Core Viewpoint - Shanghai Disneyland is adjusting its ticket pricing structure by adding more intermediate price levels while keeping the highest price (799 RMB) and the lowest price (475 RMB) unchanged, aiming to provide more options for visitors and balance annual visitor distribution based on traffic forecasts [1][6]. Ticket Pricing Structure - The current ticket pricing structure will expand from six levels to include additional intermediate prices, with the specific new prices yet to be announced [1]. - The previous ticket structure was adjusted from four levels to six levels in November last year, with prices set at 475 RMB, 539 RMB, 599 RMB, 659 RMB, 719 RMB, and 799 RMB [1][3]. - Since its opening in 2016, Shanghai Disneyland has undergone six price adjustments, starting from two price categories (high peak and regular days) priced at 499 RMB and 370 RMB respectively [1][3]. Visitor Statistics - As of December 2023, Shanghai Disneyland has welcomed over 13 million visitors, setting a new attendance record [4]. - The average daily visitor count typically ranges from 30,000 to 40,000, with peak weekends and holidays seeing numbers rise to 50,000 to 60,000, and potentially reaching 80,000 during extreme peak periods [4]. Pricing Strategy - The pricing system is designed to cater to China's large population and concentrated holiday periods, with the 475 RMB "regular day" ticket aimed at attracting local and nearby visitors [6]. - The 799 RMB "special peak day" ticket serves as a "price barrier" to manage visitor flow, discouraging price-sensitive families during peak times to ensure safety and a basic level of experience [6]. Industry Comparison - Similar to Shanghai Disneyland, Hong Kong Disneyland has also implemented a tiered ticket pricing system, having raised prices multiple times over the past years [6]. - In the 2024 fiscal year, Hong Kong Disneyland reported its first profit in a decade, with record revenue and attendance, highlighting the effectiveness of the tiered pricing strategy in driving performance [6].
上海迪士尼宣布：将调整票价结构
Nan Fang Du Shi Bao·2025-08-25 10:59