Which is better, beijing happy valley or Universal Studios?

In recent years, beijing happy valley and Universal Studios have been a topic of discussion among Beijingers. Beijing happy valley has a history of more than ten years. In three years, Universal Studios will be fully opened, which forms a 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 phase of beijing happy valley, more new projects will be announced, including the sixth phase of 20 19-202 1 and the seventh phase of 2022-2024. Compared with the past, the project renewal in beijing happy valley has been significantly accelerated. Behind the accelerated renewal is the increasing pressure of similar amusement projects and tourists in beijing happy valley. 202 1 Universal Studios Beijing is about to open, leaving little time for beijing happy valley.

Beijing happy valley has accelerated its renewal, and it has already been plagued by the decline of tourists.

On June 28th, the fifth phase of the beijing happy valley project "Shangri-La" will be 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 out that the frequency of updating 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. 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 an instant hit. Xiao Yang, a Beijinger, still remembers that in 2008, he went to beijing happy valley with the school for the first time and waited in line for four hours to ride a roller coaster.

However, today's beijing happy valley is facing the problem of the decline in the number of tourists. OCT A's bond tracking rating report shows that during the period of 20 16-20 17, the number of tourists received in beijing happy valley was 3.65 million and 3416,300, respectively, which decreased by 2.4% and 6.4% year-on-year, and the ticket revenue also decreased from 384 million 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 20 18. After the number of tourists dropped for two consecutive years, 20 18 beijing happy valley not only launched the fourth project "Dessert Kingdom" in April, but also announced the news of upgrading Shangri-La in the fifth phase at the beginning of the year.

20 19 Shangri-La, the fifth phase project of beijing happy valley, opened as scheduled. At the press conference, beijing happy valley once again exposed the schedule of new projects, including 6 projects in 20 19-202 1 and 7 projects in 2022-2024, all of which take two years as a cycle. Compared with the past, the project renewal in beijing happy valley has been significantly accelerated.

Amusement projects are similar, with seven roller coasters in one park.

Judging from the results, the opening of new projects has really boosted the passenger flow in beijing happy valley. According to the official, the number of tourists in beijing happy valley increased by 20% in 20 18. According to the data in the scoring report of 20 17, the number of tourists in beijing happy valley reached about 465,438+million in 20 18. Beijing happy valley officials told the Beijing News that the number of tourists in beijing happy valley last year was 4 million.

In 20 19, beijing happy valley set a target of 5 million tourists, which also means that the growth rate of tourists should reach at least 22%. Beijing happy valley's growth rate of 20% in 20 18 is the highest since it opened in 20 12. It is obviously more challenging to maintain or even surpass it.

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 usually lasts for three years. After three years, the growth rate will slow down or even drop sharply. "Continuous construction and innovation" 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 tourist volume of 20 18 in beijing happy valley. Therefore, accelerating lease renewal has become an important way to attract customers in beijing happy valley.

When it comes to the setting of amusement projects, it is not difficult to find that beijing happy valley tries to drive tourists with projects that highlight the sense of experience, but the problem of "similarity" has also emerged-after the opening of the fifth phase of the project, there are already seven roller coasters in beijing happy valley, and it is said that the number has become the first in Asia. But do tourists really need so many roller coasters?

Regarding this issue, Zhao Xiaobing, general manager of beijing happy valley, told the Beijing News reporter that beijing happy valley hopes to strengthen the tourist experience. Roller coasters are the "main menu" of beijing happy valley's amusement mode, and roller coasters are also the main choice for tourists.

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, not more than three at most." Lin Huanjie, president of China Theme Park Research Institute, said. 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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"Against" Universal Studios, Making Entertainment More Wonderful

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 roller coaster-like "experience-oriented" projects may also indicate that beijing happy valley wants to walk out of a road of "life and death" with Universal Studios.

Liu Simin, a tourism expert, told the Beijing News that beijing happy valley's biennial update 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 ordering. 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 tourists in Shanghai Happy Valley decreased by 50,000 in the same year. In 20 17, 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 hasn't announced the reception number of Shanghai Happy Valley in 20 18, but it may be seen from the accommodation data of Jiatu Hotel in Shanghai Happy Valley. The hotel opened in July 20 18, and the occupancy rate of that year was only 17.24%. The occupancy rate of Wuhan Maya Beach Hotel adjacent to wuhan happy valley is 66. 1%.

Facing the pressure of Universal Studios, beijing happy valley is bound to seek a new development direction. "beijing happy valley wants to distinguish itself from the future Universal Studios." Lin Huanjie said, "Universal Studios mostly use their own or authorized film and television works IP as the entertainment mode of their theme parks. Young tourists may prefer exciting projects, so Happy Valley is different from Universal Studios by setting up various exciting projects, but the effectiveness of the strategy is still uncertain. "

On the other hand, the linkage effect between beijing happy valley and Tianjin Happy Valley can hardly be described as "win-win". Except Chongqing Happy Valley, which opened in July, 20 17, Tianjin Happy Valley has always had the lowest ticket revenue and 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, "Plus Beijing and Tianjin Happy Valley are in two cities, people who come to Tianjin Happy Valley may not come to Beijing, and vice versa. In fact, there is no linkage."

Reprinted from: Beijing News