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Public company info - Haichang Ocean Park Holdings Ltd. , 02255.HK
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Haichang Ocean Park Holdings Ltd., 02255.HK - Company Profile
Chairman Qu Naijie
Share Issued (share) 4,000,000,000
Par Currency U.S. Dollar
Par Value 1.0E-4
Industry Leisure & Recreation
Corporate Profile Business Summary: the Group was involved in the following principal activities in the People’s Republic of China (the “PRC”):development, construction and operation of theme parks、property development、investment、hotel operations and provision of consultancy and management services. Performance for the year: for the year ended 31 December 2019, the Group recorded a turnover of approximately RMB2,802.0 million (2018: approximately RMB1,790.2 million), representing an increase of approximately 56.5% when compared with last year. the profit attributable to owners of the parent decreased by approximately 36.6% from approximately RMB39.6 million in 2018 to approximately RMB25.1 million in 2019. Business Review: 2019 is the final implementation year for the Group’s first “fiveyear development strategy” since its listing. This year, two key goals were achieved. The first one is the grand opening of the Shanghai Haichang Ocean Park (the “Shanghai Project”) in November 2018, and the second one is the grand opening of the Sanya Haichang Fantasy Town Project (the “Sanya Project”) in January 2019. During the period under review, the Group focused on the works below: The Group increased its brand exposure mainly through diverse communication channels of variety shows, entertainments, sports and cross-industry cooperation. Specifically, the Group continued the collaboration with “Go Fighting!” and “Soundwave Partners” variety shows, engaged rock stars, celebrities and key opinion leaders (KOLs), and started Olympic champion endorsements on Weibo. The Group organised over 20 cross-industry activities with leading brands. Meanwhile, the Group put great effort into online promotion by maintaining over 60 accounts on more than 20 media platforms. With all these initiatives, the brand of the Group became more influential. The Group was ranked as one of the top 20 tourism groups in China for the eighth consecutive years. The Group participated in more than 10 important industry summits such as Summer Davos and IAAPA Expo Asia. The Group received a number of awards such as the Golden Crown Award, the “Most Influential Enterprise in Corporate Social Responsibility Affairs” under the Golden Flag Awards, China International Advertising Award, and IAI Travel Awards in brand, marketing and social welfare category. The Group was also committed to practising corporate social responsibility, paid continuous attention to animal protection and popular science, and gave support to public welfare activities. During the period, upholding the Group’s social welfare philosophy of “embracing all with love”, the Group, together with CCTV, Sina, One Foundation and other caring celebrities, organised a series of activities including, among others, “Autistic Children Caring Program”, blue ribbon campaign, charity run, popular science classes and “Happy Family Tours for Meituan Deliver Riders”. These activities have increased the Group’s brand credibility. Also, continued effort was made to promote and practise animal and environmental protection. It was the seventh year in a row that the Group partook in the National Popular Science Promotion Month for Aquatic and Wild Life Protection and was honoured as a “caring public welfare enterprise”. As continued practices of social responsibility, the Group joined the public environmental campaigns such as Trashtag Challenge, Earth Hour and Little Penguin Public Welfare Plan. In line with the new government concept of targeted poverty alleviation, the Group entered into a project cooperation agreement with the government of Shuicheng County of Guizhou Province to jointly develop a project in relation to marine cultural-themed tourism. The Group teamed up with the relevant authorities to promote popular science education and co-organised more than 4,000 professional popular science courses during the year. By participating in the operations of spotted seal rescue, 34 spotted seals were rescued, treated and released to the wild by the Group under the administrative enforcement and guidance by the Ministry of Agriculture and Rural Affairs. Jointly with the relevant industry authorities, the Group also saved 68 large ocean animals in 6 species, and 40 of them have been successfully released up to now. The Group held the inauguration ceremony of the National Promotion Month for Aquatic and Wild Life Protection and “Haichang Awards” presentation ceremony. This was the seventh consecutive year that the Group received the Caring Public Welfare Enterprise Award from the Ministry of Agriculture and Rural Affairs. The Group continued to hone its techniques in wildlife conservation and strengthen team building. During the period, the Group bred 44 large rare polar and ocean animals in 8 species and, for the first time, successfully incubated two chicks for a pair of emperor penguins. In animal welfare, the Group comprehensively upgraded the healthcare, popular science, breeding research, enrichment and other core conservation works in a digital and scientific manner. To ensure a professional healthcare for animals, the Group built a stronger core technical team. Furthermore, as an industry leader, the Group played an active role in deepening exchange and cooperation. The Group officially launched into market the product of “Haichang Blue No.1”, which is a kind of nutritive additives for marine mammals. Under the collaboration with international peers, the Group organised Haichang Wildlife Conservation Technique Training Program on a periodic basis in order to raise the industry standard for animal conservation. The Group also convened the 2019 annual academic conference of the aquarium special committee under Chinese Association of Natural Science Museums, which was the biggest annual industry conference in China. The Group was well-recognised for delivering a talk, as a representative for aquarium industry, in relation to the topic of “the importance of aquarium to protecting aquatic animals” at the seminar about protecting aquatic and wildlife animals hosted by the Ministry of Agriculture and Rural Affairs and attended by some relevant government authorities. The Group entered into cooperation agreements on research for protecting aquatic and wildlife animals with the Institute of Deep-Sea Science and Engineering, Chinese Academy of Sciences (IDSSE) and Hainan Vocational University of Science and Technology (HVUST) respectively to facilitate and expedite the preliminary preparatory works of building a marine life germplasm resource base in Hainan Province. In respect of theme park operation, the Group continued to improve the operation quality in pursuit of excellence in operating brand value. Firstly, for the upgrade of operation safety, the Group pursued the establishment of the health, safety and environment (HSE) system in an orderly manner. The HSE system is designed to regulate environmental protection, occupational health and safety production, which allowed the Group to fully ensure the daily safety of staff members and tourists and provide a reliable and stable security to operation safety. Secondly, for the upgrade of operation standard system, the Group pushed forward a systematic, sophisticated and characteristic advancement of the operation standard system and an upgrade of standard operating process, which effectively helped enhance the overall operation quality for tourists’ experience. Thirdly, for the upgrade of philosophy of operating services, the Group further explored tourists’ sensibility to experience, and provided them with quality services, thereby gaining better tourists’ satisfaction. Fourthly, for the upgrade of smart operation techniques, the Group adopted 5G technology and leveraged on the development of Internet to conduct big data analysis for the establishment of operation process control (OPC) platform. The Group also enhanced the efficiency of the management of customer traffic and operation plan for stronger market competitiveness. Fifthly, for the upgrade of theme products, the Group constantly renewed the products to enhance tourists’ experience and increase their revisit rate. The Group adopted a market-oriented approach to improve the quality of theme products. The Group also systematically upgraded its products, and precisely improved and renewed the contents of theme products to facilitate the steady increase in tourists’ revisit rate. Sixthly, for the upgrade of theme performing art culture, it is worth noting that the Group upgraded the core theme performing arts by injecting Chinese culture, using technology and exercising creativity, in order to unlock the experience economy covering performing arts + merchandises + catering + derivatives. Seventhly, for the upgrade of theme scene experience, the Group used the integration and updated multiple theme scenes to bring visitors additional experiences and feelings of new theme scenes and environments as well as of new experiential spaces and durations from land to ocean and from city back to the nature. Lastly, for the upgrade of the security of ancillary facilities, we were always mindful of investing in the operation and maintenance of ancillary facilities that provide tourists with a complete process of “safe, convenient and comfortable” experience. Thus, the Group introduced new technology into equipment and facilities to strengthen the overall security for better operating efficiency. In respect of the theme park derivative consumption business, the Group devoted itself in further deployment, innovation and research to gain new impetus. The Group implemented a refined catering management with focus on upgrading the restaurants with themes, red-hot sellers and brands. The Group endeavoured to create derivative entertainment products, continuously increased the application of theme scenes, explored a deeper integration between digital technology, biological popular science, ice and snow, marine cultural products and IPs. Through renovating conventional hotels into IP-themed hotels and further improving and developing the theme-oriented hotels of the Shanghai Project, the Group received greater recognition from market and more positive reviews from tourists and registered a higher occupancy rate. Taking advantage of the business model enabling package sales of park admission tickets and in-park consumptions, the Group organised around 600 promotion sales offering various package options during the year. These activities not merely enhanced the consumption experience of tourists but also drove its revenue growth continuously. In respect of marketing, the Group focused its effort on establishing self-operated platforms to increase revenue from indepth cooperation online. The Group improved the operation, maintenance and management of its self-operated platforms in terms of brand, communication, sales and services. At the Double 11 Festival, the Group achieved a full coverage of products on self-operated platforms by activating product promotion via live streaming. As a result, an increase of 35% in sales on selfoperated platforms was recorded during the year. The Group also further diversified and deepened the cooperation with online travel agency (OTA) channels and platforms. Through optimising the partnership model and creating new types of products, sales via internet online channel grew sharply. The Group organised marketing activities online such as spring promotion sales, presummer season, gongyi.meituan.com, sweet ocean season, summer promotion sales, Ctrip 20th Anniversary Ceremony, Haichang Brand Week, Polar Ice & Snow Festival, which generated a growth in both traffic and sales volume. The innovative internet marketing model allowed a diversification of sales channels. The Group further partnered with leading media platforms such as TikTok, Yizhibo, Toutiao and Weibo in brand communication and sales conversion. In the meantime of actively establishing and broadening distribution platforms, the Group was also in the development of an online direct sales system. The development of Zhengzhou Haichang Ocean Park (the “Zhengzhou Project”), a project under construction which has been listed as a provincial key project in Henan Province, progressed well. During the period, the Group further carried out the specific design and improvement works for the Zhengzhou Project. Construction of some single units on land were completed. In respect of asset-light business, the Group saw a rapid development of the business after establishing the new Haichang Cultural Tourism platform and forming the cultural tourism business unit during the period. The Group made active effort in building up the Haichang Cultural Tourism brand, participating in authoritative industry forums, and focusing on promotional initiatives with regard to its Haichang Cultural Tourism urban recreation products. Aiming at enhancing brand professionalism and awareness in the industry, the Group entered into a strategic cooperation agreement with the Institute for Theme Park Studies in China and Betop Culture, which brought complementary advantages and mutual benefits to all parties. With the focus on product development and innovation, in-depth construction and operation capability, and solidifying all stages in the industry chain of tourism services, the Group’s asset-light consultancy business continued to grow, improve and upgrade. During the period, the Group secured 12 new services contracts. In particular, the Group provided the entire chain of services covering design, construction and operation for an aquarium in Liupanshui City of Guizhou Province, and provided planning, consultancy and concept plan services for the Country Garden Ocean Fantasy Town in Chenzhou City. As a result of continuous optimising and improving the cooperation model and scope, the Group achieved acceleration of business growth through various ways including technical consultation, leasing operation and joint venture. To extend the coverage of In-Mall indoor amusement parks across China, the Group commenced two new projects during the period, namely Nantong Haichang Cute Pets Park and Nanjing Wonderful Fish Family. The Group also commenced works for the Hefei Haichang Hi-life Nature Exploration Park (合肥海昌Hi-life自然探索樂園). As at the date hereof, we have 4 Haichang In-Mall indoor amusement parks. During the period, both the Haichang Cute Pets Parks in Suzhou and Nantong received the China Outstanding Indoor Theme Park Awards 2019. Suzhou Haichang Cute Pets Park was also honoured as the Most Popular Tourism Parks Award in China (最受遊客喜愛中國樂園), the Practical Social Experience Station for Minors (未成年人社會實踐體驗站), Civilised Etiquette Cultivation, Education and Practices Base for Minors (未成年人文明禮儀養成教 育實踐基地) and the Dianping Suzhou Must-Go Family Place (大 眾點評蘇州親子必去商戶). The Group continued to push forward the innovation of IP contents, and increasing and diversifying the applications, so as to complete the contents of animation story and creative stage drama of the Seven Guardians, and enrich the storyline of the IPs of the Seven Guardians. Moreover, the Group developed expression packs to add more characteristic elements to the IP characters and enhance their awareness communication among fans. The Group also finished and published two pictures books, namely “Midoo’s Great Adventure – Oscar, The Little Sea Turtle Who Loves Changing Shells (《玫朵奇遇記之愛換殼的小海 龜奧斯卡》) and Dodo Goes East (《多多向東出發》), both had an annual sales volume of over 15000 in total. During the period, the Group expanded the development scale of derivative products and deepened their in-park application. More than 100 Stock Keeping Units of IPs of the Seven Guardians, Midoo and Mermaid Amy were developed to increase the profitability of the in-park sales business of all the projects. IP figures of the Seven Guardians were also developed to make the float parade performance in the parks more vibrant, which were very well-received from tourists. To enhance tourists’ experience, the Group increased the application of IP designs in the theme parks such as applications to in-park IP visualisation and promotion, theme spaces and restaurants. During the period, the Group participated in the China International Licensing Expo 2019, at which the Group discussed with players in all industries for crossover and licensing partnership. The Group successfully entered into the first licensing partnership that achieved its first realisation of IP value in the form of licensing. Prospects: Looking ahead, the Group will embrace the primary concept of “focusing on and driving by both light and heavy assets” to pursue the formation and implementation of the next five-year strategic plan. Under the development strategy of diversifying scene layouts with innovation, the Group will continue to strengthen scene layouts, and press ahead the steady construction progress of the Zhengzhou Project with a goal to developing it as a regional flagship ocean park. Riding on the robust development of the Lingang New Area in the Shanghai Free Trade Zone, the Group targets to develop the Shanghai Haichang Ocean Park as a core world-class destination for tourism, vacation and leisure. The Group will also take advantage on the upgraded position of the Hainan Free Trade Port to optimise and strengthen the product formats of the Sanya Project so that quality improvement can be achieved. At the same time, upgrade of infrastructure and optimisation of commercial properties will be carried out in the existing projects to maintain their sustainable growth. As to the asset-light cultural tourism business, the Group will develop small to medium sized urban leisure and entertainment project with marine cultural characteristics, and continue to solidify its capability for conducting management output business. The Group will also drive innovation development in multiple areas. In terms of industrial extension, the Group will extend the value chain by increasing the investment in the research and development of technology relating to animal conservation and marine life and the research and study of popular science. In terms of consumption diversification, the Group will seek to upgrade the consumption patterns of cultural tourism in new living styles, as so to achieve integration of resources in “entertainment + health + technology” and create a new pattern of cultural tourism consumption under the co-existence of different business formats. In terms of cultural IPs, the Group will enrich the elements of marine culture, increase the derived application of self-developed IPs and actively promote IP partnership. In terms of capital operation, the Group will further improve its capital structure by establishing capital platforms and expanding its business layout in the industry. The Group will also seek to further optimise its debt structure for cost saving. In terms of technology application, the Group will increase the application of internet, big data, artificial intelligence and multimedia to revitalise the scene layouts. In terms of brand building, the Group will strengthen the conversion of value through online and offline channels, develop a membership system, enter into cross-industry partnerships, with the continued aim to position itself as a national brand.

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