This period，Legoland, a subsidiary of the international theme park operating giant Merlin Group, is making frequent moves in China。Recently，Sichuan Legoland officially begins construction，Estimated to be completed in 2023；Previously，Shanghai Legoland officially announces construction start；Legoland Beijing has also been officially confirmed to be located in Qinglonghu Town, Fangshan District。With the acceleration of the layout of 188bet online casino games in China，The "new era of expansion" may be coming。

Two expansion waves of 188bet online casino games

Starting from the entry of international 188bet online casino games park giants into China in 2015，In less than 6 years，We will witness its two "expansion waves"。

First time，It is a theme park carnival driven by the "entry into China" of international theme park giants。Shanghai Disney opened in 2016，Undoubtedly, it is putting a "Overlord Catfish" in the domestic theme park market，Reignited the theme park tourism industry。And before that，Domestic 188bet online casino games are mainly owned by OCT、Fangte and Ruwanda、controlled by Sunac and a group of real estate developers，Although he has the ambition to "compete" with Disney，But they have never had a real confrontation。

Shanghai Disney’s wonderful results in its first year of operation，Make Universal Studios、DreamWorks、188bet online casino games such as Merlin Entertainments Group have the confidence to follow suit，There was data displayed at that time，Among the top 20 theme parks in Asia，11 in China，59 more are under construction。188bet online casino games’ determination to expand in China，It can be seen。

Second accelerated layout，We need to focus on the present。According to data from the 2019 Kerrui Lewei Cultural Tourism Real Estate Annual Conference，The total investment from 2021 to 2025 is expected to be RMB 130 billion，The average investment amount is approximately RMB 2.9 billion per building，This amount of investment is significantly higher than the level of investment in the past two decades；AECOM observation display，About 80 parks are planned to open from 2021 to 2025，The next five years will become the next wave of investment in themed entertainment。The Merlin Group has successively deployed three Legoland parks，It undoubtedly adds another fire to China’s theme park market - the secret war between 188bet online casino games in the Chinese market，Another round。

On the other hand，188bet online casino games’s not hard for us to find，Second expansion，Compared with the careful exploration of new markets during the first expansion，The forms become more diverse。

One，From heavy to light。Past，The theme park involves land use、Influenced by multiple factors such as project planning，Long construction period，Expansion is never easy，Take Shanghai Disney as an example，From project signing in 2010 to opening in 2016，It took 6 years，Universal Studios Beijing signed the contract in 2015，Estimated to open in 2021，The built volume，is often ranked first in the world、No. 1 in Asia，Today’s 188bet online casino games have a lighter look，For example, Merlin Group’s “Peppa Pig’s Fun World” indoor theme park in Shanghai，National Geographic License、National Geographic Explorer Center Park created by iP2 Entertainment, etc.。

Part 2，From point to surface。Expansion of large 188bet online casino games，Not limited to point expansion in different cities，It is an expansion based on the existing foundation，2019，Shanghai Disneyland’s new theme park “Zootopia” has started major construction，To increase the freshness of tourists，It can also be regarded as a way of expansion。

Why the 188bet online casino games park wants to complete half a century in a few years

The urgency of 188bet online casino games is obvious，The first Disney opened in 1955，Only 6 in the world so far。The first Universal Studios opened in 1964，Beijing will become its 6th theme park completed and operational，The first Legoland was built in 1968，Currently 8 in the world，But just a few years ago，Merlin Entertainment Group CEO Nick Varney said，“Merlin plans to build 20 Legoland parks around the world in the future，At least 5 of them will be launched in China。”

Such a demand for China’s market expansion，188bet online casino games can be said that "188bet online casino games takes a few years to complete half a century"，And behind his hard running，Are from the region、Various opportunities and pressures from the market and itself。

First, the focus of 188bet online casino games is gradually shifting to Asia and even China。A few years ago，The "Global Trends Report on World Tourism Market" released by Euromonitor International pointed out，By 2020，China’s theme park retail sales will reach billion，An increase of 367% compared with 2010，The average number of daily tourists will exceed 3.300 million visitors，Will become the world’s largest theme park market。Although the epidemic has caused a sharp decline in global theme park attendance in 2020，But the overall upward trend has not changed，Even China due to the rapid recovery of tourism，Becoming a key area for many 188bet online casino games to increase their layout。

Second, the demand for theme parks from Chinese tourists is still strong。Data display，The proportion of Chinese people visiting theme parks is about 13%，Compared to the 65% ratio in the United States, where many theme parks originated，There is still much room for improvement in the number of domestic theme park visitors，For 188bet online casino games，The Chinese market is undoubtedly still in a "golden age" worth striving for。

The third is the huge competition brought about by the "multi-national melee" in the Chinese market，Prompts 188bet online casino games to speed up。Before 188bet online casino games entered the Chinese market，The Overseas Chinese Town has already grown on this land、Chimelong、Local theme park operators like Huaqiang Fantawild，At the same time, there is also Wanda、Evergrande、Kaiyuan and other new opponents from across the border，Although these local operators are in the brand、Many immature management experiences，But it has a growth power that cannot be underestimated，Testing the market share of 188bet online casino games。

Except local opponents，There is also competition between operators from abroad，Take the Yangtze River Delta as an example，As the most prosperous area for theme parks in China，Except the local Happy Valley、OCT、Local operators such as Songcheng Performing Arts，Also Disney、Indoor Park JOYPOLIS、Six Flags Entertainment and other international brands，Next few years，The number of theme parks in this area is expected to reach more than 20。In this dynamic market，It is difficult for 188bet online casino games to maintain the "Buddhist comfort" of the past，But it is inevitable to be pushed by competition。

The joys and sorrows of 188bet online casino games under the "multi-national melee"

For 188bet online casino games，Outperform the "second expansion"，It means winning the "big battle" in theme parks in the Chinese market，Compared to old rivals who are also international brands，The competition with local theme parks is even more intense，Just like a mirror，Illuminating the advantages and disadvantages of 188bet online casino games。

International 188bet online casino games park advantages

188bet online casino games "Fans Economy"

Most 188bet online casino games have IP first and then the park，This is different from many domestic IPs，Compared to operators who are involved in this industry purely for profit，Natural stool is more likely to have a brand effect，In turn, it will bring about the “fan economy”。As pointed out by CITIC Securities，With Disney’s super IP，Disneyland’s guest price and secondary consumption (catering、Derivatives、Accommodation) is ahead of other industry giants。

Why do domestic tourists care about Disney、Universal Studios is looking forward to it，But don’t know the opponent’s special、Chimelong has the same mentality？This is not just "the rare thing is the most valuable thing"，But the IP of those 188bet online casino games has formed the scene projection of the brand，Let people naturally think of the items they can experience and the characters they can see in the park，I was already willing to pay for it - search Beijing Universal Studios on Xiaohongshu，There are many ticket purchasing strategies with nearly 10,000 likes，The comments are mostly full of expectations。

Pan-188bet online casino games integration

Although all specific matters of Legoland Beijing are still under negotiation，But 188bet online casino games shown in a suspected land use functional planning map of Legoland Beijing that circulated on the Internet，Entertainment may be included throughout the project、Hotel、Comprehensive commercial financial services industry、Social parking lots and other business formats。

Compared to domestic theme parks, most of them are just for one-day entertainment，Profit from tickets，188bet online casino games take pan-industry integration as the mainstream，Try your best。In addition to the visible park catering、Second consumption brought about by hotels and IP cultural creation，Disney、Universal Studios、Merlin Group, etc.，Duties and Real Estate、Film and TV、Media、Entertainment、There are connections with vacation and other industries，Their industry is not limited to theme parks，But spread around the theme park。Therefore，The profit channels are more diverse and in-depth，Not entirely dependent on theme parks，Thus has a longer life cycle。

A more immersive dreaming experience

Data display，Most 188bet online casino games with more than 4 million visitors have their own distinctive features and story lines。These IPs，Required and related items in the theme park，Complete a complete story line，Carries the cultural connotation of the park and the spiritual pursuit of consumers。

188bet online casino games attract many young people，Not just a place to "walk your kids"，It truly creates a fairy tale dream for adults that will not be easily broken。In Disneyland，There are many seemingly “strange” regulations，For example, tourists over 16 years old cannot wear cartoons、Movie、Costumes of characters in comics；Disney employees in role play at Disneyland，References to other pop culture are not allowed，You even need to go through "signature training"，Give visitors a signature way that truly belongs to the character...and these regulations，is the basis for tourists’ immersive experience。

In domestic 188bet online casino games，Due to lack of IP，Therefore, there is no relevant training direction，Greatly weakening the overall immersion。

Disadvantages of 188bet online casino games

Unfamiliar local 188bet online casino games

For 188bet online casino games，Expansion in other places is more convenient than local expansion，6 Disneys，Belongs to 4 countries，5 Universal Studios opened，Also scattered in 4 different countries，8 Legoland parks，is divided among 7 countries... visible，For 188bet online casino games，They are better at expanding around the world with IP culture that has become popular around the world，Because the IP itself has achieved early customer base cultivation，So there is no need to do too much localization implementation。

With the increasing importance and breadth of the Chinese market，188bet online casino games must also learn to take root in the land，An attempt at “local expansion”，But it’s obviously not easy，Take Six Flags as an example，It reached a strategic cooperation with Shanshui Wenyuan Group in 2014，Attempting to expand with the help of local enterprises，According to information disclosed by Shanshui Cultural Garden，Six Flags and Shanshui Cultural Park Group have successively announced that they will open in Haiyan, Zhejiang、A total of 11 Six Flags parks have been built in Chongqing and Nanjing，It is claimed that the total investment exceeds 95 billion yuan，As of 2020，No one opened。

More 188bet online casino games choose to expand locally，But often wavering，Take the current expansion of Legoland as an example，In the opinion of Zhou Mingqi, founder of Jingjian Think Tank，Legoland’s previous expansion in China was too slow，It seems a little too hasty recently，Continuously expand new projects without waiting to form a mature business model，The timing of landing is indeed not ideal。

Lack of localization of temperature

To achieve localized expansion in the Chinese market，It is necessary to carry out localized integration，International 188bet online casino games park as "foreign monk"，It is inevitable to "recite the wrong sutra"。

2019，Disney was sued by consumers in court over the rule that "no visitors are allowed to bring their own food"，Stayed on the cusp of the storm for more than half a month，Food carrying rules finally released，Can be regarded as a "confrontation" between 188bet online casino games and local consumers。The warning it brings，It is because the expansion model of 188bet online casino games that "one version rules the world" has become a thing of the past，Local consumers with more personality，Starting to have more localization needs。

Universal Studios Beijing also encountered difficulties in "localization"，The marketing that was “ridiculed out of the circle” some time ago，188bet online casino games regarded as a misunderstanding of "localization"，On the contrary, it affects its own tonality。

Old-fashioned “elitism”

Although 188bet online casino games often innovate in their projects，To remain attractive to tourists，For example, after Shanghai Disneyland opened in 2016，Two parks have been expanded so far，But it still seems too conservative and "elitist"，Innovative projects or products，It is also limited to the increase of IP、Changes in performing arts, etc.，There are not many breakthroughs in form。

Domestic 188bet online casino games come in many varieties，In addition to exploring new local IP and performing arts with immersive technology，Not limited to form and region，With Music Festival、Zoo combination，Or directly sink to third- and fourth-tier cities，Use the home field advantage，Do not play according to common sense，Seize the market faster。

In the new era of 188bet online casino games, what’s the next step?

Whether it is an international or domestic theme park，Now we have reached the crossroads of a new era of expansion，After sorting out my own strengths and weaknesses，188bet online casino games should grasp the next step as soon as possible。The space detective concluded the following 4 points，For reference only。

Beware of the crisis of excessive 188bet online casino games

Truely，188bet online casino games are expanding，is eager，Especially now that local theme parks have moved towards the "chain road" - taking Huaqiang Fantawild as an example，There are 18 companies in operation，Far beyond the international giants。

But，Compared to "Scale Crisis"，We need to remain cautious about the speed of expansion。Six Flags as mentioned above，11 Six Flags 188bet online casino games are full of gimmicks，In the end it became the pain of defeat，Missed the first wave of expansion。Legoland now，Many people in the industry also reminded that it does not have a mature sample in China，And the audience is relatively young，There are many issues to consider before expansion。

Insight into 188bet online casino games markets

In "China Theme Park Project Development Forecast Report"，Showing a new trend，Even second- and third-tier cities in central China also have plans to build theme parks。This is a 2017 report，Looking through the 39 new theme parks in the past three years，Many of them are Guiyang、Zunyi、Lingshui and other third- and fourth-tier cities - visible，The sinking degree of domestic theme parks has deepened。But in comparison，188bet online casino games are more willing to deploy in first-tier cities，But the subsequent deepening of the localization of 188bet online casino games，Insights into new markets，It must be put on the agenda，To prepare for future expansion as early as possible。

Asset-light 188bet online casino games

Now in domestic 188bet online casino games，The asset-light model has become its main method of expansion，Take Songcheng as an example，In recent years，Songcheng Performing Arts will not participate in the early investment of the project，Only by brand、Services such as management and creative output，Significant income through rapid expansion of asset-light projects；Huaqiang Fantawild, which has built 24 188bet online casino games in China in just 10 years, also focuses on asset-light layout。

Asset-light model，Almost the domestic theme park has reached a large scale、The magic weapon for rapid expansion，For 188bet online casino games，All self-operated、Projects that are built slowly can certainly be controlled in terms of quality，But it is bound to be at a disadvantage in terms of investment costs and expansion。actually，The core of light assets is intellectual property rights，For an international theme park with its own brand and IP culture，Asset-light brand output，It will be a very advantageous step。

Differentiated creation

With Disney、Universal Studios and other international 188bet online casino games park giants landed in China，The customer groups they face overlap slightly，It is bound to bring about a certain degree of homogeneous competition，Therefore，How to create differentiation，Attract a wider customer base，Quite important。

Last two years，Many indoor 188bet online casino games have appeared in China，Part of the Merlin Group，Family indoor entertainment attractions such as The Secret World and Peppa Pig Fun World opened in Shanghai，These indoor 188bet online casino games are located in densely populated gateway cities，Can form agglomeration effect，Attracting customers who travel short distances，While avoiding weather uncertainty to enable year-round operations，Also with Disney、Universal Studios forms differentiated competition，Cover more consumers of different age groups to the greatest extent。

From the first expansion to the second expansion，Represents a deeper experience of 188bet online casino games in the Chinese market，With the deepening of the "new era of expansion"，We will find out，“Localization” and “internationalization” are never opposites，But in the game with each other，Each one takes advantage of his own strengths，A safer path。

*188bet online casino games articleSource:WeChat public account "Space Detective" (ID: MESPACE007)，188bet online casino games: Xu You，Original title: "Deploying 3 Lego stores in one go: the “second expansion” of 188bet online casino games in China》.