The Post Examination Theme Park Has Just Begun.

The opening of Disney Park in Shanghai means a revival of business in the theme park.

In May 29th, Hong Kong Ocean Park also looked forward to good news. The HK $5 billion 420 million appropriation proposal was adopted by the Finance Committee of the Legislative Council of the Hongkong Special Administrative Region. In January, the application for funding made by the Secretary for commerce and economic development of Hongkong, Qiu Tenghua, was HK $10 billion 640 million. Can the relief funds after the cuts be able to smooth over the difficulties of Ocean Park?

Hong Kong Ocean Park is crying out for help from the government. In fact, its dilemma is not only caused by the outbreak of the epidemic, but also the Ocean Park's early loss of vitality.

In 2019, Ocean Park's income reached HK $2 billion 802 million, and its revenue was HK $1 billion 940 million, accounting for 69.24% of total revenue. Recently, the number of tourists from mainland China to Hong Kong has been reduced, and the operation of Ocean Park can be exacerbated. According to the latest data of the Immigration Department of the Hongkong Special Administrative Region, only 119 people visited the mainland on the first day of the May 1 holiday.

In fact, the single mode of profit making is also a long-standing problem in front of the theme parks in China.

The profit structure of domestic theme parks is mainly based on ticket revenue, which accounts for 70%-80% of total income, while foreign theme park income mainly includes three parts, tickets, shopping and derivatives, of which derivatives are realized by strong IP.

In view of this, creating a unique IP becomes the core of the theme park's competition in the second half of the competition.

The development path of IP in China's theme parks is mostly inspired by the Disney model. Disney's huge IP resource pool contains countless classic works and classic cartoon characters. Mickey Mouse, Minnie, Donald Duck, Des and snow white have not only brought strong drainage capability to Disney paradise, but also provided Disney with rich and colorful derivatives.

According to the joint theme Entertainment Association TEA (Themed Entertainment Association) jointly issued the "2018 theme parks and Museum report", in the top 25 theme parks total tourist volume growth rate list, 12 theme parks belong to Disney, which is among the top four, which shows that its IP is a powerful driving force for AECOM traffic.

However, the IP hatching road of domestic theme parks is not smooth, and its IP often lacks fan base. Changlong spent a lot of money to build "Kaka tiger" and filmed animation works. Happy Valley's "biscuits Sergeant" also won a good reputation on the bean paste. But compared with other cartoon characters at home and abroad, "Kaka tiger" and "biscuits Sergeant" have not succeeded in opening up popularity.

In 2007, the domestic theme park entered a stage of rapid development, and the opening of Wuhu's Fang Fang happy world under the Huaqiang Fang Fang began to incubate IP with special films and integrate into the construction of the theme park.

There are mainly two kinds of IP operation modes in domestic theme parks: one is to combine with domestic animation, the other is to excavate and cultivate IP.

The first way of combining with animation, Huaqiang Fang set an example. Huaqiang Fang made the series of "bear haunts" and "Zodiac legend" series. The line is for the family and family to create bear theme park, leading interactive entertainment and omni-directional immersion experience. The cultural derivatives of "bear haunted" also brought huge profits to Huaqiang Fang. In 2017, the income of cultural derivatives reached 115 million yuan, accounting for 2.97% of total revenue.

Changlong chose another IP Road, deep tillage its own characteristics, the main animals, take the road of differentiation. The Changlong wildlife park was the only surviving panda triplet and koala twins in the world. Chang Long took the triplet panda element as its own IP, and built the giant panda triplets panda paradise.

In terms of IP operation, Changlong tried to explore the upstream content of IP production. In early 2020, it became a recording of the great talent show "youthful you". In 2012, Changlong worked with the front-line satellite TV to produce content and participated in the tour and shooting of several programs.

In exploring the construction of its own IP, the domestic theme park has the natural advantages of "grounding gas", but how to establish IP with certain value and wide market space is still the core of competition in the future.

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