15 June 2016
Indoor Play Areas Fill Fun Niche in Increasingly Urbanised China
With outdoor space at a premium, indoor play facilities are now increasingly in demand in many mainland cities.
Increased urbanisation has inevitably led to greater demand for play facilities in many mainland cities, with parents keen to find safe environments where their children can both enjoy themselves and take exercise. With outdoor spaces now at a premium, indoor play areas are now becoming a popular alternative.
As with most cities, Dalian is home to a number of such indoor playgrounds. Of these, Baby Fairyland is one of the most long-established and the most popular.
The company is headquartered in Dalian and now operates at 11 sites across the city. With the greatest number of playgrounds and the highest level of operational floor space, it is comfortably the largest such player in the city.
Launched just over 10 years ago, Baby Fairyland has branched out beyond merely providing play facilities. It also undertakes its own R&D activities with regards to meeting children's developmental needs, while also producing and selling its own brand of playground equipment.
Typically, each of its sites includes a number of age-appropriate activities and recreation facilities. These include bouncy castles, merry-go-rounds, bumper cars, sandpits, an art studio and swings.
As well as the fun element of its sites, the company also emphasises the learning and developmental elements involved in many of its activities. Throughout their playtime sessions, children are encouraged to stretch their limbs and swing their bodies, activities than can stimulate learning, improve coordination and boost physical development.
Overall, the company sees its lasting success as having been built on five key principals:
In line with research related to child psychology and ergonomics, the company offers a customised programme as well as bespoke facilities. The bright colours used throughout, as well as the physical participation required, ensure that children's interest is engaged and maintained.
Each piece of play equipment can be used independently, but many can also be combined with other pieces according to the shape, size and height of an individual venue. This high emphasis on adaptably has ensured that the company's equipment has proved popular with many of smaller department stores and shopping malls, places where the available space is limited due to high rental costs.
The company's brand has been bolstered by independent research and high production standards. At present, its products are widely distributed domestically and have also been exported to a number of overseas markets, including Malaysia and Turkey.
Safe and Energy-efficient
All of the company's products have been manufactured in strict compliance with the American Society for Testing and Materials (ASTM) standards. This sees them comply with all the relevant regulations with regard to safety, fire resistance, toxicity and hygiene.
With children's hearing easily damaged by excessive noise levels – up to 60db in many shopping malls and as high as 70db in some indoor children's playgrounds – Baby Fairyland makes every effort to keep the volume level turned well down at its own sites. Fully anti-noise pollution compliant, its playgrounds are said to offer a fun, safe and high quality environment.
Given the implementation of the two-child policy across China, increased demand in the mainland children's fun park market is inevitable. As the industry is still in the very early stages of its development, there remain huge opportunities for businesses looking to enter the sector.
Nancy Liu, Dalian Office