Challenges Facing China’s Water Parks: An In-Depth Analysis
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As we enter the second decade of the 21st century, it’s clear that the first decade was a period of rapid growth for the Chinese amusement industry. Among the various attractions, China water parks have emerged as a significant component, with both the number and scale of parks surpassing other theme park forms. According to incomplete statistics, the number of domestic water parks has exceeded a thousand, and this figure continues to rise.
Having been involved in the amusement industry for nearly 20 years, I have witnessed the “water boom” in China water parks firsthand, observing both successes and failures. Here, I will discuss some prevalent issues facing domestic water parks.
Common Issues in Domestic Water Parks
Issue 1: Inaccurate Market Positioning
Many water parks fail to meet investors’ expectations due to inaccurate initial positioning and insufficient market research. Investors often follow trends blindly without understanding the essence of water parks. Before planning a water park, investors should consider several factors:
- Understanding the relationship between water parks and temperature, acknowledging the reality of seasonal management.
- Recognising that indoor water parks cannot solve temperature issues and often face higher costs and poorer visitor experiences compared to outdoor parks.
- Determining the appropriate scale based on the local population, income levels, and competition within a 1.5-hour drive radius.
Issue 2: Lack of Professional Planning and Design
The short history of domestic water parks means that professional planning and design are often lacking. A water park is a comprehensive experience project involving numerous systems, from theme style and amusement equipment to water treatment and ticket sales. The absence of professional planning results in parks that are merely collections of equipment, lacking sustainable market competitiveness.
Issue 3: Project Quality Concerns
Many water parks rush to open in the summer, leading to compromised engineering quality. This rush can result in poor park quality, affecting visitor experiences and introducing safety hazards and rectification costs. Successful industry benchmarks have all prioritised engineering quality.
Operational and Marketing Challenges
Issue 4: Neglecting Operations
Operations are crucial for water parks, which are ultimately about providing service experiences. Most domestic parks operate seasonally, retaining only essential staff during off-seasons. Balancing labour costs with business needs and training employees to be versatile is essential for effective operations.
Issue 5: Overlooking Marketing
Marketing for water parks is complex and labour-intensive. Effective marketing requires self-analysis, competitor comparison, market analysis, weather considerations, historical data analysis, and understanding tourist demographics. Relying solely on agents is insufficient for attracting visitors.
Maintenance and Continuous Improvement
Issue 6: Insufficient Maintenance and Development
During off-seasons, water parks should focus on maintenance, repair, and renovation to prepare for the next business season. Successful parks invest in these areas and train remaining staff, planning for future operations. Continuous development is necessary to enhance park quality and visitor experiences.
As the spring of 2020 arrives and summer approaches, the operating season for water parks is near. The “water boom” of the past decade is waning, and some parks will inevitably be eliminated by the market. I hope my insights will be valuable to investors and managers, helping to create high-quality China water parks that contribute positively to the industry and society.
