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Theme Parks - China - November 2017

“In China theme park market, 2016 will be the marker – the year when international theme park brands and domestic brands began to compete directly with the opening of Shanghai Disneyland. Faced with this game-changing competition, domestic brands need to further consolidate their existing advantages, such as penetration in lower tier cities and flexible pricing. On the other hand, they also need to develop unique competitiveness to fight back, such as providing more unique food and dining experience within the park and integrating appealing domestic IP. ”
– Alice Li, Research Analyst

This Report looks at the following areas:

  • What international park operators should know about Chinese visitors
  • How domestic park operators respond to international competitors
  • In-park dining experience is an innovation opportunity

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of market value of theme parks, China, 2012-22
            • Companies and brands
              • Figure 2: Market share of leading companies in theme parks market, by value, China, 2015 and 2016
            • The consumer
              • Frequent theme park visitation common
                • Figure 3: Frequency of visiting theme parks, August 2017
              • Disneyland overshadowed other parks
                • Figure 4: Word cloud of top visited theme park brands, August 2017
              • Visiting with family more popular than with friends
                • Figure 5: Visiting companion to theme parks, August 2017
              • Both rides and themes are important
                • Figure 6: Reasons to visit a theme park, August 2017
              • Food and drink, merchandise purchase most popular
                • Figure 7: In-park spending, August 2017
              • High price and long lines are pain points
                • Figure 8: Barriers to visit theme parks, August 2017
              • What we think
              • Issues and Insights

                • What international park operators should know about Chinese visitors
                  • The facts*
                    • The implications
                      • How domestic park operators respond to international competitors
                        • The facts
                          • The implications
                            • In-park dining experience is an innovation opportunity
                              • The facts
                                • The implications
                                  • Figure 9: Example of Sci-Fi Dine-In Theatre, US, 2017
                                  • Figure 10: Example of And So Forth pop up dining event, Singapore, 2017
                              • The Market – What You Need to Know

                                • Rapid growth expected in the next five years
                                • Market Size and Forecast

                                  • 2016 was overall a strong year
                                    • Figure 11: Market value of theme parks, China, 2013-17 (est)
                                    • Figure 12: Market volume of theme parks, China, 2013-17 (est)
                                  • Growth momentum maintains
                                    • Figure 13: Best- and worst-case forecast of market value of theme parks, China, 2012-22
                                • Market Drivers

                                  • Favourable government policies
                                    • Travel and entertainment as spending priorities
                                      • International brands familiarise consumers with pricy but better park experience
                                        • Figure 14: Adult ticket prices of top 10 theme parks (by attendance) in China, 2017
                                      • Domestic enthusiasm for theme park development
                                      • Key Players – What You Need to Know

                                        • Domestic players dominate but face game-changing competition
                                          • Fantawild seized more market share from lower tier cities
                                            • The integration of IP is becoming more crucial
                                              • New faces of theme parks
                                              • Market Share

                                                • OCT still leads the pack
                                                  • Figure 15: Market share of leading companies in theme parks market, by value, China, 2015 and 2016
                                                • Disneyland changed the market dynamic
                                                  • Figure 16: Example of Chinese traditional architecture in Shanghai Disneyland, China, 2017
                                                • Fantawild rose to prominence
                                                  • Figure 17: Existing and planning locations of Fantawild, China, 2017
                                                • Wanda growing, but fell short of expectation
                                                • Competitive Strategies

                                                  • Distinct layout – Avoid going head-to-head with each other
                                                      • Figure 18: Locations of major theme park brands, China, 2017
                                                    • Incorporate domestic IP – Build brand exclusivity
                                                      • Flexible pricing – Drive attendance in off-season
                                                        • Effective marketing – Catch up with the hit TV show
                                                        • Who’s Innovating?

                                                          • Address the issue of long lines
                                                            • Virtual queues
                                                              • Wait in line games
                                                                • The new virtual world
                                                                  • Fun for everyone
                                                                    • Figure 19: Example of Morgan’s Inspiration Island waterproof wheelchairs, US, 2017
                                                                  • ‘Sportainment’ experience
                                                                    • Figure 20: Example of an Open Camp attraction, Spain, 2015
                                                                • The Consumer – What You Need to Know

                                                                  • Majority of respondents have gone to theme parks
                                                                    • Disney dominates
                                                                      • Family members are most popular visiting companion
                                                                        • About two thirds are going for rides/attractions
                                                                          • Food and drink purchase necessary
                                                                            • Price and long lines are pain points
                                                                            • Visiting Frequency

                                                                              • Frequent theme park visitation common
                                                                                • Figure 21: Frequency of visiting theme parks, August 2017
                                                                              • 25-35-year-olds, high earners and parents are most frequent visitors
                                                                                • Figure 22: Have visited a theme park more than once in the last one year, by demographics, August 2017
                                                                            • Theme Parks Visited

                                                                              • Disneyland overshadowed other parks
                                                                                • Figure 23: Word cloud of top visited theme park brands, August 2017
                                                                                • Figure 24: Top visited theme park brands, August 2017
                                                                              • Visitor profiles of top visited theme parks
                                                                                • Disneyland
                                                                                  • Figure 25: Visitors of Disneyland, by demographics, August 2017
                                                                                • Happy Valley
                                                                                  • Figure 26: Visitors of Happy Valley, by demographics, August 2017
                                                                                • Fantawild
                                                                                  • Figure 27: Visitors of Fantawild, by demographics, August 2017
                                                                                • Chimelong
                                                                                  • Figure 28: Visitors of Chimelong, by demographics, August 2017
                                                                                • Shanghai and South China popular destinations for theme park visiting
                                                                                  • Figure 29: Top visited cities of theme parks, August 2017
                                                                              • Visiting Companion

                                                                                • Theme park visiting as a parent-child activity
                                                                                  • Figure 30: Visiting companion to theme parks, August 2017
                                                                                  • Figure 31: Example of different visiting routes in Shanghai Happy Valley, China, 2017
                                                                                • Single riders cannot be neglected
                                                                                  • Figure 32: Reasons to visit a theme park, by whether having visited alone, August 2017
                                                                                • 20-24-year-olds go with friends/colleagues
                                                                                  • Figure 33: Visiting companion to theme parks, by demographics, August 2017
                                                                              • Reasons to Visit Theme Parks

                                                                                • Kids’ opinion matters
                                                                                  • Figure 34: Reasons to visit a theme park, August 2017
                                                                                • Rides/attractions bring young people in
                                                                                  • Figure 35: Reasons to visit a theme park (entertainment-related items), by age, August 2017
                                                                                • Add more appeals with in-park food and merchandise
                                                                                  • Figure 36: Reasons to visit theme parks, by reasons to visit theme parks, August 2017
                                                                                • Disneyland stands out with its characters/themes
                                                                                  • Figure 37: Reasons to visit a theme park, by theme park brand visited, August 2017
                                                                              • In-park Spending

                                                                                • Food and drink purchases close to a necessity
                                                                                  • Figure 38: In-park spending, August 2017
                                                                                • Males and females favour themed merchandise differently
                                                                                  • Figure 39: Consumers who have bought themed merchandise/souvenirs in theme parks, by gender and age, August 2017
                                                                                • Foreign enterprise employees likely to plan multi-day visits
                                                                                  • Figure 40: In-park spending, by company type, August 2017
                                                                                • Different brands, each with advantages
                                                                                  • Figure 41: In-park spending, by theme park brand visited, August 2017
                                                                              • Barriers to Visit Theme Parks

                                                                                • High cost and long lines most significant deterrents
                                                                                  • Figure 42: Barriers to visit theme parks, August 2017
                                                                                • Tier one consumers more price conscious
                                                                                  • Figure 43: Barriers to visit theme parks, by city tier, August 2017
                                                                              • Meet the Mintropolitans

                                                                                • MinTs favour Disneyland
                                                                                  • Figure 44: Top visited theme park brands, by consumer classification, August 2017
                                                                                • MinTs take theme park visits as family activities
                                                                                  • Figure 45: Visiting companion to theme parks, by consumer classification, August 2017
                                                                                • MinTs embrace all aspects of theme park experience
                                                                                  • Figure 46: Reasons to visit a theme park, by consumer classification, August 2017
                                                                              • Appendix – Market Size and Forecast

                                                                                  • Figure 47: Market value of theme parks, China, 2012-22
                                                                              • Appendix – Methodology and Abbreviations

                                                                                • Methodology
                                                                                  • Fan chart forecast
                                                                                    • Abbreviations

                                                                                    Companies Covered

                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                    Theme Parks - China - November 2017

                                                                                    US $3,990.00 (Excl.Tax)