乐高可借助“寓教于乐”搭起国内主题公园新优势|2025消费趋势跟踪

Core Insights - Shanghai Lego Park aims to carve out a niche in the competitive theme park market dominated by giants like Shanghai Disneyland and Beijing Universal Studios, focusing on creativity and educational value for children [1] Market Positioning - Shanghai Disneyland leverages a century-old brand with a comprehensive IP matrix appealing to all age groups, while Beijing Universal Studios attracts young thrill-seekers with immersive experiences [2] - Lego Park emphasizes fostering children's creativity and logical thinking, which is highly valued in the education-focused Chinese market, providing a unique selling proposition [2] - The park's design may seem less appealing to adult visitors, but this limitation is a core strength, offering hands-on creative experiences that fill a significant gap in the theme park market [2] Regional Layout - The geographical location significantly influences visitor traffic; while Shanghai Disneyland has successfully turned its remote location into a vacation advantage, Lego Park faces challenges due to its distance of approximately 60 kilometers from downtown Shanghai [3] - The surrounding commercial infrastructure in Jinshan District is relatively weak, which may hinder the park's ability to attract visitors for extended stays [3] Strategies for Breakthrough - To overcome challenges, Lego Park should enhance its cultural content, user experience, and supporting environment [4] - Deepening cultural integration by collaborating with local IPs and showcasing Chinese cultural elements can enhance brand affinity and attract both domestic and international visitors [4] - Upgrading technological experiences with AR and VR can create immersive environments for children, while a dedicated app can enhance the overall visitor experience [5] - Addressing transportation issues is critical; establishing direct bus routes from major transport hubs and exploring metro extensions can significantly improve accessibility [5] Conclusion - Despite facing challenges, Shanghai Lego Park's focus on creativity and education opens new avenues in the theme park industry, positioning it as a comprehensive platform that integrates entertainment, education, and culture [6]