Universal Studios Beijing, in addition to the movie IP, what wealth password is hidden?

The recent circle of friends and hot search are almost occupied by Universal Studios Beijing.

That's right. Since 200 1 signed the letter of intent for cooperation, Beijing phantom, known as the king of the year, finally officially opened on September 20.

It has been brewing for 20 years.

Long before it was officially opened to the outside world, the "Universal Studios Beijing Group" on Douban Group had more than 2,000 members, and many posts in the group shared their experiences in playing.

This douban group was even established nearly a year ago.

The world's four major universal studios, coupled with the overwhelming publicity on the Internet, although the play experience in the trial operation stage is not satisfactory, countless netizens are looking forward to it.

At 0: 00 on September 14, the official ticketing channel was opened for sale.

10 second, the sales volume jumped to the top of the scenic spot.

1 minute, all tickets are sold out on the opening day.

In less than half an hour, 6,543,800 tickets were sold out, the hotel rooms were fully booked that day, and the suite products of more than 20,000 yuan were also robbed.

The phrase "one vote is hard to find" is not enough to describe such unprecedented popularity.

With so many theme parks in China, why is Universal Studios so sought after?

The film shines into reality, magic and realistic dance.

Before the construction of Universal Studios, there were four Universal Studios parks in Osaka, Orlando, Singapore, Sentosa and Los Angeles, each of which was popular all over the world.

If nothing goes wrong, Universal Studios Beijing will also become a popular punching point for a long time to come.

Wizarding World of Harry Potter, Transformers Base, Land of Kung Fu Panda, Hollywood, Future Water World, Little Yellow Paradise, Nubra Island, Jurassic World.

Seven theme parks and six movie IPS all appeared in the park.

Compared with Disney, which focuses on fairy tales, Universal Studios caters to friends who love movies.

In the dream, we dream that we are Harry versus Voldemort, or we fall into the thrilling dinosaur world and meet the raptors.

Now, all this has come true.

Like Harry Potter's Wizarding World Park.

The real Hogwarts Castle and Hogsmeade Wizard Village lead us to "cross the movie screen" and experience a dangerous, exciting and interesting adventure.

Hogwarts Castle, Hogsmeade Wizard Village, Ollivander Wand Shop, several classic buildings have been completely reproduced, and even the entrance to Myrtle's crying toilet-the secret room has been restored.

In the shops in the park, waiting for the selected wand, the initial selection ceremony, the script of the biting monster, and the strange butter beer to meet the tourists somewhere in the castle.

Wave the wand, the lights in the window will light up, the magic door will turn slowly, and the fog under the door will gradually spread outward;

Sitting in Hermione's flying chair, you can visit the Quidditch game, enter the forbidden forest and start Harry Potter's forbidden trip. ...

For every fan of Harry Potter, Transformers and Minions, these movie IP's are irresistible.

Universal Studios naturally understands this feeling, and turning movie audiences into paradise audiences is the first step.

Diversified and immersive play experience provides more choices for tourists' play purposes.

Coupled with the stunt of the world's largest Universal Studios theme park, it is hard not to like Universal Studios Beijing.

The "Chinese Style" Ring Shadow of Oriental Elements

Although Beijing Phantom is not the first Universal Studios, it is a great attempt to build a western theme park in an ancient oriental civilization with a history of thousands of years.

In order to better integrate into the culture of China, Universal Studios has created many amusement projects with oriental characteristics, bringing together many China elements.

Kung Fu Panda, born out of Hollywood culture, is the only Chinese park in Universal Studios.

An ancient land like a paradise, a legendary land that combines the beauty of nature and ingenuity, and a legendary adventure full of oriental colors.

Jade Palace, Panda Village, Wisdom Xiantao Tree and beautiful Chinese architecture are quite antique.

Mr. Ping's noodle restaurant, the newcomer must be called "hero", and the mother-in-law panda's private kitchen has many dishes.

Small bridges and flowing water, pavilions, bamboo and piano sounds, and the "Peace Valley" under the night, China's rural life has been grasped.

In the retail stores of Little Yellow Man Paradise, the Minions Zodiac water cups and T-shirts that broke the dimensional wall became the most popular series.

Traditional cultural elements such as poetry are integrated into the landscape water trail design, and the story of the branch of Transformers and Beijing Chaojun is another classic cross-cultural case.

The integration of China elements is undoubtedly the crowning touch of Universal Studios.

Those who get IP win the world.

"When will China have its own universal studios?" Seeing the popularity of Universal Studios, many people have raised such questions.

In the past twenty years, the theme parks in China have developed at an unprecedented speed.

In 20 17, the number of visitors to China theme parks increased by nearly 20%. Since September, 20 18, more than 300 theme parks have been built and built in Chinese mainland in one year.

However, a large quantity does not mean profit, let alone a large market share.

20 16, Wang Jianlin gambled on Wanda City for 23 billion yuan, saying that "Disney will not make a profit for 20 years".

As a result, Disney was built for five years and made a profit in one year. Wanda invested tens of billions and finally failed.

As of September 6, among the top ten most popular Mid-Autumn Festival scenic spots, theme parks occupy half of the country. Shanghai Disneyland and Universal Studios Beijing, which are about to open, are among them.

In April this year, one of the "Death Lists of Characteristic Towns in China" was Wuhan Wanda Cinema Paradise.

The reasons for the failure of this project can be summarized as follows:

"The project lacks the planning concept, the experience environment is poor, and the management of the company does not understand the tourism market.

There is also a lack of core leadership team in management, lack of soul in operation, too monotonous entertainment projects and lack of stimulation;

Derivative products lack brand awareness and innovative design, and their prices are higher than consumers' psychological prices. "

This coincides with Lin Huanjie, the president of China Theme Park Research Institute, on the shortage of domestic theme parks:

"The shortage of domestic theme parks lies in the brand first. Since the advent of Universal Studios, its products have "killed" the global audience, while domestic theme parks have no such popularity.

The second deficiency lies in the output of values. Universal Studios is good at integrating the transmission of values into movies and entertainment projects, which easily resonates with tourists. In this respect, domestic theme parks are relatively weak. "

The first two points correspond to the brand and brand operation, and the last two points are the differences in investment scale and R&D concept.

The breakthrough of rural paradise is inseparable from IP operation, which is actually tacit.

Does Wanda have IP? Yes, but the popularity is not high, and there is no splash in brand operation.

China is not short of good IP. From classic animation to the rise of the country, from the martial arts that have been popular for generations to Xian Xia's works that have gone abroad, IP that can be deeply explored and developed emerge one after another.

But difficult, it is difficult to operate.

On the other hand, Disney, Universal Studios and other international theme parks adopt the mode of "theme park+media network", and a complete IP content development industry chain is the essence of business.

It is not simply copying and piling up IP, but integrating new ideas into the physical scene to realize the re-creation of IP.

It is for this reason that Disney has not only been full of vitality in the past century, but also built high thresholds and barriers for Disneyland.

No story to tell is the same as telling an old story without innovation, and in the end, it can only disappoint tourists to leave.

Although domestic theme parks have been working hard in recent years, "the gap between domestic theme parks and Universal Studios is obvious only from the perspective of industrial perfection and operational maturity."

When will local theme parks seek to break through the cracks?

I can't say for sure.

The only thing I know for sure is that whether I paint a gourd ladle or study it myself,

As long as we actively change and keep up with the demand, local theme parks can always bridge this gap.

References:

265438+20th Century Business Herald: After waiting for 20 years, Beijing, the world's top paradise, began to test! Couples 1 day spend at least 2000 yuan! The roller coaster stood in line for 2 hours, and a massive scene map came.

Lv Wen: With the north-south polarization, the domestic theme park market will change.