Affected by the expectation of a comprehensive second child, the children's play industry is experiencing explosive growth, especially for indoor children's parks. According to statistics, in 2019, the number of children's parent-child business in the first- and second-tier cities in the country accounted for 10%-25%, and the consumption of children in major shopping malls became the main force. Among them, children's amusement parks have become the standard of various shopping malls, playing an important role in attracting family passengers and promoting consumption.

Increased parental demand promotes paradise upgrade

Throughout the development of children's paradise, the current foreign children's playground industry has formed a relatively mature industrial chain and profit model after a long period of construction. Foreign children's parks pay special attention to children's development in terms of emotion, body, morality, society and knowledge, and provide a good environment for self-confidence and self-worth. They help them develop their skills and develop their quality while they are happy. Therefore, parents They are very happy to bring their children to the park for consumption.

In China, in the first two years, the children's paradise in the mall is mainly based on game play. However, with the growth of parents after the 80s and 90s, the once smash hit naughty castle, the ocean ball, etc. can no longer meet the expectations of young parents. The reporter learned through the two mothers WeChat group that most of the parents pay more attention to the safety and health of the park, and prefer the one-stop theme park that is “educational and imaginative”. Parents said: "When you want to play, you can exercise your body and intelligence. The higher the richness of the content, the better." Such general demand has also contributed to the transformation and upgrading of domestic parks.

Chengdu Beile Gull Theme Park Scene

The reporter visited the Beile Gull Children's Theme Park in Oaks Square, which was just opened for a year, and its style and performance are very representative – there are software facilities and educational facilities in the park. We have a wealth of elements such as physical facilities, power facilities, somatosensory facilities, and interest classes, and the supporting facilities are perfect. We also set up intimate facilities such as maternal and child room and parent-child restaurant, so that parents and children can stay in it all day, eating, lunch break, etc. Solution. The entire park is very clean, with air purifiers and disinfection equipment in many places, which gives people a feeling of peace of mind.

"Theme" and "Scale" into upgrade keywords

In kids theme park

In the process of upgrading and transforming domestic children's parks, Chengdu has rapidly developed a number of topical children's parks. Located in in99's in kids theme park, it has already earned enough eyeballs before the opening of the business. Although the cost is quite high, there are still many parents who take the baby to "early taste". The person in charge of kids also said: "The high cost is also to protect the overall environment of the park. For each baby you come in, you have a relatively comfortable space and a hygienic environment." In addition to attracting eyeballs, the theme of the line friends is paradise. The high-value scene, the reporter learned during the visit, many parents chose in kdis the main reason is that they feel "clean and assured", but some parents also said: "The play project is relatively monotonous, more suitable for younger babies."

Because of this, in order to meet the children of more ages, the scale effect has gradually become prominent in the shopping malls for children. It is understood that there are more than 2,000 flat children's playgrounds in many shopping malls in Chengdu. Although the large children's paradise is very much occupied by shopping malls, the shopping malls are still rushing. In this regard, some insiders pointed out that for the emerging children's experience brand, it promotes circular consumption through interactive integration, and brings multiple business opportunities. Through family participation or integration of business groups, children's consumption “1+2” and “1+” are realized. The siphon effect of 4" forms the multi-user layer of household consumption.

Improve interaction and participation

In this upsurge of the transformation and upgrading of the children's park, homogenization competition is also intensifying. Most of the domestic children's business models are based on foreign design and operation models, and lack of features. In order to stand out in the market, we must pay attention to the improvement of service quality and the ability to integrate resources. "Now most of the children's paradise is just a place for the doll to play. Parents can only watch it alongside. If there are parents and children involved in the project will be better." Ms. Liao told reporters.

Parent-child interaction activities at XX Theme Park

In terms of parent-child projects, the children's playground in Chengdu has also been tested. For example, the XX theme park, featuring parent-child baking, interest classes, birthday parties, etc., in addition to the usual member registration activities, the FIT's parent-child appointment is also very popular. “If you want to have a parent-child baking classroom experience around the weekend, you usually need to make a telephone appointment two to three days in advance,” the relevant staff said.

Nowadays, the children's paradise is developing in the direction of “communication”, “interaction” and “participation”. “The reason why many families come to bake classrooms and interest classes and birthday parties is that they can both exercise their ability and achieve the goal of companionship between parents and children. In the future, under the constant stimulation of market changes and consumer demand, How will this field develop and what kind of new parent-child industry chain will breed?