亚洲最贵乐园来了，吓退上海中产

Core Viewpoint - Shanghai Lego Land, the largest in Asia, officially opened on July 5, 2023, but has received mixed reviews from visitors, with some finding it lacking in attractions while others appreciate it as a destination for Lego enthusiasts and children [2][3]. Group 1: Opening and Initial Reception - The park opened to the public on June 20, 2023, and experienced a malfunction on its popular ride "Lego Flying Car," leaving visitors suspended for over 30 minutes [4][5]. - The park's ticket pricing is notably high, with peak adult tickets priced at 549 yuan, making it the most expensive theme park in Asia [16][17]. - The park's location in Jinshan District is about an hour's drive from downtown Shanghai, aiming to attract visitors from the surrounding Yangtze River Delta region [14]. Group 2: Market Position and Competition - Lego Land is positioned as a competitor to established parks like Disney and Universal Studios, which have already made significant inroads into the Chinese market [10][12]. - Despite Lego's strong brand presence, the park's initial buzz and search interest appear to be lower compared to its competitors [12][28]. - The park's strategy includes targeting families with children aged 2 to 12, but some adults find the attractions less engaging [21][47]. Group 3: Pricing and Consumer Behavior - The annual pass is priced at 1399 yuan, encouraging repeat visits to boost ancillary revenue from dining and hotel services [20]. - The park's pricing strategy has led to criticism, as it does not replicate the "high price but installment experience" model of Lego toys, resulting in a high upfront cost for visitors [25]. - Initial ticket sales were strong, with over 3000 tickets sold during a promotional event, but subsequent availability suggests a lack of overwhelming demand [26][28]. Group 4: Broader Economic Context - The theme park industry in China is experiencing rapid growth, but current economic conditions have led to a more conservative spending behavior among consumers [51][56]. - Reports indicate that secondary spending within parks, such as dining and merchandise, has seen a decline of 10% to 30% in 2024 [55]. - The competitive landscape in the Yangtze River Delta is intensifying, with new parks like the Peppa Pig theme park set to open, increasing the pressure on Lego Land to innovate and optimize its offerings [58][59].