At present, the theme park of Qingdao has problems such as outdated facilities and IP projects that have not been updated for a long time. Qingdao local theme parks, which focus on "parent-child travel", also lack influence and competitiveness.
text | Ma Minghui
Edit | Jin Wenfeng
When the residual heat of the tourism boom in Qingdao has not yet dissipated, a news of the change of equity ownership related to Qingdao Theme Park has once again focused on Qingdao theme parks.
On October 18, Hong Kong stock listed company Haichang Ocean Park Holdings Co., Ltd. (hereinafter referred to as "Haichang Ocean Park") issued an announcement stating that its 100% equity in the theme park projects in Wuhan, Chengdu, Tianjin and Qingdao, and 66% equity in the theme park project in Zhengzhou have been transferred, and the transaction target is MBK Partners (hereinafter referred to as "MBKP"), a leading private equity fund in Asia.
As one of the industries that have been most affected by the epidemic, the development of the cultural and tourism industry in the past two years has been ups and downs, and the theme parks have also been severely challenged. Due to the impact of the epidemic, people's production and lifestyles have changed, which has also had an impact on the cultural and tourism industry. Especially when the world-class theme park of Universal Studios, Beijing, settled and opened, it has accelerated the washing of the theme park industry.
As a city with rich tourism resources, Qingdao is also constantly introducing and building theme parks. In addition to the well-known Qingdao Fantasy Kingdom , Qingdao has also introduced projects such as Qingdao Andersen Fairy Tale Park, Sunac Legoland, and Oriental Eden in recent years. Although the introduction of theme parks can stimulate Qingdao to explore new revenue growth points in the "festive economy" and explore new development models of " night economy ", However, compared with other first-tier cities, Qingdao's theme parks still have problems such as outdated facilities and not updated IP projects for a long time, which has opened up the gap between Qingdao theme parks and first-tier cities. Qingdao's local theme parks, which mainly focus on "parent-child travel", also lack influence and competitiveness.
while "selling" and introducing
Qingdao Haichang Polar Ocean Park, which has been operating in Qingdao for 15 years, is a benchmark project for tourism in Shandong Province carefully created by Qingdao, and is also one of the highlights used by Qingdao's cultural tourism to attract tourists.
It is reported that during this year's National Day Golden Week, Qingdao Haichang Polar Ocean Park received 69,200 tourists, an increase of 8.06% year-on-year, and operating income was 13.0046 million yuan, a decrease of 1.79% year-on-year.
Qingdao Haichang Polar Ocean Park revenue declines, which is just a microcosm and current situation of many theme parks under Haichang Ocean Park. It is reported that since the outbreak of the new crown epidemic in 2020, Haichang Ocean Park has been suffering from high debts and continuous increase in losses. The sale of the theme park in Haichang Ocean Park this time can not only be used to repay part of the debt, reduce the overall debt ratio, and maintain the operation of the remaining business, but also turn Haichang Ocean Park from the original theme park developer to the manager of the theme park.
However, Qingdao Haichang Polar Ocean Park has changed ownership, which is a good opportunity for Qingdao. Although MBKP has entered the market for Chinese theme parks, Qingdao can still continue the operation model of Haichang Ocean Park and maintain its operating level. At the same time, Qingdao can also obtain more international capital and resources. Although the introduction of
theme parks will cost a lot of money, it has played a huge role in Qingdao's economic driving force. At present, the operating models of some theme parks in China mainly adopt "IP + comprehensive business". Theme Park can not only enrich the IP image, but also allow the theme park to gain traffic attention. Qingdao Fantasy Kingdom uses the protagonist IP image in "Bears" as the theme, and uses the "Bears" IP to the theme fireworks show. In addition, theme parks such as Fantawild and Chimelong also make full use of the festive characteristics of Halloween and Valentine's Day, design and integrate Chinese elements to create a series of activities to explore new revenue growth points in the "festive economy". Through lighting design and night performance activities such as light show, water show, firework show, etc., the theme park breaks through time restrictions and explores the development model of "night economy".
In order to attract more tourists, Qingdao has introduced a large number of theme park projects. landed Pingdu and has already started business in Qingdao Andersen Fairy Tale Paradise. It is the first Andersen fairy tale fully immersive theme park in the north built around Andersen's fairy tale classic literary works as the core content. also incorporates the classic IP images of the Thumb Girl and the Ugly Duckling in Andersen's fairy tale, and combines advanced technology to launch interactive experiences and performances. Sunac LEGO Park, a subsidiary of Sunac , also successfully signed a contract with Jimo this year. The park will build the theme core areas such as the Lego factory, the building block world, and the Lego Castle to create a world of building blocks. It is an excellent place for LEGO enthusiasts.
will be completed by the end of 2022, with "water" as the theme, and integrated into Qingdao's urban characteristics, with a creative and beautiful natural plant landscape. Interactive experience that combines education and entertainment, close to all kinds of scenes in nature, and has the "water power" to perceive life. After completion, it will attract tourists from all over the country to come here for leisure and sightseeing and exploration. forms a new model of exploring "cultural tourism + ecological tourism", which will also bring vitality and vitality to Qingdao High-tech Zone.
Fiery and Assimilation
Qingdao Fantasy Kingdom, Sunac Water World, Qingdao Wildlife Forest Park, Qingdao Oriental Film City Sunac Paradise and other theme parks are currently operating in Qingdao for many years and have developed and matured. For foreign tourists, these theme parks are attractive enough. But for local tourists, Qingdao's theme parks remain unchanged for many years, which will reduce their attractiveness to them.
"Qingdao's theme park currently has problems such as outdated facilities and theme IP amusement projects that have not been updated for a long time." Ms. Zhou, the tour guide, said, "These problems will not only reduce the attractiveness of local tourists, but also may bring them a bad experience for foreign tourists. This is also the reason why people have always believed that Qingdao's theme parks are not as good as first-tier cities." Although the theme parks introduced by Qingdao are somewhat unsatisfactory, Qingdao's local theme parks with "parent-child travel" are constantly emerging.
In recent years, family parent-child travel has become a new trend in the tourism market. Data released by China Research Network shows that according to forecasts, the parent-child travel market will reach 97.2 billion yuan in 2021.
Ctrip data shows that the average number of peers in summer parent-child travel in 2021 reached 3.4, among which parents born in the 1980s and children born in the 1910s are the main force of parent-child travel, accounting for more than 60% of parent-child travelers; among the "1 big and 1 small" parent-child travel group, the proportion of mothers taking their children to travel exceeds 50%. In addition, the parent-child travel group with strong desire to travel is not to be outdone in terms of spending money. The total booking amount of summer parent-child travel orders increased by 463% compared with the same period in 2020, and the average spending amount increased by 84% compared with the same period in 2020.
Due to the impact of the epidemic, cross-provincial travel is restricted. During the National Day in 2021, due to the effective epidemic prevention and control measures, the impact of the epidemic has gradually weakened. However, due to factors such as the school requiring cross-provincial travel to to test , travel within the province is still the main focus. Therefore, local parent-child parks with close distances, affordable prices and many entertainment projects have become the first choice for many parents to "walk their children". "The main tourist subjects of parent-child parks are different from theme parks." Wang Shan, the owner of Qingdao Four Seasons Happy Farm, said, "Most of the people who choose to visit the parent-child park are parent-child families in local Qingdao or surrounding cities.Moreover, nowadays, family travelers will be accompanied by elderly people, so it is not appropriate to travel far. "
Que Aifeng, general manager of Qingdao Tongsheng International Travel Agency, said that during the National Day, scenic spots such as Cuilin Yunzhuang in , Yangwoogou Flower Sea Wetland, and Laoshan Academy in Laoshan District, Laoshan Academy in , Laoshan District, and Qingdao's local parent-child paradise is mainly based on agricultural product picking, science popularization and ecological parks, which can be used to educate and entertain. Therefore, in this year's tourism market, family one-day or two-day tours are very popular Welcome.
For most parents, there is an indispensable reason to choose to "walk their children" in parent-child parks. Ms. Lin, who often takes her children to parent-child parks to play, said that most of the facilities in parent-child parks are now mainly "electric-free". electric-free amusement facilities can reduce the age and height restrictions of children, reduce the harm to children, and allow children to play as much as possible. "The most important thing is that children can play freely, and they don't need to pay more for other projects like other theme parks. "
" However, Qingdao's parent-child paradise has not yet formed a brand and a complete system. "Talking about the current situation of the development of Qingdao parent-child parks, Wang Shan also said that "Although most parent-child parks still have their own characteristics, some amusement facilities are basically the same. The assimilation of parent-child parks will not only weaken the competitiveness of Qingdao's local parent-child parks, but also be not conducive to the external promotion of Qingdao's cultural and tourism brands. ”
Content source: Finance Qilu WeChat official account "Finance" magazine client regional channel
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