Source: Moment Business
Young people's youth filter for KTV is no longer there, and KTV has gradually become a "sunset industry".
In 2020, the Chinese Academy of Social Sciences released a research report showing that the most people after 00 have 5-8 hours of online leisure time. When it comes to offline casual social networking, everyone seems to be more willing to try the emerging gameplay of script killing, room escape, and werewolf killing.
When young people have more offline entertainment options, KTV has gradually become a common gathering place for middle-aged and elderly people, and the elderly who have money and leisure have begun to become the main customer group targeted by KTV.
In the first half of 2021, according to Meituan APP data, the number of mass-selling KTV users in the 60-70 age group nationwide increased by 29.6% compared with the same period in 2019, and the growth rate of order volume was 24.1%; while the enthusiasm of the elderly in the 70-80 age group was higher, and the year-on-year growth rate of the number of mass-selling KTV orders and users was as high as 100%.
Mass-selling KTV user data, photo/Meituan
The KTV that embraces the "sunset red" has launched services such as the "sunset card" for the elderly, bringing its own drinks, and adjusting business hours, making KTV a new social place for silver-haired people.
The elderly also have a wealth of entertainment needs, and now KTV caters to the elderly group, not only taking advantage of the original vacant time period, but also increasing a lot of customers and income. Targeting the middle-aged and elderly groups may also become the key to the transformation of KTV.
KTV loses young people and welcomes the elderly
Today's KTV is losing young people and turning to the elderly.
Once upon a time, KTV, as a new trendy thing at the beginning, could not be separated from the support of young people. In the KTV consumer report compiled by the Prospective Industry Research Institute in 2014, it can be seen that the post-90s generation was still the main consumer force at that time, accounting for 40% of the KTV consumption of more than 500 yuan.
Distribution of the proportion of age groups with traditional KTV consumption of more than 500 yuan, figure/prospective industry research institute
Once KTV was a must-visit place for young people's birthday parties, why not go now? In 2021, Zhihu launched a question on "Why doesn't a new generation of young people sing KTV?" "Are there any people who don't like to go to KTV?" discussion and summary of some of the main reasons mentioned by young people.
Among them, it is highly mentioned that "the whole time is drinking" and "one or two people singing, others playing mobile phones". Going to KTV is a collective activity, but now a group of people have arrived at KTV, and the "low-headed people" have their own play, and the overall atmosphere is very deserted. As long as there is one person leaving the scene in the middle, it will continue to drive others to leave early, and there will only be a few people left in the end, and it is inevitable that the experience will not be good.
Various factors make young people no longer enthusiastic about KTV? Photo/DT Finance
Nowadays, singing can already be enjoyed through various online K-song software, which not only meets the needs of happiness, but also avoids the problem of handling interpersonal relationships offline. According to the first financial data, the overall growth of online K song users, as of the fourth quarter of 2019, the scale of online K song users in China was 282 million people, of which post-95 has become the main user group.
Moreover, more and more new entertainment activities are now attracting young people to punch in.
According to meituan APP consumption data, compared with the decline in the consumption of mass-selling KTV in the first half of 2021, the number of orders and users killed in the national secret room and script showed a steady growth trend. Driven by new consumption, young people's choices are now more diverse, and offline entertainment activities such as board games, secret rooms, script killings, and bars are constantly subdivided to meet the needs of young people, and they are becoming more and more extreme on different vertical tracks.
When young people have more offline entertainment options, the baton of KTV consumption is handed over to the middle-aged and elderly. According to the data released by word-of-mouth and Ele.me, in 2019, the number of middle-aged and elderly people over the age of 50 who choose to spend in KTV afternoons is nearly 20% higher than that of young people.
Aunt Xi of Beijing and several of her retired old sisters braved the wind to a KTV near Jinsong in the East Third Ring Road. Sohu has reported that singing K every Wednesday has been a habit of Aunt Xi and her old sisters for many years.
Aunt Cheng, who just finished an afternoon of singing time, also said: "Everyone sometimes sings for a day, and at noon KTV manages rice, and only needs more than 200 yuan in total." When we sang happily, we would also order a few bottles of beer or wine. ”
More and more elderly people are not satisfied with holding their grandchildren to do housework, and they are beginning to know how to enjoy life. Whether these middle-aged and elderly people love K songs or not, they like this comfortable and relaxed social space.
As we move into retirement, the time and energy of the elderly are liberated. According to the "Chinese-style Pension Truth Insight Health Care Report" released by AgeClub a few days ago, the awareness of self-pleasure after 60 and 70s has gradually awakened, and the consumption of health, leisure, social and tourism self-enjoyment experience has gradually improved.
"Chinese-style pension truth insight into health care report", photo / AgeClub
Due to the downturn in the KTV industry, in the non-prime time period, it has launched low-consumption measures, singing K as a low level of consumption, but also to find a quiet place to reunite with old friends, a good place to tell the old love, has undoubtedly become the choice of many elderly people.
CCTV Finance reported in February 2021 that Zhang Mingmeng, manager of Guangxi Nanning Good Cool KTV Minmetals Store, told reporters that KTV consumption in the afternoon is only a few tens of yuan, whether economically or in time, this kind of entertainment is more suitable for retired elderly people, "They get up in the morning to exercise, after exercising to drink morning tea, after drinking morning tea just to the point to come out to sing, sing until four o'clock in the evening more than five o'clock to go back to cooking." ”
According to the "Report on the Development of China's Elderly Cultural and Entertainment Industry (2020)" released by the Social Science Literature Publishing House, the "silver economy" middle-aged and elderly cultural and entertainment industry covers more than 90% of the elderly, and with such a huge market volume, KTV may become the best entrance to the elderly market.
KTV embraces the elderly to rush KPIs
Elderly people with plenty of time have become regular KTV customers.
According to the data compiled by the Prospective Industry Research Institute, the number of middle-aged and elderly people over the age of 50 who choose to spend in KTV afternoons is nearly 20% higher than that of young people.
Age distribution of consumers in the afternoon of KTV, photo/Prospective Industry Research Institute
Some merchants and platforms have also paid attention to this phenomenon and embraced the "sunset red" with the trend. Workers Daily said that in order to attract middle-aged and elderly groups, many KTVvs have launched some discount promotions, and have also added a lot of classic old songs, folk songs, vibrato divine songs, square dance songs and other types of songs to the music library.
Among them, the veteran KTV Windsor launched the "Sunset Red" group purchase card, which can be sung 3 times in a row for less than 200 yuan, which has been welcomed by many middle-aged and elderly people.
According to Huasheng Online, Feng Wenrong, operation manager of Windsor KTV Jiefang East Road store, once mentioned that "every afternoon, many middle-aged and elderly people who participate in the sunset red card will come here to sing K, and the popularity is relatively strong." The total number of rooms is 102, most of the elderly during the day, and the opening of the room can reach 80%. ”
According to AgeClub, in addition to launching the "Sunset Red" elderly card for silver-haired people to "sing", Miller Star Happy KTV also comes with some consumer goods, such as coupons, rice flour grain and oil and eggs. At the same time, special attention has been paid to the elderly in terms of services.
Miller Star Happy KTV has set up two water dispensers next to the small supermarket, where customers can drink water for free. KTV also offers four kinds of lunches: chicken thigh rice, pork chop rice, marinated meat rice, and beef noodles, and customers can heat up the semi-finished products after ordering. Considering the physical condition of the elderly, there are basically no steps in the private room to avoid inconvenience to the elderly.
In terms of services for the elderly, there is also an air KTV. Most of the elderly do not know how to order songs, cut songs, set the volume, switch the original singing and accompaniment singing and other functions when they first come to KTV, and KTV is specially equipped with service personnel to patiently instruct them to use the song pointing equipment.
A group of head KTV represented by pure K, Windsor, etc. is the first to provide mobile tablets in high-end private rooms to assist middle-aged and elderly people to order songs. In order to give the elderly a good K singing experience, KTV provides hot water, throat tea and other drinks for free. In order to prevent the elderly from having a sudden accident when singing, some KTV merchants are even equipped with antihypertensive drugs, quick-acting heart-saving pills and other drugs.
The time period when the elderly sing is just in the more leisurely daytime, just staggered with the young people who need to go to work during the day.
In view of this situation, a number of KTV merchants such as pure K, air party, and star party have also adjusted their business hours and package prices to cater to the work and rest rules of the silver-haired group.
Merchants and platforms have foreseen that the consumption frequency and ability of the elderly may not be lower than that of young people, in addition to launching "low-cost" and "gift" activities to attract middle-aged and elderly people, it is also to adjust and upgrade in services, business hours, and the creation of the elderly membership system, trying to tap the entertainment needs of the elderly in retirement life.
After being left out by young people, KTV aims at the elderly to sprint KPIs, which is also a big step in its transformation.
The consumption of the elderly is not inferior to that of the young
For KTV merchants, the consumption level of the elderly group is actually not lost to young people.
According to the report released by the National Bureau of Statistics in 2021, the number of people over 50 years old in China has reached 1/3 of the total population, and the huge population size has bred a huge economic market.
Among them, in QuestMobile's "2021 Silver Economic Insight Report", compared with 2020, the online consumption power of the elderly over 50 years old in 2021 increased by 1.9% year-on-year in the online consumption capacity of more than 1,000 yuan, and the consumption demand of the elderly is constantly being stimulated, and the actual consumption ability is not lower than that of young people.
Changes in the distribution of online spending power among silver-haired people, Figure/QuestMobile
According to the statistics of the Ministry of Human Resources and Social Security, the per capita level of pension for urban and rural residents in 2020 is 2088 yuan, and 13 provinces such as Shanghai, Beijing, Tianjin, Zhejiang and Jiangsu exceed the national average. Among them, Shanghai ranked first, with the average pension of urban and rural residents reaching 16,000 yuan in 2020, while Beijing also reached 6961 yuan. The elderly who have entered retirement do not have the pressure of life such as mortgages, car loans, etc., plus the alimony of their children, etc., and their monthly income is enough to let them have no worries about food and clothing.
Lai Yang, president of the Beijing Beijing Business Circulation Strategy Research Institute, once pointed out that the consumption power of the "silver-haired people" should not be underestimated, and in the case that the elderly have become commonplace to travel abroad, spending dozens of yuan to sing in KTV is not a matter at all.
According to Ai media data, the amount of tourism consumption of the elderly in China exceeded 500 billion yuan in 2019. Ctrip's silver-haired travel trend insight also shows that as of October 2020, the per capita expenditure of Ctrip's platform after 50 and 60s in the past six months increased by 35% year-on-year, and the travel products of 2,000 yuan to 3,000 yuan were the most popular.
It can be seen that the consumption power of the elderly is actually not low, but many KTV has not yet launched packages or products suitable for the elderly, which has not stimulated the consumption demand of the elderly. On the contrary, when KTV merchants pay attention to the elderly group, their consumption potential cannot be underestimated.
AgeClub survey found that the middle-aged and elderly people who group to sing K during the daytime period account for 70% of the store customer base, most of them come with relatives and friends, community neighbors, classmates of the elderly university or colleagues in the unit, the number of peers is generally 3-7, and the purchase time is about 3-6 hours.
Elderly people occupy almost all the time of KTV during the day, and at the same time, KTV has a stable income in the turnover of the daytime.
Entertainment has always been an extremely important part of the diversified retirement life of the retired elderly. As can be seen through QuestMobile's 2021 Silverhead Economic Insight Report, online music ranks third in the silver-haired entertainment segment. In the university for the elderly, music courses are also one of the most popular popular courses, because the demand for music learning for middle-aged and elderly people has soared, and the annual revenue of several educational institutions has exceeded 10 million.
October 2021 Silver-haired crowd entertainment segment, photo /QuestMobile
Offline KTV has also become an important place for these elderly people to practice songs and socialize daily, and the warm and private atmosphere of KTV has also allowed retired elderly people to gradually operate and establish their relationship network.
According to the Workers' Daily, Ms. Jiang, a silver-haired ethnic group who is keen on KTV, mentioned, "We come to sing, we don't care if we sing well or not, what is important is to be able to make friends and connect feelings." We all have retirement wages, our children are older, and there is no burden on life, so it is good to find a comfortable place to eat and play. ”
According to AgeClub, grandpa Chen, a heavy "enthusiast" of KTV, worked at the local culture and art museum before retiring, proficient in vocal music, erhu, cello and other projects, and often represented the city to participate in cultural performances in various places. He said that after being taken to the KTV by the younger generation of the family to sing, he was out of control and became a super wheat bully.
Vocal professionals like Grandpa Chen will not only buy expensive K-song microphones, but also equip them with a full set of K-song equipment at home. From microphones, headphones, sound cards, and effects to stereos, jukeboxes, and sound insulation materials, they are all indispensable professional configurations for silver-haired people to sing K songs at home, like a small recording studio.
The love of silver-haired people for music should not be underestimated, and professional musicians are willing to "spend thousands of dollars" when they encounter professional music equipment. But now there are not many offline traditional KTV transformation services for the elderly, and the KTV business of the silver-haired people still has great room for mining.
iResearch pointed out in the "K Song New Media Scene Marketing Status Analysis Report" that K Song Entertainment is in the stage of transformation and upgrading of traditional formats and the vigorous development of new formats. With the application of advanced technologies such as AI and VR, K Song Entertainment is gradually moving towards socialization.
This also means that offline KTV stores around the silver hair family to launch a combination of diversified products and services, if it can deeply meet the needs of middle-aged and elderly people's entertainment and even health care, behind this will be a broader blue ocean market.