乐高半价抢滩、迪士尼调价优化，沪上主题乐园迎来“体验升级”新周期

Core Insights - The theme park industry in Shanghai is transitioning from scale expansion to refined operations and structural optimization, as evidenced by the recent strategies of LEGO and Disney [1][13]. Group 1: LEGO Land - LEGO Land's summer performance report indicates a clear customer segmentation and regional appeal, with approximately 80% of visitors coming from the Yangtze River Delta and 30% being families from outside the area [2]. - The park's average ride frequency per visitor reached 8.73 times, and the theme hotel maintained full occupancy, showcasing successful product combinations and visitor flow design [2]. - To attract new visitors, LEGO Land is offering a half-price ticket promotion during the Shanghai Tourism Festival, aiming to convert first-time visitors into repeat customers and enhance its market share in the family segment [5][13]. Group 2: Disney Resort - Shanghai Disney Resort has announced a series of new autumn activities, including the "Duffy Month" and special performances featuring local dialects, integrating local cultural elements into its offerings [6][10]. - The park will celebrate the fourth anniversary of the character LinaBell with themed dining experiences and special events during the National Day holiday [8]. - Disney is optimizing its ticket pricing structure by introducing more intermediate price points, which aims to balance visitor flow throughout the year and enhance the overall visitor experience [10][11]. Group 3: Industry Trends - Both LEGO and Disney are deepening localized operations, with LEGO introducing interactive activities and Disney launching culturally infused experiences, reflecting a shift from "traffic competition" to "retention operation" [11][13]. - The recent strategies of both parks indicate that the Shanghai theme park market is moving away from extensive growth towards a focus on operational depth, with LEGO targeting new family visitors and Disney optimizing existing visitor distribution [13].