Universal Studios drove Beijing to become the number one popular destination for National Day tourism, international giants accelerated their deployment, and there were about 3,000 theme park tourist spots across the country
Where is the theme park Nuggets key?
Yangcheng Evening News reporter Sun Qiman
"There are really too many people at Universal Studios Beijing on National Day, and it took more than an hour to line up the Harry Potter and Taboo Tour!" Miss Li, a tourist who just went to Beijing Universal Studios during the National Day holiday, told Yangcheng Evening News The reporter said with emotion.
During the National Day holiday that just passed, Beijing Universal Resort was one of the most popular scenic spots in the country, driving Beijing to continue to lead the way after the Mid-Autumn Festival and become the number one popular destination for National Day tourism.
The enthusiasm of Universal Studios Beijing is a microcosm of the "explosion" of the holiday theme park.
In the National Day report just released by Alipay, theme parks have become the most active project for domestic consumption in scenic spots.
The powerful "absorption of gold" ability has allowed theme parks to blossom everywhere. Yangcheng Evening News reporters combed through data and found that in 2020, there are about 3,000 theme park tourist spots that have been developed nationwide.
With Universal Studios in the north and Disney in the south, there are still many players who continue to enter the game. What is the secret of the theme park "business"?
Theme parks have become the most active consumption project in scenic spots
The Golden Week ignited consumers' enthusiasm for travel. The National Day report released by Alipay showed that the number of consumption in scenic spots increased by more than 9 times compared with the previous month, and theme parks became the most active project in domestic scenic spots.
Among them, the three brands with the strongest ability to attract money are: Huaqiang Fangte, which is located in large and small cities in China, Beijing Universal Studios, which has just opened, and Shanghai Disneyland, which is evergreen.
Theme parks have become a hot spot for check-in during the holidays, as evidenced by networked data.
Data shows that payment transactions in some large theme parks have shown a clear upward trend, with the average daily transaction number and value increasing by 30.29% and 61.05% respectively over the same period last year.
Universal Studios Beijing, which finally showed its true appearance after 20 years, is undoubtedly the popular fried chicken in the theme park.
From the signing of the cooperation agreement in 2001 to the opening of the park in 2021, Universal Studios Beijing has become the first Universal Studios theme park in China, the third in Asia, and the fifth in the world. It is also the largest Universal Studios park in the world.
According to the four-tier fare announced by Universal Beijing Resort, the ticket prices for off-season days, weekdays, peak season days and specific days are 418 yuan, 528 yuan, 638 yuan and 748 yuan, respectively, which has doubled the price of local theme parks.
However, under the blessing of popular IP, Beijing Universal Studios still shows a high degree of enthusiasm.
Theme parks drive regional consumer markets
During the National Day holiday, Beijing Universal Resort has become a powerful engine to stimulate surrounding consumption.
Qunar data shows that the number of room nights booked in hotels around the resort during the National Day holiday this year has increased by 75% compared to the number of National Day bookings in 2019, and the average booking price has also risen from 217 yuan to 507 yuan, nearly doubled.
Some hotel staff sighed that the hotels, takeaways, restaurants, and taxis in Tongzhou District "all slept for three hours late."
Meituan data shows that since New Year's Day this year, the number of newly opened restaurants and newly opened hotels within 5 kilometers of the resort area on the platform is 1067 and 170 respectively.
The influx of tourists from all directions has also played a leading role in the consumption of life service industries around the resort. Massage, tuina, and moxibustion have become categories that have grown significantly on the platform.
Xie Xiaoqing, a senior researcher at the Strategic Research Center of Ctrip Research Institute, analyzed that under the new consumption environment, the opening of Universal Studios Beijing will promote the upgrade of the overall tourism market in the region.
Theme parks with international IPs can not only fill the gaps in the Beijing tourism market, but also form a comprehensive boost to regional catering, accommodation, transportation and other consumption, driving the further improvement of various indicators of Beijing destination tourism.
Undoubtedly, Universal Studios Beijing has also pressed the "accelerator" for Beijing to build an international consumer center city.
The first phase of the Beijing Global Theme Park project is one of the 111 key projects in Beijing’s construction of an international consumption center city. Focusing on the spillover effect of the park, Tongzhou District is actively improving the consumer facilities around the Universal Resort, exploring the creation of new IP, New business formats and new models create new consumption, new experiences and new scenes.
Legoland invests 550 million US dollars in China
The popularity of Beijing Universal Studios has not subsided, and another theme park has a new trend-September 22 news, Shanghai Legoland Co., Ltd. has delisted the land for the main project of Legoland, and signed a state-owned construction land use right transfer contract.
Legoland plans to start construction in November this year and open in 2024.
Legoland has an investment of US$550 million. After completion, it will become one of the largest Legoland resorts in the world.
According to the official website of Lego, Lego has built Legoland in Billund, Denmark, California, New York, Florida, Germany, Japan, Malaysia, Dubai, Windsor, Canada and other places.
The reporter noticed that according to incomplete statistics, about 3,000 theme park tourist spots have been developed nationwide in 2020.
However, there are still many international players who continue to enter the game: Shenzhen Legoland, which is expected to open in 2024, Paramount Theme Park is expected to "settled" in Kunming, Yunnan...
In addition to Lego, Merlin Entertainment and other international giants trying to get a share of the Chinese market, local theme parks are also close behind.
Unlike the first-tier cities of international giants, local theme parks pay more attention to the second and third-tier cities.
Huaqiang Fangte will build Fangte Park projects in Fuling, Mianyang, Zigong and other places; Haichang Ocean Park will open Caribbean World and Haichang Polar Ocean Park in Chongqing and Chengdu; Time Warner and DreamWorks will invest 200 billion yuan to build in Zhuhai theme park.
Theme park "key" lies in IP
What do the theme parks have in succession?
What are the attractions of the Chinese market?
Where is the secret of the theme park "business experience"?
The reporter learned that in the income system of international theme parks, the consumption of peripheral accessories accounted for more than the income of tickets. Generally speaking, tickets only accounted for 30%.
Compared with international theme parks, the income system of China's theme parks is relatively simple at this stage, with 80% of their income relying on tickets.
In fact, IP is considered a key to the success of theme parks.
Walk into Universal Studios, or put on a cloak and become a freshman at Harry Potter Hogwarts School of Witchcraft and Wizardry, or see the Transformers in your dreams have a heroic dream; shuttle in Disneyland, or Beckon with Mickey Mouse and Donald Duck on the floats, or watch the princesses on the castle and the fireworks radiate each other... Whether it is Universal Studios or Disney, one of the fascinating aspects of the international theme park is that the IP role is deeply rooted in the hearts of the people.
Take Universal Studios as an example. As a theme park built with film and television IP as the core, it has maintained its competitive advantage in global theme parks with the help of Hollywood film IP's global influence.
Create an immersive experience scene with Universal Pictures' film and television IP as the core content. At the same time, it also cooperates with other big-name IP such as Disney through the purchase of IP copyrights and the acquisition of animation companies to make the film and television IP scenes.
Based on a strong IP foundation, how can theme parks make IP bring considerable economic benefits?
As a kind of IP-based tourism product, theme parks have the first income from tickets, followed by various performances, exhibitions, leisure and vacation products related to the theme IP, and further consumption is the various brands of IP extensions. Operating products.
The mutual inheritance of the industrial chain is the key to profitability
Public data shows that as a theme park, Universal Studios' theme tour revenue only accounts for 30% of the total business revenue. The remaining source of income is related industry profits driven by theme park entertainment facilities, and related industry revenue exceeds the theme industry. .
It can be seen that theme parks are no longer the only core competitiveness. The key to the profitability of theme parks is to create a core layer, accumulation layer, derivative layer and other mutually inherited industrial chains driven by theme entertainment facilities.
Relevant data shows that Beijing Universal Studios is expected to bring an economic growth of 50 billion yuan to Tongzhou District after the opening of the park, which will have a huge impact on the consumer market, tourism market, and job market within the surrounding radiation.
It is worth noting that, in contrast to China's domestic IP and China's local theme parks, although there have been many high-quality domestic IP productions in recent years, China's film and television IP is still relatively lagging in the development of derivatives and peripherals, resulting in insufficient IP overall influence.
Compared with the "theme park + IP + hotel" operation model of Disney and Universal Studios, local theme parks are dominated by the "theme park + tourism + real estate" operation model, which also leads to a relatively single revenue model for local theme parks.
How do Chinese theme parks win on the track?
Industry insiders believe that, looking forward to the future, Chinese film and television, game, and animation companies should pay more attention to the dissemination and influence of IP, deepen the IP content industry, and tell IP stories with a full and substantial IP image, so that Chinese IP can also have "Universal" day.