凯撒旅业总经理马茁飞：树立文旅行业发展典范

Core Viewpoint - The company is leveraging technology to achieve industry upgrades and aims to set a benchmark for industry development through actual performance returns to patient capital [1][2]. Group 1: Industry Changes - The tourism industry is undergoing four significant changes: 1. Market structure is shifting with the rise of Generation Z as a major purchasing power and a growing elderly demographic driving silver tourism [1]. 2. Consumer habits are evolving from superficial sightseeing to in-depth travel and cultural experiences, marking a transition to a third consumption era focused on emotional awakening and experience [1]. 3. The maturity of technologies such as VR, AI, and AR is reshaping the design, manufacturing, and presentation of tourism products, making digitalization a core competitive advantage [1]. 4. Industry competition is moving from resource monopolization to content innovation and IP creation, leading to unique competitive advantages [1]. Group 2: Company Strategy - The company is utilizing the resource and credit advantages of state-owned platforms to upgrade its industry, focusing on Qingdao and Hainan for development [1]. - A diversified sales system has been established, integrating online and offline channels, with over 300 retail networks centered in Beijing, Qingdao, Xiamen, and Haikou, while actively expanding online channels on platforms like Xiaohongshu and Douyin [1]. - The company is also significantly developing inbound tourism through its overseas subsidiaries [1]. Group 3: Product Development - The company is enhancing its main brand, Caesar Tourism, while simultaneously developing sub-brands such as Caesar Cruises, Caesar Health, Caesar Outdoor, and Tourism+ [2]. - Coastal destinations are being targeted as a second growth curve, leveraging the advantages of Qingdao and Hainan for north-south collaboration and differentiated competitiveness [2]. Group 4: Financial Support and Future Outlook - In July 2023, the company entered a pre-restructuring process, with the state-owned Qindao Guokai Huanhai Group and over ten strong investors injecting nearly 1.3 billion yuan in long-term capital into the listed company [2]. - The compliance and internal control advantages of state capital are contributing to a more stable development for the company, while its market-oriented team and mindset are enhancing shareholder resource efficiency and improving operational performance [2]. - The company plans to continue deepening its transformation and upgrading efforts to create greater value for shareholders and contribute more to industry development [3].