门票5折仍无人问津？杜莎夫人蜡像馆接连闭馆 母公司去年巨亏47亿元！蜡像成本150万元/个

Core Viewpoint - The closure of Madame Tussauds museums in China and other countries highlights the challenges faced by this iconic brand, which is struggling to adapt to changing consumer preferences and high operational costs [1][5][17]. Group 1: Closure of Madame Tussauds Museums - The Beijing Madame Tussauds museum closed on September 30, marking the second closure in China this year, following the Chongqing museum's closure four months earlier [1][5]. - The operational costs for the five museums in China exceed 630 million yuan, with the Beijing location alone costing over 140 million yuan [2][14]. - The closures are part of a broader trend, with Madame Tussauds locations in San Francisco and Turkey also shutting down due to insufficient visitor numbers [5][17]. Group 2: Financial Performance and Strategic Shift - Merlin Entertainment reported a pre-tax loss of 492 million pounds (approximately 4.92 billion yuan) for 2024, with a significant decline in brand value attributed to the Madame Tussauds brand [17][19]. - The company is shifting focus from the high-cost Madame Tussauds to Lego Land, indicating a strategic pivot in response to market pressures [17][19]. - The operational model of Madame Tussauds is criticized for its high fixed costs and low repeat visit rates, making it difficult to achieve economies of scale [6][12]. Group 3: Changing Consumer Preferences - The appeal of static wax figures has diminished among younger consumers, who prefer interactive and immersive experiences offered by new entertainment options [11][12][16]. - The rise of AI and virtual experiences has further eroded the uniqueness of wax museums, leading to a decline in visitor interest [11][12][16]. - The shift in consumer behavior reflects a broader trend in the entertainment industry, where experiential and interactive offerings are increasingly favored over traditional attractions [21][22]. Group 4: Future Directions and Industry Trends - The future of Madame Tussauds may involve transitioning to lighter asset models, such as digital exhibitions, to maintain brand relevance [19][21]. - The industry is moving towards creating strong interactive and social experiences, rather than relying solely on celebrity culture [21][22]. - Merlin Entertainment acknowledges the need to leverage existing assets and invest in technology and talent to enhance customer value and drive growth [21][22].