What radiation effects will the opening of Universal Studios have?

The wand manager in Ollivander's wand shop selects wands for tourists.

Kung Fu Panda themed family suite children's room.

A tourist uses his mobile phone to take a picture of the little yellow man ice cream.

A dazzling array of Minion theme shops.

  After 20 years of waiting, Beijing Universal Resort finally opened its doors.

  This is the third Universal Studios in Asia and the fifth in the world, as well as the largest one among the "Universal Family" so far.

You can tell the difference from the name-Universal Beijing Resort, or UBR for short.

Among the "Universal Family", only Universal Studios Orlando can be named after "Resort".

In China, there is only Shanghai Disneyland.

  Kung Fu Panda, Transformers, Harry Potter...There is a real economic problem hidden behind the movie world-the theme park built with a lot of money is expected to become a "golden stone", thus creating a bigger "cheese" ", and even promote the realization of the "Chinese Dream" of the domestic cycle.

  More than tens of billions of consumer enthusiasm

  His true face has been revealed before the garden has been opened.

In recent times, people who have obtained the qualifications for internal testing have been pouring into Beijing Universal Studios, bringing back "first-hand news."

  As an invited guest during the trial operation, Xiaojing came to Beijing Universal Studios on September 1st.

The scene here is not much different from the pictures she saw on the Internet before.

  “I thought I didn’t buy anything except for food, but I ended up spending a small amount of money.” Xiaojing said, when he left the park and passed the city avenue, he suddenly felt that he had run so far and it was a bit regretful and a little bit "not to buy something to go back. deficit".

In the end, she chose a pair of drinking glasses, and helped her friend "purchase" the little yellow man backpack.

  "City Avenue" is a part of Beijing Universal Resort, a comprehensive commercial complex integrating retail, catering, and entertainment. The first and last stop of tourists coming to Universal Studios Beijing is here.

Quanjude, Donglaishun and other long-established brands, as well as the first stores of new stores such as chocolate-themed restaurants and Dairy Workshop, are gathered here. In addition, there are 7 themed retail stores, 1 multifunctional cinema, and 1 financial service outlet.

  The park side removes all "obstacles" for tourists to spend here, and you can experience it without tickets after the opening of the city avenue.

The business hours are also "extra-long standby", shops open at 6 am, and do not close until 1 am on weekends.

  When I left the park, it was getting late.

She turned on her mobile phone, news feeds were full of screens, and the long-guessed Beijing Universal Studios fare was released. Off-season days, weekdays, peak season days, and specific days are 418 yuan, 528 yuan, 638 yuan, and 748 yuan, respectively.

  The month of opening on September 20 is the peak season. Tickets are 638 yuan per person.

Xiaojing roughly estimated that it would cost 1,000 yuan to play a round alone.

  According to figures previously disclosed by Song Yu, chairman of the Capital Tourism Group, after the opening of the park, Beijing Universal Resort is expected to receive 10-12 million tourists each year.

Calculated in this way, every year here will be a consumer market exceeding tens of billions.

  Wen Ziji, former deputy director of the Beijing Municipal Tourism Bureau and former director of the Global Theme Park Preparation Office, told reporters that Beijing's construction of a global resort is not just as simple as stimulating consumption.

Obviously, the income here is not a simple arithmetic problem of "1000 yuan × 12 million person-times".

  Overflowing demand urgently to be filled

  Beijing Universal Studios currently has two resort hotels, Universal Studios Hotel and NUO Resort Hotel.

Among them, the Universal Studios Hotel is the world's first hotel named after the Universal brand.

Room prices of NUO Hotel, inspired by the Old Summer Palace in the Qing Dynasty, fluctuate with the off-peak season.

  Beijing Universal Studios is located in Liyuan Town, Tongzhou District. The Villa Royal Village in Zhangjiawan, 2 kilometers away, has a homestay for sale and provides shuttle services to the Universal Studios subway station.

The booking page shows that 316 people have already purchased.

  On the eve of the opening of Universal Studios Beijing, Beijing's homestay industry experienced a wave of strongest supervision, and all non-compliant homestay listings were removed from the shelves.

To re-launch, you need to provide 6 certificates including "Proof of Housing Ownership", "Proof of Owner's Identity", and "Written Materials of the Owner of the Rental Housing Approving the Use of the Housing for Short-term Rental Operation".

Currently, only country house houses can still be booked online.

  The reporter checked the Airbnb website on September 3 and found that only the Royal Village and Royal Lotus Garden in Zhangjiawan around Universal Studios are still on sale.

  In the notice regarding the collective removal of non-compliant homestays, Tongzhou District stated that it will build a number of boutique homestays and hotels with regional and cultural characteristics and meet the needs of modern tourism around the Universal Theme Park, and promote the demand for accommodation in Universal Studios. .

  How big is the market for this part of the spillover demand?

At the beginning of this year, Zeng Zanrong, then secretary of the Tongzhou District Party Committee, said in an interview with the Beijing News that it is expected that more than 10,000 rooms will be needed every day around Universal Studios in the future.

At present, the two hotels that have opened can provide about 1,200 rooms per day, which is far from the demand.

  The reporter searched on a travel booking platform and found that there are less than 20 hotels within 4 kilometers of Beijing Universal Resort in a straight line, and the accommodation conditions of some hotels are worrying, and there are few compliant homestays.

  Faced with the space that needs to be filled urgently, Zeng Zanrong said at the time that he would use the idle houses and courtyards of surrounding residents and the idle homesteads of farmers to build boutique homestays and bring opportunities to increase income for surrounding farmers.

  Chain Reaction of Super IP

  In 1964, Universal Studios Hollywood opened, which was the world's first "movie reproduction + entertainment" theme park.

Nearly 30 years later, Universal Studios Orlando opened in 1990, echoing Universal Studios Hollywood on the West Coast.

Thereafter, in 2001, 2010 and 2021, Universal Studios landed in Osaka, Singapore, and Beijing, China, and expanded globally at the rate of opening a new Universal Studio every 10 years.

  The core competitiveness supporting its expansion is the strong IP of Universal Studios.

Just like Disney's Mickey Mouse, whether it is the true restoration of Hollywood movie scenes such as "Fast and the Furious" and "Jurassic Park", or through cooperation with Warner Bros. "Harry Potter", these super IPs have long been Has a broad fan base all over the world.

  "Bring your own traffic" landing in Beijing is obviously a win-win business.

The actual development, construction, and operation of Universal Studios Beijing is managed by Beijing International Resorts Co., Ltd.

This is a joint venture company. Beijing Shouhuan Cultural Tourism Investment Co., Ltd. and Comcast NBC Universal's subordinate business unit-Universal Theme Parks and Resorts hold 70% and 30% of the shares respectively.

The actual controlling shareholder of Shouhuan Culture is the state-owned Beijing Capital Tourism Group.

  In addition to sharing benefits, the intervention of strong IP will also drive the development of the domestic IP industry.

In February of this year, Tencent Interactive Entertainment and Universal Beijing Resort announced their intention to cooperate. Universal Beijing Resort will introduce Tencent game series IP in seasonal events, and will explore offline cooperation opportunities around the theme of e-sports in the future.

There is a precedent for cooperation with the local area, and Universal Studios Osaka introduced Nintendo’s classic IP Mario.

  In general, Beijing Universal Resort will plan a "three-step" development path: introducing reference, digestion and absorption, and innovative development.

In the future, it is planned to launch scenic spots with independent intellectual property rights and Chinese cultural IP as the core, to develop tourism products, cultural products and other derivatives, form a complete IP intellectual property chain, and enhance the world influence of China's excellent culture.

  Wen Ziji also believes that the landing of Universal Studios in Beijing will create a huge attraction for its upstream products, film production, film creativity, and animation creativity in the long run.

The post-production of film and television works is also expected to be concentrated in this area.

The large number of derivatives produced will promote the formation of an industrial chain of tourism products.

  This means that factories producing IP peripheral products will usher in more orders.

For example, cultural shirts printed with "UNIVERSAL", wizard robes that excite "Ha fans", backpacks of minions, various peripheral water cups, plush toys... The huge consumer enthusiasm will directly drive the production of upstream manufacturing.

  At the same time, a large number of domestic equipment was used in the process of "transplanting" super IP to the local area. Chinese engineers participated in the whole process. Beijing Universal Studios has also become a showcase of "Made in China" technology.

  This is of great significance to China today.

Yu Miaojie, secretary of the Party Committee of the National Development Research Institute of Peking University, believes that some traditional labor-intensive industries in my country are currently shifting to emerging Southeast Asian countries, and high-end manufacturing is facing the countercurrent of globalization and is facing the risk of returning to Europe and the United States.

The landing of Universal Studios Beijing may have a positive impact.

  15 times more radiation effect

  Universal Studios and Disney are both theme parks built with film and television IP, born from the United States and going to the world. Top-tier IP is their core competitiveness.

  In November 2017, the Yangtze River Delta City Tourism Forum was held, and the report "Assessment of the Driving Effect of Shanghai Disney Project on Economic and Social Development" was released for the first time.

  The report shows that in the first year of Disneyland's opening (from June 16, 2016 to June 15, 2017), the number of tourists received exceeded 11 million.

During the construction period from 2011 to 2016, the project's fixed asset investment contributed 0.44% to Shanghai's GDP on an average annual rate, and created an average of 62,600 new jobs per year.

  He Yanqing, director of the East Asia Qianhai Securities Research Institute, is a senior analyst in the tourism industry. His book "Entertainment Aircraft Carrier-Theme Park Industry Research" systematically summarizes the development experience of successful theme parks.

He believes that Shanghai Disney has been proved to have a strong role in Shanghai's tourism development and tourism-related industries.

  He Yanqing believes that the landing of Universal Studios Beijing may have a slightly stronger pulling effect on Beijing and the Beijing-Tianjin-Hebei market than Shanghai Disney.

He predicts that the number of tourists received annually after maturity can reach about 15-20 million. If calculated based on the unit price of 1,500 yuan per customer, the annual turnover will be about 25 to 30 billion yuan after maturity.

  The spillover effect of Universal Beijing Resort, known as the "Big Mac" project of cultural tourism, is even more anticipated. Miao Lewen, President and General Manager of Universal Beijing Resort, said that the radiation effect produced is more than 15 times the revenue of the scenic area itself. .

  Zhao Jun, director of the Management Committee of Beijing Tongzhou Cultural Tourism Zone, said that Beijing Universal Resort will become the sub-center of Beijing city and even the new engine of Beijing's economic development.

It is predicted that after the opening of the park, it will directly and indirectly benefit more than 70 categories of upstream and downstream industries and more than 100 industries in the surrounding area, provide tens of thousands of jobs for the surrounding areas, and form a fully functional cultural and tourism industry chain.

  In Song Yu's view, as a high-end product in the cultural and tourism industry, theme parks are of positive significance to promoting consumption growth and consumption upgrading in Beijing.

In an interview with the media, he said that in the "post-epidemic era", theme parks will become an important starting point for stimulating domestic consumption, improving the tourism trade deficit, and building a large domestic cycle.

  B14-B15 edition writing/Beijing News reporter Jiang Huizi Wu Tingting Zhang Lu

  B14-B15 edition photography/Beijing News reporter Guo Yanbing