Where did the internet cafe next to you go?
"How long have you not been to an Internet cafe?" When many people encounter this question, the answer is "more than one year", and some people can't even remember the exact time.
Whether it’s the “post-80s” who have the old and the young ones, the “post-90s” who have recently taken up their jobs, or the “post-00s” who prefer mobile games, Internet cafes are already a little stranger.
The number of Internet cafes around is declining, and this is not just the feeling of an individual.
According to the data from Tianyan Check, in 2020, 3,638 Internet cafe-related companies will be revoked, 9,250 will be cancelled, and 12,888 will be closed down.
Where are the Internet cafes?
What changes have been made in this industry?
What adjustments are being made?
Listen to what consumers and practitioners have to say.
Internet cafes are getting less and less
Not far from the gate of a college in Haidian District, Beijing, the gate of an Internet cafe was locked, and people went to the house.
“This Internet cafe has been tepid for a few years, but in the end it has not withstood the impact of the epidemic and closed down.” Gao Wei, who was studying for a doctorate at the school, recalled the “golden age” of Internet cafes and sighed: “I just graduated At that time, this Internet cafe was full every night, the computer room was crowded with smoke, and there were no seats at all when I was late!"
Gao Wei witnessed this Internet cafe going from prosperity to decline.
"The main customer base of this Internet cafe is nearby college students. I don't know when the classmates came. During the epidemic, the school was closed management, and the Internet cafe was completely out of customers."
Also near this university, Chen Tao's Internet cafe is struggling to support it.
"My store has been open for nearly 20 years, the equipment has been updated several rounds, the name of the store has also been changed, and I have never thought of quitting. But the epidemic has made me realize that this industry may have become a sunset industry."
Chen Tao introduced that operating an Internet cafe requires a lot of investment, including the purchase of equipment, decoration, etc. The equipment depreciates quickly.
Equipment upgrades require high investment. Popular games are changed every few years, and they will be completely updated in a few years.
In addition, rent, electricity, internet, equipment maintenance, sanitation, fire protection, etc. are not small expenses.
"If you can maintain it right now, just keep it. If you can't do it, then get out." Chen Tao said.
Either shut down, or barely support, has become a true portrayal of the Internet cafe industry.
According to the company's data, as of the end of April this year, there were more than 120,000 Internet cafe-related companies in existence across the country, and there were more than 41,000 and 104,000 Internet cafe-related companies whose registration status was revoked and cancelled.
In the past, the main game demand of Internet cafes is shifting from the computer side to the mobile side.
According to the "China Game Industry Report for the First Quarter of 2021" released by the Game Publishing Working Committee of the China Audiovisual and Digital Publishing Association, the actual sales revenue of the Chinese game market in the first quarter of this year was 77.035 billion yuan, of which the revenue from mobile games (ie mobile games) Reached 58.83 billion yuan, occupying more than 2/3 of the market share, far surpassing web games and client games (referring to games that need to download the client and run on the computer).
The new trends in the second-hand commodity market also confirmed the depression of the Internet cafe industry from the side.
On a well-known online trading platform, the reporter found a large number of second-hand computers, gaming chairs, gaming mice, and other equipment that were sold by Internet cafes.
Most of the products are maintained in good condition, and the sellers have specifically marked the performance, such as "computer configuration can meet the "chicken" (a common name for shooting games)", etc.; the price is also very cheap, some 70% to 80% of the new high-configuration whole machine The price is less than 1,000 yuan.
Online customer service staff said that this kind of goods comes from closed Internet cafes, with good quality and sufficient supply, and it can be cheaper if you buy more.
In Chen Tao's view, the depression of the Internet cafe industry is inevitable.
"The main source of Internet cafes is young people, especially college students who have a lot of free time and strong spending power. In the past, college students still love to surf the Internet. There are many colleges and universities in this area, which support dozens of Internet cafes, large and small. Now a variety of entertainment There are more and more methods, and functions such as social networking and multiplayer games can be realized on mobile phones. College students don't like to go to Internet cafes so much." Chen Tao said.
"Surf" at home for a better experience
The main reason for the decline of Internet cafes comes from the demand side.
Once upon a time, smoother Internet speeds and relatively cheaper prices were the main motivations for consumers to "surf" in Internet cafes.
In recent years, the popularization of home computers and the speeding up and lowering of fees on the Internet have weakened the aforementioned momentum.
"I was admitted to university in 2012. Back then, I and many of my classmates filled out the high-level recruitment volunteers and inquired about the college entrance examination results in Internet cafes." Gao Wei said that in the early years, whether it was home broadband or the wired network used by work units and schools, The tariff was high, the internet speed was slow, and the reliability was relatively poor. “At that time, families who could access the Internet also depended on dial-up access. Some families did not have a computer, and they had to go to Internet cafes when they encountered some important things that needed to be done online.”
"In recent years, the campus network has become faster and cheaper, and the fees have become lower. Many students assemble the whole machine in the dormitory by themselves, so naturally there is no need to go to the Internet cafe." Gao Wei said.
Network speed and fee reduction have lowered the threshold for high-quality network services.
According to data released by the Ministry of Industry and Information Technology, since the implementation of network speed increase and fee reduction in 2015, China's fixed broadband unit bandwidth and mobile network unit traffic average rates have fallen by more than 95%.
The average rate of enterprise broadband and dedicated line unit bandwidth has dropped by more than 70%, and various tariff reduction measures have benefited more than 1 billion users annually, with a cumulative profit of more than 700 billion yuan.
"Since the implementation of speed increase and fee reduction, great changes have taken place in domestic network construction and the development of the information industry. The wide range of network coverage, the fast network transmission speed, the low level of network tariffs, and the strong development of the network economy have achieved global leadership in four aspects. "Said Liu Shaodi, deputy director of the Financial Management and Operation Bureau of the State-owned Assets Supervision and Administration Commission of the State Council.
Some Internet cafes try to retain consumers with higher-end equipment.
"The large-screen curved display, high-end mechanical keyboard and gaming mouse, quad-core and four-threaded processor, and surround sound speakers can guarantee the ultimate gaming experience for guests. These devices have just been bought two years ago, and they are still 70% to 80% new!" Chen Tao said.
But today, the appeal of high-performance computers and high-end ancillary equipment is also waning.
"I didn't go to Internet cafes a long time ago. You see, this machine I built by myself cost less than 5,000 yuan, and its performance is better than those of new Internet cafes." In the opinion of "Zanji enthusiast" Zhang Xun, he bought and replaced the components. , Assembling a computer is not only more cost-effective, but you can also enjoy a surfing experience at home that is not inferior to Internet cafes.
"I bought the e-sports chair, mechanical keyboard, gaming mouse, audio and other supporting facilities on the Internet. Some of them are second-hand, but they don't lose the level of Internet cafes." Zhang Xun said.
In recent years, "Zanji" has gradually become a trend. Many young people choose to buy computer components and assemble them into a complete machine by themselves. Not only is the price cheaper than buying the complete machine, but the performance also meets the needs of use.
70% to 80% of new monitors, CPU motherboards, processors, graphics cards, the sellers built the whole machine by themselves... Log in to the "flea market" section of a famous online forum, the reporter saw many posts selling second-hand computer whole machines or components .
Even if the price is affordable, there is no shortage of Zanji "experts" and sellers in the message area bargaining back and forth.
"A lot of lower prices indicate that the market for second-hand computer components is booming. If there are more computers, fewer people go to Internet cafes and buy complete computers." Zhang Xun said.
From "bar" to "coffee", tap new demand
Some Internet cafes try to expand social attributes to attract consumers.
"No matter how comfortable it is to play on the computer at home, it is not as good as "opening black" with friends." Ma Xiaoguang, an e-sports-loving "post-90s", is a top-up member of several national chain Internet cafes. He often goes to Internet cafes to consume. Don’t forget to experience the Internet cafes in your city when you travel or go on business.
Ma Xiaoguang's "open black" refers to meeting three or five friends, looking for a row of connected seats in an Internet cafe, and verbally communicating tactics while forming a team to play online games.
However, such demand is also facing shrinking.
"Now mobile MOBA (multiplayer online tactical competition) games are getting better and better. As long as I have a mobile phone, I can find a place to "open black". Now, when I want to go to an Internet cafe, it is becoming more and more difficult to meet people. Now." Ma Xiaoguang said.
Some Internet cafes have not disappeared, but have changed their appearances and continue to exist.
In order to tap new user needs, in recent years, many Internet cafes have been transformed and upgraded to "Internet cafes", "e-sports halls" and "game bars".
As the name suggests, "Internet cafe" combines the entertainment of a traditional Internet cafe with the comfort of a coffee shop, and has successfully conquered the hearts of many young consumers.
"Internet cafes defeated game halls, and mobile games defeated Internet cafes. What defeats the old business format is always an unimaginable new business format." Wang Lei is a franchisee of a national chain of Internet cafes, and his store is located in Hangzhou, Zhejiang Province, near There are many high-end residential districts and several universities.
After resuming business last summer, the store’s business has not returned to the level before the outbreak.
Wang Lei introduced that in order to find a breakthrough, he thought of many ways, such as purchasing VR (virtual reality) game equipment, providing more substantial discounts for recharged members, hosting e-sports competitions, live events and team training, and adding more private Internet access areas and independent boxes, etc., try to open a breakthrough from high-end customer groups.
In Wang Lei's Internet cafe, the lighting is bright, the environment is clean, and the decoration style is similar to that of a mid-to-high-end coffee shop. The room is sprayed with air freshener and a smoking ban sign is posted on the wall.
The entrance is a counter that sells coffee, tea, desserts and even rice bowls. Live games are being played on the big screen, and the in-store audio system will broadcast the latest achievements of the players from time to time.
"The new type of Internet cafe is completely different from the traditional'Internet cafe'. It can't even be said to be the same format. It integrates dining bars, coffee shops, live broadcast rooms, e-sports clubs and even billiards halls and board game bars. , Catering, sports, leisure, and social functions in one, constantly adapting to the needs of the new generation of consumers." Wang Lei said.
"It is still incomparable with the peak of the industry. After the upgrade, prices have also come up, and some consumers who are more price-sensitive will not come." Wang Lei believes that Internet cafes themselves are an industry that heavily invests in assets, and customers are not sticky. High, increasing investment and improving service levels will inevitably increase prices, which may weaken the ability to acquire customers. "In order for the industry to survive, it is necessary to tap new'just needs', grasp the consumer psychology of young people, keep up with hotspots such as live broadcast and e-sports, and enhance the irreplaceable offline social functions." Wang Lei said. (Reporter Wang Wenzheng)