How Big Is The Market Demand For Children'S Formats?

With the relaxation of the second child policy, the market demand for children's formats is getting bigger and bigger. Recently, many commercial projects in Hangzhou have focused on children's formats and even shouted the name of "children's theme commercial body".

So, how big is the market demand for children's formats?

On the one hand, the new supply of Hangzhou city complex is quite large, and the potential supply is even greater. Some sectors have begun to face the business surplus crisis, and have launched close combat between projects. On the other hand, under the strong pressure of the electricity supplier, the experience consumption demand of the public life has become a battleground for every project, such as food and beverage.

Following the opening of the new business, catering has become the highlight of the business and has increased the proportion of its formats. Recently, many commercial projects in Hangzhou have focused on children's formats, and even shouted the name of "children's theme business body": in the East and west of the city, two commercial entities named "parent child" will be opened in the second half of this year.

Will this be a new development direction of Hangzhou business project?

How big is the consumption demand? Is it enough for a project to break a new path in fierce fighting?

The amusement facilities of atrium on the first floor of Tianhong shopping center have children scramble for it.

Children's format is becoming the standard of shopping center.

Paternity square project first entered Hangzhou

As a matter of fact, in recent years, the commercial complex of newly opened or planned business has basically reduced the proportion of retail formats to three to 40% as long as it takes the regional life style route. The proportion of catering and leisure entertainment experience formats is more than half, with a high proportion of six or seven.

Among these leisure and entertainment formats, children's formats have become the "proper meaning of the title", such as ice rink, children's playground, children's education and training, etc., and have become standard in many projects.

And now,

Often given greater expectations.

Tianyang group, the first time to enter Hangzhou, will take the lead in building two "Tianyang parent-child Plaza" project in Hangzhou, one located in the core city of West City, and another near Jiang Times Building in Qianjiang New Town, which will open in the second half of this year.

According to the introduction, these two projects will be mainly based on children's entertainment, education, catering and other experience formats, while the proportion of retail formats will be reduced to almost zero. The aim is to provide one-stop education services for children aged 0 to 18, to meet the needs of children of all ages, to create a multi format combination of children's education center and a comprehensive "education and entertainment complex".

In June, the Tianhong shopping center, which opened in June, took the children's play as the top priority: for example, the golden location of the atrium on the first floor of the B hall set up the expansion area of the boy scouts' playground, and arranged free facilities such as large banana seats and indoor Mini trains for people to relax. At the same time, the third floor was designed as a concentrated area for children's amusement.

Nowadays, with the rich scarcity of children's formats in the region, Tianhong shopping center has tasted sweetness and is trying to upgrade the area of child entertainment.

In the early July, Xinming China Holdings Limited, which has just been listed in Hongkong, is also interested in the layout of the children's themed commercial real estate in the second tier cities across the country.

Children's entertainment, children's education, children's hotels, etc.

Located in Qiaoxi plate, Hangzhou Xinming KID MALL (children's shopping center) is planning a children's theme commercial block. At present, investment has been launched and the opening time is expected to be 2017.

Intimate community MALL to expand children's play area

Two parent child Plaza project starts trial in the second half of the year

Rainbow, which is located as a close community shopping center, has been in operation for a full year. With the main characteristics of child entertainment, it has attracted a large number of household consumption in the eastern part of the city. Therefore, it has recently been drastically adjusted to expand the children's playing area from the original 10 thousand party to the 15 thousand party.

At present, the B block has been adjusted, and the third floor has been set up as a children's format. In addition to the original brand area, there are many areas in the corridor and the corridor connected with the A block, including racing cars, yachts, pottery, clay sculpture and so on. At the same time, bumping cars and bouncing beds are added to the first floor.

In addition, before October, the A of Tianhong, which was able to complete the adjustment, was introduced into the third floor, with the area of more than 2000 children.

In the future, the third floor of the A block and the B block will be passed by pedestrians and will be connected to the piano music ladder with different music.

Tianhong, a marketing director, said.

The reason for such a big adjustment is because there is data behind it. The person in charge analyzed that rainbow has obviously felt that children's business and catering have led to a larger volume of passenger traffic and turnover over the past year: "our daily average passenger flow is more than 10 thousand people at the beginning of the business, and now it has stabilized to 25 thousand people on weekdays and 35 thousand people on weekends.

And the two parent-child square project under Tianyang Heng Rui will also be on the market in the second half of the year.

The parent-child square near Jiangjiang Times Building is expected to open in late November and early December: the first floor is the Wumart supermarket, the first floor and the two floor are all catering facilities, which may be a small number of children's amusement parks. The three level is a children's theme Experience Hall mainly based on children's Park and education and training, with an area of nearly 10 thousand. Now it has introduced new Oriental, etc. the four floor has been rented to a Korean bathing and pedicure brand.

"From one floor to the four level, the commercial area of the 32 thousand party is mainly based on children's entertainment, education, catering and other experience formats, and retail accounts for almost zero."

The project official said, the smaller the West City project, the format structure is the same, that is, children and catering, the opening time will be earlier, is expected to be September and October.

"Near river project is a double subway property, which will be built as our benchmark project in Hangzhou. The investment situation is also better than we imagined. In April, merchants began to attract investment, so far more than 40% of the brands have been recruited."

The person in charge said that if the two projects worked well, then they hoped to replicate quickly in the East China region. Shanghai, Jiangsu and Wenzhou were all considering the scope. Hangzhou also had new subway projects at present.

Children's play format becomes a direction control of differentiation.

The number and volume of projects in the region are important.

So is children's play really the "lifeline" of the current commercial projects?

According to the analysis of many deep industry insiders, the above commercial projects basically go on the "children + catering" route, plus some experience formats, and the other is the reduction of retail sales, or even the abandonment of retail formats.

"This kind of format design is actually based on the adjustment of the existing commercial projects to increase the proportion of children's play, because the current shopping center will also include children's amusement format, which can be said to be a direction of differentiation.

On the other hand, thematic business projects that are purely children's formats are unlikely to happen in real operation.

Because children's formats can bring family type passenger flow, but their profitability is limited. If they do not match catering and other experiential formats, they will be more difficult to operate.

At present, the main child playing category is a new way for differential competition among commercial projects, but if a crowd of projects is piled up, there will be another kind of homogenization dilemma.

"The supply and demand in the region is very important.

Tianhong's current children's play format is well done because it is relatively scarce in the eastern part of the city, thus attracting a large number of targeted family customers.

If there are multiple projects in the east of the city, the children will play, so they will face a new round of oversupply.

Ma Ying Shu, managing director of CBM Hangzhou company, believes that since the market demand of children's play is relatively stable, there will be no explosive growth, so controlling supply is very important.

In addition, Ma Ying Shu reminded that not only to control the number of commercial items played by the children, but also to control the area and volume of children's play.

"This is related to the development stage of children's play, which is still in the primary stage of market development. First, the brand richness of children's playing market is limited. Secondly, the rental capacity of this kind of brand is not high, and the rental contribution rate is not high for the project.

That is to say, if tens of thousands of projects are planned for children's play, the situation is likely to be filled.