全球最大乐高乐园开园，暑期市场表现待考

Core Insights - Shanghai Lego Land officially opened on July 5, 2023, with an investment of $550 million, making it the largest Lego park globally, built with over 85 million Lego bricks [1][9] - The park is part of Merlin Entertainment's ambitions in China, but it faces challenges in reputation due to equipment failures during the trial operation phase [1][10] Visitor Impact - The opening of Shanghai Lego Land significantly boosted hotel bookings in the surrounding area, with a 3.5 times year-on-year increase in reservations in Jinshan District, where the park is located [3] - Searches for Shanghai Lego Land on travel platforms increased fivefold compared to May, and ticket bookings ranked among the top five attractions in Shanghai [3] - The local accommodation market is seeing a shift, with over 70% of hotel bookings coming from out-of-province travelers, compared to over 50% last year [3] Operational Challenges - The park's opening coincided with peak summer tourist season, raising concerns about its operational readiness due to previous equipment malfunctions, including a ride that trapped visitors for over 40 minutes [10][11] - The hotel associated with the park has faced criticism for its strict check-in and check-out policies, which differ from typical hotel practices [10] Future Considerations - Experts suggest that the park's management needs to enhance operational efficiency and safety measures to handle the expected influx of visitors during the summer [16][17] - The park's target demographic is families with children aged 2-12, which presents unique challenges in terms of transportation and accessibility, as many families rely on parental support for travel [16][17] - Merlin Entertainment's strategy in China will be tested by the performance of Shanghai Lego Land, which may influence the future openings of parks in Shenzhen and Sichuan [17]