Since the outbreak of the new crown pneumonia epidemic, the global cultural tourism and leisure industry has fallen into a trough. At such a difficult moment, a parent-child park in the Shanghai International Tourism and Resort Zone has achieved a "counterattack" of passenger flow: this Jigao Rabbit Nest Parent-Child Park, which covers an area of only 40,000 square meters, has received more than 1 million tourists in one and a half years, equivalent to the annual passenger flow of a well-known 4A-class scenic spot; the single-day passenger flow has reached 12,000 person-times, achieving revenue of about 40 million yuan and profit of nearly 20 million yuan in that year. In terms of "ping effect", this is a number that many large theme parks envy.
With the distance of Less than 1,000 meters from Shanghai Disneyland, why did the originally unknown Rabbit Nest Parent-Child Park not have "black under the lights", but instead achieved a bumper harvest of passenger flow under the influence of the epidemic?
Small parent-child park to achieve passenger flow "counterattack"
From The Disney Station on Line 11, 400 meters west is the entrance to Disneyland, and 400 meters east is Shanghai Lavender Park, both of which are 5 minutes on foot. Disney's western precinct is popular, and the eastern precinct has relatively few tourists in other seasons except for the lavender bloom season in May and June every year.
This situation has quietly changed since last June. Lavender Park opened the "garden within the park" of the Jigao Rabbit Nest Parent-Child Park, which soon attracted a large number of visitors. The parent-child park covers a small area, with a passenger flow of thousands of people on weekdays and about 5,000 to 6,000 people on a single day on weekends when the weather is good. During the Spring Festival last year, during the "Local New Year", the maximum number of visitors in the park reached the upper limit of 12,000 in a single day.
When the reporter visited the parent-child garden a few days ago, he found that even on weekdays, there is no shortage of tourists in the park. Several three- and five-year-old children are sitting on or jumping on the floor on a large rubber inflatable "bouncing cloud" with bulging sacs, and they are very comfortable. Next to the "bouncing clouds" are large slides, crawling nets, ziplines, swings, bunkers and other unpowered amusement facilities, all of which are lively and fashionable macaron colors.
Zhu Peiguo, general manager of the operation of the parent-child park, said that "bouncing clouds" is one of the most popular projects for children in the park. In the summer, the water play area next to the large slide will also attract a large number of tourists, both adults and children, are interested in the sluice gates, water wheels and other devices here, can't help but try a few. When the weather is good in spring and autumn, dozens of groups of individual swings and collective swings on the lawn will be in short supply and need to wait for the waiting.
The most popular "bouncing cloud" in the park for children
The design and operation of the parent-child park itself also strives to comply with the parent-child leisure needs of citizens and tourists under the epidemic. In addition to the rides, the Parent-Child Park hosts nearly 200 activities of different themes throughout the year. For example, throughout the year, the bunker scavenger hunt, children dig "gold coins" in the bunker can be exchanged for New Year gifts, digging into the English letters can be exchanged for fruit, etc.; Children's Day, Christmas during the launch of the corresponding festival decorations and theme activities, so that children learn the knowledge related to the festival, often play new; 70% of the facilities or formats in the park, adults can participate together.
Because of the small number of landing buildings, the initial investment in the rabbit nest parent-child park is not high in the same kind of park, with a total of about 52 million. Originally, the park expected 450,000 passengers to receive in the first year, but the actual reception data reached 700,000 people, and the passenger flow and revenue far exceeded expectations. Since its opening a year and a half, the parent-child park has received more than 1 million visitors, and it is expected to recover all the investment in two to three years.
Li Huihua, founder of Jigao Group, said frankly that the rabbit nests opened under the epidemic situation have achieved a bumper harvest of passenger flow, which is closely related to Shanghai's scientific epidemic prevention policy. "Since the opening of the park, we have not closed for a day because of the epidemic. Even on the second day of the collective nucleic acid test for Disneyland and small-town visitors, the parent-child park is open as usual, which is not easy to do. ”
However, Li Huihua is also soberly aware that the positive impact of the epidemic on the parent-child park is still a short-term effect: inter-provincial travel, outbound travel can not go, local parent-child families can choose less places to go, boosting the flow of rabbit nests; for epidemic prevention considerations, many tourists feel that outdoor space is safer and healthier, and almost pure outdoor rabbit nests just conform to this demand, which was not expected when planning in 2018. The actual source data of rabbit nests also supports Li Huihua's conclusion that 95% of the current rabbit nest customers come from Shanghai, of which Pudong residents account for nearly 90%.
Backed by Disney, "cool under the trees"
In fact, before the official landing of the Jigao Rabbit Nest Parent-Child Park, it was not widely optimistic because it was too close to Disney and the positioning coincided. However, the practice of more than a year has proved that backed by the good location and supporting facilities of the international tourist resort and the huge parent-child leisure market in Shanghai, the parent-child park not only did not "black under the lights" because of its close proximity to Disney, but has become a model of "good shade under the tree".
Ms. Gu, who lives in Pudong, is one of the annual pass users of the parent-child park. She and her daughter were initially taken by friends to play in the rabbit nest once, and then bought their own family annual passes. "Mainly because the annual pass user can park for free for 4 hours in the resort area, in addition to walking the baby, you can also go to Wish star park and Disney Town after coming out, and play for half a day is no problem."
"It takes only 25-30 minutes by car from many places in Pudong, 50 minutes from Baoshan, and 40 minutes from Xujiahui..." When it comes to the drive from various districts in Shanghai to the parent-child park, Zhu Peiguo is like a family treasure. He said that the good location and environment of the resort is the key to the harvest of the parent-child park. The park is only 400 meters away from the Disney subway station, and there are more than 4,000 parking spaces in the surrounding four parking lots, and the accessibility of transportation, roads and other infrastructure are very good. The nearby Disney Town, Chase Music Valley, Guangming Ecological Park, Bicester Shopping Village, Bliss Soup Million Stone Hot Spring Hotel and other rich formats have formed a linkage with the parent-child park, driving the popularity of the entire area.
Bicester Shopping Village (formerly Yi Ou Lai Shopping Village) is located in the east area of the International Tourist Resort and Resort Area with the Rabbit Nest Nest
In Zhu Peiguo's view, Shanghai's parent-child leisure market is very large, but there is not much outdoor large-scale space left for children's activities, and the rabbit nest fills the gap in this regard. Parents can also participate in many amusement facilities in the park, and they can also set up tents and barbecues to become a leisure space for parents and children, not just a children's paradise.
Regarding the "counterattack" of the passenger flow of the rabbit nest parent-child park under the epidemic, Lou Jiajun, a distinguished professor of Shanghai Normal University, believes that from a creative point of view, the main non-powered facilities of the rabbit nest are not subversive innovations, and its success is more due to the good transportation and business facilities in the resort, as well as the strong spillover effect of the Shanghai parent-child leisure market.
"In addition to design and operation, the location, setting and atmosphere of the project are all factors that affect success or failure." Lou Jiajun said that in the latter three elements, the advantages of Shanghai International Tourism resort are beyond doubt. Generally speaking, the location of internationally renowned large-scale theme parks needs to go through more than a decade of preliminary investigation, and the rabbit nest backed by Disney can be called "sitting on its success" in this regard. The synthetic effect of Lavender Park, Disney Town, Bicester Shopping Village, etc., also provides a "blessing" for the gathering of passengers in the parent-child park. At the same time, Shanghai's parent-child tourist group is large enough and the spending power is also strong, "the big pool is full of water and the small pool is full", and the rabbit nest located next to Disney can naturally get a piece of the pie.
Experts believe that the "counterattack" of the rabbit nest also has some enlightenment for the development of Shanghai's cultural tourism industry. "After the introduction of a cultural tourism project, whether the region can provide good supporting conditions for it and attract a variety of formats to settle in at the same time, so as to form an aggregated 'entertainment MALL' to extend the stay time of tourists and provide good support for diversified consumption." This is also a model for legoland and other large-scale cultural tourism projects under construction in Shanghai. ”
Column Editor-in-Chief: Li Baohua Text Editor: Li Baohua
Source: Author: Li Baohua