价值观的胜利！富力海洋欢乐世界开业即爆红背后的深层逻辑

The victory of values! The Deep Logic Behind Fuli Ocean Happy World's Opening

热闹的春节假期结束，国内许多景区陆续进入淡季，客流明显回落。然而在海南富力海洋欢乐世界，仍然人气欢腾、客流爆满，日均入园游客持续保持破万。这对于一个疫情之下刚刚开业不到2个月的景区来说，无疑是现象级的成功。究竟是什么原因，让富力海洋欢乐世界“出道即巅峰”？新旅界通过探访富力海洋欢乐世界，发现了他们的“秘密武器”。

With the end of the lively Spring Festival holiday, many scenic spots in China have entered the off season one after another, and the passenger flow has dropped significantly. However, in Hainan Fuli Ocean Happy World, the popularity is still jubilant, the passenger flow is full, and the daily average number of tourists entering the park continues to exceed 10,000. This is undoubtedly a phenomenal success for a scenic spot that has just opened for less than 2 months under the epidemic. What is the reason that makes R&F Ocean Happy World "the pinnacle of debut"? Xinlvjie discovered their "secret weapon" by visiting R&F Ocean Joy World.

定位精准 站稳海南旅游市场

Positioning Accurately and Stabilizing Hainan Tourism Market

海南是中国优质文旅项目最密集之地，各类旅游业态竞争激烈，各大文旅精品“争奇斗艳”，缺乏亮点、特色不够突出或在同类业态中产品力不够极致的项目，很难在海南旅游市场取得一席之地。产品是不是切中市场需求、定位有没有偏差、有没有游客缘、产品和服务品质是否引领市场潮流，这些问题的答案往往在“登台亮相”的一瞬间就已揭晓。

Hainan is the most densely populated place for high-quality cultural and tourism projects in China. Competition among various tourism formats is fierce. Major cultural and tourism boutique products "compete with each other" and lack bright spots. Projects with insufficient characteristics or extreme product strength in similar formats are difficult to gain a place in Hainan's tourism market. Whether the product hits the market demand, whether there is any deviation in positioning, whether there is a relationship with tourists, and whether the quality of products and services leads the market trend, the answers to these questions are often revealed at the moment of "appearing on stage".

富力海洋欢乐世界开业以来，络绎不绝的游客、市场热情的回应、朋友圈和各大媒体刷屏的好评，都说明了“登台亮相”这一关键的考验，富力海洋欢乐世界成功通过了，宣告着海南又诞生了一座文旅精品。

Since the opening of Fuli Ocean Happy World, an endless stream of tourists, enthusiastic responses from the market, The praise from the circle of friends and major media shows that the key test of "appearing on the stage", R&F Ocean World has successfully passed, declaring that another cultural and tourism boutique has been born in Hainan.

“出道”爆红，首先源于定位的成功。富力海洋欢乐世界是富力集团匠心打造的第一个文旅产业度假区，是海南省重点规划项目。坐落于素有“珍珠海岸、美丽陵水”之称的黎安港畔，拥有探索港湾、三沙之城、冒险海洋等5大园区，南海秘境、海龟馆、鳐鱼馆等8大动物场馆，南海美人鱼传说、欢乐海狮小课堂等精彩演艺。

The popularity of "debut" first stems from the success of positioning. Fuli Ocean Happy World is the first cultural and tourism industry resort created by Fuli Group and is a key planning project in Hainan Province.Located on the banks of Li'an Port, known as "Pearl Coast and Beautiful Lingshui", it has 5 major parks including Discovery Harbor, Sansha City, Adventure Ocean, and 8 animal venues including South China Sea Mystery, Turtle Pavilion and Ray Pavilion. , The Legend of the Mermaid of the South China Sea, Happy Sea Lion Class and other wonderful performances.

富力集团副总经理、富力海洋欢乐世界董事长刘小鸥向新旅界介绍，“富力海洋欢乐世界以传递欢乐为宗旨，为游客打造集吃住行、游购娱学于一体的一站式综合旅游度假区。2000亩的占地面积、65亿元的投资规模在海南乃至全国名列前茅，大空间容纳丰富多彩、搭配合理的业态，既有自然山水、海岛椰风，游客尽情感受背山向海的浪漫假期；又有时尚乐园、刺激体验，40多套国际顶级游乐设施设备，让游客尽享欢乐冒险；还有水上乐园、海洋展馆，1500多种、40000余只海洋生物，总水体量超 13.5万吨，为亚洲最大，让游客沉浸式体验浩瀚海洋的浪漫风情；还有精彩演艺、文化体验，讲述南海故事，展现黎苗文化的魅力。”

Liu Xiaoou, deputy general manager of Fuli Group and chairman of Fuli Ocean Happy World, introduced to the new travel industry, "Fuli Ocean Happy World aims at transmitting joy and creates a one-stop comprehensive tourist resort integrating food, housing, travel, shopping, entertainment and learning for tourists. With an area of 2,000 mu and an investment scale of 6.5 billion yuan, Hainan and even the whole country are among the best. The large space accommodates rich and colorful formats and is matched with reasonable formats. There are both natural landscapes and island coconut wind. Tourists enjoy the romantic holidays facing the sea from the back of the mountain. There are also fashionable parks, exciting experiences, more than 40 sets of international top-level amusement facilities and equipment, allowing tourists to enjoy the joy and adventure; there are also water parks and marine exhibition halls, more than 1,500 kinds and more than 40,000 marine creatures, and the total water volume exceeds 135,000 tons. It is the largest in Asia, allowing tourists to immersely experience the romantic style of the vast ocean; there are also wonderful performances and cultural experiences, telling the story of the South China Sea and showing the charm of Li and Miao culture. "

国内主题公园不少，但多数位于大城市，如富力海洋欢乐世界一般依山靠海、真正和自然融为一体的，十分稀缺。富力海洋欢乐世界坐落于美丽的黎安港畔，拥有背山向海的区位优势和绝美的风景。在乐园建设时，不仅没有人工干预，还致力于黎安泻湖海草床的保护与恢复，红树林的公益种植，珊瑚礁的繁育计划，形成了良好的生态环境建设，吸引了白鹭、苍鹭、海南鹣、草鹭等鸟类在这里栖息，构成了一幅优美的生态画卷，让生态环境保护成为了海南富力海洋欢乐世界的一张“国际生态名片”。

There are a lot of domestic theme parks, but most of them are located in big cities, such as R&F Ocean Paradise, which are generally close to the mountains and the sea, and are truly integrated with nature, which are very rare. R&F Ocean Joy World is located on the bank of the beautiful Li'an Port, with the geographical advantage of the mountains facing the sea and the beautiful scenery. During the construction of the park, Not only is there no manual intervention, It is also committed to the protection and restoration of seagrass beds in Li'an Lagoon. The public welfare planting of mangroves and the breeding plan of coral reefs have formed a good ecological environment construction, attracting birds such as egrets, herons, Hainan Yao and grass herons to inhabit here, forming a beautiful ecological picture scroll, making ecological environment protection an "international ecological business card" of Hainan Fuli Ocean Happy World.

融合海南绝佳的自然生态，打造一站式综合旅游度假区，让多元的、新奇的、时尚的、有文化魅力的大型乐园，为全年龄层游客带来一次梦幻假期。富力海洋欢乐世界精准的定位，使其赢得了大批游客的青睐，成功取得开门红。

Integrating Hainan's excellent natural ecology, we will create a one-stop comprehensive tourist resort, so that diversified, novel, fashionable and culturally attractive large parks will bring a dream vacation to tourists of all ages. The precise positioning of R&F Ocean Joy World has won the favor of a large number of tourists and has successfully made a good start.

注重运营 长尾效应成就共赢

Pay Attention to Long Tail Effect of Operation and Achieve Win-win

海南的度假胜地不少，但比较集中于高端酒店、奢华度假，像富力海洋欢乐世界拥有如此大体量、丰富业态且面向全年龄层游客的项目十分罕见，原因在于依托海南优越的自然资源，做高端度假收“床位费”赚钱的模式比较容易，投资测算清晰、投资回报周期短。而做综合性、面向大众和全年龄层的大型项目，投资成本高、运营难度大、回收周期长，富力集团为何要选择做更难的事？

There are many resorts in Hainan, However, it is relatively concentrated in high-end hotels and luxurious vacations. Projects like Fuli Ocean Happy World, which has such a large amount, rich formats and is aimed at tourists of all ages, are very rare. The reason is that relying on Hainan's superior natural resources, it is relatively easy to make money by collecting "bed fees" for high-end vacations, with clear investment calculation and short investment return period. However, to do comprehensive large-scale projects for the general public and all age groups, the investment cost is high, the operation is difficult, and the payback period is long. Why does R&F Group choose to do more difficult things?

刘小鸥对新旅界表示，“富力集团在地产领域和很多高周转、短平快的地产公司不同，富力一直持有比较多的重资产，这背后的逻辑是富力十分重视‘运营’的价值，通过我们的运营，把项目做好、品质做出来，产业做兴旺，它的价值就会外溢出来，在当地形成共荣共生的和谐的商业生态链，也给富力一个源源不断的回报，这是富力追求的长尾效应。所以，我们是用长期的、不急于求成的心态做文旅项目，把产品和体验做到极致，大家才能一起互利共赢，大家互利共赢了，富力才有可持续的、健康的收益。举个例子，富力海洋欢乐世界的13个餐饮网点，全部是我们自持自营，只有这样才能把控餐饮体验、食品安全等，从各个细节给游客极致的体验和保障。”

Liu Xiaoou told the new travel industry, "Fuli Group is different from many high turnover and short-term and fast real estate companies in the real estate field. Fuli has always held more heavy assets, The logic behind this is that Fuli attaches great importance to the value of "operation". Through our operation, if the project is well done, the quality is made, and the industry is prosperous, its value will spill out, forming a harmonious commercial ecological chain of co-prosperity and symbiosis in the local area, and giving Fuli a steady stream of returns. This is the long tail effect pursued by Fuli. Therefore, we do cultural tourism projects with a long-term and unhurried mentality, and make the products and experience the ultimate, so that everyone can work together for mutual benefit and win-win. . For example, the 13 catering outlets in R&F Ocean Joy World are all self-supporting and self-operating. Only in this way can we control the catering experience, food safety, etc., and provide tourists with the ultimate experience and guarantee from every detail. "

追求运营的长尾效应，秉持打造“百年精品”的理念，富力期望富力海洋欢乐世界如迪士尼一般，历经数十年而魅力始终不衰，因此，富力海洋欢乐世界从立项到如今一期和二期部分开业，历经十年雕琢。这过程中，充分的论证、规划，不断吸收先进管理运营思想，富力做了大量工作，不仅给游客创造极致体验，还充分融入了当地经济带动、员工幸福、生态和谐、动物权益保护等方方面面的利益。

Pursuing the long tail effect of operation and adhering to the concept of creating a "100-year-old boutique", Fuli expects Fuli Ocean Happy World to be like Disney, and its charm will remain unchanged after decades. Therefore, Fuli Ocean Happy World has gone through ten years of carving from the establishment of the project to the partial opening of Phase I and Phase II. In this process, Fuli has done a lot of work through full demonstration, planning and continuous absorption of advanced management and operation ideas, It not only creates the ultimate experience for tourists, but also fully integrates the interests of the local economy, employee happiness, ecological harmony, and animal rights protection.

富力海洋欢乐世界目前近2000名员工，70%以上都是海南人，其中陵水县员工占50%，通过科学的运营管理、人性化的员工关怀、细致的员工培训，让每一个富力人以企为家，成为并肩作战的伙伴。

At present, Fuli Ocean Happy World has nearly 2,000 employees, more than 70% of whom are from Hainan, of which 50% are from Lingshui County. Through scientific operation and management, humanized employee care and meticulous employee training, every Fuli person takes the enterprise as his home and becomes a partner fighting side by side.

刘小鸥表示，“我们认为，真诚和热情的服务产生的吸引力，是远远优于先进的硬件设备的吸引力。所以，我们提倡的服务理念叫做‘扩散和裂变’，从我开始，我把快乐和热情传递给管理团队，管理团队的快乐、积极向上的氛围传递给员工，员工再向游客和我们呵护的动物传递，这种本真的快乐是我们希望游客在富力海洋欢乐世界感受到。”

Liu Xiaoou said, "We believe that the attraction of sincere and enthusiastic service is far better than that of advanced hardware equipment. Therefore, the service concept we advocate is called 'diffusion and fission'. Starting from me, I will pass on happiness and enthusiasm to the management team. The happiness and positive atmosphere of the management team will be passed on to the employees, who will then pass on to the tourists and the animals we care for. This true happiness is what we hope tourists will feel in the happy world of Fuli Ocean. "

欢乐共生 做生意也是做事业

Happy symbiosis business is also a career.

人的和谐快乐是旅游度假的重要内涵，而旅游度假也离不开生态的和谐、人与动植物的和谐。富力海洋欢乐世界是一座和山海自然融为一体的旅游度假区，园区的港池和黎安泻湖通过一条滚水坝连接，潮涨潮落之际两个水体自然交互，原生的鱼虾进去园区，游客在园区感受最原真的自然。同时，白鹭等各类海鸟追逐鱼虾而来，成为园区的“原住民”，与园区的小火车互动伴飞，游客纷纷拍照打卡，这已成为园区的“网红项目”，这种人与自然和谐融洽之美，是城市中的主题公园、旅游景区很难见到的。

The harmony and happiness of people is an important connotation of tourism and vacation, and tourism and vacation are inseparable from the harmony of ecology, harmony between people and animals and plants. R&F Ocean Paradise is a tourist resort that integrates with the nature of mountains and seas. The harbor pool and Li’an Lagoon in the park are connected by a rolling dam. When the tide rises and falls, the two water bodies interact naturally. Feel the most authentic nature in the park.At the same time, egrets and other seabirds chase fish and shrimps and become the "aborigines" of the park. They interact with the small trains in the park and fly with each other. Tourists take photos and clock in one after another. This has become the "net red project" of the park. The beauty of harmony between human beings and nature is hard to see in theme parks and tourist attractions in cities.

“海洋”是富力海洋欢乐世界的一个重要主题。总水体量超 13.5万吨，位列亚洲第一的海洋展馆，1500多种、40000余只海洋生物，使海南富力海洋欢乐世界成为集科普科研、环境保护、研学教育、多重业态体验融合的高品质海洋主题产品。通过游览体验和科普互动，全面展示万千南海生物，让游客了解南海，爱上南海。同时致力于南海生物多样性保护、动物救助等公益事业。园区内的蓝海保育救护中心，是国内首个海洋生物救助保育中心，作为动物界的“三甲医院”为南海生物搭建了生命的“绿色通道”。

""Ocean" is an important theme of R&F Ocean Joy World. The total water volume exceeds 135,000 tons, ranking the first marine exhibition hall in Asia, with more than 1,500 species and more than 40,000 marine creatures, making Hainan R&F Ocean Paradise a collection of scientific research, environmental protection, research and education, and multi-format experience integration. High quality marine themed products. Through sightseeing experience and popular science interaction, thousands of creatures in the South China Sea will be fully displayed so that tourists can understand and love the South China Sea. At the same time, it is committed to public welfare undertakings such as biodiversity conservation and animal rescue in the South China Sea. The Blue Ocean Conservation and Rescue Center in the park is the first marine life rescue and conservation center in China. As a "top three hospital" in the animal kingdom, it has built a "green channel" for life in the South China Sea.

据刘小鸥介绍，富力海洋欢乐世界仅救助过的海龟，就超过200只，其中健康的、有独立生存能力的放生，部分严重疾病的、残疾的、不能在野外生存的，留在园区予以安置。此外，还和一些政府部门、科研院所合作，就海洋动物、植物等进行海龟、红树林、水草、珊瑚联合课题研究，共同推进生态科研和保护。

According to Liu Xiaoou, Fuli Ocean Happy World has only rescued more than 200 turtles. Among them, healthy and independent turtles have been released, and some seriously ill, disabled and unable to survive in the wild have been left in the park for resettlement. In addition, it has also cooperated with some government departments and research institutes to carry out joint research on marine animals and plants such as turtles, mangroves, aquatic plants and corals to jointly promote ecological research and protection.

旅游不仅仅是娱乐，也是寓教于乐、传承文化和欣赏特色的文化活动。富力海洋欢乐世界融合了南海文化、黎苗文化，为珍珠养殖、疍家水上民居、黎苗舞蹈饮食节庆等多元文化提供了旅游的载体，也为园区导入了个性化、差异化的深度文化体验。通过游览体验和场景营造，全面展示海南丰富的文化内涵，让游客了解海南、爱上海南。

Tourism is not only entertainment, but also a cultural activity that combines education and entertainment, inherits culture and appreciates features. R&F Ocean Paradise integrates the culture of the South China Sea and the culture of Li and Miao, providing a travel carrier for diverse cultures such as pearl farming, Danjia water dwellings, and Li and Miao dance and food festivals, and also introduces a personalized and differentiated in-depth cultural experience into the park. . Through the tour experience and scene creation, the rich cultural connotation of Hainan is fully displayed, so that tourists can understand and fall in love with Hainan.

整体来看，海南富力海洋欢乐世界的一炮而红绝非偶然，其背后处处体现出富力集团对文旅产业的独特理念。以运营的长尾效应和打造“百年精品”意识，使富力海洋欢乐世界不拘泥于短期的收益回报，以长远的眼光谋划和打磨项目，实现共荣共生；探索人与自然欢乐共生，富力海洋欢乐世界开创了国内乐园与山海自然融合的先河，创造出面向全年龄层的一站式综合度假体验，为疫情后的中国文旅行业闯出了一个新赛道；立足当地、成就员工、关爱动物、拥抱文化，富力没有简单的把富力海洋欢乐世界当做一门赚钱的生意，而是一份既有经济价值、又有社会效应的事业，处处彰显出富力“美好生活运营商”的价值观。

On the whole, it is no accident that Hainan R&F Ocean Joy World has become a hit. Behind it, R&F Group's unique concept of the cultural tourism industry is reflected everywhere.With the long-tail effect of operation and the awareness of creating a "hundred-year boutique", R&F Ocean Joy World is not limited to short-term returns, and plans and polishes projects with a long-term perspective to achieve co-prosperity and symbiosis; but plan and polish projects with a long-term vision to realize co-prosperity and symbiosis. Exploring the coexistence of human beings and nature, Fuli Ocean Happy World has pioneered the integration of domestic paradise and mountain and sea nature, created a one-stop comprehensive vacation experience for all ages, and created a new track for China's cultural and tourism industry after the epidemic. Based on the local situation, achieving employees, caring for animals and embracing culture, Fuli does not simply regard Fuli Ocean Happy World as a profitable business, but a business with both economic value and social effect, demonstrating Fuli's values of "a good life operator" everywhere.

当前，海南肩负着打造高水平开发的自贸港和建设国际旅游消费中心的历史使命。海南富力海洋欢乐世界丰富了海南文旅市场产品供给，树立了海南文旅新地标，开创了海南旅游发展的新格局，为海南文旅消费增添了新亮点。随着海南富力海洋欢乐世界的盛大开园和茁壮成长，富力集团为推动国际旅游消费中心建设，打造国内国际双循环交汇点，高质量高标准建设自贸港，贡献了企业的力量。

At present, Hainan shoulders the historic mission of building a high-level development free trade port and an international tourism consumption center. Hainan Fuli Ocean Happy World enriches the supply of products in Hainan's cultural tourism market, sets up a new landmark of Hainan's cultural tourism, creates a new pattern of Hainan's tourism development, and adds new highlights to Hainan's cultural tourism consumption. With the grand opening and growth of Hainan R&F Ocean Paradise, R&F Group has contributed to the construction of an international tourism and consumption center, creating a domestic and international dual circulation intersection, and building a high-quality and high-standard free trade port.

未来，富力海洋欢乐世界还将呈现怎样的精彩，让我们拭目以待！

Let's wait and see what kind of splendid R&F Ocean Joy World will present in the future