Pop Mart banks on its first global theme park in Beijing for growth
泡泡玛特首个全球主题公园在北京开园，将其打造为新的增长引擎
Pop Mart International Group, a Beijing-headquartered character-focused entertainment company and toymaker, opened its first theme park ever, in Beijing on Tuesday as it seeks its next growth driver and expands its business categories.
泡泡玛特国际集团，总部位于北京，是专注于打造形象的娱乐品牌和潮玩制造商，在周二于北京开始运营第一家主题公园，旨在寻求新的增长点，拓展其业务类别。
Located in Chaoyang Park inside the city's East Third Ring, Pop Land has displays of its top intellectual property characters including Molly, Labubu, Dimoo, Skullpanda and Pucky, retail shops, catering and interactive plays, in collaboration with Chaoyang Culture and Tourism Group.
泡泡玛特城市乐园位于北京东三环的朝阳公园，与朝阳文旅集团合作，展览了众多头部品牌IP形象，包括 Molly、Labubu、Dimoo、Skullpanda 和 Pucky，除此之外，园内还有零售店、餐饮和交互游戏。
Covering 40,000 square meters, the theme park centers on a renovated castle that used to be the wedding hall in Chaoyang Park and takes about a 20-minute walk to get through its four major zones. The company said there is a possibility of expansion of park areas for more interactive rides in the future if the current business goes well.
该主题公园占地4万平方米，以朝阳公园的旧婚礼大厅改建成的城堡为中心，步行需要约20分钟穿越其四大核心区域。公司表示，如果目前的业务运营良好，未来还可能扩展更多互动游乐设施的园区区域。
The ticket price is 180 yuan ($24.64) for peak days and 150 yuan on weekdays. Crowds rushing to the park and the store in the park to grab exclusive toys have shown strong demand.
门票价格为高峰日每人180元（24.64美元），平日为每人150元。人群前来乐园和园内商店抢购独家玩具，显示出强烈的需求。
The company has extended its business portfolio in recent years to include toys in IP incubating, exhibitions, games and visual content with an aim to create entertainment synergy.
该公司近年来扩展了其产品系列，包括IP孵化中的玩具、展览、游戏和视觉内容，旨在创建娱乐协同效应。
Compared with world-renowned theme parks like Disney, Universal or Legoland, Pop Land is relatively small in scale and investment, said the company, offering more lightweight immersive experiences with IPs rather than a high ratio of thrill rides.
该公司表示，与迪士尼、环球或乐高乐园等享誉全球的主题公园相比，泡泡玛特城市乐园在规模和投资方面相对较小，提供更多基于IP的轻量级沉浸式体验，而不是高比例的刺激游乐设施。
Hu Jian, general manager of Pop Land, said the resort offers visitors interactive opportunities with their beloved IPs and a platform to ignite interest and innovation in their trendy toys and figures. The targeted visitors are consumers in their 30s who are beginning to start a family.
泡泡玛特城市乐园总经理胡健表示，该乐园为游客提供了与喜爱的IP互动的机会，并提供了平台，激发他们对新潮玩具和人物的兴趣和创新。其目标游客群体是30多岁初入家庭的消费者。
According to its first half-year report this year, Pop Mart posted a revenue of 2.84 billion yuan, up 19.3 percent year-on-year, and a net profit of 535 million yuan, a growth of 42.3 percent. Its registered members totaled 30.38 million, after adding 4.38 million in the first six months. Its top three IPs Skullpanda, Molly and Dimoo have contributed to 46 percent of its total revenue.
根据今年上半年的报告，泡泡玛特上半年实现营收28.4亿元，同比增长19.3％，净利润为5.35亿元，增长42.3％。其注册会员总数达到3038万，前六个月人数增加了438万。其前三大知识产权Skullpanda、Molly 和 Dimoo为其总营收贡献了46％。
Li Mengran, marketing manager at Utour, an online travel agency in Beijing, said Pop Land — a new trendy toy destination — is being well-received by the wide range of fans to Pop Mart's top IPs. "The mid-scale of the park and its IP-powered theme have injected new impetus into local tourism," said Li. "The fact that fans need to spend money on tickets will stimulate more retail sales for park-exclusive toys."
北京线上旅行社众信旅游集团市场经理李梦然表示，泡泡玛特城市乐园是一个时兴玩具目的地，受到了泡泡玛特头部IP粉丝群体的热烈欢迎。“乐园的规模中等，而且主题以IP带动，这给当地旅游注入了新的动力，”李梦然表示，“粉丝需要花钱购买门票，这也将刺激公园专属玩具的零售。”
