The Vitality and Sustainable Profitability of Large Play Equipment1
The comparison of large-scale amusement equipment (especially small and medium-sized water parks) with mobile game parks, zoos or other theme parks has obvious characteristics. The rate of repeat customers is very high. Why does the water park have a high proportion of returning customers? It has the following characteristics:
1. Health (can exercise);
2. Interesting;
3. Safety;
4. Participate in the interaction;
5. Human inherent hydrophilicity;
6, entertainment and stimulation;
7. Landscape;
8. Management and service;
In hot summer, people have a strong desire and desire for the coolness of water. Water parks with these characteristics can attract a lot of repeat visitors. At the same time, the water park basically covers consumer groups of all ages. Tourists of all ages can find their favorite and suitable projects, so a broad base of tourists is the basic guarantee for a stable return on investment in water parks. In addition to the comprehensive theme parks (including water parks) complexes invested by large enterprises such as Chimelong, Wanda, OCT, Fangte, or water parks in provincial capital cities and first- and second-tier cities, the usual guests of other medium and small water parks are still Local tourists are the main force of consumption. During holidays, there are some surrounding cities, and guests within a two-hour drive range, but the proportion of total tourists will not exceed 1/4, so how to increase the consumption frequency of the local population is very important.
Only water parks accessible to ordinary citizens are successful investment parks. It will have continued dynamism and profitability. The price of water park tickets is proportional to the scale of investment. The larger the scale of investment, the higher the ticket price. In this way, the repeat consumption rate of guests must be very low. After all, the standard of living for most of our city dwellers is not high. Therefore, the early positioning of our water park project is very important, and positioning is not allowed. Even good projects are not guaranteed. Sustained dynamism and lasting profitability over the long term, all projects that do not target the consumer market are not viable.
