Universal Studios Beijing: Trapped by consumers' expectations and closed doors.

"When will Universal Studios Beijing officially open?" Do you still expect the answer to this question?

What a good "appetite" can withstand 20 years of waiting and sudden negative news?

In 200 1 year, Universal Studios announced that it would land in Beijing, but it was not until March 2065438+04 that the land where Universal Studios was located was put up for auction in Beijing Land Consolidation and Reserve Center that the project officially returned to the public's field of vision.

In other words, the site selection and relocation took 13 years, and the opening time of the park was postponed from May to July in 20021year. Now it is September.

Recently, Universal Studios' out-of-the-box approach has reduced the public's expectations to negative scores: at the end of 2020, Universal Studios released a marketing video, which Weibo read more than 84 million times and discussed more than 22,000 articles, but it was too earthy, so he was "embarrassed to dig an underground castle for it with his feet".

Since the official announcement of the internal test, Universal Studios has once again boarded the hot search. On July 14, some netizens exposed the receipts of restaurants in Beijing Global Resort, questioning that the food price was too high: the receipts showed "red velvet milkshake" 98 yuan and "Coca-Cola (refill)" 28 yuan.

In fact, this restaurant is located on City Avenue outside Universal Studios. This is an upscale western restaurant, not a cheap one. However, Universal Studios did not suppress this public opinion in time, but made the public question whether the pricing of Universal Studios was reasonable.

With this announcement, people can't help wondering: Can Universal Studios with an investment of 565,438+0.5 billion really make a stunning appearance?

0 1

A paradise for adults,

Muggle's Happy Planet

Turn on the light show video of Universal Studios, and the most frequently used words in Harry Potter are "Snake House Report" and "Lion House Report". If this is a small group of fans, then Universal Studios is a paradise for fans, especially those who have grown up and have spending power.

A strong fan base is also one of the sources of confidence for Universal Studios. "It's hard to strike while the iron is hot." Universal Studios not only has a good foundation, but also its contents are constantly updated to adapt to the China market.

The largest universal studios in the world.

Universal Studios Beijing has seven theme scenic spots, namely Kung Fu Panda, Transformers Base, Little Pet Park, Wizarding World of Harry Potter, Jurassic World, Nubra Island, Hollywood and Future Water World. * * * There are 37 cycling and entertainment facilities and landmark attractions, as well as 24 performances.

Super interactive feeling

Take "The Wizarding World of Harry Potter" as an example. Visitors can not only see famous scenes such as Hogwarts School of Witchcraft and Wizardry and Hagrid's Pumpkin Cabin in Harry Potter and diagon alley, but also read spells with wands and interact with real scenes. There are also many entertainment projects in the park, such as 4D riding equipment and A Journey to Harry Potter, which bring together the world's cutting-edge technology.

High-tech application

In addition to applying science and technology to park projects, in the Universal Theme Park, visitors can also visit the production of movies, solve the mystery of stunt shots, and even relive the highlights of classic movies.

Add localized IP and introduce China elements.

In addition to China's "Kung Fu Panda" theme scenic spot, Universal Studios Beijing has also introduced tencent games's IP, such as the glory of the king, QQ Flying, Happy Landlord Fight and other classic elements of tencent games's IP.

On the other hand, Universal Studios will also bring huge economic benefits: according to the research report of CITIC Jiantou, the landing of Beijing Universal Studios Resort has a slightly stronger pulling effect on the passenger flow in Beijing and Beijing-Tianjin-Hebei markets than Shanghai Disneyland.

It is estimated that the number of tourists received is about 6.5438+0.520 million, the unit price of customers exceeds 6.5438+0.5 million yuan, and the annual turnover after maturity is about 25.03 billion yuan.

02

Longboards are longer,

Short board that can't stop leakage

However, its unique advantages do not mean that it can bring consumers a better experience. Internal refined management and quality service are essential, but external marketing window should not be its shortcoming.

After all, no amount of advantages can resist the repeated impact of negative news, which puts high demands on Universal Studios' public opinion monitoring and propaganda ability.

For example, at the beginning of the year, a counterfeit product selling "the pilot test quota of Universal Studios Beijing" appeared on the Internet. If the government does not take timely measures to deal with this situation, Universal Studios will eventually pay for public opinion.

Excellent marketing must be able to approach consumers with content, attract consumers' attention, and then generate consumption behavior, so that they can pay for "one elimination" or even "two elimination".

Take the video related to Universal Studios as an example, with a maximum broadcast volume of 765,000 times. The content is a haunted house promo shot by Universal Studios Singapore for Halloween fright night. This promo combines many elements such as folk strangeness, hell and human relations, and captures the excitement of the audience.

The linkage between the propaganda film full of atmosphere and the offline haunted house doubles the content output effect.

03

Cake in China market,

How much can you cut?

TF Securities Research Report shows that at present, China has become the theme park market with the largest number of tourists in the world, with nearly 3,000 theme parks, including about 400 large-scale theme parks.

"China will become the largest theme park market in the world", which is also confirmed by the Global Trend Report of World Tourism Market released by Euromonitor International.

There is a big market, so naturally many people want to share the cake. Enterprise survey data shows that there are currently more than 60,000 amusement park related enterprises in China. In the past decade, the annual registration of related enterprises has increased year by year.

This means that in addition to its old rival Disney, Universal Studios also has a local theme park.

International competitors

Universal Studios and Disney started from IP. Since their birth, they have been inseparable, and their positions are very close: of the six Disney parks in the world, two are in the United States and three are in Asia, and two of the five Universal Studios in the world are in the United States and three are in Asia.

In 2020, Shanghai Disneyland received 5.5 million tourists, equivalent to 52% of 20 19, and its annual income was equivalent to 54%, making it the best recovered large-scale theme park in the world since the epidemic.

This data also shows the high recognition of Disneyland in China market.

Nick Varney, CEO of Merlin Entertainment Group (Nick? Vanni) also said, "Merlin plans to build 20 legoland in the world in the future, of which at least 5 will land in China."

This year, Lego set up three stores in China.

Bentu theme amusement park

According to the Report of 20 19 Global Theme Parks and Museums jointly issued by the authoritative research institute of theme parks in the world (TEA) and AECOM Group of the United States, among the top 10 theme parks in the world, OCT, Huaqiang Fant and Chimelong occupy three seats, and their tourists account for 27% of the total tourists of TOP 10.

In 20 19, OCT Group surpassed Universal Studios, and the total number of tourists rose to the third place in the world.

On the other hand, Universal Studios has maintained a high growth rate in the past few years, but the profitability of the park has not improved significantly, and the growth rate of revenue and profit is gradually slowing down. Therefore, it is very important for Beijing Universal Studios New Park to break through strongly.

Compared with Disney, Universal Studios and other theme park giants, although the domestic theme park industry started late, there are still related problems such as homogenization of IP cultural output and single profit model. However, in recent years, the development momentum is very rapid, and all localities are building new parks and innovating to build IP.

"Just like a city with two teams, Universal Studios opened this year, and we finally have an opponent in Beijing." Zhao Xiaobing, executive deputy general manager of Happy Valley Group and general manager of beijing happy valley, was quite calm about the upcoming opening of Universal Studios.

Universal Studios, as the seed player of theme parks, needs to think more if it wants to be close to China consumers, and the pace of learning local destination scenic spots can't stop.