Where is the road to children's business transformation?

The transformation of the traditional retail industry, adjusting the "selling" is a common way, and increasing the children's format has become a magic weapon for physical stores to resist the impact of e-commerce and enhance their popularity. Since last year, the commercial business area of ​​children has accelerated in Nanchang, but at the same time, many children's business brands have been connected to the store. Too much "homogeneous" also causes the market to be saturated, and it is not easy to make a profit. If you want to make a profit, you should go to the road of transformation. How does this transformation path go?

Development: There are shopping centers that change the entire floor into a children's business

A few days ago, China’s senior commercial real estate service provider RET Ruiyide’s Chinese business data showed monitoring data for 42 key cities across the country. From 2011 to 2015, the total business area of ​​children’s business reached 9.161 million square meters. Amazing 538.8%, the proportion of children's business in the shopping center also increased from 5% to 15%, especially after 2013.

The change in the proportion of children's formats in shopping centers is also evident in Nanchang.

In a large-scale commercial complex in the Honggutan New District, the floor that was originally dominated by clothing and fashion consumption has gradually completed its business adjustment since last year. The entire third floor has been transformed into a “children’s paradise”, and more than 20 families have been introduced. Various types of merchants.

In the survey, more than 20 merchants include children's education, amusement facilities, baby products stores and other categories, such as some brands of animation, music, Taekwondo, dance room chain stores have a place.

In a track racing store, the big racing track is placed in the middle. According to the staff, the brand of the car is from Germany. Consumers who purchase the car in the store can get several free rides, and then they need to buy it at their own expense. It is understood that the four stores opened by the brand in Nanchang are all located in the shopping center, and the car can be played in any branch. The reporter saw from the container that the price of this toy car ranged from 580 to 1680 yuan.

The playground of the shopping center is a paradise for children. In the shopping mall, a small amusement park with five areas including a trampoline, sand pool, and Zhiyong Da Chongguan is particularly conspicuous. The person in charge of the amusement park said that the children in the amusement park can be played by children as young as 1 meter 35 or less, and parents can accompany them. To enter the play, there are two ways of membership and single purchase.

å°´å°¬: The flow of people is low, the rent is too high, and many children's business brands are closed.

Some people in the industry accounted for this: every year due to policy factors, the net increase in population will be more than 3 million; according to the average annual consumption of 12,000 yuan per infant and child, at least 30 billion yuan in new consumption per year, driving the industry around 13% Growth space. The judgment of market demand also stimulates the expectations of shopping malls for children's business when adjusting the format.

At the time of the off-duty, there was a neat table and chair in the store of a Go educational brand in the shopping center, but no students were in class. The person in charge of the front desk of the store said that the brand has two stores in Honggutan and the other is a street shop. “Opening in the shopping center is mainly because the passenger flow is relatively large, and it plays a propaganda role for its own brand.” The person in charge said that the promotion effect of shopping malls is more obvious, but the enrollment situation is comparable to that of shops along the street.

In a ride facility, all kinds of rides are accompanied by music, and the store manager sits there, but the guests are not seen. The store manager reluctantly said that the shopping center only has a good flow of people during the holidays, and there are basically no guests in the rest of the time. The machine can't be opened, so it can only be "empty" here.

Shopping malls on non-holidays are cold and clear, and children's businesses are equally incapable of attracting passengers. While children's business is growing, there are also many children's business brands that are frequently closing stores. In the affiliated commercial street of another large complex in Honggutan, many children's play projects were closed, leaving only one brand early education institution.

The staff of the early education institution revealed that the shopping malls flow into the store has limited consumption, and the excessive rent investment has become a burden on the merchants. Therefore, many children's amusement parks in the vicinity have turned back to the catering and clothing formats.

Analysis: market saturation and even excessive income structure

Some insiders have analyzed that there is also a phenomenon of polarization in the development trend of children's business. Since 2008, most amusement parks have operated for less than two years, especially for individual merchants. The return period for investing in children's theme parks is 2.5 years, and most children's theme parks have closed down in the long development cycle.

In fact, the acceleration of the investment in children's formats in shopping malls and shopping centers has contributed to the saturation or even excessiveness of the children's market. During the visit, the reporter found that many shopping centers are equipped with children's rope net adventure equipment, slides, marine balls and other amusement equipment. The facilities are highly similar.

During the interview, most parents expressed the same opinion to the reporters. The amusement equipments are similar. If you run a card for a store, you will not go to the second card. The same children training class will not be superimposed. Which store is more convenient.

According to data released by RET Ruiyide Industry Research Report, domestic children's theme parks are profitable, ticket sales account for 79%, catering and retail sales account for 11%, brand implant revenue accounts for 5%, and foreign children's theme park profit ratio That is, ticket revenue is 50%, advertising, activities, derivatives, catering, retail revenue accounted for 25%, branded revenue accounted for 25%. The comparison of two data at home and abroad shows that foreign children's business is more diversified than domestic development, and ticket sales is the main income channel for domestic children's theme parks.

Development status: accelerated transformation, integrated business

01 Multi-competition compound development

Nowadays, the children's playground is not limited to the pure play of a single naughty castle. The large-scale children's park is rich in a variety of formats, retail, water bar, light meals, education and training, children's play and so on. Professional things must be done by professional people. The old Chinese saying is good: the industry has specialization, and the interlacing does not take advantage.

02 Application of innovative technology

Somatosensory interaction, holographic technology and high technology are constantly being applied to the operation of indoor children's parks. It is worth mentioning that with the subdivision of the domestic high-tech industry chain, the solution and application of children's high-tech sector has begun to emerge. In the statistics of children's play industry, it is known that the children and adolescents in the experience group are the absolute main customers. The times are changing, and business forms such as game halls, inflatable castles, and climbing equipment are no longer able to meet the huge market demand of this customer base. The children's play industry is being affected by the rapid development of high-tech technology, and the traditional children's entertainment industry is also facing escalating challenges.

03 Strong IP will promote the indoor park to grow steadily

Some park operators have realized these points and started to make their own original IP image in the layout or unite with strong IP. A good, powerful IP will drive the indoor paradise to grow steadily.

04 Labor cost advantage is getting worse

Indoor children's parks can also be considered as labor-intensive industries. With the development of society and the increasing demand for employment in children's parks, some professional counterparts are needed, so labor costs are getting higher and higher, and advantages are becoming a disadvantage. .

05 No transformation will only be eliminated

The small-scale single-family paradise that has continued in the past few years is still lingering, and it has been hit by local newcomers to find teeth. However, for various reasons, there is no way to close the door or close the store, so I have to slowly consume it. I want to transform but it is difficult to change because of various other factors such as area. It is worth mentioning that the transformation needs to pay attention to the transformation according to the local market demand and the local competition pattern, otherwise the transformation will only accelerate to the demise.

Choose a diversified high-tech children's business

Without changing the professional market business status, the upgraded children's playground can include services such as parent-child play, children's education, children's development, children's play, children's dining, children's theater and other fields. On the one hand, it expands the service project to gather passenger flow, and at the same time it can bring more benefits.

Facing the transformation and upgrading of the children’s format,

In what direction should the children's paradise develop?

With the continuous development of the society, the function of the indoor children's playground has become more and more comprehensive. In the past, it was only a simple play function. Later, it was fun and educational, and now it is to cultivate children's self-confidence and improve their physical fitness. The indoor children's playground is no longer a simple children's entertainment center. It carries more social responsibilities. So how will the indoor children's playground develop in the future? Here are the five directions for its development.

1. A comprehensive amusement experience such as paradise + retail/catering/culture realizes the development of the whole industry chain: indoor children's paradise currently introduces children's bookstores, commodities, toys and other children's retail formats, children's catering and culture. The industry and other aspects are also included to achieve the development of a full set of industrial chains. At the same time, how to “cross-border” has become a new model for indoor children's parks, and in the continuous exploration and practice, this rigid demand will be used to create greater value in the future.

2. The “customized” large-scale theme park will form a brand-output cooperation mode with the developers: the large-scale anime theme concept store with a store area of ​​5,000-10,000 square meters, with a comprehensive format of connotation amusement + retail + catering + experience, and Can form a brand-output cooperation model with developers. According to the venue space and commercial positioning requirements of the shopping center, tailoring such large indoor children's parks is also the flagship store mode of the current children's theme park.

3, "IP" its own powerful fan effect, so that "Anime IP + indoor children's paradise" will become a new model: based on the fan traffic effect brought by the animation IP, so many indoor children's parks see the possibility of the combination of animation and paradise, have begun In the content of deep cultivation, there has been an "anime IP" boom. Embed a well-known cartoon image into the indoor children's paradise, making the animation works more vivid, malleable, derivative, and diverse, and use the image realistic method to restore the anime scene. At the same time, Anime IP can make children's theme parks more scene-like, agile and imaginative, let children view the animation IP from different angles, and stimulate children's various perceptions. In the future development of children's industry, "Anime IP + Business" will Form a new product model.

4. The age definition of the customer group will gradually become blurred. Children and adults will participate together: the indoor children's park is ultimately responsible for paying the parents, so the core place is to surround the growth of the children and the experience of the parents. More and more indoor children's parks introduce parents to participate in children's entertainment, enhance parental participation, achieve parent-child interaction, and increase the proportion of adult play, extending the group to young people without children.

5, cool sports, expansion, exploration and other novel theme experience projects will emerge endlessly: more and more parents hope that children are more confident, more willing to try new things and accept challenges, let children participate in some sports and exploration projects. At the same time, the introduction of the Children's Development/Exploration Experience Center in the shopping center is to attract passengers to meet the needs of the customers, and to provide a diversified entertainment venue for children.

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