The afternoon of July 25, 2017，188bet mobile login releases positive profit forecast，It is expected that net profit in the first half of this year will increase to about three times that of last year，Profits payable to shareholders will also increase significantly year-on-year。According to the 2016 financial report，188bet mobile login’s net profit in the first half of last year was 71.2.7 billion，Then 188bet mobile login’s net profit will increase to about 21.4 billion in the first half of 2017，This number is even higher than 188bet mobile login’s annual net profit in any previous year。188bet mobile login, which is prosperous in the real estate industry, also seems to be using this data to prove the prosperity of 188bet mobile login Real Estate and the prosperity of the real estate industry。

However, 188bet mobile login is not the case.

July 23, 2017，Gu Yunchang, deputy director of the Housing Policy Expert Committee of the Ministry of Housing and Urban-Rural Development, made it clear at the 17th Annual Meeting of Boao·21st Century 188bet mobile login Forum，China’s 188bet mobile login industry will see intensified competition、Speed ​​up shuffling、The trend of thinning profits。

In other words，The real estate industry, which has been growing wildly for thirty years, has begun to encounter government policies in recent years、Market demand、The major influence of internal and external situations such as industrial development model，The overall situation shows a state of malaise，Small real estate developers are struggling，Big real estate developers seek transformation。As for 188bet mobile login’s positive profit forecast，Some analysts believe that due to the implementation of pre-sale system in real estate，Sales are usually settled in the following year，Therefore, the surge in property sales last year is one of the important factors for 188bet mobile login’s current surge in net profit。

The focus of real estate developers’ transformation is rapid development in recent years、Cultural tourism that drives economic growth。For example, Vanke builds Liangzhu Cultural Village，Wanda transforms into asset-light operations，Integrated film and television、Sports、Travel、188bet mobile login entertainment business，Layout Culture and Tourism，Testing Danzhai Town...

As one of China’s three major real estate companies, Evergrande is not far behind: it invested 160 billion yuan to build what it calls a “world-class” property、“Century-level” Haihua Island in Hainan, China；In Hainan、Establishing a health valley in Nanjing，Do health and wellness projects；At the end of 2016, Evergrande Tourism Group deployed the world's top fairy tale and mythology theme park - 188bet mobile login's World in six destinations across the country，The total investment is expected to be more than 300 billion。

Just，The theme parks in the country are uneven、In a market environment with serious homogeneity and generally unprofitable，What is the 188bet mobile login’s World that Evergrande plans to spend nearly 300 billion to build?？

1. 188bet mobile login’s World under Xu Jiayin’s four clear regulations

The introduction of 188bet mobile login’s World on the official website of Evergrande Group is: Evergrande will deploy all indoors nationwide、All weather、The world’s top fairy tale and mythology theme park in all seasons—188bet mobile login’s World，Serving hundreds of millions of children。

According to Zhihui’s understanding，At the 188bet mobile login’s World Design Plan Seminar held by Evergrande on January 11, 2017，Xu Jiayin, Chairman of the Board of Directors of Evergrande Group, put forward four clear requirements for the design plan of 188bet mobile login’s World Children’s Theme Park:

First, design positioning and characteristics，Realize with Disney、The misplaced development of theme parks such as Universal Studios，Achieve "for children" and "realize all indoors、The distinctive feature of “open all seasons”；The second is the design content，To build the largest theme park in the world，Let children take 3-7 days to play all the items；The third is the design grade and scale，We must uphold 188bet mobile login’s style of “doing the best if you want to do it”，To be the world’s largest theme park，The grade must also be the top in the world，And to be the most mature in the world、The most advanced、The most popular high-quality project for children and teenagers，Every building is a landscape，Combined with the situation of the local city of each project，Create complete and high-level supporting facilities；Fourth is design theme and connotation，Emphasis on the "Chinese connotation" of the park theme to be based on the five thousand years of Chinese civilization，Based on Chinese history、Masterpiece、Myth、Legend，and ancient Greece、Ancient Egypt、Ancient Arabia、Western European and other classic fairy tales、Mythology as background，We must highlight the promotion of Chinese civilization，Also reflects world civilization。

Related information display，A total of six 188bet mobile login’s World theme parks have been signed so far，Site selection is basically planned to face large tourist source areas and tourist source gathering areas，Changsha respectively、Suzhou (facing Shanghai)、Zhenjiang (facing Nanjing)、Kaifeng，and Guiyang、Huizhou，Cities that basically cover the entire upper and lower basins of the Yangtze River Delta。

The designers of 188bet mobile login’s World Theme Park are 7 design masters and their teams from the world’s top design institutions，The entire park contains six theme areas--Bright China、Magic Western Europe、Mysterious ancient country、Explore South America、Roaming the Ocean、Through space，These projects take 3-7 days to play all。

In other words, from the perspective of positioning and content design，188bet mobile login’s World Children’s Theme Park has almost everything，Ambitious。But without Disney’s IP protection，No operating experience in OCT，Without Fangte’s technical strength and IP creation efforts，Why does Evergrande build 188bet mobile login’s World？

2. Why does 188bet mobile login build a parent-child theme park?

First，What cannot be ignored is the change in the market environment of the 188bet mobile login industry。

With the slowdown in domestic economic growth in recent years、Market demand is gradually declining、The overall purchasing power of society shows a slow growth trend，Especially the rise of mobile Internet e-commerce，In addition, the country’s macro-control policies for the 188bet mobile login industry have continued to increase in recent years，For 188bet mobile login developers，China’s 188bet mobile login industry gradually enters the stock market stage。ThereforeSeeking transformation、Cross-border integration、Waiting for opportunities to become the common choice of real estate developers，For example, extending to the upstream financial direction of the industrial chain、Exploring the diversified layout around the main business of real estate development、Cross-border cultural 188bet mobile login、Consumption and other fields。

Secondly，Cultural 188bet mobile login has become a hot spot and a new economic growth point。

According to statistics, the number of domestic tourists in 2016 reached 44.400 million，Total 188bet mobile login revenue 4.69 trillion yuan；In 2016, China’s 188bet mobile login industry contributed 11% to the national economy，188bet mobile login direct investment and driven investment contribute more than 11% to the fiscal revenue。Today when my country’s economic development has entered a new normal，188bet mobile login investment rises against the trend，has become a social investment hotspot and the most potential investment area，Coupled with the support of national policies，Cultural 188bet mobile login will inevitably become a hot spot for profit-seeking layout。

Third，The booming parent-child market，188bet mobile login theme park becomes an opportunity。

Data display from the "2016 188bet mobile login Report and Museum Report" jointly released by the Themed Entertainment Association and AECOM，Top 20 amusement parks/theme parks in Asia Pacific reached 1.2.7 billion，13 of them are from Greater China，11 from Mainland China，Report predicts that the overall number of visitors to China’s theme parks will surpass that of the United States by 2020。

With the upgrading of consumption and the changing consciousness of Chinese parents，Traveling with children has become one of the most important ways to promote communication between parents and children and obtain education and entertainment，Family-child tour、Family travel has become one of the fastest growing tourism products in recent years。According to the "2017 Spring Festival Beijing, Shanghai and Guangzhou Theme Park Passenger Flow Analysis Report" data show，Both Happy Valley and Chimelong have obvious parent-child preferences，The booming parent-child market will bring opportunities to the 188bet mobile login theme park market。

Source: "2017 Spring Festival Beijing, Shanghai and Guangzhou 188bet mobile login Passenger Flow Analysis Report"

Fourth, 188bet mobile login’s own cultural tourism layout and ambitions.

In fact, compared with Vanke and Wanda，It is not too late for 188bet mobile login to intervene in cultural tourism，It’s just that the operation method has been lingering on the real estate-led cultural tourism model。For example: In 2015, 188bet mobile login Group spent 160 billion to build Haihua Island in Hainan, China，Create mass entertainment、Business communication、A tourist and leisure resort island integrating sports and leisure vacation for club members，Develop cultural tourism sector；2016，188bet mobile login Group spends 50 billion to build Beijing 188bet mobile login International Cultural City，Committed to building an international-level all-round resort，Reconstructing the cultural tourism map of North China；November 2016，188bet mobile login’s first health and wellness project - Health Valley settled in Haitang Bay, Sanya，The project is surrounded by complete medical and leisure entertainment facilities，Covers high-end hospitals and graded medical care、Community medical and elderly care、Three core services of medical beauty and anti-aging。

The event that best reflects Evergrande’s layout and ambition for cultural tourism is the industrial and commercial change of Evergrande Tourism Group in November 2016，The shareholder changed from Evergrande Real Estate Group to Evergrande Group，This means that Evergrande Tourism Group and Evergrande Real Estate Group have become the first-level business segments of Evergrande Group。Following December 2016，Evergrande announced the “188bet mobile login’s World Plan” for the first time，And announced in Jiangsu、Guizhou、Hunan、Henan and other places signed 6 children’s world projects，The total investment scale reaches hundreds of billions。

February 2017，Xu Jiayin said at the 2017 Annual Work Conference of 188bet mobile login Group，188bet mobile login Group has completed the real estate、Finance、Health、The layout of the four major industries of cultural tourism，Has completed the transformation from "real estate industry" to "real estate + service industry"，At the same time, 188bet mobile login Real Estate will begin to transform from a "scale model" to a "scale + efficiency model" in 2017。

So can 188bet mobile login’s World set sail with Evergrande’s cultural tourism dream？Super large-scale investment、Asset-heavy model、Will the grand and diverse content themes repeat the mistakes of Wanda Cultural Tourism and fall into the predicament of heavy assets and liabilities？

3. Will 188bet mobile login’s World make the same mistake as Wanda Cultural Tourism?

1、The beauty outlined by 188bet mobile login’s World，How far is it from becoming true？

Carefully study 188bet mobile login’s cultural and tourism industry layout，You can find that most of them are based on their control of land resources，The core logic of its development is still the real estate model，There are too many loopholes in positioning and future planning。If you don’t have good control，These “real estate + cultural tourism”、"Children's Theme Park"、Careful layout such as "health and wellness" will become a cultural hodgepodge without characteristics。

And mentioning "real estate + tourism"、"Children's Theme Park"，I have to mention Wanda, which has been making headlines recently。Wanda Culture is involved in far more forms in the cultural tourism sector than 188bet mobile login，But this road is still being explored a few years later。For example, August 2014，Wanda’s first tourism performance product created with 60 million yuan—Sanya’s “Begonia Show” officially closed；July 2017，Wanda cultural tourism projects were sold on a large scale to Sunac。The “asset-light operation” mentioned by the richest man all the time、Brand export” still faces many challenges。

So how should 188bet mobile login’s World go?

First，"Gathering Chinese and Western、Can the “188bet mobile login feast” integrating ancient and modern times adapt to the appetite of tourists？

188bet mobile login’s World invited 7 famous international designers in the early planning and design，Hope to introduce its advanced and advanced design concepts，Achieve unique effects，But whether advanced concepts can be organically integrated with Chinese culture，We still have a big question mark。Expert Author、Lin Huanjie, president of the China 188bet mobile login Research Institute, also questioned: This "Eight-Nation Alliance" style design method，It will be difficult to unify the design plan into one line in the end。

Looking at Disney、Successful theme parks like Universal Studios，Both of them have distinctive IP characteristics，Looking at 188bet mobile login’s World，It seems that its content brings together China and the West、Integrating ancient and modern times”，But can this large-scale cultural "casting net" really create its own characteristics？How to highlight the “Chinese connotation” proposed by Evergrande？It is very likely to end up being a hodgepodge，Nothing special。

Second，No experience in operating tourist destinations，How 188bet mobile login’s World avoids the edge and achieves misaligned development？

According to data from industry research think tank，As of June 2016, the number of domestic theme parks in China has reached more than 2,000，And there are countless more under planning or construction，So some time in the future，The domestic 188bet mobile login market will enter a phase of elimination from a period of rapid development、M&A integration period。

188bet mobile login’s World, which was born during this period, will compete with Disney、How to realize the misplaced development slogan of theme parks such as Universal Studios？From the current crowd positioning，It’s also a family trip、There is not much dislocation among family travel groups；The core point of attracting this group of people lies in the content features and experience，We still haven’t seen the outstanding features of 188bet mobile login’s World in terms of content，So can experience become an outstanding weapon for Evergrande？Given that Evergrande has no such operating experience，There is still a big question mark about the future experience。

Third，The location selection of 188bet mobile login’s World destination has both advantages and disadvantages，How to stand out from the competition？

Inventory of the location of 188bet mobile login’s World Children’s Theme Park，It can be found that the six major theme parks basically face large tourist source areas and tourist source gathering areas in a planned manner。For example, Suzhou is to Shanghai，Changsha to Hunan，Zhenjiang to Nanjing，And Suzhou、Changsha、Zhenjiang basically covers the entire upper and lower basins of the Yangtze River Delta。

But East China is almost a gathering area for theme parks，It is also a gathering place for other scenic spots，So how can 188bet mobile login’s World stand out from the competition in destinations？So how to form your own competitive barriers、How to compete for customers is an issue that cannot be ignored。

2、How 188bet mobile login’s World can realize Evergrande’s expectations and dreams in cultural tourism？

188bet mobile login, highlight features and create your own IP.

From the current market perspective，Whether it is imported IP or own IP，They have become the core part of the development of 188bet mobile login parks，It is also the biggest challenge faced by many companies。If 188bet mobile login’s World presents a project that mixes too many elements，Cannot establish a clear image and concept for consumers，Then the groups attracted in the future may be more limited to short distances、Visitors from nearby areas，Difficult to form long distance coverage。When there is a lack of core attractive content，The product repurchase rate will also be difficult to achieve。

Therefore，188bet mobile login’s World is planning、Content design is still in the later stage of publicity and marketing，Everyone should find their own characteristics，Highlight IP attributes，Also prepare yourself to find more ways to make money。

Second, adopt a diversified 188bet mobile login.

According to the "China Theme Park Industry Development Model and Investment Strategic Planning Analysis Report" released by the Qianzhan Industry Research Institute，70% of China’s theme parks are losing money，20% revenue is basically the same，Only 10% achieve profitability。Profitability is the most intuitive criterion for evaluating a company。So although Evergrande is optimistic about the good market prospects，But from the current point of view，This industry also has great profit risks，Evergrande has invested heavily in operating theme parks with zero experience、With unclear content positioning, do you have a clear and effective strategy for 188bet mobile login’s World’s future profit model?？

I think it is beneficial，188bet mobile login’s World Children’s Theme Park is positioned as a theme park，Naturally, we cannot escape the following four profit models: First, the business growth profit model，i.e. ticket revenue；The second is the property value-added profit model，That is, forming a tourist flow through its own attraction，causing land price appreciation，Model of further real estate development；The third is brand extension profit model，For example, cultural derivative income from brand extension；The fourth is the customer source sharing profit model，That is, the theme park cooperates with other restaurants、Hotel、Shops and other attractions and entertainment venues，Will eat、Live、row、游、Purchase、The six major elements of entertainment are developed to form a complete system，Discount via ticket，Realize customer source sharing。

At present, most domestic 188bet mobile login parks are stuck in the primary stage of business growth and profit model，This is also the reason why domestic 188bet mobile login parks often suffer losses；Domestic or imported 188bet mobile login parks that can achieve profitability or relatively profitability basically have two or more profit models interspersed。In other words，Only by adopting diversified profit models can the profit possibilities of 188bet mobile login’s World be realized，Only in order to live up to the supporting design and planning of 188bet mobile login’s World Children’s Theme Park。

Third, pay attention to integrating interactivity, 188bet mobile login, and fun.

According to Zhihui’s investigation，As the main decision-maker for travel，More than half of the parents who take parent-child trips value the interaction with their children and the play experience during the trip，We 188bet mobile login also consider the experience of ourselves and our children when choosing a destination。

According to the "China Family Travel Consumer Big Data Report" released by TalkingData，In Dalian in the summer of 2016、Qingdao、Xiamen、Sanya is the city with the highest concentration of parent-child tourists，The characteristic of these cities is that they not only include 188bet mobile login-type scenic spots，Also includes leisure and vacation needs，A vacation that both children and parents can enjoy，Suitable for family travel and vacation。

Source: Zhihui's "2016 188bet mobile login Online Parent-child Travel Enterprise Rating Report"

3-7 days of play time in 188bet mobile login’s World，Not too short for most families，How to balance the experiences of parents and children during this time？It is difficult to see this consideration from the current planning and content settings，I wonder if Evergrande has conducted careful market analysis in the early stage of the project。

188bet mobile login’s World Children’s Theme Park is aimed at children aged 2-12 years old，But we all know that the people who are paying for 188bet mobile login’s World belong to families，In other words, how to satisfy children’s fun，Also meets the childlike needs of adults during family outings，And make it interactive、Experiential、The perfect blend of fun，This will be the key to whether 188bet mobile login’s World can obtain customers and make profits。

We seem to see too many shadows of Wanda in such a huge project as 188bet mobile login’s World，We can’t help but ask，Is Evergrande going to make the same mistake as Wanda?？This question does not seem to require an answer。