Original title: 699 yuan! Shanghai Disneyland has adjusted its price twice in the three years since its opening. Price increases have dragged down sales. Source: Beijing News
On December 6, Shanghai Disneyland announced the ticket price structure and ticket price adjustment plan, which changed from the current three-level ticket price structure to a new four-level ticket price structure, including regular day, special regular day, peak day and special peak day. Including some legal holidays with ultra-high passenger flow and special peak days of relevant compensatory holidays or holidays, the ticket price is 699 yuan.
This adjustment plan will be implemented from June 6, 2020.
This is the second time that Shanghai Disney has announced the adjustment of ticket prices. When Shanghai Disneyland opened on June 6, 2016, tickets were divided into weekday tickets and peak tickets, which were 370 yuan and 499 yuan respectively; In June 2018, Shanghai Disneyland announced an increase in the price of tickets. The price of weekdays tickets increased to 399 yuan and peak tickets increased to 575 yuan. In addition, it also added holiday peak tickets with a price of 665 yuan.
In April 2019, Hong Kong Disneyland announced a price increase. The industry believes that Disney regularly increases prices or dilutes costs. The reporter noticed by consulting Disney's financial report that in the fourth quarter of 2018, Shanghai Disney's operating revenue declined due to the increase of ticket prices, which affected the sales volume, but tourists made up for some losses in the expenses of other projects such as' food and beverage '.
A new four-level fare structure will be adopted from next year, and the basic fare is still the lowest in the world
On December 6, the official website of Shanghai Disneyland announced the new ticketing scheme to be implemented from June 6, 2020. This is the second time that Shanghai Disneyland has adjusted the ticket price in three and a half years, just two years from the beginning of the last price adjustment. From June 6, 2020, the tickets of Shanghai Disneyland will be changed from level 2 to level 4.
The relevant person in charge of Shanghai Disneyland Resort said that the current ticketing scheme of Shanghai Disneyland implemented from June 6, 2018 is a three-level ticket structure, which is 399 yuan for weekdays, 575 yuan for peak days (summer vacation, weekends and most holidays) and 665 yuan for holiday peak days (Spring Festival and National Day holidays).
The new ticketing scheme is added to a four-level ticket price structure, namely: regular day, special regular day, peak day and special peak day. Among them, the price of basic tickets, that is, 'regular day', remains unchanged at 399 yuan, covering most days in winter and autumn; The new level is' special regular day ', which is lower than the medium fare in the current ticketing scheme. It will include most days in spring and some weekends, and the price is 499 yuan;' Peak days' will cover most days in summer, some weekends and holidays, and the price is 599 yuan; ' Special peak days are legal holidays with ultra-high passenger flow, holiday days and some international festivals, and the price is 699 yuan.
Shanghai Disneyland said that from May 6, 2020, the official platform of Shanghai Disneyland Resort will provide a 90 day price calendar from June 6, 2020, showing the daily ticket price under the above four-level ticket price structure; After that, the resort will continue to provide a 90 day rolling price calendar for tourists to inquire before purchasing tickets.
It is worth noting that Shanghai Disneyland Resort said that after the new ticketing scheme takes effect on June 6, 2020, the annual card of Shanghai Disneyland will maintain the current price for a period of time.
The reporter noted that in 2019, ticket prices were adjusted not only for Shanghai Disneyland, but also for Hong Kong Disneyland in China and Tokyo Disneyland in Japan. The two Disneylands in the United States and Paris Disneyland have adjusted their ticket prices every year from 2016, ranging from 2% to 10%.
Compared with other holiday parks in Paris, Tokyo and Hong Kong, the basic ticket price of Shanghai Disney is still the lowest in the world. Among them, the basic ticket price of Paris Disneyland is 56 euros (about 437 yuan), that of Tokyo Disneyland is 7500 yen (about 486 yuan), that of Hong Kong Disneyland is 639 Hong Kong dollars (about 574 yuan), that of California Disneyland is 104 US dollars (about 731 yuan), and that of Orlando Walt Disney World is 109 US dollars (about 767 yuan).
Shanghai Disneyland ticket prices affect sales, 'food and beverage' to make up for the loss
Are tickets the most profitable for Disneyland?
According to the 2018 financial report of Walt Disney, from 2016 to 2018, the total operating revenue of Disney was US $55.632 billion, US $55.137 billion and US $59.434 billion respectively, and the net profit attributable to Walt Disney (Disney) was US $9.391 billion, US $8.980 billion and US $12.598 billion respectively.
Specifically, the company's' theme parks and Resorts' generated revenue of US $16.974 billion, US $18.415 billion and US $20.296 billion respectively.
According to the financial report for the fourth quarter of 2018 released by Disney group, the increase in ticket prices affected ticket sales of Shanghai Disneyland, resulting in a decline in operating revenue in the quarter, but tourists' expenses on 'food and beverage' and other items made up for some of the losses.
According to the data disclosed in the report "new upgrade of tourism consumption" released by Tencent tourism, the per capita consumption of Shanghai Disney has reached more than 2000 yuan (including the catering of Shanghai Disney Hotel). When Disney just settled in Shanghai, Disney predicted that tickets were only a part of the income of Shanghai Disneyland. In the operating income of the park, ticket income accounted for 50%, food and beverage accounted for 24.5%, commodity 24.5% and other income was 1%.
According to the report released by China Business Industry Research Institute, from 2016 to 2018, Shanghai Disney received 5.6 million tourists, 11 million tourists and 11.8 million tourists respectively, with a total of 28.4 million tourists.
A few months ago, Disney's "no food out of band" triggered a storm. On September 9, according to the people's daily, Shanghai Disney has allowed to bring its own food. Previously, Shanghai Disneyland relaxed for the first time and said it would adjust the regulations on take out food. At the same time, Shanghai Disney said it would continue to strengthen the diversified supply of food in the park and increase more food of different varieties, tastes and prices.
The 'high consumption of food' in Shanghai Disneyland has long been criticized. According to the official website of Shanghai Disneyland, the theme park consists of seven theme areas, including Adventure Island, fantasy world, imagination garden, Mickey Avenue, tomorrow's world, toy story and treasure Bay, which opened in April 2018. These areas have theme attractions, performances, restaurants, commodity stores and tea stalls. Shanghai Disneyland Resort includes two Theme Hotels with 1220 rooms.
According to public information, there are six Disneylands in the world, namely Los Angeles Disneyland, Orlando Disneyland, Tokyo Disneyland, Paris Disneyland, Hong Kong Disneyland and Shanghai Disneyland. It is worth noting that Shanghai Disneyland, which opened the latest, made a profit in its first year of operation. In contrast, Paris Disney had a loss of US $900 million just one year after its opening, while Hong Kong Disney did not make its first profit until the seventh year after its opening.
It is worth noting that public information shows that on February 19, 2019, Shanghai Pudong New Area market supervision and administration gave Disney administrative punishment for selling expired milk. In addition, in September last year and February this year, Disney also received two administrative penalties from the Shanghai Pudong New Area market supervision and administration, all of which were food cases.