At present, the development of water parks
in China is very rapid. In the past five years, the number of water parks is
increasing at the rate of dozens every year. We have found many
prefecture-level cities in the whole country. There are nine water park equipment in one
place with the largest number of cities. There are more and more water parks.
Is this good or bad? Water park has always been a project that our tourism
investment circles are willing to choose, because it has a relatively small
amount of investment and occupies a relatively small area, so its adaptability
is relatively strong, and the operation cycle is relatively short, so the
operation cost is relatively low.
But not every water park can achieve good
business results. In fact, quite a number of water parks are not in good
condition. As far as I know, the annual income of a provincial water park in
the northern part of China is also more than 10 million yuan, so from the view
of the number of tourists, it certainly can not meet his business needs. So
what is the reason that the operation of our water park can not meet
expectations? I want to give you some inspiration through my lecture.
From the following aspects, I can say that
the first is the study of development opportunities of water parks; the second
is the key points of conceptual scheme planning of water parks; and the third
is the key issues that need to be paid attention to in design and construction.
Fourth, the key points of operation preparation and construction; fifth, some
cases of water parks at home and abroad. These five aspects may not be
systematically described in theory, but are more concerned about some core
issues in the process of practice.
The development opportunity of water park
is to judge whether water park is suitable for development in this place, which
is a prerequisite. For this situation, one of the mistakes that we often make
in the investment circle is not to do this step of research, but to enter the
design stage directly according to the resources in hand, without judging the
development opportunities first.
This will lead to problems in project
investment. The problem may be that this place is not suitable for water parks
at all, or that its market potential is not enough to support a water park, or
that the climate is too restrictive, or the competition is too fierce, and so
on. Therefore, before investing in water parks, it is essential to study the
development opportunities of water parks. With this step, we can judge whether
we can do it or not, and how we can do it. The development opportunities of
water parks should focus on these seven points:
The first is the resource judgment. As far
as the water park is concerned, what resources can it use for reference?
The second is its traffic, which is very
critical. Traffic inconvenience directly leads to problems in the project.
Water parks in most parts of China operate in three to five months. In addition
to Guangdong, Fujian, Hainan and other places, that is, the operating season of
less than four months. For such a short business season to achieve business
objectives, the number of tourists is relatively concentrated, and the golden
season of most water parks is July and August. These two months mean that the
seasonality of the tourist volume is very obvious. If the seasonality is
obvious, the number of tourists is quite concentrated, and most of the tourists
are concentrated in the afternoon. Enter the garden at night. In this case, the
traffic requirements are quite high. The influx of tourists in a short time
will cause traffic jams and seriously affect the experience of tourists.
Traffic depends on the overall traffic configuration. In addition to roads,
there are also public transport routes, including rail transit, buses and other
means of transport. Geological
conditions play an important role in the development of water parks. Poor
geological conditions will affect the stability of pile foundation, and then
lead to water park equipment displacement, deformation and so on. The change of the
foundation affects the safety, so the geological condition must be considered
beforehand, especially the riverside and lakeside.
In addition, we must consider the maturity
of water park and its surrounding land, and the relationship between water park
and residential market.
We usually divide the market into two
markets, one is the residential market and the other is the tourist
The residential market is a two-hour drive.
If you want to further subdivide into other dimensions, then there is age, for
example, between 40 and 45 years old, which may be the main market. The second market is the tourist
market. The tourist market is the residents who are two hours away.
The division of market attributes is
related to the influence of products. If the investment of products is larger,
the quality is higher, the marketing is better and the operation level is
higher, the radius of the market may change accordingly. But generally
speaking, according to the global law, it is basically the above law.
In principle, water park is a city
entertainment product. But some water parks have the characteristics of
vacation products, such as those in Orlando, USA, such as space port, snowstorm
beach and volcanic bay. These water parks are mainly vacation products. But
China's water parks are basically urban entertainment products, Changlong has a
part of the nature of vacation, but strictly speaking, it is still mostly urban
entertainment. For urban entertainment products, in the middle of these two
markets, the main market is the residential market, that is, the market within
two hours'drive is the main market, so the research market should be based on
Some tourism consulting agencies always
draw a circle after circle when they do research for the owners. The first
circle divides several provinces into one circle and the second circle divides
the whole country into another. All these circles are invalid. The real
effective circle is the circle within two hours'drive, which accounts for at least
80% of the income. To 90%, it decides the life and death of the water park. So
we must have a high awareness of the importance of this circle. When we judge
the market, the most important thing is to stick to the principle of two-hour
The tourist market is related to the
product structure of the water park. The proportion of the tourist market is
related to the location of the water park, the location of the water park and
the relationship between other products. If it is a fixed type of water park,
and the popularity and influence of the water park in the whole country and the
region is also general, the tourist market can basically give up. If it is a
holiday resort, there are quite a number of holiday tourists, and the tourist
market can play a certain role in it. If the water park has uniqueness,
advancement and uniqueness in the region, it will be attractive to the tourist
market. If we target these two
markets, it means that your product strategy will change accordingly. Your
products have not changed accordingly, or do it in the traditional way. The
tourist market is basically equal to zero or very few. The only possible
opportunity is for local residents to drive the tourist market.
One premise of market analysis is that we
have to judge that the market is insufficient to support your investment. The
judgment of this quantity depends on the population within the two-hour driving
range, and the positioning of the core market in the middle. The market is
dominated by the home market and the youth market. It is necessary to analyze
how large the core market is and how much penetration you can achieve in the
end, that is, how many percent of the people in the middle can be absorbed into
your park, which constitutes your main source of visitors. At present, the
permeability of water parks in China is between 5% and 20%. If you do well, it
can be higher and if you don't do well, it will be lower. Of course, there are
special cases. If there are no water parks around the area, you can do well in
marketing, and the permeability can be further improved.
With the total amount of the residential
market, the number of tourists in the main source section and the penetration
rate, you basically have a basic estimate of the number of tourists you may get
in the future. With this estimate, we can decide a series of problems related
to investment, operation and product.
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