Indoor Playground Leads A New Consumption Model?

Driven by the rapid development of the social economy, the advantages of the indoor  playground format to promote family consumption have become increasingly prominent. At present, most business districts in the city are "standard equipped" with indoor playground. Discovery: The indoor playground market is no longer limited to a single business type, but a cross-border combination of children's entertainment, early education, hairdressing, nail art, bookstores, photography, theater, catering, medical care and other multiple business types to create a one-stop children's growth education A complex of entertainment. This change has undoubtedly restructured the consumption content of indoor playground parks.

Create scenes, immersive experience

Since 2011, there have been two obvious changes in the format of indoor playground parks: first, theme creation has gradually become the core issue for indoor playground and even the entire amusement industry to invest in the construction, operation and management of parks; second, park operators with "bring their own IP" have entered the market, Paradise with copyright, resources and theme content has gradually become the mainstream of the market. As a result, more and more indoor playgrounds have begun to cater to the trend, create independent IPs, and create them from top-level design fields such as "park advantages", "content settings" and "core competitiveness" that are more in line with current trends, closer to customer groups, and more themed. An entertaining indoor playground.

Theme creation not only includes IP implantation, but also richer forms of expression. The theme is not just simple decoration, but to provide visitors with a comfortable space.

At present, the way to build theme parks is no longer as simple as simply implanting IP or themes, but to create and reproduce scenes with the environment, apply the "characteristics" of IP and themes to every detail of the park, and integrate the park environment , themed amusement equipment, themed merchandise and other elements are organically combined to create an immersive experience mode. New models bring new ways of consumption, which leads to the reconstruction of consumption.

Match the theme to create a complex format

For theme parks, the complex format that integrates design, projects, services and supporting facilities has become the mainstream of current development. In view of the characteristics of the main target customer groups of indoor children's playgrounds, in the setting of complex formats, indoor children's playgrounds should pay more attention to entertaining and entertaining, and create play content that attracts children in line with the theme. This service not only benefits the tourists in the park, but also has an effective drainage effect on the business district where it is located.

In addition to using content services to attract traffic, building your own content into a brand is also a beneficial direction.

At present, the indoor children's playground is no longer a lonely individual, but a "passenger flow engine" in a certain business district. It has gradually developed into a complex format, actively integrated into comprehensive formats such as business circles and complexes, and has become an important link in the consumption structure under the comprehensive format.

Parent-child interaction, pan-family entertainment

As the education level of new parents in China is getting higher and higher, the investment in children's training is also paying more and more attention. The combination of theme and interaction is a general direction of indoor children's playgrounds. "Children's playground must be able to integrate multiple contents, so that children have more choices in a small area to form a one-stop experience. At the same time, there must be professional personnel to guide children to play and experience, learn etiquette, skills and other supplements In the future, people will eventually replace prices and become the entry point for transactions. High-quality, professional growth consultants can provide more correct parenting concepts to new families, generate emotions through interactions, and emotions bring trust.

"As the concept of parent-child family life is gradually recognized, the future development positioning of indoor children's playgrounds will be more inclined to introduce project content that families participate in and entertain together. The research and development of indoor game equipment is fun, interactive, group, and educational. There will be a major breakthrough. The operating methods of the park will be more abundant, and a large number of cross-business participants will emerge.” The rise of the parent-child interaction model requires park operators to not only think about “how children play” in product development, but also Think about how to let parents and children play together. Parent-child entertainment makes the indoor children's playground no longer just belong to children, but a real family entertainment center.

Generally speaking, the reason why the current trend-setting indoor themed children's playground is more popular with consumers is not only because its space design, product planning and service experience are easier to resonate and stick with consumers, but also because it drives family consumption. Strong liquidity and innovative ability to reconstruct consumer content make it more powerful in the future market competition.

In the future, indoor children's playgrounds still need to accurately grasp the needs of users and strive to create differentiated products. Quickly establish a model that is not easy to replicate and has certain competitiveness in the market. The future development path of indoor children's playground is bright, and all investors should also think hard about how to make this process not "tortuous".