China's theme parks are difficult to make profits. How can theme parks improve the industrial chain?

In recent years, theme parks have become popular in China. Data shows that as of 2016, the number of theme parks has increased to more than 300, and the number of tourists has increased from 150 million in 2012 to 600 million. Obviously, such a huge market has also given rise to a boom in theme park construction. However, how to design theme parks with characteristics and attract tourists has become the biggest problem at present.

Original title: "In the past 10 years, only 10% of China's theme parks have been profitable, and economic losses have reached 300 billion yuan."

How theme parks improve the industrial chain

."In the past 10 years, only 10% of China's theme parks have been profitable. 20% have basically flat operating benefits, and 70% are losing money. Economic losses reached 300 billion yuan, equivalent to investment in 10 Shanghai Disneyland." At the "Theme Park Design Summit Forum" recently hosted by the Theme Park Construction Branch of China Steel Structure Association, Rick Solberg, general manager of Kanning Group's China region, said.

In recent years, theme parks have become popular in China. Data shows that as of 2016, the number of theme parks has increased to more than 300, and the number of tourists has increased from 150 million in 2012 to 600 million. Obviously, such a huge market has also given rise to a boom in theme park construction. However, how to design theme parks with characteristics and attract tourists has become the biggest problem at present.

According to reports, this forum takes theme park design as the theme and builds a high-end platform for this industry dialogue and exchange, with a view to further improving the domestic theme park industry chain and promoting the comprehensive and coordinated development of domestic theme park design at all stages.

It is understood that one of the reasons for the failure of China's theme parks comes from single income. Rick Solberg put forward the view of "8:2:0VS3:3:4". He pointed out: "China's theme parks rely on 80% of their revenue on tickets, 20% of their revenue on retail, and consumption on catering and accommodation is almost zero. In foreign countries, 30% of theme park revenue is tickets, 30% is retail, and 40% is catering and accommodation. Therefore, it is necessary to change its business thinking. Theme parks should focus on ticket revenue and transform it into a model in which tickets, retail, restaurants, hotels and other ancillary facilities benefit together."

"Some successful theme parks, such as Disney or Universal Studios, require nearly five years of design and construction." Thomas Megna, President-designate of the Asia Pacific Region of the TEA (Global Entertainment Association), emphasized that every theme park design must have a very standardized process, and the failure of some theme parks stems from skipping certain aspects of this standardization process.

Focusing on the theme of how to integrate creative design and high technology, Thomas Megna introduced how to cleverly use advanced technology to continuously update creative design and enrich the tourist experience. He proposed that the key to the construction of theme parks is to hire experienced technical and technical directors, always regard visitor experience as the highest criterion while taking into account safety, and carry out the construction of theme parks in accordance with standard procedures. In the end, we will create a theme park that brings joy during the construction process and brings joy to everyone during operation.

Kevin Barbee, a well-known designer who has participated in the design of Disneyland and Universal Studios, introduced the source of inspiration for theme park design ideas. He pointed out that good theme ideas should focus on the most basic emotional elements of human beings, especially the happiness of children. and follow the thrilling qualities.

According to him, the design of theme park facilities should establish a connection with the original emotions of tourists; at the same time, it is necessary to create a new environment, or add unusual elements to the ordinary environment, so as to bring tourists out of their daily life. Environment; in addition, we must refine the visitor experience and make every detail to the extreme, making people eager to repeat the experience.

Wu Jiaqi, executive director of AECOM, gave a speech focusing on the design difficulties of the hotel layout of the theme park. In terms of hotel design for theme parks, he said that theme parks determine the number of hotel rooms based on market budgets. Usually, the number of hotel rooms in the first phase is much lower than the number of hotel rooms in mature theme parks.

"The biggest challenge for future theme parks comes from the development of technology. Many people can experience the fun of playing through mobile software without leaving home." Rick Solberg said,"The key to theme park design lies in refined research and planning of financial budgets to determine investment in design and facilities. The larger the investment scale is not the better."

According to him, as of 2020, 1 billion people will visit theme parks in China. It is estimated that 64 large theme parks will be completed and opened, with an investment of more than US$30 billion.

This is both an opportunity and a challenge.

Editor: yvette