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This case details the transformation of the Grain Warehouse Cultural and Creative Park into the FunXpertkids Shenyang Hunnan Branch, a family entertainment park designed for young children and their parents, featuring an all-inclusive ticket model. This article shares insights on zone planning, local group-buying operations, and facility management for the reference of entertainment park investors.
1. Basic Project Information
1.1 Location: Shared Facility with FunXpert
The FunXpertkids Shenyang Hunnan Branch is located on the first floor of the Grain Warehouse Cultural and Creative Industrial Park at No.52 Shenyang Street, Hunnan District. It operates as a separate entity from FunXpert within the same park, with distinct brands, target audiences, and equipment configurations. With a total area of approximately 6,600 square meters, the facility targets families with children aged 2–10. It repurposes an industrial park into a big family entertainment park. It serves nearby local community residents. Over 30 park attractions come with no extra fees. One pass covers go-karts, kid trains and cave exploration.
1.2 Positioning Strategy: A Community-Oriented Family Playground, Focusing on Young Children
Unlike the neighboring FunXpert, which leans toward high-thrill sports for teens and adults, by contrast, FunXpertkids targets young children and parents. Specifically, it satisfies sensory, role-play and play needs for kids aged 2–6. Besides, it provides mild challenge activities for children aged 6–10. The target audience consists primarily of families living within a 5-kilometer radius. Customer acquisition relies on Douyin, Meituan’s local group-buying platform, and private mom communities. It is a family-friendly park with strong community ties, yet it has little appeal as an Instagram check-in spot. Instead of focusing on extreme thrill rides, the design aims for a comforting space. Thus, parents relax, young kids stay long, and guests keep coming back.
2. Zoning planning: focusing on young age experience, giving priority to dynamic and static zoning and nursing.
2.1 “Granary in the world” Corn Sensory Area
This is the iconic characteristic area of FunXpertkids, which is based on corn grains and matched with farm theme props, and belongs to the sensory enlightenment project. It is suitable for young children to touch, dig and carry games, and it is also the plate with the highest grass planting in online short videos. The area is surrounded by soft barriers, and the ground is anti-slip and shock-absorbing. The parents’ rest card seat is adjacent to the area, and the nursing vision is transparent.
2.2 Role-playing and Construction Area
It includes a simulated mini-supermarket, a simulated kitchen, a dress-up house and a large building block building area. Biased to static, social and educational experience, suitable for young children to play together. This kind of project does not pursue strong stimulation, but it stays for a long time, which is a plate that raises the overall praise and drives Bao Ma to share spontaneously.
2.3 Naughty Castle and Ocean Ball Main Area
The Naughty Castle, a super-large space castle, with multi-layer slides, climbing nets and a million-dollar ocean ball pool, is the core of the audience’s flow. The moving line is designed circularly to avoid children colliding; All sharp corners and steel structures are packed with high-density soft bags, and the channel width is suitable for multiple children to pass at the same time.
2.4 Light Power Challenge Area
It is equipped with volcano climbing, ninja expansion road, cave exploration workshop, trampoline area, weightless turntable and online celebrity rocking bridge. Different from high-intensity trampoline and flying trapeze, the difficulty of the challenge project here has been lowered, which belongs to “moderate stimulation”. Go-karts and indoor small trains are independently lined up for unlimited play.
2.5 Supporting Services and Public Areas
The venue has an interactive stage, nursing room, kid’s restroom and parent lounge. Parents can watch kids playing directly from the rest area. Takeaway is allowed, so we avoid heavy catering investment. Low-cost weekend shows and games keep the space fun and fresh.
3. Operating experience: reasonable pricing and facility maintenance.
3.1 Pricing and traffic model: local group buying drive, high repurchase community business
The ticket types are completely in line with the family travel structure: one big and one small, two big and one small, two big and two small family tickets are the main ones, and the online platform is the core drainage channel. The pricing strategy takes the people-friendly route, focusing on “no invisible consumption, one-vote all-inclusive, and repeated access throughout the day”. These labels are the core selling points of the transformation of Tik Tok and Meituan.
The traffic structure is divided into three parts: 1. The platform buys new customers; 2. Old customers of Baoma Community repurchase; 3. Old customers are introduced. The project does not rely on foreign tourists, and its core revenue comes from the surrounding permanent families, relying on stable repurchase to support long-term operation. The key point of operation is not to continue to install new large-scale equipment, but to continue to activate old customers by periodic theme activities (holidays, summer vacations, weekend treasure hunting, manual classes, etc.) to reduce the large investment in hardware iteration.
3.2 Key points of operation and maintenance of North Stadium: Equipment maintenance and safety regulations in dry climate.
Shenyang’s dry winter indoor air speeds up aging and wear for foam, netting and soft fabrics.FunXpertkids picks wear-resistant soft materials suited to northern dry climates during equipment selection. The team follows a standard inspection workflow for daily operation and maintenance.Staff check all equipment for safety every morning before the park opens. Workers complete full sanitization after closing each day. Technicians regularly tighten steel frame connection parts. They replace worn net ropes ahead of failure.
The park sets clear entry rules for all visitors. Guests may bring their own non-slip socks or buy them on site. Guardians must stay with young children at all times. Height limits apply to climbing, trampoline and tunnel exploration attractions. Dedicated safety staff stand on duty at fixed posts in every play zone.
4. Re-launch of the project: Enlightenment for investors in parent-child parks
Differentiated positioning in the same park is a feasible idea: two indoor parks with different positioning can be accommodated in the same cultural and creative park at the same time. FunXpertkids focuses on young parents and children and gentle experience; FunXpert next door focuses on high-stimulation sports for teenagers and adults, with complementary customers and no direct involution. This is a good business combination of the stock industrial park.
Do not blindly add high-stimulus facilities to community parks. If you target young kids, slow-experience activities like sensory ball pits, role play and blocks bring better repurchase and reviews. Shift your budget toward educational and enlightenment equipment.
“No second charge” is the strongest conversion label of the local life platform: as a local parent-child track in Tik Tok and Meituan, users are extremely sensitive to invisible consumption. One-vote play mode will significantly reduce users’ decision-making concerns, but investors need to do a good job of revenue calculation in advance, and can’t pin their profits on individual charges.
In the renovation of existing factory buildings, it is important to check the supporting conditions: Wenchuang’s old factory buildings have obvious rental advantages, but the fire protection, floor load, freight elevator size and night construction permit must be checked in the early stage. Many factory renovation projects tend to underestimate the hidden costs of renovation, reinforcement and soft installation.
5. Summary
FunXpertkids Hunnan venue is a renovated community playground. Meanwhile, it stands apart from the youth sports venue next door. Moreover, it uses sensory play and regular activities for local families. Therefore, this model suits investors planning small community play parks. Furthermore, it has replicable experience in equipment, flow design and local operation.
For more examples of indoor and outdoor playgrounds and trampoline parks, please visit LibenGroup and LibenPlay.