Wen | Chen Xining
Editor| Peng Xiaoqiu
36Kr learned that recently, the script killing brand Luoyang Kaka announced that it had received nearly 10 million angel investments, and the investor was Dexun Investment. After this round of financing, Luoyang Kaka plans to expand from more than 50 stores to 500 by April 2022, and launch its own saas system for store management, selling cost services and various industry data statistics. According to founder Yang Kan, Luoyang Kaka is currently profitable, with a profit of more than 3 million yuan in the first half of 2021 and is expected to exceed 15 million yuan by the end of the year.
Luoyang Kaka store
Founded in 2016, Luoyang Kaka, formerly known as Board Game Bar, changed the direction of the business after being exposed to the mystery of murder, and opened Luoyang's first script killing store in this year. What really makes Luoyang Kaka famous in the industry is its host (dm) training business. In 2019, after Yang Kan participated in the Chongqing Script Exhibition, he had the idea of carrying out industry DM training, which was derived from the recognition of Yang Kan's teacher training in the education industry in the past.
Luoyang Kaka host training
"At that time, I found that the DM in our store was very different from other DM, the details were in place, and the churn rate was small." Yang Kan recalled. After that, Luoyang Kaka officially opened the DM training business, in his view, the biggest difference between his DM training and other friends is that the teaching content is a replicable methodology, and the curriculum is similar to the teacher training workshop. In Luoyang Kaka's curriculum, teaching is not simply teaching the method of opening the book, but teaching students how to train others to become DM. Up to now, the business faces the B-end store and has trained more than 1,500 institutions in the industry at a unit price of more than 3,000 yuan. The successful DM training business has also become a good entrance for Luoyang Kaka to cut into the industry, and since then, Luoyang Kaka has also successfully opened coaching courses such as store manager training to share its own development experience.
The core resources of the script killing museum are dm and script, so a major obstacle in its development is dm loss. In the operation, high-quality DM itself can attract many customers, but with the longer DM to do, can not find a way to promote or income close to the ceiling will become the reason for DM to leave and change careers. Based on this, the main reason why Luoyang Kaka can achieve a low DM churn rate is that its business has involved storefronts, distribution, cultural and creative operations and training. In Yang Kan's view, becoming dm is only the basis for entering the script killing industry, because it has a long enough business chain, Luoyang Kaka can make dm choose to transfer or transform as a trainer after achieving certain qualifications.
After entering the industry through DM training, Luoyang Kaka is also training training course students to become franchisees or partners. According to Yang Kan's understanding, he compared the future business pattern of Luoyang Kaka to a pyramid, with the cornerstone being the volkswagen store, the second floor being the Luoyang Kaka student store, the third floor being the Luoyang Kaka franchise store, and the fourth floor being the Luoyang Kaka direct operation. "Because we are probably one of the few full layouts in the industry, when we have enough franchise stores, we will have enough voice on the creative side." Yang Kan told 36Kr.
Based on Yang Kan's concept, when there are enough franchise stores, he hopes to build a "cinema system" based on Luoyang Kaka, manage his stores through small programs, count the actual operation of the store and the script opening, etc., and gradually achieve "box office sharing". "At the moment, the market is still based on trust, but I want to build an industrial content creation team." Yang Kan revealed that at present, he is preparing with a domestic film studio to create an original center with more than 200 people. "It's important to keep the script at the lower limit. Only by industrializing the team creation method can the quality of the script be guaranteed. Yang Kan said.
Of course, the realization of these ideas still has a big premise, that is, the script killing market needs to be supported by a sufficient number of player bases, and the number of players still maintains rapid growth. In this regard, Yang Kan believes that Luoyang Kaka expects to do offline social solutions in the future and not necessarily focus only on the category of script killing. In any case, before the market blowout, the brand side has enough influential stores to better occupy the market share and guide the market direction.
In addition to the script killing industry-related business, Luoyang Kaka has also performed well in the direction of cultural and creative cultural tourism business, and has previously won a number of cultural tourism projects. In May 2020, Luoyang Kaka cooperated with Sui and Tang Luoyang City National Heritage Park, Luoyang Yingtianmen Museum, and JiuzhouChi to create a large-scale lineup of live-action script game "Wuhuang Heshou"; in April 2021, Luoyang Kaka, together with the Luoyang Old Town District Committee and the Luoyi Ancient City Management Committee, created the Luoyi Ancient City Real-life Role-playing Game "Flowers Falling and Looking for Incense"; on September 17 this year, Luoyang Kaka appeared as an iQiyi network variety show! The planner of the press conference of "Luoyang" used the immersive script to kill the tour link to show the charm of Luoyang, Henan.
In terms of investors, Zhu Junrui, investment director of Dexun, who is responsible for this round of investment, said that they continue to be optimistic about the consumption upgrade of offline service industries such as the script killing industry, and this investment mainly focuses on the future high-quality brands that have the ability to integrate upstream and downstream in the script killing industry and promote industry standardization, and Luoyang Kaka is in line with its investment positioning.