Chapter 1807

Andy is very clear about the situation of Osaka Universal Studios. Although it can be listed in the 25 major theme parks in the world, since its opening in 2001, the number of visitors has been extremely unstable, almost losing money for years.

When it opened, it advertised "Hollywood of dreams" as its theme. "Let you feel the whole world in Hollywood movies" was the slogan of that year. In addition, we have never seen such innovative entertainment facilities and equipment, attracting 11 million tourists in the first year of opening. However, after the second year, the number of people entering the park decreased dramatically, and the phenomenon of population decline was very serious, even more than the general theme park. Andy attached great importance to the reasons for the decline.

“。。。 The general amusement park will usher in a better than expected situation in the year of opening, which is called "opening effect". Then, from the second year, the number of people entering the park will gradually decrease.

Let's see, this is the "opening effect" of general amusement parks. I use blue lines in the figure above, and red lines in our company. So why is the decline of our "opening effect" so serious?

According to my survey analysis and data summary, there are several reasons

In the conference room at this time, the curtains were closed and dark as night. Sen Gangyi stood in front of the curtain, pointed to the two charts of the curtain behind the people, and began to tell them carefully.

The executives of Osaka Universal Studios in the conference room also have different faces, and their eyes are different as they stand in front of the curtain, illuminated by bright lights, and supported by the boss of the headquarters, new CEO Sen Gangyi, especially some executives who have survived from the original management, and their inner anxieties and complexities can be imagined.

"The first point is that" bad things happen frequently ". Industrial water is mixed into drinks to sell expired food. The news media has made a lot of exaggerated reports on the above, but I haven't seen effective public relations measures. I don't understand why not carry out crisis public relations?"

This question was asked along with Sen's resolute improvement of intonation. The whole conference room was silent, while Andy looked back at the management circle with the light projected on the curtain, asked for his voice, and said lightly: "set up a crisis public relations team to deal with public opinions in emergencies, deal with public opinions in emergencies, suppress the media crisis public relations team, and be mainly responsible for socialization Communication, news planning and design hype, negative response clearing and clarification, online reputation management... Well, I will send a group of experts from the United States to guide you in your formation. "

In Andy's mind, Nai mouth Jerry Lee's image of a bitch came to mind. This product likes to run to the foot basin very much. Just this time, he met him and asked him to help Osaka Universal Studios set up a crisis public relations department.

"That's how it's decided. Go ahead and say..."

No one can say anything at a stroke of the tone of the big boss, but Sen Gangyi, standing in front of the curtain, starts to analyze himself at Osaka Universal Studios after getting Andy's signal.

"What's more, the entertainment content of performance-based is not as popular as that of Tokyo Disney. When American jokes and American culture become performances, it seems that it's hard for local people to understand intuitively. In addition, animal actors and western animal show are at the bottom of the park, so the utilization rate is very low. It can be cut out and become another theme.

The third problem is that we have always restricted the height and age of tourists. Many of our movie themed play facilities have height restrictions, and many of them have age restrictions on the players because of their terrorist plot. Even spider man facilities do not allow children to enter, and Disney has left a large part of our family enjoyment. This kind of restriction really ensures the safety, but it is no doubt that it is closing the door of the visitors. Over time, they will not choose our theme park.

The fourth is the issue of amusement park equipment, which is similar to Disney in form and content. All the amusement devices of Universal Studios in Osaka are directly imported from Universal Studios in the United States, and many of them are similar to Tokyo Disney in content and form.

Well, although the content of the story is not exactly the same, it will still be used by the guests unconsciously to make a comparison with one of Disney's swimming equipment, such as "look, this is like XXXX in Disney". All kinds of amusement facilities that are not easy to develop have not been highly appraised by the guests.

The last point is that our geographical location, although it can't be changed, is three times larger than that of Osaka. Disney has the ability to collect customers from all over the country. Disney's marketing and word-of-mouth effect of more than 15 years has made its position as the No.1 in the market.

Moreover, according to the data, it is usually difficult for people to be willing to spend more than 30000 yen on transportation to a theme park, which is also known as the "30000 day boundary" in the industry, and only Disney can do it. It has to be said that this is also an important reason why we can't compete with each other at present. Word of mouth and publicity are really lacking. "

After summing up the existing problems, Sen Gangyi stood in front of the curtain and motioned to the staff on the side. Soon someone opened the curtain of the meeting room, and the light was occupied again. Sen Gangyi also walked back to his position at the meeting table, standing straight and looking around very seriously for a week, and finally his eyes fell on Andy, but his eyes moved away as soon as he touched them , and then solemnly said."The original geographical business district is small. In addition, the theme can only be experienced in various amusement facilities. It is totally different from any place where Disney can feel the hard injury of its theme. Let the guests leave the impression that "one visit from this place is enough", which is also the main reason that there are basically no repeat customers at the beginning of opening.

Therefore, even if a successful and mature brand does not consider its own business circle, customer group attribute, potential consumption demand, etc., does not do a calm analysis, calculation, planning, and ultimately inevitably fails! "

"Pa Pa Pa --"

Andy took the lead in clapping, and soon more and more applause, and more and more Qi, Sen Gangyi stood in place, humbly bowed to Andy first, then leaned over to other subordinates in the conference room, and slightly bowed in response to the applause.

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

When he heard Andy's words, Mori Gangyi felt grateful and moved in the face of the big boss's unremitting support. He didn't expect that his big boss would do this.

"Yes, boss, I do have some immature reform plan..."

Sen Gangyi nodded solemnly and replied, "when the business is not good, do you want to complain negatively about" the business is too bad ", or actively ask the guests, grasp the key real information and prepare for change, which is the right one? The answer is obviously the latter.

At this point, our company is doing a very good job. The business is not good. We didn't complain, and we didn't choose to discount randomly. Instead, we used the "annual card" to get the real information and trend data of the guests. Although at this time, we will reduce part of the revenue, but get the most real data, as if we found the real problem in the sick body. I want to treat a patient No more important thing than that.

Here, I have to express my sincere thanks to all the senior employees who have been able to get such valuable data. You have left the most precious gift for the company, which can make the company resplendent again. Thank you. "

Speaking of this, Sen Gangyi really wants to thank you. Since 2005, a large number of questionnaire investigators have been set up at the entrance of Osaka Universal Studios. Throughout the business hours, there are staff who constantly ask guests to fill in questionnaires and collect various kinds of information.

Because of the negative news and the loss, a large number of price cuts were made to promote the "annual passport", which is called the annual card. It looks like the real income is getting less. But on the other hand, it is very ingenious to master the situation and attributes of the guests. In fact, this is the real meaning of the annual pass. And the annual card can record the information that the individual has visited several times. This is undoubtedly the most valuable wealth left for Sen Gangyi, who firmly believes in the data. The problems he found and the analysis he made all benefit from these data, which is also the most powerful basis and support for his next drastic reform!