The industry often labels the cultural tourism industry as "burning money", thinking that it requires high capital chain and operational capacity, and there will be certain risks in developing cultural tourism. But in recent years, there are still countless entrants; Shanghai Yitian Cultural Tourism Development Group Co., Ltd. (hereinafter referred to as "Yitian Travel") is one of them.
From Jiangxi to Shanghai, Wing Astronomy Travel has undergone a strategic transformation from real estate to cultural travel. Liu Hanjun, the chairman of the group, expressed the difference between his cultural tourism project and "reinforced concrete" under the fast turnover mode by "basing on architecture and exploring the process of urban humanities".
However, the ideal is full and realistic. Wing Sky Travel entered the accelerated "expansion stage" from 20 18. 20 19 invested thousands of acres of cultural tourism market in Poyang, Yichun, Shanggao, Sanqingshan and Meizhou, Guangdong. At the same time, the capital turnover pressure of Wing Astronomical Brigade began to appear.
From real estate to cultural tourism
According to public information, Liu Hanjun, who was born in 1985, kept a low profile and rarely gave interviews to the media. In order to clarify his journey, we can only capture relevant clues from fragmented information.
It is said that he had a strong thirst for knowledge when he was young. At that time, after graduating from Xi Jiaotong University majoring in finance, he entered the EMBA finance class of Fudan University Business School for further study. During his college years, he showed his business talents, founded Justin Real Estate Development Co., Ltd. and served as the general manager.
His status as a real estate developer lasted for eight years. From 2004 to 20 12, Liu Hanjun's real estate territory has been expanding.
After landing the first real estate project "Jiahe Yaju", in 20 10, it won 75 million yuan for Xilongwan 100 mu of land and 43 million yuan for Dijingwan Banshan 130 mu of land, and established Shangrao Zhong Kai Industry for development. Two years later, he established Haichuan Real Estate and entered the real estate market in Guizhou.
Those years were the "golden age" of domestic real estate, during which large-scale land acquisition and financing were not uncommon; Vanke's sales of hundreds of billions have also become the epitome of the sudden development of the industry. Standing on the cusp of urbanization and housing development, Liu Hanjun's real estate business has also gained some development opportunities, but overall, its scale has lagged behind others. If you want to "break the game", you must face the multiple choice questions of transformation.
In 20 12 years, there were 15900 fixed assets construction projects in the domestic cultural tourism industry, and the growth rate changed from negative to positive by 4%; Wanda's first cultural tourism complex also opened in Changbai Mountain during the year, which attracted much attention. The layout of cultural tourism can not only get dividends through consumption upgrading, but also get some residential value by the way, which is undoubtedly attractive.
Perhaps optimistic about the development prospects of cultural tourism, Liu Hanjun began to have the idea of entering this field.
The cooperation with the Landscape Festival is an example. According to the data, Shanshui Shengdian is a service provider dedicated to the investment of cultural tourism projects, the provision of comprehensive content of cultural tourism and performing arts, and the planning and operation of cultural tourism complexes in the cultural industry. Liu Hanjun signed a cooperation agreement with it, and the development of cultural tourism is obvious.
In 20 13, in the live performance "Hometown in Dreams", a wanderer who has been away all the year round performed a continuous homesickness. As the chief producer behind this performance, Liu Hanjun, who was "off the stage" at that time, also landed the elements of "literary travel" in his hometown of Jiangxi for the first time.
This year, Shanghai Wings Astronomical Tourism Group was established, and Liu Hanjun officially took the step of transformation. Wing Astronomy Brigade has established a corporate strategy with cultural tourism as its core business, deepened the field of complex buildings and started the development of small town products. Since then, Wing Astronomy Travel has entered a stage of development dominated by cultural tourism industry and diversified.
The business of Wing Astronomy Travel covers five major industries, including characteristic ancient towns, large-scale landscape performances, resort hotels, amusement experiences and characteristic livable industries, and has landed a number of projects. These include Li Meng's hometown performing arts town, Lingshan craftsman town, Poyang Lake International Cultural Tourism Resort and Hakka leisure cultural tourism complex.
165438+1October 20-65438+1October 20-265438+1October 20-2 1 The 4th Council of the 7th China Performing Arts Association was held. At the meeting, Liu Hanjun was elected as the director of the 7th China Performance Industry Association (20 17 -202 1) to perform in China.
Interestingly, although Wing Astronomy Travel positioned the enterprise as a cultural tourism industry group, at the beginning of this year, Liu Hanjun was awarded the title of "20 19 China Top 100 Real Estate Enterprises Contributor" by the 20 19 China Top 100 Real Estate Enterprises Research Achievement Conference. To some extent, it shows the importance of its "characteristic livable industry" in the company.
Investment accelerated and equity pledge soared.
According to enterprise survey information, Wing Astronomy Travel has a registered capital of 1 100 million yuan and owns 12 real estate development, cultural tourism and hotel management companies. Liu Hanjun is currently the chairman of the Wing Astronomical Team. Through the tourism development of Shangrao, it indirectly holds 96% equity of Wing Astronomy Travel and becomes the ultimate beneficiary.