In recent years，Under the continued influence of a series of regulatory policies in the real estate industry，The traditional profit model is changing，It is common to increase income without increasing profits，More and more real estate companies are beginning to pursue diversified transformations such as “pan-real estate”。Tourism real estate has both real estate development and tourism project development and operation，Becomes the innovative development direction of many domestic real estate companies。Currently，Including Evergrande、Vanke、Country Garden、Green space、Many real estate companies such as China Land Development have begun to pursue diversified development strategies，Increased investment in cultural tourism real estate。

Recently，CRIC Research Center, a subsidiary of E-House Enterprise Group, released the "TOP100 Sales Volume Ranking of Chinese Real Estate Companies from January to October 2017" ranking，List display，As of the end of October，Including Country Garden、The sales of the top three real estate companies including Vanke and Evergrande have exceeded the 400 billion yuan mark this year，12 real estate companies have entered the 100 billion yuan camp。

Ranking of sales amount of Chinese real estate companies from January to October 2017

Discovered by Zhihui carding，In the 100 billion camp of real estate companies，There are 5 companies that have been deeply involved in cultural tourism real estate。According to incomplete statistics，In the cultural tourism projects deployed by these enterprises，The total disclosed investment amount (including estimated investment amount) exceeds one trillion yuan！Among them，Evergrande Group is far ahead of other companies with a total investment of more than 800 billion。

The way these companies deploy in the cultural tourism field、Different playing styles，There is a huge scale of investment、Evergrande’s “Children’s World”, which focuses on theme parks，There is also a small expansion、Various characteristic towns built based on local natural advantages，The modes of characteristic towns are also different，There are technology-based service towns represented by Country Garden，There are also industrial towns represented by China Fortune Land Development。Zhihui sorted out the different business models and operating methods of the five real estate companies in the "100 billion camp" in the field of cultural tourism:

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August 27 this year，Evergrande Tourism Group officially launches its cultural tourism flagship product "Evergrande Children's World"。This project is for children aged two to 15 years old，The world’s only “fully indoor”、All weather、All-season” large-scale theme park。

Data display，Evergrande Children’s World has designed and planned 33 large-scale amusement projects，Usually Disney has 18 to 22，The scale of Evergrande Children’s World is that of Disney1.5 times。Not only that，Evergrande plans to deploy 15 Evergrande Children’s World projects across the country in the next period，Complete and open in two to five years。According to calculations from Evergrande，Each child’s world has a radiation radius of 500 kilometers、80 million people，After completion, each project is expected to receive more than 20 million tourists per year，The total annual consumption exceeds 20 billion。

Evergrande Children’s World Launching Ceremony

In recent years，Evergrande starts from Haihua Island，Taking the cultural tourism industry as the next breakthrough。2016，Evergrande Group spends 50 billion to build Beijing Evergrande Cultural Tourism City，The project covers an area of ​​15,000 acres，A cluster of super five-star platinum hotels、Top hot spring towns in the five countries、World Children's Water Park、Top business clusters and other 17 supporting facilities in one，The project includes a 35,000-square-meter five-star platinum hotel，26,000 188bet sports betting app download square meters European style castle hotel，8000 square meters world style hotel、10,000 square meters international conference center，Satisfied for a luxurious vacation、High-end accommodation、Exotic experience and other needs。

Aerial rendering of Beijing Evergrande Cultural Tourism City

Last year，Tourism groups under Evergrande have started the “buy, buy, buy” model，Cities where land has been acquired or contracts have been signed include Nanjing、Xi’an、Changsha、Chengdu、Second-tier cities such as Guiyang and Hubei、Jiangsu、Shandong、Third and fourth tier cities in Henan Province。Hsu Jiayin, Chairman of Evergrande Group, frequently meets Sean, Chairman of Evergrande Tourism、Evergrande Health Chairman Tan Zhaohui and others visited provincial and local governments，Seeking investment cooperation opportunities。

Hengda annual report display，As of the end of 2016，Hengda only owns two cultural tourism projects, Haihua Island and Qidong Hengda Maritime Venice，Full-year contract sales 174.700 million yuan。But by the first half of 2017，Evergrande Tourism Group already owns Haihua Island、Qidong、Changsha、Guiyang、Kaifeng、Zhenjiang、Suzhou、8 projects in Cangzhou，Total tourist land reserve area 26.64 million square meters，Contracted sales in the first half of the year 139.900 million yuan。As of the first half of 2017，The total land reserve area of ​​Evergrande is 2.7.6 billion square meters (cumulative average cost 1,658 yuan/square meter)，It is the real estate company with the largest land reserve in China。

Evergrande is the real estate company with the largest land reserve in China

September 20 this year，Evergrande Real Estate with 25.A total price of 5.6 billion yuan was used to purchase 16 land parcels for sale in Jurong City, Jiangsu Province，These sites will be used to build Evergrande Children’s World Theme Park。November 7，Evergrande announced that it will invest in the construction of the Children's World Cultural Tourism Project in Xixian New District, Xi'an，The investment volume is nearly 70 billion yuan，Size is equivalent to Disney 1.5 times。From the layout perspective，Evergrande Group is likely to compete with Disney for the domestic children’s amusement market。

In addition to the children's world cultural tourism project，Evergrande also participates in characteristic towns that have attracted real estate developers in recent years。

July this year，Evergrande reaches cooperation with Xikou, Fenghua, Zhejiang，Will invest 4 billion to build Fenghua Xikou Hengda Ecological Tourism Town Project。September，Chongqing Company of Evergrande Group announced that it will invest more than 10 billion yuan，Building a tourist resort characteristic town project in Chongqing Changshou Lake Scenic Area，An area of ​​about 4,000 acres，Construction scale exceeds 2 million square meters。

In addition，Hengda relies on its advantages in football，Deploying football-characteristic towns across the country，July this year，The first football town in northwest China invested by Evergrande has settled in Lanzhou Gongjiawan-Huangyu Area，The total planning scope of the project is about 7765 acres，The total planned investment is about 30 billion。The first football town in Northeast China has also officially signed a contract to settle in Shenbei New District, Shenyang，Investment amount 10 billion。

Except tourism，Evergrande also plans to get a piece of the pie in the film and television industry。November 21，Evergrande-Huayi Brothers (Yangjiang) Cinema City project officially settled in Yangjiang, Guangdong，Investment amount up to 37.5 billion。According to public information statistics，Currently Evergrande and Huayi have cooperation plans on at least 4 film and television real estate projects。With the help of Huayi Brothers, a film IP manufacturer，Evergrande gradually expands its film and television industry territory。

Evergrande cooperates with Huayi Brothers to develop film and television towns

According to incomplete statistics，The cultural tourism projects that Evergrande has publicly signed or has intention to sign include Evergrande Children’s World、Special tourist town、Movie towns and more than 20，The total announced investment exceeds 800 billion yuan，The long-term planned area is more than 90,000 acres。

2. Vanke: 188bet app To create a new cross-border product for cultural tourism real estate

On the road to transforming into an “urban supporting service provider”，Vanke is also making frequent moves。

Chairman of the Board of Directors of Vanke Group、CEO Yu Liang said before，Will actively expand apartments、Ice and Snow Vacation、Elderly Care、Educational business。Currently, Vanke already has Liangzhu Cultural Village、Dongguan 769 Cultural and Creative Park and other established projects；In addition，Vanke is currently in Xi’an、Lanzhou and other places also have cultural and creative projects。Tourism real estate，Vanke already has several projects in operation such as Jilin Songhua Lake Ski Resort。

In the above projects，Liangzhu Cultural Village is Vanke’s first large-scale cultural tourism project。

Liangzhu Cultural Village is located in the northern suburbs of Hangzhou，About 20 kilometers from Hangzhou，50 minutes drive，The overall area is 10,000 acres，Belongs to Vanke’s “non-standard” new town product practice，It is a collection of natural ecological protection、Leisure travel、Residence、A new pastoral town integrating economy and culture。The planned real estate development land of Liangzhu Cultural Village is about 5,000 acres，Total construction area 3.4 million square meters，Residence 2.3 million square meters，Public building 500,000 square meters，Tourism service package 700,000 square meters，Accommodates a permanent population of 30,000 to 50,000。

Liangzhu Cultural Village Map

2014，Vanke announces investment of 40 billion yuan，Build the first ski resort project - Vanke Songhua Lake Resort。The project is located in Jilin City, Jilin Province，The overall planned area is about 20 square kilometers。Also，Shenzhen Langqi Yacht Club、Huizhou Shuangyue Bay Resort、Qingyuan White Swan Resort Hotel、Sanya Forest Resort Park、Sanya Lakeside Resort Park and other tourist resort projects have been successively invested, developed and put into use。

June this year，An “Announcement on the Preemptive Right of Corporate Real Estate Enterprises” issued by Yunnan Urban Investment Group，Let Vanke’s latest investment case in cultural tourism real estate surfaced。Named in the announcement，Yunnan City Investment gave up the right of first refusal to purchase 40% of the equity of its subsidiary Huashangzhijia，Kunming Vanke will become the transferee of this equity，And responsible for the subsequent operation and development of the "Yunnan Chengjiang Sun Mountain International Ecological Tourism Leisure Resort Community Project"。It is reported，This tourist real estate project is more than 70 kilometers away from Kunming，Located by Fuxian Lake、Sun Mountain。The total project area is 6618 acres，is a collection of ecological protection、Sports events、Health care、Culture and Entertainment、A comprehensive ecological tourism, leisure and resort community integrating business, conference and exhibition。

Yunnan Chengjiang Taiyang Mountain International Ecological Tourism and Leisure Resort Project

Some analysts said，Previously cultural tourism real estate was not Vanke’s core development segment，Affected by equity competition，Vanke seemed to have no time to focus on its past weaknesses。But with the stabilization of the shareholder structure，Vanke is likely to invest heavily in cultural tourism real estate in the next step，The acquisition of Yunnan tourism real estate project is likely to be a new beginning for Vanke。

Just last month (October 21st)，Vanke announced，Signed a strategic cooperation framework agreement with Chinese Culture Holding Group in Shanghai，Both parties will be integrated in the city and industry、Establishing cooperation channels in smart communities and other fields，We want to jointly create a new cross-border product model in the field of cultural tourism real estate。This time I chose to cooperate with Chinese Culture，What Vanke is interested in may be the resources and experience of Chinese Culture in the cultural industry。Vanke’s deployment in the cultural tourism field is gradually accelerating。

3、Country Garden: Innovative ideas，From tech town to theme park

In comparison，Country Garden has a broader layout in the field of cultural tourism real estate。As one of the earliest companies in the industry to launch the construction of characteristic towns，Country Garden’s first 188bet app characteristic town has landed in Tonghu, Huizhou。As understood，Tonghu Science and Technology Town delisted the first phase of land in May 2017 and broke ground，covers an area of ​​about 8 square kilometers，Based on Cisco data center，Build a world-class Internet of Things and intelligent control industrial base。Currently，Country Garden has signed contracts with the first batch of nearly 80 innovative industry institutions，The industrial plot will also be put into operation in the first half of 2018，And arrange for the first batch of enterprises to settle in。According to plan，Tonghu Science and Technology Town is expected to invest up to 130 billion yuan，The return period is 3-5 years。

Tonghu Science and Technology Town has obvious location advantages

Among the "100 billion real estate companies"，Country Garden’s strategic layout is different from other real estate companies，The construction and operation characteristics of Country Garden Technology Town are mainly reflected in three points:

A、The location is located in core one、Second-tier cities，No matter from the current situation or the future，All will benefit from the aforementioned spillover effects of urban resources；

B、With the industrial ecosystem as the core，Requires continuous improvement of the establishment and operation of the industrial ecological chain，Taking industrial development as the main context，Real estate companies are expected to adopt holding properties、Industrial Fund、Benefit from equity investment and other models；

C、Perfect industrial supporting facilities can truly promote "production、Ecology、Life” combination，Education、Medical、Public Services、Full supporting systems such as housing will be a necessary factor for the livability of the town，Only with complete supporting facilities can we hope to realize the continuous introduction of industrial population。

Currently，Country Garden is already in the Pearl River Delta、A number of technology towns have been initially laid out around Beijing and other places，And with Cisco、Foxconn、Li Kaifu Innovation Workshop、Inspur Group、Tsinghua University、A large number of institutions including the Comprehensive Research Center of the Chinese Academy of Sciences have established strategic cooperation。Technology town will become Country Garden’s new growth point in the future。

Country Garden Science and Technology Town Layout Intention Map

In addition to the technology town，Country Garden begins to develop its theme parks。June this year，Country Garden announced the signing of a project cooperation framework agreement with Haichang Ocean Park Holdings Co., Ltd.，According to agreement，Both parties will utilize their respective experience and brand resources，Establish strategic cooperation in the field of land acquisition, development and operation。The two parties will jointly develop and acquire high-quality (not limited to ocean theme parks) tourism and leisure projects and supporting businesses within suitable cities across the country、Hotel、Residential project。

An announcement will be displayed later，Two companies acquired two commercial land parcels in Zhongmu County, Zhengzhou。This project will build a comprehensive ocean park with a total construction area of ​​no less than 120,000 square meters。This project is also Country Garden’s first development involving a large-scale theme park tourism project。

Before cooperating with Haichang，Country Garden used to rely mainly on landscape and water resources-driven tourism real estate development model，Such as the Ten Mile Silver Beach around Shenzhen、Huizhou Runyang Valley、Hainan Coral Palace and other well-known projects。

Judging from Country Garden’s partnership with Haichang this round，Country Garden’s thinking on developing cultural tourism real estate is changing。From the previous sales model of developing residential and hotel products based on landscape resources，Added theme park mode。Country Garden said，The company will also launch cross-border cooperation with more theme park giants in the field of cultural tourism real estate。

4、China Fortune Land Development: Characteristic town and industrial new city model are in the same line

November 4, 2016，China Fortune Land Development announced the company’s characteristic town strategy to the outside world for the first time，It will be developed in 188bet sports betting app download coordination with the company’s industrial new city business，Aims to become one of the two important engines for the company to promote regional economic development。

Since January this year，China Fortune Land Development has successively cooperated with the Feidong County Government of Hefei City、Shushan District Western New City Construction Headquarters signed a cooperation agreement，Want to build a robot town together、Aerospace smart town, etc.。

February this year，Hebei Province announced the first list of characteristic towns for the creation and cultivation of characteristic towns，Six cultivation towns in Langfang were selected，Three of them are works by China Fortune Land Development。Including Yongqing County Happy Innovation Town、Bazhou City Football Sports Town、Xianghe County Robot Town。

China Fortune Hefei Robot Town

China Fortune Land Development defines itself as an “industrial new city operator”。In this sense，China Fortune Land Development，can be understood as a supplier that provides comprehensive solutions to the regional economy。The reason why it can become an industry leader，The product layout is many years earlier than others。

This company was established in 1998，Entered Gu’an Industrial Park in 2002，Benefit from the development model of “industry-city integration” and the industrial dividends brought by the Beijing-Tianjin-Hebei planning，After nearly 15 years of development，Working on PPP with the government、New Industrial City、Innovation and entrepreneurship and even Chinese football，Both have made great achievements。

Compared to Vanke、Country Garden and other traditional real estate companies，Have better industrial resources、China Fortune Land Development, which has a deeper understanding of industrial real estate, seems to be more likely to gain the trust of local governments。And today，China Fortune Land Development is using "PPP market-oriented operation" as the mechanism，Relying on the advantages of industrial clusters，By providing industrial development planning、Global resource integration、Investment Management Services、Scenic area intelligent operation and other whole industry chain services，Cooperating with the government to create innovative characteristic towns。

According to China Fortune Land Development’s recently announced plan，It will be in the Beijing area in the next three years、Big cities along the Yangtze River Economic Belt and the Pearl River Delta region、Hundreds of characteristic towns are laid out in and around the core city。

Not long ago，China Fortune Land Development announced the signing of the PPP project for the film and television industry town in Xiangfu District, Kaifeng City。Cooperation area north to planned Xianggang Road，South to Xijiangzhai Road，West to Kaigang Avenue，East to Planning Ninth Street，The contract performance period is 25 years。China Fortune Land Development is responsible for investing funds in this project to fully assist the People's Government of Xiangfu District, Kaifeng City in investing in the cooperation area、Development、Construction、Investment recruitment and operation work。

It is reported，For the development and operation of characteristic towns，China Fortune Land Development has already conducted pilot projects in its new industrial city，The towns that have been established and begun to take shape include Dachang Film and Television Town、Jiashan Talent Entrepreneurship Town。In addition，Football Town、Healthy Town and Grape Town will also be launched one after another according to the company’s announcement。

The characteristic town created by China Fortune Land Development is in line with its industrial new city model。Benefiting from the small size，China Fortune Land Development Characteristic Towns are distributed within a radius of 50 kilometers from the city，Filling the gap in land use between the city center and the new industrial city，On the one hand, divert urban population and industries、Relieving urban pressure，It is the product of the accelerated urbanization stage；On the other hand, it balances China Fortune Land Development in the center of the city、Coordinated development of large and small towns between surrounding and outer suburbs。

5. Green space: focus on laying out characteristic towns to pursue victory

While major real estate companies are making plans，Greenland Group is also taking advantage of the trend to continue to step up the implementation of cultural tourism projects。

188bet sports betting app download November 2015，Greenland acquired the Shanghai Pudong coastal tourism real estate project through equity acquisition，And plans to build it into a new iconic project for vacation in the suburbs of Shanghai - Greenland International Resort。

June 2016，Greenland Group signed an agreement with Chengdu Cultural Tourism Group，Co-build a product R&D sharing platform。October of the same year，Shandong Greenland Spring Holding Group, a subsidiary of Greenland Group, and Taishan Scenic Area Management Committee、The Daiyue District Government reached strategic cooperation agreements respectively，Will invest 36 billion yuan in the upgrading, transformation and development of Taishan Scenic Area and Huangqian Town Area。The specific development of the green area will cover Mount Tai Scenic Area and surrounding large-scale cultural tourism、Retirement and health care、Supporting facilities、High-quality residential projects。

Early this year，Chairman of Greenland Group、President Zhang Yuliang revealed，Greenland has been removed from industry、New growth engines have been identified at the investment and management levels，Long-term rental apartment projects and “characteristic towns” will be Greenland’s performance growth points in 2017。According to strategic plan，The green space will be in Beijing、Shanghai、Wuhan、Reserve 10-15 characteristic small town projects in the outer suburbs and surrounding areas of key first- and second-tier cities such as Nanjing，And focus on smart health city、The two themes of cultural tourism city combine other industries with characteristic towns。

First quarter of this year，Greenland has signed a contract with Ningbo Hangzhou Bay、Nanchang Ganjiang New District、9 characteristic town projects including Dujiangyan in Chengdu。

Greenland proposes town strategies with large-scale development models such as "Smart Health City" and "Cultural Tourism City"，Industrial spillover for megacities or large urban agglomerations、Population overflow，Invest to start large-scale characteristic town project。According to the green space plan，In the process of developing characteristic towns in the Beijing-Tianjin-Hebei region，Greenfield will play the role of “resource integrator”，Explore and create comprehensive services、A distinctive town project developed into one body。

actually，Green space in Chongming Island, Shanghai、Hangzhou Bay has already been put into practice，Planning to build a healthy town in Jiangxi (surrounding Nanchang)、Smart Town，Also signed two towns in Zhengzhou。Last year，Greenland Group and Hangzhou Bay New Area signed a strategic cooperation agreement with a total investment of 50 billion yuan，Comprehensively undertake the comprehensive urban development industry in the construction of Binhai New City，August this year，The "Greenland Bay" characteristic town project located in Hangzhou Bay New Area has also been officially launched。

The "Greenland Bay" characteristic town is located in Hangzhou Bay New Area

In the “confrontation” of the past year，Greenland and Evergrande、Vanke、Country Garden is very different，If you want to attack, you need to put in more effort。The creation of a characteristic town，Undoubtedly a bargaining chip for Greenland’s pursuit。

Don’t rush for quick success when investing in cultural tourism, operation is the key

In the booming wave of tourism real estate development，Due to the eagerness for quick success and differences in development models，Just casual、Although there are many real estate projects under the tourism banner，But only a handful have truly established a brand。Although a large number of powerful real estate companies have poured into the tourism real estate development field，But so far，Among the many tourism real estate projects across the country，No one brand is world-renowned。Some tourism real estate has even become a gimmick for companies to acquire land at low prices，The reality of selling houses in the name of tourism。

Although it is a new outlet in the real estate industry，But how to run a cultural tourism real estate project，Still a challenge for developers，Real estate companies are also eager to find a successful way to break through the difficulties of tourism real estate。

Today’s cultural and tourism real estate requires tourism、Cultural Industry、The 188bet Online Sports Betting and Casino real estate industry is closely integrated，From the initial competition for resources and scale to today’s competition for products and operational capabilities，The corresponding profit model is also gradually changing。In order to obtain greater profit margins and sustained and stable income in the future，Development companies must find new profit models，Thinking about consumption characteristics and changes in demand、Changes in the market environment and many other factors，In development mode、Looking for differentiation in product types，Really establish your own product features and brand，Relying on good operations to preserve the value of assets、Value added。

Nowadays，Real estate companies continue to expand by “going big and fast”，Whether the expected returns can be achieved remains to be tested by the market，Reasonable planning methods and sustainable operating strategies are the keys to success for real estate companies in the cultural tourism field。