As one of the largest theme parks in the world，The appeal of Disneyland is unquestionable，But some of its management and regulations are really incredible。What kind of existence is Disney，Let us love and hate it？From Disney’s success，What inspiration can we get？

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Fantastic Disneyland，It should have been a fantastic experience。Can be the closest，Because tourists are prohibited from bringing food into the park and must check their bags，Shanghai Disneyland was sued by a law student。Official media even asked Shanghai Disney: Who gave the rights to "double standards" and "repurchase"？Start a heated discussion on social media。Actually，Most people have expressed "resentment" towards Disney's "double standards"，But the vast majority of people follow the principle of "minimizing big issues、The attitude of making it a trivial matter，Often express acquiescence and acceptance of these behaviors in Disneyland，This attitude gives Disneyland the courage to "arbitrarily" formulate its management regulations。

Looking at Disney’s six major parks around the world，Disney parks in Europe and the United States do not have regulations prohibiting food，Only Tokyo Disneyland and Shanghai Disneyland in Japan do not allow bringing in food。When Shanghai Disneyland opened, there were no strict regulations on bringing your own food，Only from November 15, 2017，Newly added "The following items are not allowed to be brought into the park: food；Alcoholic beverages；Non-alcoholic beverages exceeding 600 ml..." regulations。Such an obvious “double standard” behavior and regulations，188bet online sports betting People can’t help but ask: Why can we bring food to Europe and the United States，Not allowed in Asia？

Disneyland France，Although it is not clearly stated，But tourists are not prohibited from bringing their own food。

Meanwhile，Although Asian Disney parks do not allow bringing in food，But the price of meals in Tokyo Disneyland is not much different from that outside the park，The price of food and beverages in Shanghai Disneyland is much higher than the market average price。According to the "New Upgrade of Tourism Consumption" report，The average food expenditure of Shanghai Disneyland visitors is 490 yuan，By 2019，According to 3 years since opening、Data calculation of 30 million tourists，This period，Shanghai Disneyland’s food and beverage revenue is as high as 14.7 billion yuan。Such a high income，Are you too greedy for the Chinese market?？Such regulations，Is it considered an overlord clause?？What’s more serious is，Shanghai Disneyland prevents tourists from bringing food into the park，Blatantly conduct so-called "searches" on tourists' bags，Severe violation of consumers’ personal dignity and privacy，The harm cannot be underestimated。To know，"Search" can only be carried out by judicial organs in accordance with legal procedures，Disney security personnel and other personnel do not have this power。Even at the airport，Strict security inspection authorized by the Civil Aviation Law, Anti-Terrorism Law, etc.，Security inspectors cannot take the initiative to search passengers’ bags。

Picture source: Screenshot of CCTV.com

Shanghai Disneyland still has ticket refund issues during the typhoon、The issue of children’s ticket discounts and other issues are frequently complained by tourists and even sued。Shanghai Disneyland is the only Disneyland that charges admission fees based on height standards，The other five amusement parks in the world use children’s age as the basis for formulating preferential ticket policies，This typical "double standard" model，This kind of Disneyland，No matter how many fairy tales there are，It will also make the love of tourists greatly reduced in the face of reality。

Why does everyone love Disney?

Think away the issue of “double standards” management，Disney’s success in building a business empire cannot be ignored。After a century of development，Disney has accumulated quite mature experience in the creation of IP，Created many classic images，Like Mickey Mouse、Donald Duck, etc.，Growing up with each generation。These IPs provide Disney with a steady stream of profits。Except original and traditional development，Continuously expanding the IP library through acquisitions has also become Disney’s strategic means to build a complete IP world。so far，The Disney Company has acquired Pixar Pictures、Marvel Comics、Lucasfilm and other companies with internationally renowned IP，Cartoon worlds owned by these companies、Interstellar World、Superheroes, etc. have become an important part of Disney's overall development。

Also，The establishment of Disneyland brings each IP offline，Attract people’s attention and participation by creating vivid and interesting fairy tale scenes。"As long as the whole world still has illusions，Disneyland will last forever”，This quote from Disney founder Walt Disney reveals the root of Disney’s success。There is a fairy tale in each of us，No matter how time changes，The castle in my heart will never fade away。Disneyland is not just a paradise for children，Everyone will find spiritual sustenance and comfort here，Find the beautiful sustenance in your heart，Be able to return to the "original beauty" in paradise。The tall castle is the symbol of Disneyland，The gorgeous fireworks are Disney’s most unforgettable memory。Coming to Disneyland，People can have fun，Laugh as much as you want，Because everyone who comes here is a prince and princess in a fairy tale，They are all children。driven by strong emotions，People’s love for Disney，Become an inexhaustible driving force for the creation of Disney mythology。

Discussing IP development: What lessons can Disney give to "Nezha"？

No matter our love for Disney fairy tale IP，Still “hate” its “double standards” 188bet app behavior，Calm down，We still cannot deny the greatness of this company，There are so many things worth learning and learning from。In Disney’s latest third quarter financial report，Commodity licensing and retail business revenue of derivatives reached 9.US$9.3 billion，9 compared to the same period last year.US$1.8 billion, up 8%。Because "Avengers 4" and "Toy Story 4" are both popular movies this year，So the two big IPs, Avengers and Toy Story, contribute most of the revenue。

From the perspective of IP development，Disney has its own logic。Normally，Disney is creating a movie script，will start to consider future derivatives development，And began to select licensees for cooperation one year before the movie was released。At the same time，Disney’s movie derivatives will match the rhythm of movie announcements。For example, this year the first batch of officially authorized derivatives of "Toy Story 4" were released 2 months ahead of the movie's release。Preparation in advance is to maximize the value of these products，It allows movie fans to watch movies at the peak of their enthusiasm，Enjoy “impulsive spending”。Because Disney knows how to do marketing，Able to actively capture consumers’ consumption psychology。Although the market life of a movie is limited，But the IP behind the movie can have unlimited vitality。

Disney’s most recent animated princess movie was 2013’s “Frozen”，There is no second part until now，But the IP "Frozen" is becoming more and more popular in the market。Disney continues to develop new content using the "Frozen" IP，Game、Drama、Musical、Fan Festival and a series of derivative content，While making profits for the Disney Company，It can also feed IP to maintain market popularity。

Also a popular movie，This summer's domestic animated film "Nezha: The Devil Boy Comes into the World" is based on "Nezha", a traditional cultural IP，With the subversive recreation of the character、Rich plot arrangements、Excellent special effects design and mature film packaging，It became the biggest surprise in the movie market this summer，Breaking 188bet app download a series of records，Even created "almost zero negative reviews、The grand occasion of "Tap water for all"。As of August 20, 2019，The box office of "Nezha: The Devil Boy Comes into the World" has exceeded 4.1 billion yuan，The number of movie viewers in mainland China exceeded 100 million，It is the highest-grossing non-Hollywood animated film in the world。

Without a doubt，"Nezha: The Devil Boy Comes into the World" has become the most popular work and topic this summer。But just now when "Nezha: The Devil Boy Comes into the World" is so popular，We have seen the other side - the serious "lag" of genuine derivatives，The serious proliferation of pirated goods。On the day the movie is released，The official Weibo of "Nezha: The Devil Boy Comes to the World" issued a statement on "Cracking down on pirated peripherals"。In comparison，Disney will develop and sell derivative products through the sale of copyrights before the movie is released，Often after the movie is released，Pirated peripherals have no market and competitiveness。

This statement is due to the fact that there are too many unauthorized pirated "Nezha" T-shirts on the Internet、Mobile phone case、Hoodie、Pillow、Pendant for sale，The proliferation of pirated goods，Of course there is a consumption concept、E-commerce platform supervision and issues with pirated merchants，But behind this phenomenon，It is the imbalance of supply and demand in the market and the asymmetry of information。Actually，The domestic film peripheral derivatives market has a group of mature consumers，They are willing to pay for high-quality goods。But even blockbuster works like "Nezha: The Devil Boy Comes to the World" still face the dilemma of consumers wanting to buy but having nowhere to buy。

On the one hand，The domestic film derivatives industry chain is incomplete and incomplete，The entire film industry chain has not yet been fully formed；On the other hand，It is difficult for content producers of domestic films to ensure that “everyone is praised and sold”，Before the movie gained market recognition，It is difficult to invest a lot of money to consider the development of movie derivatives。This seems to be an irreversible contradiction。Maybe domestic movies can reach the height and scale of Disney，This problem may be solved。So，Facing Disney，We don’t want to worship blindly、Obsessed，Don’t blindly criticize or deny。Calm down，Work hard to discover our local traditional IP，The existence of gaps in understanding，Learn with an open mind，Think carefully。

*thisSource: WeiboXin public account " What you say is good" (ID: yzyf2014)，Author: Wang Jingzhou, original title: "When it comes to Disney, do you love or hate it?》.