2016 is a year worth writing about for the theme park industry, but the boundless scenery on the surface also makes the theme park saddled with questions such as "impetuous" and "overheating". The industry urgently needs a real "physical examination report" as the basis for future development. To this end, the reporter went to the three major regions of Beijing, Tianjin and Hebei, the Pearl River Delta, the Yangtze River Delta and the central and western regions to select the most representative theme parks for field investigation to provide suggestions for the theme parks standing in the development period.
original title: the "brisk" mode behind Huaqiang Fangte's marketing weapon
is suddenly like an overnight spring breeze. 2016 is a noteworthy year for the theme park industry, with Disney threatening outside, with major strategies such as local brands Happy Valley, Font and Wanda City, which are expected to work together through rapid expansion and regional layout. However, the boundless scenery on the surface also makes the theme park burdened with questions such as "impetuous" and "overheating". The industry urgently needs a real "physical examination report" as the basis for future development. To this end, multi-channel reporters went to the three major regions of Beijing, Tianjin and Hebei, the Pearl River Delta and the Yangtze River Delta, as well as the central and western regions, and selected the most representative theme parks to conduct field investigations to truly reflect the current situation of enterprises. They also offer suggestions for the theme parks standing in the development period. 
in 2007, Huaqiang Font took the first step in a theme park in Wuhu. Now nine years later, Huaqiang Fangte has embarked on the fast lane of theme park expansion. Huaqiang Fangte recently told reporters that it will continue to promote the layout of domestic theme parks in a light asset mode, and it is expected that a total of 40 theme parks will be completed in 2020. This means that in the next four years, the company will open about 20 new theme parks, such a rapid layout speed to attract attention. In fact, any company that uses the light asset model cannot do without marketing bombardment to keep the brand fresh. Huaqiang Fang's huge marketing investment is also eye-catching. Huaqiang Fangte can be seen in many variety shows, online dramas and other entertainment products, but the accompanying debt and cost have also become problems that must be faced.
< strong > the expansion of light assets in the joint venture model < / strong > in terms of the expansion rate of domestic theme parks, Huaqiang Font is undoubtedly one of the most eye-catching enterprises. In 2007, Huaqiang Fangte opened its first theme park. Nine years later, Huaqiang Font has 20 theme parks covering more than a dozen cities and has even expanded overseas in countries such as Iran. It is understood that Huaqiang Fangte will continue to use the light asset model to quickly achieve a wider layout in the future. in July this year, Huaqiang Fangte's first Datong Fangte Happy World, which was built with authorized investment mode, was officially opened. Statistics show that 100 days after its opening, Datong Fangte Happy World has received 530000 visitors, which is a good report card. Chen Huijun, vice president of Huaqiang Fangte, told reporters that Huaqiang Font's light asset model in the development of the theme park industry is mainly cooperative investment, and authorized investment is only a mode under Huaqiang Fangte's light asset expansion, and the way of cooperation in the future is diversified. Chen Huijun further explained: "different light asset models mainly depend on specific projects and should be adapted to local conditions." At the same time, Chen Huijun also revealed that Huaqiang Fangte will continue to promote the layout of domestic theme parks with a cooperative investment model in the future, and the cumulative number of theme parks is expected to reach about 40 by 2020. in terms of the layout of Huaqiang Fangte in the whole country, while expanding the enclosure, Huaqiang Fangte has avoided the first-tier cities in the north, Shanghai, Guangzhou and Shenzhen, but developed in Wuhu, Qingdao, Zhuzhou and other second-and third-tier cities. Its theme parks surround the first-tier cities in North China, Central China, Southwest, Yangtze River Delta and other regions, which happens to be within the radiation belt of first-tier cities, forming a regional linkage. In addition, Huaqiang Fangte is also further deep into the domestic hinterland to seize the market. The same is true of such a location method in future expansion plans. It is understood that Huaqiang Fangte's site selection is mainly concentrated in developed coastal cities, provincial capitals or municipalities directly under the Central Government, tourist destination cities and famous historical and cultural cities. Chen Huijun said: "Huaqiang Fangte will avoid the over-dense and homogenized regional layout of the theme park, and will differentiate it according to the location situation, so that the theme park can form a linkage and increase the stay time of tourists." Zhang Jinshan, director of the Institute of Tourism Industry Economics at Beijing Union University, believes that Huaqiang Fangte Luozi second-and third-tier cities avoid direct competition with strong brands to a certain extent. "there are Happy Valley and Universal Studios in Beijing and Disney in Shanghai. Huaqiang Font does not necessarily have an advantage to compete with these brands in first-tier cities. Starting from the strategic development of the enterprise and the market pattern of the domestic theme park, Huaqiang Fangte is actually a city with market prospects. " Taking Wuhu as an example, Zhang Jinshan pointed out that Wuhu is in the radiation zone of the tourism circle of the Yangtze River Delta, and the source of tourists is guaranteed. At present, Wuhu has also become the city with the largest number of Huaqiang Fangte theme parks. < strong > "bombardment" Marketing push Brand < / strong > as an important part of light asset expansion, Huaqiang Font spares no effort in brand building. In 2016, while developing the original film and television animation IP, Huaqiang Fangte announced the full launch of entertainment marketing. From variety shows to online dramas, from link customization to naming linkage, Huaqiang Fangte has received a huge amount of exposure through collective efforts in programs, networks, self-media and terminals. In terms of effectiveness, Huaqiang Fangte can be called a "bombing" marketing effort, which has played a significant role in improving the number of tourists. in the first half of this year, the fourth season of the well-known variety show "running Bar Brothers" and the second season of "extreme Challenge" were broadcast, and both programs chose Huaqiang Font as the designated theme park. At the same time, Huaqiang Fangte also exclusively named iqiyi's self-made online drama "the Best of us." the reporter inquired about the Baidu index of Huaqiang Fangte related keywords. The data show that Huaqiang Fangte, especially Fangte Happy World, has ushered in the highest search volume and attention in recent years after the appearance of the program. according to Baidu data, the Baidu index of Font Happy World as a whole exceeded several times in previous years between early June and early September 2016. Among them, the Baidu index of Font Happy World reached its peak of 21892 in early June, more than double the highest data in 2015. During this period, it happened to be at the peak of summer tourism after the variety show was broadcast. During the National Day holiday, Huaqiang Fangte once again ushered in a search peak. Huaqiang Fang's marketing achievements can also be seen in the semi-annual report. According to data provided in the management discussion and analysis, in the first half of 2016, Huaqiang Fangte's revenue reached 1.435 billion yuan, an increase of 20.59 percent over the same period last year, and a net profit of 280 million yuan, an increase of 11.9 percent over the same period last year. Among them, the revenue contributed by the theme park operation was 643 million yuan, an increase of 23.21% over the same period last year. Chen Huijun said: "at present, the number of visitors to Huaqiang Fangte domestic theme parks has increased significantly compared with the same period last year, which is inseparable from the company's increased marketing efforts." During a field visit to Tianjin Fangte Happy World by a reporter from the Beijing Business Daily, a tourism-related practitioner said that after the broadcast of "running Brothers", the number of visitors to the theme park had increased significantly. at the same time, as one of the few theme parks in China with original IP, Huaqiang Font also takes great pains to build IP. Huaqiang Fangte now has more than 20 original anime works such as "Bear" series, as well as original IP of special films such as "Hailuowan" and "Nu Yi Mending the Sky", original IP of theme performing arts projects and re-creation of Chinese traditional culture IP. "in the future, we will develop a new series of IP through independent development and cooperation, especially youth business IP. At the same time, we will also acquire some high quality IP. " Chen Huijun said, "these IP will be used in theme parks to produce a drainage effect with points and noodles, maximize the conversion of fans into tourists, and maximize the benefits of theme parks." < strong > behind the speed < / strong > however, while Huaqiang Fangte continues to expand and invest heavily in marketing, the accompanying risks can not be ignored. Despite the need to take the road of light asset expansion, Huaqiang Font's debt problem still exists. According to Huaqiang Font's 2016 semi-annual report, Huaqiang Font's liabilities totaled about 9.419 billion yuan at the end of the reporting period, only 8.88 per cent less than at the beginning of the report. Although Huaqiang Font regards cooperative investment as the main means of expansion, Datong Fangte Happy World, which authorized the investment, can still tell part of the problem. Yan Yuejin, research director, said: "the authorized investment model can promote the rapid expansion of the brand and realize the combination of capital and brand effect. But from the actual situation, this kind of model may have something to do with the shortage of funds. " in addition, with Huaqiang Font's investment in accelerating expansion, there is also a phenomenon of uneven profits in different places. According to the financial information of six important non-wholly-owned subsidiaries listed in the 2016 semi-annual report, only two have positive net profits. For example, Hunan Huaqiang Culture and Technology Co., Ltd. has a net profit of-26.4 million yuan. In addition to operating two theme parks in Zhuzhou, the company will also be responsible for the operation of Changsha Fangte theme park in the future. it is worth noting that Wei Pengju, director of the Cultural Industry Research Institute of the Central University of Finance and Economics, said in an interview with reporters that Huaqiang Fangte's rapid expansion has certain policy catalysis and inducement factors caused by policy dividends, and that the attribute of the government should be weakened in the future to reduce the adverse impact of "government dependence" on the development of enterprises. However, according to the semi-annual report, Huaqiang Font's government subsidy still increased to 153 million yuan in the first half of 2016. on the other hand, Yan Yuejin believes: "the promotion of new business must consume more cash flow, and the key is how to reduce the investment cycle. From the actual situation, the prospect of this kind of business investment itself is good, and the key to the follow-up is to actively obtain new financing to ensure that the operation of the project is more consistent. " < strong > continue to enhance the attractiveness of original IP < / strong > Tianjin Fangte Happy World is located in Tianjin Binhai New area, although it is far away from the urban area, it is still very convenient to drive. when looking at the review website, many people said it was influenced by variety shows. However, when I actually walked into the garden, I found that the original IP such as "bear haunting" could be seen everywhere. in style, the design of Tianjin Fangte Happy World tends to be more lively and dreamy, and the architecture and project appearance are very suitable for children. The local elements advocated by Huaqiang Fangte are also reflected in the garden. Projects such as Crystal Palace and legends of Journey to the West are also prominent in the park, but compared with other traditional exciting rides, the attractiveness of the original IP to tourists needs to be improved. in addition, after watching film and television content such as the enchanted castle, some tourists think that the quality of the picture still needs to be improved. During the tour, the reporter noticed that there were many shops in the park, but many of them were not open for business. In addition, when the reporter went to Halloween, many theme parks have launched Halloween activities, including Tianjin Happy Valley, but Tianjin Fangte Happy World has no related actions.
Edit: yvette
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