American Fortune Life

Andy is very clear about the situation of Universal Studios Osaka. Don't look at it as one of the top 25 theme parks in the world. However, since its opening in 2001, the number of visitors has been extremely unstable, and it has been losing money almost year after year.

When it opened that year, it advertised "Dream Hollywood" as its theme. "Let you be in a Hollywood movie and feel the whole world" was the slogan of the year. In addition, everyone has never seen such a variety of innovative entertainment facilities and play equipment, and it attracted 11 million tourists in the first year of its opening. However, unexpectedly, after the second year, the number of people entering the park dropped sharply, and the phenomenon of the decline in the number of people was extremely serious, even surpassing the average theme park. Andy attached great importance to the reason for the decline.

"...A general amusement park will usher in a better situation than expected in the first year of opening. This is called the "opening effect". After the second year, the number of people entering the park will gradually decrease.

Please see, this is the "opening effect" of a general amusement park. I have shown it with a blue line in the above picture, and our company has shown it with a red line. Then why the attenuation phenomenon after our "opening effect" is so serious Woolen cloth?

According to my survey analysis and data summary, there are mainly the following reasons. . . . . . "

In the conference room at this time, the curtains were closed tightly, and it was as dark as night. Sen Gangyi stood in front of the curtain, pointed to the two diagrams on the curtain behind him, and began to tell everyone in detail.

The executives of Universal Studios Osaka in the conference room also had different complexions. They looked at the new CEO Mori Gangyi who was standing in front of the curtain, illuminated by bright lights, and supported by the big boss at the headquarters. It is conceivable that some executives who have survived from the original management are worried and complicated.

"The first point is that "bad things happen frequently", industrial water is mixed into drinks, and food that has expired is sold. The news media have made a lot of exaggerated reports on the above, but I have not seen effective public relations measures. I don’t understand, why didn’t we carry out crisis public relations?”

As Sen Gangyi raised his tone and asked this question, the entire conference room was silent, while Andy looked back at the management team following the light projected on the curtain, lowered his voice, and said lightly: "Establish crisis public relations The team handles public opinion on emergencies, responds to public opinion on emergencies, and suppresses media crisis public relations teams. It is mainly responsible for social communication, news planning, design and hype, negative response cleaning and clarification, and online reputation management... so, I will start from The U.S. dispatched a group of experts to guide you in its formation.”

An image of that bitch Naizui Jerry Lee came to Andy's mind. This guy likes to run to the footbath very much. It just happened to satisfy him this time and let him come to help Universal Studios Osaka to form a crisis public relations department.

"That's the decision on this matter, you continue to talk..."

The final word from the big boss,

Naturally, no one could say anything, and Mori Gangyi, who was standing in front of the curtain, received Andy's hint and continued to conduct self-analysis on Universal Studios Osaka.

"What's more, performance-type entertainment is not as popular as Tokyo Disneyland. When American jokes and American culture are turned into performances, it seems difficult for native people to understand intuitively. In addition, animal actors and western animal shows They are all in the innermost part of the garden, and the utilization rate is really low. They can be cut off completely and turned into other themes.

There is also a third problem, which is that we have always restricted the height and age of tourists. Many of our movie-themed amusement facilities have height restrictions, and many of them are dangerous to tourists because of their horror plots. There is an age limit, and even the Spiderman facilities do not allow children to enter, and Disney has left a lot behind in terms of family fun. This kind of restriction does ensure safety, but it is undoubtedly shutting out the players. Over time, they will not choose our theme park.

The fourth is the problem of playground equipment, that is, the form and content of the play equipment is similar to that of Disney. All the play equipment in Universal Studios in Osaka are directly imported from Universal Studios in the United States, and many of them are similar to Tokyo Disney in terms of content and form. .

Well, although the content of the story is not exactly the same, guests will still unknowingly compare it with a Disney toy, "Look, this looks like XXXX in Disney" and the like. The various recreational facilities that have been developed with great difficulty have not received high praise from customers.

The last point is our geographical location. Although this cannot be changed, the scope of Tokyo is actually three times larger than that of Osaka. Disney has the ability to attract customers from all over the country. Disney has more than 15 years of marketing and word-of-mouth effects. Its position as the number one foot basin has been unshakable.

Moreover, according to the data, it is usually difficult for people to spend more than 30,000 yen in transportation expenses to go to a theme park. This is also known as the "30,000-day boundary" in the industry, and only Disney can do it. This has to be said to be an important reason why we can't match it now. Word of mouth and publicity are really lacking. . . "

After summing up the existing problems, Sen Gangyi stood in front of the curtain and gestured to the staff next to him, and soon someone opened the curtain of the conference room, the light regained its place, and Sen Gangyi also walked back to his place in front of the conference table Go up, standing straight, looking around for a week with a very serious expression, his gaze finally fell on Andy, but he moved away as soon as the gaze was touched, and then said solemnly.

"The original geographic business district is small, and the theme can only be experienced in various amusement facilities, which is completely different from any place in Disney where you can feel the flaws of its theme. It is enough for guests to stay in this place once." This is also the main reason why there are basically no repeat customers at the beginning of the opening.

Therefore, even for a very successful and mature brand, if it does not consider its own business district, customer group attributes, potential consumer demand, etc., and does not do calm analysis, calculation, and planning, it will inevitably fail in the end! "

"Papa--"

Andy was the first to applaud, and soon the applause became more and more homogeneous. Sen Gangyi stood on the spot, humbly bowed to Andy first, and then turned sideways to other members of the conference room. The servants bowed slightly and responded to the applause.

"Very good, I am very pleased. Yi Sang's work is really meticulous. Now that the problem has been found, I believe that you should also have a solution, right?"

Hearing Andy's words, facing the big boss's spare no effort to support him, made Sen Gangyi feel grateful and touched at this time. He never thought that his big boss would do this.

"Yes, boss, I do have a bit of an immature reform plan..."

Sen Gangyi solemnly nodded and replied, "When business is not good, should we negatively complain that "business is too bad", or actively ask customers, grasp the key real information, and prepare for changes, which one is better?" Yes, the answer is clearly the latter.

At this point, our company is doing very well. The business is not good, so we didn’t complain, and we didn’t choose random discounts. Instead, we used the “annual card” to obtain the real information and movement data of customers, although at this time there will be a part of the reduction benefits, but getting the most real data is like finding out where the real problem is in the sick body. I think there is nothing more important than this for a patient.

Here, I have to express my most sincere thanks to all the senior employees present for being able to obtain such precious data. You have left the most precious gift to the company, which can make the company brilliant again, thank you. "

Speaking of this, Takeshi Mori sincerely wants to thank him. Since 2005, a large number of surveyors have been set up at the entrance of Universal Studios Osaka. Throughout the business hours, there are staff who have been continuously asking guests to fill in the questionnaires. Investigate, collect various information.

Because of the negative news and the loss, the "annual passport" was sold at a large price reduction, which is the so-called annual card. It looks like the real income has decreased. But on the other hand, they have mastered the situation and attributes of the guests very cleverly. In fact, this is the real meaning of the annual card. Moreover, the annual card can record the information of how many times the individual has visited in total. This is undoubtedly the most precious wealth left to Sen Gangyi, who firmly believes in data. The problems he discovered and the analysis he made all benefited from these data, and it is also the most powerful basis and support for him to carry out drastic reforms in the future!

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