As commercial real estate enters the post-4.0 era, more leisure and entertainment options have emerged, and a new "indoor" world full of fantasy and surprises is quietly rising. With primarily targeting families with children a collection of multifunctional experiences encompassing entertainment, leisure, sports, animals, and technology indoor parks are gradually becoming a standard feature in shopping malls, solidifying family customer flow. Indoor parks can satisfy consumers' spiritual enjoyment and pay more attention to consumer "experience".

In recent years, indoor parks have experienced rapid development and upgrading. According to incomplete statistics, the market size of indoor parks has reached 100,000+, and it is expected to reach around 200 billion by 2026. According to HCR's research, families with children remain the "main force" of indoor park consumption, but "travel companions" consisting of friends and relatives are also an important consumer "potential stock". In terms of age, the emerging 80s and 90s generations are the core consumer groups of indoor parks, with 58.5% being 90s parents and 40% being 80s parents; geographically, first-tier cities have more adult companion groups, while second-tier cities have a slightly higher proportion of family outings.

During HCR interviews, some respondents expressed feeling overwhelmed in their children's education, striving hard but often not seeing results. In terms of life, many consumers also expressed their weariness of monotonous and unchanging lives, feeling the need to broaden their horizons, interesting souls also need the beauty and fun of life to nourish them. 。

Due to the sense of confusion, lack of novelty, and anxiety caused by current life situations, consumers are paying more attention to the "supplementation" of their minds; they are more willing to pay for "happiness." From a value perspective, consumers pursue family happiness, love making friends, and have life plans ; from a parenting perspective, consumers value experience, respect individual development, and advocate for children's happy growth.

80s and 90s parents have a more relaxed attitude towards raising children. While raising their children, they also pay attention to their own interests and growth, not losing themselves in the process. Among family-based parent-child travel consumers, the proportion of target elite families is the highest. They help children scientifically set goals and make clear future plans, and they also integrate education and entertainment maintain eye-level communication with their children, growing together with them through experience and interaction. They yearn to record and participate in the entire process of their children's growth; companionship is their long-lasting "confession" to their children. FEC family entertainment centers and theater-type parks are their main choices.

After work, "successful career women" yearn to escape from their busy work for a short time, to remove the "work atmosphere." Theme parks provide these leisure-seekers with a "haven" to return to their inner selves and rediscover their childhood fun. Those who love freedom and exploration love life, adventure, and challenges. Sci-fi parks and escape rooms are their main choices of indoor parks because they offer novel experiences and rich content. Those who live solitary lives are mainly young mothers aged 25-35. They maintain their love for life and curiosity about new things, hoping to earn respect and recognition through hard work.

For consumers of indoor parks, they still advocate for content-driven experiences, focusing on leisure and entertainment venues with stronger experiential qualities. In addition, consumers increasingly demand that indoor parks combine entertainment and content with playability and uniqueness. This demand is also extending to younger children. Indoor parks with strong experiences, immersive environments, and larger scales are favored by consumers at the same time, content remains king. Adult consumers need a mature content system; real fantasy is often more shocking than virtual reality.

The fusion economy has become a new trend in the indoor park consumption economy, requiring indoor parks to incorporate entertainment forms such as NPC interaction, challenges, role-playing, and costume changes providing experiences in technology, sports, and culture. Entertainment options with single experiences and narrow target audiences have relatively low market popularity.

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