Chapter 812 (1/2)
Malibu, daenerys studios.
Today is Monday, May 8th. Universal Studios, a new weekly meeting in
, is the main theme of today's conference. The theme of the conference is the performance summary of Osaka Universal Studios for a month and the preparations for the Universal Studios project in Europe.
From the beginning of the new year in 1995 to now, Japan's domestic situation is full of haze.
1 17, Japan, Kansai, 7.2 earthquake occurred. Osaka Universal Studios, which was finally prepared before opening, was also affected to a certain extent. Fortunately, it did not affect the established schedule. No danger of anything going wrong. The
3 Tokyo subway sarin poison case broke out on the 20 th of July, resulting in a tragedy of over 5000 people. It was only two weeks from the opening of the business. The theme park team had to urgently strengthen the security measures of Universal Studios in Osaka. In order to ensure that everything was safe, Simon also transferred a group of Weiss's private intelligence team to Japan to form a security team. It's a dark net of guards.
Affected by two consecutive large-scale negative events, the Nikkei index, which had been stable at about 20000 points, has fallen sharply in recent months. In less than half a year, it has fallen below the low of 15000 points, with an overall decline of more than 25%. As a result, Japan's economy has suffered heavy losses.
April 6.
Osaka Universal Studios is opening up under such a situation of rain and wind. The theme park team has lowered the 10 million visitor target of the first year of the first business by 2 million, and has attracted tourists through a series of promotional measures.
The target of 8 million visitors in the first year of operation is only half of the 16 million visitors of Tokyo Disneyland in 1994.
however, Osaka universal studios can not compare with Tokyo's Disneyland in terms of construction scale or location. Under the current social situation, 8 million visitors can be successful in the first year of opening.
also proves that the depressed social environment has had an impact on Universal Studios in Osaka. Fortunately, the impact is far less serious than previously predicted, and even triggered some ”lipstick effect” tendency of the more prosperous economy and more prosperous entertainment. On the first day of
's opening, Osaka Universal Studios attracted 46 thousand visitors.
The data slightly exceeded expectations, indicating that Japanese tourists have a fairly stable demand for theme parks.
The first weekend after that, it also set a new one-day high of 53000 tourists.
Then, during the Easter activities around and after April 16, the number of tourists was also very considerable. The weekend of April 15 and April 16 attracted a total of more than 100000 tourists.
finally, from April 6th to May 7th, the first month of the opening ceremony, Osaka Universal Studios surrendered a very beautiful report card, attracting 970 thousand tourists, exceeding the first month target of 900 thousand people initially estimated by the team.
970000 in the first month, if multiplied by 12 directly, it means that the number of tourists in the first year of opening can exceed 11 million.
Of course, things can't be calculated that way.
The outstanding performance in the first month was mainly due to the freshness of the studio's opening and the attraction of a wide range of promotional activities to tourists, which is a very common ”opening effect”.
After a period of opening effect, the number of tourists will definitely drop. More than sufficient months,
will continue to enter the summer months. This heat can still be maintained. However, the average number of visitors per month will decrease by 10% to 20% compared with the first month. This is the first year of the year. The total number of visitors to Osaka Universal Studios exceeded the 8 million target set previously, and is expected to reach 8 million 800 thousand to 9 million 900 thousand.
Of course, no one will be proud of this, because the initial goal is 10 million.
And the real test is after the first year.
behoove the first year of its opening, Osaka universal studios have a rather new sense of interest for tourists in Japan and even in the whole Asian region. And it is perfectly natural for tourists to attract such a large scale of advertising and marketing.
The key is whether the subsequent stable operation can be realized. According to the scale of Osaka Universal Studios,
can achieve breakeven by attracting 7 million tourists a year.
However, just breaking through this data, it is obviously not up to the expectation of danielis entertainment.
The theme park, whether it's danielis entertainment or Japanese shareholders, aims to make profits, not just break even. Tokyo Disneyland's net profit in the year 1994 is more than 500 million dollars. If Osaka Universal Studios only pursue a break even, it may be a laughing stock in many people's eyes.
Therefore, this regular meeting, the group's high-level vision is not beyond the expected number of tourists in the first month, mainly summing up experience to fill the gaps. According to Simon's request,
collected 30 thousand visitor questionnaires in the first month of the opening ceremony of the Osaka Universal Studios. Simon actually wanted more, but too frequent questionnaires were bound to cause tourists' troubles and affect the user experience. On the other hand, the scenic spots of various departments also have quite detailed statistics.Finally, it concludes three parts: highlights, shortcomings and expectations. The first month of
's opening, the biggest highlight of Osaka Universal Studios was the sale of the surrounding products of the studios.
to welcome the opening of Universal Studios in Osaka, danireis entertainment has customized a large number of new peripheral products, many of which are unique limited edition in the Japanese market at least. It involves Pixar Animation Series, DC movie universe series, Jurassic Park series and so on, and so on, and the core IP of danireis entertainment.
tickets for the first 970 thousand months of the year, Osaka Universal Studios tickets revenue was 7 billion 100 million yen, according to the recent exchange rate, equivalent to 68 million dollars. The sales of peripheral products, which should have been regarded as icing on the cake, reached 8.3 billion yen in the first month, higher than the ticket revenue, equivalent to 77 million US dollars. Because of the popularity, many limited edition peripheral products are out of stock. Universal studios are far from comparable to Disneyland in terms of the last dietary stay in
's main income. The first month's revenue has reached 2 billion 700 million yen, or 26 million dollars.
calculated that the total revenue of Osaka Universal Studios reached 18 billion 100 million yen in the first month, or 175 million US dollars.
compares Tokyo Disneyland, and Osaka Universal Studios earn 39% of the ticket revenue, far below the recent 51% of Tokyo Disney. Peripheral products accounted for 45% of the revenue and far more than 27% of Disney Tokyo, and the direct advantage of Disney's direct advantage. The only backward restaurant accommodation was 16%, which was larger than the 24% Disney gap because it was not the core of Osaka Universal Studios.
After analysis, it is not difficult to find that more than half of the ticket revenue of Tokyo Disney actually means the decline trend of the whole Disney Company. In recent years, the company's high-quality content has become less and less attractive, leading to tourists spending less and less in the park.
In contrast, Denise Entertainment's current content advantage can only be described as strong.
In the past few years, most of the Hollywood box office blockbusters came from Denise entertainment, and the top IP was almost monopolized. These super blockbusters sold frequently in Japan, successfully breaking through the cultural barriers. The success of the Osaka Universal Studios has been a great success in the first month of the year.
On the other hand, the result is gratifying, but it also indirectly shows that danielis entertainment consumer goods department is far from enough to develop the Japanese market. Nancy Brill, who is in charge of this part of the business, said on the spot that she would come up with a peripheral product development plan for the Japanese market as soon as possible.
In addition to the gratifying sales of peripheral products, the three major projects of great white shark water park, Jurassic Park and Pixar world also became the most popular attractions of the theme park in the first month of opening.