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The author:(作者)delvpublished in(发表于) 2013/10/29 7:47:26 Survey called Huang ya to Beijing in January to Park gold over 200 million
Review: this afternoon, Huang Ya climax farewell countdown activities will usher in the summer palace in Beijing, it's only in China through the "Autumn" and "national day" double behemoth, will leave Beijing after 3 days. From the beginning of September in the garden Expo Park, Huang Ya exhibited in Beijing has become more than just a simple public landscape, looking back on the history of its exhibition in Beijing, "Universal Pictures" behind the party, as well as a commercial feast can bring about huge economic benefits.
Hosting the Beijing Youth daily reporter, Huang Ya was on display in Beijing for more than a month time, reception rhubarb ducks two of the parks, only a million ticket sales and other revenue respectively. At the same time, with the large influx of tourists from around the country competing to Beijing Huang Ya photographed behind, also for derivatives sales, catering, accommodation, transportation and other peripheral industries has brought about great economic benefits.
Game venue
9 locations compete for
Long before Hong Kong, many mainland cities and places, rhubarb duck has become a scramble for all cash-cow. June 22 at Beijing international design week organizing Committee held a press conference, rhubarb duck father, Netherlands artists fuluoluntaiyin·huofuman's presence in Beijing, announced that Huang ya will debut in September this year in Beijing. At that time, the Organizing Committee of the Beijing design week, the responsible person, showing locations of ducks and rhubarb "very three-ring within the Lake, convenient for visitors to watch", raising community and media speculation about hotspots such as Houhai, yuyuantan Park. However the end of August, Beijing international design week finally announced to the public, rhubarb duck in Beijing settle in locations near the six-ring garden Expo Park and Summer Palace outside the ring.
Rhubarb ducks end why deviation from the previous "three rings" choice so far? Is there a reason why, rhubarb duck abandoned his previous stay in the unique region of habits, "rush" both choose to park in two different appearances? Recently, Beijing international design week Sun Qun, head of the Organizing Committee revealed this to reporters assigned to garden rhubarb ducks struggle behind the Expo garden, the summer palace, everything. According to reports, after the exhibit was a huge success in Hong Kong Huang ya, rhubarb, has had more than 30 cities in mainland China found duck's father, Hoffman, hope to get right to exhibit. Beijing has had only 9 locations, including Solana presented the cooperation intention.
However, after having visited the shichahai surroundings, the Organizing Committee believes that landscape, such as shichahai is free of charge, even in the absence of General weekend may usher in the tens of thousands of people crowd the peak. Zeng h, Deputy Director of the Office of the Organizing Committee of Beijing international design week explains: "communication and consultation, considered by charging admission fees can be controlled to some extent into the flow of people to ensure visitor safety, good for crowd control, and drainage. ”
Meanwhile, virtually never appears in the site area of garden show Park "bad beats" WINS, while the minimum 100 RMB for a weekday average of a ticket price, has created a heated debate. According to people familiar with the introduction as early as the Organizing Committee of Beijing international design week prior to getting in touch with Hoffman, once Huang Ya Olive Garden Expo Park, hopes by rhubarb duck high concern for Park brought more popularity. However, even after the rhubarb on display in Beijing ducks to determine, Hoffman still Garden Show Garden located far from worries, tickets are expensive problems, leading venue has always been up in the air. Until August 28 final announcement was made showing the location when the relevant government departments to vigorously promote the Expo Park, and the Park is open to the public under the promise of more free tickets, "Garden Show Park" only Hoffman's affirmed the right to exhibit.
Parks revenue
Two Park "gold" more than 200 million
"The appeal of duck with rhubarb and Park views, May open the exhibition park of Fengtai Science Park beyond the forbidden city, Badaling section old scenic, become a popular tourist area. "On September 22, just after the Mid-Autumn Festival, the Beijing Municipal Tourism Commission issued weibo said. According to statistics, Garden Expo Park, during the Mid-Autumn Festival this year small holiday, Garden Expo Park had received 196,000 tourists who capacity in the ticketing area of the city on the top. There are 88,000 admission around September 20 alone, a record highs since the park opened. Little holiday taking a three-day mid-autumn day, calculated in accordance with specified single: 150 Yuan, depending on ticket income for projects such as nearly 30 million. While on display, including two weekends remaining 15 days, according to Department of transportation for the garden Expo Park Visitor forecasts, even if calculated according to the flat peak passenger flow of 30,000 to 50,000 a day, will also be able to achieve between 50 million and 70 million in revenue. Contrast to July traffic Transportation Authority introduced garden Expo Park since its opening day ridership was always at low flow levels of around 25,000, undeniably, rhubarb duck autumn Garden Show Park "Golden" weapons.
At the summer palace, rhubarb ducks saw their debut, although Thursday's business day, summer palace garden reception ticket visitors 25100, rose 62.64%. "11" during golden week, for four days from October 2 to more than 100,000 visitors, on October 4, the traffic has even reached a peak of 133,000. According to data released October 7 City Park Management Centre, national day 7 days long vacations in the summer palace visitors Trojan 666,000 people, fares in accordance with the provisions, relying on ticket, at least nearly 20 million coming in the summer palace. At the same time, Huang Ya show at the Summer Palace is 360 degrees, many tourists choose to cruise, front row seats to rhubarb ducks, which also indirectly pulling the cruise business in the summer palace, 3rd small boat rental rates at 100%. From more than a dozen metres from the line flow, undoubtedly also bring a considerable income to the summer palace. At the same time, Huang Ya on display at the summer palace for 32 days, in addition to day seven-day holiday, and four week long weekend we usher in the peak, and as a garden show Park from the city closer to the geographical advantages, increase in abortions are garden Expo Park. "Rhubarb duck driving visitor growth, simultaneously pulling the Park's income, even if you remove the part into overall profitability also improved compared with last year. "Li Linjie, Deputy Director admits the summer palace.
Speaking of rhubarb duck exhibited for the Beijing industrial economic benefits, according to Organizer estimates, only with the garden Expo Park, and the summer palace, for example, published by two park admission of people, during their respective show, including tickets, cruises, dining revenues expected to reach hundreds of millions of dollars, such as the level of income or more than 200 million Yuan.
Derivatives market
Coming at least 7 million
Meanwhile, contrasts rhubarb duck at the lowest cost in Hong Kong attracted a high popularity, judging from sales of derivatives, Hoffman in Hong Kong was "only earned a reputation". Although Harbour near shopping malls, restaurants and other travel, photography and other peripheral industries are seeing a surge in the reception, however, this "rub" rhubarb ducks make money for commercial purposes, Hoffman has sold thousands of the little yellow duck derivatives, got the harbour of very limited rights to pay him fees. "Hoffman accepted the Chinese from Hong Kong Exhibition ' intelligent ' for Beijing, he actually took a lot of mistrust and uncertainty. ”
However, little yellow duck derivatives sold in Beijing did not disappoint Hoffman. Press Conference held on October 15, the Organizing Committee announced the figures, originally planned the first 30,000 listed little yellow duck sold out during the 11 basic, which contains 299 Yuan 5,000 limited-edition Yellow Duck, and 25,000 standard little yellow duck. Sponsor will communicate with manufacturers again and ordered 20,000 little yellow ducks for sale, barring unforeseen circumstances, Huang Ya before leaving Beijing, that 20,000 will be all sold out. In other words, only one derivative small yellow rubber duck, design week will be sold over 6 million price. Plus one last sold prices of 3,000 and 3,500 99 89 mobile phone shell worth of income such as mugs, the sale of derivatives would bring nearly 7 million coming in at least.
Operation mode
Between Beijing and different
Contrast on display in Hong Kong Huang ya, you can find models on display in Beijing and is a far cry from. First of all, Harbour City, Hong Kong is as commercial companies to make an application to the Government, rhubarb duck introduced the topics. While in Beijing, is a Government-led "Beijing International Design Week" one of the main activities and negotiates the Hoffman. Therefore, Hong Kong venue chosen at the broad waters of the applicant, as a public the topics open to visitors for free. Beijing venue you will need to take into account the constraints of Government, public safety and other conditions, so try to choose "fit" to open waters.
According to previous media reports, duck into Victoria Harbour in Hong Kong rhubarb displayed need only apply to the Marine Department, a "floating license", made after comprehensive consideration of various factors affecting the Marine Department for approval. This "floating license", costs only $ 160. In Beijing, a Government-led events omitted the steps to apply for permission, but greater increase in evacuation, transportation, security and other concerns, caused Park officials to Huang Ya its expensive inputs. In accordance with the deliberations of the summer palace and Design Festival, during the exhibition period, the Park's security and maintaining order, increased loading facilities and part of the cost borne by the Zoo.
In interview in the, Summer Palace said, including from 17 hole bridge to Wenchang Ko coastal rhubarb duck stay regional plus loaded of white fence, and near 400 name security personnel all overtime patrol caused of costs, and emergency boats, and transport, and activities and due to met extreme weather and caused of part expenditures, as gold week during, according to preliminary estimates Summer Palace party has for this meet rhubarb duck of comes for has 2 million or 3 million of inputs.
In terms of operation and maintenance, Hong Kong only need to stay on display during the only harbour, the "floating license" pledged not to move elsewhere in the application, if special circumstances during the show rhubarb can also be hanging duck ashore for inspection maintenance. And in Beijing, due to Park Bo Park of exhibition in originally of plans zhiwai, led to rhubarb duck exhibited in the needs "traveled" between, so, according to informed people introduced, for adapted two a park within different of hydrological requires, two a park exhibited of rhubarb duck actual does not completely same, this also to Beijing area of exhibited brings has more big of cost expenditures, which including Park Bo Park organizing Committee needs paid to original author Hoffman of a pen seems to more "expensive" of copyright costs.
This version of author/reporter Liu Yang
Photographer/reporter Jia Ting
Cartographic/Julin
Experts ' opinions
Simply charge for security reasons the tickets is too far-fetched
Rhubarb ducks moved in for the summer palace, the garden show garden exhibit, tourism Director of the Institute for regional planning Ma Xiaolong, China believes that as in the past, publicity, position purely as public art is not accurate, and buy tickets to see rhubarb duck, it has become an act of business. Art, if not the public or charity labels only in accordance with business practices, acts such as selling tickets was understandable.
At the same time, design week, the Organizing Committee had been "by charging admission fees, can be controlled to a certain extent into traffic flow to ensure tourists security helps control the flow of people and the flow" argument, is not very understanding Ma Xiaolong, in his view, too far-fetched solely for security reasons. In fact, you want to adjust the demand, price is not the only way. By appointment booking, online reservation, plan ahead and publish messages to, you can adjust the flow of visitors.
Continue but for the summer palace at about the ducks this modern design practice, Ma Xiaolong said were endorsed. He said that, without prejudice to the public interest on the basis of accepted this new attempt to be of great value for the Park's development. However, he also suggested that needs extra attention is that when such cooperation is defined by business practices, when Park officials reached consensus on the need to work with partners in the business interests.
(Original title: rhubarb duck gold over 200 million a month to the capital)
导读：今天下午，大黄鸭告别北京倒计时活动将在颐和园迎来高潮，这只在中国度过了 “中秋”及“国庆”双节的庞然大物，3天后将离开北京。从9月初进驻园博园，大黄鸭在北京的展出就已经不仅仅是一个简单的公益景观，回望其在北京展出的历程，在“全民合影”的狂欢背后，也是一场能够带来巨大经济效益的商业盛宴。
主办方向北京青年报记者介绍，大黄鸭在京展出的一个多月时间里，接待大黄鸭的两所公园，仅门票及其他收入就可分别过亿。同时，来自全国各地的游客争相涌入北京与 大黄鸭合影留念的行为背后，也为衍生品售卖、餐饮、住宿、交通等周边产业带来了巨大的经济效益。
展地博弈
9处地点争抢
早在香港展出之前，对于内地许多城市及地点而言，大黄鸭就已成为一棵人人争抢的摇钱树。6月22日，2013北京国际设计周组委会召开新闻发布会，大黄鸭之父、荷兰知名艺术家弗洛伦泰因·霍夫曼现身北京，宣布大黄鸭将于今年9月亮相京城。当时，北京国际设计周组委会相关负责人称，大黄鸭的展示地点“很有可能在三环以内的湖面上，方便游客前去观看”，引发了社会各界及媒体对于后海、玉渊潭等热点公园的猜测。然而8月底，北京国际设计周最终向公众宣布，大黄鸭进京落户的地点分别是靠近六环的园博园和四环以外的颐和园。
大黄鸭的落脚点，为何偏离此前“三环内”的选择意愿甚远？而又是为何，大黄鸭抛弃了以往只停留在唯一区域的习惯，转而“奔波”两地，选择在两个不同的公园亮相？近日，北京国际设计周组委会负责人孙群向记者揭开了这场入驻园博园、颐和园背后的大黄鸭之争的来龙去脉。据介绍，在大黄鸭在香港展出并获得巨大成功后，大陆地区就曾有三十多个城市找到大黄鸭之父霍夫曼，希望得到展出权。仅北京就曾有包括蓝色港湾等在内的9个地点提出了合作意向。
然而，在考察了什刹海周边环境后，组委会认为，由于什刹海等景观并不收费，即使在没有活动的普通周末，都可能迎来几万人的人流高峰。北京国际设计周组委会办公室副主任曾辉解释称：“沟通商议后，认为通过收取门票入园可以在一定程度上控制入园的人流量，确保游客安全，有利于控制人流和疏导。”
与此同时，此前几乎不曾出现在选址热门地点中的园博园“爆冷”胜出，而其最低的平日普通票也需要100元一张的价格，也引发了热议。据知情人士介绍，早在北京国际设计周组委会与霍夫曼取得联系之前，园博园就曾向大黄鸭伸出橄榄枝，希望借由大黄鸭的高关注度为园区带来更旺的人气。然而即使是在大黄鸭确定在北京展出之后，霍夫曼仍然对园博园距离远、门票贵的问题十分担忧，导致展出地点始终悬而未决。直到临近8月28日最终对外宣布展示地点之时，在政府相关部门的大力促进及园博园对于向公众开放更多免费门票的承诺下，“园博园”的展出权才得到霍夫曼的肯定。
公园收益
两公园“吸金”超两亿
“凭借着大黄鸭和园内美景的号召力，5月份开园的丰台园博园超越故宫、八达岭等老牌景区，成为最热旅游区。”9月22日，中秋节刚过，北京市旅游发展委员会发布微博作上述表示。而根据园博园统计，今年的中秋小长假期间，园博园共接待游客19.6万人，接待量居全市各售票景区的首位。其中仅9月20日当天就有8.8万人入园游览，创开园以来新高。中秋小长假三天，按照指定日普通票150元计算，依靠门票等项目就可收入近3000万。而包括两个周末在内的剩余展出的15天，依据此前交通部门对于园博园游客的预测，即使按照每天3万至5万的平峰客流计算，也将能达到5000万至7000万的收入。对比7月份时市交通委运输管理局介绍的园博园自开园以来日均客流量始终在2.5万左右的低客流水平，无可否认，大黄鸭成为金秋园博园的“吸金”利器。
在颐和园，大黄鸭亮相首日，尽管是周四的工作日，颐和园全园仍然接待购票游人2.51万人次，同比增长了62.64%。而在“十一”黄金周期间，从10月2日至5日连续四天客流量超过10万，在10月4日，客流量甚至达到了13.3万的高峰。根据10月7日市公园管理中心发布的数据显示，国庆7天长假中颐和园累计游客接待量66.6万人次，按照规定票价，依靠门票，颐和园至少有近2000万进账。同时，由于大黄鸭在颐和园的展示是360度，很多游客选择乘船游览，近距离观赏大黄鸭，而这也间接拉动了颐和园内的游船生意，3日小游船出租率达到了100%。从长达十几米的排队人流来看，无疑也为颐和园带来一笔可观的收入。同时，由于大黄鸭在颐和园展出时间长达32天，除国庆七天假期外，还有四周的双休日迎来客流高峰，且由于较园博园距离市区更近的地理优势，人流较园博园有增无减。 “大黄鸭的到来确实拉动了游客的增长，同时拉动了园区的收入，即使除去投入的部分，总体的盈利水平较去年也有提高。”颐和园李林杰副园长坦言。
谈到大黄鸭的展出为北京各产业带来的经济收益，据主办方估计，仅以园博园及颐和园为例，按照两所公园公布的入园人流量，在各自展示期间，包括门票、游船、餐饮等相关收入预计可达上亿元的水平，总收入或超两亿元。
衍生市场
至少进账700万
另一方面，对比香港大黄鸭用最低的成本吸引了超高人气的情况来看，从衍生品销售上，霍夫曼在香港却“只赚到了名声”。尽管维港附近商场、餐厅及其他旅游、摄影等周边产业接待人数都出现了激增，然而这种“蹭”着大黄鸭发财的商业行为中，霍夫曼却只卖出了几千只的小黄鸭衍生品，得到了维港付给他的十分有限的版权费用。“霍夫曼从香港的展出中领略了中国人的‘聪明劲儿’，对于进入北京，他其实带着很多的不信任和不确定。”
然而小黄鸭衍生品在北京的售卖确实没有令霍夫曼失望。根据10月15日组委会召开的发布会上宣布的数字，原计划第一批上市的3万只小黄鸭在十一期间就基本售罄，其中包含5000只299元的限量版小黄鸭，及25000只普通版小黄鸭。经组委会与厂商沟通，再次加订了2万只小黄鸭用于售卖，如无意外，在大黄鸭离开北京之前，这2万只也将全部售空。也就是说，仅橡皮小黄鸭一项衍生品，设计周就将卖出超600万的价钱。加上一上架就销售一空的3000个售价89元的手机壳以及3500只99元的马克杯等收入，衍生品的售卖将至少带来近700万的进账。
运营模式
京港两地大不同
对比大黄鸭在香港的展出，可以发现和北京的展出模式有着天壤之别。首先，香港是由海港城作为商业化公司向政府提出申请，引进大黄鸭展出项目。而在北京，则是作为由政府主导的“北京国际设计周”主要活动之一与霍夫曼进行商洽。因此，香港的展出地点选在了申请方所在的宽阔海域，作为公共展出项目免费对游人开放。而北京的展出地点则需要考虑到政府、公众安全等多项条件的制约，所以要选择“合适”的水域进行开放。
根据此前的媒体报道，港方请大黄鸭进维港展出，只需要向海事处申请一份“浮动构筑物许可证”，海事处综合考虑各项因素影响后作出审批。而这份“浮动构筑物许可证”，费用仅为160港元。在北京，由政府主导的大型活动虽省去了申请许可的步骤，却更多地增加了对人流疏导、交通、安全等多个方面的顾虑，造成了园方在大黄鸭身上的不菲投入。按照颐和园与设计周组委会的商议，在展出期间，园内的安保、维护秩序、增装设施等部分费用需由园方进行承担。
在采访中，颐和园表示，包括从十七孔桥到文昌阁沿岸大黄鸭停留区域加装的白色围栏、近400名安保人员全部加班巡逻造成的费用、救急艇、运输、活动以及因遇极端天气而造成的部分支出，截至黄金周期间，根据初步估算颐和园方已为此次迎接大黄鸭的到来进行了两三百万的投入。
在运营维护方面，香港展出期间只需要停留在唯一海港，“浮动构筑物许可证”申请中承诺不会移往别处，展示期间如遇特殊情况也只需将大黄鸭吊上岸进行查验维修。而在北京，由于园博园的展览在原本的计划之外，导致大黄鸭展出中需要“辗转”两地，因此，据知情人士介绍，为适应两个公园内不同的水文要求，两个公园展出的大黄鸭实际并不完全相同，这也给北京地区的展出带来了更大的成本支出，其中包括园博园组委会需要支付给原作者霍夫曼的一笔似乎更为“昂贵”的版权费用。
本版撰文/本报记者 刘洋
摄影/本报记者 贾婷
制图/巨琳
专家观点
单纯以安全原因收取门票说法太牵强
对于大黄鸭进驻颐和园、园博园展出的行为，中国旅游研究院区域规划所所长马晓龙认为，按照以往的宣传，将之纯粹地定位为公共艺术的行为是不准确的，通过购买门票才能看到大黄鸭其实已经成为了一种商业行为。如果不打着公众艺术或公益活动的标签，单纯按照商业行为来看，售卖门票等行为也就无可厚非了。
同时，对于设计周组委会此前关于“通过收取门票入园，可以在一定程度上控制入园的人流量，确保游客安全，有利于控制人流和疏导”的说法，马晓龙也并不十分认同，他认为，单纯为安全因素考虑的说法太过牵强。实际上，想要调节客流量，价格不是唯一的方法。如通过预约售票、网上预订、提前规划并发布消息等方式，同样可以调节游客流量。
但对于颐和园方承接大黄鸭这种现代设计作品的做法，马晓龙表示了赞同。他表示，在不损害公共利益的基础上，接受这种新的尝试对于园方的发展很有益处。然而他也提出，需要格外注意的是，当这种合作是以商业行为来定义的时候，园方需要与合作方在商业利益上达成共识。
(原标题：大黄鸭来京一个月吸金超两亿)
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