Uncovering the phenomenon of hip play sports hall fire: what makes it so popular?

Tide Play

Sports Hall

In the current leisure and entertainment market, the tide play sports hall has emerged as a new favorite in the spotlight.

1、The new direction of investment under the influence of the general environment

How did the tide play sports hall burst into flames? In this issue, let's review the reasons that Huang Yongwu, Deputy General Manager of Elephant Sculpture Art Co,. Ltd.(ESAC), analyzed for us from the macro perspective of market and investment in the previous live show.

Huang Yongwu Deputy General Manager

Cultural and Tourism Industry Leader

Changes in the investment climate

Looking back over the past year or so, the investment environment has undergone radical changes. The complex and volatile global economic situation has led to a major adjustment in the direction of capital flows, with capital flowing out of the country. This trend has had a far-reaching impact on investment in the domestic entertainment industry, with the overall scale of investment showing a marked decline.

▲ESAC Project “Ulaanbaatar Skylands”

In the children's entertainment segment, children's playgrounds sprang up in earlier years, with the market gradually becoming saturated and competition white-hot. This has caused investors' enthusiasm for investing in children's playgrounds to wane dramatically, as continued large-scale investment in the sector may face higher risks and relatively lower return expectations.

The video game industry has not been spared, with investment in the video game category declining all the way from last year to the first half of this year. This is partly due to increased market saturation and partly due to the impact of emerging forms of entertainment.

▲ESAC Program “Ulaanbaatar Sky Land”

However, the tide play sports hall is emerging at this time, its related amusement park equipment in the past two or three years continued to update, from the function to the sense of experience have made a qualitative leap, can accurately fit the market demand. Whether from the perspective of consumers' pursuit of exciting and novel experiences, or from the perspective of the professional and innovative requirements of venue design and construction.

All the products of Tide Play Sports Hall show strong adaptability and competitiveness, opening up a new investment path for  entertainment park investors.

Demand driven by shopping malls

▲ESAC Program “Ulaanbaatar Sky Land”

Shopping malls, as the core vehicle for commercial activities, are facing unprecedented challenges. The investment problem is like a haze over many shopping malls, with frequent turnover of businesses, and a number of businesses moving in and out of the malls, resulting in the operational stability of the malls being greatly affected. At the same time, the decrease in foot traffic has become another major problem for shopping malls, which not only affects the business performance of existing merchants in the mall, but also makes the overall vitality of the mall greatly reduced.

As a result of this predicament, a large number of vacant spaces, ranging from a few thousand to tens of thousands of square feet, have appeared in shopping malls. In the face of these vacant resources, the malls urgently need to find attractive and tenant-capable projects to fill them. Tide play sports hall has relatively strong tenancy capacity and can form a mutually beneficial win-win cooperation mode with the mall, so it has become one of the preferred choices of the mall in the investment promotion.

▲ESAC Program “Ulaanbaatar Sky Land”

The rich and varied entertainment programs in the Tide Play Sports Hall can attract customers of different age groups and consumer groups, especially young people and parent-child families, which have high consumption energy and can bring a steady stream of popularity to the mall.

2、Cost-effective investment 

Changes in the investment environment

When comparing the investment costs of different entertainment businesses, the differences are significant. Taking a children's paradise as an example, if a children's paradise with an area of 2,000 square meters is to be constructed, the investor may need to invest a capital of 5 - 8 million. This includes a series of costs such as site rental, equipment purchase, decoration and design, personnel recruitment and training, etc. Moreover, these costs are relatively fixed, and it is difficult to significantly reduce them in a short period of time through operational means.

▲ESAC Project “Ulaanbaatar Sky Land”

And the tide play sports hall shows obvious cost advantage. Take the 12,000-square-meter Chiu Chow Sports Hall project in Chengdu as an example, the total investment was less than 30 million yuan, with an average investment per square meter of more than 2,000 yuan or even less. This is mainly due to the optimization of the cost structure in the construction process of the Chao Play Sports Hall.

On the one hand, the trendy play  sports hall equipment procurement costs are relatively reasonable, with the development of the industry, the production scale of the relevant equipment to expand, the cost is gradually reduced, while the amusement industry market competition also prompted equipment suppliers to provide more cost-effective products.

▲ESAC Project “Chengdu Meets the Future”

On the other hand, the tide play sports hall has greater flexibility in terms of decoration. The requirements for some local decoration and heavy decoration are not as high as those for children's playgrounds, and it pays more attention to the functionality of the overall space and the creation of a sense of experience.

Low investment risk

▲ESAC Project “Chengdu Meets the Future”

In the current market environment, investment risk is one of the primary considerations of investors. At present, the area of the common tide play sports hall in the market is around 8,000 to 9,000 or even 10,000 square meters, and this scale has a unique advantage compared to other entertainment businesses.

In such an area, the reception capacity of a hip play sports hall will increase. For example, a large-scale  trendy play sports hall can accommodate multiple teams for group building activities, hold large parties or undertake various events at the same time, which makes its revenue sources more diversified and stable.

3、Significant advantages in area productivity

Increase in hospitality

The sales per square meter is one of the key indicators for measuring the operating efficiency of a commercial venue. Trendy play sports hall commonly adopts the pass-one-vote charging mode, which provides customers with the convenience of freely experiencing a wide range of programs, and at the same time positively impacts the playgorund's operation and management.

▲ESAC Project “Chengdu Meets the Future” 

In terms of carrying capacity, trendy Play Sports Hall contrasts with traditional children's parks. The children's park industry usually requires 5 - 8 square meters of space to carry a customer, mainly because the layout of the facilities in the children's park and safety considerations and other factors limit the efficiency of the use of space. With the sports hall's unique design and program layout, a single square meter can accommodate up to 3 square meters or even 2 square meters of one person.

▲ESAC Project “Chengdu Meets the Future”

4、High freedom of operation 

Various operation modes

▲ESAC  Project “Shanghai Xincui Island”

In the field of entertainment park operations, traditional parks and video game models often face complex operational challenges. After years of development, these traditional businesses have formed a relatively fixed operating model and market competition pattern, and it is difficult to break through and innovate.

For example, parks need to consider a large number of issues such as facility maintenance, safety management, staff deployment, etc., and the needs of visitors of different age groups vary greatly, so the operation needs to take into account all parties. Arcade centers, on the other hand, need to keep updating their game equipment to maintain freshness, and at the same time have to deal with the problems of pirated games and online game competition in the market.

▲ESAC Project “Shanghai Xincui Island”

However, as a new industry, the trendy play sports hall is in the early stage of development, the operation mode has not been completely finalized, which provides investors and operators with a broad space for innovation. 

According to their own positioning and market demand, trendy play sports club can give full play to their imagination and try a variety of novel operational methods. For example, many trendy play sports hall will be combined with the current popular social needs, held a theme party, for young people to provide a social entertainment platform; will also be aimed at corporate customers, to provide customized company group building services, team building and recreational activities organically combined, by the enterprise welcome.

High acceptance by the target population

▲ESAC Project “Shanghai Xincui Island”

The main audience groups of Trendy Play Sports Hall are young people and parent-child families, which have distinctive consumption characteristics and high consumption potential. Young people pursue fashionable, novel and exciting experiences, and they are full of curiosity and acceptance for new entertainment play and operation concepts.

The various high-tech equipments, creative game projects and trendy decoration style in the Tide Play Sports Hall can attract young people's attention and meet their entertainment needs.

▲ESAC Project “Shanghai Xincui Island”

Parent-child families are also more receptive to new operational ideas and forms of activities, such as some parent-child themed parties and parent-child sports challenges, which can attract their active participation.

5、Changes in the perception of consumer groups 

The reason for the explosion of the tide play sports hall in addition to changes in the market environment, as well as changes in the consumer crowd's consumption concepts and consumption habits, Elephant Sculpture Art Co,. Ltd.Deputy General Manager Li Shaowei also shared with us in the Z generation is in the ascendant today, what are the changes in their consumption.

Li Shaowei Deputy General Manager

Cultural and Tourism Industry Leader

Consumerism of new consumer groups

▲ESAC Project “Kunshan 4FUN”

Today is the era of rapid change in the concept of consumer groups, especially after 90, 00, and 90 parent-child family gradually become the main consumer, their consumption concepts are very different from the past 70, 80. The new consumer groups are more affluent, have their own consumption potential and are willing to pay for their own preferences. 

Unlike consumers in the past, who had more of a pay-it-forward mentality, Generation Z is more emotional and pays more attention to their own experience and fulfillment. For example, emoticons have become far more popular in these years than in the past, which also reflects that they are more inclined to express their emotions in an intuitive way, and will actively pursue things they like.

▲ESAC Project “Kunshan 4FUN”

The aesthetic needs of Generation Z, i.e., the pursuit of face value, have also improved significantly. With the development of information, the public has made progress in aesthetics, and Generation Z will pay for face value, which has prompted the design of entertainment projects to pay more attention to the appearance and overall visual effect. In addition, most of the post-00s are only children, with better material living conditions, and are more self-reliant and independent, and this state of life and character traits have influenced their consumption choices.

Value as a third space

▲ESAC Project “Kunshan 4FUN”

Trendy Play Digital Sports Hall becomes the third space besides home and workplace in such social background. It can satisfy the social needs of Generation Z, as they are relatively independent and self-contained, and need places with special features and high value to expand their social circle. Here, people of different ages, occupations and genders can gain a sense of identity through competitive and interactive programs.

At the same time, this space can also relieve stress. In modern society, everyone faces different pressures, and they can release them through entertainment programs in the Trendy Play Digital Sports Hall.

▲ESAC Project “Kunshan 4FUN”

In addition, the Tide Play Digital Sports Pavilion promotes health, and despite the seemingly contradictory approaches to wellness, Generation Z is still very conscious of health. Activities such as group building in the pavilion can get people moving and cultivate tacit understanding, which is a positive and healthy guide.

The rich entertainment programs can satisfy the interests of different age groups and cover a wide range, from traditional programs such as billiards and bowling to a variety of digital sports, which are more selective and interesting, and adapt to the development trend of entertainment consumption.

6、Advice on Investing in a Tide Play Sports Hall

The Importance of Athletic Enhancement

▲ESAC Project “HEXBOX Black Box”

Some of the current digital sports halls on the market have certain flaws, and the competitive nature of digital sports needs to be emphasized in their design and operation. Digital sports itself with competitive, like the Guinness Book of World Records in some of the challenges, such as shooting baskets, power hammer, etc., are similar to the projects of the digital sports hall, there are scores to record the results.

It is recommended to incorporate the concept of competition and record breaking to improve the excitement of the program and enhance the customer's adhesion to the program. For example, some ChaoYou sports halls hold activities such as pool tournaments are good cases, through which the influence of digital sports can be further expanded, which is also the direction that the design and operation of ChaoYou digital sports halls need to focus on in the future.

Find a professional company

▲ESAC Project “HEXBOX Black Box”

As a newcomer in the field of leisure and entertainment in recent years, Tide Play Sports Hall has received widespread attention. If you have related investment or construction plans, it is recommended to choose a professional design and construction company.

ESAC has gone through more than three generations of iterations in the design, planning, planning and construction of Chaojia Sports Hall. In this process, we have accumulated a lot of valuable experience and rich resources, and have a large number of successful cases and creative thinking program. If you are interested in Tide Play Sports Center, please feel free to contact us, we will be happy to serve you.