How to stand out under the trend of children's amusement industry

After China's commercial real estate experienced the explosive development trend of the golden decade, it ushered in the era of intensive cultivation and strived to achieve differentiated operations. Among them, parent-child entertainment was a key development direction. According to the development of children's parent-child brands in 2016, children's amusement parks were focused on shopping centers. The degree has remained high and maintained steady development, but there are many pain points in the development of the mall compared to the brand. The phenomenon is manifested in one: the interaction of the related brands is insufficient, and the phenomenon is the second: the parents’ parent-child interaction is seriously ignored.

First: Insufficient interactivity of related brands

At present, most of the children’s activities in the shopping center are simply presented on one floor: children's play + children's retail + children's education. Although the consumer groups are the same, the interaction between the businesses is not close, and each is operated only under the theme activity of the shopping center. Passive joint marketing.

Under their own governance, there is no substantial effect on improving the effectiveness of shopping malls.

Solution: Build as a whole, neighborhood-style landscape, and linkage operations

In the field of children's business, the mall should use a multi-business integration model, that is, through the integration of different formats to open up the consumption needs of children and parents. For example, the “Indoor Landscape Outdoorization” of the 7000-square-meter project of the Colts Kingdom created by Chuangqi Amusement is integrated into the children's play + children's retail + parent-child dining room + children's education + branded clothes, etc., which will look different from each other. , Integrate, create a whole, aiming at the family consumer market, and strengthen the integration ties with the one-card model, which greatly improves the marketing effect.

Second: parents, parent-child interaction is seriously ignored

At present, most of the children in the shopping center focus their attention on the children only, and turn a blind eye to the accompanying parents. Causes parents to feel drowsy and experience poor, thus associating consumption desires is low.

Solution: Parents are introduced to participate in parent-child interaction

Parents are the ones that are ultimately responsible for paying the bills, so the most important thing is to focus on the growth of children and the experiences of parents. Parents should be introduced to participate in children's entertainment, parental involvement, and parent-child interaction.

For example, the jungle adventures such as the Chuangqi play, the Lubi car town, the bears eating honey, the spaceship catching monsters and other equipment, parents and children can participate in the competition to achieve fun. Increase consumer loyalty, maximize the intensity of children's stay in the shopping center and repurchase times.

To solve the above problems, Chuangqi Amusement has proposed the FEC concept of a new family entertainment center, which has created a subversive innovation model for children's amusement park brands. The indoor children's theme parks in various shopping centers have become more than just pure entertainment venues. Education center, education, training, extension, retail, childcare, and fitness are all part of a combined, family-wide activity center.

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