Aofei officially entered the indoor children's park market
The first indoor children's paradise of Aofei Entertainment - Aofei Happy World officially opened in Guangzhou on December 16. Can Aofei, which has many well-known IP blessings, find another way to realize IP in the competition of the domestic children's park market with a scale of 300 billion?
The Chinese and foreign toy network reporters learned on the spot that Aofei Happy World (Guangzhou Olympic Sports Topuan Branch) covers an area of ​​more than 3,000 square meters, mainly divided into software area, mobile game area, retail area, theater four areas, Aofei's Pleasant Goat Popular IP images such as Big Big Wolf, Super Flying Man, Meng Chicken Team, Ba La La Xiao Xian Xian, Armor Warrior, Beacon Bear, etc. are all integrated into the interactive experience of amusement facilities, stage performances and theme scenes. The official announcement that the park will create a one-stop paradise mode for consumers to create a "parent-child interaction + IP scene experience + drama performance + theme dining + shopping".
Aofei said that through the combination of competitive paradise projects and shopping malls, consumers can directly reach out to consumers, and simultaneously promote the products, toys, derivatives, baby, film and television industries of Aofei to further reduce the cost and risk of the project. .
Consumer experience
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Guangzhou Utopa Olympic Sports Center has had several children's playgrounds. Ou Fei clearly hopes that the first Ou Fei Happy World can be a successful sample and copied to other cities. Cai Xiaodong, president of Aofei Entertainment, revealed the development plan of the park. He said that he will open a flagship store in Chengdu around New Year's Day in 2018. By aligning with high-end chain commercial real estate, he plans to open 50 stores within three years.
The domestic indoor children's amusement park industry has developed rapidly. Ping An Securities analyzed and calculated that with the liberalization of the second-child policy, the number of domestic 0-14-year-old population showed an obvious upward trend, and the proportion of household consumption to household expenditure also showed an upward trend. In 2017, the domestic children's park market was nearly 300 billion.
Aofei Happy World Project
Aofei Entertainment, which aims to become "Oriental Disney", has increased its investment in the indoor children's park industry in the past three years. Sino-foreign Toys Network learned that in July 2015, Aofei Animation (formerly Aofei Entertainment) and TCL, Country Garden and other six organizations jointly invested RMB 300 million in equity financing to YuYuTo, and the company became a leisure hall. The fourth largest shareholder, the latter is the first children's play chain brand in China to complete the national layout, and is also a representative enterprise of the emerging “experience consumptionâ€. The two sides have successfully built the Ba Lala Little Magic Fair theme park.
He Dehua, senior vice president of Aofei Entertainment, is a former executive of Disneyland in the United States. He joined Ou Fei in charge of the indoor children's park project two years ago. He said that the domestic indoor children's paradise has experienced three stages of development: the first generation of children's playgrounds, with simple play equipment and a single form; the second generation presents a differentiated development trend, and the field of subdivision, such as amusement + retail , role-playing, education, etc.; Aofei children combined with exclusive IP, smart technology, parent-child experience, social children's one-stop playground, called the third generation of representatives.
IP content creation and IP operation capability is one of the unique competitiveness of Aofei in the industry. He said that IP and park as a shopping mall passenger flow engine has high user stickiness, and children's consumption is expected to attract some online shoppers back to the line. Under the channel, driving the surrounding business consumption.
Chinese and foreign toy nets have learned that in addition to the Olympic Flying World, domestic indoor children's playgrounds, mainly Yuyoutang, Pigman Fairy Tale World, Wanda Baby King.
Merlin Entertainment Group also plans to build indoor and outdoor playgrounds for the Pig Pei theme, and will launch two small pigs' theme parks in Shanghai and Beijing next year.
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