Tianmu Lake Tourism Co.,Ltd.(SH:603136) 第一财经·2025-08-17 14:58Core Viewpoint - The article discusses the promotional strategy of free admission for visitors with specific surnames, particularly targeting the "Zhao" surname, in various tourist attractions in Changzhou, which could lead to significant financial implications for these businesses [3][6][8]. Group 1: Free Admission Promotions - From August 17 to 31, 2025, the Tianmu Lake Scenic Area offers free admission to all visitors with the surname "Zhao" [3][6]. - Other attractions, such as Huaguo Qiyuan and China Dinosaur Park, are also providing free entry to visitors with the surnames "Zhao" and "Wang" [3][6][8]. - The potential financial impact of these promotions could reach approximately 48 billion to 74 billion yuan if all 28.6 million "Zhao" surname holders visited the Tianmu Lake Scenic Area [3][6][8]. Group 2: Financial Implications for Tianmu Lake - Tianmu Lake's revenue for 2024 is projected at 5.36 billion yuan, which could allow for the free admission of 206,000 to 319,000 "Zhao" surname visitors, representing only 7% to 11% of the total "Zhao" population [4][8]. - The scenic area has experienced revenue fluctuations, with reported revenues of 3.69 billion yuan in 2022, 6.3 billion yuan in 2023, and 5.36 billion yuan in 2024 [8][9]. - In the first quarter of the current year, Tianmu Lake reported a slight revenue decline of 1.6% but a net profit increase of 26.45% [9]. Group 3: Market Context and Competitors - The promotional activities are part of a broader trend among local attractions in Changzhou, which are leveraging events like the "Suo Super" to attract visitors [3][8]. - The article highlights the presence of publicly listed companies and those planning to IPO in the tourism sector, indicating a competitive landscape influenced by these promotional strategies [8].