From these three companies to see how the Internet to transform the traditional KTV

In the past two years, the public spending has been reduced, rent increases and the loss of customers and other reasons for the traditional KTV profit space reduction, till and other KTV choose close to survive. KTV industry began to shuffle stage.

In the process, catering to the mobile internet to change the tide of traditional industries, many technology companies began to build a line under the KTV idea. Mobile KTV application sing bar, network entertainment platform 9158, as well as to do the volume of KTV booking and song system of the start-up companies to sing in a different posture to transform KTV, become a "cross-border" transformation of a new force.

"KTV development for many years, this industry is still a lot of opportunities", sing the CEO Chen to Tencent Technology Blunt.

The commercial value of KTV is obvious. According to statistics of the country, the number of KTV enterprises in China is increasing by 20% annually, the number of KTV in 2013 has reached 9,920. Its driving drinks, snacks, consumables, audio equipment and other related market size of 400 billion yuan.

The problems that traditional KTV faces are also obvious. "Although there are many large chain KTV in China, but from the overall number of scale is still relatively small, many (KTV) is also in the 100 or so, small scale in this market is not too competitive, coupled with KTV song system and operations are mostly fragmented, user experience also has a great improvement in space. "Chen said.

From the participant's point of view, whether singing, 9158 or singing together, they are trying to create a more fun singing experience, online and offline, remote interaction and other elements into the traditional play. But the three companies choose from different angles as the starting point, sing it through the way to buy the song of the first offline KTV, take the "boutique mini" route; 9158 at present and several chain KTV talk about acquisitions, Wanda Big singer KTV is now the pilot of one of the partners; Sing together independently developed the song system, pushed to the offline KTV.

Sing it: Create a singing bar brand go mini KTV route

At the end of December last year, the first to sing the song, the karaoke KTV officially open to welcome guests. Chen's goal is to create a "karaoke KTV" brand by way of cooperation with KTV.

In the line to do KTV this matter, sing it has two can not be overlooked advantage.

One is the number of users. The data show, now sing it already has more than 170 million online users, female users mostly, live 30 million, daily live 5 million. Sing it online KTV field ranked among the highest, brand and market has been opened, do offline KTV seems to be the thing.

The second is the price. Sing bar offline KTV hourly rate of about 30 to 40 yuan, below the peer level, or even lower than some KTV group purchase price. "We're exploring the innovation of business models, hope to be able to guarantee the basis of service to drive down costs, through value-added services to make money," in Chen View, this idea is in line with the concept of internet companies, "through Low-cost way to lower the threshold of consumption, rather than lose money to let consumers come in. ”

Want to earn money through value-added services, you need to sing KTV can be in the traditional KTV based on how to hit the user pain point, to achieve user experience changes. Sing for it. United Mai Song developed a set of song system, will sing the app and KTV system through, users can through the app "singing karaoke KTV" to launch a party, and through the launch of the party generated two-dimensional code to invite friends to participate. At the same time, the promoter can pay the room rate online. Unable to reach the scene of friends, can be a remote join the party real-time participation, and even can give a private room in the friend drinks, the same support long-distance online payment.

Sing KTV in addition to providing a wealth of private room interaction, but also online social move offline. But for this social need, Chen says it's just a "icing on the cake" approach. "The social function is the play, the goal is lets the user be excited, but sings the KTV the core is sings the cloud database and the user system". Chen said.

He explained in detail that our core is to allow users to sing in the KTV in the use of all the resources to sing bar, so that the user in the offline shop in the singing bar system, line online formation of interaction and user flow, enhance the user to the software viscosity and active degree.

Chen Hope, in the next three years to hang a karaoke brand KTV in the country to promote to 2000. But trying to reach that goal doesn't seem so simple, Chen bluntly.

Sing the first line under the KTV is a stake in the way the song is launched, the future will open and all cooperation, the premise is "must sing the brand", Chen repeatedly stressed.

9158: Investment and acquisition of mainstream KTV

and sing it to build their own brand strategy is different, 9158 is currently only with a few KTV chain to talk about acquisitions.

According to the Sky Pigeon Interactive technology revealed to Tencent, 9158 is to invest first, set up model stores, and then attract other KTV to join their system. For the future, 9158 is still focused on the operation of its related systems.

Tian Pigeon Interactive Group executive Director and COO Maise to Tencent Technology, said: "We have recently started and domestic well-known KTV chain began pilot cooperation, including Wanda Big singer KTV, in addition, we also in and KTV hardware manufacturers to cooperate, To determine whether we can use our innovations and software in entertainment applications and consumer electronics. ”

At present, 9158 has opened three KTV in Hangzhou, cooperation with the third party to transform three KTV. Besides being able to sing in KTV, customers have other ways of interacting. such as online users can communicate with the user in the box, gifts, such as virtual gifts. The next 9158 may also work with shopping malls or department stores to turn virtual gifts into real gifts and send them to KTV boxes.

9158 and KTV mode of cooperation include: provide technical support, offline new consumption is divided into online virtual gift. In this view, 9158 of the role of the equivalent of KTV management company, responsible for the operation. They will first contract the physical store, and then to its output system, management and promotion.

With regard to the plan for the next two years, Maise said he hopes to transform and even subvert the existing line karaoke industry, to enhance interactivity and user experience. "We are talking about investment or acquisitions with mainstream KTV chains in the country and are expected to make progress in the near future, and then attract other karaoke chains to join our system and support our company in the next few years," he said. ”

9158 the unique advantage of the KTV is that they realize the user's account in the product, lets the user in the KTV experience all manifests in its account data, causes the user to produce the stickiness. At the same time, they cascade all the stores together, and users of all stores can interact with the app. As long as you have a score on the singing, you can start the game with the other boxes, users have to series, and then on the phone to find the other side of the box, send a Gift chat day, interaction is coming.

Sing together: The main push independent research and development of the song system

Sing together. Select the VOD system as the cut-in point and the core business, the independent research and development of the song system recommended to the offline traditional KTV.

Yinsan the introduction of Tencent Technology, has now included in Beijing, Shanghai, Shenzhen, Nanjing, etc. more than 100 KTV used to sing the song system, but did not sing the logo.

Tencent Technology has experienced a few, together to provide based on the geographical location of KTV search, parity, book, Smart recommended songs and other functions, song system provides local life services include call cars, hotel reservations, food shopping and so on.

The push should be sung together to promote song system's biggest problem, Yinsan even ridicule himself "picked a most tired road." Indeed, for the traditional KTV, the replacement of the song system is not so simple, in addition to the cost of equipment, but also related to the sound, the control box, door lights, membership data, music compatible, warehouse management data and other adaptation issues.

Yinsan admits, "The push is really a hard job." He said Tencent technology, such as their smart song system development time only in 3 months, but the push takes a lot more time. Now sing together a team of more than 100 people, including the push team accounted for about 30 people, responsible for Beijing, Shanghai, Shenzhen, Nanjing, Guangzhou, several cities to promote work, now and about 100 KTV to reach cooperation. Each of the cooperation reached from the appointment, negotiations to the final system into the store, follow-up needs 1-2 months, and also Yinsan that the traditional KTV for their song system acceptance also need to continue to nurture.

In the social aspect, sings together attempts to use the algorithm to evaluate the user "the music match degree", simultaneously in the song system user may enhance the interaction through the game and so on, for example you may and other packages between the handsome woman pk a song, or in the screen to send the barrage.

For these attempts, IDG capital partner Li Feng said that the reason to optimistic about the KTV industry is based on two main points: first, the traditional industries to provide services to meet the needs of consumers. User consumption and consumption awareness of the development of very fast, but the traditional KTV can provide services to meet the user's consumption, resulting in this part of the service directly to the line. Second, the industry as a whole is a high level of it. This means that the likelihood of rapid rise in a short period of time is greater, more vulnerable to the mobile Internet subversion and transformation.

On the whole, KTV traditional industry is facing change is the trend, in the future it will no longer be a simple K-song place, there are more and more cool play to make it more in line with people's needs for leisure and entertainment and social.