American Fortune Life

Andy knows exactly what happened to Universal Studios Osaka. Don't look at it as one of the top 25 theme parks in the world, but the number of entrants has been extremely volatile since it opened in 2001, losing almost year after year.

When it opened, it marked "Hollywood of Dreams” as its theme. “Put you in Hollywood movies and feel the whole world” was the slogan of the year. And no one has ever seen such innovative entertainment facilities and play equipment, attracting 11 million visitors in their first year of operation. However, Andy attached great importance to the causes of the decline in the number of people entering the park after the second year and its severity and even outweighed the general theme park.

“ The general amusement park will be in better shape than expected during the opening year, known as the "opening effect”. As the second year begins, the number of people entering the park slowly decreases.

You see, this is the "opening effect” of the general amusement park, and I show it in blue in the figure above, and the red line in the part of our company, so why is our “opening effect” so seriously attenuated?

Based on my survey analysis and data summary, there are a few main reasons... ”

At this time, in the conference room, the curtains were closed and dark as night. Sen Gangyi stood in front of the screen, pointing to the two diagrams behind the screen, and began to tell everyone carefully.

The executives of Osaka Universal Studios in the conference room also had different faces. They stood in front of the screen with different eyes and were illuminated by the bright lights. The new CEO Sen Gangyi, who received strong headquarters boss, especially some executives who had been retained from the original management, was ideally aware of the inner lucidity and complexity.

“The first point is that" bad things happen frequently ”, industrial water is mixed into beverages, trafficking in expired foods, the press has made a lot of statements about the above, but I have not seen effective PR measures, I do not understand, why not carry out crisis PR? ”

As Sen Gangyi raised the question, the whole conference room was silent, and Andy looked back at the brightness of the projection on the screen and asked the management to lower his voice, saying faintly: “Establish a crisis PR team, conduct emergency public opinion handling, emergency public opinion response, media crisis public relations team suppression, mainly responsible for social communication, news planning and design speculation, negative response clarification, online reputation management. Well, I'll send in a group of experts from the United States to guide you in your formation. ”

Andy had the image of the slut Jerry Lee, the NAI mouth, who really liked to run here in the foot basin, just this time satisfied him and asked him to come and help Osaka Universal Studios set up a crisis PR department.

“That's it, you go on... ”

Big boss's hammer is definitely no one can say anything, and Mori Gangyi, standing in front of the screen, gets Andy's cue and starts to self-analyze Osaka Universal Studios.

“Besides, performance entertainment is not as popular as Tokyo Disney. When American jokes and American culture become performances, the natives still seem to have difficulty understanding them intuitively. Plus, animal actors and western animal shows are among the best in the park, and utilization is really low. Absolutely can be cut off and turned into other themes.

And the third problem is that we've been limiting the height and age of tourists, and there are a lot of height restrictions in our movie-themed play facilities, and a lot of them because of their horror plots, age limits for tourists, even Spider-Man facilities that don't let children in, and Disney dumps them for family rejoicing. This limitation does guarantee security, but it also undoubtedly keeps the players out of the door, and they won't be choosing our theme park for long.

Fourth, the problem with playground equipment is that playground equipment is similar in form and content to Disney. All playground equipment in Universal Studios in Osaka is imported directly from Universal Film and Television Park in the United States, and is similar in content and form to Tokyo Disney.

Well, even though the story isn't exactly the same, it's still unwittingly compared by the Guest to some kind of Disney equipment, like, "Look, this looks like Disneyland XXXX." Easily developed entertainment facilities are not highly rated by Guests.

Finally, our geographic location, although unchangeable, is three times bigger in Tokyo than in Osaka, and Disney has the ability to attract visitors from all over the country. Disney's 15-plus years of marketing and reputation have left its first place in the foot basin unshakeable.

Moreover, according to the data, it is often difficult for people to be willing to spend more than 30,000 yen on transportation to a theme park, which is also considered a "30,000 day boundary” in the industry and can only be done by Disney. It has to be said that this is also an important reason why we are now incomparable, that reputation and propaganda are really lacking... ”

After summarizing the existing problems, the staff of Sen Gangyi standing on the opposite side of the screen showed that soon someone opened the curtains of the conference room, the light reoccupied, and Sen Gangyi also walked back to his position at the conference table. After a week of standing up straight and looking very seriously, his eyes finally fell on Andy, but his eyes moved away as soon as he touched them, then said solemnly.

“The small size of the original geographic business community, coupled with the fact that the theme can only be experienced in various play facilities, is completely different from the hard wounds of the theme anywhere in Disney. Leaving the Guest with the impression that" it's enough to come to this place once ”is also the most important reason for not having a returning Guest in the early stages of the business.

So, even if it has been a very successful and mature brand, without considering its own business circle, customer attributes, potential consumer needs, etc., without calmly analyzing, calculating, planning, eventually failing! ”

“Bang-bang--”

Andy took the lead, quickly applauding more and more and more, and Sam Gangyi stood where he was, humbly bowing down to Andy, then sidelined to the other subordinates in the conference room to respond to the applause.

“Well, I'm glad that Ishaan did a really detailed job. Now that we've found the problem, I'm sure you should have a solution, right? ”

Hearing Andy's words, facing the big boss's relentless efforts, Sen Gangyi was filled with gratitude and emotion, and he didn't expect his big boss to do so.

“Yes, boss, I do have a somewhat premature reform plan... ”

Sen Gangyi solemnly nodded back, “When the business is bad, it is either to complain negatively about" the business is too bad ”, or to actively ask the Guest, grasp the key real information, prepare for change, which is the right one, and the answer is obviously the latter.

At this point, our company does a very good job of not doing business, not complaining, not choosing to discount randomly, but using the "year card” to get real information and movement data of the Guest. Although it will reduce some of the benefits at this time, getting the most real data is like finding the real problem in a sick body, and I think it is useless for a patient to do something more important than that.

Here, I must express my most sincere gratitude to the senior staff present for all the data that is so valuable that you have left the company with the most precious gift that will make it shine again. Thank you. ”

Mori Gangyi said that he really wanted to thank you. Since 2005, a large number of questionnaires have been set up at the entrance door to Universal Studios Osaka. Throughout the business hours, there are staff who continuously ask guests to fill out questionnaires and collect various information.

Due to the advent of negative news, coupled with losses, the "annual passport”, or so-called annual card, was marketed at a massive price reduction. Looks like the real income is getting low. But on the other hand, it's very clever to know all about the Guest's situation and properties, and that's actually what the card really means. And annual cards can record how many times a person has been here. This is undoubtedly the most valuable asset left to Sen Gangyi, who firmly believes in the data. The problems he finds, the analyses he makes, do not benefit from these data, and is also the most powerful basis and support for the huge reform he is going to carry out next!