据上海乐高乐园度假区首月运营数据显示，其以游客体验为核心的运营策略效果初步显现，市场反馈平 稳，在亲子客群中形成差异化定位，票务、餐饮、零售及酒店业务均呈现相应运营特征。 运营中，乐园将游客体验置于首位，通过采取限流措施平衡游客量与等待时间，使大部分项目排队时间 控制在30分钟以内，游客游玩舒适度得到调整。 作为专为2-12岁亲子家庭打造的度假地，该客群占比超7成且持续攀升。乐园内8个创意工坊一个月组织 近千场拼搭活动，超12000名孩子参与；八大主题区13个拼搭体验区吸引近四万名游客；累计举办近 1700场演出，其中角色见面会950余场。 票价方面，乐园推出多元化组合，如夏日亲子畅玩套票"两大一小"928元起等，吸引一定数量家庭。配 合上海旅游节，推出园内餐饮半价优惠，"饥饿大嘴龙厨"等餐厅及多款餐品消费集中。 零售方面，奥利龙钥匙扣成为乐园零售店铺的热销品，乐高幻影忍者交叉式带鞘双剑等产品销量靠前。 乐高乐园酒店预订紧张，常出现房源不足情况，悟空小侠主题房间连续售罄。夜间睡衣派对等特色活动 为游客提供更多体验，也使游客长线旅行及多次进园的可能性有所增加。 (上海乐高乐园度假区) ...

7月5日，上海乐高乐园正式开园当天，早上7点入口处便开始排队，有"乐高迷"从北京、广州等地专程赶来，"等着能够早一步跨进这个园区的大门。"首座 乐高乐园的开业，让金山区一跃成为上海夏日游的新宠，金山区民宿预订量同比增幅达6倍。 把视线从乐高乐园转向南京西路，前不久，由全球奢侈品巨头路易威登打造的全新概念地标——"路易号"在这里精彩亮相，犹如一艘巨轮停泊在人来人往的 都市街头。 "路易号"以露台经济为特色，创新融合"首发+首展+首秀"三种业态，一亮相便吸睛无数，在线下吸引了无数市民游客前往"打卡"，于线上也掀起了热烈讨 论。"路易号"所在的静安区，也先后创新推出"日间船票""夜航船票"，通过票根经济、夜间经济等形式，打造联动模式、串联全域消费。 这个夏天，首发经济在上海持续聚集人气、激发活力，这也是我们系列观察的第二站。 从高铁上海虹桥站上车，不到20分钟就能抵达金山北站，出站不远处便是今夏刚刚开园的上海乐高乐园度假区，这是中国首个乐高乐园度假区，也是全球规 模最大的乐高乐园。 打卡第一家店、欣赏第一场秀、入手首发新品……首发经济自带创新属性、天生流量体质，其特点就在于"首"、在于"新"，在于能够激活消费者的尝 ...

Core Viewpoint - The rapid expansion of theme parks in China, particularly in the Yangtze River Delta and Greater Bay Area, is driven by the growing "park economy," with the market expected to reach 110 billion yuan by 2028 [3][4][11]. Group 1: Market Dynamics - The theme park economy in China is projected to approach 60 billion yuan in 2023, with significant growth anticipated in the coming years [3][4]. - Over 10 new theme parks have made progress in the Yangtze River Delta and Greater Bay Area this year, indicating a competitive landscape [3][4]. - The Yangtze River Delta has the highest number of theme parks in China, with 36 large parks receiving 47.37 million visitors in 2023, leading the nation in both park quantity and visitor numbers [9][10]. Group 2: Competitive Landscape - International top-tier IPs like LEGO, Harry Potter, and Peppa Pig are increasingly choosing to establish parks in the Yangtze River Delta, reflecting the region's economic and cultural advantages [9][10]. - The Greater Bay Area's theme park market is primarily dominated by local brands, with 9 large parks and 21.78 million visitors in 2023, indicating a different competitive strategy compared to the Yangtze River Delta [11]. - Local brands in the Greater Bay Area, such as Fantawild and Happy Valley, leverage their geographical advantages and established customer bases to maintain competitiveness [11]. Group 3: Pricing Strategies - Theme park ticket prices are showing a polarization trend, with international brands like LEGO charging higher prices (e.g., 1,399 yuan for an annual pass) compared to local brands like Happy Valley, which offers passes for around 499 yuan [14][15]. - Despite the lower prices, local brands are also increasing ticket prices in response to market dynamics, indicating a shift in pricing strategies [16][17]. - The overall visitor numbers for large theme parks in China reached 130.14 million in 2023, with a revenue increase of 97.86%, showcasing the market's vitality under varying pricing strategies [17]. Group 4: Future Trends - The integration of international IPs with local cultural elements is expected to capture more market share, combining global and local themes to attract both domestic and international visitors [12]. - Continuous innovation and project updates are essential for theme parks to avoid visitor fatigue and enhance repeat visitation [18].

Core Insights - The rapid expansion of theme parks in China, particularly in the Yangtze River Delta and Greater Bay Area, reflects a growing market for the theme park economy, projected to reach 1100 billion yuan by 2028 [1][6] - The competition landscape is shifting, with the Yangtze River Delta attracting international IPs while the Greater Bay Area focuses on local brands [5][8] - Pricing strategies are diverging, with international brands commanding higher prices compared to local brands, which are adopting more affordable pricing to maintain local customer bases [9][10] Group 1: Market Expansion - The first LEGO Resort in China opened in Shanghai on July 5, 2023, while the Shenzhen LEGO Resort is rapidly progressing with 38 out of 81 buildings completed [1] - Over 10 theme parks have made advancements in the Yangtze River Delta and Greater Bay Area this year, indicating a competitive market [1] - The theme park economy in China is expected to grow from nearly 600 billion yuan in 2023 to over 1100 billion yuan by 2028 [1] Group 2: Regional Dynamics - The Yangtze River Delta has the highest number of theme parks in China, with 36 large parks receiving 47.37 million visitors in 2023 [6] - The Greater Bay Area, while having fewer parks, focuses on local brands like Fantawild and Happy Valley, with 2.178 million visitors in 2023 [8] - The introduction of international IPs in the Yangtze River Delta is seen as a strategy to enhance competitiveness and attract more visitors [5][6] Group 3: Pricing Strategies - International theme parks like LEGO Resort in Shanghai have high ticket prices, with annual passes priced at 1399 yuan and daily tickets at 549 yuan, making it one of the most expensive in Asia [9][10] - Local brands like Happy Valley offer more affordable options, with annual passes priced at 499 yuan, significantly lower than international counterparts [9][11] - The overall trend shows a polarization in pricing strategies, with local parks also beginning to increase their prices in response to market dynamics [11][12] Group 4: Visitor Experience - Theme parks are focusing on continuous updates and immersive experiences to combat visitor fatigue and enhance repeat visits [2][10] - The concept of "peak-end experience," such as fireworks shows, is emphasized as crucial for creating lasting memories for visitors [2][10] - The need for innovation and adaptation in offerings is highlighted as essential for maintaining visitor interest and satisfaction [2][10]

Core Viewpoint - The article highlights the rapid expansion of theme parks in China, particularly during the summer of 2025, driven by a focus on family-oriented entertainment and the recovery of the "happy economy" post-pandemic [2]. Group 1: New Theme Parks Opening - Shanghai LEGO Land officially opened on July 5, 2025, becoming the largest LEGO park globally and the first in China, featuring eight themed areas and over 75 interactive attractions [3][5]. - In addition to Shanghai LEGO Land, at least eight theme parks opened or were renovated in China between June and August 2025, marking a significant increase compared to previous years [8][9]. Group 2: Visitor Trends and Ticket Pricing - The peak ticket price for Shanghai LEGO Land is set at 549 yuan, with adult tickets ranging from 319 to 599 yuan, while children's tickets are priced between 255 and 479 yuan [5][7]. - Despite the high ticket prices, there was no significant ticket scalping observed on the opening day, contrasting with the experiences of other major parks like Shanghai Disneyland [5][7]. Group 3: Market Dynamics and Economic Impact - The surge in theme park openings is attributed to the pause in construction during the pandemic, with many projects completing their development in 2023, coinciding with the peak summer season for visitor traffic [9][10]. - The opening of new parks is expected to generate substantial economic benefits, with a notable increase in hotel bookings in the vicinity of Shanghai LEGO Land, which saw a 3.5 times year-on-year increase [11][12]. Group 4: Competitive Landscape - The competition among theme parks is intensifying, with a notable recovery in visitor numbers this summer compared to 2024, as operators enhance their offerings to attract guests [14][16]. - The article indicates that while major international parks like Disneyland are also affected, local parks are gaining popularity, with some experiencing significant increases in booking volumes [16].

Core Viewpoint - The article discusses the competitive landscape of theme parks in Shanghai, highlighting the recent opening of the first LEGO Resort in mainland China and the ongoing development of other theme parks, while also addressing the challenges faced by these attractions in terms of ticket sales and market dynamics [1][2][8]. Group 1: Theme Park Developments - Shanghai has recently opened its first LEGO Resort, with Shenzhen also progressing on its own LEGO park, and Beijing expressing interest in building one [1][2]. - The LEGO Resort's initial ticket sales were disappointing, with only about 1,000 tickets sold on the first day, contrasting sharply with the immediate sell-out of tickets for Shanghai Disneyland upon its opening [1][8]. - New projects are emerging in Shanghai, including the largest Peppa Pig outdoor theme park in Asia, set to open in 2027 with an investment exceeding 2.4 billion yuan [3]. Group 2: Market Dynamics and Challenges - The overall theme park industry in China is experiencing a downturn, with several parks reporting declines in revenue and attendance, including Shanghai Disneyland, which saw a 5% drop in international business metrics [9]. - The LEGO Resort's focus on a younger audience may limit its appeal compared to the broader demographic reach of Disneyland, leading to concerns about the viability of the park's economic model [8][9]. - The competitive nature of multiple theme parks in close proximity raises questions about market capacity and visitor distribution, suggesting that the success of one park may not necessarily benefit others [10]. Group 3: Strategic Positioning and Future Outlook - Shanghai is positioning itself as a "theme park city," with plans to enhance its theme park offerings as part of a broader strategy to boost tourism and economic development [6][10]. - The city aims to create a diverse theme park ecosystem rather than relying on a single brand like Disneyland, which could lead to a more sustainable tourism model [10][15]. - Experts believe that Shanghai's mixed urban functions and commercial vibrancy could eventually surpass established theme park cities like Los Angeles and Orlando in terms of cultural tourism [15].

Core Insights - Shanghai is innovatively integrating the summer tourism season with the opening of the LEGO Land, showcasing the city's efforts in deepening cultural and tourism integration and promoting cross-border cooperation between international IPs and local festivals [2][5] Group 1: LEGO Land and Tourism Integration - The LEGO Land resort in Shanghai features eight themed areas and over 75 interactive rides and attractions, designed specifically for families with children aged 2 to 12 [4] - The opening of LEGO Land in Jinshan District will leverage local resources to support Shanghai's "North-South Transformation" strategy, with a series of activities planned for the 2025 tourism festival [5] Group 2: Thematic Activities and Events - The Shanghai Tourism Festival introduces a new "one festival, two seasons" model, with a summer tourism season from July 5 to August 31, focusing on family and student audiences [7] - Six thematic weeks will be organized during the summer tourism season, covering various activities such as fashion performances, water leisure, cruise experiences, and cultural tourism [7][8] Group 3: Cultural and Artistic Experiences - The festival will feature a range of cultural IPs and art exhibitions, including the "Dragon Soaring China" exhibition at the Shanghai Museum and the "Candle Dragon Secret Realm" at the China Art Palace, enhancing the cultural consumption landscape [10] - The integration of traditional and modern elements will be highlighted through various events, such as the "Non-Heritage Aesthetics" theme in ancient towns, promoting local cultural heritage [11]

Core Insights - Shanghai LEGO Resort officially opened on July 5, 2023, with a "Grand Opening Celebration Week" from July 5 to 13, transforming the area into a festive wonderland filled with themed decorations and immersive experiences [1] Group 1: Company Overview - Merlin Entertainment Group's CEO, Fiona Eastwood, emphasized the deep understanding of Chinese consumers and over ten years of operational experience in China, marking the launch of the first LEGO Resort in the world's second-largest theme park market [3] - LEGO Group's CEO, Niels B. Christiansen, stated that the Shanghai LEGO Resort will be a key component of the LEGO brand ecosystem in China, providing immersive and interactive experiences beyond existing retail networks [5] Group 2: Attractions and Features - The resort features exclusive attractions, including the world premiere of the LEGO Monkey King live show and a LEGO-themed boat ride showcasing a 25-fold enlarged LEGO model of the Jiangnan water town and modern Shanghai [7] - The park includes new themed areas such as the LEGO Ninja Zone with three major rides, a driving school for children, and various dining and retail options, including 10 retail stores and 6 themed restaurants [9] - Covering an area of 318,000 square meters, the resort is designed for families with children aged 2 to 12, featuring eight immersive themed zones and over 75 interactive rides and attractions built from more than 85 million LEGO bricks [9]

Core Viewpoint - The opening of the first LEGO Resort in Shanghai marks a significant development in the competitive landscape of theme parks in China, but initial ticket sales have been disappointing compared to the success of Shanghai Disneyland, raising questions about the viability of the theme park economy in the region [1][9]. Group 1: Theme Park Developments in Shanghai - Shanghai is experiencing a "boom" in theme parks, with new projects like the Peppa Pig outdoor theme park and the renovation of the historic Jinjiang Amusement Park, which will introduce the Harry Potter studio tour [2][3]. - The LEGO Resort is positioned as a key part of Merlin Entertainment's strategy in China, targeting the Yangtze River Delta's 55 million potential consumers [7][8]. Group 2: Market Dynamics and Challenges - Initial ticket sales for the LEGO Resort were low, with only about 1,000 tickets sold on the first day, leading to concerns about the park's appeal compared to the all-age demographic of Disneyland [1][9]. - The overall theme park industry in China is undergoing an adjustment phase, with several parks reporting declines in revenue and attendance, indicating a shift in consumer behavior and preferences [10][11]. Group 3: Strategic Positioning and Future Outlook - Shanghai's government-led approach to theme park development, avoiding reliance on real estate cycles, has allowed for a more stable growth environment for these attractions [8]. - The city aims to create a diverse theme park ecosystem, moving beyond a single blockbuster model like Disneyland, and is exploring the integration of cultural elements to attract both domestic and international tourists [12][16].

Investment Environment - Shanghai continues to demonstrate strong investment attractiveness, with significant foreign investment projects such as the Lexus New Energy project and the opening of the LEGO Resort in Jinshan District [1][15] - The choice of these projects to establish in Jinshan reflects a high recognition of Shanghai's quality business environment and the confidence of foreign investors in the region [1] Lexus New Energy Project - The Lexus New Energy project broke ground on June 27, 2023, in Jinshan District, with rapid progress made since its inception [2][4] - Lexus (Shanghai) New Energy Co., Ltd. was established in February 2023 with a registered capital of 5.35 billion yuan, and the project is expected to be completed by August 2026 and commence production in 2027, with an initial annual capacity of 100,000 vehicles [4][10] - The project exemplifies Jinshan's optimized business environment through innovative measures such as specialized service teams and a dual-line collaborative work mechanism to facilitate project execution [10][13] LEGO Resort - The Shanghai LEGO Resort, set to open on July 5, 2023, is the first LEGO Resort in China and the largest in the world, covering an area of 318,000 square meters [15][18] - The resort aims to enhance local tourism and drive consumption upgrades in surrounding services, contributing to a robust tourism ecosystem in Jinshan [18][31] - The park features eight immersive themed areas and over 75 interactive rides and attractions, showcasing thousands of LEGO models made from over 85 million LEGO bricks [15][22] Economic Impact - The introduction of the Lexus project is expected to significantly boost the development of the new energy vehicle industry in Jinshan, with plans to create a high-level industrial ecosystem [14] - Jinshan aims to leverage its geographical advantages and manufacturing capabilities to establish a competitive, billion-level intelligent connected new energy vehicle industry cluster [14]