Shanghai theme park's "Super Evolution" is fundamentally a systematic transformation aimed at responding to market demands. We can observe the following evolutionary directions for the theme park:

1、 Capacity Expansion and Enhanced Load-Bearing Capacity , Balancing Efficiency and Experience

The wave of expansion sweeping through Shanghai’s theme parks is far more than a mere increase in scale—it represents a profound revolution centered on operational efficiency and the quality of guest experiences. At its core, the focus has shifted from merely managing the overwhelming crowds to crafting a high-quality, "comfortably enjoyable" experience for visitors—marking a significant leap forward in the industry’s maturity.

Disney's "Avengers: Quantum Encounter," one of the park's most popular attractions, has long been plagued by notoriously long wait times—often measured in "hours"—which have been a major pain point for visitors. After the expansion, capacity has increased by approximately 50%, directly enabling more guests to enjoy the core experience within each hour and significantly cutting down on queue times. This not only frees up valuable time for visitors to engage in secondary activities but also represents a deeper exploration of "the value of guest time." By optimizing the "throughput" at key touchpoints, the park is enhancing its overall operational efficiency and delivering a smoother, more seamless experience for everyone.

Similarly, the ambitious second-phase plan for Haichang Ocean Park—spanning over 140,000 square meters—and the upgrades to the Jinjiang Amusement Park’s Ferris wheel—from 108 meters to 118 meters in height and increasing its cabin capacity from 6 to 15 passengers—both follow a comparable logic. This expansion is systematic: it not only involves adding more attractions but also comprehensively enhancing supporting facilities such as hotels, dining options, and retail spaces. The ultimate goal is to extend visitors’ stay from a “few-hour day trip” to an “immersive, multi-day vacation experience,” thereby boosting the average spending per guest.

2、 Immersive experiences and IP Empowering becomes a core competitive advantage

If expanding capacity is about strengthening the "skeleton," then immersive experiences and IP-driven empowerment are about infusing the "soul." Shanghai's theme parks are now fully shifting away from the mere assembly of mechanical rides, instead focusing on creating "storyscapes" that evoke deep emotional connections.

Disney's IP applications hardly need further explanation. Jinjiang Amusement Park's complete transformation into the "Harry Potter Studio Tour" is the ultimate example of a traditional attraction reinventing itself. What it offers isn’t just a few IP-themed roller coasters—instead, it allows visitors to step behind the scenes of film production and personally experience the magical world’s immersive textures.

The effectiveness of Haichang's "OAAS + IP" dual-drive strategy—demonstrated by a 23% year-on-year increase in IP business revenue—alongside Happy Valley's distinctive approach to cultivating "national-trend IP," highlights the diverse potential of IP applications. While Haichang collaborates with international IPs to rapidly enhance its offline experiences, Happy Valley delves deep into local culture, further reinforcing its cultural confidence.

These initiatives demonstrate that a successful theme park must be a robust content platform capable of consistently generating or integrating compelling stories and characters, fostering an emotional connection with visitors that goes beyond a single visit.

3、 Technology empowerment and experience innovation go hand in hand.

The role of technology is undergoing a profound transformation. No longer a dazzling gimmick, it has seamlessly integrated into the very fabric of our experiences—much like oxygen and water—simultaneously boosting excitement, enhancing convenience, and enabling personalization across three key dimensions.

When it comes to enhancing the overall experience, Shanghai Happy Valley’s introduction of Asia’s first standing electromagnetic launch roller coaster stands as a prime example. The technological highlight isn’t merely its speed, but rather how it uses electromagnetic propulsion to simulate the explosive power of riding a wave at sea—capturing both the exhilarating rush and the unpredictable, thrilling motion of ocean swells with precision. Here, technology seamlessly serves the creative vision of "sensory immersion," making the thrill not only more tangible but also deeply narrative-driven.

In terms of enhancing convenience, technology plays the role of an "invisible butler." From seamless payments and smart queuing systems to AI-powered guided tours—and even the newly upgraded, WiFi-covered Ferris wheel at Jinjiang Amusement Park—these technologies quietly eliminate friction during the visitor experience, allowing guests to fully focus on enjoying every moment.

4、 Differentiated competition and market segmentation strategies are evident.

Facing fierce market competition, Shanghai’s theme parks are carving out their own niche by adopting differentiated strategies. Disney continues to strengthen its powerful original IP and immersive, fantastical experiences; Haichang Ocean Park focuses on marine themes and animal conservation; Happy Valley emphasizes mechanical rides combined with Chinese cultural elements; and Jinjiang Paradise is transforming into an immersive, movie-themed experience.

Shanghai's theme park market showcases differentiated competition, particularly through the segmentation of its target audiences. Haichang Ocean Park focuses heavily on families with children, while Happy Valley attracts younger visitors. Meanwhile, the upcoming Harry Potter Studio Tour is poised to become a must-visit hotspot for movie fans and fantasy enthusiasts alike.

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Above all, the collective upgrade of Shanghai's theme parks is far from over.

From Disney's IP ecosystem to Haichang's independent innovation, from Jinjiang Paradise's business model transformation to Happy Valley's exploration of emotional value—these practices collectively point to one conclusion: the core competitiveness of theme parks has shifted from "the thrill level of attractions" to "the depth of immersive experiences, the resonance with cultural values, and the precision of service." In the future, competition will no longer hinge solely on facilities and intellectual property—it will increasingly revolve around the overall experience and the ability to innovate.