Shanghai Disney Resort: One Of The Most Popular Theme Park in China
The sixth theme park that Walt Disney opened in 2016 is Shanghai Disney Resort, the last one that has existed since the first one opened in 1955 in Anaheim. One of the most well-known and popular theme parks in China is Disneyland. Every Disneyland, including the Shanghai location, has a separate account on one or more platforms. This blog will look into Shanghai Disneyland’s public online presence in three different ways:
1. Interaction with fans and restrictions
2. Cooperations
3. Controversy
Interaction with fans and restrictions
Shanghai Disney Resort has an official account with millions of fans across various platforms, including Weibo, WeChat and TikTok. The engagement of Shanghai Disneyland on these platforms can help them to communicate with followers and attract consumers.
Shanghai Disney Resort used a lot of Chinese symbols in the park and are “distinctly Chinese”. Beside the park, they hosts events during Spring Festival where people can receive the “red packet cover” by entering a slogan. This event has successfully engaged with the Chinese Fans during the festival when all the Chinese are involved.
Sending presents in response to positive comments is typically how they interact with fans on WeChat through the articles posted during normal. It attract more readers and encourage followers to actively posts under the article. Both approaches reflects that Shanghai Disney Resort has successful communication on different platforms.
Nevertheless, those two events are restricted to those who have WeChat account or a fixed location in China. Because the majority of Instagram followers are not Chinese, the posts do not have the “red packet cover”, plus they are unable to obtain the cover on WeChat. However, the official account on Instagram do take into account non-Chinese speakers because they continue to post on Instagram in both Chinese and English.
Cooperations
Disney regularly uploads content on many channels to advertise the most recent events. This includes collaborating with celebrities. Celebrities are invited cause they have the ability to increase the influence and inform a larger audience about the last update. For instance, Shanghai Disneyland’s “Zootopia” zone just opened, and the official has invited Chinese actors to act as a resident in Zootopia. The extraordinary amount of “favorites” for posts involving celebrities indicates the success of this communication strategy.
Controversy
Conversely, Shanghai Disney Resort has been highly visible across a variety of media, but it runs the risk of being mired in controversy. Thus the official Shanghai Disney account always acts cautiously. They use colloquial expressions in the posts but occasionally respond to the comments, for answering questions about the time for the event they announced. While being inactive on comment area can reduce the likelihood of dispute, it can also cause fans to lose interest in editing their posts’ comments.
Shanghai Disney Resorts is active on different platforms; On Chinese platfroms, they participate in Chinese festivals. On Instagram, they interact with Chinese and international followers by using two languages. Shanghai Disney Resort has collaborated with celebrities to broaden its influence and provide promotional content. However, given the organization’s significant global impact, caution must be taken to avoid controversy. To sum up, Shanghai Disney Resort is making good use of various and successfully communicate with both Chinese and non-Chinese followers.
