Recently, Bubble Mart City Park, the first park project of Bubble Mart, the first share of "trendy toys", handed over the report card of the first month of opening: receiving nearly 100,000 visitors, with an average time in the park of 4In 32 hours, the proportion of secondary consumption in the park reached 72%. For this report card, Hu Jian, general manager of Bubble Mart City Park, commented that it was "beyond expectations".
Pop Mart City Park, which opened on September 26 this year, is a new business format attempt by Pop Mart to maximize the value of IP, including four core areas: Bubble Street, which integrates interaction, games and shopping;The forest area where the Monsters family lives is restoredVisitors can board the DiMoo Delicious Explorer and enjoy a delicious dessert and drink on the waterand the main building of the park, Molly's Castle. In addition to a collection of trendy toys and immersive interactive installations, the Castle also offers limited-edition derivative retail, two themed restaurants and a children's playground.
Hu Jian pointed out that Bubble Mart did not start from scratch as a paradise. "Pop Mart has many mature and high-quality IPs, and for the park, having IP is equivalent to having traffic. Secondly, years of independent product development have allowed Pop Mart to accumulate strong product development capabilities. ”
Previously, Pop Mart has successively opened theme stores in Universal Studios and Disneytown, and combined with two large-scale theme parks to design its store space. In addition, it has joined hands with The Peninsula Shanghai and Waldorf Astoria Beijing to launch a festive afternoon tea, integrating the IP image into desserts and accumulating capacity for the park's subsequent catering. Coupled with the product design and sales experience accumulated over the years, it has opened up the upstream and downstream industrial chain of the cultural tourism park.
In addition, for the secondary consumption in the park, which has attracted a lot of attention, Hu Jian revealed that the current proportion of secondary consumption in Bubble Mart City Park has reached 72%, mainly from shops and restaurants. The sales of IP derivatives in the park accounted for 5 times that of the store, and the most popular plush and backpack styles were out of stock in just a few days. Hu Jian said that Bubble Mart City Park focuses on scene-based consumption, and its core value is "companionship", which stimulates the resonance of consumers through the creation of environment and atmosphere, and allows consumers to feel the IP immersive experience of "emotional resonance" in the purchase process.
Regarding the current revenue of the park, Hu Jian said that the ticket sales have met expectations. "Especially before the cooling, it was beyond expectations. Tickets are not what we value the most, and other data, such as business conversions, including restaurants and 'second match', are higher than we expected. According to him, at present, the proportion of "second match" in traditional parks rarely exceeds 50%, but the proportion of "second match" in urban parks has exceeded 70%. "The proportion of derivatives sales in our ordinary stores is not so high, but in City Paradise, the sales of derivatives in this store are more than 5 times that of the store. ”
Hu Jian believes that the artist's continuous ability to create high-quality content is a very important reason why Pop Mart's IP has always been very popular. For example, The Monsters where Labubu is located, from the picture book "Elf Trilogy" by artist Long Jiasheng, itself has a very complete and moving story. These IPs have a very good "foundation" in terms of content, and they are also "treasures" to be developed. In the future, Bubble Mart City Park will develop new forms in addition to the existing forms of puppet interactive performances, animated short films, virtual interactions, and AR games to enhance the depth of content.