Focus on the demand for parent-child interaction, HAIDILAO (06862) has created its first family-friendly store with a panoramic "eat, drink, play, and have fun" experience.

Every morning at 10:30 am, the staff at the HAIDILAO store in Shenzhen Nanshan District Fengda City swipe their cards to open the door of the amusement park, welcoming parent-child families who come to the store. "The proportion of parent-child families consuming in the store is very high, reaching up to 50% on weekends." At the end of July this year, HAIDILAO (06862) opened the first parent-child friendly store in the country at Fengda City in Shenzhen Nanshan District, attracting many parent-child families to visit. According to the store manager Yin Xiaolian, the number of customers increased significantly in the first month of operation, with over a thousand more tables compared to the same period last year. As a new form of service product extending from the mother and baby market, the parent-child service industry has seen good opportunities in recent years. From traditional theme parks, zoos, museums to emerging research travel bases, rural parent-child travel projects, and more, parent-child service products are constantly emerging. However, according to research data from the China Tourism Research Institute, 1/5 of tourists are still dissatisfied with existing parent-child travel products. Known for its personalized service, HAIDILAO has always focused on parent-child services, introducing children's amusement parks and offering free steamed eggs and creative toys, which have been welcomed by parent-child families. By focusing on the pain points of family consumption and meeting the needs of parent-child interaction, parent-child families can "eat at HAIDILAO without worries about the kids." Offering a "one-stop shop for eating, drinking, playing and enjoying" panoramic experience, HAIDILAO creates a "parenting paradise" for parents to take their children. The HAIDILAO parent-child friendly store is located on the second floor of Fengda City Shopping Center in Nanshan District, Shenzhen. Coming out of the elevator on the second floor of the shopping center, you will see a 200 square meter parent-child friendly amusement park. According to the store manager, the amusement facilities at the HAIDILAO parent-child friendly store are more diverse, with areas such as an ocean ball pool, a fun sand area, a graffiti wall, a building blocks game area, a projection interactive slide, a reading corner, and more to meet the play needs of children of different ages. Research data from the China Tourism Research Institute shows that the lack of parent-child facilities, relatively lagging tourist supporting facilities, and a lack of parent-child interactive elements are important reasons for parents' dissatisfaction with current parent-child service products. With the intergenerational shift of parent-child consumption forces and the change in consumption concepts, parent-child education occupies an important position in the parenting cognition of modern parents. Survey data from iiMedia Research shows that over 98% of parents recognize the importance of parent-child education. In response to this, the HAIDILAO parent-child friendly store also meets the needs of parent-child interaction through innovative designs in multiple scenarios. "Our parent-child amusement park is open to parents, and children under four years old can play with their parents, increasing the time for parent-child interaction and companionship," said the store manager. To further enrich the interaction between parents and children, the store will cooperate with professional interest organizations to hold various themed handcraft activities. Currently, it has held handcraft wind chime making, fruit scooping, DIY mosaic cups, and other handcraft activities, as well as scientific experiments like magic meteor shower. Themed handcraft activities have received good feedback from parent-child families. "Since the parent-child friendly store opened, we receive at least 120 families on weekdays and around 300 families on weekends. There are also many Hong Kong families who come specifically to experience it in Shenzhen," the store manager said. In addition to the scheduled interactive performances such as dance, magic, and face-changing, the store also provides surprises for children during meal times. In addition to the parent-child amusement park, the HAIDILAO parent-child friendly store has added many details to enhance parent-child interaction in the dining area. For example, a children's exclusive condiment area is set up in the small dish area to enhance children's dining interaction experience. "Many children come to dine with their parents, see the children's exclusive condiment area, and then tell their parents, 'Mom, Dad, I want to make a dipping sauce for you by myself,'" said the on-site service staff. Professional escort teams, entry health checks... full of safety details For parent-child families, safety issues of parent-child service products are equally important, especially the safety of young children, which is a major focus for parents. At the entrance of the HAIDILAO parent-child friendly store amusement park, there is a prominently displayed "HAIDILAO Children's Park Admission Notice," which requires people entering the amusement park to first measure their temperature and undergo a simple oral check. According to the staff, to ensure the health of those entering the park, individuals with a temperature > 37.3C or obvious symptoms of discomfort are refused entry. There is also a no-wash disinfectant at the entrance for people entering and exiting the park to clean their hands. On the right side of the entrance to the amusement park, there is a row of shoe cabinets for people to place the shoes they take off before entering the park. To maintain the cleanliness of the amusement park and prevent slipping and falling during play, the HAIDILAO parent-child friendly store requires children entering the amusement park to wear non-slip socks. According to the store manager, the amusement park facilities are fully covered with soft non-slip mats to ensure the safety of children entering the park. "In the process of innovation and upgrade of the amusement park, we also continuously polish and update the amusement facilities from the perspective of child safety. For example, when designing the fun sand area, we consider that if the materials used are too fine, they can easily enter the child's mouth or nose, so we change them to large-grain lightweight wooden materials to reduce the risk," the staff said. After the operation of the amusement park, the maintenance and cleaning of the amusement facilities are still ongoing. Through daily cleaning and weekly deep cleaning, the cleanliness and hygiene of the amusement park are ensured. In addition to the parent-child project team leader, the HAIDILAO's first parent-child friendly store amusement park is also equipped with three professional service staff with early childhood education experience and emergency medical rescue training certificates, providing escort for children playing and interacting. Furthermore, tablet devices are placed on tables in the store to sync with the amusement park scene, allowing parents to monitor their children's activities in real-time. The "Differentiated HAIDILAO" strategy redefines the boundaries of "family dining" The attention the HAIDILAO parent-child friendly store has received in the market reflects the changes in consumer demand in the parent-child market a greater emphasis on overall family needs. Instead of being limited to a single dimension, it now focuses on "providing a comfortable experience for both parents and children." "In my memory, as early as before 2000, HAIDILAO had already introduced amusement park services. With this renovation and upgrade, we hope to better help parents free their hands and bring them the choice of 'eating at HAIDILAO without worries about the kids,'" the store manager said. "Over the past ten years, we have been continuously upgrading based on parent-child needs, such as cooperating with IPs like Octonauts, Boonie Bears to launch co-branded meals and products, introducing various handcraft interactive activities, AI interactive learning modules... so that children can eat happily, play to their heart's content, parents can dine comfortably, and everyone can enjoy a pleasant dining experience." According to the introduction, the HAIDILAO parent-child friendly store not only helps parents solve the trouble of "not eating well or playing well with their children" through a rich array of amusement facilities and perfect safety protection system, but also enhances parent-child interaction through themed activities and play modes. Based on user comments on review websites, many users mention in their comments, "letting children play freely while parents dine in peace." The full-scale experience of "eating, drinking, playing, and enjoying" satisfies the consumption needs of both adults and children, reinforcing HAIDILAO's "all-age-friendly" consumer mindset. The "2025 Parent-Child Holiday Development Report" released by the China Amusement Park Association shows that China's parent-child travel market is continuously expanding and has become an important growth point in the tourism market. By 2025, the transaction scale of China's online parent-child holiday market will reach 300 billion yuan. In this market opportunity, as another landing project of the "Differentiated HAIDILAO" strategy, the HAIDILAO parent-child friendly store deeply integrates dining with parent-child interaction, safety protection, and scene experience, redefining the boundaries of "family dining." Perhaps in the wave of booming parent-child economy, it can help companies further broaden their brand moat.