188bet online sports betting Everyone is discussing "Songcheng Performing Arts acquired six rooms of the Internet performing arts C2C platform for 2.6 billion yuan" these days.。This merger marks the official start of the transformation of Songcheng’s performing arts business ecosystem。Since last year，Songcheng Performing Arts’ online layout is accelerated,Establishment of Songcheng Entertainment subsidiary、Participate in Dasheng International、Holding Benmo Pictures，The acquisition of six rooms with pure Internet targets，Intention to construct a complete online and offline performing arts interactive ecosystem。

Just like Songcheng Entertainment President Zhang Xian: Acquiring six rooms to maximize their respective products。After watching several consecutive daily limit-ups of Songcheng Performing Arts，Let’s take a look at how Songcheng’s performing arts developed and expanded step by step，What are the differences between the concept and path of success and those of your peers，Maybe this is the key point we need to think about。

After the National Day Golden Week in 2014，The Eternal Love series performances in many scenic spots have earned Songcheng Performing Arts Development Co., Ltd. (hereinafter referred to as "Songcheng Performing Arts") a lot of attention，It also brought huge profits。It is reported，Hangzhou Songcheng received a total of 30 tourists during National Day.40,000 people，Achieve operating income 2965.980,000 yuan，A year-on-year increase of 14% respectively.46% and 20.33%。

When many tourist attractions are in decline or barely able to survive，Songcheng Performing Arts uses a park plus a performance format，While performing great dramas, I also made plenty of real money，At the same time, it also paves the way for the group’s real 188bet Online Sports Betting and Casino estate business。On the surface，This business can be said to kill three birds with one stone，There are also imitators secretly，However, hidden concerns about its development have always existed。

A park + a performance

As one of the earliest companies in China to enter the theme park and tourism, culture and performing arts industries，Songcheng Performing Arts realizes the high added value of cultural performing arts through theme parks。According to the 2013 annual report，Songcheng Performing Arts received a total of 8.27 million tourists entering the park and watching performances throughout the year，Slightly increased by 2% year-on-year；Achieve operating income 6.7.9 billion yuan，15 more than the same period last year.79%；Total profit is 4.1.8 billion yuan，Year-on-year growth of 22.64% (see Table 1)。

Take Hangzhou Songcheng Scenic Area as an example

Songhe East Street is built in Songcheng Theme Park、rich family、Rouge Lane、Feilaixiang、Food Street、Six major theme blocks including Shijing Street。The newly built Songbo Cultural Experience Center、Seventy-two lines of old workshops also appeared one after another in 2014。

Added high-tech experience area Lost Ancient City and Fairy Mountain Buddhist Caves Area，Enrich the entire theme park’s tour content。At the same time，Shaoxing Opera、Puppet show、Shadow puppet show、Puppet、Street Juggling、Yan Qing Da Lei、Performances such as capturing Wu Song add to the attraction of the park。

Among them，The large-scale song and dance "Songcheng Eternal Love" is the core content of Songcheng Scenic Area，The “O” Show with Las Vegas、The Moulin Rouge in Paris is also known as "the three most famous shows in the world"。Use voice、Light、Electricity and other technological means and stage machinery，Deduces the hardships of the ancient people of Liangzhu in an unexpected way，The splendor of the Song Dynasty Palace，The tragedy of the Yue Family Army，The eternal song of Butterfly Lovers and White Snake Xu Xian，A handful of silk、The cultural characteristics of tea and Yanyu Jiangnan are expressed through the form of performing arts。

It is reported，"Songcheng Eternal Love" performed more than 1,300 times a year，10 performances per day during peak season，More than 16,000 performances since its launch more than ten years ago，Received more than 48 million visitors，188bet app It is currently the theater performance with the largest number of annual performances and audiences in the world。

At the same time，There is also "Shocking Flame" in the park、"The King's Wife Throwing Hydrangeas"、"Time Travel Flash Mob Show"、"Big Show: South American Hegemony"、"Yue Fei Orders Soldiers"、Top Ten Performing Arts Shows including "Beauty"，Adds to the tourist experience，More participation。On this basis，The park has launched activities covering all four seasons in conjunction with holidays，For example, the New Year Temple Fair、Torch Festival、Water Splashing Festival、All Gods Day, etc.。

Since January 1, 2013，Songcheng Scenic Area implements a one-ticket fare system for scenic area admission and "Songcheng Eternal Love"，The general ticket price for admission to scenic spots and performances has been adjusted to 280 yuan/person，Price increase is 20 yuan/person。Since the tourists in Songcheng Scenic Area are mainly group tourists，For example, 75% of tourists in the first half of 2014 were group tourists，And group tourists basically watch the show，About 50% of the remaining individual tourists also purchase combined tickets。

After the implementation of the one-vote system，Take the 2014 Spring Festival holiday as an example，The loss of individual passengers is very small，Songcheng’s income increased by 40%，The number of visitors increased by about 15%，After the one-ticket system, almost all tourists watched the show，The attendance ratio increased from 70 in the same period.55% increased significantly to 99.99%。

“The price increase in Songcheng Scenic Area will only affect a small number of individual tourists，It will not have a big impact on the number of visitors to the park。"An analyst from Hongyuan Securities told reporters，"An analyst from Hongyuan Securities told reporters，The price/performance ratio is higher among similar products。Compared with the growth rate of the national economy and the growth of the price level，The increase in ticket prices at Songcheng Scenic Area is not high。

On the basis of one park + one performance，Songcheng Scenic Area Pass Scenic Area Ticket、Income from performance tickets and property leasing。In terms of tickets，Attract tourists to Hangzhou through cooperation with travel agencies，Earn profits by charging tourists ticket fees。Therefore，The increase in ticket prices has boosted its 188bet sports betting app download operating income to some extent。

The 2014 semi-annual report is also displayed，During the reporting period，Songcheng Performing Arts received a total of 5.43 million tourists and audiences，Achieve operating income 3.9.1 billion yuan，Up 48 year-on-year.41%；Operating profit realized 2.1.5 billion yuan，An increase of 42 compared with the same period last year.59%。An insider from Songcheng Entertainment also revealed to reporters，The overall development trend of the national tourism market in the second half of the year will definitely be better than the first half of the year，Another thing that is certain is that Songcheng Performing Arts will definitely be better at the same time this year than last year。

Yan Yuejin, a researcher at Shanghai Yiju Research Institute, pointed out，Currently，The development of domestic tourist attractions is disorderly、Serious resource damage，There is a phenomenon of enclosure to a certain extent。Many scenic spots lack unique resource advantages，Commercialization、Obviously artificial，There is serious homogeneity。Songcheng Scenic Area focuses on landscape themes and cultural connotations，Bring tourists a different viewing experience through performances。

In addition to creating theme parks and special performances，Songcheng Performing Arts has also integrated businesses around the Songcheng scenic area。The Songcheng Phase II project, which is close to the Songcheng Scenic Area - Southern Song Dynasty Lancheng has gradually started to attract store investment and build corresponding software supporting facilities in 2013。Lanchengji Theme Park、Cultural and performing arts、Theme Hotel、Business and leisure cluster in one，Among them，The 1,200-room theme hotel invested by Songcheng Group opened in July 2013。

“The launch of ‘Lazy City’ can create tourism in and around the Songcheng scenic area、Business atmosphere，Improving functional areas and service facilities，Create an integrated leisure tourism concept，make shopping、Casual、Organic integration of entertainment，Improve reception service level，Develop leisure neighborhoods、Shopping District、Cultural and Entertainment Center，Prosperous scenic area economy，Effectively extend the visitor’s stay，Extend the consumption chain of scenic spots，Improve tourists’ spending power，Explore purchasing power，Promote popularity gathering，realize eating、Drink、Live、row、游、Entertainment、188bet sports betting app download One-stop shopping service”，The above-mentioned insider further pointed out。

As far as Hangzhou headquarters is concerned，Rotten Apple Paradise is also one of the highlights of Songcheng’s performing arts。Rotten Apple Park opened in July 2012，It is a fully indoor theme park，The market positioning is mainly for individual travelers，Especially for families with children。

The park uses animation and technology，With the jungle、The ocean and sunny beach are the atmospheric background，Using the experience of the young protagonist "Rotten Apple" as the story line，Target youth and children，Make it a magical parent-child paradise、Adult’s fairy tale world。As Rotten Apple Paradise is gradually introduced to the market，By improving its amusement service chain，Enable comprehensive coverage of major customer groups from children to adults。

Currently，"Book Donation Club" in the park、"Family Night Tour"、Activities such as “Birthday Party” are well received by parents，Gradually becoming a new bright spot in operating income。With many children’s programs in Zhejiang Province filming in Rotten Apple Paradise，For example, Zhejiang Children's Channel "Come on, Baby"、"Home Alone" and other programs，Greatly enhance its popularity。

At the same time，The park holds parent-child carnival themed activities and opens night tours、Elven Magic Party、Parent-child sports meeting、Cool creative market and other activities，And invite many animation, cartoon stars and animation celebrities to interact with tourists on site，Greatly increased the profit margin of Rotten Apple Paradise。

The Hangzhou Paradise Water Park, which opened on July 1, 2012, complements the Songcheng Scenic Area，And laid the foundation for future off-site replication。A lonely little turtle has been added to the water park、Magic Pencil、Conch slide and dozens of other water recreation projects，The overall play area has been expanded to 30,000 square meters。At the same time，The fourth season of the water-based real-life level-breaking game "I'm the Best" co-created with Zhejiang Satellite TV，Won the reputation of tourists。

The large-scale song and dance "Eternal Love of Wu and Yue" was performed for the first time on February 14, 2012 at the Hangzhou Paradise Grand Theater。During the "National Day" Golden Week of the same year，Songcheng Performing Arts launched the combination 188bet app download attempt of "Hangzhou Paradise + Wuyue Eternal Love Performance"，Making performance attendance rate as high as 87%。

The above-mentioned analyst said frankly，Project combination can alleviate the pressure of park visitors waiting in line to play，Reduce tourist complaint rate，Improve tourist satisfaction，Through integrated marketing，Equip Hangzhou Paradise with core capabilities that truly differentiate it from similar theme amusement parks。

Although Songcheng Performing Arts has a strong cultural awareness in its programs，But because there is no unique industrial chain，Resulting in a relative lack of background，Not competitive，If you want to build a perfect amusement park system，It will still take a long time。Maybe the company will still look good in a year or two，But if the time span is longer，May cause aesthetic fatigue，Investors will begin to question the highlights of future differentiated competition。