Recently, Shanghai has been busy with hot searches because of various "highs".
First of all, because of the high temperature, heat became the first place.
Then it was a high price, and it turned out that Shanghai Disneyland had doubled in price again.
Summer is coming, netizens compared the ticket prices in June, and exposed that the middle-class park Shanghai Disneyland has risen again, and the overall ticket price in July has been adjusted to 719 yuan.
I thought that everyone would collectively abandon the garden when they saw the price increase, but I saw a more magical word - a ticket is hard to find, of course, it is not ruled out that there is an exaggeration.
Source: Headlines
It's so expensive that someone still goes, so netizens summed it up that it's still too cheap.
It can only be said that the poor are very stable and the rich are very oily.
So when the third highest-university Tsinghua University was revealed to be able to enjoy a 20% discount on Disney tickets, netizens were not calm.
It turns out that Disney Partner Priority Plan 3 provides exclusive discounts for Tsinghua teachers and students, and from July 5th to 15th (including Saturdays and Sundays), you can enjoy 20% off the package for two + 50 yuan dining vouchers.
Source: Tsinghua University Student Union
How many people feel that there is one more motivation to go to Tsinghua University, and the last time I wanted to take the Tsinghua University exam was because of "The Story of Rose".
However, it is not surprising that Disney has raised prices again, and Shanghai Disneyland has adjusted its prices as many as 5 times in the past eight years.
Source: Zhengguan News
The price that makes netizens break their defenses is not only Disney tickets, but also Disney dolls - the new plush toy summer Duffy.
According to the feedback of Xiaohongshu netizens, the entrance of Shanghai Disneyland was blocked early in the morning of July 3, and the scene felt crowded with a full 100 million people.
Source: Xiaohongshu netizen @上海道玩Xiaomi
Everyone crowded Disney and lined up for only one thing, which was to win the summer Duffy toy with the original price of 250 yuan and was fried to 359 yuan.
Source: Screenshot of Taobao
It is not so much that the price of Disney tickets and dolls has risen, but that it is seriously practicing the ticket price structure.
In fact, the ticket price of Sea Disneyland is currently implemented in a four-tier ticket structure (effective June 23, 2023), which is 475 yuan, 599 yuan, 719 yuan and 799 yuan from low to high, respectively.
Disney will set daily fare levels based on the number of visitors to the theme park, and will provide a rolling price calendar 30 days in advance, allowing customers to choose and plan their trips flexibly.
This time, the price was adjusted to 719, which was also implemented according to the "peak day" tickets. It is worth mentioning that starting in November this year, Shanghai Disneyland will also use a six-level ticket price structure, adding two levels on the existing basis - 539 yuan and 659 yuan.
Source: Disney's official website
Disney has designed so many levels of fares, and obviously has its own considerations to reduce the occurrence of peak traffic days.
For example, the "special regular day" is set to a ticket of 599 yuan, which is for ordinary weekends and some weekdays; The "Special Peak Day" is set at 799 yuan, mainly considering the holidays and compensatory holidays, special event days in the park, and some dates in summer.
So to be precise, Disney's price increase this time is not sudden, but judging from the degree of defense of netizens: a theme park is priced at more than 700 yuan, which is indeed a bit expensive.
This also gives rise to another confusing phenomenon, the more expensive Disney is, the more people will go.
Someone calculated that in seven years, Shanghai Disneyland received a total of 113 million visitors, with an average daily reception of 70,000, and the parking lot next to Disney was very heavy every day.
According to the financial report released by Disney, Disneyland's revenue in 2023 will be $32.6 billion, a year-on-year increase of 21%, and the operating profit margin will be as high as 35%.
After so many years, why is Disney getting more and more popular as the price increases, and there are still people who pay?
As Neil · Bozeman mentioned in his book The Passing of Childhood, childhood is not only a biological concept, but also a social concept, a product of culture.
On the one hand, Disney sells fairy tales and creates a dream that "fairy tales exist".
From merchandise to film and TV productions, Disney breaks down the boundaries between adults and children, providing "kidult" (adults with childlike interests and behaviors) with the emotional value to unlock the child's complex.
Source: Disney's official WeChat
On the other hand, Disney must strengthen the character of the "middle-class park" through marketing high prices.
Disney's stable "price increase" strategy is very similar to luxury goods, and the more it rises, the more people queue up to buy it.
The higher the price of luxury goods, the more tonal it becomes, widening the distance between the rich and the poor, and maintaining their own status and social status.
In the same way, Disneyland is mainly for middle-class visitors, and the price adjustment operation is also very Disney, and the price of a ticket is still cheaper at 719.
After all, Disney does not raise prices to restrict it, so Disney may only be left with "queuing" when it markets its IP to the end.
Source: Disney's official WeChat
As a measure to limit Disney's flow, the price increase is conducive to the brand to continuously screen out more accurate middle-class consumer groups and provide better service experience.
Speaking of which, this is why Starbucks is now requiring seating.
Starbucks has been promoting the "third place" to provide consumers with space experience services. In the beginning, whether you buy coffee or not, you can study, work, and socialize at Starbucks.
It's just that there are too many people going, and the third space is squeezed into "no space".
Starbucks stores, which were originally enjoyed only by the middle class, have become "people's parks" that everyone can participate in.
Starbucks suddenly became a chess and card room, and a group of masters played chess from day to night; It became an eyebrow tattoo stall, and the embroiderer lined up several folding reclining chairs and started a business.
Source: News Morning Post
When I saw that Starbucks stores began to ask for "consumption seats" and dissuade those who did not consume, it was understandable.
Source: @君君的旅行日记
In the final analysis, Starbucks is a cultural place, not a McDonald's KFC that rubs the toilet and WiFi and hot water, at least the rights of consumers who come to consume coffee must be guaranteed.
Just like Starbucks can't lose its culture, Disney can't lose its fairy tales.
Seeing this, you may think, is this Disney a must-go? After all, it is not uncommon to replace Disneyland in recent years.
The most similar replacement is "Chengdu Disneyland".
This is not about Chengdu really opening a Disney, but about the fitness equipment venue downstairs in a community in Wuhou District, Chengdu.
The MV song "Thank God" performed by rapper Nomi, and the lyrics "Xie Di Xie Di I want to diss you" were changed by netizens to "Xie Di Xie Di I want Disney", which was completely popular.
Source: Weibo netizens
Even the filming location of the song has become "Chengdu Disney", which has caused netizens to follow the trend and check in; What's even more outrageous is that Chengdu Disney is also serious about the periphery, and the sales of Nomi's hip-hop shirts that have fought 5 times have skyrocketed by 20 times.
Source: Weibo netizens
Perhaps it is because the genuine Disney can't afford to go that everyone pins their hopes on Chengdu Disney.
If Chengdu Disney wins in the traffic of genuine Disney names, then Henan Disney - Fat Donglai wins in the flow of people.
During the Spring Festival, Fat Donglai received 1.1633 million tourists in 3 days, catching up with the first scenic spot in Henan in terms of tourist reception, and 3 Fat Donglai received about 310,000 people in a single day during the May Day holiday this year.
Some people drive thousands of miles to Henan, just to visit a supermarket;
Some people come to the supermarket, just to have fun in the Fat Donglai Angel City E-sports Experience Zone;
Someone brought the baby to Fat East to catch the doll, and one to catch a quasi-child, because the staff would intimately place the position of the doll.
Source: AutoFull gaming chair
There is also the "Nanjing Disneyland" Hongshan Zoo, a magical zoo that makes young people fall in love with Zoo Walk.
Last year, Qingming Hongshan Zoo contributed the data of "the maximum number of visitors to the park is 80,000, and the number of people in the park is limited to 40,000 instantaneously", and it has been searched no less than 30 times a year.
Even celebrities can't refuse this star zoo, Jin Chen, Song Yi and others have come here to check in.
Although Hongshan Zoo has canceled animal performances and animal feedings since cutting off its financial routes, it has not increased ticket prices for decades, which has also derived the saying "tickets 40, consumption 400".
Making Internet celebrities is not inferior to Disney. As a "dream factory", Hongshan Zoo continues to make stars: the monkey Du Du who hits the "faceless man" in the face, the ass monkey who "can't tell the difference between the head and the ass", and the Buddha Kapibala who is always empty.....
Source: Weibo netizens
It is said that the peripherals of Hongshan Zoo were robbed as soon as they were new, so that some netizens made jokes:
said that one person would buy up to 500 when he went in, and then he wanted to be all in when he saw everything.
Cross-border marketing is not inferior to Disney, attracting many brands to join the formation of co-branding and adoption, such as the joint popularity of Heytea Wang faceless man Du Du launched buffalo milk double matcha; Samsung released its first AI mobile phone, the Galaxy S24, adopted capybara Fubao to play emotional marketing, etc.
Source: Hey Tea
Therefore, it is not that Shanghai Disney can't afford to go, but that other Disneys are more cost-effective.
What's more, Disney will raise prices in the future, in the end, no fairy tale is free, and no doll is bought for nothing.