How to Operate a Successful Doll House (Children’s Play Café/Doll Theme Store)
1. Accurately target customer groups and market differentiation
Core customer group:
Our main focus is on parent-child families (children aged 2-10 and their parents), catering to both teenage girls (best friend gatherings, birthday parties) and IP enthusiasts (collectors).
Analyzing the local market gap: If there is a lack of parent-child interaction space in the surrounding area, the "parent-child social" attribute can be strengthened; If the competition is fierce, it is necessary to break through with unique IP themes or immersive experiences (such as Disney princesses, Japanese cute pets, antique dolls, etc.).
Differentiation strategy:
Themed positioning: For example, "Fairy Tale Forest Doll House" and "Retro Barbie Experience Hall" attract target customers through distinct visual styles.
Functional complexity: Integrating "doll experience+light catering+DIY handmade+retail" to create a one-stop parent-child consumption scene.
2. Refined product selection and supply chain management
Doll category strategy:
Age stratification:
Young children (2-5 years old): We mainly promote soft cloth dolls and puzzle assembly dolls (such as home play sets).
School aged children (6-10 years old): Introduce trendy IP dolls (such as blind boxes, anime characters), and interchangeable dolls (with rich clothing accessories).
Girls/Collectors: Limited edition dolls, designer collaborations, vintage antique dolls (attracting high spending customers).
IP cooperation: Collaborate with popular animation and picture book IPs (such as Frozen and The Little Prince) to launch exclusive dolls and attract traffic through IP.
Supply chain optimization:
Cooperate with reliable manufacturers to ensure the safety of doll materials (in compliance with the national standard GB 6675) and avoid damaging reputation with inferior products.
Regularly update inventory, eliminate unsold items, and encourage customers to participate in new product selection through methods such as "member voting" to enhance interactivity.
3. Scene based space design and experience upgrade
Space zoning planning:
Doll Experience Area: Set up open display cabinets and themed scenery (such as Princess Castle and Forest Hut), allowing customers to touch and take photos up close, accompanied by a "Doll Butler" to explain gameplay.
Parent child interaction area: Provides tables, chairs, and doll themed board games, organizes "mom salons" (such as parenting sharing sessions) and "doll dress up competitions" to extend the stay time.
DIY Handicraft Area: Offering courses such as "Doll Clothing Making" and "Clay Face Pinching", with fees charged based on class hours or material packages.
Retail area: Display doll peripherals (such as small furniture, accessories, storybooks), set up "blind box walls" and "special price areas" to stimulate impulse consumption.
Atmosphere creation:
Sound effects: Play lively nursery rhymes or theme music (such as Disney music).
Visual: Using warm toned lighting, plush carpets, cartoon murals, and regularly changing holiday themed decorations (such as Christmas doll themes, Halloween ghost horse styles).
Smell: Use a light sweet fragrance (such as marshmallow) to enhance sensory memory.
4. Diversified marketing and user growth strategy
Online drainage:
Social media operations:
In Little Red Book and Tiktok, the "Doll House Clock in vlog" was released to show the parent-child interaction scene and limited dolls, and match the topic # Girls' Heart Burst # Good Place for Parents and Children.
Launch the "Dollhouse Story Collection" activity to encourage customers to share photos and stories with dolls, and select content to receive coupons.
Local lifestyle platform: Launch "parent-child packages" (such as "doll experience+afternoon tea" combination) on Dianping and Meituan, using group buying discounts to attract new customers.
Offline activities:
Theme Day Event:
Doll Birthday Party ": Customers can bring dolls to participate in the collective celebration, provide free cakes and decorative props, and take commemorative photos.
Old Doll Exchange ": Encourage customers to use idle dolls to offset their consumption amount, and donate the exchanged dolls to public welfare organizations to shape the brand's public welfare image.
Cross industry cooperation: Jointly promote with children's photography studios, mother and baby stores, and early education institutions, such as "giving away dollhouse experience vouchers for full consumption at cooperative institutions".
Membership system:
Design a "growth oriented member": Junior members can enjoy points to redeem gifts, while senior members can participate in new product testing and exclusive themed parties.
Introducing the "Doll Adoption Certificate": Customers can receive a certificate after purchasing a doll, which entitles them to lifelong free cleaning, clothing discounts, and other privileges, enhancing emotional connections.
5. Refined operation and repurchase improvement
Service standardization:
Train employees on the ability of "doll experts": familiar with the story background and gameplay of each doll, able to provide parents with "educational and entertaining" suggestions (such as cultivating children's social skills through dolls).
Establish a 'Customer Experience Feedback Form' to collect suggestions on doll categories and event design, and conduct weekly reviews for optimization.
Data driven product selection:
By analyzing the types of hot selling dolls, customer consumption periods, and unit price through the cash register system, for example, if it is found that there is a concentration of parent-child customers on weekends and afternoons, interactive activities can be temporarily added.
Push personalized recommendations to high-frequency customers, such as "Your favorite doll new product has arrived" and "Member exclusive discount is about to expire".
Cross border extended income:
Developing derivative services: providing doll rental (for birthday parties, film and television shooting), customized dolls (making dolls based on customer photos).
Online e-commerce: Build a mini program mall to sell exclusive dolls and DIY material packages, and enhance repeat purchases through "offline experience+online ordering".
6. Cost control and risk management
Rent and land use efficiency optimization:
Priority should be given to selecting locations for community commercial entities or shopping malls with a concentration of children's businesses, with rent accounting for no more than 15% -20% of revenue.
Utilize high-frequency and low-priced light dining options (such as doll themed cookies and fruit juice) to increase non core customer consumption and improve floor area efficiency.
Inventory and Loss Management:
Adopting a "pre-sale+pre order" model for high priced limited edition dolls to reduce inventory backlog; Low cost accessories (such as clothing) can be purchased in small quantities with multiple styles and cleared regularly.
Establish a 'doll hospital' to provide damage repair services (charging or redeeming points) and reduce the loss rate.
Safety compliance:
Regularly check the safety of toys to avoid the risk of suffocation caused by small parts falling off; The materials used in the handicraft area should be child friendly (such as non-toxic clay).
Purchase public liability insurance to prevent unexpected situations such as customer injuries.
Summary of Key Success Factors
Emotional value priority: The essence of dollhouses is to sell "dreams and companionship", and emotional resonance needs to be strengthened through scenes and services, rather than simply selling goods.
Dynamic iteration ability: keep up with children's consumption trends (such as Meta Universe and China-Chic IP), update 10% -20% of content quarterly, and keep fresh.
Parent experience design: Avoid passive scenes of "children playing and parents waiting", provide comfortable rest areas, coffee and meals, and social activities, so that parents can also enjoy the consumption process.
Process of opening a store in a game machine amusement park
1、 Preliminary preparation
（1） Market research
Target customer analysis: Identify the main audience groups, such as teenagers, children, families, etc. Conduct in-depth research on the preferences, purchasing power, and frequency of play of different groups. For example, if teenagers are the main players, it is necessary to understand the current popular game types, such as popular esports games, dynamic music and dance games, etc; If aimed at families, parent-child interactive gaming devices are more popular.
Competitor research: Conduct a comprehensive investigation of existing game console amusement parks in the surrounding area. Analyze the types of equipment, service quality, pricing strategy, customer traffic, etc. Identify its strengths and weaknesses in order to achieve differentiated competition in its own venue planning. For example, if there are many large simulators in a nearby place, it is advisable to consider adding more small and interesting devices to one's own place.
Market demand assessment: Based on factors such as local population density, consumption level, and entertainment market saturation, evaluate the market demand for gaming machine amusement venues. Potential customers' opinions and suggestions can be collected through questionnaire surveys, interviews, and other methods to understand their expectations and needs for game machine amusement parks.
（2） Business plan formulation
Clear business positioning: Determine the business positioning of the venue based on market research results. Is it to create a high-end luxury e-sports theme park, a comprehensive game hall for the public, or a parent-child space focused on children's play. For example, positioned as a high-end esports theme park, it needs to be equipped with high-performance computers, professional esports tables and chairs, top-notch audio equipment, and provide high-quality catering services.
Financial budget planning:
Cost budget: covering various expenses such as venue rental, equipment procurement, decoration costs, personnel salaries, utilities, marketing and promotion expenses. In terms of venue rental, based on the rental level of local commercial areas, it is estimated that the monthly rent per square meter will be charged; Equipment procurement is estimated based on the prices and quantities of different types of equipment, such as a regular doll machine priced at [X] USD/TIME , with a planned purchase of [X] units; The decoration cost is estimated based on the site area and decoration style, with a simple style decoration cost of [X] yuan per square meter, while a luxurious style decoration cost may be as high as [X] USD/TIME
Revenue forecast: Based on market research on customer flow and consumption ability, predict revenue for different time periods. On average, [X] people are received per day on weekdays, with a per capita consumption of [X] USD/TIME ; On weekends and holidays, the passenger flow increases by X%, and per capita consumption may increase by X USD
.
Profit analysis: Calculate the expected profit situation by subtracting costs from revenue. Analyze how long it will take to achieve a balanced income and expenditure, as well as the time required to reach the expected profit target.
Operational strategy planning:
Price strategy: Establish reasonable charging standards, which can be implemented through various methods such as single consumption, package consumption, membership system, etc. If a single game charges [X] USD, a package containing [X] games will be launched at a price of [X]USD. Customers who apply for a membership card can enjoy discounts such as recharge gifts and point redemption.
Marketing and promotion strategy: Determine the online and offline promotion channels and methods. Utilize social media platforms, game forums, group buying websites, etc. online to promote and advertise, regularly releasing information on promotional activities, new device launches, etc; Offline, distribute flyers in surrounding schools, shopping malls, and communities, and collaborate with nearby businesses to hold joint promotional activities to attract customers.
Service strategy: Plan how to provide high-quality services, such as setting up comfortable rest areas, providing free drinks, training employees to have a good service attitude and professional equipment operation knowledge, etc.
（3） Financial preparation
Personal funds: Evaluate the scale of funds that can be invested and determine the proportion in the total investment.
Bank loans: Consult the bank for suitable loan products, such as commercial loans. Prepare relevant documents such as business plan, asset proof, income statement, etc., and apply for a loan. Pay attention to loan limits, interest rates, repayment terms, and other conditions.
Looking for partners or investors: If there is a significant funding gap, interested partners or investors can be sought to jointly invest. Clearly define the contribution ratio, equity distribution, responsibilities and obligations of all parties, and sign cooperation agreements or investment contracts. For example, if a partner contributes [X] million yuan and holds [X]% of the shares, they will have corresponding rights to profit distribution and decision-making.
2、 Site selection and venue leasing
（1） Key points for site selection
Pedestrian flow and transportation convenience: Priority should be given to areas with high pedestrian flow, such as large shopping centers, commercial pedestrian streets, near transportation hubs (subway stations, bus stops), school gathering areas, etc. Ensure convenient transportation and easy access for customers. For example, located within a shopping center, it can leverage the natural foot traffic of the mall; Being close to the subway station can attract a large number of commuters.
Surrounding environment and supporting facilities: Investigate whether there are other entertainment venues, dining establishments, cinemas, etc. in the surrounding area to form complementary business formats, increase customer stay time and consumption desire. At the same time, there should be sufficient parking spaces in the surrounding area to facilitate self driving customers to park. For example, adjacent to a cinema, customers may choose to play at a game console amusement park before and after watching the movie.
Policies, regulations, and site conditions: Understand the local policies and regulations regarding gaming and amusement facilities, such as site area requirements and distance restrictions from schools. Choose a venue that meets the requirements, and the venue area is determined based on the business scale. Generally, small venues are around X square meters, medium-sized venues are between X and X square meters, and large venues are over X square meters. The floor height, power supply, fire-fighting facilities, etc. of the site should also meet the requirements, such as a floor height of not less than [X] meters, and the power load should be able to meet the operation of all equipment.
（2） Venue leasing negotiation
Rent negotiation: Negotiate rent with landlords based on market conditions and site conditions. Strive for reasonable rental prices and payment methods, such as one deposit, three payments, quarterly payments, etc. At the same time, negotiate the rent increase method to avoid a significant increase in rent in the later stage. For example, the rent increases by [X]% annually.
Lease term and renewal terms: To determine the lease term, it is generally recommended to sign a longer contract, such as [X] - [X] years, to ensure the stability of operations. Clearly define the renewal terms, such as [X] months before the expiration of the lease term, if both parties have no objections, the lease will be automatically renewed for [X] years.
Clear contract terms: Carefully read the lease contract terms to clarify the rights and obligations of both parties. Including the scope of site use, maintenance responsibilities, water and electricity expenses, breach of contract liabilities, etc. If there are any unclear or unreasonable aspects, promptly negotiate with the landlord to make modifications.
3、 License processing
（1） Business License
Name pre-approval: Go to the local industrial and commercial administrative department for pre-approval of the enterprise name. Prepare multiple alternative names to avoid duplication. Generally, approval can be completed within 1-3 working days.
Submit registration application: Prepare the company's articles of association, shareholder identity certificate, registered capital certificate, proof of business premises (lease contract or property certificate) and other materials, and submit the application for business license registration. Applications can be made online or offline. Online applications can be processed on the official website of the local administration for industry and commerce, while offline applications can be processed at the business window of the government service hall.
Review and License Collection: The industrial and commercial department reviews the application materials, and after approval, the original and duplicate copies of the business license can generally be obtained within 3-5 working days.
（2） Entertainment Business License
Prepare application materials: copy of business license, venue certificate (property certificate or lease contract), fire safety acceptance certificate, equipment list (indicating model, quantity, manufacturer, etc.), legal representative's certificate of no criminal record, etc.
Online application submission: Log in to the official website of the local cultural and tourism department, enter the administrative approval system, fill in the application information as required, and upload the application materials.
On site investigation and review: After receiving the application, the cultural and tourism department will arrange staff to conduct on-site investigation. Check the layout of the venue, whether the equipment complies with regulations, and whether there are signs prohibiting minors from entering. Verify the authenticity and completeness of the application materials.
Obtaining a license: After passing the review, go to the designated location of the cultural and tourism department within the specified time to obtain the entertainment business license. The general review period is 10-20 working days.
（3） Fire related certificates and licenses
Fire protection design filing: Before decoration, submit the fire protection design drawings and other relevant materials of the site to the local fire department for filing. Online filing can be done through the online government service platform for fire protection.
Construction and testing of fire protection facilities: According to the requirements of fire protection design, carry out the construction of fire protection facilities, such as installing automatic fire alarm systems, fire sprinkler systems, evacuation signs, emergency lighting, etc. After the construction is completed, a qualified fire inspection agency shall be hired to conduct inspections and issue inspection reports.
Public gathering places put into use, pre business fire safety inspection: Prepare business license, fire inspection report, fire safety system, fire extinguishing and emergency evacuation plan and other materials, and apply to the local fire department for public gathering places put into use and pre business fire safety inspection. The fire department conducts on-site inspections and issues a "Certificate of Qualification for Fire Safety Inspection before Public Gathering Places are put into use and open for business" after passing the inspection. The inspection usually takes 10-15 working days.
（4） Other licenses that may be required
Hygiene Permit: If the venue has a dining area or provides beverage services, a hygiene permit may be required. Submit application forms, commitment letters, legal person identity certificates, business premises floor plans, hygiene management systems and other materials to the local health department to apply for a hygiene license. The health department conducts audits and on-site inspections, and issues permits after the audit is approved. The processing cycle is generally 7-15 working days.
Food Business License: If operating pre packaged food, bulk food, etc., a food business license is required. Submit an application on the official website of the local market supervision and management department, upload materials such as business license, layout of main equipment and facilities, and operating procedures. The market supervision and management department will conduct review and on-site verification, and issue a food business license to those who meet the conditions. The processing time is about 10-20 working days.
4、 Venue decoration and equipment procurement
（1） Venue decoration design
Style determination: Determine the decoration style based on the business positioning and target customer group. The theme of esports can adopt a high-tech decoration style, mainly featuring cool colors and cool lighting effects; Children's playgrounds can choose decoration styles with bright colors and rich cartoon images.
Space layout planning: Reasonably plan the site space, including game area, rest area, cash register area, gift exchange area, etc. The game area should be divided and placed according to the size and type of devices to ensure smooth passage and facilitate customer play; Set up comfortable sofas and coffee tables in the rest area to provide a good resting environment; The cash register and gift exchange areas are set up in prominent locations to facilitate customers in handling business and exchanging gifts.
Decoration construction: Choose a qualified and reputable decoration company for construction. Sign a decoration contract, specifying the decoration period, quality standards, costs, and other matters. During the construction process, it is necessary to strengthen supervision to ensure that construction is carried out according to the design plan, while paying attention to construction safety and environmental protection requirements. The decoration period depends on the size of the site and the complexity of the decoration. Generally, it takes 1-2 months for small venues, 2-3 months for medium-sized venues, and 3-6 months for large venues.
（2） Equipment procurement
Equipment selection: Choose suitable game console equipment based on business positioning and market demand. Including doll machines, coin vending machines, simulation racing machines, shooting machines, dance machines, e-sports computers, etc. Pay attention to the quality, playability, novelty, and safety of the equipment. For example, choosing equipment from well-known brands ensures better quality and after-sales service; Regularly monitor industry trends and promptly purchase newly launched popular gaming devices.
Supplier selection: Looking for legitimate game console equipment suppliers, supplier information can be obtained through participating in industry exhibitions, online searches, peer recommendations, and other methods. Compare suppliers, including equipment prices, quality, after-sales service, delivery time, and other aspects. Choose suppliers with high cost-effectiveness and good reputation for cooperation.
Procurement Contract Signing: Sign a procurement contract with the selected supplier, specifying the equipment model, quantity, price, delivery time, delivery location, quality standards, after-sales service, and other terms. Agree on breach of contract liability in the contract to protect one's own rights and interests. After paying the deposit, wait for the supplier to ship. After the equipment arrives, it needs to be inspected to ensure that it is in good condition and that the quantity and model are consistent with the contract.
5、 Personnel recruitment and training
（1） Personnel recruitment
Job setting: According to the operational needs of the venue, positions such as cashier, waiter, equipment maintenance personnel, and cleaner are set up. Clearly define the responsibilities and job duties of each position, such as cashiers responsible for receiving payments, processing membership cards, issuing invoices, etc; Waiters are responsible for guiding customers, answering customer questions, assisting customers in operating equipment, etc; Equipment maintenance personnel are responsible for the daily maintenance and troubleshooting of equipment; The cleaner is responsible for the cleanliness of the venue.
Selection of recruitment channels: release recruitment information through recruitment websites (such as Zhilian recruitment, BOSS direct recruitment, etc.), social media platforms (such as WeChat friends circle, Tiktok, etc.), on-site job fairs, posting recruitment posters, and other channels. Attract candidates who meet the job requirements to apply.
Interview and Recruitment: Conduct interviews with applicants to understand their work experience, professional skills, service awareness, etc. Select suitable candidates for employment based on the interview results. Sign labor contracts with hired personnel, specifying job positions, salary and benefits, working hours, and welfare benefits.
（2） Personnel training
Onboarding training: New employees undergo onboarding training after joining. The content includes corporate culture, rules and regulations, service standards, safety knowledge, etc. Enable new employees to understand the company's values and business philosophy, familiarize themselves with the work environment and workflow.
Job skills training: Provide professional skills training for different positions. Cashiers receive training on cash register system operation and financial knowledge; Waiters receive customer reception skills training and equipment operation training; Equipment maintenance personnel receive training on equipment maintenance techniques, safety operating procedures, etc. Through training, improve employees' professional skills and work abilities.
Regular training and assessment: Regularly organize employee training to update knowledge and skills, and improve service quality. At the same time, employees are assessed, and the assessment results are linked to their performance bonuses, promotions, etc., to motivate employees to continuously improve their own qualities.
6、 Preparation and operation for opening
（1） Preparation before opening
Equipment debugging and trial operation: Before opening, conduct comprehensive debugging of all game console equipment to ensure normal operation. Conduct a trial run for a period of time to check the stability of the equipment during actual operation, and promptly identify and solve problems.
Product procurement and inventory management: If there is gift exchange or food sales business, purchase corresponding products. Establish an inventory management system to monitor the purchase, sales, and inventory of goods in real-time, ensuring that the goods are sufficient and not backlogged.
Planning and execution of promotional activities: Develop a promotional plan for the opening and utilize various online and offline channels for publicity. Publish opening information and promotional activities online to social media platforms, game forums, group buying websites, etc; Distribute flyers offline in surrounding communities, schools, and shopping malls, hold opening celebrations, and invite media coverage. Attract customer attention and increase the visibility of the venue.
Opening event planning: Design attractive opening events, such as opening discounts, recharge gifts, free experiences, lucky draws, etc. For example, three days before the opening, there is a 50% discount on all games, a membership card recharge of [X] yuan will receive [X] yuan, and a lucky draw will be set up, with prizes including game consoles, exquisite gifts, etc.
（2） Formal operation and management
Daily operation management: Establish a comprehensive daily operation management system, including business hours, employee scheduling, equipment maintenance plans, hygiene and cleaning standards, etc. Ensure the normal and orderly operation of the venue.
Customer service management: Emphasize customer service quality and promptly handle customer complaints and suggestions. Collect customer feedback through surveys, online evaluations, and other methods to continuously improve services. Regularly organize member activities, such as exclusive game competitions and birthday benefits, to enhance customer loyalty.
Equipment update and maintenance: Regularly maintain and upkeep game console equipment to extend its service life. Pay attention to industry trends, update equipment in a timely manner according to customer needs and market changes, introduce new gaming projects, and maintain the attractiveness of the venue.
Financial management: Do a good job in financial management, including cost control, income accounting, tax declaration, etc. Regularly conduct financial analysis to understand the business situation and provide a basis for decision-making. Reasonably control costs and improve operational efficiency.
Marketing activity planning and execution: Continuously carry out marketing activities to attract new customers and retain old customers. Plan themed marketing activities based on different holidays, seasons, hot events, etc., such as Valentine's Day couple packages, summer student discounts, e-sports competitions during the World Cup, etc. By continuously innovating marketing methods, enhance the competitiveness and profitability of the venue.
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