首次实行阶梯式退票标准，上海迪士尼向本土化靠拢

Core Viewpoint - Shanghai Disneyland has announced a new ticket refund policy effective January 12, 2026, allowing full refunds for tickets canceled seven days in advance, marking a significant shift from its previous non-refundable policy [1][3]. Ticket Refund Policy Changes - The new refund policy allows visitors to apply for a full refund if they submit their request at least seven days before their visit [3]. - For cancellations made between six days and one day before the visit, an 80 yuan service fee will be charged per ticket [3]. - Refunds will not be available on the day of the visit [3]. - The policy aims to provide more flexibility and convenience for visitors, addressing unforeseen circumstances that may affect their plans [3][9]. Adaptation to Local Market - The adjustment reflects a trend among international theme parks to align with local consumer expectations and practices in China [7][9]. - Unlike most overseas Disney parks, which maintain strict non-refundable policies, Shanghai Disneyland's new approach is more in line with local competitors that offer flexible refund options [8][9]. Consumer Behavior Insights - Experts suggest that a more lenient refund policy lowers the decision-making barrier for consumers, potentially increasing their willingness to purchase tickets [4][5]. - The policy change is seen as a strategy to broaden the consumer base by appealing to price-sensitive customers [5]. Broader Ticket Pricing Strategy - Shanghai Disneyland has been continuously optimizing its ticket pricing structure since its opening in 2016, including the introduction of more intermediate price levels to balance visitor flow throughout the year [11]. - The pricing strategy not only impacts revenue but also helps manage visitor numbers, ensuring a safe and enjoyable experience [11][12].