Introduction to Common Problems about the Operation of Indoor Children's Amusement Parks
Nowadays, the indoor children's amusement parks in major shopping malls and supermarkets are getting bigger and bigger. A very important reason is that the operators of indoor children's parks seem to have no other way to make themselves stand out from the competition of other children's parks except by expanding the area. However, after the area is expanded, due to the lack of reasonable layout planning, too many wasted dead corners are generated, resulting in reduced floor efficiency. So this is almost a gamble. After choosing a large operating area, if the "big" image has a greater driving force for passenger flow than the performance loss caused by the reduction in floor efficiency, it is a profit; otherwise, it is a loss. Therefore, although expanding the operating area is an option, it must be carried out with the help of professional children's park equipment manufacturers to make a reasonable floor efficiency layout, give full play to the space and facade, and improve the floor efficiency. Such an expansion is a powerful expansion; otherwise, it is bloated.
1.Children's amusement equipment is just silly and lacks competitive differentiation At present, domestic children's parks are basically "silly" children's parks, in which the cultural and social aspects are very little reflected. Global industry-leading companies such as "Disneyland" and "Casania" are leading because they introduce cultural and social aspects into amusement. However, combining culture, society, and amusement is a very broad and profound topic, and local children's amusement companies in China have also made bold and beneficial attempts in this regard. It can be seen that connecting with a cultural image that is widely known to children is a very effective way to differentiate children's parks from competitors and quickly increase their popularity. More importantly, by digging deep into the social and individual characteristics of cultural images and letting children feel novel, happy, and subtly educated during the amusement process, this difference will become a real competitive advantage, making it impossible for competitors to catch up. At the same time, it brings the most perfect shopping experience to young customers. It is hoped that local children's amusement companies that have realized the connection with cultural images can make more in-depth explorations in this regard, which will surely become a fundamental way for children's amusement equipment manufacturers to prosper.
2.The single membership policy of indoor children's parks lacks customer stickiness with multiple purchase discounts Membership operation is a very good solution to improve customer stickiness, but due to limited understanding and mastery of membership technology, there is basically no successful membership system operation in children's parks. A good membership system is first of all a good member information database, which can classify customers well through the design of member information content. By carrying out differentiated marketing and operations for different categories of customers, providing nearly tailor-made services for the target customer groups, greatly improving the customer's consumption experience, thereby greatly improving the customer's reputation and generating loyalty. But even if the above is achieved, it is only the initial stage of member operation. Of course, at this initial stage, very few companies have achieved it. The intermediate level of member operation is to be able to adjust the existing operating model and plan by tracking member consumption, increase customer dependence on the amusement system, and thus achieve the transition from continuous to lifelong consumption (before the age of 12). The advanced level of member operation is reflected in the ability to clearly judge the trend of customer demand development through the analysis of member big data, predict in advance, act in advance, and become a leading enterprise that leads customers and the industry.
3.Not considering the need to update children's playground equipment After the construction of the indoor children's playground is completed, few operators will pay attention to leaving accurate hidden engineering construction drawings, and of course, there is no wiring reservation in the design. This will result in that if the equipment is updated, only the children's park amusement equipment similar to the original equipment can be updated, which will inevitably greatly reduce the marketing effect and customer experience brought by the equipment update of the amusement park. Therefore, when designing the children's park, the operator should invest a part of the cost to make a wiring modification reserve for the convenience of future equipment updates. This part of the investment is very worthwhile. There is no need to stop business for future equipment transformation, and any specifications and power requirements can be accommodated. This will save a lot of costs and the marketing of new equipment will become the highlight of the stage marketing and a good reason to attract customers.
