Parent -child restaurant: stepping on the hotspot of consumption or playing "gimmick"?

▲ On August 6th, in the Shenye City Star Mo -and -Child Restaurant in Shenye City, Futian District, many parents took their children to dine and play here. Shenzhen Evening News reporter Zhang Yanyan Zhang Yanyan

With the implementation of the "full two -child" and "full three -child" policy, coupled with the upgrading of the "post -80s" and "post -90s" parents' consumption and parenting concepts, the "parent -child economy" has become a new focus of commercial development. Statistics show that in 2022, the population of children under the age of 14 was about 280 million, and the consumption scale of the parent -child market exceeded 4.5 trillion yuan in 2021. Parent -child restaurants, parent -child hotels, parent -child parks, parent -child sports, etc. have become new choices for young parents.

Data show that the transaction volume of Shenzhen parent -child restaurants is growing. Compared with ordinary restaurants, the parent -child restaurant covers its area of ​​high value. It also provides meals while also setting up amusement projects for children. "Xiang Xiang" attracting passenger flow.

Some people have questioned that the price of parent -child restaurants is high. It is an indoor playground in the name of the restaurant. Customers are "not good at playing and eating well." Insiders said that behind the high -value appearance of parent -child restaurants, there is still a lot of room for improvement in the parenting concept and service system.

Adults enter the door to disinfect the shoes and take off the shoes.

On the afternoon of August 3, in a parent -child restaurant in Qianhai HOP Tiandi, parents ate and chat in the dining area. The children were playing in the playground. There was a waiter next to the children. The tone of the store is brighter and warm, and the decoration is full of childishness. Unlike ordinary restaurants, parent -child restaurants are divided into dining areas and amusement areas. Most of the service staff are young girls who are kind and patient, responsible for accompanying and ensuring the safety of children.

In the amusement area, the reporter saw the clothes full of cartoon images in the children's locker room. The projection room was broadcasting "The Underwater Mobilization". Rotating Trojan, building blocks, trampoline, slide, etc. Parents' company is happy. In addition to these amusement facilities, the grounds in the store are carpets. When entering the store, you must disinfect shoes in the locker room. Children must also wear non -slip stockings to ensure safety as much as possible.

Ms. Lin is a frequent visitor to this shop. She and her daughter Sissi come here almost every week. She said that the parent -child restaurant dishes are more suitable for children. Restore it. Children can also play here without worrying about affecting other diners. You can also eat and chat with your friends at ease, cherish rare social time.

August 6th is Saturday. During dinner, a parent -child restaurant in Shenye City, Futian District is full of laughter. At the entrance of the restaurant, parents and children enter the restaurant after changing their shoes under the guidance of the service staff. The restaurant pattern is divided into dining area and amusement area. According to the manager of the store, the restaurant entered the Shenye City in 2019. At present, there are 4 branches in Shenzhen, which are located in large comprehensive commercial bodies.

Consumers value parent -child interactive experience, store environment and facilities

"The experience of the parent -child restaurant is not bad, but the consumption is high for ordinary families. Children's birthday banquet or important holidays will choose to come again." Ms. Liu, who had just held a birthday banquet for the baby -child restaurant last month, told the deep -night reporter.

Unlike ordinary restaurants, parent -child restaurants are divided into two parts: tickets and catering consumption. Tickets are generally ranging from 100 to 200 yuan. There are also restrictions on duration. Late evening reporters search for "parent -child restaurants" on the Internet, and the page shows that per capita consumption ranges from 150 to 200 yuan. The price of 30 ~ 35 people launched by a parent -child restaurant is about 10,000 yuan. In addition to the basic venue layout and meals, it also includes value -added services such as photography, camera follow -up, bubble show, and magic performance.

The main dishes of the parent -child restaurant are all kinds of cartoon shapes that children like. The taste is mainly light and easy to digest. There are also improved dishes suitable for children. Same as the same.

According to the research data of the Shenzhen Consumer Council, consumers are more willing to choose a parent -child restaurant if they take their children. When choosing a parent -child restaurant, citizens most importantly value the store environment, facilities and equipment, followed by personnel equipment and product services. In terms of parent -child restaurant consumption frequency, 2 to 4 a month accounts for the most.

In addition, the deep -lasting reporters visited and found that the parent -child restaurants in the Shenzhen market are basically chain restaurants. Most of them are located in large commercial complexes such as Shenzhen Industrial, Happy Coast, Jinguanghua Plaza, Hongshan 6979, and Yifang City.

"At present, Shenzhen children's theme restaurants are still in the stage of initial development." Industry insiders said, "Consumers do not blindly pursue low prices when choosing parent -child restaurants, but they are more pursuing the parent -child restaurant's parent -child interaction experience, excellent store environment, facilities, facilities, facilities In the face of consumer quality consumption needs, catering companies in the parent -child market should continuously improve products, services and creativity to ensure consumer rights and improve consumer experience. "

Parent -child restaurants drive the growth of commercial complex consumption

The parent -child restaurant has become a new choice for the "post -80s" and "post -90s" young parents, and also provides a new performance growth point for the shopping center. In -depth reporter visits found that, in addition to parent -child restaurants, shopping centers such as Shenye City, Yifang City, Green Jinghong Bay, Zhuoyuehui, and other shopping malls have also set up children's amusement parks, children's professional experience halls, children's youth sports exploration parks, baby swimming swimming, infant swimming Museum, etc.

The "Development Status and Future Trends Research Report of Shenzhen Children's Catering Market in 2022" mentioned that some children's formats have large demand area and relatively low rental capacity.It is more about its powerful "siphon effect". Through the "1+N" or "2+N" form of the children's format, it drives family consumption, thereby improving the overall operating income.Many persons in charge of commercial complexes said that parent -child consumption has many "one drag N" rainbow suction effects, which can not only extend consumers' consumption time, but also effectively drain and promote consumption of other formats.Under the impact of e -commerce, the development of parent -child format is undoubtedly a new choice for shopping malls.

Shenzhen Evening News reporter Guo Hainan intern Wang Yicong

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