Experiential Shopping Centres Are Not Suitable For Older Children.

　　 Big children have higher requirements for property.

In the field, Mr. Wang visited a rock climbing project for children, including rope ladder, net hole, Burma bridge, rope net wall, wooden plank bridge and so on. This project is very popular in shopping centers such as Xi'an. However, Mr. Wang found it difficult to find the right place after visiting several shopping centers in Zhengzhou. "Experiential children's formats in shopping centers in Zhengzhou are mostly aimed at young children." He said. "Going to shopping centers to play simple games is not as good as going to nature, cheap and healthy." Ms. Yang said.

In recent two years, children's formats have moved from past street stores to shopping centers. Children's formats become the main form after department stores, hypermarkets, cinemas, restaurants, and so on. Some shopping centers even open up a large area for children's entertainment, which does not include children's clothing and so on.

However, compared with many other shopping centers in the world, there are different projects for children, children and children. Many shopping centers in Zhengzhou have developed their children's formats in the past two years, but most of them are based on other formats. They are only suitable for young children to do some simple games.

For shopping centers, it is difficult to plan children's formats. As children's entertainment places, the requirements for air quality, facilities, fire and other requirements are very high. If the early stage is not considered, it will bring great inconvenience to later investment.

A shopping mall official in Zhengzhou said that their children's hall was originally a home appliance store. After being transformed into a children's pavilion, merchants were subject to many restrictions.

　　 " Experiential form "It's not done well."

Since the entry of children's business into shopping centers, the development of children's formats has been developing rapidly in recent years. Children's clothing Children's photography, children's playground, children's experience Museum, early childhood education organization, children's restaurant, children's bookstore and so on.

But compared to the diversified formats of children in the first tier cities, the so-called children's formats in many shopping centers in Zhengzhou are still concentrated in toys and children's clothing. Children's real experience style is still relatively small, and there are not many famous brands.

Although there are rink in the Mixc and Baolong city square, every weekend attracts many children, but this is not a special experience for children.

Mr. Wang said the field experience hall for children is becoming more and more popular. During holidays, such venues are quite popular. Sometimes it takes half an hour to queue up for a project.

"Unfortunately, many of these venues are not open in shopping centers, but there are more amusement parks in children's shopping centers." Mr. Wang said that there are too few projects that entertaining people. For more shopping center investors and operators, is it necessary to extend the children's format? How to extend it? Actually, it is a very headache problem.

"The first tier cities are more well-known children's experience field. All the eight towns, happy kingdom and so on, there are more brands, and the market vacancy in Zhengzhou is still very large." Mr. Wang said.

　　 Get ready for a long-term loss.

　　 Child formats To attract passenger flow, 1+N's shopping mode has favored shopping centers and department stores. Passenger flow has become one of the important indicators of developing children's formats.

The head of a shopping center said that the daily traffic of the weekend could reach seventy thousand or eighty thousand people, usually about thirty thousand people, and the highest passenger traffic in one year appeared on June 1 children's day, reaching more than 90000 people.

Many people see that children's formats attract large numbers of guests and are enthusiastic, eager to put in, but in fact, children's business really makes little profit. Mr. Wang said that only children's clothing, for example, many people complain that children's clothing is too expensive, but in the clothing industry, the production cost of children's clothing is actually very high, because environmental protection and other requirements are much higher than adult clothing, the high price does not mean that the profit is high. Children's formats can bring great popularity to shopping centers, but for shopping center investors and operators, "popularity" can not be equated directly with "money".

Children's formats need to be managed slowly, and the returns will be very slow. This requires higher operators' thinking and strength. Investment in large child formats generally returns to 5~8 in this cycle, or even longer. Rather than relying on children's formats to make money, it's better to rely on children's formats to earn popularity.

When shopping centers manage children's formats, they must think clearly whether they can keep their parents and keep willing to pay. It can be said that the important thing is not whether you are not a child, but what kind of business you should do.