The hottest cultural keyword in September is not “Universal Studios”No one else。

In trial operation stage，All kinds of photos and videos that check in in advance are flooding the screen every day，September 14，Universal Beijing Resort tickets are officially on sale，On sale only takes 10 seconds，Jumped to the top of sales volume in scenic spots；1 minute，Tickets sold out on the opening day；3 minutes，Ticket bookings exceed 10,000；30 minutes，The rooms are sold out on the opening day of the hotel；On Ctrip platform，Over 100,000 people reserved tickets。Not only are tickets sold out during the Mid-Autumn Festival，Unlimited sub-optimal speed pass sold out，Even the hotel rooms worth 20,000 yuan have been booked……Various statistics prove the public’s enthusiasm for Universal Studios，It also once again demonstrates the strong traffic-draining ability of this world-famous theme park。

Always，Disney、Universal Studios’ popularity and ability to make money are the envy of other cultural companies，There are countless disciples who yearn for his model。In China，Almost every medium and large company involved in the cultural and entertainment industry has a ";Disney Dream”or“Global Dream”，However，After shouting various exciting slogans，A Chinese version of Disney or Universal Studios is still an elusive goal。It is not difficult to build an amusement park，But want to copy the IP closed-loop business model of these two giants，For Chinese cultural tourism companies，There is still a long way to go。

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2015，Wanda Happy Theme Park in Xishuangbanna International Resort opens，This company uses three years、An international resort invested 16 billion yuan，It is the first theme park built and opened by Wanda Group。Opening night，Chairman of Wanda Group、The new richest man in Asia，Wang Jianlin smiled and watched the "Princess Butterfly" ice musical performance，Applause from time to time。While delivering a speech at the opening ceremony，Wang Jianlin even made bold statements，Wanda’s goal 188bet online sports betting is to have more than 200 million tourists in five years，Income 100 billion yuan，Become the world’s largest tourism company。

At that time，Disney’s visitor numbers in 2014 were close to 1.300 million，Wang Jianlin’s speech means that it will take Wanda five years to catch up with this giant。One year later，Wanda’s crazy expansion is getting stronger and stronger，The confident Wang Jianlin publicly challenged Disney in an interview with Lu Yu，Claim“Existence of Wanda Cultural Tourism Project，It will make it impossible for Disney to make profits in the Chinese mainland market for 20 years。”

Five years have passed，Disney, a nearly century-old brand，Still maintaining strong growth，It was only 14 months after the bold words were made，Faced with difficulties, Wang Jianlin sold off his assets in tears，Wanda Cultural Tourism Project in Xishuangbanna、91% stake in 13 cultural tourism projects including Nanchang Wanda Cultural Tourism Project with 438.Sold for 4.4 billion yuan。This heroic challenge，Hurry to finish in such a short time，Unexpected by many people。

2011，Huayi Brothers increases capital in Reality Entertainment Company1.100 million yuan，This is a wholly-owned subsidiary of Huayi Brothers，Responsible for the development and operation of live entertainment projects。These years，Huayi Brothers’ Movie Town、Movie World and Film Culture City in Suzhou、Changsha、Jinan、Zhengzhou and other cities have come to fruition，Wang Zhongjun, chairman of Huayi Brothers, was also as confident as Wang Jianlin: “It will take 4 to 5 years to implement live entertainment projects in 20 cities，Contributes US$18 billion in revenue to Huayi every year，Huayi Brothers may have more live-action entertainment projects than Disney in the future。”

Suzhou Huayi Brothers Movie World

In Wang Zhongjun’s plan，Huayi Brothers Movies，Convert the entire culture、Connecting entertainment and gaming industries，Thus forming a film cultural experience、Movie Interactive Amusement、A theme park business that integrates folklore interpretation and other functions。However，Based on the current situation，There is still a huge gap between reality and Wang Zhongjun’s vision，Ten years have passed，The live-action entertainment business that he had high hopes for has always been sluggish，Huayi Brothers Movie Town、Movie World currently mainly provides filming locations for the crew，Tickets are also sold for movie fans to 188bet sports betting app download check in，Tickets are also sold for movie fans to check in，Cannot be compared with Disney’s business model。

Comparing or challenging Disney、Universal Studios is the favorite storytelling method of Chinese cultural tourism companies in recent years，But such courage eventually became just a slogan。Data display，Currently 70% of domestic theme parks are losing money，20% flat，Only 10% achieve profitability。Looking back at Disney and Universal Studios，With IP image and cultural industry chain，Continuously copying influence for decades、Penetrate into every corner of the world，Make a lot of money，Those Chinese cultural tourism companies that are making loud noises，With the real Disney，Still separated by thousands of rivers and mountains。

These Chinese theme park companies do not have the same IP capabilities as Disney or Universal Studios，Immersive experience、There is a huge gap between fan stickiness and revisit rate compared with these two giants，It is difficult to survive by relying on the theme park itself。For profit，Most of China’s leading theme park companies choose ";Tourism + Real Estate”Development model combined with other business sectors，Many projects use theme parks to develop real estate，“Oriental Disney”Often just a sign to attract people to buy a house。

Because of this，The so-called folk cultural villages and foreign-style towns in China，Copy and copy、The patchwork amusement park lacks unified operation，There is no core IP support，Quick products that take shortcuts to make quick money can only be quickly eliminated by the market。

“Universal Studios”’s business magic

With Chinese local cultural tourism company“Theme Park + Tourism + Real Estate”has different operating models，Disney、The core model of Universal Studios is“IP+theme park+hotel”。Wang Jianlin’s operation is more like building a house，Ready for different modules，Then complete the construction through capital operation，Disney and Universal Studios operate like planting trees，Cultivate IP from sources such as literature or comics，Expand offline after the IP matures。

Universal Studios is a theme park built with film and television IP as the core under the American mainstream media NBC，Movie IP and stories are its core competitiveness。Universal Studios is part of Universal Studios。Universal Pictures was founded in 1915 to shoot science fiction、Famous for monster-themed movies，Such as "Vampire"、"Frankenstein"、"The Hulk"、"Jurassic Park" etc.。188bet sports betting app download As one of the largest film companies in the United States，Currently Universal Pictures has thousands of works。

While continuously maintaining the pace of its own IP development，2016，Universal Pictures with 38.Acquired the world-renowned animated film studio DreamWorks for US$700 million，The Hollywood blockbuster "Jurassic Park" has been released one after another、Acquired the "Fast and Furious" movie rights as well as Warner Bros.'s "Harry Potter" series rights and Disney's Marvel series rights，Further enriched the number of IPs。

It is these works that exist，Supporting Universal Studios’ continuous innovation and advancement。The Universal Studios project is not a simple big investment、Large scale、Superposition of large traffic，It is not just a cultural product scenic spot，The basis of its products is these systemizations、Industrialized mature film products，After years of in-depth shaping，The core screen image and cultural IP have been deeply rooted in the hearts of the people。"Star Trek"、《Harry·Porter》、"Transformers"、"Jurassic Park" is an IP that has influenced a generation，The vitality of these IPs spans decades，Not only a generation has grown up during this period，Has a deep emotional connection with countless movie fans。

Same as Universal Studios，The foundation of Disneyland is also Mickey Mouse and Donald Duck who once brought us infinite joy in childhood、Snow White、Beauty and the Beast and other classic film and television IP images。The business miracles of the two giants that lasted for decades have been repeatedly proved，Those who get IP get popularity，Content is the soul and foundation of live entertainment。

Universal Studios Beijing has a total of seven theme parks，The Wizarding World of Harry Potter、Minions Paradise、Transformers Base，Kung Fu Panda、Jurassic World、Hollywood、Future Water World，Six of them are related to top movie IP，Various statistics also show that，The customer base structure of Beijing Universal Studios highly overlaps with its movie fan structure，As early as the trial operation stage，Countless Harry Potter fans in China are almost crazy，They can finally realize their magical dreams at their doorstep。As a theme park，Universal Studios closely connects IP and fans，Let those vivid scenes that once appeared on the movie screen come into reality，Unlocked the dream that movie fans have hidden in their hearts for many years。

Systematizing、Based on industrial incubation 188bet app download IP，Universal Studios pays more attention to refining the core value of IP，Create immersive experience scenarios for users。Interactive photo area at Universal Studios Beijing，Optimus Prime and Megatron work on odd and even numbers，Megatron“Poor temper”，I dislike tourists from time to time:“The posture is too ugly”，Also allows tourists“Put your hands down”。In Chinese style“The Land of Kung Fu Panda”，Visitors can even eat the same noodles in "Kung Fu Panda"。In Jurassic Park，Visitors can not only interact with dinosaurs up close，You can even touch the newborn velociraptor baby。In-depth experience of this series，Not only restores the details of the movie in depth，Brings many shocks to tourists’ hearts，The soul of the movie character is also recreated。

Industry estimate，Universal Studios Beijing’s annual revenue can exceed 10 billion yuan，Related accommodation and catering will generate a spillover effect of more than 2 billion yuan，The total investment of Beijing Universal Studios is 53 billion yuan，Profitability will be achieved within five years if nothing unexpected happens，This kind of business magic makes people jealous but is difficult to copy。

Content is the soul，It is also the core competitive resource for cultural tourism projects，It cannot“Copy and paste”，It takes many years of continuous careful incubation and refined development，And maintain stable and continuous output under mature industrial processes。Only this way，These IPs can continuously form a content matrix，Construct a rich and diverse worldview，Empowering offline entertainment scenes in the accumulation effect。

Extend the IP industry chain to the extreme

After maximizing value mining and diversified coding of film and television IP，IP’s narratives in different media environments build a bridge of connection，Unify different forms of media products。Theme parks are undoubtedly a carrier to promote the expansion of IP content，The emergence of various IP derivatives has further explored its potential economic value。

Disney and Universal Studios’ business isn’t limited to movies and theme parks，Derivatives are also very important。As a theme park，Universal Studios ticket revenue only accounts for 30% of total business revenue，The remaining sources of income are profits from related industries driven by theme park entertainment facilities，And the income from related industries exceeds the theme industry。

After years of development 188bet app download and operation，The entire IP industry chain of Disney and Universal Studios has basically formed a perfect closed loop，By producing animated and live-action films，Realizing IP content for the first time，and through the box office、Recover cost investment through streaming media on demand and other forms。Theme parks are the concentrated realization of IP value，Through live entertainment, etc.，Charges for opening venues。The development of IP content derivatives is also an important source of income，Through authorized stores and the use and transfer of IP image exclusive rights，Disney and Universal Studios can also make huge profits in the derivatives market。

It can be seen from this，The growth logic of the IP industry chain of Disney and Universal Studios，Roughly from ideas or creativity，To cultural products (movies or TV series, etc.)，To the industrial chain，And eventually form a brand。In such an IP ecosystem，Theme parks are not the only profit tipping point，Driven by themed entertainment facilities，The two giants have extended the IP industry chain to the extreme，Built a mutually reinforcing industrial chain。

Therefore，Those Chinese companies targeting Disney or Universal Studios，The fundamental logic is to continue to develop long-chain IP works with internal logical connections，Put online content offline、Theme Park、Derivatives，Realize online and offline linkage，Create synergies between multiple business modules。

Conclusion

Disney founder Walt·Disney’s famous saying: “As long as fantasy exists in this world，Disneyland will never be finished”。High-quality IP is alive，Only through continuous cultivation，Use the spirit of craftsmanship to slowly settle the content，IP can have cultural and emotional connotations，Really bring out its maximum value。