文 | 迈点 木夕

jinri，“yuminhongxieren”citiaochixushuaping。

jutianyanchaguanwangxianshi，9yue2ri，beijingxindongfangwenlvyouxiangongsi（yixiajianchengxindongfangwenlv）jiqiquanzizigongsibeijingxindongfangwokaideguojijiaoyulvxingyouxiangongsijunfashenggongshangbiangeng，yuminhongxierenlianggongsifadingdaibiaoren，youyangzhihuijieren。

gongkaiziliaoxianshi，yangzhihuixixindongfangjiaoyukejijituanzhixingzongcaijianshouxicaiwuguan，xindongfangwenlvjituanzongcai、fadingdaibiaoren。

suiranjiaobangxindongfangwenlvfadingdaibiaoren，danyuminhongrengwenzuoliangjiagongsidedongshizhangzhiwei。

01 成立一周年的法定代表人更迭，意欲何为?

zuoweiwenlvshichangdexinshengliliang，xindongfangwenlvchengliyu2023nian7yue，zhuceziben10yiyuan。gongsijingyingfanweibaokuolvyouyewu、lvyoukaifaxiangmucehuazixun、zuzhiwenhuayishujiaoliuhuodongdeng。

zichengliyilai，xindongfangwenlvquanzichigulebeijingxindongfangwokaideguojijiaoyulvxingyouxiangongsihexindongfang（jiangsu）wenlvtouziyouxiangongsi，bingtongguobeijingxindongfangwokaideguojijiaoyulvxingyouxiangongsijianjieyongyou69jiagongsideshijikongzhiquan。

shulizheixiegongsixinxi，jibenshi2023nian6yue-2024nian8yueqijian，youbeijingxindongfangwokaideguojijiaoyulvxingyouxiangongsizaiquanguo31geshengshichenglidewenlvxingongsi，qizhongjiangsushengzuiduo，dadao14ge。

yijinnianchenglide28jiagongsiweili，weiraowenlvshangxiayouchanyeduoyuanhuabuju。birubeijingxindongfangwokaidewenhuachuangyiyouxiangongsidejingyingfanweibaokuohulianwangxiaoshou、shuzichuangyichanpinzhanlanzhanshifuwu、shuziwenhuachuangyiruanjiankaifa、lvyoukaifaxiangmucehuazixundeng。congwenlvdaowenchuang，xindongfangwenlvkuaisukuozhanqiwenlvyewuwangluo。

congjinluomigudebuju，daofadingdaibiaorendegengdie，yeneirenshirenwei，zheishiyuminhongweixindongfangwenlvyewudulishangshipulu。yuminhongcengbiaoshi——wenlvbankuaijiangdandushangshi，chengweixindongfangjituanqixiadedisanjiashangshigongsi。

02 闯关IPO，新东方文旅潜力十足

shangshiyizhidoushiwenlvqiyefazhandelixiang，yinweichenggongipoyiweizhewenlvqiyetongguozibenshichangshixianqiyedekuaisufazhanhezhangqijiazhizuidahua。yucitongshi，suizhelvyouxiaofeixuqiudebuduanshengjihewenlvronghequshidejiasutuijin，shangshihainengweiwenlvqiyetigonggengduozhuazhuxingyefazhanjiyu、shixiankuaisufazhandekenengxing。

zheiyuxindongfangwenlv“huodegengduodefazhanzijin，shixiankuaisukuozhang”defazhanxuqiuxiangqihe。

2023nian7yue21ri，xindongfangguanweifawen，xuanbuzhengshikaituowenlvyewu，bingjiangshichangdingweiweimianxiangzhonglaonianren，tigongyouwenhuaxingfugan、youzhishihuodegan、yougerenzhuiqiugandegaopinzhiwenlvfuwu。

“chaoqipengbodelaoren”，“youqianyouxiandelaoren”，“jiangtuixiuhuoyituixiu，youjixuhaiyoutuixiujindelaoren”……zhengzaichengweixiaofeizhulirenqun。bulunshiguojiazhengcezhichi，haishixiaofeishichangbiaoxian，yinfajingjidouchengweishangyeshijiexindejihuidian。

jinnian2yuefen，xindongfangzhengshifabu“xindongfangwenlv”pinpai，bingjiangyewufanweituozhanweiguojiyouxue、guoneiyanxueheyingdijiaoyudeyewu，weizhonglaonian、qingshaonianjiqinzidengquannianlingduanquntifuwu。

bansuiyewufanweikuoda，xindongfangwenlvbuduanyugediwenlvxiangguanbumendachengzhanlvehezuo，yituogedisuojuyoudewenhualvyouziyuan，gongtongdazaoyixiliegaopinzhidewenhualvyouchanpinhefuwu。

tanzidale，dan“beibiandadewenlvxinren”bingbuyingli。

juyangzhihuitoulu，zai2024cainianhequnian（2023nian），wenlvyewushouru3.8yiyuan。qizhong2023nianshixianlenianshouruyue3.3yiyuandeyeji，zhanxindongfangjituanzongyingshoude11%zuoyou。tahaiyuji2025cainianwenlvyewuyingshouyuezai12yiyuan，kuisunyuezai1yiyuan，bingjiangyu2026cainianshixianyingli。

wenlvxinsaidaodebujusuiranmuqianrengchuyushaoqianjieduan，danbuduanzengjiadeyingshouzhengminglexindongfangwenlvzaishichangzhongdefazhanqianlihezengzhangdongli。

03 新东方文旅“上市故事”要怎么讲?

congshijiyunyinglaikan，suiranfazhanyuqichengxianlianghao，danbudebuqingxirenshidaowenlvyewushixianyinglideyaliyirancunzai。zhengruyizhounianfawen《xindongfangwenlv，buzhiwenlv。》zhong，chenwensuozongjiede：“wenlvshiyigeshejifeichangduoshangxiayoudeshiqing，bingbushishuoshejihaoyitiaowenlvluxianjiuxing，haidexiangbanfajiejuehangkongtielu、jiudianjingqudeziyuan。shejidaowaibudeziyuanhezuo，jiejuewentidechengbenjiuhuigaodeduo。”

bulunshiyikaishisuochangshidelvxingshemoshisuozaoyudetiaozhan，haishiyuwaibuziyuantanhezuoshishoudaodezhiyi，xindongfangwenlvyiputongdeshangyemoshibingwufahuodegenggaodezibenrenke。

yangguangxiawuxinshi，danxindongfangwenlvyaochenggongshangshibinghuodebucuodeguzhijiuxuyaochayihuadeshangyemoshilaijiangshu“xingushi”。

muqianlaikan，xindongfangwenlvzhudayige“tingquan”——zhenduixiaofeizhebutongdejianyihexuqiuchixujinxingwenlvchanpindechuangxinhefuwuzhiliangdetisheng。

biruzhejiangxindongfangwenlvchangshigenjukehuxuqiutigongdingzhiyouchanpin。bulunshi3tianneishejichudezhuanshuguimilvxingtuan“liqingzhaoxunmengzhilv”，haishiyuningxiaxindongfangwenlvlianshoudazaode“menghuixixiawangchao”dingzhiyou，yihuoshizhenduidaxueshengde“yunshangcaoyuanyepaluxian”he“puyuanguzhenfengguanglvpailuxian”，xindongfangwenlvyizhizaitansuogengtieheshichangxuqiudexinshangyemoshi。

yucitongshi，xindongfangwenlvyezaibuduanwanshanzishendeyewumoshi。yifangmian，tishengwenlvchanpinxiaoshouhetuiguangdezhibodianshangpingtaidongfangzhenxuandeyonghuzhanxinghegoumaizhuanhualv；lingyifangmianyouhuagongyinglianguanlihekehufuwunengli，yijiejuewenlvchanpinxiaoshouzhouqijiaozhang、shouhoufuwufuzadengwenti。

meiyibudetansuodoushiyigejihuidian。

weilai，xindongfangwenlvnengjiangchuyigezenyangdeyingligushi？maidianjiangchixuguanzhu。