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黄山旅游:一季度扣非净利同比增55.79% 创新营销驱动景区游客增长

Core Insights - Huangshan Tourism reported a significant increase in revenue and profit for Q1 2025, with operating income reaching 403 million yuan, a year-on-year growth of 19.79%, and net profit attributable to shareholders at 36.89 million yuan, up 44.69% [1] Group 1: Performance Metrics - In Q1 2025, the company achieved a net profit of 36.89 million yuan, reflecting a 44.69% increase year-on-year [1] - The company's non-recurring net profit was 34.98 million yuan, marking a 55.79% year-on-year growth [1] - During the 2025 Spring Festival, Huangshan City received 3.314 million tourists, a 38.31% increase compared to the previous year [2] Group 2: Operational Efficiency - The company demonstrated enhanced operational capabilities during peak holiday periods, with the Huangshan scenic area receiving over 200,000 visitors during the Spring Festival [2] - The introduction of the "Smart Travel Huangshan" app significantly improved service efficiency, with nearly 300,000 visits and over 900,000 inquiries answered during the holiday [2] - During the Qingming holiday, the Huangshan scenic area welcomed over 95,000 visitors, a 26.68% increase year-on-year [2] Group 3: Marketing Strategies - Huangshan Tourism employed innovative marketing strategies, including cross-industry collaborations and themed events, to attract diverse customer segments [3] - The company increased brand exposure through various advertising channels, including public transport and social media campaigns [3] - Themed activities such as "Cultural Spring Festival at Huangshan" and "Spring Travel at Huangshan" enriched the visitor experience and integrated culture with tourism [3] Group 4: Market Expansion - The company expanded its market reach through collaborations with brands like Meituan and Huaren Snow Beer, creating new cultural tourism experiences [4] - Huangshan Tourism participated in international events, enhancing its global visibility and reputation through media coverage from outlets like BBC and Daily Mail [4] - The optimization of overseas social media operations has strengthened the company's international communication efforts [4]