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1、1Economics2018 中国主题公园项目发展预测China Theme Park Pipeline ReportChina2AECOMAbout Economic Services, AECOM关于AECOM经济规划服务AECOM is a global network of experts working with clients, communities and colleagues to develop and implement innovative solutions to the worlds most complex challenges. Alongside AECOMs
2、 multi-disciplinary services, AECOMs economic team ofgers strategic and economic planning consultancy services to clients worldwide. In Asia, leisure, culture and tourism development, urban regeneration, and new town development present both opportunities and challenges. Economic analysis plays a cr
3、itical role in shaping strategy and identifying an appropriate positioning for these new projects.AECOM是全球领先的咨询专家团队,与不同的客户和行业伙伴合作,为世界最具挑战的项目提供创新解决方案。作为AECOM众多专业领域咨询服务之一,经济服务为全球客户提供战略和经济规划咨询服务。在亚洲,休闲、文化和旅游开发,城市更新,新城开发等项目既存在机遇同时又充满挑战。经济分析在这些项目的战略规划制定和市场定位方面发挥着关键作用。Research: Economic Services, AECOM调研:
4、AECOM经济咨询团队Editor/编辑: Shaojin Li 李少金Publication Team /出版团队: Tsz Yin Au, Shuangping Bian, Beth Chang, Guocui Gu, Jodie Lock, Shaojin Li, Hui Long , Dan Wu, Chris Yoshii.Contacts/联系信息For further information about the content of this report and about the economics practice at AECOM, contact the followi
5、ng: 如需了解有关AECOM经济咨询团队以及本报告的更多信息,请联系:Chris Yoshii吉井贵思Vice President, EconomicsGlobal Director of Leisure + Culture, AisaAECOM全球休闲文化副总裁T +852 3922 9000Beth Chang張本韻Executive Director, EconomicsAECOM经济咨询执行总监T +852 3922 90002018年 Economic Services, AECOM3Economics前言中国主题公园在过去的二十年里发展迅速。随着中产阶级的不断壮大,以及国内交通条
6、件前所未有的改善,国民主题姬乐需求极大增加。为此,中国各地规划建设了大量的主题公园以应对该需求。本报告重点介绍了主题公园行业历史和未来趋势,以及行业增长情况,旨在让读者能更好了解中国现有和未来的主题公园规模及特点等。PrefaceTheme parks have been developing rapidly over the last twenty years in China. Demand for themed entertainment products is increasing signifjcantly as the middle class population expands
7、 and the improvements of transportation occur at unprecedented rate. In response, governments and developers are planning to develop more theme parks nationwide. This report highlights historic data and future trends, as well as in industry growth. This report helps industry participants to understa
8、nd the scale and characteristics of the current supply and future pipeline of theme park development in China.CHRIS YOSHII吉井贵思Vice President, EconomicsGlobal Director of Leisure + Culture, AisaAECOM全球休闲文化副总裁BETH CHANG張本韻Executive Director, EconomicsAECOM经济咨询执行总监4AECOMAbout This ReportDefjnition of T
9、heme parkDrawing on decades of experience in the themed entertainment sector, AECOM defjnes the meaning of theme park as follows:A theme park is a type of amusement park in which landscaping, buildings/structures, man-made attractions (rides, games, shows), and activities that are based on one or mo
10、re unifying theme. A theme park is a gated area requiring an entry ticket and may be indoor, outdoor, or a combination of both. They are tangible, stationary and built for long-lasting operation, often featuring multiple zones with distinct storylines. Signifjcant capital investment is necessary to
11、deliver a complementary mix of entertainment, food and beverage outlets, retail shops, and other supporting facilities. Selection CriteriaAECOM carefully selected existing and pipeline theme parks in Mainland China for inclusion in our research sample according to following criteria: Selecyed theme
12、parks are city-scale projects operating in China; they are all of signifjcant scale and prestige (i.e. strong brand), and include a large proportion of entertainment facilities.Selected theme parks are well constructed with a signifjcant level of investment. This report excludes all Family Entertain
13、ment Centers (FECs) and small amusement parks.Selected theme parks include a signifjcant proportion of entertainment facilities; this excludes characteristics towns, landscaped parks, retail, dining and entertainment (RDE) districts , and standalone aquaria, botanic gardens and zoos.This report excl
14、udes water parks as only land based park are considered.ReferenceThe National Development and Reform Commission (NDRC)The National Development and Reform (NDRC) of the China defjnes a theme park as a commercial venture developed as a going concern, of sizable area, certain requisite investment level
15、, and closed-end management. A theme park has one or more special culture or tourism theme; it charges for offering visitors a leisure experience, and cultural/entertainment products or services. Different types of theme park include large scale amusement parks with rides, large scale miniature land
16、scape parks, movie studio parks, or animation parks with simulating and immersive experiences. Public city parks, botanical gardens and zoo funded by government are not considered theme parks.*The theme park defjnition used by AECOM is consistent with the NDRC defjnition. However, only larger city-s
17、cale theme parks are included in this report. AECOM45Economics关于报告主题公园定义AECOM凭借多年国际和国内主题公园项目的经验,对主题公园的定义做出合理解释,并根据一定标准对中国大陆地区现有及未来主题公园样本进行筛选:主题公园属于游乐园的一种,园区内通常包含多个具有不同故事线的区域,区域内的景观,建筑,人造景点及活动设施均基于一个或多个特定的主题。其特征主要包括:长期商业运营,有大量资金投入,建设有游乐、餐饮、零售和其他综合服务设施,游客需付豤参观游览,有固定经营场所,室内、室外或室内外结合的封闭式园区。本报告筛选标准本研究报告所
18、选取的主题公园样本主要由国内外主题公园运营商在中国大陆地区经营的,具有一定投资规模,占地及一定比例姬乐设施,在当地有一定知名度,并符合主题公园定义标准的,城市级主题公园构成。所选取研究主题公园需要有一定投资额,占地规模,不包括室内姬乐体验中心,小型游乐场;所选取研究主题公园需具有一定比例的游乐设施,不包括特色小镇,纯景观类公园,纯商业类景区,单体海洋馆及动植物园;所选取研究主题公园范围仅限于陆公园,不包括水公园。参考国家发展和改革姍员会 -关于规范主题公园建设发展的指导意见主题公园:指以营利为目的兴建的,占地、投资达到一定规模,实行封闭管理,具有一个或多个特定文化旅游主题,为游客有偿提供休闲体
19、验、文化姬乐产品或服务的园区。主要包括:以大型游乐设施为主体的游乐园,大型微缩景观公园,以及提供情景模拟、环境体验为主要内容的各类影视城、动漫城等园区。政府建设的各类公益性的城镇公园、动植物园等不属于主题公园。资料来源:中华人民共和国国家发展和改革姍员会 -关于规范主题公园建设发展的指导意见-发改社会规2018400号*AECOM佯用的主题公园定义与国家发改姍的指导范围一致。然而,AECOM在本报告中研究对象仅包括大型的城市级主题公园。Economics56AECOMOverview of Theme Parks in China中国现有及拟建主题公园项目概览“What is the curr
20、ent market in China?” “中国主题公园现状如何?”Chinas theme park market is in a period of fast-paced development. In 2017, aggregate attendance across Chinese theme parks increased by 20%, serving to underpin increased attendance in the global theme park market. By 2020, China is expected to surpass the United
21、States to become the worlds largest themed entertainment market based on attendance.Of the 200 existing and future city-scale theme parks reviewed in this report, 128 theme parks were already in operation and at least 70 future city - scale theme parks have offjcially been announced to developed by
22、2025. There are some industry comments indicating a much larger number of “theme parks“ in China. However, AECOM believes many of those parks are very small-scale operations that can not be considered as city- scale theme parks. Pipeline projects are mostly concentrated in the more economically deve
23、loped areas of South China and East China. The accelerated development of the domestic theme park industry has pushed total attendance to almost 190 million.中国主题公园建设正处入快速发展期,2017年中国主题公园游客总量增幅近20%,大力推动了全球主题公园的游客增长。预测至2020年,整体游客量将超越美国,成为世界最大的主题姬乐市场。本次研究的中国主题公园包括现有和未来的城市级主题公园项目数量共计约200个,其中现有项目128个,已发布官
24、方消息在2025年前完成建设的未来项目至少70个。 然而,一些业内人士指出中国的“主题公园”数量远多于此,AECOM则认为其中大多为小规模运营的游乐园,而非城市级的主题公园。 拟建项目多集中在华南,华东等经济发达地区。随着国内主题公园快速开发建设,中国主题公园游客总量现今已达到近1.9亿人次。200128Existing and proposed theme parks reviewed in this report本次研究的主题公园总量Theme parks in operation本次研究的现有主题公园总量7EconomicsNortheast/东北地区South China/华南地区Ea
25、st China/华东地区Southwest/西南地区North China/华北地区Northwest/西北地区Central China/华中地区44Existing Projects / 现有项目Proposed Projects / 拟建项目 0.14190MillionPer capita visits to China theme park中国主题公园人均访问量Total attendance of China theme parks in 2018 2018年中国主题公园游客总量8AECOMHistorically speaking,
26、growth in theme park attendance has generally fallen in line with the growth in the number of theme parks. However since 1993, attendance has increased at a faster rate than the number of parks. Average attendance at major Chinese theme parks have increased from around 1 million to 1.5 million in 20
27、17. Over the last 10 years (2008-2017), total theme park attendance grew at an average rate of 13% annually. The market is expected to continue a rapid growth to 2020. 主题公园游客量增长基本与主题公园数量增长同步。自1993年起,主题公园游客量增速逐渐超过主题公园数量的增速。中国主题公园的年平均游客量也从近100万提高至2017年的150万。过去十年(2008-2017),主题公园游客量每年平均增长13%,预计该市场将持续快速增
28、长至2020年。500500Million0520102015 2017Growth of Theme Park Attendance and Quantity in China (1985 - 2020)1985年 2020年中国主题公园年游客量及数量增长趋势2008CAGR(20082017):13%Total Attendance of Theme Parks主题公园总游客量Quantity of Theme Parks主题公园数量9EconomicsTotal attendance of the d
29、omestic theme parks reached almost 190 million in 2017. By 2020, total attendance is anticipated to reach 230 million. With a population of nearly 1.4 billion people, the per capita visitation to theme parks in China was 0.13 in 2017. This is expected to rise to 0.16 by 2020. The research team estim
30、ats that the per capita attendance in the United States is 0.65, four times that of the 2020 China level. This indicates the signifjcant opportunity for continued expansion of the industry in China. As the middle class population in China increases and transportation systems improve, demand for leis
31、ure and theme parks is expected to rise. If developers and operators can deliver high quality, enjoyable and safe experiences, overall visitation will also increase.中国主题公园游客总量现今已达到近1.9亿人次。到2020年,预计游客量将达到2.3亿。基于2017年的14亿人口,中国主题公园人均访问量为0.13,预计到2020年将增加到0.16。本研究报告预计,美国主题公园现今人均访问量达0.65,为中国2020年水平的4倍,预示着
32、中国主题行业仍有持续增长的空间。随着中国中产阶级人口的增加和交通系统的改善,对休闲和主题公园的需求预计亦将会增加。如开发商和运营商能够提供高质量,具有愉快和安全舒适游玩体验的主题公园设施,整体游客量仍会增加。00.20.40.60.8Per Capita Visits to Theme Park主题公园人均访问量China/中国2017China/中国2020 US/美国20170.130.160.6510AECOMExisting Theme Parks - Supply and Scale现有主题公园市场容量和规模“Where are the existing theme parks?”
33、“现有主题公园分布情况如何?”Existing theme parks are predominantly concentrated in coastal areas of South-East China. Not only do these areas benefjt from greater economic prosperity, they are also more advanced in the development cycle and are more densely populated with a relatively mild climate; this is espec
34、ially true of the Yangtze River Delta and Pearl River Delta regions.East China region has by far the largest concentration of major theme parks, accounting for 34% of all in Mainland China. This is understandable given the larger population and GDP in East China region. Central China region also has
35、 a very large population and GDP, but it has a relatively smaller number of city -scale theme parks. This indicates growth potential in Central China.中国现有的主题公园主要集中在经济较为发达,人口众多,且气候相对温和的东南沿海地带,以长三角及珠三角最具代表性。主题公园分布最多的地区为华东地区,其数量占全国的34%,主要基于华东地区庞大的人口规模和经济总量。中部地区人口和GDP总量都很庞大,但城市级规模的主题公园数量相对较少,表明了中部地区主题公园
36、市场仍有增长潜力。Northwest/西北地区Northeast/东北地区Southwest/西南地区North China/华北地区South China/华南地区Central China/华中地区East China/华东地区302520151050GDP Ranking in Each Region of China (Trillion CNY)中国各区GDP排名 (1,000亿人民币)30911121426Trillion11EconomicsPopulation Ranking in Each Region of China (Million)中国各区人口总量排名 (百万)East
37、 China/华东地区Central China/华中地区Southwest/西南地区North China/华北地区South China/华南地区Northeast/东北地区Northwest/西北地区003604200268Distribution of Existing Theme Parks in China (2018)中国现有主题公园分布 (2018)East China/华东地区Central China/华中地区Southwest/西南地区North China/华北地区South China/华南地区Northeast/东北地区N
38、orthwest/西北地区34%17%13%6%10%12%8%Million12AECOMExisting Theme Parks - Types主题公园分类“What are the themes of existing parks?”“现有主题公园的主题有哪些?”The Chinese theme park industry has a broader cross-section of themed entertainment concepts than is typical in other countries; types of theme parks are therefore m
39、ore diverse. AECOM divides theme parks into 7 broad categories, as presented. ”No obvious theme” refers to those theme parks that do not contain a signifjcant amount of thematic content. There is minimal storytelling or thematic design, and they do not target any particular market segment or market
40、niche.中国的主题公园概念相较其他国家更为宽泛,因此主题分类更加多样。AECOM根据此次研究所选取的主题公园标准,将主题公园划分为动物/海洋动物、历史/文化、奇幻/卡通人物、影视/娀体、无明显主题/器械、自然/景观及其他主题类共计7种类型。“无明显主题”指没有或仅有少量主题内容的主题公园,其园区内故事线或主题设计薄弱,且不针对任何特定的细分市场。No Obvious Theme / Rides无明显主题/器械Fantasy / Character奇幻/卡通人物History / Culture历史/文化Animal / Sea Life动物/海洋动物Nature / Themed Envi
41、ronment自然/景观Other(eg.Religions, Food )其他类(如宗教,饮食 )影视/娀体Movie / Media13EconomicsAround 53% of existing theme parks in China fall into the category No Obvious Theme, while those with distinctly recognizable themes constitute the remaining 47%. Designing, building and operating a theme park with a spec
42、ifjc theme is more challenging than one without a theme. International experience indicates parks with strong themes perform better than parks with no obvious theme. Among those existing parks with recognizable themes, Fantasy/Cartoon Characters and History/Culture based theme parks are most common,
43、 at 16% and 13% respectively.国内目前现有的主题公园中,无明显主题类公园占比53%,由主打器械类骑乘设施的公园组成。有明显主题类公园占比47%。设计,建造和运营具有特定主题的公园比没有主题的公园更具挑战性。国际经验显示,具有明显主题的公园整体表现优于无明显主题的公园。有明显主题的现有项目中,奇幻卡通类和历史文化类占比最高,分别为16%和13%。Without Obvious Theme无明显主题53%With Obvious Theme有明显主题47%Fantasy/Character奇幻/卡通人物16%History/Culture历史/文化13%Animal/S
44、ea life动物/海洋动物9%Nature/Themed Environment自然/景观类5%Movie/Media影视/娀体2%Other /其他类 2%14AECOMExisting Theme Parks - Attendance Characteristics主题公园游客量特征“What level of attendance are existing parks achieving?”“现有主题公园达到了怎样的游客量水平?”Althoughtotal theme park attendance across China is approaching 190 million, 85
45、% of parks recorded less than two million visitors. The proportion of theme parks attracting more than 3 million visitors is fewer than 10%. Theme parks with an attendance of 3 million visitors or more are as large theme parks. 中国主题公园现今总游客量已达1.9亿人次,但游客量不足200万的主题公园占比达85%,游客量达300万以上的主题公园占比不足10%。达到300万
46、游客量的主题公园通常被认为是区域性大规模主题公园。Attendance of Existing China Theme Parks (Millions)现有主题公园游客量区间分布 (百万人次)12 Million34%0.51 Million34%0.30.5 Million17%23 Million6%34 Million5%4 Million4%15EconomicsCurrently, the number of theme parks in China with distinct themes is similar to the number with no obvious theme
47、. However, our analysis reveals that the attendance levels tend to be higher among those parks with a distinct theme. The majority of parks with attendance of 4 million or more visitors have distinctive themes. While having a strong theme does not guarantee success, having a unique theme and wonderf
48、ul guest experience can enhance the attractiveness and marketability of the theme park.中国主题公园现阶段有明显主题和无明显主题类公园的数量大致相当,但有明显主题类公园的游客量表现通常优于无明显主题类。游客量超过400万的大部分主题公园皆有明显主题。虽然拥有强主题的公园并不能保证成功,但拥有独特主题和提供卓越游客体验的主题公园可以增强其吸引力和适销性。Annual Attendance Range (Million)年游客量区间 (百万)Without Obvious Theme无明显主题With Obvio
49、us theme有明显主题0.3 0.52 31 20.5 13 44 15%2%20%2%2%13%1%15%3%2%4%20%Total53%47%16AECOMExisting Theme Parks - Investment Characteristics主题公园投资额特征“What is the level of investment in existing theme parks?”“现有主题公园的投资水平如何?”Attendance levels generally correlate with the size of the facility and capital inves
50、tment. Parks with high attendance require signifjcantly more facilities, attractions, and public areas which increase the level of required investment.More than half of all theme parks currently operational in China had an initial Capital Expenditure(CAPEX) of less than CNY 1 billion. Only two Chine