New Practice: Breaking the Homogenization Dilemma

As an innovative practitioner in the trendy sports park track, Mizone has deeply collaborated with ShenZhen Air party. It has not only built an 18,000㎡ “trendy play aircraft carrier” but also broken the industry’s homogenization dilemma with the core concept of “light sports + light exercise + light entertainment”, providing a replicable new model for the format upgrading of trendy sports parks!

Driven by both the experience economy and consumption upgrading, trendy play parks have transformed from “equipment stacking” to “experience ecology”.

When ShenZhen Air party secured an 18,000-square-meter venue, it faced the biggest challenge: how to layout effectively to maximize benefits, recover costs quickly and achieve profitability.

In terms of ShenZhen Air party’s design concept, Mizone broke out of traditional frameworks. With a large double-deck duplex space as the carrier, it redefined the core competitiveness of trendy sports parks through three-dimensional innovation: three-dimensional spatial design, IP content empowerment, and full-age group coverage. It became a focal benchmark in the industry as soon as it opened.

Format Innovation: Three-Dimensional Spatial Empowerment, Reconstructing Gameplay Boundaries

The 18,000㎡ physical space and 7.2-meter floor height advantage provide core support for Mizone’s gameplay innovation.

We have pioneered the “two-in-one three-dimensional track system”, subverting the limitation of “single project occupying independent space” in traditional parks, and achieving the dual value of “maximizing space utilization + upgrading experience richness”:

One track is compatible with two projects: ZIPLINE and LIGHT WHEEL MOTORCYCLE. It not only meets young people’s pursuit of excitement such as weightlessness and speed but also reduces equipment idleness through flexible switching.

A high-altitude expansion area is inserted in the middle of the track. Projects such as climbing nets and balance beams form a “parent-child interaction scenario”. One space fulfills the dual needs of “adult exciting experience + children’s ability training”, completely solving the pain point of “wasted functional partitions” in traditional parks.

Experience Upgrade: IP Empowerment + Full-Age Coverage, Resolving Supply-Demand Mismatch

Centering on “user needs”, Mizone has realized the experience leap from “playing projects” to “playing scenes” and “playing social interaction” through IP binding and precise zoning:

IP scenario-based implantation: It introduced the officially authorized escape room of “Crazy Maji”, deeply integrating the classic challenge plots of the variety show with real scenes. Through lighting effects and immersive plot design, it creates a closed loop of “experience – check-in – communication”, greatly reducing customer acquisition costs and enhancing brand recognition.

Full-age project matrix: 12 core sports projects cover customers aged 3-50. The flagship trampoline area balances leisure and professional performances. HIGH SWING and REVERSE BUNGEE are specially designed for young people seeking excitement. The climbing area offers hierarchical experiences with “beginner walls” and “challenge walls”. Projects such as RAINBOW STEPPING PILLARS and 360 BICYCLE balance fun and safety, completely resolving the supply-demand contradiction of “children having fun while parents waiting” in traditional parks.

Precise zoning design: It divides into “trendy sports area”, “slash youth area” (competitive social interaction), “video game experience area” (light entertainment interaction), and “family-friendly area” (parent-child light sports). This allows different customer groups to enjoy themselves without interfering with each other, maximizing single customer consumption time and experience satisfaction.

Consumption Logic: Transparent Pricing, Building User Loyalty

In terms of consumption model, Mizone breaks the industry’s hidden trick of “ticket + secondary consumption” and adopts a transparent pricing strategy of “all-in-one ticket for unlimited play”:

It reduces users’ decision-making costs, enhances experience depth through “unlimited play”, and extends customer stay time.

It establishes user loyalty with “high cost-performance ratio + rich experience”, forming a virtuous cycle of “exchanging strong experience for repurchases”. This not only forms differentiated competition with competitors but also builds a sustainable profit model.

Project Results: Sustained Profitability, Exceeding Expected Repurchase Rate

With 4,000 visitors on the opening day and sales exceeding 5 million yuan in the opening month, the project still maintains strong profitability two months later. Recently, the group purchase volume has reached nearly 4.5 million yuan, ranking first in group purchases among similar venues and topping Shenzhen’s popular list of new experiences, which fully demonstrates the success of this project.

Industry Insights: From “Equipment Supply” to “Ecological Solutions”

Mizone’s successful practice reflects three core development trends of trendy sports parks:

Efficient space utilization: Resolving the industry misunderstanding of “large space = high cost” through three-dimensional design and project integration.

IP-oriented experience content: Binding high-recognition IP to realize the upgrade from “functional experience” to “emotional experience”.

Full-age service coverage: Getting rid of dependence on a single customer group and covering the needs of all age groups through hierarchical design.

For the industry, Mizone is not only a builder of “trendy play landmarks” but also a provider of full-chain solutions that are “profitable, replicable, and reputable”. Its model of “super large space + three-dimensional gameplay + IP empowerment + transparent consumption” promotes the industry’s transformation from “equipment sales” to “ecological operation”.

Whether you are an entrepreneur wanting to enter the trendy play track or an amusement park operator seeking upgrading, Mizone helps partners create phenomenal trendy play projects with professional design, high-quality products, and mature models.

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