Is KTV really cool?Multi-family KTV is closed, and \”business KTV\” is 10 million months!Do you still go to KTV?
How long have you not sang KTV?
KTV has become a past memory among most people. But KTV still survives.
In the past, a quantifier KTV has been \”occupied\” in the middle and old age, and in this industry, there is still a business KTV of \”low-profile earning money\”.
But no matter what, the young man \”abandoned\” KTV has been set.
The desolate of KTV is just a era end.
KTV really cool?
\”China Music Industry Development Total Report\” shows that in 2020, the overall passenger flow of the KTV industry fell by 70% -80%. According to the sky-eye check data, as of June 2021, my country’s existing KTV registered enterprises were 64,000, from 2000, there were more than 40,000 companies to log out or revoked.
KTV is a generation of collective memories, but brilliant is no longer, especially after the shadow of the epidemic. Some time ago, \”Why is people no longer go to KTV\” and other topics to board the microblogging, KTV returns to the public sight, and the youth recall after 80, after 90.
KTV has already retired. Is it the edge of death? Interestingly, although the KTV industry is \”getting cold\”, the reporter found that there are still a number of high-end business KTVs in \”low-profile make money\”, aiming at the business customer group, and even thousands of yuan.
However, in the past, it is struggling with a profitable edge. They have reduced the scale, developed a differentiated pricing system, but more attractive is more than middle-aged and elderly consumption \”big army\”. But these KTVs, I would rather let go of the body and serve them to maintain their own operation. But in any case, the young people after 00 have been stated.
in the city \”occupation\”, the days of the city are particularly difficult.
In 1995, the first store in mainland China was settled in Shanghai, and the sales KTV officially debuted. Since then, the price of the parity is like the spring bamboo shoots, leading the trend of the offline entertainment market. When the number of KTVs in that year, when the young people’s birthday party, friends gathering, graduation, or white-collar workers, they will choose to go to the KTV box for a time.
In 2015, the money cabinet announced the closing Beijing front store. This is the first store opened in Beijing, which is also the 13th door closed within a year.shop. Summary KTV begins to retreat.
When I wanted that year, the \”K King of K Song\” was a representative of the volume KTV. In 2016, Wang Si Cong high-profile visited the king of Beijing K song, showed a total price. More than 2.5 million yuan of consumption list, instantly send the king of the K song to Weibo hot search.
Time to move, in February 2020, the king of Beijing K song released \”a letter to all employees to all employees\”, indicating that the company’s effective landslide, the funds are too large, weak Maintaining business, the company will lift the labor contract with all 200 employees. It is understood that the king of K song is located in Chaoyang District, Beijing, with a per capita consumption displayed on the US Mission App during its operation period.
After experiencing the epidemic in the 2020, the store manager of the Beijing Mai K K KTV told reporters that there have been 4 KTVs in this store, but currently There are already half of the store. The reporter queried on the Baidu map, 90 songs in Beijing, but displayed on the US Mission App, there have been 10 left and right now is \”closed\”.
An original Shaanxi Baihua melody KTV operator told reporters that this KTV was established in August 2016, but after 5 years, in February this year. The store is transferred, the original business business is also transferred to the fruit sale.
But the volume of KTV will be lonely, not only the influence of the epidemic. Prior to this, it has gradually lost their attractions to young people. According to the US group APP consumption data, in the first half of the year, the number of users of the 18-21 year-old agenda of \”00\” fell by 13.4% year-on-year, the consumption fell by 15.4% year-on-year.
Even if it goes to get off work, there is still business in a KTV in Beijing. The reporter waited for 1 hour, only two pairs of young people came to sing. \”But if we don’t have a group purchase coupon, we will not come here to consume.\” One of the young couples told reporters, \”We all like singing, found this KTV group coupons, the price is right, we come.\”
Although it is hobby, it is no longer a young man’s entertainment preference. For mini KTVs in the mall, several young people also said that they are not always, \”the price is relatively high.\” One of the young male consumers put forward, offline KTV \”The rent cost is too high, this industry is following Like real estate, the rent cost can’t fall, and there will always be a problem. \”
A high-end business KTV leader Zhang Shuai also believes that for volume-selling KTV, it is not low, employee, equipment, etc., but the price of wine consumptionIt is generally only one-third of the business KTV. \”It is not so rich, the consumption level is not so much.\” Naturally it is also easier to enter, and there is an operational crisis.
A family of singles in Beijing said that he has been working in the KTV for three or four years, and it is more likely that the industry is not as good as before. not enough\”. In response to the business of the store, he had to start shrinking the private room.
The previous singer Mai KTV can at least 100 private rooms, now this KTV is currently only 18 private rooms. At 12 o’clock in Monday to Friday, there is only 38 yuan in small bags, and you need 68 yuan for 12 o’clock – 13 hours. The price is 10-20 yuan higher than small bags. The night and weekend prices rose, and the price is increased to 188 yuan for 3 hours.
It is precisely because of different time periods of differentiation prices, the store is said that Monday to Friday afternoon, especially between 13 -15 points, people They are all surrounding middle and old people.
A group of uncle, the aunts sang a song that had a sense of generation, and several people handed hands to dance together. In the afternoon, the price is cheap, and they are different from the young people who come to consume, they also carry drinks with you, and it is more affordable. \”Although guests can’t bring their own drinks, we can’t stop it.\” The store is smirk, \”When they need, we will give water.\”
Young people no longer be used as the only entertainment venue, and the middle-aged and old age groups began to pour into KTV.
Sun Ayi told reporters that they usually go to KTV leisure with their sisters. \”We have a WeChat group. Before you go, you will say it in the group. Generally, more than a dozen people Go together. In addition to singing, everyone will eat together, and AA will spend more than a dozen dollars. \”She said.
Another salesman of KTV also told reporters that in the days of Monday to Friday, it was basically \”occupied\” by the grandma mother, and there was 20-30 years old. Young people are patron, and middle-aged people rarely consume. There are 20 private rooms in the KTV, 12:30 to 19:30 on Monday to Friday, 3 hours of the small package is 69 yuan, and the member price is 59 yuan. \”For the sake of cheap, the aunts who are often consumed will also choose to do cards.\” The employee said.
Although these older customers usually bring their own drinks, it is hardly consumed in the store, the profitable space is quite limited, but in order not to let the private rooms, several KTV operators are still welcome. of. \”Their consumption is not enough to support KTV’s operating costs, but anywayIt’s not as good as it is still free, it is better to take it out.
The old customers also have a contradiction with some KTV. Xiao Liu is also the practitioner in the entertainment industry, his mother often about other sisters to KTV consumption. \”Older card an hour 38 yuan, standard consumption price is one hour 128 yuan, several aunts all fought an old card. \”Xiao Liu said. But when the problem, the card can’t enjoy the discount at the peak hours such as holidays. One year, Valentine’s Day coincides with the working day, Xiao Liu’s mother is often about people to KTV, but it has been refused by the KTV manager. The two sides have been dispatched for this. After the thing is solved, Xiao Liu himself is also understood to KTV: \”They let the elderly come to just pay less. Usually 128 yuan an hour’s room rate, I roughly calculated, only enough to pay the rent and water charges. KTV operation is not available to the room fee.
\”Business KTV\”, 10 million months?
But not all KTV has fallen into a profit predicament.
In the KTV industry, there are business KTV and volume KTV. Shanghai Business KTV Leading Office Wang Jun told the \”Weekly\” weekly \”,\” KTV is a very big concept. The industry has declined, but the business KTV is still available. Consumption in business KTV is mainly business entertainment, which is affected by the industry. \”
Business KTV, also includes high-end, low-end and ordinary business KTV. At present, Wang Jun’s KTV has more than 80 boxes, and each box is about 20 square meters. As a leadership, he is mainly responsible for expanding customer resources.
When the KTV is bleak, the business KTV is still recruiting crazy. Wang Jun’s friends circle is released every day. Among them, including managers, Jiali, Princess, etc., \”Princess\” to accompany customers, drink, and \”Jiali\” need to pay attention to the box dynamics, help to take wine, songs, etc.
\”We belong to the venue. The so-called ‘princess’ is only with chatting, but it can get a tip of 800-1200 yuan. And the ventricle has the minimum consumption limit, the amount is 1300 yuan. If the customer invites a few girls, some foreign wine, I can spend more than one night. \”Wang Jun said,\” This kind of business KTV, a venue can support many people.
Zhang Shuai also said that his business KTV is located in Anhui, but in addition to 2020 because of the epidemic, it is not working, the business situation is also good. Each package House is all nightCreate a profit for KTV. The business KTV is currently over more than 100, and it is basically full of room every night under normal circumstances. \”The turnover of a month can reach more than 10 million yuan.\”
However, he also said that compared to the previous few years, the KTV is no longer as much as before. \”Previous company only occupied three floors of a building, more than 50 boxes, can reach 90 every day, is equivalent to all over the room. Now the company has expanded its scale, with a total of more than 90 boxes, but the state of opening is only Around 100. \”
The reporter found that in this business KTV, ordinary wine such as Qingdao pure life is 60 yuan / bottle, Yanjing beer 60 yuan / bottle, Red bottle Baweisu 65 yuan / bottle; high-end wine, such as Vorgit, Hennessy XO, etc., the price can reach nearly 4,000 yuan. Different rooms have minimal consumption, minimum consumer grade from 1380 yuan to 3580 yuan.
According to a photo provided by Zhang Shuai, the KTV’s room in July this year is up to 240,000 yuan. \”The two or three boxes can have nearly 500,000 yuan of turnover.\”
In addition, business KTV is also different from ordinary volume KTVs in management. In addition to management, front desk, security, and cleaning, business KTV has a fixed salary, the compensation of the foreman, young master, princess, etc., is calculated in accordance with the amount of sales, and the highest increase can reach 55% -60%.
However, they all emphasized that there is no illegal operation in the business KTV.
Why is the young people don’t like KTV?
The decline in the KTV industry has begun from five or six years ago. The \”General Report of China Music Industry\” shows that in 2016, the number of traditional KTVs decreased by nearly 60%.
In 2016, the mini KTV appeared, instead of traditional KTV social attributes, catering to the needs of young people to more private social space. However, due to intensification of homogenization competition, the business model did not go through, the mini KTV has also declined, leaving only a piece of chicken.
\”Singing\” has also been moved by Internet companies to the line. Sing the development of online K songs such as the APP, the national K songs, so that the traditional KTV market is also impact. According to \”2020 China Online K Society Entertainment Industry Development Insights White Paper\”, the number of monthly active equipment in the online K song industry is nearly 220 million.
And when online live broadcast, who needs to go to the line KTV singing?
At the same time, the maintenance cost of KTV is too high, the cost of rent, facilities maintenance, and the recession of the traditional KTV industry is also accelerating the recession in the traditional KTV industry.
The package room of KTV is the \”heaven\” of the elderly, but it has gradually disappeared from the social scene of the party, the social scene of the party.
\”Not intended\”, \”Outtime\” is now the most impression of KTV now. Whether it is mini KTV or traditional KTV, it is originally to meet the consumer social needs and \”songs\”, but more social methods, let young users have transferred to \”sing\” more entertainment.
The social way of singing is no longer welcomed. According to the \”2020\” Water Consumption Insights \”data shows that 10% of the 90s have a daily drinking habit, Quiet, the bistro has replaced more nights, and young people have the main force of drinks.
Offline agency, the wolf kill, the room escape and the script kill, paying attention to the recreation of the immersive experience is also more sought after and loved by young people. Now, some traditional KTVs have begun to kill the script.
The golden age that once belonging to KTV is still not returned. Just as the KTV Shanghai store announced that when he was closed, Han Han sent a sigh: \”Know everything will change, I didn’t expect it to be so fast. Whether it is a cold medium or hot friendship, recalling, don’t even remember which moment is the last Say goodbye.
(Wang Jun, Zhang Shuai is a pseudonym)
Source: \”Financial World\” Week
Shandong Business News · Saxantar News Network editor Gao Ling