The first anniversary of Global Studios, Beijing, failed to copy Disney's excitement

"I haven't been to Universal Studios" and "I don't want to go to Universal Studios" have become two special identities in the Beijing friends circle of Beijing this fall.

On September 20, 2021, Beijing Universal Studios was officially opened, and it was just one year. Global Studios, Beijing, who grinds a sword for twenty years, does not seem to have achieved the results as expected by the market.

According to the data released by the official website of Beijing Cultural Tourism Bureau, Beijing Universal Studios opened in 2021 to achieve operating income of 1.645 billion yuan in three months, and the accumulated reception of tourists exceeded 2.1 million. 20,000 people, per capita consumption of about 783 yuan. However, according to public reports, Peak Operation of Global Studios Beijing can receive 110,000 people per day.

In 2022, the days of Universal Studios Beijing were not comfortable. Due to the suspension of the epidemic for 55 days, coupled with the closed loop of the Winter Olympics and the influence of the epidemic in many places across the country, the passenger flow did not rise in the normal opening days, but it was getting downgraded.

This year's summer has recovered some "faces" to Universal Studios in Beijing. Data from Qunar.com shows that during the summer vacation in 2022, the Beijing Global Holiday Search popularity increased by 6 times when restarted, rushing to the number one national scenic spot, driving the reservation of surrounding hotels by nearly 50%. As of July 21, 2022, the Beijing Global Resort is TOP1 in the hot summer scenic spot.

Song Yu, the main investor of the Beijing Global Resort and the chairman of the Beijing Chiefs Group, said that after the opening of the park, Universal Studios is expected to receive 10-12 million tourists each year. This means that Universal Studios in Beijing is about 30,000 to 40,000. If the data of 2.1 million person -times published mentioned above is the benchmark, roughly estimate the operation for one year, and the passenger flow of Beijing Universal Studios is 7.2 million.

On the other hand, the situation of Shanghai Disney, the first year of opening the park in the park in 2016 broke through 11 million people, and achieved a small profit in the first year of opening, becoming the theme park with the largest number of receptions in the world in the world.

One year is still the "honeymoon period" for the relationship between theme parks and consumers, but the way to go to the Universal Studios at the moment seems to be as ideal as the planned before opening the park. Recently, even foreign media have reported that the news of Beijing Universal Studios' layoffs during the epidemic has had to doubt that it is facing the situation of "internal and external problems".

01

One anniversary: ​​"Discount" in Universal Studios, Beijing

At the end of the anniversary, Beijing Universal Studios has worked hard to launch a large number of marketing activities, including discount tickets, vacation packages, anniversary souvenirs, etc. On September 20, Beijing Universal Studios will also hold a special celebration ceremony.

It is reported that from September 13th to 30th, 2022, the Beijing Global Resort limited edition to launch a 1.5-day ticket for the first anniversary of the celebration of Beijing Global Studios, three votes for non-designated days, and the first anniversary of the celebration of Beijing Global Resort. Among them, the first anniversary of Beijing Universal Studios's celebration designated 1.5 -day ticket discounts were about 7.5 % off the current 1.5 -day ticket price, and the discount strength of three tickets for three days of non -specified date was 50 % off the price of three designated single -day tickets.

According to public information, in the official channels of Beijing Universal Studios, adult fares are 418 yuan, 528 yuan, 638 yuan and 748 yuan according to the off -season, flat season, peak season, and specific day. And if tourists purchase "group purchase tickets" and "special tickets" through ticket agents, it is generally 8-9 % off the official fare.

It can be seen that the annual celebration of Beijing Universal Studios launched a preferential fare, trying to let consumers who "do not want to go" and "have never been to" have interested them, and also warm up for the next National Day Golden Week.

Chen Lin (a pseudonym) told Universal Studios that consumers who recently consulted Beijing Universal Studios have indeed become more, most of them are Beijing locals.

According to the statistics of Xiaohongshu's account "Magic Platform", after the summer, the popularity fell sharply again. The number of people, but the anniversary of Global Studios, Beijing, has risen. On September 18, it is expected that Universal Studios will enter the park.

02

Number one problem

Looking back at the first anniversary of Beijing Universal Studios, the epidemic is indeed the number one problem. Especially since May 2022, Beijing Universal Studios closed the Garden for 55 days due to the epidemic relationship, and directly missed the long holidays of the Dragon Boat Festival and May 1st.

In the previous two statutory holidays, Beijing Universal Studios received 105,000 tourists four days before the "Eleventh" in 2021. In 2022, the Qingming holiday received 30,500 tourists. The more obvious comes.

This has nothing to do with the epidemic restricting passenger flow.

From the perspective of the broader market, the Beijing Cultural Tourism Bureau data shows that in 2021, the number of tourists in Beijing was 255 million (the ratio of the citizen to Beijing in Beijing was about 1: 1), and only 79.2%in 2019; tourism revenue 41.662 billion yuan (87.8%of Corporate Consumption from other provinces), resumed to 66.9%in 2019; per capita consumption of 1633.0 yuan, resumed to 84.5%in 2019.

In the first half of 2022, affected by frequent epidemic conditions, the number of net tourists in Beijing was 79.664 million, a year -on -year decrease of 39.1%, less than half of 2019.

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Picture source: Beijing Culture and Tourism Bureau

Although the Tongzhou District where Beijing Universal Studios is located in the first half of this year, tourists have increased by 56.2%year -on -year. Among them, there is no contribution of Beijing Universal Studios, but from the perspective 60 %, can be described as bleak.

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Picture source: Beijing Culture and Tourism Bureau

The decline in large market data is a huge challenge for all players in the Beijing Literature Travel Industry. Beijing Universal Studios cannot exception. After the recent summer heat disappears, the passenger flow of Beijing Universal Studios has once again entered the smooth period. According to the Global Studios' official APP, on September 19, the popular experience "Harry Potter's Taboo Journey" was only about 25 minutes in line at 2 pm, and some amusement facilities had almost no need to line up.

As an international large -scale well -known theme park with a peak operating capacity of 110,000 people, the local passenger flow has the upper limit of the consumption desire for Universal Studios, coupled with the local ownership of a large number of famous monuments and scenic spots. Therefore, Beijing Universal Studios needs nationwide and even even Global tourists have become their passenger flow increment.

Another closely related to passenger flow is the obvious off -peak season in the northern theme park market. I have to admit that when a theme park is located in the northern region, climate and seasonal factors will lead to the longer season of the park. In addition to the enthusiasm for people to go to the outdoor theme park due to the cold climate in winter. The project Harry Potter Light Show suspended the performance because the daytime time was longer than the closed garden time, which once caused consumers to rebound.

03

IP out of the circle "difficult"

The passenger flow is difficult to turn in front of it. Beijing Universal Studios must rely on the power of IP to "self -reliance".

Universal Studios' IPs are mainly mature film IPs, including Harry Potter, Transformers, Little Yellow, Kung Fu Panda, Jurassic Park, etc. During the anniversary of the operation of Beijing Universal Studios, only the "Tucao" tourists who were in the fire out of the fire were in less than two weeks. Initially, the cute style of "cuteness is the first productive forces" quickly seized Weibo hot search and young people's WeChat emoticons. The IP doll was quickly stared at by the ox, becoming the latest "social currency" in the circle of friends.

In the IP circle, Beijing Universal Studios has tried to attract the target audience by implanting the well -known third -party IP. In early April 2022, Universal Studios and Tencent Games cooperated to launch the "Glory of the King" float with a cooperation period from April 8th to July 3rd.

This is not the innovation of Universal Studios in Beijing. At the opening of Universal Studios, Osaka, Osaka Osaka, it introduced the well -known local IPs such as Sailor Moon and Attack on Grandmen to link.

The reason why Beijing Universal Studios introduced the glory of the king is that it is the top domestic mobile game IP. It has strong gold absorption and high -month work. I hope that the strong joint and diversion. According to the data of Easy Avatar, the monthly life of the glory of the king in March 2022 was 152 million.

Different from the U.S. Madam and Attack Giants, IPs have the nationality that have accumulated for many years in Japan, and the anime and comics of the works have been in good reputation for many years. As a gaming IP, King Glory is still an exclusive memory of young people. The joint behavior with Beijing Universal Studios also shows mixed reputation in the word of mouth of tourists.

Tourists who have visited the float tours told Global Brigade that during the cruise of the float, the king's glory role of the role of the glory of the king was relatively exquisite and the cruise involved plot performances; , Lack of hero's hero with game special effects.

As a cooperative IP, Beijing Universal Studios does need to answer the question of "who will come to Universal Film City because of the glory of the king". However, the answer was not announced. With the tightening of the Beijing epidemic prevention and control policy in May, Beijing Universal Studios began to close, but after the restarting, the float show did not see the same return.

04

It really took Tongzhou, but what's the next?

On the day of the first day of invoicing in Beijing Universal Studios, not only the official server was crowded, but the official online ticketing platforms authorized by major officials were also sold out instantly.

From scratch, Beijing Universal Studios has gone through 20 years, and all parties have high hopes for this. For Beijing, Universal Studios is not only a theme park business card, but also hopes to use the effect of large -scale theme parks to drive the rapid development of the regional cultural tourism economy.

Reporting Report on Liteshi Business Report pointed out that referring to the experience and related data of the city where the large -scale theme park is located, if the business environment is ideal, the relevant cultural tourism industry output value that can occur with Beijing Universal Studios can reach 20 billion yuan per year (below The same) scale. The specifics are: 1 billion yuan, literary and artistic creation and performance services, 2 billion yuan, radio and film and television programs for 8 billion yuan, animation, games and other digital content services to 2 billion yuan, characteristic theme food district 1.6 billion yuan, cultural equipment research and development At 5 billion yuan, the conference exhibition was 400 million yuan.

Even if Beijing Universal Studios failed to reach the expected passenger flow, it still has a great promotion effect on the local economy of Tongzhou. In March of this year, Guan Yu, deputy director of the Beijing Culture and Tourism Bureau, introduced that Tongzhou's revenue of cultural sports and entertainment industry last year increased by 367.4%, and the accommodation industry increased by 122.6%.

It is worth mentioning that Tongzhou's homestays were forced to get off before the opening of Universal Studios in Beijing. At that time, in order to ensure the legal, compliance and safety of the homestay, the Beijing government carried out compliant rectification of the city's homestays in Tongzhou District, requiring unsatisfactory homestays to remove from major short -term rental platforms. The accommodation industry is only a part of the influence of Beijing Universal Studios. With the expansion of the influence of Beijing Universal Studios, the commercial value of Beijing Universal Studios will inevitably expand; returning to Beijing Universal Studios itself, its investment cost and return cycle Become one of the focus of market attention. According to the construction plan of Beijing Universal Studios, only the first phase of the project is currently opened. The construction area of ​​the second phase of the project is 2.2 square kilometers covering a new hotel and theme park. The third phase is planned as the construction of the water park.

According to Pacific Securities Research Report, Beijing Universal Studios Investment has invested 50 billion yuan in the first phase of the Beijing Universal Studios, and the total investment plan is planned in the range of 70 billion to 100 billion yuan.

As one of the shareholders of Beijing Universal Studios, in its 2022 semi -annual report, the content of the US COMCAST describes the content of Beijing Universal Studios involves "investing hugely" and "not yet included" and "closed garden". Let people speculate on their investment return space.

As early as the construction of Beijing Universal Studios, the park was delayed due to the epidemic. From 2012 to 2020, the construction of the first phase of the park has been completed for eight years to complete the construction; The day of Universal Studios's real opening of the park was selected on September 20, 2021. Obviously, the large -scale heavy asset investment delays normal operations, which is lost every day for operators.

At present, the most important "tackling battle" of Universal Studios of Beijing lies in the National Day Golden Week this year. It is worth noting whether the popularity of the anniversary will continue to extend after the Golden Week.

From the perspective of the Beijing market, the competition in the future theme park will only become more and more intense. In 2020, Lego theme Park, which was also known as the three major theme parks with Universal Studios and Disney, announced its landing in Fangshan District, Beijing. The cross -border player "Bubble Mate" stated that it will build the first theme park in Chaoyang District, Beijing. In addition to the entry of new players, the "Happy Valley" of the Overseas Chinese Town, which has opened the park in Beijing and Tianjin, and Huaqiang Fangte in Tianjin, all divert the traffic of Universal Studios.

For Beijing Universal Studios, the first anniversary of the opening is just a good thing to meet the epidemic. Under this extreme challenge, it also tests the ability of international theme parks and localization capabilities. Only to really start.

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