The first Chinese luxury cruise ship "China Merchants Yidun" is listed for transfer with a base price of 2.906 billion yuan; operational performance did not meet expectations

Beijing Property Exchange recently disclosed a major asset transfer: China Merchants Viking Cruises Co., Ltd. plans to sell its luxury cruise ship “China Merchants Yidun” and related assets for a base price of 2.906 billion yuan. This 47,000-ton cruise ship has set multiple records in China’s cruise industry, and its transfer has attracted significant market attention.

As the first luxury cruise ship flying the five-star red flag, the “China Merchants Yidun” is 228.2 meters long and 28.8 meters wide, with a capacity of 930 passengers. It features seven restaurants with different styles, four bars, a heated swimming pool, and a professional cinema. After its acquisition in 2021, it was renamed and operated; the previous purchase price was approximately 2.743 billion yuan. The transfer includes the ship itself and supporting equipment but explicitly excludes intellectual property rights such as restaurant names authorized by Viking Cruises and property management systems.

According to the transaction announcement, the asset will be listed until March 16, with interested buyers required to pay a deposit of 872 million yuan. Special terms specify that after the transaction, the asset must be fully stripped of the “China Merchants” branding. Operating activities cannot be conducted before the brand is separated; otherwise, full legal responsibility will be assumed. This strict restriction is rare in similar asset transactions and highlights particular considerations for brand management.

Operational data shows that since entering service in 2021, the cruise has opened multiple domestic coastal routes from Shanghai, Shenzhen, and Tianjin, and in 2023, it completed China’s first international cruise. Its innovative Chinese-language service and all-inclusive model once set a benchmark in the high-end cruise market. However, due to market environment changes, rising operating costs, and consumer habits, actual profitability has not met expectations.

Regarding the reason for transfer, the project leader of the transaction declined to comment and did not disclose the deposit payment status. Market analysts suggest that the cruise industry is currently undergoing structural adjustments, and this transfer may be related to strategic shifts by the operator. Notably, some intellectual property rights currently used by the cruise still belong to Viking Cruises, which could pose challenges for the future operator.

This transfer involves complex brand separation and intellectual property handling, representing a typical case in the cruise asset trading field. As the listing period counts down, the fate of this luxury cruise ship—carrying China’s breakthrough efforts in the cruise industry—remains a focal point of industry attention.