Recently, young people have found their own "alternate" Disney.
In the past, some people went to Disney to queue up to buy Lena Belle, but now they have turned to Nanjing Hongshan Forest Zoo (hereinafter referred to as Hongshan Zoo) - 40 yuan for tickets, 400 yuan for dolls.
Comparing the popularity of Hongshan Zoo today and the tragic situation of the past, it is like a complete makeover.
In the past, the hot search of Hongshan Zoo was as miserable as it was:
"The income of the park is 0 for 51 days", "the loss is 30 million", "the performance of employees is deducted, and the animal feed is guaranteed"......
Among all the zoos in China today, Hongshan Zoo is undoubtedly one of the zoos with the fastest progress and the best reputation in recent years.
Hongshan is not the zoo with the best hardware and the most sufficient funds in China, so why can it stand on the "top position"?
Relying on three out of the circle, Hongshan Zoo simply played a bad deck of cards into a king bomb.
The most willful man,
Made a Nanjing version of "Disney"
Hongshan Zoo is out of the circle for the first time, because of one word: ugly.
Because the animals in the Red Hill Zoo look so loud that one is more explosive than the other.
The monkey pedigree alone can give you multiple tricks to be ugly. The white-faced monk-faced monkey with the highest ugliness, the saying of high emotional intelligence is - a "faceless man" who hits his face.
The "ass monkey" that exploded a few days ago also made people scratch their heads.
There are also many special-looking "ugly monkeys" in Hongshan, whose names are ruthless at first glance: red-faced spider monkeys, golden lion-faced marmarins, and black-capped hanging monkeys......
Because there are too many ugly monkeys, Hongshan Zoo was also given a new nickname by netizens: Ugly Monkey Museum. This year, it was even so ugly that it was focused on by CCTV and "People's Daily".
Among all the zoos in China, Hongshan Zoo covers an area of 684,000 square meters, but it gathers nearly 300 species and more than 4,000 of the world's representative animals and rare species.
This is inseparable from Shen Zhijun, one of the most willful men.
In 2008, 37-year-old Shen Zhijun was transferred to Hongshan to work, and he is the youngest director of a zoo in China.
At that time, Director Shen gave himself a nickname, called "The King of Beasts", and joked with his son that he would be able to come to the zoo every day in the future.
Unexpectedly, his son scoffed and replied: "I'm 10 years old, and it's not naïve to go to the zoo!" The unintentional conversation stimulated Shen Zhijun.
When my son was five or six years old, he was still clamoring to go to the zoo, and in just a few years, he felt that the zoo was boring, which showed that the zoo had no deeper value than telling him what the animals looked like.
"What's the point of a 10-year-old losing interest in going to the zoo?"
Shen Zhijun found that not only people were reluctant to go, but animals were also uncomfortable in the zoo.
So, Director Shen decided to change his thinking and change the Hongshan Zoo: let people visit the animals in the cage, and turn them into people visiting the animals' homes.
Following this idea of explosion, Hongshan Zoo has been completely transformed:
For example, traditional zoos are generally simply and crudely divided into exhibits by species, and it is difficult to see the original habitat and species relationships, and the cages of red pandas and baby raccoons are often arranged together.
But at the Red Hill Zoo, the two will definitely not become neighbors.
Gaoligong at Hongshan Zoo brings together red pandas, a species from the mountainous areas of southwest China, and their neighbors in the Gaoligong area to create a habitat for the primeval forest of Gaoligong Mountain.
Red pandas rest comfortably on the branches, gibbons wander among the branches, peacocks open their screens on the ground, and muntjac jumps in the woods......
There is also the Gondwana district, named after the ancient continent, where birds, primates and amphibians and reptiles from South America, Africa and Australia live together.
People want to go to the animal's house as a guest, and the word "guest is as you go", Hongshan also learned the essence -
The popular science boards and slogans of each venue of Hongshan Zoo are drawn by the staff themselves, so different venues have different styles, but the commonality is - quite humane.
And each sign and warning will contain one or two memes, no cold preaching, only to tell visitors the habits and characteristics of each animal in an interesting way.
If you open the Mini Program, you will find that the introduction of each animal is particularly lively and interesting.
For example, when introducing a wolf named Xiao Hei, Hongshan Zoo wrote: "After offending a wolf, I am now a wolf with my tail between my legs." ”
Describe a wolf named Lulu as "a Buddhist girl who goes to work and fishes".
Under the operation of Hongshan Zoo, each animal has a unique "persona", and after reading the introduction of the animals in the park, it is like a photo wall seen by a friend.
In Shen Zhijun's words: "In Hongshan Forest Zoo, everything is about the welfare of animals. ”
After a loss of 30 million,
was forced out of the money-making stunt
The biggest difference between zoos and other scenic spots is that raising animals is a fixed high cost with or without tourists.
As early as ten years ago, Hongshan Zoo cut off its financial resources: it was the first to cancel animal performances and animal feeding.
So as expected, Hongshan Zoo's second exit from the circle is also because of one word: poor.
Not only does it cut off its own financial resources, but Hongshan Zoo also has no "backstage" -
It is the only self-supporting non-profit zoo in China with no funding from the top.
In 2020, the sales of cultural and creative products in Hongshan Zoo were about 600,000 yuan, but in the past two years, Hongshan Zoo seems to have opened up the second pulse of Rendu overnight, and in 2022, it will sell 2 million yuan, and in 2023, it will sell 5 million yuan in just half a year.
The frightened Hongshan Zoo was forced to do two unique things:
Unique activity one: the master of the periphery, not losing to Disney.
The surrounding cultural and creative industries are the money-making password for almost all scenic spots today.
However, due to the reluctance of many scenic spots to invest and the reluctance to spend energy on design, cultural creativity has often become a perfunctory product line.
But the surroundings of Hongshan Zoo were bought crazy by young people, calling "tickets 40, consumption 400".
Walking into the Red Hill Zoo, the main theme is one that no one can resist returning empty-handed.
Not only is there many categories, but the cultural creativity of Hongshan Zoo has also achieved the classic phrase of the Internet: deep cultivation of vertical subdivisions.
To be as diverse as possible in each category, a small panda alone can hatch a cart of peripherals.
Even the necessary seal of every scenic spot, Hongshan Zoo has made no one have it, and everyone has my essence. The well-designed various animal seals have even killed many official scenic spots in seconds.
The most special point is that in the vicinity of animals, Hongshan Zoo is not a perfunctory matter with the "Three Treasures of the Scenic Area" refrigerator magnets, stamps and ice cream.
They made animal amulets out of python skin, lion fur, and owl feathers, and earrings and jewelry out of parrot feathers.
What's more useful is that Hongshan Zoo has also made an organic fertilizer produced by the beast "Jin", which really turns dung into treasure.
In the native animal exhibit area of Hongshan Zoo, they sincerely handwrote that "it is the original design and production of the keepers and volunteers, and the local team may not be good at it".
But the cultural creativity made is extremely online.
Shen Zhijun said in an interview that the cultural and creative stalls of Hongshan Zoo once set a record of a monthly turnover of more than 300,000 yuan per person.
Trick 2: Co-named master, the more you play, the more you spend.
Cultural and creative money has won the young people, but adoption and co-branding have allowed Hongshan to win the brands again.
At Red Hill Zoo, adoption is also subdivided into individual cloud adoption, group adoption, and corporate adoption.
For those who want traffic and attention, adopting an animal can not only get a listing in the park, but also a corporate adoption ceremony specially arranged by Hongshan Zoo.
For example, the Siberian tiger in Hongshan Zoo has been claimed by groups such as Sakuragi Hanamichi Fan Group, Wang Yuan Jiangsu Fan Group, and Yu Shi's fan friends.
In 2022, Hema Fresh adopted the zoo's hippopotamus "Jinjin", seven wolves adopted wolf Worf, and NetEase Koala adopted koalas...... The brand not only has traffic, but also concretizes its own "personality" by the way.
In the past two years, the Red Hill Zoo has become more and more playful.
For example, it cooperated with Nanjing Citizen Card to launch the first transportation card product - "white-faced monk-faced monkey" transportation card.
Of course, the most popular is the popular king of Hongshan Zoo, "Faceless Man" Du Du, who is co-branded with the "cross-border madman" Heytea.
A joint name sent Heytea and Hongshan Zoo to the top together.
Hongshan Zoo has learned from past losses that in order to run the zoo well, it must have a strong ability to make money.
Hongshan Zoo has formed an ingenious ladder combination in its business model: tickets are used to maintain daily operations, cultural creativity enhances influence, and cloud adoption is used to attract high-net-worth customers through high customer unit prices.
was forced out to make money, but the more he operated, the more he got better.
Bronze King,
Hidden is the traffic password of the Red Mountain Zoo
After going through the stage of ugliness and poverty, Hongshan Zoo finally ushered in the highlight keywords of the third out of the circle:
Nanjing version of "Disney".
Director Shen no longer needs to beg everyone to come to "revenge", Hongshan has become a well-deserved top zoo in China.
However, compared with Disney, one of the more difficult points of Red Mountain is:
Disney is a paradise built for people, and it only needs to meet the human experience, but the Red Hill Zoo needs to have a good experience for both people and animals.
In the same year, popular science writer Hua Yi visited 56 zoos in 41 cities across the country, and he commented in the book, "The Asian Primate Pavilion of Hongshan Zoo is the best exhibition area of all zoos in China, and it is probably not one of them."
You'll find that the Red Hill Asian Primate is quite ahead of its time in many design aspects:
The "big tree ringing" technology allows tall trees to grow freely without being deliberately cut down;
In traditional zoos, there is a limited amount of space allocated to each animal, but in the Hongshan Zoo, the original design process reserved a distribution channel, and the animals can go on a "trip" every day.
In this way, the animals have the right to explore freely.
The design idea of Hongshan Zoo is to create an opportunity for social animals to make friends, and for endangered animals, to give them as many opportunities to reproduce as possible, so that the population can continue.
Red Hill also has a famous check-in attraction: the Tiger's Sky Passage.
At first, it was for the tigers to move freely, but many tourists felt the fear of the condescending gaze of large carnivores, and it gradually became an Internet celebrity attraction.
The original elephant hall at Hongshan Zoo was a large concrete floor, and elephants are usually bored here.
After Shen Zhijun came, he saw this situation, and the newly renovated elephant hall had a shading system and a sprinkler system, and the hard cement floor was also changed to sand, and a small excavator was used to dig up the sand regularly.
Hongshan Zoo is also the first zoo in China to start pedicures for elephants.
The biggest upgrade of the zoo is that from the moment visitors enter the park, they are quietly "routined" here:
The survival situation of the species, the difficulties encountered, the reasons for the existential crisis, the fragmentation and squeezing of the habitat, are all skillfully integrated into every detail.
Through the touch of the experience, it makes visitors think about how to protect animals and their habitats.
The Red Hill Zoo Rescue Center treats about 1,000 animals every year, with a maximum of more than 2,000 animals a year.
Compared with Disney's 500~1000 yuan tickets, the tickets for Red Mountain animals are only 40 yuan, and the annual pass is only 80 yuan, which can be said to be quite conscientious.
As the first zoo in China to cancel animal performances and the only self-financing zoo, Hongshan Zoo has walked out of a "poor" road on its own:
It not only protects the animals, but also affects the tourists.
Tourists are not unwilling to pay for tickets and cultural creativity, but they are not willing to pay for perfunctory, and zoos are not only cages and loneliness, but also human touch and experience.
This just shows that reasonable commercialization is sometimes the greatest charity.
Author: Zhang Yichi. Source: Jin Wrong Knife (ID: ijincuodao). The picture in this article comes from the Internet, if there is any infringement, please contact to delete.