

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 nursery rooms.

现在已改造成配备自动门的育儿室，设有隔断将哺乳区与尿布更换区分开。商场工作人员表示会持续关注反馈以完善设施。这些隔断空间让妈妈可以哺乳的同时，爸爸也能在独立区域给孩子换尿布，考虑非常周到。正如您提到的，另一家商场设立了超级奶爸专区。他们原本就有多个妈妈哺乳室，但根据顾客反馈，许多爸爸在母婴室感到尴尬或不受欢迎，因此特别设置了这些奶爸专区。

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，所以才会做出这些改变。

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

这是位于北京东部的朝阳大悦城对吧？我去过北京多家商场，注意到一个细节：有时商场会把这些育婴或儿童照护的特殊房间

Well, it's in Chao Yang 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

与女卫生间合并设置。

part of the female's bathroom.

我从未进过男厕所确认是否有这样的设施，但我想应该没有。这确实是让父母双方共同参与育儿的一大进步。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的超级奶爸专区，在商场内很容易找到。

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. 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.

那里配备各种设施，包括冷热水、加热湿巾和冲奶区。是的，在中国各大城市，这都是在推动父母共同分担育儿责任方面迈出的一大步。

They have all the different facilities including hot and cold water and heated wipes and formula preparation areas. So yeah. 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，这太棒了，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报道，就谈到商场里设有这类空间。

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.

但在那个特定区域，如果想使用育婴室，需要按对讲按钮才能进入。因为显然有些非家长人士会把它当作购物间隙的休息场所，

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,

也就是Warehouse（仓库）。

which is Warehouse.

这样不好对吧？不过总之澳大利亚有这些设施，泰国也有。

Not a good thing. Right? But anyway, so yeah. Anyway, they have the the spaces in Australia. In Thailand, they have them as well.

泰国一些商场的育婴室位置非常贴心——设在美食广场或餐厅附近。这些位置的房间对家长特别方便，可以喂奶、换尿布，还能就近用餐，不用横穿整个商场。嗯，这考虑得很周到。另外阿联酋也设有这类设施。

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. Mhmm. So that's a really consider thing to do. Also quickly, in The UAE, they have them as well.

在所有这些例子中，父亲们的反馈都非常棒。

And in all the examples given, the feedback from the dads is wonderful.

哦，这太好了。为什么这很重要？它指向了什么更大的变化？嗯，我想说这更像是

Oh, that's great. Why does this matter? What bigger change does it point? Well, I'll say it's more of

一种文化转变的开始。正如我们提到的，这关乎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仅限于大型商场，而地铁站、医院或社区中心等日常场所往往连基本选项都缺乏。所以这或许也能给这些设施提个醒，比如增设父母育儿共用的空间。确实如此。

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.

而这一趋势的核心，反映了社会正在学习将照护视为共同的人类责任来认可、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.

他们必须警惕的一点，就是过去存在的同样问题——当设立‘妈妈空间’时，爸爸们感到被排斥。嗯哼，对吧？于是他们说，好吧，那我们也设置‘爸爸空间’。

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 well.

专家们则提出：为什么非要重蹈覆辙？不如直接称之为‘家庭空间’、‘育儿室’或‘儿童通用空间’之类的。他们正在改进，我想我们都认同这是件大好事。

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

确实。从这类设施来看，这无疑是中国社会的一种变革——你能想象有爸爸独自在公共场所照顾孩子。干得漂亮，爸爸们！为你们站出来承担育儿责任点赞。这也为我们今天的节目画上了句号。

Yeah. I think it's definitely 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Steve和Yushan参与讨论。我是Young，我们下次再见。

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