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Super Effects of the Rise of Indoor Theme Parks

As the “baby era” is coming, shopping centers begin to strengthen their children's amusement format.  More and more children's amusement parks are becoming comprehensive.  And, lots of brands integrated with cartoons, games, fairy tales and other IPs have been born.


According to statistics, the market scale of China's indoor children's parks keeps increasing with a year-on-year growth of 30% on average every year.  The consumption in China's children's market has approached ¥4.5 trillion (about $650 billion) so far, including ¥460 billion (about $66.6 billion) of children's amusement consumption.  In 2020, it will achieve ¥ 5 trillion (about $720 billion), and ¥ 1.5 trillion (about $210 billion) respectively.  It has tremendous prospects.  The diversity of children's needs has also led to more emerging formats and brands.  Shopping centers aim to develop “accompanying economics” and begin to bring this into every big IP theme park while the consumption of the new middle-class families born in the 1980s and 1990s has risen.  Animation works do promote the popularity of numerous cartoon characters IPs or even brands.  Indoor theme parks with famous animation IP are popular enough to attract customers effectively to the shopping centers.  As a result, they are more preferred by commercial real estates.  Now, consumers have more choices, as more and more IP theme parks are setting up in China market.  However, the brand with IP commercial development capability shows more competitive advantages.  On the one hand, “IP + children clothes sales + children amusement” becomes an experienced consumption model.  On the other hand, the integration of various formats creates an overall chain for family consumption, which becomes a breakthrough for upgrading brands.


What’s more, dozens of indoor theme parks spring up quietly when every shopping center is busy with producing indoor theme streets.  Home World Indoor Theme Park at Taihe Plaza, Fuzhou, Hongyang Future World at XinHongYang Plaza, Nanjing, SnowWonderland at South China Mall, Dongguan City, Nn Park and other indoor theme parks at shopping malls also attract the young and families by different themes, charming scenes, abundant amusement attractions and immersive experiences.  What differs indoor theme parks and streets is that indoor theme parks focus on a single theme.


Located in Shanghai City, By Loft Park covers an area of over 20,000 sq.m. The park occupies the whole building with 5 floors.  At the 1st Floor, various VR equipment, 5D, 7D, 9D and other high-tech cinemas will come into your eyesight first.  Then, all kinds of ocean balls, trampolines and lego toys will catch children’s attention at the 2nd floor, which is equipped with a light & shadow park.  It is a special interactive zone designed by By Loft.  On the 3rd-4th floors, there is an indoor constant temperature water park.  It is full of children’s happy laughter and cheerful voices, and is installed with several slides with different slops and excitement.  Beside, there are two superior dry steam rooms and a hot spring pond especially for parents.  The 5th floor is an outdoor rooftop terrace where children can enjoy the hot game - grass skiing.


All in all, developing indoor theme parks is still a novel idea.  Shopping centers catch the business opportunities first and then the consumption is upgraded.  Therefore, a craze of experiencing economics is set off.  Indoor theme parks are an effective catalyst for shopping centers to attract customers.  They can drive customers to be more willing to go shopping even though the center is far away from customers’ homes.  Likewise, game & amusement corporations who meet difficulties also need to get rid of the thought of simply bringing in IPs.  They should give full play to their own advantages and create outstanding and unique equipment so that they can provide indoor parks and IPs with superior equipment.


※The article is published in the GTI Magazine Issue No. 171 in December 2018

 
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