August 31，The first offline salon of Huayi Brothers Research Institute’s Enjoyment Center was successfully held at Huayi Brothers Film Center。The theme of this event is "Some trends you must know about domestic and foreign live-action entertainment"，General Manager of Lingyi Consulting、Zou Yi, Dean of the School of Architecture and Small Town Business with Chinese Characteristics, changes in the tourism market、In-depth analysis of the development of domestic and foreign live entertainment from the creation of live entertainment projects to the business model of the live entertainment industry，And interacted with the audience。

This article has organized the content of the speech.

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China’s tourism market in the past 15 years，Experienced 5.Rapid development of about 4 trillion yuan，And achieved three rapid industrial upgrades，From sightseeing tour、Leisure travel to vacation travel，The demand for Chinese tourist destinations has seen rapid growth，Consumer at the same time destination level、Consumption levels also have higher requirements。But at the same time，The development of most tourist destinations in China cannot keep up with changes in consumer demand，This promotes a gap in the market for supply-side reform。

From traditional sightseeing tour to resort town，Travel to the museum、Religious Tourism、Circus、Theme parks, etc.，There are roughly 23 different types of tourism products in the 188bet app download Chinese tourism market。Among them，Theme parks are an important product category in China’s tourism industry。Theme parks have large investments、Lots of tourists、Strong scene experience、Characteristics such as great cultural influence，Shiji Technology、A dream-making space integrating culture and entertainment，Represents the fashion trend of world-class consumption；Theme parks are also changing rapidly、Iterated popular products，Iteration and changes will be made every 3-5 years during the construction and operation process。

The development of international theme parks has a history of more than a hundred years，Azaleas from the Greco-Roman era，Go to the Dutch theme park, which has 120 miniature places of interest in the Netherlands，The birth of Disneyland in the United States，Marks that the world’s theme parks have truly entered modernization。

The development of China’s theme parks has also experienced several very important nodes。Starting in the 1980s，Urban paradises have appeared in various cities in China，The main representatives are large equipment amusement parks such as Zhongshan Changjiang Amusement Park；Entering the 1990s，Shenzhen’s “Splendid China” is known for its “low investment、Big profits、Fast returns” drives the “Splendid China Phenomenon”，Promote Chinese theme parks into the era of cultural landscape theme parks；To around 2011，China’s theme parks have entered an era of IP technology，Introducing domestic IP to create an experiential closed scene，Turn IP into scenarios and experiences，The representative work of this period is Fante Happy World；In recent years，It is a form of combining Chinese local movies with tourism，For example, Huayi Brothers’ Movie World is a representative of this type of product。Culture and tourism merged，It indicates that China’s online industry will develop better offline。

After decades of development，The competitive landscape of China’s theme parks has now formed six major sectors。The first category is based on Disney、Universal Studios、The international foreign investment army represented by Merlin Group；The second category is the two powerful armies 188bet online sports betting of OCT and Chimelong Group；The third category is economically prosperous、The culturally rich area of ​​Jiangsu and Zhejiang，The cultural performing arts corps represented by Songcheng Performing Arts；The fourth category is from the northern seaport city，Haichang Ocean Park and Dalian Shengdia Ocean Park, which specialize in marine entertainment themes；The fifth category is deep cultivation in the mainland，Huaqiang Fantawild, who is good at tourism technology；The sixth category is Huayi Brothers、Light Media、Represented by film and television companies such as Bona Pictures and Lechuang Entertainment，A real-life project from the film industry to offline。

IP-based、Cultural as the core，The creation of live-action projects is similar to modern film production

Among the top 25 theme parks in the world in 2017，Real-life entertainment theme parks occupy the absolute leading position。Disneyland and Universal Studios rely on their strong IP innovation capabilities，Complete global sales channels，And unique competitiveness in the design of amusement products，Always occupy a situation where the two heroes dominate。The products of these two top theme parks in the world，They are all modes closely related to IP。

Take Shanghai Disneyland as an example，Its seven theme areas include different types of IP themes，For example, Mickey Street、Adventure Island, Gardens of Imagination, and more。And the scene of the parade inside Disney、The images are also Disney’s different classic IPs that have been iterated over a hundred years，It can be said that the entire theme park is driven by IP。Universal Studios too，Combining urban culture with movie story scenes，The project is implemented through several major theme areas such as the Wizarding World of Harry Potter。In other words，Not every movie can be used as an offline theme park scene，Only big scenes、Only videos with high-concept elements are suitable for offline scenes。

The creative process of live-action entertainment projects is similar to the modern film production process，Generally，The development of a tourist destination will be divided into four links: cultural planning、Space Planning、Business planning and 188bet Online Sports Betting and Casino detonation project design。This is the same as making a story script during the filming process、Plot clue design、Content shooting and special effects production are corresponding。For comparison，Tourist destinations in the modern sense are not natural landscapes，It is a process of re-creating natural landscapes and certain scenes。Can be understood as，Movies are the art of time，And live entertainment is the art of time and space，It also has a main line、Ups and downs、Have a climax、Design offline experience space with an ending。

Among them，Cultural planning is a very important component of every tourism complex project，It can provide a systematic cultural structure for the overall design planning of the project，Detailed control plan for the next step of the project，Provide systematic cultural content，Can provide systematic cultural projects for architectural detailed planning，is a resident、Cultural lifestyle guide for travelers and tourists。So，Cultural planning is the very important core and benchmark for creating theme parks。

From the perspective of the entire market，Real-life entertainment projects include theme parks、Various forms such as theme blocks and individual entertainment stores。But they are all based on IP，Create the spatial atmosphere of the entire project with culture as the core。

Learn from international practices，How feasible is the live entertainment business model?

From an international perspective，Entertainment company doing cultural tourism projects，It produces spatial impact through online and offline linkage，Let online fantasies become offline experiences，Create an industrial chain structure from online to offline。This business model，Can be clarified from Disney’s investment model。

Generally speaking，Theme park investment is divided into self-construction investment、Three modes of joint venture investment and licensing operation。Judging from the layout of Disneyland，The licensing business model adopted by Tokyo Disney，The entire project is invested by Japan，Disney licenses the group’s relevant intellectual property rights to the joint venture company OLC for the project，The daily operations of the park are handled by OLC。188bet app download Under the licensing transaction structure，Disney cannot directly participate in the operation and management of the project，Instead, Disney manages its brand by establishing WaltDisney Attractions Japanese in Japan、Coordinate and urge OLC to implement Disney standards，Ensure the project is progressing on the right track。Therefore，In this mode，The Disney Company has a certain percentage of license fee income every year，Linked to the total project turnover，Instead of being linked to operating profits。And this income ratio is roughly around 7%。

Disney Paris、Hong Kong Disneyland、Shanghai Disney adopts a joint venture model。This model is a joint venture between Disney and the local owner company，The owner company entrusts the management company to carry out the daily operation of the project。Overall，Disney’s overseas park projects all take the form of direct equity participation，This has become Disney’s main means of overseas expansion。From the perspective of the benefits generated by the paradise，Take Shanghai Disney as an example，This project has revitalized the development of the area，It will also drive the upgrade of service facilities around Shanghai Pudong Disney and the construction of related supporting facilities，Overall, it is a win-win strategy。

Overall，A modern cultural tourism project，From an investment perspective, there are several necessary features。First of all, we must have cultural feelings，To create demand；Second, we need to use technology and technology to show culture；The third requirement is the ability to understand the market，Need to know the spending power and preferences of different markets；The fourth need is to build a reasonable business model，Effectively construct and organize online content and offline resources through business models；The fifth is high-level execution and control，Manage people well、It is very important to run the project well；Finally, the ability to connect with financial capital。

With further development of the market，Consumers’ increasing demand for tourism consumption，The cultural tourism market will usher in greater room for development。At the same time, we only focus on cultural creativity，Continuously innovate product experience，In order to achieve the sustainable development of cultural tourism projects，Promote the continuous advancement of the cultural tourism market。

*Source of this article：WeChat public platform"Huayi Brothers Research Institute”，(ID:HBresearch)，Author: Zou Yi，Original title: "The first issue of Huayi Brothers Research Institute’s Enjoyment Exchange》.