Shimao Group’s layout in the cultural tourism field is accelerating.

Days ago，Shimao Group and Smurfs copyright owner IMPS announced，The international animation IP image "The Smurfs" will be stationed in Shanghai Shimao Elf City Theme Park。This is after Hello Kitty，Shimao Group once again introduces world cultural IP in the theme park field。

Among many real estate companies entering tourism real estate，Shimao Group’s layout is quite early。The group proposed strategic goals in 2012，In the next 10-15 years，Invest hundreds of billions of dollars to create the “Shimao Travel Model”。

In recent years，Shimao explores diversified development paths beyond its main real estate business，Hotel、Business、Involved in theme park operations, etc.。Among them，Theme parks are an important strategy for Shimao Group’s cultural tourism layout，And use this to radiate multi-level life businesses。In order to quickly expand the market，Shimao’s strategy is to combine IP。Not only in Fujian、Shanghai、Create your own IP in other places，Also signed Hello Kitty、Smurfs and other international IP brands。

As a veteran real estate developer，Shimao Group’s cultural tourism layout is supported by strong financial strength and land reserves，And develop the main theme park by cooperating with well-known IP，Can open the market faster，Create business value。However，How to correctly implant and implement IP，How to operate amusement-oriented operations after landing？The doorway，Has Shimao figured it out？

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In recent years，As macroeconomic control policies continue to increase、The competition in the land market is becoming increasingly fierce，The traditional development path can no longer support the larger scale demands of real estate companies，Diversified transformation is the way out，More and more developers are “racing 188bet sports betting app download for land” in tourism real estate。

Back in 2012，Shimao Group releases tourism real estate strategy，Announced in the next 10-15 years，Invest hundreds of billions，Create “Shimao Travel Model”，And in Dalian、Yantai、Wuhan、Shanghai、Fuzhou、Layout in Hainan and other places。Among them，Dalian Shimao Yulong Bay、Wuhan Shimao Longwan project is the most well-known in the industry。

Data display，Dalian Shimao Yulong Bay Project is currently the most high-end tourism real estate project in China built by Shimao Group with an investment of 50 billion，An area of ​​2000 hectares，The land area is 1000 hectares，Reclamation area 1000 hectares。This project is Shimao’s largest investment in the mainland，Including tourist business area、Hotel Exhibition Area、Cruise Terminal、Beachside Lohas City、Waterfront Eco-City、Indoor theme park、Special orchards and coastal ecological residential areas, etc.。

Also，Shanghai Shimao Nano Magic City、Tianjin Shimao Wetland AD、Fuzhou Shimao Yulong Bay、Fuzhou Shimao Tiancheng、Jinjiang Shimao Yulong Bay、Shaoxing Shimao Didang New City and other projects are representative projects of Shimao’s tourism sector。These tourism real estate projects have brought greater returns to Shimao Group。Data display，In 2014, the Shimao Tourism Real Estate team contributed sales revenue of 163.100 million yuan。

As of now，Shimao Group owns two listed companies, Shimao Real Estate (Hong Kong shares) and Shimao Co., Ltd. (A shares)，Business covers real estate、Hotel、Business、Theme Park、Property Management、Finance、Education and other fields。The theme park is a major strategic core of Shimao Group’s cultural tourism layout。

Shimao enters into theme parks to develop tourism real estate，Regarded as a transformation of real estate and business strategies。Some insiders believe，The real purpose of real estate companies’ transformation into business is to improve project sales performance and develop the service industry，Whether it’s a department store、Hotel、Medical、Education、Theaters and other things need the support of popularity，For relatively remote areas，Both theme parks and children’s parks have become strong drivers of popularity。

Shimao’s 188bet Online Sports Betting and Casino theme parks mainly focus on Shanghai、Nanjing、Wuhan、Dalian and other economically developed cities along the river，These cities are regional economies、Culture、Transportation Center，Can have a strong radiating and driving effect on the regional economy，Thus forming regional linkage。corresponding，Around the theme park，Shimao Club with residential units、Business、Hotel and other complexes，To form a mutually driven model。

As a newcomer in the theme park field，How to quickly open this market，Shimao’s approach is to combine IP。

Seize the International IP Nuggets Theme Park

In the theme park market，IP is the core of differentiation and competitiveness。 

Shimao starts Nuggets theme park in 2014，Not only settled in Fujian、Shanghai、Nanjing、Wuhan and other places，Create your own IP "Lingshimao Insurance King"，Also recruiting international IP brands，Including Hello Kitty, Smurfs, etc.，To bring traffic and influence，Drive your own IP。

December 2016，Fujian Shimao Sky City opens，Shimao Theme Park Project—Shishi Shimao Risk King Theme Park is launched here；May 2017，Shimao Group and Japan’s Sanrio signed a cooperation agreement，Introducing HelloKitty super IP to create an indoor park in Shanghai；March 2019，Shimao Group and Smurfs copyright owner IMPS held a press conference in Shanghai，Announced that the classic IP of The Smurfs will be settled in the Shanghai Shimao Elf City Theme Park located in the Sheshan National Tourism Resort in Shanghai。

The original intention of Shimao’s large-scale theme park layout is that the theme park has a large number of potential consumer groups，Can bring huge passenger flow。Shimao builds theme park surroundings，All equipped with residences、Business、Hotel and other complexes，The theme park will play a very good role in improving the surrounding facilities。

For example, Shanghai Shimao Elf City Theme Park is located next to the world's first "Shimao Pit Hotel" with a negative altitude of nearly 100 meters。Uniting world architectural wonders and international IP，The two will form a mutual driving force，Create superimposed value。

December 2018，Shanghai Shimao Animation Theme Park Phase I "Deep Pit Secret Realm" Opens，Add Wuhan Shimao Insurance King Theme Park、Shimao 188bet app Cloud Xiamen Tourism Hall、Hello Kitty Theme Park，Shimao Group has as many as 6 theme parks in mainland China that have opened or are about to open。

With the introduction of Disney and Universal Studios into China，Domestic tourism will gradually become “experience-focused”、Change in the direction of refinement，Competition is becoming increasingly fierce。Compared with cooperating with well-known IP than cultivating IP independently，Can help companies open the market faster，Create business value。Depend on brand diversification，Shimao has also won more development opportunities in addition to real estate development，At the same time, we also cooperated with international brands to obtain cross-border resources。

Financial report display，Shimao Real Estate’s annual contract signing volume in 2018 is 1,761.500 million yuan，Up 74% year-on-year.8%，The growth rate is leading in the real estate industry。Its land reserve is approximately 55.38 million square meters，Goods value exceeds 900 billion yuan。The group plans to invest in hotels in the next three years、Property to be split and listed，This undoubtedly adds new financing channels。Abundant funds、Land reserves provide strong support for further expansion of enterprises。

With the steady operation of its multiple cultural tourism projects，Shimao expands its product line to ski resorts、Multiple business models such as cultural tourism towns。

December 2018，Changchun Shimao Lotus Mountain Ski Resort opens，Covering resort hotel clusters、Specialized Commercial Street、Fengqing B&B、Theme parks and other businesses，At the same time，Shimao Group has a planned area of ​​nearly one million square meters，Spend tens of billions to build Shimao’s first cultural tourism town project in Northeast China in Lianhua Mountain Resort。

Challenges of Shimao Theme Park Layout 

In recent years，The number of family and parent-child tourists in urban tourist groups is on the rise，Small parent-child theme parks have also become many shopping malls、Hotel、Important business formats for attracting traffic to tourist destinations。

Benefiting from solid real estate background，Rich capital and land reserves，For Shimao Theme Park，The first priority is to build your own brand 188bet app well。Choose to introduce Hello Kitty、The Smurfs and other internationally renowned IPs，No doubt considering the influence of IP，And its appeal to parent-child customers。

Lin Huanjie, President of the China Theme Park Research Institute, said to Zhihui，Shimao Group’s strategy of introducing internationally renowned IP to build a theme park is correct，These IPs bring their own traffic，Able to provide additional value-added services to its shopping malls or hotels，Introduce more customers，To generate more consumption。But Hello Kitty、IPs like Smurfs generally have "outdated" problems，There are not many people who are really familiar with these cartoon characters and can relate to them，The audience is relatively limited，It is difficult to have a big influence。For example, Hello Kitty’s audience is mainly young women，As we grow older，Their consumption and aesthetics will gradually change，Unsustainable。

Lin Huanjie thinks，Shimao Group’s introduction of internationally renowned IP can have greater appeal to parent-child customers，Can help it open the market faster。But how to implement it after introduction，How to maximize efficiency，This requires subsequent research and cultivation。With the increasing number of parent-child paradises，Competition is bound to get bigger，There may be an oversupply situation。

In fact，The Nanjing East Road business district where Hello Kitty Park belongs is a diamond area with dense passenger flow，But in recent years, many theme parks have been introduced to this area，Including Madame Tussauds, which already exists in New World City，And Asia’s first thrilling secret realm themed experience hall introduced by Yuehui Plaza in 2018。Not long ago，Shanghai New World Co., Ltd. announced the introduction of "Naruto" IP，Building a Naruto theme park project on the 11th floor of New World City。

With the Smurfs IP settling in Shanghai Shimao Elf City Theme Park，Competition in the parent-child paradise market segment in Shanghai has already taken shape。Shimao Theme Park will also cooperate with Shanghai Disney Theme Park、Shanghai Haichang Ocean Park and others form a contradictory pattern。How to attract、Competing for passenger flow，This requires creating your own unique gameplay and operating model，In addition to strengthening 188bet app download the original innovation in the design of IP，We must pay more attention to continuous updates in the development process。

Lin Huanjie thinks，Themed entertainment projects in the future will shift to "bigger" and "smaller"。The "small but beautiful" theme park wants to be more "exquisite"，You need to pay attention to three aspects: experience、Interaction、Participate。In addition to relying on the influence of its own brand，Preliminary planning is still needed、Think first in the process of creativity and design，To make the IP available for visitors to participate、Interactive or experiential entertainment items，At the same time, we must make full use of high-tech means，Combining technology with amusement equipment，Used in theme park projects。 

In his opinion，It is easy for Shimao Group to introduce IP，But how to implant it is difficult，How to improve the scalability of IP after implementation、Sustainability and vitality，How to bring IP to life and form a classic project，This will take time to test。