The paid study room that used to be "out of the circle" became less popular

　　Our reporter Zhao Yingying, intern reporter Lu Yang

　　Two-hour experience card, 1 yuan; weekend single-day card, 33.6 yuan; 7-day week card, 223 yuan... Click on the website group purchase interface, and the discount information of the paid study room is dizzying.

"The price is getting cheaper." Deepin user Wang Lei said.

　　In 2019, the paid study room featuring "immersive learning atmosphere" quietly became popular.

The price of 12 yuan per hour or 80 yuan per day can be exchanged for a one-square-meter desk and a quiet learning environment, which has attracted many young people, and there has also been a hard-to-find scene.

However, when the freshness passed, the popularity of the paid study room declined, and the operators who subsequently entered the market began to try to attract customers at low prices.

　　People flow in single-digit paid study rooms

　　At 6:30 pm on weekdays, in an office building near Songjiazhuang Subway Station, white-collar workers off work followed the flow of people into the twilight.

At this time, Wang Lei pressed the elevator up button, and his destination was a paid study room in an office building.

He is preparing for the postgraduate exams, and he is considered an in-depth user of the paid self-study room, and he finds a self-study after get off work every day.

　　"This year, many new study rooms have been opened nearby, and the prices are getting cheaper." Wang Lei said, this is a new store that has been opened for less than two months. The first two-hour experience card only sells for 1 yuan. It's 70 yuan.

For the old study rooms that opened earlier, the charge for an hour is about 12 yuan.

　　The reporter followed Wang Lei into the study room, and there were 5 people in more than 20 seats.

According to the partners, excluding rent and labor costs, just fitting out and purchasing equipment, the initial investment amounts to nearly 200,000 yuan.

"Now there is almost no money to open a study room. Several of our partners have their own jobs. The study room is opened to meet their own learning needs." The partner said.

　　In fact, in the interviews conducted by reporters, the attendance rate of 25% is already considered good.

Two other self-study rooms around the Songjiazhuang subway station are open 24 hours a day. One is priced at 10 to 15 yuan per hour, with only one person out of more than 20 seats; the other is priced at 12 yuan per hour, with only 3 people out of 26 seats.

In a paid study room next to Shuangjing subway station, according to the staff, the number of people who came to study before working days was in the single digits. "Affected by the epidemic, the flow of people has basically remained at this level."

　　Fiery track growth rate declines

　　The business model originated from the paid study room in Japan and South Korea, which refers to a form of sharing economy that pays for the time to obtain the right to use the study room seat.

In 2019, known as the first year of paid study rooms in China, data shows that in just one year, about 5,000 paid study rooms have been "brought up" across the country.

　　From the configuration point of view, the hardware conditions of the paid study room are roughly the same: the area is usually 100 square meters to 200 square meters, divided into several areas such as sunshine area, single area, double seat, VIP area, pantry, and toilet. Each seat is usually equipped with lockers, plug holes and desk lamps, and provides free internet, coffee, tea and other value-added services.

　　The young people who enter the paid study room are mostly college students who are preparing for postgraduate entrance examinations, applying for study abroad, and white-collar workers reviewing examination certificates. There are also a small number of young people who regard it as a "net celebrity" check-in place to experience immersive learning where a group of people gather together. .

IiMedia Consulting’s analysis report shows that among the paid study room users, nearly seven are non-student users, and 48.6% of the users go to the paid study room to prepare for a job.

　　At the hottest time, at 10 o'clock in the morning, the paid study room for about 12 yuan per hour was full, which also inspired many entrepreneurs to flood the track one after another.

A data from the industry shows that up to now, the number of paid study rooms across the country has exceeded 15,000.

However, with more and more operators and the impact of the epidemic, paid self-study rooms have chosen to exit in recent months.

　　For example, the Xuexinge shared study room in Zhongguancun, Haidian District, will be temporarily closed this month.

The Feiyuedao study room, which entered the market in 2019, has also closed two stores after adjustment, and currently only one store in Wangjing remains.

The analysis report of iiMedia Consulting also shows that last year, the growth rate of the user scale of paid study rooms has narrowed from 170.6% in 2019 to 34.8%.

　　Paid self-study business is not that beautiful

　　"The paid study room industry has begun to survive the fittest." said a practitioner.

　　The reporter also found in the investigation that under the fierce competition, some paid study rooms began to try to retain young people at low prices.

In the study room that Wang Lei chose, the staff recommended to reporters a monthly evening pass for workdays. The original price is 1,400 yuan and the current price is 550 yuan. If the reporter wants to come during the day, he can make an appointment in advance.

The other 100-hour card marked the original price of 1,500 yuan and the current price of 800 yuan.

Another 24-hour self-study room, the original price of 200 yuan daily card, the current price of 72 yuan; the original price of 500 yuan daily card is sold for less than 50%.

　　On Dianping, the reporter searched for the study room, and he jumped out of the "study room discount up to 50%" interface.

Two-hour experience card, 1 yuan; weekend single-day card, 33.6 yuan; 7-day week card, 223 yuan; 50-hour card, 230 yuan...There are more than 100 paid study rooms in various districts of Beijing.

　　"The paid study room industry is not a profiteering industry, nor is it a'second landlord' business that can be done by renting a room." The above-mentioned practitioner said.

　　IiMedia Consulting's analysis pointed out that the paid study room industry in the early stage of development has the problems of high comprehensive cost, single profit model, serious product homogeneity, and lack of core competitiveness.

From the perspective of comprehensive cost, calculated based on an area of ​​100 square meters, the annual rent cost of paying self-study room businesses in first-tier cities ranges from 109,500 yuan to 328,500 yuan; according to the configuration of one clerk and one cleaner in each store, the payment is calculated The labor cost of study rooms in Beijing, Shanghai and Shenzhen is about 113,000 yuan per year.

In terms of fees, paid self-study rooms are mainly pre-collected membership fees, and the profit margin is relatively limited, and more service models need to be explored.

　　Some users are also worried that there are hidden dangers in the pre-collected membership fee model of the paid study room.

"In case it suddenly closes, what should I do with the unused quarterly and annual cards?" User Xiao Yang suggested that the charging model for the card should also be included in the supervision.