Abstract: amusement rides in Chinese amusement parks have developed to a certain scale and stage from simple mechanical rides to large-scale amusement projects that are customized and packaged around themes. The gap with foreign counterparts has also gradually narrowed. What kind of amusement rides are equipped in the park is the focus of the investment and construction research of major parks. This paper briefly analyzes the current positioning of amusement rides in China‘s parks, and gives suggestions for this work and future development trends.
Introduction: China’s amusement rides were almost blank in the 1980s. The amusement rides in each amusement park are just conventional mechanical rides. For example: electric small chairs in Beijing Park, hydraulic lift planes in Beijing Beihai Park. Until the reform and opening up, people’s demand for entertainment became more and more urgent. Chinese amusement equipment manufacturers are gradually emerging, and the types and numbers of amusement equipment are gradually increasing. The amusement rides in Chinese amusement parks have developed to a certain scale and stage from simple mechanical rides to large-scale amusement projects that are customized and packaged around themes. The gap with foreign counterparts has also gradually narrowed.
1. The traditional classification method of Chinese amusement rides
(1) According to national standards
Chinese amusement rides are roughly divided into 13 categories according to movement characteristics, namely: carousel, sliding, gyro, flying tower, racing car, self-controlled aircraft, sightseeing car,train, overhead sightseeing car, Photoelectric targeting, water amusement rides, bumper cars, battery cars, outreach training, etc.
(2) According to the classification requirements of amusement rides, it can be divided into supervised and non-supervised.
2. The current development of amusement park rides
Current research on rides positioning of well-known parks in China:
1) Research objects and background of theme parks
Fangte Happy World: It is a theme park brand created by Shenzhen Huaqiang Culture Technology Group. The company has built ten large-scale cultural and technological theme parks in Wuhu, Tai’an, Qingdao, Shenyang, Zhuzhou, Zhengzhou and Xiamen, namely Fantawild World and Fantawild Dream Kingdom, which has rapidly enhanced the brand value of “Fantawild”.
Chimelong Paradise: The first Chimelong Paradise was invested and constructed by Guangdong Chimelong Group officially opened on April 7, 2006. It has been nearly 16 years. The group also owns safari parks, water parks, crocodile parks and other amusement parks.
Happy Valley: The first Happy Valley was invested and constructed by OCT Group in 1998 was officially opened. It has been 24 years. The brand park has also been invested in Beijing, Wuhan, Tianjin, Shanghai and other places.
2) Research comparison table
| Park | Fantawild World | Chimelong Happy World | Happy Valley |
| Number of rides | 15 | 48 | 41 |
| Rides Type | Thrill type：30% | Thrill type：12.5% | Thrill type：19% |
| Family type：50% | Family type：37.5% | Family type：70% | |
| Kids type：20% | Kids type：50% | 儿童型：11% | |
| Venues | 22% | 8% | 28% |
| Number of people entering the park | 2 million/year | About 2.7 million/year | About 3 million/year |
| Ticket | 200RMB | 250RMB | 200RMB |
3) Research and analysis
The above table reflects the status of the distribution of rides in three theme parks in China:
From the distribution of rides types (thrill type: family type: kids type), the approximate ratio of Happy Valley is as follows: 2:7:1; the ratio of Chimelong Happy World is about 1:4:5; the ratio of Fangte Happy World is about: 3:5:2;
From the supporting construction of the rides, Happy Valley and Fantawild World put about one third of the rides as indoor venues. Compared with Zhuhai Ocean Kingdom, Chimelong Paradise does not have too many rides and construction requirements.
4) Amusement rides research conclusion
In terms of rides type distribution, Happy Valley is the closest to foreign Disney, all of which focus on family-type rides. The audience is relatively broad.
Judging from the current business development status, Happy Valley has built nearly 10 land parks in China, and the annual number of tourists is relatively large; Chimelong Paradise currently receives fewer tourists than the Chimelong Ocean Kingdom in Zhuhai. There are currently 11 land parks in Fantawild World, but the park’s reception volume is the least among the three parks. Both foreign and Chinese parks have built venue-like rides in the park. The proportion of park rides with good income is relatively large.
Venue rides are roughly divided into movie viewing, dark riding, etc. First of all, this type of rides is an amusement rides built in a building, and its opening conditions are generally not affected by weather changes. Secondly, the architectural space allows the rides to have better conditions and the combination of lighting, projection, model, special effects, media, etc. Simulate realistic effects to make visitors immersive. This type of amusement project is more experiential and immersive. The most representative of these are Disneyland’s Dark Ride and Motion Cinema projects.
3. Summary of the current amusement park’s positioning of amusement rides
In terms of rides selection, the audience of China’s amusement parks is not only children or young people, but also parents take their children to the amusement park to play. Many parents accompany their children to ride the amusement rides, so the positioning of rides in Chinese amusement parks should focus on the proportion of family-type rides.
Families are the main consumer of theme parks and the main group of people driving the amusement industry, so family-type rides should be the first choice and multiple-choice rides for theme parks. However, stimulating rides have slightly higher requirements on people’s physical fitness, and are generally favored by teenagers and adventurous people. In China’s amusement parks, this part of the passengers is much smaller than the family one. The proportion of children’s rides in amusement parks is relatively small.
Because this type of rides is only suitable for children under 1.2m in height, parents can only watch it outside. Therefore, the consumer population and volume are relatively small.
In addition, with the progress of Chinese society and the development of science and technology, a single amusement rides can no longer satisfy the entertainment experience of modern people. Venue-type customized comprehensive amusement projects are becoming more and more popular.
It integrates modern new technologies (VR, AR, machine model), so that the rides is organically combined with media, special effects, architecture, landscape, and packaging. Bring multiple real body sensations to tourists. Although the initial investment of this type of project will be more than that of outdoor single rides, it is better than outdoor single rides in terms of operating income and rides use effect in the later stage.
Conclusion
To sum up, the positioning of rides in Chinese amusement parks should be based on family-oriented rides, supplemented by children and thrill ones; rides should be combined with packaging, film and television, special effects, etc. Add customized rides for venues (especially some special areas) in the park. Avoid the situation where the size of the audience is shrinking due to the single entertainment performance of the rides.