首先，你會看到在主題公園外面“巡邏”的美國隊長。然后，在一家服裝店外有米老鼠在吸引購物者。在中國最新開業(yè)的主題公園內(nèi)，你還會發(fā)現(xiàn)帝國突擊隊員。顯然中國消費者確實非常喜歡迪士尼（Disney）的電影角色。大連萬達集團（Dalian Wanda Group）的創(chuàng)始人王健林稱，由其公司開發(fā)的主題公園將成為“迪士尼殺手”。

上周六（5月28日），萬達集團的第一座城市主題公園，在距離上海8小時車程的南昌市正式開業(yè)。此前一周，中國首富王健林曾放言，他的公司開發(fā)的主題公園，會讓上海迪士尼在未來十年內(nèi)無法盈利。

萬達集團在南昌項目投入了35億美元，項目包括有三座過山車的戶外游樂場，一座室內(nèi)電影樂園和水族館，多家度假酒店（包括號稱六星級品質的酒店），以及傳統(tǒng)的萬達購物中心，內(nèi)有許多國外服裝品牌和DQ冰淇淋店（Dairy Queen）。但主題公園內(nèi)并沒有可以與迪士尼動畫人物匹敵的中國卡通人物或超級英雄。

美國隊長和白雪公主在萬達購物中心內(nèi)四處游蕩，與游客合影。打扮拙劣的帝國突擊隊員，就站在萬達電影樂園的旁邊。迪士尼擁有漫威（Marvel）（美國隊長）和盧卡斯影業(yè)（Lucasfilm）（帝國突擊隊員）。

First it was Captain America milling around outside. Then, Mickey and Minnie Mouse encouraging shoppers to visit a clothes shop. By the time a Stormtrooper was spotted at China’s newest theme park, developed by Dalian Wanda Group to be what founder Wang Jianlin has called a Disneyland killer, it became clear the Chinese really have a taste for Disney characters.

On Saturday Wanda opened its first city-theme-park located an 8-hour drive from Shanghai in a city called Nanchang. The week before, Wang, China’s richest man, said his company’s parks would ensure that Disney’s new Shanghai Disneyland is unprofitable for the next decade.

Wanda invested $3.5 billion into the Nanchang project, which features an outdoor amusement park with three roller coasters, an indoor movie theme park and aquarium, several resort hotels (including one claiming to be six-star quality), as well as a traditional Wanda shopping mall with foreign clothes shops and a Dairy Queen. What it did not feature was popular Chinese cartoon or superhero characters on par with Disney’s.

It was around the Wanda Mall where Captain America and Snow White floated around for pictures. The poorly costumed Stormtrooper stood next to the Wanda Movie Park. Disney owns Marvel (Captain America) and Lucasfilm (Stormtroopers).

A Stormtrooper outside Wanda’s theme park in Nanchang.Photograph by Scott Cendrowski

對于萬達主題公園出現(xiàn)拙劣模仿的新聞，迪士尼非常不滿。迪士尼在最近的發(fā)表聲明里稱“將采取措施，解決侵權問題”。萬達方面回應稱，其并未聘請這些動畫人物，而且公司無法控制購物中心內(nèi)各零售店的促銷活動。

如果王健林沒有挑戰(zhàn)迪士尼，迪士尼或許會原諒萬達。但王健林最近在央視接受采訪時，曾批評迪士尼的動畫人物。他在采訪中表示：“現(xiàn)在已經(jīng)不是看米老鼠和唐老鴨，就為之瘋狂、盲目追隨的年代了。”這番言論只是宣傳的噱頭，但王健林說他的主題公園要讓迪士尼在中國未來10到20年內(nèi)不盈利，這肯定會引起迪士尼的關注。

5月28日，在南昌萬達主題公園的開業(yè)儀式上，王健林發(fā)表了一番類似的民族主義言論。王健林在開業(yè)演講中說道：“中華文化在世界領先了兩千多年，只是最近三百年以來，因為我們的民族發(fā)展落后，屢受外族的侵略，所以在民族文化上多少缺乏一些自信。”萬達稱，希望通過其娛樂和旅游業(yè)務推廣中國文化。例如，南昌萬達購物中心的幕墻造型便類似于中國的陶瓷。

南昌有500萬人口，因其福特（Ford）工廠而知名。南昌的人均GDP約為6,500美元，屬于中國的“三線城市”，處在北上廣等一線城市的陰影之下。

當然，南昌也有日益增加的中國中產(chǎn)階級。萬達相信，這些消費者更愿意去離家近的主題公園，而不是去上海迪士尼。萬達主題公園的業(yè)務模式與美國的Six Flags類似。Six Flags為消費者提供區(qū)域主題公園，因為并非每一位美國人都可以承擔前往迪士尼樂園的費用。

但萬達與Six Flags不同，地方政府為萬達提供了雄厚的財務支持。在南昌，萬達與江西省政府合作建設的“文化旅游城”，包括大片公寓和公路。萬達主題公園是當?shù)卣l(fā)展規(guī)劃的核心。雖然中國總債務高居不下，目前已經(jīng)占到GDP的280%，但當?shù)卣栽诖罅ν顿Y和擴建基礎設施。

Disney wasn’t pleased with news of the slapdash costumes. It said it would “take action to address infringement” in a statement yesterday. Wanda responded, saying it hadn’t hired the characters and it couldn’t control the promotional activities of the retailers in its mall.

Disney may have forgiven Wanda had Wang not been so strident in his challenge to Disney, whose characters he criticized in comments on China’s state-run national television last week. “The frenzy of Mickey Mouse and Donald Duck and the era of blindly following them have passed,” Wang said in a CCTV interview. The comments were a publicity stunt, but it surely caught the attention of Disney when Wang said his parks would ensure that Disneyland in China would be unprofitable over the next 10 to 20 years.

At the Nanchang opening on Saturday, Wang struck a similarly nationalistic tone. “Chinese culture led the world’s for 2,000 years, but for the last 300 years, because of our lagging development and the invasion of foreign cultures, we have lacked confidence in our own culture,” Wang said in a speech at the Nanchang grand opening. Wanda has said it wants to promote Chinese culture in its entertainment and tourism ventures. The facade of the Wanda shopping mall in Nanchang, for instance, is shaped like Chinese porcelain.

Nanchang is a city of 5 million known for its Ford factory. It has a GDP per capita of around $6,500 and is designated a “third tier” city in China, in the shadow of Tier 1 cities Beijing, Shanghai, and Guangzhou.

It is also home to the ascendant Chinese middle class that Wanda is betting will visit theme parks closer to home in lieu of Shanghai’s Disneyland. The business model has similarities to Six Flags in the U.S., which offers consumers regional theme parks because not every American can afford a trip to Disney World.

Unlike Six Flags, however, Wanda has the huge financial support of local governments. In Nanchang, Wanda’s new “Cultural Tourism City” features rows of new apartments and roads and was built in cooperation with the provincial government. Wanda’s theme parks are the centerpiece of local governments’ development plans, which remain heavy on investment and infrastructure buildout amid China’s total debts, which are now reaching 280% of GDP.

近期，萬達正在轉變業(yè)務重心，從房地產(chǎn)開發(fā)向娛樂行業(yè)進軍，公司計劃未來新建15到20座主題公園。這就像是美國購物中心開發(fā)商西蒙集團（Simon Group）有一天決定模仿環(huán)球影城（Universal Studios）一樣。萬達表示，2015年公司總收入上漲19%，達到450億美元，其中大部分來自于房地產(chǎn)業(yè)務。公司預計，到2018年，將有三分之二的公司收入來自于服務業(yè)，包括娛樂與旅游業(yè)務。

雖然最近萬達與迪士尼爆發(fā)了激烈的口水仗，但未來爭奪主題公園游客的戰(zhàn)爭，不止限于萬達和迪士尼兩方。未來五年，環(huán)球影城主題公園、Six Flags和多家中國公司，均計劃在中國建設新的主題公園。

未來，在中國有米老鼠亮相的主題公園，恐怕不止萬達一家。（財富中文網(wǎng)）

譯者：劉進龍/汪皓

Wanda plans to open 15 to 20 theme parks in its latest business pivot changing the company from a real estate developer to an entertainment company. It’s as if U.S. mall developer Simon Group decided one day to emulate Universal Studios. Wanda says overall revenue rose 19% in 2015 to $45 billion, and most was driven by real estate. By 2018 it expects to earn two thirds of revenues from services, including entertainment and tourism.

Despite recent squabbles, the fight over theme park visitors will be bigger than just Wanda and Disney. In the next five years, Universal Theme Parks, Six Flags, and handfuls of Chinese companies are set to open new parks in China.