One ticket was sold for 5,000 yuan——Coincides with the Mid-Autumn Festival、Beijing Universal Studios is undergoing trial operation on the occasion of the National Day holiday，Undoubtedly“IP+Paradise”Model’s latest masterpiece in the country。

If you include Legoland, which recently announced related construction plans，Currently, Disney has gathered in China、Universal Studios、Legoland, the three leading overseas theme park companies。Other than that，Paramount、DreamWorks、International giants such as Six Flags have also been planning for the Chinese theme park market for a long time。

Of course，There are also some outstanding players in the domestic theme park camp，Including Wanda Theme Park、Guangzhou Chimelong Wildlife World、Fangte Happy World、Songcheng included，Many localized theme parks are also favorites of many tourists。

There is no other market like China，Not only has a broad user base and a travel consumption atmosphere that is not affected by the epidemic，It also brought exciting scenes of domestic and foreign leading theme park companies competing on the same stage。In this case，Some industry experts believe，China’s theme park market is at its peak;Golden Age”，Once you miss this industry window period，Overseas theme parks want to carry out large-scale layout in the country，will face strong challenges。

Not to mention Paramount, which has been slow to make any new moves、DreamWorks、Six Flags etc.，Lego was the first to announce that it would build three parks in three years’ time，Have you caught up yet?？

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“Tickets sold out in one minute”“Per capita spending is 3,000 yuan”“Mineral water 10 yuan a bottle”......Maybe it was stimulated by the many popular scenes after the opening of Universal Studios，Lego has also quietly accelerated its expansion into the domestic market。

Comprehensive related media information can be seen，Legoland Chengdu started construction last year，Estimated to open in 2023，Will be the first Legoland in China；Legoland Shenzhen was officially put into construction in August this year，Estimated to open in 2024；Shanghai Legoland Resort will start construction in November this year，Estimated to open in 2024。Also，There is also a Lego project in Fangshan, Beijing，Currently in the early planning stage。

where，Legoland Chengdu covers an area of ​​365 acres，Total construction 188bet app download area 159,000 square meters。Will be integrated into traditional Chinese culture and Sichuan characteristic culture，Become a theme attraction、Amusement Facilities、LEGO Classic Model、Resort Town、A multi-functional theme park such as hotel cluster，The total investment is about 3 billion yuan。

Legoland Shenzhen will become the first international IP parent-child family entertainment theme park resort in the Greater Bay Area，covers an area of ​​approximately 580,000 square meters，Exclusively operated by Merlin Entertainment Group，The partner is Hazen Group，Investment exceeds 7 billion yuan。

The investment in Shanghai Legoland is about 3.6 billion yuan，Will integrate Chinese culture、Local elements such as Shanghai characteristics and Jiangnan connotation，Create an immersive theme park with storytelling。At the same time，A large commercial facility and a hotel with no less than 250 guest rooms will be built。

In other words，Three Legoland parks that were basically built at the same time，The total investment is up to 13.6 billion yuan。Such a grand move，It undoubtedly shows LEGO’s ambition to quickly complete the comprehensive layout and win a place——Both overseas theme parks，Start construction of three parks at the same time that can radiate a larger domestic market，Relatively located in Hong Kong、Disneyland in Shanghai，And Universal Studios only in Beijing，Legoland is obviously taking bigger steps。

In order to catch up with the progress，According to Shi Furui, general manager of Legoland Shenzhen，Even during the epidemic，They have not slowed down the project progress。When it is impossible to meet with foreign parties due to the epidemic，They can only communicate online through video and phone conferences，To speed up the project process。

“All current projects (3 Legoland resorts in China) have made good progress，It is expected to open between the second half of 2023 and 2025。”But facing the two old rivals Disney and Universal Studios that have been completed and started operations，John·, Chief Operating Officer of Legoland Resort;Jacobson confessed，It is too early to give a clear opening timetable。

Professor of Chinese Academy of Social Sciences、Researcher Wei Xiang said in an interview with the media，“Global theme parks are basically divided into two categories，One category is Disney、A comprehensive technological entertainment park represented by Universal Studios；The other type is a paradise for improving non-cognitive skills，For example, thinking ability、Logical ability、Cooperation ability, etc.，Represented by the European Paradise brand，For example, Legoland、Netherlands NIMO Pavilion, etc.。”

He thinks，China currently has no shortage of comprehensive theme parks like Disney，And with OCT、The capital power of large groups such as Happy Valley，It is easy to copy this type 188bet online sports betting of park，And win at scale，“It is precisely the paradise with professional knowledge that is still blank in the Chinese market。”

The emergence of Legoland is more like filling this part of the market gap。As a person in charge of Shenzhen Legoland Resort said，There is no market competition between Legoland and other theme parks，“The consumer group of Legoland Resort is mainly parent-child families aged 2-12 years old，In the play and building experience，Exercise and stimulate children’s hands-on ability、Imagination and creativity。”

As to whether it is a competition and cooperation relationship，We’ll find out once Legoland opens and operates。

Analysis on the appearance of overseas giants vying to be the first to enter China，It is not difficult to see the reason behind its targeting of the domestic market。

On the one hand，The development of these theme parks overseas，Long-term impact of the epidemic that is difficult to effectively control，Becoming very laggy。

Under the epidemic sweeping the world，Many theme parks at home and abroad had to announce temporary closure，Industry giants like Disney，His park and resort business once came to a standstill。The decline in international passenger traffic caused by the blockade of various countries，And a reduction in the disposable income of some households，All have a significant impact on the enrollment rate。

And the rapid recovery of the Chinese market，allowed many parks to reopen to welcome guests in the shortest possible time，Rejuvenate quickly。For example, Shanghai Disneyland received 5.5 million tourists in 2020，Equivalent to 52% of 2019，Annual income is approximately 54% of 2019，Becoming the best large-scale theme park in the world to recover since the epidemic。

On the other hand，Thanks to the strong domestic consumption power and good control of the epidemic，The development potential is beyond doubt，And there are two major evidences, Disney and Universal Studios。

According to data from Zhongyan Puhua Industrial Research Institute，my country has become the theme park market with the largest number of tourists in the world。Since 2017，Accelerating investment in domestic theme park industry，Many new projects launched，Entering the fast lane of development。As of now，Has given birth to nearly 3,000 theme parks，There are about 400 large-scale parks。

So，These paradises from overseas，The scale of investment and construction in the domestic market is generally not“Little fight”，Either it is the largest in Asia，Either it is the largest in the world。

Since everyone has the same goal，Then the key to the follow-up is how to seize the Chinese market。You need to know before Disney comes to China，A number of localized theme park brands have been created in China，For example, Guangzhou Chimelong Wildlife World、Fangte Happy World、Happy Valley, etc.。

According to the 2018 Global Theme Parks and Museums Report，Based on 188bet Online Sports Betting and Casino the number of visitors，OCT in China、The three major theme parks of Huaqiang Fantawild and Chimelong Group are ranked fourth among the global theme park groups、The fifth and sixth places。In other words，Only in the domestic market，Local brands can compete with overseas giants。

But wearing“Mickey Mouse”、“Transformers”、“Harry Potter”Overseas giants waiting for IP halo to enter the market，It is naturally easier to stir up public nerves。Any domestic consumer with IP faith，Never be stingy about paying for various derivatives。

Some analysts believe，The reason why Disney and Universal Studios attracted much attention after opening，It’s because there are a large number of famous movies or animation IP，Years of accumulation have laid a sufficient user base for the admission rate。Although Legoland does not have these popular cultural IPs，But its series of building block products are already a classic IP，His fan base covers a wide range of countries“Post-80s”、“Post-90s”、“After 00”Family。

And，On the evolutionary iteration of IP and related products，I have to say the popularity of overseas theme parks such as Disney and Universal Studios，What’s more, it allows tourists to constantly gain freshness。Building advantages on existing IP，They are also often good at using brand output、Operation Management、Intensional innovation and other means，Offset the consumption caused by developing paid derivatives，Maximize the extension of IP“Lifespan”。

Disney、Universal Studios Copy“IP+Paradise”The model and successful case are before our eyes，The high feasibility in the Chinese market is evident。This time LEGO uses products as bait to build a park，With Disney、Universal Studios uses IP to acquire customers no differently。

Build three amusement parks in one go“Gorgeous Adventure”

There is an argument in the market that，The payback period of the park is too long，Lego’s move to build three parks in one go is quite risky。And，Among the 16 parks that LEGO has opened and plans to open，The largest number of Legoland parks in the United States，Occupied three seats，At present, only the Chinese market has received the same treatment。

According to an industry insider，Theme parks are super heavy investments，The investment in domestic large-scale theme parks exceeds 1 billion，Generally, the overall payback period is at least 10 years。The number of tourists must be continuously guaranteed every year、Can increase the price per customer，Only to ensure cost recovery。

“Ticket revenue is just a drop in the bucket for a huge investment。Theme park tickets alone are not enough to eat，Meals after entering the park、Only secondary consumption such as souvenirs has greater room for growth。”Lin Huanjie, President of China Theme Park Research Institute, once said，&188bet sports betting app download ldquo;Theme parks are big investments、Slow recycling、Industry with high risk。Initial investment is just the beginning，Long-term operations are still needed in the future、Maintenance、Repair、Investment in maintenance and upgrades。”

According to relevant investigation reports，As of the end of 2019，There are more than 300 theme parks in China，25% of them are losses，22% flat，53% achieved operating profits。

At least in the short term，as“LEGO”The theme park derived from IP is not a profitable investment project。

But put aside the three Legoland parks that are destined to be a drag on financial results for a long time，A series of building block products that serve as the basis for the development of the LEGO Group，Has been accompanying domestic users for many years，And has long occupied the first echelon position in the domestic toy market。

Financial report display，The LEGO Group opened a total of 134 retail stores in 2020，91 of them are located in the Chinese market；The LEGO Group plans to open 120 more branded retail stores in 2021，80 of them are located in the Chinese market。Retail stores are blooming all over the country，Consumers also buy it。According to ECdataway data，LEGO brand toys are the most popular among consumers，First half of 2020，Lego toys account for 46% of the market share on my country’s mainstream e-commerce platforms。

Regional distribution through multiple dealers and multiple cities，LEGO series products are being delivered to more and more consumers。And STEAM education (that is, integrating science) has been supporting the product for many years，Technology，Project，Art，Comprehensive education that integrates multiple fields of mathematics)，ie“LEGO”Another way of IP derivation，Still constantly strengthening the professionalism and uniqueness of our products，Further increase its competitiveness。

Previously，The LEGO activity center related to STEAM education is operated by the authorized third-party dealer of LEGO Education China，It was not until October 2019 that LEGO Education terminated its cooperation with distributor Ximiya Company，Over 130 domestic Lego activity centers are facing delisting。Until March 17 this year，LEGO Education announces the opening of the world’s first LEGO Education Innovation Learning Center in Shanghai，Operated independently by LEGO Education，Provides STEAM learning services for students aged 5 to 10 years old and above。

August 22，LEGO Education released the new LEGO Education SPIKE science and technology basic set for primary school students in STEAM learning in Shanghai。SPIKE science and technology basic set as part of the LEGO learning system，Encourage students to explore STEAM concepts by hand，Develop literacy skills、Information Literacy and Social Emotional Competencies。

I can see it，Even if it has been operating in the country for a long 188bet app time，On a more stable STEAM business，Lego’s moves are not small either，Even considered a subversive change without any hesitation，This is the confidence brought by building block products that account for almost half of China’s toy industry。

Whether it’s opening more and more retail stores，Still the restarted STEAM education service，Or the Legoland under construction，Lego’s major moves in the Chinese market，Everything shows that it is optimistic about this huge consumer market，And its many years of deep involvement in the domestic market，Initiate various aspects of personal problems“Great General Attack”full confidence。

From this perspective，This time the three parks were built together“Feat”，In fact, it’s just that Lego believes in the appeal of its products in the Chinese market，It can definitely attract enough consumers for the park business。After all，Just like Wei Xiang said，Legoland’s advantages in the domestic market，It lies in the marketing experience and brand reputation accumulated in the professional field，And so far，There are few parks with professional knowledge in China。

But whether it can adapt to the Chinese market in the future，“The key lies in in-depth research on China’s localization policy，Includes policy trends、Macroeconomics、Understanding of regional development environment, etc.。”

It’s just the right explosion，It’s still a reckless attempt，Everything can only be verified by time。