Workflow
别对乐高乐园要求太高
远川研究所·2025-08-20 13:06

Core Viewpoint - The article discusses the challenges faced by Legoland parks globally, particularly focusing on the recent opening of the Shanghai Legoland, which has not met expectations in terms of visitor numbers and financial performance. It contrasts Legoland's performance with that of competitors like Disney and Universal Studios, highlighting the limitations of Legoland's appeal and its reliance on a younger demographic [5][10][15]. Group 1: Performance of Legoland Parks - The Shanghai Legoland opened in July 2023 with a visitor count of 7,500 in the first hour, significantly lower than the 50,000 tickets sold on the opening day of Shanghai Disneyland [5][6]. - Globally, Legoland parks have been struggling financially, with a projected revenue decline of 1.8% in 2024. The Korean Legoland has reported losses of £35 million over three years, while the New York Legoland lost £110 million last year [7][10]. - Merlin Entertainments, the operator of Legoland parks, reported an overall loss of £492 million in 2024 due to the poor performance of these parks [10]. Group 2: Historical Context and Ownership - Legoland parks were initially part of Lego's diversification strategy in the early 2000s but were sold to Merlin Entertainments in 2005 due to financial struggles [12][14]. - After a successful turnaround, Lego attempted to reacquire the parks in 2019, but the parks have since faced operational challenges [14][15]. Group 3: Market Position and Target Demographics - Legoland parks primarily target families with young children, with over 70% of visitors in Shanghai being families with children aged 2-12 [20][22]. - In contrast, Disney parks attract a broader age demographic, with a significant portion of visitors being adults without children, which enhances their revenue potential [16][18]. - The article emphasizes that Legoland's focus on younger children limits its appeal compared to competitors that cater to all age groups [15][27]. Group 4: Brand and IP Strategy - Unlike Disney, which creates and operates its own IP, Lego primarily relies on existing IP partnerships for its product lines, which limits its ability to attract visitors to its parks [25][26]. - The article notes that while Lego has successfully marketed its toys to adults, the same strategy has not translated effectively to its theme parks [22][27]. - Recent initiatives, such as the opening of a SEA LIFE aquarium at the Florida Legoland, indicate a shift towards diversifying attractions to appeal to a wider audience [29].