Why did Joy leave the China market?

Joy is a dream cruise ship that set sail last summer, with a displacement of160,000 tons. This cruise ship, which is better than an aircraft carrier, is all in the style of Chinese style, just to cater to the needs of China tourists. But just one year later, the cruise ship announced that it would launch the China market. What is the ultimate reason?

The reason is:

China's cruise market has become saturated, and there is a phenomenon that supply exceeds demand. With the emergence of cruise route clusters around the world, China tourists are used to using cruise as a means of transportation, and few people spend money to take a cruise to experience the internal service of the cruise.

Announced delisting after one year of operation. The cruise ship Joy, which is said to be tailor-made for China tourists, will bid farewell to the China market in April next year.

Today, a group of travel agencies received a notice from Novozymes Cruises that Novozymes Joy, a subsidiary of Novozymes Cruises, will leave the China market on April 20 19 and sail for Alaska. Compared with Joy's high-profile arrival at Shanghai's home port in the name of "first class at sea" at the end of June last year, today's notice is quite surprising.

The cruise ship customized for China market is about to set off.

It is understood that Joy will enter Alaska in the summer of 20 19 and sail to the west coast of the United States and Mexico in the winter of 20 19-2020 after leaving the China market. The tentative time is to leave Shanghai on April 10 and arrive in Seattle on April 26th.

Regarding the reason for Joy's departure, Novozymes Cruises said in the notice that this adjustment is the need of the company's overall strategic planning. Novozymes Cruises' confidence in the China market has not changed, and its determination for long-term development in China has become more firm.

This kind of rhetoric is obviously not enough to answer the questions hovering in people's hearts. After all, when they entered Shanghai last June, officials said the cruise ship was tailor-made for China tourists.

Relevant notice

Judging from the design of the cruise ship, Joy, who entered the China market with the new ship last year, has really made some efforts to create the characteristics of China.

For example, the Phoenix and Xiangyun on board were designed by China designer Tan Ping, revealing a strong Chinese style; All facilities, signboards and menu names in the cabin are mainly in Chinese, and English fonts are reduced in the lower row to shorten the distance from China tourists;

On the dinner menu, in addition to Chinese food such as Buddha jumping wall, scallops, beef and other ingredients are also used as Chinese cooking, while soybean milk fritters and mala Tang can also be eaten on board.

The activities on the boat even arranged for teachers to teach Tai Ji Chuan and square dance. In order to cater to the demand of China tourists who like "Buy in buy buy", the duty-free shop on board covers an area of 900 square meters, which is larger than that of ordinary cruise ships.

The Chinese font of Joy Market is bigger than the English font.

However, such a large cruise ship full of "Chinese style" has just been operating in China market for one year on June 28th this year, but today it is announced that it will temporarily leave China next year, and there is no plan to return to China market before 2020, which makes people curious about the reasons behind this change.

70,000-ton cruise ship will replace Joy.

A tourist who took several cruise ships owned by Novozymes told Liberation Daily that she had been to Bermuda on a cruise ship owned by Novozymes and Nagasaki on the Joy. The overall impression is that these suites with exquisite cruise rooms, good service and excellent privacy are the hearts of some high-end tourists.

However, the tourism practitioner also admitted that when she was on the boat, she asked about the operation of some shops on Joy and felt that she could not make any money.

When you take a cruise abroad, you need to queue up to book the spa on board. Judging from the situation at that time, the number of SPA bookings on Joy will not exceed 5% of the number of tourists, which is obviously difficult to meet the expectations of operators.

In addition, the photography service on board is also difficult to complete the indicators, and there is almost no follow-up; Some people buy cosmetics in duty-free shops, but few people care about expensive jewelry and watches. Many tourists prefer to go ashore to buy in Japan.

Crystal lights and stairs inside the pleasure cruise ship.

This person thinks that many tourists in China still regard cruise ships as a means of transportation, not as destinations and entertainment places, so they seldom spend money after boarding.

Generally speaking, the fare of ordinary happy rooms departing from Shanghai is up to 4,000 yuan, which can't even be sold in the off-season. It is almost inevitable that Joy, who has 1800 crew and service personnel, will struggle in business if tourists who board the ship at this fare rarely participate in the charging items on board, but I didn't expect the notice that Joy will leave China temporarily to come so soon.

According to the relevant notice of Novozymes, after Joy's resignation, the company will station a 70,000-ton Novozymes Brave in the China market in 2020, and the cruise ship will start its seasonal operation in China, with a tonnage that is not the same as Joy's, exceeding160,000 tons.

What is intriguing is that the cruise ship Zhi Yong no longer emphasizes the Chinese style created when Joy entered, but is international.

The notice describes the brave: "No matter the dining environment or the cruise atmosphere, it is mainly international."

Some large cruise ships have temporarily left the China market.

In fact, it was not Novozymes Joy who chose to leave the China market temporarily. According to public information, at the beginning of last year, sapphire princess, who had worked in China for three years, chose to leave China and was sent to Singapore in Europe.

Subsequently, Princess Cruises announced that in September this year, Princess Shi Sheng will also bid farewell to China and move to the Australian cruise market; In September last year, Marine Mariner, a subsidiary of Royal Caribbean, announced that it would leave the China market and send it to the US market. In February this year, Victoria, owned by Costa Cruises, also left the China market and switched to the European market.

In March this year, China's first local luxury cruise company, Tianhai Cruises, New Century Cruises was also sold by Ctrip and Royal Caribbean, and was taken over by Marella Cruises, a subsidiary of TUI Group, which was regarded as the "Waterloo" for local enterprises in cruise management exploration.

Joy's spokesperson Wang Leehom and the specially designed phoenix pattern.

As for the cruise ships that once piled up in the China market for gold, they also left in succession. Some industry experts said that this is the inevitable result of oversupply in China cruise market.

The cruise market in China started late and has a huge space, which makes many international cruise companies see business opportunities. However, China's unique cruise sales model and surplus products lead to increasingly fierce price competition, which greatly reduces the profit margin and affects the quality of cruise tourism.

The temporary withdrawal of some large cruise ships from the China market will do more good than harm to the supply-side reform of cruise products, and the whole cruise tourism market will gain new development space.