Who's going to Universal Studios?

"I feel that I haven't seen so many people in three years." On the morning of July 1, Chen Ping and his party came to Universal Studios and met a crowd of people.

On July 2nd, the traditional summer began, and Universal Studios reopened for a week. The ticket price rose from 538 yuan to 638 yuan. Therefore, on July 1 day, Universal Studios ushered in the peak of people flow. According to the statistics of Xiaohongshu account @ Magic Platform, the number of people entering the park on that day was about 1.5 million.

Combustion Finance was informed that on June 25th, Universal Studios Beijing, which had been "blocked" for 55 days, resumed operation, and the initial stream was opened. All visitors entering the resort must hold a negative certificate of valid nucleic acid test within 48 hours, check Beijing Health Treasure and valid identity documents, and check their body temperature.

Chen Ping took the subway for an hour and a half and arrived at Universal Studios at about 1 1 in the morning. "There are too many people, especially Harry Potter and the Forbidden Journey. Every project has to wait in line for more than 40 minutes, which is very tiring. " Come on, come on. Before the park closed at 7 pm, they finally finished painting all the projects.

Although it was dark in summer, Universal Studios did not change its business hours from 10: 00 to 19: 00, so the popular Harry Potter light show was suspended. Many tourists in Chen Ping feel sorry for this.

Chen Ping told Burning Finance that she didn't buy tickets at Universal Studios official website, but through a ticketing channel. The "group purchase price" is 388 yuan, which is cheaper than that of official website 140 yuan, and the three people saved 420 yuan by buying tickets. Its dealers said that from July 2, the "group purchase price" was 488 yuan, and the daily sales were limited.

In fact, Universal Studios reopened and the surrounding industries became active again. Ticket sales are one of the business lines, and many channel providers are active in major social media. In addition, the business of renting Harry Potter's magic robes, purchasing peripheral products, and booking hotels are all operated by people.

However, halfway through 2022, epidemic prevention policies in various places have not been relaxed. Universal Studios opened this time, and most of the tourists received were local residents in Beijing. Tourists from all over the country failed to punch in in Beijing. At the same time, in order to meet the epidemic prevention regulations in Beijing, Universal Studios will still operate for some time.

"Since June 22nd last year 10, many factors such as epidemic situation and Winter Olympics have tightened the control of Beijing. Since the beginning of this year, epidemics across the country and inter-provincial tourism have almost stagnated, which has a great impact on Universal Studios. " ROY Song, a travel blogger, told Burning Finance that compared with last year's National Day, the flow of people in Universal Studios failed to recover.

Song He pointed out that basically most Beijing tourists have been to Universal Studios at least once. Unless you are an annual card user, ordinary people will not repeat the fare of 638 yuan many times.

Xiao Bai opened several accounts related to Universal Studios in Xiaohongshu. He told Burning Finance that many fans said the ticket price of 638 yuan was too expensive. "So many tourists come to buy tickets through these channels, which are more or less discounted."

Based on this, ROY Song believes that Universal Studios must incite the national passenger flow, and relying on the local tourist stock in Beijing cannot achieve good profits.

Beijing tourists are tired of playing.

On June 30th, Xiao He began to update pictures, texts and videos on Little Red Book, all of which were the movie characters IP she shot in Universal Studios. This is the Prince Charming played by the villain caleb Edwards in Shrek.

"Not because of the movie IP. I just like Edwards as an actor. We call him the most handsome actor in Universal Studios Beijing. " She said.

"I have been to Universal Studios for more than a dozen times. I still went a little. Some WeChat group friends went twenty or thirty times and stayed there every day. " Xiao He told Burning Finance that she went to Universal Studios for the first ten times and brushed the project as seriously as ordinary tourists. Later, playing sports was not new, so she liked watching performances, interacting with actors and other relatively relaxed activities.

Edwards is the reason why she is going to Universal Studios now. "I wrote a private letter to Edwards in Little Red Book and asked him about his performance time. I went on June 30th, because it was his turn to play this role that day. " According to her introduction, Prince Charming is a unique IP of Universal Studios Beijing, starring three actors, and Edwards is one of them.

The reason why I was able to go to Universal Studios for dozens of times was that Xiao He and a group of tourists bought winter and spring roaming cards at "Double 1 1" last year, and the two levels were 1288 yuan and 1588 yuan respectively. Xiao He bought a half-year card of 1288 yuan, which stipulates that it cannot be used on Friday, Saturday and some holidays.

It is reported that since Universal Studios has been closed for nearly two months since the May Day holiday, this restart will also extend the validity of these winter and spring roaming cards to August 15, 2022.

Before the outbreak, Xiao He had been to Universal Studios in the United States, Japan and Singapore, especially Singapore. She had been there five or six times. She commented that the project positioning of Universal Studios Beijing is relatively targeted at young people, and it is relatively conservative from the perspective of project stimulation. "If I go now, I will mainly go to see Edwards."

Yiyi, who lives in Mentougou, Beijing, also holds a roaming card in winter and spring. On June 28th, she and her husband drove to Universal Studios. "I went to * * * eight times. We used to take two hours one way, which was more troublesome. " She told Burning Finance that she also has related WeChat groups, among which group friends who live close to each other often go to play.

Yi Yi doesn't feel very good about this play experience. June 28th is the fourth day of the restart of Universal Studios, which is also a working day. The flow of people is not large, but the project is also restricted due to epidemic prevention regulations. Only people in the same row can sit in the same row, resulting in some seats being vacant and the queue time being prolonged.

"To observe for two days before. Seeing that the queue time is only about 10 minutes, I rushed in happily. I didn't expect the queue time to be 30-60 minutes, just like the situation of 10,000 people. " Yiyi said that because she arrived at Universal Studios at noon and closed at 7 pm, she was anxious to broadcast this project. In addition, many restaurants in the park closed before 7 o'clock, and they could not eat after finishing the project.

In Yiyi's view, Universal Studios is quite fun, but the project form is relatively simple, basically a 5D experience, and the number of projects is still relatively small. "The IP of the film is also relatively short and scattered. I often see Minions and Woodpeckers (Woody and Winnie), but I rarely meet the role of Kung Fu Panda. "

Yiyi said that although the half-year card has been delayed for two months, I may only go once or twice in the summer vacation. "I went with my sister last winter vacation. A project may have to wait in line for two hours, which is too tiring. Coupled with the hot summer vacation, I don't go so often. "

She said that if the half-year card expires, she will go again in the future, but she may hesitate because of the ticket price. "After all, those projects have been played many times.

Around the "rich" industry

Universal Studios Beijing restarted, and surrounding businesses became active one after another. Xiaobai, the owner of Taobao, is one of them.

When Universal Studios opened in September last year, Xiaobai and a friend got admission tickets in advance. After playing for a while, Xiao Bai immediately found the business opportunity. "The prices of things inside are quite expensive. We like Harry Potter's magic robes and bought two sets, one of which cost more than 1800. We think we can rent magic robes and staves. "

So, he rented a facade to be a magic robe rental studio next to Universal Studios, opened two magic robe rental Taobao shops, and began to operate a number of small red book accounts to attract customers.

Although only two people cooperate, they insist on updating the little red book every day, mainly including the estimated number of people entering the park every day at Universal Studios and some play strategies. Combustion Finance understands that among the accounts they operate, @ Universal Studios Speaker has 23,000 fans, and @ Universal Studios Data Station has 1.3 million fans.

Xiaobai told Burning Finance that half of the consumers who came to the studio to rent magic robes came from Taobao shop and half came from Xiaohongshu. Last National Day, when there were many people in Universal Studios, more than 200 sets of magic robes could be rented out every day. But now business is not satisfactory.

"Business is ok in winter. There is always an epidemic behind, and people can't flow. Now summer is also a thing, because it is too hot, and people are not willing to rent magic robes. In fact, it is ok for everyone to put down jackets outside in winter. " Xiao Bai said that there are few foreign tourists this year. "Because we have a hotel delivery service, we all pick it up on the same day this year, and they are basically local in Beijing."

Xiao Bai analyzed that the demand for magic robes is actually very small, and only 1% people may rent them. For example, Universal Studios has 1 10,000 people, and only 1 0,000-200 people may rent the magic robe. He revealed that after the restart, orders began to increase on June 30, and there may be more than 50 orders. "My traffic is a little bigger, and many peers may only have a few orders a day."

Ari is still working as a magic robe studio in Universal Studios, and at the same time doing peripheral purchasing, ticketing agent and hotel reservation in Universal Studios. Compared with Xiao Bai, he just has a sideline mentality and no drainage channels. "When it was good last year, he could rent out 10 sets a week. It's good to rent two or three sets a week this year, and often you can't rent one set a day. "

The profit margin of the magic robe rental business is not large. Because the price of genuine magic robes is 1800 yuan, and offline rental stores also need rent. Xiao Bai revealed that the monthly rent of his studio exceeds 654.38+0 million yuan.

Ali is a baker by profession. Last year, he worked in a dessert shop in Universal Studios. As a result, he got some internal channels. He said that among so many peripheral businesses of Universal Studios, ticket sales are the most profitable. "It is better to earn sixty or seventy dollars in the last day."

Combustion Finance understands that there are many ticket sellers in Universal Studios at present, and there are many discount tickets such as "group tickets" and "special tickets", which are generally 8-9 fold for official tickets, and some "special tickets" can even be discounted by 50%. Burning Finance found in many WeChat groups that there are not many tourists who buy such tickets.

On July 2nd, Ari and his friends who sell fruits will go to Universal Studios to sell peaches. "I really can't make much money." He told burning finance.

B&B is trying to survive.

On June 22nd, Universal Studios announced that it was about to resume work. On the platform where to go, the search popularity of Beijing Global Resort has increased by 6 times in an instant, ranking first in the national scenic spot. The search popularity of hotels around Beijing Global Resort Hotel has also risen sharply, increasing by nearly 40% compared with 2 1.

On the Tujia platform, on June 22nd, the number of hotel reservations around Universal Studios increased by nearly 1.5 times compared with the previous day (June 2nd1), and the keyword search popularity of Universal Studios increased by 20% month-on-month.

However, the epidemic in the past six months has made it difficult for hotels around Universal Studios to survive.

Ah Fu is one of the earliest residents around Universal Studios. She rented nearly 20 houses in the surrounding community and a villa in the nearby Royal New Village. They all signed a lease with the landlord for 3-5 years and invested hundreds of thousands of renovation in the early stage.

However, a week before the opening of Universal Studios in September last year, Beijing implemented the new housing policy of short rent (namely "Notice on Regulating Housing Management in short rent"), and the products of urban homestays were basically banned, so residents around Universal Studios had no choice but to leave.

Afu told Burning Finance that due to the large initial investment and serious transfer losses, she chose to rent all the residential houses for a long time. "The difference in long-term rent is not enough to cover the decoration cost, but if you check out directly, the loss will be even greater."

The policy encourages villagers to stay. However, Ah Fu's homestay in Royal New Village failed to operate, and now it is also a long-term rental.

Afu explained, "The epidemic has always had an impact. From the end of last year to now, the single quantity has not been able to go up. The country house is also a villa, and the investment is also great. A single monthly amount can only cover the cost of rent, so simply rent it out for a long time. " Even when the market was good last year, the order volume could only cover the rent and labor costs. "There is not much hope."

Not only Ah Fu, but Chen Hongyu, the head of Hongyu Art House in Royal New Village, told Ran Caijing that she had also rented out the B&B..

Combustion Finance has learned that there are many homestays in Royal New Village, about 5 kilometers away from Universal Studios. Because they are all independent villas, the accommodation price ranges from 1000-5000 yuan/night.

According to the information provided by Tujia platform to Rancai Finance, since 20 19, the local government of Royal New Village has organized the Huangmuchang B&B Alliance. At present, there are B&B brands such as Laoyou, Royal Heyuan, Yayoi Kusama Queshe and Sleeping Institute.

In Little Red Book, Burning Finance saw that Yayoi Kusama Queshe and the sleep research institution sleeping both posted many posts about "Internet celebrities trying to sleep".

Ah Fu pointed out that although the number of people will increase in the summer peak season, they are all local people in Beijing and have no requirements for accommodation. "If there are no foreign tourists, the accommodation business cannot be done."

Waiting for tourists from all over the world

On June 30th, Shanghai Disneyland resumed operation, and the "female star" Ling Nabei boarded the hot search in Weibo that day, which attracted the attention of the whole network. In contrast, Universal Studios did not cause much sensation when it restarted.

Nearly a year after its opening, the operating data of Universal Studios is slightly bleak.

On February 8th, Guo Wenjie, deputy director of Beijing Municipal Bureau of Commerce, revealed at the press conference of Beijing International Consumer Center's urban construction that the first phase of Universal Theme Park had an operating income of 65.438+64.5 billion yuan since it opened in September, and received more than 26.5438+0000 tourists.

In addition, the data disclosed by the Beijing Municipal Bureau of Culture and Tourism shows that during the period of Tomb-Sweeping Day from April 3 to 5, Beijing Universal Resort received 30,500 people, that is, about 6,543,800+0,200 tourists per day.

However, before the opening of the park, Song Yu, chairman of Capital Tourism Group, said that "Beijing Universal Resort is expected to receive tourists 1 10,000-120,000 per year", from which it can be inferred that the average number of people entering the park should be more than 27,400, which is quite different from the above actual data.

Unlike Universal Studios Beijing, Shanghai Disneyland opened in 20 16, and the number of visitors in the first year of opening exceeded 1 1 10,000, surpassing Tokyo Disneyland and becoming the theme park with the largest number of visitors in the world. At the press conference of the 5th anniversary of the opening of 20021Shanghai International Tourism Resort, the operator of Shanghai Disneyland said that the park had received more than 83 million tourists in five years and realized a revenue of more than 40 billion yuan.

Song He pointed out that in June last year, the traffic of Universal Studios was still quite large, but since June last year, the overall traffic began to decrease.

"In April, I had a profound understanding. Originally, the half-year card stipulated that I couldn't go on weekends, but I went several times on Sunday in April. Because official website will adjust according to the passenger flow, it will also be open to annual card users when there are few tourists. " Song He estimates that the current passenger flow of Universal Studios may only be 20-25% of last year's.

Song He said that judging from the passenger flow, the operation of Universal Studios is not optimistic. "If the epidemic situation can improve, the policy of going to Beijing and leaving Beijing can be loosened, and cross-provincial tourists can enter the park to improve." He said frankly that for local audiences in Beijing, a ticket for 500 yuan and 600 yuan, depending on the repeated patronage of Beijing tourists, could not promote the large passenger flow.

Ari, who worked in Universal Studios last year, also has some experience about its present situation. He told Burning Finance, "Now many restaurants in Universal Studios are still closed. Some businesses are sluggish and may no longer be open. " He also found that in just half a year, the employees of Universal Studios have changed a lot, and most of the people they know at work have left.

In addition to the objective factors of the epidemic, Universal Studios Beijing itself has shortcomings. Song He said that all the projects of Universal Studios are old IP, most of which were more than 20 years ago. Young people are not familiar with this. "But this can't be changed. Even if a roller coaster is added, its role is limited."

In early April, Universal Studios cooperated with tencent games to launch the "the glory of the king" float for three months. When the Beijing epidemic broke out in May, Universal Studios was closed for two months. When it reopened, the king's glory float had been cancelled.

"the glory of the king Upright is good. There were plots and performances during the parade, which was much better than everyone expected. Unfortunately, it was only online for one month. " Songhe told burning finance.

Xiao He also likes the glory of the king floats. She thinks the design is beautiful and exquisite, and the peripheral products are quite cheap, such as the 30 yuan refrigerator.

However, compared with Shanghai Disneyland, Yiyi feels that the surrounding area of Universal Studios is ugly and expensive. Disney worked as an intern in Shanghai before, and she can get relevant information. "When I want to buy souvenirs, I find that they are not very attractive and the prices are generally higher. For example, the price of water cups in Disney this year is 80- 100 yuan, while that in Universal Studios is about 150 yuan or even 179 yuan. "

Of course, Songhe believes that Disney has been operating for five years, and the evolution of accumulated time has entered the cycle of conscience. Universal Studios has just opened for a year, and the timing is not right. It is inevitable to enter a disgusting cycle. "If you want to make a profit, you still have to look at the passenger flow. When foreign tourists get up, the operation of Universal Studios will improve. "

This paper comes from the dimension of spontaneous combustion.