The World Tourism Organization's research provides a statement that when the per capita GDP reaches 5,000 US dollars, a country or region will have a mature vacation tourism economy. In 2014, China's GDP per capita exceeded US $ 7,000, and people's demand for entertainment was stimulated. Whether it is the Overseas Chinese Town, Chimelong, Song City, Haichang Ocean, Huaqiang Fangte in China, or Disney, Universal Studios, and Merlin Entertainment abroad, they are all rushing to the theme park market in China. In 2016, there were more than 10 large-scale theme parks under construction in the Yangtze River Delta region alone, or the park is about to open, and the Chinese theme park market will enter a heated stage in a short period of time.
In an unprecedented market excitement, China has become a new round of arena for the theme park industry. The quick profit-making method and the huge stimulating effect on the economy will make the theme park market soon enter a stage of fierce competition. However, while blindly following the construction of theme parks everywhere, the reality is not so optimistic. So far, there have been more than 2,500 theme parks in China, 70% of which are loss-making, 20% are flat, and only 10% are profitable. Not every theme park can welcome flowers and applause after its opening. The positioning is not clear, only the concept has no unique creativity, and there is no rich amusement content to match it, which ultimately makes a number of theme parks unable to escape the "short-lived" ending.
In the tourism industry, theme parks are one of the fastest ways to make money. But even if there is no strong demand for theme parks in China, we cannot ignore the economic laws and do not repeat construction.
In the long run, theme parks should have precise positioning and distinctive themes. Just as everyone mentioned Disneyland, they thought of Donald Duck and Mickey Mouse. This is the distinctive recognition of the theme park. Rather than follow the trend of building like a swarm of bees, you and I have as much as possible. Try to avoid similar projects in neighboring provinces and cities to reduce repeated construction and diversion of tourists. In addition, it is necessary to build a derivative industrial chain according to the theme, rather than a pile of hardware, and there must be a follow-up industry that can play a connecting role and connect the entire industrial chain. In the fall of some theme parks, the profit model is the biggest problem. Relying solely on the ticket economy to achieve profitability will certainly not go far, but should start to build a full industrial chain to realize the integration of amusement, catering and accommodation, so that tourists can play happily. At the same time, you can also experience high-quality and convenient service, happy to come, satisfied to return. Finally, in order to stand out from many competitors, the theme park should closely integrate technology and culture on the basis of precise positioning, and integrate it into the construction of the theme to achieve "creative win". In today's society, people's living standards are getting higher and higher, their horizons are getting wider and wider, and their appreciation levels and tastes are also rising linearly. When traveling, everyone is more willing to choose unique and unique scenery and projects. Without unique creativity and innovation, it is difficult to attract the attention of tourists, and it is difficult to meet their growing spiritual and cultural needs, and will surely be eliminated from many similar people.
What kind of theme park do we need? Sqv believes that only by avoiding blindly following the trend, rationally looking at market demands, and positioning accurately can we seize the opportunities under "prosperity" and achieve long-term development.