Shared KTV focuses on the "lonely economy", and the popularity remains high, and capital is rushing for it

Since the beginning of this year, shared KTV, which has firmly grasped fragmented time and the main consumer force of the "lonely economy", is showing a "Great Leap Forward" development driven by capital power, and industry competition is heating up rapidly.

Original title: Shared KTV: A person's carnival also requires good service guarantees

. Just like shared bicycles "sweeping" the city overnight, shared KTV, which looks like a phone booth, quietly "occupied" shopping malls, cinemas, shopping centers and other commercial districts. Since the beginning of this year, shared KTV, which has firmly grasped fragmented time and the main consumer force of the "lonely economy", is showing a "Great Leap Forward" development driven by capital power, and industry competition is heating up rapidly.

At present, first-tier cities with strong consumption power have become increasingly saturated, and market supervision has become stricter, which brings risks to the operation and investment of shared KTV projects.

One or two square meters, two high stools, three glasses, a touch-to-click screen, two microphones, two pairs of earphones... Close your eyes and sing, immerse yourself in it, and for a moment you really feel like you are in a KTV. Do you want to sing in such a KTV?

Seizing

the consumer experience of fragmented time-sharing KTV cannot be compared with traditional KTV. Some consumers told reporters,"Singing this kind of K can only be regarded as spending tens of yuan to buy a quarter of an hour of happiness." However, shared KTV can still become popular quickly. The fundamental reason is that it grasps the time when consumers are fragmented. Shopping, watching movies, waiting in line for meals, resting in the commercial district, waiting for someone to go on a date... there are always various fragmented times that are neither long nor short but difficult to kill, and the shared KTV is interspersed just right.

According to the "2017 China Offline Mini KTV Special Research Report" released by Ai Media Consulting, the market size of offline shared KTV in my country is expected to reach 3.18 billion yuan in 2017, an increase of 92.7% compared with last year, and the growth rate is relatively obvious. It is expected that the market size of offline shared KTV will continue to grow in 2018, reaching 7.01 billion yuan, with a growth rate of 120.4%. Mida mini K and M-Bar are the early brands to enter the shared KTV market. According to industry data, Mida mini K has been distributed in more than 500 cities all over the country, with more than 10 million users. M-Bar is currently installed in more than 5000 units nationwide, covering about 29 provinces.

With

the development of the Internet, the frequency of face-to-face social interaction has decreased significantly. In cities, people in their 20s seem to get married too early, and people in their 30s who are unmarried are also common.

If in traditional KTV, carnival is the loneliness of a group of people; then in shared KTV, loneliness is one person's carnival.

"Once the curtain is pulled and the headphones are worn, you can't hear it outside. It is suitable for people who like to be alone, are introverted and have tone-deaf." A young consumer told reporters,"One person can eat, travel, walk around, stop, and now you can still sing alone."

Nowadays, the "post-80s" and "post-90s" who have the strongest spending power in the entertainment market are the protagonists of the "lonely economy". Shared entertainment targets this group and maximizes consumption of the "lonely economy".

The lack of expensive services

Although the advantages are obvious, the shortcomings of existing shared KTVs such as high prices, low configurations, and need to improve services are as clear as its transparent glass.

When the reporter experienced the M-Bar singing in Xidan Commercial District in Beijing, he found that it cost 34 yuan for 15 minutes. Some shared KTVs have added a price adjustment function. When busy, the price can be increased by up to 2 times, which will cost one to two hundred yuan without realizing it. In traditional KTV, during off-peak hours, the price of singing for three to four hours is only about one or two hundred yuan. If you participate in some promotions and group buying activities, the price will be lower. In contrast, shared KTV has no price advantage.

"I think if we don't have monopoly and everyone can use it, the relative cost will be reduced, and we don't need to spend a lot of money. This is what sharing is called," said one consumer."Now the word 'sharing' is a bit lame, and I don't understand what sharing is."

Cai Kailong, co-founder of the Internet Finance Association of Thousands, once said that the sharing economy is facing the problem of ignoring its social attributes."The happiness shared with you is better than having it alone." This is the real social attribute of the sharing economy, but at present many businesses often Do business in the name of the sharing economy, increase prices and transfer costs to consumers, which cannot be regarded as sharing in the true sense of the word.

Capital is eager to see

the current mainstream shared KTV brands on the market include Mida MiniK, Yousing M-bar, Chanowo MiniK, Lei Shi Wow House, Played Leedi, Luyin Peng, and God of Song K-Bar.

Behind this, various investors have already invested in mini KTV related companies. Take Xingtang mini KTV as an example. The investors behind it include Jingwei Venture Capital, Xiangfeng Investment, Jinsha River Venture Capital, Xianfeng Changqing, DCM, Yunqi Capital, IDG, Chuxin Capital, etc. In addition, Chanba announced a strategic investment in Aimei Technology, the parent company of Mida MiniK; Youchang M-bar has received a total investment of 60 million yuan from Youbao Online; Youbao subsidiary Shenzhen Youbao Kos Technology Co., Ltd. plans to acquire the 20% stake held by individual shareholders of Youchang R & D and operation company Xiamen City Frontier Technology Development Co., Ltd. for 120 million yuan. Behind the popularity of shared KTV in the market is the continuous layout and driving of capital, which keeps the market popularity high.

Ai Media Consulting pointed out that new forces continue to join in the current competitive landscape of shared KTV, and no absolute monopoly giant has emerged in the market. However, product homogenization is serious and lacks core competitiveness and differences. After the initial education period in the market, Merchants will shift from seizing the market to focusing on user experience, taking creating a good user experience as the core of industry competition, and at the same time looking for a more suitable development path based on their own characteristics.

All in all, the sustainable development of the sharing economy is about the long tail effect. After the initial "burning money to seize territory", the market has shown signs of false fire. In the future, it will definitely experience an industry reshuffle of "big fish eating small fish". Supervision by government departments is also becoming stricter. Whether it is brand owners or investors, they need to think rationally, upgrade products, improve services, and prepare for shared KTV to enter the 2.0 era.

Editor: Mary