1. Preliminary Positioning and Market Research
1) Accurate Customer Profile
Identify the family structure within a 3-5 km radius of the mall: the proportion of children aged 0-6/7-12, monthly household income levels, educational spending preferences, etc.
For example, a community mall in a second-tier city, due to the high concentration of early childhood education institutions in the surrounding area, focused on early childhood educational areas and parent-child interactive courses, significantly increasing membership conversion rates.
2) Competitive Product Differentiation Strategy
Research the types of children’s playgrounds in the area (traditional playgrounds, IP-themed parks, interactive science parks, etc.) to avoid homogeneity.
You can create unique and popular themes, such as aerospace science experience halls, intangible cultural heritage craft workshops, and AR sports areas.
2. Site Planning and Hardware Configuration
1) Prime Location Selection
Preferably choose a space on the 3rd or 4th floors of the mall (to divert traffic below the food and beverage floor) or a street-facing space on the ground floor (with a separate entrance and exit for individual shoppers). The recommended area is 800-1500 square meters. Remember to reserve fire escape routes/emergency exits!
2) Equipment Safety and Compliance
The equipment must meet amusement equipment safety standards, such as GB/T 27689-2011, and be insured for public liability.
3) Detailed Design
The floor is made of EPDM soft rubber for drop protection, with rounded corners to ensure comprehensive surveillance coverage.
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3. Scientifically proportioned functional areas
| Area Type | Area Share | Core Features |
| Main Play Area | 50% | Large slide, climbing frame, ball pool, etc. |
| Parent-Child Interaction Area | 20% | DIY crafts, parent-child baking, picture book reading |
| Rest and Waiting Area | 15% | Parents’ coffee bar, charging outlets, surveillance screens |
| Value-Added Service Area | 15% | Photo studio, IP derivative product retail, and course registration |
3. Operational Model and Profitability Design
1) Pricing Strategy and Membership System
Single-ticket pricing is approximately 1.2 times the average customer spending per person at the mall (e.g., 80 yuan per person dining at the mall → 100-120 yuan per park ticket).
Membership Prepaid Card Design: Recommend “10 visits for 1980 yuan, 2 free + a free birthday pass” to increase repeat purchases.
2) “Park+” Value-Added Model
Joint Ventures: Collaborate with early childhood education institutions (art/programming classes with a profit-sharing system), children’s photography studios (location rentals), and maternity and baby brands (pop-up stores).
Data Monetization: Utilize facial recognition and wristband tracking systems to push short videos of children’s playful moments to parents (with a paid download rate of up to 20%).
4. Risk Control and Cost Optimization
1) Investment Cost Analysis
- Equipment Procurement: 1.5-2 million RMB
- Renovation and Construction: 800,000-1.2 million RMB
- Systems/Software: 200,000 RMB (Membership System, Security Monitoring)
- Emergency Reserve: 300,000 RMB
- Initial Investment Reference (1,000 square meter mid-range theme park)
2) Avoiding Three Common Risks
Policy Risks:
Verify that the mall has fire safety certification for children’s entertainment. Amusement equipment must undergo monthly third-party safety inspections.
Traffic Fluctuation Risks:
Design “Rainy Day Coupons” and “Weekday Care Packages” to smooth out off-peak periods.
Personnel Management Risks:
Employees must hold first aid certificates and conduct hourly safety inspections throughout the venue, with signatures and records kept.
5. Key Indicators for Long-Term Operations
Efficiency per Square Meter Bottom Line: ≥ 120 RMB/㎡/month in first-tier cities, ≥ 80 RMB/㎡/month in second-tier cities
Traffic Conversion Rate: 5-8% of the mall’s total traffic is considered acceptable (e.g., if the mall averages 20,000 visitors per day, the theme park should reach 1,000-1,600).
Proportion of Secondary Consumption: Ticket revenue should account for ≤ 60%, with classes/retail/catering contributing at least 40%.
Summary:
New mall children’s parks have evolved from “supporting businesses” to “entry points for family traffic.” We recommend adopting a strategy of themed IP, interactive technology, and community-based services, focusing on midweek childcare needs and weekend activities. This strategy, combined with the mall’s membership system to integrate consumer data, will help achieve sustainable profitability.
