Core Viewpoint - The article discusses the controversy surrounding Xi'an Jinshang Tianhua Cultural Tourism Group's (referred to as "Jinshang Tianhua") misleading marketing claims regarding its involvement in the successful Wansui Mountain Wuxia City project, clarifying that the actual operational management was conducted by Wansui Mountain's own team [1][2]. Group 1: Company Operations - Jinshang Tianhua is primarily a light-asset company that provides services for various local governments and tourism state-owned enterprises, focusing on light-asset night city projects [2][3]. - The company earns service fees from design, construction, and operational phases, with the actual investment being borne by government and state-owned enterprises [2][3]. - The so-called "betting agreement" mentioned by Jinshang Tianhua is essentially a marketing gimmick, as the majority of profits are made in the earlier stages of project development [2][3]. Group 2: Project Success and Marketing - Wansui Mountain Wuxia City reported an impressive visitor count of 24.52 million in 2024, generating a total revenue of 1.27 billion yuan, significantly surpassing other popular attractions like Shanghai Disneyland and Beijing Universal Studios [2][3]. - Jinshang Tianhua's involvement in Wansui Mountain was limited to design services for the second phase of the project, yet the company attempted to take credit for the project's success through aggressive marketing [1][2]. - The proactive separation by Wansui Mountain from Jinshang Tianhua indicates a desire to maintain its own brand identity and marketing strategy, as the latter's promotional tactics were seen as detrimental to Wansui Mountain's own customer acquisition efforts [3][9]. Group 3: Cultural and Operational Insights - The success of Wansui Mountain is attributed to its founders' commitment to public service and a focus on visitor experience, which is difficult to replicate in other projects [7][8]. - The operational philosophy of Wansui Mountain emphasizes genuine service and a strong corporate culture, which are key factors in its sustained popularity [8][9]. - Jinshang Tianhua's experience serves as a cautionary tale for the tourism industry, highlighting the risks of excessive self-promotion and the importance of authenticity in business practices [9].

Group 1 - The core strategy of the Xi'an Jinxing Tianhua Cultural Tourism Group is to provide a "one-stop" full industry chain service that covers the entire lifecycle of cultural tourism projects, from planning and design to brand packaging and long-term operation [3] - The "light asset night city model" pioneered by the group focuses on activating cultural tourism consumption and driving industrial upgrades through innovative business formats, leveraging the dual core engines of "night economy +特色美食" [3] - By integrating ten elements of cultural tourism consumption, the group aims to create diverse and immersive consumer experience scenarios, establishing a virtuous development pattern of "short-term rapid market explosion and long-term stable operation" [3] Group 2 - The group plans to operate 20 light asset night city projects nationwide by the end of 2024, directly creating over 20,000 jobs and indirectly impacting over 200,000 related jobs, achieving both economic and social benefits [3] - The recent study visit and discussion provided a platform for learning and exchange, offering valuable experiences and models that can be replicated and adapted for the further integration of culture, commerce, and tourism in Yanhai District [3] - This initiative aims to cultivate new growth points in cultural tourism consumption and inject new ideas and momentum into the high-quality development of the cultural tourism industry in Yanhai [3]