Disney's IP experience is unparalleled, ticket management lacks Internet thinking, causing controversy

"There are almost no consumption scenarios where you can use Alipay or Weixin Pay. Very few can use Apple Pay. Most of them still use credit cards and cash, or even only cash." He believes that Disney lacks "Internet thinking" under its powerful IP.

Original title: Why does Disney, which holds a powerful IP, say that it has no Internet thinking?

Shanghai Disney Theme Park officially opened on June 16. It is the first Disney theme park in the mainland of China and the sixth Disney theme park in the world. Tickets sell for 499 yuan, but they have long been sold out.

Because it was the latest to be built, Shanghai Disney Theme Park also has something particularly exciting to expect: better amusement equipment and more advanced technical equipment.

But after the on-site experience, in addition to lamenting Disney's unparalleled IP and services, they will also be deeply impressed by the long queues. People who are accustomed to enjoying convenient Internet services in Beijing and Shanghai will sincerely think how scarce Disney's "Internet thinking" is.

IP is unmatched. When you

are in a Disney theme park, the most easy thing to sigh about is its unparalleled and powerful IP. From castle buildings to park play project design, Disney's pride in its work is revealed everywhere.

This pride can be seen in the naming, such as amusement park games: the Seven Dwarfs Mine Truck, The Adventures of Winnie the Pooh, The Battle of the Pirates of the Caribbean Falling Treasures, Thunder Mountain Rafting; and restaurant names: Barbosa Barbecue, Sailor Stall, Tribal Fancy Hall, Royal Banquet Hall, Star Terrace Restaurant; of course, performances: Frozen Singing Gala, Captain Jack's Stunt Adventure, Transformation into Iron Man, etc. These all contain elements from the movie.

In addition to the most obvious naming, Disney's use of IP has also penetrated into every project and corner. When you are in the park, you listen to Disney copyrighted songs, eat food with similar names to those in movies and cartoons, and even the dolls played by people will vividly display the temperament on the screen as much as possible.

The reporter randomly interviewed several tourists of different ages. Their biggest feeling was that they were swimming in the painting-everything was just like what they saw before, without any sense of disobedience.

In fact, most of the first batch of tourists had more or less seen Disney's movies or knew Disney's deeply rooted animal image. Of course, if you don't fully remember, Disney will also use the castle as the screen at 20:30 p.m., and push its IPs one by one to a climax with music during the fireworks display: starting with Mickey, experience the Lion King, Donald Duck, Snow White, Frozen, Finding Nemo, Pirates of the Caribbean, Mulan, etc., and finally to the Crazy Animal City Judy Rabbit and Nick Fox, each of which is a popular classic IP.

In

addition to the powerful IP display of naked-eye 3D technology, Disney theme parks also do not forget to demonstrate the technical strength of its core business. In the most popular "Flying the Horizon" and "Pirates of the Caribbean-Battle of Falling Treasures", Disney will use naked-eye 3D technology to the extreme, allowing tourists to be immersed in it.

Jumping over the Horizon is a purely technical demonstration project. Tourists sit on their suspended seats. Through simple displacement and the effect of 3D screen, coupled with sound and smell, people feel as if they are truly flying over Greenland., African grasslands, Sydney Beach, Egyptian Pyramids, Eiffel Tower, Taj Mahal and Great Wall, etc., they can truly feel the "world" without wearing 3D glasses, and have a good reputation.

Pirates of the Caribbean-Battle of Sinking Treasures sets the entire process into a game. Tourists continue to come to new attractions through small boats, hear new missions, and are completely immersed in the movie plot. In the naked-eye 3D effect, the scene of sinking to the bottom of the sea. The scene of Captain Jack fighting with other pirates is extremely real. Even when the big ship falls down, in addition to the visual impression, the scene will splash water for every visitor.

This is Disney's most popular project, and it also makes many tourists linger and queue up again and again. The reporter also interviewed tourists who believed to be Hong Kong nationals. She said that the reason why she queued in line twice to "fly over the horizon" was because this naked-eye 3D technology had not yet been implemented at Hong Kong Disney.

Lack of Internet thinking

However, the above-mentioned Hong Kong tourists also talked about the sadness behind the two queues: "Mine was a two-day ticket. On the first day, I queued for 2 hours to play 'Over the Horizon', and on the second day, I simply queued for 4 hours."

The queuing scene of the "Over the Horizon" project

In fact, the long queuing has almost become a burden on Disney's theme parks in addition to the fun, and Disney officials had long expected this "burden" when designing it. They adopted two solutions:

One is a labyrinth queuing barrier. Because of the roundabout reasons, the queue can be made not seem very long to reduce the mental burden when queuing.

Another is to send a limited "fast pass" on a first-come, first-served basis. The function is similar to a first-class boarding pass. If you open the park at 9 a.m. and receive a "Over the Horizon" express pass that enters at 15 p.m., it will save you from the pain of queuing until 15 p.m. Go to the relevant amusement park before.

However, these two options overestimate their feasibility in China. Because of the large number of people in China, there is basically a 30-minute long line for each project. The longest "Thunder Mountain Rafting" and "Flying Over the Horizon" were once more than 120 minutes. Due to the long queue time, many parents let their children run and shuttle, and even solve physiological problems in relatively hidden corners because they couldn't hold back. Of course, adults are not much better. Due to the long queue time and the hot weather, they drank mineral water bottles and used tissue towels were scattered all over the floor, and in some corners, they piled up into hills.

Another solution for the garbage in the corner of the queuing area

-the express pass, was also taken away by scalpers who came prepared. In order to earn back the ticket money, the scalpers basically maintained the price of a pass at more than 100 yuan. The hottest projects, such as "Flying Over the Horizon" and "Thunder Mountain Rafting", are basically more than 200 yuan, and the express pass is available when the stock lasts. Usually, for the hottest projects, the express pass for one-day issuance will be exhausted within a short period of time after the park opens.

However, the above problems can actually be better solved through the Internet. Shanghai Disney officials have currently developed a must-have App for visiting parks. In addition to navigation in the park, you can also view the current estimated queue time for each project at any time. However, this App cannot replace queuing. You must go there in person and use your flesh and blood. Follow the large army slowly and queue up to yourself in the high temperature.

"Why can't I use a mobile phone ID instead of queuing?" A Beijing Internet person gave feedback to reporters.

He explained: "Tickets need to be associated with ID cards, that is to say, one person has one ticket. As long as you enter the park and swipe the ticket, it means that the person has arrived, and then you bind the ID card, ticket number and mobile phone number, so that you can basically realize mobile phone identity determination. Then watch which project, use your mobile phone to make an appointment to queue. During the queuing period, you can find a cool place to wait, or you can schedule an item that will not conflict in time. Wait until the scheduled item is approaching and there is a reminder, then rush there directly, and swipe your mobile phone efficiently. By playing... this will not only improve the user experience, but also improve the efficiency of playing."

However, the Internet person did not have much hope for the implementation of the plan. His reasons came from two observations: first, the WiFi signal coverage was too poor; second, there were almost no consumption scenarios where Alipay or Weixin Pay could be used to pay. Very few people could use Apple Pay, and most of them still swipe their cards and cash, or even only cash. He believes that Disney lacks "Internet thinking" under its powerful IP.

"You know what? My wife and I waited in line for 3 hours for rafting in Leiming Mountain. We almost had heat stroke. In the end, the whole process lasted 7 minutes..."the above-mentioned person complained to reporters.

Editor: Nancy