Today's topic
How long have you not been to the mall?
Remember the last time you went to the mall?
In the past, many large shopping malls often met the various needs of customers such as eating, drinking and having fun in one stop, but now, especially during the repeated epidemic period, when we go to the mall again, in addition to holidays, many stores are full of doors. Some shopping malls are losing consumers.
A large reason for the "lack of popularity" in shopping malls is due to the rapid development of online e-commerce that has changed people's consumption methods: it is more convenient and faster to open the mobile phone at home than to dress up and go to the mall, and offline physical stores seem to have gradually become experience stores that give consumers to try on and try.
Under the new consumption model, what do shopping malls rely on to improve their competitiveness?
In addition to upgrading traditional stores to meet the social, entertainment and cultural needs of Generation Z, which is currently known as the "Experience Generation", and pulling more young people back to physical stores, the eyes of shopping malls are also on children's formats.
For young parents, the indoor mall is a better place to walk the baby, do not have to worry about the sun and rain, eat and drink and have fun. "Post-8090s" has now become the main consumer force under the "parent-child + play" scenario, they are more casual than the previous generation, and the traditional children's retail and children's paradise have been difficult to attract the attention of the younger generation of parents, nor can they meet their needs for use scenarios. At this time, Nairbao, meland, etc., as a new children's paradise, has entered the eyes of the main force with innovative design, configuration and high-quality services.
Morgan Stanley research report shows that the parent-child indoor amusement industry in China's family parenting industry has great potential, with a scale of nearly 4.3 trillion yuan in China's family childcare market in 2021, and the new indoor park brand has entered a period of rapid expansion. In 2021, Nellbao has 16 stores nationwide, of which 10 stores will be newly opened in 2021. The children's industry is often dominated by "subrogated consumption", that is, the main body of household unit consumption is the key consumption expenditure object. Groups with certain consumption strength, when choosing consumers, will give priority to brands with good reputation and quality assurance. Nairbao is an industry benchmark dedicated to becoming a children's entertainment industry.
Since 2017, in just five years, Nairbao's commercial territory has been expanding, covering 12 cities, 17 stores across the country, and serving more than 10 million people.
What makes Nelbao stand out in the heat of the racetrack? As a young new brand, what are the business model strategies that can be learned and copied?
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Industry analysis
According to the special analysis report on the new consumer industry proposed by Guojin Securities, the current new consumption mainly has the following three screening criteria, namely: emotional goods, standardization, and new demand.
Image source: Guojin Securities
01
Emotional goods
Companionship growth concept, focusing on emotional communication
The traditional children's paradise is out, and the parents of the children are not flattered
When you think of the traditional children's paradise in the mall, keywords such as bouncy castles, ocean bubble pools, and trampolines will jump into everyone's mind. Although the children are clamoring to play, parents are worried. One is that the traditional inflatable city has always had safety hazards and health problems; the other is that parents are worried about their children and can only watch silently for a long time. Xu Jing, the co-founder of Nairbao, as a bao mom, also has such troubles and concerns, in order to build a safe and environmentally friendly children's castle in their hearts.
Image source: Nairbao
In the process of realization, they are also subverting the traditional children's paradise model. Nairbao pays more attention to scene experience, creates a new model of immersive play, and will advance from the original "tailor-made for children" children's paradise 1.0 model to the 2.0 model of "considering the needs of parent-child play and exploring accompanying consumption", successfully touching the pain points of emotional needs and forming brand value barriers. This is also the difference between Nelbao and other children's parks.
In the venue, parents can accompany their children throughout the experience and explore. In the early growth process of children, the same emphasis on the balanced development of physical, intellectual, and psychological abilities, in the active interaction and companionship of parents and children, under the emotional education of love, children can often develop better during the enlightenment period.
2
New demand: a new composite format
Realize "one-stop lying flat walking baby"
Integrated parent-child space: one-stop to meet the needs of families
Most of the traditional children's playground projects are child-centered, ignoring parent-child fun. Narbao has seized the market gap and is committed to creating an integrated parent-child space that integrates sports, entertainment, catering and other formats. Its site planning and design is not limited to children aged 3-10, but also sets up a children's area, a party venue, and a dining area. The design of the game breaks the age limit of the play experience, directly hits the pain points of the industry, can meet the social leisure needs of parents and children at the same time, and also sets up many projects and courses for parents and children to interact with each other, which is convenient for their edutainment.
Not only that, the store also specially customized the parent-child positioning bracelet, parents can view the whereabouts of their children in real time through mobile phones. And the stadium is full of Nairbao staff, guarding the safety of the children at any time, which can make parents truly "one-stop lying flat walking baby". Nellbao also set up a WeWork area (a separate work area) to take care of some parents who need to work overtime, where parents can relax and socialize. In these ways, Nelborn strives to create a family center that can be entertained, socialized and mobile.
Therefore, the success of Nairbao lies in the fact that it not only serves children, but also focuses on people of all ages, creates a complex format center, and uses innovative thinking to transform the traditional indoor park into a fully composite format, redefining the parent-child park.
03
Standardization: "Chain but not copy" to "achieve sustainable operation"
Chain standardization system to create a benchmark in the amusement industry
As a super-large family entertainment center, it is necessary to comprehensively build a chain standardization system (SOP), and Nairbao also emphasizes the use of unified SOP standards to complete services and complete the high standards of guests. Standardized chain promotion throughout the country can reduce costs, standardize the realization of model management, and enhance the brand's ability to resist risks. Xu Jing, co-founder of Nairbao, has always been strict with this, emphasizing that "different formats should be done in accordance with the highest standards in the industry." ”
The setting of catering standards is to use the general catering industry only in the audit, high-quality kitchen and strict selection of the best ingredients, from quality to taste to strive to be the best. High requirements and standardized management are the focus of new consumption.
Sustainable operations cannot rely solely on hardware
Relying only on blind copying is inevitable to fall into the cliché, traditional children's paradise, wholesale children's inflatable castles all over the country, into the homogenization dilemma, the attraction declined. Another rule of Nellbao is "one store, one case" design, chain but not copy. The play content will be set according to the different characteristics of each city and each area. For example, people in Chengdu are particularly fond of fun, and they have designed a dismantled Beetle car model in the Chengdu store, which can make children doodle wildly in it and create art.
Although different stores have different designs, the more core innovation lies in the continuous upgrading of software. For example, every month there will be a new and different theme course (including the popular art, technology, interactive physical fitness, etc.), as far as possible to let the children come to the store experience is rich and diverse. Nairbao uses innovative thinking throughout, and constantly does the upgrading and iteration of experience projects.
Personalized service: high-end customization into a new direction
Under the influence of consumption upgrading, the demand for children's services is becoming increasingly personalized and diversified. At the same time, the post-90s and post-95s have gradually advanced to the main force of the children's consumer market, with high purchasing power and consumption level. Nairbao has customized party venues, dream party rooms, high-value banquet spaces, and diverse themes to undertake children's birthdays, graduations, first birthday parties and other parties.
04
The future has come, committed to empowering the entire business district
For the future, Nelbao can still give
What surprises does the children's paradise format bring,
We'll all be waiting and seeing!
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