What is the impact of Disney's settlement in Shanghai?

The real estate industry benefits first

Real estate is undoubtedly the industry that Disney projects benefit first.

Yesterday, the Disney concept plot A8-3, Chuansha New Town, Pudong New Area, completed the auction, and Xiangyu Real Estate finally sold at a high price of 1.19 billion yuan, with a premium as high as 264%, setting the highest premium rate in Shanghai land market this year.

Behind this is the rising property prices in Chuansha and its surrounding areas. According to the intermediary of Chuansha Functional Area, the price of new houses in this area has soared from more than 3, yuan per square meter in early 24 to the current 14, yuan

Tourism consumption is waiting for you

Compared with the short-term one-off investment in infrastructure, Disney has a lasting promotion effect on the tourism consumption industry. Therefore, although there is still a period of time before Disney can really exert its "power", some enterprises have even begun to take action to pre-empt.

"The arrival of Disney is definitely good for the hotel industry, which will bring us more tourists." During the interview, Jinjiang Inn, Home Inn, Hanting Hotel and 7 Days Hotel all said that they are very optimistic about the improvement of the hotel's business performance in the future. "I believe that both the surrounding areas of Disney and the stores in the center of Shanghai will benefit."

Among them, Jinjiang Star has laid the chess pieces first. "We plan to appropriately increase the number of stores in Shanghai for Disney, and some of them will be located in the surrounding areas of Disney." Xu Zurong, president of Jinjiang Inn, revealed that the company already has specific cooperation projects. He also said that at present, it seems that the industry has made some moves, not just Jinjiang, but mostly budget hotels. "At first, everyone was afraid to open a shop there, but when Disney came, everyone started to act." He even worried that the cake he would get in the future would not be as good as expected because of the possible "centralized rush".

However, compared with the high profile of Jinjiang Inn, other budget hotels are relatively cautious about their next move. A related person from Hanting said that there is no detailed plan for the Disney project at present. However, people related to Home Inns and 7 days said that the company would not deliberately open more branches for a specific project, and all factors should be considered comprehensively.

In addition to the hotel industry, the abundant passenger flow that Disney can bring has great imagination for the department store retail industry. According to statistics, Disney may attract more than 1 million visitors. Faced with such business opportunities, how will Shanghai's department store retail industry be fully digested?

"In fact, the source of tourists is not a problem in itself for Shanghai. How to turn this' consumption possibility' into an' effective tourist source' is the article that relevant industries must do well. " Yu Zhiyu, director of the Research and Development Center of Shanghai Shopping Center Association, believes that under the background of more and more convergence of consumption, it is an urgent direction to explore how Shanghai can use Disney Dongfeng to make guests in Shanghai really start spending. "This includes how to carry out brand building management, how to effectively combine business travel and so on."

However, Disney has had a real impact on the distribution of Shanghai department store retail industry. "Pudong is developing towards a multi-business center. With the arrival of Disney, the construction and planning of the new commercial center in the future, including the construction and planning of Nanhui area, will inevitably take the Disney factor into account. And the gathering effect of Disney in Chuansha area will inevitably radiate to the surrounding areas. " Yu Zhiyu said.

In fact, Disney's radiation scope to the consumer tourism industry can surpass Shanghai and spread to the whole East China. According to industry insiders, driven by Disney, the tourist routes around Shanghai are expected to be linked with Shanghai.

"The addition of Disney, a super-large theme park, is undoubtedly an excellent supplement to the pattern of tourism resources in the Yangtze River Delta and will effectively enhance the attractiveness of regional tourism brands." Cai Yunying, marketing manager of Ctrip. com, said that Ctrip has begun to plan to integrate Disney products in the Yangtze River Delta route to gain more customers and market share. "By then, Shanghai will be both a tourist destination and the largest source of tourists. After the Disney project is completed, Shanghai will hopefully become the most eye-catching emerging tourist destination in China, attracting more domestic and foreign tourists and overnight tourists. "

One-time promotion of infrastructure industry

Disney has successfully settled in Shanghai, and the vast park area and long construction period will bring a lot of benefits to the infrastructure industry.

Some researchers in the infrastructure industry analyzed the impact of the Disney project on the infrastructure industry with reference to Hong Kong Disneyland. The researcher said that if Disney successfully landed in Shanghai with reference to the construction process of Hong Kong Disneyland and Shanghai World Expo, it would bring about an increase in the construction business of roads, ground buildings, tunnels, hotels and real estate. All these will provide business increment and expand future development prospects for Shanghai underground construction enterprises.

In addition, the researcher stressed that Disney's long construction period will bring a lot of benefits to the infrastructure industry. "From the signing of the agreement to the official opening of the Hong Kong Disneyland, it took more than five and a half years, including the first three years of infrastructure work such as reclamation, roads, railways, sewage discharge and arboretum gardening projects, and the construction of Disneyland's own amusement facilities and supporting hotels lasted about two and a half years. Taking 214, which is widely rumored by the outside world, as the opening node, the park and its related supporting construction will last for four years. "

Some market participants classify the companies that are expected to benefit from various perspectives: "From a regional perspective, if Disney lags behind Pudong, it will be within the business scope of Pudong construction, and Pudong construction will benefit the most in the region. From the perspective of construction industry, the ground construction in Pudong, the above-ground housing construction in Shanghai and the underground tunnel with tunnel shares have benefited the most. "

In addition, the market participant reminded that building materials suppliers will also get a slice of the Disney feast. "For example, Smick, a local ceramic tile manufacturer in Shanghai, mainly produces high-grade glass fossils and high-grade glazed tiles. As a local company in Shanghai, we can strive for huge orders for architectural ceramics and artistic ceramics in Shanghai Disneyland. "

Logistics and transportation Disney brings a lot of people

How many people Disney can bring will directly determine how much revenue the logistics and transportation industry will share.

Because it is difficult to accurately estimate the number of tourists after the completion of Disney, some researchers have made an analogy with the situation of Hong Kong Disneyland. He said, according to preliminary estimates, the estimated area of Shanghai Disneyland is four times that of Hong Kong, the number of local residents in Shanghai is 2.5 times that of Hong Kong, and the number of foreign tourists in 27 is three times that of Hong Kong. Therefore, it is not a big problem that the number of tourists in Shanghai Disneyland is twice that of Hong Kong, that is, more than 1 million passengers per year. "With reference to the number of people in Japan and Paris Disneyland, this figure is also realistic." The researcher believes that after the completion of the Shanghai Disneyland project, if the number of tourists reaches 1 million, it will bring at least 3-5 million new tourists to Shanghai every year.

Professional consulting organizations are also full of confidence in the ability of theme parks like Disney to attract tourists. PricewaterhouseCoopers has previously released the Global Entertainment and Media Outlook Report for 27-211, in which the forecast on the development of theme parks shows that the Asia-Pacific region will become the fastest growing region in the world, with the total consumption increasing from $6.2 billion in 26 to $8.1 billion in 211, with an annual increase of 5.5%, and the total number of tourists will also increase from 244 million in 26 to 28 in 21. The annual growth rate is 3%.

Obviously, this will bring huge profit-increasing effect to local passenger transport in Shanghai, and will directly stimulate the increase of local transportation listed companies in Shanghai. The researcher said that listed companies such as China Eastern Airlines, Shanghai Airlines, Shanghai Airport, Jiaoyun Co., Ltd., Johnson & Johnson Holdings and Shentong Metro will directly benefit from it. In addition, the huge park construction project and the huge demand for consumer goods after the opening of the park will also bring business opportunities to the logistics industry.

the cultural industry is of greater significance

Disney's operation is a model of the cultural media industry. The establishment of Disneyland in Shanghai has also brought infinite imagination to cultural industries including the development of film and television and animation products, advertising, publishing and printing, cable TV and so on. However, experts in the industry suggest that the effect of sharing a piece of China cultural enterprises is limited, and more opportunities lie in learning from them.

Regarding the cluster effect that Disneyland may bring, Cai Ling, a cultural industry researcher of China Investment Consulting, said that according to the current situation, it is estimated that the number of visitors to theme parks will reach 1 million every year, and it will bring 3-5 million cultural consumers to Shanghai. Li Kanghua, director of the Cultural Market Research Center of the National Cultural Industry Innovation and Development Research Base, also pointed out that Disney's settlement in Shanghai will benefit Shanghai's cultural consumption first. However, compared with real estate and tourism, the cultural industry chain has stronger radiation and wider reach, and it is the related industry with the least regional limitations. In addition, Shanghai itself is a very attractive and radiant city, so it will have a greater diffusion effect on the promotion of cultural industries.

But at the same time, experts in the industry suggest that the effect of sharing a piece of China cultural enterprises is limited, and more opportunities lie in learning from them. Ding Junjie, vice president of China Communication University, told this reporter that the development of upstream and downstream industries of Disney has been exhausted by the headquarters, and its original elements have been completely productized. The profit space for China enterprises to cooperate with them is not large, and the income from authorized products is also limited. "China's cultural and creative industries should be in line with the international market, but they must be based on local culture and local market; This kind of creative development has more potential and market value, "he said." China enterprises should take this opportunity to learn Disney's management skills and experience. "

In this respect, huaqiang group, which has built Wuhu Fante Happy World, won the true story of Disney. Shang Linlin, assistant general manager of huaqiang group, said in an interview with this newspaper that at present, although tickets and catering consumption are still the biggest source of income for theme parks, Fant is also creating its own theme doll representative with Disney as its goal.

"Disney was not built in a day, and it will last forever." Li Kanghua said, "Domestic theme parks are in urgent need of leading enterprises; Only when they successfully grasp the effective needs of the audience can they obtain the sustainable development effect of rolling investment. Disney's operating experience is the most worthy of reference for domestic cultural enterprises. "

As for the beneficiary companies, the Oriental Pearl, which is involved in tourism business, may be positively affected. Xu Yaowen, media analyst of Galaxy Securities, pointed out that the tourism boom of Disney theme parks will drive the tourism business of Oriental Pearl to improve.