The indoor park ushered in a new development period
It was learned that the Tianyancha App showed that investors from Shanghai Nailbao Enterprise Management Co., Ltd. added Guangxi Tencent Venture Capital Co., Ltd. (by Shenzhen Tencent Industrial Investment Fund Co., Ltd. wholly-owned shares).
Nailbao is a high-end parent-child play platform provider. It builds an offline physical parent-child play shop. It provides experience-based play space for children aged 0-10, provides children’s entertainment facilities, offers professional book courses, and hosts children Theme activities, etc.
Nairbao, established in 2015, has now become an online celebrity check-in place. Searching for “Nailbao” in Xiaohongshu, there are 7000 check-in notes. Nalbao is also happy to label its own brand as a “net celebrity” and interact with consumers on social media platforms such as Weibo and Xiaohongshu. From space decoration to related services, Nalbao is constantly strengthening its “net celebrity mark”, whether it is the early introduction of macarons or the lighting design of the venue, the dressing and furnishings of the service staff. Nalbao meets the clocking needs and social needs of young people to the greatest extent.
Currently, the Nalbao Family Center has been deployed in 5 cities including Shanghai, Hangzhou, Shenzhen, Chengdu and Nanjing, with a total of 6 stores, with a business area of more than 38,000 square meters, with 400,000+ senior members, and a single store serving consumers annually More than 800,000 passengers. In September this year, the Neerbao Family Center signed a contract with Beijing Aegean Sea, and will land its first store in Beijing Aegean Sea.
Through sorting out relevant information on social media platforms such as Weibo, Nalbao still has problems such as excessive flow of people, insufficient guidance ability, insufficient control of decoration details, and insufficient staff safety awareness. In addition, due to the differences in the scale of the Nalbao development centers in various regions, the problem of disappointment and disappointment for consumers often occurs.
However, the development prospects of the indoor park market under the background of the Z era are still promising. In the review article “The Rise of Indoor Park Market: How Long Will It Take to Build a Domestic Original IP?” ”Mentioned, “Compared to foreign markets, although my country’s indoor park market is still in its early stages, it has shown a strong development trend in recent years, and has gradually formed development projects centered on real estate developers, foreign IP park brand projects, and domestic Several main indoor park forms such as player original parks.”
However, nowadays, indoor park brands often play the role of shopping malls, and if satisfied with this, it will be difficult to build their own core competition and brand uniqueness. In the future, if indoor parks want to win greater development and realize the advantages of branding, individualization, and large-scale development, creating IP is always an inevitable issue. Insufficient IP advantage has also led to the problem of single income from domestic theme parks to a large extent.
It is thought-provoking that when browsing related webpages for brands such as Nalbao, meland, etc., use the words “Hermes of indoor parks”, “Disney of China” and other related words to create your own IP and realize that your brand name directly triggers consumption The emotional resonance of the audience is an important development focus of domestic indoor parks.