The biggest reversal of 2023 is here.
Two days ago, Harbin Ice and Snow World, on the opening day, thousands of people shouted at the door for ticket refunds, and they were directly scolded on the hot search.
Topics such as "minus 20 degrees, queuing for a few hours", "300 yuan ticket, nothing to play", "obviously made an appointment, there are still hundreds of people queuing" and other topics, all of a sudden, pushed the ice and snow world to the hot search.
The scenic experience is not good, and it will be staged almost every year in the tourist season, and everyone is not surprised, but when it is the turn of the ice and snow world, there is a two-level reversal.
In the ice and snow world where there is a problem, the front foot is still sincerely apologizing and quickly rectifying, and the back foot is distressed by netizens on the hot search.
It turns out that those Ferris wheels and big slides that didn't line up are actually free items.
Some people played from 7 o'clock in the morning to 8 o'clock in the evening, and the snow scene was also posted on Moments, but they ran to apply for a refund.
There are also people on social media who share the "white prostitution" strategy, saying that they will come to play for free next year.
After careful picking, it was found that the ice and snow world had become "the first person to be woolened by tourists".
Behind this super reversal, the "honest man" Ice and Snow World has been gritting his teeth and working hard in order to catch the splashing wealth.
Thousands of people shouted for refunds, and the biggest top stream in winter "collapsed"?
At minus 20°, what else is worth waiting in line for hours outdoors?
There is only one answer this winter: go to Harbin Ice and Snow World!
Since the beginning of winter, "It's not that Europe can't afford to go, but Harbin is more cost-effective", "minus 20 degrees, I am a 'Russian-style princess' in Harbin" and other entries have frequently appeared in hot searches, constantly stirring everyone's hearts.
With the arrival of the ice and snow tourism season, Harbin has been rated as "the first city to be exploded".
The Ice and Snow World is the "super top stream of the cultivation system" of netizens.
As early as November, Ice and Snow World announced that this year is the largest ice and snow theme park since its opening, with a total area of 810,000 square meters, 90,000 square meters larger than the Forbidden City.
In addition, there are two popular projects this year, one is the annual popular King Ice Slide, which has increased from 8 to 14, and the other is the love-themed snowflake Ferris wheel.
These two projects, one can experience the speed and passion of flying on the ice in 1 minute, and the other can see the ice and snow kingdom at an altitude of 100 meters, which immediately raised the enthusiasm of netizens to the highest.
Many netizens couldn't restrain their inner turmoil, and ran to Harbin early without waiting for the park to open.
Many of the buildings in the amusement park can be clearly seen on the Internet at every stage that has been built.
In the past month, netizens across the country have become Harbin supervisors in disguise.
The main tower of the Ice and Snow World was capped, and the video of fireworks in the park to celebrate was watched by more than 100,000 netizens.
On December 14, the opening date of the Ice and Snow World was officially announced. This piece of information alone topped the hot search list of new media platforms that day, with 170 million exposures.
Mafengwo data also shows that in the past week, the popularity of Harbin Ice and Snow World has increased by 200% month-on-month.
The super high heat laid the groundwork for the subsequent emergencies.
In fact, in previous years, the Ice and Snow World was opened on the 20th, but this year's netizens' voices were too high, so the park decided to open the park early.
Originally, the time was set for the 18th, but during the trial operation on the 17th, many people gathered at the gate of the big world, some people said that their tickets for the next day would leave, and some people called the mayor's hotline to ask for the park to open in advance.
In order not to disappoint visitors, at 3 pm on the 17th, the Ice and Snow World opened early.
On December 18, just three hours after the opening of the Ice and Snow World, 40,000 people flocked to the ice and snow at minus 20 degrees Celsius, queuing for several hours.
What is the concept of 40,000 people?
In 2019, the number of visitors on the first day of the park was only 7,000, which was a record high in 10 years at that time, and the number of people has nearly increased by nearly six times this year.
In the face of the enthusiasm of netizens, the ever-growing Ice and Snow World ushered in its first "collapse crisis" on the opening day.
Invest 3.5 billion yuan to operate for 70 days,
Ice and Snow World holds the most difficult exam papers
This is a refund crisis, is it really that the ice and snow world is not distracted and perfunctory tourists cut leeks?
If the IP of the scenic spot is compared to a large-scale exam, the Ice and Snow World is probably one of the most difficult test papers.
- minus 30 degrees, tens of thousands of workers scramble for time
This year, the ice construction area of Ice and Snow World has 600,000 square meters, and 250,000 cubic meters of ice and snow were built.
The ice used in the ice sculpture is mined by the workers piece by piece. In order to meet the deadline, the workers on the ice quarry started work at 4 a.m. every day.
You know, this is a Harbin with minus twenty or thirty degrees at every turn, and you can freeze your ears without wearing a hat.
When it comes out of the ice, it all depends on manpower. It is necessary to first hook the ice with an ice hook, and then use the body to wrap the rope on the ice hook, and several people work together to pull the ice with a total weight of one ton to the shore.
Every year, the Harbin Ice and Snow World requires ice pickers to take turns 24 hours a day, and more than 10,000 tons of ice are mined every day on the Songhua River.
The ice cubes are transported back to the park and carefully carved by ice carvers.
This year, in order to open the park early, the workers had to work more than 10 hours a day, and the lunch was often halfway through the meal, and the food was cold.
Hu Song, an ice carver, said in an interview that the coldest time was more than minus 30 degrees Celsius, and once he was too involved in carving, his feet were unconscious, and when he came home, his feet and socks were stuck together and blistered.
The snow in Ice World is not natural snowfall, but artificial snow guns, and more than 20 snow guns operate 24 hours a day.
Snowmakers also need to monitor the weather conditions in real time and adjust the parameters of the snowmaking equipment at any time to ensure that the snow produced is sticky, high in moisture and pure in quality, so as to ensure that the snow sculptures present the best results.
The 18.5-meter-high snowman at the entrance was piled up by 12 workers for 10 consecutive days, using about 2,000 cubic meters of snow.
There are more than 1,000 ice and snow landscapes in the ice and snow world, which were driven out by workers for more than a month.
Even if the workers worked overtime, on the opening day, there was still an unfinished landscape in the park, which also became a corner of the "bad review".
2. Invest 3.5 billion yuan, only open 70 days a year
Some people will say, if you don't have that strength, don't be strong.
But Harbin Ice and Snow World has not had foreign tourists for three years, and even if the ticket price is sold to 100 yuan, it is still a bleak business.
Since its establishment in 1999, even if it does not make money or even loses money, ice and snow sculptures have been made every year, and it has never stopped.
Because the Ice and Snow World is not only a scenic spot, but also the IP of Harbin City, representing the city's business card.
This year, the Ice and Snow World continues to upgrade its facilities and open the park ahead of schedule, hoping to attract more foreign tourists and catch this pouring wealth.
But even if the workers process and add points to make the landscape the most beautiful, it is still too difficult to make money in the ice and snow world compared with other scenic spots.
The flowering period of Ice and Snow World is too short, and the annual lifespan is less than 3 months. And Big World is an ice sculpture viewing park, not a playground, and there are not so many items with separate charges.
According to the most explosive situation this year, if it is 40,000 people a day, and one person counts 300 yuan in tickets, the park can be opened for about 70 days in total, and the tickets can earn more than 800 million, which is far from enough to recover the 3.5 billion cost invested by the ice and snow world.
To create the ultimate beauty in an extreme environment, the ice and snow world to get the test paper is a hellish difficulty.
The tourism industry is getting more and more involved, and more patience is needed
Ice and Snow World's word-of-mouth counterattack this time, is it enough to rely on "selling miserably"?
Of course not.
This Harbin Ice and Snow World is known as the "largest in history", and it also drew a super pie for netizens in the media in the early stage.
The higher the expectations, the more demanding they become. However, when Ice and Snow World opened, many projects did not open as scheduled.
And unlike Disney and Universal Studios, a very seasonal landscape like Ice and Snow World, there is a huge gap between the daily flow of people and the flow of people in the peak season, and there is almost no opportunity for "training" in normal times, which is a huge test for the operation staff.
Therefore, on the opening day, the risk of "collapse" did expose a lot of problems.
But you can say that the ice and snow world is not perfect, and you must not say that it is insincere.
On the other hand, the criticism of netizens and its own shortcomings, Ice and Snow World reacted quite quickly, immediately apologized and gave a rectification plan.
Even People's Daily Online said: The sincerity of the ice and snow world is worthy of praise.
For the sake of foreign tourists' "I don't want to leave regrets", all departments of the Ice and Snow World have worked overtime to open in advance.
After being criticized, Ice and Snow World carried out a deep reflection and rectification overnight, and many staff members were still dealing with ticket refunds at 1 o'clock in the morning.
We can't deny that Harbin still needs to make progress in operation and management, but when the traffic comes, this big brother in the Northeast has tried his best to pick it up.
Behind the sincerity, the ice and snow world has been making efforts over the years.
First of all, the gameplay experience is being upgraded every year.
In 2019, for example, signs were installed along the "Super Ice Slide" to show the waiting time required for queuing to allow tourists to arrange their visit time more reasonably, and a windproof shelter was also set up in the queuing area.
The number of slides has also been increasing, and different heights, slopes, and lengths have been set to meet the needs of different tourists. By this year, the number of super ice slides has increased from 8 to 14, and the length has also increased from 500 meters to 521 meters.
This year, more than 20,000 square meters of greenhouse have also been set up, and tourists can rest in the greenhouse after making an appointment, and then go to play after calling the number.
Secondly, Tuhi styling has also begun to chase fashion.
In the past, the shape of the ice and snow world was a bit old-fashioned, but this year, the ice and snow landscape has also been fully upgraded, introducing high-tech light shows, digital projections, and magnificent castles and palaces, full of the exotic style of the Oriental Little Paris.
And this year, in order to make the IP influence of the ice and snow world greater, Northeast Lao Tie also began to chase the trend of co-branding.
This year, Harbin Ice and Snow World has in-depth cooperation with IPs such as Honor of Kings and Perfect World, presenting classic and popular scenes and characters in the park in the form of snow sculptures and turning them into Internet celebrity check-in points.
In general, the fundamental reason why Ice and Snow World can counterattack so quickly is that it is a "decent and honest person", maintaining a sincere bottom line, and it is enough to listen to persuasion.
Epilogue:
It is not the first time that the news of "ticket refunds" caused by excessive passenger flow has happened.
A few days ago, "thousands of tourists stranded in Nanyue Hengshan" caused the shouting of "ticket refund" to attract attention;
In November, a large number of tourists crowded at the gate of Wuhan Happy Valley to ask for a refund due to management order problems;
During the National Day, the Baquanxia Scenic Area of the Taihang Mountain Grand Canyon also shouted "refund" due to overload;
In the past two years, the tourism industry is booming, and the IP of various scenic spots and playgrounds is becoming more and more popular, but many scenic spots inevitably have places where services are not served and management and operation are not standardized.
But just because the experience is not good, do you have to be beaten to death with a stick?
After all, even if you go to Disney and Universal Studios, you have to queue for hours, and there will be problems with rummaging bags and sky-high food prices.
For China's scenic spots and IP, as long as we don't cut the leeks of tourists and are willing to continuously improve the experience and service, we might as well give China's scenic spots more patience.
Behind the scolding and distressing of Ice and Snow World, it is the ultimate expectation of China's tourism IP.
Under this expectation, sincerity is the core weapon of "returning customers" to "returning customers".
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