Core Viewpoint - Xi'an Tourism has significantly shifted its fundraising strategy, moving from expansion plans to focusing on alleviating financial pressure through a new A-share issuance plan aimed at raising no more than 300 million yuan for working capital and debt repayment [1][3][5]. Fundraising Strategy - The company plans to raise up to 300 million yuan through a private placement of A-shares at a price of 9.8 yuan per share, with all proceeds allocated to supplementing working capital and repaying bank loans [5][6]. - This new plan marks a drastic reduction from the previous year's proposal, which aimed to raise approximately 400 million yuan for direct hotel expansion projects [3][7]. Financial Performance - In 2024, Xi'an Tourism reported a revenue of 582 million yuan, a year-on-year decline of 13.54%, with a net loss of 260 million yuan, representing a 69.13% increase in losses [10]. - The company has experienced continuous net losses for 12 years, with significant declines in its traditional commercial business, which previously accounted for over 60% of revenue [11][12]. Business Model Challenges - The shift in revenue structure has not led to profitability, as the hotel business has seen a further decline in gross margin, reaching -12.54% [13]. - Despite expanding its travel agency and hotel operations, the company faces a "bleeding growth" scenario, where increased revenue does not translate into profits, exacerbating resource consumption [14][15]. Strategic Implications - The drastic change in fundraising strategy signals a critical need for the company to optimize its cost structure and address ongoing losses in its core business [15]. - The competitive landscape in the cultural tourism industry is intensifying, and the company must confront the challenge of breaking the cycle of low margins, expansion, and financial losses [16].

Core Viewpoint - Xi'an Tourism has significantly shifted its fundraising strategy, moving from expansion plans to focusing on alleviating financial pressure through a new A-share issuance plan aimed at raising up to 300 million yuan for working capital and debt repayment [1][3][5]. Fundraising Strategy Changes - The new fundraising plan reduces the scale from approximately 400 million yuan in the previous year to a maximum of 300 million yuan, with a substantial increase in the proportion of funds allocated for debt repayment and working capital [3][5]. - The previous plan aimed to invest in direct hotel expansion projects, which has now been completely abandoned, indicating a reassessment of the company's expansion strategy in light of cash flow challenges [3][7]. Financial Performance and Challenges - Xi'an Tourism reported a 13.54% year-on-year decline in revenue for 2024, with a net loss of 260 million yuan, marking a 69.13% increase in losses compared to the previous year [9][11]. - The company's hotel business has been struggling, with a negative gross margin of -12.54% in the first half of 2025, highlighting a situation where increased revenue is leading to greater losses [9][11]. - The shift in fundraising strategy reflects the company's ongoing financial difficulties, as both the company and its major shareholder, Xi'an Tourism Group, have been experiencing continuous losses [6][11]. Strategic Implications - The drastic change in fundraising strategy signals a critical moment for Xi'an Tourism, as it must now focus on optimizing its cost structure and reversing its loss-making trend to avoid further financial strain on its major shareholder [11]. - The company’s attempts at diversification have not yielded positive results, with its commercial business showing a gross margin below 3%, indicating a lack of competitive strength compared to peers [10][11].