New entertainment methods are popular, and online K song software is becoming more popular
KTV scenery is no longer a “sunset industry”?
A few days ago, “China’s existing KTV companies are less than half as many as seven years ago” and “Why do people go to KTV less now” have been on hot search one after another, evoking collective memories of a generation. The data shows that in the first half of 2021, the registration volume of KTV companies fell by 41.3% year-on-year; in the past five years, KTV-related companies have registered 18,000 cancellations. From “top stream” to “excessive”, KTV seems to have lost its glory. Is this really true? The reporter interviewed many operators and consumers.
Intern Ren Huajiao Yangtze Evening News/Ziniu News trainee reporter Wang Can
Industry Status
How much does it cost to go to a KTV?Sing for half a day for less than 100 yuan
After 00, student Wu told reporters that he went to KTV 4 times in the past year, mainly for friends gatherings, classmates gatherings and club building. Now the price of KTV is relatively cheap. It costs less than 100 yuan to cover a private room for three or four hours.
A reporter from the Yangtze Evening News found that the chain brand “Star Gathering” opened a store in the Xuanwu Lake business district in Nanjing as an example. It sets different prices according to different time periods. It is more expensive on weekends and evenings, and the cheapest in the afternoon on weekdays. , A small private room that can accommodate 2-4 people only costs 68 yuan. If you spread it flat, you can enjoy 6 hours of singing time for as little as 17 yuan per person.
Declining profits and squeezing KTV faces numerous challenges
According to the company’s data, from the perspective of the number of new companies, the number of related company registrations in 2020 will fall by 38.8%, and the number of registrations in the first half of this year will decrease by 41.3% year-on-year. From the perspective of deregistration sales, the deregistration sales of KTV-related companies have shown an increasing trend in the past five years, reaching 18,000 in total.
While the offline KTV market is declining, online K-song software has gradually become popular, and the user market has been increasing year by year.
The number of enterprise cancellations has increased, the number of new registrations has decreased, and online K song software has squeezed the living space… KTV development is facing many problems. With the emergence of various new social methods such as secret rooms, script killing, and camping, some people are worried about whether traditional KTV faces huge challenges in terms of entertainment and experience.
What do industry insiders think
Script kills, board games… not a challenge but a business opportunity
In recent years, as new entertainment methods such as script killing and room escape have become popular among young people, KTV no longer seems to be the only choice.
A reporter from the Yangtze Evening News interviewed a Maisong KTV in Shanghai. The store manager said that changes in consumer market demand are a good thing for KTV. The KTV he manages introduced board games in 2020, and started a trial operation of script killing last month. The reporter saw on the platform that the karaoke room was 119 yuan for a small private room during the day and 169 yuan for a medium private room, which can be played for 4 hours. The script kills a room at 138 yuan per person, with a minimum booking of 5 people, and 8 hours of your choice.
The store manager told reporters: “The price of a single batch of script kills is very impressive. The current industry does not have a trend of involution, and the price is relatively high. In contrast, the traditional KTV industry is becoming saturated and facing the threat of price wars. I can’t even mention it. KTV stores already have venues, adding some new low-cost, high-profit service items to provide customers with a better experience, why not?”
In the throes, “social space” is still a foothold
Under the endless wave of emerging business formats, how can KTV find a foothold?
The manager of a branch of Mei KTV Wuxi said that he believes that changes in public consumer interest have not had much impact on KTV business. KTV as a social platform has irreplaceable functions. For example, many customers can talk about business and business when they go to KTV to sing.
The store manager of another national chain KTV Jiangsu branch said: “The KTV industry has been in a two-tiered world in recent years. The better it develops, the better it will be. If it does not do well, it may be on the verge of bankruptcy. Our store is developing momentum. Very good, from 20 or so stores in 2018 to 100 stores in 2021, they have entered many of the top 20 shopping centers and consumer gathering points in the country.” The store manager said, “On the one hand, it is because of the service standards. We improved the quality and provided integrated training for employees. On the other hand, we have innovated business projects. Some branches also sell specialty coffee and milk tea, and some stores are integrated into private theaters. Script killing will soon be prepared. We hope that KTV can get rid of its definition in the traditional sense and make it a social space with new attributes, not just’KTV’.”
In the opinion of an industry insider, the pain point or essence of KTV is social. There will never be an end to social networking. KTV is providing a social space that can fully satisfy the pain points of social and emotional interaction.
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