Indulge in Life in America

(Seeking monthly ticket~)

Eddie said excitedly, "Boss, Merlin is a ready-made cake, and its IP matrix can also feed back the film and television company. This is much better than we started building from scratch."

Ryze nodded and agreed, "Yes, if the information is accurate, the number of tourists received by Merlin Entertainment this year has approached 65 million, and the total annual revenue is close to 1.5 billion pounds, second only to Disney Group in the world.

And compared to Disney's singularity, Merlin Entertainment's projects are more repetitive and playable.

According to the information, the series of theme entertainment venues such as London Dungeon, Berlin Dungeon and Amsterdam Dungeon launched by the founders at the beginning of this century created the dungeon brand Horror Mystery, which became Merlin Entertainment’s first classic IP. It is still very popular until now, which shows how well it has done project updates.

Later, thanks to the acquisition of Blackstone, the large amount of funds ushered in formed a capital advantage, initiated active cross-border mergers and acquisitions, integrated resources, successively obtained control of Legoland theme parks, and acquired Italian amusement parks Jiada Yunzhou Park and Tussa Group And Florida theme parks, and many powerful IPs such as Lego and Tussa have been brought under its banner.

After entering the Asia-Pacific market in 2010, Merlin officially entered the Asia-Pacific market and created the SEALIFE brand. After 13 years of listing, it successfully co-built the Shrek theme park with DreamWorks, and cooperated with the famous wilderness survival master Bell Grylls to build Bell University Adventure live entertainment.

In the past two years, Merlin has launched new brands such as Peppa Pig Paradise and Dacheng Alleys while exploring the Z market.

This means that Merlin Entertainment has not slackened its creation of new IP while updating its own inherent project attractions. Its creativity is first-rate. Although it is far inferior to Disney in terms of traffic, it has achieved a high growth rate of 7.8%. Look, it is not impossible to catch up or even surpass Disney.

Taking a 10,000 step back, with its over 13% of the global second market share, it is worth playing a big game. "

Ritz added, "Not only that, I think the short-distance tours and theme parks that Merlin Entertainment focuses on can also be linked with the cultural tourism group we are building."

The aforementioned Yang Cheng just listened blankly, until Ritz mentioned the linkage with the Cultural Tourism Group, and there was a hint of surprise on his face. This was what he wanted to hear.

"Tell me carefully~"

Ritz organized a wording, "We all know that short-distance tours mainly refer to indoor attractions located in the city center, resorts or shopping malls. The tour usually takes 1 to 2 hours; while theme parks are outdoor attractions around a certain One theme provides tourists with services such as accommodation, transportation, performances, and interactive experience. The tour usually lasts 1 to 2 days.

According to Merlin Entertainment's product positioning, theme park products are divided into Legoland and holiday theme parks. Together with short-distance tourist attractions, Merlin Entertainment's three major operating segments are formed.

Judging from the current operating conditions of various sectors, nearly two-thirds of Merlin Entertainment’s tourists and more than 40% of its revenue come from 110 small and medium-sized excursions, including Madame Tussauds, London Eye, SEALIFE, A series of brands such as Lego Discovery Center.

In addition, eight Legoland theme parks in seven countries have strong revenue-generating capabilities, and about a quarter of the number of tourists has created more than one-third of the group's revenue.

The remaining six holiday theme parks, such as Gardaland, Hyde Park, etc., bring in 10 million visitors throughout the year and have an annual revenue of more than 300 million pounds.

From this configuration, we can make a classification. First of all, in terms of the types of tourists, the ratio of domestic tourists from local attractions to overseas tourists is about 7:3, and the operation of attractions is less dependent on the long-distance tourism market.

From the perspective of the types of attractions, the traditional tourism industry is heavily affected by the weather. Therefore, Merlin Entertainment pays special attention to the ratio of indoor and outdoor attractions to ensure that more attractions can be open for a long time. The income ratio is 4:6, and more than two-thirds of the annual operating income comes from attractions that are open throughout the year.

Furthermore, Merlin Entertainment’s revenue ratios in Europe, America and Asia Pacific are 55%, 27% and 18% respectively. Europe is undoubtedly the main source of income for Merlin Group. However, in recent years, the company has been in the Asia Pacific region, especially Z The concentrated efforts of the national market have made the overall income more balanced in geographical distribution.

Operating income has also maintained a steady growth of around 120 million pounds per year. The source of income mainly relies on ticket income, commodity income, and catering income. The income in accommodation is relatively low, accounting for less than 10%.

If we can open our resort hotels near the theme park, will it help extend the stay of tourists?

Although there are hotels inside the theme park, many customers prefer to live in quiet and pleasant places. After all, spending a day in the amusement park during the day is quite lively.

On the contrary, our hotel can also attract more family tourists to stay. While traveling, we can also take children to the playground to play. We can open exclusive channels for hotel customers in the park to ensure that they have fun while playing. It must be the comparison of ordinary park visitors. After knowing that there is such a convenient passage, the next time you come, you will definitely give priority to staying in our hotel. "

Yang Cheng slapped his face fiercely, "Well said! This is exactly what I want to see~"

But he was excited for less than a second, and then frowned, "But the acquisition of Merlin may not be easy. Their financial report this year is very good, with a net profit of close to 200 million pounds, a profit margin of close to 13%, and operating cash flow 4 100 million or more.

In this way, they should not be interested in cash financing ~www.wuxiaspot.com~We must come up with something that interests them more! "

Ryze opened the document and clicked on part of it. "Boss, you forgot a little. Now Merlin Entertainment is a listed company. They do not lack money, but it does not mean that shareholders are not short of money. As long as shareholders are willing to sell to us, Merlin The attitude of the entertainment itself is not important.

Of course, this is only an extreme idea. It is better to win the support of the management. I admire the management's ability. After the acquisition is successful, retaining the whole team is the first thing we must strive for. "

Yang Cheng snapped his fingers, "You are right, as long as you give the shareholders enough benefits, I don't believe they will not sell.

Ryze, you go back and tell Allen that you have recently started to operate on Merlin Entertainment’s stocks. It’s okay to move lightly and slowly. Don’t be discovered so quickly. You can also try to get in touch with the other party. Don’t behave at first. Too positive, just show some interest appropriately. "

"Understand, by the way, which company will Merlin Entertainment be linked to after the acquisition?"

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