Which is better, beijing happy valley or Universal Studios?

In recent years, Happy Valley in Universal Studios Beijing has been a hot topic among Beijing residents. Beijing happy valley has a history of more than ten years. Three years later, Universal Studios will be fully opened, in sharp contrast. The following is a detailed comparative analysis.

Beijing Universal Studios 202 1 opened, and the beijing happy valley project has been updated quickly, but it still faces the dilemma of weak IP and similar amusement projects.

With the opening of the fifth project in beijing happy valley, more new projects will be announced, including the sixth project in 202 1 and the seventh project in 2022-2024. Compared with the past, beijing happy valley's project update speed has obviously accelerated. Behind the acceleration is the pressure of similar amusement projects and the growth of tourists in beijing happy valley. 202 1 Universal Studios Beijing is about to open, leaving little time for beijing happy valley.

Beijing happy valley accelerated its renewal and was once troubled by the decrease of tourists.

On June 28th, Shangri-La, the fifth phase project of beijing happy valley, will be officially put into operation, only one and a half years after the announcement of construction at the beginning of last year. It is not difficult to find that the update frequency in beijing happy valley is accelerating in recent years.

In 2006, beijing happy valley was born in the desolate area of the Fourth Ring Road in the southeast of Beijing, which is also a proud history of his birth. In the first month of opening, the number of tourists in beijing happy valley exceeded 300,000, and the highest number of tourists per day reached 20,000, which was very popular. Xiao Yang, a Beijinger, still remembers that in 2008, he went to beijing happy valley with the school for the first time. He stood in line for four hours to ride the roller coaster.

However, today's beijing happy valley is facing the problem of a decline in the number of tourists. OCT A's bond tracking rating report shows that from 20 16 to 20 16, the number of tourists received in beijing happy valley was 3.65 million and 3416,300, respectively, down by 2.4% and 6.4% year-on-year, and the ticket revenue also increased from 384 million yuan in 20 15.

Corresponding to this is the update speed of beijing happy valley. Since its opening in 2006, beijing happy valley has maintained the speed of opening a new project every four years until. After the number of tourists dropped for two years in a row, beijing happy valley not only launched the fourth project-dessert kingdom in April, but also announced the upgrading of the fifth project-Shangri-La at the beginning of the year.

In, Shangri-La, the fifth phase project of beijing happy valley, opened as scheduled. At the press conference, beijing happy valley once again revealed the schedule of new projects, including 6 -202 1 projects and 7-2022-2024 projects with a two-year cycle. Compared with the past, beijing happy valley's project update speed has obviously accelerated.

Recreational events are similar. There are seven roller coasters in an amusement park.

In this way, the opening of new projects has really boosted the passenger flow in beijing happy valley. According to official sources, the number of tourists in beijing happy valley increased by 20% in. According to the data of middle-aged people, the number of tourists in beijing happy valley reached about 465,438+million in 20 10. Beijing happy valley staff told the Beijing News that the number of tourists in beijing happy valley last year was 4 million.

In 2000, beijing happy valley set a target of 5 million tourists, which means that the number of tourists will increase by at least 22%. Beijing happy valley's growth rate of 20% in 2008 is the highest since 12 opened. Maintaining or even surpassing it is obviously more challenging.

Chen Shaofeng, vice president of Peking University Cultural Industry Research Institute, said that the sustainability of local theme parks is weak, and the passenger flow often lasts for three years. After three years, the growth rate will slow down or even drop sharply. "Building forever and innovating forever" is the eternal theme of theme parks. The launch of new projects has a considerable driving effect on the tourist flow of theme parks, and the effect can be seen from the annual tourist flow of beijing happy valley. Therefore, accelerating lease renewal has become an important way for beijing happy valley to attract customers.

When it comes to the setting of specific amusement projects, it is not difficult to find that beijing happy valley tries to drive tourists with projects with more outstanding experiences, but the problem of "similarity" also arises. After the start of the fifth project.

On this issue, Zhao Xiaobing, general manager of beijing happy valley, told the Beijing News reporter that beijing happy valley hopes to enhance the experience of tourists. Roller coaster is the "main menu" of beijing happy valley amusement style, and tourists here choose roller coaster as the main one.

In the eyes of the industry, seven roller coasters are not a normal number for theme parks. "Generally speaking, a theme park should not have so many roller coasters, no more than three at most." Lin Huanjie, president of China Theme Park Research Institute, said. But the reason why the beijing happy valley project is similar is still subject to IP. "beijing happy valley is still affected by the lack of IP, and it is difficult to design other innovative IP-based amusement projects." Chen Shaofeng said.

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"Confronting" Universal Studios makes entertainment more exciting.

With the opening date of Universal Studios Beijing officially confirmed as 202 1, the theme park market in North China has entered the countdown, and the outside world is worried about the survival of local theme parks in Beijing, Tianjin and Hebei. Although there will be similar problems, a large number of "experiential" roller coaster projects may also indicate that beijing happy valley wants to "save" Universal Studios.

Liu Simin, a tourism expert, told the Beijing News that the update speed of beijing happy valley every two years may not be fast enough. However, due to the construction cycle of the theme park project, the current speed of beijing happy valley is within the normal range. Zhao Xiaobing said that the cycle of large-scale projects in beijing happy valley is usually three years, one year for planning and two years for making orders. Although OCT has its own amusement machine manufacturing company, large equipment such as roller coasters still need to be imported.

According to an insider, the number of tourists in Shanghai Happy Valley dropped rapidly after Shanghai Disneyland opened the park. According to the data, Shanghai Disneyland opened its garden in 20 16, and the number of visitors to Shanghai Happy Valley decreased by 50,000 in the same year. In 2006, although the number of tourists in Shanghai Happy Valley rose to 3 million, the ticket revenue was the same as that in 20 16, and it was still 340 million yuan.

OCT A did not announce the number of tourists in Shanghai Happy Valley in 2008, but it can be seen from the accommodation data of Jiatu Hotel in Shanghai Happy Valley. The hotel opened in July 2008, and the occupancy rate was only 17.24%. Wuhan Maya Beach Hotel, adjacent to wuhan happy valley, has an occupancy rate of 66. 1%.

Facing the pressure of Universal Studios, beijing happy valley is bound to seek a new development direction. "beijing happy valley hopes to distinguish itself from Universal Studios in the future," said Lin Huanjie. "Universal Studios uses its own or authorized IP movies and TV works as its theme park entertainment. Young tourists may prefer exciting projects, so Happy Valley is different from Universal Studios by setting up various exciting projects, but it is still uncertain whether the strategy is effective. "

On the other hand, the linkage effect between beijing happy valley and Tianjin Happy Valley can hardly be described as "win-win". Except for Chongqing Happy Valley, which opened in July, 20 14, the ticket revenue of Tianjin Happy Valley 2065 438+04-2065 438+04 is the lowest among all the opened Happy Valley, and it is also the one with the least number of tourists.

"Happy Valley is a standardized entertainment project. No matter which city it is in, it is built according to the standardized model, so the basic model of Tianjin and beijing happy valley is similar, even though Tianjin is the main water park. " Lin Huanjie said, "Coupled with Happy Valley in Beijing and Tianjin, people who come to Happy Valley in Tianjin may not come to Beijing, and vice versa. There is actually no linkage. "

Reprinted from: Beijing News