Children's Playground Location and Revenue Growth Strategies: Mall vs. Community Considerations

In recent years, with the increase in household consumption capacity and the growing emphasis on early childhood education and entertainment, the children's playground industry has ushered in a period of vigorous development. However, standing out in the fierce market competition and achieving sustainable profitability is not an easy task. Location selection, as the primary link in the operation of a children's playground, is undoubtedly crucial. This article will delve into the advantages and disadvantages of opening children's playgrounds in two different environments, shopping malls and communities, and provide corresponding location suggestions and revenue growth strategies for venues of different sizes.

Shopping Malls: The Arena for Large-Scale Playgrounds

For investors with venues of 500 square meters or more, commercial complexes are undoubtedly a highly attractive choice. Especially under the current market trend, large-scale integrated children's playgrounds are gradually becoming mainstream. Family entertainment centers with an area of 1500 square meters or even 2000 square meters, with their rich and diverse amusement facilities, immersive experiences, and one-stop services, can better meet the diversified needs of family users.

Many forward-thinking shopping mall owners have realized that introducing large children's playgrounds can not only directly contribute rental income but, more importantly, significantly enhance the attractiveness and foot traffic of the entire mall. Family users often have strong spending power and a willingness to make related purchases. A high-quality children's playground can attract them to stay for a long time and drive consumption in catering, retail, and other business formats. Therefore, some financially strong commercial complexes even dedicate one or more floors to create large family entertainment centers, regarding them as an important strategic measure to enhance the overall competitiveness of the mall.

However, small children's playgrounds (e.g., those smaller than 500 square meters) face increasing challenges when located in shopping malls. Under the pressure of large integrated playgrounds, the attractiveness of smaller playgrounds is relatively weak, making it difficult to form a differentiated competitive advantage. Therefore, if the venue area is limited or the budget is relatively tight, turning the focus to the community may be a wiser choice.

Communities: The Potential of Small but High-Quality Playgrounds

For entrepreneurs with limited budgets but who still hope to venture into the children's playground industry, opening a 300-500 square meter playground in a large community is a viable option. Compared to the highly competitive shopping malls, community playgrounds can directly serve the surrounding residents, possessing stronger geographical advantages and user stickiness.

When choosing a location in a community, several key factors need to be carefully considered:

Convenience of Location:The ideal location should be near the main entrances and exits of the community or adjacent to large supermarkets. These areas have high foot traffic, making it convenient for parents to pick up and drop off their children, effectively increasing the playground's visibility and accessibility.

Floor Selection:It is imperative to choose the ground floor! For parents with infants and strollers, going up and down stairs is a significant obstacle. Even if the rent on the second floor may be more attractive, convenience is a crucial factor influencing parents' choices. Forgoing the second floor and choosing the ground floor can maximize the attraction of target users.

Building High-Quality Playgrounds to Win the Hearts of Gen Z Parents

Regardless of whether you choose a shopping mall or a community, the quality of the playground is the key factor determining its success. Especially for Gen Z parents who grew up in an era of material abundance, they have higher demands for product quality and no longer solely pursue low prices. Therefore, in the selection of equipment, it is essential to focus on safety, innovation, and interactivity to create a high-end playground with a sense of quality.

The Key to Revenue Growth: Differentiated Pricing Strategies

On the basis of ensuring the quality of the playground, formulating a reasonable pricing strategy is crucial for achieving revenue growth. In the current market environment, relying solely on high ticket prices makes it difficult to attract price-sensitive young parents. An effective strategy is to set a highly attractive single entry price for members and create a significant price difference compared to non-members (e.g., 50% or 60% off).

Taking a 300 square meter mid-to-high-end community playground as an example, the single entry price for members can be set at around 25-30 RMB.