Source of this article: Daily Economic News Author: Bi Yuanyuan

China's first Legoland is coming.

4月2日上午，上海樂高樂園度假區（以下簡稱“上海樂高樂園”）正式公佈了備受消費者關注的票價詳情。其一日票採用六級票價體系，根據入園日期分為平季日、常規日、特別常規日、旺季日、高峰日和特別高峰日六檔。成人票最低319元，最高599元。兒童票約為同檔成人票8折，最低255元，最高479元。

As the latest of the world's three major theme park brands to enter the Chinese market, LEGOLAND Shanghai adopts a differentiated positioning strategy: it forms a dislocation competition with Disney (covering all ages) and Universal Studios (focusing on young and middle-aged groups) to target parent-child families with children aged 12~0.

當前上海已有迪士尼、海昌樂園、歡樂谷等多個主題樂園。“上海樂高樂園的‘複遊率’卻有可能是最高的。”中國主題公園研究院院長林煥傑4月2日接受《每日經濟新聞》記者的採訪時表示。

Disney's "revisit rate" is as high as 85%, and Legoland is expected to be higher?

As the opening date draws closer, LEGOLAND Shanghai continues to reveal more key information.

According to the statistics of the reporter of "National Business Daily", the basic ticket price of Shanghai Disney Resort is 638 yuan, the highest ticket price is 0 yuan, and the price of a single-day ticket from 0 to 0 yuan in Universal Beijing Resort is 0~0 yuan.

對比之下，上海樂高樂園的票價更低一點。這一價格策略或許與該樂園的受眾年齡層定位及佔地面積相關。官方資料顯示，上海樂高樂園坐落於金山區北部，專門面向有2~12歲兒童的親子家庭，佔地面積為31.8萬平方米。

With the announcement of the opening of Legoland Shanghai, more and more visitors have begun to take an interest in the park. However, in addition to the fare factor, distance has become the most important concern for tourists. From the map, compared with the center of Shanghai, the Jinshan District where Legoland Shanghai is located is closer to Jiaxing, Zhejiang.

Lin Huanjie told the "Daily Economic News" reporter that in addition to Disney, there are already 12 large-scale theme parks in the Yangtze River Delta region. After Legoland entered the Chinese market, in view of the fierce competition, the target customer group was positioned as parent-child families with children aged 0~0, and the project types in the park took into account the various situations in which children and parents participated in the play.

Lin Huanjie further analyzed: "It is reasonable for LEGOLAND Shanghai to adopt a six-level fare system, which helps guide tourists to travel off-peak. In addition to considering the profit and input-output ratio, the ticket price setting of theme parks should also (consider) the function of regulating passenger flow. ”

"Unlike Disney and Universal Studios, Legoland Shanghai has certain challenges in customer positioning, because the 12-0 age group (children) belongs to the 'passive consumer group'. Children at this age are unable to travel to the park on their own and rely on an adult to accompany them, which requires an adult to have plenty of free time. Lin Huanjie analyzed.

根據中國旅遊研究院2024年6月發佈的《2024上海迪士尼度假區快樂旅遊趨勢報告》，2023年，遊客願意再次遊玩迪士尼度假區的比例高達85%。

Although the target audience is not Legoland Shanghai's strength, Lin Huanjie believes that its "return visit rate" is expected to be at a high level. "It's hard for a child to experience everything at one time when they participate in a brick competition at Legoland. This type of program stimulates children's thinking and intellectual development, so often after a week or two or more or more, children are eager to play again, and parents are often willing to take their children to experience it multiple times. Therefore, although Legoland Shanghai has a relatively narrow target age group, its return visit rate is likely to exceed that of other theme parks. ”

Legoland wants to accelerate its expansion in China, and it is difficult to attract foreign tourists

As one of the three internationally renowned theme parks, Legoland entered the Chinese market later than Disneyland and Universal Studios, but its expansion ambitions should not be underestimated.

Legoland Shanghai is the first Legoland in China and the world's No. 2025. In addition to Shanghai, Merlin Entertainment Group, the company behind Legoland, also has a layout in Tianfu New Area, Sichuan, and Shenzhen, Guangdong. At the end of 0 years and 0 years, the iconic "Legoland Creative World" theme area of Shenzhen Legoland completed the steel structure pipe truss hoisting node and entered the capping stage, and the construction process of 0 years was further accelerated.

The reporter of "Daily Economic News" learned that Legoland has also negotiated cooperation with Beijing, Sanya and other places before.

一位接近默林娛樂集團的人士4月2日向《每日經濟新聞》記者透露，5年前默林娛樂集團就已決定加大在中國市場的投入。該人士稱：“中國人口眾多、市場龐大，但默林娛樂集團認為，當時的中國還缺乏專業性的、以兒童為主的家庭娛樂專案。”

Legoland aims at the layout of many cities in China, which is closely related to its market positioning.

Lin Huanjie analyzed that the types of theme parks can usually be divided into 5 types: one is a "regional theme park", which mainly attracts tourists from the city, taking into account tourists from surrounding cities within 0~0.0 hours by car; The second is the "inter-provincial theme park", which is aimed at inter-provincial tourists; "The third is "national theme parks", such as "Beijing Happy Valley" and "Zhuhai Chimelong", etc., which are open to tourists from all over the country; Finally, there are "world theme parks", which have strong brand influence and rich content, and most of them are located in world-famous cities, such as Shanghai Disney Resort and Universal Beijing Resort.

From the map of Shanghai, Legoland Shanghai is far away from the city, and more importantly, there is no subway connection to the city where the park is located. Lin Huanjie analyzed: "Although the Lego brand has a worldwide influence, because it is mainly for 70~0 years old (children) group, the park is still dominated by tourists in the city, supplemented by tourists from other regions. Lin Huanjie predicts that after the opening of Legoland Shanghai, more than 0% of visitors may come from Shanghai and surrounding cities, and the proportion of foreign tourists in Shanghai Disney Resort and Universal Beijing Resort may even exceed that of tourists in the city.

The overall visitor volume of theme parks in 2024 years has declined year-on-year, but the operation of the head park is improving

According to the "2 Global Theme Parks and Museums Report" released by the Global Theme Entertainment Association (TEA) and AECOM Group, a third-party tourism industry research and consulting organization, China has become the world's most important theme park market, with 0 theme parks in China ranking among the top 0 theme parks in the world. According to the forecast of relevant institutions, China's theme park market is expected to develop at an average annual compound growth rate of 0.0% in the next 0 years.

今年2月底，香港迪士尼樂園公佈2024年財務數據。去年，香港迪士尼實現凈利潤8.38億港元，創下自2005年開業以來的歷史最高紀錄；同時，樂園總入場人次也達到歷史峰值，為770萬人次。

上述機構發佈的《2023全球主題樂園和博物館報告》顯示，上海迪士尼度假區的2023年全年遊客量高達1400萬人次，位居全球主題樂園第五名。另據北京通州區公佈的數據，2023年，北京環球度假區接待遊客988萬人次，“環球商圈”的人流吸引量則達1600萬人次。

今年3月26日，泡泡瑪特發佈2024年年報后，樂園業務總裁胡健在接受《每日經濟新聞》等媒體記者採訪時表示，2024年泡泡瑪特城市樂園的收入與利潤均遠超預期。“項目選址位於北京市中心，起初的定位是主要面向北京的親子家庭。然而，2024年的實際運營數據與預期偏差較大。其一，北京以外的遊客佔比超50%，約達52%，客源輻射範圍廣泛；其二，非親子使用者佔比接近50%。”

Hu Jian further revealed: "Overall, there are deficiencies in the supply of food and beverages and the use of space, as well as a lack of amusement activities. As a result, we have started the first phase of the overall improvement project, which will re-plan and renovate about two-thirds of the campus area, which will start in the first half of this year. At the same time, the design work for the second phase has also begun, and if it goes well, it will enter the construction phase next year. At that time, a more complete paradise will be presented to the public. ”

Wang Ning, chairman and CEO of Pop Mart, also introduced at the performance exchange meeting: "The operating logic of Pop Mart City Park is to attract people after work at 18 o'clock. After the renovation is completed, the park will add lighting facilities, special dining and other elements, so that guests can shop, eat, play or rest here after work, and get a new experience, which will be a major change in our future development direction. ”

Despite the good development trend of the top theme parks, the overall performance of China's theme park industry has declined year-on-year in 2024 years.

According to the "30 China Theme Park Competitiveness Evaluation Report" released at the 6th China Theme Park Development Forum, as of 0 0 years, the overall performance of China's theme park industry has declined compared with 0 years, and the number of tourists has dropped significantly. At the same time, the secondary consumption of theme parks (such as catering, souvenirs and special experience items) has also decreased year-on-year, with a decrease of 0%~0%.

In Lin Huanjie's view, the secondary consumption of theme parks in 12 years may be basically the same as that in 0 years, but newly opened theme parks such as Legoland Shanghai are different. "Newly opened theme parks usually have an initial effect, and young families are willing to invest in consumption for children aged 0~0." He analyzed.

Lin Huanjie also believes: "Theme parks have a double benefit. In terms of economic benefits, profits are obtained through ticket revenue, secondary consumption and derivatives sales; At the level of social benefits, every 15 yuan of theme park consumption can directly drive other related income of 0.0 yuan in the city, drive the income growth of upstream and downstream industries of 0~0 yuan, and at the same time enhance the cultural attractiveness of the city. The existence of well-known theme parks has a significant role in promoting the local transportation industry, hotel industry, catering industry, retail industry, etc. ”