斥资35亿的上海乐高乐园为何“拼”不过迪士尼

蓝鲸财经2025-07-29

文|消费维他命2025年7月，全球规模最大的乐高乐园在上海金山区枫泾镇正式开园。这座总投资超5.5亿美元、拥有8大主题区与8500万块积木模型的乐园，本被寄予厚望成为长三角文旅新地标。开园首日虽涌入7500名游客，但与上海迪士尼开园时“一票难求、黄牛横行”的盛况相比，乐高乐园的热度明显低于预期。作为积木玩具国王，乐高在中国市场遭遇了“首战失利”。Part01积木≠乐园，多重因素交织的困境乐高乐园将...

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href=https://www.lanjinger.com/d/1753694972344410263><strong>蓝鲸财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>文|消费维他命2025年7月，全球规模最大的乐高乐园在上海金山区枫泾镇正式开园。这座总投资超5.5亿美元、拥有8大主题区与8500万块积木模型的乐园，本被寄予厚望成为长三角文旅新地标。开园首日虽涌入7500名游客，但与上海迪士尼开园时“一票难求、黄牛横行”的盛况相比，乐高乐园的热度明显低于预期。作为积木玩具国王，乐高在中国市场遭遇了“首战失利”。Part01积木≠乐园，多重因素交织的困境乐高乐园将...</p>\n\n<a href=\"https://www.lanjinger.com/d/1753694972344410263\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"IE0002270589.USD","symbol_name":"LEGG MASON CLEARBRIDGE VALUE \"A\" (USD) 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Disney?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"DIS":1},"content_text":"文|消费维他命2025年7月，全球规模最大的乐高乐园在上海金山区枫泾镇正式开园。这座总投资超5.5亿美元、拥有8大主题区与8500万块积木模型的乐园，本被寄予厚望成为长三角文旅新地标。开园首日虽涌入7500名游客，但与上海迪士尼开园时“一票难求、黄牛横行”的盛况相比，乐高乐园的热度明显低于预期。作为积木玩具国王，乐高在中国市场遭遇了“首战失利”。Part01积木≠乐园，多重因素交织的困境乐高乐园将核心客群锁定为2-12岁儿童，导致园区设施高度依赖亲子互动场景。例如，开园首日最热门的“乐高大飞车”排队时长达105分钟，但该项目对身高、年龄限制严格，成年散客体验感薄弱。“近千元的亲子套票仅包含一大一小，额外加购成人票后总价近1500元，但园区内适合成年人的项目不足三成，性价比远低于迪士尼。”一位从北京专程赶来的游客告诉费维他命（ID：Con_vitamin）。这种“儿童主导、成人陪跑”的模式，直接削弱了非亲子客群的消费意愿。尽管乐高拥有哈利·波特、星战等全球顶级联名IP，但在中国市场，其IP矩阵的认知度与迪士尼存在显著差距。相比之下，迪士尼通过“玲娜贝儿”等独有的IP运营，成功构建了情感共鸣。而乐高乐园虽推出“悟空小侠”等中国元素主题区，但场景设计仍以积木拼搭为主，缺乏沉浸式叙事体验，难以复制迪士尼的“魔法世界”效应。同时，交通配套滞后，金山区地处上海远郊，距市中心约60公里，且地铁9号线尚未延伸至园区。开园首日，周边道路拥堵严重。反观迪士尼，通过地铁11号线直达、周边商业综合体林立，构建了一套完整的消费生态链。Part02乐园遇冷背后的经营隐忧乐高集团，作为来自童话王国的丹麦品牌，已有近百年的历史，公司名称‘LEGO’源自丹麦语‘leggodt’，意思是‘玩得愉快’。根据乐高集团2024年财报显示，其全年收入达743亿丹麦克朗（约合人民币702.7亿元），同比增长13%；营业利润187亿丹麦克朗，同比增长10%。然而，高速增长的背后，这份“成绩单”里，亚太市场收入占比仅12.6%，远低于美洲（48.2%）与欧洲（39.3%），中国作为全球最大玩具消费国，尚未成为乐高的核心增长极。乐高曾因绝版套装溢价空间大，被投资者称为“塑料黄金”。近年来，随着市场竞争加剧，乐高积木的保值属性迅速消退。例如，新品“无牙仔”上市即遭二手平台抛售，价差达200元；老款“哈利·波特迷你对角巷”虽仍受欢迎，但整体市场交易量同比下降30%。与此同时，国产积木品牌通过“低价+创意”策略抢占市场，乐高在中国积木市场的份额从2020年的65%降至2024年的58%。乐高B站发布的新品宣传片面对市场快速变化，乐高作为一家北欧公司，应对实属缓慢。漫威、星战等IP联名系列节奏更新迭代周期长达2-3年，远慢于泡泡玛特等潮玩品牌；同时，新品套装均价较国产积木高2-3倍，且鲜有折扣活动，导致价格敏感型用户流失。上述只是积木王国在中国市场“水土不服”的缩影。对于乐高集团而言，中国市场既是挑战也是机遇。想要适应中国市场，乐高集团要以更谦卑的姿态理解中国消费者需求，方能在文旅融合与消费升级的浪潮中抓住机遇，脱颖而出。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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