殡葬暴利时代落幕？“天价墓地”也卖不动了

Core Viewpoint - The funeral industry, particularly represented by Fushouyuan, is experiencing a significant downturn, with unprecedented losses and a sharp decline in average burial plot prices, indicating a shift in consumer behavior and market dynamics [2][20][21]. Financial Performance - Fushouyuan reported a revenue of approximately 611 million yuan in the first half of the year, a year-on-year decrease of 44.5%, and a net loss of 261 million yuan, marking its first loss since its IPO in 2013 [5][20]. - The average selling price of operational burial plots plummeted by 47.5% to 63,400 yuan per plot in the first half of 2025, compared to 120,000 yuan in the same period last year [21][22]. - The company sold 6,253 burial plots in the first half of 2025, down from 6,704 in the same period of 2024, indicating a simultaneous decline in both price and volume [22]. Market Dynamics - The Chinese funeral market is projected to grow to 4,114 billion yuan by 2026, despite the current challenges faced by major players like Fushouyuan [7]. - The average burial plot prices in major cities have reached high levels, with Beijing at approximately 83,100 yuan and Shanghai nearing 100,000 yuan [18]. - The industry is witnessing a shift towards alternative burial methods, such as sea burials and eco-burials, as younger generations redefine their views on death and funerals [28][29]. Strategic Responses - In response to the changing market conditions, Fushouyuan is promoting "pre-need contracts" to encourage customers to purchase burial plots in advance, although the number of contracts signed has decreased compared to the previous year [31]. - The company is also innovating with services like AI memorials and virtual representations of the deceased to adapt to evolving consumer preferences [31].