Edit | Yu Bin
Produced by | Chaoqi Network "Yu see column"
Since the first domestic karaoke hall in the last century, KTV has completed the whole process of prosperity and decline in the past few decades, time has passed, the years have passed, the active people of KTV have now entered the middle and old age, most of them have long withdrawn from this stage, and the traditional KTV is gradually losing its appeal to young people, but if we say that KTV will definitely disappear now, it is obviously too early, but in the future it will continue to stagger forward, or will complete a gorgeous turn The answer to this question is still worth looking forward to.
From the guests to the courtyard to the cold, only a short period of more than 20 years
At the end of the 1980s, karaoke with the pace of reform and opening up began to enter the mainland market, when the first domestic KTV was born in Guangzhou, the original KTV because the cost is not cheap, but also belongs to a small number of people's entertainment projects, and then more and more KTV stores, the price is naturally gradually close to the people, ordinary wage earners can basically afford it, at that time there was no mobile phone computer, TV was not fully popularized, people's way of life and leisure is still relatively monotonous and lacking, Therefore, the emergence and rise of karaoke, like a bright light, illuminates people's desire for leisure and entertainment life, since then, karaoke halls have sprung up in the north and south of the river, and KTV brands such as Haoledi, Silver Cabinet, and Xiladi have opened stores in various places.
Statistics from the former Beijing Municipal Bureau of Culture show that the number of karaoke halls in the city has soared from more than 280 in late 1993 to more than 1,000 in 1995, and in this year, the KTV brand cash cabinet from Taiwan was spent in Shanghai for the first time, and it took only two years to quickly open the popularity, when the money cabinet gave people the feeling that it was synonymous with grade, taste and fashion, it has a very good singing K environment and atmosphere, fashionable decoration, magnificent, with first-class karaoke equipment, If customers are hungry, they can also enjoy a rich and affordable buffet supply, such a meticulous service experience as the cash cabinet will naturally make young consumers flock, whether it is a week or a weekend, then the private room generally needs to be booked two days in advance, and when it comes to the peak period of consumption, the reservation telephone is like a hotline, which is basically difficult to get through.
And then there was the rise of mass karaoke, this concept is introduced from Japan, the word "volume" also comes from Japanese, the original meaning refers to self-service, a large number of wholesale supply, so the volume of karaoke has a high cost performance, small profits and other characteristics, with the first mass sale karaoke Meladi KTV in Beijing in 2000 open for business, KTV truly ushered in the era of mass consumption, ordinary people have become the mainstream consumer group of the KTV industry.
However, since the first karaoke hall appeared, only after about 20 years, KTV has gone from blooming everywhere to a difficult life, the most iconic thing is that in 2014, the cash cabinet in the country a number of stores closed, which can be said to be the beginning of the KTV industry into the cold winter, since then the KTV industry began to go all the way down, "China Music Industry Development General Report" data show that the number of KTV stores in 2016 decreased by nearly 60%, The outbreak that began last year made all the worse, and the overall traffic of the KTV industry fell by about 70% to 80%.
Loss of customers, plummeting revenue, low profits, so that a number of KTV brands have been forced to close and leave, "2020 China Song and Dance Entertainment Industry Report" data show that last year's total number of domestic karaoke venues was more than 47,000, down 7.6% year-on-year, operating income of nearly 60 billion yuan, down 53.3% year-on-year, and now the KTV store in Beijing is only the last Huixin store, its operation in other cities is the same, under the cold current, no one can be alone, The King of K Songs, which once ranked first in the Beijing Entertainment Club Hot List, also officially closed its business in February last year.
Drunkenness does not mean song, KTV is essentially a social form that focuses on emotional communication
Once upon a time, whether it was business negotiations, or small gatherings of friends, everyone was accustomed to staggering, to the karaoke hall to show their voices, eat + K songs, was a must-choose party entertainment project for many people at that time, the huge market demand drove the development of the KTV industry, the number of KTV companies in that period expanded at a rate of 20% per year, in 2013, only the number of domestic mass-selling KTV brands has approached 10,000, and the scale of the consumer service industry around KTV is about 400 billion yuan.
With the diversification of entertainment methods and the repeated impact of the epidemic, today's KTV industry is no longer in a grand situation, facing the dilemma of not being able to keep up with the rhythm of the times, if these factors are summarized, "Yu See Column" believes that there are no more than three reasons:
First, today's world is more colorful, people's leisure and entertainment life is very diverse, as long as you have time and energy, you will always find a way to relax, no longer like the 70s, 80s, forced to have a relatively unified interest, and the current song world is also different from the past, whether it is a singer or a song, it is far from the stars shining thirty years ago, the classic boom era, the most classic in the karaoke jukebox is still those nostalgic old songs, obviously for young people now A thing that lacks innovation and is constantly repeating the past is difficult to have lasting attraction and vitality.
Second, the main consumer group is also quietly changing, now the KTV consumer population is partly composed of young people, they mainly hold the attitude of trying and fresh to contact this leisure project, the other part is the middle-aged and elderly, that is, the young people who were active in the karaoke hall, now they have more free time, just with the help of K songs to express emotions, nostalgic for the past green onion years, and now the consumption of mass-selling karaoke is very cost-effective, both cheap and affordable.
Meituan App data show that in the first half of this year, the number of domestic volume-selling KTV users, the number of elderly people in the 60 to 70 age group increased by 29.6% compared with 2019, the order volume increased by 24.1%, and the elderly in the 70 to 80-year-old age group were even more old and strong, and the growth rate of its user number and order volume was as high as 100%, and the uncles and aunts liked to sing old songs while nagging in KTV, and the corresponding embarrassment was that In the same period, the number of users in the 18 to 21 age group fell by 13.4%, and the consumption amount also fell by 15.4%, it is obvious that for young people after 00, KTV has gradually lost its appeal, and KTV, which was originally a stage for young people's activities, has now become the nostalgic home of silver-haired people and a large number of elderly entertainment activities in addition to square dance, which cannot help but make people feel very embarrassed and emotional.
Third, under the sweep of the Internet wave, young people prefer to brush mobile phones when they have time, even if they like to sing, they can also download the national K song, sing bar, online practice, cool dog singing and other APP to practice the voice, Huawei mobile phone application market data show that the installation of the national K song APP is as high as 3 billion times, the singing bar also has 600 million installs, in terms of the number of monthly active users of the App, these two APPS are also in the top two, in addition to low cost, rich functions, easy to use, In addition to making full use of fragmented time to sing and sing, the K song APP also adds many interactive social elements, such as users can share good songs with friends, others can also come to score, if you sing well, you can attract more fans, and users can pay attention to each other.
This set of K songs and social, song friends style software will undoubtedly be more popular with young people, "2020 China online K song social entertainment industry development insight white paper" data show that in 2019 online K song industry monthly active devices have reached 200 million, last year's user scale exceeded 1 billion person-times, which is enough to show that compared to offline karaoke halls, online K songs This form of post-00s and Generation Z is more attractive, has a stronger user stickiness, with the rapid development of digital technology, Now the function of online K songs is also getting cooler and cooler, and new forms of interactive entertainment such as online microphones and cloud concerts have emerged.
KTV consumption has entered the era of parties that focus more on diversified social networking
The times and you say goodbye, may not have said a word of goodbye, KTV industry wants to keep the times, that can only be to find ways to transform to survive, although compared with the past, now people have a richer and more diverse material and spiritual life, but for singing this popular entertainment demand for thousands of years, in people's hearts but every moment, anytime, anywhere has not stopped.
The glory of the sunset has gradually drifted away, and whether the future KTV will continue to be silent or reborn in a desperate situation depends on how practitioners move forward in spite of difficulties and swim against the current. In terms of the structural changes of consumer groups, the mainstream consumer population in the heyday of KTV, at least has been more than 40 years old, due to the pressure of work and family, their own energy loss and other reasons, they have been unable to sing K as 20 years ago, all night, and even most of them may not have entered the door of KTV for a long time.
And now after 90, post-00s, Z generation of young consumer groups, has a very diversified leisure and entertainment methods, in addition to the traditional watching movies, fishing, collecting, mountaineering, etc., now more popular leisure projects are a variety of sports activities, play script killing and escape room games, enjoy stage plays, chess and paintings, pets, tea room tea tasting, fitness, go to bars, leisure vacations, diving, etc., on the mobile phone to watch the news, brush videos, play games, etc. is also the main way for many young people to pass the time.
Even if you want to sing, now there are a variety of online K song software and APP on the computer or mobile phone to choose from, such as the national K song, sing bar, cool dog singing, etc., these software is not only rich in functions, but also very convenient to use, it is worth mentioning that from 2016, in large shopping malls, stores, supermarkets and shopping streets, airports, high-speed rail hubs and other crowded places have also appeared a mini KTV, which makes K songs into a convenient fast moving consumer goods that can be sung at any time and want to sing.
"Yu see column" believes that there is no sunset industry, only sunset thinking, there is no doubt that the entire KTV industry consumption trends and the overall environment have undergone tremendous changes, if you continue to hold on to the defects, do not think about the change, then the KTV industry in the end can only say goodbye to everyone, say goodbye may not be accurate, should be never seen again, KTV's own characteristics determine that it must firmly grasp the changes in market demand, especially the psychology and preferences of young consumer groups to continuously innovate the business model, To meet the young people's pursuit of K songs, social networking, performances and other diversified forms of leisure and entertainment.
For example, on the basis of the traditional KTV, there is a party party mode that integrates the style of bar and game bar, compared with the previous mass-selling KTV, this mode can provide young people with a richer entertainment theme and activity elements, in addition to singing, drinking, tasting food in the box, we can also play a variety of games together, such as playing billiards, playing e-sports games, playing darts, playing board games, live broadcasting, VR/AR, werewolf killing, team experience script killing, etc., here even integrated bar, In the consumption scene of Di Bar and digital cinema, everyone can also interact with DJs and performers when they dance in K songs.
Rich entertainment scenes to young consumers to bring a fresh, immersive experience, fully meet the young consumer groups advocated leisure plus social consumption needs, so this party model is expected to become the KTV industry to regain the attention and favor of consumers turning point, the current KTV transformation is more representative of the star party, this company has been committed to using KTV + social play, to provide young people with a comprehensive experience of tide play, punch card and social, it seems to be relatively successful, Its KTV room use turnover rate is about 3 times the industry average, and now its business has developed to more than 20 cities in China, with an annual passenger flow of more than 20 million people and more than 2 million VIP members.
With the rise of the metaverse concept and the rapid progress of related technologies, traditional KTV can also use the power of the digital new economy to win the opportunity for transformation and development, such as relying on VR/AR and other advanced technologies, we can enter the virtual box of the online meta-universe in KTV, and players around the world to sing together, play a variety of interactive games, and jointly in the virtual world for shopping, travel, party and other in-depth interactive social scene experience, and now some KTV companies are developing in this direction. Launched a number of highly acclaimed, private customized scene interactive gameplay, and gradually formed a differentiated competitive advantage.
epilogue
The times are advancing, science and technology are progressing, in the future we will also have more entertainment methods and leisure scenes, which is an irreversible or stalled development trend, the gradual decline of KTV is inevitable, the traditional mass-selling KTV has entered the bottleneck, the epidemic has only accelerated the process, but KTV will not die for the time being, because it meets people's desire for performance and the need for emotional communication, but it will also gradually change its appearance and connotation to adapt to the current set of leisure advocated by young people , entertainment, games, dating, hunting and other elements as one of the multi-level consumer experience feelings.