How to make an indoor playground? There are huge potential space of China’s kids’s industry.Driven by the dividends of the two-child and third-child policy, the kids’s market is becoming more and more popular. The health and growth of kids is naturally the most concerned topic for parents. Everything is for kids and everything for kids, the indoor playground integrating education, intelligence, health and entertainment has become a new investment hotspot in the 21st century. The establishment of indoor playgrounds has gradually become an irresistible development trend.
Analysis: Current Situation of Market Competition in indoor playground
With the continuous improvement of residents’ living standards and the continuous updating of consumption concepts, the kids’s market will be broader, and the market concentration of indoor playgrounds will be low. There are fewer monopoly enterprises developing across regions and profit margins are larger; consumers are now more and more emphasizing quality and depth, emphasizing personalized and differentiated play experience.
Analysis: Innovative business model of indoor playground
01 Cross-business portfolio management
A good indoor playground must have its own characteristics and a keen insight into the market. If you simply put the amusement equipment, it will easily lead to homogenization.
Suggestion: It is possible to carry out cross-industry cooperation with institutions related to the nature of kids, introduce various service projects, and the most important thing is to highlight individualization. In addition, it is necessary to introduce many non-amusement formats, relying on a park system that supports multiple formats, so that sales growth corresponding to the increase in passenger flow can be obtained.
02 Develop the “IP commercialization” model
“Anime IP” itself has a huge fan effect. The “Anime IP + indoor playground” model, based on the fan flow effect brought by itself, can make the kids’s theme park more scene, agile and imaginative, allowing kids to experience different from the perspective of anime IP. In the future development of the kids’s industry, “animation IP + business” will form a new product model. Many indoor playground investors saw the possibility of combining animation and playground, and began to do vertical deep cultivation in content, and there was a boom in “animation IP”.
03 The consumption scope is extended to adults
In the operation mode of the park, although the core focus is on kids, it is the parents who pay the bill in the end. Therefore, parents are introduced to participate in kids’s entertainment together, which can enhance the participation of parents and realize parent-child interaction. The project is adapted to the age atmosphere of 70% kids + 30% adults, and the integration of many formats will introduce parents to participate in kids’s entertainment together to realize parent-child activities.
04 Integrate the industry chain
The indoor playground brand independently builds the entire industry chain, refines its own business, and the market mechanism integrates the refined brands to generate higher appeal. Open up the entire industry chain, increase potential income projects, and lay the foundation for the sustainable development of the brand. This kind of theme derivation not only reflects a certain theme on the amusement equipment,setting up kids’s theme restaurants, theme derivatives sales stores, etc., to achieve the efficiency of the operating area.
05 Subject subdivision
To highlight the differentiated operation of indoor playground, they need to be subdivided in positioning. For example, the playground needs to target kids of different ages; there should be differences in services, let the kids have fun, and are willing to come back next time; investors must learn to cross-border in business, if kids can make friends in the playground or learn relevant knowledge, parents will be more willing to pay. Find a way to meet the consumption of the local market, and make something unique to attract the market.
Where there is a market, there is competition, and where there is competition, there are winners and losers. There are no boundaries in business, and any business, including kids, including shopping, can be integrated to achieve common profits for everyone. With the improvement of user experience and kids’s cognitive ability in the experience design trend of playground projects in recent years, the research and development of indoor playground equipment has gradually approached the kids’s world in a dynamic direction to meet the emotional needs of kids.