One week after the trial operation, on July 30, the "Ultraman Theme Entertainment Zone" of Shanghai Haichang Ocean Park officially opened, which was also regarded by Haichang Ocean Park as the beginning of its new IP consumption strategy.

　　It is understood that the Ultraman Theme Pavilion in Shanghai Haichang Ocean Park consists of five theme areas: Ultraman Theater, Ultraman Theme Restaurant, Ultraman Theme Exhibition Area, Ultraman Light Store, and Ultraman Amusement Center.

A total of nearly 400 Ultraman special exhibits, more than 500 models and more than 200,000 genuine Ultraman authorized peripheral products and a variety of limited products.

In addition, based on the license of Ultraman's series of works and images, Shanghai Haichang Ocean Park will also launch "the first Ultraman energy station in the country" and "the first Ultraman electronic music square in the country". Teman theme hotel.

　　For the post-80s and post-90s generation in China, Ultraman can be described as "a household name".

According to the data, Ultraman was born in the 1960s and was introduced into the Chinese market in 1993.

To this day, Ultraman-related works and derivatives are still active in the market.

On Taobao, the monthly sales of some genuine authorized Ultraman derivatives have exceeded 4,000.

In addition, according to the prospectus of Guangzhou Huali Technology Co., Ltd., in 2020, the sales amount of the company's Ultraman image cards was 41.6802 million yuan, accounting for 61.1% of the income of animation IP derivatives, and maintained continuous growth from 2018 to 2020.

　　In April this year, Haichang Ocean Park Holdings Co., Ltd. (hereinafter referred to as "Haichang Ocean Park") announced that it signed a license agreement with Shanghai Xinchuanghua Cultural Development Co., Ltd. The “Ultraman” series of works and images will be used in other areas. In addition, Shanghai Haichang Ocean Park will also develop Haichang limited Ultraman products, float parades, AR applications and other related themes; Offline stores and official online sales platforms sell limited products.

The license period is from July 1, 2022 to June 30, 2025.

　　Before the introduction of Ultraman, Haichang Ocean Park owned animal IP "Qi Meng Tuan", jellyfish elf IP "Mei Duo" and mermaid IP "Amy", all of which are the park's own original IP, mainly around store authorization, flash Stores, hotels, restaurants, temporary exhibitions and other forms of development.

The introduction of Ultraman IP this time does not seem to be in line with the style of Haichang Ocean Park's past focusing on marine life IP.

　　Haichang Ocean Park said that the cooperation with the Ultraman series is an important layout of its IP strategy. The combination of polar marine culture and the Ultraman series will enrich the product sequence of Shanghai parks, enhance tourists' sense of play experience, and further release Shanghai. The consumption potential in the park.

Zhang Jianbin, Executive President of Haichang Ocean Park, further stated that Haichang Ocean Park actively cooperates with globally influential classic IPs and learns the mature experience of excellent IPs. Entertainment scenarios, high-quality private domain traffic, IP operations and consumer goods are the consumption blueprint of the moat.

　　On the other hand, the introduction of IP is also considered as a strategy to deal with the competition in the theme park market in the Yangtze River Delta.

Lin Huanjie, president of the China Academy of Theme Parks, said that Shanghai Haichang Ocean Park is a little far from the urban area. In addition to Shanghai Disneyland, it will also face competition from theme parks such as Legoland in the future. Coupled with the impact of the epidemic, Shanghai Haichang Ocean Park will face competition from theme parks such as Legoland. The market environment is highly competitive.

"In this context, the introduction of Ultraman IP, which has a certain influence and popularity in China, can bring a great boost to it and empower revenue and passenger flow."

　　At the same time, how to localize overseas IP has also become a challenge.

Taking Shanghai Disneyland as an example, at the beginning of the landscape design, Chinese elements were taken into consideration. For example, peony flowers and magnolia decorations were incorporated into the spire of the park’s castle, and some details of the Chinese version of the resident play “The Lion King” were also carried out. localized adaptations, etc.

According to a previous report from the Beijing News, 85% of the consumer goods launched by Disney in the Chinese market are developed by local designers, and the design and development cycle of consumer goods is also as early as possible.

For example, in the live-action film "Mulan", which started at the end of January 2018, Disney began to design the gallery in 2017 to provide creative ideas and inspiration for cooperative licensees.

　　Unlike Disney itself, which is the copyright owner, because Haichang Ocean Park cooperates with Ultraman's IP agency in China, the degree of freedom in the design and development of Ultraman's related products is still unknown.

At present, the two original plays "Ultra Heroes: The Light of Guarding the Ocean" and "Ultra Heroes: The Battle of the Ocean" staged at the Ultraman Frozen Theater in Shanghai Haichang Ocean Park are both produced by Ultraman Fangyuangu Production Co., Ltd. The club has customized creations for the characteristics of Shanghai Haichang Ocean Park.

　　However, industry insiders are still cautious about whether the introduction of international IP in Haichang Ocean Park will trigger the follow-up of other theme parks.

　　"Now we are talking about IP authorization, but I suggest that IP authorization, especially international IP authorization, be very cautious. The cost of introducing IP is very expensive, and the use rights are limited. For example, it can only be used as the theme of a certain venue. Derivatives can be developed, etc. And the IP authorization period will not be very long. For example, this time Ultraman will expire in 2025, and it is unknown whether the contract will be renewed in the future.” Lin Huanjie said, “In fact, China has very good IP. , but lacks impressive IP. When domestic creators and operators choose and develop IP, they have not positioned themselves according to the needs of the market, nor have they adapted to the market in the process of developing projects. In the future, we need to use Chinese cultural elements to To create IP with Chinese symbols, and then use international advanced management experience and technology to bring our 'technology + culture' theme park to the market, this is the future development of our theme park IP."

　　Beijing News Shell Finance reporter Zheng Yijia