American Fortune Life

Andy is very clear about the situation of Universal Studios Osaka. Don't look at it can be included in the world's top 25 theme parks, but since its opening in 2001, the number of attendees has been extremely erratic, almost losing money for years.

When it opened that year, it featured "Dream Hollywood" as its theme. "Let you be in a Hollywood movie and feel the whole world" is the propaganda slogan of that year. In addition, no one has seen such a variety of innovative entertainment facilities and equipment, attracted 11 million tourists in the first year of opening. However, it is expected that the number of people entering the park will decrease sharply after the second year, and the decline in the number of people is extremely serious, even exceeding the average theme park. Andy attaches great importance to the cause of the decline.

"... The general amusement park will have a better-than-expected situation in the year of opening. This is called the" opening effect ". With the beginning of the second year, the number of people entering the park will gradually decrease.

Please see, this is the "opening effect" of general amusement parks. I use the blue line in the picture above, and the red part of our company. So why the attenuation phenomenon after our "opening effect" is so serious How about it?

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

In the conference room at this time, the curtains were closed tightly, and it was dim like night. Mori stood in front of the curtain, pointed everyone to the two charts behind the curtain, and began to tell you carefully.

The executives of Universal Studios Osaka in the conference room also had different faces, looking at each other standing in front of the curtain, illuminated by bright lights, getting the new CEO Ceo Mori, who was strong by the big boss of the headquarters, especially It is conceivable that some executives who have survived from the original management have inner feelings and complexity.

"The first point is" the frequent occurrence of bad things. "Industrial water is mixed into beverages and expired food is sold. The news media has done a lot of over-reporting to the above, but I have not seen effective public relations measures. I Don't understand, why not do crisis public relations? "

This question was asked with Mori's rising tone, and the whole conference room was silent, and Andy looked back at the light projected on the curtain and looked at the management. He asked his throat and said lightly: "Establishing crisis public relations Team, handling emergency public opinion handling, emergency public opinion response, media crisis public relations team suppression, mainly responsible for social communication, news planning and design hype, negative response clearing and clarification, online online reputation management ... so, I will start from The U.S. dispatched a group of experts to guide your formation. "

The image of Nai's mouth, Jerry Lee's bitch, emerged in Andy's mind, but this item really liked to run to the foot basin. This time he met him and asked him to help Osaka Universal Studios set up a crisis public relations department.

"It's so decided, you continue ..."

After the big boss's final word, naturally nobody can say anything, but Mori Mori, who was standing in front of the curtain, began to conduct self-analysis of Universal Studios Osaka after getting the signal from Andy.

"Another thing is that performing entertainment is not as popular as Tokyo Disney. When American jokes and American culture become performances, it seems that native people still have a hard time understanding them, plus animal actors and western animal shows. It's all in the innermost part of the park, and the utilization rate is really low. It can be cut off and become another theme.

There is also a third problem. We have always restricted the height and age of tourists. Many of our movie-themed recreation facilities have height restrictions. There are also many restrictions on players due to their horror plots. There are age restrictions, and even Spider-Man's facilities do not allow children to enter, and it has been dumped a lot by Disney on family fun. This restriction does ensure security, but it is undoubtedly keeping the players out of the door. Over time, they will not choose our theme park.

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

Well, although the content of the story is not exactly the same, it will still be unconsciously used by customers to compare it with a certain Disney ride. "Look, this is like xxxx in Disney". The various amusement facilities that were finally developed did not get high praise from the guests.

The last point is our geographical location. Although this is an irreversible point, the Tokyo area is actually three times larger than our Osaka area. Disney has the ability to gather customers from all over the country. Disney has more than 15 years of marketing and word-of-mouth effects. It has been unable to shake the position of its foot basin.

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

After the existing problems were summarized, Sen Gangyi stood in front of the curtain and the staff on the side signaled it. Soon someone opened the curtains of the meeting room, and the light was reoccupied. Sen Gangyi also returned to his place in front of the conference table. After standing upright and looking around for a week, his eyes finally fell on Andy, but his eyes turned away at a touch, and he solemnly said.

"Originally, the geographic business district is small. In addition, the theme can only be experienced in various recreational facilities. It is completely different from Disney's place to feel the theme's flaws. Let guests leave" This place is enough once. "This is the main reason for the lack of repeat customers in the early days of opening.

Therefore, even a brand that is already very successful and mature, regardless of its own business circle, customer group attributes, potential consumer demand, etc., without doing calm analysis, calculation, planning, and ultimately inevitably fail! "

"Papa--"

Andy applauded first, and soon there were more and more applause. Mori stood firm, bowed humblely to Andy, and then turned sideways to the other members of the conference room. The lower men stunned slightly, responding to applause.

"Very good, I'm relieved that Yi Sang's work is really meticulous. Now that the problem is found, then I believe that you should have a solution, right?"

Hearing Andy's words, he spared no effort to support the big boss, so that Mori's heart at this time was filled with gratitude and moved, he did not expect that his big boss would achieve this level.

"Yes, boss, I do have a somewhat immature reform plan ..."

Sen Gangyi nodded solemnly and replied, "When business is bad, do you want to complain negatively about" business is too bad ", or go forward and ask the guests to grasp the key real information and be prepared for change. Yes, the answer is obviously the latter.

At this point, our company is doing very well. The business is not good. There is no complaining and no discount. Instead, we use the "Annual Card" to obtain the real information and trend data of the guests. Benefits, but to get the most real data, it is like finding the real problem in the sick body. I think for a patient, there is no more important thing than this.

Here, I must express my most sincere gratitude to the senior employees present for all the valuable data that can be obtained. You have left the company with the most precious gift that can make the company brilliant again. Thank you. "

Speaking of which, Mori Mori is sincerely grateful. Since 2005, a large number of questionnaires have been set up at the entrance of Universal Studios Osaka. During the entire business hours, staff members continued to ask customers to fill out questionnaires. Investigate and collect various information.

Due to the emergence of negative news and losses, a large number of price reductions were used to promote the "passport of the year", which is the so-called annual card. It looks like the real income has diminished. But on the other hand, it is very clever to grasp the situation and attributes of the guests. In fact, this is the true meaning of the annual card. In addition, the annual card can record information about how many times a person has come. This is undoubtedly the most precious wealth left by Mori Fortitude, who firmly believes in data. The problems he found and the analysis he made benefited from these data. It is also the most powerful basis and support for his bold reforms!