Disney plans to develop community commerce.

Disney plans to develop community commerce.

Disney plans to develop community commerce, and Disney will develop a residential community in Rancho Milac, Kotchera Valley, California, USA. And is considering the future development in other parts of the United States. Disney plans to develop community commerce.

Disney plans to develop community business 1 Disney (DIS), which will celebrate the 0/00th anniversary of/kloc-0, will expand its new business.

On February 16, Disney announced plans to develop residential projects in the United States and build Disney residential communities. This new community enterprise will be named "Disney's Story Life".

It is reported that the first project of the community business is currently under planning.

Bai Wenxi, chief economist of IPG China, analyzed that Disney's real estate layout may be an attempt to find new business growth points outside the entertainment and media business to solve the current decline and dilemma of its own development.

Can the second water testing house be successful?

According to Disney, its first community will be built in Rancho Mielack, Kotchera Valley, California, because Walter Disney, the founder of Disney, once lived here with his family.

The project, named Cotinaud, was jointly developed by Disney and DMB Development Company, a professional community planning company.

Brent Herrington, CEO of DMB Development Company, once said that they were happy to cooperate with Disney on this groundbreaking concept.

Cotinaud is a residential project suitable for all ages. Housing types include manors, single-family houses and apartments, and will also include at least one area for residents over 55 years old.

According to the development plan, the community will be built around a large oasis of about 24 mu, and the clear and green seawater will be turned into a supporting resource for the community by using professional technology. In the future, the community will provide members with seaside clubs, exclusive beaches, water leisure activities and Disney projects throughout the year.

Image source: Disney official website

In addition, Cotinaud has planned a mixed-use area, including shopping, dining, entertainment, seaside hotels and professionally managed beach parks, where the public can enjoy water recreation by purchasing a one-day pass.

In addition to the First Community, Disney is also exploring the future development of other parts of the United States.

Disney said that every future project of the company will cooperate with respected developers and house builders in the industry to explore, participate in and create stories belonging to community residents through unique design.

At the same time, in each community, Disney will arrange actors who have received professional customer service training from the company to run community associations. Through the club membership model, Disney will provide some planning services, such as health planning, entertainment activities, charity activities and seminars.

In fact, the residential business proposed by Disney is not its first attempt in this field.

As early as 1994, in osceola County, Florida, Walter Disney planned to build a residential community named Celebratio. At present, the community has about 6,543,800 residents and 4,300 houses and apartments.

Bai Wenxi said that under the current market structure in the United States, it will take time to verify whether the real estate business can help Disney achieve new performance growth, whether Disney's plan to enter the real estate business can be finally implemented, and how effective the implementation is.

Want to change the streaming media?

In fact, since 2020, due to the outbreak of novel coronavirus in many countries and regions around the world, some Disney theme parks and resorts have been closed, and their cinemas, theaters and other sub-businesses have been affected.

In the third and fourth quarters of 2020, Disney's net profit continued to fall. By the end of fiscal year 2020, Disney's net profit loss was $2.864 billion (about1790.2 billion yuan), down 125.9 1% year-on-year.

Judging from the share price, Disney's overall share price has also shown a downward trend in the past year.

Wind data shows that as of June 65438+1 October 18, 2022, Disney's closing share price was 15 1.39 USD/share, with a total market value of 275.6 billion USD (about 1.74 trillion RMB).

In this context, Disney has accelerated its transformation layout in the field of streaming media in the past two years. According to the official website, Disney has four streaming media platforms, namely Disney+, ESPN+, Hulu and Hotstar.

June 65438+1October 65438+February 2020, Disney announced that it would reorganize its media and entertainment departments and pay more attention to streaming media business.

Disney said that under the reorganized new structure, Disney's three content teams will focus on developing and producing original content for the company's streaming service and traditional platform, while distribution and commercialization activities will focus on another group called "Global Media and Entertainment Distribution".

According to Cailian News Agency, on August 3rd1Sunday, 202 1, Disney further proposed a new action to integrate the layout of streaming media, transferring the sports content of Hotstar platform to ESPN+ and transferring the movies and TV programs to Hulu. Next, Disney plans to gradually integrate its four streaming media services into one platform, namely Disney Bundle.

In early February of this year, Disney released the first quarter financial report of fiscal year 2022. In terms of total revenue in the latest quarter, Disney's performance has improved.

By the end of June 2022, 65,438+1 October1,Disney had achieved revenue of 2181900 million USD (about13,865,438+88 million RMB), a year-on-year increase of 34%. The net profit was $65,438+010.50 billion, an increase of over10.000% compared with the same period of last year.

Image source: Disney Financial Report

In terms of specific business, during the reporting period, the revenue from Disneyland's experience and products business was 7.234 billion US dollars (about 45.756 billion yuan), an increase of 65,438+0,065,438+0.62% year-on-year; Direct-to-consumer (streaming media business) revenue was US$ 4.69 billion (about RMB 29.665 billion), a year-on-year increase of 33.85%. In addition, the total revenue of Disney's online network, content sales/licensing and other businesses was1065438+39 million US dollars (about 6465438+30 million yuan), which was also on the rise compared with 9.395 billion US dollars (about 59.424 billion yuan) in the same period last year.

By analyzing the number of users of streaming media platform, we can see that as of June 2022, 65438+ 10/,Disney's streaming media platform * * * had 65438+96 million users. Among them, the number of Disney+(including Hotstar) users alone has reached 65.438+0.3 billion, up 36.78% year-on-year, and the number of users increased by about 6.5438+0.65438+0.7 million in a single quarter.

In addition, the number of ESPN+ users was 265,438+0.3 million, a year-on-year increase of 76.03%; The number of Hulu users was 45.3 million, a year-on-year increase of 14.97%.

During this period, its competitor Netflix has 222 million paying users around the world. Although the growth of 8.28 million users in a single quarter is slightly lower than that of Disney, Netflix still maintains a leading position in the overall user scale.

It is worth noting that Disney is also caught in the controversy of the heir's public appeal. In June 5438+10, Abigail Disney, one of Disney's heirs, suggested in an online interview that consumers should stay away from those enterprises (including Disney's theme parks) whose employees are not well treated, which is a key way to promote change.

Can you continue to be proud of the Central Plains?

China plays an insignificant role in Disney's global layout. In September 2005, China's first Disneyland was officially opened in Hongkong.

1 1 after the establishment of hong kong disneyland, on June 6, 2065438 16, the second Shanghai disneyland in China and the sixth in the world was officially opened to the public.

Shanghai disneyland

This theme park has set two consecutive records in less than two years.

First of all, Shanghai Disneyland received 1100000 visitors after1month of operation, making it the first Disney theme park in the world to welcome1000000 visitors less than one year after its opening. In addition, Shanghai Disneyland is the first theme park in Disney's history to achieve financial balance in its first year of operation.

According to the financial report, as of September 30th, 20 17, the annual revenue of Disney parks and resorts was1841500 million USD (about1164.82 million RMB), an increase of 8.49% year-on-year. The revenue of this department was US$ 3.774 billion (about RMB 23.872 billion), a year-on-year increase of 14.43%.

In this regard, Disney said that internationally, the performance growth in that year benefited from the year-round operation of Shanghai Disney Resort and the 25th anniversary celebration of Paris Disneyland.

20021June 16 Jiefang Daily reported that on the occasion of the fifth anniversary of the opening of Shanghai Disneyland Park, the Shanghai International Tourism Resort with its core received more than 83 million tourists and realized tourism income of more than 40 billion yuan.

Apart from Shanghai Disneyland, theme parks in other parts of China have also developed rapidly in recent years.

According to the Evaluation Report on the Competitiveness of Theme Parks in 20021China, among the top ten theme parks in 20021China, only five theme parks were listed in Guangdong, accounting for 50%.

In this regard, Lin Huanjie, president of China Theme Park Research Institute, said in an interview with Guangzhou Daily that Guangdong is the birthplace of domestic theme parks, and Shenzhen, Guangzhou, Zhuhai and other places have formed the brand influence and agglomeration effect of theme parks. Moreover, Guangdong has climate advantages and convenient regional transportation, which not only facilitates local tourists to travel, but also makes it very convenient for foreign tourists to travel to Guangdong.

In addition, Beijing Universal Studios Resort 202 1, which opened in September, was also frequently searched on social media last year, becoming a new popular punching place for tourists to come to Beijing.

Image source: Can Gallery

According to the statistics of Beijing Municipal Bureau of Culture and Tourism, Universal Studios Resort in Beijing received 25,000 tourists on the first day of the National Day holiday alone.

Liu Simin, vice president of the Tourism Branch of China Future Research Association, analyzed in an interview with the reporter of National Business Daily that although Universal Studios Beijing was five years behind Shanghai Disneyland, the success of the latter also increased the chances of its success. Disney's success shows that similar projects are easily accepted in China market, and projects of this level are easily accepted by the market.

Disney plans to develop community business. Everyone who walks into Disneyland will hear the slogan "Have an incredible day". This international company, which focuses on telling stories and promoting "miracle magic", announced the news of returning to residential real estate while actively expanding the business of holiday parks.

According to the market news on February 17, Disney will develop a residential community in Rancho Milac, Kotchera Valley, California, USA. The new residential development business will be named Storyliving by Disney (Disney's "Story Life" community project is also called Cotino), and future development in other parts of the United States is also under consideration.

Disney "Neverland"

Looking back, Shi Lang started to go to sea on 20 13. At that time, all enterprises with the goal of "going out" had been defeated, and Shi Lang became an "ocean-going only seedling", with almost no choice to stay and deepen the local market.

According to related reports, Disney is cooperating with DMB Development Company to develop Rancho Phantom Community. The 24-acre project will include at least one residential area for residents aged 55 and over, including residential buildings, single-family houses and apartments for buyers to choose from.

According to the approval of the specific development plan, the community is expected to adopt unique crystal lake technology around a large oasis of about 24 acres to create an environmentally friendly and sustainable lake environment. Club members in the park can also enjoy seaside clubs, beach areas and leisure water activities, as well as Disney programs, entertainment and activities throughout the year. Cotinaud also has a series of shopping, dining and entertainment, seaside hotels and professionally managed beach parks, where the public can buy a one-day pass for water entertainment.

In Storyliving official website, this community is called "the ultimate destination for curious dreamers and doers seeking exploration, innovation and inspiration". Employees "trained in Disney Legend Customer Service" will manage the community association.

As we all know, Disney's experience design away from reality has always been one of the biggest selling points. This time, they finally brought their "story" to the residential area and wanted to extend the "magic story" to the life experience. In its imagination, the fans immersed in it will be "full of enthusiasm", but the evaluation received on the Internet is not satisfactory.

Many netizens said that if they lived in a community controlled by corporate culture, they would feel very uncomfortable, and laughed that they would be driven out of the community because they didn't renew their Disney video membership. Some netizens compare this community to Disney's EPCOT (experimental society) and feel uneasy about the expansion of corporate culture. It can be seen that there seems to be a gap between the target groups expected by Disney.

In the words of Josh DAmaro, the chairman of Disneyland, after a century of development, they are entering the "next century" of the company. Choosing this community built near the founder's residence can upgrade "storytelling" to "living in a story".

Although the idea of this community seems to be "Chun Xue", Disney, a businessman, will not lack consideration. This led to the development of DMB, an important partner of Disney. This Scottsdale-based developer specializes in developing unique community buildings in the western United States, and its business scope mainly includes resorts, commercial facilities and related clubs. Over the past 30 years, the company has successfully developed 265,438+0 projects in the western United States, belonging to a relatively mature "living community" developer and recognized by the industry.

Take their latest Silverwood project in Hesperia Scenic Spot in Southern California as an example. In this project, the mountains, rivers and lakes in San Bernardino Forest Park are included in the planning, and more than 9,000 mu of houses are planned and built15,000 units to build a natural holiday community. The unique concept combines natural sightseeing with exclusive real estate. For the development of DMB, it is our own business to develop creative sightseeing communities according to local conditions.

Therefore, when the news of Disney came out, many people outside the network speculated that the construction of this community would be dominated by the development of DMB. According to insiders, Disney will be mainly responsible for the catering and entertainment facilities in the park. This way of cooperation undoubtedly reveals the Disney's "Neverland", the actual core of which is community housing, and Walter Disney's "fairy tales" are superimposed as cultural "soft clothes".

It is worth noting that the land developed by this project is owned by EC Rancho Mirage Holdings, and its head is the CEO of Canadian City Office Real Estate Investment Trust, in which Blackstone owns 7% investment.

Regain real estate

Disney is not the first time to tell the story of real estate.

According to the British Daily Mail (2013165438+10/2), Disneyland in Florida, USA is developing real estate, and Disney Company has developed a residential area called "Golden Oak" in Lake Wang Hao, with a total area of 980 acres.

According to reports at that time, a residential area in Disney was almost sold out just after its opening. The lowest price of these houses is US$ 6.5438+RMB 7,000 (about RMB 6.5438+RMB 4,000), and the highest price is US$ 7 million (about RMB 43 million). But there is no doubt that "Golden Oak" is a traditional luxury community, and the related club design and property services are closer to the configuration of high-end communities, among which Disney elements are few and far between.

After the success of "Golden Oak", Disney has gradually expanded the area of this community and developed several high-end communities with different themes. Including the Marceline community with 50 custom villas ... At this time, a little taste may not satisfy Walter Disney's ambition.

Disney has been looking for and acquiring related resort construction companies for a long time, and has acquired the resort developer Arvida Corporation for $200 million since the earliest 1980s. Then in August, 20021,it was reported that Disney was negotiating with Tavistock Development to develop an age-limited community as part of the Sunbridge development project, which is located near the Nona Lake community in the southeast of Orlando and covers an area of about 27,000 acres.

Finally, Disney announced its cooperation with DMB at 5438+07 on February 6th this year. Through these years of exploration, it can be said that Disney has been seeking a "Disney World" in a larger field.

On February 9th, Walter Disney Company released its first fiscal quarter performance report of 65438+ 10/as of June 2022. According to the contents of the report, during the reporting period, the company achieved a total revenue of US$ 265,438+US$ 0.865,438+US$ 900 million, an increase of 34% over US$ 2026,5438+US$ 0. The net profit increased from 202 1180,000 USD to 2022165438+52 million USD, an increase of 64 times.

Disney's profits soared this quarter, mainly due to the improvement in the operation of experiential projects such as Paradise. Disney's main park, experience and product revenue reached 7.234 billion US dollars, compared with 3.588 billion US dollars in the last quarter; The operating profit was about $2.45 billion, compared with a loss of $65,438+$65,438+$90 million in the previous quarter.

Disney, which relies heavily on streaming media and park business, has not given up its efforts in residential real estate. But for residential real estate, residential facilities, community construction and convenient transportation are the primary factors for consumers to choose.

Domestically, the arrival of Shanghai Disneyland has not significantly improved the housing prices in Chuansha area; The success of American residential projects depends on the quality of their own luxury houses; Parks in Orlando, USA only promote the development of related businesses. In the end, it is unknown whether Disney's cultural dividend can be realized in this "dream" big community.

From paying tribute to the high-end residential area "Golden Oak" of the founder's farm to "Storyliving" commemorating the founder's original site, can Disney's dream continue in residential real estate when selling houses becomes telling stories?

Disney plans to develop community commerce 3 Recently, Walter Disney Company disclosed a residential development plan "The Story of Disney". The first project of the plan will land in California and is expected to include manors, single-family houses and apartments.

Disney "high-profile" selling houses

On February 16, local time, Walter Disney Company announced a residential development plan "The Story Life of Disney". The first project of this project was named "Cotinaud", located in Rancho Mielack, Sejkora Valley, California, USA, where Disney founder Walter Disney once lived.

Cotinaud's conceptual design. Figure /Storyliving by Disney official website screenshot

In the announcement, Josh D'Amaro, president of the Experience and Products Department of Disneyland, said that as Disney is about to enter the next 100 year, the company hopes to bring Disney's magic to the public in a new way, from telling people stories to making people "live in stories". The way Disney found it was the "Disney Story Life" project.

According to reports, the community operation of each project of Disney Story Life will be undertaken by trained Disney cast members. Through the mode of member clubs, Disney will provide entertainment services, charity activities, medical care services and so on. From live performances to cooking classes. Fantasy engineers responsible for designing and planning Disneyland will play a key role in the creative design of the community and cooperate with other developers and builders, but the community will not have any connection with the Disneyland they designed.

The first project of "Disney's Story Life" was co-operated by DMB Development Company, which specializes in large-scale community development. According to the data, Cotinaud will be built around a 24-acre oasis, including manors, single-family houses and apartments, and at least one area will be dedicated to middle-aged and elderly residents over 55. Cotinaud has also designed a comprehensive area to undertake the functions of shopping, catering, entertainment and hotel accommodation, and a beach park where citizens can buy tickets to enter.

According to foreign media reports, Cotinaud is expected to have 65,438+0,900 apartments, but Disney refused to disclose the total investment of this huge project. According to public reports, the overall project may become a light asset model, with Disney responsible for marketing and club operation, and developers and builders responsible for construction and pricing.

Building Utopia or Selling House?

"Living in a story" may be the dream of many people and one of Disney's goals.

In 1960s, Walter Disney put forward the concept of "tomorrow experimental prototype community" (EPCOT). According to the data, the United States at that time was troubled by the rapid expansion of cities and the failure of infrastructure construction to follow up in time. Based on modernism and futurism, EPCOT proposed by Walter Disney aims to build a utopian city, integrating commercial, residential, industrial and entertainment functions, and connecting them through a large-scale and multi-modal transportation system to solve the realistic dilemma at that time.

However, after Walter Disney died in 1966, Disney thought it was unrealistic to maintain, manage and operate a city, so it gave up the idea. Subsequently, the assets related to the project were merged into Walter Disney World Resort and became the source of the famous park "EPCOT" in the resort. And some of the ideas are still in use today, such as the unique Disney monorail in the park.

Epcot Park. Figure/Walter Disney World Resort official website screenshot

Although the original plan was abandoned, Disney did not stop trying. 1996, the first family moved into a small town called Qing. It is understood that this small town is located near the Walter Disney world and was built by Disney in the 1990s. It has shops, restaurants, apartments and office buildings. Although it seems to be "learning from EPCOT", some people say that small towns are more inclined to "new urbanism". Not only is the architectural design unified, but even the colors of lawns and curtains in the community have relevant regulations. Under the shining of Disney's aura, once the development plan was announced, it attracted so many buyers that it had to draw lots to decide who was qualified to buy land and build houses. However, Disney began to divest assets related to towns one after another. In 2004, Disney announced that it would sell the town's central business district. It is worth noting that Disney is still closely related to the town, and the headquarters of Disney Cruise Company is also located in the town.

Following the celebration of the town, the construction of the "Golden Oak" in the high-end residential area further highlights Disney's real estate "ambition". On 20 10, Disney announced the launch of Golden Oak under the slogan of "Buying a House in Walter Disney World Resort".

Golden Oak, an upscale residential area of Disney. Figure/Golden Oak official website screenshot

According to the data, the community has six blocks, with about 300 houses and an area of 980 mu. It was also designed with the help of a fantasy engineer. The house prices ranged from $6,543.8+0.5 million to $8 million, and the first batch of houses were completed in 2065.438+065.438+0. It takes about 10 minutes to drive from the residential area to the park. Golden Oak Club can provide a series of services for its members, such as tickets for Disneyland and special events, food and beverage reservations, family dinners and parties. According to foreign media reports, by the end of last year, among the top ten houses with the highest transaction price in Orlando, Golden Oak occupied five seats.

According to Disney's latest report on the first quarter of fiscal year 2022, Disney achieved a revenue of $2181900 million, a year-on-year increase of 34%. The revenue of Disneyland, Experience and Products Department reached US$ 7.234 billion, up by10/.62% year-on-year. As Disney's latest real estate project, Cotinaud has not disclosed the price range. Starting from Cotinaud, Disney's "Disney Story Life" plan will continue to find suitable project sites in the United States for development. By then, are Disney tourists willing to "pay" for their dreams?