度假品牌战略
Search documents
复星旅文发布三大度假产品线,集中签约18个合作项目
Bei Jing Shang Bao· 2025-11-28 15:32
Core Insights - Fosun Tourism Group (Fosun Travel) is refocusing its strategy on the vacation sector post-privatization, launching three core product lines: Super Resorts, Super Vacation Zones, and Super Cultural Tourism Malls [1][2][3] - The company has signed 18 collaborative projects with various cultural tourism investment institutions and industry partners, accelerating its national market layout [1][2] Super Resorts - The Super Resorts product line centers around the Club Med brand, addressing issues like the singularity of traditional scenic spots and short visitor stays by introducing Club Med Joyview and Club Med Urban Oasis [1] - Club Med Joyview is positioned as a "gathering vacation camp near cities linked to scenic spots," while Club Med Urban Oasis aims to create "urban resorts linked to cultural experiences," targeting short-distance vacation scenarios [1] Super Vacation Zones - The Super Vacation Zones leverage operational experience from projects like Atlantis Sanya and Taicang Alps International Resort, aiming to create comprehensive vacation destinations in key tourist cities [1] - Ongoing projects include the second phase of Taicang and the world's first AI-themed vacation zone, the Hainan Super Mediterranean project, which are attracting market attention [1] Super Cultural Tourism Malls - The newly launched Super Cultural Tourism Malls focus on urban commercial space renewal by integrating cultural experiences, theme parks, and entertainment elements to create city consumption scenarios with cultural tourism characteristics [2] - The first project, "Hi·Chongqing," is a collaboration with Chongqing Free Trade Zone Group, covering nearly 500,000 square meters and featuring a 70,000 square meter immersive cultural street, a nearly 30,000 square meter indoor theme park, and a 10,000 square meter cosmic-themed experience space, expected to open in the second half of 2026 [2] Strategic Partnerships - Fosun Travel has completed 14 key project signings in major urban clusters such as the Yangtze River Delta, Greater Bay Area, Beijing-Tianjin-Hebei, and Sichuan-Chongqing, in addition to the 18 total strategic partnerships with research institutions and well-known brands [2] Future Development - CEO of Fosun Travel, Bo Jiangjun, indicated that the company will rapidly develop around these three product lines, primarily using a light asset model [3] - The company aims to expand horizontally and vertically to increase scale and profitability, although challenges remain in sustainably replicating a light asset model while maintaining high-quality standards [3]