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Theme Parks - China - November 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Travel Services

No. of Pages : N/A

In China theme park market, 2016 will be the marker the year when international theme park brands and domestic brands began to compete directly with the opening of Shanghai Disneyland. Faced with this game-changing competition, domestic brands need to further consolidate their existing advantages, such as penetration in lower tier cities and flexible pricing. On the other hand, they also need to develop unique competitiveness to fight back, such as providing more unique food and dining experience within the park and integrating appealing domestic IP.

Table of contents

OVERVIEW
What you need to know
Covered in this Report
Sub-group definitions
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of market value of theme parks, China, 2012-22
Companies and brands
Figure 2: Market share of leading companies in theme parks market, by value, China, 2015 and 2016
The consumer
Frequent theme park visitation common
Figure 3: Frequency of visiting theme parks, August 2017
Disneyland overshadowed other parks
Figure 4: Word cloud of top visited theme park brands, August 2017
Visiting with family more popular than with friends
Figure 5: Visiting companion to theme parks, August 2017
Both rides and themes are important
Figure 6: Reasons to visit a theme park, August 2017
Food and drink, merchandise purchase most popular
Figure 7: In-park spending, August 2017
High price and long lines are pain points
Figure 8: Barriers to visit theme parks, August 2017
What we think
ISSUES AND INSIGHTS
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
Figure 9: Example of Sci-Fi Dine-In Theatre, US, 2017
Figure 10: Example of And So Forth pop up dining event, Singapore, 2017
THE MARKET WHAT YOU NEED TO KNOW
Rapid growth expected in the next five years
MARKET SIZE AND FORECAST
2016 was overall a strong year
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
Figure 13: Best- and worst-case forecast of market value of theme parks, China, 2012-22
MARKET DRIVERS
Favourable government policies
Travel and entertainment as spending priorities
International brands familiarise consumers with pricy but better park experience
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
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
OCT still leads the pack
Figure 15: Market share of leading companies in theme parks market, by value, China, 2015 and 2016
Disneyland changed the market dynamic
Figure 16: Example of Chinese traditional architecture in Shanghai Disneyland, China, 2017
Fantawild rose to prominence
Figure 17: Existing and planning locations of Fantawild, China, 2017
Wanda growing, but fell short of expectation
COMPETITIVE STRATEGIES
Distinct layout Avoid going head-to-head with each other
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
WHOS INNOVATING?
Address the issue of long lines
Virtual queues
Wait in line games
The new virtual world
Fun for everyone
Figure 19: Example of Morgans Inspiration Island waterproof wheelchairs, US, 2017
Sportainment experience
Figure 20: Example of an Open Camp attraction, Spain, 2015
THE CONSUMER WHAT YOU NEED TO KNOW
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
Frequent theme park visitation common
Figure 21: Frequency of visiting theme parks, August 2017
25-35-year-olds, high earners and parents are most frequent visitors
Figure 22: Have visited a theme park more than once in the last one year, by demographics, August 2017
THEME PARKS VISITED
Disneyland overshadowed other parks
Figure 23: Word cloud of top visited theme park brands, August 2017
Figure 24: Top visited theme park brands, August 2017
Visitor profiles of top visited theme parks
Disneyland
Figure 25: Visitors of Disneyland, by demographics, August 2017
Happy Valley
Figure 26: Visitors of Happy Valley, by demographics, August 2017
Fantawild
Figure 27: Visitors of Fantawild, by demographics, August 2017
Chimelong
Figure 28: Visitors of Chimelong, by demographics, August 2017
Shanghai and South China popular destinations for theme park visiting
Figure 29: Top visited cities of theme parks, August 2017
VISITING COMPANION
Theme park visiting as a parent-child activity
Figure 30: Visiting companion to theme parks, August 2017
Figure 31: Example of different visiting routes in Shanghai Happy Valley, China, 2017
Single riders cannot be neglected
Figure 32: Reasons to visit a theme park, by whether having visited alone, August 2017
20-24-year-olds go with friends/colleagues
Figure 33: Visiting companion to theme parks, by demographics, August 2017
REASONS TO VISIT THEME PARKS
Kids opinion matters
Figure 34: Reasons to visit a theme park, August 2017
Rides/attractions bring young people in
Figure 35: Reasons to visit a theme park (entertainment-related items), by age, August 2017
Add more appeals with in-park food and merchandise
Figure 36: Reasons to visit theme parks, by reasons to visit theme parks, August 2017
Disneyland stands out with its characters/themes
Figure 37: Reasons to visit a theme park, by theme park brand visited, August 2017
IN-PARK SPENDING
Food and drink purchases close to a necessity
Figure 38: In-park spending, August 2017
Males and females favour themed merchandise differently
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
Figure 40: In-park spending, by company type, August 2017
Different brands, each with advantages
Figure 41: In-park spending, by theme park brand visited, August 2017
BARRIERS TO VISIT THEME PARKS
High cost and long lines most significant deterrents
Figure 42: Barriers to visit theme parks, August 2017
Tier one consumers more price conscious
Figure 43: Barriers to visit theme parks, by city tier, August 2017
MEET THE MINTROPOLITANS
MinTs favour Disneyland
Figure 44: Top visited theme park brands, by consumer classification, August 2017
MinTs take theme park visits as family activities
Figure 45: Visiting companion to theme parks, by consumer classification, August 2017
MinTs embrace all aspects of theme park experience
Figure 46: Reasons to visit a theme park, by consumer classification, August 2017
APPENDIX MARKET SIZE AND FORECAST
Figure 47: Market value of theme parks, China, 2012-22
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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