2016 China Topics Top Ten News Events
2016 China theme park industry can be described as lively exception, before the opening of the Shanghai Disneyland, after the Wanda boss Wang Jianlin challenge. Foreign, local enterprises have to go to sea, to seek a new expansion model; in the various theme parks in response to fierce competition had to penance alone martial arts, so VR and other innovative technology to become popular meat and potatoes. More importantly, every big move, big news behind, can reflect the new trend of development of the industry, great reference value. Beijing Business Newspaper and the North Business Research Institute through extensive solicitation of opinions, expert seminars, etc. selected this year theme park ten hot news events.
1 Shanghai Disney officially opened
Theme park first brand Disney in June 16, 2016 in Shanghai to open the door welcoming, the first year is expected to reach 10 million passenger flow, in the 2016 earnings conference call, Disney's chairman and chief executive officer Robert Iger said: "In the second quarter of 2010, we hit a record high for the sixth consecutive year, thanks to the opening of the Shanghai Disneyland Resort and so on." The industry's entry into Disney's competition has also come up with measures. Huaqiang Fang Te, Song City and other enterprises to choose with the new technology hand in hand, research and development of new VR form of the project; Wanda theme park announced the expansion of the map, the target in 2020 will be the development of Wanda City, 15 domestic and foreign scale of 3-5. All the moves show that the local theme park is fully armed to deal with Disney's challenge to China.
Comments: Disney into China after the Chinese theme park market, the biggest impact is the concept, standards, services, the so-called "wolf" is also the industry to study, to learn. This is to promote the operators to think about how to improve their core competitiveness, from this level, the Chinese theme park industry is to actively promote the effect. In addition, Disney is located in East China, limited reception. Domestic theme park with home advantage, as long as the market intensive, is able to compete with the Disney on the same stage.
2 Universal Studios facilities to build
As the core project of Beijing cultural tourism plate, Universal Studios attracts many eyes. Universal Studios related person in charge of the Beijing Chinese Commercial News reporters, said Universal Studios project overall investment will be more than 100 billion yuan, and in the second phase and the United States together to build a full Chinese version of the park. Universal Studios has been fully opened by the end of 2015, the relevant infrastructure projects are also ongoing, direct access to the park's eight along the south along the project also started in the first half of 2016, the project is expected to be completed in 2020 all.
Comments: Universal Studios settled in Tongzhou, Beijing and the surrounding areas of leisure and cultural industries will be very clear pull. Only hope that the catering industry to bring an annual growth of 30 billion -50 billion yuan. At present, Beijing-Tianjin-Hebei in the promotion of integration strategy to Tongzhou regional positioning as the focus of the development of modern service industry and cultural and creative industries, Universal Studios project brought about by the international advanced cultural products and ideas to consolidate Tongzhou this position is good The At the same time, Universal Studios can boost the development process of Tongzhou Metro, the surrounding traffic network, green and municipal infrastructure construction speed will be greatly accelerated. In addition, Tongzhou tourism will be long-term benefit, the park brought huge traffic on the hotel, the positive effect of the trade industry is worth looking forward to.
3 four domestic theme park finalists TOP10
Despite the poor global economic environment in 2015, the theme park market is still expanding, the industry as a whole maintained a growth rate of 7%, of which the theme park in Asia and the United States the most eye-catching performance. China is more than four theme park enterprises among the top 10. According to the 2015TEA / AECOM global theme park survey report, OCT Group ranked fourth in the global theme park group, Changlong Group ranked seventh, Huaqiang side followed by the first eight, Songcheng Group is in the first 10 Name of the location. And in 2015 the world's top 25 tourist park theme park, you can see Hengqin Changlong Ocean Kingdom, Hong Kong Ocean Park, Hangzhou Songcheng, Lijiang Songcheng four theme park figure, were ranked 13,15 , 17,25.
Comments: the future of China, led by the Asian theme park market will lead the world, the number of Chinese theme park visitors will be further increased. China's population base here, the huge potential for consumption, I believe that the current and some time in the future are the development of China's theme park in the golden age, there will be more Chinese theme park into the forefront of the world. However, it should be noted that, with the increase in the number of theme parks, the scale of expansion, it is easy to produce homogenization of the risk, to avoid homogenization, the need for enterprises not only concerned about the improvement of hardware facilities, but also from the culture, innovation Kung Fu, with the characteristics of personalized theme park is more likely to stand out.
4 local theme park try to go to sea
Songcheng Performing Arts in early December in Australia Gold Coast announced that its first overseas large-scale project "Australia legendary world" will enter the countdown, which seems to prove that the current overseas tourism investment has become a large number of domestic theme park giants of the new plan. Prior to Huaqiang Fangte has reached out to the distant Central Asian market, and Wanda cultural tourism city project to be outdone, announced the entry into the developed countries market, and the first overseas commercial tourism project finalized in the French capital of Paris.
Comments: local theme park "going out" in general is the risk and opportunity coexist. From the three aspects of view, the first is the preferences of foreign residents and China is different, because the cultural background of the differences, foreign residents in the choice of theme park and the content of the Chinese enterprises in the business know what may be It is difficult in the process of "going out" after the relevant enterprises will bring out the Chinese elements, but how to apply Chinese elements to foreign markets, whether or not Will be welcomed, there is uncertainty; and from the operational point of view, the foreign social situation, legal situation, consumption policy, consumption characteristics of domestic enterprises is brand new, at this point there is a great variable.
5 Wanda Disney Disney
Wanda helmers Wang Jianlin Disney Disney is the industry event of concern this year. Wang Jianlin not only bluntly to compete with Disney, but also let the Shanghai Disney 20 years to make it difficult to profit. And how to achieve the suppression of Disney profit, Wang Jianlin said, Shanghai Disney singles alone can not cope with Wanda's wolves strategy. Wanda will be around the country to open 15-20 Wanda theme park, and through the different formats to complete the Disney siege. At present, has opened the Nanchang Wanda Paradise and Hefei Wanda Paradise seems to be the implementation of Wang Jianlin mouth for Disney's encirclement situation.
Comments: Wanda this challenge in a sense for the Wanda theme park to do a vivid advertising, because in essence, Wanda theme park and Disney's product quality is not the same, profit model is not the same. In the case of Disney itself, the theme park is not its main source of income, its profit from the entire cultural industry chain, from many years to create a large number of high-gold content IP, Disney is more like Disney culture output and dissemination of the carrier. And Wanda is still the core of the current real estate, the development of the Wanda City series of products related to real estate products still occupy an important position, so the so-called Disney 20 years is not profitable argument is simply a false proposition.
6 Changlong Group created a billion investment
Changlong Group, a huge amount of 50 billion yuan in Guangdong Qingyuan construction of new theme park, the future will be the formation of Guangzhou, Zhuhai, Qingyuan three theme park interactive pattern. Up to now, Changlong Group, more than 100 billion yuan of investment are hit in Guangdong, in the eyes of the outside world, this stick seems to become the clone of the company. It is reported that the Changlong Group investment in Qingyuan project will be positioned as an international forest resort, and hope that this project can bring tens of thousands of tourists to Changlong and over 10 billion yuan output value.
Comments: Changlong where the Pearl River Delta region is more suitable for the development of the theme park area, climate, traffic and other conditions are also easy to attract the surrounding tourists, many theme parks are eyeing the Guangdong market, so long to ensure their own home advantage, And then consider external expansion. But the amount of tourists in a region is a limit, when the amount of visitors to reach the peak and then want to improve is more difficult. Concentrated in the development of Guangdong, the objective to form a diversion, especially for foreign provinces to enter the Guangdong tourists, to a long long theme park may not choose another. With the completion of the three theme parks of Changlong, it is likely that there will be three parkers to grab the situation, need to prevent early.
7 VR new technology sought after
2016 VR became a hot topic, many areas of capital have to enter the VR, the theme park is no exception. Prior to Huayi Brothers and Beijing Shengwei Te Technology Co., Ltd. jointly created a large VR integrated indoor theme park "V view of the world", and similar theme park project is still in Hainan Sanya, Jiangsu and other places to start. Previously, the industry rumored Songcheng performing arts and the United States well-known VR industry start-up company Spaces signed a partnership to set up a new joint venture. Through the joint venture company, Song City Performing Arts in Hangzhou to build the first VR theme park. For a time, many theme park giants have in public to express the VR technology into the fun of tourists experience this model optimistic.
Comments: VR theme park concept is currently more speculation, the market has to follow suit, easy to form a new bubble. But the concept of VR theme park is not true in nature, is a virtual feeling, can not replace the real experience of tourists, no matter how good the idea can not form the theme park core. In a sense, it can be used as a means of marketing, and in many areas to see the 3D fragments have more similar advertising effect. In addition VR technology is not mature enough, and the cost is high, a wide range of promotion is risky.
8 light asset model into a trend
July 2016, Huaqiang Fang special first to authorize the investment model for the construction of the special happy world in Shanxi Datong officially opened, and in the opening day to obtain visitors received 53 million people results. And authorized investment is only Huaqiang Fang special light asset expansion under a model, the future will be more diversified, Huaqiang Fang special will continue to cooperate with the investment model to promote the theme park layout. In addition, Hai Chang Holdings has also been relying on its own Ocean Park design and construction operations to light assets attempt, located in East China's Changzhou Dinosaur Park is also using its own brand and experience to promote the theme park light asset expansion.
Comments: light asset expansion is beneficial to the theme park brand value to a more abundant way to realize, quickly promote independent research and development of products and ideas, the industrial chain and the value chain bigger, but will increase the risk of asset preservation. At the same time, simply from the market level of expansion may cause late self-competition occurred.
In addition, the excessive light asset model will make the theme park in the overall brand control ability to reduce the need to consider or will face the management of loose, innovation is difficult to continue and other issues.
9 theme park depth tied to the property
Hengda real estate huge investment in Hainan Haihua Island project triggered the industry hot, as Hainan Province, Hainan Province, the focus of tourism in the western part of the island, near the sea area of nearly 8 square kilometers of reclamation area, covering hotels, business, sea paradise and ecological Paradise and other formats. In the tourism real estate generous investment is not just Hengda one, in recent years, the theme park as the core of the tourism real estate sector more and more into a large number of real estate predators in the field. In 2015, China's tourism real estate investment of more than 900 billion yuan, despite the overall number of projects has declined, but the total number of tourism real estate projects still reach more than 8700.
Comments: the prospects for the development of tourism real estate or uphold a more optimistic attitude, especially with the expansion of the scale of China's middle class, the suburbs, holiday travel and other tourism products demand is also rising, as an opportunity, tourism real estate will Was driven. However, we must also see that the key to tourism real estate is supporting and operation. Many tourism real estate projects are located in the more remote areas. Despite the low cost, the investment in supporting facilities and marketing expenses has been greatly increased. At the same time, and just need real estate products, tourism real estate marketing is also more difficult, and many consumers are still buying for the purpose of investment, from the long-term development point of view, is not in line with the sustainable development of tourism real estate products themselves.
10 six flag vacation settled in Zhejiang
In January 2016, the world's large-scale theme park group six flag is located in Jiaxing, Zhejiang Province, the official opening of the international resort. The project is adjacent to the Hangzhou Bay, planning area of several acres, a total investment of up to 30 billion yuan, including the theme park, resort hotels, exhibitions, leisure and other tourism products, which is the United States six flag settled in the first stop in the Chinese market. Six flag hopes to enter China after carrying their own operating experience for Chinese tourists to bring a new experience. In December, six flags in Chongqing Bishan theme park project also announced the start, six flag relevant person in charge said that the combination of local and natural characteristics of Chongqing launched a series of exclusive tourism products.
Comments: Six Flags Park and the previous opening of the Disney is different, the latter is more concerned about the warmth of the family tour, and six flags of the product features more prominent, especially its most representative of the various types of roller coaster , For Chinese consumers to bring a different experience. But it is important to note that the Six Flags previous projects are located in North America, and Disney's Disney Group belongs to the rich experience of global operations is different is that it is able to play in China after the roller coaster characteristics of this trump card , Whether it can cater to the Chinese tourists to launch more products in line with Chinese culture, but also need to further observation.