With the upgrading of family consumption and the transformation of parenting concepts, indoor children's playgrounds have become a popular investment project due to their advantages of being unaffected by weather, being safe and controllable, and combining entertainment with education. However, many investors have encountered operational difficulties after blindly entering the market due to insufficient preparation. In fact, the key to the success of investing in an indoor children's playground lies in meticulous planning and comprehensive preparation in the early stages. This article will break down the core tasks that must be done in the early stages of investing in an indoor children's playground to help investors avoid detours and enter the market steadily.

I. Market Research: Finding the Right Position and Avoiding Homogeneous Competition

Market research is the first step in investing in an indoor children's playground and is the foundation for the success or failure of the project. The core is to clarify "who to sell to, what to do, and how to differentiate." First, it is necessary to identify the target customer group, focusing on the distribution of communities within a 3-kilometer radius, the number of kindergartens and primary schools, family population structure, and per capita consumption level to determine the intensity of local demand for indoor children's playgrounds—for example, mid-to-high-end communities can focus on quality experiences, while older communities can focus on high cost-effectiveness.

Secondly, it's crucial to conduct in-depth competitor analysis, understanding the scale, theme, equipment configuration, pricing strategies, and operating models of existing indoor children's playgrounds in the vicinity. Identify their weaknesses (such as outdated equipment, lack of interactivity, and absence of supporting services) to create a differentiated advantage. For example, if surrounding playgrounds are mostly traditional soft play areas, focus on a "parent-child interaction + educational" indoor children's playground, incorporating unique projects like DIY crafts and sensory integration training. Simultaneously, refer to industry reports to understand current trends in indoor children's playgrounds, such as interactive technology equipment and themed areas, to enhance the project's competitiveness.

II. Financial Planning: Precise Calculation and Contingency Funding

Investment in indoor children's playgrounds varies significantly, ranging from a small community store of 200,000 yuan to a flagship themed store of 2 million yuan. Accurate financial calculations are essential in the early stages to avoid cash flow problems. Financial planning mainly covers four core areas, each requiring detailed calculation.

First, there's the venue rental, a major and ongoing expense accounting for 30%-40% of the total investment. This varies significantly depending on the city and location: in first-tier cities, the monthly rent in prime commercial areas is 200-400 RMB per square meter; in second- and third-tier cities, it's 80-150 RMB per square meter in regional commercial areas; and in community commercial complexes, it's relatively lower, around 1-2 RMB per square meter per day. Investors are advised to try to secure a 1-3 month rent-free renovation period to alleviate initial financial pressure. Second, there's equipment costs, accounting for 40%-50% of the total investment. Basic setups (inflatable playground + sandpit) cost approximately 800-1200 RMB per square meter; standard setups (adding electric equipment and role-playing areas) cost 1200-1800 RMB per square meter; and high-end setups (themed scenes + interactive technology) cost 1800-2500 RMB per square meter.

Thirdly, decoration costs account for 15%-20% of the total investment. Basic decoration costs 500-800 yuan/square meter, high-end decoration 800-1200 yuan/square meter, and themed decoration 1200-2000 yuan/square meter. Safety, environmental protection, and space utilization should be the primary considerations. Fourthly, operating reserve funds account for 10%-15% of the total investment. At least 3-6 months' worth of funds should be reserved to cover initial operating costs such as labor, utilities, and marketing. In addition, a certain amount of emergency funds should be reserved to cope with unforeseen circumstances such as equipment repairs and policy changes, ensuring the smooth launch of the indoor children's playground.

III. Site Selection: Balancing Customer Traffic and Safety to Solidify the Business Foundation

The site selection directly determines the customer traffic and profitability of the indoor children's playground. The core principle should be "concentrated customer traffic, safety and convenience, and suitability to the target market." Prioritize areas with a high concentration of family customers, such as mid-to-high-end community commercial streets, family-oriented shopping centers, and parent-child themed malls. These areas have a stable customer base, and parents have a strong willingness to spend.

When selecting a location, pay attention to the following details: First, floor selection: prioritize floors 1-3, as they have high foot traffic, are convenient for parents to bring their children in and out, and meet fire safety requirements. Basements and floors above the 4th floor are not recommended due to difficulties in obtaining fire safety approvals. Second, site conditions: the recommended area is 80 square meters or more; 80-150 square meters for community stores, 200-400 square meters for shopping mall stores, and 500 square meters or more for flagship stores. The ceiling height should be at least 2.8 meters, and large equipment should be at least 4-5 meters high. The site shape should be as regular as possible to reduce wasted space. Third, convenient transportation: proximity to subway and bus stations is essential, and the shopping mall must ensure sufficient parking spaces to solve parents' transportation problems. Fourth, surrounding amenities: prioritize areas with children's retail, early education institutions, and family-friendly restaurants nearby to create complementary business formats and mutual customer flow. Simultaneously, confirm that the site has clear property rights and complies with relevant regulations for operating indoor children's playgrounds to avoid future property disputes.

IV. Compliance Procedures: Complete Licenses and Permits to Avoid Business Risks

Compliance is the prerequisite for the long-term development of indoor children's playgrounds. In the early stages, it is essential to obtain all relevant licenses and permits according to the established procedures to avoid being ordered to cease operations or fined due to missing licenses or permits. The core license and permit application process should follow the logic of "register the main entity first, then obtain specific permits," as follows:

1. Business License: This is a basic and essential license. You can choose to be a sole proprietorship (lower tax burden, simpler process) or a limited liability company (suitable for branded operations). The business scope must clearly include "children's play services." If food sales or maternal and infant services are involved, corresponding items need to be added separately. Applications can be submitted online or offline through the local government service website, and approval can be completed within 3-5 working days.

2. Fire Safety Inspection/Filing: This is a key regulatory focus. New regulations in 2025 explicitly require that indoor children's playgrounds are strictly prohibited from being located in underground, semi-underground spaces, or on floors four or higher. They must have independent safety exits and be equipped with intelligent fire extinguishers, emergency lighting, etc. Playgrounds under 200 square meters must have at least two safety exits, with passageway widths ≥ 1.4 meters. Playgrounds with a total building area ≤ 500 square meters can be quickly filed through the "notification and commitment system."

3. Other Special Permits: If amusement equipment (such as mini carousels or claw machines) is involved, an entertainment business license is required; if food or beverages are sold, a food business license is required; all employees must hold health certificates, and in some areas, a public place hygiene registration is also required. Furthermore, if the equipment's operating height is ≥ 2 meters or its speed is ≥ 2 m/s, it is classified as special equipment, requiring the purchase of products with relevant manufacturing licenses and the acquisition of a special equipment use registration certificate.

V. Equipment Procurement and Decoration: Safety First, While Considering Experience and Differentiation

Play equipment and decoration are the core competitiveness of indoor children's playgrounds, directly impacting customer experience and reputation. The core principles are "safety and environmental protection, suitability for the target customer group, and highlighting differentiation." Equipment procurement should follow the "7:2:1" principle: 70% basic equipment (soft play area, ball pit, soft slides), 20% special equipment (role-playing, DIY craft area), and 10% interactive technology equipment (AR projection, VR experience), controlling costs while ensuring a good experience.

When purchasing, prioritize qualified and reputable manufacturers, request quality inspection reports, avoid purchasing equipment made from recycled materials, ensure the equipment is environmentally friendly and odorless, with rounded corners and soft padding, and choose ball pits with a diameter of 7cm or more to prevent young children from accidentally swallowing them. If purchasing special equipment, confirm that the manufacturer has the relevant manufacturing license, and the equipment must pass inspection after installation before use. In terms of decoration, safety, environmental protection, and thematic consistency must be considered. Non-slip, anti-collision flooring should be used, walls should be padded, and soft, warm lighting should be chosen to avoid sharp decorations. Themed decoration can be tailored to the preferences of the target customer group, such as a cartoon theme for younger children or a sports theme for older children, creating an immersive experience and enhancing the recognizability of the indoor children's playground.

VI. Operational Planning: Early Planning to Ensure Profitability Upon Opening

The core of early-stage operational planning is "early customer acquisition, standardized management, and increased repeat purchases" to avoid the predicament of "no customers" after opening. First, a reasonable pricing strategy should be developed, combining local consumption levels and competitor pricing, offering various packages such as single-entry tickets, multi-entry passes, monthly passes, and annual passes. In the initial opening phase, low-priced customer acquisition cards and pre-sale discount coupons can be offered to quickly lock in customers and recoup funds.

Second, an operational team should be established and trained. Core positions include front desk staff (cashier, card issuance), on-site security personnel (patrol, guidance), and cleaning staff (regular disinfection). Part-time staff can be added during peak periods such as May Day and Children's Day. The training focuses on equipment operation procedures, first aid knowledge, service etiquette, and sales techniques to ensure professional and attentive service for parents and children. Simultaneously, a marketing system will be established in advance, including creating Douyin and Xiaohongshu accounts online to post videos showcasing the renovation progress and equipment highlights, inviting local parenting bloggers to visit the store and attract customers, and offering early bird tickets on Meituan and Dianping. Offline, trial vouchers will be distributed in surrounding communities and kindergartens, and roll-up banners will be placed in shopping malls to expand brand exposure.

Furthermore, a comprehensive operational management system needs to be established, such as a daily equipment inspection and maintenance system, a regular site disinfection system, and emergency plans (e.g., handling child bumps and equipment malfunctions). Additionally, 10%-15% of the space should be reserved as unused areas for future equipment updates to maintain the indoor children's playground's freshness and increase customer repurchase rates.