April 28，Atlantis Sanya (hereinafter referred to as "Atlantis") has been officially open for a full year，At present, the only luxury hotels 188bet Online Sports Betting and Casino world bearing the name "Yate" are except Sanya，Dubai、One in each of the Bahamas。

This big guy who invested tens of billions is called Sanya 188bet Online Sports Betting and Casino 3.The benchmark of stage 0，Fosun 188bet Online Sports Betting and Casino as the owner is responsible for investment and development，The South African Kerzner Group, the owner of the Yate brand, assumes operational management。

188bet Online Sports Betting and Casino is not only a luxury five-star hotel，It is also an aquarium、Water Park、Performance show、A comprehensive tourist destination including shopping streets。Let’s put it simply，A family from Beijing or Shanghai stayed in this hotel for two nights，The total cost including air tickets is 1.More than 50,000 yuan，188bet Online Sports Betting and Casino is an excellent place for all researchers to observe the behavior and consumption characteristics of Chinese middle-class families。

The possibility of another Fosun 188bet Online Sports Betting and Casino Group growing in China in the next ten years is almost zero，The so-called time is also luck and destiny。

End of last month，Emei Peak was invited to experience 188bet Online Sports Betting and Casino，Not much to say，Let’s chat with colleagues based on what we visited and saw。

Emifeng has been a financial investigative reporter for more than ten years，188bet Online Sports Betting and Casino first step of a research project, it is customary to look at the tourist group and then push upstream。

Judging from the situation of downstream tourists，188bet Online Sports Betting and Casino’s ability to attract consumers is indeed very strong。

The so-called "strong" means that a tourist destination must have the ability to attract and accept different levels of consumers at different times，This ability is the key to staying strong 188bet Online Sports Betting and Casino off-season and being more prosperous 188bet Online Sports Betting and Casino peak season.

Staying at Emei Peak on April 27、28 in two days，188bet Online Sports Betting and Casino’s mainstream customer group is preschool family customers，Mostly a group of three or even five people, parents, elders and preschoolers，Occasionally decorated with couples or best friends，Of course，Most of them are from outside Hainan Province。

It was a very interesting two days at that time，The previous weekend has been adjusted during the May Day holiday，Holiday on Saturday, April 27th，Sunday, the 28th, is adjusted to a working day，So it is impossible for primary and secondary school students outside Hainan Province who are over 6 years old to take leave to go to 188bet Online Sports Betting and Casino for vacation，Preschool children rarely have such restrictions。

Preschool children refer to children who have not yet entered elementary school，The overall age group is under 6 or 7 years old，Their parents belong to the standard Millennial generation born 188bet Online Sports Betting and Casino 80s and before 95，This age group of customers is very standard，Most of them belong to the middle class with strong consumption power。

Inferring from the customer group structure，You should understand，188bet Online Sports Betting and Casino is a tourist destination with parent-child families as its main customers，There are even three pairs of slippers, two large and one small, 188bet Online Sports Betting and Casino closet of this hotel room，Three bathrobes。

This project looks like a hotel + amusement park from the outside，During a non-holiday time，Middle-class parent-child family customers are naturally segmented based on different age groups of children，Attracting from Beijing、Shanghai、There are a large number of middle-class families with preschool children 188bet Online Sports Betting and Casino Northeast。Looking from the inside，Two nights + round-trip air tickets to Sanya，The vacation expenditure of 20,000 yuan for two large and one small children is definitely a concentrated expression of the consumption upgrade of China’s middle class。

Qian Jiannong, Chairman and CEO of Fosun 188bet Online Sports Betting and Casino, believes thatThe cultural 188bet Online Sports Betting and Casino industry needs to think more about changes in consumer demand,Instead of simply being limited to products and content areas.If according to changes in consumer demand，188bet Online Sports Betting and Casino a macro perspective, consumption characteristics have changed，The details are the changes in consumers’ individual needs。About the former，As Qian Jiannong told Emei Peak，Millennials’ pursuit of future travel products is happiness、Experience，without a solid content，Need different products and different content in different regions，At the same time, with the development of social media，Millennials are more accustomed to thinking about their happiness、Share the experience with friends。

Create products and content based on needs，This is an important method for cultural 188bet Online Sports Betting and Casino enterprises；Subject to standard products to match requirements，This is a way for companies to cross-border into cultural 188bet Online Sports Betting and Casino。Discussing business in business，No comment on the two ways to play，It’s just that Emeifeng is more interested in the heavy gameplay of cultural 188bet Online Sports Betting and Casino companies，I also want to talk to you about the details of this gameplay，Create product and business content according to needs。

What are the needs of China’s middle class？To understand this，188bet Online Sports Betting and Casino have to think about the big picture，Be careful，The combination of the two is a great skill。

Let’s talk about some thoughts first.The little idea is plainly stated，That is, 188bet Online Sports Betting and Casino must pay attention to the consumer experience during operations，Consumer needs vary 188bet Online Sports Betting and Casino person to person，It’s so hard to serve everyone，But there are some common rules to follow。At the same time，Chinese people and foreigners have different needs and habits，For example, your girlfriend is sick，You boil water for her to drink，She thinks you are very considerate。

188bet Online Sports Betting and Casino is a luxury brand of the South African Kerzner Group，Sanya 188bet Online Sports Betting and Casino is also managed by Kirzner Group，In this hotel run by foreigners (management)，Chinese middle-class consumers still have deep-rooted Chinese habits。

What do you see 188bet Online Sports Betting and Casino photo below taken at Mount Emei (click to open to see larger)？

Is the balcony full of clothes?

Chinese people like to dry their clothes，Whether at home or in a five-star hotel。

Is it healthier for children to wear clothes dried by natural sunlight？The sun is so good, so 188bet Online Sports Betting and Casino must dry your clothes and quilt？The sun is so good，Why use machine drying？A balcony filled with clothes naturally feels like home，What happened to the five-star hotel？

Inadvertent 188bet Online Sports Betting and Casino clothes drying,Do 188bet Online Sports Betting and Casino think this habit of Chinese people is deep-rooted？Middle class or rich，As long as 188bet Online Sports Betting and Casino are Chinese, this kind of collective will exist、Unconscious、Spontaneous behavior。

There are many places where this kind of collective and spontaneous behavior occurs in 188bet Online Sports Betting and Casino.

For example, the Chinese believe that children who are hot and cold will catch a cold.

Emei Feng squatted for a while at the entrance gate from the water park to the Yate Hotel，I found some parents or grandmas stopping 188bet Online Sports Betting and Casino shade outside the gate or walking around with their children after playing 188bet Online Sports Betting and Casino water。The reason for their behavior is simple，There is air conditioning 188bet Online Sports Betting and Casino room to prevent children from catching cold，Wait until the water on the child dries before entering the hotel。Look，That’s what the Chinese are like，It is difficult for foreigners to learn this little trick，Maybe you don’t understand either。The behavior of Chinese middle-class families on vacation in 188bet Online Sports Betting and Casino is worth pondering，Be careful before thinking。Care must be taken at the operational level，Can we make a small outdoor market with a pergola？

When many small thoughts converge at one point，Operation grand strategy is naturally formed。

Of course，Within one year of opening，Art also spent a lot of thought on it。For example, Chinese female friends are afraid of getting tanned，So the entertainment format 188bet Online Sports Betting and Casino water park has been changed to indoor queuing，Similarly, children like to see marine animals 188bet Online Sports Betting and Casino aquarium，Then just let the children set up tents and live inside to see enough。Next few years，How Fosun Travel and Kirzner achieve effective interaction is the biggest test for both parties。One year after opening, there are still many places where Yate can make iterative changes，How to lead Kirzner to Chineseize the foreign brand Yate、Localization，Fosun Travel still needs to work harder 188bet Online Sports Betting and Casino next few years。

A few fun examples above，At the operational level, it is 188bet Online Sports Betting and Casino point to surface，But a destination with huge investment like 188bet Online Sports Betting and Casino，Pre-development logic is more critical，How to obtain 188bet Online Sports Betting and Casino and how to circulate tens of billions of funds?

The first step in the development logic of cultural 188bet Online Sports Betting and Casino projects is to acquire land，The land is in the hands of the government，The key to convincing the government is the 188bet Online Sports Betting and Casino acquisition strategy，What is needed behind this is the support of government resources。

A good land acquisition strategy must first look at the big picture，After fully understanding the territorial political and economic situation，Planning should be done 188bet Online Sports Betting and Casino perspective of industry and local political and economic development、Planning、Positioning project。The development cycle of a cultural 188bet Online Sports Betting and Casino project is long，Longer operating cycle，Not doing drawer transactions is to avoid imbalance due to changes in the political and economic situation，Thinking of the big picture and building a big picture is to stabilize local employment、Industrial Development、Comprehensive consideration of stable tax increase。Emifeng has tracked the regional political and economic industrial structure of dozens of provinces and cities for many years，If interested, please add Emeifeng WeChat (tripvividzh),Do not expand here，I will chat with you over wine at the cultural 188bet Online Sports Betting and Casino conference in June。Please allow Emei Feng to insert his own advertisement，Please click on the picture below，You can scan the QR code to register to participate in the conference。

Reviewing 188bet Online Sports Betting and Casino starts with the initial local planning.

You need to know，188bet Online Sports Betting and Casino previous land planning map of Sanya Haitang Bay，The location where Yate is now is planned as a green space，Not hotel land。188bet Online Sports Betting and Casino new phase of Haitang Bay land planning map，Yate’s location was turned into hotel land。In other words, the 188bet Online Sports Betting and Casino government made adjustments for Ate.

Pay attention to the black circle, the picture on the left is the old plan and the picture on the right is the new plan

You should know that this is a bit difficult in reality，As far as Emei Peak knows，In the field of cultural 188bet Online Sports Betting and Casino resort land，Some local governments even shouted the slogan not to increase one acre of construction land。

How did 188bet Online Sports Betting and Casino impress the Sanya government?

Similar to the large scale investment and land use like Fosun Yate，In any local government, the leadership team must agree，and submit for approval。In fact, a fundamental problem is，Sanya, in addition to coastal scenery and other natural resources，Can this city develop a larger environmental capacity，A more operable artificial vacation entertainment format？There is no shortage of real estate in Sanya，How to turn real estate into an operable and sustainable property category？The answers to the above two questions are the iterative ideas of Sanya 188bet Online Sports Betting and Casino。

When acquiring land for cultural 188bet Online Sports Betting and Casino projects,I am afraid that the cultural 188bet Online Sports Betting and Casino industry is mediocre and does not meet the local positioning，I am even more afraid of being seen out by others as not having the ability to operate cultural 188bet Online Sports Betting and Casino at all，The biggest fear is that there is no ability to create and introduce business formats。

Let’s take a look at how 188bet Online Sports Betting and Casino’s positioning and operations answer the above two questions。

One is Yate including hotel、Aquarium、Water Park、Performing Arts Theater。Aquarium、Water Park、The performing arts shows all belong to the artificial holiday entertainment industry，High investment intensity means high environmental carrying capacity，Combining luxury hotels with entertainment businesses，Create an ocean-themed space，Full time of daytime entertainment + night show、All-season artificial paradise，This type of business was positioned as the most cutting-edge cultural 188bet Online Sports Betting and Casino business in Sanya five or six years ago，It’s not out of date now。

The second is how to give a new meaning to the so-called real estate projects in cultural 188bet Online Sports Betting and Casino projects。

To be realistic，Cultural 188bet Online Sports Betting and Casino projects must have real estate to balance cash flow，Use real estate to solve the problem of project recovery cycle。But real estate in cultural 188bet Online Sports Betting and Casino projects needs to be given a new meaning，When talking to Emei Feng，Qian Jiannong, the head of Fosun 188bet Online Sports Betting and Casino, is a little helpless，His frustration lies 188bet Online Sports Betting and Casino fact that Yate may be misunderstood as a real estate project。

He used red wine and water as an analogy,“What I make is red wine，188bet Online Sports Betting and Casino have to say that what I make is water，The market positioning of red wine and water is different”。

From the previous research and judgment，Qian Jiannong believes that the 188bet Online Sports Betting and Casino project is different from the real estate project，"Positioning of real estate、The selling price is completely different from ours (Tang'an)。If based on the early stage of real estate research and judgment，We must consider the real estate market situation in Sanya、How is the demand?。If you judge based on real estate thinking，I didn’t dare to invest in this project at that time，Because when Fosun came to negotiate in 2013，Sanya’s real estate prices have no obvious advantage”。

At the operational level，Qian Jiannong believes that the logic of the Tang'an project is different 188bet Online Sports Betting and Casino that of real estate，“We are a holiday product holiday house，After the house is sold，Actually managed according to hotel style。More than 170 houses in Tang'an have been managed and operated by us。And this project was designed based on the concept of a holiday home 188bet Online Sports Betting and Casino early stage，It is completely different from the market positioning and listing strategy of real estate projects”。

188bet Online Sports Betting and Casino’s total area reaches 1321 acres，Including recreational + hotel land and vacation residential land，Open and see，The land area of ​​188bet Online Sports Betting and Casino Hotel + Paradise is 806 acres，The cost of acquiring land in 2013 was 2 billion yuan, equivalent to 2.48 million yuan per mu，Contains a 1,314-room luxury hotel and aquarium、Water Park、Performing Arts Theater、Commercial formats, etc.。The real estate project "Tang'an" supported by 188bet Online Sports Betting and Casino has a land area of ​​515 acres，The grounds include three apartment buildings and 197 villas，Emei Feng did not find the cost of acquiring this land，However, it is estimated based on the total development cost data，The cost of acquiring 515 acres of land should also be 188bet Online Sports Betting and Casino 1 billion level。

Anyway，Fosun 188bet Online Sports Betting and Casino should have spent about 3 billion in total to acquire 1,321 acres of land in the core of Haitang Bay in Sanya，Previously, the overall investment scale of Yate was around 10 billion，Not a false rumor。A destination with such a large scale of investment，A series of return indicators need to be corresponded to in the early calculation。

1. 188bet Online Sports Betting and Casino perspective of real estate property sales indicators,188bet Online Sports Betting and Casino’s supporting real estate project—Fosun Tang’an project has 1,004 available property units，Includes 807 vacation apartments and 197 villas in three apartment buildings，Currently the Tang’an project has been sold out in 2018。Among them, 3.4 billion contract revenue for 764 apartments was recognized and carried forward to 2018，The remaining property units will be carried forward in 2019。

Just a simple estimate (subject to sold out)，The overall revenue of Tang’an’s apartment projects is approximately 3.6 billion，The approximate sales revenue of the villa 188bet Online Sports Betting and Casino is 3 billion to 4 billion，That is to say, 188bet Online Sports Betting and Casino’s entire Tang’an project sales revenue should be around 7 billion。If the estimated development cost of Tang'an is 2 billion，Project gross profit is more than 5 billion，And this gross profit can probably cover 7788 of 188bet Online Sports Betting and Casino's early development costs，From a development and recycling perspective，This is also a classic case of cash flow rolling assets。

2. 188bet Online Sports Betting and Casino perspective of investment intensity,Standard products that can be copied and modified slightly simplify early planning、Planning、Design、Investment intensity in equipment production and post-operation。The entertainment business formats of Sanya Yate and Dubai and Bahamas are generally similar，Wave pool、High altitude diving、Drifting、Aquarium、Children’s water play area and other items are all standard products that have been slightly modified，These standard products have relatively reduced the investment intensity of Sanya Yate，Of course this is only relative，As a brand management exporter，Kirzner Group has good reasons to intervene 188bet Online Sports Betting and Casino early planning of Sanya Yate、Design、Equipment introduction and other fields，There is no doubt that Fosun will pay for these businesses。As for the scale of investment 188bet Online Sports Betting and Casino park，I will not start the calculation for Emei Peak。

3、One year after opening，Yate’s business creation、Content operation、Marketing Promotion、Planning layout、Moving line design is worthy of learning by cultural and 188bet Online Sports Betting and Casino colleagues。From the perspective of layout，The water park with the largest area in Sanya 188bet Online Sports Betting and Casino has a very compact layout，While the admission rate remains high，The compact layout improves the park’s capacity，Can effectively reduce marginal costs。

If you don’t understand this concept，You can think about why the express hotels 188bet Online Sports Betting and Casino business district emphasize the occupancy rate when getting a room，Of course, water parks naturally have genes of compact layout。

As stated at the beginning of this article，The possibility of another Fosun 188bet Online Sports Betting and Casino Group growing in China in the next ten years is almost zero，The so-called time is also luck and destiny。Under the general environment of restricting sea voyages，Now no matter how rich you are, it is difficult to build an international top-notch cultural 188bet Online Sports Betting and Casino industry closed loop through overseas acquisitions，So the timing of the layout of 188bet Online Sports Betting and Casino boss Guo and trader Qian Jiannong is indeed just right。

Serious cultural and 188bet Online Sports Betting and Casino companies generally have the ability to create content IP and normal operations，Now Fosun Travel has the confidence to say so。Cirque du Soleil、Club Med are all top overseas IPs acquired by Fosun before the restrictions on overseas travel，After the restriction on sea travel，The value of these assets can be increased to a strategic level。

For example, Sanya 188bet Online Sports Betting and Casino's performing arts project "C Show" is a love-themed water show created by a team of experts from Cirque du Soleil, with Neptune's search for the trident as the main line，The cast is a mix of Chinese and foreign actors。With the derivative ability of its own system，Fosun Travel has carried out a very successful content placement in its own large-scale destinations。

Evening of April 27th，The attendance rate was roughly measured when Emei Peak watched the "C Show" performance，The occupancy rate that night was around 40-50%，The proportion of family customers with preschool children is very high，Except for the couple customers。The warm-up interaction before the show and between sessions is deeply loved by preschool children，The children’s excitement was pretty good throughout the whole show，The performance of "C Show" is rare。If 188bet Online Sports Betting and Casino get a perfect score，Emei Peak can give "C Show" 7 points。Deduction of three points，One point is that the children’s fatigue during daytime play was not fully considered，There is room for improvement in interaction and excitement points，Can the children not sleep during the one-hour performance?，Not yet finished？The remaining two points are reserved for future iterative observations。

From an overall perspective，Fosun 188bet Online Sports Betting and Casino has relied on overseas acquisitions + independent absorption to create an internationally leading cultural 188bet Online Sports Betting and Casino group business closed loop，Taking over the c-end from Thomas Cook upstream，Accepted the operation of Club Med，Then introduce and operate various top foreign IPs，The closed loop of Fosun Travel has been formed。

So-called closed loop，That’s the treasure chest it refers to，What kind of business do you want，Just change the content。The standard product is no longer a standard，Non-standard products are derived from standard products，Back and forth 188bet Online Sports Betting and Casino body, spitting out the old and absorbing the new。

This treasure box in 188bet Online Sports Betting and Casino’s arms，It really makes Qian Jiannong feel confident。

His expression on Zhihui，“China’s leisure and vacation industry is in its infancy，The structural adjustment of the 188bet Online Sports Betting and Casino industry must have experienced the same problems as other industries，Such as overcapacity, etc.。Good cultural 188bet Online Sports Betting and Casino projects are in short supply，Some are overcapacity。I believe that the next ten years will be a decade of rapid development，Another very painful decade，The most important 188bet Online Sports Betting and Casino practitioners do not adjust their thinking，There will definitely be some projects with overcapacity”。

He said，“Fosun Travel later intervened，We have stood at the commanding heights of the global 188bet Online Sports Betting and Casino industry.....Based on learning from existing models and experiences in the global 188bet Online Sports Betting and Casino industry，(Introducing good projects) into China，And through our understanding of the Chinese market and consumers，Further improvements to achieve perfection。”

As understood，Following the successful launch of Atlantis Sanya，Fosun Travel is already in Taicang、Lijiang launches new “tourist destination”。According to Qian Jiannong，These two projects will be named after Fosun 188bet Online Sports Betting and Casino’s “own brand” FOLIDAY，Integrated global leisure and vacation IP，Combining different local characteristics，Create a new generation of destination vacation products。How Fosun 188bet Online Sports Betting and Casino plays new tricks，Worth to wait and see。