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Sim Leisure Doesn't Take Themepark Venture Leisurely

Sim Leisure Doesn't Take Themepark Venture Leisurely

sim leisure 并不轻松看待主题公园创业公司
Business Today ·  11/16 04:48
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Sim Leisure Group Bhd Escape Penang (Nov 2024)
Sim Leisure Group Bhd逃离槟城(2024年11月)

In an exclusive interview with Business Today recently, the founder of the SGX1-listed Sim Leisure Group Ltd and long-standing themepark insider, Datuk Sim Choo Kheng, shared the previously unknown twilight zone tales of the leisure and entertainment sector, which has been largely stereotyped as "scary mechinical rides with screaming riders".

在最近与《商业今天》的独家采访中,SGX1上市的Sim Leisure Group Ltd的创始人、资深主题公园专家Datuk Sim Choo Kheng分享了休闲和娱乐行业不为人知的灰色地带故事,该行业被普遍认为是“可怕的机械游乐设施和尖叫的游客”。

With 34 years of experience up his sleeves, the veteran themepark designer, builder and operator revealed that the amusement park is a misunderstood business. He said many themeparks in Asia are suffering because of the straight-forward implementation of the western model without taking into consideration the local cultural practices and preferences, and it's upsetting to see lots of themeparks in the region falling apart.

这位拥有34年经验的资深主题公园设计师、建筑商和运营商揭示了游乐园是一项被误解的业务。他表示,许多亚洲主题公园因直接照搬西方模式而受苦,而没有考虑当地的文化习俗和偏好,看到许多主题公园在该地域板块崩溃,他感到非常不安。

Western park visitors often end up with a large leisure and entertainment bill, by comparison, Asian park goers are frugal and safety conscious, spending perhaps just one third of the exorbitant bill. In this regard, all the Asian countries demonstrate the same consumer behaviour except for Japan and South Korea, said Datuk Sim.

西方公园的游客往往面临高额的休闲和娱乐账单,而相比之下,亚洲公园的游客则节俭且注重安全,花费可能只占高额账单的三分之一。在这方面,除了日本和韩国外,所有亚洲国家的消费行为都表现相似,Datuk Sim说。

Sim Leisure was the appointed contractor to design and build Qatar's waterparks for the country's hosting of the 2022 FIFA World Cup. In 2024, Sim Leisure's revenue for the first half of the year jumped 56.2% to RM87 million contributed by themepark design and construction work in the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia, which houses renowned themeparks such as the Six Flags Qiddiya and First Dragon Ball.

Sim Leisure被任命为2022年世界杯概念的卡塔尔水上乐园的设计和建设承包商。到2024年,Sim Leisure上半年的营业收入跃升56.2%,达到8700万林吉特,得益于在阿联酋和沙特阿拉伯的主题公园设计和施工工作,该地区拥有著名的主题公园,如六旗奇迪亚和第一条龙球。

Given the expertise and experience, Sim Leisure is capable of completing a themepark project serving the same amount of visitors with only 10% of the investment capital needed by other big investment projects.

鉴于其专业知识和经验,Sim Leisure能够以仅需其他大型投资项目10%的投资资本完成主题公园项目,以服务相同数量的游客。

The group's low construction cost even won the praises of the Penang state government when a waterpark project in Johor cost just RM28 million as contracted by a native of Penang, compared to RM300 million spent by competing builder.

该集团的低施工成本甚至赢得了槟城州政府的赞誉,当一个位于柔佛的水上乐园项目的合同价仅为2800万林吉特,而该项目是由槟城本地人承包的,与竞争对手建筑商花费的30000万林吉特相比。

But Datuk Sim has a vision that goes beyond building themeparks for others. He has prioritised the development of an in-house themepark brand or identity that can "carry his business everywhere" and unlocking lots of potential especially within the Southeast Asian region and China.

但拿督Sim的愿景不仅仅是为他人建设主题公园。他优先考虑开发一个内部主题公园品牌或标识,可以“将他的业务带到任何地方”,并且释放出特别是在东南亚地区和中国的巨大潜力。

Among the three major segments under Sim Leisure, namely Escape Park, Playmall and Kidzania, the Escape Park series is the best revenue drivers. Internationally, Escape Park is the only local brand that can compete with the western names.

在Sim Leisure的三个主要板块中,即逃脱公园、游乐购物中心和奇幻乐园,逃脱公园系列是最佳的营业收入驱动者。在国际上,逃脱公园是唯一能与西方品牌竞争的本土品牌。

The themepark strongman vowed to "suffocate" the roller-coaster business by a secret business weapon that occupies a small space area the size of an H&M store in a shopping mall, and monetarily costing just 5% of the regular investment budget.

这位主题公园强人誓言通过一个占地小于H&m商店的秘密商业武器来“窒息”过山车业务,这个武器的投资成本仅为常规投资预算的5%。

Perhaps the best-kept secret in the industry, the new business strategy capitalises on shifting market preferences as youngsters especially those aged around 35 years and their peers are now looking for adventurous and memorable experience, giving rise to the popularity of kayaking, mountain climbing, and any experience-enhancing tourism. They don't rely on the tour bus to bring them to famous temples or touristy towers just to snap some photos.

也许这是行业中最保密的秘密,新商业策略抓住了市场偏好的变化,年轻人,尤其是那些大约35岁及其同龄人,现在正在寻找冒险和难忘的体验,这导致了皮划艇、登山以及任何体验增强旅游的流行。他们不依赖旅游大巴带他们去著名的寺庙或旅游塔,只是为了拍几张照片。

It seems that the secret weapon is actually a state-of-the-art simulation chamber that offers potentially endless "experiencing" trips within the capacity of a supercharged server and high-tech equipment, plus accompanying peripherals.

看起来这个秘密武器实际上是一个先进的模拟舱,它提供潜在无穷的“体验”旅行,依托于一台超级充能的服务器和高科技设备,以及附带的外围设备。

Datuk Sim said with zero risk of death and heart attack (stemming from aggressive physical activity), visitors to the chamber can experience their roller-coaster ride entirely based on simulated experience, complete with special sound and wind effects for a safe yet thrilling ride. When they feel the ride is still too intense, the riders can simply take off the headphones and sci-fi goggles right away.

拿督Sim表示,在没有死亡和心脏病发作风险(源于激烈的身体活动)的情况下,进入舱室的访客可以完全基于模拟体验感受过山车的刺激,配备特殊的声音和风效应,确保安全而刺激的体验。当他们觉得体验仍然太强烈时,骑客可以直接摘下耳机和科幻护目镜。

Looking at the dry urban leisure sector, Datuk Sim told himself that it's high time to bring the fun of "kampung" or countryside to the city. His business vision and outlook include 30-acre land areas to house Escape outdoor challenges, as well as bringing "outdoors" indoors by building themeparks within shopping malls through his PlayMall crusade.

看到干燥的城市休闲板块,拿督Sim对自己说,现在是时候将“kampung”或乡村的乐趣带入城市了。他的商业愿景和展望包括占地30英亩的安置逃脱户外挑战的土地,以及通过他的游乐购物中心运动将在购物中心内部建设主题公园,把“户外”搬进室内。

The PlayMall initiative carries the themepark guardian's salvation plan of repopulating the malls with shoppers by giving them a substantial reason to visit the malls. Unsurprisingly, Datuk Sim said he has received a lot of phone calls and emails enquiring about PlayMall and he is currently shortlisting suitable mall sites for further negotiation.

PlayMall计划携带主题公园守护者的拯救计划,通过给顾客一个充分的理由访问商场来重新吸引顾客。不出所料,Datuk Sim表示他收到了很多电话和电子邮件,询问PlayMall,并且他目前正在筛选合适的商场地点以进一步洽谈。

Kidzania, on the other hand, is an acquired brand that has flourished under the leadership of Datuk Sim. Currently Sim Leisure manages two Kidzania centres, one in Kuala Lumpur and one in Singapore. The Asian brand of blending fun and learning caters to education-oriented Asian parents who treasure hands-on experience in role-play sessions.

另一方面,Kidzania是一个在Datuk Sim的领导下蓬勃发展的品牌。目前,Sim Leisure管理着两个Kidzania中心,一个在吉隆坡,一个在新加坡。这个亚州品牌结合了乐趣和学习,满足那些珍视实践体验的以教育为导向的亚洲家长的需求。

Cost-wise, Datuk Sim said themeparks' most prominent cost item is the fixed cost and the variable cost is minimal. Therefore, any rise in revenue through ticket sales can go straight into the profit pool – pure bottom line.

在成本方面,Datuk Sim表示,主题公园最显著的成本项目是固定成本,而变动成本则很少。因此,通过门票销售增加的任何收入都可以直接进入利润池——纯粹的底线。

Sim Leisure generates the group's revenue by ticket sales. Operational efficiency and cost optimisation drives have reduced its reliance on ticket agents. The group used to sell 50% of its tickets through its own portal, while getting the other 50% from the ticket agents. Now the ratio is 90 to 10.

Sim Leisure通过门票销售来产生集团的营业收入。运营效率和成本优化的推动减少了对票务代理的依赖。该集团过去通过自己的平台销售50%的门票,而从票务代理那里获取另50%。现在的比例是90比10。

Cost saving can also be observed from the doing-away of ticket counters, in turn sparing visitors of long queue, as well as the elimination of the marketing and customer service departments in favour of automated online enquiry system (emails and Whatsapp), digitalised ticketing system, and outcourced call centre. The fast ticket sales and processing have contributed to faster conversion rates for the themeparks.

通过取消票务柜台也可以观察到节省成本,这样可以避免游客排长队,同时为了配合自动在线咨询系统(电子邮件和WhatsApp)、数字化票务系统和外包呼叫中心,营销和客户服务部门被取消。快速的门票销售和处理为主题公园的转化率做出了贡献。

In terms of customer demographics, "families and friends" category is the main focus of Sim Leisure, making up 80% of the total number of visitors while corporate team building sessions and school excursion tours account for 20% of Sim Leisure's business.

在客户人口统计方面,"家庭和朋友"类别是Sim Leisure的主要焦点,占总游客数量的80%,而企业团队建设活动和学校考察游占Sim Leisure业务的20%。

Sim Leisure has projected around 550,000 visitors and double-digit growth in park revenue for 2024. By mid 2025, the park portfolio of Sim Leisure will have expanded to include five indoor parks and three outddor parks.

Sim Leisure预计2024年将有大约550,000名游客并实现双位数的园区营业收入增长。到2025年中,Sim Leisure的园区投资组合将扩展至包括五个室内公园和三个室外公园。

Looking ahead, Sim Leisure is eyeing East Malaysia for its expansion of Escape Park to Sabah.

展望未来,Sim Leisure 正在关注东马来西亚,以扩大其逃脱公园到沙巴。

Datuk Sim said that all the elements of business success have always been out there, it's up to us to put them together in a way that can hit it big. For example, computer, screen, CPU, touchscreen, keyboard, music, video, telephone have been present everywhere in our environment, but only one guy, that is, Steven Jobs, managed to put them together and create a new versatile device called "smartphone" that has become the staple of modern-day living.

Datuk Sim 说, 业务成功的所有要素一直都存在,关键在于我们能否以一种能够取得巨大成功的方式将它们结合在一起。例如,计算机、屏幕、CPU、触摸屏、键盘、音乐、视频、电话等在我们的环境中随处可见,但只有一个人,也就是史蒂夫·乔布斯,成功地将它们结合在一起,创造了一种新的多功能设备,称为“智能手机”,已成为现代生活的必需品。

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