Opening of Universal Studios: Tourists go straight to "Harry Potter" and "Kung Fu Panda" gets cold.

Universal Studios Beijing, which has been built for 20 years, finally officially opened to the public on September 20th. Due to the opening of passenger flow control measures in the park, the first day of opening the park did not seem too busy and crowded.

On the same day, Beijing issued a yellow warning of strong wind, with small to moderate rain from morning to day, and the lowest temperature was 15 degrees. However, the enthusiasm of tens of thousands of tourists has not diminished. The original opening time is noon 12. At 9: 00 a.m 15, there was a long queue of about 50 meters at the gate of the resort. Tourists are mainly young people and families with children. They are wearing umbrellas or raincoats, talking and laughing with each other, and their faces are excited.

1 1 p.m., Universal Studios opened 50 minutes earlier than scheduled. With a cheer, many people went straight to the "Wizarding World of Harry Potter" park. A little boy ran too fast and fell down because of the slippery road. A man shouted to his companion while running: "Run a little longer and wait 20 minutes less."

Under the effect of passenger flow control measures, there are not many people waiting in line for most projects. Some tourists finished all the projects at 3 pm, but the queue time of the most popular Harry Potter project still reached more than an hour. In contrast, the "Kung Fu Panda" park is very deserted.

In order to meet the pressure of people flow after the official opening, Beijing Universal Resort Hotel has made full preparations. The park starts passenger flow control from September 19 to September 2 1. At the same time, many railings for diverting people are arranged in advance at security checkpoints, parks, amusement projects and even every restaurant and shop.

All the employees in the store are ready for epidemic prevention. The employees stood by the roadside, smiling and waving to the tourists, shouting "Hello!" The epidemic prevention in the restaurant is very good. In a hamburger restaurant, visitors were assigned nearly 10 pick-up points.

Because a large number of tourists had "early adopters" in advance during the early trial operation, various strategies were circulated on the Internet, and many tourists had already understood the situation of each project and had their own priority choices. Therefore, after the opening of the park, the heat of each park is immediately divided into high and low.

On the opening day, the 4D experience project "Harry Potter and the Forbidden Journey" is expected to queue up for 90 minutes shortly after the opening of the park.

In the queue, many people wore cap and gown from Hogwarts School of Witchcraft and Wizardry. A couple are fans of the original Harry Potter book. After finishing the project, they said that they had achieved their expectations and "felt good". A tourist said that the "Harry Potter" park is the most immersive attraction. "There is interaction, and the environmental atmosphere and sound atmosphere are particularly good. Once in, it will switch seamlessly. "

Theme parks are full of magical movie theme songs. The replica of Hogwarts Castle restores the movie scene, and the staff will call tourists who don't wear magic robes "Muggles", which makes even tourists who are not familiar with this IP involuntarily brought into the magical world.

Nearby souvenir shops selling wands, quills and university badges are very popular. The clerk introduced that the wand with a price of more than 300 yuan is the best-selling product here. In a shop, the clerk who played Dumbledore chose a lucky one in the whole room and gave her a unique wand. A girl of 10 years old was particularly excited after being selected. The girl's mother said that this consumption process is "very ceremonial".

The second most popular is the riding project "Decepticon roller coaster" in the Transformers base, and the queue is as long as 60 minutes. The most neglected places are Kung Fu Panda and Little Yellow Man Paradise. You can go in without waiting.

Although "Kung Fu Panda Paradise" is the first attraction with the theme of "Kung Fu Panda" in Universal Studios, and it was built according to the cultural elements of China, there were only 3322 tourists after opening the park for a few hours.

A tourist thinks that the bright red and green scenery of Kung Fu Panda Park is a bit gloomy, and the cycling project is not exciting enough. Minions Paradise has a strong childlike innocence as a whole, which is more suitable for taking children to play.

In addition to various amusement projects, the commercial street in the park-Universal Studios City Avenue is also a key "golden attraction" area.

City Avenue * * * has 24 shops, including 1 multi-functional cinema, 15 Chinese and western cuisine restaurant, 8 world-renowned retail shops, 1 1 mobile retail catering sales vehicle.

City Avenue also has the first flagship stores of Kakao Friends flagship store, POP MART global concept store and other brands. In addition to the presence of overseas brands, some domestic consumer brands have also opened innovative stores on City Avenue, such as Grandma's "Crossing the Theme" store on City Avenue.

The establishment of a large number of restaurants can better meet family consumption. For example, the elderly can rest in the restaurant located at the main entrance while waiting for their children to leave the garden, thus prolonging the consumption cycle of tourists.

The drinks in the food kiosk are all Coca-Cola brands, and consumers have limited choices. Many tourists give up eating in order to save time. The consumption of a meal is per capita 100 yuan -200 yuan, which is not too much compared with Beijing. "It's definitely not worth that much money outside, but it's barely acceptable here." A tourist said.

The most popular theme store is Universal Studios. Near noon, there was a long queue of 100 people at the door, and it took about 20 minutes to enter the store. Many tourists spend thousands of dollars here to buy wands, souvenirs, cards and other souvenirs.

KPRO Beijing Global City Avenue Store also opened today. KPRO is a new concept store launched by Yum! China KFC brand and a sub-brand of KFC. Its concept is "delicious, fresh and ready to eat".

Stepping on the tail of the peak season, the ticket price for the first day of opening the park is set at 638 yuan. Universal Studios tickets adopt a four-level fare structure, and the prices of off-season days, flat-top days, peak days and specific days are 465 yuan, 438+08 yuan, 528 yuan, 638 yuan and 748 yuan in turn.

As we all know, tickets for Universal Studios are hard to get. How do people get tickets on the first day?

As of press time, the Global Vacation APP shows that tickets are available for sale every day except September 2 1, June 1 and June 1.

Compared with when the ticket was first issued, the shortage of tickets was greatly reduced. Express passes are more popular than park tickets. The App shows that there is no express pass for sale within three months. U-Express is a separate queuing channel with shorter waiting time. According to the official APP, the price of one-day value-added express train is 300 yuan, and the price of one-day unlimited value-added express train is 400 yuan.

A couple of tourists from Ningxia bought Yosemite, which is the fastest way to end the experience of Harry Potter Park. They think that Shanghai Disneyland has a poor experience because of its unlimited traffic, large passenger flow, long queue time. Universal Studios' current limiting policy leads to short queue time. "The biggest problem after that should be that once there are many people, the experience will never be so good again."

According to a report released by Ctrip, Universal Studios Beijing will become the most popular scenic spot in China during the Mid-Autumn Festival. Based on the high popularity of Universal Studios, Beijing has also been firmly ranked first for several weeks, and the search popularity is far ahead of other cities.

At present, Beijing is still the main tourist destination of Universal Studios. According to Qunar.com, Beijing tourists bought 40% tickets for the first month of Universal Studios' opening. Followed by Tianjin, accounting for 4%. Tianjin tourists who are adjacent to Beijing can reach Beijing by spending more than 50 yuan on intercity tickets. Southern tourists are no less enthusiastic about the first Universal Studios theme park in China than northern tourists. Among the top ten tourist destinations, there are six southern cities, followed by Shanghai, Chengdu, Wuhan, Shenzhen, Chongqing and Nanjing.

David Xu, a resident of Universal Studios, said that on the opening day of September 20, there were only one pair of sisters in the store, who lived in the same room. On the second day of opening, more than a dozen guests came. After two weeks of opening, the rooms were full.

Shanghai, where Disneyland is located, is the third largest tourist destination of Universal Studios. It has become a trend for young tourists from Shanghai to go to Disneyland first and then to punch in at Universal Studios Beijing. According to the analysis of Big Data Research Institute, from the perspective of the age of Shanghai tourists who have purchased tickets, more than 60% are post-90s. Although the distance is more than 1000 kilometers, the Beijing-Shanghai route has dense flights, many high-speed trains and convenient transportation.

Judging from the number of tickets purchased per capita, Beijing tourists are not in a hurry to "get married with their children" and visit Universal Studios. The number of tickets purchased per capita in Beijing is not the largest, while tourists from Chongqing and Shanghai who are not far away prefer to bring their families. Among the top ten tourist destinations, Chongqing tourists buy the most tickets per capita, and about 70% of tourists buy more than two tickets. Shanghai and Chengdu followed closely, with nearly 60% of Shanghai tourists buying two or more tickets.

According to the estimation of where to go, the per capita expenditure of foreign tourists coming to Universal Studios during the 11 th holiday is about 3,300 yuan, and the per capita expenditure of non-Golden Week tourists is about 2,500 yuan. Compared with the two airports in Beijing, it is more cost-effective for tourists from other provinces to fly to large airports. Beijing Daxing International Airport is about 62 kilometers away from Universal Studios, and it takes about 1 hour for 30 minutes by car. Although Beijing Capital International Airport is relatively close, it takes more than an hour by bus. Considering the price of air tickets to Beijing, the average price of flights to Daxing Airport is cheaper than that to Capital Airport in 230 yuan.

Universal Studios Resort has landed in Tongzhou, and the reception capacity of surrounding hotels and homestay industries can basically meet the demand.

As of the opening day of Universal Studios, there are 9 1 hotels in Tongzhou District capable of receiving tourists from Beijing Universal Resort. In addition to Universal Studios Hotel and Jin Nuo Resort Hotel located in Universal Studios Park, there are well-known star-rated hotels such as Hilton Beitou Hotel, Asia-Pacific Garden Hotel, Sunflower Hotel, Puyue Hotel and dozens of boutique hotels with their own characteristics.

The above hotels can provide rooms 10992 and beds 17464. There are ***4 1 boutique hotels, which can provide 6090 rooms and 9770 beds.

However, some tourists still think that there is a lack of ideal accommodation options. A couple who took part in the internal test in September 18 live in Beijing. They want to live nearby one day in advance, but they find that their choices are limited: "There is really nothing around. I dare not stay in a small hotel for one or two hundred dollars. Other hotels are about four or five kilometers. I want to find a hotel where I can walk in the park, but I can't find it. When two hotels in the park are sold, there is no room, and the price of two or three thousand yuan is too expensive. "

According to "beijing business today Today", Tongzhou District of Beijing has launched 10 country hostels with their own characteristics, all of which are located in the towns around Beijing Global Resort, to supplement the tourist reception vacancy of Beijing B&B during the renovation period. Previously, many non-compliant homestays in Beijing were removed from the shelves and needed to be rectified before they could continue to operate.

A B&B marketer who was previously removed from the shelves near Universal Studios said that on the opening day, most Beijing tourists took the subway or drove to the park, and the parking fee in the park was not high. The cheapest day 100, the accommodation demand is not big, and the accommodation reception capacity is sufficient.

This B&B was hatched by tourism practitioners. In April and May last year, it took a fancy to the business opportunities of Universal Studios Resort, and invested in the renovation of B&B. The rooms of B&B are of different grades, ranging from high-end rooms suitable for garden viewing to Harry Potter theme rooms, and ordinary rooms are also equipped with washing machines and other equipment. At the beginning of this year, B&B has been put into trial operation. During the internal test, the room layout was improved in response to the feedback from friends who tried to stay.

According to the hotel marketing staff, there are four or five hundred rooms in the hotel outside Universal Studios. There has been a lot of communication between residents and owners, and rooms are all priced uniformly. Whether they will be managed by a company is still in contact.

Xu David, the host of the aforementioned villagers, said that preparations began in June and February last year in 5438, and the renovation was completed before May Day. B&B originally planned to follow the pace of Universal Studios. Since the opening of Universal Studios, 60 rooms have been booked through private channels from September 5th to15th.

According to David Xu's observation, the internal hotels are not selling well, and there are plenty of homestays around. "The accommodation conditions of Universal Studios Beijing are similar to those of Shanghai Disneyland."

Which is stronger, Universal Studios or Disney?

The total investment of Shanghai Disneyland 20 16 is 34 billion yuan, and the total investment of Beijing Universal Studios Resort is even larger. According to the news of China Economic Net official website 20 16, the overall investment of Beijing Universal Studios is expected to exceed10 billion yuan.

The opening of Universal Studios Beijing is as hot as Disney.

Baidu Index shows that the peak value of Shanghai Disneyland's index was about 17000 at the beginning of its opening, while Universal Studios was more dynamic, with 22000.

When Disney 20 16 opened, the exposed tickets were fired by scalpers to 1,000 yuan, and the ticket price of Universal Studios Beijing even exceeded 5,000 yuan.

The core IP (intellectual property) of the two theme parks is obviously different. Disney revolves around comic IP, such as Marvel Comics, Star Wars, Pixar, Princess Series, etc. The overall tonality is full of dreams. Universal Studios is around the movie IP, which is more adult.

The seven theme parks of Universal Studios are Harry Potter's Wizarding World, Transformers Base, Kung Fu Panda Paradise, Jurassic World's Nullah Island, Hollywood and Minions Paradise. Among the movie IP included in the above-mentioned park, Harry Potter series works have the greatest influence. Kung Fu Panda is the IP of China culture, but it has a long history. Future Water World is a film of 1995. After years of sequel shooting, the word-of-mouth of Transformers declined.

According to Zou Yi, general manager of Lirui Consulting, the average cost per square meter of Disney's Avatar Theme Zone and Star Wars Theme Zone is as high as 66,000 yuan and 1 1000 yuan. The data of Universal Studios Orlando "Harry Potter Theme Zone" is 56,000 yuan, and Universal Studios Osaka "Nintendo Theme Zone" is 94,000 yuan.

The competition between Disney and Universal Studios, the world's two leading theme parks, is not a tit-for-tat competition, but a bonus for the entrants to join hands and wait for the theme park cake.

(At the request of the interviewee, David Xu is a pseudonym)