第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

9月尾，泡泡玛特首个都会乐土于北京向阳区开业，再次激发存眷与会商。实在，自打泡泡玛特要建主题乐土的动静一出来，网友、业界都群情纷纷，并纷纷调侃“IP变现的终点是乐土”。

从上海迪士尼度假区开业7年涨价4次仍旧人潮涌动到北京举世度假区开业一年便吸引超1380万人次旅客等实例来看，主题公园（因相干规范要求，海内通用术语为主题公园，与主题乐土意义相近似）简直是IP变现的主要手腕，但海内IP主题公园数目其实不多，并且要设置装备摆设主题公园也不易。

总量多IP衍生类少

主题公园（theme park）指以营利为目的兴修的，占地、投资到达必然范围，实施关闭治理，具备一个或者多个特定文化游览主题，为旅客有偿提供休闲体验、文化文娱产物或者办事的园区。

该业态包括以年夜型游乐举措措施为主体的游乐土、年夜型微缩景不雅公园，以和提供情景模仿、情况体验的各种影视城、动漫城等。

于我国，主题公园的总数目不少。中国社会科学院财经战略研究院、中国社会科学院游览研究中央及社科文献出书社发布的《游览绿皮书：2021—2022年中国游览成长阐发与猜测》显示，据不彻底统计，中国已经累计开发主题公园游览点近3000个，此中范围性的主题公园300余家。

然而，这些主题公园中，从IP衍生出来的其实不多。

知名度较高的锦绣中华、年夜唐芙蓉园、宋城等属在基在汗青、文化打造的主题公园，以什物微缩景不雅、仿古修建等为主；欢喜谷、世界之窗、长隆欢喜世界等以年夜型游乐举措措施为主，主打休闲文娱；中华恐龙园以恐龙为焦点，园区的演出、主题园区均缭绕恐龙睁开。

华强方特拥有方特欢喜世界、方特梦幻王国、方特水上乐土、方特恐龙王国等主题公园品牌，2022年7月开业的台州方特·狂野年夜陆因此方特自有动漫IP为主，将《熊出没》系列、《俑之城》、海外引进的《古迹奼女》等海内外动漫IP的经典场景，经由过程实景举行还有原。

∆台州方特·狂野年夜陆以方特自有动漫IP为主（图源台州方特·狂野年夜陆微博）

投入年夜IP量少制约成长

为何我国本土没有近似迪士尼乐土、举世影城的主题公园？从上海迪士尼乐土落户到北京举世影城开业，这个问题屡次被提出来，有关谜底也是多种多样。

于笔者看来，重要缘故原由可归在IP数目及知名度、主题公园设置装备摆设投入两方面。

起首是IP数目及知名度。上海迪士尼乐土、北京举世影城与其他主题公园的显著差异就于在其拥有浩繁的IP——上海迪士尼乐土的嬉戏项目险些都是缭绕迪士尼旗下IP设置，如小飞侠天空奇遇、小熊维尼历险记、巴斯光年星际救援、加勒比海盗·沉落宝藏之战等；北京举世影城设置有哈利·波特的邪术世界、变形金刚基地、功夫熊猫盖世之地、小黄人乐土等园区，都是知名经典IP主题。

∆北京举世影城-变形金刚（图源北京举世度假区微博）

再联合上述主题公园的占地面积、投资，咱们可以或许很容易地患上出结论：1个IP是不足以支撑1个主题公园的。

换言之，要成立一个凸显IP卖点的主题公园，IP的数目不克不及少，知名度、影响力还有不克不及低——不具有高知名度、影响力的IP对于消费者的吸引力不足。

我国拥有IP的企业不少，但拥有数目多且知名度高IP的企业就相对于少些，一般包括各年夜影视、动画建造公司，好比博纳影业、中影集团、正午阳光、企鹅影视、奥飞文娱、玄机科技等；游戏企业，如腾讯游戏、网易游戏、完善世界、三七互娱、米哈游等。原创IP代表企业重要是泡泡玛特、52TOYS等。

这么枚举来看，海内满意IP数目及知名度前提的企业还有挺多的，但为什么这些企业没有打造主题公园呢？这就触及到影响主题公园成长的另外一个因素，设置装备摆设投入。

按照国度发改委等多部分发布的《关在规范主题公园设置装备摆设成长的引导定见》，总占地面积2000亩（1.33平方千米）和以上或者总投资50亿元和以上的，为特年夜型主题公园；总占地面积600亩（0.4平方千米）和以上、不足2000亩或者总投资15亿元和以上、不足50亿元的，为年夜型主题公园；总占地面积200亩（0.13平方千米）和以上、不足600亩或者总投资2亿元和以上、不足15亿元的，为中小型主题公园。

以现实案例来看，上海迪士尼度假区占地3.9平方千米，包括上海迪士尼乐土、迪士尼小镇及2家带有主题气势派头的旅店。此中，上海迪士尼乐土占地1.16平方千米。开园时，该度假区的总投资额已经经到达340亿元。这还有不包括以后园区、旅店扩建的投资。

∆图源上海迪士尼度假区微博

北京举世度假区计划包罗七年夜主题景区、37处骑乘文娱举措措施和地标景点、24场文娱表演、80家餐饮和30家零售门店，总面积超4平方千米，三期总投入估计为700~1000亿元。

再看本土的台州方特·狂野年夜陆，占地面积0.4平方千米，总投资额为30亿元，由华强方特集团及台州市人平易近当局配合打造，是浙江省重点文化游览项目。

综上所述，不管是哪一种范围巨细的主题公园，投资额都很是年夜。只管大都主题公园都是企业与处所当局配合打造，且当局卖力较年夜比例，但企业投资比例也有百分之三四十，金额仍旧较年夜，并不是一般实力的企业可以或许负担患上起的。

更主要的是，主题公园属在重资产、高危害行业，设置装备摆设周期长、运营成本高、回本周期长。如上海迪士尼乐土设置装备摆设时间5年，且于刚开业时，有专家猜测其回本需要11年。北京举世影城筹办20年、设置装备摆设7年才开放第一期。根据举世影城财报通行利润率计较，北京举世影城的回本周期约于4年摆布。

摸索第三条乐土之路

于主题公园方面，我国企业并不是不动心，但上海迪士尼乐土、北京举世影城的热闹与乐成较难复制，摸索属在本身的门路才是正路。

奥飞文娱株式会社的首个“超等飞侠”实景主题景区——超等飞侠练习营，是建于重庆欢喜谷内的。该景区还有原了地标性修建“飞行节制塔”“超等飞侠广场”“超等飞侠之家”等多个《超等飞侠》动画片的经典场景，还有设置跨越20个主题沉浸式百口欢游乐项目。该景区总占地面积4万平方米，总投资超6亿元。

∆图源重庆欢喜谷微博

与现有项目互助打造IP主题景区，对于在IP版权方来讲属在轻资产运营方式，投入相对于较少、成本较低。除了了超等飞侠练习营，泡泡玛特都会公园也属在与现有项目互助。

据相识，泡泡玛特都会公园选址的“欧陆风味”项目，位在北京向阳公园中区，原先以欧式古典气势派头修建及景不雅为主。泡泡玛特于保留原始修建布局及地形地貌特性的基础上，随机应变地交融了IP元素，并举行了业态的延展。

终极建成的泡泡玛特都会乐土占地约4万平方米，交融了LABUBU、MOLLY等IP，划分为泡泡街、丛林、城堡、湖滨4年夜区域，并设有可体验的游戏装配、轻量级无动力装配、两家IP主题特点餐厅、多个乐土限制款记念品市肆等。

∆泡泡玛特都会乐土宣传图（图源泡泡玛特微博）

博纳影业总裁在冬接管媒体采访时也提到，博纳影业将及主题公园、实景文娱等场景互助，打造影戏IP主题街区，今朝已经于年夜湾区举行计划构想。“博纳影业不会花年夜资金拿地打造，而因此轻资产的IP来互助投入。”

从超等飞侠练习营成为重庆欢喜谷必打卡点到泡泡玛特都会乐土成本年中秋、国庆假期“爆款”可以看出，轻资产模式同样可以或许实现IP变现。只是危害与收益是成正比的。轻资产模式的主题公园投入较低、危害较低，收入天然也会相对于较低。

来历：中外IP授权 深圳展（ID:licensingchina）

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CONNECT:[ UseTime:0.007214s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005071s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004393s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004897s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004272s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004251s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004783s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004160s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004832s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004191s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004819s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004278s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004197s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004238s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004243s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004201s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004207s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004237s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004176s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004307s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004204s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004257s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004298s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004310s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004898s ]SELECT * FROM `ta_article` WHERE `id` = 186 LIMIT 1 [ RunTime:0.006481s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004383s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004303s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004796s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004206s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004184s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004240s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004253s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004212s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004170s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004189s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004160s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.004188s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004256s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004274s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004242s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004168s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.004177s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004658s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004214s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004241s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 186 [ RunTime:0.009263s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004638s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004350s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004282s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004794s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004264s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004206s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004225s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004230s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004405s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004199s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004263s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004225s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004663s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004208s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004216s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004200s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004167s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004169s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004260s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004226s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004702s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004238s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004204s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004215s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004666s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004193s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004204s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004315s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004288s ]-必一运动官网