"On July 30th, 2016, the world's first NBA-themed family entertainment center, NBA Park opened in Shanghai Xintiandi Lakeside. Former NBA superstar Rescue McGrady unveiled the opening ceremony, and experienced with the family of fans coming to the scene. Happy basketball fun."
So, what was the wrong thing for this much-anticipated and controversial world-first and currently only NBA-themed family entertainment center?
The above paragraph from the news seems to be far removed from the actual project popularity. Since its trial operation in June, the only NBA officially authorized home entertainment center has been in fact tepid and its word of mouth has been polarized. serious. Mainly in:
1, the network ticket channel is single, the ticket type is incomplete. Compared with the sale of the small towns of Week 8 and Lego Discovery Center in multiple channels, only the public commentary currently provides parent-child group ticket sales for NBA Paradise, and there is no separate adult or child ticket sales. At the same time, because the Lego Discovery Center is adjacent to Changfeng Park, there is a one-day tour to Changfeng Ocean World.
2. Group buy sales are relatively flat: As of the press release, in the public comment platform, the trial period of two NBA amusement parks is 1050 copies of the group purchase products from June 20 to August 31, and the usage time of a newly opened product in the same city. Nearly 2,500 tickets were sold for tickets from July 18 to August 31. This does not include donkey mothers and other sales channels.
3, low score evaluation: Nearly 10% of the evaluation is lower than Samsung. This seems to be a common problem in many FECs in Shanghai. Although the overall evaluation of the five stars is dominant, the evaluation of one star is also very high, showing the high demands of parents on children's products.
So, what was the wrong thing for this much-anticipated and controversial world-first and currently only NBA-themed family entertainment center?
Right: Choose a high quality shopping district!
Wrong: What is the price?
NBA Park is located at Lakeside, Xintiandi, Shanghai. The surrounding business is mature, high-grade residential areas are everywhere, and there are more high-income young people. It can be said that there are both high-quality children's activity venues and sufficient financial capacity to support it. At the same time, the larger context was chosen to match the ambitions of the international metropolis in Shanghai and its promotion of the NBA movement.
This is not the first time the NBA has attempted to bring the NBA Playground to China. It had previously attempted to establish a large-scale amusement park in Wuqing, Tianjin. However, due to various reasons, it was terminated after signing a contract of intent.
Such a siting strategy is reasonable for general children's indoor playgrounds, and for NBA parks, the field of vision is small. This project cannot be supported by just a few communities. It is oriented toward the entire Shanghai and even the Yangtze River Delta households. Then its pricing strategy should comprehensively consider the income level of the region.
Looking at the price below, bear children make this expression to you,
How do you feel?
The price is Monday to Friday: 188 yuan tickets; weekends and holidays: 239 tickets; 20 tickets: 3,588 (one adult and one child) member card: 5508 (one adult and one child). You know, this price can already be bought once again in the theme park outside the Yangtze River Delta Disney.
Due to the low cost performance, resulting in poor management, the example of bleak closure is near Thomas Town. The cartoons that children love are very lively during the opening year. However, people find the same amusement equipment and set out Thomas' outer packaging. It is unacceptable to sell two or three times the price.
Right: Powerful IP!
Wrong: Just rely on stickers to fool people?
Choosing the theme of NBA to attract tourists is a wise move. In the comments, we can see that many parents brought them over because they or their children love basketball.
However, apart from the occasional appearance of the rocket bears and the Chicago Bulls Beni Niu’s appearance, the rest is even more appraising, “the place with the strongest atmosphere is the shopâ€.
According to earlier reports, many NBA players of life-size models will be placed in the Bibi area. Fans can compete with their favorite NBA players. Then the effect is shown below. Is it too perfunctory? There is still a hand model for the children to compare. In addition, there are many places where the exhibit should be presented with stickers. It is not easy to obtain favorable comments at such a low cost.
Right: Basketball Core Project!
Wrong: Naughty Fort?
It is worthy of appreciation that the projects in this park are closely linked to the construction of the NBA theme.
The Adventure Kingdom is an oversized jungle climbing area with slides, mini basketball pools, ropes and other play elements to satisfy children's adventurous spirit.
The Rookie Challenge Zone is a basketball court-themed play area where children can practice crawling, climbing, jumping and dunking through various obstacles.
The Fantasy Basketball Court is a custom-built basketball court that is approximately one-third the size of a standard NBA court, hosting basketball lessons and cultivating the stars of tomorrow.
Dunk contest is a trampoline.
But the only project that has relatively high technology content is the midfield show. The kids interact with the basketball game controlled by the tablet and gesture control technology to customize and interact with their favorite characters.
Spent more than 200 playing a naughty castle, shooting machine and mini basketball court.
Really a rowing boat!
Regardless of the NBA's big IP and distance problems, parents are more likely to be willing to take their children to the projects such as Hello Kitty Park, Dinosaur Park Dream Farm, Hangzhou Rotten Apple Park, Suzhou Paradise Candy Park, and Lego Discovery Center. Wait.
Right: Food and beverage products are doubled!
Wrong: Doesn't it apply to close the dog?
Stores are rich in products and open to the outside world. During the day when children attend classes, the store’s income can be used to offset costs. At the same time, compared to the nature of the project's parent-child relationship, the store's coverage age can be enlarged to attract young people to shop.
Everyone has a preconceived view of the food in the scenic spots and theme parks: expensive and not tasty. This is not a significant problem in the theme park, because tourists have to eat it all together and have to drink water. However, children's entertainment centers affiliated with commercial centers and complexes often use this type of thinking to manage their food and beverages. In the comments, the evaluation of food and drink is generally not high, and the most important thing is that everyone would rather go out and eat. Xintiandi has a wide range of food choices. Why bother to eat it?
Right: More interaction! Thick patterns!
Wrong: Service measures are not in place?
The basketball court area, drawing area, etc. all require the guidance of the staff. This point is provided in more detail.
In the exclusive queuing room, birthday packages are also provided, including basic food cake drinks, etc. The VIP service includes mascot interaction and games.
But there is a lot of service. For example, to participate in certain projects must wear socks, 29 yuan / double, there are comments that did not remind the ticket purchase, we will feel that the mandatory secondary consumption, and the current network is not prompted. Another example is that parents in some areas are not allowed to escort, and staff members do not take care of children.
our suggestion
Hang a million, for reference only:
1, the annual card users presented a wealth of basketball courses, the use of basketball teaching parents feel that value for money.
2, increase the number of exhibits, so that it becomes a museum - Basketball Art Museum - Basketball Amusement Park - basketball theme restaurant bar complex format.
3. To strengthen employee training, it is imperative to make uniform standards for height restrictions and health and safety requirements. For the feedback of tourists, be sure to register.
4, improve the level of food, adjust the price. Now provided are common fast food varieties, which can improve the shopping experience through the team toothpick flags, basketball modeling cakes, and purchases of food and beverages.
5, increase the variety of tickets. Below 90cm free or not recommended to participate, or reduce height restrictions according to project conditions.
6, increase electronic interactive amusement equipment.
7. Joint activities with schools and training institutions.
8. Cooperate with neighboring merchants in different industries.
9, full exploration of internal resources, such as shopping lottery tickets, purchase tickets can be deducted in the NBA Tmall shop and so on.
10. Add performances such as fancy basketball performances.
We are looking forward to the joyous atmosphere that this world’s first NBA can truly bring to Chinese tourists.
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