“万岁山对赌”背后：曲江文旅造IP，锦上添花唱大戏

Core Insights - The article discusses the performance of the Wansui Mountain Martial Arts City, which has achieved 17 million visitors and 1.068 billion yuan in revenue by October 31, nearing its annual target of 1.2 to 1.25 billion yuan [1][2] - The operational model of the private company, Xi'an Jinshang Tianhua Cultural Tourism Group, contrasts with the state-owned Qujiang Cultural Tourism, focusing on a "light asset, fast replication, and performance-based agreement" approach [1][3] - The performance-based agreement, which ties the service provider's compensation to the annual revenue of the scenic area, has led to significant operational improvements and is seen as a new development model in the cultural tourism sector [3][4] Company Performance - The Wansui Mountain Martial Arts City is expected to exceed its revenue target by the end of the year, with strategies such as unlimited three-day entry and competitive pricing contributing to increased visitor numbers and revenue [2][3] - The agreement stipulates that if the scenic area achieves 1.1 billion yuan in revenue by 2025, it will pay design fees; otherwise, the Jinshang Tianhua Group will receive nothing [2][3] Industry Dynamics - The article highlights the ongoing legal disputes between Jinshang Tianhua and Qujiang Cultural Tourism regarding brand identity and competition, with Jinshang Tianhua accused of misleading associations with the more established "Datang Night City" [5][6][10] - The financial struggles of Qujiang Cultural Tourism are evident, with a reported loss of approximately 10.96 million yuan in the first three quarters of 2025, contrasting with Jinshang Tianhua's rapid expansion and project replication across multiple regions [10][12] - The differences in business models are emphasized, with state-owned enterprises like Qujiang focusing on public service and urban management, while private firms like Jinshang Tianhua leverage market-driven ticketing strategies for profitability [12][13]