The proportion of children in traditional shopping centers is about 5%. Under the impact of e-commerce and brand homogeneity, many newly-built or adjusted shopping centers increase the proportion of children's business to 10-25%. According to statistics, nearly 100 shopping centers have successively expanded children's brand investment, and have upgraded and upgraded children's areas. Major shopping malls such as CBD, 360 International Trade, and Wanda Plaza have all increased the proportion of children's business to increase sales. However, is it really easy for children to "play"?
1. The hardware requirements of children's business are relatively high. For shopping centers, it is difficult to plan the children's business. Because it is a children's entertainment place, the air quality, safety of facilities, and fire conditions are all very high. It also makes shopping malls often indecision in planning.
2. Long cycle of children's business return, high operating capacity requirements Children's business needs to operate slowly, the return will be very slow, which has a higher demand for the operators' business ideas and strength. Investing in large-scale children's business is generally 5-8 years or even longer. Instead of making money from children's business, it is better to rely on children's business to earn popularity.
3. Children's market lacks a brand with appeal The children's market lacks a brand with appeal and influence and is currently in a more "chaotic" situation, which is particularly prominent in children's wear brands.
4. Large-scale children’s occupational floor space and low renting capacity Children’s business’ own renting capacity is relatively low, and the area is relatively large. Children's business is very low even if it is made into a main store.
5. Children's business site selection requirements Children's business will be more selective for residential people in the region, and whether the spending power and spending habits can withstand is the key issue. In addition, the convenience of transportation is also demanding.
6, children's investment in the early stage of the format, training, marketing is the bottleneck Some small children's theme business occupation experience hall because they are mostly joined, invest very large, easy to fall into the dilemma of poor management, and ultimately closed down. In addition, there are also many problems that need to be solved in many aspects such as personnel training, operation mode, and marketing management.
So many realities tell us that it is indeed not easy to "play" the children's business. The editors summed up the following points for your reference:
1. Increased children's catering and other in-depth experience. Introduction Children's catering, although more complex in operation than general commerce, can attract high-frequency visits and on-site experience. Children and parents come here not only to enjoy authentic Malaysian cuisine, but also enjoy interesting shows and interactive activities after dinner.
2. Increase the frequency of children's professional family game experience. Frequency of interactive activities. The shopping frequency of children's business is low. Shopping centers need to develop a variety of marketing planning activities based on children's family units, strengthen purchase frequency, and promote the consumption of the entire shopping center.
3, shopping centers can use children's business to fill the remote location
When planning and adjusting the format, shopping malls can take full advantage of the fact that children’s business status does not pick up floors and occupy a large area, and maximize the use of remote locations where other formats are unwilling to go, such as corners of various floors.
The company's Sports Equipment Co., Ltd. warm reminder: Caring for children's healthy growth, starting from paying attention to children's safety!
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