风险提示：宏观经济波动的风险，行业竞争加剧的风险，新业务拓展进度不及预期的风险。 产品结构和费用控制优化成效显著，盛利能力天幅提开。125公司毛利率为53.5%/同比+1.4pct，主要得 益于公司产品结构优化和高附加值项目挖掘下除酒店外的各业务板块毛利率均有所提升，景区/酒店/温 泉/旅行社/水世界/其他业务毛利率分别同比+2.3pct/-6.3pct/+1.9pct/+0pct/+467.6pct/+3.1pct 业务经营韧性 十足。费用端，1H25销售费用/管理费用在营收中占比分别为 6.5%/14.2%，占比同比+0.2pct/-0.6pct，其 中Q2销售费用率和管理费用率分别同比-0.3pct/-1.2pct，公司费用管控稳健，整体费用率呈下滑趋势。 1H25 公司归母净利率为22.2%/同比+2.3pct，扣非归母净利率为2.2%/同比+2.2%，毛利率提升和费用管 控双轮驱动下公司盈利能力提升显著。 投资建议：公司定位一站式旅游发展模式，项目运营经验充足，多元化产品结构开发进程良好且费用管 控成效明显，盈利能力不断提升。我们预计2025-2027年归母净利润分别为1.1亿元/1.3亿元/1.4 ...

Group 1 - The stock price of Xi'an Tourism closed at 12.79 yuan on August 15, 2025, down 0.31% from the previous trading day, with a trading volume of 1.55 billion yuan [1] - Xi'an Tourism operates in the tourism and hotel sector, with main businesses including travel agency services, hotel management, and scenic area operations [1] - The company's semi-annual performance report revealed that for the first half of 2025, operating revenue was approximately 218 million yuan, a year-on-year decrease of 13.54% [1] - The net profit attributable to shareholders of the listed company was a loss of approximately 55.99 million yuan, although the loss margin has narrowed compared to the same period last year [1] Group 2 - On August 15, 2025, the net outflow of main funds was 22.48 million yuan, with a cumulative net outflow of 3.74 million yuan over the past five days [2]

Core Viewpoint - The company reported a decline in revenue and net profit for 2024, with a significant increase in losses in Q1 2025, primarily due to rising costs from new projects and increased marketing expenses [1][2]. Financial Performance - In 2024, the company achieved revenue of 304 million yuan, a year-over-year decrease of 0.5%, and a net profit attributable to shareholders of 87 million yuan, down 18% [1]. - The fourth quarter of 2024 saw revenue of 34 million yuan, a year-over-year decline of 8%, with a net loss of 29 million yuan, indicating an increase in losses compared to the previous year [1]. - For Q1 2025, the company reported revenue of 16 million yuan, a decrease of 0.7% year-over-year, and a net loss of 30 million yuan, which is an increase in losses from 12 million yuan in Q1 2024 [1]. Business Segmentation - Revenue from the tourism passenger transport segment was 195 million yuan, up 0.9% year-over-year, with a gross margin of 56.68%, down 3.1 percentage points [2]. - The cableway transportation segment generated 46 million yuan, down 21% year-over-year, with a gross margin of 73.36%, down 4.7 percentage points [2]. - The boat tour segment saw revenue of 44 million yuan, an increase of 31% year-over-year, with a gross margin of 74.09%, up 3.8 percentage points [2]. - The hot spring hotel segment reported revenue of 4 million yuan, down 18% year-over-year, while the travel agency segment also saw revenue of 4 million yuan, down 20% [2]. Profitability and Dividends - The overall gross margin for 2024 was 55.6%, a decrease of 4.4 percentage points year-over-year, with a sales expense ratio of 1.2%, up 0.7 percentage points due to increased marketing activities during the off-peak season [2]. - The net profit margin was 28.5%, down 6.1 percentage points year-over-year [2]. - The company plans to distribute a cash dividend of 3 yuan per 10 shares, totaling 46.5 million yuan, which represents 53.8% of the annual net profit [2]. Shareholding and Control - On September 26, 2024, the company's controlling shareholder, Xinjiang Tianchi Holdings, signed a voting rights entrustment agreement with Xinjiang Cultural Tourism Investment, transferring 23.64% of the company's shares and corresponding voting rights [3]. - Following this agreement, Xinjiang Cultural Tourism Investment will become the controlling shareholder, with the regional state-owned assets supervision and administration commission as the actual controller, which is expected to enhance management efficiency and business development [3]. Future Outlook - The company is positioned as the leading tourism stock in Xinjiang, leveraging the growth in tourist traffic to the Tianshan Tianchi scenic area [3]. - Revenue projections for 2025-2027 are 349 million yuan, 391 million yuan, and 434 million yuan, representing year-over-year growth of 15%, 12%, and 11% respectively [3]. - Expected net profits for the same period are 105 million yuan, 122 million yuan, and 138 million yuan, with growth rates of 21%, 16%, and 14% respectively [3].