12.7亿元营收、15倍增长背后：谁在操盘万岁山武侠城？顶流景区直面“长红”之困｜主题乐园资本论

Core Insights - The article highlights the remarkable growth of Wansui Mountain Wuxia City, which achieved a revenue increase of 15 times over three years, reaching 1.27 billion yuan in 2025, alongside a visitor count of 24.52 million, marking a 146.9% year-on-year growth [2][5][12] - The company clarified rumors regarding an 11 billion yuan operational agreement with Xi'an Jinshang Tianhua Cultural Tourism Group, stating that the agreement was related to design and service fees, not operational control [2][8][10] Revenue Growth - Wansui Mountain Wuxia City reported a revenue of 1.27 billion yuan in 2025, a 136.5% increase from the previous year, with visitor numbers growing by 146.9% [5][12] - The park's revenue surged from over 80 million yuan to 1.27 billion yuan in three years, driven by innovative strategies and marketing efforts [4][5] Operational Strategies - The park's success is attributed to five operational models, including high-value pricing, interactive experiences, and a three-day unlimited entry ticket policy, which encourages longer stays and repeat visits [5][6] - The introduction of immersive experiences, such as live-action role-playing and interactive storytelling, has enhanced visitor engagement and extended their time spent in the park [6][12] Clarification of Agreements - The company denied the existence of an 11 billion yuan operational agreement, clarifying that the partnership with Jinshang Tianhua was limited to design and service aspects [7][10] - A "non-compete agreement" was signed to prevent Jinshang Tianhua from designing other Wuxia-themed parks, ensuring Wansui Mountain's competitive edge [10][11] Market Challenges - Despite its success, Wansui Mountain faces challenges related to maintaining growth and avoiding market saturation, as the tourism industry often sees rapid shifts in popularity [12][13] - The park's management acknowledges the need for continuous innovation in content and experiences to prevent visitor fatigue and maintain its unique brand identity [12][13] Future Prospects - Analysts suggest that Wansui Mountain could explore cross-industry collaborations and expand its operational model to other parks to mitigate risks and sustain growth [13][15] - The potential for international expansion exists, leveraging the appeal of Chinese cultural elements to attract global audiences [14][15]