2024年，乐高乐园整体收入下滑1.8%，2022年开业的韩国乐高乐园，开了三年亏了三年，如果说开业第一年客流量只有预期的1/2还能甩锅给疫 情，去年录得亏损3500万英镑无论如何有点说不过去[1]。 今年7月上海乐高乐园开园，根据第一批游客的反馈，最大的优点是人少。 乐园耗资5.5亿美元，占地面积是上海迪士尼的1/5，但定价不遑多让，采用六级票价体系，儿童票最高479元/天，成人票最高599元/天。7月5日开园 1小时客流7500人，属于坑惨黄牛的水平。 自己的失败固然可怕，友商的成功令人揪心。相比之下，上海迪士尼开业首日的5万张门票秒售罄，凌晨四点游客大排长龙；2021年北京环球影城 开业，票价一度被炒到7000元一张。 乐高始终是最具想象力的玩具之一，但乐高乐园的想象力似乎有限。 开得越多赔得越多 上海乐高乐园反响平平，说实话怨不得中国消费者。全球的乐高乐园近几年都不太争气，乐园越新亏得越多。 2021年开业的纽约乐园更是重量级，去年足足亏了1.1亿英镑。 这两座乐园被视为北美和亚洲市场增长重点，结果出走半生归来还是拖油瓶，前期砸下去的3.2亿美元和2.8亿美元的巨额投入，回本遥遥无期。 虽然叫乐高乐园 ...

Core Viewpoint - The opening of Shanghai LEGO Land on July 5 marks a significant addition to the local tourism landscape, aiming to attract both domestic and international visitors while enhancing surrounding economic activities [1][2][6]. Group 1: Investment and Development - The total estimated investment for the Shanghai LEGO Land project and its surrounding commercial and municipal infrastructure exceeds 10 billion yuan [4]. - The project is a collaboration between the Shanghai Jinshan District government, Merlin Entertainment Group, LEGO Brand Group, and Huayi Culture Group, emphasizing a model reliant on government investment rather than real estate speculation [4]. Group 2: Market Impact and Consumer Behavior - The opening of LEGO Land has led to a 3.5 times increase in hotel bookings and a 6 times increase in homestay reservations in the surrounding area [2][12]. - The search interest for "LEGO Land" on the Tujia platform has surged, with a tenfold increase in searches from March to June, indicating strong consumer interest [10][12]. - Family-oriented travel is driving the demand, with over 60% of bookings coming from "post-80s" parents, and a 7 times increase in family room bookings compared to the previous year [11]. Group 3: Competitive Landscape - The presence of global theme parks like Disney and Universal Studios in China has intensified market competition, with LEGO Land positioning itself as a family-friendly destination focusing on educational entertainment for children aged 2 to 12 [6][10]. - The competitive environment is seen as beneficial, as it encourages diverse offerings and enhances the overall appeal of the region [6]. Group 4: Transportation and Accessibility - A dedicated LEGO-themed shuttle service has been introduced to facilitate visitor access, enhancing the overall experience and convenience for tourists [12]. - The integration of transportation services aims to provide a seamless travel experience from departure to return, further promoting the attraction [12]. Group 5: Future Plans and Expansion - The Shanghai LEGO Land management has plans for future expansion over the next 5-10 years, indicating a long-term commitment to growth and development in the region [1]. - The management aims to incorporate elements of Chinese traditional culture into the park's offerings, enhancing its appeal to both local and international tourists [13].