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Tencent Venture | ID：qqchuangye
"Young people are taking more and more forms of delisting."
The source of this article is "Burning Dimension" (ID: chaintruth), which is reprinted by Tencent Venture with permission.
Produced/Burn Finance
Author/Yan Junwen
Editor/Deng Shuanglin
More and more entrepreneurs are eyeing the business of "young people getting off the list".
In mid-December, a store called "Off-Order Convenience Store" opened in Beijing Wangfujing in88, adjacent to Prada, Cartier and other luxury brand stores, it and the "Museum of Lost Love", "Unicorn Starry Sky Art Museum", "Decompression Museum" together constitute a part of Wangfujing's emotional economy, adding up to an area of about 300 to 400 square meters, a single quarter rent of hundreds of thousands of yuan.
According to the clerk's description, the ticket price of the off-single convenience store was originally 49.9 yuan. But there is a discount at the opening, the ticket is 19.9 yuan, you can choose a bottle to write your own information, placed in the wooden niche marked "constellation", pay 3 yuan to take away a bottle.
In addition, the convenience store also has old tape display walls, PaiLide 9.9 yuan photo and other punch card services.
"There are very few people who are now engaged in activities because they have just opened." A salesperson said. Burning Finance and Economics squatted for two hours on weekdays and found that the traffic was indeed very small, only two or three people entered the Starry Sky Art Museum to visit, and the number of people entering the convenience store was 0.
However, in Shanghai, Chongqing and other places, the business of off-order convenience stores is quite hot, and there are currently more than 10 franchise stores. According to the Meituan APP, the Shanghai Off-Single Convenience Store on Nanjing East Road in Shanghai ranks 14th in the list of super popular attractions in Shanghai, second only to the Shanghai Top Sightseeing Hall, the Bund and other attractions, with a total of 57,000 people spending.
Burning Finance searched for "Shanghai Off-Single Convenience Store" in Meituan and found that the unit price of adult tickets in the store was 49.9 yuan and student tickets were 45 yuan; and the combined tickets for many attractions (such as the Museum of Lost Love or the Starry Sky Art Museum) ranged from 79 yuan or 99 yuan, and provided 9.9 yuan of wishing capsule tickets, 34 yuan of adult encounter capsule tickets, and 15 yuan of auction tickets and other services.
According to the above data estimates, taking the unit price of customers at 50-100 yuan as an example, the number of consumption in the Meituan APP is the caliber, and from the official launch of the Shanghai off-order convenience store in April 2020, the turnover of the off-order convenience store is 2.85-5.7 million yuan, and the monthly turnover is about 130,000-260,000 yuan.
The main company of the business operation of the single convenience store said that if it is only a convenience store, it can have a turnover of more than 100,000 yuan a month, and if it is added to the Starry Sky Art Museum, the Museum of Broken Love, etc., it will invest 500,000 or 600,000 yuan, and it will be able to return the cost in five or six months.
"The concept of off-order is relatively broad, it is a process of making friends + expanding the column, and it is this concept that the off-order convenience store plays." A senior executive at the off-order convenience store said.
But off-order, dating is good, this is not a new business, in the past a long time, to off-order or dating as the theme of online dating platforms one after another.
For example, Century Jiayuan, founded in 2003, Momo, which was founded in 2011, Tantan, which was launched in 2014, and Soul, which was launched in 2016 with the slogan of "Soul Dating", all of them have had a popular "brilliant moment".
With the rise of Gen Z people, the need for social networking is even stronger. According to guohai securities statistics, the number of Chinese Generation Z people is 260 million, they are full of personality, they are loyal users of the mobile Internet, in China's mobile social Internet, the proportion of Generation Z users increased from 32.3% in 2015 to 36.4% in 2020, and Generation Z spends an average of 4.8 hours on the mobile Internet, higher than the national average of 4.3 hours.
Unlike the traditional dating model, Gen Z young people have a more distinct personality need for social interaction. On the one hand, they are more loyal to the Internet and use the Internet more frequently than their parents, such as games, entertainment, consumption, etc.; but on the other hand, they are more eager for novel and distinctive dating channels.
Online social business inevitably deteriorates as users generalize and pursue business interests. More and more young people feel that relying on the Internet, it is difficult for them to make friends who can really talk, let alone get off the list.
Business is always very sensitive, in this context, offline social networking began to develop rapidly, script killing, off-order convenience stores and other forms of rise. However, is this kind of "offline off-order" really a good business?
1
The franchise fee is 100,000, and there are currently more than a dozen franchise stores
Most of the customers who are attracted by the "off-order convenience store" are post-95s and post-00s.
Born in 1997, Wang Yuan is a "North Drifter", she saw the "off-order convenience store" in Beijing's Wangfujing on the Little Red Book, and immediately came to experience it. Wang Yuan said that the pace of Beijing is too fast, she needs some new ways to open up the dating circle, most of the North Drift is a two-point and one-line life, the social circle is gradually shrinking, so she is happy to try such a new way.
As for the Internet social platform, Wang Yuan said that most of her friends want to make friends, but do not want to go through unreliable social apps, there is too much false information on it, and they have little interest in blind dates.
When asked by Burning Finance and Economics whether she was worried about information leakage, she said, "The person who left the information is me, but the choice of whether to add it is also in my hands, and besides, in this era, I am still worried about what information leakage." ”
In fact, the offline "off-order convenience store" is also mixed with information. Burning Finance found in the "guestbook" of the "off-order convenience store" that one person left his own information and WeChat, but another person wrote in red pen next to him: "This person is a micro-business, cautiously added."
Burning Finance and Economics on the grounds of "joining", contacted the staff of the "off-order convenience store", a staff member said that the "museum of lost love" they created in 2019 has declined, so in 2021 they created a "off-order convenience store", tested successfully in Shanghai, a month of net profit of tens of thousands of yuan. In September 2021, the company opened the "off-order convenience store" to join.
However, the audience of off-order convenience stores is relatively narrow and is not suitable for deep, such as the launch of the "red bride" business or blind date unit. One of their senior leaders admitted that through company research, the audience of off-order convenience stores is concentrated in high schools, colleges and new professionals, aged 18 to 25 years old, punching cards and playing attributes are stronger, and they are not a group of people with strong actual needs for singles.
Therefore, in the store, the off-single convenience store is generally packaged with the Museum of Broken Love, the Starry Sky Art Museum and other forms of packaging to open stores. They have opened more than a dozen off-order convenience stores in Nanjing, Chongqing, Hangzhou, Guangzhou and other places, opened a flagship store of more than 300 square meters in Chongqing, and will open a 1,000-square-meter flagship store in the form of "off-order + bar + playday" in Chongqing.
Burning Finance inquired about the official website of "off-order convenience store", they opened stores in Beijing Road Walk, Nanjing Xinjiekou Dayang Department Store, Shanghai Nanjing East Road, Chongqing Bayi Square and other places, which are the city's landmark business districts, the flow of people is concentrated, but the rent is not cheap.
The service fee charged for opening a single convenience store ranges from 30,000 to 100,000 yuan, and the single store charges 30,000 yuan in the first year, and a 3% turnover share is charged in the second year; if two museums are opened (such as a detached convenience store + lost love museum), the franchise fee is 50,000 yuan, and a 3% turnover share is charged in the second year; if it is a regional agent, the service fee is 100,000 yuan, but you can get 60% of the service fee of the new store in the service area and 2% of the turnover in the second year.
"It takes only five or six months to return the capital, don't look at the sparse flow of people on weekdays, but the business on Saturday and Sunday can be equal to the week's passenger flow and profitability." The operator of a "off-order convenience store" said.
2
Are young people abandoning internet dating?
Not long ago, the surging news reported that the "red bride" of Century Jiayuan can obtain the permission to call user information from the background, and can see many private contents including browsing history, chat history and personal preferences. This has made this online dating platform quite criticized by the outside world.
In fact, in the matter of taking off the list, many young people have lost confidence in Internet dating. Whether it is Momo, Detective or Soul, they are full of uncomfortable experiences for young women. A message from a stranger with a "date" can dissuade most people, especially women.
When these social platforms were first established, they had a core group of clusters, but with the generalization of the user base, the mud and sand fell, and the user experience declined, and the loss of users was inevitable. This seems to be the life cycle that all Internet products go through.
According to the data disclosed in March 2020, Yi has 40 million users, nearly 50,000 red brides, and 10 million online blind dates per month. In 2019, Yiyi's revenue was nearly 1 billion yuan, and more than 90% of it came from the purchase of virtual props such as roses.
However, an entrepreneur in a related industry in Xiamen said that with the strengthening of supervision, this wave of dividends is also fading. Before 2020, they had a monthly turnover of 2 million yuan and a gross profit of 20%. But in 2021, the flow is decreasing, mainly because the platform audience is losing, young people are reluctant to come in, and the consumption enthusiasm of middle-aged singles is not high, and everyone recognizes that this is more like a tip game, entertainment, not a real single platform.
It seems increasingly difficult for young people to find "self-reserved land" on Internet dating software, and more and more young people realize that Internet dating is not the only option to break the circle.
This year's young people seem to prefer offline experiences. According to the statistics of the Head Leopard Research Institute, for the post-90s and post-00s, 48.3% and 47.6% of people participate in offline entertainment at least once a week, such as script killing.
Script killing is all the rage in 2019 and 2020, according to CCTV financial reports, in 2019, the number of domestic script killing stores soared from 2400 to 12,000 stores, an increase of 10,000 stores in a year. According to meituan statistics, by the end of 2020, the number of physical stores related to script killing in the country has exceeded 30,000, and the format has sunk from first-tier cities to second- and third-tier cities.
iResearch estimates that in 2019, the scale of the script killing market exceeded 10 billion yuan; Changjiang Securities estimated that the final scale of the entire script killing market exceeded 60 billion yuan.
Some new consumer brands are also playing the concept of young people making friends. For example, helens Helens Bistro, which was listed in Hong Kong in September 2021, claimed on the official website that they are committed to building an offline social platform for young people, and the direct sales store mainly sell beer brands within 10 yuan.
Whether online or offline, Helens fully caters to the social culture of young people, such as planning social games such as "Confession Squad" and "Party Game Guide" on Douyin; offline stores, it launches Halloween "ghost party" social space, etc., to strengthen the social space attributes of young people.
A social field expert believes that the Z generation on the social platform "dating" needs outweigh the needs of marriage and love, off the single does not necessarily have to find a boyfriend or girlfriend, they need to have a friend or circle, the rise of the script killing is in line with the needs of young people's social needs, so it is favored by capital and business.
"Online cost-free matching and chatting make people bet on weak emotional sustenance and low cost of making mistakes, so people are subject to fewer rules of moral condemnation; and offline meetings, whether it is material or spiritual investment, make people's motivation to make friends more sufficient than online." The above experts said.
3
Supervision is becoming stricter, and the business of delisting is becoming more and more difficult to do
Although young people are increasingly favoring offline dating, the business of offline dating is still full of challenges.
The entrepreneur said that one of his friends opened a store similar to a "off-order convenience store", but suffered from no traffic. The friend even adopted the model of men's fee and women's free to promote, but still operated for a few months and then closed the store.
Compared with the script killing, the monetization link of the off-order convenience store is short, the user often runs out, the repurchase rate is very low, the platform cannot carry out secondary services, and the opportunity to extend the monetization is lost. As the executives of the off-order convenience store companies mentioned above said, they do not pay attention to the follow-up, young people come to play, punching the clock is enough.
According to the above-mentioned operators, the general convenience store spends 10,000-20,000 yuan and invites more than 100 ordinary little red book bloggers to achieve the fermentation of word of mouth.
However, if you do in-depth development, such as the launch of red brides or blind date packages, you will fall into the routine of "century good luck", and the risk will become uncontrollable, and it is difficult for young people to accept.
Another variable is regulation. Increasingly stringent regulatory policies will limit the space available on social platforms. On November 1, 2021, the Personal Information Protection Law was officially implemented, strengthening the supervision of access to personal information by Internet platforms and businesses, and increasing the crackdown on fraud and pornography.
The off-order industry continues to evolve, and the meta-universe is also eyeing the off-order business.
A New York Times report said that if you've given up on finding love in the real world, Match Group, which owns Tinder, Match.com and OkCupid, outlined plans to exploit the hyperconnect platform after acquiring it. It's the platform behind "Single Town," which offers the metaverse dating experience, which is still being tested and allows single people's avatars to socialize in a variety of virtual locations.
Meta (formerly Facebook) opened its metaverstem platform Horizon Worlds in early December, but during testing, a female tester said a stranger had tried to "touch" her virtual character in the square and that she had been sexually harassed in the virtual world. "This (uncomfortable) feeling is more intense than being harassed on the Internet."
Chen Yilong, founder of the social APP Singles Tavern, said, "The issue of dating has long become a gray rhinoceros in front of the whole society, and it alludes to many social problems, but none of the social companies I see are seriously studying this issue." ”
The Internet is not a panacea, especially when it comes to satisfying people's feelings. For users, going out of the door and bravely meeting new friends may be the best way to get off the list.
However, for entrepreneurs, whether the business of delisting can still enter the market today and how large the scale can be, still need to be carefully considered. Image
*The caption is from burning finance and economic shooting, and the picture is from Visual China. In the text, Wang Yuan is a pseudonym.