The Theme Park Is "Sunny And Cold."

After sleeping for 133 days, the Changlong International Circus was resumed in June 5th. Earlier, in May 29th, Changlong water amusement park was reopened, and three days before its opening, tickets for water amusement park sold 10 thousand times, including several outlets sold by itself.

The theme park of the "long drought" has ushered in the "compound garden" moment, but the challenge has not gone far.

In June 5th, Ge Lei, vice president of Tourism Marketing Branch of China Tourism Association, and general manager of China Youth Travel Association, general manager, told reporters in twenty-first Century that with the gradual revival of the tourism industry, competition in the second half of the theme parks will be concentrated. It is manifested in several aspects: first, the control of operating costs is reduced; secondly, the safety and prevention of indoor activities; third, the market shock caused by the possible epidemic rebound in autumn and winter.

Adversity "rejuvenation"

When the Changlong water park opened, you invited the "youthful you" players to publicize the platform. This is for the opening up of the garden, and on the other hand, they try to transform their huge fans into potential customers through idols.

In the past June 1 children's day, Chang Lung tried to launch a special program with the tiger tooth live broadcast, "magic animals in Changlong", using VR video 360 degrees to unlock the Changlong animal world. Taking the performing arts and animal theme parks as the starting point, the strategy of differentiation is realized.

Chang long, who is located in the hinterland of the Pearl River Delta, feels the billowing "heat wave" from the Yangtze River Delta after Disney opened the garden. He also clearly perceived the "chill" on the other side of Hong Kong Ocean Park.

In May 8th, the Shanghai Disney Park resumed online ticketing, less than an hour, and the tickets were sold out in 7 days. In May 12th, after nearly 3 months in the closed garden, Shanghai park opened to the public in Shanghai, becoming the world's first reopened Disney paradise.

But it was not good news. Hong Kong Ocean Park, another theme park running for more than 40 years, went to the brink of bankruptcy. At the press conference held last month, Kong Lingcheng, chairman of the board of directors of Hong Kong Ocean Park, bluntly said, "the current cash flow can only be operated until the end of June, so it is urgent for the government to work together to tide over the difficulties."

In fact, from the financial data, in the first quarter, the net profit of Disney in the 100 years' travel industry dropped by 61%, and tens of thousands of employees stopped paying.

The new crown pneumonia epidemic that has raged so far has become the "black swan" sweeping the global economy. Tourists cancel hotel tickets, scenic spots are closed, and tourism performances are cancelled. The tourism industry, which is naturally sensitive to the market environment, has been hit hard.

According to the China Tourism Research Institute, the number of domestic tourists will drop by 56% and 15.5% respectively in the first quarter of 2020 and the whole year, and domestic tourism revenue will decrease by 69% and 20.6% respectively. It is estimated that the number of domestic tourists will be reduced by 932 million times compared with the same period last year, with a reduction of 1 trillion and 180 billion yuan.

Affected by the epidemic, the national theme parks were suspended until January 25th.

Despite the fact that the national tourism industry has been closed for several months, many experts are optimistic about the fundamentals of tourism. Dai Bin, President of the China Tourism Research Institute, said: "the market fundamentals of supporting the tourism economy have not changed. There is a great possibility of domestic tourism consumption being bottomed up." The May 1 holiday has injected a shot in the arm for the recovery of the tourism industry.

According to the data provided by the Ministry of transport in April, passenger transport volume fell by more than 50% in the first quarter of the year. In from May 1st to 5th, the total number of passengers, railways, roads, waterways and civil aviation sent 121 million passengers and 24 million 298 thousand and 300 passengers per day, an increase of 17.9% over the five day (from April 26th to 30th).

On May 1st -5, the total number of domestic tourist reception in China was 115 million, and the domestic tourism revenue reached 47 billion 560 million yuan, although the overall figures of 195 million people and 117 billion 670 million yuan in 2019 were nearly cut, but the number of tourist market data has improved significantly over the past few months.

Slow recovery

In fact, it will take time for the theme park, including Chang Lung, to fully resume its operation. According to the requirements of prevention and control put forward by the Ministry of tourism in April 30th at the news conference of the new China office, the domestic tourism resources are limited and open.

Among them, the first is the limitation of resources. Due to the requirements of epidemic prevention and control, quite a few parts of the scenic area can not be opened for the time being. The two is the number of people. The number of tourists in scenic spots can not exceed 30% of the maximum carrying capacity of scenic spots. At the same time, an appointment system should be implemented and an open appointment system should be implemented.

According to this regulation, the first two open theme parks and two hotels in Changlong group stipulated that the daily visitor volume should be strictly controlled by no more than 30% of the approved maximum carrying capacity.

The Disney Park in Shanghai is also strictly restricted. The first day of the park's resumption of operation is only 20% of the usual time. If the standard is 30%, the maximum number of visitors per day in Shanghai will reach only 24 thousand, compared with 80 thousand in weekdays.

Professor Wu Zhicai, director of the Guangdong tourism strategy and Policy Research Center, South China University of Technology, told reporters on twenty-first Century economic report that with the effective prevention and control of the new crown pneumonia epidemic situation, the major theme parks gradually adopted the restrictor measures to resume business, but still faced two challenges: "external and internal". External challenges: first, faced with the impact of the new crown pneumonia epidemic, the psychological barrier of tourists has not yet been completely lifted; two, because of the resumption of work, the overall consumption capacity of the residents needs to be improved.

At the internal challenge level, "financial expenditure" is the major pressure faced by the theme park. There are three major financial pressures: "human financial expenditure, equipment and maintenance financial expenditure, animal feeding financial expenditure". One is the human financial expenditure of performing arts theme parks represented by Songcheng performing arts; the two is the maintenance of financial instruments for the equipment and amusement park theme parks represented by the Happy Valley series and the Fang Tai series; and the three is the animal financial cost of animal theme parks represented by the Changlong wildlife world.

At the same time, due to the restrictions on the opening time and the number of people entering the park. The shortening of the operation time of the amusement facilities and the limitation of the number of visitors will affect the actual business income.

Cai Ling, deputy general manager of Changlong wildlife world, told the economic news reporters in twenty-first Century that the number of tourists has been greatly reduced compared with the same period in the past year, due to the impact of the epidemic. Since April 30th, the number of tourists is still decreasing. Tourists are still mainly tourists in the province.

Compared with the Limited passenger flow, the financial figures behind it are even less optimistic. According to the report of the first quarter of the listed companies, most of the enterprises fell off the cliff type, while the same period declined by 30%, while the high level reached 80%. Some of the amusement parks with poor operating conditions had been closed down, and the shuffle of the travel industry was inevitable.

In May 7th, Huaqiang Fang disclosed the first quarter data in 2020. The company achieved a revenue of 494 million yuan, down 45.78% compared to the same period last year. Huaqiang Fang said that during the epidemic period, due to the temporary closure of theme parks, tickets and two consumer revenues declined.

Wang Gang, director of Tourism Management Department of OCT A, said that "even after resuming work and resuming production, the number of visitors to the cultural tourism project only recovered to 20% of the same period last year. The restoration of the hotel to 30% level is a long process," A, director of tourism management at OCT 2019. The first quarter of 2020 showed that OCT A's current operating income was 6 billion 818 million yuan, its net profit attributable to 839 million yuan, down 30.01% from the same period last year.

This is a wake-up call for many literary and cultural enterprises. Because the investment cycle of the travel industry is relatively long, it is necessary to pay close attention to the cash flow of enterprises for a long time. For this reason, some people in the industry suggested that the cultural tourism enterprises should consider starting securitization mode and Securitisation of quality return projects to return funds.

The United Nations World Tourism Organization (UNWTO) recently issued a report that since the first report of the new crown virus in January 2020, almost all tourist destinations in the world have implemented restrictive measures or a total ban on travel. It is expected that by the end of this year, the situation of the global tourism industry will not improve, and outbound travel will basically be interrupted, but this will also help to a certain extent. Promote the recovery of domestic tourism market.

The World Tourism Organization predicts that in 2020, the number of tourists will drop by 20%-30% compared with the previous year, and international tourism revenue will be reduced by 3000-4500 billion US dollars. As many as 100 million people in the global tourism industry will lose their jobs and lose nearly 2 trillion and 700 billion dollars.

Multi measures

In May 8th, the customs of Gongbei, Zhuhai, handled the tax deferred payment procedures for a group of 21 million 680 thousand yuan worth of amusement park equipment, which involved about 4 million 290 thousand yuan in taxes, and greatly reduced the business pressure of Changlong after the delayed payment of taxes.

As early as March, the Ministry of culture and tourism signed a strategic cooperation agreement with the ICBC to promote the development of high-quality tourism enterprises. According to the agreement, the ICBC will provide 100 billion yuan additional credit lines for the cultural and tourism industries, and do not lend money to the cultural and tourism enterprises affected by the epidemic.

Prior to this, the Guangzhou cultural financial service center has also released ten major initiatives: "service culture and tourism enterprises to overcome difficulties", and set up a total of 200 million yuan for the city's cultural and tourism industry relief fund. The first batch of relief funds for Guangzhou's cultural tourism industry was issued by the Guangzhou cultural small loan center, with a total value of 80 million yuan.

In addition to providing financial support, two provinces in Zhejiang and Jiangxi, and Longnan, Gansu, also launched a 2.5 Day holiday in March to stimulate the consumption of Wen brigade. This is expected to enable people to spend more time and entertainment on weekends, stimulating people's enthusiasm for traveling, shopping and eating out, thus stimulating the economy of the three industry such as culture, tourism and catering.

In order to carry goods Shanghai Disney, the Shanghai subway even introduced Mickey Mouse special route map. From the special circuit diagram, the subway transfer route from four train stations in Shanghai to the Disney theme park in Shanghai looks like a Mickey Mouse contour.

With the policy support, the tourist enterprises are also actively helping themselves while waiting for the passenger flow to pick up. During the epidemic, a large number of tourists could not visit the theme park in person, but the interest in the theme park did not diminished. Therefore, through direct seeding, leading tourists' "wandering" park has become one of the self rescue methods of theme parks.

Shanghai hachang Ocean Park launched a free online consultation service on the official WeChat platform, allowing the company to watch the fish breeding team to help fish friends solve animal feeding and disease consultation online. Although online live broadcasting is public service, it can keep customers sticky and prepare for the re opening of the park.

At the same time, there are many theme parks in the discount, change the ticket tying mode, park year card sales efforts, for future potential customers.

Hangzhou Songcheng performing arts aimed at the Hangzhou people's original 320 yuan / person's "eternal love" performance ticket price reduced to 99 yuan, at the same time launched 399 yuan / person day ticket, can watch dozens of rich and diverse performance repertoire, from "a play, a park, a ticket" mode to the multi play, multiple ticket type combination performing platform transformation and upgrading.

The second half starts.

Although all sides are good, but for many theme parks, they have to face the fact that the second half of the competition will be even more brutal.

Insiders pointed out: "in recent years, a large number of theme parks have been built throughout the country, especially in the vicinity of some developed urban agglomerations, which will make the competition of this industry more intense."

Wu Zhicai pointed out to the twenty-first Century economic news reporter that the competition in the second half needs theme parks to enhance online marketing: first, live interaction and online roaming. The theme park, especially the animal theme park represented by Changlong, should be linked to the "three micro trembling" new media live platform, to carry out live cloud live broadcast, or to launch the super value annual card, the theme park coupons, etc., to stimulate tourists' consumption; two, the development of cultural products, online sales. Take this opportunity to work hard and strengthen the research and development of IP based creative products, expand sales channels through online platform sales.

At the same time, continue to carry out line support, the first is to extend the industrial chain, enhance the ability to resist risks. Take the theme park IP as the core, take the initiative to extend the upstream and downstream industries such as the research and development of creative products, the production of film and television animation, and the production of cultural and creative products. The two is to speed up the construction of the "5G+ theme park" intelligent scenic spot, enhance the comprehensive governance capability, and make an organic combination of "online booking and offline experience".

Ge Lei told the twenty-first Century economic news reporter that not only is the theme park, but the epidemic has aggravated the shuffle of the whole Chinese tourism industry.

There may be several significant trends in the tourism industry in the future: first, "low density + high quality" has become the new normal of China's tourism, and the appointment and restriction measures have been generalized. Secondly, domestic tourism will form a pattern of three parts of the world: "peripheral tourism, urban tourism and long distance tourism". Thirdly, the strategic opportunities for the development of western tourism are coming, and the market shift of outbound tourism forces western tourism. Fourth, self driving tourism accelerates and the camp era is coming. Fifth, the competition of tourism enterprises will turn from resources to products, and product strength will become the core competitiveness of enterprises.

Specifically to the theme park, Ge Lei believes that the cultivation of the core competitiveness of the theme park will revolve around three aspects: first, the incubation of independent IP, and the brand influence through the personalized IP; secondly, the innovation of consumption content, such as characteristic catering and theme creation; third, the increase of the repeated consumption rate of the surrounding customers, such as creating theme activities.

Ge Lei said, "individuals are more optimistic about the development of unpowered theme parks, outdoor sports theme parks, and pet theme parks."