Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of theme parks, China, 2012-22
- Companies and brands
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- Figure 2: Market share of leading companies in theme parks market, by value, China, 2015 and 2016
- The consumer
- Frequent theme park visitation common
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- Figure 3: Frequency of visiting theme parks, August 2017
- Disneyland overshadowed other parks
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- Figure 4: Word cloud of top visited theme park brands, August 2017
- Visiting with family more popular than with friends
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- Figure 5: Visiting companion to theme parks, August 2017
- Both rides and themes are important
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- Figure 6: Reasons to visit a theme park, August 2017
- Food and drink, merchandise purchase most popular
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- Figure 7: In-park spending, August 2017
- High price and long lines are pain points
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- Figure 8: Barriers to visit theme parks, August 2017
- What we think
Issues and Insights
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- What international park operators should know about Chinese visitors
- The facts*
- The implications
- How domestic park operators respond to international competitors
- The facts
- The implications
- In-park dining experience is an innovation opportunity
- The facts
- The implications
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- Figure 9: Example of Sci-Fi Dine-In Theatre, US, 2017
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- Figure 10: Example of And So Forth pop up dining event, Singapore, 2017
The Market – What You Need to Know
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- Rapid growth expected in the next five years
Market Size and Forecast
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- 2016 was overall a strong year
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- Figure 11: Market value of theme parks, China, 2013-17 (est)
- Figure 12: Market volume of theme parks, China, 2013-17 (est)
- Growth momentum maintains
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- Figure 13: Best- and worst-case forecast of market value of theme parks, China, 2012-22
Market Drivers
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- Favourable government policies
- Travel and entertainment as spending priorities
- International brands familiarise consumers with pricy but better park experience
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- Figure 14: Adult ticket prices of top 10 theme parks (by attendance) in China, 2017
- Domestic enthusiasm for theme park development
Key Players – What You Need to Know
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- Domestic players dominate but face game-changing competition
- Fantawild seized more market share from lower tier cities
- The integration of IP is becoming more crucial
- New faces of theme parks
Market Share
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- OCT still leads the pack
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- Figure 15: Market share of leading companies in theme parks market, by value, China, 2015 and 2016
- Disneyland changed the market dynamic
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- Figure 16: Example of Chinese traditional architecture in Shanghai Disneyland, China, 2017
- Fantawild rose to prominence
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- Figure 17: Existing and planning locations of Fantawild, China, 2017
- Wanda growing, but fell short of expectation
Competitive Strategies
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- Distinct layout – Avoid going head-to-head with each other
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- Figure 18: Locations of major theme park brands, China, 2017
- Incorporate domestic IP – Build brand exclusivity
- Flexible pricing – Drive attendance in off-season
- Effective marketing – Catch up with the hit TV show
Who’s Innovating?
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- Address the issue of long lines
- Virtual queues
- Wait in line games
- The new virtual world
- Fun for everyone
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- Figure 19: Example of Morgan’s Inspiration Island waterproof wheelchairs, US, 2017
- ‘Sportainment’ experience
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- Figure 20: Example of an Open Camp attraction, Spain, 2015
The Consumer – What You Need to Know
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- Majority of respondents have gone to theme parks
- Disney dominates
- Family members are most popular visiting companion
- About two thirds are going for rides/attractions
- Food and drink purchase necessary
- Price and long lines are pain points
Visiting Frequency
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- Frequent theme park visitation common
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- Figure 21: Frequency of visiting theme parks, August 2017
- 25-35-year-olds, high earners and parents are most frequent visitors
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- Figure 22: Have visited a theme park more than once in the last one year, by demographics, August 2017
Theme Parks Visited
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- Disneyland overshadowed other parks
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- Figure 23: Word cloud of top visited theme park brands, August 2017
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- Figure 24: Top visited theme park brands, August 2017
- Visitor profiles of top visited theme parks
- Disneyland
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- Figure 25: Visitors of Disneyland, by demographics, August 2017
- Happy Valley
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- Figure 26: Visitors of Happy Valley, by demographics, August 2017
- Fantawild
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- Figure 27: Visitors of Fantawild, by demographics, August 2017
- Chimelong
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- Figure 28: Visitors of Chimelong, by demographics, August 2017
- Shanghai and South China popular destinations for theme park visiting
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- Figure 29: Top visited cities of theme parks, August 2017
Visiting Companion
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- Theme park visiting as a parent-child activity
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- Figure 30: Visiting companion to theme parks, August 2017
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- Figure 31: Example of different visiting routes in Shanghai Happy Valley, China, 2017
- Single riders cannot be neglected
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- Figure 32: Reasons to visit a theme park, by whether having visited alone, August 2017
- 20-24-year-olds go with friends/colleagues
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- Figure 33: Visiting companion to theme parks, by demographics, August 2017
Reasons to Visit Theme Parks
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- Kids’ opinion matters
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- Figure 34: Reasons to visit a theme park, August 2017
- Rides/attractions bring young people in
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- Figure 35: Reasons to visit a theme park (entertainment-related items), by age, August 2017
- Add more appeals with in-park food and merchandise
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- Figure 36: Reasons to visit theme parks, by reasons to visit theme parks, August 2017
- Disneyland stands out with its characters/themes
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- Figure 37: Reasons to visit a theme park, by theme park brand visited, August 2017
In-park Spending
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- Food and drink purchases close to a necessity
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- Figure 38: In-park spending, August 2017
- Males and females favour themed merchandise differently
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- Figure 39: Consumers who have bought themed merchandise/souvenirs in theme parks, by gender and age, August 2017
- Foreign enterprise employees likely to plan multi-day visits
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- Figure 40: In-park spending, by company type, August 2017
- Different brands, each with advantages
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- Figure 41: In-park spending, by theme park brand visited, August 2017
Barriers to Visit Theme Parks
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- High cost and long lines most significant deterrents
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- Figure 42: Barriers to visit theme parks, August 2017
- Tier one consumers more price conscious
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- Figure 43: Barriers to visit theme parks, by city tier, August 2017
Meet the Mintropolitans
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- MinTs favour Disneyland
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- Figure 44: Top visited theme park brands, by consumer classification, August 2017
- MinTs take theme park visits as family activities
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- Figure 45: Visiting companion to theme parks, by consumer classification, August 2017
- MinTs embrace all aspects of theme park experience
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- Figure 46: Reasons to visit a theme park, by consumer classification, August 2017
Appendix – Market Size and Forecast
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- Figure 47: Market value of theme parks, China, 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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