On July 30, the world's first Ultraman theme pavilion in Shanghai Haichang Ocean Park opened. It is regarded by the industry as a local theme park that has broken out of the way of multiple content experience, or will become a solution to the "IP anxiety disorder" of domestic theme parks. "A good remedy.

　　Since the summer vacation, the number of theme park visitors has risen rapidly.

Tongcheng travel platform shows that among the types of night tour scenic spots in the past week, theme parks have become the first choice with an absolute advantage of 88%.

On the Ctrip platform, the popularity of theme parks increased by 77% from the previous month.

　　In recent years, theme parks around the world have made great efforts to transform and upgrade, get rid of the traditional "ticket economy", and combine with big IP to become a new track for industry exploration.

According to data from Tianyancha, as of now, there are more than 189,000 theme park companies in my country, and more than 34,000 were added from January to July this year, with a growth rate of 40.9%.

　　or will usher in a new round of industrial agglomeration

　　Data from iiMedia Research shows that in 2021, 82.3% of Chinese netizens said they have been to theme parks, and 41.6% of netizens said that they went to theme parks 1 or 2 times in half a year.

In this context, theme parks have gradually become an important helper in driving the tourism industry.

　　When Universal Studios Beijing opened in September last year, the tickets were all sold out within 1 minute of the official sale, and the surrounding hotels were full of reservations.

Not only did the short videos and social platforms "dominate the list" successfully top the list of the most popular scenic spots in the country during the Mid-Autumn Festival, but also "single-handedly" brought the theme park economy on fire.

Zhang Yi, CEO and chief analyst of iiMedia Research, believes that the popularity of Universal Studios Beijing is inseparable from its high-quality movie IP.

The relatively more flexible and open IP campus combination strategy can keep it updated and iterative, and maintain sufficient freshness.

　　Since its opening in 2016, Shanghai Disneyland has been attracting a lot of attention. In its first year of operation, the cumulative number of visitors exceeded 10 million, and it achieved profitability in its first year of operation.

According to incomplete statistics, Disney currently has hundreds of super IPs, and many IPs have independent commercial operation processes, which not only increase the value of IPs, but also bring huge traffic effects.

　　Shenzhen’s theme parks started earlier, and the Splendid China Folk Village is considered to be the first professional and systematically built theme park in China.

It is estimated that after the completion of the three major theme parks such as "the world's largest Legoland Resort" in 2024, the annual number of tourists will exceed 10 million, and the GDP will exceed 10 billion yuan.

　　At present, the theme parks in various cities are of different sizes, and the joys and sorrows are uneven.

However, the happy economy created by the theme park not only becomes the "traffic" responsibility of the tourism market, but also feeds back the city's IP, which has an important impact on the city's image, city vitality, and city temperament, driving the city's attention to continue to rise, and becoming a support for building a colorful city. pusher.

　　Chengyu strives to build a top theme park

　　At present, Beijing-Tianjin-Hebei has Universal Studios Beijing, the Yangtze River Delta has Shanghai Disneyland, and the Guangdong-Hong Kong-Macao Greater Bay Area has more. As the "fourth pole" of China's economic growth, the Chengdu-Chongqing region, when will it have a top-level theme that matches it paradise?

　　The person in charge of the Chongqing Cultural and Tourism Commission said on August 8 that at present, Chongqing already has theme parks such as Happy Valley, Sunac Cultural Tourism City, Lehe Ledu, Hanhai Ocean Park, and Ordovician, and Liangjiang New District is under construction. Nick Indoor Theme Park, etc. In addition, several theme parks such as Chongqing Auto Park are also planned.

　　Chen Yi, the head of Chongqing Happy Valley, which welcomed 10 million tourists in April this year, told reporters that since its opening five years ago, the exclusive customization of Chongqing version of Happy Valley includes the world's most advanced and the only mountain version of the flying wing roller coaster in the world, and the sixth largest skyscraper in the world. round, introducing creative festivals such as the parade of floats showing the world's multiculturalism, bringing more fresh elements of the theme park experience.

　　"Chongqing is rich in industrial, cultural and tourism resources. In the construction of natural scenic spots and cultural scenic spots, tourist attractions with different functions should be rationally arranged according to regional characteristics, so as to form a complementary trend and attract each other." Wang Mingjian, a professor at Chongqing Technology and Business University, was interviewed by reporters. Said that the theme park will directly drive the development of various industries such as catering, accommodation, and commerce, and stimulate the regional economy.

　　"Homogeneity" becomes the biggest bottleneck

　　"I take my children to Chengdu Happy Valley several times a year." Ms. Huang, who lives in Daping, Chongqing, said that most theme parks in Chongqing copy the model from other places, but the facilities and services are far inferior to others, and the children have long lost interest. .

　　In recent years, theme parks have developed rapidly in the form of leisure, joy and romance in the integration of culture and tourism, urban upgrading, economic transformation, and driving consumption. Repeat and so on.

　　The Longmenzhen Magic Mountain Theme Park located in Jiulongpo, Chongqing, cost a huge sum of 1.6 billion yuan and was built as a 5A-level scenic spot. After only 9 years of operation, it was forced to close due to rapid expansion and broken capital chain.

The Longmen Array Scenic Area covers an area of ​​about 800 mu, and was the modern theme park with the largest investment scale and the most advanced facilities in Chongqing at that time.

Today, only at an ultra-low price of about 200 million yuan, many auctions have not been taken over.

　　Zhang Yi believes: "To build an excellent theme park, continuous IP output and operational capabilities are the vitality, and it will be unsustainable to rely solely on tickets to maintain it."

　　"The rise of theme park consumption caters to the general trend of my country's tourism development, and may usher in a new round of accelerated industrial agglomeration and increased market concentration in the future." said Wu Liyun, associate professor at the China Academy of Culture and Tourism Industry, with the post-80s and post-90s generation Become the main consumer group, and the tourism market changes from sightseeing to leisure and vacation. In the future, theme parks will shift from sightseeing experience to leisure and vacation purposes, driving the theme park market into a new era.

　　Our reporter Li Guo