The “Spring Fun Pass” is selling like hot cakes—Tmall Super Brand Day works its magic again

On March 18, Shanghai Disney Resort announced the launch of its first-ever “Spring Fun Pass,” which allows cardholders to visit Shanghai Disneyland an unlimited number of times within a specified period. From March 18 to 26, the pass was exclusively available at the Shanghai Disney Resort official flagship store on Fliggy, with limited-time special offers to celebrate Disney’s Tmall Super Brand Day event. This marks another close collaboration between Shanghai Disney Resort and Tmall since the 2016 “Tmall Double 11 Disney Magical Family Carnival.”

On the same day, the launch ceremony for the Shanghai Disney Resort “Spring Fun Pass” and Tmall Super Brand Day was held in Shanghai Disneyland. Around 30 lucky Disney families selected by Tmall were invited to a breakfast party in the Royal Banquet Hall inside the Enchanted Storybook Castle. Representatives from Shanghai Disney Resort and Tmall, along with author Zhang Haochen, drew lots for the lucky families to win the “Spring Fun Pass.” Two of these lucky families even got to ride in the lead car of the “Mickey’s Storybook Express” parade float, leading the parade. The event was livestreamed on multiple platforms including Tmall Live, Yizhibo, and Douyu Live, with Zhang Haochen’s half-hour livestream alone attracting over 2 million views.

Notably, the Tmall × Douyu livestream specially invited four influencers who formed two teams to take viewers on a “tour of Shanghai Disneyland.”

Reporters learned that on the night before the launch, many loyal fans waited at the Tmall Super Brand Day homepage and the Disney Fliggy flagship store page to be the first to grab the “Spring Fun Pass.” Some pass holders arrived at the park entrance as early as 7 a.m. to wait for entry. Meanwhile, some visitors who had originally planned to buy single-day tickets changed their minds after learning about the pass discounts at the ticket booths outside the park, and immediately purchased the pass on Tmall and Fliggy.

Loyal fans snatch up “Fun Passes” in the middle of the night—Tmall Super Brand Day becomes another “Double 11”

It is reported that from March 18 to 26, the “Spring Fun Pass” was only available at the Shanghai Disney Resort official flagship store on Fliggy, with limited-time special offers that were around 100 yuan cheaper than the gate price. The “Unlimited Pass,” “Weekday Pass,” and “Sunday Pass” were priced at 1,250 yuan, 925 yuan, and 825 yuan respectively. Starting March 27, the three types of passes will be available through multiple official channels of Shanghai Disney Resort.

As early as the 2016 Tmall Double 11, the Shanghai Disney Resort’s first-ever Fun Pass sold out instantly, becoming the most popular ticket product during the event. In the nearly one year since the park’s official opening, visitors’ enthusiasm for Shanghai Disneyland has only grown. By 2 p.m. on March 18, the transaction volume of the Shanghai Disney Fliggy flagship store had already surpassed that of last year’s Double 11. Tmall Super Brand Day has become yet another “Double 11” for Disney fans.

Creating a joyful and premium experience—Shanghai Disney and Tmall join hands frequently

In June last year, Shanghai Disney Resort and Tmall signed a multi-year strategic alliance agreement, announcing that Tmall would become the official sponsor and exclusive e-commerce partner of Shanghai Disney Resort, as well as the presenting sponsor of the “Pirates of the Caribbean: Battle for the Sunken Treasure” attraction.

On November 13 of last year, 1,111 lucky Disney families selected by Tmall were invited to participate in the “Tmall Double 11 Disney Magical Family Carnival” event and enjoyed an exclusive one-hour early entry experience at Shanghai Disneyland.

At the launch ceremony for the Spring Fun Pass, Liu Bo (online name: Jialuo), General Manager of Tmall Marketing Platform Business Unit, said, “Tmall and Disney have been preparing for today’s ‘Super Brand Day’ event for a long time, hoping it will become a joyous festival for Shanghai Disneyland fans.” Ai Tiecheng, Vice President of Marketing at Shanghai Disney Resort, stated that Tmall, the resort’s strategic alliance partner, has worked closely with Disney all along, with both sides offering strong support to each other and jointly striving to create a joyful and premium experience for consumers.

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