实探即将永久关停的北京杜莎夫人蜡像馆：免费年卡用户成主流，渝京两地半年内接连关停

Core Viewpoint - The permanent closure of the Madame Tussauds wax museum in Beijing highlights the challenges faced by traditional wax museum formats in the current market environment, driven by declining visitor interest and changing consumer behavior [1][2][6]. Group 1: Closure Announcement and Visitor Trends - The Beijing Madame Tussauds wax museum will permanently close on October 1, 2025, due to lease expiration and brand strategy adjustments, despite claims from nearby merchants that the lease may actually extend to 2028 [1][4]. - Following the closure announcement, the museum experienced a surge in visitors, with 91 guests observed in just half an hour, equating to a typical day's traffic [1][3]. - The current adult ticket price is 99 yuan, significantly reduced from 200 yuan at the end of 2022, and lower than other locations in Shanghai and Wuhan [1][3]. Group 2: Industry Challenges and Consumer Behavior - The appeal of wax museums, particularly those centered around celebrity photo opportunities, is declining, with limited customer bases and low repeat visitation rates [2][7]. - The economic environment has led to more cautious spending on non-essential cultural experiences, further impacting visitor numbers [2][7]. - The traditional static display model of wax museums is losing competitiveness in an era where interactive and immersive experiences are preferred by younger audiences [6][7]. Group 3: Financial Implications and Brand Value - Merlin Entertainment Group, which operates the Madame Tussauds brand, reported a pre-tax loss of 4.92 billion pounds for 2024, with the brand's value dropping by 1.63 billion pounds, indicating significant financial strain [6][8]. - The closure of the Beijing and Chongqing locations reflects a broader trend of strategic contraction within the wax museum segment in China, as the company reassesses its market presence [5][6]. Group 4: Future Outlook for Remaining Locations - The remaining Madame Tussauds locations in China face similar challenges, as merely updating with local celebrity figures is unlikely to sustain visitor interest due to high production costs and low update frequency [8]. - In contrast to theme parks like Disney, which maintain visitor engagement through continuous expansion and new content, wax museums lack the same capacity for growth and adaptation [8].