Project Name: Shanxi Jinzhong Sports Park
Project Area: 3000 square meters
Project Contents: Sports, competition, exploration, digital interaction
Project Location: Located in Jinzhong, Shandong
Mr. Wang is a native of Jinzhong, Shanxi Province. He was involved in the business industry in his early years and accumulated rich experience in business operation and extensive network resources. In recent years, he has keenly perceived the intensified homogenization competition in traditional shopping malls and urgently needed to introduce differentiated business models to attract customers, especially paying close attention to the growing demand of parent-child families and young customers for a "health + entertainment" integrated experience. "There are many children's play areas in the malls, but there is almost no business model that can make children move and allow parents to participate as well." He lamented during multiple commercial investigations.
One day, at a casual dinner, a friend mentioned to him the indoor sports park he had experienced in the south - children were sweating while climbing and jumping, and parents could also participate through interactive games with their children. The entire venue was full of vitality. "At that moment, I thought this was exactly the 'new engine' our mall needed," Mr. Wang recalled.
The scene described by his friend as "making children move" lingered in his mind. He spent two weeks visiting five indoor sports parks in Taiyuan and Shijiazhuang, observing the flow of customers: in the afternoon of workdays, it was mainly parent-child families, while on weekends, there were a large number of student groups. Parents generally reported that "children had a good time playing and they were also liberated from their phone addiction." More importantly, the single-store floor efficiency of these parks was 2-3 times that of traditional children's retail stores, and the user stickiness was extremely high. "This is not a short-term hit, but a sustainable cash flow business model," he wrote in his research notes.
At the same time, Mr. Wang also noticed the uniqueness of the local market in Jinzhong: the children's business models in the malls were mainly early education and video games, while there were almost no sports projects. Meanwhile, local parents' emphasis on "physical training" has been increasing year by year, and schools even included "jump rope打卡" in the physical education assessment. "The demand is clear， the competition is blank， this is the opportunity."
What truly convinced Mr. Wang was a firsthand experience. He specially went to the headquarters of the indoor sports park recommended by his friend， put on anti-slip socks and stepped onto the trampoline area， and tried the mini climbing wall and parent-child obstacle race. "I thought it was just simple recreational equipment， but the design was so professional - the climbing wall has different difficulty zones， and the floor of the trampoline area is all covered with soft padding， even the ropes that children hold are treated with anti-slip treatment." What moved him even more was the operation support plan from the brand side： from site assessment， flow design to staff training， and even providing a "three-month marketing planning package for opening" before the launch. "They are not selling equipment， but helping me build a business that can make long-term profits."
After returning to Jinzhong， Mr. Wang immediately set about forming a team： he invited the mall's招商 manager to conduct on-site investigations of successful cases and simultaneously studied local policies - Jinzhong City has been vigorously promoting "Fitness into Shopping Centers" in recent years， providing rent subsidies for sports-related businesses. "The combination of policy support， market demand， and mature model， there is no reason not to do it."
Movement Line Explanation:
The design of the circulation in this venue is in the shape of a "C". This layout enables consumers to fully enjoy their visit to every attraction, and the "C" shape also connects the highlights of all the attractions, enhancing the space utilization rate and the fun of the projects, while also strengthening the players' sense of experience and interaction.
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Repeat-Visit Magnet: Multi-generational appeal ensures sustained traffic.
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