By Tan Haojun
Translated by Chen Shuling
According to media reports, Shanghai Disney tickets are initially priced at 300 yuan, while it has not been confirmed by the relevant departments whether the price of 300 yuan is true or not. The information shows that Disney theme parks have been built up in five countries of the world with the lowest price of HKD 295.00. (‘Yangzi Evening News’dated Nov. 5) Chinese Version>>
That Disney enters the mainland and‘Mickey Mouse’comes to Shanghai is undoubtedly an eye-catching bright spot for Shanghai which is diving into exhibition and theme economic development, and also a new entertainment place for the mainland inhabitants.
However, Disney is usually considered as paradise of‘the rich’for its large scale and huge investment. Among the five countries where Disney Parks have been built up, only the ticket price of Hongkong Disney Park is below HKD 300 while all the other tickets prices are above HKD 300. The ticket fare of Florida Disney World is even as high as HKD 466. The main reason that Disney has not been built in more countries, especially in developing countries is probably the ticket fares which are too high.
As disclosed, Shanghai Disney fare is initially priced at 300 yuan, which is about same with Hongkong Disneyland. If it is so, Shanghai Disneyland is also likely to be a paradise for‘the rich’and many‘poor’people will be stopped out of the door. Because in U.S.A., Japan and France, the ticket of their Disneylands is of very high price, but compared with their per capita income, such fare is almost equivalent to that of ordinary parks in China. And the fare of Hongkong Disneyland is priced the lowest of the world also in full consideration of the mainland market.
To be frank, it is indeed a very difficult problem for Shanghai Disneyland how to price the ticket. First, the return of investment should be considered; secondly, the interactions with Hongkong Disneyland; and thirdly the affordability of the mainland common people should also be taken into account. If the pricing is too high, not only tourists source will be affected, it will also give rise to certain social repercussions. If the pricing is too lower, the progress of investment return will be affected, and more over there might be an impact on Hongkong Disneyland.
We know that Chinese common people have a special feeling with Disney because of‘Mickey Mouse’, and always hope to be able to see‘Mickey Mouse’with their own eyes. Now that Disney is able to come to Shanghai, the mainland of China, will certainly bring surprises to the mainland common people. Therefore, this factor must be fully taken into account in consideration of pricing, and the overseas‘absolute price’should not be compared with exactly. More over, do not let the Disney become too‘aristocratic’and‘rich’, and Shanghai Disneyland should have more civilian colours, so that Disney can really enter into the common people.
Then, how to determine the price of Shanghai Disneyland to follow a civilian way so that more ordinary people of the mainland can enjoy the Disney cheer? The author considers that the support is required from two aspects. One is the policy support of the government. During the construction and operation of the Disneyland, the municiple government of Shanghai should be able to give more support and assistance for the long-term target of exhibition and theme economic development, and to allow the Disneyland to be constructed smoothly and developed healthily, which would also promote Shanghai, an international metropolis, to more strengthen exchanges with foreign countries and to more enhance its image among the ordinary people. Another one is the full cooperation of Disney Company. We know that Disney Company will invest the project with intellectual property and share the profits, while no investment risk will be taken for them. Just because of this, Disney Company should give more consideration to the premise that‘Mickey Mouse’is able to enter such a country of large population as China, other than merely the investment return and economic benefits. More important, to let more Chinese people enter Disney will bring very substantial return from long-term consideration. So, appropriate recessions should be made in the discussions with Chinese investors about profit-sharing ratio. And Chinese investors must argue on the basis of reason in the discussions with Disney Company about profit-sharing ratio.
As for the probable impact on Hongkong Disneyland due to lower pricing, the problem can be settled through interactions between Shanghai and Hongkong.
If Shanghai Disneyland can do more to follow a civilian way, Shanghai Disneyland will really become a new place for the mainland common people. After all, the majority of people do not have economic ability to go abroad yet.
The bright Shanghai Disneyland is expected to be able to follow a civilian way.