The "horse racing enclosure" style construction of domestic theme parks，Now in full swing。

Early this month，The Danish Lego Group announced that its second Legoland in mainland China will be located in Jinshan District, Shanghai。After completion，Shanghai will present “Disney in the East，The theme park layout of "Lego in the West"，Covered on both sides，Aiming at the wallets of surrounding citizens。

Since the first "Splendid China" theme park was built in Shenzhen in 1989，The development of theme parks in my country has gone through 30 years。According to new travel industry estimates，The total investment in theme parks in my country will exceed 450 billion yuan in 2019。

Meanwhile，More and more theme parks are being developed and upgraded into national-level scenic spots。Only as of the end of 2013，my country’s theme parks and semi-theme parks already account for more than one-third of the national 5A-level scenic spots。

One side is the head theme park has been promoted to the throne of world-class tourist attractions，The other side is that a large number of poorly managed theme parks are facing abandonment、The fate of elimination。

1995，Guangzhou “World View” opens，The park claims to have gathered architectural sculptures from more than 100 countries at a 1:1 scale、Garden Art，Attracting countless tourists，In its heyday, ticket sales alone generated 20 to 30 million yuan a month。

But due to poor management，Just introduce foreign equipment，Not learning from the other party’s advanced management experience，The world view quickly fell into a low ebb after its peak period，Announced indefinite suspension of business in 2009。

This once glorious theme park，Outsiders are no longer allowed to enter，See on satellite image，Only large areas of vegetation and a few abandoned buildings remain。

Do Chinese people really need so many theme parks？In today’s so many 5A-level theme parks，How many are truly worthy of the name？How many people will repeat the mistakes of the "World View"？

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In episode 9 of the 2003 light comedy "Pink Lady"，The Pink Lady and her group came to Japan，Having a fun and integrated 188bet Online Sports Betting and Casino day at the Disney theme park，The "manly woman" who is responsible for the inspection mission is unhappy，Like a deflated ball。

She “doesn’t know the heights of the sky” in China with just a few computer drawings，Want to show off in the theme park industry，Wait until you feel the vitality of Japanese Disney in person，I realized that I have always been a frog in the well，Sentiment: “We are really far apart”。

It has been built now. /"Pink Lady"

That era，It is indeed unrealistic to build a Disney theme park with an investment of hundreds of millions of yuan in mainland China，However, 13 years later，After Shanghai Disney whetted the appetite of Chinese people for several years，Finally officially opened for business in June 2016。

This building covers an area of ​​5800 acres，Disneyland with a total investment of 24.5 billion yuan，In less than a year，Welcomes its 10 millionth visitor，And let Shanghai defeat Beijing in 2018，Becoming the most popular domestic travel destination for tourists。

See Disney’s success in China，More and more international theme park operators are also greedy for China’s cake。

The Walt Disney Company plans to build a “seventh theme park” in China；Beijing Universal Studios project plans to convert the original 32.USD 600 million investment grew to US$6.5 billion，And opening in spring 2021；

Lotte Park, South Korea、Internationally renowned theme parks such as Japan’s Hello Kitty are also gearing up，Finding the right time，Enter the Chinese market at any time。

International operators are eyeing it，Domestic local theme park companies are naturally not to be outdone。

OCT、Old companies such as Huaqiang Fantawild are still “racing for territory” in the domestic territory，Wanda、Many real estate companies and media companies such as Huayi have also begun to get involved，my country’s theme park market has begun to enter the era of great chaos。

OCT is building a Splendid China、After a series of theme park brands such as Happy Valley，Actively deploy in more than 50 cities across the country，Achieved a 15% growth rate in admissions last year；Huaqiang Fantawild is also actively going abroad，Investment、Designed Iran、Theme parks in Ukraine and other countries...

On the one hand, theme parks are being built one after another，Become a symbol of city pride；On the other hand，Theme parks continue to be unable to make ends meet，Reluctantly closed down，“Loss upon opening” has become a reality that many operators have to face。

Among the theme parks that have emerged in the past decade，About 80% of those have gone bankrupt，Calculable losses amount to 300 billion yuan。These theme parks after a brief period of excitement，After bankruptcy, 188bet online sports betting we can only face desolation、The fate of the auction。

A theme park without a theme deserves to go bankrupt

Early this year，Xiao Wang, a third-year student at East China University of Political Science and Law, "rummaged through the bag and checked" at Shanghai Disneyland、The reason for compulsory entry and consumption is illegal，Take it to court，Caused a discussion and controversy on the Internet。

September，Shanghai Disney releases new admission rules，Make it clear that tourists can bring food into the park，X-ray machines and other equipment will be used to assist the inspection。But according to a reporter’s recent visit and investigation，Discovered that Shanghai Disney still conducts "bag searches" on tourists。

Caught in public opinion，No Disney leaves on my body。/@Sina News

Let Shanghai Disney ignore the huge pressure of public opinion，Still going my own way，It is its strong entertainment confidence and competitive pressure in the industry。Facing Ocean Park、Ice and snow worlds are opening in Shanghai，Legoland has announced its arrival in Shanghai，You can imagine the operating pressure of Shanghai Disney。

Disney, which has a strong IP, also has such confidence in entertainment，Be able to take advantage of the market competition of theme parks。

Mickey Mouse、Donald Duck’s influence endures for decades；Every character in the Marvel Universe is a leader；

while waving his sleeves，Princesses Elsa and Anna singing "Let it go" can capture the hearts of countless little girls again...

Different from the mature IP industry abroad，China’s theme park，Still stuck in blind imitation、Rough manufacturing stage。

Initial stage of reform and opening up，The domestic entertainment industry is relatively lacking，A large number of man-made miniature parks have been built in various places following the trend。

Just hang out for a while at the theme park in the local small county，You can see the splendor of the Eiffel Tower and the elegance of the Statue of Liberty at the same time，“No need to travel far around the world，You can enjoy the beautiful scenery of the world”。

Estimated，In its heyday，There are more than 4,000 man-made miniature landscapes in cities across China。"In every park in the world，There are countless children who dream of traveling around the world。”

The statue at the entrance to Window of the World，From left to right are Venus、Statue of David、Indian Snow Mountain Goddess Statue、Statue of the Heavenly King of Tang Dynasty in China、The statue of Queen Nefertari of Egypt and the statue of King Ashurnasirpa II of Assyria。/wiki

90s，The initial prosperity of the domestic film and television drama industry has led to a wave of construction of film and television 188bet online sports betting parks，According to statistics，At that time, there were more than 50 "Journey to the West Palaces" themed on the TV series "Journey to the West" across the country。

These theme parks，All because of inaccurate market positioning、Poor management，Eventually became a spring outing destination for primary school students and a popular spot for wedding photos，The Journey to the West Palace with the theme of romantic myth has even been turned into a haunted house with Pansi Cave as the main promotion point。

The current theme park has transformed from a pure sightseeing + equipment amusement type to a powerful IP attractive type，But theme parks with strong local IP and long-term industrial planning are still very few in my country。

Take Huaqiang Fantawild, whose profit model is closest to Disney’s, as an example，Huaqiang Fantawild’s net profit in 2018 was 7.8.7 billion yuan，5 of them.800 million yuan from Fantawild Film，The cumulative box office of "Bear Bears" reaches 2.7 billion yuan，Related content products and services only accounted for 17% of Huaqiang Fantawild’s total revenue in 2018，It is difficult to support its entire cultural industry。

Although "Bear Bears" has become one of the few IPs in the domestic industry，However, Huaqiang Fantawild's current influence in film and television IP is limited to "The Bear"。

No strong film and television IP，Relevant derivative products in the park cannot be used for secondary consumption，Most theme parks can only return to the profit model of focusing on "equipment amusement"。

"The tallest and fastest roller coaster in the world" and "China's first double-track roller coaster"...such marketing gimmicks seem very pale in front of tourists who have seen the world。

These theme parks that failed to create strong film and television IP，Can only make a living by "selling tickets"，The ticket price of three to four hundred yuan reduces tourists’ desire to spend in the park and to revisit the park。

The per capita consumption of China’s theme parks is not high，Only 30-100 yuan，This is in Disneyland，Only equivalent to the price of a Mickey Mouse ice cream。

According to a data report from market research company Mintel，Most Chinese tourists prefer day trips to theme parks，Only about one-third of tourists bought multi-day tickets and booked theme hotels matching the park。

It is very common for film and television works and parks to share IPs，But this "Fragment of Treasures on a Dangerous Journey" was filmed in Chimelong，Unfortunately, he became Douban 2 that even Ge You couldn’t save.8 distraction films。

National Day holiday this year，Guangzhou Chimelong Happy World Amusement Park is extremely popular，However, many tourists complained about the poor gaming experience:

Pirate 188bet Online Sports Betting and Casino rafting queue for 4 hours，Only played for 40 seconds。1 hour queue for roller coaster，Only played for 1 minute。The tourists haven’t started screaming yet，The game is over。

High admission fee、Long queues and overcrowding are the most important factors deterring visitors from entering theme parks。Rough landscape design、The confusing plot arrangement has become the primary reason why tourists will not come again。

Do we really not need theme parks?

It’s not that Chinese people don’t like visiting theme parks，According to the "2019 China Scenic Area Tourism Consumption Research Report"，In 2019, Chinese tourists’ love for theme parks was second only to natural landscapes and ethnic customs areas。

For an ordinary citizen，The theme park is our rest、A good place for entertainment and consumption；For a city，Theme parks are a boost to investment and rapid urbanization in peripheral areas。

Estimated，Every dollar spent by tourists at the theme park，It will drive the local GDP of six yuan，The return on investment of a successfully operated theme park is even greater than that of a mountainous scenic spot，In a city that lacks mountain resources and has a slightly inferior cultural heritage，The construction of theme parks is particularly important。

There is a real estate company behind many theme parks，For example, Happy Valley、The common boss of Window of the World, Overseas Chinese Town。

Because of the huge economic benefits and social influence of theme parks，In recent years, many governments have been keen to invest in theme parks，Some real estate developers also use theme parks as a guise，Enter the land at a low price，While defrauding the government’s tax incentives，Build residential and commercial areas around the theme park，The “theme park” itself has become a giveaway。

As a pioneer in cultural tourism projects，Wanda Chairman Wang Jianlin has said this in public many times，Wanda’s land cost for cultural tourism projects must be lower than that of its peers。

September 2013，The first phase of the "Nanchang Wanda City" project opens，The main business of "Nanchang Wanda City" was officially opened three years later。

2017，Wanda awarded 13 of its cultural tourism projects to Sunac at a land cost of less than 1,600 yuan/square meter，No matter which city in China these projects are in，The costs are extremely low。

Last March，The National Development and Reform Commission joins forces with four other departments，Issue "Guiding Opinions on Regulating the Construction and Development of Theme Parks"，Proposed to prevent real estate development in the name of theme parks and prevent imitation and plagiarism、Requirements for low-level construction。

The concept of “cultural 188bet app tourism real estate”，Perhaps this document will be cut in half，But the development of domestic theme parks，Will this lead to the Sunshine Avenue?？

March 1 this year，Foreigner Street, hidden deep in the memory of every Chongqing person, has finally announced its closure、Start relocation project。On the weekend when the news broke，The Foreigner Street, which has long been abandoned, welcomed its last 100,000 tourists。

This foreigner street with a "no concept" theme has long lost its original "foreign style"，The park is extremely deserted，Only the funny and earthy flavor of ancient and modern times, China and foreign countries are left together。

According to the comment from the blogger @Shilifenschliedden:

The racing track in the scenic area is overgrown with weeds，Become a camel farm；The remaining papa in the world’s longest row of open-air toilets has quietly bloomed；The Rio Christo statue rotates slowly with the roller coaster，Give dizzy passengers peace of mind...

Such a post-industrial landscape is declining in major cities across the country、Failed theme parks are everywhere，There was no good cultural output during the initial construction，Not only fell into the curse of "loss upon completion"，The house soon became deserted，In the end, it became the carrier of local flavor culture。

There was Mickey Mouse，Another Disneyland，There are too many paradises that get the causal relationship wrong。

Want to “revitalize” the theme park，The key is to cultivate our own national brand。Since "Mickey Mouse and Donald Duck" first entered China in 1986，Shanghai Disneyland will open in 2016，Disney has accumulated thirty years。

Tall buildings rise from the ground，China’s theme parks want to truly lead the world，First we have to win the favor of our own people，Otherwise, in front of the constant entry of international brands，There will eventually be no power to fight back。

*thisWen LaiSource: microLetter to the public account "New Weekly" (ID: new-weekly)，Author: Zhao Wanxi，Original title: "Domestic amusement parks eventually became earthy amusement parks》.