The founder of Mars Planet sent a message in the circle of friends, saying that the biggest difference between Chinese theme parks and foreign theme parks is that other people's traders do drama, and China does architecture and real estate planning. Lanyu Cultural Theme Park Planning and Design Institute said that it feels the same way.
From a simple point of view, the domestic real estate to engage in paradise, everyone is both love and hate for real estate, using the method of real estate to do paradise, the results can be imagined. Foreign entertainment is engaged in amusement parks, everyone is full of gossip enthusiasm for entertainment, so this pastime than real estate play activities do not know how much fun, so the overall look, things and facts are relatively simple fit.
We look at Universal Studios, Disney, and Legoland in foreign parks, and the history of these people's careers is basically based on film and television and entertainment IP, which brings them natural traffic. In China, most of the parks are built by real estate developers, and The Happy Valley of OCT, Wanda Wanda Anda Park, which subsequently became Sunac Real Estate, Andersen Park of Zhongliang Real Estate, Songcheng City of Songcheng Group, and countless parks invested by small real estate developers, abound. Of course, there are also rapid momentum of Fantawild, Chimelong, Only Henan, Huayi Brothers and other parks, these film and television parks gradually surfaced, quickly stood out in the old real estate parks, we gradually embarked on the right track of theme parks.
The biggest difference between a real estate-led park and an entertainment-led park is the starting point. Lanyu Cultural Theme Park Planning and Design Institute found that the entertainment-oriented park has multiple attractions, and the park is the distribution center of this attraction, where you can watch movies, you can enter the movie scene, you can experience the stimulation that movies do not have, you can also buy various products in movies, and even eat related foods and buy a variety of derivatives! In the case of the hot park, the new city rose from the ground, and the surrounding housing prices soared rapidly, so the real estate was able to rise.
The real estate-led park is different, we first saw the successful cases of others, so reversed, with the profitability of local production capacity as the core, relying on the park to attract people, the result of the attraction of the park is not enough, and eventually lead to high house prices, the collapse of the park. The investment in the park is reversed by the high subsidy of the house price. In the end, when the real estate market was faced with control, domestic parks were in trouble, and the attack of the new crown was even worse, and finally in the face of foreign giants, they were defeated, and the parks that truly emulated the foreign model had a lot of improvement. Therefore, the theme park is still IP king, how to develop a good IP, and then land into an IP experience place, is the key to success. Theme parks are actually IP experience venues, and from this point of view, there may be a clearer understanding.
Let's take a look at the 2021 results of the domestic foreign parks and the internal IP entertainment parks and real estate parks.
01
Universal Beijing Resort
Opening is the peak, breaking the pattern of "one super and many strong"
Let's start with Universal Studios. When it comes to The hottest theme parks in China in 2021, Universal Beijing Resort is bound to be on the list. Since its inception, the changes in the grass and trees of Universal Beijing Resort have attracted widespread attention from the whole society. In recent years, the news of the upcoming opening of the park has been reported several times, but under the influence of various internal and external objective factors, it was not until September 20, 2021 that Universal Beijing Resort officially opened. After several years of delay, the curiosity and expectations of tourists have been continuously raised, and finally a strong wave of tourists has been ushered in after the opening of the park.
According to the data, Universal Beijing Resort quickly jumped to the top 1 in the global single scenic spot sales after opening, and Beijing became the most searched city among the travel destinations during the Mid-Autumn Festival National Day. At the same time, topics such as ticket prices, unspeakable tickets, and rampant scalpers frequently appear in hot searches, and the kol punch card effect of celebrities and Internet celebrities also allows more tourists and fans to plant grass.
During this period, Universal Studios IP Wei Zhentian quickly became popular because of its humorous and funny dialogue style with tourists, and it rushed to the hot search many times, and was jokingly called "social invincibility" by netizens, attracting many passers-by and viewers to punch in. On Douyin, the video related to the topic #WeiZhentian has reached 1.75 billion views, and the highest number of likes of the video has exceeded 2 million.
02
Shanghai Disney Resort
See the tricks, Ling Na Belle carried all
Once China's theme parks showed the situation of Shanghai Disney's "one super" and other brands "how strong", the opening of Universal Beijing Resort broke the situation that Shanghai Disneyland was the only one. However, the earth-shattering "talking" Wei Zhentian was finally robbed of traffic by a cute fox "Chuansha Daji", and Shanghai Disney's tricks can also be described as clever.
On September 29, Shanghai Disneyland officially unveiled a new IP image - Ling Na Belle. Because of its cute and moving appearance, forest adventurer's personality, and lively and interesting puppet interaction, it quickly became popular on the Internet. Since her debut, Ling Na Belle has long occupied the hot search list of social platforms such as Weibo, Douyin, and Xiaohongshu. It is rumored that Lingna Belle is not a day's work, this is the latest result of Disney's decades of "cute" research, not engaged in IP research, how can it launch such a hot character image!
With this, tourists are sought after the relevant peripherals - the relevant peripherals of Lingna Belle in the Shanghai Disney Store are difficult to find; on November 24, Shanghai Disney just released the news that lingna belle Christmas models are about to be replenished, and rushed to the hot search; subsequently, Disney launched the Duffy family "Seven Treasures" blind box drink, because it can be randomly sampled Lingna Belle, which led to a wave of sales soaring...
The popularity of Lingna Belle also shows that Disney has always had a strong IP marketing and gold-sucking ability. According to the 2021 financial report, Disneyland's full-year revenue was $11.212 billion, down 8.4% year-on-year, and the operating loss reached $2.213 billion. The annual revenue of the derivatives business was 5.340 billion yuan, an increase of 11% over last year, and the operating profit was 2.684 billion yuan, an increase of 25% year-on-year.
In the end, Lingna Belle carried everything, and this sentence could be hammered.
03
Chimelong Group
Low-key upwards, maintain a steady upward trend
In addition to the foreign monks who chant the sutras, the development of domestic IP has also improved greatly in recent years. As a pig breeder, the dead animal is also a big miracle in the IP industry, and it can also be said that he does not actually have any IP, but he has done things that others are not very good at, and has done the extreme.
Chimelong Group's Guangzhou Chimelong Tourism Resort and Zhuhai Chimelong International Ocean Resort, the world's top integrated tourism resorts, have all entered the top 25 in the global ranking of the "2020 Theme Park and Museum Report: Global Major Attractions Visitor Report", maintaining a steady and growing development momentum.
At present, Chimelong Group mainly takes Guangzhou City as the core and establishes theme park tourism resorts. On January 30, 2021, Chimelong Group launched China's first marine theme hotel integrating popular science parent-child and immersive travel experience, Zhuhai Chimelong Marine Science Hotel. At the same time, it was announced that after ten years of planning and research and development, five years of construction ingenuity, and the construction of Zhuhai Chimelong Ocean Science Park, which has been built with huge investment, will soon open within the year, which is another super project under the new development mode of Chimelong Group's large population, nature, ecology, culture and sports, and tourism. The third resort of Chimelong Group, Qingyuan Chimelong, is under construction and is positioned as a forest-themed complex, and the first phase is expected to open in 2022.
04
Huaqiang Fantawild
Relying on national IP, continue to expand strongly
Fangte is the most like a foreign paradise, so his appearance has received the enthusiasm of many capital and the support of related parties. So in these years, Fantawild has blossomed everywhere, and it has expanded year after year. In the future, he may be a strong main force against Legoland.
Relying on the popularity of its national IP "Bear Haunting", Huaqiang Fantawild still maintained an expansion trend. According to the data of Fantawild's official website, 20 projects have been operated in China at present, and 5 are under planning and construction.
Huaqiang Fantawild semi-annual report shows that the company's revenue in the first half of this year was 2.212 billion yuan, an increase of 51.04% over last year, and the net profit was 89.63 million yuan, an increase of 306.53% over last year. Among them, only 57.94% of Huaqiang Fantawild's revenue comes from park operations, and another 22.09% and 18.62% of its revenue comes from creative design business, power animation and other businesses.
The strength of Huaqiang Fantawild is mainly due to Huaqiang Fantawild's independent IP "Bear Haunting". Since 2012, The business model of Fantawild Theme Park has shifted from independent investment (self-built park) to diversified cooperation models such as cooperative investment and authorized investment, and further expanded its business. In addition to the more than 20 theme parks built, more than 20 theme parks under construction or planning by Huaqiang Fantawild are mostly cooperative, and Huaqiang Fantawild's own shareholding in theme parks has shrunk to between 0.72% and 49%.
05
Haichang Ocean Park
Actively transform and practice an asset-light model
Learning is endless, and Chimelong has a similar expenditure of the Ocean Park, in the end or by a variety of reasons to hit, Lanyu Cultural Theme Development and Design Institute believes that what we said above in fact he does not have any IP, is to directly tell everyone that there is no consistent IP and continuous IP innovation, the park is ultimately unsustainable.
This year, Haichang Ocean Park, a giant enterprise in the field of domestic marine theme parks, has carried out a new process of transformation from an asset-heavy operation model to an asset-light operation model.
In late October 2021, Haichang Ocean Park announced the sale of its projects, saying that it would sell 100% of its four theme park projects in Wuhan, Chengdu, Tianjin and Qingdao and 66% of the equity of Zhengzhou Project Company, and the transferee was Asia's largest private equity-based Ambockai Direct Investment Fund. On November 16, Haichang Ocean Park disclosed the latest progress of the marine culture light asset management output business. Up to now, Haichang Ocean Park has signed management cooperation service agreements for more than 70 projects, and some potential projects are still under negotiation.
Haichang Ocean Park's asset-light strategy does not mean that Haichang has stopped investing. On September 28, the Jinqiao Penguin Hotel project was officially launched, and the next day, the second phase of the Shanghai Haichang Ocean Park project "Oriental Ocean" officially started, both of which were mainly invested by local state-owned assets, and Haichang Ocean Park was responsible for the follow-up operation and management.
06
OCT / Happy Valley
Always play and always new, showing new vitality
After talking about non-real estate parks, we still have to look at real estate parks. Real estate-led parks will eventually have a prominent siege, because after many years of theme parks, gradually realized that the core real estate operators, began to pay attention to entertainment, more with entertainment themes to arm their own parks, so the domestic big brother Happy Valley and the rising star Sunac Park also began to improve.
From the perspective of public data, in the first half of 2021, the nine Happy Valleys of OCT Group received 7.71 million tourists as a whole, an increase of 6% over the same period in 2019, an increase of 29% in operating income compared with the same period in 2019, a 16% increase in ticket revenue compared with the same period in 2019, and a 30% increase in secondary consumption revenue compared with the same period in 2019.
During the National Day and Mid-Autumn Festival, the momentum of OCT is still strong. On the third day of the Mid-Autumn Festival holiday, the number of tourists received by Beijing Happy Valley increased by 80% compared with 2019, and the operating income increased by 260%, breaking the highest single-day record in previous years. During the "Eleventh" holiday, various scenic spots and tourism enterprises under OCT Group, including "Happy Valley", received more than 6.7 million tourists, recovering to more than 100% of the same period before the epidemic.
Happy Valley can make a breakthrough, perhaps thanks to their insistence on creating a "fun valley that can't be finished, happy valley that can't be built" and "often see the new, often play the new" development concept. This year, Happy Valley in Beijing, Chongqing and Tianjin has launched three new areas, including Tianguang Night Tan, Super Flying Man Training Camp and Sky City, once again bringing new experiences to visitors.
Strong discounts and festivals are another winning formula for Happy Valley. Since the first OCT Cultural Tourism Festival was held in 2018, more than 100 cultural festivals have been carried out every year relying on scenic spots and cultural facilities. This year, under the preferential treatment of play cards, privilege cards, and value-added special annual passes, five thematic seasons of "urban vacation, electronic music carnival, health and leisure, national style art, and food tide play" were launched, setting off a festive boom with 15 large-scale main activities and more than 500 theme activities.
In the "2021 China Theme Park Competitiveness Evaluation Report" released on November 20, Shenzhen Happy Valley and Beijing Happy Valley were shortlisted in the top ten comprehensive evaluation rankings, ranking 5th and 6th respectively. This is also a recognition of the strength of Happy Valley.
07
Sunac Cultural Tourism Group
With the help of the Winter Olympics, we will make efforts to lay out the ice and snow culture and tourism
Due to the advantages of the asset-light model in the early stage by virtue of brand licensing, creative output and other services, it can obtain a lot of profits through rapid expansion, and many theme parks in China have chosen this model. In recent years, Sunac Cultural Tourism Group, which has newly entered the cultural tourism industry, has also been more recognized by the market for its asset-light ability in the field of ice and snow.
On November 29, 2021, Sunac Cultural Tourism Group officially announced that it had reached a strategic cooperation with Qiaoshan Group. Sunac Cultural Tourism will act as the operator of the Beidahu Ski Resort and provide comprehensive operation management services for the Beidahu project. On December 3, Hebei Travel Investment and Sunac Cultural Tourism also reached a strategic cooperation, and Sunac Cultural Tourism was entrusted with the overall operation and management of the Ice and Snow World Project of Jinshanling International Ski Tourism Resort.
The 2022 Beijing Winter Olympics is an opportunity for the development of ice and snow tourism, and Sunac Cultural Tourism continues to focus on ice and snow business. At present, 7 snow parks (including 1 outdoor snow field) under Sunac Culture and Tourism have been officially opened, and 5 indoor snow parks are under construction, and the overall strategic layout of 35 indoor snow fields is planned. At the same time, the landing and construction projects of Sunac Cultural Tourism City have not fallen.
This year, Sunac Cultural Tourism's three major theme cultural tourism projects were opened. Jinan Sunac Cultural Tourism City is the first cultural tourism complex in Shandong integrating shopping, culture, tourism and sports, with more than 550,000 passengers during the opening period; the passenger flow of Guilin Sunac International Tourism Resort exceeded 230,000 passengers in the first weekend of opening; and the water world of Hangzhou Bay Sunac Cultural Tourism City has become a new benchmark for yangtze river delta water parks.
Sunac China's 2021 interim results report shows that in the first half of 2021, the performance of the cultural tourism sector grew rapidly, with revenue of 2.61 billion yuan, an increase of 166% year-on-year; management profit increased significantly, reaching 440 million yuan; passenger flow reached 72.01 million person-times, an increase of 103% year-on-year.
Innovation, keep pace with the times, this is the key to success, in the real estate is not enough to support the success of the park today, is the first real estate or the first paradise is not a question worth considering, hard work, so that the park has attractive, become a traffic suction stone, so as to achieve self-hematopoiesis, and for other projects blood transfusion, this is the normal park investment. Lanyu Cultural Theme Park Planning and Design Institute believes that our park will get better and better.