Integrate Sun Wukong IP and other Chinese elements? How will Universal Beijing Phase 2 and 3 be built?
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Editor-in-Chief | Yang Ming
Editor | Jing Xiangyuan
Source | People's Daily, Tongzhou Xiaobing, etc.
It was learned from the recent Beijing sub-center cultural and tourism industry exchange meeting that the city sub-center tourism consumption landmarks are accelerating their formation. Beijing Universal Theme Park has become one of the most popular tourist destinations in the country, receiving nearly 10 million visitors last year and driving approximately 16 million passenger flows to the Universal shopping district. The second phase of construction will start this year.
According to the introduction, during the "14th Five-Year Plan" period, the Beijing sub-center cultural and tourism industry will create a cultural and tourism development spatial pattern of "one area, one river, three towns, and multiple points." "One area" refers to the Beijing sub-center cultural tourism area, which is an important carrier of the city sub-center's leading cultural tourism functions. It relies on the Beijing Universal Theme Park to create a modern and fashionable tourist destination facing the world. Key projects such as the International IP complex Apex Park, Haichang Ocean Park, City Sports Center, and Poly Art International Convention and Exhibition Center are located in the cultural tourism area.
As early as last year, the Beijing-released "Action Plan on Further Promoting New Breakthroughs in the High-Quality Development of the Capital (2023-2025)" proposed to coordinate the promotion of high-quality supply to lead and create new demands, and to promote the continuous emergence of new highlights in investment and consumption. I noticed that this plan, which clearly outlines the tasks for the next three years, includes the launch of the second phase of construction of the Universal Resort in terms of creating new consumption landmarks.
Beijing Universal Studios Phase II and III
Will incorporate more Chinese elements
According to previous understanding, in January 2023, Bai Fan, a member of the Municipal People's Congress, deputy secretary of the Party Committee, director, and general manager of Beijing Capital Tourism Group Co., Ltd., revealed that the development and construction of the second and third phases of Beijing Universal Studios will incorporate more Chinese elements.
In the future, two large-scale consumption center projects will be built in the north and east of Universal Studios. In addition, the Zhangjiabawan Commercial and Entertainment Complex project is striving to open before May 1, 2025, and a comprehensive cultural and tourism resort will be built near Daxing Wildlife Park.
Zhangjiabawan Commercial and Entertainment Complex Project
Research and planning to launch the construction of Universal Studios Phase II and III
Beijing Universal Studios is not only a new tourism landmark in Beijing, but also currently the largest operating Universal theme park in the world. Currently, the Shoulu Group has begun to research and plan the launch of the development and construction of the second and third phases of Universal Studios, including the landing of IP cultural and tourism industries. "The first phase has incorporated many Chinese elements. Through the operation observation of the first phase, Universal has also gained a deeper understanding of the Chinese consumer market and accumulated more experience, all of which will be integrated into the second and third phases." Bai Fan revealed that more Chinese elements will be incorporated into the construction of the second and third phases.
Bai Fan said that high-level operation has always been the goal of Beijing Universal Resort, and an important part of this is the reception capacity. Currently, Universal has withstood the test in terms of safety, stable operation of equipment, accommodation, catering, and entertainment. However, due to the epidemic, Beijing Universal Resort has not yet truly been tested by large passenger flows. In the future, with the recovery of the market, Universal will make all preparations to welcome more tourists.
It is understood that early information revealed that the total area of Beijing Universal Resort exceeds 4 square kilometers, with the first phase covering 159.57 hectares; the second phase covers 165.83 hectares, and plans to build a theme park with Chinese elements, introducing Chinese culture and IPs such as Sun Wukong; the third phase plans to build a water park.
Early planning schematic diagram
In addition, previous reports also revealed that Beijing Universal Studios will plan a "Volcano Bay".
From the location point of view, it is the officially planned location for the construction of the water park!
However, the specific content of the second and third phases of construction should be based on the latest plan.
Universal will build two large-scale consumption centers
Bai Fan revealed that in the future, Beijing Universal Resort will be taken as the core to continuously improve the ability to receive the spillover effect of Universal Studios. Shoulu's travel agencies, hotels, catering, and outbound industries will be deeply integrated with Universal projects to form a "1+X" industrial layout and supply of derivative services, ensuring that tourists receive high-quality service experiences and maximizing the capacity to accommodate the spillover effect of Universal tourists.
At the same time, in accordance with the requirements of "internationalization, industrialization, and consumption aggregation," a number of high-quality commercial venues and boutique hotels will be planned and laid out to attract a number of high-quality projects in cultural design, animation games, performing arts, digital entertainment, family entertainment, and conferences and exhibitions.
The preliminary plan is to plan two large-scale consumption center projects in the north and east of Beijing Universal Resort to strengthen functional supporting facilities, create a world-class business district, and form a tourism consumption aggregation area with wide-area radiation capabilities.
Among them, the Zhangjiabawan subway station integrated complex project, jointly invested and built with state-owned enterprises, has started construction. The Beijing Jingnan Cultural Tourism Resort project, which relies on the upgrading of Beijing Wildlife Park, and the Donghuangshan International Town project, jointly developed with Beijing state-owned enterprises, have completed planning and design.
Zhangjiabawan Vehicle Depot Project
At the same time, Shoulu Group will establish close industrial linkages and project cooperation with Tongzhou's old city area, Zhangjiabawan Design Town, Taihu Performing Arts Town, and the sub-center urban green heart. Currently confirmed projects include the Shoulu headquarters building project, which will create a new landmark for the Tongzhou cultural tourism area, the Zhangjiabawan Design Town supporting hotel function project, and the Yihe Biological project, helping the sub-center to become an important international window and industrial cluster area for Beijing's deepening service industry and expansion of open cultural tourism.
EndeavorCity City Sports Center Project
"The Zhangjiabawan Commercial and Entertainment Complex is divided into three groups: international brand commercial, lifestyle resort hotels, and characteristic cultural and tourism towns. It will form a city micro-vacation center together with Universal Studios, striving to have the conditions for operation by the end of 2024 and officially opening between the first quarter of 2025 and before May 1." Bai Fan revealed that the wildlife park is currently a single tourist destination, and the next step will be to develop it into a cultural and tourism resort, including animal-themed hotels, supporting commercial facilities, and amusement parks.
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