Decode the incandescent lamp shaking in the half air, the rusted iron gate sent a snoring sound from time to time, and the wet yellow wall hanged the broken poster, far from the music If there is no mildew in the air, let the Zhang Lin (the name) of the Zhang Lin (the pseudonym) unconsciously, \”I firmly control your emotions in the unknown fear, so that you can’t wait to win. And escaping. \”
This is the 200th chamber of Zhang Lin played, and it is also his most impressive scene.\” The completely different environment makes people feel that there is another world, this is impossible to bring other games. Give me the experience. \”
Secret room, the script kills, became a new tide entertainment in recent years, and it has become one of their online social entertainment. According to the media consulting data, the market size of China’s secret room escape industry is constantly expanding in 2018-2020, of which 2018 is 5 billion yuan, 2020 is 7.83 billion yuan. It is forecast to be 10.12 billion yuan in 2021, and 2022 may reach 12.36 billion yuan.
From the north, we are wide to the five-tier cities in the north, and more and more rooms appear in the streets. However, the reality of Nuggets is not easy, market resources tendency giants, as well as investment, single profit model, return to the long pain point and industry competition, homogeneous impact makes a lot of newcomers deeply realistic brutal, slightly Inadvertently was eliminated.
\”The big brand passed the sale of the theme, the opening of the franchisees, and realized the ‘half-year return’. And the individual secret room of single-playing alone wants to develop,\” need more breakout methods. \” In the mid-room industry, you will still look forward to the prospect of the secret room. Severe fans play \”fly\” play hundreds of games
Just got off work, Ye Fei (pseudonym) rushed to the urban business circle, and several friends have already been waiting for a long time. They appoint 7 o’clock in the room escape.
\”In the environment where strange and slightly dark color, the entire person is very prone to surge in adrenaline in high tension, which is unbearable to enter.\” Tell the room to his own fatal attraction Force, Ye Fei said.
Half a year ago, Ye Fei came into contact with the secret room for the first time under the leadership of a friend. When you are in a dark room, cross the dark aisle and rust iron gates look for unlocking organs, and constantly test the moment of analytical ability, he immediately fell in love with this brain-headed game. In this time, from the mechanical civi to the terrorist room, from rational analysis to the thrill, Ye Feile is here.
Shell Finance reporter learned that the secret room escaped up to the US Silicon Valley. In 2006, a group of game programmers designed and produced a series of secret rooms in accordance with the detective queen’s novels, and restored to reality, this immersive experience siteThe global market is swept quickly. In 2008, China Secondary Room has gradually been popular in young groups in recent years. In 2019, the broadcast of compartment variety programs \”Secret Room Escape\” is completely pushing this game to a climax.
According to the media consultation data, China’s room escape industry market is constantly expanding in 2018-2020, of which is 5 billion yuan in 2018, 2020 is 7.83 billion yuan. It is forecast to be 10.12 billion yuan in 2021, and 2022 may reach 12.36 billion yuan. The reporter reviews the investigation data found that there are 10,625 in my country / vending rooms in July 2021, including 2497 related companies established within one year.
\”Today’s more mainstream immersive room, according to the game content is mainly divided into terrorist rooms and mechanical rooms.\” Ye Fei said, \”The mechanical room is more inclined to find props to decrypt, and the terrorist room is Weakened the difficulty of decryption, increased horror elements. \”
Senior player Zhang Lin brushed hundreds of secret rooms in two years, he also used the weekend\” to fly \”to go to all parts of the country, only In order to experience the new secret room, \”Go to Chongqing, Chengdu, Shanghai and other many cities more concentrated, each time I will pull a friend to repeatedly brush a few games.\”
Relative mechanical civi room, Zhang Lin is more preferred to feel the stimuli in terrorist rooms. Although it is scared by NPC, it can be scared, but it can be exhausted, running in the daily work, \”\” \”\” \”\” \”\” \”\” \”\” \”\” \”\” \”\” \”\” \”\” \”\” \” The environment makes people feel that there is a experience that other entertainment games cannot bring to me. \”
There is also a point to attract Zhang Lin’s social attribute that comes with the room, let alone He got a lot of new friends.
\”You will see a lot of unfamiliar young people, after a joint experience, the relationship will become gradually close.\” Zhang Lin told reporters that he was always alone attended the game. The partner is also composed of the store’s temporary \”fight\”. After many games, today he and a few partners have already become friends, as long as they have time, they will meet the room to play.
On August 1, the Beijing News Seashell Finance reporter experienced a \”mechanical room\” in a secret store in Hangzhou, Zhejiang. In the dim, the reporters and three strange players who helped their groups were looking for props and clues that might open the door. When the final organ is turned on, there is no feeling between each other, and hit each other to celebrate the customs clearance.
Secretari Board Wang Hao (pseudonym) said that the Chinese environment is really easy to make players to generate \”hug\” ideas, and it is also convenient to bring close to each other. \”Before you have just known young couples. Play together, after the same time, the relationship between each other is intimatefew. \”
Opening a secret room in the previous investment of millions of dollars from the retort ratio low-end pain points
The enthusiasm of the player, let the market have emerged more and more rooms.
[ 123] \”The secret room industry is now in ‘barbaric growth’, whether it is an industry or the number of players entering the year-on-year outbreak. \”Wang Hao told reporters. According to the media consultation data Decrease 21.5%, but with the vaccine development process accelerated, it is expected that the industry will gradually return to the development level of 2019.
Data of the Leopard Institute showed that China’s room escaping market is 15.2 100 million yuan, increased to 10 billion yuan in 2019, the annual complex growth rate reached 60.2%, which is expected to reach the market size of about 220 billion by 2024.
Before deciding to open the store, Wang Hao used for nearly half a year. Time is all in the store. Hangzhou, Shanghai has a little famous secret room, he almost all played. But it is more immersed in the game itself. He cares about the other secret room theme style, organ arrangement, music design and other details. After a probe, Wang Hao began to design the design of the secret room. It usually like to see the decryption film. He decided to set the overall style as a mechanical room. He told reporters that although the mechanical secret room does not need NPC and Too many staff, but they are welcome, except for the topic, the level of level design, secret room, props poster, etc., the proposal must be extreme. He deliberately looked at the \”Different Mail\”, \”Secret Room Escape \”Wait for the movie, find inspiration,\” I saw hundreds of movies at that time, and I always observed the design and layout of them, and there was appropriate to record it. \”
In 2019, Wang Hao invests nearly 2 million yuan in the secret room to open in an open office building in Hangzhou. This area of \u200b\u200bthis area is divided into three amed space, according to difficulty It is 60, 80, 90 minutes, the price is set to 118 yuan, 138 yuan and 178 yuan three grades. \”Every room can receive 3, 4 games every day, and weekends can receive 6 games all day. There are nearly 60,000 yuan in income every month, remove some costs, and the profits can reach 50,000 yuan.
The reporter learned that the size of the room space determines the cost of the previous investment. The cost of 100 square meters of small secret room costs in medium-sized privilege costs in 100 to 400 square meters need two, 3 million yuan, and more than 400 square meters of large-scale privileges reached 5 million yuan. This is also the reason why most of the large number of secret rooms in the market are open in the office building, underground parking lot. After all, business circle core Location rents is too high, you can’t afford it.. However, the secret room belongs to \”customer directivity\”, as long as the secret room is fun and new, I don’t worry that I have no active players.
In order to let the player know that the existence of this store, when the beginning of the time, Wang Hao continued to add investment to promote promotion. He contacted many net red KOL, in public comments, small red books, shake and other platforms and other platforms, \”almost this money used 400,000 yuan.\”
One wave of promotion, let Many players have been here, \”Players will continue to take new friends to experience the room. Then form a word of mouth promotion.\” Wang Hao said, \”The usual 90% of the new players can’t customs clearance. Great probability will be Bold or decrypted and caught. Many people who are uncomfortable will come to the second brush, even three brushes. \”
Wang Hao still remembers, before, several young people have challenged the first two secret rooms.\” Confidence must challenge the largest secret room, but have been trapped in it. During that time, they will call Wang Hao every weekend, book a few hours of secret room, \”almost brush 5 or 6 times, finally.\”
Current revenue is gradually stable, but Wang Hao still feels a slight disturbing, every time and peers are discussed, it will always improve the reaches of the researcher. \” It takes regular replacement themes, and once the transformation scene will involve a lot of money, can only keep an advertisement to pull new guests, and this can last, no one knows. \”
Half year back? Big brand selling \”theme\”, small shops are difficult to survive
Not all prime bosses can laugh at the end.
Are (pseudonym) decided to close the investment of 1 million yuan, but only took more than a year of time, \”I first heard that I can return to this room for more than half a year, but I really started to find it. Single shop should not make profits are not realistic. \”
Ale told reporters that he opened in Chengdu’s room in 2019, and there were the advantages of all walks of friends, and they can earn more than 20,000 yuan per month. However, the good view only lasts for more than two months, and the epidemic has arrived in a pause. Even after late recovery business, the number of players also dropped significantly.
To make matters worse, he found the topic of their choice and other colleagues \”Crash\”, and in pursuit of this \”strange new\” markets, natural brush is not already a similar style players recognized.
shells financial reporter learned that the core theme of the chamber. Unique theme is able to attract players, bring traffic and revenue for the Chamber of Secrets, and once mediocre theme, is likely to cause no business case.
before entry, Porto have also consulted a number of chamber operating companies inquire about the price of topics. The other gives a quote from a few thousand dollars to several million in accordance with the \”labor and materials\” and \”sell theme\” two options, \”the so-called ‘sell theme’ is just to give you sound the theme of the Chamber of SecretsFrequency video, and software, props, etc. involved in the software, props and other materials, need stores to buy decoration, and ‘packaged ingredients will pack all fine prices and help you contact the workers to install. \”Ale explained.
But I didn’t expect that in order to ensure the robust effect, I spent the\” theme \”purchased in the market, the depression of the business made him give him a decision. Doubt.
\”Many new entrants do not understand the room, think that simple mimics can be profitable. \”Whoever has been emotional in the middle of the lap in the secret room industry,\” But the player will not go to the subject, and even the negative image of ‘plagiarism’. \”
Old whistling, despite the rapid development of the secret room, it is a typical online store business. In addition to the tickets such as tickets, drink snacks, it is mainly from the theme trafficking, open franchise license And multi-store promotion. For small shops, the latter cannot be achieved, naturally causing a difficult situation in survival.
\”The room that can make money can be more early before By. Due to the first advantage, no matter how funds accumulate, practical experience is far from the new entrance. \”The secret room operated by Old, now relying on the theme sales and opening the franchisees to profit nearly a million yuan,\” there is indeed half a year in the circle, but more points are these through the theme, the franchise store, etc. The big brand of the way is profitable. \”
The previous walnut (pseudonym) has been opened in Shanghai,\” The industry is not friendly to small pedestrians, and many new stores even have a year. \”
\” Even if the subject is new, only one to two years of life. \”Walnut said,\” This means you have to build a new topic, and actually the topic of explosions is not often, and each replacement theme also needs to pay costs to build a scene. And now with the upgrade of technology and game mode, the cost cost is getting higher and higher, and the cycle is also unlimited. It is difficult to recover the cost of the store. It is naturally unable to operate. \”The macroblue room of walnuts, because the theme has attracted countless players, but with the increase of the peers, the business will gradually be cold.
Al also plans to replace the theme, But after I was in listening, I finally dismissed this thought. \”The cost is too high. In addition to the topic purchase cost, it is necessary to overturn the previous arrangement, and the light of the waste material can cause tens of thousands of yuan. \”Aigh finally decided to quit.
Breakout! The room enters the\” arms race \”, film and television, the game IP linkage is the future?
\” As the industry’s outbreak, future room market competition It is necessary to become more fierce. Wang Hao told reporters that there was a new room on the office building of him less than 500 meters. He used to explore it in front of the player. Let him surprised, the other party is in proportThe details of the design, background music and other details are clearly smashed, but the game price is lower than him, \”according to the investment and expenses of the other party, it takes at least two or three years.\”
The bosses of the secret room are clear, and now the main customer is young. According to the inventory portrait of the Chinese secret room escaping the user, 64.05% of the interviewed users have played in 2020 to escape. Male consumers account for 63.03%; while the age of 26-35 is 57.89% in the mid-room escape consumer.
\”Young people pursue is new strange, like the room full of cool elements.\” He said, \”In order to snatch this group, the newly born room will be entered to the ‘arms race ‘Stage. More importantly, there will be more business models in the future to break through the ceiling of the room. \”
Shell Finance reporter learned that the vast majority of secret room brands have begun to involve cross-border marketing, and large IP cooperation derivation. The famous secret room mystery home has reached a collaboration with the Forbidden City, Mount Mount, and the interactive puzzle game combined with physical books, puzzle games and online app games, and another well-known secret room brand entertainment alliance begins Try to work with local Went to seek more breakout roads.
Online profit mode single pain points also make many small and medium-sizeders in their own breakout directions. Wang Hao started working with some of the local enterprises, hoping to attract the other party to choose ourselves in the company.
He won a bill, although the ticket price of the single passenger is higher than the package price to the company, but the company’s group is more than the number of people. \”It is better to seek the unknown spending on the Internet. More stable source. \”
\” The industry is accelerating the process of shuffling. \”A secret room industry practitioner told reporters,\” Not only more and more operators who are engaged in other industries cross-border entrance Even many big IPs today also see the momentum of the mid-secret room. \”
Shell Finance reporter learned that with the hot, more and more games, the film and television IP party began to active and Cooperation in the room. In January 2021, the well-known game \”Yinyang Normal University\” announced that the MRX jointly created the \”Mirror of the Heart\”, and the player entered the fantasy world of the shemale in two hours. The reporter noticed that although the ticket was up to 500 yuan, it was still sought after by many fans.
\”The scene special effects are very gorgeous, and it is really good.\” A player told reporters that \”NPC also restores the game role, which makes people seem to be in the game.\”
\”Yin Yang The linkage secret room successfully broke the circle, and the future \”King’s glory\”, \”League of Legends\”, and the secret room are also associated with the room. After all, the layout is the strategic layout of each game factory. \”He said.
Beijing News Shell Finance Reporter Yan Che Esijia School on Wang Xin