Hello Kitty‘s first overseas theme park will be located in Anji
A 37-year-old, named Hello Kitty cartoon cat, only the copyright on each hand to create her for the Japanese company Sanrio to bring 500 million U.S. dollars in profits, more than 20,000 kinds of different products have only cartoon cat.
Japan‘s Sanrio Co., Ltd. is not only the image of the cat go out and do any kind of authorized products, including notebooks, toys, clothing, glass, electrical appliances and even cars, but also to her theme of the establishment of two theme parks.
July this year, to this "the most market value of the history of cat" as the theme park will be located in Anji, Zhejiang, which is the main character of the theme park for its first time out of Japan.
"We are not in isolation, voted to build a Hello Kitty home, this home is a paradise resort in Zhejiang Anji Angel is an important part." Authorized parties, leisure and tourism Development Co., Ltd. Zhejiang Jiangyin Run the project leader Quan Zhang received the "first Financial Daily "said an interview.
Resort overall investment of about 15 billion, of which the first phase of development projects as Hello Kitty investment of $ 200,000,000 homes.
Shanghai Silver Green Holdings (Group) Ltd Liaochun Rong said, Hello Kitty cooperation model homes authorized by the Japanese side, license fees, investment in Fangyin Run and manage operations. 15 years Japan has given China authorized the project by the Sanrio Co., Ltd. of Japan and the United States HETTEMA co-design. The latter is Universal Studios Islands of Adventure and many other designers of DreamWorks Animation projects. The project is expected to open in 2014.
Hello Kitty now has two homes in Japan, which are located in Kyushu and Tokyo. The two facilities investment by Sanrio and self-management of their own.
Hellokitty Park (picture)
"This is the Chinese investment and management, the Japanese authority." Zhang Quan further said that the project can not be called franchising, reason is that the franchise will have a complete set of standards, but Angelina does not output this project Japan standard system.
Huamei Zhao Huan Yan, chief of knowledge management experts, as the authorized party, whether the franchise can still participate in the management operation to better control the park, there is unity, if management is not only authorized party authorized hard to control, but less risky authorized parties, profits or losses in the investment management side.
Analysts said, in line with Sanrio Hello Kitty marketing on a consistent position. With the "grassroots marketing" to explain their marketing strategies more appropriate, in fact, introduced in the cartoon image of the beginning of Sanrio‘s strategy is that the market does not require any testing and advertising, they do not give the cat simply lovely smearing the image of any product (except tobacco, alcohol and firearms, etc.), almost always to be agreed mandate.
Together with Disney, including the Yangtze River Delta city of dinosaur there, Song Cheng, play Valley and many other theme parks, can be expected that, Hello Kitty face future competition in their homes rather intense.
Take the Disney theme park, the size of the area, investment, business model, source group, derivatives income and geographic location, etc., there are a lot of competition between the two, there are also gaps.
Terms of area, Shanghai Disneyland (including logistics area) around an area of 91.0963 million square meters (1,366 acres), and Hello Kitty homes covering about 900 acres and facilities area of 9.5 million square meters.
Shanghai Disneyland theme park in the initial investment, including investment in the construction of approximately 24.5 billion yuan (37 billion U.S. dollars) and construction of other parts of the resort area of 45 billion yuan (700 million U.S. dollars), including hotels and retail, dining and entertainment center. Hello Kitty invest 200 million U.S. dollars to their homes.
"We have differences in competition with Disney, Hello Kitty in the area do not go for a theme park road." Zhang Quan explains, Hello Kitty home mainly for family of three, focusing on children aged 3 to 12.
The reporter was informed, Hello Kitty home in Japan the amount of source current 400 thousand to 1 million people ranging from the expected source Anji project about 100 million passengers in, while the Shanghai Disneyland is expected to source the amount of 10 million people.
"According to the Shanghai Disneyland targets Yangtze River Delta will be 3.3 billion people of radiation, which is bound to Hello Kitty and Zhejiang home to snatch a positive source." Zhao Huan Yan said, Hello Kitty "fans" in fact, a large number of adult resources these resources is exactly Disney efforts attractive.
In addition, the transportation is convenient, and Angelina is not an advantage, for Shanghai, the radiation is not only the Yangtze River Delta and even potential customers across the country are more likely to radiation to surrounding countries and regions.
"But Hello Kitty homes have a very large potential advantage Disney never lost, it is derivative." Xiaoying Wu Yi Chinese analysts point out that home, according to market data reflects the Disneyland 20% to 30% of revenue to Since tickets are a host of other benefits from the consumption of the park, especially the Disney authorized derivatives sales. This is China‘s domestic theme parks and Disney‘s most fundamental gap, the local restaurants with the industry, such as derivatives and secondary consumption accounted for only less than 10% of the proceeds. However, the main profit is to rely on Hello Kitty derivatives. "The park will be very substantial income products, and even expected to rival Disney."
"The future will focus on the development of derivatives, some products can even inside their homes in Anji buy Hello Kitty." Zhang Quan, said derivatives by one-third of income, one-third by the ticket, one-third rely on food , hotel. According to the development of the future, this park does not exclude the possibility of extension.
Hello Kitty theme park located in Anji yesterday; Shanghai Disneyland, which had been started - mice experienced cat, fight or with
Anji, Zhejiang Daily, May 8 power a kitten, no mouth, round face, wearing a bow on the left ear, and her name is Hello Kitty. 1974 "born" since the cat was so fascinated thousands of people worldwide, has created staggering wealth.
Now, it has to be settled in Zhejiang. This afternoon, Zhejiang Jiangyin Run Recreation and Tourism Development Co., Ltd. the owner of Hello Kitty - Japan‘s Sanrio Co., Ltd. signed cooperation agreement in the "China Bamboo" Angelina to build China‘s first Hello Kitty home.
This is the first out of the Hello Kitty theme park in Japan. It is reported that, Hello Kitty home project is the second Disney project after Shanghai, the Yangtze River Delta region and an international integrated tourism resort, but also in Zhejiang Province "Twelfth Five-Year" Plan the focus of tourism development projects.
"Cats" into the Anji bamboo forest
Zhejiang Anji Angel as an important part of the park, Hello Kitty, covering about 900 acres of homes, facilities, an area of 95,000 square meters, including hotels, restaurants, entertainment and many other facilities, we can say is by far one of the largest HELLO KITTY "home . "
HELLO KITTY home is located in Anji County, Anji East, the park entrance to the east exit of Hangzhou Anji long highway, with the high village of dock Village and the junction of Ganoderma lucidum and strategic location. Tang Zhongxiang Anji county party secretary, told reporters: "The theme park is only 30 minutes from Hangzhou by car, soon to be completed highway entrance door facing the Hello Kitty home, where Angelina will become a new landmark in the future."
Hello Kitty home project by Sanrio Co., Ltd. of Japan and the United States HETTEMA co-design. HETTEMA famous amusement park in the United States design company who designed the "America‘s most popular theme park," said Universal Studios Islands of Adventure and many other DreamWorks Animation projects. Hello kitty home design theme will be a natural and harmonious home, warm, dreamy, creative concept of environmental protection and will run through the park.
It is not easy to win this project, after the company also had a number of brand owners to the Hello Kitty Sanrio Co., Ltd. extended an olive branch, and developers - Silver Green Holdings Group and the Sanrio company, after more than two years Terms and Conditions agreement after negotiations, signed a cooperation agreement. It is worth mentioning that, headquartered in Shanghai, the original real estate, mining, finance as the main business direction of the Silver Run Holdings Group, has now become the business center of tourism development, and set up a Tourism Development Co., Ltd. Zhejiang Jiangyin Run, rooted in Zhejiang, the province developed tourism projects, Hello Kitty is home to its first heavy items.
What to Yangtze River Delta Tour
In the eyes of many financial experts, Hello Kitty is the only truly a "Lucky Cat" to Hello Kitty as the main character of the product relate to various areas: watches, telephones, stationery, jewelry, food, golf props ... ... Global Kitty hundreds of millions of fans, is its loyal fans. "Hello Kitty, a total of more than 40,000 items, that number is constantly refreshed." Sato, president of Prudential Sanrio proudly. Every year, millions of fans came to Japan theme park, play, stay and shop in its exclusive consumption.
It is reported that Angelina project officially started the second half of this year, estimated construction time of 3 years, is expected to be completed and opened in 2014. According to reports, the first phase of the project investments reached 15 billion yuan, the project will provide thousands of jobs, promote tourism Angelina self-evident.
"Hello Kitty homes will rely on brand, as well as Zhejiang Anji brings every corner of their fans in the world, it will become a ‘cash cow‘." Province, a travel agent told reporters that since opening up the Japanese tour, and many Hello Kitty is directed to tourists, there are many consumers and even threw in the Hello Kitty store million gold to buy the image of the microwave oven, telephone and clothing and other goods.
At present, the Yangtze River Delta region, the construction of various concepts of the theme park wave also Sturm und Drang. Of which, the loudest known, the first few Shanghai Disneyland and Angelina‘s Hello Kitty.
Insiders pointed out that the future is very optimistic about the joint effect of these two stars. "And Disney movies, books, different expansion of the field, Hello Kitty does not support the story, movies, books, etc., but it is the history of one of the most lucrative cartoon characters. Kitty cats meet people‘s desire for innocence, completely appeal on their own and become a enduring cultural symbol. "
An industry analysis, both famous and attractive factor different, so the two major theme parks located in the Yangtze River Delta, "cooperation" means will be more intense. By then, only two hours drive from Shanghai Hello Kitty home echoing with the Disney project, the formation of the Yangtze River Delta region in international tourist resort Twins linkage effects.
Learn to "Lucky Cat"
Hello Kitty home located in Zhejiang, a lot of people are concerned, it is only 2 hours drive with Disney who is more caught the eye, two matched, is "hard-fought", or Coexistence?
As the owner of the brand Hello Kitty Sanrio Cheng is calm, President Sato said, they will exist in harmony, because they are not "repeat the brand", they are two stars.
As the world‘s number one theme park doing my players, of course, Disney‘s influence even greater. This is thanks to its spillover effects. If the number of days to stay, said a local tourism climate index, the charm of Disney is undoubtedly enormous. Data show that tourist city in the U.S. Disney‘s average length of stay was 4 days in this period of time, can produce much economic benefit can be imagined. An industry analysis, can only stay two days prior to Shanghai: the Bund of Huangpu River half-day, half-Oriental Pearl Tower, a half-day Temple, Nanjing East Road, half a day, with the completion of Disneyland, this figure will increase a lot.
Hello Kitty theme park‘s annual reception with millions of fans, these fans are little girls, there are quite consumer strength of the fashionable woman, Kitty like Mickey Mouse in Disney as a story, a film, but it has always been able to do and follow-up as fast as fashion trends, fashion and take the pulse of the sentiment is a critical success factor Kitty Cat. Month, Kitty cat will have 500 out of 500 new products and old products; the 20th century, early 80s, when the teddy bear swept Japan, people can see the Kitty clutching a bear as her friend. The mid-80s almost all middle-class Japanese girls are learning the piano, then play the grand piano there ... ... Kitty cat can be predicted that if the cat is still the same on the current sensitive to fashion, it is able to quickly and accurately , gently grasp the traveler‘s wallet, Zhejiang tourism to create wealth.
In fact, Sato sincerity so that makes sense. As long as the repeated construction, formed by more than the competition theme park atmosphere more conducive to promoting industrial growth. Aspects of the data presented in Shenzhen Overseas Chinese Town, said after the Hong Kong Disneyland opened in 2006, Shenzhen Happy Valley in the following year growth rate of 10.2% tourists, and to 3.23 million the number of annual re-admission into the top ten theme parks in Asia Pacific. With Disney in the U.S., Europe, Japan and the development of Hong Kong, China instance, the coexistence of a number of theme park theme park will promote the brand and the development of the industry, and work together to market a bigger cake.
Previously, the industry is heard saying that the domestic theme parks, 80% loss, 15% of the balance of payments flat, only 5% can make a profit. Therefore, we should a 37-year-old "cat" and learn a hundred years of Mickey Mouse, there are many things to be prepared, for example, how to tour the cultural connotation of the brand taken, and how to get theme park dislocation competition how to use the star effect of the scale of urban tourism expansion, and not just wait for the two stars play pinch frame