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Today，Theme parks already occupy a very important position in the leisure tourism industry。The different experiences created by non-daily spaces allow people to temporarily forget the troubles and pressures in real life。For this reason，Theme parks are becoming more and more popular，Gradually becoming an indispensable part of people’s leisure and entertainment life。

Although people’s love for theme parks is increasing day by day, the upfront investment is high，Unhealthy revenue structure ratio makes it difficult for theme parks to develop sustainably and obtain good returns。At this time，Theme parks of internationally renowned brands are also pouring into the domestic market，Brought unprecedented pressure to the local paradise。

The best business model for theme parks is to attract tourists with amusement equipment built around theme content，Get secondary profits from selling derivative products with theme park culture，The sale of cultural derivative products further expands brand cultural awareness。The profit points of successful theme parks in the world usually come from tourists’ consumption items in the park，For example，Shopping、Catering facilities、Derivative entertainment, etc.，Ticket income is used to maintain daily expenses。The well-known Disneyland and other successful theme parks generally account for about 40% of total revenue，The rest of the income comes from merchandise and catering 188bet sports betting app download sales。Based on official data released by Tokyo Disney Resort，The total per capita consumption of tourists in 2019 was 11,505 yen (approximately RMB 786)，The ticket price is 5252 yen，45.6% (approximately RMB 315)，Product purchase is 3821 yen，Accounting for 33.2% (approximately RMB 229.3 yuan)，Meals and drinks are 2432 yen，Accounting for 21.4% (approximately RMB 145.9 yuan)。The current revenue structure of domestic theme parks，Ticket revenue often accounts for 80% of total revenue，Even more。There are indeed some common problems behind poor product sales performance，And what are the solutions to these problems？

Most of the products are purchased from finished products and lack independent innovation

The products sold in the theme park belong to the category of tourism products。Tourist products generally fall into two categories: purchased finished products and self-created cultural products。Most of the tourist products in domestic theme parks are purchased finished products，Accounting for 80%-90%，Lack of independent innovation。The homogeneity of externally purchased products is serious，Many products can be found in many attractions，This is also an important reason why tourists are not interested in shopping。For the current well-informed domestic tourists，These homogeneous products have long lost their appeal，Especially the theme parks located in first-tier cities，The deficiencies in the development of creative derivative products will become a great disadvantage。

Through the sales of self-created cultural derivatives，Theme parks can not only make profits from secondary consumption，Optimize the overall revenue structure，You can also further expand your brand influence through the sale of self-created cultural derivatives。In most parks, self-created products only account for less than 20%，Need to formulate detailed product development and sales strategies，Slowly 188bet app download increase the proportion of self-created products。

It is recommended to formulate a three-year plan to adjust the proportion of products。The first year is the destocking period for existing products。It takes half a year to one year to complete the processing of existing products，Items that are not popular can be treated as game gifts。At the same time，Start the development and research of new products。Officially entered the development and production stage of new products in the second year，In addition to using your own IP for complete independent development，You can also keep best-selling imported products，Originalize imported products by adding a LOGO。In the third year, the sales ratio of self-created products and purchased products will be slowly adjusted to the optimal state。The three-year plan can be adjusted according to the development progress of the actual product。

Unreasonable product structure

The product structure of the theme park should conform to the age structure of the park’s target customer group，The products in most domestic theme parks tend to be younger-oriented。Although the main customer base of some theme parks is adults，However, there is a problem that the proportion of products that meet the preferences of adults is low。Also，The product categories are not rich enough，High proportion of plush toys and educational toys，Practicality and lack of food gifts are also common problems。

The theme park product structure should be adjusted to a more high-quality state。For example，A theme park with adult tourists as its main customer base，The product structure should be optimized based on the characteristics of adults who prefer to buy practical products。Also，Based on the product composition of internationally successful theme parks，Pastry、Stationery、Clothing、The proportion of daily groceries and other commodities is higher than that of most domestic theme parks，Domestic parks should 188bet online sports betting increase the use of practical products when adjusting their product category structure。

Shops within theme areas lack thematic relevance

Although some merchandise shops in the park are located in theme areas，But the products in the store do not match the theme positioning of the store，No outstanding theme，There is also a lack of relevance to the amusement equipment and performing arts performances in the theme area。The excitement generated by tourists in theme parks by riding on amusement equipment and watching performances is the main factor that translates into shopping impulse，The starting point for converting shopping impulse into purchasing behavior is products that are highly related to amusement equipment, performing arts, and the atmosphere of the park。If the product lacks thematicity, it will be difficult to convert tourists’ shopping impulse into actual purchasing behavior。

The products in the theme area must conform to the theme。For example，The store located at the exit of the performance venue is a must-go for tourists after the performance。When the performance gives visitors an immersive experience，Export stores should cooperate with it，Selling products that remind visitors of the performance。This is the perfect time to sell souvenirs by focusing on stage character presentation。Shops in other theme areas should also increase their theme relevance。

The product display is confusing and the sales model is stuck in a rut

If the products in the store are not uniformly displayed according to the theme，There is no display planning according to categories，Such a confusing display method is difficult to arouse tourists’ desire to buy。When tourists become fans of a certain theme in a theme park，When looking for related products，It takes more time and energy to find the products you want，Not conducive to sales。At present, most stores in theme parks in China mainly use open shelves，Visitors choose their own products as 188bet online sports betting the main sales model，There is basically no interaction between store staff and tourists，Tourists do not have any experiential activities in the store。

It is recommended that theme parks follow certain rules when displaying merchandise。For example，Displayed by theme，Can be combined with seasonal (Christmas、Halloween、Spring Festival, etc.) activities to select products，Concentrated display；Can also be displayed by variety，Divide areas according to product categories，Display；Or display by brand，Concentrate similar brand products and animation products of the same series，This can well reflect the value proposition，It can also give tourists a better experience。

Enrich existing sales methods。You can use the sales method of cartoon characters standing at the door of the store or cartoon characters serving in the store to attract tourists。The appearance of cartoon characters will make the whole space bright and cheerful，A happy space atmosphere is conducive to promoting tourists’ shopping desire。Otherwise，You can also set up some art paintings in the store、Handmade experience corner, etc.，Increase interaction with tourists，Create a happy atmosphere in the store。

Summary

For product development，Collect sales data、It is of great significance to understand tourists’ preferences。Accurately and timely grasp the visitor flow of each attraction，Popularity Index，Visitor attributes and other detailed information data can provide data support for the development of product gifts，At the same time, it can also facilitate the park to formulate marketing strategies、Optimize operation management。Also，Regular implementation of tourist questionnaires、Implementing observation and recording in stores is also a good way to understand tourists’ purchasing behavior and product preferences。The park should develop complete product development standards，Stick to PDCA (Plan、Execute、Evaluation、Improvement)。Clear the responsibilities and specific positioning of each product 188bet app download store，Follow the theme concept，While investing heavily in product development，Also do not forget to carry out corresponding store staff training and advertising。

*Source of this article：WeChatPublic account "China Amusement" (ID: CAAPA1987)，Author:Liu Qing, original title: "Domestic theme park product sales status and improvement suggestions》.