What does Yitian Tourism Group do?

In order to compete for the "big cake" in the market, the cultural and tourism industry is still very lively. In 2019, there were Sunac's 15.3 billion acquisition of Yunnan Urban Investment Global Century and Times Global; there were also Shanshui Cultural Park's layoffs, wage arrears, and work stoppages, as well as Xinhualian's performance difficulties after 7 years of transformation into cultural tourism.

The industry often labels the cultural tourism industry as "burning money", believing that it has high requirements on capital chain and operational capabilities, and that developing cultural tourism involves certain risks. However, in recent years, there are still countless players entering the game; Shanghai Yitian Culture and Tourism Development Group Co., Ltd. (hereinafter referred to as "Yitian Culture and Tourism") is one of them.

From Jiangxi to Shanghai, Yitian Cultural Tourism has experienced a strategic transformation from real estate to cultural tourism. Liu Hanjun, chairman of the group, used the expression "taking architecture as the basis to explore the urban humanistic process" to show its cultural heritage. The difference between the brigade project and the "reinforced concrete" in the fast turnover model.

However, the ideal is full and the reality is skinny. Since 2018, Yitian Cultural Tourism has entered an accelerated "expansion stage". In 2019, it successively invested thousands of acres of cultural tourism in Poyang, Jiangxi, Shanggao, Yichun, Sanqingshan, Meizhou, Guangdong and other places. At the same time, the capital turnover pressure of Yitian Cultural Tourism also began to appear.

From real estate to cultural tourism

Public information shows that Liu Hanjun was born in 1985. He is a low-key person and rarely accepts interviews from the media. To clarify his journey, we can only capture relevant clues from fragmented information.

It is said that when he was young, he had a strong desire for knowledge. At that time, after graduating from Xi'an Jiaotong University with a major in finance, he entered the EMBA finance class of Fudan University Business School for further study. While studying at university, he showed his business talent and founded Yuanhong Real Estate Development Co., Ltd. and served as general manager.

His identity as a real estate developer lasted for eight years. From 2004 to 2012, Liu Hanjun’s real estate territory continued to expand.

After launching his first real estate project "Jiahe Yaju", in 2010 he bid for 100 acres of land (Xilong Bay) for 75 million yuan and won (Dijing Bay Phase II) for 43 million yuan. Mid-Levels District) 130 acres of land, Shangrao Zhongkai Industrial was established at the same time to develop it. Two years later, he established Haichuan Real Estate and entered Guizhou's real estate market.

Those few years were the "golden age" of domestic real estate, during which large-scale land acquisitions and financing were common; Vanke's sales exceeding 100 billion also became the epitome of the industry's rapid growth. Standing at the forefront of urbanization and residential development, Liu Hanjun's real estate business has also gained some development opportunities, but overall, its scale has lagged behind others. If you want to "break the situation", you must face the multiple-choice question of transformation.

In 2012, there were 15,900 fixed asset construction projects in the domestic cultural tourism industry, and the growth rate turned from negative to positive to 4%; Wanda’s first cultural tourism complex also opened in Changbai Mountain during the year, and it was quite popular. focus on. The layout of cultural tourism can not only obtain dividends through consumption upgrades, but also obtain part of the value of residential property, which is undoubtedly very attractive.

Perhaps because he is optimistic about the development prospects of cultural tourism, Liu Hanjun began to have the idea of ??entering this field.

The cooperation with Shanshui Festival is an example. Information shows that Shanshui Festival is a service provider in the cultural industry dedicated to investing in cultural tourism projects, providing comprehensive cultural tourism and performing arts content, and planning and operating cultural tourism complexes. Liu Hanjun signed a cooperation agreement with it, which clearly shows his thoughts on the development of cultural tourism.

In 2013, in the live performance "Hometown in Dreams", a wanderer who has been away from home all year round performed the lingering nostalgia. At that time, Liu Hanjun, who was "outside the theater", as the chief producer behind this performance, also brought the "cultural tourism" element to his hometown of Jiangxi for the first time.

This year, Shanghai Yitian Cultural Tourism Group was established, and Liu Hanjun officially took the step of transformation. Yitian Cultural Tourism has established a corporate strategy with cultural tourism as its core business, deepened the field of complex construction, and started product development in small towns. Since then, Yitian has entered a development stage with the cultural tourism industry as the leader and diversification.

The business of Yitian Tourism covers five major industries, including characteristic ancient towns, large-scale landscape performances, resort hotels, entertainment experiences, and characteristic livable industries, and has implemented multiple projects. These include Mengli Hometown Performing Arts Town, Lingshan Craftsman Town, Poyang Lake International Cultural Tourism Resort, Hakka Renjia Health Care Cultural Tourism Complex, etc.

From November 20th to November 21st, the fourth council of the seventh session of the China Performance Industry Association was held. At the meeting, Liu Hanjun was elected as the director of the seventh session (2017-2021) of the China Performance Industry Association. Vice President of the First Session (2019-2021) of the Tourism and Performing Arts Branch of China Performance Industry Association.

What’s interesting is that although Yitian Tourism positions the company as a cultural tourism industry group, at the beginning of this year, Liu Hanjun won the “2019 China Real Estate Top 100” award issued by the 2019 China Top 100 Real Estate Enterprises Research Results Conference. The title of "Contributor to Strong Enterprises". To some extent, it shows the importance of its "characteristic livable industry" in the company.

Investment accelerated, equity pledges surged

Qichacha information shows that Yitian Tourism has a registered capital of 100 million yuan and owns 12 real estate development, cultural tourism, and hotel management companies. . Liu Hanjun is currently the chairman of Yitian Cultural Tourism. Through Shangrao City Tourism Development, he indirectly holds 96% of the equity of Yitian Cultural Tourism and becomes the ultimate beneficiary.