[Global Network Science and Technology reporter Wang Nan] Remember the previous article titled "Discrimination Single Dog? They are your God of Wealth!" caused a small discussion. The author of the article stated that “the single person behind it is the development of urbanization and the transformation of science and technology. They have spawned changes in the social structure, and changes in social behavior are the real business opportunities. The future of urbanization will lead to Single popularity."
Although, in the big market of a lone economy, not only narrowly defined individuals include single persons, the development of urbanization is indeed changing the behavior of the entire social group. In an increasingly fast-paced environment, people are getting farther and farther away from people and people. People who are accustomed to such changes and become accustomed to them, while feeling lonely, also begin to accept and enjoy such loneliness. It is bound to bring about changes in consumer behavior.
Among them, olfactory-sensitive entrepreneurs and capitals have long been expanding in this "moneyscape" boom zone.
On February 22nd, Friends singing announced that they had received 60 million yuan of round A financing; on February 22, Super Orangutans announced that they had received 50 million yuan of round B financing; on February 27, coffee zero bar announced the completion of A+ round of financing; March 2 The werewolf kills APP and gets several million yuan of round A financing from the Qingsong Fund. On March 7th, Fan Meimei announced the acquisition of tens of millions of yuan in the A round of financing of Oriental Assets.
It can be said that a major change in social behavior is being quietly promoted by the help of capital and entrepreneurs. A lifestyle of “new lonelinessâ€, while deeply rooted in people’s minds, has also brought a flood to the venture capital circle.
Two high stools, two connecting microphones, two headphones, a large screen, and a control touch screen are used to separate this space from the outside world. A mini-KTV is born. In the wave of loneliness, mini-KTV swept across the country.
Speaking of mini-KTV, although it is inconsistent with the space, sound effects, decoration, and music library of ordinary KTV, its advantages of space privacy and convenience of operation give us a big surprise.
In the mini-KTV, the user sings along with the point and scans the QR code with the mobile phone to enter the system, select a time period, pay for songs and sing through the mobile phone. One song stops and the system gives a rating. The singing voice will be recorded synchronously, saved in WeChat, or shared in a circle of friends.
“Mini KTV only retained one of the most essential services in a complete KTV service: karaoke, and its ease of providing core services (entering entertainment venues) was greatly enhanced by the abandonment of venues and labor. This is also the weakest link in the supply chain.†Analysis of the industry.
In the past, singing a song from north to south was a very common phenomenon. It was easy for everyone to find resonance in KTV. Nowadays, the pluralism and stratification of culture has led everyone to live almost in their own little circle. Even the best friends, the songs they like to listen to and like to sing are completely different.
Mini KTV found this pain point, its space determines it is a small circle, or even to sing on their own, at the same time mini-KTV set singing, recording and online sharing functions in one, meet the social needs, and meet the customer In the mall, queuing and waiting for other bits and pieces of time and turn it into business opportunities.
The mini-KTV as a new thing, its momentum can not be underestimated. According to the "2017 China Offline KTV Special Research Report" issued by Aimei Consulting, China's offline KTV market is expected to reach 3.18 billion yuan in 2017, an increase of 92.7% compared to 2016, and the mini-KTV will be offline in 2018. The market size will continue to grow to 7.01 billion yuan, an increase of 120.4%.
In the second half of 2016, offline mini-KTV began to sweep across the country. At present, there are more than 10 mini-KTV players. The mainstream KTV players currently have friends to sing M-bar, MIK miniK, WOW house, miniK, and Love sing. In 2017, friendly singing and miniK, etc. were all capital-financing.
When the mini-KTV was hot, some agents stood up and said: This thing is actually very difficult to profit. Some manufacturers are very good at the promise of the agent. The mini KTV's equipment agency fee is very cheap, and it can be purchased for 10,000 yuan. Then one device will be able to earn 20,000 monthly payments. You can use “one profit†and “lay down to earn moneyâ€... but actually once you join the agency, you will find that the venue rent of the mall and the squeeze competition of countless other brands are all It is a huge operating pressure.
According to industry insiders, mini-KTVs are still burning money to expand. When the market is calmly integrated in the future, those middle agents must be the biggest losers.
The reporters later arrived at Beijing Shimao Tianjie Business Circle on workdays. There are two mini-KTVs on the handrails of the underground basement of Tianjie Square. The reporter found that the number of people coming to experience mini-KTVs is relatively small.
An industry insider who provided mini-KTV, VR experience, doll machines and other entertainment equipment for shopping malls stated that “Since last year, mini-KTVs have been the best sellers, and the momentum of dolls is also very good. Many companies in Guangdong are involved in the production of gaming equipment. They are all diverting their production to doll machines. In fact, the products of all brands are similar, and these brands are expanding in the market, mainly for enclosures."
As a scene of mini-KTV launches, a cinematic staff member made a detailed calculation: “A mini-KTV device is about 30,000 yuan, and the average price of mini-KTV is about 60 dollars per hour, and 12 hours a day. It's only worth more than 700 yuan, which is not the operating cost. But how many people come to play in the evening?"
A media consultant analyst said that most of the offline mini-KTV backed by traditional KTV, there is no monopoly giant; the market homogenization of products is serious, the lack of core product competitiveness, the future manufacturers should find their own unique advantages More suitable development path.
Recently, some media reports have pointed out that although mini-KTV is popular with young people, it has recently been pointed out that charges are expensive and privacy is difficult to protect.
It is reported that mini-KTV can be charged according to single, but also according to time charges, and different brands of charges are not the same. Take Friends' singing M-bar as an example. In Beijing, the singles charge 8 yuan, 15 minutes for 20 yuan, 30 minutes for 38 yuan, and 60 minutes for 58 yuan.
However, there are still many users who respond to mini KTV prices more expensive. “It costs 60 yuan an hour, and an average of 4 songs for 15 minutes is too expensive.†Mr. Li, who has always loved singing, told reporters that since the mini-KTV came out, he has been experiencing the differences in various devices. But the final conclusion is that it is not as good as normal KTV to save money.
“For example, a 60-minute mini-KTV package for 58 yuan, if the price is purchased in groups, etc., you can almost sing for 3 hours in non-peak ordinary KTV,†said Mr. Li.
Users who have experienced mini-KTV said that although the mini-KTV looks like it is performing activities in a closed space from the outside, the curtains in the rooms cannot cover all the glass windows. From the outside, you can still see the inside scene. . In the course of the experience, the reporter also discovered that the two connected mini-KTVs were not completely soundproofed. The reporters could also hear the songs coming from inside the bread room while singing.
In addition, there are also a small number of music library songs reflected by the users of the mini-KTV, and some popular tracks are updated slowly. There are also users who respond to intelligent voice search that are not smart. In many cases, they cannot be identified or recognized correctly. Typing searches wastes time. For a mini-KTV whose price is not cheap, time is money.
Under the "lone economy", a series of new things such as mini-KTV, zero-point coffee and so on are all signs of changes in consumption patterns, and how to upgrade the sense of consumption experience under the pursuit of capital is the key to the success of those projects whose earnings model is not yet clear.
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