当8500万块乐高积木垒起“亲子标杆”，家庭出行有了新首选

Core Insights - Shanghai Lego Park is successfully establishing itself as a "parent-child benchmark" in the competitive theme park market, achieving an 80% family visitor ratio and a 1:1 ratio of ticket sales to secondary spending, which is significantly higher than the industry average of 8:2 [1][4]. Group 1: Visitor Experience - The park's New Year theme event, "Big Happiness for the New Year," offers families a unique bonding experience, moving away from traditional passive entertainment to interactive participation [1][2]. - Families are engaged in hands-on activities, such as building a giant firecracker, which fosters intergenerational connections and shared memories [3][4]. - The park's design encourages children to actively participate in cultural tasks, enhancing their understanding of traditional customs while promoting family interaction [3][4]. Group 2: Financial Performance - The park's ticket and secondary spending ratio of 1:1 is a revolutionary shift in consumer behavior among Chinese families, contrasting with the lower secondary spending rates seen in other major theme parks [4]. - Over 30,000 children have celebrated their birthdays at the park, indicating a strong demand for experiential consumption that parents are willing to invest in [3][4]. - The park's hotel has seen a 19% influx of visitors from outside Shanghai, highlighting its growing status as a family travel destination in the Yangtze River Delta [5]. Group 3: Challenges and Adaptations - The park has faced challenges such as rigid ticket refund policies, which were adjusted to accommodate the unpredictable nature of family outings in China [6]. - Safety concerns regarding ride operations led to temporary shutdowns, prompting the park to enhance its safety protocols while ensuring a smooth visitor experience [6][7]. - High summer temperatures posed a challenge, leading to the implementation of additional cooling measures and plans for more indoor attractions [7]. Group 4: Strategic Direction - The park aims to immerse children in Chinese cultural narratives, fostering creativity and participation through themed areas and interactive performances [8][9]. - The strategy emphasizes emotional experiences over thrill-seeking, positioning the park as a leader in family-oriented entertainment [8]. - By 2026, the park plans to deepen its focus on parent-child co-creation, enhance family rituals, and solidify its status as a benchmark for family tourism in China [8][9].