Xinhualian Real Estate Co., Ltd. (000620.SZ) was listed on the Shenzhen Stock Exchange via backdoor merger with ST Shengfang on July 8, 2011, Its controlling shareholder Marcolink Group was founded on October 28, 1990 by the group president Mr. Fu Jun，Wholly owned、Holding、More than 80 joint-stock companies，Owns 11 holdings and shares in listed companies，All over real estate、Mining、Oil、Chemical、Finance、Ceramic、New energy、Wine industry and other industrial sectors。Currently，The company’s total assets exceed 70 billion yuan，Operating revenue in 2015 exceeded 60.5 billion yuan。

In the initial stage of listing, the company focused on real estate business,Stable operation。In 2015, the company achieved main business income of 46.4.7 billion yuan，41 of which are real estate sales.5.9 billion yuan，Accounting for 89.50%，Real estate sales scale from 2012 to 27.230,000 square meters increased to 440,000 square meters in 2015，The compound annual growth rate is as high as 31.16%。

The company has sufficient land reserves，And the cost of land is relatively low，Can meet continued development needs in the future。2015，The company adopts “bidding, auction, listing” and equity acquisition and other methods，Acquired 110 lands in total.880,000 square meters，Planned building area 83.290,000 square meters。

The company has actively carried out strategic changes since its listing，Completed the industrial and commercial change registration procedures on August 12, 2016，The company name was officially changed from "Xin Hualian Real Estate Co., Ltd." to "Xin Hualian Cultural Tourism Development Co., Ltd."，Clarified the company's strategic transformation and future development direction - "Cultural Tourism + Finance + Real Estate"，In the future, 60% of resources will be invested in cultural tourism projects。The cultural tourism industry will be the company’s core competitive advantage in the future，The financial industry is one of the key industries in the future，Real estate will focus on first-tier cities and hot second-tier cities，Implement deep and intensive cultivation，Actively deploy overseas markets，Currently overseas properties include Australia and Malaysia。

Xinhualian’s cultural tourism development model is “ancient town (ancient street)”、Ancient City、Ancient Village)+”，Relying on the cultural heritage of the project location，Restore and construct ancient town buildings，Construct a series of supporting facilities at the same time，Build a complete tourist resort。In terms of business model，The company relied on its solid foundation in real estate development in the early stage，Leasing and selling supporting properties and shops to realize the return of funds，Rolling development；In the middle and later stages, it is mainly based on "ancient town operations" with relatively stable profits、"Cultural Performing 188bet Online Sports Betting and Casino Arts"、“Tourism property operation” is the core business，At the same time, provide tourism services in the resort、Art Education and Training、Tourism product development, etc.，Implementing a diversified business portfolio collaborative development model。

The company’s existing cultural tourism projects include Anhui Wuhu Xinhualian Cultural Tourism Resort、Changsha Tongguanyao International Cultural Tourism Resort、Shidu International Tourism Resort and Jinxiu Villa in Jeju Island, South Korea, etc.。

Wuhu Cultural Tourism Resort is located along the Biandan River in Wuhu City, Anhui Province，The total area is about 700,000 square meters，Planned construction area of ​​400,000 square meters，The resort mainly consists of the Jiuzi Ancient Town and the Beluga Ocean Park project。Currently, the investment promotion in Jiuzi Ancient Town has been completed，The first phase of the project was put into operation on July 30, 2016，The second Hui Street is expected to open on December 30。

• Juzi Ancient Town

Juzi Ancient Town Scenic Area is located south of Wanchun Middle Road、West of Huizhou Road，The total project area is about 530,000 square meters，The planned construction area is about 250,000 square meters，Constructed in accordance with the standards of 5A tourist attractions，Mainly build traditional Huizhou architectural complex。The first phase of the East Street project covers an area of ​​300,000 square meters，Dream Food Street、Cultural and Creative Street、Seven blocks including the Ancient Town Cultural Experience Street run through it；Also includes Jia Rutang、Sky Theater、12 cultural attractions with local characteristics including the Republic of China Post Office、10 time-honored self-operated stores and restaurants、Bars and sitcom performance spots, etc.。

The beauty of quiet life that is different from Wuzhen，The construction of Jiuzi Ancient Town incorporates more traditional and modern entertainment projects on top of the Huizhou architectural style，Reflects the lively and prosperous scene。There is Cuju in the ancient town during the day、Pinch of candy、Various folk activities such as pot throwing are available for tourists to experience，At the same time, you can watch live performances showing the development history of Huizhou merchants；The dreamy waterfront area along both sides of the Biandan River at night，Tea Bar、Book Bar、The coffee bar is scattered among them，Tourists can also take a cruise、Appreciating the ancient town、Putting river lanterns，Experience the fun of the ancient town on the water。

Juzi Ancient Town currently adopts the pass mode，Preferential prices are available during the initial operation period and key holidays，Standard ticket price is 80 yuan，The ticket price is expected to reach 150 yuan during the official operation period。There is also a special lantern show at night for which additional tickets are charged，Considering special entertainment activities in tourists’ one-day itinerary、Catering and leisure、Parking and accommodation consumption, etc.，The average price per customer is expected to be between 350-400 yuan。

• Beluga Marine Park
  

The company cooperates with Dalian Sunya，Constructing the Beluga Ocean Park in the scenic area - China’s first fifth-generation ocean polar pavilion，Project area 8.20,000 square meters，Building area exceeds 3.20,000 square meters (including Ocean Polar Hall 2.40,000 square meters)，The volume of water body is nearly 1.120,000 tons (including 6780 tons in the Ocean Polar Museum)。Covering the fifth generation of ocean polar museum、Marine Animal Show、Outdoor marine life escort area、Light Catering、Commercial 188bet sports betting app download blocks and other business formats。

Ocean Park by Polar Pavilion、Deep Sea Museum、Composed of 5D experience area and magical animal performance show，Also equipped with five-star hotel、Outlets、Zhongjiang Academy and high-end residences, etc.。The venue will introduce beluga whales、dolphin、More than 100 large marine polar animals such as Antarctic penguins and more than 10,000 rare fishes thrive here and it has become the largest penguin breeding base in East China。

Dalian Sunya is a leading domestic marine venue operator in domestic breeding technology and animal reserves，Wuhu Beluga Ocean Park is its first venue in the south。Different from the fourth generation aquarium，This venue is based on story line，Pay attention to interactive participation and audience experience during the visit，Use high technology and other multimedia means，Conquer the Freshwater Kingdom、Underwater World、The original ecological environment of the ice seas of the Arctic and Antarctic continents is displayed，And created a unique ice sea stingray show、Three wonderful marine animal performances including the underwater beluga show and the large theater performance "Mermaid Fairy Tale" (tentative title)，Highlight the unique charm of the fifth-generation aquarium。

In comparison，Original Lu’an Underwater World、Bengbu Haibei Ocean Park、Hefei Ocean World、Nanjing Underwater World and other places are small in scale，Some have longer operating years。Whole Anhui、There is no product in Jiangsu that can compete with it in terms of cost performance，Therefore, Wuhu Beluga Ocean Park is expected to further enhance the convergence effect of Wuhu。

2. Changsha Xinhualian Tongguanyao International Cultural Tourism Resort

On January 14, 1983, Changsha Tongguan Kiln was announced as a key cultural relic protection unit，Is the only cultural relic protection unit among the ancient sites in Hunan Province。More than two thousand pieces of exquisite porcelain have been unearthed from this kiln，Represents the pinnacle of the porcelain industry in the prosperous Tang Dynasty，Has rich historical and cultural heritage。

The project is located south of Tongguanyao National Archaeological Site Park, Wangcheng District, Changsha City，Connected to the famous Tongguan Pottery City in the north，The total area is about 3000 acres，The total planned construction area is about 820,000 square meters，Total investment 10 billion yuan。The project is the company’s “No. 1 Project”，It is expected that the main building will be capped by the end of 2016 and officially opened in 2018。

Xinhualian project relies on the Tongguan Kiln ruins in Wangcheng District, Changsha City，Plan to restore a number of historical streets and lanes in the ancient city of Changsha、Towers and temples、Garden houses and ceramics trading area in the prosperous Tang Dynasty - "Shizhu Lake"，A scenic spot focusing on historical cultural relics, landscapes and cultural activities will be created。At the same time，The company will develop high-end hotel clusters、Museum Group、Cultural Performing Arts Center、5D Cinema、Children’s Playground、Academy and water sports、Ceramic forum and other supporting businesses enrich entertainment features and extend tourists’ stay。

Based on company project feasibility analysis，The estimated cultivation period of the Tongguan Kiln project is 2018-2022，During the cultivation period, it will mainly focus on the commercial area along the river、Commercial property sales as cash flow support，The main source of income is operating income and ticket performance income。Tickets during the mature period、Small traffic、Performance、Mainly income from catering and accommodation，It is expected 188bet app to receive 5 million tourists per year during the mature period。The company expects the project to operate during the next 25 years，Cumulative sales revenue will be 207.900 million yuan，Realized net profit 69.800 million yuan。The internal rate of return of project investment is about 7.89%，The investment payback period is about 12.34 years。

Korean Geumsu Villa project is located in Geumul-ri, Hallim-eup, Jeju Island，Theme Garden，About 30 minutes’ drive from Jeju Airport。The total development area of ​​the project is approximately 1 million square meters，The total investment is expected to be about 51.800 million yuan。Jinxiu Villa Tourist Resort will be built into a comprehensive leisure resort with the theme of recreation，Including five-star tourist hotels、Vacation Apartment、Catering、Theme Garden、Shopping Center、Entertainment Center、Plastic Surgery Hospital、Spa resort and other supporting leisure and entertainment facilities。Land acquisition has been basically completed，It is expected to be completed in 2019，Full operation in 2020。

After Xinhualian acquired New Silk Road Cultural Tourism，On July 29, 2015，And South Korea Xinhualian Jinxiu Villa Development Co., Ltd.、Blackstone Resort Co., Ltd. officially signed an agreement in Jeju Island, South Korea，New Silk Road Culture and Tourism acquires Xinhualian Jinxiu Villa Development Co., Ltd. in the form of capital increase，55% of shares，Become a controlling shareholder。The company controls a total of 90% of the equity of South Korea's Xinhualian。

Xinhualian Jinxiu Villa International Cultural Tourism Resort，Compared to domestic resort projects，will focus on plastic surgery and beauty hospitals and the gaming industry。South Korea’s medical plastic surgery industry is developed，Jeju Island as a visa-free tourist destination，The combination of these two elements can create a comprehensive product of “medical beauty + tourism”，Meet specific customer needs。At the same time，Xinhualian seeks high-quality and reliable hospital cooperation in the project，Can effectively avoid the risk of information asymmetry，Better ensure service quality。

September 2016，Xinhualian and Zhongxin Tourism (002707.SZ) signed the "Comprehensive Strategic Cooperation Agreement"，The cooperation content includes jointly developing the layout of upstream resources in the outbound tourism industry chain、Development，At the same time, expand outbound service business，In improving the outbound tourism industry chain and outbound service business of UXin Travel，While promoting the Zhongxin Travel brand，Enhance the brand awareness of Xinhualian Cultural Tourism，Promote the healthy development of Xinhualian cultural tourism projects。

At the same time，The agreement highlights: 1.Xinhualian can invest in UX Travel in due course、Uxin Travel can also invest in New Silk Road Cultural Tourism under New Hualian at the right time。2.Focus on supporting the tourism promotion of Xinhualian Jinxiu Villa、Customer source market development、Product Development、Investment and operation, etc.。Zhongxin Travel is based on the wholesale end，Continuous layout of outbound travel destination resources，With its deep market foundation, it will effectively promote the incubation of the Jinxiu Villa project。

The initial income of this project mainly comes from real estate development。Comprehensive entertainment facilities will be fully operational in the mature stage，The main source of income is casino、Shop rental、Hotel、Catering、Plastic Surgery Hospital、Golf course、Hotel and other related businesses。The company estimates that the project will achieve cumulative sales 188bet app download revenue of approximately RMB 17 billion during the 25-year operation period，Achieved net profit of approximately RMB 4.8 billion。The net interest rate of project capital investment is 12.08%，The internal rate of return of project investment is about 11.45%，The investment payback period is about 10.70 years。

Except the above items，The company’s investment in the cultural tourism industry covers various types of man-made and natural scenic spots，Also laid out the Yanling Shennong Valley National Cultural Tourism Resort、Guangyuan City Cultural Tourism Project、Sanya Olympic Plaza、Tangdi Culture and Sports Ecological Tourism Park、Olympic International Tourism Park Project, etc.。

• Shidu International Tourism Resort, Fangshan District, Beijing

The company continues to invest in high-quality financial assets through mergers and acquisitions，Strengthening the layout of the financial industry，Achieve leapfrog development in the financial field:

1) Invest in a city commercial bank with strong growth potential，Improve the company's overall profitability and risk resistance。The joint-stock company Changsha Bank is the first regional joint-stock commercial bank in Hunan Province，Net profit in 2015 30.0.9 billion yuan，IPO preparations are progressing smoothly，The company participated in the capital increase through its wholly-owned subsidiary Hunan Huajian，Currently holds Changsha Bank 7.29% equity，It is expected to continue to increase its holdings and increase the company's performance in the future。

 2) Initiated the establishment of Asia Pacific Reinsurance Co., Ltd.Asia Pacific Reinsurance is the first reinsurance company founded and led by private capital，Registered capital 10 billion，The company invested 2 billion in cash，Also participating in the investment is Wuhan Central Business District Construction Investment Company, an indirect wholly-owned subsidiary of Oceanwide Holdings、Giant Investment、Elion Resources Group、Chongqing Three Gorges Fruit Industry Group, a wholly-owned subsidiary of Beijing Huiyuan Beverage and Food Group。

Asia Pacific Reinsurance Company will become the second largest reinsurance company in China after its establishment，Currently the project materials have been submitted to the China Insurance Regulatory Commission for approval，Expect further feedback on licensing progress during the year。

 3) Relying on the advantages of diversified development of the controlling shareholder Xinhualian Holdings，Achieve rapid expansion in the financial industry through mergers and acquisitions。The controlling shareholder Xinhualian Holdings Co., Ltd. has a complete layout in the financial field，For Changsha Bank、Ningxia Bank、Important shareholders of Bank of Tianjin and Daxinganling Rural Commercial Bank，New Hualian Financial Leasing Company and New Vitality Capital Investment Co., Ltd. were established successively，We are currently initiating the establishment of private banks、Life insurance companies and finance companies，Thus becoming a powerful financial platform。The company is the only listing platform for the controlling shareholder Xinhualian Holdings Co., Ltd. in the A-share market，If timely placement of other high-quality financial assets，It is expected to help the company achieve leapfrog development in the financial field。

*This article comes from Zhihui’s settled media Fushi Culture and Tourism Think Tank.