Script killing enthusiasts experience different roles in Shanghai \”Sudden Sudden\” shop.
The chart is taken from the \”2021 physical script\”
If you want to ask, what new casual way to make \”90\” \”95\” temporarily put down your mobile phone, communicate with people? Script kill must have its name.
These two years, the script kills this logic reasoning game that has been sought after by young people is in reality, and it has become a new cultural consumption form, which has driven a new business model and many related industries. Welcome to explosive growth.
At the same time, the content of the content is similar, the fish dragon is mixed, lack of norms, etc., also plagued the development of this industry. Why is young people who have cultivated grass? What caused the industry development problem? How to create a better immersion experience for consumers? The journalist made an interview about this.
1, \”Broadcasting Growth\” behind 10 billion yuan
● Story: \”I am very tired every day, only these hours can do not need to return to anyone. The news, live someone else’s life. \”Playing more than 20 script killed, Lin Ling, almost we went to the store to play this, play himself\” fast half a clerk. \” In the story of someone else in someone else, only for the emotions, or \”a few scorpions by horror\”. \”Playing a box in Beijing is nearly 200 yuan, playing a realistic script kill minimum has to be 400 yuan.\” Faced with such overhead, Lin Ling is still happy.
At the same time, social and unzipped attributes have been killed, and they are welcome in young people.
Ai Medical Consultation In the first quarter of 2021, China consumers offline event preferences indicated that in 2021 China consumers preferred online trend entertainment, \”playing script kills\” with 36.1% Rank third, second only to \”watching movies\” and \”sports fitness\”.
During the epidemic, the online script killing industry ushered in the blowout growth. Multiple head APPs met with 8 million, 10 million users, the server once became hot search point, and the sudden development of the opera has accelerated.
In the past two years, the sudden killer market has reached a billion yuan. As of the end of 2020, the national line under the store broke through 30,000, most of the store is concentrated in the business district, university and other people, offline Experience the number of players over 30 million. Script killing in tens of millions is fast to quickly achieve \”explosive growth\”.
The \”2021 Sugar Script Kill Consumption Insight\” released by the US group showed that as a emerging entertainment method, the script kills first in the hot broadcast of variety \”star detective\” for Chinese consumers. In the past two years, \”I am a mystery\”, \”I am a riddle\” is also welcomed on the \”Bacteric Detective\” equal line of the scriptures.
In reasoning as the core, the restore, the interpolated game mode, the script kills the young people with a new entertainment experience and social atmosphere. Under good marketing and exposure, this game has gradually spread in young consumer groups.
Offline the script is divided into two types of desktop script kills and real script killed, most merchants will operate in various indoor entertainment agents such as script killing, board games, and secret rooms. The US Merchant Merchant Research Data shows that 82% of merchants use a mixed operation to meet the different online entertainment needs of consumers.
US Mission report shows that the script kills the new city’s new gameplay, developing rapidly in the new year in the Midwest. The city currently has the most urban number of the store is in Shanghai, Wuhan and Beijing. In addition, Net red tourism city Chengdu, Xi’an also entered the top five. From the increase in the number of stores, the speed of growth in Wuhan, Beijing, Zhengzhou is the fastest growth, and the year-on-year increase is over 50%. Tianjin, Changsha, Shenyang followed, the store has increased by 40%.
Script kills are gradually become one of the daily gathers playing methods of urban young people, and the consumption of \”pit\” users is stable. 63.5% of users will consume one time in two weeks, and more than 40% of the consumption of users is more than 1 time.
What can the script kill? Experts believe that the script kills the unique game experience and interactive mode to meet the multiculturalism of young people.
In the US Mission App, the public comment App APP user evaluation, party, stimulating fun, new gameplay, and substantial power, etc. are mentioned in high frequency. The script is satisfied is that young people are increasingly diverse social, entertainment and even emotional needs.
\”Compared with the comparison room and KTV, the script kills the entertainment and entertainment, can promote players equally participate in it, let the young people have passed the reality in a highly immersion game, get the ‘another life’; Closely interactive mode, the scene of the semi-acquaintances, quickly close the distance between the players. \”Lin Ling said.
2 From the open shop to the brand, the currently built a buck with the partner has created by about 200 franchise branches in the country. In the past three years, he witnessed the development process of the industry from the beginning of germination, and is also troubled by the pirated tragedy. \”Buy the script is a big overhead of the script killing store, the merchants buy ordinary boxed script prices from regular channels in 400 yuan to 600 yuan, but the pirated cost is only tens of dollars, there are many scripts in many stores. \”He said.
The industry threshold is low, the market volume is large, and it has spawned a billion market killed by the script. Blind shop, insufficient capital, also brought the landscape of the fish dragon.
\”The smaller the store, the lower the competitiveness, the easier to close it, the less closed, the more you don’t understand anything,Promote the ‘fascinating’, think it is very much earning. Lu Zhe, who has been invested, this is an industrial industry with an old player.
Multi-person practitioners believe that this industry is not too high, and it is not easy to profit as imagining. After the back of the rapid expansion, many of the chasing fast money, blindly opened the ideas in the game, bringing the case of inferior currency to the good currency.
At the beginning of 2020, it was affected by the epidemic of the new crown, and the script killing online APP Welcoming a new round of scale outbreaks, as the epidemic prevention and control enters normalization, consumers have increased the demand for social games, and there is a large number of people to join.
\”Players involved in online are difficult The whole body is inserted, there is no DM (host) leading, it is easy to say that there should be feelings that should be inseparable. \”Player Miller said, senior players are more obsessed with the online experience. The online store is not optimistic.
The development model is sleepy, let the script kill the big waves after the brutal growth.
Recently, the topic \”doubled in the number of in-Aprodunce kills stores\” is on Weibo hot search. A idle platform data shows that on the April platform, \”Close\” is the reasons of the script, props, store table and chairs The quantity of the play-killed goods increased by 110% from the previous month. Under the chaos, the script killing industry is facing a fierce shuffle. The piracy is frequent, lack of intellectual property protection, and it is inevitable to compress The industrial growth space.
According to the introduction, the script killed by the script is divided into three categories: boxed book, limited and exclusive. The price of the box is about 500 yuan, the price is limited to 2000 yuan. The exclusive price is about 5,000 yuan. There are two ways to sell the script to the publisher. One is \”buy\”, that is, the publisher pays a one-time payment, the other is \”divided into\” That is, according to the proportion of the author, it is divided into the author.
As the core of the script killing industry, the good script has always been a rare item. At the same time, some high-quality scripts often sell at low prices on the network platform, some platforms Flowering a few dollars to buy more than 2,000 scriptures.
\”\” For the payment of fast money, many creators are crude, causing the script to have a serious homogeneration, so that consumers have aesthetically fatigue. Miller said that due to the excessive development speed, the slide industry chain of the script is being taken, \”7 days teaches you to write a good script\” \”9.9 yuan ~ 69.9 yuan can buy the exclusive script\” \”Business\” is everywhere.
It seems that the development of \”shortcut\” style has not brought the positive effects of industrial development, but instead dies new space of the industrial development.
3, \”Script Kill +\” And service upgrades
● Explore: Ancient winds and mountains that have been planted in apricot tree, players are wearing a variety of exquisite Hanfu, and the food and clothing are in the play. The search reasoning for two days and one night will be immersed. Script killing and characteristic residential, Hanfu experience and food taste – SichuanThe first two-day, one-night immersive experience built in the Qingcheng Mountain of Chengdu, Qingchengshan, opened the new model of \”Script Kill + Wen\”.
In fact, with the in-depth development of the opera industry, more and more issuers and practitioners have launched a multi-diversity of the healthy development of the industry.
\”Script kills as an emerging literary industry, the most important thing in the lower stage is to establish copyright protection information circulation mechanism as soon as possible.\” Script killing the drama distribution platform small black instructive Wang Huan Yue pointed out.
\”Script kill is a emerging cultural creative industry, only doing content, guarantees good consumption safety, firmly establishing a positive industry image, is likely to be a big industry cake.\” China Culture and Entertainment Industry Association Deputy Secretary General Guo Lan pointed out.
\”The creation of script kill is not traditional literary creation, but to experience a interactive and immersion, let players feel good story experience and social effects, high requirements for the author and the script. \”The founder of the drama believes that in terms of content creation, quietly pondering, truly spend time to create a good work, in order to hatch the best script product.
According to prediction, the national script killing store will increase from the existing 30,000 to 60,000, and the industry competition will further intensify. Industry continuous shuffles not only warn investors to maintain rational investment expectations, but also require practitioners to continuously upgrade existing products and services. Especially with the murderous industry, the new real-time development model will provide new possibilities to the piracy and improve the core competitiveness of the industry.
To this end, some insiders pointed out that the inner bottlenecks in the operated kill industry are currently increasing, and the most critical to broaden the development of the industry is to form a good IP. Since then, the series of dramas are formed, and the online film, games, animations, Offline the scene of the scene, the cultivation of the cultivation of the Derivatives, and better extends the industry chain.
\”This type of script is greatly improved by the real scene, through the close combination of a series of equipment such as props,\” Miller said.
Experts said that the current drama has reached a billion-level number. With the upgrade of product services, the industry system is constantly normative, the business model is gradually clear, and the script kills this fertile soil will inevitably attract more professional talents and Funding.
\”In the new industrial pattern, brand development will also be put on the agenda.\” Qian Yu pointed out that the future player played the script to kill, more consideration is no longer the store to have the script that I want to play. But whether this brand is familiar.
At present, there have been many scriptures in the market to build, except \”I am the mystery\” brand, \”仟\” \”\” Script Tribe \”and other franchise stores are also in the country Running rapidly. With the integration of their own issuance resources and store resources, form a competitive advantage, the drama killing industry will usher in the new period of brand growth. (Reporter Li Hui)
Source: Guangming Daily