第一代外资网红景区悄悄退场了

Core Insights - The Beijing Madame Tussauds wax museum will permanently close on October 1, 2025, due to lease expiration and brand strategy adjustments [1] - After the closure, most wax figures will be relocated to other Madame Tussauds locations in China, while a few will be preserved [2] - The closure of the Beijing location is part of a global trend affecting Madame Tussauds and similar attractions [5] Industry Trends - The closure of the Chongqing Madame Tussauds in May 2023 marked the end of nearly nine years of operation, indicating a broader decline in such attractions [4] - Merlin Entertainments, the parent company, is restructuring its business and implementing dynamic pricing to address visitor and cost pressures [6] - The San Francisco Madame Tussauds also announced its permanent closure in 2024 due to insufficient visitor numbers and lease expiration [7] Changing Consumer Preferences - The decline of wax museums reflects a shift in consumer preferences towards more immersive and interactive experiences [20][24] - Younger audiences are increasingly drawn to experiences that allow them to participate actively rather than simply taking photos with wax figures [23][45] - The rapid turnover of celebrity culture means that wax figures often lack relevance and emotional value for today's youth [28][29] Market Challenges - The wax museum experience is perceived as outdated, with many visitors finding it less engaging compared to other entertainment options [32][34] - The pricing of tickets, around 200 yuan, does not align with the perceived value of the experience, leading to low repeat visits [29] - The industry is facing a "death zone" for mid-tier experiential projects, where costs cannot be recouped and social engagement is weak [33] Strategic Shifts - Merlin Entertainments is pivoting towards more engaging projects like LEGO parks, which offer stronger immersion and interaction [43] - The future of attractions will depend on their ability to provide memorable experiences that allow visitors to feel like protagonists in their own stories [45][48]