Talking about the vitality and sustainable profitability of middle and small water parks

First, the scale of investment is too large, and the positioning of the project is not accurate;

Second, the ticket price is too high, and the guests' repeated consumption rate is not high;

Third, the opening of new projects in the surrounding areas has increased competition and dispersed passenger flow;

Fourth, marketing practices are too simple, there is no new idea, and the sense of guest involvement is not strong;

V. Project configuration is unreasonable or too simple;

6. Poor management, poor hygiene conditions or relatively large safety accidents have caused a bad reputation and visitors have psychological shadows.

I personally have always believed that apart from the large-scale enterprises invested by companies such as Chiron, Wanda, OCT, Fanta and other large-scale integrated theme parks (including water parks) complexes or capital cities and water parks of the first- and second-tier cities, other medium and small-scale waters The usual guests of the amusement park still use local tourists as the main force of consumption. There are some surrounding cities on holiday and guests within a two-hour drive distance. However, the proportion of total tourists will not exceed 1/4, so how to increase the consumption of the local population? The number of times is very important.

Only by increasing the number of repeated visits by local tourists, a medium-sized and small-scale water park will have long-term vitality and sustained profitability, so that it can be considered as a successful water park project.

Water park visitors (especially small and medium-sized water parks) and tourists in amusement parks, zoos or other theme parks have a distinct feature. The proportion of returning customers is very high. Why is the proportion of repeat customers at the water park high? There are the following characteristics:

First, health (you can exercise your body);

Second, interesting;

Third, security;

Fourth, participate in interaction;

Fifth, people's inherent hydrophilicity;

Six, entertainment irritating;

VII. Landscape;

Eight, management and service;

Nine, hot summer people have a strong sense of coolness and demand for water.

With these characteristics of the water park, it can attract a large number of repeat customers. At the same time, the water park basically includes the consumer groups of all ages. Visitors of all ages can find their own favorite and suitable projects. The basic tourist support is the basic guarantee for the stability of the investment return of the water park.

How can small and medium-sized water parks sustain their vitality and profitability for a long time?

Can tourists continue to come to repeat consumption? Why are there so many water parks opening in the first year is very popular, the second or third year there will be a drop in passenger traffic? Is it because the guests after the freshness is no longer novelty it? I don’t think it’s like, or I would like to ask the tourists who come to the water park to ask: Will you come next time? I’d like to answer in the affirmative, especially for children and young people, who are looking forward to coming back after playing the water park. The desire to play is very strong.

The water park itself is a very good investment project that conforms to the advancement of the society and raises the standard of living. It is also a project that fits the political requirements of the government's national fitness program. The social and economic benefits brought about by this project are very obvious. People are on the water in the hot summer. Demand for desire is inherent in the hydrophilicity of human beings, including many animals in the natural world.

The emergence of water parks fills the needs of large groups of cities. However, the investment scale and ticket price positioning of water parks are very critical. The scale of investment and the price of admission tickets are inaccurate. It will be a long-term continuation of vitality and profitability of water parks.

That is to say, prices must be close to the people and accepted by too many general consumer groups. Only in this way can there be continuous consumer groups. Consumer groups in small and medium-sized water parks must be based on local city residents and a city with hundreds of thousands of people. It will attract 20,000 to 300,000 visitors a year. If there is no repeat customer, the water park will hardly have long-lasting and good economic returns. The more customers returning to the water park, the greater the sustainability of their vitality and profitability, if consumption is too high, Hard to achieve.

Personally, I think that only a water park that can be afforded to ordinary citizens is a successful investment in a water park that will have sustained vitality and profitability. Water park ticket prices and investment scale are directly proportional to the scale of investment. The ticket price is definitely high, which will result in a low repeat consumption rate. After all, the living standards of most of our urban residents are not high. Therefore, the pre-positioning of our water park project is very important, positioning is not allowed, and no matter how good the project is. It is impossible to ensure long-term viability and long-term profitability. All projects that do not target the market as the ultimate goal of consumers are not feasible.

I mentioned earlier that the scale of investment is directly proportional to the ticket price. The scale of investment, the high ticket price, and the proportion of repeated consumption of tourists are certainly low. How is the investment scale and ticket price to be more appropriate?

We have a vast territory in China, with large daily temperature differences, a large population, and an extremely uneven living standard. We also have uneven spending power. Except for Hainan, basically, the operating time of water parks in each province is about 3-6 months. Although the area is different and the length of business hours is different, then you say that it is not advisable to build a water park with low temperatures in the north. In fact, this is not the case. In the north, the investment in water parks is hotter than anywhere else in the country, and even some prefecture-level cities have concentrated on several small-scale water parks. This may be the lack of water in the north. There are relatively few recreational projects. There are similar water parks. Visitors of this novelty project surged up and concentrated on a large number of guests in a short period of time. The ticket price was not lower than that in the south, while the operation time in the south was longer and the passenger flow was relatively dispersed. Compared with the projects of the same size in the north The ticket prices are relatively low, so the regional and operating time periods have no significant difference in the overall revenue of the water park.

At present, capital cities and first-tier cities in China's capital cities all have large-scale water parks. Capital cities and first-tier cities have huge population and consumption base. Their passenger flow will not cause investors to worry about it. Basically, passenger flow will remain stable or increase. In the future, the investment hot spots of our water park projects will be concentrated in a large number of second-tier, third- and fourth-tier cities. This market is very large. Each county-level city is suitable for investment. It is only the control of investment size, and the waters in these areas are The control of park investment scale is very important.

The control over the scale of investment is due to the fact that our country has a vast territory, a wide range of daily temperatures, a large population, a poor balance of living and poverty, as well as uneven consumption habits and spending power. It is impossible to explain each place one by one. I take the example of a four-tier prefecture-level city in Guangdong for reference. The population of the city is about 400-500 million. The population of the city is about 8-100 million. It is advisable to choose a site no more than 20 kilometers from the city. I think the total investment of such projects should be controlled. 3500-4000 million (not including land price) is appropriate, the park area is about 30,000-40000 square meters (not including parking lot), it is better to have reserved development land, adult ticket price is between 60-80 yuan, half ticket price 30- For $40, some people may ask if the ticket price will be low? Yes, we need this effect. Ticket pricing is a very subtle psychological strategy. I think that such a small-scale water park project, combined with local In terms of conditions and economic level, the ticket price of 40-60 yuan can be accepted by most tourists. The ticket price of 60-80 yuan is a little pressure on most tourists. If 80-100 is certainly high, it is very simple. Group of three or even four tourists The number accounted for a large part, and it is also a consumer group with a relatively high rate of return. The driving force of consumption is mainly the response of parents to the needs of children. In the third and fourth tier cities, the overall income level will not be too high, and the consumption control of a family of three At around RMB 250 (including tickets and secondary purchases), this consumer price can be accepted by most tourists.

I have surveyed consumer groups of different ages in several water parks, such as a family of three. Their opinion is that a family spending 250-300 yuan is perfectly acceptable. As long as the children like to play, they will bring them to play. There are no pressures for spending several times in the summer; for example, middle school students in the city and college students returning from the summer vacation do not have hundreds of thousands of pocket money. They only need to spend a few tens of yuan on a summer holiday with them to play a few times. Is it possible? Another group of young people and young couples, they eat a late-night snack, sing K just spent a few hundred dollars.

These consumer groups accounted for more than 80% of our water parks. As long as they can accept this consumer price positioning, water parks are basically half successful. The rest can be managed and marketed. Let’s talk about the recycling cycle that our investors are concerned about. According to the total number of 400-500 million people, and the city-level city with a total population of 80-100 million (not including migrant workers), calculate the business hours for about 100 days. During the summer vacation in July and August, as long as the price is well-positioned, the project should not be too simple, allowing guests to feel value for money, marketing and promotion are in place, and an average of 4,000 admissions per day is completely achievable. 3,000 people per day, that is, the total number of visitors is 300,000. The per capita consumption is calculated at 70 yuan (including secondary consumption). The total annual turnover is 21 million yuan, and the total investment is 40 million yuan, which is 2-3 years completely. You can withdraw your investment, similar to this type of project.

The total number of 400-500 million people and 80-100 million city-level (not including migrant workers) city-level prefecture-level cities, I think there should only be one, if the second home must be carefully considered, if in order to grab the source It is the investors themselves who suffer the most vicious competition (currently the existence of such vicious competition in Mudanjiang in Heilongjiang, Yuncheng in Shanxi, and Zhengzhou in Henan). The market of the water park has proved the popularity of the project as long as it is reasonable. Investment, management is in place. There is basically no such project that does not make money. It is only that our investors should not blindly invest. Do not just greed for “high, big, high” and “big and full”. Only by adapting to market demands can we be successful. project.

In the end, I think that only a water park that can be afforded to the general public is a successful water park that will have continued vitality and profitability.