crazy theme park: from "breaking the screen" to exploring ip value

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the design concept of "jack's circus" is to bring the shocking feeling of "breaking through the screen" to every visitor. this goal is achieved through changes in materials, colors and accessories, and more than 50 different clown costumes. the makeup team used more than 9,000 special effects skins, and there are more than 30 different makeup and hair styles for the clown-type characters in the circus alone.

the comprehensive renewal of the "stunning color" theme and the simultaneous launch of daytime activities such as the minions meet-and-greet show also reflect the value of the ip strategy. according to the financial report data, haichang ocean park's revenue in 2023 was 1.817 billion yuan, a year-on-year increase of 129.1%, of which the park business revenue reached 1.667 billion yuan, accounting for more than 90%. this figure also reflects the huge potential of the theme park market in china.

theme parks: opportunities and challenges coexist

however, in addition to the influence of international brands, the development of local theme parks faces many challenges. many projects lack independent ip resource development, and the government investment and political attributes are too strong, making it difficult to ensure sustainable profitability.

the success of "boonie bears" has provided new ideas for local theme parks, but they still need to break through their own limitations and find a clearer target market. they should focus on four aspects: soft services, hardware products, performing arts products and festival activities to create a surprising travel and vacation experience for tourists.

the future direction of ip resources

the success of "black myth: wukong" has once again sparked people's interest in the theatricalization of traditional cultural ips and the potential of other ip resources.

• incubate ip and integrate with theme parks: many domestic ip resource providers need to transform existing ip resources into physical experiences that can be applied to theme park projects.
• cross-border cooperation: explore cooperation with companies in the existing theme park industry chain to jointly develop large-scale theme park ip.
• long-term appeal: the ip that theme parks need is one that has relatively long-term appeal and vitality.

the development of theme parks is inseparable from continuous exploration and innovation. with the massive growth of china's tourism market and the improvement of income levels, the future development prospects of theme parks and resort markets will be even broader.