Sino-Singapore Jingwei, October 3rd (Wei Wei and Ma Jing) "We went to a parent-child paradise last week. There were too many people, and basically they brought babies. I was stunned when I came in. There is absolutely nowhere to go.” Li Yixin (pseudonym) of Beijing Daxing has a daughter who is less than 3 years old. She told Sino-Singapore Jingwei that since her daughter was 2 years old, she began to take her baby to check in with parents and children of major Internet celebrities in Beijing. paradise.
Many parents bring their children to camp in a parent-child park Source: Respondents
There are many parents like Li Yixin.
In fact, in the past two years, many families have opted for more parent-child trips in the suburbs, and parent-child parks such as unpowered parks and cute pet parks have become new choices for parents.
Listed companies are also looking at this track and competing for layout.
"It's easy to spend thousands of dollars in a parent-child paradise"
Early in the morning on the first day of the 11th National Holiday, Yang Wenlu (pseudonym), who lives in Fengtai, Beijing, woke up the whole family and prepared to go to the nearby cute pet paradise.
Yang Wenlu and her husband are usually busy with work, and when they have time to accompany their children during the holidays, she is always looking for a theme park suitable for children to play.
To this end, she often uses social platforms such as Xiaohongshu and Douyin.
In addition to the outdoor ones, Yang Wenlu's bag contains large and small indoor parent-child park membership cards.
"I have made several membership cards for parent-child parks, Molly Fantasy, Yulong Family, Honeyland Children's Paradise, etc. Each charge ranges from 1000-2000, and I can play 10-20 times, about a year. Run out."
She told Sino-Singapore Jingwei that on the one hand, going out to play is to take the baby to "discharge", and on the other hand, it is also to keep the child away from electronic products such as mobile phones.
Source of data map: Baotu Network
Li Yixin's situation is similar.
"The epidemic situation is relatively stable during this period, and the weather is relatively good. We go to one or two theme parks almost every week," she said.
Affected by the epidemic, Li Yixin and her family rarely leave Beijing.
"Originally, I hoped that I could take my baby to travel more and experience nature, but I haven't taken her out since the epidemic, so I want to take her to play in these places and increase some experience of the world, as long as the child can have fun. , I think it's worth it." Li Yixin said.
Li Yixin revealed that she has been to the cute pet park in Kyoto, the Wizard of Oz Country Park, Bali Boli Parent-Child Paradise, Baoyan Paradise... these are large and small parent-child parks in Beijing.
In her opinion, each park has different characteristics. Some parks have many unpowered facilities, while others can feed animals.
She showed Sino-Singapore Jingwei the tickets she bought on Douyin, "This is only a part, and there are other platforms for group buying." Li Yixin said that she wanted to bring her children to experience more. If you go to one often, the children will play soon Tired.
Li Yixin calculated that she spends about 2,000 yuan a month on the parent-child paradise.
Some cheap park tickets, parking fees, meals, etc. add up to a minimum cost of 500 yuan. If you go to a safari park, it is easy to spend 1,000 yuan at a time.
If you catch up with the short holiday, the monthly expenses for walking the baby will have to go to 4,000.
According to her rough calculation, the annual expenditure in the parent-child paradise is about 20,000 yuan.
Yang Wenlu felt the same way.
"It's just an indoor parent-child park. I spend almost 4,000-5,000 yuan a year. If you include an outdoor theme park, 20,000 yuan may not be enough." She said.
Capital is scrambling to deploy "parent-child travel"
In recent years, affected by the epidemic and other factors, local tours have become mainstream, and the parent-child tour market for family travel has also entered the fast lane.
Among them, Disney, Universal Resort, Happy Valley and other theme parks are popular holiday destinations, attracting many families to check in with their well-known IP.
However, in addition to these large theme parks, the aforementioned small and medium-sized parent-child parks are also emerging, becoming a good place for parents to walk their babies in their spare time.
Lin Huanjie, president of the China Theme Park Research Institute, mentioned to Sino-Singapore Jingwei that parent-child parks are aimed at children between the ages of 3 and 12, and most of them are unpowered, that is, the equipment is relatively simple or has a small amount of powered equipment, with bright colors and close content design. Children's cartoon.
Most of the early parent-child parks were opened in shopping malls, or "gardens in gardens" in theme parks/botanical gardens.
In recent years, outdoor parent-child parks have become popular. For example, cute pet parks mainly raise some docile animals that will not hurt people.
At present, there are local companies operating brands in parent-child parks in the Chinese market, such as Jigao Group's Rabbit Nest, Ledi Culture's meland club, Nierbao, and Joleshi, a subsidiary of Fosun Tourism.
There are also parks operated by well-known foreign entertainment companies or authorized IP operations, such as Molly Fantasy under the Aeon Fantasy Group of Japan, and Peppa Pig Park under Merlin Entertainment Group.
These brands are mainly distributed in Shanghai, Hangzhou, Beijing, Shenzhen and other cities.
Lin Huanjie said that under the epidemic, "micro-vacation" has become the mainstream. As everyone pays more and more attention to experience, there is still a lot of room for expansion of parent-child paradise, and the entire market has not yet entered the Red Sea.
According to its preliminary estimates, there are probably no more than 100 parent-child parks of similar scale in China, such as Peppa Pig and Rabbit Nest.
Source of data map: Baotu Network
It is worth noting that capital has already entered the game first.
According to Tianyancha, the main companies such as Ledi Culture, Nairbao, and Wuyuan Culture, which are mainly engaged in parent-child paradise, have completed several rounds of financing.
Among them, in the first round of financing of several hundred million yuan of Ledi Culture, China Resources Guodiao Xiamen Consumer Fund, which is composed of China Resources Group and Chengtong Guotiiao, strategically led the investment; Nierbao has completed the C round of financing, and Tencent participated in the investment; IDG Capital led the investment in Yuan Culture’s $20 million Series B financing.
In addition, there are also some listed companies looking at the track and directly leaving the operation.
On July 5 this year, Tom Cat, an A-share listed company, revealed during an investigation on July 5 that the company launched a number of Tom cat parent-child theme indoor parks in Hangzhou, Foshan, Zhuhai, Hohhot, Kuqa and other cities last year.
Tom Cat said that many of the company's Tom cat parent-child theme parks are operating well, and the store traffic has steadily increased. In 2021, the number of family groups hosted by the company's self-operated stores will increase by 28% compared with the same period in 2020.
At present, the company still has several indoor parent-child parks under planning and construction.
In addition, the company is also actively expanding the landing of large-scale Tom cat family IP parent-child theme parks in combination with cultural tourism planning projects in various provinces and cities.
On the first day of the Lunar New Year in 2021, the new cute pet park invested by Donghu Ocean Park, a subsidiary of the listed company Sante Cableway, opened.
The project combines a small animal park with an unpowered parent-child park.
"Affected by the epidemic, urban tourism, especially parent-child travel, has become a more popular item in the tourism market. The creation of a cute pet paradise caters to the increasingly heated parent-child travel.
East Lake Ocean Park has introduced more than 100 world-class cute pets for this purpose. The popular market segment of cute pet paradise, domestic tourism consumption is very strong." Cao Zheng, secretary of the board of directors of Sante Cableway, said in an interview with the media.
The immediate attraction lies in "liberating old mothers"
Talking about the current capital overweight parent-child park construction, Lin Huanjie said that capital may be able to build a successful brand, but it will take a very long time,
"It's not two or three years, maybe five to ten years, because the expansion of children's playgrounds are limited in depth and width.”
Lin Huanjie pointed out that the customer group of the parent-child park is in the age group of 3-12 years old, and the children have no financial ability, and the right to consume is in the hands of the parents.
But parents can only accompany them on weekends, summer vacations and other small long vacations.
In addition, relatively speaking, the attraction of theme parks relies on the front-end movies, animations, novels and other IP works, but the children corresponding to the parent-child park have far less perception of this IP, so the scale of the parent-child park is limited. , the number of passengers is limited.
"From the perspective of output ratio, it is not advisable to develop a parent-child park alone, and it must be rational."
Lin Huanjie believes that the first consideration for parent-child parks is to be located in the center of the city or large shopping malls or the surrounding areas with strong population, which can attract urban residents. and young children.
Secondly, it is best to make a match with theme parks/water parks or other experience projects to form a comprehensive experience area or tourist area, which can be operated in the form of pass tickets to absorb the whole family.
The "2021 China Theme Park Innovation Frontier" (hereinafter referred to as the "Report") produced by the China Theme Park Research Institute also systematically researched parent-child parks.
It is mentioned that
among the parent users in the parent-child park, there are more women than men, and the most important direct attraction of the parent-child park to parents is to "liberate old mothers".
This requires more consideration of the novelty of the equipment, practical educational functions, the aesthetics of the equipment and landscape, a short nursing radius and enough rest spaces distributed throughout the park design.
"Education and entertainment are the natural genes of the parent-child amusement industry, and it is also one of the core demands of the market for the parent-child amusement industry." The "Report" also mentioned that there are already "parent-child amusement + research" or "parent-child amusement + first stage". "Second Classroom" and other play + education operation modes.
There may be more possibilities for integration in the future.
Use the venues and user resources provided by parent-child amusement products to independently develop more systematic and advanced + education products.
For example, the IP and scene of a parent-child amusement product can be integrated into the scene of online education, and the integration of online and offline courses can make the future more imaginative.
(For more reporting clues, please contact Wei Wei, the author of this article: vivi1257@163.com) (Sino-Singapore Jingwei APP)
(The opinions in this article are for reference only and do not constitute investment advice. Investment is risky, and you need to be cautious when entering the market.)
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