开在迪士尼隔壁的漫趣乐园 打算蹭流量还是自带了流量

全社通旅游系统 旅游网站建设 发布时间:2017-07-26

环球旅讯 龚达皝】6月23日,首旅如家的新酒店“漫趣乐园”在上海迪士尼旁的川沙镇开业,值得关注的是,酒店在装修上融合了奥飞娱乐旗下3个动漫IP形象。据首旅如家酒店集团漫趣乐园项目部总监王健民介绍,这是首旅如家推出的第一家动漫主题酒店。

这也是首旅如家的又一次跨界尝试,作为主打亲子度假市场的动漫主题酒店,漫趣乐园的设计主题取材自奥飞娱乐授权的巴啦啦小魔仙、贝肯熊和超级飞侠的动漫IP形象,酒店房间采用了这3个动漫IP的主题,餐厅还使用了喜羊羊和灰太狼IP主题。


漫趣乐园的酒店外景

孙坚在漫趣乐园开业时说,现在客人的需求更加细分,通过跟奥飞娱乐合作,打造出影视主题、动漫主题以及社交楼层的漫趣乐园。首旅如家也试图通过跨界合作,寻求酒店空间的差异化发展道路。

但首旅如家想要在迪士尼这个超级IP下,做好另一个IP的动漫主题酒店,通过发展差异化的空间来提升酒店坪效,其实并不容易。一个最简单的问题摆在面前:如何让准备去迪士尼的客人,在漫趣乐园停留更长时间?

实现跨界合作

漫趣乐园的选址其实值得玩味,它位于上海迪士尼所处的川沙新镇上,从漫趣乐园到迪士尼乐园,车程只需20分钟。2016年6月,上海迪士尼开业带旺了整个川沙周边的酒店市场,加之迪士尼园区内的两家动漫主题酒店供给有限,附近形成了一个围绕迪士尼的亲子度假市场,酒店供给增长迅猛。

王健民介绍,首旅如家在2016年初就看到了这样的机会,并专门成立了漫趣乐园项目部,对上海迪士尼周边地区进行走访考察。“在迪士尼开园前,周边已经布局了很多亲子主题酒店,大大小小有200多家,很多是单体酒店或是民宿,规模不大,但需求很旺。”

这些亲子主题酒店都是单体经营或小型连锁,但售价不低,都在千元左右,紧俏的市场,也吸引了首旅如家入局。但尴尬的是,首旅如家之前做的都是标准化酒店,没有尝试过动漫主题酒店,也缺乏与亲子度假内容相契合的主题。

看准这个机会的不只首旅如家,拥有“喜羊羊与灰太狼”IP的国内IP运营平台——奥飞娱乐,也在寻求旗下IP以主题空间的形式落地。而动漫主题酒店与亲子度假市场非常契合,“他们也一直在往主题酒店发力,这与我们首旅如家的想法不谋而合”。王健民说。

在诉求一致、优势互补的前提下,首旅如家与奥飞一拍即合,于2016年10月达成战略合作,确定了双方未来合作的范围与内容。根据协议,首旅如家和奥飞的合作将从主题酒店空间入手,奥飞授权首旅如家使用其IP,酒店设计、活动内容、运营方式和物品产权等均归属首旅如家,也由首旅如家负责经营管理。

建立场景认同

6月23日,漫趣乐园作为首旅如家与奥飞的合作成果,正式落成。酒店现有56间客房,其中70%是家庭房,另外还有大床房和榻榻米两种房型。

酒店客房目前有3层楼,每层楼的设计主题,分别取材于奥飞娱乐旗下的巴啦啦小魔仙、贝肯熊和超级飞侠的动漫形象,包括酒店的客房和公共区域,也都采用了这3个IP的主题设计,酒店外墙也进行了改造。

动漫主题酒店主要还是针对亲子度假市场,漫趣乐园通过融入卡通形象的主题设计,努力营造与卡通人物零距离接触的机会,让小朋友们置身于“童话梦幻世界”的全场景体验中去,让他们享受其中,玩的开心。

先通过硬件铺垫,帮助客人建立场景认同;再通过活动运营,让客人对酒店产生黏性,另外,也要考虑家长与小朋友的亲子互动、情感交流的需求。为帮助客人建立场景认同,漫趣乐园在酒店各个角落和客房用品上,都突出了浓郁的卡通风格。

比如客房的颜色,采用了3个动漫IP的主色调;卫生间的洁具用品,采用了小朋友喜爱的七巧板设计。客房内还有小朋友喜欢的,卡通形象的靠垫和抱枕;以及用卡通形象装饰的,用来量身高的墙贴。

在客房的电视节目中,漫趣乐园也做了重新编排,打开电视,首先看到的是漫趣乐园的介绍视频,另外还有专属的频道来播放奥飞娱乐的动画片;在酒店的音乐上,也选择了小朋友喜欢的音乐,像莫扎特等著名音乐大师的作品。


客房内的卡通形象3D画

客房内还有一个亮点,就是挂在墙壁上的卡通形象3D画,王健民表示,这些是专业画师在房间现场手绘而成,立体效果很好,小朋友非常喜欢。“现在大部分客房都已经挂上了手绘的3D画,全部客房完成,还要看画师的时间。”

为了满足亲子度假的需求,客房内还配备有冰箱,可以存放食物;客房内还有水吧台,预先按照二胎来配置,有两大两小4个位置;以及家庭出游必备的衣橱、浴袍和拖鞋,都是小朋友喜欢的卡通风格。

另外,考虑到小朋友的安全问题,漫趣乐园内所有家具的边角都是圆弧的,没有尖角或者进行了软包,减少伤害小朋友的可能;此外,针对婴儿提供有婴儿床,如果是睡觉不老实的小朋友,还可以在床上增加护栏。

填充亲子内容

但动漫主题酒店,光有堆砌的硬件,空洞的场景是不够的,要在硬件和场景的基础上,填充进足够多、足够好的亲子内容,使消费者产生用户黏性和品牌认同。

虽然没有相关经验,但王健民表示,“做酒店是相通的,服务也是想通的,而且我们的项目团队在技能和态度上都足够专业。另外在运营层面,集团的运营部和各个事业部的运营部门都能提供支持。”终究是一个新的开始,为此,项目成立不久王健民就带着团队做前期调研,考察了许多主题酒店在运营和服务上的做法。

“必须做出我们的特色,营造出活泼的氛围。”王健民强调。从2016年7月开始,漫趣乐园进入了产品研发阶段,做了3个样板间进行调研,许多客人的建议都在漫趣乐园上变为了现实。“我们在酒店的公共区域上做了很大的丰富,与星级酒店的面面俱到不同,漫趣乐园所有的公共区域都是围绕亲子活动来展开,充分利用所有游乐设施。”

比如在漫趣乐园的功能区,餐厅是喜羊羊森林餐厅,餐厅内设有读书角、哈哈镜和糖果包厢,以及各式卡通食物;还有音乐包厢,小朋友可以在音乐包厢里使用智能化的乐器,边学习边完成自己的音乐作品。

在休息区,除了有漫趣儿童乐园可供玩耍,还有小朋友和家长可以参与的亲子游戏,比如VR与健身结合的电动单车,手工DIY漫趣卡通帽等,另外在休息区还单独辟出了一块与动漫人物合影的留影区。

在萌宝智能创意园内,有依托当下热门AR技术的太空舱、魔幻岛AR沙盘,以及智慧海洋馆等科技互动体验项目,并结合探险、涂鸦等形式,帮助小朋友从海陆空三个不同的维度,来认识我们所处的世界。

其中最大的亮点要数童心小剧场,王健民介绍,这是由首旅如家与北广传媒合作打造的酒店娱乐新业态,由北广传媒负责运营。在这里不仅能看到国内外优质的少儿电影和国产经典动画,还有电影院最新下线的大片。

“为确保各项活动顺利落地,也方便今后运营,漫趣乐园已经为这些特色产品、活动和服务,制定了详尽的流程和服务细节,包括每项活动的保洁工作都有细致的规定。”王健民说。

通过游乐设施和亲子活动的结合,漫趣乐园计划打造一片让客人流连忘返的天地。“漫趣乐园不只是一家酒店,更是一个玩乐的空间,无论是小朋友,还是年轻人,都可以在这里玩耍,哪怕是老人,也可以在这片童话世界回味童年。”

跨界收入将占到30%

总体来说,漫趣乐园的尝试,突破了首旅如家原来做标准化酒店的观念,王健民提到,“以前很多客人只把酒店当作一个睡觉的地方,再没有其它的意义,漫趣乐园将很好地诠释酒店空间存在的另一种意义与可能。”

“从原来的经济型连锁酒店,到现在炙手可热的中高端,经营模式其实一直没变,都是B+B(Bed+Breakfast)的模式;从投资回报来看,B+B模式最赚钱,发展也最快,但这种标准化的酒店,很难让人产生流连忘返的感觉。”王健民说。

产品趋同,缺乏新意,是标准化酒店面临的很大问题,也加剧了它们之间的竞争。首旅如家通过与奥飞娱乐的跨界合作,让酒店空间增加了不少卖点,王健民透露,漫趣乐园未来的跨界收入占比将达到30%。

“跨界主题酒店的收入结构中,衍生商品的售卖占很大一块;漫趣乐园的体验项目,也会在未来加入体验时间和次数限制后,获得收入;主题空间和场地出租,也能带来一笔收入。”不过王健民强调,这些跨界收入要等到酒店运营更成熟以后。


漫趣乐园的主题礼品商店

在首旅如家与奥飞的合作中,衍生商品的开发也在其列,“奥飞已经开发了很多衍生商品,比如玩具和服装等,与我们合作后,将拓宽奥飞衍生商品的范围,比如客房的床上用品,各类文具、台灯、抱枕、靠垫和公仔等,都可以通过漫趣乐园的主题礼品商店购买。”

包括漫趣乐园的主题空间和户外草坪,也可以承办亲子活动,特别是有60个座位的多功能小剧场,可以承担舞台演出,也可以作为会场。另外王健民提到,奥飞有意把漫趣乐园作为将来奥飞营销活动的场地,这都将给漫趣乐园带来收入。

奥飞也在会往主题乐园方向发展,“做主题乐园就涉及到主题酒店,奥飞现在与我们合作落地了漫趣乐园,如果双方合作和信任不断深入,在合作的宽度和广度上,还有更多可能。”王健民说。

记者手记

目前,漫趣乐园三种主题房的定价不一,但基本与市面上的中端酒店价格持平,王健民介绍,房价包含了客房、早餐、公共区域的体验,以及往返迪士尼的如家巴士服务,作为开业初期的促销活动,在首旅如家官方渠道提前预付的客人还享受8折优惠。

从携程上来看,迪士尼乐园的上海玩具总动员酒店,最低价格在2000元左右。另外一家上海迪士尼乐园酒店,最便宜的房间也在3500元以上。迪士尼周边4公里范围内的亲子主题酒店或民宿,定价都在300元以上,精品类也卖到了800元以上,甚至更高。

随着暑期来临,迪士尼周边亲子游将进一步升温,王健民预计,暑假期间迪士尼乐园每天接待的游客量将达到5万人次。“我们将借此机会,进一步增强漫趣乐园的品牌影响力。”值得注意的是,在漫趣乐园的官网预定页面,不仅有酒店往返迪士尼的巴士线路,还有迪士尼直通车(酒店+迪士尼门票订购)服务。

漫趣乐园依赖于迪士尼带来的亲子度假需求,市场难免过于单一。王健民也表示,除了周末和假期的亲子游需求外,考虑其他市场需求也非常必要。团队正在集团内部获取更多渠道推广资源和品牌曝光机会,让更多客人知道漫趣乐园。

关于未来的选址和布局,王健民坦言,“集团对漫趣乐园项目已有明确指示,希望我们把商业模式做好,同时选定未来发展的目的地,与奥飞谈妥后,就会公布接下来的布局。”主要考虑主题乐园,或一线城市休闲旅游半径内的知名景点,像上海附近的苏州、杭州等。另外漫趣乐园也有可能瘦身,嵌入到如家小镇中去,与如家小镇实现协同发展。

王健民透露,此次漫趣乐园落地还有一项长远考虑。既在2020年,由NBC环球和首旅集团等投资的环球影城项目,将在北京通州落成。作为项目的股东之一,隶属于首旅集团的首旅如家将有可能获得环球影城的酒店运营权。这次漫趣乐园落成,或将成为首旅如家运营环球影城酒店的彩排。

其实“动漫IP+酒店”的跨界已经不新鲜了,亲子度假市场的火热,催生了大批主题乐园和度假酒店,为了提升竞争力,一些度假酒店通过与动漫IP合作,用卡通主题来包装酒店,升级改造,再辅以充满童趣的游乐设施和活动,来吸引消费者。

这些酒店在装修、公共空间、功能区、游乐活动,以及服务人员的配备等方面,都有明显的亲子属性,迪士尼就是成功的案例。国内也成熟的实践,像位于浙江安吉Hello Kitty主题乐园旁边,以凯蒂猫为主题的银润锦江城堡酒店,2015年10月已经开业。

单单从漫趣乐园落地来看,这类跨界合作的主题酒店,虽然构筑了以动漫为主题的小场景,但它与迪士尼的大场景并不存在依托关系,两者客群虽一致,但很难说喜欢迪士尼的客人,也一定会喜欢漫趣乐园。而且客人在迪士尼乐园排队玩了一天,身心疲惫地回到酒店后,是否还有精力,去体验漫趣乐园的游乐设施,参它的亲子活动呢?

没有深厚的场景,消费者对这类动漫主题酒店满足了好奇心之后,难免会因为酒店无法提供更多、更新鲜的东西,而导致他们转移注意力,投奔其它酒店的怀抱,最终,所谓的跨界主题酒店,也只能沦为B+B式的快餐消费。

这类跨界主题酒店的关键还在于,能否打造出独特的服务和文化,毕竟硬件和内容都可能过时,而消费者对服务和文化的认同是长久的,是有黏性的。可能对于习惯了做标准化产品和有限服务品牌的首旅如家来说,如何打造独特的服务和文化、如何将更多跨界创新产品纳入发展战略将会是今后需要长期思考的问题。

[Global travel news Gong Dahuang[June 23rd, the first tour home such as Nuevo Hotel “ diffuse fun park ” in Shanghai, Disney next to the town of Chuansha opened, it is noteworthy that, the hotel in the decoration of the Austrian fusion entertainment 3 animation IP image. According to the head of Wang Jianmin, director of the amusement park project of the first tour Home Inn, this is the first anime themed hotel launched by the first brigade.

Again, this is the first trip home cross-border attempt, as the main family vacation market cartoon theme hotel, theme park design diffuse interest derived from the Austrian flying entertainment authorized energy-saving, Franz bear and super pan cartoon image of IP, the hotel room by this 3 IP animation theme the restaurant also used the pleasant goat and grey wolf IP theme.


The Park Hotel

Sun Jian in the fun park opened, said, now the needs of guests more segments, with Austrian flying entertainment, to create a film and television theme, animation theme and social floor of the diffuse fun park. The first brigade, such as the family, has also tried to seek a differentiated development path of hotel space through cross-border cooperation.

But the first brigade, such as home, want to be in Disney this super IP, do another IP animation theme hotel, through the development of differentiated space to enhance the hotel floor effect, actually is not easy. One of the easiest questions to ask is: how do you get ready to go to Disney's guests and stay in the park for a longer time?

Achieve cross-border cooperation

The location of the amusement park is worth pondering. It is located in the new town of Chuansha where Disney is located in Shanghai. It takes only 20 minutes to drive from the amusement park to Disney park. In June 2016, Disney opened the Shanghai boom around Chuansha hotel market, coupled with the Disney park two cartoon theme hotel supply Co., the formation of a nearby surrounding the Disney family vacation hotel market, the rapid growth of supply.

Wang Jianmin introduced, the first brigade, such as home in early 2016 saw such opportunities, and set up a special "fun park" project department, Shanghai, Disney surrounding areas visited. “ in Disney before the park opened, the surrounding layout has a lot of parent-child theme hotel, there are more than 200 large and small, many single hotel or guesthouse, scale is not large, but the demand is very busy. ”

These parent-child theme hotels are single or small chain, but the price is not low, are around 1000 yuan, the tight market, but also attracted the first tour, such as home into the bureau. But the embarrassment is that the first brigade, such as home before doing standardized Hotel, did not try the theme hotel animation, but also lack of marriage and vacation content in line with the theme.

This opportunity to see not only the first brigade, such as home, has “ pleasant goat and big big wolf ” IP's domestic IP operating platform — — Austrian flying entertainment, is also looking for its IP in the form of thematic space landing. And animation theme hotel and family vacation market very fit, “ they have been to the theme hotel force, this and our first home such as the idea of the same, ”. Wang Jianmin says.

Based on demands consistent, complementary advantages, the first trip home and OFEI hit it off and reached a strategic cooperation in October 2016, to determine the scope and content of bilateral cooperation in the future. According to the agreement, the first trip home and Austrian flying cooperation will start from the theme of the hotel space, Austrian flying the first brigade as authorized the use of the IP, the hotel design, content, mode of operation and property rights are vested in the first brigade of items such as, from the first brigade as responsible for operation and management.

Set up scene identity

In June 23rd, diffuse amusement park as the first brigade, such as home and Austrian flying cooperation, the official completion. The hotel has 56 rooms, including 70% family housing, in addition to the tatami bed rooms and two fangxing.

The hotel has 3 floors, each floor of the design theme, based on the fly Entertainment's energy-saving, Franz bear and super pan cartoon characters, including hotel rooms and public areas, also use the theme design of the 3 IP outside of the hotel have been upgraded.

Cartoon theme hotel is mainly for family vacation market, with the theme park fun diffuse into the design of cartoon and cartoon characters, and strive to create a zero distance contact, let the kids in the fairy tale dream world “ ” the whole scene of the experience, let them enjoy the fun.

先通过硬件铺垫,帮助客人Set up scene identity;再通过活动运营,让客人对酒店产生黏性,另外,也要考虑家长与小朋友的亲子互动、情感交流的需求。为帮助客人Set up scene identity,漫趣乐园在酒店各个角落和客房用品上,都突出了浓郁的卡通风格。

For example, the color of the room, the main colors of 3 animation IP; bathroom ware, jigsaw was adopted in the design of children's favorite. Room and kids love the cartoon image of the cushion and pillow; and with a cartoon image of the decoration, to the wall height.

In the rooms of the TV show, diffuse interest also make a new park layout, turn on the TV, the first to see the fun park is diffuse introductory video, in addition to exclusive channels to broadcast the Austrian flying animation entertainment; in the hotel's music, also chose the kids love music, like the famous music master Mozart. Works.


Guest room cartoon image, 3D painting

There is also a bright spot in the guest room, that is, hanging on the wall of the cartoon image 3D paintings, Wang Jianmin said, these are professional painter hand-painted in the room at the scene, three-dimensional effect is very good, the children like it very much. “ most of the rooms have now been hung with hand painted 3D paintings, all rooms are finished, and the painter's time is also required. ”

In order to meet the demand of family vacation, the room is equipped with a refrigerator, can store food and water in the room; the bar, according to child configuration, there are two large two small 4 positions; and the family essential wardrobe, bathrobes and slippers, are the children of the love card style.

In addition, taking into account the safety problem of children, diffuse interest within the park all the furniture corners are circular, no sharp corners or a soft bag, kids may reduce injuries; in addition, the baby with the baby bed, if sleep is not honest little friends, also can increase the fence on the bed.

Fill parent child content

But the animation theme hotel, light stack hardware, empty scene is not enough, should be based on the hardware and the scene, parent-child content filled enough, good enough, so that consumers have user stickiness and brand identity.

Although there is no relevant experience, but Wang Jianmin said, “ hotel is interlinked, the service is also thinking, and our project team skills and attitudes are professional enough. In addition, on the operational level, the operations department of the group and the operations departments of each division can provide support. ” after all, is a new beginning, for this, the project was established soon, Wang Jianmin took the team to do preliminary research, inspected a lot of theme hotels in operation and service practices.

“ must make our characteristic, create a lively atmosphere. ” Wang Jianmin stresses. Since July 2016, the amusement park has entered the stage of product development, and has made 3 sample rooms to investigate. Many guests' suggestions have become reality in the amusement park. “ we are in the public areas of the hotel to do a lot of rich and different star hotel all fun park diffuse all public areas are carried out around the parent-child activities, make full use of all recreation facilities. ”

For example, in the functional areas of diffuse interest Park, the restaurant is pleasant goat forest restaurant, restaurant with a reading corner, distorting mirror and candy box, as well as all kinds of cartoon food; and music box, children can use intelligent instruments in the music box, while studying to complete their music works.

In Rest Area, in addition to a diffuse interest paradise for children to play, there are children and parents can participate in the parent-child game, electric bikes such as VR and fitness with the manual DIY diffuse interest cartoon hat, in addition Rest Area also separate a photo with cartoon character pictures of the area.

The adorable treasure intelligent creative park, relying on the current popular AR technology space module, the magic island AR sand table, and wisdom aquarium interactive technology experience, combined with the exploration, graffiti and other forms, to help children from the three different dimensions, to understand the world we live in.

One of the biggest highlights to the number of child small theatre, Wang Jianmin, this is a new hotel in the entertainment industry in cooperation with the first brigade as BAMC build, by BAMC is responsible for the operation. Here, not only can see high-quality children's films and domestic classical animation at home and abroad, as well as the latest cinema line of blockbusters.

“ in order to ensure that the smooth landing, also facilitate future operations, has to diffuse interest activities and service products, these characteristics, developed a detailed process and service details, including each of the activities of the cleaning work have detailed requirements. "&rdquo," said Wang Jianmin.

Through the combination of recreational facilities and parent-child activities, the amusement park plans to create a world for guests to linger on. “ diffuse interest not just a paradise hotel, it is a room to play, whether it is the children, or young people can play here, even the elderly, can also be in the fairy tale world of childhood. ”

Cross-border income will account for 30%

Overall, try to diffuse interest Park, the first brigade as the original breakthrough standardized hotel concept, Wang Jianmin said, “ before many guests only the hotel as a place to sleep, no other meaning, another meaning and may diffuse fun park will be a good interpretation of space in the hotel the. ”

“ from the original economic chain hotel, now the hottest high-end business model has not changed, in fact, are B+B (Bed+Breakfast) model; return from the investment point of view, B+B mode is the most profitable, the fastest development, but the standard hotel, it is difficult to make people forget the feeling. "&rdquo," said Wang Jianmin.

Product convergence, lack of new ideas, is a major problem facing standardized hotels, but also exacerbated the competition between them. First brigade, such as home and through Austrian entertainment cross-border cooperation, so that the hotel space has increased a lot of selling points, Wang Jianmin revealed that diffuse fun park in the future cross-border income will reach 30%.

“ cross-border income structure of the theme hotel, derived from the sale of goods accounts for a large piece of paradise; diffuse fun experience, will be added in the future income experience time and the number of restrictions,; theme space and rental service, can also bring an income. ” however, Wang Jianmin stressed that these cross-border income to wait until the hotel is more mature operations.


The theme store of the amusement park

在首旅如家与奥飞的合作中,衍生商品的开发也在其列,“奥飞已经开发了很多衍生商品,比如玩具和服装等,与我们合作后,将拓宽奥飞衍生商品的范围,比如客房的床上用品,各类文具、台灯、抱枕、靠垫和公仔等,都可以通过The theme store of the amusement park购买。”

It includes the theme space and outdoor lawn of the amusement park, as well as the activities of parents and children, especially the multi-functional small theater with 60 seats, which can undertake the stage performance and also can serve as the venue. In addition, Wang Jianmin mentioned, Fei Fei intends to use the amusement park as a venue for future Austrian marketing activities, which will bring revenue to the amusement park.

Austria fly in to the direction of the development of the theme park, theme park “ do it relates to the theme hotel, Austria fly now with us landing a diffuse interest paradise, if cooperation and deepening cooperation in the trust, the width and breadth, there are more likely. "&rdquo," said Wang Jianmin.

Reporter notes

At present, the three theme park diffuse interest housing pricing is not the same, but the basic on the market in the end hotel prices were flat, Wang Jianmin, the price includes breakfast, guest rooms, public areas of experience, and from Disney's home bus service as early opening promotional activities in advance in the first trip home the official channels of the guests also enjoy 20 percent off discount.

Ctrip from the point of view, Disney Park Shanghai toy mobilization Hotel, the lowest price of about 2000 yuan. Another Disneyland Hotel in Shanghai, the cheapest room is also more than 3500 yuan. The range of 4 kilometers around Disney in the parent-child theme hotel or guesthouse, priced at more than $300, premium also sold more than 800 yuan, or even higher.

With the coming of summer, Disney family around the family will be further warming, Wang Jianmin expects, during the summer vacation, Disney park daily visitors will reach 50 thousand passengers. &ldquo: we will take this opportunity to further enhance the brand influence of the amusement park. ” it is worth noting that, in the fun park's official website booking page, not only the hotel from Disney bus line, as well as Disney through train (Hotel + Disney ticket order) service.

The fun park depends on the family vacation needs brought by Disney, and the market is too simplistic. Wang Jianmin also said that in addition to the weekend and holidays parent-child travel needs, consider other market demand is also very necessary. The team is taking more channels within the group to promote resource and brand exposure opportunities, so that more guests will know about the amusement park.

About the future of the location and layout, Wang Jianmin said, “ group of diffuse fun park project has a clear indication, we hope to do business model, and selected the future development of the destination, and the Austrian flying agreement, will be announced next layout. ” mainly consider the theme parks, or first tier cities within the radius of leisure travel famous attractions, such as Shanghai near Suzhou, Hangzhou and so on. In addition, diffuse amusement park is also possible to slim down, embedded in the home town, and home town to achieve coordinated development.

Wang Jianmin revealed that the diffuse fun park landing, there is a long-term consideration. In 2020, the Universal Studios project will be completed in Beijing, Tongzhou, with investments by NBC global and the first brigade group. As one of the shareholders of the project, the first brigade affiliated with the first tour group will be granted the hotel operation right of universal studios. This time, the amusement park will be completed, or it will become a rehearsal for the first home run Universal Studios hotel.

In fact, “ animation IP+ Hotel ” the cross is not fresh, family vacation market fiery, gave birth to a large number of theme park and Resort Hotel, in order to enhance the competitiveness of some resort through cooperation with animation IP, hotel package with a cartoon theme, upgrading, supplemented by childlike amusement facilities and activities. To attract consumers.

These hotels in the decoration, public space, functional areas, recreational activities, as well as service personnel, and so on, there are obvious parent-child attributes, Disney is a successful case. Domestic mature practice, like in Zhejiang Anji Hello Kitty theme park next to the theme of Hello Kitty silver run Jinjiang The Tower House Hotel, has been opened in October 2015.

Only from the diffuse interest this kind of Paradise landing, cross-border cooperation to build a theme hotel, although small scene with cartoon theme, but it does not exist in the scene with Disney relying on the relationship, both customer groups is consistent, but it is difficult to say love Disney guest, will like to diffuse interest paradise. And the guests in the Disney Park line up to play a day, exhausted after the body and mind to return to the hotel, whether there is energy to experience the amusement park amusement facilities, to participate in its parent-child activities?

No deep scene, after the consumer to meet the curiosity of this kind of cartoon theme hotel, because the hotel will not provide more and more new things, and cause them to divert attention to other hotel's arms, finally, the so-called cross-border theme hotel, also can become the B+B style fast food consumption.

The key to this kind of cross boundary theme hotel is whether it can create a unique service and culture. After all, both hardware and content may be out of date, while consumer recognition of service and culture is long-lasting and sticky. May be accustomed to doing standardized products and limited service brand first trip home, how to create a unique service and culture, how to more cross-border innovation products into development strategies will be needed in the future long-term thinking problems.