January 20，Hosted by Zhihui，The 2020 Fifth CTCAS Summit and the "Dragon Bird Award" Award Ceremony with the theme of "New Economy, New Business Formats, New Talents" was successfully held in Shanghai。The summit brings together industry authorities、Domestic and foreign cultural tourism experts and scholars、High-level executives of leading organizations and leading travel companies、Well-known project traders and other guests discussed the topic on the stage，In-depth discussion and judgment on the development trend of cultural tourism in the post-epidemic era from multiple levels and angles，also destination、Cultural and tourism enterprises and others build a fruitful resource link service platform，Provide opportunities for collaboration and mutual promotion，Form a chain、Cooperative community of the ecosystem。

Meeting，Zhao Yang, Chairman of the Asia-Pacific Region of TEA Global Themed Entertainment Association, shared the development trend of global themed entertainment IP real-life formats，Includes:

First，是IP empowers scale, clustering, and branding.Take “American Dream” as an example，On the first day of opening, the proportion of entertainment formats in the shopping mall was as high as 47%，Including 13 major brands of indoor home entertainment centers，Now the entertainment industry accounts for more than 50%。This figure is 3% in China，About 10% of the better shopping malls overseas。

“American motorcycle” also represents the differentiation of experience content。Zhao Yang pointed out，In today’s world of serious homogenization of commercial space, cultural, tourism and commercial facilities cannot satisfy basic food needs、Purchase、Stay waiting for function，Should also satisfy cultural display、Cultural experience、Interactive communication、Complex functions such as tour experience。Present，Visiting shopping malls has become a kind of "check-in" and "tourism"188bet app ，In the short term, it can directly and quickly bring in turnover，In the long run, it can make shopping malls and other commercial real estate projects more playable as products、Interesting、More differentiated in terms of richness - not attractions，Better than attractions。

Second，It is the linkage between online and offline。This not only refers to online and offline marketing linkage，Pay more attention to the linkage of experience content、Consumers’ online and offline interactive experience linkage。In terms of original IP，Require them to continuously innovate content。On the one hand, it can fully combine consumers’ online behavioral data + offline physical data for precision marketing，Lock the brand’s target customer group；On the other hand, it can awaken the original brand memory online、Consumers who have not converted yet take action，Thus increasing the conversion rate。

Third，Breaking through the ticket ceiling。In Zhao Yang’s opinion，The secondary consumption item with the greatest consumption potential is actually “food”、"Purchase"、"live"。Although the urgency and importance of stimulating secondary consumption are self-evident，However, there are many difficulties in increasing secondary consumption: for example, the homogeneity of souvenirs lacks appeal，The independent development of cultural and creative products requires a large amount of initial investment，You may also fall into the dilemma of "applaud but not popular"。If you cooperate with mature IP at this time，Reconstruct IP scenario，Create a consumption theme space，will also gain innate advantages in CP products and developable categories，Reduce independent development costs。

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(This article is compiled based on the speech transcript，Zhihui is the editor)

Hello everyone，TEA is an international non-profit organization，Currently the Beijing Municipal Government is assisting us in landing TEA’s Asia-Pacific headquarters in Beijing。As TEA accelerates its implementation in China，More resources will be introduced into the country。TEA Global Themed Entertainment Association was established in the United States in 1991，It is the longest established association in the themed entertainment industry，Also the largest、One of the most influential industry 188bet app download associations。Today we have more than 12,000 members，About 1,200 core members，Covers the well-known outdoor park Disney、Universal Studios、OCT, etc.，Also includes indoor museums、Exhibition Hall、Performance，And from the source IP、Various enterprises from design, construction to operation management。

Every year we publish an industry report，To show the industry summary in the past three years，And industry trends in the next three years，Many leading companies use TEA industry reports as supplementary materials for strategic research。At the same time，TEA ranks global entertainment experiences every year，Mainly from the number of people、Income、Start with operational aspects and other dimensions。For domestic use，OCT surpassed Universal Studios in full-year performance for the first time in 2019，Ranked in the top three，This year’s data may have greater changes，Because China’s overall epidemic control has been stable since April，The operation of many attractions is slowly recovering，But overseas such as Europe、The United States and most other countries are still in a state of stagnation。

At the same time，TEA’s core award is called Thea Award，Regarded as the "Oscars of Themed Entertainment"，It is a very fair election held throughout the year、Strict Awards。Same as Oscar，The Thea Awards will have an awards ceremony in Los Angeles every April，These awards cover the best in technology、Best Paradise、Best operations, etc.，Also includes the best results with minimum investment (for funds、Relatively small scale，But creative and innovative themed entertainment，Especially live entertainment)。At present, only a few projects in China have been awarded，Most of them are still used by overseas giants like Disney、Universal Studios、TEAMLAB、Moment Factory and others are divided。

Future，TEA will focus on China in Asia，Including several big events: first，is a TEA conference and partner，Includes benefits、Some promotion meetings of the Chinese government，Supplier and buyer、Connection with employers, etc.。Same，We are in Beijing、Some projects in Shanghai also need good suppliers，There are also similar matchmaking sessions for global TEA members and non-TEA partners。Second，TEA’s Education。We have been preparing 188bet sports betting app download for TEA education for 3 years，With the establishment of non-profit organizations this year，We may cooperate with some universities and tourism organizations in China，Introducing overseas mature theme entertainment training to China。Third，The Thea Award that is the core of TEA，This year we will introduce the pre-selection of Thea Awards into China，Make a preliminary screening in China，The above is a general introduction to TEA。

I will talk more about IP with you next，Especially the future development trend of IP live entertainment。2019，The opening of a new species "American motorcycle" in the United States。“American Motorcycle” reached 47% on the first day of opening，It has reached more than 50% now。It took 15 years to research，How to turn shopping malls into entertainment，Doing a lot of FEC (indoor entertainment) in shopping malls。Proportion of entertainment formats in shopping malls，3% in China，About 10% of better shopping malls overseas。

"American Motorcycle" is currently temporarily closed due to the impact of the epidemic，Its prediction is that if it is not affected by the epidemic, the passenger flow may reach 40 million a year，Far exceeds the operating data of any outdoor park in the first two years。It basically included 13 major brands of indoor home entertainment centers when it opened，Includes a large indoor DreamWorks Water World、Nick’s 30,000-square-meter project，Also includes some FEC projects。

Scale through IP projects、Clustering，This is the development trend of IP live entertainment in the world。Let’s look back at China，A similar pattern is beginning to appear。Wen Heyou, whom everyone is very familiar with now、Xuhui Plaza, etc.，It is no longer a simple shopping mall and a single store，But to become an Internet celebrity or even a tourist attraction。Many young people with their suitcases go to Wenheyou when they first arrive in Changsha or are about to leave，Not shopping，Take photos instead，Buy some souvenirs，Eat some snacks，This place therefore has tourist destination attributes。

China’s previous shopping mall format was still a traditional community type，The radiation range is mostly the permanent population within 3-5 kilometers，But the sales revenue is very limited。There are also many FECs that are very popular in the first year after 188bet app download opening，But once the annual passes are sold, there will be no actual sales，halved by the second year，The project "died" in the third year，The reason is that the project was not built as a tourist destination。A truly good tourist destination is just a shopping mall，But it is not targeted at urban customers three to five kilometers away，But to attract tourists from all over the country。

We have also seen that many online companies are beginning to go offline，For example, overseas Ubisoft，Many games are starting to become theme parks，Including "Crazy Rabbit" and "Assassin's Creed" have been made into offline FEC，Now it has begun to be implemented globally, especially in China。At the same time we can see Chinese companies，For example, Tencent has its own core IP "Honor of Kings"，50 million online active users every day，Trying to go from online to offline in the past 3 years，But the creation of offline real-life LBE was not very successful。With the integration of online and offline，We can see more companies starting to consider offline projects and moving online，Online then feed back offline。

There is also a trend to break through the ceiling of tickets。We did research on Disney Orlando，I found that catering ranks first in terms of proportion of business types、Shopping，The fun comes afterward、Food and corresponding theme hotels。Disney can achieve 30% of live entertainment sales，There are still 40% in post-production film and television、Toy business types，But many projects in China rely too much on ticket sales，Data is displayed，More than 90% of many outdoor parks in China are completely dependent on tickets。

As of today，Global themed entertainment LBE industry or live entertainment IP related to us，Except Merlin started developing Lego 15 years ago，Many projects have just been launched，The world is actively exploring the request for IP。LBE is not a derivative CP product authorization。For example, Nickelodeon Indoor Park，It has Teenage Mutant Ninja Turtles、Dora and other IPs，There is an indoor space of nearly 30,000 square meters in "American Motorcycle"，All IPs are integrated here。In addition to IP, it has strong appeal， IP Derivatives、Souvenirs make the income structure very rich。

Another interesting brand，Barbie，It has always ranked first among all women’s brands。Barbie 188bet online sports betting Park except outdoor park，Including indoor、Exhibition、Themed Catering，Its business includes derivatives、Interactive area、Makeup and fashion categories，One of the more interesting formats is the Barbie Hotel。

A small theme hotel，Putting about women’s fashion、The concepts of beauty and even aviation are put in it，Accommodates all content about Barbie’s entire IP。There are also some more interesting businesses such as Barbie Coffee、Barbie Ice Cream Shop, etc.。Its profit model is very rich，Includes toys、Event Marketing and Partner Marketing，As well as clothing and subsequent activities、Birthday party，Including all the businesses that young people like are reflected here。These are some of the successful solutions we have seen internationally using themed entertainment IP to create live entertainment。