There are more and more entertainment methods, mini and online K song methods are emerging; consumer time is becoming more and more fragmented

　　Can't the traditional KTV industry "hi" anymore?

　　Our reporter Zhou Yi

　　"What KTV to go to, let's change to another place" "It's been a long time since I went to sing, it feels boring." During the Spring Festival, when Li Jingwen after 1995 suggested going to KTV to sing in the WeChat group, friends were very disdainful. Finally everyone chose to escape from the room.

　　The "Worker Daily" reporter found that KTV, which was once highly sought after, seems to be increasingly difficult to become the first choice for young people to gather, while middle-aged and elderly people who used to be biased against KTV have become a new customer group.

The emergence of the epidemic and new K-song methods has made the KTV industry worse.

　　Not so attractive to young people

　　"The first time I went to KTV was the summer vacation after the high school entrance examination. Later, I often went to parties with friends, sometimes two or three times a week. At that time, I thought singing was a cool thing, and students who sang well were more popular. "Chen Ye, a 31-year-old Beijing citizen, said that he can't remember the last time he went to KTV.

"Maybe there are more and more entertainment options available, and KTV is not so attractive to me."

　　Chen Jun, who used to be the sales manager of Qiangui KTV Lama Temple, recalled that the hottest time in the KTV industry was from 2005 to 2009. At that time, private rooms had to be booked two days in advance. Even on weekdays, they would be full every night. .

However, after 2015, Qiangui KTV stores closed down one after another. Currently, only Huixin stores in Beijing are still open.

　　Some insiders believe that the post-80s and post-90s are the main consumer groups supporting the KTV industry.

But now, family and career take up most of their energy, and the passion of chasing stars and singing as a teenager has faded.

Moreover, online games, social software, etc. provide more entertainment methods.

　　For the KTV industry, 2020 is the most difficult year.

According to the company's data, in 2019, the number of KTV cancelled or revoked nationwide reached 4609.

In 2020, Beijing’s KTVs were suspended for nearly half a year, and only resumed operations in July. Some high-end KTVs that had a glorious moment had no choice but to close down.

　　Middle-aged and elderly people become regulars

　　Although the post-80s and post-90s and other young people go to KTV to spend only a handful of times, the middle-aged and elderly people have become regular visitors in the KTV during the daytime.

According to the data released by Koubei and Ele.me, in 2019, the number of middle-aged and elderly people over 50 who choose to spend on KTV in the afternoon was nearly 20% higher than that of young people.

　　"With more than 100 yuan, we can sing for an afternoon. We bring our own tea and can sing and chat. It is much better than in the park." said 63-year-old Zhang Baogang in a KTV near Huilongguan in Beijing.

　　"We are here to sing. We don't care if we sing well or not. The important thing is to make friends and connect with each other." Ms. Jiang said, "We all have retirement wages. When our children are older, we don’t have any burdens in life. Find a comfortable, food, and A good place to play."

　　"KTV is not new to young people, but it is attractive to middle-aged and elderly people. It is not only young people who like to sing. Besides, elderly people do not have a nightlife, and most of their entertainment is concentrated in the daytime." Why is KTV "occupied" by middle-aged and elderly people during the day, Mr. Zhao, the head of a KTV operation explained.

　　The staff of another KTV said that in order to attract middle-aged and elderly people, they launched some discount promotions and added a lot of old songs to the song library.

　　K song new scene to carve up the market

　　Luo Xi'ai, who has been engaged in the KTV industry for more than ten years, said that the offline KTV industry is declining, with weak innovation and high operating costs.

Coupled with the rise of online K-song platforms and the emergence of new scenes such as mini KTV, many traditional KTV companies struggle to survive in the cracks. "The epidemic is just the last straw that crushes the traditional KTV industry."

　　Mr. Lin, who is in charge of joining consulting of Sing Bar Mai Song, said that the offline KTV industry has invested heavily. Take the area near the prosperous business district of Beijing’s North Third Ring Road as an example. The average monthly rent for a 500-square-meter venue is around 100,000 yuan. The franchise fee of the box is 10,000 yuan, there is a deposit of 100,000 yuan and a project supervision of 60,000 yuan, as well as other costs such as decoration, alarm equipment, and labor.

　　"Although my friends and I seldom go to KTV private rooms to sing, but we often sing in the mini KTV after eating in the mall and shopping." Li Jingwen said, people's time is fragmented now. These mini KTVs can well meet people's needs.

　　Nowadays, mini KTVs such as Youchang and Mida have "flowered everywhere" in major shopping malls and movie theaters in Beijing.

Compared with traditional KTV, this mobile KTV allows consumers to order songs by themselves. The low consumption threshold and fresh consumption experience have attracted many young people.

　　In addition, with the development of the mobile Internet, online K song platforms such as Kugou and Quanmin K song have also risen rapidly, and have accumulated a large number of users in a short period of time with the help of social advantages.