中国海洋馆行业研究.pptx

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1、中国海洋中国海洋馆馆行行业业研究研究CHINA AQUARIUM/OCEANARIUM INDUSTRY RESEARCH STUDY中信中信产业产业投投资资基金基金(香港香港)顾问顾问有限公司有限公司For CITIC Property Investment Fund(Hong Kong)Consulting Co.Ltd.艾奕康艾奕康经济经济咨咨询询By AECOM Economics中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|08日03月2013年 08/03/2013DISCLAIMER&STANDARD LI

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9、mates,projections and recommendations.本报告仅依据中信产业投资基金(香港)顾问有限公司中规定的特定目的向中信产业投资基金提供。未经我方事先书面同意，本报告不得向客户的名称/在与 客户签订的协议中确定的文件接收人之外的其他方披露，且其他方不得引用或依赖本报告。中信产业投资基金之外的任何人如果收到本报告的复印件，未 经我方明确书面同意，不得依赖本报告，并且客户的名称不得为上述目的之外的其他目的依赖本报告。This report is prepared for CITICPE and is given for its sole benefit in relati

10、on to and pursuant to CITICPE and may not be disclosed to,quoted to or relied upon by any person other than CITICPE without our prior written consent.No person(other than CITICPE)into whose possession a copy of this report comes may rely on this report without our express written consent and CITICPE

11、 may not rely on it for any purpose other than as described above.中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 2 页STUDY CONTENTS报报告内容告内容1.国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要 Introduction&Overview of the Commercial Aquarium Industry InternationallyA.海洋馆行业发展进程 Brief Aquarium Industry

12、TimelineB.国内水族馆简要回顾 Brief Overview of Chinas Aquarium IndustryC.美国和国际市场行业趋势发展 USA&International Aquarium Market:Emerging Industry Trends2.国国际际与国内的主要海洋与国内的主要海洋馆馆市市场场供供应应 International&Domestic Supply of Major Aquariums and Marine ParksA.美国与国际主要水族馆和海洋主题公园市场供给 Major Aquarium and Marine Park Supply in t

13、he USA and InternationallyB.美国与国际主要水族馆和海洋主题公园的特征 Characteristics of USA and International Major Aquarium/Oceanarium SupplyC.国内主要水族馆和海洋主题公园市场供给 Major aquarium and marine park supply in ChinaD.国内主要水族馆和海洋主题公园的特征 Characteristics of Chinas Major Aquarium/Oceanarium Supply3.国内的水族国内的水族馆馆市市场规场规模及增模及增长趋势长趋势概

14、概览览 Domestic Aquarium Market Size and Growth OutlookA.全国水族馆的市场规模：游客人次及市场捕获率 Aquarium Market Size:NationWide Visitation and Penetration RatesB.主题娱乐行业增长的关键驱动因素 Key Drivers of Growth in the Chinese Attraction Industry4.行行业业基准及运基准及运营营模式研究模式研究 Industry Benchmarks and Operational ParametersA.主要行业最佳实践Key I

15、ndustry Best PracticesB.主要成功因素 Key Industry Success FactorsC.主要行业进入壁垒 Barriers to Entry in the IndustryD.经营模式 Business Model Types:Public,NonProfit,Commercial ForProfit,etc.E.客流驱动因素 Attendance DriversF.收入参数 Revenue SourcesG.成本参数 Cost Parameters5.北京水族北京水族馆馆市市场场研究研究 Aquarium Market Analysis in Beijing

16、A.北京可利用市场概览 Beijing Available Market OverviewB.竞争性设施研究 Competitive Facility Review6.分分类类指指标标分析分析 Subject Property AnalysisA.设施概览 Facility and Performance ReviewB.收益增长策略 Strategies for Revenue GrowthC.布局概览 Layout Review7.模模拟财务拟财务分析（四个情境）分析（四个情境）Financial ProForma(4 Scenarios)附件附件 Appendices1.专家访谈 Exp

17、ert/Industry Stakeholder Interview Notes2.国际海洋主题乐园供应 Supply of International Marine Parks3.国内新增海洋主题乐园供应 New Supply of China Marine Parks中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 3 页国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNATIONAL AND DOMESTIC AQUARIUM

18、 INDUSTRY1第一部分第一部分 内容内容 Section 1 Contents:A.行行业历业历史史发发展展进进程程 Brief Aquarium Industry TimelineB.国内水族国内水族馆馆行行业简业简要要历历史回史回顾顾 Brief Overview of Chinas Aquarium IndustryC.美国和国美国和国际际市市场场行行业趋势发业趋势发展展 USA&International Aquarium Market:Emerging Industry Trends中国海洋馆行业研究 China Aquarium/Oceanarium Industry Res

19、earch Study|Page 4 页海洋海洋馆馆行行业发业发展展进进程：程：历历史史BRIEF INDUSTRY TIMELINE:HISTORYone of the earliest“swim with the dolphins experiences”世界最大的永久性海洋馆佛罗里达海洋公园开业，第19381938 Marineland Florida,worlds first permanent oceanarium,opens:一个打造“与海豚共游”体验的海洋馆之一世界最大的海洋馆乔治亚海洋馆在亚特兰大开业2005Georgia Aquarium,worlds largest,ope

20、ns in Atlanta第一个有品牌的海洋公园圣地亚哥海洋公园开业1964Seaworld San Diego opens,the first Seaworld branded park2012,will be the largest in the world在新加坡海洋生物公园内的S.E.A海洋馆2012年12月开业，2012S.E.A.Aquarium at Singapores Marine Life Park open in December将会成为世界最大的海洋馆中国第一个公共海洋馆在青岛开业1932First public aquarium in China opens in Q

21、ingdao世界最大的海洋馆（到2005年）谢德海洋馆在芝加哥开业1929Shedd Aquarium opens in Chicago,largest in the world until 2005 第一个海洋馆表演海狮公园开业，共有40只海狮表演1895Sea Lion Park opened first aquatic show,featuring 40 sea lions 距今现存历史最悠久的美国海洋馆在华盛顿开业1873Oldest existing US aquarium opened in Washington,D.C.亚洲第一个海洋馆在日本Ueno动物园开业1882First

22、aquarium in Asia opened in Ueno Zoo in Japan美国第一个海洋馆在纽约开业1856First aquarium in USA opened in New York全球第一个海洋馆在伦敦动物园开业1853Worlds first aquarium opened in London Zoo中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 5 页国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNAT

23、IONAL AND DOMESTIC AQUARIUM INDUSTRY1海洋海洋馆馆行行业发业发展展进进程：程：海洋海洋馆馆科技科技进进展展BRIEF INDUSTRY TIMELINE EVOLUTION OF AQUARIUM TECHNOLOGY:第一代第一代 First Generation小型墙式装置；混沌的水质让观赏视野不够清晰；被绝大多数的欧洲和美洲海洋馆使 用；Small wall mounted unitsCloudy water making viewing difficultCapitalized on by Western Europeanand early Amer

24、ican aquariums 第二代第二代 Second Generation中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 6 页提升的鱼类生存条件和观赏系统；允许更大的海洋馆陈列大型海洋生 物种类；被大多数北美和欧洲海洋馆发展利用；Improved life support and viewing systemsAllowed for much larger aquariumsdisplaying large marine speciesAdvancement capitalized on largely b

25、y North American and Western aquariums 第三代第三代 Third GenerationThe invention of the underwater “SeaTube”aquariums 第四代第四代 Fourth Generation 发明“海下管道”式的观赏系统；允许参观者在海洋馆内穿行，体验潜水者的海底视野；被亚洲海洋馆发展利用；海底有管道的漂浮式海洋馆，潮汐发电；带领游客进入海底环境，而不是重新 创造；具有更佳的视野，更低的运营成本和更好的观赏体验；选址要求高能见度和清澈海水的地点Allowed visitors to travel into th

26、e aquarium and get a diverseye view of the ocean bottomAdvancement capitalized on by Asian countries and renovations of legacyFloating aquariums,tunnels on oceanbottom,powered by tidesTake visitors into the underwater environmental and not a recreationPotential for better viewing,lower operating cos

27、t,better experienceRequires location with high visibility and clean water国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNATIONAL AND DOMESTIC AQUARIUM INDUSTRY1国内水族国内水族馆简馆简要回要回顾顾：历历史史BRIEF OVERVIEW OF CHINA AQUARIUM INDUSTRY:HISTORY1932年开业的青岛水族馆是国内第一个公共水族馆。直到19世纪70年 代，没有新的公共水族馆开业。

28、Qingdao Aquarium,the first public aquarium in China,opened in 1932.Until the late 1970s,no new public aquariums opened.1978年，北海水族馆在广西开业，另有一个水生博物馆在北京农业展 览馆开业。1980年，白鱀豚馆在武汉中国科学院水生生物研究所成立。In 1978,the Beihai Aquarium opened in Guangxi,and an Aquatic Museum also opened in the Beijing Agricultural Exhibit

29、ion Hall.In 1980,Baiji Dolphinarium opened in the Institute of Hydrobiology,the Chinese Academy of Sciences in Wuhan.在经过了十年的冬眠期后，1990年后水族馆开始经历了飞速的发展。自1992年至2000年之间，新开了40家公共水族馆，2000年之后，新开 的多达100多家，不过大部分的水族馆相对较小规模（小于150,000加 仑）。A rapid development appeared in the 1990s after another decade of dormancy

30、.Some 40 new public aquariums opened from 1992 through2000,and as many as 100 more have opened since then,although most are of relatively small size(i.e.less than 150,000 gallons in total).目前中国有超过150家公共水族馆，这份研究中只截取16家最主要及具 规模的（水容量超过500,000加仑的）作为竞争项目分析Of the 150+public aquariums in China right now,th

31、e competitive set forthis study consists of only around 16 major aquariums that is,aquariums with a total water volume of 500,000 gallons or more.0204060801001201401601930s1940s1950s1960s1970s1980s1990s2000s中国的公共水族中国的公共水族馆馆数量数量Public Aquariums in ChinaCompetitive Set(500,000+Gallons)主要竞争项目（500,000加仑

32、以上）中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 7 页All China Public Aquariums所有中国水族馆项目国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNATIONAL AND DOMESTIC AQUARIUM INDUSTRY140%48%12%60%50%40%30%20%10%0%GovernmentJointVenturePrivate中国水族中国水族馆产业简馆产业简要回要回顾顾：产权产权BRI

33、EF OVERVIEW OF CHINA AQUARIUM INDUSTRY:OWNERSHIP将近40%的水族馆是政府持有，48%的水族馆是合资，其余的12%是私人开 办。合资的形式主要是中国的私营投资者和政府合作，或者是外国企业和 中国企业合资合作。Nearly 40%aquariums are Governmentowned,about 48%belong to joint ventures,and the rest 12%are private.The joint ventures are partnerships between the Government and private

34、partners in China,or partners of enterprises between China and foreign countries.当新的水族馆数量持续增长，私营和合资企业的比例部分会大幅增加。As the number of new aquariums in the country continues to rise,this percentage will likely skew towards a greater share of private and jointventure ownership.中国水族中国水族馆产权馆产权比例比例Ownership o

35、f Aquariums in China国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNATIONAL AND DOMESTIC AQUARIUM INDUSTRY中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 8 页1中国水族中国水族馆产业简馆产业简要回要回顾顾：投：投资资BRIEF OVERVIEW OF CHINA AQUARIUM INDUSTRY:INVESTMENT SCALE中国水族馆的投资成本规模在50万美元到1

36、亿美元以上，其中大多数的公共水族 馆成本都低于50万美元。The scale of investment in Chinese aquariums has varied from US$500,000 to over USD$100 million,with most of the new public supply historically towards the lower end of this spectrum.最近这些年，水族馆投资的成本大幅度提升了，通常在1千万美元到5千万美元之间甚至更多。In recent years,the level of investment for an

37、 aquarium has increased dramatically,typically requiring between USD$10 million to USD$50 million or more.这是由于新建水族馆的成本大大增加了，并且建设规模大知名度高的水族馆成 为了市场趋势。This has been due to rising capital costs for new aquarium construction,as well as the trend towards construction of larger destination aquariums and pr

38、estige projects.中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 9 页国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNATIONAL AND DOMESTIC AQUARIUM INDUSTRY1中国水族中国水族馆产业简馆产业简要回要回顾顾：国家：国家监监管部管部门门政策政策 BRIEF OVERVIEW OF CHINA AQUARIUM INDUSTRY:CHINESE NATIONAL REGULATORY

39、 BODIES2000年，农业部建立了国家水生野生动物保护委员会，实现保护水生野 生动物，特别是珍稀物种和资源的目的。The Department of Agriculture established the National Aquatic Wildlife Protection Committee in 2000 to protect aquatic wildlife,especially rare species and resources.2011年，委员会邀请了专家来审计水族馆产业，并关闭或重组了在野生 动物保护方面表现差的水族馆。许多的水族馆都涉及了动物保护议题，比如中华鲟，江豚和

40、中华白海豚。In 2011 the committee invited national experts to audit the aquarium industry,and closed or restructured companies with poor performance in wildlife protection.Many aquariums are however involved in the protection of species like the Chinese Sturgeon,Finless Porpoise and Chinese White Dolphin.

41、政府开始监督水族馆行业的技术和职业管理。2005年，国家劳工局组织 了水生哺乳动物驯养师的国家职业资格培训课程的编译，并实施了技术 培训和专业评估，自2010年起，水生野生动物保护协会通过五项技术标 准来监督水族馆产业。The government oversees technical and occupational management in the industry.In 2005 the National Labour Department organized the compilation of the National Occupation Standards and Traini

42、ng Courses for Aquatic Mammal Trainers,and conducted technical training and professional appraisals.From 2010 the Aquatic Wildlife Protection Committee oversaw the development of five technical standards for the aquarium industry.国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNATI

43、ONAL AND DOMESTIC AQUARIUM INDUSTRY中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 10 页1美国和国美国和国际际市市场场行行业趋势发业趋势发展展USA&INTERNATIONAL MARKET:EMERGING INDUSTRY TRENDS1990年代由于经济发展，在美国城市中心兴起海洋馆建设There was a boom in downtown aquarium construction in the USA in the 1990s as a means of boos

44、ting economic development许多海洋馆并不具有盈利性（或者只刚好够运营成本），还有一些经历了金融重组和私有化，通常只获得了它们运营成本的一部分；Many aquariums are not profitable(or can only cover their operating costs),and many have gone through financial restructuring and privatization,often acquired at a fraction of their construction cost新建设施的投入成本增加的很快，这也是

45、许多美国设施遭遇金融困境的原因；Capital costs for newbuilt facilities have risen dramatically a reason why so many American facilities have had financial difficulty重游率是一个重要的因素，特别是当地居民市场是海洋馆主要的面向市场；Repeat visitation is a critical factor,particularly where the resident market is the primary target market后期重点是海洋主题公园的发

46、展，此类公园结合了有表演的海洋馆，机动游戏和其他多样的游乐经历，通常海洋馆是大型主题公园的一部分；Emphasis is increasingly on marine theme parks,which combine aquariums with shows,interactive displays,rides,and other experiences,and where the aquarium is one part of a larger complex大型有特色的体验型活动逐渐热门，并提升了人均消费；Upcharge specialized experiential activit

47、ies are increasingly popular and a means of generating higher percapita spending美国和成熟的国际市场上，海洋馆已供过于求，而发展的亚洲市场（除了日本），依然处于供小于求的状态；USA and mature international markets are heavily supplied,while emerging world and Asia(excl.Japan)is relatively undersupplied.为了差异化竞争，新建的海洋馆规模更大，主题更有特色；Newbuilt aquariums

48、need to be increasingly large or specialized in order to differentiate themselves from the competition.中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 11 页国国际际与国内海洋与国内海洋馆馆市市场场的的现现状及摘要状及摘要INTRODUCTION&OVERVIEW OF THE INTERNATIONAL AND DOMESTIC AQUARIUM INDUSTRY1国国际际与国内的主要海洋与国内的主要海洋馆馆

49、市市场场供供应应INTERNATIONAL&DOMESTIC SUPPLY OF MAJOR AQUARIUMS AND MARINE PARKS2第二部分第二部分 内容内容 Section 2 Contents:A.美国与国美国与国际际主要水族主要水族馆馆和海洋主和海洋主题题公园市公园市场场供供给给 Major Aquarium and Marine Park Supply in the USA and InternationallyB.美国与国美国与国际际主要水族主要水族馆馆和海洋主和海洋主题题公园的特征公园的特征 Characteristics of USA and Internatio

50、nal Major Aquarium/Oceanarium SupplyC.国内主要水族国内主要水族馆馆和海洋主和海洋主题题公园市公园市场场供供给给 Major aquarium and marine park supply in ChinaD.国内主要水族国内主要水族馆馆和海洋主和海洋主题题公园的特征公园的特征 Characteristics of Chinas Major Aquarium/Oceanarium Supply中国海洋馆行业研究 China Aquarium/Oceanarium Industry Research Study|Page 12 页Georgia Aquariu