10 China theme park closed down 80%. Why is it so miserable?

According to incomplete statistics, as of the first half of 20 14, 59 theme park projects were planned in China, ranking first in the world in terms of construction volume. In 20 15, there were 2/kloc-0 theme parks in China, and another 20 were under construction.

The analysis of the development status of theme park industry in China in 20 15 shows that in the past 10, about 80% of local theme parks closed down, resulting in economic losses as high as 300 billion yuan for domestic tourism. Wei Xiaoan said that at present, there are about 300 theme parks with an investment of more than 50 million yuan in China, of which only about 10% has a certain brand awareness and good business performance, with about 70% losing money and about 20% being flat.

Tickets for the first day of the park's opening were postponed. During the trial operation, the sanitary conditions were not satisfactory, the queues of entertainment facilities exceeded 1 hour, and the food and beverage prices in the park were too high ... Whether positive or negative, Shanghai Disneyland won all the topics. At present, the public and the industry pay unprecedented attention to parent-child travel, and theme parks, as the main carrier of parent-child travel, have also been discussed unprecedentedly.

According to incomplete statistics, as of the first half of 20 14, 59 theme park projects were planned in China, ranking first in the world in terms of construction volume. In 20 15, there were 2/kloc-0 theme parks in China, and another 20 were under construction.

Wei Xiaoan, a famous tourism expert, recalled that Chimelong was very successful in Guangzhou. Later, Hengqin Bay Hotel with 1888 rooms was built in Zhuhai Hengqin Changlong International Ocean Resort. "Since its opening, the house price 1000 yuan, and the occupancy rate is 88%. Look at the scene, it's all family-style. When children enter the hotel, they can't move or pull their legs. " In his view, one of the characteristics of China's tourism market is its consumption capacity. At present, the total output value of the theme park industry is 230 billion, accounting for 5% of the total tourism revenue of the country last year. "The market capacity is large and the consumption power is strong. The theme park is not facing tourists, but consumers of urban life, which means that this market is more extensive. " Family-oriented consumers who are firmly attracted by Chimelong like this will inevitably become the mainstream of China in the future.

Guangzhou Chimelong Tourist Resort is the first comprehensive theme tourist resort under Chimelong Group, which receives more than160,000 tourists annually. In addition to dazzling world-class entertainment facilities, Magic Legend 2, the largest performance show on earth in Guangzhou Chimelong International, and the Secret Miracle, staged in Zhuhai Chimelong Qinhengdao Theatre, brought together nearly 500 circus artists from more than 20 countries to perform in the two places, creating a never-ending circus stage. It is said that the circus alone, the input and output are almost astronomical.

But not all theme parks are chimelong.

The analysis of the development status of theme park industry in China in 20 15 shows that in the past 10, about 80% of local theme parks closed down, resulting in economic losses as high as 300 billion yuan for domestic tourism. Wei Xiaoan said that at present, there are about 300 theme parks with an investment of more than 50 million yuan in China, of which only about 10% has a certain brand awareness and good business performance, with about 70% losing money and about 20% being flat.

Theme parks and real estate

"If you can't make money by opening a theme park, you can only make up for it with real estate?"

Why are theme parks not so good (or worse)? The general view in the industry is that the "theme" of many theme parks is unclear and there are too many redundant constructions; Relying too much on ticket income, the development of derivative products is seriously insufficient and the profit level is too low; In terms of park content, blindly imitate and copy foreign theme parks and other successful theme parks; At the same time, the first-class theme parks in China depend on "talent introduction" to a great extent, and the extreme lack of professionals also causes poor management of theme parks.

There is also a saying that successful theme parks are closely related to commercial real estate. In this regard, Chang Long told the Beijing News reporter that insisting on deepening the tourism industry is the real "secret". With the construction of Qingyuan Chimelong Project started at the end of last year, Guangdong Chimelong Group will build a super-destination axis running through the Pearl River Delta, and its three super-large comprehensive theme tourist resorts will be vertically tiled in the 90-minute economic circle of Guangdong, Hong Kong and Macao, echoing north and south, with the themes of city, ocean and forest as a complete combination of tourist destinations. The person in charge of Haichang Ocean Park, another marine theme park, told the Beijing News reporter that they are theme parks, supporting commercial property development and operators. Through the combination of theme parks and surrounding supporting commercial properties, it provides a comprehensive tourism experience integrating leisure, entertainment, catering and shopping.

Resources are very important things, especially the most expensive resources. Wanda Group once told the media that Chairman Wang Jianlin's idea is to challenge Disney in the future by linking the tourism and theme entertainment of its cultural sector. At present, Wanda has large-scale theme holiday projects in Wuhan, Changbai Mountain and Xishuangbanna. The Wanda model is a theme scenic spot plus hotels, restaurants and businesses. Objectively speaking, the profit of theme parks may be closely related to the operation of commercial real estate, but the design, construction, service and sustainable development of theme parks are the most important from the perspective of their own passenger flow and prosperity.

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"Theme parks don't make money because they don't know how to open them."

Dr. Wei Xiang, an associate professor at the Institute of Finance and Economics of China Academy of Social Sciences, believes that the combination of commercial real estate and theme parks will still exist in the future, but it will not become the mainstream as it is now, because theme parks will definitely enter the stage of specialization. "Now you can't make money by opening a theme park. Most of you can only make money from real estate because you don't know how to open a park. You can't make money by opening a park, you can only make up for it with real estate. " Wei Xiang said that in Northern Europe, where sports theme parks are mature, sports parks often play the role of psychological clinics. At the beginning of the park, it is necessary to investigate whether these sports meet the characteristics of people in the workplace and which sports can improve people's health. But in China, "As far as we know, no developer has done this. Because developers think this chain is too long. But in the end, some people will follow the market rules, and eventually they will do so. People who do research see directions and trends, and developers should combine their first-line experience. "

Wei Xiang said that many excellent theme parks in the world will conduct various consumer surveys at the beginning of design, but few developers in China do this because they think the chain is too long.

Selected location

"Copy and paste", not acclimatized

When Disney chose a site in Japan, it chose Tokyo, where the land price is more expensive and the consumption level is higher, instead of Osaka, which is relatively cheap. As a theme park that can be visited and experienced many times, rather than a scenic spot, in the final analysis, the theme park radiates only the surrounding economy and is nourished by the surrounding economic environment.

In Hengqin Free Trade Zone, the theme tourism matrix composed of ocean kingdom, hotel and circus city invested and built by Changlong Group has received 70 million international tourists from Guangdong, Hong Kong and Macao, becoming an important pole of the Golden Triangle of Hong Kong, Zhuhai and Macao tourism. In 20 14, the Hengqin Chimelong Project, which was only opened for 9 months, received 8 million tourists, driving Zhuhai's GDP growth rate to jump to the first place in the Pearl River Delta. After the completion of Qingyuan Chimelong in the future, it will also drive the comprehensive economic benefits to exceed 654.38+000 billion yuan, create 50,000 jobs, drive the employment of related industries to reach 200,000, and even fundamentally drive the regional economic development of Qingyuan.

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"It can radiate 1000 km away, not more than one third."

According to Wei Xiang's analysis, Chimelong is being replicated in many places now, but in fact, once it is out of the water and soil environment, it will be difficult to succeed. Changlong not only coincides with the successful elements of many theme parks, but also conforms to the entertainment characteristics of the Pearl River Delta and develops tourism suitable for all ages. The human and economic environment in the Pearl River Delta is very distinctive. For example, people in the Pearl River Delta are psychologically depressed to a certain extent due to the influence of the environment. The problem to be solved during holidays is not just sightseeing but seeking happiness. At present, most theme parks equate customers with "China people", without carefully analyzing the habits of Shanghainese and the characteristics of Shandongese. But in fact, such regional analysis is a formative study abroad, while China is still used to classifying by age and income.

"Many people have a lucky misunderstanding that the China market is infinite, even if you come once." Wei Xiang said that the theme park is not a one-time visit. If you only come once, it is no different from a scenic spot. Theme parks can be visited many times. Moreover, in the long run, theme parks still have radiation belts, and theme parks can radiate 1000 kilometers away, not more than one third.

have a conversation

Wei Xiang national academy of economic strategy, Associate Professor, distinguished professor, Leisure Economy Research Center of China Renmin University.

Learning theme parks will be more popular than Disney.

What is the biggest problem of China theme park at present?

In addition to the problems discussed before, such as redundant construction, over-reliance on ticket revenue and shanzhai, we also found some problems on the basis of investigation. First of all, there are differences in the cognition of theme parks between foreign countries and domestic countries: domestic countries equate theme parks with leisure parks, while foreign countries are more optimistic about nature parks, country parks and ecological parks, not just leisure parks like Disney.

In the economic era, entertainment parks are more popular, and entertainment parks are icing on the cake for consumers; Country parks are very rare in China. City parks, country parks, museums and other ancillary products of modern cities are in great demand. Entertainment park is more or less a luxury at this stage. However, the construction of theme parks in China is developing by leaps and bounds, and the current economic downturn has aggravated this mismatch.

One of the main reasons for the similarity and lack of innovation of our products is that we don't understand the characteristics of leisure consumption behavior of China people. This makes it possible to introduce international products and projects as a whole and become pure entertainment products without understanding the characteristics of China people and doing preliminary research. For example, the form of "water park" is very popular in the United States, but once clothes get wet in China, it is very troublesome. In addition, China people hope to learn something from it after playing.

Now China is facing the pressure of economic downturn, and large investment banks are asking, how much pressure can we bear? The economic environment is different from that when Disney came to China five years ago. Comparing the data, we can find that more learning theme parks will benefit, and museums related to reading, technology and even art will be welcomed.

Local governments are forced to cater to the needs of real estate developers.

The industry is extremely short of scientific research on theme park planning?

There are faults, and theme park builders don't understand consumers' habits. At present, traditional real estate developers are changing to consumer developers, and some links are missing, but they must make up lessons. In foreign countries, consumer developers are high-level developers, and the most important thing in the development of theme parks is the study of behavioral characteristics. The best sports park in the world is Northern Europe. At the beginning of its development, many psychologists and medical professionals came to participate in the design, how to alleviate urban anxiety, and what projects can make people relax and happy, instead of piling up sports projects. After analyzing the behavior, we should carry out targeted construction. Nowadays, children like to go to the outside world, for example, where they can learn how to take on social roles. In fact, there is a deep research knowledge behind this.

Builders don't understand the habits of consumers.

Nowadays, most theme parks are large and comprehensive. Why is there a lack of small and beautiful parks that look more targeted and easy to make money?

Many local governments agree that small and beautiful, unique to make money. Why do you make it big and comprehensive? There may be various reasons and pressures, such as for better financing, for example, to stimulate the surrounding real estate. In foreign countries, small and beautiful are done by professional developers. We didn't form specialization, but developers were doing it. This forced the local government to meet this requirement and give the land outside the park to developers.

derivant

Research and development of theme park derivatives in IP era

Now everyone is saying "IP". For theme parks, IP has long been more than just an anime image in the traditional sense. At the beginning of 20 16, the giant panda triplets who participated in Kung Fu Panda 3 and the authorized hero Po of Kung Fu Panda 3 became the most eye-catching groups in the Chimelong tourist souvenir matrix. In addition, the peripheral products and tourist souvenirs of the animation star series with independent intellectual property rights of Chimelong Group are also very popular. For Chimelong, IP has become a part of building a "world-class national tourism brand".

For most theme parks, ticket revenue is still very important. It is understood that the non-admission income of Haichang Ocean Park in 20 15 years accounts for about 20% of the park's income, which is above the average level among domestic peers. Although the growth rate of non-ticket income of Haichang Ocean Park is higher than that of ticket income in the past few years, the proportion of non-ticket income has not changed significantly due to the large ticket income base and rapid growth. According to the relevant person in charge, with the cartoon image of Haichang Ocean Park and the construction of its own IP, related themes have also begun to be highlighted in commodities and catering, and the group's own cartoon image is combined with the packaging of consumer goods. My personal suggestion is to choose a European-style paradise with a small investment. Every park has a theme, and all the themes are connected in series, just like telling a story.

Information is organized by Lan Yu culture.