ZSCBGCL(000715) 证券时报网·2025-01-19 11:43Core Viewpoint - Zhongxing Commercial (000715) is focusing on optimizing its brand portfolio and expanding its business model to enhance customer traffic and performance in 2024, despite a decline in sales and profits in the first three quarters of the year [1]. Business Operations - The company operates in commercial retail, including department stores, supermarkets, and online shopping platforms, primarily located in Shenyang and surrounding cities [1]. - The rental income from property leasing is derived from two main sources: food and beverage leasing within operational spaces and office space leasing [2]. Performance Metrics - In the first three quarters of 2024, the total merchandise sales amounted to 2.27 billion yuan, a year-on-year decrease of 6.6%. Excluding employee share plan expenses, the total profit decreased by 4.8% year-on-year [1]. - The occupancy rate for office spaces is approximately 95%, while the occupancy rate for food and beverage leasing exceeds 98% [3]. Marketing and Promotions - Starting December 27, 2024, Shenyang will issue special consumption vouchers, which Zhongxing Commercial plans to leverage through large marketing campaigns during the New Year and Spring Festival [4]. - The issuance of consumption vouchers has led to a noticeable increase in customer traffic [5]. New Initiatives - A new dinosaur museum opened on January 1, 2024, in Zhongxing Commercial's Shenyang flagship store, attracting over 1,300 visitors on its opening day and averaging over 1,100 visitors on weekends and nearly 400 on weekdays [8][9]. - The museum's revenue sources include ticket sales, online and offline educational programs, and sales of surrounding products and IP derivatives [7]. Strategic Partnerships and Future Plans - The company has implemented a "unique operation" strategy and maintains close strategic partnerships with various group brands, anticipating market trends and adjusting its product categories accordingly [10][11]. - Future plans include replicating the dinosaur museum project and developing unique dinosaur IP along with related derivative products [10].