China Financial Daily

Interpretation of the Disney Shanghai suction Gold Journey: tourists spend about 600 yuan per capita (3)
Hong Kong’s experience: Disney won, the government loses?

In the recently published news, Shanghai and Disney co-operation with the Hong Kong and its “cooperation model is almost the same.” But now seems at first to build a Disney theme park in Hong Kong hope that the development of tourism, the Government seemed wishful thinking. Hong Kong Disney’s “vehicle in front” experience will become the Shanghai Kam?

Reporter / Wang (sent from Hong Kong)

Approaching Christmas, the Hong Kong Disneyland be even festive than usual. A large number of visitors gathered at the ticket office, next to a whale fountains, Mickey Mouse in the whale’s head a smug smile. Executives in Hong Kong Disneyland, the Disneyland theme park in Shanghai will be built to determine the news was not all bad, at least two years of expansion plans quarrel finally paying off.

Because the park four years ago are not profitable, as the majority shareholder after the Hong Kong Special Administrative Region Government does not wish to continue to invest.

“The expansion project will be completed in phases within 5 years. Time will be added three theme park, more than 30 new recreational facilities, so that the total number of theme park rides more than 100. Park area will expand by about 23%.” Hong Kong Disneyland Paradise Resort spokesman for the “China News Weekly” said.

Disneyland in Shanghai is the proposed opening time of 5 years after 2014. That Hong Kong Disneyland opened in Shanghai when the completed extension, side extension side of the operation might be able to park opened for passenger traffic on Hong Kong in the fight for access to opportunity.

Disney’s odds with Hong Kong’s miscalculations

Former Disney CEO Michael Eisner (Michael Eisner) has said that Hong Kong Disneyland is the world’s most beautiful mountain side of Lantau Island, the other side can see the lights of Hong Kong Island.

But Hong Kong people are not happy with it. This covers an area of 126 hectares, the core area of 36 hectares of the world’s smallest Disneyland, so that local people feel that matt surface. Intellectuals and the media is also a constant reminder that this is a “cede territory and pay indemnities” business.

May be a coincidence, Disney seems to always be a good opportunity to seize. 1955 Disneyland opened in Los Angeles to catch up with America’s baby boomers; Tokyo Disneyland opened, when, it is Japan’s rapid economic development period.

In 1999, Hong Kong has experienced a financial crisis in 2003, suffered another blow to SARS, the economy deteriorating. The SAR Government urgently needs a major project to restore their confidence. In order to obtain entry into Hong Kong Disneyland, Hong Kong Disneyland was accepted by the harsh conditions – location of city as a major capital investment side, be responsible for construction of the building. According to public reports indicate that a total cost of 14.1 billion Hong Kong Disneyland Hong Kong dollars, using mixture of lending and inject capital financing arrangements. Disney invested 2.45 billion Hong Kong dollars which hold the theme park’s 43% stake; while the Hong Kong Special Administrative Region government investment 3.25 billion Hong Kong dollars, accounting for 57% of the shares. Another 8.4 billion Hong Kong dollar loans, 23 billion Hong Kong dollars from banks commercial loans to mid-2008, funded by the Walt Disney to pay maturing loans on behalf of the Hong Kong Disneyland; another 6.1 billion dollar loans, the original park in the 25 years after the opening of repayment. As Penny’s Bay had not yet developed, the Hong Kong Government has invested 13.6 billion Hong Kong dollars in major infrastructure projects and the formation of an area of 300 hectares of land.

There the researchers calculated that, the SAR Government has invested about 90% of the funds, but only has a 57% stake, and only in ticket revenue sharing, and related product sales proceeds go all the Disney theme park; also accredited by The Walt Disney senior management team.

“Equity is a form approved by the then Legislative Council.” Hong Kong Disneyland Resort spokesman responded by saying. However, he avoided the media’s distribution of income unreasonable.

The Government’s major shareholder, did not have administrative rights for the park. According to the current distribution methods, park must maintain a high attendance rate, which is a stable ticket sales, is the premise of the government a profit. Walt Disney Company has a variety of sources of income, even if the number of visitors is less than expected ticket sales is not satisfactory, you can also attach a souvenir, image patents and hotel operational rewards.

The Hong Kong Disneyland have a natural defect, with an area too small to accommodate up to an average annual passenger flow can not be more than 10 million passengers. The kind of overcrowded conditions, may be a nightmare for visitors. Asked in Hong Kong Disneyland: Does this mean that Disney won the Hong Kong loses? Person in charge once again evading the question.

In fact, only in the construction of Disney’s first overseas park, had miscalculated the time. Americans do not invest in decisive operations Tokyo Disneyland, but the commission has taken a conservative approach. License fee is 10% of ticket sales and other catering income of 5%. Did not expect the family to Disneyland in Japan crazy level far beyond the imagination of Disney, so Disney has suffered a huge loss of profits. Wait until the Paris Disneyland, they would insist on holding 40%.

Disney’s too smart for its destruction of Hong Kong people’s memories. In fact, the Disney Orchestra visited Hong Kong in 1975, went to the show. Then gifted scholar Huang co-wrote songs with his girlfriend Lin Yanni: The world really small small, small enough to really Miaomiao Miao. Every day on television, a singing 30 years. Hong Kong’s children grow up is to see the Disney cartoon, from “Bambi” to “Buzz Light year” (the Mainland translated as “Toy Story”). Until now, Hong Kong’s TVB television station also broadcast the Disney production of “Winnie the Pooh” TELEVISION SERIES.

Students organized the anti-Disney’s “Searching for action”, of angry criticisms from intellectuals in the media above. “About Hong Kong Disneyland are almost all negative reports, a columnist’s criticism is even more direct. Ironically ridiculed Disney in Hong Kong is already a politically correct thing.” Hong Kong’s cable television station, a senior reporter for “China News Weekly “said.

This mood has infected many people. A 35-year-old mechanical engineer-chi, four years will pass, rather far away to fly to Tokyo, until recently accompanied a friend to play at the Hong Kong Disneyland for a day, but found it much better than expected, but also like a newspaper as small as on the right.

Tough conditions for cooperation with the tourists a missing

When the park opened in accordance with the SAR Government’s economic assessment of the theme park opened in the first year to attract more than 5 million visitors, after the opening of 5 to 15 years, annual passenger volume will reach 10 million passengers. Is expected to be break-even in its second year, 12 years, you can recover the costs.

However, Hong Kong Disneyland Resort spokesman told the “China News Weekly,” the theme park opened so far received a total of more than 1,700 million visitors, local, mainland and other parts of about fifty-third. Disney’s headquarters in the U.S. data also shows that Hong Kong Disneyland’s first two years of significant losses.

Originally hoped to build a Disney theme park in Hong Kong to develop tourism, but also whether the Government has become wishful thinking?

By far the most successful Tokyo Disneyland, more than 90% of visitors are Japanese. Disneyland Paris, the French habit of contempt because the operating bleak. Did not win the Hong Kong locals love, nor to please mainland tourists, Hong Kong Disneyland Perhaps this is a major reason for the poor word of mouth.

For many mainland tourists, Hong Kong Disneyland is not a must to go attractions. “Local small” negative word of mouth has spread in China, while traveling to the mainland market, the leading travel agents would find unprofitable, is not keen to add the tourism projects.

Hong Kong Disneyland, the initial co-operation with the mainland travel agencies are very tough, once causing travel agencies to resist. According to “First Financial Daily” reported in 2007, from the attraction ticket discount travel agents to take the guild regulations, but are asking the Hong Kong Disneyland Park Hotel before they agree to a binding offer. And if to book Disney hotels, travel agents still have to pay Disney a deposit amount of one million yuan.

“Hong Kong Disneyland will continue to maintain close liaison with the Mainland travel agencies to launch a sound sales and marketing activities.” Hong Kong Disneyland Resort spokesman declined to comment on the tense relations with the travel agency.

“Off-off incident” so that mainland people are very hurt. 2006 Spring Festival, because tourists packed the theme park would have purchased tickets for thousands of mainland tourists kept out. Angry people gathered at the park entrance doors shaking, trying to forcibly entered.

Hong Kong Disneyland Resort, the data available to journalists in 2007 ~ 2008 visitors surveyed, about 90% of their intention to revisit and to recommend to others park. But Hong Kong Cable TV reporter told, “China News Weekly”, “Hong Kong Disneyland visitors for local groups on a similar survey conducted, more than half of the respondents that they would not come back.”

Hong Kong snub to Disney, while an increasing preference for local brands on behalf of Ocean Park. The latter is now the most prosperous period in history.

Ocean Park was originally built by the Hong Kong Jockey Club, donations, without liability. 1987 Ocean Park from the Jockey Club and became an independent non-profit organizations. Hong Kong Disneyland opened a few years ago, Ocean Park is only an annual attendance of more than 100 million long-term losses. In order to prevent collapse of Ocean Park, the then Chief Executive Tung Chee-hwa invited to “father of Lan Kwai Fong,” Allan Zeman Chairman, it also provides loans for 5.5 billion Hong Kong dollars for the renovation of the expansion.

Zeman Jewish descent, aged 19, lives in Hong Kong. He always said he was in Hong Kong, not “Ghosts” in order to narrow the distance with the locals, the media whatever they ask for. During special holidays, Allan Zeman will personally go into battle entertainment to visitors, he was reborn in the play-off for those bundles of paper, the vast jellyfish, as well as Bunny. “I do not want to put Disney off.” Allan Zeman, like most Hong Kong people’s favorite movies and heroes.

Hong Kong Disneyland is still the top American style, very few appearances, answering media were also many problems is to use pass is issued.

In 2005, Ocean Park, but 87 hectares, have now almost the size of Disney. Ocean Park is not only cheaper tickets, services and more localized for Hong Kong people, there are many benefits, such as people over the age of 65 can be free of charge admission, but Disney’s 170 Hong Kong dollars for the elderly vote.

February 9 this year, the Hong Kong Disneyland surprise hike in fares, the fare for adults and children respectively from 295 Hong Kong dollars, 210 Hong Kong dollar rose to 350 Hong Kong dollar and 250 Hong Kong dollars. In the context of the global economic crisis, adverse economic prices, in Hong Kong tourism industry appears to be “unwise” behavior.

Begin to consider how to “do as the Romans”

Paradise in Hong Kong’s “small” is not unaware of the Walt Disney Company. Into the planning of the SAR Government, Hong Kong Disneyland will eventually become a huge resort area, so after that there are two, three phases of construction, the SAR Government has therefore set aside 154 hectares of land for development sites.

On the American continent, the theme park resort is absolutely a genius idea. Americans cherished holiday tradition, Disney is also the U.S. representative of the trend of middle-class consumer. An annual average of 4 weeks of leave, allowing them to leisurely play in the Disney theme park, stay at the park hotel, a shopping mall in the park.

In order to create a completely apart, the Walt Disney had asked the Hong Kong Disneyland can not be run over the area in which aircraft, the waters are not allowed to enter a vessel, surrounded by bustling markets can not have.

However, the Walt Disney the idea of one-stop service to move to Hong Kong, or some lack of acclimatization. Hong Kong Disneyland is located in Penny’s Bay, although the remote, but the distance from downtown area, but about 40 minutes by car. Hong Kong people are obviously not willing to holiday at home.

Hong Kong Disneyland Hotel 1000 Hong Kong dollars of the lowest fees is not cheap, park currently offers dining and shops can not give enthusiastic shopping, customer satisfaction with the Mainland, excluding souvenir sales, only the Chow Sang Sang jindian Business is pretty good. “The mainland is often the morning guests come up to stay in the park ran a half-day on the central area of the.” Hong Kong Disneyland’s staff said.

Therefore, expansion plans, the increase in large-scale comprehensive shopping malls have been placed in priority. “In addition to different cities in the Mainland to actively carry out publicity and promotion, we also focus on opening up Taiwan and the Philippines and other Southeast Asian markets and India markets.” Hong Kong Disneyland Resort spokesman said.

Disney’s dreams and the newborn

Disney is selling the American dream of cultural values, they want to rely on 20 years ago under the egg to save itself from bad to worse, but then the batch has been influenced by Walt Disney grew up in Chinese children, and now the children, who are surrounded by to attract more of their classic animation

Reporter / Sun Ran

“In the performance began.” – This is Walt Disney’s Mickey Mouse and Donald Duck.

Since the October 26, 1986 beginning 6:30 every night, these words in the Chinese TV after the active process no less than “news network” Opening theme.

When the Mickey Mouse voice-over actor Shen Hao to say these words, he did not expect to take over a generation since childhood. This is like Li Yang at the fame for a long time, people first thought was that he has given to Donald Duck’s lifelike voice.

That opened up a 80’s like a prelude. At that time, TV has just been spread to millions of households in that time, Mickey Mouse and Donald Duck came.

Animation continued to broadcast for two years, and that generation of young people’s memories are continued for 20 years. But until today, Shanghai has finally started construction of Disneyland, Mickey Mouse and his friends came to China really be considered.

However, at this time in China, has long been not take Mickey Mouse as an outsider.

Nightclub in Beijing, the men on 300 yuan a Mickey Mouse toy to win the girl’s affection, although they are not fans of Disney; in Yiwu, Zhejiang Province, the workers almost all the commodities to be printed on Mickey Mouse’s head and Although this has not been duly authorized by Disney; in every young person’s childhood toy pile, are not difficult to find an image of Mickey Mouse or Donald Duck, although they do not understand what a child can be the American dream.

And since 1985 cartoon “Mickey Mouse and Donald Duck,” premiered in China since the Mickey Mouse in China has always faced the same problem – I come from?

The Chinese people do not care about this, they do not care about this is Walt Disney’s Mickey Mouse, they do not care only in mice optimism is the perfect symbol of the American dream.

As a result, since the one in China, Mickey and his friends do as the Romans had a Chinese name – Mickey Mouse and Donald Duck.

Thus, in China, Disney’s process of globalization and China’s localized conflict. Chinese people are very clear that our consumer him, but we do not have to traced to follow him.

Face to face from the first one to today’s finally settled down, this long overdue more than 20 years, the whole world has changed.

Since 1992, the Disney theme parks visit France since the set of cultural practices over the past Disney has given them a loss of 17 years.

Disney came to China also had to face a real problem, 20 years later, when those children have grown up, they have many people will pay for the initial childhood memories?

Disney on behalf of the American Dream

In any case, Mickey Mouse in line with the original people of those illusions of the world, Mickey Mouse and create the joy, optimism and adventurous spirit; and Minnie Mouse, always flirtatious, ungrateful.

Walt Disney Mickey Mouse was originally only a dream.

In 1923, Walt Disney with Mickey Mouse’s dream came to Hollywood when sound films yet to come out of Hollywood is still looked dead. Prior to that, strictly speaking, there is only one City of Los Angeles, California suburb. “HOLLYWOOD” has not yet become a movie relating to specific terms, in English holly woods where it’s just mean.

Up to 1928, the achievements of Walt Disney’s first sound cartoon screened – “Steamboat Willie.” This 8-minute skit, so that the Americans are in economic crisis, completely.

Americans were not only happy in the Mickey Mouse harvested there, but also saw hope.

This out of the economic crisis of hope in the Disney embodied most vividly. The collective haze in the U.S. economy for 30 years, Disney was the biggest harvest in the entertainment industry’s success. During the Great Depression, more and more unemployed people are used to hide in the cinema, to spend 15 cents to buy one from Mickey Mouse to bring a good mood.

In 1950, Walt Disney started to build their ideal Disney World, in that only a fairy-tale world of good, but not bad. In his view, it is one out of the real world, the ideal place.

When in 1955 the first Disneyland opened in California, to the Americans could not help but wonder, where is the legendary even in the American dream.

American dream, after it has never been a cartoon character from the mouth to say. Since the emergence of the Disney theme park, more and more people are willing to put the American dream and Disneyland linked.

Disneyland The overall theme is to praise the United States and its achievements, it is also a fantastic place, where people can be the harsh realities of the outside world behind.

The first ten years after Disneyland opened, it has become a major source of profit for the Walt Disney Company is one.

Even the former Soviet General Secretary Nikita Khrushchev’s visit to the United States in 1960, are expected to see Disneyland in California. Because security can not guarantee to cancel later, Khrushchev made a great pass temper, like favorite toys are not children.

These have led the United States the rapid opening of a second Disney theme park, while Disney founder Walt Disney’s theme park at this time has been put as a “utopian society” to establish.

His life in the final period of time, in the Florida governor hosted a press conference for the first time to the public, laying out his vision of the “Future City”: This will be an equal and harmonious society on a democratic basis.

Even a reporter with his jokes, whether they are a “utopian socialist” Robert Owen impact.

In 1966, Walt’s vision of the great haste with his own death, but the pace of the Disney theme park has not stopped.

In 1983, Tokyo Disneyland was established. , Where people queued overnight to the Japanese joyfully declared, “go to Disney is to circle the American Dream.”

In the next ten years, the Tokyo Disney not only the sake of countless Japanese version of the American dream, but also created the world’s most heavily visited theme parks record.

As written in the first Disney theme park, like the opening ceremony of the declaration, “As long as there is room for imagination, Disneyland will never be completed.”

Disneyland will never be completed. In the ensuing long-distance race, Disney added a world map “Tokyo – Paris – Hong Kong – Shanghai.” The path behind the overseas expansion, but also a “Mickey Mouse” as a symbol of the American dream of overseas communication.

Disney to American culture in the world, they work hard, Mickey Mouse with 130 kinds of languages around the world to open up. So last month, U.S. President Barack Obama’s first visit, but also because Disney announced at the same time, there appears to be more settled in Shanghai, worth pondering.

Of local cultural conflicts experienced the American Dream

Tokyo Disneyland’s hot, so Disney for their overseas expansion too optimistic. They ignore the post-war Japan and the U.S. political and economic dependency, has fundamentally affected the nation for the level of acceptance of American culture.

Professor, University of Tokyo, Japan Masakanuo Torquay Disney has done a study, in which he wrote: “embodies the success of Tokyo Disneyland is not a threat to Japan’s rich fantasy of the United States, which is the Japanese want to! ”

Until later in Paris and Hong Kong Disneyland Disneyland for the first time at a loss, before that the original American dream does not always allow foreigners gladly accepted.

However, it also has its own approach.

In the Disney theme park to open to Tokyo and Paris, it once was forced to adapt ideas from other countries. On many issues, both overseas theme park designer who has been trapped in a pincer movement: on the one hand, they know that visitors may be attracted to American culture, so do not want to change too much; but on the other hand, they also the United States know they can not be transplanted wholesale to other state parks and the traditions and feelings are not considered.

In the time to build Tokyo Disneyland, Disney’s president, was made by a Disney theme park can not be Aisinaming of Japan should be allowed Japanese tourists feel like they are here is to vacations abroad.

As a result, visitors feel the full flavor of the idea of the United States was retained.

Based on the needs and preferences of the Japanese estimates, the park is not only opened up a restaurant cater to Japanese tastes, but also to allow visitors to picnic in the park, which is the Japanese way of life would be very consistent, which does not encourage tourists to bring their own food U.S. Park is unthinkable.

The construction of Disneyland in Paris in the early Eisner said: “We are determined to make Paris Disneyland every drop of every point is like Tokyo Disneyland and the same as our domestic parks of the United States.” Ais satisfied that confidence comes from hamburgers, Coca-Cola, Hollywood movies and other U.S. products in the European market unhindered, the European people in the United States to accept things Disney should not be obstacles.

They did not take into account the psychological characteristics of French society did not take into account the French people has always dared to resist his own “American cultural imperialism” proud of the fact that already exist, let alone to consider how to take measures to prevent. After a disappointing early, Disney was forced to the European tastes of the park have been adjusted. Some extreme point of the United States pleasure taste was canceled, “Jungle Tour” Such a project was canceled, Disney’s concern is perhaps this part of the potential in the post-colonial period may cause unhappiness.

Disney also did not count on the staff of the Paris Disneyland speech level of emotional labor can be as high as the U.S. counterparts. In fact, American culture and European culture to maintain a good balance between the very difficult.

Disneyland opened in Paris a year later, when the new chairman of the park, said: “Every time we want to European-based products will find does not work. While the Europeans like the United States, also like Disney, but we can not ignore some of France’s intellectual cynicism. “In fact it is their views on the decision of the European Disney’s bad luck.

Disneyland in Europe, after Paris, triggering widespread dissatisfaction with the academic community in Europe, they found that the Disney theme park to the European expansion is a blatant act of cultural invasion, it will preserve Europe’s high culture inherent in a potential threat.

Nostalgia, Disney’s the fate of China?

Disneyland Paris, built from 1992 to now, the theme park model has been 17 years without a profit. In animation films, with the rapid rise of the United States in recent years, DreamWorks, Japan’s Hayao Miyazaki, but also greatly destabilize the former animation dominant influence.

In regard to criticism of the Disney culture, development model, but also long been prevalent. Critics have invented a heavy heart “Disney model” of the term used to describe Disney for many years a consistent flow of operation of law.

U.S. critic and film historian Richard Giquel (Richard Schickel) has said that this is a shameless process, studio it come into contact with the work of all the original material is compressed into a number of Disney and its employees can understand the narrow terms, no matter how unique these materials appear. When a literary work flow through the machine, the magic, mystery, personality?? Have continued to be destroyed.

Disney modeling has become a derogatory term, which streamlined the process of culture and history, has become Disney’s identification mark, or the United States of another set.

In 1993, overseas expansion is still a high degree of excitement in Disney plans to campaign in the United States, Virginia Buer Lang Haymarket near the battlefield in order to build an American history theme park. This park within walking distance from Washington, DC, only 56 kilometers away. The plan met with historians and environmentalists like the torrent of criticism. Only American Indians and slavery, is enough to give historians such issues to worry about. They suspect that Disney’s ability to model non-Disney approach to set out in American history.

The following year, Disney will have to abandon this plan, the Disney model of American culture at home would have been resisted.

However, as Japan’s awakening consciousness of local culture, popular culture, Disney has also been criticism of Japan’s local artists.

Hayao Miyazaki mentioned in an interview: “The Americans want is the best-selling product, the purpose is to reap more profits. On the contrary, I would first of all creative works of art. So I can not cheat kids, not window dressing can not cover up the world, there are still people suffering, there is a war, as well as the economic crisis, is still damage the environment. If you ignore these social concept of real, there is no eligibility to children telling stories. frankly, Disney is cheating children. the United States many of the film is always the opposition of good and evil, good guys against bad guys, fits the simplistic formula of Hollywood movies of the sharp contradiction between the world’s simplistic. I do not want to shoot such a film. ”

These problems, however, is not the Disney into China, will face the most pressing problems. Their biggest headache is that lengthy negotiations have made Disney missed the best time to enter China.

Shanghai Television University Institute of Technology professor Dr. Zhao Kangwei told reporters, Disney for the first time and the Chinese government contact was in 1994, met with the leadership of the Pudong New Area. District secretary in charge of receiving exactly Zhao, when Zhao said that people in China’s children are looking at you Disney grew up, so you come there is a basis.

Even took another eight years before he really started negotiations, Disney is also still very confident, because the distance of the Disney animated film in the CCTV broadcast end time is not yet very long. However, another eight years later, the situation is quite different. Today, very few of the children to see China for a Mickey Mouse doll and joy, may be replaced by a domestic hi Yang Yang.

Shanghai Television University Institute of Technology professor Dr. Zhao Kangwei am not worried, he believes that Walt Disney 90 years from the date of the last century, it had taken note of the fracture during this period. Disney animation of the cartoon characters have been insufficient to attract people to come to Disneyland, they have already started to make changes. Thus, in 1989, the United States appeared in Florida, Disneyland, MGM Studios, this is obviously “copied” the rival Universal Studios theme park; in 1998 and also appeared in the animal kingdom, which has exceeded the theme park content; in 2001, Tokyo Disneyland, an increase of the marine park, and strive to fight for those who have can not be Disney’s fairy tales to meet the preferences of young people.

Negotiations, Disney has been running for the channel floor and, because they need a story every day to the Chinese children the opportunity to allow them to re-fall in love with Mickey Mouse. Otherwise, how could he make these children do not know for a cartoon image of the away Disneyland. Or, these children of young parents, when the Enlightenment had been Disney, after 80 after 70 generations, is the real target consumers?

Nostalgia, Disney is perhaps the fate of a breakthrough in China.

From the classic animated Disney started the earliest design of the classic pattern Walt nostalgic feature. So the Disney theme park in the United States where there are many early 20th century Middle America, so that many adults will be full of homesickness to themselves and are here together. This success has attracted those who are reluctant to become enthusiastic tourists in adults, and they bring children to come to the ratio is usually 4:1. The high proportion of repeat business from here.

Interpretation of the Disney Shanghai suction Golden Journey: tourists spend about 600 yuan per capita (b)
“Disney effect”

“Cigarette gold” at the same time, a powerful “Disney effect” has already appeared in Shanghai in various fields.

November 4, announced in Shanghai Disneyland granted to the news of a half-hour, close to Disney land in the Pudong New Area Planning Chuansha town A08-03 block to the auction. Just 15 minutes, this piece can be seen as “Disney concept” of land plots, with regard to 1.19 billion yuan in total, “the final word,” premium rate as high as 264 percent, more than a premium this year, the highest rate in Shanghai, Wang — Plot No. 10, Lane Zhao level. Away from the Disney project, the core area of about 6 km to B03-13A and the concept of land, after 39 bids, eventually closing 49.5 million yuan, a premium rate as high as 427%, equivalent to the floor price of 1.6 yuan / square m.

Chuansha of the property market had been “too expensive wheat flour bread.” Since the news of Disney settled in Chuansha, the Chuansha’s land prices have risen 10 times straight. Just eight months ago, in March this year, the completion of transfer of the new town of Pudong New Area Chuansha A03-12 commercial plots, its floor premium is only 3809.4 yuan / square meter.

Market research firm place to live off of the data, with “Disney concept” of second-hand housing prices, from March to October of this year were up by 30%, the future “Disney concept” of real estate there may be 20% of the rise, the average price in the 15000 ~ 1.6 yuan / square meters.

Land prices, property agitation, the stock market began a “collective carnival.” November 2, in the good news related to the stimulus, the so-called “Disney concept stocks” many individual stocks daily limit, the static price-earnings ratio of individual stocks more than 400 times, the rest of the same individual stocks led the gainers.

And that’s just the dominant side.

“Disney in Shanghai, will drive the 30 billion to 400 million, related to consumption, driving 50000 people are directly employed 8 million people in indirect employment.” Shanghai University of Finance, Professor Ho Kin-man told the “China News Weekly”, which enhance the Shanghai International recognition and overall competitiveness, promote industrial restructuring, are big advantages.

Long been concerned about the development of tourism Ho Kin-man said frankly that, after the completion of a Shanghai Disneyland is expected to add at least annually to Shanghai 3000000-5000000 times of tourists. “In the U.S., per capita consumption of 100 yuan, 6.7 yuan of which is tourism, and entertainment expenses. China now there is no separate statistics, the reality of our spending has been a great tour of the.” Jian-Min said.

November 18, China National Tourism Administration Tourism Promotion and International Cooperation Division Director Liu Kezhi in the 2009 China International Tourism Fair press conference also said that China’s domestic tourist arrivals in 2008 reached 1.712 billion passenger trips and revenue nearly 900 billion yuan .

“By 2015, we will have 30 million passengers, tourism, holiday entertainment needs.” Jian-Min said.

To benefit not only in Shanghai, in fact, the Disney project, off Shanghai, but also affects the whole Yangtze River Delta Tourism nerves. Travel agents say the one hand, Shanghai Disneyland will attract tourists to the Suzhou area, especially the parent-child couples vacation tours, visitors will travel to Shanghai; the other hand, may bring a quiet pattern of changes in the tourism market, long Triangle regional tourism attraction will be further enhanced, and perhaps will become the new domestic travel hot spots.

“In the market, a cheer at the same time, Disney’s opportunities and risks go hand in hand.” Zhao Kangwei resistant to remind.

Shanghai University of Finance, Professor Ho Kin-man said, “the Disney project, were assessed, some experts fear that this will be full-scale invasion of American culture.” In fact, Disney into China, a purely American culture to be completely rooted in the five years of civilization, China, and its cultural compatibility remains to be tested, while the younger generation in China, you can enjoy hi Yang Yang, Gray Wolf, McDull, Mickey Mouse is not the only option.

In 2002, the domestic theme park industry leader OCT “Happy Valley” will have to enter the Shanghai market ideas. “It was heard that Disney to come, there is no immediate access to that Disney was too powerful.” Zhao Kangwei said, “China News Weekly.” The time, “Happy Valley” to enter the Shanghai market to the Zhao Kangwei solution, “when they first concern of course is useful.”

Seven years later, Disney came, just a new extension Songjiang District in Shanghai, “Happy Valley” the territory of the OCT, in the face and the Disney theme parks Tongcheng competition concern.

This time, the “Happy Valley” No retreat. Overseas Chinese Town Group, any Cray CEO and president, said the entry of Disney theme parks will promote the local brands and the whole industry in the development of the market “pie” bigger. It is noteworthy that in 2005 Hong Kong Disneyland opening, with a Hong Kong across the Shenzhen River, “Happy Valley”, tourists Jingbu increase due growth rate of 10.2%, including “Happy Valley”, including Shenzhen Overseas Chinese Town series of theme parks, when the total number of people received 10 million visitors the first time.

In July 2009, the State Council promulgated the “Cultural Industry Promotion Plan”, an unprecedented move should be made to the development of independent intellectual property rights of the theme park to promote the rise of the local theme park.

Thus, Disney in Shanghai’s “absorption of gold” road, will face a tougher market competition, “Mickey Mouse in China, what would become, no doubt full of variables. But in any case, Disney’s enter the theme park industry in China will bring a new round of competition and development, “Zhao Kangwei told,” China News Weekly. ”

Shanghai Disneyland: a goose that lays the golden egg?

To maximize the appreciation of land, the introduction of well-known brands bear fruit the fastest, easiest to open the room for imagination. In particular, in the moment, the entry of international brands is the best theme speculation

Text / Ji Zhi-Gang

Professor Zhang Wuchang of local competition in accordance with the theory of economic competition between different areas of China are mainly reflected in land development. Land development is well run, like the local economy and fiscal revenue, whereas units must ranking behind. If the second and third line in the coastal cities, land development as the plant is mainly reflected the proliferation of industrial boom, then, in a big city like Shanghai, where land sales are the main indicators of economic success. Shanghai first ten months of the land transfer revenues Ultra 80 billion, won the national title, no doubt proved that Shanghai is a city management, land development leader.

To maximize the appreciation of land, the introduction of well-known brands bear fruit the fastest, easiest to open the room for imagination. In particular, in the moment, first-tier cities across China, especially the land the greater the bubble blowing, in the hot money have shown unprecedented enthusiasm for the land case, the entry of international brands is the best theme of speculation. It is reported that in the Disney project approval, following the announcement of Pudong Chuansha town of second-hand housing immediately jumped up 50%. Is not difficult to imagine the region surrounding the land transfer price will also be shot up more than.

Thus, at least in the immediate term, the introduction of Shanghai Disney is successful, not only for the next few years, huge investment in stocks may pull GDP, once again realized the immediate revenue from land sales can be said to have created will be a golden egg goose.

However, the investments are based on the expected return on investment will depend on the realization of the expected implementation. So Disneyland in Shanghai, can be optimistic about all aspects of the final is expected to become a reality?

Disney set up the stage, land-sing

The news of the Disney project, the dust has settled a stock immediately limit-price immediately turn and a half. “Park set up the stage, land-opera”, which may be pushing this project in Shanghai is the real goal. The concept of speculation by Disney, will raise the price of land surrounding the Shanghai municipal government is expected to get huge revenue from land sales, equivalent to Disney’s future of the region driven by a one-time cash earnings. Need to pay the costs, but it was built, but park fees and necessary infrastructure improvements.

According to media reports, the cost to build gardens and some 244 billion yuan, of course, this is only a static estimate, given the current inflation situation, the final expenditures are more than that. Infrastructure also needs a lot of money investment. Hong Kong Disneyland as an example, the Government in infrastructure construction investment and to build gardens in comparable costs. If Shanghai is also the case, then the total investment cost of 500 billion yuan.

This is a very conservative estimate. News of the project approved immediately boost the morale of experts come out, claiming that Disney would pull trillions of yuan in GDP. According to experts, has always been thinking, this prediction does not require proof needed is imagination. As long as the momentum can build and promote land Zhang Sheng, government land sale proceeds be secured, the next thing a later date.

From the operation of the city’s point of view, of course, nothing wrong with this practice. Even if the Chuansha town’s land and house prices have been stir-fried to heaven, but also can not blame the government can only say that investors are too irrational. Is, investors as to-go, the Government has had to Sishou appearance. Has been put into use from the Disneyland of view, the situation is not optimistic about the imagination, especially in Paris and Hong Kong Disney, had become a heavy burden for the local government.

Disney’s success, success does not mean that investors in

Part of the Disneyland is unsuccessful, both the result of the ever-changing consumer demand, but also to bring Disney’s strong brand, experts in business computing results.

Disneyland itself is a brand extension. Mickey Mouse and Donald Duck are initially cartoon image, it can be developed into a major amusement park, is where the Disney out of color, but also it can cause lasting attract children. In 1955, the world’s first Disneyland opened in California dates back half a century of brand accumulation, and 30 years later, with Mickey Mouse and Donald Duck’s strong brand and started into the world.

The Walt Disney Company is a multi-media networks, theme parks and tourist resorts, film and television entertainment and consumer products business, a number of large groups. Disney’s success is the value of brand extension and the excavation of the model. In the theme park business, after half a century of exploration, the Walt Disney Company has established a set of mature business model and a global developer and operator of the five Disney theme park, including in Tokyo, Paris and Hong Kong 3 the United States outside of Disneyland. Shanghai is planning to build a sixth.

Brand the output in a high degree of caution and hold a conservative attitude is a Disneyland commercial development on the one major characteristic. Disneyland large-scale, high investment, large sunk costs are neither ordinary investors can bear, nor the Walt Disney Company that they can bear alone. It is only by the local government for its support, including support in terms of financial investment, but also be able to ensure that large traffic situation, the Walt Disney Company will consider building a new park. This is after more than 50 years of development, the Disneyland theme park so far, only a mere five reasons.

Disney’s caution is justified. As late as 1983, Disney was to establish the first overseas theme park, namely, Tokyo Disneyland, which is Disney’s most successful examples of overseas promotion of the. Tokyo Disneyland opened, the access to the Japanese people very welcome return significantly, in 2001, Disney has built up at sea. Tokyo Disneyland 97% of the tourists came from the Japanese people, this is the key to its success.

Outside the United States and the Disney built Disneyland, they are nothing but the other two is in trouble. Disneyland Paris has performed dismally, opened in 1992 and has been a loss, stay up until 1995 to obtain low-profit, and later plunged into a loss, until 2007 that she losses, or only marginal profit. Hong Kong Disneyland is not the ideal operating conditions, although the full almost every day, but still a loss year after year. According to the Government’s optimistic assessment, to wait until 2014 to losses, not optimistic, then have to continue after a loss.

However, investors do not make money, does not mean that Disney does not make money. Although the construction of Disneyland Park, cautious, but in the commercial negotiations and the value of mining areas, but it is the absolute experts in. Hong Kong Disneyland as an example, in a total investment of 27 billion Hong Kong dollars in Hong Kong, the actual funding about 90%, equity is only 57%, while the Walt Disney Company is only a little money, account for 43% shares of the printing of often tell it as “unequal treaties.” Business Cooperation your situation I would like to, of course, does not matter equality inequality Moreover, the Walt Disney Company’s investment includes a large number of intangible assets, equity ratio should be higher than the proportion of capital contribution. But this kind of investment arrangements but also proved one thing, that is, when the Disney theme park is completed, bear the financial risk is that the real investors, rather than the Walt Disney Company. In addition, the terms of cooperation in accordance with Hong Kong Disneyland, the Hong Kong side, albeit in most of the investment return was only ticket into the park a huge cartoon product sales benefit retained by the Disney Company. It is packed every day Hong Kong Disneyland is still an important reason for a loss. Although the loss of the Hong Kong Government, The Walt Disney Company is Hanlaobaoshou.

Shanghai Disney’s contract details have not yet been disclosed, is unable to determine whether the “unequal treaties.” However, the information has been sent to see, it is likely “copy” of the Hong Kong model. Alleged that Disney’s three Chinese investors in Shanghai – Shanghai Lujiazui, Shanghai Jingwen Investment Co., Ltd. and Shanghai Nanhui District Real Estate Co., Ltd. – Shanghai Disneyland will hold a total of 57% of the shares, the remaining 43% of the compared to Walt Disney Company. Terms of cooperation in Shanghai and Hong Kong are likely similar.

Dare I say it, Disney’s construction costs would be borne mainly by the Chinese side. The three companies are state-owned enterprises in Shanghai are, financing, they naturally did not a problem. However, in the generous terms of the contract signed, and paid a huge amount of capital investment, in the end will be the Shanghai Disneyland will be the goose that lays the golden eggs or a heavy financial burden, at least at present seems still uncertain.

Source from?

The greatest suspense, but also the theme park the most fatal problem is source.

According to a website online poll of more than half of User that it will not go to Shanghai Disneyland. Such arbitrariness stronger, questionnaire design are not the professional investigation of course, was insufficient, but at least shows that Chinese consumers found the Disney theme park have enough passion, need not worry about that after the park opened at least to the idea of passenger flow to play a question mark.

In addition to the United States, Disney has never been a nation-building two Disneyland. Reason is not difficult to understand, the huge investments needed to support long-term sustainability of the huge passenger flow, which would require a large number of theme parks around the dense population, also need the Disney culture as represented by the United States the public recognition, making it an enduring appeal. Tokyo Disneyland’s success is precisely because at the same time have met two conditions. The failure of the Paris Disneyland, but also because the French people have a natural aversion to American culture.

To learn from China, the enthusiasm of American English, the United States popular culture should be no doubt; Shanghai and Jiangsu and Zhejiang area is densely populated with 2000 census figures, the three population of 120 million, with a considerable number of Japan’s population enough to support the passenger traffic at Disneyland. There is nothing to worry about?

Others. Disneyland is a high consumption, and only has a large population is not enough, wealthy enough to need a large number of the population. Disney theme park in Japan, not only high per capita income, and a more even distribution of income, that is, in the Japanese population, consumption levels can afford to Disneyland a lot of people. On the contrary, China’s per capita income is not only relatively low, but also very unevenly distributed that the ability to Disneyland, a large number of high-spending customer base to provide the remaining questions. This is the first.

Second, China has two Disney theme park, will compete with each other. Guangdong Province has the largest number of rich people, they go to Disney, then play the first choice of course, are not going to Shanghai, Hong Kong. Hong Kong Disneyland after the park opened, although the free exercise of the support is still hard going, and now added a Shanghai Disneyland is bound to greatly reduce the brand monopoly power and market pricing, it is likely to fall into Game No One Played, who do not eat saturation dilemma.

Third, the biggest variable, but also because consumer tastes change. The popularity of computers and the Internet has not only dramatically changed the mode of production, but also dramatically changed the entertainment. Today’s children has no longer as keen on outdoor activities. Theme parks, of course there are many novelty gadgets, but the network can also provide these things, and update the odd cheaper, some even for free. Disneyland rely on the kids away from the front of the computer do? Rely on well-known cartoon characters do? Even Disney Channel landed no available, today’s children, how many know that Walt Disney, Mickey Mouse and Donald Duck like to see it? Lost children’s attraction Disneyland peril.

There are so many variables, to the Disney park opened in 2014 when Shanghai is perhaps the end of the day of regional prosperity. By then, even if Disney wants to come, it should not be surprised.

Stir-fry of any asset price, the result would be the future of the excessive overdrafts. The local government has rushed to announce that Disney would bring about 30 million passenger per year, while the area is almost the same Hong Kong Disneyland park opened four years, the total passenger traffic was 10 million. When Disney’s high expectations come to nothing when he was stuck in will not only investors, will include the whole of Shanghai.

Interpretation of the Disney Shanghai suction Gold Journey: tourists spend about 600 yuan per capita (1)
Disney Shanghai to gamble?

Disney came.

Is expected to be completed in 2014, Disney theme park in Shanghai, becoming the latest recent Shanghai’s economic center of the excitement and controversy. The estimated total investment of more than 500 billion Big Mac in Shanghai has the largest government investment projects.

In an excitement among the voices there is another, while Hong Kong Disneyland four years of operating difficulties are still entangled with the SAR Government, on the other hand in the recently announced news, Disney co-operation with Shanghai and Hong Kong and its “cooperation model is almost the same,” it was on the profitability of the Shanghai municipal government is quite concerned about the future.

Meanwhile, Disney has also come to China to face a reality 20 years later, when the children had grown up watching Disney, as well as how many people will for the first childhood memories will pay for?

Disney’s Shanghai shock

Although as a “reference” three Disney theme parks overseas, in addition to Tokyo Disneyland, the other two once Kadoba cold, but Mickey Mouse is still without prejudice to the chain in China, sparked enthusiasm. Mickey Mouse in the short term is bound to become an effective lever of Shanghai’s economic

Reporter / Li Yi-lan

Disney came. “Boots” finally fall.

At 8:30 on November 4, Shanghai Municipal People’s Government Information Office, authorized to announce: Shanghai Disneyland project application report has been approved by the relevant state departments.

The children’s eyes filled with colors of the Disney fairy-tale world, but also adults in the eyes, such as “Open Sesame” myth of the creation of wealth as a “cash cow” do? Although not yet finally settled, the two sides are still on cooperation in the specific content and detail in-depth consultations, but can be profitable around the topic of Disney, has long been controversial everywhere.

As a “reference” overseas three Disney theme park, in addition to Tokyo Disneyland, the other two once Kadoba cold. Paris, France, opened in 1992, Disney, opened a year, losses reached 900 million U.S. dollars, “Disney’s headquarters executives not even dare to view the daily fax from Paris, because the loss of the above so that the heart can not be to bear. “U.S. Pulitzer Prize winner James Stewart in” Disney War “described in his book.

Hong Kong Disneyland can not be optimistic about the situation. Accordance with Hong Kong Financial Services and the Treasury Bureau report entitled “Hong Kong Disneyland’s finance and financial benefits” of the document, completed in 2005, Hong Kong Disneyland has not yet turned a profit.

“People overlook the crucial point, Disney was a ‘Big Mac’ style of industrial chain, theme parks, but its one of the means to make money.” Shanghai Television University Institute of Technology professor Dr. Zhao Kangwei told the “China News Weekly.” Disney Shanghai from 2002 to restart negotiations on the project began, Zhao Kangwei had participated in including a number of international brands, including Disney theme park to introduce the negotiations, he confessed that had been concerned about the theme park industry for decades.

Disney’s business model from a global point of view, Disney’s “suck money” mainly depend on four major parts: the film studios, theme parks and resorts, the Disney doll commodities (including Disney’s licensing business, Direct Marketing, books publishing, gaming, retail, etc.), media network. These four blocks are interlinked and Walt Disney to build a powerful “smoking money” empire.

25 billion, eventually passed

A report on Shanghai Disneyland project feasibility report is expected to be completed in Shanghai in 2014 the Disney theme park, the first phase of investment would be as high as 24.48 billion yuan.

Nearly 250 billion yuan invested huge amount of cost recovery and profitability, becoming the focus of public attention.

“This could refer to the theme park as a joint venture company the cost of inputs, the investment is not just for theme park park, the park also includes a variety of capital costs, land costs, environmental costs, part of the regional transport infrastructure costs, relocation costs. “Zhao Kangwei said,” China News Weekly. ”

In Hong Kong Disneyland project, Disney will be posted to the senior management team, providing the right to use the brand, while taking 7% of the brand fee; the Chinese side will provide all middle-level managers and ordinary employees, a joint venture between the United States to pay to the theme park project royalties, production fees. If the expected mode of cooperation with the Hong Kong Disneyland project the same, it means that the Disney theme park has not “suck money” before, 250 billion has been invested as part of the way through this “return” to the Walt Disney World.

According to earlier media reports, the Disney project, equity, China accounted for 57% stake in Disney’s 43% stake. Shanghai state-owned large enterprises designated by the Government on behalf of China, establishing a joint venture with the Walt Disney Company, 100 invested by the joint venture billion yuan, of which China invested 5.7 billion, Disney invested 4.3 billion. The remaining 150 billion in bonds, which the government owns 12.0 billion debt, banks and other commercial institutions have 3.0 billion debt.

State-owned enterprises Lujiazui Group, a joint venture is considered a major shareholder in the Chinese representatives, although not yet officially confirmed, but one of the key persons involved in the negotiations to “China News Weekly” said, after negotiations conducted by the Disney project, Lujiazui Group had As a representative of the Chinese investor to participate.

“To build a theme park, it is necessary first to lease or lease obtain land, while the land is state-owned assets.” Zhao Kangwei analysis of resistance, “said the Chinese joint venture itself is state-owned enterprises, in fact eventually passed through the land the lease or lease a portion of their investment section is returned to Chinese companies. ”

“Sino-US 25 billion investment in both the input, in fact or in a large part of the land, copyright, project design, production and interest cost of funds, etc., etc. return to each other, the cost of construction of the park is not very high proportion.” Zhao Kangwei said.

The Disney’s Shanghai “suck money” journey has just begun.

Disney Snowball

“Disney settled in Shanghai is another milestone in the history.” November 3, The Walt Disney Company’s official website in English was published in The Walt Disney Company CEO Robert Iger’s statement to the Shanghai market, this piece of “big cake “demonstrated great enthusiasm and expectations is evident.

“Large-scale theme park’s success must be operating in the theme park itself, the surrounding facilities operations, brand and intellectual property rights in the operation of these three levels make a difference, have created.” Zhao Kangwei explained that the theme park operating income Park, the most basic source of income, mainly from the tickets, services, sales, sponsorship income, etc. pose a few.

Disney predicts that operating income in the park, the ticket sales accounted for 50%, food and beverage accounted for 24.5%, 24.5% of goods, other income of 1%. Operating income in the park ticket sales in the position shown.

“The Shanghai Disneyland ticket prices initially priced at 320 yuan,” Shanghai University of Finance and Professor Ho Kin-man told the “China News Weekly.” He Jian-Min is the first tourism economic scholars, in February of this year, he was the only one travel expert, participated in the Shanghai Disneyland project evaluation, “and signed a confidentiality agreement.” According to UBS (UBS) in the world of regional economic data published by investigative bodies, as of March 2007, according to purchasing power parity estimates, per capita income in Shanghai has reached 27,734 U.S. dollars, ranking first in the Mainland, “so the pricing is reasonable and scientific . “Jian-Min said. Disneyland project in Shanghai in 2002 to restart the negotiations, the United States by the time market research that the proper positioning of tickets in the 220.

Ho Chien-min estimates, ticket sales combined with shopping and spending, drinks, transportation costs, admission time, visitor spending per capita will be 600 yuan.

And how to get this snowball snowballing it?

“The market is based on a key.” Ho Chien-min told the “China News Weekly,” “Disney’s operational profitability in the park you want, need to ensure that annual passenger traffic of about 1,000 million people.”

“Shanghai has a unique advantage in that a larger population base.” Jian-Min He further explained that “Shanghai has 20 million people, the entire Yangtze River Delta region has 75 million people, is China’s most economically prosperous areas; Shanghai currently has 102 million domestic tourist trips inbound tourists around 7 million passengers, the number is still rapidly increasing. ”

From the National Bureau of Statistics disclosed in the fifth national census bulletin, 0 ~ 14-year-old children in China, about 280 million, and they, it was Disney’s most important target population groups.

With the market-based, how to ensure that 10 million passengers a year for the Disney theme park visitors “pay”?

The Walt Disney Company Disney Channel is another tourist attraction “trump card.” They need a story every day to the Chinese children the opportunity for children to re-love Mickey Mouse. But, because of China’s cultural industry policies restricting, the Disney Channel landed a Disney project, twists and turns in the negotiations for decades been a “stumbling block” is one. According to earlier media reports, the Disneyland project in Shanghai, it may include a major media agreement. Widely circulated version, this agreement allows Disney in the form of joint ventures and allowed him to film, television and Web content.

The theme park, Disney’s operating income is just “suck money” tip of the iceberg. Throughout the world operating conditions of the Disney theme parks Walt Disney Company income accounted for only 20% of total revenue, follow-up film and television revenues accounted for 30%.

The remaining half of the income? “Secret all the derivative products, secondary consumption.” Zhao Kangwei said, “China News Weekly,” Disney and the remaining 50% of their income, all from the brand.

Mickey Mouse Secondary Consumption

“We must make Shanghai Disneyland around the resort, including Disney, shopping malls into a second new ground, becoming the city’s new landmark.” Settled down in Shanghai as the Disney theme park, “thunder” gradual, Disto Nigeria’s vice president, has a smell of the wealth of Disney’s yet another new point.

As early as 10 years ago, Disney’s consumer products have already aggressively enter the Mainland market, the business of cartoon image of the consumer products markets every year with 18% ~ 20% rate. Data show that Disney authorized merchandise turnover in China each year has reached more than 400 million U.S. dollars. At present, the mandate of the various areas of business more than 80 products over the toys, bedding, stationery and other fields.

November 12, Walt Disney Company announced a 2009 fourth-quarter earnings, the data show that the current fiscal quarter, the company achieved net profit of 895 million U.S. dollars, compared with 760 million U.S. dollars over the same period last year a substantial increase, but the theme park context, it was an 17% profit decline, with only 344 million U.S. dollars.

For Disney, “suck money” into the “strong arm”, and it is a huge income derivative products.

Disney’s California Adventure theme park next to a world-renowned shopping street, called Disney’s Town (Downtown Disney), where shops sell a different theme albums, souvenirs, clothing, dolls and other commodities, they are all belong to The Walt Disney Company, are no bargain price tag, even if those stores are using plastic bags, uniform blue background of the Mickey Mouse logo. Walt Disney World (World of Disney) where sales of shape beautiful, gorgeous dressed Mickey Mouse and Donald Duck exaggerated ornaments, mostly in fifteen or twenty dollars a. Disney has its own distribution centers, huge storage of goods, steady flow of these shops, “blood transfusion.”

Take the Disney town shopping center represented only part of the Disney resort area. “The theme park is the core part of the resort, but the surrounding supporting shopping street, hotels, clubs, water parks, shopping streets and all kinds of sports venues and so on, equally indispensable.” Zhao Kangwei said, “the Disney Theme Park Products development strategy is to build a theme park, leisure and tourism resort complete and mutually supporting each other source. ”

According to Zhao Kangwei for many years of research, in the United States Florida Disney World’s four theme parks, a total of 18 thematic hotels, clubs, spa and villas, some more than 23,000 beds, two 18-hole golf course, a 450 hectares of natural lakes, nine tennis courts and some recreational facilities, camping ground.

“The addition to the theme park outside of Disney’s consumer income is another important source of income.” Zhao Kangwei said. 2008 Disney’s financial statements also showed that the annual theme of the Disney Resort hotel with a total revenue of 115 billion U.S. dollars, profits of 19 billion U.S. dollars.

As a “secondary consumption”, Disney’s tactics as well.

In Disneyland, you usually only drink a cola drink is Coca-Cola. This is the Walt Disney Company to the Coca-Cola’s “privilege”, Coca-Cola in the sharing of the Disney theme park sales profits, we must also pay a lot of money to the Walt Disney Company franchise fees.

As we all know, Disney is the world’s largest consumer brands licensees, Disney Consumer Products (referred to as DCP) exclusively through patents, licensing and other forms, is responsible for Disney’s consumer brand development, marketing and licensing business. This means that only the “Winnie the Pooh” and so the image of the sale, the Walt Disney Company could sit “to count the money,” the.

Manufacturers are also sponsored by Walt Disney “sucked gold” of “weapons.” “Toyota, LG and other major international companies have been sponsored by the Disney theme park in the project, they have access to the project naming rights, it would also pay a fee to the Walt Disney Company.” Zhao Kangwei said, “China News Weekly.”

In March 2009, Disney Consumer Products is in China, announced the launch of Disney’s first authorized by the Chinese B2C online shopping platform for the sale of more than 5000 kinds of Disney licensed products in preparation for eating online shopping piece “big cake.” Disney also claimed that the future of online sales will account for the entire Walt Disney Consumer Products sales 8% ~ 10%.