迪士尼的最大对手来了

AI财经社2021-08-30

传闻了多年的北京环球影城，终于在近日官宣，9月1日起正式开始试运营。作为一个集合了侏罗纪公园、哈利波特魔法世界、功夫熊猫、小黄人乐园、未来水世界等众多电影IP的国际主题乐园，环球影城盛名在外。起源于好莱坞的电影文化，1963年，环球制片公司将部分摄影棚改建成环球影视城对外开放，这就成了环球影城最初的模样。此后多年间，环球奥兰多影城、日本大阪环球影城和新加坡名胜世界环球影城也相继开业，成为许多...

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一剑奈何
2021-08-30
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.wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2162769050","pubTimestamp":1630306963,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"传闻了多年的北京环球影城，终于在近日官宣，9月1日起正式开始试运营。\n作为一个集合了侏罗纪公园、哈利波特魔法世界、功夫熊猫、小黄人乐园、未来水世界等众多电影IP的国际主题乐园，环球影城盛名在外。起源于","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"DIS":"迪士尼"},"translate_title":"Here comes Disney's biggest rival","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/44126723991056b65becad90d3000606","symbols_score_info":{"DIS":0.9},"content_text":"传闻了多年的北京环球影城，终于在近日官宣，9月1日起正式开始试运营。\n作为一个集合了侏罗纪公园、哈利波特魔法世界、功夫熊猫、小黄人乐园、未来水世界等众多电影IP的国际主题乐园，环球影城盛名在外。起源于好莱坞的电影文化，1963年，环球制片公司将部分摄影棚改建成环球影视城对外开放，这就成了环球影城最初的模样。\n此后多年间，环球奥兰多影城、日本大阪环球影城和新加坡名胜世界环球影城也相继开业，成为许多成年人的娱乐天堂。\n\n图 / 视觉中国\n作为全球第五家环球影城，北京环球影城被寄予了更多期待。尽管环球影城一直处于压力内测阶段，期间仅向受邀用户开放，且并未向公众销售任何门票，但即将开业的消息一出，仍然立刻登上微博热搜，有用户在社交平台发问：“谁有环球影城的资源？好想去！”\n从目前市面上流传出的黄牛票价，也能理解大众对北京环球影城的热情。8月20日，北京环球影城启动的消息公布后，黄牛们的门票开始水涨船高，价格从一千元涨到最高七八千元，涨幅令人咋舌。甚至有黄牛因倒卖内测资格被拘留。\n一票难求背后，北京环球影城的体验究竟如何？价格高昂的黄牛票背后，主题公园的生意经又是怎样的？\n一票难求，内测票被黄牛炒至数千元\n“快乐加载中，期待在北京环球度假区相遇”，2021年8月19日，北京环球影城官微的一条微博，让环球的粉丝们沸腾了起来。这个筹建约20年、修建近7年，耗资超数百亿的北京环球影城，终于要来了。\n作为一家全球性的国际主题乐园，北京环球影城出身自带巨大吸引力。这里共设有七大主题景区，分别为：功夫熊猫盖世之地、变形金刚基地、小黄人乐园、哈利波特的魔法世界、侏罗纪世界努布拉岛、好莱坞和未来水世界，同时设有37个骑乘娱乐设施及地标景点，24个表演演出。\n也因此，过去一年多时间里，尽管还没有正式与公众见面，北京环球影城的各类开业消息早已不绝于耳。从去年底宣布2021年5月开业至今，“北京环球影城开业”的消息一连推迟了数月，直至宣布8月20日开启员工压力内测，北京环球影城才终于正式问世\n原本，按照环球影城的计划，每位员工手中有5张门票，首次体验环球影城的人群，应该是部分合作伙伴、员工及其家人。\n但消息传出后，北京环球度假区的体验资格，被很多游客视为“香饽饽”，也让黄牛钻了空子，纷纷售卖起内测票。很快，在黄牛的社交圈里，“8月26日-9月15日”，“限流2000人左右，每日仅20个内测名额”，“门票价格3000元起”的消息就刷屏不断。\n据AI财经社了解，不少黄牛是通过沟通官方合同员工的内测资格码，获得的门票资格，一位在北京环球影城内部有工作的人士告诉AI财经社，“黄牛会通过合同工以1000元左右购得内测资格邀请码，用户实名注册后的预约短信就可作为内部票出售。”\n早期，黄牛的售票价格仅为千元左右，但随着环球影城热度的走高，以及门票的稀缺性，原本千元的门票价格，涨幅开始不断走高。一位黄牛对AI财经社表示，8月由于还是内测时期，内测票的价格较高，个别门票已经标价7000元-8000元，9月的试运营门票暂时还比较充足。如果想等到2000元以下，至少需要等到10月之后正式开园后再前往。\n目前，黄牛的门票炒作行为，已经引起了官方的注意。8月21日，内测的第二天，北京市公安局通州分局官方微博通报消息称，因倒卖环球影城内部测试体验资格，扰乱正常经营秩序，4名违法行为人已被依法行政拘留，被倒卖的内测资格价格在1000元-5000元不等。\n有些黄牛已对此感到忌惮。据一位黄牛透露，“警方和平台的监管非常严，查到的话直接下架处理。”\n不过，仍旧有黄牛为了躲避追查使尽招数，例如一次性最多上线五张门票。同时，黄牛内部也开始陷入“内卷”，黄牛售票多为团伙行为，主要依靠采取分销，获取佣金提成，而由于竞争激烈，也常有举报彼此的现象发生。\n黄牛的大肆违规倒卖下，也给了一些售卖假票的不法票贩子们生存空间。据媒体此前报道称，8月21日至22日，短短两天时间，有用户在求购8月28日环球影城内测票的过程中，接连遇上了三个骗子，并损失了2000元订金。目前，该用户已经报警，警方也已予立案。\n据环球影城官方客服对AI财经社表示，内测码如属实确实是唯一入园凭证、如果被骗可联系公众号登记购买记录、买家信息、注册信息，但园区不负责退款。\n目前，有关北京环球影城正式开园后的票价，还未有官方信息发布。不过AI财经社了解到，已有多位黄牛在朋友圈发布了试运营/正常开园预定信息。其表示，“平日票599元/张，周末739元/张，节庆日799元/张”。不过，截至目前，官方售票渠道尚未开通，售票价格也还未正式公布。\n激动的游客们\n虽然还没正式开业，但对北京环球影城翘首以盼的游客们不在少数。\n还没开园之前，环球影城已经因“土味宣传视频”、“物价”等消息多次登上微博热搜。根据官方披露的信息，北京环球影城耗资数百亿，由好莱坞层面把控运营，设备机械专程从国外运输而来，这更加增添了游客们的期待。\n拿到员工门票的小严，是第一批参与内测的幸运儿。8月28日一早，从北京城区出发，小燕直奔向通州郊区。一个半小时后，她就站在了北京环球影城的大门口，一个刻着“Universal Studio”的标志性巨大地球仪迅速吸引了她的注意力。\n这已经是小严第二次体验环球影城项目了。上一次的美国洛杉矶环球之旅，曾让小严印象深刻，对于这次的环球之旅，她更是期待。\n另一位幸运获得内测资格的游客于虹则表示，从一周前就开始期待自己的北京环球影城之旅了，“一直处于激动之中”。\n8月28日早上8点，于虹开始在北京环球影城正门外等候。她告诉AI财经社，开园时间是早上9点，为了能尽早体验到更多的项目，她7点就从家出发，抵达时间为8点前。然而，此时已有非常多的用户开始排队。\n这也是让小严倍感意外的地方，尽管只是面向受邀群体的内测，但北京环球影城的游客们已经络绎不绝。很多热门景点，如侏罗纪主题公园、世纪大冒险、变形金刚基地等项目场所中，游客的队伍已经从室内排到了室外。想要体验到项目，往往需要排队一个小时左右，“排队一小时，体验两分钟”。\n（图/受访者提供）\n为了更高效的体验园区设备，于虹制定了周密的游玩计划。凭电子票第一波入园后，于虹和朋友就一路狂飙，得以第二批乘坐霸天虎过山车——这也是园区最热门的项目之一，于虹形容其“和欢乐谷的过山车不相上下”。再路过这里时，大部分游客已入园，于虹发现其已经排起了长长的队伍，至少需要等待120分钟才能游玩。除此之外，同为变形金刚IP的“火种源争夺战”，哈利·波特系列的“哈利·波特与禁忌之旅”、“鹰马飞行”以及侏罗纪大冒险等待时间均在1小时以上。\n哈利波特这一IP则是小严最期待的项目。为了深入体验，小严还花了800元购买哈利波特魔法袍，花300元购买了互动魔法棒。“魔法袍的价格比美国要便宜”，小严对于价格甚感欣慰，“独角兽泡泡机几十块钱就能消费，价格也和迪士尼差不多。”而餐饮的价格并不像网传一般天价。据小严观察，选择在景区内就餐的游客依然占多数，“原则上景区不让带吃的，有些餐厅还需要排队等餐。”\n去年，北京环球影城曾被曝园区餐饮物价过高，有参与内测的用户晒出购物小票——肉眼牛排三明治158元，宫保虾球138元，彩虹奶昔98元，可口可乐续杯28元等，引发热议。为了充分利用有限的时间，于虹选择自带一部分餐食，放弃了园内餐厅的打卡。她说，一方面是希望把各个项目都感受一下，另一方面也考虑到性价比。“项目看起来都不错，但是听说餐厅的食物比较一般。”\n不过，于虹也路过了售卖饮品和小食的餐吧，蝴蝶包和吉事果每份30元，饮料15元，矿泉水10元，黄油啤酒售价则是50元。于虹买了一个25元的水果杯，“感觉还可以，景区也差不多这个价格。”\n而提及沉浸式的感受。“国内更把顾客当上帝，国外感觉是当朋友”，小严说道，“国内的工作人员态度都很好，但更拘谨一点。比如哈利波特景区的小火车项目，洛杉矶园区的车管员会热情的聊天合影，做出一些比较戏剧性的语言动作，让游客入戏。北京园区的车管员则要更拘谨一些，不会有过于夸张的举动。”\n事实上，与美国洛杉矶的环球影城相比，北京环球影城的面积无疑要更大，人也要更多。目前，环球影城只有一期开放，随着未来二期、三期工程的建设，北京环球度假区最终占地将达到4平方公里，将成为全球规模最大的一家环球影城主题公园。\n中信建投在研报中预计，北京环球影城年接待游客数量约1500万至2000万人次，预计客单价将超过1500元，成熟后每年营业额大约在250亿元到300亿元。\n主题乐园的生意经\n进入中国之前，环球影城和迪士尼，作为两大影视主题IP乐园，早就已经是国际对手了。\n环球影城与迪士尼，二者不仅在战略上相似，都依靠IP起家，选址上也相当接近，彼此呈对垒之势。譬如，全球6家迪士尼中，美国本土的2家，亚洲3家，全球5家环球影城同样也是美国2家，亚洲3家。\n但在受众群体上，二者却有所不同，手持“哈利·波特”“变形金刚”“侏罗纪世界”等热门IP的环球影城，凭借科技感十足的游乐设施和电影效应，吸引了很多成年游客群体，游客的年龄段更广。而迪士尼乐园，凭借强大的“米老鼠”IP影响力与丰富的经营经验，颇受亲子群体的欢迎。\n如今，抢先一步入驻国内的上海迪士尼，已经在国内主题乐园市场获得了高度认可。数据显示，2020年，上海迪士尼乐园接待游客550万人次，相当于2019年的52%，年收入相当于54%，成为疫情以来全球恢复最好的大型主题乐园。\n就在不久之前，上海迪士尼乐园还悄悄提升了门票价格。这也是上海迪士尼乐园开园五年以来，三次上涨门票价格。开园伊始，其提供平日票和高峰日票两种选择，前者价格为370元，后者为499元。而自2022年1月9日，常规日门票调整为435元，特别常规为545元，高峰日为659元，特别高峰日为769元。\n作为对阵迪士尼乐园的种子选手，环球影城的经营挑战并不小。环球影城的价格高低，将一定程度上决定着游客们的游玩积极性。据不少票务人员介绍，稳定过后的价格基本对标迪士尼，大致价位在500元左右，不会像现在炒的这么离谱。\nIP运营方面则复制了以往日本环球影城的本土化成功经验。为了吸引日本游客前来游玩，日本环球影城联合本土IP，加入了如马里奥、柯南等因素，效果显著。而北京环球影城也在本土IP上下了不少功夫，引入功夫熊猫园区，以期获得中国游客的好感。\n事实上，对一家主题公园而言，其营收可以大致分为两部分，一是门票，二是入园后的餐饮、衍生品等消费。以迪士尼为例，其2019财年门票收入为75亿美元，而主题公园、体验和产品业务板块的其他收入都来自入园后的二次消费——食品饮料销售收入59.6亿美元，酒店、游轮等收入62.7亿美元，IP授权开发和自营纪念商品收入45.2亿美元，以及园区租赁和销售收入19.4亿美元，这一部分合计远高于门票本身的收入。\n环球影城的营收结构大体一致，和迪士尼一样，由于拥有极具知名度的IP，纪念品售卖也为视为其“吸金”的关键步骤。在刷完所有重点项目后，于虹和朋友一起前往园区内的商店购物。发箍135元、冰箱贴70余元、小黄人公仔179元......她感慨“还是挺贵的”，却依然在小黄人乐园的商店购买了两个工卡包和一枚冰箱贴，共花费195元。为IP溢价买单，她认为“是值得的”。\n乐园经营之外，位于北京城市副中心通州区的环球影城，被寄予了提升区域商业和带动城市文旅的厚望。据首旅集团董事长宋宇接受采访时介绍，在开园以后，每年北京环球度假区预计接待游客数量在1000万-1200万人次。随着环球影城的启动，将有效撬动周边旅游、经济等多个相关产业的发展。\n而纵观全国来看，北京环球影城度假区的落地，对于北方的乐园市场拉动效应也尤为显著。据沙利文研究院统计，即将和已经在华落地的世界知名主题公园品牌中，迪士尼、时代华纳梦工厂、乐高乐园、六旗乐园都择址南方，只有环球影城在北京。\n筹备了20年的环球影城，能否撼动迪士尼的老大地位？又能否以一己之力改变南北乐园格局？仍需要时间的检验。\n对于欢乐谷、融创乐园等国产主题公园来说，也意味着又一个强劲对手的到来。与前者相比，无论是迪士尼还是环球影城，都更擅于内容和IP的运营，具备较强的品牌号召力，能否把主题公园这桩生意做大、做好、做出具延展性的价值，或许才是国产主题公园背后开发商们更应该思考的问题。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[{"id":811817124,"gmtCreate":1630308610668,"gmtModify":1676530263649,"author":{"id":"3586266967551836","authorId":"3586266967551836","name":"一剑奈何","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"hat":"https://static.tigerbbs.com/b073a07f77dbe6b3bec6b12311fde6bd","crmLevel":11,"crmLevelSwitch":0,"authorIdStr":"3586266967551836","idStr":"3586266967551836"},"htmlText":"666","listText":"666","text":"666","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":2,"repostSize":0,"link":"https://ttm.financial/post/811817124","repostId":2162769050,"repostType":4,"repost":{"id":"2162769050","kind":"news","pubTimestamp":1630306963,"share":"https://ttm.financial/m/news/2162769050?lang=en_US&edition=fundamental","pubTime":"2021-08-30 15:02","market":"hk","language":"zh","title":"Disney's biggest rival is here","url":"https://stock-news.laohu8.com/highlight/detail?id=2162769050","media":"AI财经社","summary":"传闻了多年的北京环球影城，终于在近日官宣，9月1日起正式开始试运营。\n作为一个集合了侏罗纪公园、哈利波特魔法世界、功夫熊猫、小黄人乐园、未来水世界等众多电影IP的国际主题乐园，环球影城盛名在外。起源于","content":"Universal Studios Beijing, which has been rumored for many years, finally officially announced recently that it will officially start trial operation on September 1.As an international theme park that integrates many movie IPs such as Jurassic Park, The Wizarding World of Harry Potter, Kung Fu Panda, Minions Paradise, Future Water World, etc., Universal Studios is well-known. Originated in Hollywood's film culture, in 1963, Universal Studios converted some studios into Universal Studios and opened to the public, which became the original appearance of Universal Studios.In the following years, Universal Studios Orlando, Universal Studios Osaka and Universal Studios Resorts World have also opened one after another, becoming entertainment paradises for many adults.<img src=\"https://fid-75186.picgzc.qpic.cn/20210828204240281v201jcm6vr6qr7s\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">Figure/<a href=\"https://laohu8.com/S/000681\">Vision china</a>As the fifth Universal Studios in the world, Universal Studios Beijing has been placed on more expectations. Although Universal Studios has been in a stressful internal beta stage, during which it is only open to invited users and has not sold any tickets to the public, as soon as the news of its upcoming opening came out, it still immediately appeared on the board<a href=\"https://laohu8.com/S/WB\">Weibo</a>Hot search, some users asked on social platforms: \"Who has the resources of Universal Studios? I really want to go!\"From the current scalper ticket prices circulating in the market, we can also understand the public's enthusiasm for Universal Studios Beijing. On August 20th, after the announcement of the launch of Universal Studios Beijing, the tickets of scalpers began to rise, and the price rose from 1,000 yuan to a maximum of seven or eight thousand yuan, a staggering increase. Some scalpers were even detained for reselling internal testing qualifications.Behind the difficulty of finding a ticket, what is the experience of Universal Studios Beijing? Behind the expensive scalper tickets, what is the business experience of theme parks?A ticket is hard to find, and the internal beta ticket was fired by scalpers for thousands of yuan\"Happy loading, looking forward to meeting in Universal Beijing Resort\", on August 19, 2021, a Weibo post on the official Weibo account of Universal Studios made Universal fans excited. Universal Studios Beijing, which has been under construction for about 20 years and nearly 7 years, has cost more than tens of billions, is finally coming.As a global international theme park, Universal Studios Beijing has its own great attraction. There are seven theme scenic spots here, namely: Kung Fu Panda Land of Awesomeness, Transformers Base, Minions Paradise, The Wizarding World of Harry Potter, Nublar Island in Jurassic World, Hollywood and Future Water World. At the same time, there are 37 riding entertainment facilities and landmark attractions, and 24 performances.Therefore, in the past year or so, although it has not officially met with the public, all kinds of opening news of Universal Studios Beijing have long been heard. Since the announcement of the opening in May 2021 at the end of last year, the news of \"the opening of Universal Studios Beijing\" has been delayed for several months. It was not until the announcement of the start of employee pressure testing on August 20 that Universal Studios Beijing finally officially launchedOriginally, according to the plan of Universal Studios, each employee had 5 tickets in his hand. The people who experienced Universal Studios for the first time should be some partners, employees and their families.However, after the news came out, Universal Beijing Resort's experience qualification was regarded as a \"sweet cake\" by many tourists, which also allowed scalpers to take advantage of loopholes and sell internal test tickets one after another. Soon, in the social circle of scalpers, \"August 26th-September 15th\", \"the current limit is about 2,000 people, and there are only 20 internal test places every day\", and the news that \"the ticket price starts from 3,000 yuan\" swiped the screen constantly.According to AI Finance and Economics, many scalpers obtain ticket qualifications by communicating the internal test qualification codes of official contract employees. A person who has a job in Universal Studios Beijing told AI Finance and Economics, \"Scalpers will purchase the internal test qualification invitation code for about 1,000 yuan through contract workers, and the reservation text message after the user's real name registration can be sold as an internal ticket.\"In the early days, the ticket price of scalpers was only about 1,000 yuan, but with the rising popularity of Universal Studios and the scarcity of tickets, the original ticket price of 1,000 yuan began to rise. A scalper told AI Finance and Economics that since August is still in the internal beta period, the price of internal beta tickets is relatively high. Individual tickets have been priced at 7,000-8,000 yuan, and the trial operation tickets in September are relatively sufficient for the time being. If you want to wait below 2,000 yuan, you need to wait at least until the official opening of the park after October before going there.At present, scalpers' ticket speculation has attracted the official attention. On August 21, the second day of the internal test, the official Weibo of the Tongzhou Branch of the Beijing Municipal Public Security Bureau announced that four illegal actors had been administratively detained according to law for reselling the internal test experience qualifications of Universal Studios and disrupting the normal business order. The price of the resold internal test qualifications ranged from 1,000 yuan to 5,000 yuan.Some scalpers are already afraid of this. According to a scalper, \"The supervision of the police and the platform is very strict. If it is found, it will be directly removed from the shelves.\"However, there are still scalpers who try their best to avoid tracing, such as putting up to five tickets online at one time. At the same time, scalpers have also begun to fall into \"involution\". Scalpers' ticket sales are mostly gang behaviors, mainly relying on distribution to obtain commissions. Due to fierce competition, they often report each other.The wanton illegal reselling of scalpers has also given some illegal ticket sellers who sell fake tickets a living space. According to previous media reports, from August 21st to 22nd, in just two days, some users encountered three scammers in succession and lost 2,000 yuan deposit in the process of purchasing the internal test tickets of Universal Studios on August 28th. At present, the user has called the police and the police have filed a case.According to the official customer service of Universal Studios, AI Finance and Economics, if the internal test code is true, it is indeed the only voucher to enter the park. If you are cheated, you can contact the official account to register the purchase record, buyer information, and registration information, but the park is not responsible for refunds.At present, no official information has been released about the ticket price of Universal Studios Beijing after its official opening. However, AI Finance and Economics has learned that many scalpers have released trial operation/normal opening reservation information in the circle of friends. It said, \"Tickets are 599 yuan/ticket on weekdays, 739 yuan/ticket on weekends and 799 yuan/ticket on festivals\". However, up to now, the official ticketing channel has not been opened, and the ticket price has not been officially announced.Excited touristsAlthough it hasn't officially opened yet, there are many tourists who are eagerly looking forward to Universal Studios Beijing.Before the park opened, Universal Studios had been on Weibo hot searches many times due to news such as \"earthy promotional videos\" and \"prices\". According to the official information, Universal Studios Beijing cost tens of billions, is controlled and operated by Hollywood, and the equipment and machinery are specially transported from abroad, which further increases the expectations of tourists.Xiao Yan, who got the employee ticket, was the first batch of lucky winners to participate in the internal test. On the morning of August 28th, starting from the city of Beijing, Xiaoyan went straight to the suburbs of Tongzhou. An hour and a half later, she was standing at the gate of Universal Studios Beijing, and an iconic huge globe engraved with \"Universal Studio\" quickly attracted her attention.This is Xiaoyan's second experience of Universal Studios project. Xiao Yan was deeply impressed by her last trip around the world in Los Angeles, USA, and she was even more looking forward to this trip around the world.Yu Hong, another lucky tourist who was qualified for internal testing, said that he had been looking forward to his trip to Universal Studios Beijing since a week ago and was \"always excited\".At 8 o'clock on the morning of August 28th, Yu Hong began to wait outside the main entrance of Universal Studios Beijing. She told AI Finance and Economics that the opening time of the park is 9: 00 a.m. In order to experience more projects as soon as possible, she left home at 7: 00 and arrived before 8: 00. However, at this time, a very large number of users have started queuing up.This is also what surprised Xiao Yan. Although it is only an internal test for invited groups, there are already an endless stream of tourists from Universal Studios Beijing. In many popular attractions, such as Jurassic Theme Park, Century Adventure, Transformers Base and other project sites, the queue of tourists has been lined up from indoors to outdoors. If you want to experience the project, you often need to queue up for about an hour, \"queue up for one hour and experience it for two minutes\".<img src=\"https://static.tigerbbs.com/2fa71db980c600a33c90ad66cf72ce87\" tg-width=\"960\" tg-height=\"1280\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">(Photo/provided by interviewee)In order to experience the park equipment more efficiently, Yu Hong has made a careful play plan. After entering the park with the first wave of electronic tickets, Yu Hong and his friends went all the way, and were able to ride the Decepticon roller coaster in the second batch-this is also one of the hottest projects in the park. Yu Hong described it as \"comparable to the roller coaster in Happy Valley\". When passing by here again, most tourists had already entered the park, and Yu Hong found that there had been a long queue, and they had to wait at least 120 minutes before they could play. In addition, the waiting time of \"Battle for the Source of Fire\", which is also Transformers IP, \"Harry Potter and the Forbidden Journey\", \"Flight of the Eagle Horse\" and Jurassic Adventure in the Harry Potter series are all more than 1 hour.Harry Potter's IP is Xiaoyan's most anticipated project. In order to experience in depth, Xiaoyan also spent 800 yuan to buy Harry Potter magic robes and 300 yuan to buy interactive magic wands. \"The price of magic robes is cheaper than that in the United States,\" Xiao Yan was very pleased with the price. \"The unicorn bubble machine can be consumed for tens of dollars, and the price is also the same as<a href=\"https://laohu8.com/S/DIS\">Disney</a>Almost. \" The price of catering is not as sky-high as that of online transmission. According to Xiaoyan's observation, tourists who choose to eat in the scenic spot still account for the majority. \"In principle, the scenic spot is not allowed to bring food, and some restaurants still need to wait in line for meals.\"Last year, Universal Studios Beijing was exposed to the high price of catering in the park. Some users who participated in the internal test posted shopping receipts-158 yuan for ribeye steak sandwich, 138 yuan for Kung Pao shrimp ball, 98 yuan for rainbow milkshake,<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>Refilling 28 yuan, etc., caused heated discussion. In order to make full use of the limited time, Yu Hong chose to bring some of her own meals and gave up punching in the restaurant in the park. She said that on the one hand, she hopes to feel all the projects, and on the other hand, she also takes into account the cost performance. \"The projects all look good, but I heard that the food in the restaurant is average.\"However, Yu Hong also passed by the restaurant and bar selling drinks and snacks. Butterfly buns and church fruits were each in 30 yuan, drinks in 15 yuan, mineral water in 10 yuan, and butter beer in 50 yuan. Yu Hong bought a fruit cup from 25 yuan. \"It feels OK, and the scenic spot is about the same price.\"And mention the feeling of immersion. \"Domestic customers are more regarded as God, while foreign countries feel like friends,\" Xiao Yan said. \"Domestic staff have a good attitude, but they are more cautious. For example, in the small train project in Harry Potter scenic spot, the vehicle managers in Los Angeles Park will chat enthusiastically and take photos, and make some dramatic language actions to let tourists enter the play. The vehicle managers in Beijing should be more cautious and won't exaggerate.\"In fact, compared with Universal Studios in Los Angeles, USA, Universal Studios Beijing is undoubtedly larger in area and has more people. At present, only the first phase of Universal Studios is open. With the construction of the second and third phases of the project in the future, Universal Beijing Resort will eventually cover an area of 4 square kilometers and become the largest Universal Studios theme park in the world.<a href=\"https://laohu8.com/S/601066\">China Securities Investment</a>In the research report, it is estimated that Universal Studios Beijing will receive about 15 million to 20 million tourists annually, and the unit price of customers is expected to exceed 1,500 yuan. After maturity, the annual turnover will be about 25 billion to 30 billion yuan.Business experience of theme parksBefore entering China, Universal Studios and Disney, as two major film and television themed IP parks, had long been international rivals.Universal Studios and Disney are not only similar in strategy, but both rely on IP to start their business, and they are also quite close in location selection, showing a tendency to confront each other. For example, among the six Disney stores in the world, there are two in the United States and three in Asia. The five Universal Studios in the world are also two in the United States and three in Asia.However, in terms of audience groups, the two are different. Universal Studios, which holds popular IPs such as \"Harry Potter\", \"Transformers\" and \"Jurassic World\", has attracted many adult tourist groups with a wider age group by virtue of its technological amusement facilities and movie effects. Disneyland, with its strong \"Mickey Mouse\" IP influence and rich business experience, is very popular among parent-child groups.Nowadays, Shanghai Disneyland, which is the first to enter the country, has been highly recognized in the domestic theme park market. According to the data, in 2020, Shanghai Disneyland received 5.5 million tourists, equivalent to 52% of 2019, and its annual income was equivalent to 54%, making it the best large-scale theme park in the world since the epidemic.Not long ago, Shanghai Disneyland quietly raised the ticket price. This is also the third increase in ticket prices since Shanghai Disneyland opened five years ago. At the beginning of the park's opening, it offers two options: weekday tickets and peak day tickets. The former is priced at 370 yuan and the latter is 499 yuan. Since January 9, 2022, the ticket price will be adjusted to 435 yuan for regular days, 545 yuan for special routine days, 659 yuan for peak days, and 769 yuan for special peak days.As a seed player against Disneyland, Universal Studios' business challenges are not small. The price of Universal Studios will determine the enthusiasm of tourists to play to a certain extent. According to many ticketing staff, the stabilized price is basically compared with Disney, and the approximate price is around 500 yuan, which will not be as outrageous as it is now.In terms of IP operation, it has replicated the successful localization experience of Universal Studios Japan in the past. In order to attract Japanese tourists to visit, Universal Studios Japan joined forces with local IP and added factors such as Mario and Conan, with remarkable results. Universal Studios Beijing has also made a lot of efforts in local IP, introducing Kung Fu Panda Park in order to win the favor of Chinese tourists.In fact, for a theme park, its revenue can be roughly divided into two parts, one is tickets, and the other is catering, derivatives and other consumption after entering the park. Take Disney as an example. Its ticket revenue in fiscal year 2019 was US $7.5 billion, while other revenue from the theme park, experience and product business segments all came from secondary consumption after entering the park-food and beverage sales revenue was US $5.96 billion, hotels, cruise ships and other revenue was US $6.27 billion, IP licensing development and self-operated commemorative goods revenue was US $4.52 billion, and park rental and sales revenue was US $1.94 billion. This part in total is much higher than the revenue from tickets themselves.The revenue structure of Universal Studios is generally the same. Like Disney, due to its well-known IP, souvenir sales are also regarded as a key step in its \"gold attraction\". After brushing all the key projects, Yu Hong and his friends went shopping in the shops in the park. The headband costs 135 yuan, the refrigerator magnet costs more than 70 yuan, and the minions doll costs 179 yuan... She lamented that \"it's still quite expensive\", but she still bought two work card bags and a refrigerator magnet at the store in Minions Paradise, which cost a total of 195 yuan. Paying for the IP premium, she thinks, is \"worth it\".In addition to the operation of the park, Universal Studios, located in Tongzhou District, the sub-center of Beijing, has high hopes of promoting regional commerce and promoting urban cultural tourism. According to Song Yu, chairman of BTG Group, in an interview, after the opening of the park, Universal Beijing Resort is expected to receive 10-12 million tourists every year. With the launch of Universal Studios, it will effectively incite the development of surrounding tourism, economy and other related industries.Throughout the country, the landing of Universal Studios Beijing Resort has a particularly significant pulling effect on the park market in the north. According to statistics from the Sullivan Institute, among the world-renowned theme park brands that are about to land in China and have already landed in China, Disney,<a href=\"https://laohu8.com/S/TWX\">Time Warner</a>DreamWorks, Legoland and Six Flags are all located in the south, and only Universal Studios is in Beijing.Can Universal Studios, which has been in preparation for 20 years, shake Disney's position as the leader? Can we change the pattern of North-South Paradise by ourselves? It still needs time to test.For domestic theme parks such as Happy Valley and Sunac Park, it also means the arrival of another strong opponent. Compared with the former, both Disney and Universal Studios are better at content and IP operations, and have strong brand appeal. Whether they can make the theme park business bigger, better and scalable? Perhaps the value is a question that developers behind domestic theme parks should think more about.","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Disney's biggest rival is here</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nDisney's biggest rival is here\n</h2>\n<h4 class=\"meta\">\n\nAI财经社2021-08-30 15:02\n\n</h4>\n</header>\n<article>\nUniversal Studios Beijing, which has been rumored for many years, finally officially announced recently that it will officially start trial operation on September 1.As an international theme park that integrates many movie IPs such as Jurassic Park, The Wizarding World of Harry Potter, Kung Fu Panda, Minions Paradise, Future Water World, etc., Universal Studios is well-known. Originated in Hollywood's film culture, in 1963, Universal Studios converted some studios into Universal Studios and opened to the public, which became the original appearance of Universal Studios.In the following years, Universal Studios Orlando, Universal Studios Osaka and Universal Studios Resorts World have also opened one after another, becoming entertainment paradises for many adults.<img src=\"https://fid-75186.picgzc.qpic.cn/20210828204240281v201jcm6vr6qr7s\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">Figure/<a href=\"https://laohu8.com/S/000681\">Vision china</a>As the fifth Universal Studios in the world, Universal Studios Beijing has been placed on more expectations. Although Universal Studios has been in a stressful internal beta stage, during which it is only open to invited users and has not sold any tickets to the public, as soon as the news of its upcoming opening came out, it still immediately appeared on the board<a href=\"https://laohu8.com/S/WB\">Weibo</a>Hot search, some users asked on social platforms: \"Who has the resources of Universal Studios? I really want to go!\"From the current scalper ticket prices circulating in the market, we can also understand the public's enthusiasm for Universal Studios Beijing. On August 20th, after the announcement of the launch of Universal Studios Beijing, the tickets of scalpers began to rise, and the price rose from 1,000 yuan to a maximum of seven or eight thousand yuan, a staggering increase. Some scalpers were even detained for reselling internal testing qualifications.Behind the difficulty of finding a ticket, what is the experience of Universal Studios Beijing? Behind the expensive scalper tickets, what is the business experience of theme parks?A ticket is hard to find, and the internal beta ticket was fired by scalpers for thousands of yuan\"Happy loading, looking forward to meeting in Universal Beijing Resort\", on August 19, 2021, a Weibo post on the official Weibo account of Universal Studios made Universal fans excited. Universal Studios Beijing, which has been under construction for about 20 years and nearly 7 years, has cost more than tens of billions, is finally coming.As a global international theme park, Universal Studios Beijing has its own great attraction. There are seven theme scenic spots here, namely: Kung Fu Panda Land of Awesomeness, Transformers Base, Minions Paradise, The Wizarding World of Harry Potter, Nublar Island in Jurassic World, Hollywood and Future Water World. At the same time, there are 37 riding entertainment facilities and landmark attractions, and 24 performances.Therefore, in the past year or so, although it has not officially met with the public, all kinds of opening news of Universal Studios Beijing have long been heard. Since the announcement of the opening in May 2021 at the end of last year, the news of \"the opening of Universal Studios Beijing\" has been delayed for several months. It was not until the announcement of the start of employee pressure testing on August 20 that Universal Studios Beijing finally officially launchedOriginally, according to the plan of Universal Studios, each employee had 5 tickets in his hand. The people who experienced Universal Studios for the first time should be some partners, employees and their families.However, after the news came out, Universal Beijing Resort's experience qualification was regarded as a \"sweet cake\" by many tourists, which also allowed scalpers to take advantage of loopholes and sell internal test tickets one after another. Soon, in the social circle of scalpers, \"August 26th-September 15th\", \"the current limit is about 2,000 people, and there are only 20 internal test places every day\", and the news that \"the ticket price starts from 3,000 yuan\" swiped the screen constantly.According to AI Finance and Economics, many scalpers obtain ticket qualifications by communicating the internal test qualification codes of official contract employees. A person who has a job in Universal Studios Beijing told AI Finance and Economics, \"Scalpers will purchase the internal test qualification invitation code for about 1,000 yuan through contract workers, and the reservation text message after the user's real name registration can be sold as an internal ticket.\"In the early days, the ticket price of scalpers was only about 1,000 yuan, but with the rising popularity of Universal Studios and the scarcity of tickets, the original ticket price of 1,000 yuan began to rise. A scalper told AI Finance and Economics that since August is still in the internal beta period, the price of internal beta tickets is relatively high. Individual tickets have been priced at 7,000-8,000 yuan, and the trial operation tickets in September are relatively sufficient for the time being. If you want to wait below 2,000 yuan, you need to wait at least until the official opening of the park after October before going there.At present, scalpers' ticket speculation has attracted the official attention. On August 21, the second day of the internal test, the official Weibo of the Tongzhou Branch of the Beijing Municipal Public Security Bureau announced that four illegal actors had been administratively detained according to law for reselling the internal test experience qualifications of Universal Studios and disrupting the normal business order. The price of the resold internal test qualifications ranged from 1,000 yuan to 5,000 yuan.Some scalpers are already afraid of this. According to a scalper, \"The supervision of the police and the platform is very strict. If it is found, it will be directly removed from the shelves.\"However, there are still scalpers who try their best to avoid tracing, such as putting up to five tickets online at one time. At the same time, scalpers have also begun to fall into \"involution\". Scalpers' ticket sales are mostly gang behaviors, mainly relying on distribution to obtain commissions. Due to fierce competition, they often report each other.The wanton illegal reselling of scalpers has also given some illegal ticket sellers who sell fake tickets a living space. According to previous media reports, from August 21st to 22nd, in just two days, some users encountered three scammers in succession and lost 2,000 yuan deposit in the process of purchasing the internal test tickets of Universal Studios on August 28th. At present, the user has called the police and the police have filed a case.According to the official customer service of Universal Studios, AI Finance and Economics, if the internal test code is true, it is indeed the only voucher to enter the park. If you are cheated, you can contact the official account to register the purchase record, buyer information, and registration information, but the park is not responsible for refunds.At present, no official information has been released about the ticket price of Universal Studios Beijing after its official opening. However, AI Finance and Economics has learned that many scalpers have released trial operation/normal opening reservation information in the circle of friends. It said, \"Tickets are 599 yuan/ticket on weekdays, 739 yuan/ticket on weekends and 799 yuan/ticket on festivals\". However, up to now, the official ticketing channel has not been opened, and the ticket price has not been officially announced.Excited touristsAlthough it hasn't officially opened yet, there are many tourists who are eagerly looking forward to Universal Studios Beijing.Before the park opened, Universal Studios had been on Weibo hot searches many times due to news such as \"earthy promotional videos\" and \"prices\". According to the official information, Universal Studios Beijing cost tens of billions, is controlled and operated by Hollywood, and the equipment and machinery are specially transported from abroad, which further increases the expectations of tourists.Xiao Yan, who got the employee ticket, was the first batch of lucky winners to participate in the internal test. On the morning of August 28th, starting from the city of Beijing, Xiaoyan went straight to the suburbs of Tongzhou. An hour and a half later, she was standing at the gate of Universal Studios Beijing, and an iconic huge globe engraved with \"Universal Studio\" quickly attracted her attention.This is Xiaoyan's second experience of Universal Studios project. Xiao Yan was deeply impressed by her last trip around the world in Los Angeles, USA, and she was even more looking forward to this trip around the world.Yu Hong, another lucky tourist who was qualified for internal testing, said that he had been looking forward to his trip to Universal Studios Beijing since a week ago and was \"always excited\".At 8 o'clock on the morning of August 28th, Yu Hong began to wait outside the main entrance of Universal Studios Beijing. She told AI Finance and Economics that the opening time of the park is 9: 00 a.m. In order to experience more projects as soon as possible, she left home at 7: 00 and arrived before 8: 00. However, at this time, a very large number of users have started queuing up.This is also what surprised Xiao Yan. Although it is only an internal test for invited groups, there are already an endless stream of tourists from Universal Studios Beijing. In many popular attractions, such as Jurassic Theme Park, Century Adventure, Transformers Base and other project sites, the queue of tourists has been lined up from indoors to outdoors. If you want to experience the project, you often need to queue up for about an hour, \"queue up for one hour and experience it for two minutes\".<img src=\"https://static.tigerbbs.com/2fa71db980c600a33c90ad66cf72ce87\" tg-width=\"960\" tg-height=\"1280\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">(Photo/provided by interviewee)In order to experience the park equipment more efficiently, Yu Hong has made a careful play plan. After entering the park with the first wave of electronic tickets, Yu Hong and his friends went all the way, and were able to ride the Decepticon roller coaster in the second batch-this is also one of the hottest projects in the park. Yu Hong described it as \"comparable to the roller coaster in Happy Valley\". When passing by here again, most tourists had already entered the park, and Yu Hong found that there had been a long queue, and they had to wait at least 120 minutes before they could play. In addition, the waiting time of \"Battle for the Source of Fire\", which is also Transformers IP, \"Harry Potter and the Forbidden Journey\", \"Flight of the Eagle Horse\" and Jurassic Adventure in the Harry Potter series are all more than 1 hour.Harry Potter's IP is Xiaoyan's most anticipated project. In order to experience in depth, Xiaoyan also spent 800 yuan to buy Harry Potter magic robes and 300 yuan to buy interactive magic wands. \"The price of magic robes is cheaper than that in the United States,\" Xiao Yan was very pleased with the price. \"The unicorn bubble machine can be consumed for tens of dollars, and the price is also the same as<a href=\"https://laohu8.com/S/DIS\">Disney</a>Almost. \" The price of catering is not as sky-high as that of online transmission. According to Xiaoyan's observation, tourists who choose to eat in the scenic spot still account for the majority. \"In principle, the scenic spot is not allowed to bring food, and some restaurants still need to wait in line for meals.\"Last year, Universal Studios Beijing was exposed to the high price of catering in the park. Some users who participated in the internal test posted shopping receipts-158 yuan for ribeye steak sandwich, 138 yuan for Kung Pao shrimp ball, 98 yuan for rainbow milkshake,<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>Refilling 28 yuan, etc., caused heated discussion. In order to make full use of the limited time, Yu Hong chose to bring some of her own meals and gave up punching in the restaurant in the park. She said that on the one hand, she hopes to feel all the projects, and on the other hand, she also takes into account the cost performance. \"The projects all look good, but I heard that the food in the restaurant is average.\"However, Yu Hong also passed by the restaurant and bar selling drinks and snacks. Butterfly buns and church fruits were each in 30 yuan, drinks in 15 yuan, mineral water in 10 yuan, and butter beer in 50 yuan. Yu Hong bought a fruit cup from 25 yuan. \"It feels OK, and the scenic spot is about the same price.\"And mention the feeling of immersion. \"Domestic customers are more regarded as God, while foreign countries feel like friends,\" Xiao Yan said. \"Domestic staff have a good attitude, but they are more cautious. For example, in the small train project in Harry Potter scenic spot, the vehicle managers in Los Angeles Park will chat enthusiastically and take photos, and make some dramatic language actions to let tourists enter the play. The vehicle managers in Beijing should be more cautious and won't exaggerate.\"In fact, compared with Universal Studios in Los Angeles, USA, Universal Studios Beijing is undoubtedly larger in area and has more people. At present, only the first phase of Universal Studios is open. With the construction of the second and third phases of the project in the future, Universal Beijing Resort will eventually cover an area of 4 square kilometers and become the largest Universal Studios theme park in the world.<a href=\"https://laohu8.com/S/601066\">China Securities Investment</a>In the research report, it is estimated that Universal Studios Beijing will receive about 15 million to 20 million tourists annually, and the unit price of customers is expected to exceed 1,500 yuan. After maturity, the annual turnover will be about 25 billion to 30 billion yuan.Business experience of theme parksBefore entering China, Universal Studios and Disney, as two major film and television themed IP parks, had long been international rivals.Universal Studios and Disney are not only similar in strategy, but both rely on IP to start their business, and they are also quite close in location selection, showing a tendency to confront each other. For example, among the six Disney stores in the world, there are two in the United States and three in Asia. The five Universal Studios in the world are also two in the United States and three in Asia.However, in terms of audience groups, the two are different. Universal Studios, which holds popular IPs such as \"Harry Potter\", \"Transformers\" and \"Jurassic World\", has attracted many adult tourist groups with a wider age group by virtue of its technological amusement facilities and movie effects. Disneyland, with its strong \"Mickey Mouse\" IP influence and rich business experience, is very popular among parent-child groups.Nowadays, Shanghai Disneyland, which is the first to enter the country, has been highly recognized in the domestic theme park market. According to the data, in 2020, Shanghai Disneyland received 5.5 million tourists, equivalent to 52% of 2019, and its annual income was equivalent to 54%, making it the best large-scale theme park in the world since the epidemic.Not long ago, Shanghai Disneyland quietly raised the ticket price. This is also the third increase in ticket prices since Shanghai Disneyland opened five years ago. At the beginning of the park's opening, it offers two options: weekday tickets and peak day tickets. The former is priced at 370 yuan and the latter is 499 yuan. Since January 9, 2022, the ticket price will be adjusted to 435 yuan for regular days, 545 yuan for special routine days, 659 yuan for peak days, and 769 yuan for special peak days.As a seed player against Disneyland, Universal Studios' business challenges are not small. The price of Universal Studios will determine the enthusiasm of tourists to play to a certain extent. According to many ticketing staff, the stabilized price is basically compared with Disney, and the approximate price is around 500 yuan, which will not be as outrageous as it is now.In terms of IP operation, it has replicated the successful localization experience of Universal Studios Japan in the past. In order to attract Japanese tourists to visit, Universal Studios Japan joined forces with local IP and added factors such as Mario and Conan, with remarkable results. Universal Studios Beijing has also made a lot of efforts in local IP, introducing Kung Fu Panda Park in order to win the favor of Chinese tourists.In fact, for a theme park, its revenue can be roughly divided into two parts, one is tickets, and the other is catering, derivatives and other consumption after entering the park. Take Disney as an example. Its ticket revenue in fiscal year 2019 was US $7.5 billion, while other revenue from the theme park, experience and product business segments all came from secondary consumption after entering the park-food and beverage sales revenue was US $5.96 billion, hotels, cruise ships and other revenue was US $6.27 billion, IP licensing development and self-operated commemorative goods revenue was US $4.52 billion, and park rental and sales revenue was US $1.94 billion. This part in total is much higher than the revenue from tickets themselves.The revenue structure of Universal Studios is generally the same. Like Disney, due to its well-known IP, souvenir sales are also regarded as a key step in its \"gold attraction\". After brushing all the key projects, Yu Hong and his friends went shopping in the shops in the park. The headband costs 135 yuan, the refrigerator magnet costs more than 70 yuan, and the minions doll costs 179 yuan... She lamented that \"it's still quite expensive\", but she still bought two work card bags and a refrigerator magnet at the store in Minions Paradise, which cost a total of 195 yuan. Paying for the IP premium, she thinks, is \"worth it\".In addition to the operation of the park, Universal Studios, located in Tongzhou District, the sub-center of Beijing, has high hopes of promoting regional commerce and promoting urban cultural tourism. According to Song Yu, chairman of BTG Group, in an interview, after the opening of the park, Universal Beijing Resort is expected to receive 10-12 million tourists every year. With the launch of Universal Studios, it will effectively incite the development of surrounding tourism, economy and other related industries.Throughout the country, the landing of Universal Studios Beijing Resort has a particularly significant pulling effect on the park market in the north. According to statistics from the Sullivan Institute, among the world-renowned theme park brands that are about to land in China and have already landed in China, Disney,<a href=\"https://laohu8.com/S/TWX\">Time Warner</a>DreamWorks, Legoland and Six Flags are all located in the south, and only Universal Studios is in Beijing.Can Universal Studios, which has been in preparation for 20 years, shake Disney's position as the leader? Can we change the pattern of North-South Paradise by ourselves? It still needs time to test.For domestic theme parks such as Happy Valley and Sunac Park, it also means the arrival of another strong opponent. Compared with the former, both Disney and Universal Studios are better at content and IP operations, and have strong brand appeal. Whether they can make the theme park business bigger, better and scalable? Perhaps the value is a question that developers behind domestic theme parks should think more about.\n<div class=\"bt-text\">\n\n\n source：<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202108282043557c35153a&s=b\">AI财经社</a>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://fid-75186.picgzc.qpic.cn/20210828204237904v201o5tb40djvqy","relate_stocks":{"DIS":"迪士尼"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202108282043557c35153a&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2162769050","content_text":"传闻了多年的北京环球影城，终于在近日官宣，9月1日起正式开始试运营。\n作为一个集合了侏罗纪公园、哈利波特魔法世界、功夫熊猫、小黄人乐园、未来水世界等众多电影IP的国际主题乐园，环球影城盛名在外。起源于好莱坞的电影文化，1963年，环球制片公司将部分摄影棚改建成环球影视城对外开放，这就成了环球影城最初的模样。\n此后多年间，环球奥兰多影城、日本大阪环球影城和新加坡名胜世界环球影城也相继开业，成为许多成年人的娱乐天堂。\n\n图 / 视觉中国\n作为全球第五家环球影城，北京环球影城被寄予了更多期待。尽管环球影城一直处于压力内测阶段，期间仅向受邀用户开放，且并未向公众销售任何门票，但即将开业的消息一出，仍然立刻登上微博热搜，有用户在社交平台发问：“谁有环球影城的资源？好想去！”\n从目前市面上流传出的黄牛票价，也能理解大众对北京环球影城的热情。8月20日，北京环球影城启动的消息公布后，黄牛们的门票开始水涨船高，价格从一千元涨到最高七八千元，涨幅令人咋舌。甚至有黄牛因倒卖内测资格被拘留。\n一票难求背后，北京环球影城的体验究竟如何？价格高昂的黄牛票背后，主题公园的生意经又是怎样的？\n一票难求，内测票被黄牛炒至数千元\n“快乐加载中，期待在北京环球度假区相遇”，2021年8月19日，北京环球影城官微的一条微博，让环球的粉丝们沸腾了起来。这个筹建约20年、修建近7年，耗资超数百亿的北京环球影城，终于要来了。\n作为一家全球性的国际主题乐园，北京环球影城出身自带巨大吸引力。这里共设有七大主题景区，分别为：功夫熊猫盖世之地、变形金刚基地、小黄人乐园、哈利波特的魔法世界、侏罗纪世界努布拉岛、好莱坞和未来水世界，同时设有37个骑乘娱乐设施及地标景点，24个表演演出。\n也因此，过去一年多时间里，尽管还没有正式与公众见面，北京环球影城的各类开业消息早已不绝于耳。从去年底宣布2021年5月开业至今，“北京环球影城开业”的消息一连推迟了数月，直至宣布8月20日开启员工压力内测，北京环球影城才终于正式问世\n原本，按照环球影城的计划，每位员工手中有5张门票，首次体验环球影城的人群，应该是部分合作伙伴、员工及其家人。\n但消息传出后，北京环球度假区的体验资格，被很多游客视为“香饽饽”，也让黄牛钻了空子，纷纷售卖起内测票。很快，在黄牛的社交圈里，“8月26日-9月15日”，“限流2000人左右，每日仅20个内测名额”，“门票价格3000元起”的消息就刷屏不断。\n据AI财经社了解，不少黄牛是通过沟通官方合同员工的内测资格码，获得的门票资格，一位在北京环球影城内部有工作的人士告诉AI财经社，“黄牛会通过合同工以1000元左右购得内测资格邀请码，用户实名注册后的预约短信就可作为内部票出售。”\n早期，黄牛的售票价格仅为千元左右，但随着环球影城热度的走高，以及门票的稀缺性，原本千元的门票价格，涨幅开始不断走高。一位黄牛对AI财经社表示，8月由于还是内测时期，内测票的价格较高，个别门票已经标价7000元-8000元，9月的试运营门票暂时还比较充足。如果想等到2000元以下，至少需要等到10月之后正式开园后再前往。\n目前，黄牛的门票炒作行为，已经引起了官方的注意。8月21日，内测的第二天，北京市公安局通州分局官方微博通报消息称，因倒卖环球影城内部测试体验资格，扰乱正常经营秩序，4名违法行为人已被依法行政拘留，被倒卖的内测资格价格在1000元-5000元不等。\n有些黄牛已对此感到忌惮。据一位黄牛透露，“警方和平台的监管非常严，查到的话直接下架处理。”\n不过，仍旧有黄牛为了躲避追查使尽招数，例如一次性最多上线五张门票。同时，黄牛内部也开始陷入“内卷”，黄牛售票多为团伙行为，主要依靠采取分销，获取佣金提成，而由于竞争激烈，也常有举报彼此的现象发生。\n黄牛的大肆违规倒卖下，也给了一些售卖假票的不法票贩子们生存空间。据媒体此前报道称，8月21日至22日，短短两天时间，有用户在求购8月28日环球影城内测票的过程中，接连遇上了三个骗子，并损失了2000元订金。目前，该用户已经报警，警方也已予立案。\n据环球影城官方客服对AI财经社表示，内测码如属实确实是唯一入园凭证、如果被骗可联系公众号登记购买记录、买家信息、注册信息，但园区不负责退款。\n目前，有关北京环球影城正式开园后的票价，还未有官方信息发布。不过AI财经社了解到，已有多位黄牛在朋友圈发布了试运营/正常开园预定信息。其表示，“平日票599元/张，周末739元/张，节庆日799元/张”。不过，截至目前，官方售票渠道尚未开通，售票价格也还未正式公布。\n激动的游客们\n虽然还没正式开业，但对北京环球影城翘首以盼的游客们不在少数。\n还没开园之前，环球影城已经因“土味宣传视频”、“物价”等消息多次登上微博热搜。根据官方披露的信息，北京环球影城耗资数百亿，由好莱坞层面把控运营，设备机械专程从国外运输而来，这更加增添了游客们的期待。\n拿到员工门票的小严，是第一批参与内测的幸运儿。8月28日一早，从北京城区出发，小燕直奔向通州郊区。一个半小时后，她就站在了北京环球影城的大门口，一个刻着“Universal Studio”的标志性巨大地球仪迅速吸引了她的注意力。\n这已经是小严第二次体验环球影城项目了。上一次的美国洛杉矶环球之旅，曾让小严印象深刻，对于这次的环球之旅，她更是期待。\n另一位幸运获得内测资格的游客于虹则表示，从一周前就开始期待自己的北京环球影城之旅了，“一直处于激动之中”。\n8月28日早上8点，于虹开始在北京环球影城正门外等候。她告诉AI财经社，开园时间是早上9点，为了能尽早体验到更多的项目，她7点就从家出发，抵达时间为8点前。然而，此时已有非常多的用户开始排队。\n这也是让小严倍感意外的地方，尽管只是面向受邀群体的内测，但北京环球影城的游客们已经络绎不绝。很多热门景点，如侏罗纪主题公园、世纪大冒险、变形金刚基地等项目场所中，游客的队伍已经从室内排到了室外。想要体验到项目，往往需要排队一个小时左右，“排队一小时，体验两分钟”。\n（图/受访者提供）\n为了更高效的体验园区设备，于虹制定了周密的游玩计划。凭电子票第一波入园后，于虹和朋友就一路狂飙，得以第二批乘坐霸天虎过山车——这也是园区最热门的项目之一，于虹形容其“和欢乐谷的过山车不相上下”。再路过这里时，大部分游客已入园，于虹发现其已经排起了长长的队伍，至少需要等待120分钟才能游玩。除此之外，同为变形金刚IP的“火种源争夺战”，哈利·波特系列的“哈利·波特与禁忌之旅”、“鹰马飞行”以及侏罗纪大冒险等待时间均在1小时以上。\n哈利波特这一IP则是小严最期待的项目。为了深入体验，小严还花了800元购买哈利波特魔法袍，花300元购买了互动魔法棒。“魔法袍的价格比美国要便宜”，小严对于价格甚感欣慰，“独角兽泡泡机几十块钱就能消费，价格也和迪士尼差不多。”而餐饮的价格并不像网传一般天价。据小严观察，选择在景区内就餐的游客依然占多数，“原则上景区不让带吃的，有些餐厅还需要排队等餐。”\n去年，北京环球影城曾被曝园区餐饮物价过高，有参与内测的用户晒出购物小票——肉眼牛排三明治158元，宫保虾球138元，彩虹奶昔98元，可口可乐续杯28元等，引发热议。为了充分利用有限的时间，于虹选择自带一部分餐食，放弃了园内餐厅的打卡。她说，一方面是希望把各个项目都感受一下，另一方面也考虑到性价比。“项目看起来都不错，但是听说餐厅的食物比较一般。”\n不过，于虹也路过了售卖饮品和小食的餐吧，蝴蝶包和吉事果每份30元，饮料15元，矿泉水10元，黄油啤酒售价则是50元。于虹买了一个25元的水果杯，“感觉还可以，景区也差不多这个价格。”\n而提及沉浸式的感受。“国内更把顾客当上帝，国外感觉是当朋友”，小严说道，“国内的工作人员态度都很好，但更拘谨一点。比如哈利波特景区的小火车项目，洛杉矶园区的车管员会热情的聊天合影，做出一些比较戏剧性的语言动作，让游客入戏。北京园区的车管员则要更拘谨一些，不会有过于夸张的举动。”\n事实上，与美国洛杉矶的环球影城相比，北京环球影城的面积无疑要更大，人也要更多。目前，环球影城只有一期开放，随着未来二期、三期工程的建设，北京环球度假区最终占地将达到4平方公里，将成为全球规模最大的一家环球影城主题公园。\n中信建投在研报中预计，北京环球影城年接待游客数量约1500万至2000万人次，预计客单价将超过1500元，成熟后每年营业额大约在250亿元到300亿元。\n主题乐园的生意经\n进入中国之前，环球影城和迪士尼，作为两大影视主题IP乐园，早就已经是国际对手了。\n环球影城与迪士尼，二者不仅在战略上相似，都依靠IP起家，选址上也相当接近，彼此呈对垒之势。譬如，全球6家迪士尼中，美国本土的2家，亚洲3家，全球5家环球影城同样也是美国2家，亚洲3家。\n但在受众群体上，二者却有所不同，手持“哈利·波特”“变形金刚”“侏罗纪世界”等热门IP的环球影城，凭借科技感十足的游乐设施和电影效应，吸引了很多成年游客群体，游客的年龄段更广。而迪士尼乐园，凭借强大的“米老鼠”IP影响力与丰富的经营经验，颇受亲子群体的欢迎。\n如今，抢先一步入驻国内的上海迪士尼，已经在国内主题乐园市场获得了高度认可。数据显示，2020年，上海迪士尼乐园接待游客550万人次，相当于2019年的52%，年收入相当于54%，成为疫情以来全球恢复最好的大型主题乐园。\n就在不久之前，上海迪士尼乐园还悄悄提升了门票价格。这也是上海迪士尼乐园开园五年以来，三次上涨门票价格。开园伊始，其提供平日票和高峰日票两种选择，前者价格为370元，后者为499元。而自2022年1月9日，常规日门票调整为435元，特别常规为545元，高峰日为659元，特别高峰日为769元。\n作为对阵迪士尼乐园的种子选手，环球影城的经营挑战并不小。环球影城的价格高低，将一定程度上决定着游客们的游玩积极性。据不少票务人员介绍，稳定过后的价格基本对标迪士尼，大致价位在500元左右，不会像现在炒的这么离谱。\nIP运营方面则复制了以往日本环球影城的本土化成功经验。为了吸引日本游客前来游玩，日本环球影城联合本土IP，加入了如马里奥、柯南等因素，效果显著。而北京环球影城也在本土IP上下了不少功夫，引入功夫熊猫园区，以期获得中国游客的好感。\n事实上，对一家主题公园而言，其营收可以大致分为两部分，一是门票，二是入园后的餐饮、衍生品等消费。以迪士尼为例，其2019财年门票收入为75亿美元，而主题公园、体验和产品业务板块的其他收入都来自入园后的二次消费——食品饮料销售收入59.6亿美元，酒店、游轮等收入62.7亿美元，IP授权开发和自营纪念商品收入45.2亿美元，以及园区租赁和销售收入19.4亿美元，这一部分合计远高于门票本身的收入。\n环球影城的营收结构大体一致，和迪士尼一样，由于拥有极具知名度的IP，纪念品售卖也为视为其“吸金”的关键步骤。在刷完所有重点项目后，于虹和朋友一起前往园区内的商店购物。发箍135元、冰箱贴70余元、小黄人公仔179元......她感慨“还是挺贵的”，却依然在小黄人乐园的商店购买了两个工卡包和一枚冰箱贴，共花费195元。为IP溢价买单，她认为“是值得的”。\n乐园经营之外，位于北京城市副中心通州区的环球影城，被寄予了提升区域商业和带动城市文旅的厚望。据首旅集团董事长宋宇接受采访时介绍，在开园以后，每年北京环球度假区预计接待游客数量在1000万-1200万人次。随着环球影城的启动，将有效撬动周边旅游、经济等多个相关产业的发展。\n而纵观全国来看，北京环球影城度假区的落地，对于北方的乐园市场拉动效应也尤为显著。据沙利文研究院统计，即将和已经在华落地的世界知名主题公园品牌中，迪士尼、时代华纳梦工厂、乐高乐园、六旗乐园都择址南方，只有环球影城在北京。\n筹备了20年的环球影城，能否撼动迪士尼的老大地位？又能否以一己之力改变南北乐园格局？仍需要时间的检验。\n对于欢乐谷、融创乐园等国产主题公园来说，也意味着又一个强劲对手的到来。与前者相比，无论是迪士尼还是环球影城，都更擅于内容和IP的运营，具备较强的品牌号召力，能否把主题公园这桩生意做大、做好、做出具延展性的价值，或许才是国产主题公园背后开发商们更应该思考的问题。","news_type":1,"symbols_score_info":{"DIS":0.9}},"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":5692044,"gmtCreate":1630308748664,"gmtModify":1663233107536,"authorId":3582212677594923,"author":{"id":3582212677594923,"idStr":"3582212677594923","authorId":3582212677594923,"name":"Diaschy86","avatar":"https://static.tigerbbs.com/023e36d76d8f4434c4ca55ea9d316933","vip":1,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":811817124,"type":1,"supId":0,"prevId":0,"content":"666","text":"666","html":"666"},{"id":5692016,"gmtCreate":1630308621175,"gmtModify":1663233106257,"authorId":3586266967551836,"author":{"id":3586266967551836,"idStr":"3586266967551836","authorId":3586266967551836,"name":"一剑奈何","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":811817124,"type":1,"supId":0,"prevId":0,"content":"666","text":"666","html":"666"}],"langContent":"EN"},{"id":811812949,"gmtCreate":1630308256281,"gmtModify":1676530263367,"author":{"id":"3558920800759302","authorId":"3558920800759302","name":"富發","avatar":"https://static.tigerbbs.com/aa7ebfbd80eaba9d487087b35d5bcb7d","vip":1,"crmLevel":11,"crmLevelSwitch":0,"authorIdStr":"3558920800759302","idStr":"3558920800759302"},"htmlText":"支持國貨","listText":"支持國貨","text":"支持國貨","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/811812949","repostId":2162769050,"repostType":4,"repost":{"id":"2162769050","kind":"news","pubTimestamp":1630306963,"share":"https://ttm.financial/m/news/2162769050?lang=en_US&edition=fundamental","pubTime":"2021-08-30 15:02","market":"hk","language":"zh","title":"Disney's biggest rival is here","url":"https://stock-news.laohu8.com/highlight/detail?id=2162769050","media":"AI财经社","summary":"传闻了多年的北京环球影城，终于在近日官宣，9月1日起正式开始试运营。\n作为一个集合了侏罗纪公园、哈利波特魔法世界、功夫熊猫、小黄人乐园、未来水世界等众多电影IP的国际主题乐园，环球影城盛名在外。起源于","content":"Universal Studios Beijing, which has been rumored for many years, finally officially announced recently that it will officially start trial operation on September 1.As an international theme park that integrates many movie IPs such as Jurassic Park, The Wizarding World of Harry Potter, Kung Fu Panda, Minions Paradise, Future Water World, etc., Universal Studios is well-known. Originated in Hollywood's film culture, in 1963, Universal Studios converted some studios into Universal Studios and opened to the public, which became the original appearance of Universal Studios.In the following years, Universal Studios Orlando, Universal Studios Osaka and Universal Studios Resorts World have also opened one after another, becoming entertainment paradises for many adults.<img src=\"https://fid-75186.picgzc.qpic.cn/20210828204240281v201jcm6vr6qr7s\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">Figure/<a href=\"https://laohu8.com/S/000681\">Vision china</a>As the fifth Universal Studios in the world, Universal Studios Beijing has been placed on more expectations. Although Universal Studios has been in a stressful internal beta stage, during which it is only open to invited users and has not sold any tickets to the public, as soon as the news of its upcoming opening came out, it still immediately appeared on the board<a href=\"https://laohu8.com/S/WB\">Weibo</a>Hot search, some users asked on social platforms: \"Who has the resources of Universal Studios? I really want to go!\"From the current scalper ticket prices circulating in the market, we can also understand the public's enthusiasm for Universal Studios Beijing. On August 20th, after the announcement of the launch of Universal Studios Beijing, the tickets of scalpers began to rise, and the price rose from 1,000 yuan to a maximum of seven or eight thousand yuan, a staggering increase. Some scalpers were even detained for reselling internal testing qualifications.Behind the difficulty of finding a ticket, what is the experience of Universal Studios Beijing? Behind the expensive scalper tickets, what is the business experience of theme parks?A ticket is hard to find, and the internal beta ticket was fired by scalpers for thousands of yuan\"Happy loading, looking forward to meeting in Universal Beijing Resort\", on August 19, 2021, a Weibo post on the official Weibo account of Universal Studios made Universal fans excited. Universal Studios Beijing, which has been under construction for about 20 years and nearly 7 years, has cost more than tens of billions, is finally coming.As a global international theme park, Universal Studios Beijing has its own great attraction. There are seven theme scenic spots here, namely: Kung Fu Panda Land of Awesomeness, Transformers Base, Minions Paradise, The Wizarding World of Harry Potter, Nublar Island in Jurassic World, Hollywood and Future Water World. At the same time, there are 37 riding entertainment facilities and landmark attractions, and 24 performances.Therefore, in the past year or so, although it has not officially met with the public, all kinds of opening news of Universal Studios Beijing have long been heard. Since the announcement of the opening in May 2021 at the end of last year, the news of \"the opening of Universal Studios Beijing\" has been delayed for several months. It was not until the announcement of the start of employee pressure testing on August 20 that Universal Studios Beijing finally officially launchedOriginally, according to the plan of Universal Studios, each employee had 5 tickets in his hand. The people who experienced Universal Studios for the first time should be some partners, employees and their families.However, after the news came out, Universal Beijing Resort's experience qualification was regarded as a \"sweet cake\" by many tourists, which also allowed scalpers to take advantage of loopholes and sell internal test tickets one after another. Soon, in the social circle of scalpers, \"August 26th-September 15th\", \"the current limit is about 2,000 people, and there are only 20 internal test places every day\", and the news that \"the ticket price starts from 3,000 yuan\" swiped the screen constantly.According to AI Finance and Economics, many scalpers obtain ticket qualifications by communicating the internal test qualification codes of official contract employees. A person who has a job in Universal Studios Beijing told AI Finance and Economics, \"Scalpers will purchase the internal test qualification invitation code for about 1,000 yuan through contract workers, and the reservation text message after the user's real name registration can be sold as an internal ticket.\"In the early days, the ticket price of scalpers was only about 1,000 yuan, but with the rising popularity of Universal Studios and the scarcity of tickets, the original ticket price of 1,000 yuan began to rise. A scalper told AI Finance and Economics that since August is still in the internal beta period, the price of internal beta tickets is relatively high. Individual tickets have been priced at 7,000-8,000 yuan, and the trial operation tickets in September are relatively sufficient for the time being. If you want to wait below 2,000 yuan, you need to wait at least until the official opening of the park after October before going there.At present, scalpers' ticket speculation has attracted the official attention. On August 21, the second day of the internal test, the official Weibo of the Tongzhou Branch of the Beijing Municipal Public Security Bureau announced that four illegal actors had been administratively detained according to law for reselling the internal test experience qualifications of Universal Studios and disrupting the normal business order. The price of the resold internal test qualifications ranged from 1,000 yuan to 5,000 yuan.Some scalpers are already afraid of this. According to a scalper, \"The supervision of the police and the platform is very strict. If it is found, it will be directly removed from the shelves.\"However, there are still scalpers who try their best to avoid tracing, such as putting up to five tickets online at one time. At the same time, scalpers have also begun to fall into \"involution\". Scalpers' ticket sales are mostly gang behaviors, mainly relying on distribution to obtain commissions. Due to fierce competition, they often report each other.The wanton illegal reselling of scalpers has also given some illegal ticket sellers who sell fake tickets a living space. According to previous media reports, from August 21st to 22nd, in just two days, some users encountered three scammers in succession and lost 2,000 yuan deposit in the process of purchasing the internal test tickets of Universal Studios on August 28th. At present, the user has called the police and the police have filed a case.According to the official customer service of Universal Studios, AI Finance and Economics, if the internal test code is true, it is indeed the only voucher to enter the park. If you are cheated, you can contact the official account to register the purchase record, buyer information, and registration information, but the park is not responsible for refunds.At present, no official information has been released about the ticket price of Universal Studios Beijing after its official opening. However, AI Finance and Economics has learned that many scalpers have released trial operation/normal opening reservation information in the circle of friends. It said, \"Tickets are 599 yuan/ticket on weekdays, 739 yuan/ticket on weekends and 799 yuan/ticket on festivals\". However, up to now, the official ticketing channel has not been opened, and the ticket price has not been officially announced.Excited touristsAlthough it hasn't officially opened yet, there are many tourists who are eagerly looking forward to Universal Studios Beijing.Before the park opened, Universal Studios had been on Weibo hot searches many times due to news such as \"earthy promotional videos\" and \"prices\". According to the official information, Universal Studios Beijing cost tens of billions, is controlled and operated by Hollywood, and the equipment and machinery are specially transported from abroad, which further increases the expectations of tourists.Xiao Yan, who got the employee ticket, was the first batch of lucky winners to participate in the internal test. On the morning of August 28th, starting from the city of Beijing, Xiaoyan went straight to the suburbs of Tongzhou. An hour and a half later, she was standing at the gate of Universal Studios Beijing, and an iconic huge globe engraved with \"Universal Studio\" quickly attracted her attention.This is Xiaoyan's second experience of Universal Studios project. Xiao Yan was deeply impressed by her last trip around the world in Los Angeles, USA, and she was even more looking forward to this trip around the world.Yu Hong, another lucky tourist who was qualified for internal testing, said that he had been looking forward to his trip to Universal Studios Beijing since a week ago and was \"always excited\".At 8 o'clock on the morning of August 28th, Yu Hong began to wait outside the main entrance of Universal Studios Beijing. She told AI Finance and Economics that the opening time of the park is 9: 00 a.m. In order to experience more projects as soon as possible, she left home at 7: 00 and arrived before 8: 00. However, at this time, a very large number of users have started queuing up.This is also what surprised Xiao Yan. Although it is only an internal test for invited groups, there are already an endless stream of tourists from Universal Studios Beijing. In many popular attractions, such as Jurassic Theme Park, Century Adventure, Transformers Base and other project sites, the queue of tourists has been lined up from indoors to outdoors. If you want to experience the project, you often need to queue up for about an hour, \"queue up for one hour and experience it for two minutes\".<img src=\"https://static.tigerbbs.com/2fa71db980c600a33c90ad66cf72ce87\" tg-width=\"960\" tg-height=\"1280\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">(Photo/provided by interviewee)In order to experience the park equipment more efficiently, Yu Hong has made a careful play plan. After entering the park with the first wave of electronic tickets, Yu Hong and his friends went all the way, and were able to ride the Decepticon roller coaster in the second batch-this is also one of the hottest projects in the park. Yu Hong described it as \"comparable to the roller coaster in Happy Valley\". When passing by here again, most tourists had already entered the park, and Yu Hong found that there had been a long queue, and they had to wait at least 120 minutes before they could play. In addition, the waiting time of \"Battle for the Source of Fire\", which is also Transformers IP, \"Harry Potter and the Forbidden Journey\", \"Flight of the Eagle Horse\" and Jurassic Adventure in the Harry Potter series are all more than 1 hour.Harry Potter's IP is Xiaoyan's most anticipated project. In order to experience in depth, Xiaoyan also spent 800 yuan to buy Harry Potter magic robes and 300 yuan to buy interactive magic wands. \"The price of magic robes is cheaper than that in the United States,\" Xiao Yan was very pleased with the price. \"The unicorn bubble machine can be consumed for tens of dollars, and the price is also the same as<a href=\"https://laohu8.com/S/DIS\">Disney</a>Almost. \" The price of catering is not as sky-high as that of online transmission. According to Xiaoyan's observation, tourists who choose to eat in the scenic spot still account for the majority. \"In principle, the scenic spot is not allowed to bring food, and some restaurants still need to wait in line for meals.\"Last year, Universal Studios Beijing was exposed to the high price of catering in the park. Some users who participated in the internal test posted shopping receipts-158 yuan for ribeye steak sandwich, 138 yuan for Kung Pao shrimp ball, 98 yuan for rainbow milkshake,<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>Refilling 28 yuan, etc., caused heated discussion. In order to make full use of the limited time, Yu Hong chose to bring some of her own meals and gave up punching in the restaurant in the park. She said that on the one hand, she hopes to feel all the projects, and on the other hand, she also takes into account the cost performance. \"The projects all look good, but I heard that the food in the restaurant is average.\"However, Yu Hong also passed by the restaurant and bar selling drinks and snacks. Butterfly buns and church fruits were each in 30 yuan, drinks in 15 yuan, mineral water in 10 yuan, and butter beer in 50 yuan. Yu Hong bought a fruit cup from 25 yuan. \"It feels OK, and the scenic spot is about the same price.\"And mention the feeling of immersion. \"Domestic customers are more regarded as God, while foreign countries feel like friends,\" Xiao Yan said. \"Domestic staff have a good attitude, but they are more cautious. For example, in the small train project in Harry Potter scenic spot, the vehicle managers in Los Angeles Park will chat enthusiastically and take photos, and make some dramatic language actions to let tourists enter the play. The vehicle managers in Beijing should be more cautious and won't exaggerate.\"In fact, compared with Universal Studios in Los Angeles, USA, Universal Studios Beijing is undoubtedly larger in area and has more people. At present, only the first phase of Universal Studios is open. With the construction of the second and third phases of the project in the future, Universal Beijing Resort will eventually cover an area of 4 square kilometers and become the largest Universal Studios theme park in the world.<a href=\"https://laohu8.com/S/601066\">China Securities Investment</a>In the research report, it is estimated that Universal Studios Beijing will receive about 15 million to 20 million tourists annually, and the unit price of customers is expected to exceed 1,500 yuan. After maturity, the annual turnover will be about 25 billion to 30 billion yuan.Business experience of theme parksBefore entering China, Universal Studios and Disney, as two major film and television themed IP parks, had long been international rivals.Universal Studios and Disney are not only similar in strategy, but both rely on IP to start their business, and they are also quite close in location selection, showing a tendency to confront each other. For example, among the six Disney stores in the world, there are two in the United States and three in Asia. The five Universal Studios in the world are also two in the United States and three in Asia.However, in terms of audience groups, the two are different. Universal Studios, which holds popular IPs such as \"Harry Potter\", \"Transformers\" and \"Jurassic World\", has attracted many adult tourist groups with a wider age group by virtue of its technological amusement facilities and movie effects. Disneyland, with its strong \"Mickey Mouse\" IP influence and rich business experience, is very popular among parent-child groups.Nowadays, Shanghai Disneyland, which is the first to enter the country, has been highly recognized in the domestic theme park market. According to the data, in 2020, Shanghai Disneyland received 5.5 million tourists, equivalent to 52% of 2019, and its annual income was equivalent to 54%, making it the best large-scale theme park in the world since the epidemic.Not long ago, Shanghai Disneyland quietly raised the ticket price. This is also the third increase in ticket prices since Shanghai Disneyland opened five years ago. At the beginning of the park's opening, it offers two options: weekday tickets and peak day tickets. The former is priced at 370 yuan and the latter is 499 yuan. Since January 9, 2022, the ticket price will be adjusted to 435 yuan for regular days, 545 yuan for special routine days, 659 yuan for peak days, and 769 yuan for special peak days.As a seed player against Disneyland, Universal Studios' business challenges are not small. The price of Universal Studios will determine the enthusiasm of tourists to play to a certain extent. According to many ticketing staff, the stabilized price is basically compared with Disney, and the approximate price is around 500 yuan, which will not be as outrageous as it is now.In terms of IP operation, it has replicated the successful localization experience of Universal Studios Japan in the past. In order to attract Japanese tourists to visit, Universal Studios Japan joined forces with local IP and added factors such as Mario and Conan, with remarkable results. Universal Studios Beijing has also made a lot of efforts in local IP, introducing Kung Fu Panda Park in order to win the favor of Chinese tourists.In fact, for a theme park, its revenue can be roughly divided into two parts, one is tickets, and the other is catering, derivatives and other consumption after entering the park. Take Disney as an example. Its ticket revenue in fiscal year 2019 was US $7.5 billion, while other revenue from the theme park, experience and product business segments all came from secondary consumption after entering the park-food and beverage sales revenue was US $5.96 billion, hotels, cruise ships and other revenue was US $6.27 billion, IP licensing development and self-operated commemorative goods revenue was US $4.52 billion, and park rental and sales revenue was US $1.94 billion. This part in total is much higher than the revenue from tickets themselves.The revenue structure of Universal Studios is generally the same. Like Disney, due to its well-known IP, souvenir sales are also regarded as a key step in its \"gold attraction\". After brushing all the key projects, Yu Hong and his friends went shopping in the shops in the park. The headband costs 135 yuan, the refrigerator magnet costs more than 70 yuan, and the minions doll costs 179 yuan... She lamented that \"it's still quite expensive\", but she still bought two work card bags and a refrigerator magnet at the store in Minions Paradise, which cost a total of 195 yuan. Paying for the IP premium, she thinks, is \"worth it\".In addition to the operation of the park, Universal Studios, located in Tongzhou District, the sub-center of Beijing, has high hopes of promoting regional commerce and promoting urban cultural tourism. According to Song Yu, chairman of BTG Group, in an interview, after the opening of the park, Universal Beijing Resort is expected to receive 10-12 million tourists every year. With the launch of Universal Studios, it will effectively incite the development of surrounding tourism, economy and other related industries.Throughout the country, the landing of Universal Studios Beijing Resort has a particularly significant pulling effect on the park market in the north. According to statistics from the Sullivan Institute, among the world-renowned theme park brands that are about to land in China and have already landed in China, Disney,<a href=\"https://laohu8.com/S/TWX\">Time Warner</a>DreamWorks, Legoland and Six Flags are all located in the south, and only Universal Studios is in Beijing.Can Universal Studios, which has been in preparation for 20 years, shake Disney's position as the leader? Can we change the pattern of North-South Paradise by ourselves? It still needs time to test.For domestic theme parks such as Happy Valley and Sunac Park, it also means the arrival of another strong opponent. Compared with the former, both Disney and Universal Studios are better at content and IP operations, and have strong brand appeal. Whether they can make the theme park business bigger, better and scalable? Perhaps the value is a question that developers behind domestic theme parks should think more about.","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Disney's biggest rival is here</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nDisney's biggest rival is here\n</h2>\n<h4 class=\"meta\">\n\nAI财经社2021-08-30 15:02\n\n</h4>\n</header>\n<article>\nUniversal Studios Beijing, which has been rumored for many years, finally officially announced recently that it will officially start trial operation on September 1.As an international theme park that integrates many movie IPs such as Jurassic Park, The Wizarding World of Harry Potter, Kung Fu Panda, Minions Paradise, Future Water World, etc., Universal Studios is well-known. Originated in Hollywood's film culture, in 1963, Universal Studios converted some studios into Universal Studios and opened to the public, which became the original appearance of Universal Studios.In the following years, Universal Studios Orlando, Universal Studios Osaka and Universal Studios Resorts World have also opened one after another, becoming entertainment paradises for many adults.<img src=\"https://fid-75186.picgzc.qpic.cn/20210828204240281v201jcm6vr6qr7s\" tg-width=\"1080\" tg-height=\"720\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">Figure/<a href=\"https://laohu8.com/S/000681\">Vision china</a>As the fifth Universal Studios in the world, Universal Studios Beijing has been placed on more expectations. Although Universal Studios has been in a stressful internal beta stage, during which it is only open to invited users and has not sold any tickets to the public, as soon as the news of its upcoming opening came out, it still immediately appeared on the board<a href=\"https://laohu8.com/S/WB\">Weibo</a>Hot search, some users asked on social platforms: \"Who has the resources of Universal Studios? I really want to go!\"From the current scalper ticket prices circulating in the market, we can also understand the public's enthusiasm for Universal Studios Beijing. On August 20th, after the announcement of the launch of Universal Studios Beijing, the tickets of scalpers began to rise, and the price rose from 1,000 yuan to a maximum of seven or eight thousand yuan, a staggering increase. Some scalpers were even detained for reselling internal testing qualifications.Behind the difficulty of finding a ticket, what is the experience of Universal Studios Beijing? Behind the expensive scalper tickets, what is the business experience of theme parks?A ticket is hard to find, and the internal beta ticket was fired by scalpers for thousands of yuan\"Happy loading, looking forward to meeting in Universal Beijing Resort\", on August 19, 2021, a Weibo post on the official Weibo account of Universal Studios made Universal fans excited. Universal Studios Beijing, which has been under construction for about 20 years and nearly 7 years, has cost more than tens of billions, is finally coming.As a global international theme park, Universal Studios Beijing has its own great attraction. There are seven theme scenic spots here, namely: Kung Fu Panda Land of Awesomeness, Transformers Base, Minions Paradise, The Wizarding World of Harry Potter, Nublar Island in Jurassic World, Hollywood and Future Water World. At the same time, there are 37 riding entertainment facilities and landmark attractions, and 24 performances.Therefore, in the past year or so, although it has not officially met with the public, all kinds of opening news of Universal Studios Beijing have long been heard. Since the announcement of the opening in May 2021 at the end of last year, the news of \"the opening of Universal Studios Beijing\" has been delayed for several months. It was not until the announcement of the start of employee pressure testing on August 20 that Universal Studios Beijing finally officially launchedOriginally, according to the plan of Universal Studios, each employee had 5 tickets in his hand. The people who experienced Universal Studios for the first time should be some partners, employees and their families.However, after the news came out, Universal Beijing Resort's experience qualification was regarded as a \"sweet cake\" by many tourists, which also allowed scalpers to take advantage of loopholes and sell internal test tickets one after another. Soon, in the social circle of scalpers, \"August 26th-September 15th\", \"the current limit is about 2,000 people, and there are only 20 internal test places every day\", and the news that \"the ticket price starts from 3,000 yuan\" swiped the screen constantly.According to AI Finance and Economics, many scalpers obtain ticket qualifications by communicating the internal test qualification codes of official contract employees. A person who has a job in Universal Studios Beijing told AI Finance and Economics, \"Scalpers will purchase the internal test qualification invitation code for about 1,000 yuan through contract workers, and the reservation text message after the user's real name registration can be sold as an internal ticket.\"In the early days, the ticket price of scalpers was only about 1,000 yuan, but with the rising popularity of Universal Studios and the scarcity of tickets, the original ticket price of 1,000 yuan began to rise. A scalper told AI Finance and Economics that since August is still in the internal beta period, the price of internal beta tickets is relatively high. Individual tickets have been priced at 7,000-8,000 yuan, and the trial operation tickets in September are relatively sufficient for the time being. If you want to wait below 2,000 yuan, you need to wait at least until the official opening of the park after October before going there.At present, scalpers' ticket speculation has attracted the official attention. On August 21, the second day of the internal test, the official Weibo of the Tongzhou Branch of the Beijing Municipal Public Security Bureau announced that four illegal actors had been administratively detained according to law for reselling the internal test experience qualifications of Universal Studios and disrupting the normal business order. The price of the resold internal test qualifications ranged from 1,000 yuan to 5,000 yuan.Some scalpers are already afraid of this. According to a scalper, \"The supervision of the police and the platform is very strict. If it is found, it will be directly removed from the shelves.\"However, there are still scalpers who try their best to avoid tracing, such as putting up to five tickets online at one time. At the same time, scalpers have also begun to fall into \"involution\". Scalpers' ticket sales are mostly gang behaviors, mainly relying on distribution to obtain commissions. Due to fierce competition, they often report each other.The wanton illegal reselling of scalpers has also given some illegal ticket sellers who sell fake tickets a living space. According to previous media reports, from August 21st to 22nd, in just two days, some users encountered three scammers in succession and lost 2,000 yuan deposit in the process of purchasing the internal test tickets of Universal Studios on August 28th. At present, the user has called the police and the police have filed a case.According to the official customer service of Universal Studios, AI Finance and Economics, if the internal test code is true, it is indeed the only voucher to enter the park. If you are cheated, you can contact the official account to register the purchase record, buyer information, and registration information, but the park is not responsible for refunds.At present, no official information has been released about the ticket price of Universal Studios Beijing after its official opening. However, AI Finance and Economics has learned that many scalpers have released trial operation/normal opening reservation information in the circle of friends. It said, \"Tickets are 599 yuan/ticket on weekdays, 739 yuan/ticket on weekends and 799 yuan/ticket on festivals\". However, up to now, the official ticketing channel has not been opened, and the ticket price has not been officially announced.Excited touristsAlthough it hasn't officially opened yet, there are many tourists who are eagerly looking forward to Universal Studios Beijing.Before the park opened, Universal Studios had been on Weibo hot searches many times due to news such as \"earthy promotional videos\" and \"prices\". According to the official information, Universal Studios Beijing cost tens of billions, is controlled and operated by Hollywood, and the equipment and machinery are specially transported from abroad, which further increases the expectations of tourists.Xiao Yan, who got the employee ticket, was the first batch of lucky winners to participate in the internal test. On the morning of August 28th, starting from the city of Beijing, Xiaoyan went straight to the suburbs of Tongzhou. An hour and a half later, she was standing at the gate of Universal Studios Beijing, and an iconic huge globe engraved with \"Universal Studio\" quickly attracted her attention.This is Xiaoyan's second experience of Universal Studios project. Xiao Yan was deeply impressed by her last trip around the world in Los Angeles, USA, and she was even more looking forward to this trip around the world.Yu Hong, another lucky tourist who was qualified for internal testing, said that he had been looking forward to his trip to Universal Studios Beijing since a week ago and was \"always excited\".At 8 o'clock on the morning of August 28th, Yu Hong began to wait outside the main entrance of Universal Studios Beijing. She told AI Finance and Economics that the opening time of the park is 9: 00 a.m. In order to experience more projects as soon as possible, she left home at 7: 00 and arrived before 8: 00. However, at this time, a very large number of users have started queuing up.This is also what surprised Xiao Yan. Although it is only an internal test for invited groups, there are already an endless stream of tourists from Universal Studios Beijing. In many popular attractions, such as Jurassic Theme Park, Century Adventure, Transformers Base and other project sites, the queue of tourists has been lined up from indoors to outdoors. If you want to experience the project, you often need to queue up for about an hour, \"queue up for one hour and experience it for two minutes\".<img src=\"https://static.tigerbbs.com/2fa71db980c600a33c90ad66cf72ce87\" tg-width=\"960\" tg-height=\"1280\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\">(Photo/provided by interviewee)In order to experience the park equipment more efficiently, Yu Hong has made a careful play plan. After entering the park with the first wave of electronic tickets, Yu Hong and his friends went all the way, and were able to ride the Decepticon roller coaster in the second batch-this is also one of the hottest projects in the park. Yu Hong described it as \"comparable to the roller coaster in Happy Valley\". When passing by here again, most tourists had already entered the park, and Yu Hong found that there had been a long queue, and they had to wait at least 120 minutes before they could play. In addition, the waiting time of \"Battle for the Source of Fire\", which is also Transformers IP, \"Harry Potter and the Forbidden Journey\", \"Flight of the Eagle Horse\" and Jurassic Adventure in the Harry Potter series are all more than 1 hour.Harry Potter's IP is Xiaoyan's most anticipated project. In order to experience in depth, Xiaoyan also spent 800 yuan to buy Harry Potter magic robes and 300 yuan to buy interactive magic wands. \"The price of magic robes is cheaper than that in the United States,\" Xiao Yan was very pleased with the price. \"The unicorn bubble machine can be consumed for tens of dollars, and the price is also the same as<a href=\"https://laohu8.com/S/DIS\">Disney</a>Almost. \" The price of catering is not as sky-high as that of online transmission. According to Xiaoyan's observation, tourists who choose to eat in the scenic spot still account for the majority. \"In principle, the scenic spot is not allowed to bring food, and some restaurants still need to wait in line for meals.\"Last year, Universal Studios Beijing was exposed to the high price of catering in the park. Some users who participated in the internal test posted shopping receipts-158 yuan for ribeye steak sandwich, 138 yuan for Kung Pao shrimp ball, 98 yuan for rainbow milkshake,<a href=\"https://laohu8.com/S/KO\">Coca-Cola</a>Refilling 28 yuan, etc., caused heated discussion. In order to make full use of the limited time, Yu Hong chose to bring some of her own meals and gave up punching in the restaurant in the park. She said that on the one hand, she hopes to feel all the projects, and on the other hand, she also takes into account the cost performance. \"The projects all look good, but I heard that the food in the restaurant is average.\"However, Yu Hong also passed by the restaurant and bar selling drinks and snacks. Butterfly buns and church fruits were each in 30 yuan, drinks in 15 yuan, mineral water in 10 yuan, and butter beer in 50 yuan. Yu Hong bought a fruit cup from 25 yuan. \"It feels OK, and the scenic spot is about the same price.\"And mention the feeling of immersion. \"Domestic customers are more regarded as God, while foreign countries feel like friends,\" Xiao Yan said. \"Domestic staff have a good attitude, but they are more cautious. For example, in the small train project in Harry Potter scenic spot, the vehicle managers in Los Angeles Park will chat enthusiastically and take photos, and make some dramatic language actions to let tourists enter the play. The vehicle managers in Beijing should be more cautious and won't exaggerate.\"In fact, compared with Universal Studios in Los Angeles, USA, Universal Studios Beijing is undoubtedly larger in area and has more people. At present, only the first phase of Universal Studios is open. With the construction of the second and third phases of the project in the future, Universal Beijing Resort will eventually cover an area of 4 square kilometers and become the largest Universal Studios theme park in the world.<a href=\"https://laohu8.com/S/601066\">China Securities Investment</a>In the research report, it is estimated that Universal Studios Beijing will receive about 15 million to 20 million tourists annually, and the unit price of customers is expected to exceed 1,500 yuan. After maturity, the annual turnover will be about 25 billion to 30 billion yuan.Business experience of theme parksBefore entering China, Universal Studios and Disney, as two major film and television themed IP parks, had long been international rivals.Universal Studios and Disney are not only similar in strategy, but both rely on IP to start their business, and they are also quite close in location selection, showing a tendency to confront each other. For example, among the six Disney stores in the world, there are two in the United States and three in Asia. The five Universal Studios in the world are also two in the United States and three in Asia.However, in terms of audience groups, the two are different. Universal Studios, which holds popular IPs such as \"Harry Potter\", \"Transformers\" and \"Jurassic World\", has attracted many adult tourist groups with a wider age group by virtue of its technological amusement facilities and movie effects. Disneyland, with its strong \"Mickey Mouse\" IP influence and rich business experience, is very popular among parent-child groups.Nowadays, Shanghai Disneyland, which is the first to enter the country, has been highly recognized in the domestic theme park market. According to the data, in 2020, Shanghai Disneyland received 5.5 million tourists, equivalent to 52% of 2019, and its annual income was equivalent to 54%, making it the best large-scale theme park in the world since the epidemic.Not long ago, Shanghai Disneyland quietly raised the ticket price. This is also the third increase in ticket prices since Shanghai Disneyland opened five years ago. At the beginning of the park's opening, it offers two options: weekday tickets and peak day tickets. The former is priced at 370 yuan and the latter is 499 yuan. Since January 9, 2022, the ticket price will be adjusted to 435 yuan for regular days, 545 yuan for special routine days, 659 yuan for peak days, and 769 yuan for special peak days.As a seed player against Disneyland, Universal Studios' business challenges are not small. The price of Universal Studios will determine the enthusiasm of tourists to play to a certain extent. According to many ticketing staff, the stabilized price is basically compared with Disney, and the approximate price is around 500 yuan, which will not be as outrageous as it is now.In terms of IP operation, it has replicated the successful localization experience of Universal Studios Japan in the past. In order to attract Japanese tourists to visit, Universal Studios Japan joined forces with local IP and added factors such as Mario and Conan, with remarkable results. Universal Studios Beijing has also made a lot of efforts in local IP, introducing Kung Fu Panda Park in order to win the favor of Chinese tourists.In fact, for a theme park, its revenue can be roughly divided into two parts, one is tickets, and the other is catering, derivatives and other consumption after entering the park. Take Disney as an example. Its ticket revenue in fiscal year 2019 was US $7.5 billion, while other revenue from the theme park, experience and product business segments all came from secondary consumption after entering the park-food and beverage sales revenue was US $5.96 billion, hotels, cruise ships and other revenue was US $6.27 billion, IP licensing development and self-operated commemorative goods revenue was US $4.52 billion, and park rental and sales revenue was US $1.94 billion. This part in total is much higher than the revenue from tickets themselves.The revenue structure of Universal Studios is generally the same. Like Disney, due to its well-known IP, souvenir sales are also regarded as a key step in its \"gold attraction\". After brushing all the key projects, Yu Hong and his friends went shopping in the shops in the park. The headband costs 135 yuan, the refrigerator magnet costs more than 70 yuan, and the minions doll costs 179 yuan... She lamented that \"it's still quite expensive\", but she still bought two work card bags and a refrigerator magnet at the store in Minions Paradise, which cost a total of 195 yuan. Paying for the IP premium, she thinks, is \"worth it\".In addition to the operation of the park, Universal Studios, located in Tongzhou District, the sub-center of Beijing, has high hopes of promoting regional commerce and promoting urban cultural tourism. According to Song Yu, chairman of BTG Group, in an interview, after the opening of the park, Universal Beijing Resort is expected to receive 10-12 million tourists every year. With the launch of Universal Studios, it will effectively incite the development of surrounding tourism, economy and other related industries.Throughout the country, the landing of Universal Studios Beijing Resort has a particularly significant pulling effect on the park market in the north. According to statistics from the Sullivan Institute, among the world-renowned theme park brands that are about to land in China and have already landed in China, Disney,<a href=\"https://laohu8.com/S/TWX\">Time Warner</a>DreamWorks, Legoland and Six Flags are all located in the south, and only Universal Studios is in Beijing.Can Universal Studios, which has been in preparation for 20 years, shake Disney's position as the leader? Can we change the pattern of North-South Paradise by ourselves? It still needs time to test.For domestic theme parks such as Happy Valley and Sunac Park, it also means the arrival of another strong opponent. Compared with the former, both Disney and Universal Studios are better at content and IP operations, and have strong brand appeal. Whether they can make the theme park business bigger, better and scalable? Perhaps the value is a question that developers behind domestic theme parks should think more about.\n<div class=\"bt-text\">\n\n\n source：<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202108282043557c35153a&s=b\">AI财经社</a>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://fid-75186.picgzc.qpic.cn/20210828204237904v201o5tb40djvqy","relate_stocks":{"DIS":"迪士尼"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202108282043557c35153a&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2162769050","content_text":"传闻了多年的北京环球影城，终于在近日官宣，9月1日起正式开始试运营。\n作为一个集合了侏罗纪公园、哈利波特魔法世界、功夫熊猫、小黄人乐园、未来水世界等众多电影IP的国际主题乐园，环球影城盛名在外。起源于好莱坞的电影文化，1963年，环球制片公司将部分摄影棚改建成环球影视城对外开放，这就成了环球影城最初的模样。\n此后多年间，环球奥兰多影城、日本大阪环球影城和新加坡名胜世界环球影城也相继开业，成为许多成年人的娱乐天堂。\n\n图 / 视觉中国\n作为全球第五家环球影城，北京环球影城被寄予了更多期待。尽管环球影城一直处于压力内测阶段，期间仅向受邀用户开放，且并未向公众销售任何门票，但即将开业的消息一出，仍然立刻登上微博热搜，有用户在社交平台发问：“谁有环球影城的资源？好想去！”\n从目前市面上流传出的黄牛票价，也能理解大众对北京环球影城的热情。8月20日，北京环球影城启动的消息公布后，黄牛们的门票开始水涨船高，价格从一千元涨到最高七八千元，涨幅令人咋舌。甚至有黄牛因倒卖内测资格被拘留。\n一票难求背后，北京环球影城的体验究竟如何？价格高昂的黄牛票背后，主题公园的生意经又是怎样的？\n一票难求，内测票被黄牛炒至数千元\n“快乐加载中，期待在北京环球度假区相遇”，2021年8月19日，北京环球影城官微的一条微博，让环球的粉丝们沸腾了起来。这个筹建约20年、修建近7年，耗资超数百亿的北京环球影城，终于要来了。\n作为一家全球性的国际主题乐园，北京环球影城出身自带巨大吸引力。这里共设有七大主题景区，分别为：功夫熊猫盖世之地、变形金刚基地、小黄人乐园、哈利波特的魔法世界、侏罗纪世界努布拉岛、好莱坞和未来水世界，同时设有37个骑乘娱乐设施及地标景点，24个表演演出。\n也因此，过去一年多时间里，尽管还没有正式与公众见面，北京环球影城的各类开业消息早已不绝于耳。从去年底宣布2021年5月开业至今，“北京环球影城开业”的消息一连推迟了数月，直至宣布8月20日开启员工压力内测，北京环球影城才终于正式问世\n原本，按照环球影城的计划，每位员工手中有5张门票，首次体验环球影城的人群，应该是部分合作伙伴、员工及其家人。\n但消息传出后，北京环球度假区的体验资格，被很多游客视为“香饽饽”，也让黄牛钻了空子，纷纷售卖起内测票。很快，在黄牛的社交圈里，“8月26日-9月15日”，“限流2000人左右，每日仅20个内测名额”，“门票价格3000元起”的消息就刷屏不断。\n据AI财经社了解，不少黄牛是通过沟通官方合同员工的内测资格码，获得的门票资格，一位在北京环球影城内部有工作的人士告诉AI财经社，“黄牛会通过合同工以1000元左右购得内测资格邀请码，用户实名注册后的预约短信就可作为内部票出售。”\n早期，黄牛的售票价格仅为千元左右，但随着环球影城热度的走高，以及门票的稀缺性，原本千元的门票价格，涨幅开始不断走高。一位黄牛对AI财经社表示，8月由于还是内测时期，内测票的价格较高，个别门票已经标价7000元-8000元，9月的试运营门票暂时还比较充足。如果想等到2000元以下，至少需要等到10月之后正式开园后再前往。\n目前，黄牛的门票炒作行为，已经引起了官方的注意。8月21日，内测的第二天，北京市公安局通州分局官方微博通报消息称，因倒卖环球影城内部测试体验资格，扰乱正常经营秩序，4名违法行为人已被依法行政拘留，被倒卖的内测资格价格在1000元-5000元不等。\n有些黄牛已对此感到忌惮。据一位黄牛透露，“警方和平台的监管非常严，查到的话直接下架处理。”\n不过，仍旧有黄牛为了躲避追查使尽招数，例如一次性最多上线五张门票。同时，黄牛内部也开始陷入“内卷”，黄牛售票多为团伙行为，主要依靠采取分销，获取佣金提成，而由于竞争激烈，也常有举报彼此的现象发生。\n黄牛的大肆违规倒卖下，也给了一些售卖假票的不法票贩子们生存空间。据媒体此前报道称，8月21日至22日，短短两天时间，有用户在求购8月28日环球影城内测票的过程中，接连遇上了三个骗子，并损失了2000元订金。目前，该用户已经报警，警方也已予立案。\n据环球影城官方客服对AI财经社表示，内测码如属实确实是唯一入园凭证、如果被骗可联系公众号登记购买记录、买家信息、注册信息，但园区不负责退款。\n目前，有关北京环球影城正式开园后的票价，还未有官方信息发布。不过AI财经社了解到，已有多位黄牛在朋友圈发布了试运营/正常开园预定信息。其表示，“平日票599元/张，周末739元/张，节庆日799元/张”。不过，截至目前，官方售票渠道尚未开通，售票价格也还未正式公布。\n激动的游客们\n虽然还没正式开业，但对北京环球影城翘首以盼的游客们不在少数。\n还没开园之前，环球影城已经因“土味宣传视频”、“物价”等消息多次登上微博热搜。根据官方披露的信息，北京环球影城耗资数百亿，由好莱坞层面把控运营，设备机械专程从国外运输而来，这更加增添了游客们的期待。\n拿到员工门票的小严，是第一批参与内测的幸运儿。8月28日一早，从北京城区出发，小燕直奔向通州郊区。一个半小时后，她就站在了北京环球影城的大门口，一个刻着“Universal Studio”的标志性巨大地球仪迅速吸引了她的注意力。\n这已经是小严第二次体验环球影城项目了。上一次的美国洛杉矶环球之旅，曾让小严印象深刻，对于这次的环球之旅，她更是期待。\n另一位幸运获得内测资格的游客于虹则表示，从一周前就开始期待自己的北京环球影城之旅了，“一直处于激动之中”。\n8月28日早上8点，于虹开始在北京环球影城正门外等候。她告诉AI财经社，开园时间是早上9点，为了能尽早体验到更多的项目，她7点就从家出发，抵达时间为8点前。然而，此时已有非常多的用户开始排队。\n这也是让小严倍感意外的地方，尽管只是面向受邀群体的内测，但北京环球影城的游客们已经络绎不绝。很多热门景点，如侏罗纪主题公园、世纪大冒险、变形金刚基地等项目场所中，游客的队伍已经从室内排到了室外。想要体验到项目，往往需要排队一个小时左右，“排队一小时，体验两分钟”。\n（图/受访者提供）\n为了更高效的体验园区设备，于虹制定了周密的游玩计划。凭电子票第一波入园后，于虹和朋友就一路狂飙，得以第二批乘坐霸天虎过山车——这也是园区最热门的项目之一，于虹形容其“和欢乐谷的过山车不相上下”。再路过这里时，大部分游客已入园，于虹发现其已经排起了长长的队伍，至少需要等待120分钟才能游玩。除此之外，同为变形金刚IP的“火种源争夺战”，哈利·波特系列的“哈利·波特与禁忌之旅”、“鹰马飞行”以及侏罗纪大冒险等待时间均在1小时以上。\n哈利波特这一IP则是小严最期待的项目。为了深入体验，小严还花了800元购买哈利波特魔法袍，花300元购买了互动魔法棒。“魔法袍的价格比美国要便宜”，小严对于价格甚感欣慰，“独角兽泡泡机几十块钱就能消费，价格也和迪士尼差不多。”而餐饮的价格并不像网传一般天价。据小严观察，选择在景区内就餐的游客依然占多数，“原则上景区不让带吃的，有些餐厅还需要排队等餐。”\n去年，北京环球影城曾被曝园区餐饮物价过高，有参与内测的用户晒出购物小票——肉眼牛排三明治158元，宫保虾球138元，彩虹奶昔98元，可口可乐续杯28元等，引发热议。为了充分利用有限的时间，于虹选择自带一部分餐食，放弃了园内餐厅的打卡。她说，一方面是希望把各个项目都感受一下，另一方面也考虑到性价比。“项目看起来都不错，但是听说餐厅的食物比较一般。”\n不过，于虹也路过了售卖饮品和小食的餐吧，蝴蝶包和吉事果每份30元，饮料15元，矿泉水10元，黄油啤酒售价则是50元。于虹买了一个25元的水果杯，“感觉还可以，景区也差不多这个价格。”\n而提及沉浸式的感受。“国内更把顾客当上帝，国外感觉是当朋友”，小严说道，“国内的工作人员态度都很好，但更拘谨一点。比如哈利波特景区的小火车项目，洛杉矶园区的车管员会热情的聊天合影，做出一些比较戏剧性的语言动作，让游客入戏。北京园区的车管员则要更拘谨一些，不会有过于夸张的举动。”\n事实上，与美国洛杉矶的环球影城相比，北京环球影城的面积无疑要更大，人也要更多。目前，环球影城只有一期开放，随着未来二期、三期工程的建设，北京环球度假区最终占地将达到4平方公里，将成为全球规模最大的一家环球影城主题公园。\n中信建投在研报中预计，北京环球影城年接待游客数量约1500万至2000万人次，预计客单价将超过1500元，成熟后每年营业额大约在250亿元到300亿元。\n主题乐园的生意经\n进入中国之前，环球影城和迪士尼，作为两大影视主题IP乐园，早就已经是国际对手了。\n环球影城与迪士尼，二者不仅在战略上相似，都依靠IP起家，选址上也相当接近，彼此呈对垒之势。譬如，全球6家迪士尼中，美国本土的2家，亚洲3家，全球5家环球影城同样也是美国2家，亚洲3家。\n但在受众群体上，二者却有所不同，手持“哈利·波特”“变形金刚”“侏罗纪世界”等热门IP的环球影城，凭借科技感十足的游乐设施和电影效应，吸引了很多成年游客群体，游客的年龄段更广。而迪士尼乐园，凭借强大的“米老鼠”IP影响力与丰富的经营经验，颇受亲子群体的欢迎。\n如今，抢先一步入驻国内的上海迪士尼，已经在国内主题乐园市场获得了高度认可。数据显示，2020年，上海迪士尼乐园接待游客550万人次，相当于2019年的52%，年收入相当于54%，成为疫情以来全球恢复最好的大型主题乐园。\n就在不久之前，上海迪士尼乐园还悄悄提升了门票价格。这也是上海迪士尼乐园开园五年以来，三次上涨门票价格。开园伊始，其提供平日票和高峰日票两种选择，前者价格为370元，后者为499元。而自2022年1月9日，常规日门票调整为435元，特别常规为545元，高峰日为659元，特别高峰日为769元。\n作为对阵迪士尼乐园的种子选手，环球影城的经营挑战并不小。环球影城的价格高低，将一定程度上决定着游客们的游玩积极性。据不少票务人员介绍，稳定过后的价格基本对标迪士尼，大致价位在500元左右，不会像现在炒的这么离谱。\nIP运营方面则复制了以往日本环球影城的本土化成功经验。为了吸引日本游客前来游玩，日本环球影城联合本土IP，加入了如马里奥、柯南等因素，效果显著。而北京环球影城也在本土IP上下了不少功夫，引入功夫熊猫园区，以期获得中国游客的好感。\n事实上，对一家主题公园而言，其营收可以大致分为两部分，一是门票，二是入园后的餐饮、衍生品等消费。以迪士尼为例，其2019财年门票收入为75亿美元，而主题公园、体验和产品业务板块的其他收入都来自入园后的二次消费——食品饮料销售收入59.6亿美元，酒店、游轮等收入62.7亿美元，IP授权开发和自营纪念商品收入45.2亿美元，以及园区租赁和销售收入19.4亿美元，这一部分合计远高于门票本身的收入。\n环球影城的营收结构大体一致，和迪士尼一样，由于拥有极具知名度的IP，纪念品售卖也为视为其“吸金”的关键步骤。在刷完所有重点项目后，于虹和朋友一起前往园区内的商店购物。发箍135元、冰箱贴70余元、小黄人公仔179元......她感慨“还是挺贵的”，却依然在小黄人乐园的商店购买了两个工卡包和一枚冰箱贴，共花费195元。为IP溢价买单，她认为“是值得的”。\n乐园经营之外，位于北京城市副中心通州区的环球影城，被寄予了提升区域商业和带动城市文旅的厚望。据首旅集团董事长宋宇接受采访时介绍，在开园以后，每年北京环球度假区预计接待游客数量在1000万-1200万人次。随着环球影城的启动，将有效撬动周边旅游、经济等多个相关产业的发展。\n而纵观全国来看，北京环球影城度假区的落地，对于北方的乐园市场拉动效应也尤为显著。据沙利文研究院统计，即将和已经在华落地的世界知名主题公园品牌中，迪士尼、时代华纳梦工厂、乐高乐园、六旗乐园都择址南方，只有环球影城在北京。\n筹备了20年的环球影城，能否撼动迪士尼的老大地位？又能否以一己之力改变南北乐园格局？仍需要时间的检验。\n对于欢乐谷、融创乐园等国产主题公园来说，也意味着又一个强劲对手的到来。与前者相比，无论是迪士尼还是环球影城，都更擅于内容和IP的运营，具备较强的品牌号召力，能否把主题公园这桩生意做大、做好、做出具延展性的价值，或许才是国产主题公园背后开发商们更应该思考的问题。","news_type":1,"symbols_score_info":{"DIS":0.9}},"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":13,"commentSize":2,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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