"2015 China's theme park industry development status analysis" shows that in the past 10 years the emergence of local theme parks, has closed down about 80%, to the domestic tourism industry caused economic losses of up to 300 billion yuan. Wei Xiaoan said, the current domestic theme park investment of more than 50 million yuan, there are about 300, of which there is a certain brand awareness, have a good business performance of the theme park only accounted for about 10%, there are about 70% of the theme park loss, there are about 20% flat.
The first day of the opening of the park tickets were seconds, the trial operation during the health situation is not satisfactory, the entertainment facilities queuing for more than one hour, the park dining prices are too high ...... Whether positive or negative, Shanghai Disney has earned all the talk. Nowadays, the public and the industry are paying unprecedented attention to parent-child tours, and as the main carrier of parent-child tours, theme parks have also received unprecedented heat of discussion.
According to incomplete statistics, as of the first half of 2014, there were 59 proposed theme park projects in China, the construction number of the world's leading. 2015 year, China **** 21 theme parks opened, another 20 theme parks under construction.
Famous tourism expert Wei Xiaoan recalled that Changlong is very successful in Guangzhou, and then Zhuhai Hengqin Changlong International Ocean Resort built a Changlong Hengqin Bay Hotel with 1888 rooms, "since the opening of the room price of more than $1,000, the occupancy rate of 88%, to the site to see, are all family-style, the child into the hotel will not move, can not pull out their legs! ". He believes that one of the characteristics of China's tourism market is to have the ability to spend, and now the theme park industry's total output value of 230 billion, accounting for 5% of the country's total income from tourism last year. "The capacity of the market is large, the consumption capacity is strong, and the main body of the market faced by theme parks is not precisely tourists, but consumers of urban life, which means that this market is much broader." Family-demanding consumers like these, who are firmly attracted to Changlong, are bound to become mainstream in China in the future.
Guangzhou Changlong Tourism Resort, the first comprehensive theme tourism resort under the Changlong Group, receives more than 16 million visitors annually. In addition to those dazzling world-class entertainment facilities, the Magic Legend 2 staged by Guangzhou Changlong International Grand Circus and the Secret Wonderland Technique staged by Zhuhai Changlong's Hengqin Island Theater bring together nearly 500 circus artists from more than 20 countries to perform in each of the two places, creating a never-ending grand circus stage. The circus alone is said to be almost astronomical in terms of both input and output.
But not all theme parks are Changlong.
The 2015 Analysis of the Development Status of China's Theme Park Industry shows that about 80 percent of the local theme parks that have sprung up in the past 10 years have closed down, causing economic losses to the domestic tourism industry of up to 300 billion yuan. Wei Xiaoan said, the current domestic theme park investment of more than 50 million yuan, there are about 300, of which there is a certain brand awareness, good business performance of the theme park only accounted for about 10%, there are about 70% of the theme park loss, there are about 20% flat.
Theme parks and real estate
"Open theme parks can not earn money, can only use real estate to make up?"
Why are theme parks not doing so well (or worse)? The general view of the industry is that many theme parks "theme" is not clear, too much duplication of construction; too dependent on the ticket revenue, the development of derivative products is seriously inadequate, the level of profitability is too low; in the park content, foreign theme parks and other successful theme parks to imitate and cottage; at the same time, the domestic first-class theme parks in the largely dependent on the "talent importation" to a large extent. At the same time, the domestic first-class theme parks in a large degree of dependence on "talent imports", the extreme lack of professionals also caused by poor management of theme parks.
There is also a saying that successful theme parks are closely related to commercial real estate. In this regard, the Changlong side of the New Beijing News reporter said, adhere to the deep plowing tourism industry, which is the real "secret". With the construction of the Qingyuan Changlong project started at the end of last year, Guangdong Changlong Group will create a super tourist destination through the Pearl River Delta main axis, its three mega integrated theme tourism resort vertical flat in Guangdong, Hong Kong and Macao 90-minute economic circle, which echoed the north and south, respectively, with the theme of the city, the sea and the forest, connected to the full tourism destination portfolio. The person in charge of Haichang Ocean Park, another theme park specializing in oceanic features, told the Beijing News that they are a theme park and ancillary commercial property developer and operator. Through the combination of theme parks and surrounding supporting commercial properties, they provide a comprehensive tourism experience that integrates leisure, entertainment, dining and shopping.
Resources are very important things, especially the most expensive ones. Wanda Group has told the media that its cultural sector of tourism and theme entertainment linkage development, Chairman Wang Jianlin's idea is to call Disney in the future, Wanda currently in Wuhan, Changbai Mountain and Xishuangbanna have large-scale theme resort projects, Wanda model is a themed scenic spot plus hotel dining and commercial. From an objective point of view, the profitability of the theme park may be closely related to the operation of commercial real estate, but only on the theme park itself in terms of traffic and prosperity, the park itself is the most important design, construction, service and sustainable development.
Commentary
"Theme parks don't make money because they don't know how to open a park"
Dr. Wei Xiang, an associate professor at the Institute of Financial and Economic Strategies of the Chinese Academy of Social Sciences, believes that the combination of commercial real estate and theme parks will still be around for some time to come, but it won't be as mainstream as it is now, because theme parks will definitely enter the stage of specialization. "Now open theme parks can not earn money, most can only rely on real estate to earn money because they do not know how to open the park. Open parks can not earn money, can only use real estate to make up." Wei Xiang said, in the development of sports theme parks more mature northern Europe, sports parks often play the role of psychological clinic, at the beginning of the opening of the park to carry out research on whether these sports programs meet the characteristics of the workplace, which sports can be the right medicine to improve people's health. But in China, "we understand that no developer does this. Because developers think the chain is too long. But ultimately, the path of the market law will still be taken by someone, and ultimately it is going to be so. The people who do the research see the direction and trends, and the developers have to incorporate their own front-line experience."
Weixiang said many good international theme parks conduct various consumer surveys at the beginning of their design, but few developers in China do this because they feel the chain is too long.
Site selection
"Copy and paste", not suitable
Disney chose Tokyo, where land prices are higher and consumer spending is also higher, over Osaka, which is relatively cheaper, when selecting a site in Japan. As a theme park rather than an attraction that can be revisited many times, in the end, the theme park radiates only the surrounding economy, and is nourished by the surrounding economic environment at the same time.
In the Hengqin New Free Trade Zone, the theme tourism matrix consisting of Ocean Kingdom, a number of hotels and Circus City invested by the Changlong Group takes on 70 million international tourists from Guangdong, Hong Kong and Macao, and has become an important pole of the Hong Kong-Zhuhai-Macao Golden Triangle of Tourism. 2014, the Hengqin Changlong project, which had been open for only nine months, received eight million tourists, driving the GDP growth rate of Zhuhai in the year of 2014 jumping up to the first in the Pearl River Delta. After the completion of the future of Qingyuan Changlong, it will also drive the comprehensive economic benefits of more than 100 billion yuan, create 50,000 jobs, drive the employment of related industries up to 200,000 people, and will even fundamentally drive the regional economic development of Qingyuan.
Review
"No more than one-third of them will be able to radiate beyond 1,000 kilometers"
Weixiang analyzed that many places are copying Changlong, but in fact, once out of the environment of the soil and water, it is very difficult to succeed. Changlong not only alludes to the successful elements of many theme parks, but also in line with the Pearl River Delta's entertainment characteristics, carried out by the all-age tourism. The human and economic environment of the Pearl River Delta is very unique, for example, the Pearl River Delta people are affected by the environment to a certain extent with the characteristics of "psychological depression", the problem to be solved on vacation is not only sightseeing but also looking for happiness. At present, most theme parks equate customers with "Chinese", and did not carefully analyze the habits of the Shanghai people how, how the characteristics of the Shandong people, but in fact, such a regional analysis in foreign countries is a very well established research, while the country is still accustomed to the use of age and income to categorize.
"Many people have a kind of fluke misunderstanding that the Chinese market is infinite, even if you come once on the line," Wei Xiang said, the theme park is not to come once, if only once with the attractions no difference. Theme parks can be repeated many times to visit. Moreover, long-term theme parks also still have a radiation belt, theme parks can radiate 1,000 kilometers away, not more than one-third.
Dialogue
Wei Xiang, associate professor at the Institute of Financial and Economic Strategies of the Chinese Academy of Social Sciences, and a special professor at the Leisure Economy Research Center of Renmin University of China
Learning theme parks will be more popular than Disney
What is the biggest problem with China's theme parks at present?
In addition to the problems of duplicated construction, over-reliance on ticket revenues, and cottage industries that have been discussed before, we have also found a number of problems based on our research. First of all, there are differences between foreign and domestic perception of theme parks: domestic theme parks are equated with parks for entertainment, while foreign countries are more optimistic about natural parks, country parks and ecological parks, not just entertainment parks like Disney.
In the economic upturn, entertainment parks are more popular, entertainment parks for consumers is the icing on the cake; and country parks are very scarce in China, as a modern city supporting products, city parks, country parks, museums, etc., which is a very big demand, entertainment parks at this stage is more or less a luxury. China has been "leapfrogging" in the construction of theme parks, and the current economic downturn has exacerbated this mismatch.
One of the main reasons for the sameness of our products and the lack of innovation is that we don't understand the characteristics of Chinese people's leisure and consumer behavior. This makes the introduction of international products and projects as a whole, and does not understand the characteristics of the Chinese people, do not do preliminary research, it is likely to become pure entertainment. For example, the form of "water park", Americans like it very much, but the Chinese people once the clothes are wet, they feel very troublesome. In addition, the Chinese people want to play and learn something from it.
Now that China is facing downward economic pressure, large investment banking institutions are asking, how much pressure can we withstand? The economic environment is not the same as it was five years ago when Disney was coming to China. What kind of theme parks will be favored by the Chinese at this time, and comparing the data reveals that more learning-oriented theme parks will benefit, and museums related to reading, science and technology, and even fine arts, will be popular.
Local governments forced to cater to real estate developers
The industry is sorely lacking in scientific research on theme park planning?
There is a disconnect and theme park builders are not trying to understand consumer habits. At this stage, the traditional real estate developers are changing to consumer developers, there are some missing links in the middle, but must be made up. In foreign countries, consumer developers are high-stage developers, theme park development is the most important thing is the study of behavioral characteristics. The best global sports park is the Nordic countries, the beginning of the development of many psychologists and medical professionals to participate in the design, how to alleviate urban anxiety, what projects can make the body and mind to relax and happy, rather than piling up sports projects. After analyzing the behavior, the construction is targeted. Nowadays, children love to go to the world, for example, where they can learn how to take on social roles, and there's actually a great deal of research behind the learning.
Builders don't understand consumer habits
Most theme parks are now big, so why is there a lack of smaller, more beautiful parks that look more targeted and are more likely to make money?
Many local governments agree that they are small and beautiful, and can make money with special features. Why made into a large and comprehensive, there may be various reasons and pressures, such as for better financing, such as in order to pull the surrounding real estate. In foreign countries, small and beautiful are done by professional developers. We have not formed specialization, all real estate developers are doing. This forces the local government to cater to this demand and give developers land on the periphery of the park.
Derivatives
Theme park derivatives R & D in the IP era
Now everyone is talking about "IP", and for theme parks, IP has long been more than just the traditional cartoon image.
Early in 2016, the theme parks that "starred" in "Kung Fu Panda 3" were given the chance to participate in the "Kung Fu Panda 3". "In early 2016, the giant panda triplets of Kung Fu Panda 3 and the authorized hero of Kung Fu Panda 3, Po, became the most eye-catching batch in the matrix of Changlong tourism souvenirs. In addition, Changlong Group's own intellectual property rights of animation star series of peripheral products and travel souvenirs, also has a high popularity. For Changlong, IP has become a part of building a "world-class national tourism brand".
Ticket revenue is still important for most theme parks. It is understood that in 2015, the non-ticket revenue of Haichang Ocean Park accounted for nearly 20% of the park's revenue, which belongs to the middle and upper level in the domestic industry. Although the growth rate of non-ticket revenue of Haichang Ocean Park was higher than that of ticket revenue in the past few years, the percentage change of non-ticket revenue was not obvious due to the large base of ticket revenue and the high growth rate as well. According to the relevant person in charge, with the construction of the cartoon image of Haichang Ocean Park and its own IP, it has also begun to highlight the relevant themes in the merchandise and food and beverage, and has begun to combine the use of the group's own cartoon image with the packaging of second consumption products. Personally, I suggest that we still choose the European-style park, characterized by small investment, each park has a theme, and all the themes are linked together, as if telling a story.
Information organized by the blue Yu culture