Offline format for innovation.
Author | Mayor of Xiaogang Village
Edit | Yuan Ling
In investment and financing fever has dropped to its lowest point in five years In 2019, the “new indoor zoo” company Mr Zoo 小小 动物 元 has completed five rounds of financing.
Within one year, Little Animal Yuan has successively obtained seeds led by Cambri Ventures, Gobi Ventures, Doudou Dadao, Fosun Ruizheng, Haier Capital to A + round of financing. Other investors include Danger Evergreen, Rui joint venture capital, etc., the cumulative financing amount of nearly 100 million yuan, and has opened 7 stores in Shanghai shopping malls.
Why did Xiao Xiaoyuan complete the 5 rounds of financing in one year? After research and analysis, it is believed that the indoor zoo industry in which it is located has great development potential, and Little Animal Element is a super project worthy of attention on this track.
Step on “three bonuses”
The indoor zoo originated from abroad, and can reference foreign theme parks . Among the overseas benchmarking companies, Merlin Entertainment Group, which was merged and acquired at a price of about $ 7.5 billion, was acquired by the Blackstone Group of the United States, the founder of the Lego Kirk Kristiansen family, and the Canadian pension fund CPPIB. This merger has also become the largest capital move in Europe in 2019.
It is worth mentioning that about 50 of the more than 100 venues of the Merlin Group are related to animals, and for indoor zoos, they can be regarded as mature benchmark samples.
In the past two years, indoor zoos have risen in China. Its main format can be seen as moving traditional zoos into malls in a more mini form to meet family parent-child entertainment needs on weekends.
Analysis The reason for the rise of China ’s indoor zoos is that it hits three investment themes:
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The offline high-quality parent-child format is in the bonus period. The growing spiritual and cultural needs of parent-child families have brought about a booming development of parent-child formats. Du Du Yifan said at the beginning, Although the birth rate of the population has declined in a macro perspective, high-quality offline parent-child dolls are still needed, and there are still dividends in novel indoor zoos; < / li>
-
Per capita animal consumption potential has not been fully released compared to foreign countries. Compared with developed countries, China ’s per capita animal consumption is still at a low level. With the development of emotional consumption, there is still much room for improvement in the future. The traditional zoo has not changed in the past 20 years, and now needs a new form to carry it.
-
The offline channel dividends have been released, and there is a strong demand for high-quality supply. Offline crowd traffic is concentrating on commercial real estate, and commercial real estate lacks high-quality “content” supply. In the past ten years, shopping malls across the country have averaged High-speed growth with an annual growth rate of 25% . Over the past three years, more than 500 new shopping malls have been added each year. Cambrian Ventures Bank of China believes that from the perspective of the balance between supply and demand, there will be a large demand for content that can carry traffic in the mall, which is also reflected in the proportion of service formats that are rising year by year.
In these three points, the indoor zoo also has some advantages:
-
In the current parent-child format, the role of parents is mainly to escort, and the indoor zoo provides scenarios that can satisfy both children and parents ’participation , gradually becoming parents after 90s Today, this experience seems more valuable;
-
Compared with traditional zoos , the density of zoos opened in shopping malls is higher, and user access costs become lower . At the same time, indoors are less affected by weather and seasons. Consumers can continue to watch movies and shop after the visit, and experience is lighter;
-
On the commercial real estate side, the indoor zoo has strong bargaining power. Lin Zhongxing said, When looking at the content format, the team pays special attention an indicator —— < span> user stay time . The length of the indoor zoo experience is generally more than 1 hour. A long stay will bring sufficient bargaining power, which is directly reflected in lower rental costs.
Service business may be better than retail. The founder of Little Animal Yuan Zuo Qiang believes that the nature of indoor zoos is the commercialization of services. The advantage is that compared to the conversion from “like to buy”, “like to pay” “Decision costs are lower. Users do n’t have to buy animals like animals, but they can consume and invest some energy for them, such as feeding, buying surroundings, traveling on related topics, etc.
In addition, the zoo’s important role is to provide natural science education. At present, little animals are mainly “retail + science”, so the benchmarking education market is also an idea.
To sum up, the indoor zoo has stepped on multiple bonus points, which meets the needs of users and has mature benchmarks. It is a rare investment target in 2019, where the investment theme is light.
![Open a zoo in a community mall. Why can]()
Why is it a little animal?
After the rise of indoor zoos in China, there are currently at least 20 brands on the market with more than 100 stores. So, in the case of competitors, why does think that Little Animal can become a super project?
First of all, the core of the offline chain format is to see whether the single-store model is good enough and whether the replication ability is strong enough.
It is worth mentioning that, unlike other animal theme parks, the “exhibition + dining + gifts” model, Little Animal Yuan is “science popular + content + IP”, and the main profit point is not tickets.
In Little Zoo’s stores, it can be divided into front and infield: the front field is a bazaar related to the zoo IP. It retains the attributes of shopping and does not accept tickets. There are pets, toys, science books, Rich products such as cultural and creative supplies can also interact with small animals; the infield is an immersive experience scene to provide users with more in-depth services. Tickets are a layered tool for the two, which can help the team determine the portrait of the crowd and classify the value.
According to the information provided by the team, At present, the income of non-tickets of Little Animals accounts for about 50% , including peripheral derivatives, music activities and membership services, including the sales of toys and pets It’s better, accounting for 20-30% of the store’s sales revenue. High non-ticket revenue has raised the ceiling for single-store revenue in this format.
From the current data, the average annual consumption of the Little Animal Yuan member is about 6,000 yuan, which is calculated based on the number of permanent residents in an ideal living circle of 3 kilometers in a single store exceeding 300,000, and the current proportion of urban parent-child families. Under the situation that the number of users can continue to penetrate and no additional diversion is needed, it is estimated that the annual revenue of mature venues can be stable at about 8 million to 10 million.
![Open a zoo in a community mall. Why can]()
The imagination of the future lies in “Zoo +”
In the future, the growth of Little Zoon will come from two levels: one is the increase in the number of stores, and the other is “Zoo +” Extension.
Little Animal Yuan aims to reach 20 million consumers next year. Based on a single store radiating 3 kilometers and 300,000 residents, it is expected that the number of new stores will exceed 50 by 2020.
On the exploration of “Zoo +”, Little Zoon has used “Zoo + Science” and “Zoo + Retail” to verify the scalability of . With the development of business in the future, Based on this scenarioThe content design, as much as possible, mimics the animal’s lifestyle in the natural environment, and provides a more comfortable living environment compared to traditional animal farms. Most of the animals in the venue are isolated from the visitors and kept closed. Visitors cannot come into contact with the animals at will, and must be accompanied by special staff to interact.
From the design point of view of the venue, the Little Animal Element has designed and treated the exhaust and sewage of the venue, which minimizes the impact of the environment outside the venue. At the same time, each venue will have a professional veterinary and animal clinic to provide regular animal management support to ensure that animals can be treated and maintained in a timely manner.
The companion science popularization explanation service provided by Little Animal is not only an innovation at the business model level, but also actually guarantees the security during the visit, effectively controls the flow of people in the venue, and reduces the impact of overloading the venue. Impact of animal life.
Zuo Qiang believes that the construction of natural science popular science venues in most cities still relies on administrative planning, and the entry of private capital into the field of popular science infrastructure is theoretically and practically feasible, and it is also necessary to alleviate the financial pressure on the infrastructure industry It plays an important role in improving investment efficiency, promoting facility renewal, and accelerating system reform.
It is reported that At present, Xiaoxiaoyuanyuan has been awarded the title of “Shanghai Science Popularization Industry Base Key Cultivation Enterprise”. In addition, Little Animal Yuan plans to set up a special fund that will take out 12% of the ticket income for the protection of urban stray animals.
It should be understood that the existence of the zoo is not for hunting entertainment and eyeballs, but for explaining the relationship between humans and animals, humans and nature to parents and children, and helping people to establish correct concepts through science education. .
Finally, quote from Zuo Qiang: “The zoo has an important and irreplaceable responsibility: comprehensive protection and conservation education. The zoo should encourage more publics by disseminating knowledge to tourists, improving understanding, influencing attitudes, and guiding behaviors. And social forces are involved in animal protection. “
Recommended reading
The offline high-quality parent-child format is in the bonus period. The growing spiritual and cultural needs of parent-child families have brought about a booming development of parent-child formats. Du Du Yifan said at the beginning, Although the birth rate of the population has declined in a macro perspective, high-quality offline parent-child dolls are still needed, and there are still dividends in novel indoor zoos; < / li>
Per capita animal consumption potential has not been fully released compared to foreign countries. Compared with developed countries, China ’s per capita animal consumption is still at a low level. With the development of emotional consumption, there is still much room for improvement in the future. The traditional zoo has not changed in the past 20 years, and now needs a new form to carry it.
The offline channel dividends have been released, and there is a strong demand for high-quality supply. Offline crowd traffic is concentrating on commercial real estate, and commercial real estate lacks high-quality “content” supply. In the past ten years, shopping malls across the country have averaged High-speed growth with an annual growth rate of 25% . Over the past three years, more than 500 new shopping malls have been added each year. Cambrian Ventures Bank of China believes that from the perspective of the balance between supply and demand, there will be a large demand for content that can carry traffic in the mall, which is also reflected in the proportion of service formats that are rising year by year.
In these three points, the indoor zoo also has some advantages:
-
In the current parent-child format, the role of parents is mainly to escort, and the indoor zoo provides scenarios that can satisfy both children and parents ’participation , gradually becoming parents after 90s Today, this experience seems more valuable;
-
Compared with traditional zoos , the density of zoos opened in shopping malls is higher, and user access costs become lower . At the same time, indoors are less affected by weather and seasons. Consumers can continue to watch movies and shop after the visit, and experience is lighter;
-
On the commercial real estate side, the indoor zoo has strong bargaining power. Lin Zhongxing said, When looking at the content format, the team pays special attention an indicator —— < span> user stay time . The length of the indoor zoo experience is generally more than 1 hour. A long stay will bring sufficient bargaining power, which is directly reflected in lower rental costs.
Service business may be better than retail. The founder of Little Animal Yuan Zuo Qiang believes that the nature of indoor zoos is the commercialization of services. The advantage is that compared to the conversion from “like to buy”, “like to pay” “Decision costs are lower. Users do n’t have to buy animals like animals, but they can consume and invest some energy for them, such as feeding, buying surroundings, traveling on related topics, etc.
In addition, the zoo’s important role is to provide natural science education. At present, little animals are mainly “retail + science”, so the benchmarking education market is also an idea.
To sum up, the indoor zoo has stepped on multiple bonus points, which meets the needs of users and has mature benchmarks. It is a rare investment target in 2019, where the investment theme is light.
Why is it a little animal?
After the rise of indoor zoos in China, there are currently at least 20 brands on the market with more than 100 stores. So, in the case of competitors, why does think that Little Animal can become a super project?
First of all, the core of the offline chain format is to see whether the single-store model is good enough and whether the replication ability is strong enough.
It is worth mentioning that, unlike other animal theme parks, the “exhibition + dining + gifts” model, Little Animal Yuan is “science popular + content + IP”, and the main profit point is not tickets.
In Little Zoo’s stores, it can be divided into front and infield: the front field is a bazaar related to the zoo IP. It retains the attributes of shopping and does not accept tickets. There are pets, toys, science books, Rich products such as cultural and creative supplies can also interact with small animals; the infield is an immersive experience scene to provide users with more in-depth services. Tickets are a layered tool for the two, which can help the team determine the portrait of the crowd and classify the value.
According to the information provided by the team, At present, the income of non-tickets of Little Animals accounts for about 50% , including peripheral derivatives, music activities and membership services, including the sales of toys and pets It’s better, accounting for 20-30% of the store’s sales revenue. High non-ticket revenue has raised the ceiling for single-store revenue in this format.
From the current data, the average annual consumption of the Little Animal Yuan member is about 6,000 yuan, which is calculated based on the number of permanent residents in an ideal living circle of 3 kilometers in a single store exceeding 300,000, and the current proportion of urban parent-child families. Under the situation that the number of users can continue to penetrate and no additional diversion is needed, it is estimated that the annual revenue of mature venues can be stable at about 8 million to 10 million.
The imagination of the future lies in “Zoo +”
In the future, the growth of Little Zoon will come from two levels: one is the increase in the number of stores, and the other is “Zoo +” Extension.
Little Animal Yuan aims to reach 20 million consumers next year. Based on a single store radiating 3 kilometers and 300,000 residents, it is expected that the number of new stores will exceed 50 by 2020.
On the exploration of “Zoo +”, Little Zoon has used “Zoo + Science” and “Zoo + Retail” to verify the scalability of . With the development of business in the future, Based on this scenarioThe content design, as much as possible, mimics the animal’s lifestyle in the natural environment, and provides a more comfortable living environment compared to traditional animal farms. Most of the animals in the venue are isolated from the visitors and kept closed. Visitors cannot come into contact with the animals at will, and must be accompanied by special staff to interact.
From the design point of view of the venue, the Little Animal Element has designed and treated the exhaust and sewage of the venue, which minimizes the impact of the environment outside the venue. At the same time, each venue will have a professional veterinary and animal clinic to provide regular animal management support to ensure that animals can be treated and maintained in a timely manner.
The companion science popularization explanation service provided by Little Animal is not only an innovation at the business model level, but also actually guarantees the security during the visit, effectively controls the flow of people in the venue, and reduces the impact of overloading the venue. Impact of animal life.
Zuo Qiang believes that the construction of natural science popular science venues in most cities still relies on administrative planning, and the entry of private capital into the field of popular science infrastructure is theoretically and practically feasible, and it is also necessary to alleviate the financial pressure on the infrastructure industry It plays an important role in improving investment efficiency, promoting facility renewal, and accelerating system reform.
It is reported that At present, Xiaoxiaoyuanyuan has been awarded the title of “Shanghai Science Popularization Industry Base Key Cultivation Enterprise”. In addition, Little Animal Yuan plans to set up a special fund that will take out 12% of the ticket income for the protection of urban stray animals.
It should be understood that the existence of the zoo is not for hunting entertainment and eyeballs, but for explaining the relationship between humans and animals, humans and nature to parents and children, and helping people to establish correct concepts through science education. .
Finally, quote from Zuo Qiang: “The zoo has an important and irreplaceable responsibility: comprehensive protection and conservation education. The zoo should encourage more publics by disseminating knowledge to tourists, improving understanding, influencing attitudes, and guiding behaviors. And social forces are involved in animal protection. “
Recommended reading