“How to Enhance the Core Competitiveness of Indoor Fun Parks”

How to enhance the core competitiveness of indoor fun park?  Everyone’s understanding of dinosaur park comes mostly from the big theme park of the China Changzhou China Dinosaur Park.  But do we ever think beyond, how about family entertainment?

In past two years, except large scale theme modules, the Dinosaur Park also involved in small and medium-sized modules.  Her brand is called Dinosaur Club, positioned in family entertainment, covering a smaller radius area. The primary element for family entertainment is traffic, that is, accessibility.  Be it one hour, or three kilometers, convenience is the first consideration.  Second is family sharing.  The grown-ups want to play and explore together, so family sharing is actually a key point.  The third is emotional interaction, grown-ups want to be able to have more emotional interaction with children, in the process, so the family interaction can be passed around the social circle.

Family-sharing entertainment has to attend to four major elements.  First is food and beverage.  Second is together.  Third is learn together.  And then fourth is fun together.

Food is an everlasting need, it is a biological need.  The Dinosaur Club has put food as the core module.  It is not only dishes, more is in the environment which set around the dinosaur theme, designing a Jurassic forest restaurant, with performance in the venue regularly.  There are also interactive events with the customers.  All these make a good combination.

Family sharing, Competition is more of a family event.  It is not just a sport, scoring and ranking can attract stickiness.  Be it weekly champ, monthly champ, or annual champ, through a scoring system, it encourages parents-child practicing together.  The same concept also works in schools, and communities, with this kind of PK or competitive form.  Indoor fund parks should put more consideration in family interaction, not children playing by themselves and parents keep looking at their mobiles.

Another core is to learn together. The center product should be around the dinosaur science.  In fact, dinosaur knowledge is something which any 7 to 12 years old child cannot resist.  The hunger for dinosaur knowledge and the fun with it are born with.  As an indoor children park, staging only weekend shows causes huge economical pressure.  On the other hand, creating the “learn together” concept, and turning the Monday to Friday low time into active market, more will rely on science and research, and the research can be dinosaur, can also be ocean, living creature or plant.  The key is turning them into some games which can arouse children’s interest and participation, instead of pushing the knowledge into their mind rigidly.  Should also employ lots of technological and scientific means, let the children pick up subconsciously during the process.  More, can make use of small teacher’s role, let each group of children has a small tour guide to explain and interact, creating a children social platform.  The platform can be a place for birthday party, for events, letting the children show their abilities before the others.  Platform can be online or offline.  Offline can be scientific experience.  Online can be some interactive scientific game. Eg. Let the children take a pet home to raise, with time constraint in order not to encourage misuse of their time.  By combining with scientific knowledge, it is not only entertainment, it is science+entertainment.

Create stickiness of the consumer group through activities. It can be diverse activities, it can also be courses.  To take children to an indoor park and let them learn during the process is definitely the first priority of parents, of course, provided that the courses are interesting.  Eg. A course about Tyrannosaurus Rex can be divided into eight lessons.  And members can choose to attend different class at different time.  This will create stickiness because everyone can center around IP of his/her own interest.  Further, there can also be talk shows, with virtual host, virtual animation characters.  And children can participate and experience together.

Changzhou City Dinosaur Park flagship store is a 8000 sq m facility, second facility is the Shanghai’s White Magnolia Square size at 1600 sq m.  The third and fourth ones are coming up in Shanghai and Nanjing.  The Dinosaur Club is not only a franchise product, it emphasizes on content.  Its dedication in integrating market innovation differentiates it from surrounding competition. With market competition getting fierce, market demand changes rapidly.  How to study surrounding market, consumer demand the ability of product iteration needs to be strengthened.

Utilize IP content to the full.  Many are using IP in indoor children playground development, images and scenes.  Money are spent on decoration and can easily be duplicated.  For fun parks, it is essential to allow children to have an immersive experience, IP is a story extension.  And only when the image is utilized to the full extent, can it solicit consumer behaviors.

Another key: iteration of content. Popular content updates and iterations require team of teachers and science members to constantly innovate courses and events, which in turn provide incentives for children to come, to consume, nonstop.