Considering the valuable value of the traditional children's playground industry today, starting from the needs of users, the children's playground is indeed an outlet for the entire family's emotions. Offline children's playground is not a pseudo-proposition, but its chaos, hidden dangers and pain points are far more interesting than its lively appearance. In the exchange, many practitioners who are engaged in or have been in children's playgrounds have deeper experience.
There are four typical children's playground player factions in the parent-child format.
In the beginning, the children's playground could only be called a project. Later, it gradually became an industry, and derived some sub-categories, such as doll machines, gift machines, etc. The money-making players must have them, but they can continue to make money. Word of mouth is rare. From the perspective of the development of children's parks, it is currently divided into four categories: franchise, transfer, capital, and in-depth development.
Franchising is the most scolded, many of which have broken the rules of the industry.
The transfer type is also chaotic, but it is much better than the franchise type. Their game is to open a store, recover the costs within a few months, and then immediately transfer it out to earn a transfer fee without having to bear the follow-up. Membership and fees, of course, there are many things to test this gameplay, such as signing a lease contract, network, and ability to open a store. Taking Miya's acquisition of some of Youyoutang's stores as an example, from the perspective of overall situation, commercial layout, time, and efficiency, Miya must have done a good deal of preliminary work. However, from the perspective of the industry characteristics of children's playground, there are two issues that need to be dealt with. Obviously, there are many rights and responsibilities defined by the two parties, various operations, costs, terms, etc .; implicitly includes the quality of the partners, third parties, and multiple parties. Terms of cooperation, etc. Afterwards, the closed store and membership refunds exposed by Youyoutang were actually caused by invisible problems. Although the law can define who is responsible, it is another difficulty to implement. The evaluation of consumers and markets is another One thing.
The capital type is similar to the way of doing early education and kindergarten, not to open a shop for the paradise itself. Therefore, even if there are already some hundreds of stores in the children's amusement industry, joining has done well, but so far has not established its own industry-standard enterprises.
The fourth one is to be a paradise. In the true sense, so far, no benchmarking company has emerged, and there is a lack of leaders who have guidance and influence on the industry. Taking 7-11 convenience stores as an example, it may not only affect the convenience store industry, but even the entire retail industry and other industries. Another example is the Super Business, including Wal-Mart, Carrefour, RT-Mart, etc., which have set a benchmark for the industry and also provided consumers with a relatively fair consumption choice.
Children's paradise industry needs urgent reform
So, what are the problems that the entire children's playground format has always been difficult to solve?
First, children's parks have long faced problems with a single profit structure, homogeneity, aesthetic fatigue, difficulty in standardization and scale. In recent years, many businesses have been seeking breakthroughs, some doing products, some doing theme IP, some involved in early education, science and other related projects, and some started to become communities. However, these have not solved the children's playground. The fundamental problem. As far as the theme IP is concerned, it has a market and can attract more passengers, but it still cannot solve the fundamental problem. Some people have tried to open up the model of outdoor amusement + indoor amusement before. It also combines some foreign things, but Did not play the role of imagination.
In addition, the current investment in indoor children's playground equipment is getting larger and larger, and the operating investment is also increasing, and the operating costs are constantly rising, so it is only possible to increase fares, and it is difficult to change the profit structure. From the perspective of revenue, in the overall income composition of most children's parks, tickets and retail income are still the main sources of income, especially the large proportion of member income belongs to pre-charges. Many parks use member income as income, but in essence, This is a liability, and it can only be fully converted into income only after the service is completed. This is why so many parks are closed directly, because calculating the refund fee is an incomplete pit, and the park itself may not be clear. Therefore, it is still very difficult for the children's park to change the profit structure. For example, it is difficult to control ticket revenue to less than 50% while maintaining revenue growth.
Another problem facing children's playgrounds is periodic updates. For children's parks, it is necessary to upgrade projects and equipment to avoid aesthetic fatigue of customers. Because most children's parks have a large area of equipment, changing equipment involves a large number of parts disassembly, decoration and labor costs. Many park operators are reluctant to update their equipment, which has caused most children's parks to remain the same all year round and lack new ideas. What you need to know is that customers are increasingly demanding products. In the information age, children can access all kinds of fresh and interesting things on the Internet, and old park products and gameplay cannot win favor. Therefore, small updates and big updates They all need to die without updating, which is something that many people who have not been involved in the industry have not considered. At the same time, the paradise industry also has problems such as different equipment, different contracts, and partner contracts. Therefore, offline children's play is an industry where people outside look at it and really get involved in the water and thunder industry.
Second, the balancing technique of heavy position or heavy operation is difficult to control
Driving family consumption through children's formats has become the starting point for businesses to increase children's formats. More and more people want to share a share in the field of parent-child parks. In the actual management process, there are two different voices on the question of "location or operation is the key to the success or failure of offline children's playgrounds":
One voice is that, compared with other physical stores in the retail industry, indoor children's playgrounds value location, and location is the determining factor. When it comes to location, you have to talk about rent, but children's parks are an industry with relatively poor anti-rental capacity. Good locations have high rents, and rents are too high. Children's parks can't go on. In the earliest times, many shopping malls and shopping malls gave favorable conditions to attract popularity. But now the children in the mall are in fierce competition, and the terms have come up, slowly entering a vicious circle. In addition, the rent and the annual operating cost of the children's playground account for a large proportion. The more branches open, the lower the profit margin. If the location of the mall is not good and the popularity is not good, it will close quickly.
Take Wanda as an example. Children's playground and early education are all Wanda projects. This year, it is expected that the action will not be small. Whether it is the number of stores or the scale of development, the goal is very determined. Wanda's biggest advantage is that it can get venues and conditions that competitors can't get. Location and rent are too big in this industry. Although Wanda's operations are not reproducible, it would be a good thing for the industry if it can use its own advantages to establish industry standards. At the same time, it can not be ignored that many regional small and medium players are still very practical and lively.
Another voice believes that taking "lots" as the core of the business model is a dead end. Refined operations determine the long-term and healthy development of the format, and this involves the lack of talent. At present, the children's industry is basically divided into two parts, one is various types of online education with Internet thinking and business models, and the other is other traditional models. Among them, children's parks are typical representatives. In addition, there are art training and dance training. However, both capital and talent are crowded into the former. Internet thinking and the application of Internet tools are a big topic and a blind spot for bosses in the traditional model.
The development of the industry vision and transformation Youyoutang can learn from
Youyoutang, once the most influential representative brand in the industry, has now been negatively affected by closures, closures, and arrears of loans. In the process of communicating with the mother and baby industry, the insiders mentioned the Youyoutang's forward-looking layout and some innovations in the industry in the course of more than 8 years of development. Part of the situation today.
In the early development process, the talent and vision of founder Chen Xiaofan led the rapid development of Youyoutang. When the earliest investor did not understand the offline paradise model, the founder of Youyoutang Chen Xiaofan successfully convinced the investors. In 14-15, Youyoutang received multiple capital investment for many times, and the amount before and after may be more than 800 million yuan. The offline paradise is indeed a traffic entrance. Depending on this traffic, Youyoutang will be realized by IP + retail + online games. Among the paradise companies, Youyoutang is the only company that has established two teams of merchandise and IP early on. It has a very foresighted strategy of choosing a park and a retail store to open at the same time, and decided after opening dozens of stores. In cooperation with IP, the first PORORO Paradise in Korea was introduced, hoping to increase retail and online profits based on IP.
With the rapid progress of Youyoutang, it is already on a branch road. On the one hand, it transfers resources from the front end to the background to build IT systems, human resources, financial control, commodity logistics and other settings. On the one hand, it continues to increase resources on the front end. Investment in building a bigger and more luxurious children's playground. Youyoutang chose the latter. It is reported that when youyoutang opened to 200 stores, various front-end management problems frequently occurred, the profit was extremely poor, and the back-end online products were not made. Even after youyoutang mainly opened the franchise and took the road of asset light, but because of the late investment in background resources, it has not developed a powerful system that can help franchisees make money, and there are no good products and online games to join. Insufficient service even led some franchisees to abandon the Youyoutang brand alone. At the same time, with the rapid expansion of stores, the efficiency and quality of the team's internal operations and management also declined.
Looking back at the overall development history of Youyoutang, we seem to be able to see the rationality of the development of Chinese-style enterprises, "the world ’s martial arts will not break quickly." A company from big to strong is not short of money and money in China. In the human market, there are too many challenges to be met, and if you are crazy about expansion, you will have to turn your backs. Therefore, you need to carefully grasp the balance between growth and strength.
There are also practitioners who have analyzed the roads and pits that children's playground players have walked through, and believe that there are two points worth learning from:
1. The high cost of realizing the traffic of the park is determined from the beginning. The playground cannot provide high-quality education and goods in the subconscious of the customer, unless the product itself is also entertaining, such as toys, online games, etc. In addition, even if the park launches a similar early education service, customers will not think that it is good value for money. It can be said that offline children's parks are difficult to have high unit prices, and it is extremely difficult to monetize the playground ’s traffic for cash.
For traditional parks in realizing traffic, they can cooperate across industries and multiple industries, such as catering and medical services, as well as joint IP, turning the park into a platform to display IP services and goods, and entertaining services and products. Effective fusion. It should be noted here that the most important thing for all cross-borders is a principle, that experience should be done around transactions, not for experience. Whether it is more luxurious decoration, more advanced equipment, more complex flow design of people, or more gimmicky on-site services, how these experiences can ultimately generate customer spending and improve ping efficiency is the next paradise. The focus of the deal.
2. Based on the setting of "consumers are children, not parents" in traditional paradise, the problem of insufficient scene creation is easy to occur, and many needs of parents are naturally ignored. On the contrary, the newly appeared parent-child restaurants in the market, such as Nairborg and Yaotong, have considered the role transition of the consumers of the park very well, especially in the community stores. The closed park is only part of it, and the children are supervised. Parents can also ask friends and girlfriends to eat with peace of mind. In this way, whether it is the decoration design of the restaurant, the design of the food, or the design of the service, it is to meet the social needs of the parents. The frequency can also be increased.