Traditional Culture Encyclopedia - Hotel franchise - Legoland has been expanding for 50 years. Why is it enduring?

Legoland has been expanding for 50 years. Why is it enduring?

In 2022, legoland plans to open in Chuncheon, Seoul. By then, there will be 10 legoland in the world, spanning eight countries. It has been reported that China, Shanghai, Sanya and Nanjing have settled down. Merlin Entertainment Group plans to further expand to the world and eventually establish 20 legoland cities around the world.

10 years ago, Merlin Entertainment Group, a British company, mastered the brand operation of legoland, which has been accelerated for eight years since its launch in legoland, and then used legoland to help it grow into the second largest scenic spot operator in the world.

50 years of global expansion

Merlin Entertainment Group owns Lego theme parks and more than 20 chamber music parks. The Lego brand now accounts for about a quarter of more than 20 scenic spots in Meilin Global/KLOC-0.

Merlin Entertainment Group is the second largest group with many tourist facilities in the world, surpassing Universal Studios and second only to Disney.

At first, legoland's foundation had no advantage for a tourist attraction, just a mini-paradise, and the town was not a tourist attraction. Today, legoland provides more services for families with children aged 3 to 12. Each resort usually receives 2-2.5 million people every year.

After the early success of legoland, people are very interested in legoland, which is about to open in the future. Since this expectation originally came from other parts of Europe, Lego Group reached an agreement to develop a park on the northern coast of Germany, but it only survived for four quarters.

The project in Germany in 1970s was an important lesson for Lego Group. After that, the group returned to Denmark to focus on its core business. By the early 1990s, Lego began its global expansion plan and decided to start with two new parks. One in North America and one in Europe.

Because the sales of Lego toys in Britain are very high, and legoland receives a large number of British tourists, the new legoland is located in Britain.

Lego's location in Windsor benefits from the original park infrastructure. Later, Merlin bought the cypress garden, turned it into legoland in Florida, and became the first legoland in North America.

Lego has attracted great attention in Germany, Austria and Switzerland. The park has performed well since it opened in September 2002. At present, the German resort model has also been proved to be an effective testing ground for theme accommodation, including the first Jialegong Castle Hotel and other products.

In addition, the master plan of legoland has also been used as a template for the development of some new parks by Meilin Entertainment Company. For example, legoland in Malaysia and legoland in Dubai.

At present, all legoland has its main attractions, such as Dragon Cup, yacht and Lego Express, which are very popular. Newer projects include interactive dark loops.

In order to keep up with Lego values, the park encourages learning through games. Luo Rentong, an expert in the application of digital economy, believes that the success of legoland has led the spirit of the times of family leisure and entertainment to a certain extent: the charm of Lego lies in "the infinite possibilities of creation".

First of all, product positioning is close to children's inner world.

Lego always thinks that children enjoy the assembly process, so it consciously simplifies the modules and processes in product design. Later, I observed and interviewed families in the three major markets of Lego products in the United States, Asia and Europe.

In the process of interaction between children and toys, what matters is not the toy itself, but how the toy is integrated into the inner story woven by children. So in legoland, we pay more attention to the user's play experience.

Secondly, judge the product from the child's point of view.

Lego's product research and development headquarters in Bilong, Denmark, is open twice a week to receive many children from kindergartens and schools. Lego product designers have realized interactive research in the process of having fun.

Only through children's thinking can we find out where the product itself needs to be improved.

Finally, take the player as the creative source.

It is not enough to rely on hundreds of designers inside Lego. Brainstorming is the best policy. There is a platform on Lego official website called "Lego Ideas", which openly solicits all ideas about Lego design from the public. The products in "Lego Creative" will also be promoted in legoland, forming a closed loop.

What changes did Merlin bring to legoland?

Value 1: Relocate the holiday destination of the theme park.

The first new legoland under Merlin was legoland, Florida. Since then, the new legoland has been positioned as a holiday resort, and many parks have theme hotels. This is also a new growth point of Meilin theme park resort.

One theme of global tourism is the transition from longer family holidays to more frequent short-term vacations. Legoland's investment in themed accommodation enables visitors to extend their one-day visit to a multi-day immersive experience.

Generally speaking, the satisfaction score of tourists staying at Legoland Hotel is higher than that of day-trip tourists. This hotel also contributed to Merlin's income.

Value 2: Multi-product line combination, Holiday Park+Discovery Center

"Lego theme tourism" does not only happen in theme parks and Lego houses. Lego's own retail stores are increasingly becoming entertainment venues, and official exhibitions and other exhibitions in the stores cater to fans of all ages around the world.

Merlin didn't waste any time. He built a new scenic spot model with Lego. Legoland Discovery Center is known as "the indoor amusement park", which also highlights the diversified operation opportunities of Lego.

Legoland Discovery Center is an important form, which allows users to have an immersive Lego experience in the city center or shopping center.

Value three: the model of developing local partners.

Meilin is adopting three different park modes: self-management, operating lease and operating according to management contract. The reason for choosing cooperation is that local partners will know more about local knowledge.

The amusement facilities and scenic spots in legoland are now closer to the promotion scope of Lego toys. These toy series are basically the same all over the world. Therefore, these scenic spots can usually be replicated in several parks, providing economies of scale when developing new scenic spots concepts.

Value four: realize the synergistic effect of IP

Toys inspired the construction of amusement attractions and facilities in legoland, and the theme area in legoland, Florida brought Lego movies to life.

Local Lego IP usually makes Merlin more free in the theme park environment. I think Star Wars and Harry Potter also have their own Lego toy series.

One of the advantages of Lego toys is that you can take things you have created apart and reassemble them. Legoland is unique in that 50 years after its Danish debut, Lego and Merlin will have a tested theme park for a long time.

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