“You must get one like meland。&188bet best bookmaker;When it comes to children’s parent-child business，This is the first reaction of the research subject to Lu Xue。She is doing category planning in a top shopping mall in Shenzhen，Intuitively feel the changes in this industry in recent years。In the eyes of that precious mother，The meland flagship store I went to before，It’s a parent-child business“The best looking&188bet best bookmaker;。

Similarly take the large-scale theming route、Internet celebrity with an area of ​​over 10,000 square meters“Honey Country&188bet best bookmaker;，Is the favorite of working mother Lisa。After checking in the large parent-child parks in Beijing，lisa only locked the honey country，Take the baby three times a month。

lisa told 36氪，“There are many things about them that attract me&188bet best bookmaker;，For example, it will be big、Separate children，Safety hazards eliminated，There are also early education courses，Enable children to attend group classes，Then we can help“Bringing a baby&188bet best bookmaker;，Let parents who are tired on weekdays have a moment of relaxation。

Since 2010，Shopping mall enters golden development period，The number of shopping malls has increased nearly 10 times in ten years，Parent-child business as“Standard configuration&188bet best bookmaker;Settled in，Become a new place for parents to walk their children。In the younger generation of mothers, mothers tend to ";Picky&188bet best bookmaker;Under the aesthetics，A group of people take the high-end route、The area ranges from several thousand to tens of thousands square meters、The sudden rise of parent-child parks with rich experience elements。Except meland，Started in Shanghai、Nairbao with high-end positioning，It is even more well known in the circle，called“Hermès in Children’s Paradise&188bet best bookmaker;。

Capital is already ready to move。Since the end of 2020，Wuyuan Culture、Nairbao、Mini Mars、Lede Culture (meland’s parent company) and other amusement brands have completed a new round of financing。Among these，There is no shortage of Tencent、China Resources、CMC、China Youth Travel Service and other organizations with rich backgrounds in the entertainment industry“Ticket holder&188bet best bookmaker;Admission。36氪 learned from many investors，Nelbao’s new round of financing is on the way，Le’s Culture, one of the star brands on the track, has even reported that it is preparing to go public。

188bet best bookmaker species in indoor parks have entered a period of rapid expansion。Meland’s cumulative stores exceeded 200 in 2021，There are 25 high-end meland clubs；Nairbao has 16 stores nationwide，10 of them will be newly opened in 2021；Mini Mars, also from Shanghai，Two 188bet best bookmaker stores will be launched in 2021，its founder and CEO Cheng Tingmao told 36Kr，Next three years，They plan to increase the number of stores from the current 7 to 40。

In the bustling market，There are also pessimistic voices。Compared to small parent-child paradise，Many consumer investors who have seen 188bet best bookmaker business expressed their opinions to 36Kr，Large-scale amusement parks require large initial investment，And most of the income depends on ticket contributions、Reoperation、Low return on investment，Won’t be liked by financial investors。

188bet best bookmaker worry is not unfounded，Look back，The indoor parent-child park track has learned from the past。

The most typical one is Youyoutang，188bet best bookmaker star indoor parent-child amusement brand founded in 2010，Completed a total of seven financings and attracted more than ten investors，Opened more than 200 stores in 2014，Store area ranges from several hundred square meters to 2,000 square meters。But with the expansion of scale，A series of business problems are gradually exposed，Finally dragging 188bet best bookmaker project into the abyss。

Will large-scale theme parks be a definite trend？In terms of facing new and old brands、Mall operator、Supplier、After a series of interviews with designers and investors，We would like to discuss and try to answer the following questions in 188bet best bookmaker article:

1、Compared to Molly Fantasy、Katoni、Wanda Baby King and other previous generation players，What stories do 188bet best bookmaker brands tell？

2、Reinvest、Difficult to choose a location、Long return period，Is 188bet best bookmaker any solution to the unsolved problems of large indoor parks?？

3、Disney holds eight seats among the top ten parks in the world，How far away are the brands of indoor 188bet best bookmaker parks in China?？

Make the 188bet best bookmaker bigger

Extra large area，is the most prominent logo on the new batch of indoor 188bet best bookmaker brands。

July 2017，Nairbao’s first nationwide store in Shanghai，The area reaches 5000 square meters，This already shocked the industry at the time，Since then, the new store area has become larger and larger，Ten thousand square meters is not uncommon；Mini Mars and meland’s new stores recently launched，The area is around 6000-7000 square meters；Beijing’s new internet celebrity“Honey Country&188bet best bookmaker;The area directly exceeds 10,000 square meters。

Becoming bigger almost means overthrowing the traditional model and starting over.

As the representative brand of the previous generation of indoor parent-child parks，Aofei Happy World、Wanda Baby King、AEON Fantasy High-end Children’s Park“Huanbeijia&188bet best bookmaker;，And Cartoonni Paradise, which targets all family groups，Most areas are 1000 to 2000 square meters，The maximum is only 4,000 square meters。

188bet best bookmaker entertainment itself has many common scenes，Such as ocean ball、Slide、Water play and other entertainment items，Dancing Machine、Claw machine、Racing and other video games，And shooting machine、Climbing、Sports such as netball。

But large parks are not just about stacking more rides together，But in“Experience&188bet best bookmaker;Do your homework。

Nairbao in the newly opened Wenzhou Impression City MEGA store，A 7-meter-high giant spiral slide is installed，The Hangzhou Starlight Store has a three-dimensional maze scene on the three-story building；meland club’s newly opened Jinan Sunac Mao Hall，The overall height is nearly 17 meters，Set about 14 meters high、A large indoor slide composed of 5 aerial rotating slides；Incubated by Longhu Tianjie、Longxiao Lake Discovery 188bet best bookmaker admitted in 2021，A bungee jump with a height of 8 meters is also installed indoors、Inflatable Castle。

188bet best bookmaker theme sections are also constantly being filled in.

Mini Mars’ Jing’an store opened in 2019，Theme is set to“The city at your feet&188bet best bookmaker;；Nelbao has a car repair factory in its store、mini supermarket、Fire Station、Music Room、Art Gallery、Theater、Porsche Park and other urban life elements；meland club also built a dinosaur museum、Science and Technology Museum、Sports hall and other theme halls。

“There are many experience modules for parent-child parks，There are dozens of fixed categories of scenes，&188bet best bookmaker;for Nairbao、Li Xiang, founder of Weixiang International, who has both designed parent-child parks and meland, told 36 Kr，From the perspective of a design company，There is usually a “Simulated World&188bet best bookmaker;concept，That is, simulating a space into anything small, concrete or abstract、A scene with a sense of story，And design experience modules according to customized needs。

Li Xiangtou 36氪，The reason why this business format in the past was “Little known&188bet best bookmaker;，The fundamental reason is that the market is interested in design、Lack of attention to space，A sense of color for children、Not artistic enough，“Children also have aesthetic tastes，Respect children’s aesthetics&188bet best bookmaker;。

When designing the first 188bet best bookmaker for Nairbao，Li Xiang tries to pack space、Play equipment combination、All color costs have been changed，Use hundreds of color combinations per project。

For mothers who value play safety，New brands are also putting a lot of effort into 188bet best bookmaker。The first generation meland staircase only had anti-collision strips，Arrived at the second-generation store，Start package protection，Three generations of stores have thicker protection，Nairbao also upgraded the anti-collision design of soft bags in stores。

Use better design and experience to leverage business value，188bet best bookmaker is the consensus of 188bet best bookmaker generation of indoor park operators。

New design elements、Themed scenes add a lot of color to the park，Why is 188bet best bookmaker difficult to realize the parent-child paradise of the previous generation？

Previously，Similar to“Naughty Castle&188bet best bookmaker;and other small amusement projects are the mainstream configuration in the industry，Operators are generally unwilling to pay extra“Pocket money&188bet best bookmaker;Customized investment in design and content。But there are indeed some“Eating crabs&188bet best bookmaker;of，But the result is not ideal。

“Everyone’s cost tolerance is not high&188bet best bookmaker;，Lu Haochuan, founder of Xinjue Technology, an indoor parent-child park service provider, told 36Kr，In the past, there were also customized parent-child paradise projects that took the mid- to high-end route，But it failed many companies，The reason is that cool is cool，But it does not produce benefits，“The benchmarking store can do customization，But it’s not possible in every store。&188bet best bookmaker;

The benefits of the set are obvious，“Install and go&188bet best bookmaker;，And low cost，The cost of amusement equipment is relatively fixed。The area of ​​large parent-child parks has increased，The investment in a single store will increase by more than one order of magnitude，is a typical“Heavy asset investment&188bet best bookmaker;。

“Our design，In the entire supply chain system，From the construction party to the raw materials, it is not a standard practice。&188bet best bookmaker;Li Xiangtou 36氪，“This customized design has been challenging the entire supply chain。&188bet best bookmaker;

For operators，The loose pattern of the upstream industrial chain of amusement facilities，No one can avoid 188bet best bookmaker。According to the previous survey results of more than 3,000 amusement equipment companies by the China Amusement Machine and Amusement Park Association，Small and micro enterprises account for 97% of the total，ERZhong、Large enterprises account for only 2% respectively、1%。

But in Li Xiang’s opinion，The supply chain is not standardized enough，On the contrary, 188bet best bookmaker provides designers with a good creative space，Factories below medium size have strong willingness to cooperate with customization、Higher flexibility。

In addition to equipment cost，“Aesthetic&188bet best bookmaker;The amount of expenditure is also high。“meland spent a lot of money on aesthetic construction，Regardless of cost，&188bet best bookmaker;An investor told 36Kr。

How much does 188bet best bookmaker cost to open a new indoor park?

A shopping mall operator settled an account with 36 Krypton，According to the area of ​​6000 square meters，For an investment of 5,000 yuan per square meter，One store’s initial one-time investment is as high as 30 million yuan。“After the area becomes larger，Some costs can be amortized，But there must be a boundary。&188bet best bookmaker;

Without a doubt，188bet best bookmaker is a business that is getting heavier and heavier，188bet best bookmaker is also the reason why new brands actively contact capital。

Born at the right time: the market calls for 188bet best bookmaker-quality supply

“Nelbao must be raised tall，&188bet best bookmaker;Shen Zhuoran, who is engaged in commercial real estate investment promotion, told 36Kr，This is a climbing climb、Necessary conditions for special scenes like slides，Nairbao especially likes independent properties，Clear all from the first to the fourth floor。

For shopping malls，Higher ceilings will directly sacrifice the rentable area。Not only that，Due to the generally weak leasing capacity of the park business，Shopping malls also need to lower rent expectations。“Our internal rent quota requirements are very high，They can’t afford it。&188bet best bookmaker;Shen Zhuoran told 36氪，Large-scale amusement parks require a lot of preliminary renovation investment，Revenue depends on tickets，Recycle slowly，Belongs to " in the amusement industry;The business format with the lowest square footage efficiency&188bet best bookmaker;。

Shopping malls were cautious in the past，Whether 188bet best bookmaker business format is established or not、There are great doubts about the brand’s appeal。But now，Shopping malls are eager to extend olive branches to these brands。36氪learned，2021，meland has received invitations from more than 200 shopping malls。

The paradise is also very“Pragmatic&188bet best bookmaker;，Usually choose two types of shopping malls，One is that the shopping mall has strong brand power and operational capabilities，The other is that the shopping mall is willing to provide decoration subsidies。Before the parent-child paradise，This policy will only apply to theaters、Experiential type like bookstore、Business formats that can drive customer flow。

The reason why 188bet best bookmaker urgently need the arrival of these brands，Because 188bet best bookmaker are becoming saturated。

Based on comprehensive industry data from Mob Research Institute，The top 10 shopping mall areas per capita in Chinese cities in 2021 are 0.8m³-1.10m³between，188bet best bookmaker data is roughly the level of the TOP4 major developed countries in 2018。188bet best bookmaker means，China 1、Per capita shopping mall area in second-tier cities，Even surpassed some developed countries。

Homogeneity is an inevitable problem，Especially“Position determines life and death&188bet best bookmaker;’s commercial real estate，The competition for traffic is fierce and bloody。The focus of competition in the commercial real estate industry，Also from the past“Heavy assets&188bet best bookmaker;Convert to“Asset-light&188bet best bookmaker;。Relative to incubating IP by yourself，Introducing third-party brands to become the mainstream choice。

“Basically every real estate company has developed a children's amusement park，But there are not many successful cases，&188bet best bookmaker;Zhang Lin, director of CMC Capital who invested in Nairbao in the early stage, told 36Kr，This is a high threshold industry，Need from design to decoration，Cost control、Operation system、Service level，And early childhood education、Catering、Retail and other comprehensive business capabilities。

“There is no shortage of supply now，Lack of good supply。&188bet best bookmaker;Shen Zhuoran said。The leading brand has therefore become the focus of competition in shopping malls，The reason is simple，“One more first store means one more opportunity&188bet best bookmaker;。For shopping malls，With this kind of traffic engine experience format，Related retail brands will naturally follow。

“Stock adjustment is one、The next mainstream trend in second-tier cities，&188bet best bookmaker;Zhou Leiya, general manager of Ruiyide, a comprehensive commercial real estate service provider, told 36Kr。Beijing has recently introduced plans to build an international consumption center city、Urban renewal and other policies，This marks，New commercial real estate supply will decline in the future，There will be more projects undergoing secondary adjustments。

Shaping the sense of space，Is an important exploration direction for shopping mall reform，This just creates conditions for the implementation of large-scale indoor parks。“In fact, these engineering modifications，It’s not a big problem on the shopping mall operation side，&188bet best bookmaker;Zhou Leiya said，The key is the decision-making end in front，Why choose this brand，“In fact, it is all for the needs of both parties。&188bet best bookmaker;

“We worked on a project before，It turns out that the entire parent-child business is a full floor，later adjusted to from two、Choose a corner on the third floor，Making a vertical children’s parent-child group。&188bet best bookmaker;Zhou Leiya told 36Kr，Gather the plane flow of people into the vertical scene，The experience will be better，Consumers stay longer。The area released after the adjustment，Used to arrange supporting catering、High-yield business formats such as children’s retail。

Scaling problems——Starting 188bet best bookmaker Youyoutang

Scale expansion is another extension line for 188bet best bookmaker paradise brands.

In Nairbao、meland、before mini mars etc.，The indoor 188bet best bookmaker park mainly caters to two types of players，The first category is traditional indoor amusement operators，Operation of theme parks through self-developed IP or third-party authorization，Such as Aofei Happy World、Katoni Paradise、Trojan Kingdom，Not too much overall。36氪 Rough statistics based on public information，such as katoniland、Aofei Happy World、The number of Trojan Kingdom stores nationwide is approximately 80、30 families、25。

The 188bet best bookmaker type is commercial real estate developers，Represented by Wanda Baby King、Aeon Molly Fantasy，Backed by the advantages of commercial real estate resources，The number of stores is at the forefront，All around hundreds，But the regional attributes are distinct。

However，In recent years, the chain development of traditional indoor amusement 188bet best bookmaker brands has not been smooth。

According to official data，As of October 31, 2021，Aeon Molly Fantasy stores nationwide: 195，This is far from the previous official“400 in 2020&188bet best bookmaker;’s goal is far different。Wanda Baby King，According to previous media reports，To 2020，There are more than 300 Wanda Baby King Paradises nationwide，But in the past 2021，There are reports of closure of some amusement park stores。

The impact of the epidemic is understandable，But the rise of new brands，Maybe old players didn’t expect 188bet best bookmaker。

As one of the leading brands of the previous generation of indoor parent-child parks，Youyoutang made 3、After 400 million yuan in tuition fees，Still not found the answer。After failed exploration，Founder Chen Xiaofan before 2019，Even left "";Indoor parent-child park as LBE (location based entertainment) format，Characterized by non-standard mixed industry，So there are no economies of scale&188bet best bookmaker;’s judgment。

High dependence on site selection，is Chen Xiaofan’s core basis。In his opinion，Mall location、Size、Positioning、Open face、floor height、Area、Rent and other factors，all have a decisive impact on the 188bet best bookmaker’s passenger flow and revenue cost structure。

Tickets are the core source of income for the parent-child paradise，Widely adopted in the industry“Apply for annual card、Recharge membership&188bet best bookmaker;Waiting for advance receipt，Especially for children from about 2 years old，Parent-teacher meetings prefer indoor parent-child parks，Multiple consumption。There are more people applying for cards，This makes“The revenue in the first three months or even half a year was very high&188bet best bookmaker;，will allow new entrants to have“Make money&188bet best bookmaker;illusion，In fact，The money received in advance is not real income。

Another lesson left by Youyoutang is，The indoor 188bet best bookmaker park business is unlikely to be matured by capital。

After Youyoutang received hundreds of millions in financing，Soon responded to the large-scale demand for capital，Pure naughty castles have been developed one after another、Medium-sized theme 188bet best bookmaker、Various store types such as large theme blocks and outdoor holiday camps，The area was reduced from the initial small to 200-300 square meters，Gradually to the back to 6-7000 square meters，The expansion rate is also accelerating。

“We responded to customers’ different entertainment content、Different market demands in different shopping mall locations，But finally did it，Management is very difficult。&188bet best bookmaker;Chen Xiaofan thinks，Including Youyoutang，Many practitioners think of this matter too simply。

Under expansion，Youyoutang is gradually losing control，The movements are also deformed。Chen Xiaofan reflected on 36Kr，Capital drives first，The pressure to make money continues to increase，“Hope it will last a year and a half，Recover investment in even less time&188bet best bookmaker;。And because it was“Consider it as advance collection rather than write-off&188bet best bookmaker;，It’s easy“Recover investment&188bet best bookmaker;illusion。

Eagerness to recover investment，Producing a chain reaction，And it further evolved into shopping mall location selection becoming more “Chasing profit&188bet best bookmaker;，Thus ignoring the operating level of the mall、Business district maturity and other dimensions。“There are also some objective reasons here，&188bet best bookmaker;Chen Xiaofan said，Between 2010 and 2015，The shopping mall itself is a new thing，They cannot give a comprehensive judgment。

This series of questions，Not exposed all at once。When the number of Youyoutang stores did not reach 150，“Many problems can still be solved to a certain extent，Or cover it up&188bet best bookmaker;，But it’s difficult to turn when it’s bigger。

As the battle lines lengthen，Another problem faced by Youyoutang is，There are very few suppliers of suitable content or products in the market。“Parent-child play is different from early childhood education，Early education content is relatively fixed，Amusement is trendy，It’s been a long time，Child、Parents will feel tired。&188bet best bookmaker;Chen Xiaofan said。

So he chose to invest in the backend himself，Self-built IP、System、VR projection、Retail companies, etc.。Chen Xiaofan reflected on it，This is a fatal mistake。“Youyoutang shifted its business focus to the back end in a hurry，Not fully demonstrated，Want to try in various directions，So much so that management costs increased instead of falling。&188bet best bookmaker;

Problems faced by Youyoutang and its indoor parks at the same time，Some have been resolved，No matter the richness of amusement equipment，Professional design team，Still digital technology，Both have significant improvements，But 188bet best bookmaker are still some issues that require vigilance。

Compared to small and medium-sized parks，The initial investment for a single store of a large indoor park is higher，There is only a lot more reliance on site selection。“The site selection basically determines the probability of 50% to 60%。&188bet best bookmaker;Cheng Tingmao told 36氪。

Also，The lease terms signed by shopping malls and parent-child format brands are generally longer，ranging from 8-10 years，Almost as“Standard configuration&188bet best bookmaker;One of the supermarket leases has a similar length，In contrast，Retail leases mostly last for 2-3 years。Longer lease means，Stronger interest bundle between brand and market，Even if the operation is unfavorable，Can’t close the store and turn around in time。

Tickets are the main income for new brands，And the price is high，Take Beijing as an example，meland、Nairbao、Honey Country and other brands“Weekdays/One large and one small&188bet best bookmaker;Ticket prices are around 400 yuan，This is almost the same city Katoni、Twice the unit price of Wanda Baby Wangke。Such pricing，Restricts them from opening stores to lower-tier cities，Determines the ceiling of this business。

Aofei Happy World (Zhengzhou Hanhai Store) covering an area of ​​about 2,300 square meters，Once the&ldquo of the brand;The traffic king of shopping malls&188bet best bookmaker;，The highest monthly sales is only 1 million yuan，In other words，The annual square meter efficiency is only about 4,000 yuan。And for new brands，Even under the most optimistic scenario，The ability to make money is still a question mark。

The aforementioned commercial real estate operation report 36氪，Although new park tickets are priced higher，To be able to sell 10,000 yuan per square meter per year is already a good achievement，Excluding rent and operating expenses，188bet best bookmaker means that it will take two to three years to recover the investment cost；Not selling well，Operation costs are barely even，Can’t make any money at all。

Due to longer play time，Catering is a highly certain secondary sales business for large indoor parks，188bet best bookmaker is also the key to high customer unit price。But the development of other new businesses is still unknown。Some brands are exploring more，188bet best bookmaker is an early childhood education that emphasizes service attributes、Private party and other modes，Retail business with high brand requirements，Still in a relatively early stage。

“Indoor Disneyland&188bet best bookmaker;How far away？

We might as well look at the ceiling Disney in the 188bet best bookmaker，How to exert influence on the industry。

According to the Themed Entertainment Association,TEA) and a data display from AECOM，Among the top ten theme 188bet best bookmaker companies in the world in 2019，Based on the number of tourists，Disney is almost two、三、The sum of four。Passenger flow specific to a single 188bet best bookmaker，Disney Group’s parks occupy eight of the top ten places in the world。

Rich IP resources and content influence，188bet best bookmaker is the prerequisite for Disneyland to gain a dominant position。Via Acquisition、Original、Made in various forms，Disney IP resources cover the Marvel Heroes series、Disney Animation Studio Princess Series、Pixar Cars series and Travels series、Lucasfilm Star Wars Series、20th Century Fox’s Avatar series and X-Men series, etc.。According to previous statistics from Southwest Securities，Among the top 20 box office hits in global film history，Disney IP occupies 14 seats。

Strength of IP，It is also related to the secondary sales revenue of the park，Disney has tasted the most sweetness in 188bet best bookmaker regard。According to Disney’s fiscal year 2021 financial report，Disney achieves full-year revenue of 674.USD 1.8 billion，Among Paradise、Experience and consumer goods business revenue is 165.US.2 billion。

Disney’s many domestic imitators，will animate、There is no shortage of precedents for introducing film and television IP to theme parks。Wanda Baby King previously acquired the IP of Undersea Column，And build related theme park scenes；Pleasant Goat and Big Big Wolf、Balala Little Demon Fairy and other head IP，188bet best bookmaker is the pillar content of the theme park owned by Aofei Entertainment；Katoni obtained the Japanese IP Choubi Tou authorization，Open a parent-child paradise with the same name。

But these IPs themselves are hardly considered successful，There are even more doubts about the driving role of the 188bet best bookmaker business。

For indoor parent-child park brands，There is another“Non-mainstream options&188bet best bookmaker;It is an independently created IP。

Mini Mars store，188bet best bookmaker is based on space，Original IP designed around 4 small animals that have traveled to space，Serial scene design、Amusement products、Catering and future retail products。According to Cheng Tingmao，The first store in Suzhou opened late last year，Mini Mars has also designed a new projection painting interactive game for children similar to teamlab，Game IP、Soundtrack、The plots are all set independently。In Cheng Tingmao’s opinion，The essence of Mini Mars business is content，Not decorative design。

In fact，Older generation players have also tried in 188bet best bookmaker regard，Katoni has specially designed the Feimeng family animation characters for its parks。But for now，The effect is not outstanding。

Pop Mart relies on the blind box model and several core IPs such as Molly to achieve great success，Also started to focus on paradise、Make content，But at least for now，188bet best bookmaker is still a trendy toy company in the minds of users。

188bet best bookmaker is not an easy path for both new and experienced players.

(At the request 188bet best bookmaker interviewee, Lu Xue and Shen Zhuoran are pseudonyms)