What are the new trends in the development of children's business in 2019?

With the opening of the country ’s second-born child policy and the arrival of younger generations of parents, the proportion of children ’s consumption in household expenditures has continued to increase. One of the main formats of major shopping malls. In particular, the indoor children's amusement industry has gradually changed where families go on weekends and holidays, and many businesses have seen the magnetic field effect brought by children's business. What is the current status of children's business in 2019? What are the new development trends? I hope the following content will help you invest.

I. Current problems

1. Follow blindly

The children's playground industry belongs to the rising sun industry, and profit is inevitable, but not every place is suitable for opening children's playgrounds. For example, in a small town, if there are already five or six children's parks, then if you want to open a children's park, you must think carefully. Opening a children's playground under such conditions will face huge competitive pressures. Do you have enough confidence to stand out from the crowd? So you must do a good market research before deciding to open a children's playground, and do not follow the trend blindly. Only by grasping the market accurately can we win.

2. Purchase of amusement equipment

What amusement equipment in children's parks are popular with children? Which amusement equipments are not easily out of date? Faced with the problem of purchasing amusement equipment, operators should consider the positioning of the park and the needs of the target group. Feel to judge to choose amusement equipment. Take naughty castle as an example. Naughty castle is usually suitable for children between 3-12 years old, but older children will not play with naughty castle. They will tend to have irritating equipment, which is fun and popular. If the equipment cannot be placed in its proper position, it will not exert its maximum benefits.

3. Not actively operating

Some park investors started to become lazy after the children's park was successfully opened, or did not take too aggressive action, thinking that the park will continue to be profitable in the short term or have results, but this is definitely not feasible in the long run. . Difficulties in the operation of children's parks also make many operators worry. For example, the ability to continue to operate is low. The ability to continue to operate is the most basic survival of the park. Only with the ability to continue to operate and profit can the site develop steadily.

4. Insufficient ability to continue operations

Market demand

The park venues have insufficient control over market demand. The needs of the market are constantly changing, requiring operators to have sufficient judgment and decision-making ability. And at different times, changes in demand brought about by changes in parent-child relationships will profoundly affect the business strategy of the park. Whether the market can be properly captured and the "pain points" of the players are determined will determine whether the park can continue to operate. The so-called survival of the fittest, the elimination of the unfit.

Industry competition

Some investors saw that the children's playground business was booming, high profits, followed suit, and followed the trend blindly, so the children's playground industry formed a strange phenomenon. Competition from the same industry has saturated and segmented the regional market, and competition has increased sharply. If the venue cannot occupy a strong competitive position, it will face a situation of losing its foothold.

Over-reliance on holiday marketing

Holiday marketing is an important part of the park's field revenue. Most parks have long relied on the benefits of holidays, and weekday revenue has been largely ignored. The main harm caused by this non-recyclable economy is that once a breakpoint occurs, the entire operating chain will be disconnected and the park will no longer be able to continue operating.

New trends in children's business

Although the children's themed business is still as popular as ever, many problems have also been exposed. In order to avoid missing business opportunities, many shopping malls and merchants have made timely adjustments and reproduced new measures.

1. Focus on developing game products that can be enjoyed by parents and children

If the child-themed business layout only focuses on the attraction to the children themselves, ignores the parents holding the wallet, and only focuses on entertainment needs, and ignores the dining and shopping activities that can be consumed in the same scene, it will miss the parent-child family. Benefits from consumption. It's important for parents to drop their phones and play games together. Many parents born in the post-80s generation and post-90s generation are senior gamers. They rarely allow children to play games that they do not care about. Therefore, parent-child games must make adults and children feel fresh. If parents have good memories, they are more likely to bring their children over and over again

2. Grouping with traditional types of children's entertainment products

Combined with excellent traditional children's products, such as naughty castle, handmade DIY, story hall, etc., it forms a new interactive experience, but also a variety and complete activity area, which improves the consumer satisfaction of parents and children.

3. Integrate with other formats to form linked consumption

The scene-based gaming experience has a lot of merging points with other formats around it. After the end of a game, you can give away coupons for nearby restaurants, discount coupons for shopping, or spend one free opportunity to spend at nearby restaurants and supermarkets. As long as you have enough imagination, you will change the operating model and game mechanism according to the actual Need to design, can form multi-point joint consumption.

4. Online and offline traffic conversion

Use online marketing activities to attract users to the scene, and then turn offline target customers into online users of specific platforms through APP and WeChat, and then make these users repeat to offline through targeted online promotion Scenario consumption can form a virtuous circle of diversion.

The importance of children's business to drive passenger flow and drive consumption is becoming increasingly important. For consumer places, having a number of high-quality parent-child content and organizing popular parent-child activities will occupy greater importance than ever. The parent-child experience format promotes cyclical consumption through interactive fusion and brings diversified business opportunities, thereby achieving the siphon effect of "1 + 2" and "1 + 4" for children's consumption. After the upgrade of children's consumption, it will continue to be the main force of future consumption.

Choose kidsplayplay to provide you with a full range of services from planning and design, equipment security, floor construction, operation management, etc., so that your park operation can take less detours and win.