I often hear people say that they want to make the project a Disney version of the catering industry，Chinese version of Disney and other opinions，Actually, people who say this don’t understand Disney，I don’t know my position either。Disney is not a single theme park，is the content、The ecosystem of technology plus entertainment terminals。Of course not all cultural tourism projects are suitable for theme parks，Especially theme parks supported by real estate，But we can still find value points that can be referenced from the business logic of theme parks。

Recently, the state has tightened its control over real estate，I once said that almost all cultural tourism projects and enterprises linked to real estate will face huge policy regulation risks。The real 188bet app test of future cultural tourism projects is not large-scale investment and construction，But operational capabilities，It can be said that the era of large-scale cultural and tourism operations has finally arrived，It is getting more and more difficult to obtain traffic、In an increasingly expensive era，Homogeneous products and business formats are destined to be unsustainable，The theme business format is worth your reference。

Let’s briefly review the development trajectory of China’s theme parks，The total number of theme park visitors in China has now exceeded 1.900 million visitors。If there is no impact of the epidemic，By 2020，Visitors reached 2.300 million。Based on 2017 population of 1.4 billion，The per capita number of visits to China’s theme parks is 0.13，Originally expected to increase to 0 in 2020.16。Per capita visits to U.S. theme parks in 2017 reached 0.65 ，4 times China’s 2020 level，In fact, in comparison，China’s theme park industry still has room for continued growth。 

Among the existing theme parks in China，No obvious 188bet Online Sports Betting and Casino theme parks account for 53%，Composed of parks that focus on equipment riding facilities。There are obvious theme parks accounting for 47%。Design、Building and operating a park with a specific theme is more challenging than one without a theme。International experience display，The overall performance of parks with obvious themes is better than parks without obvious themes。 

In existing projects with obvious themes，Fantasy cartoons and historical and cultural categories account for the highest proportion，16% and 13% respectively。

Four factors will bring about several changes closely related to the theme entertainment industry:

The era of China’s consumption upgrade is coming

After solving the basic survival problems，Spiritual entertainment has become the main demand，Demand brings opportunities to create benefits，Capital naturally hears the sound and comes。More capital，The price of IP naturally increases。

The increasingly fierce battle for traffic

Traffic entrances are becoming increasingly scarce，IP serves as a strong entrance to link and influence fans，The value is getting bigger and bigger。The acquisition 188bet online sports betting of well-known IP is a general trend。

More high-quality content is released

Compared to before, a lot of good content has been ignored、Limitations such as being suppressed，The Internet provides a good platform for distribution、Creation、Maintenance and monetization。

Pay more and more attention to intellectual copyright

From company to individual user，Everyone has started to get into the habit of paying and paying for content。

The theme business is inseparable from the theme，The theme setting requires IP support，IP has rich character images and story backgrounds，Can give the brand some connotation。When IP elements are no longer gimmicks，Become a participant and actor in the brand story，When the emotional bond between the user and the brand is successfully connected，IP characters can interact with brand images，Generate new story，And generate the emotional premium of the brand in the story，For example, Disney、Universal Studios、Warner、Mattel、Hasbro、Lego and other IP。

The creation of IP is long-term and complex，Foreign markets represented by Europe and the United States，“Super IP”It has passed the 188bet Online Sports Betting and Casino test of time and the market and survived，An asset that can continue to radiate to other fields to maximize the value of IP。For example, Disney’s Mickey Mouse or Marvel’s comic series，They are all very successful cases。Except for movies based on them，They can appear in playgrounds，Clothing，Catering，Even on cosmetics。Disney and Marvel can gain long-term and steady profits through character licensing cooperation，The profits from its derivatives even far exceed that of the movie itself。

The era of large-scale cultural and tourism operations is coming，Theme business formats should be paid attention to，If we take a serious look at the leading cultural and tourism groups in the past ten years，Except large theme parks that truly form a closed-loop business，Like Disney、Universal Studios、Huaqiang Fantawild、Chimelong、Song Cheng, etc.，Study carefully，We will find that Wuzhen is covered with Jiangnan water town culture“Topic”Ancient Town，Nianhuawan is a town with the theme of Buddhist culture and meditation，And FEC in the emerging cultural tourism industry、Immersive entertainment，188bet online sports betting Scripts with various themes are all themed，Even the accommodation industry has begun to subdivide e-sports hotels、Movies, hotels, etc.，But it is worth noting that the theme business format and positioning are not the same as theme parks，Can’t use the theme park formula，But the theme business is no longer an embellishment，But it became the core positioning，In-depth operations around this positioning will also become the core proposition of cultural tourism in the next stage。

The source of this article is courtesy，Original article，Author: Culture and Tourism Editor。Without the author’s consent，Illegal reprinting will be punished by law。