Chapter 1766 Merlin (2)

(Please give me a monthly ticket~)

Eddie said excitedly, "Boss, Merlin is a ready-made cake. Its IP matrix can also feed back to film and television companies. In this regard, it is much better than starting from scratch."

Ruiz nodded and agreed, "Yes, if the data is accurate, Merlin Entertainments has received close to 65 million tourists this year, and its total annual revenue is close to 1.5 billion pounds, ranking second in the world after Disney Group.

And compared to Disney's singleness, Merlin Entertainment's projects are more replayable.

I read that the information mentioned that at the beginning of this century, the founder launched a series of themed entertainment venues such as London Dungeon, Berlin Dungeon, and Amsterdam Dungeon, and created the dungeon brand Horror Secret Realm, which became the first classic IP of Merlin Entertainment. It is still very popular today, which shows how good it is in project updates.

Later, thanks to the acquisition of Blackstone, a large amount of capital was ushered in, which formed a capital advantage, initiated active cross-border mergers and acquisitions, integrated resources, successively obtained control of Lego Theme Park, and acquired the Italian amusement park Gardaland and Tussauds Group and Florida theme parks, bringing under its ownership many powerful IPs such as Lego and Tussauds.

After entering 2010, Merlin officially entered the Asia-Pacific market and created the SEALIFE brand. After its listing in 2013, it successfully cooperated with DreamWorks to create the Shrek theme park, and also cooperated with the famous wilderness survival master Bear Grylls to create the Bell Grand Park. Adventure live entertainment.

In the past two years, Merlin has launched new brands such as Peppa Pig Park and Dacheng Alley while exploring the market in country Z.

This means that while Merlin Entertainments is updating its own existing project attractions, it has never slackened in the creation of new IPs, and its creativity is first-rate. Although it is far behind Disney in terms of traffic, it has achieved success through its ultra-high growth rate of 7.8%. Look, it's not impossible to catch up to or even surpass Disney.

To put it bluntly, with its global second-place market share of more than 13%, it is worthy of our playing a big game. "

Ruiz added, "Not only that, I think Merlin Entertainment's main focus on short-distance travel and theme parks can also be linked with the cultural tourism group we are building."

Yang Cheng just listened with an expressionless expression on what he said before. Until Ruiz mentioned linking up with the Cultural Tourism Group, a hint of surprise appeared on his face. This was what he wanted to hear.

"Tell me carefully~"

Ruiz organized some words and said, "We all know that short-distance tours mainly refer to indoor attractions located in city centers, resorts or shopping malls, and the tour duration is usually 1 to 2 hours; while theme parks are outdoor attractions,

It provides tourists with services such as accommodation, transportation, performances and interactive experiences around a certain theme. The tour usually lasts 1 to 2 days.

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

Judging from the current operations of each segment, nearly two-thirds of Merlin Entertainment’s tourists and more than 40% of its revenue come from 110 small and medium-sized short-distance tourist attractions, including Madame Tussauds, London Eye, SEALIFE, LEGOLAND Discovery Center and a host of other brands.

In addition, the eight Legoland theme parks located in seven countries have strong revenue-generating capabilities. About a quarter of the visitors generated more than one-third of the group's revenue.

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

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

In terms of types of attractions, the traditional tourism industry is heavily affected by weather. Therefore, Merlin Entertainments pays special attention to the ratio of indoor and outdoor attractions under the company to ensure that more attractions can be open for a long time. Its indoor and outdoor attractions bring The revenue ratio is 4:6, and more than two-thirds of the annual operating revenue comes from attractions open throughout the year.

Furthermore, Merlin Entertainment’s revenue proportions in Europe, the Americas and the Asia-Pacific region are 55%, 27% and 18% respectively. Europe is undoubtedly the main source of income for the Merlin Group, but in recent years the company’s revenue in the Asia-Pacific region, especially Z The concentrated efforts in the domestic market have resulted in an increasingly balanced geographical distribution of overall income.

Operating income has also maintained a steady growth of about 120 million pounds per year. In terms of revenue sources, it mainly relies on ticket revenue, merchandise peripheral revenue, and catering revenue. Revenue from accommodation is relatively low, accounting for less than 10%.

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

Although there are hotels inside theme parks, many customers prefer to live in places with quiet environment and pleasant scenery. After all, playing in the amusement park during the day is already lively enough.

On the contrary, our hotel can also use this to attract more family tourists to stay. While traveling, they can also take their children to the amusement park. We can open an exclusive channel for hotel customers in the amusement park to ensure that they can have fun while being stimulated. It must be a comparison among ordinary park visitors. After knowing that there is such a convenient access, they will definitely give priority to staying in our hotel next time they come back. "

Yang Cheng slapped her hard, "Well said! This is exactly what I want to see~"

But he was excited for less than a second, and then frowned and said, "But acquiring Merlin may not be easy. Their financial report this year is very outstanding, with a net profit of nearly 200 million pounds, a profit margin of nearly 13%, and an operating cash flow of 4 More than 100 million.

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

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

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

Yang Cheng snapped his fingers, "You're right, as long as the shareholders are given enough benefits, I don't believe they won't sell.

Reese, go back and tell Allen that you have recently started operating on Merlin Entertainment's stocks. It doesn't matter if you move gently or slowly. Don't be discovered so quickly. You can also try to contact the other party. Don't show off at the beginning. If you are too positive, just show some interest appropriately. "

"Understood, by the way, boss, which company will it be affiliated to after Merlin Entertainment acquires it?"

txt download address:

phone-reading: