Reporter Observation: "Dream" Where The Guangdong Army Will Go?

The theme park is the focus of the study of Guangdong tourism.

Compared with other provinces and cities in China, Guangdong is short of famous mountains and rivers. More often than not, Guangdong is the largest tourist destination of many other provinces. However, modern theme parks have changed this situation, creating a number of 5A level scenic spots and attracting tens of millions of tourists, which has produced amazing economic and social benefits.

The rise of Guangdong Army

After more than 30 years of continuous development, the commercial boom of building theme park and building cultural and tourism project complex has been blooming all over the country. However, the development of theme parks in Guangdong is still the most representative.

In the past few years, the construction of these theme parks has already broken through one city and one place. Driven by the multiple driving forces of market, capital, technology and cultural creativity, the construction of these theme parks has been carried out throughout the country, forming a pattern of the rise of "Guangdong army" theme parks in China.

Moreover, these representative Guangdong theme park groups have not only an unshakable position in China, but also have the same competitiveness with the global counterparts because of their international vision and world-class standards.

According to a report jointly released by the United States theme Entertainment Association (tea), an authoritative research organization of world theme parks, and AECOM group, a third-party tourism industry research and consulting agency, the United States, in 2015, four of the top 10 theme parks in the world were Chinese theme parks, and three were headquartered in Guangdong. Among them, the number of overseas Chinese city theme park tourists reached 30.18 million, ranking fourth in the world, leading the Asian counterparts; Chimelong group ranked seventh with 23.587 million visitors, and Shenzhen Huaqiang Fangte ranked eighth with 23.093 million.

These large-scale parks, film and television parks have gradually become the important theme of modern tourism industry, such as the theme of the park and the hard industry.

In the late 1980s, the theme of "China Park" was born in Shenzhen.

Since then, the construction of theme parks in Guangdong Province has never stopped.

In 1994, the "window of the world" opened in Shenzhen. The park imitates scenic spots around the world according to different proportions. It integrates world wonders, historical sites and folk song and dance performances. It is named after the man-made theme park which gathers miniature scenic spots around the world.

In 1998, the "Happy Valley of overseas Chinese town" was built in Shenzhen. It is a modern domestic theme park integrating ornamental, interesting, entertaining and participatory functions. So far, Shenzhen Bay has formed the first theme park community in China.

In 2007, the park is famous for its most advanced amusement facilities.

Since 2013, a number of real estate enterprises, including Wanda, Huaqiang Fangte, Changlong, country garden, South China City, World Trade Organization and jiazhaoye, have set foot in the theme park field to achieve industrial diversification.

Taking Guangdong as an example, the happy valley created by OCT Group is located in Shenzhen, Beijing, Shanghai, Chengdu, Wuhan, Tianjin, Chongqing and Nanjing; Huaqiang Fangte has invested and built more than ten theme parks in Wuhu, Shenyang, Qingdao, Zhengzhou, Xiamen and Tianjin.

How to slow down?

However, the theme park dream has become a city card, but the theme park has gradually turned into a difficult profit.

It is normal for tourists to decrease and lose money. According to the theme of "insufficient investment in China's parks in 2018-2023", most of the parks are facing the development dilemma of the theme park in China. At present, the proportion of tourists between 500000-1000000 and 1000000-2000000 is as high as 34%. That is to say, theme parks with more than 2 million visitors account for less than 40%, and theme parks with more than 3 million tourists account for less than 10%. Another group of data shows that at present, 70% of the theme parks in China are in a loss state, 20% are flat, and only 10% are profitable.

Industry insiders said that there was a big bubble in the domestic theme park market. Not only did foreign theme park projects enter China one after another, many domestic real estate developers also set foot in the field, and most theme parks were in a loss state.

There are some problems in the large-scale theme park projects in China, including Guangdong Province, such as the decrease in the number of tourists, the lack of self owned cultural IP, and the serious homogenization of park design. Whether it is splendid China as a "veteran", Huaqiang Fang te, which launched "bear haunting" with one stroke of success, or happy valley, which is famous for its thrilling and exciting, all have to think about how to go next.

Under the epidemic situation, it brings new challenges to dreamers of the theme park, and the cash flow impact is serious.

The world tourism and Travel Council (WTTC) research shows that the epidemic will have a serious but short-term impact on the tourism industry, which will recover after the outbreak. Tourism activity in China is expected to decline in 2020 and recover later this year or 2021.

It is expected that the industry structure of tourism industry will break through more than 5% of GDP in 2020. Especially with the opportunities brought by the new infrastructure, the integration of informatization, digitization and diversification will gradually improve the efficiency of the industry and increase positive variables.

People and enterprises all expect China's tourism industry to usher in a retaliatory rebound after the epidemic, but the arrival of this moment will not be smooth sailing. Even after the opening of trans provincial tourism, it is still facing such challenges. The high investment and long return cycle of the cultural and tourism industry restrict the rapid recovery of the theme park.

Some people in the industry told the reporter of the 21st century economic report that the operation of the theme park needs the support of dreams. It is very difficult to make profits simply by operating. It is a slow business like planting land and eating by watching the weather.

Among them, the word "slow" tells the truth.

Slowing down will allow policy makers time to think about the balance between incentives and constraints, respect the natural selection and evolution path of the market between politics and market, and establish a fair and just society ruled by law is the basis and guarantee for improving industrial efficiency.

In the final analysis, theme park is a slow business, which requires feelings and waiting, and the breeding of world-class IP needs time to polish.

"Powder rising": three problems to be solved in Guangdong Tourism

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