3 Trillion Of The Children'S Industry "Cake" IKALI Yi Jialin So "To Divide The Soup".

With the coming 5 years of China's

The scale of consumption will increase from the current 1 trillion to the 3 trillion big background, and the discussion of children's industry business will become more intense.

At the same time, a children's brand from Sweden began to enter the Chinese children's industry 2 years ago. The theme of the market is targeting cross dressing. The Cosplay animation role experience is characterized by a comprehensive children's indoor playground with children's interaction.

As the first outdoor dressing theme park in China, Chen Sen, general manager of IKALI Dreamland, said that "Yalin Lin Kai Meng workshop insisted on making the concept of" cross dressing concept "well done, and promoted the market with the" retail + experience combination mode ".

Thus, in just 2 years, it has developed to 8 stores.

It is reported that since 2014

Since its first flagship store, the store has an area of 2500 to 3000 square meters, and has produced a good report card with an average monthly turnover of about 600000 yuan and a maximum daily flow of 4000 people.

Yi Jia Lin knocking on the new door for children's amusement

Compared with the development experience of domestic children's amusement for more than ten years, the time of entering the factory is not very early. How can the first place occupy the first advantage and how do the latecomers live? How can we compete with the mature competitors in the new trend of consumption upgrading, so as to occupy a place in the market?

The solution given by the Yi Jialin happy dream workshop is: the business model of "scenario adaptation + feature play + retail".

For the reason of this business mode, Chen Sen, who returned to China, said that traditional western festivals such as Christmas and Halloween had made the game strong in foreign markets, but it was still a blank for the domestic market. The EMF group, the group of the mother of the happy family DreamWorks workshop, was the best game supplier in the world. It was the opportunity to pass the opportunity in 2008, and it passed the "IKALI Yi Lin" brand from Sweden.

"Products are brought to the Chinese market in the form of retail.

Since then, in 2014, the first shop of the happy dream workshop in Yi Jialin was born. Compared with the original brand of the original Swedish Jialin, "we combine the characteristics of the domestic market, combine the characteristic disguise with the children's amusement, and then enhance the pformation of the retail part of the game".

The Yi Jialin happy dream factory is the first comprehensive indoor children's playground featuring the theme of situational cross dressing and Cosplay disguise, combining with the development of children's entertainment and the interaction between parents and children. It is positioned as a "theme park" which is set up in the high-end commercial shopping center for the 3-12 year old indoor animation role experience.

Situational disguise + cultural operation to create core competitiveness

The unique operation mode of "Scene adaptation and cultural operation" has made it stand out in just 2 years, which makes it different from ordinary children's amusement park. In the interior layout of stores, except for fixed retail and basic amusement facilities, about 40%-50% has been arranged as an exclusive feature role experience area. In these areas, almost every month, new animation characters are constantly being launched: providing new roles, changing new costumes, new theme story shows and new interactive amusement links, so that children and consumers can have new feelings, experience new roles and play new projects, so that children and consumers keep fresh. Although there are many children's amusement brands in the market,

"These characteristic experience areas are just like an independent movie theater. Every month there will be new movie stories, and the role experience will become more frequent. This will greatly increase the recreation rate from the content playability."

The core competitiveness of Yi Jialin happy dream workshop lies in the following three aspects:

The first feature of the country is cross dressing.

According to different scenarios to choose to wear different clothes, truly realize the "disguise" according to the scene, the new play of Yi Jialin happy dream workshop is also the first in the country.

"Children can wear their favorite movies and animated character costumes, such as beautiful princesses, Knight knights, heroes who save the world and omnipotent magicians, etc., and experience a complete story in accordance with the set plot and character interaction in realistic and dreamy landscaping."

Relying on the inherent advantages of the parent company's game suit production, the children's desire to take their clothes home after experiencing the cross dressing is easy to achieve in the retail area of the Yi Jialin happy dream workshop. "This is also one of our innovations in business mode."

In addition to the brand of IRA brand, the company is also selling children's bags, toys and cultural products.

This diversified profit model has also been recognized by the market. It is reported that the retail revenue and the amusement part of the company are equal.

The scene is unique.

Different from other traditional children's indoor playgrounds, every Yi Jialin happy dream shop has its ingenuity.

In the construction of the scene, Rudolf's small town, secret forest, pirate ship, fantasy castle and other special themes make children's eyes.

It is reported that Yi Jialin happy dream workshop in the scene design and input ratio focuses more on the Disney theme amusement park, a large number of coloured drawing, cartoon scene construction and FRP structure animals and character form, create a "fairy tale environment" that allows children to experience.

At present, there are 8-10 different themes of the scene. There are relatively vivid scenes in the selection of the scene. In addition to the fact that each store has no less than 3 Theme scenes, "we will combine the local market preferences to create suitable scenes for them."

Create a role play mode

Although the basic amusement equipment itself is similar to most indoor theme parks, but it is different from the experience of collecting only game coins, the Yalin pleasant dream workshop combines its own role experience project with the equipment play very well. "We guide children to participate in our situational interaction through the disguised role task, and give other amusement projects as incentives to give children through the completion of educational meaningful role play. This not only lets children play with pleasure, but also enables them to achieve" a sense of achievement ", so that the entertaining mode of entertainment is more acceptable to parents and consumers than the traditional blind play.

In order to maintain the freshness of content, the "Jialin happy dream factory", which is based on the concept of "situational pformation and cultural operation", is to spend tens of millions to build its own independent R & D design department, with its own designer's fashion designer, and to ensure that a steady stream of animated original products will meet children one after another.

"Aside from the image role authorized by Disney, we have more than 60 autonomous cartoon images. Each store has a few new classic theme scenes, and the corresponding role play will be updated every month, in addition to preserving some classic hot topic scenes."

Plans to open to 30 in the next 2 years

The goal is to build the first brand of the children's cross dressing theme park, the Yalin Lin happy dream workshop. Since its first store in 2014, it has opened 8 stores in Jiaxing, Ningbo, Jiangsu and Wuxi in Zhejiang, and each shop has an area of 2500-3000 square meters.

It is reported that although there are no stores actually landing in Shanghai, but has been in contact with a number of developers in the dream of the Yi Lin Jialin dream workshop, by the end of next year, it is expected to open its first store.

In addition, the plan is to open to 30 stores in 2018. The main development area next year is still mainly in two provinces, such as Jiangsu and Zhejiang, and the first tier cities such as Shanghai. "On the choice of property, they are inclined to enter the main city level business district and regional business district, shopping centers and commercial blocks can be considered".

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