全球最大、中国首座乐高乐园开业在即，亮点抢先看

Core Insights - Shanghai LEGO Resort, the first in China and the largest globally, officially opened on July 5, attracting significant attention in the theme park industry due to its innovative offerings and the booming "happy economy" in China [1][6][9] Industry Overview - The Chinese theme park market is experiencing explosive growth, with 86 key parks receiving 130 million visitors and generating revenue of 30.39 billion yuan in 2023, marking year-on-year increases of 71.84% and 97.86% respectively [8] - The market is becoming a hotspot for global theme park investments, with several international brands planning to establish parks in major cities like Shanghai and Beijing [8] Company Developments - Shanghai LEGO Resort features eight themed areas, over 75 interactive rides, and attractions made from more than 85 million LEGO bricks, operated by Merlin Entertainments [6][9] - The resort is strategically located in the Yangtze River Delta, which has a potential consumer base of nearly 55 million, enhancing its accessibility and expected visitor numbers [6] Consumer Engagement - The park includes unique attractions such as the 26-meter LEGO figure and immersive experiences that highlight Chinese culture, appealing to families and children [2][6] - The anticipated visitor flow post-opening is estimated to be between 3 million to 5 million annually, contributing significantly to the local economy [9] Local Brand Initiatives - Domestic theme parks are rapidly expanding and exploring IP development, with brands like Fantawild and Ocean Park introducing popular characters to enhance visitor experiences [9][10] - The growth of the middle class and strong demand for family entertainment are driving the development of the "happy economy" in China [9] Challenges and Recommendations - Despite growth, the industry faces challenges such as low secondary spending and repeat visit rates, with over 20% of local parks currently operating at a loss [10] - Experts suggest that enhancing local IP development and storytelling can improve visitor retention and overall park performance [10]