Text: Crescent Moon
Today's young people are no longer satisfied with the shackles of online stranger social networking, and have begun to reconstruct a more realistic social experience offline. Escape room, werewolf killing, script killing debut, among them, script killing is the most popular among young people, becoming a new trend of social entertainment for Generation Z.
What is Script Kill? Script Killing originated from the live-action game "Murder Mystery" that emerged in the United Kingdom, generally involving 5-10 players, who played the roles in the play and studied the script, after multiple rounds of evidence search, discussion and reasoning, and then completed the goal of finding the murderer, restoring the truth and hiding the mission. The script has developed in China so far, deriving a variety of types such as reasoning, emotion, and mechanism confrontation to meet the diversified entertainment needs of players.
As a social "new favorite" of young people, script killing began to emerge in the online and offline market, and developed rapidly in the past two years, according to the Meituan network "2021 entity script killing consumption insight report" shows that by the end of 2020, the national script killing related physical stores more than 30,000, it is expected that the domestic market size will exceed 15 billion yuan in 2021, and the consumption scale may reach 9.41 million yuan.
The report also pointed out that among the consumers killed by the script, users under the age of 20 accounted for 10%, users aged 20-25 accounted for 35%, users aged 25-30 accounted for 30%, and users under the age of 30 accounted for 75% of the total. In addition, the consumption frequency of users who enter the "pit" is stable, 63.5% of users will consume scripts more than once in two weeks, and more than 40% of users spend more than once a week.
But behind the rapid growth is also hidden behind the aftermath, some media reported that as of mid-May, nearly 200 domestic script killing related enterprises have been written off, of which nearly 100 related enterprises were written off in April, an increase of 102% month-on-month, in the first half of the year, nearly 1,000 related stores were closed. Public data shows that on the second-hand platform Idle Fish, the number of scripts, props, tables and chairs and other related goods sold increased by 110% month-on-month in April on the grounds of "closed sale".
It is such a hot industry, but now it is like a 360-degree sharp turn, many practitioners have withdrawn, and even some people have lost millions of dollars at a time, what is this? From the perspective of the entire industry, when the script was just hot, there were indeed not a few people who made money, and the effect of making money was also amazing.
According to different cities, the unit price of the customer killed by the script is about 100-400 yuan, playing a carton is 100-200 yuan, and playing a live script killing is at least 200 yuan. And each store must have at least 5 tables, each table must have at least 6 players, flip the table twice a day, and have an operating income of 20,000 per day.
Very good profits and market prospects attracted a lot of people to join, although the demand for the entire industry is increasing, but more and more employees, the number of stores has also exploded, eventually leading to the industry's oversupply problem.
Moreover, the disadvantages of the offline stores killed by the script are also obvious, and the biggest problem is that the customer source is not so stable. You know, most of the people who play script killing are mostly young people, either students or office workers. Students' work and rest time is very regular, that is, winter and summer vacations and weekends, not to mention office workers, that is, holidays and other rest time.
In addition, it takes hours for the script to kill a book, and there are not many young people who can really play and play repeatedly. Therefore, it is normal for many scripts to kill all day without customers, and the reception capacity of each store is also limited, with few rooms, and it is impossible to receive a lot in a short period of time, which will lead to less than expected income.
And most of the scripts are disposable, players can no longer play after playing, in order to attract players, merchants have to launch a large number of scripts. At present, many larger stores generally have hundreds of scripts, and the cost of introducing scripts alone is tens of thousands of yuan per month. In order to reduce costs, some merchants will buy pirated copies online, and hundreds of them can be purchased for a few hundred dollars.
In one city in Guizhou, there are about 300 script killing shops, competing at low prices in order to gain customers. Originally, the size of the market was very limited, and behind this vicious competition led to the closure of a large number of stores, and only a dozen stores were left in the last city. Those who close the store in advance may lose less money, and some bosses want to insist on insisting on it to see if they can make the entire industry recover, but the result is that the longer the time, the more they lose, and the millions of people who lose are not in the minority, it can be said that they have lost their homes.
The low price also made many stores that bought genuine copies miserable, but in order to increase the rate of script renovation, they also had to join. But the low price is not necessarily accompanied by good service, many consumers after enjoying the bad experience brought by the low price, the perception of the script killing industry will become worse, these spoilers who want to take shortcuts to get rich, disrupt the business of this industry, behind the disorderly competition is the naivety and immaturity of this industry.
The phenomenon of vulgar content and rampant piracy in the script killing industry has attracted the attention of relevant departments, especially the vulgar content of the script will have a negative impact on teenagers, and it has attracted the attention of relevant departments. On November 9, the Shanghai Municipal Bureau of Culture and Tourism issued an announcement to solicit comments on the "Shanghai Secret Room Script Killing Content Filing Management Regulations", and consumers can give feedback through relevant channels until December 8.
In addition, judging from the "Solicitation of Comments" issued by the Shanghai Culture and Tourism Bureau, the opinion hopes that the business units that killed the script in the secret room can conduct a script self-examination of this event. At the same time, the solicitation of opinions clearly gave 10 red lines, and the script plot used by the script killing enterprise must not involve violence, gambling, pornography, etc.
2020 is the era of barbaric growth of script killing, after the huge profits and chaos, script killing will change from a simple business into a perfect industry, compared with the previously expected tens of billions of markets, there is still huge room for development, and play the role in the game, can enrich more life experience, look forward to the future of this industry can have a benign development.