Shared study room has become one of the hottest business ventures

Will you pay for the learning atmosphere?

　　Bright eye protection lights, comfortable seats, a fresh air system that circulates throughout the day, a full range of school supplies and free tea and snacks... In recent years, shared study rooms have become popular in major cities across the country and have become test preparation The new base on the road to chasing dreams has also become the new favorite of many entrepreneurs.

　　According to data from the 2020 "Summer Education Industry Recovery Big Data Report" released by Meituan, as of the end of July this year, the shared study room has soared to rank first in the growth rate of adult training search, a traffic increase of more than 10 times over the same period last year.

At a time when many industries are at a trough due to the epidemic, why are shared study rooms so popular?

Can sustainable development be achieved?

Shared study rooms are getting hotter

　　In the small and welcoming space, the rows of seats are staggered and filled with people who are concentrating on reading. Only the sound of pages turning can be heard in the whole room.

　　This is a shared study room.

Those who enter this room include college students who are preparing for postgraduate entrance examinations and civil service examinations, professionals who "charge" themselves after get off work, and middle school students who are sent by their parents to do their homework.

They spend about 50 to 100 yuan a day to find a quiet place to study for themselves. If they apply for monthly, quarterly, and annual cards, the price can be even more favorable.

　　Domestic shared study rooms were first established in Guangzhou in 2014, and then began to appear in various cities across the country. In 2019, nearly a thousand paid study rooms were added nationwide.

Dianping data shows that there are currently more than 200 shared study rooms in cities such as Shenyang, Beijing, Shanghai, and Xi'an. Among them, there are more than 360 in Shenyang, ranking first in the country in terms of number.

　　The design and layout of these study rooms are roughly the same.

There are dozens of seats in a space of one to two hundred square meters, and they are simply divided according to the different needs of different people for the environment, such as an open desk similar to a library and an independent dark compartment separated by a partition, and "Keyboard and mouse zone" and "Mute zone" etc.

There are sockets and lamps on each table, and independent lockers are set up.

There is also a rest area in the study room, as well as common equipment such as headphones, printers, and power banks.

　　A manager of a shared study room told reporters that although business was closed for 2 months during the epidemic prevention period, the passenger flow of the study room was stable after the reopening, and the attendance rate could reach 70%. There were relatively more people in the evenings and weekends, and other times were relatively relaxed.

"Seek your own independent space"

　　“It’s impossible to study at home.” Huang Han, who is preparing for the job test, told reporters that she recently studied in the study room every day. “The study atmosphere in the shared study room is better than at home, and the decoration, lighting, and environment are very comfortable. Learning here is efficient."

　　In the past, Huang Han also went to study rooms in surrounding schools or went to study in public libraries.

However, many schools were closed during the epidemic prevention period. “The library nearest to my house could not be reserved at all.” She had to start “spending money to buy seats”. Fortunately, the shared study room cost about 10 yuan an hour, which made her feel “ Still acceptable".

　　Chen Suming, the founder of Beijing Yuanqi Self-study Room, told reporters that he could not find a self-study room at first because he had to study. Later, he had the idea of ​​creating a shared study room.

　　Analysts pointed out that due to the impact of the new crown pneumonia epidemic, downward pressure on the global macro economy has increased, and companies have layoffs significantly, while the number of recent graduates in China has been increasing. Faced with the severe employment situation and employment pressure, postgraduate entrance examinations and certification have become self-competitive Important way.

Statistics show that the number of graduate students in China has been increasing year by year. In 2020, there will be a total of 3.41 million graduate students. However, the national average shares a library for every 439,000 people. The public self-study space cannot meet social needs.

It is the insufficient supply of public resources that has given birth to the development of shared study rooms in China.

　　In addition to meeting learning needs, the study room also satisfies people's desire for private space.

According to the survey data of iiMedia Consulting, the main purpose of 43.2% of consumers to share study rooms is to find their own independent space.

Huang Han feels deeply about this: “In the study room, you will feel at ease, you can devote yourself to one thing without interference, and you can truly be yourself here.”

Explore smart business models

　　"The competition is too fierce now." Chen Suming told reporters that in the past, the vitality study room was the only shared study room in two nearby office buildings. Recently, four new ones have been opened in the building, which has diverted many customers.

　　The reporter's investigation learned that the shared study room at this stage mainly adopts the profit model of pre-collecting membership fees, but there are also many entrepreneurs who are exploring diversified business methods: Shenzhen Private Study Room uses the study room platform to build a "young people's growth life circle" , Increasing user stickiness through incremental services such as movie sharing, reading salons, and flower art classes; Shanghai Heizu Study Room has postponed members during the epidemic prevention period, and created a member WeChat check-in group to provide online “cloud supervision” to accumulate reputation ;Zhengzhou Morning and Evening Self-study Society launched the "24-hour unmanned mode" to extend business hours and reduce labor costs...

　　IiMedia Consulting analysts believe that the current shared study room has serious homogeneity and other problems. In the future, the market can be segmented according to user needs, cross-border operations, shared space joint operations, etc., to reduce operating costs through intelligence and community, and explore A variety of profit models have achieved sound development of the industry.

　　The fast-growing study room also brings new management problems.

At present, study rooms are mostly distributed in office buildings or residential areas, and some study rooms have hidden safety hazards such as fire protection.

The executive director of the Digital Economy and Legal Innovation Research Center of the University of International Business and Economics believes that to maintain the sustainable and healthy development of the industry, relevant departments need to strengthen supervision and protect the legitimate rights and interests of consumers through early filing and improving the social credit evaluation mechanism.

　　Qiao Cai