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Opening a store is a network red

When a new generation of offline commercials seeks to be “new”, the experience of strong experience and self-contained traffic has become a new favorite, and Zoolung, which is positioned in the “wild zoo in the city”, is one of them.

“Indoor Zoo” is a new type of business that has appeared in the past two years. In addition to Zoolung, there are also super cute things, natural city KAKAZOO, FUTURE ZOO future animal city, Mr Zoo Small Animals and other brands, statistics, As of this year, 34 stores have opened in the country, which is also a testimony to this type of business.

Zoolung was originally founded for the Korean team, and the founding team was born in a traditional theme animal park.

Although it is indeed related to the pet economy, Zoolung’s “indoor zoo” is not a pet store in the traditional sense, but rather a branded and differentiated offline entertainment through scarce content such as “animals”. The format is actually the same nature as the long-established cat coffee, or the “Bean Chai Cafe” which has been full of nets this year. From the business model, tickets and peripheral derivatives are Zoolung’s core profit points.

Whether it is in viewing or science and education, the zoo and botanical gardens have always been standard in a city’s cultural travel, but from an experience point of view, traditional zoos are worthy of being upgraded on many levels, such as < Strong>Point selection (usually located near the city, more remote), Exploration environment (mainly for the open environment, consumer experience Subject to weather). This is the starting point for the Korean team to do the “wild zoo in the city”.

But the “wild zoo in the city” is much more than just “opening a small zoo in the business district”, exceptIn addition to the basic quarantine, fire protection, animal protection and feeding regulations, and the design of the moving line, it is also necessary to consider that for consumers, Zoolung provides not only animal viewing, but animal-themed entertainment. So how to complete the experience planning in a limited space, the test of the content design capabilities of the Zoolung team.

In 2017, the Zoolung brand was brought to China and the first store opened in Wuhan. Zoolung’s China brand agency is responsible for local operations, while Korea provides technical and operational support, such as air temperature, space creation, humidity, fresh air standards, farming, and design and development of content modules.

It is understood that Wuhan store has achieved more than 50,000 visits to the store in one month, if you search for “Zoolung” on the small red book, the highest frequency is “Wuhan Travel card, “Wuhan explores the store” and other content. It is also because of this strong attraction that several stores (Wuhan, Shanghai, Changsha) that Zoolung has already opened belong to the state of “opening a store and being red.” In addition to the short cycle of input cost recovery, the mall usually gives A certain rental discount to Zoolung.

Since June of this year, Zoolung began to expand in cities such as Shanghai and Changsha, and plans to open another 8 stores in China in 2019. At present, Zoolung is mainly based on large stores, with a single store area of ​​about 3,000 square meters. In the team’s planning, by building a large store in the benchmark city to sort out the brand, the brand expansion will be accelerated in the form of a relatively small area (2000m2, 1000m2) and a single animal theme.

In the team’s view, after two years of operation, for the Zoolung brand and the team, the market expansion has been relatively well prepared, and these are also the “Zoo in the City” model. If you need sustainability, you must continue to invest in key points:

1. Self-builtColonization base, forming supply chain barriers: Zoolung has already established its own breeding base in Wuhan and Sanya at this stage;

2. Personnel reserve. Zoolung’s format is not the same as other indoor amusement facilities. It is difficult to achieve expansion through a standardized process block. From animal husbandry to service operation, a large number of professionals are needed, so this two years for the team. It is actually a process of training and storing mature talents;

3. Store iteration capabilities. Although the store is now red, in the long run, if you want to maintain continuous traffic while maintaining the brand’s competitiveness, it is actually a process for Zoolung to continue to provide “freshness”, such as from the venue. Glass isolation is advanced to water isolation, and mature content planning capabilities and outputs can help the team to form new content themes in a “modular” way in subsequent market expansion.