Core Viewpoint - The popularity of the drama "The Lychee of Chang'an" has temporarily boosted tourism in Xi'an and the stock price of Qujiang Cultural Tourism Co., Ltd, but the company continues to face significant financial losses over the past three years, indicating that the "Lychee boom" may not be a sustainable solution to its financial troubles [2][3][4]. Financial Performance - In 2024, Qujiang Cultural Tourism reported an annual revenue of 1.253 billion yuan, a year-on-year decrease of 16.68%, with a net profit attributable to shareholders of -131 million yuan, which is a 32.79% improvement from the -195 million yuan loss in 2023 [3]. - The company expects a net loss of 13 million to 16.9 million yuan for the first half of 2025, a significant reduction of 90.96% to 93.05% compared to the 187 million yuan loss in the same period last year [4]. - The reduction in losses is primarily attributed to non-recurring gains, while the core business continues to face challenges [4]. Business Model and Challenges - Qujiang Cultural Tourism operates as a light-asset operator, relying on government payments for scenic area management rather than ticket revenue, leading to a decline in income from core business operations [3]. - Three out of four major subsidiaries that significantly impact net profit reported losses, indicating underlying financial vulnerabilities [3]. Market Response and IP Strategy - The drama's release led to a surge in tourism, with daily visitors to the 大唐不夜城 increasing by 600%, and overall tourism search volume in Xi'an rising by 320% [7]. - The company has initiated an IP strategy to monetize its assets, including the registration of 13 core scenic area trademarks and collaborations with brands for product development [8]. - Despite the initial success of the drama, the long-term sustainability of revenue generation from such IPs remains uncertain, as the company struggles with high operational costs and low profitability [6][10]. Cultural Impact and Future Outlook - The integration of cultural and tourism experiences is seen as a way to enhance consumer engagement, but the company must focus on extending its revenue streams beyond reliance on fleeting trends [9][10]. - Experts suggest that the company needs to strengthen its IP management and avoid over-reliance on short-term popularity to ensure long-term financial health [10].