亚洲最贵乐园，吓退上海中产

Core Viewpoint - The opening of Shanghai Lego Land, the largest in Asia, has sparked mixed reactions, with some criticizing the limited attractions while others celebrate it as a haven for Lego enthusiasts and children [3][4]. Group 1: Market Position and Competition - Shanghai Lego Land is positioned as the most expensive theme park in Asia, with adult ticket prices reaching 549 yuan, surpassing those in Malaysia and Japan [15][24]. - The park's opening comes after major competitors like Disney and Universal Studios have already established their presence in China, raising questions about Lego's timing and market strategy [9][43]. - Despite Lego's strong brand recognition in China, with a market share of 48.6% in the building toy sector as of 2021, the park's initial reception suggests it may struggle to attract visitors compared to its competitors [42][44]. Group 2: Visitor Experience and Pricing - The park's pricing strategy includes a high single-day ticket price, while annual passes are priced at 1399 yuan, encouraging repeat visits to boost ancillary spending on food and merchandise [18][21]. - Visitor feedback highlights concerns about the park's focus on younger children (ages 2-12), leading to perceptions that it may not cater well to older children or adults [18][20]. - The hotel associated with the park has faced criticism for its strict check-in and check-out policies, as well as high compensation fees for damages, which may deter potential guests [20][21]. Group 3: Economic Context and Consumer Behavior - The current economic environment in China has led to more conservative spending habits among consumers, impacting the profitability of theme parks, which rely heavily on secondary spending [47][49]. - Research indicates that ticket sales typically account for about 30% of total revenue for mature theme parks, with food, retail, and accommodation making up the rest; however, secondary spending has seen a decline of 10%-30% recently [47][49]. - The competitive landscape in the Yangtze River Delta is intensifying, with new attractions like the Peppa Pig theme park set to open, further challenging Lego Land's market position [49].