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Observations: China's theme park industry is experiencing a full-scale change

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2017/06/16 16:38
If the 2016 in the Chinese economy, in the reform and transformation of the pain, what is the most worth the wait? Estimate the opening of Shanghai Disney must be considered a major event. The international level of large production, millions of people into the park traffic, tens of billions of investment, sitting in East China's largest market hinterland, all this makes Disney has become a much-anticipated superstar. In the Chinese economy from the traditional to entertainment, culture, experience the new economy, Disney's opening undoubtedly marks a new stage of development.
 
In fact, behind the opening of Disney in China, it also marks the whole of China's theme park market into a new era.
 
Take Shanghai as an example. With Shanghai Disneyland, Shanghai LEGO Discovery Center, Shanghai Dream Center, Shanghai Lingang Ice and Snow World, Shanghai Polar Ocean World come together, is expected in 2020 Shanghai will become the world's international theme park tourism destination. Disney, Merlin Group, LEGO Group, the dream center and a number of international predators in the occupancy, marking a new generation of high-level theme park competitive landscape is kicked off. Before 2020, in addition to Universal Studios located in Beijing, the world's major theme park IP brand will be located in the Yangtze River Delta region, the Yangtze River Delta region hotels, scenic spots and cultural consumption will usher in explosive growth.
 
This series of changes is just appearance, behind the fact that we ushered in the three-dimensional, multi-faceted theme park market transformation. Let's look at some of the major changes.
 
First, the traditional equipment travel era has gone, the theme park quality standards have been redefined, culture and technology become the focus of competition
 
If 20 years ago, OCT Fairview China opened the theme park industry in China's development prologue, then 20 years the industry has experienced high-speed, homogeneous development and tragic competition. The following set of data can explain the problem: the domestic 20 years, added 2,500 theme parks. And the contrast is, at the same time, the United States in 50 years only increased by 30 theme parks.
 
This comparison of market data marks a significant difference in the maturity of the theme park industry in China and the United States: one is a fast-moving small and medium-sized enterprise; another competitive game between large companies with high competencies.
 
Often an industry from the bud to mature, is a batch of capital and the fall of the cost of the enterprise. So we see that in more than 2,500 theme parks, 80% of the project does not make money. And with the representative of the international first-class quality products into the past 30 years, China's theme park industry development of the most primary model will be forced to terminate, the lack of characteristics, the quality of the theme park will be difficult to survive.
 
A number of our familiar theme park market in China traditional brands of large companies gradually away, but also marks the traditional equipment tourism era has become a bubble, culture and technology become the focus of competition.
 
So, we now see the project scale, rich high degree of the rise of the Changlong Park, magnificent magnificent Songcheng performing arts outbreak, about the sea story of Hai Chang and Dalian Shengya Ocean Park, the rise of these brands, It marks the arrival of a new era.
 
Second, the domestic real estate business cross-border robbery traditional theme park market, the capital city to become a battleground
 
Theme park this popular product, looks very promising, but in reality quite competitive. On the one hand the traditional theme park market by international crocodile invasion, on the other hand they also by the Chinese real estate businessmen cross-border robbery of the impact. It can be described as left and right attack, deep hot.
 
We see, Wanda, Poly, China Resources, R & F, Vanke, Hengda, Shimao, etc. have stationed in the tourism real estate industry. Especially Wanda's layout is more focused, directly on the rise of the theme park market.
 
The same is true of the geographical layout of the theme park.
 
With the domestic cities around the market surging, but also attracted large domestic capital groups concerned about the market. Wanda City Tourism City to 200-300 billion investment at every turn, developed the show field, Wanda Ma, movie parks, aquariums and other tourism super attracts, the traditional commercial real estate, residential real estate and theme park together, breath Nanchang, Hefei, Qingdao, Guangzhou and other 12 provincial and first-tier cities in a strategic layout, and even the layout into Paris.
 
Shimao to be outdone, Shimao declared in the next 3 to 5 years the layout of the DreamWorks, Ferris City, Carnival series theme park products, formed a self-contained theme park tourism real estate model.
 
And the recent theme park market performance of the most outstanding Songcheng performing arts, after the first in Sanya, Lijiang, Jiuzhaigou and other first-line tourist destination on the basis of the successful replication began to advance to the coastal provinces of the provincial capital city.
 
Third, the IP matrix competition has become the focus of the theme park competition, online and offline linkage strategy has become necessary
 
Today's theme park area, from a generation of product landscape sightseeing (Splendid China, Window of the World), the second generation of product equipment pleasure (Happy Valley) to experience the consumption of IP products to change the product model.
 
The background of this change is the current theme of the park's consumer structure has undergone significant changes. 90 after becoming the most important group. And this community, sub-culture, secondary culture grew up in the ethnic groups, no longer concerned about the preferences of the community, but their own interests locked in their own community-level community.
 
Therefore, whether or not it has a continuous IP production capacity has become an important symbol of the theme park. Let's see how these leading companies are laid out:
 
1, Song City through the acquisition of six rooms of the Internet entertainment platform, access to a large number of online performing IP resources.
 
2016 Songcheng will build idol days of online IP, while Song is still collecting to create their own cartoon image.
 
Offline, with the continued expansion of off-site projects, the company has initially built a national first-class tourism and leisure destination tourism and entertainment platform, platform traffic flow of more than 22 million; online, six rooms as China's largest Internet entertainment Platform site, with more than 80,000 signed anchor, its monthly active users have climbed to nearly 30 million. Two million-level user platform together to form a mutual diversion, the common development trend, for the content, artists, IP circulation provides a broader space, O2O interactive entertainment closed-loop increasingly perfect, become China's most brand Sex, dominant and innovative, and overlay online and offline pan recreational ecosystems.
 
2, Dalian holy white whale plan
 
As the pioneer of the domestic marine park, Dalian Shengya has always been stick to the original two mature marine park, and encountered development bottlenecks. The past two years, the company began a new round of expansion. Its strategic design is also very clever: the strategy will focus on IP resources to build on. In 2014, the company further established the integration of resources, to create a full-scale industrial chain development strategy, the strategy to "whales plan" as the carrier, to "build China Blue Disney" as the goal. Speed ​​"whale plan" to build a full cultural industry chain.
 
This early through online literature, animation IP to build, in the gradual expansion to the line under the city park, and ultimately extended to the theme park construction, the formation of all-round, three-dimensional penetration of IP resources.
 
3, Haichang Ocean Park, to break the field of IP
 
Haichang as a focus on China's marine theme park leader enterprises, the past two years have invested heavily to build their own IP brand. Among them, the most impressed by the market is this year's Spring Festival investment Hai Ching Chow's 3D magic movie "Mermaid". The film in the Grand Slam box office at the same time, but also the success of the Mermaid's IP and Hai Chang Ocean Park together, the formation of the Mermaid series of brands.
 
In addition, Hai Chang Ocean Park also cooperate with the Taomi network to carry out the theme of marketing activities and Moore stage theme tour activities, but also joint Taomi network to create "Moore Park big movie 3: magic train adventure." These multi-channel IP development, but also for the sea to build a rich three-dimensional image of the IP made a bedding.
 
4, Huaqiang culture - bear haunt
 
Huaqiang culture in addition to the escalating side of the special theme park, there are created a burst of animation IP, that is, "bears come and go". So that word of mouth and market expectations are bursting of the country, for all ages to watch the story of the film and the beautiful 3D animation production, let it in the mortal beings "stand out". "Bear haunt" series of film's success also triggered the "bear infested" the brand of cultural derivatives sales soared.
 
Accompanied by the rosewood burst red, Huaqiang online special theme park, is also a comprehensive around the IP to create the latest real entertainment scene.
 
5, Huayi Brothers from the line IP to the line under the real entertainment
 
With the traditional travel company's operating practices are different, listed companies Huayi Brothers from the online film resources to the line of real entertainment.
 
Huayi Brothers is currently a nationwide rapid layout of the real entertainment products, including Huayi Brothers movie town, Huayi Brothers film world and Huayi Brothers Culture City. The third quarter of 2015 report shows that as of the end of the third quarter of 2015, Huayi Brothers brand licensing and real entertainment sector has signed up to 13 projects. The next four years, Huayi Brothers brand licensing and real entertainment sector plans to land 20 projects, leveraging billions of scale revenue. To achieve "artist broker to create fan economy + IP content production + online game linkage + line real cash" business model.
 
In addition, the other domestic theme park in the building at the same time also highly valued the introduction of IP resources. Such as Zhejiang Anji Hello Kitty; or create, such as Fang Te's "Oriental God painting" theme park is inspired by the Chinese mythology, Wanda Xishuangbanna theme park interpretation of the Dai style, Journey to the West theme park will debut in Huaian and Jinan, Shanghai art film Studio is activated autonomous IP, start with a classic animation image as the core of the indoor interactive park.
 
This shows that the future with IP content production or acquisition capabilities, and a mature online and offline channel platform extended IP consumption theme park will have a higher growth value. IP matrix to create, IP resources, hatching, become the focus of competition to grab the performance.
 
Fourth, the theme park business income structure to be further optimized
 
Industry veteran operators know that there are two core indicators to ensure the effectiveness of the theme park: one is the re-interest rate, one is the tourists in the park consumption and consumption structure.
 
At present, the domestic theme park is still staying in the stage of relying on the economy of the ticket, catering retail mostly leasing form, the company charged the cost of rental shops. From the income structure point of view, 80% of China's theme park tickets revenue, and the United States Disney and other theme park ticket revenue accounted for only 20 to 30%. For example, in 2014, Haichang theme park non-ticket income such as food and beverage, tourism products and some interactive fee entertainment projects accounted for only 15% of park revenue, while the United States SeaWorld Entertainment Group per capita consumption of 61.51 US dollars, per capita park Consumption of 23.14 US dollars, accounting for 37.62% of total consumption per capita.
 
This huge difference marks two points: (1) domestic theme park operators need to pay more attention to the profit model of the monomer project, rather than over-focusing on the early investment. (2) theme park operators need to flexibly add entertainment elements (such as targeted theme activities) to enhance the visitor experience, rather than blindly pursue huge capital investment.
 
Therefore, in the future, the theme park in China in the upgrading of self-catering, thematic retail and interactive fee entertainment program to enhance the customer unit price. Night show show is also a means to encourage visitors to extend the stay time, stay in the park hotel means.
 
In the next five years, Haichang Ocean Park hopes to raise non-ticket revenue to 30% of the park's revenue, becoming one of the Group's important growth points.
 
In addition, the domestic theme park per capita consumption also has a lot of room for improvement.
 
In 2014, SeaWorld Entertainment Group per capita consumption of 61.51 US dollars, per capita consumption of 23.14 US dollars, accounting for 37.62% of total consumption per capita, and Hai Chang 2014 per capita consumption of 116.7 yuan per capita consumption of 19.2 yuan, accounting for 16.45% The first half of 2015 per capita consumption of 128.9 yuan, per capita consumption of 19.9, accounting for 15.44% per capita consumption. It can be seen, Hai Chang in improving the consumption of tourists in the park, with great room for improvement.
 
Fifth, science and technology competition to become the next generation of core winning factors
 
Science and technology as the current theme park innovation tool, has become the next generation of theme park competition scorched earth. Overall, the theme park in the field of science and technology competition is multifaceted, which includes the product level and marketing aspects of the two aspects of competition.
 
Let's look at two representative cases.
 
1, Haichang and Ali tourism cooperation, to create the future area, the line passenger line down
 
Ali recently with a strong large data and payment system capacity, has begun in the future scenic project force. Since September 2015 Ali travel launched the "future scenic spots" strategy, launched a series of new games for the scenic area, but also to visitors to purchase tickets worry, lightning into the park, intelligent navigation, exclusive privileges, And so better and more innovative gaming experience.
 
And recently Ali and Hai Chang's cooperation, quite innovative. The two sides in the scenic electronic ticketing, scenic credit travel, scenic area upstream and scenic areas to pay business and other aspects of in-depth cooperation, and will be in Haichang Ocean Park, all the theme park full implementation.
 
In addition, we note that Songcheng is also building their own unique Songcheng single-plank bridge model, to build the Song system within the tourism O2O system.
 
2, the grand 350 million US dollars investment The Void VR theme park, will debut in the country
 
Since May last year, the United States The Void virtual reality theme park news once reported, it has aroused the attention of major media at home and abroad, especially the very realistic concept of the video, so that everyone known as the "world's first" virtual reality The theme park is full of expectation.
 
The VR Theme Park The Void is located in the central industrial park of Utah, is the world's only mobile, virtual reality scene combination of virtual display experience museum. In order to give users the most perfect virtual reality experience, The Void customized Rapture head, firearms, vests, gloves and a series of equipment, and independent research and development of action capture, positioning and tracking core technology, content development, park design and construction are all By their own design and development.
 
And Shanda as an absolute pioneer in domestic online entertainment, Chen Tianqiao has been ahead of the market vision. This time will take the lead in online entertainment through this VR real game way layout, reverse cut into the theme park market, become VR theme park entertainment pioneer.
 
Six, from the theme park entertainment into the city entertainment, waiting for the dismal of the physical business market
 
Now, in addition to the increasingly rich theme park theme, the theme park entertainment model also quickly advance to the city business. This background is mainly the impact of the current electricity business,
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