Shanghai Disney Resort Shifts Summer Merchandise Sales Online Amid Demand Surge

Shanghai Disney Resort has recently implemented a significant change to its ticketing and merchandise sales system, transitioning from nighttime sales to an online-only platform for its summer merchandise. This decision was prompted by the overwhelming demand for the new "Summer Ocean Party" series, which led to long queues and inflated prices for hotel bookings.

The resort announced on July 10 that starting July 11, the remaining inventory of the "Duffy Summer Ocean Party" series would be sold exclusively through the park's official online store. This move effectively canceled the in-park raffle system and hotel sales, disrupting the existing purchasing chain. As a result, many guests who had pre-booked hotel rooms, particularly at the Toy Story Hotel, saw their reservations invalidated, leading to a wave of cancellations. The price for a room at the Toy Story Hotel on that night reached an astonishing 3,814 yuan.

The cancellation of the in-park raffle system also led to a surge in cancellations for early bird passes, with annual pass holders expressing concerns about their rights being compromised. Despite these changes, the new online sales system has not entirely resolved the issues. The official online store has previously experienced situations where items were sold out within milliseconds, despite the use of advanced technology to manage the sales process.

Some users have suggested alternative measures, such as staggered sales periods and adopting a system similar to that used in other regions, which could be more effective in managing demand and preventing scalping. Law enforcement has already apprehended dozens of individuals involved in illegal ticket scalping, but the effectiveness of these measures in preventing online scalping remains uncertain. The resort continues to explore ways to improve its sales system and ensure a fair and efficient purchasing process for its guests.