"Sing it" extend to the line, O2O mode still need to deep

Recently, located in Beijing Fangzhuang singing karaoke KTV ushered in the first batch of experience, its creation of KTV new play also through various channels spread, in the industry, the KTV industry O2O transformation into orbit.

Sing karaoke KTV is a mobile phone application to sing online under the opening of the first KTV entity shop. As early as the first half of this year, sing the CEO Chen said to the singing of the brand extended to the offline. Six months later, through the cooperation with the wheat, sing the first entity shop began in beta. According to Chen revealed that the Spring Festival before the song will open 4 in Beijing offline entity stores.

Singing application Open play O2O

Sing It is 2012 on-line a mobile phone K song application, this application not only can let the user anytime and anywhere K song, but also integrates the social function, may own sings the song uploads to share. After two years of development, with 200 million of users of the scale of the development encountered a bottleneck. "On the one hand, just do the line to sing on the poor profitability, the main source of revenue is advertising and the sale of some virtual goods, revenue channels are single and limited, difficult to maintain operating costs; On the other hand, with the Baidu Music, QQ music and other giants have joined the K-song function, whether in the capital, team or in the promotion of dimensions and so on, Sing it all face great pressure. "Beijing Hundred Union Consulting Co., Ltd. founder Zhong said.

"What we have to do is to make the Internet, especially the mobile internet and the traditional KTV to do a comprehensive combination, create a new product experience and business model, so that every mobile phone app into a remote, you can song, interactive, play games." The offline entity store that sings is not only a singing place, but also a social gathering place. "Chen said.

According to the song, Michael Song KTV experienced the user feedback, singing karaoke KTV with a lot of internet and social characteristics, mobile phone app and private room terminal can be achieved without gap interaction, through the mobile phone to achieve the remote interaction between people and increase the game function. These with "Internet gene" product function and service experience, opened the KTV line to the line O2O new play.

Before that, sing it. The online user can be drained to the offline entity store through the group function in the app. Sing now, though. have their own offline entity shop, but due to limited capacity, can not be under the line of large-scale drainage. With the growing number of offline physical stores, Chen said "it will add a tool to the app-sing karaoke KTV," through which users can be drained to sing karaoke KTV, but the function is not yet online. ”

To sing it differently, to sing together is to try O2O in another form. Sing together CEO Yinsan said: "Sing together through the intelligent song system into KTV, and then to create O2O layout, in my view, O2O is the combination of online services and offline experience, through online services under the line of business data information." ”

Sing the song system in addition to the traditional song function, but also through a variety of intelligent means, to support the body sense of the game, watching the ball watching movies, cross box social, etc., to achieve entertainment social functions. While the app lets the service and experience Internet: Before entering KTV rooms, users can search and book rooms through the app, and after entering the compartment, the mobile app becomes an intelligent terminal that can connect and interact with other devices.

The difficult exploration of profit model

It is understood that singing karaoke KTV, the price is lower, the golden time of the mini bag for 25 yuan per hour, oversized packet between 95 yuan. "We believe that the ' internet ' KTV should form an advantage in price, not necessarily in the room and drink money, which is similar to many Internet products, basic services free or low price, so as to attract huge passenger flow, and then rely on a part of the user's value-added services to obtain revenue Of course, can also increase the rate of swap to share rent and other costs, to achieve small profits but quick turnover. "Chen said.

Singing together with a different profit model, mainly through the KTV with the offline access, including games, advertising, consumption and so on. In the song system of the sale, singing a basic maintenance in the cost price, no profit can be said. Yinsan said, "At present we do not consider the profit issue, the focus or through the provision of quality products and services, good business and user experience." ”

In the view of O2O industry analyst Huang, sing bar offline real store price positioning low, on the one hand can be driven by low price to gain market attention, and thus attract consumer consumption; On the other hand, through the cooperation with the karaoke KTV can achieve complementary advantages, that is, to solve the flow problem, but also reduce the rent and management costs high problem. But achieving profitability through value-added services is a big challenge. First of all, to do value-added services must be large enough to sing the group is enthusiasts, in the coverage is relatively narrow; second, singing is not hard demand, although the number of users to sing to reach 200 million, but the use of frequency is not high, which will affect its profitability. "To do value-added services in vertical subdivision areas, because the scope is narrower, it must be done deep." Sing it now is extending to the bottom of the line, also need to plough. "Huang said.

Without a clear and reasonable business model, it is difficult for enterprises to develop lastingly. For businesses, continued profitability and patterns are critical. At present, the value-added services are only selling virtual goods, the model is too single, and profitability is still doubtful, and more exploration is needed in the future.

Traditional KTV is difficult to subvert

According to Chen, singing karaoke KTV in the next 5 years will open to more than 2000, but also from the first-tier city to two or three-line city extension. In addition to the direct store, the future will also consider the mode of joining. At the same time, singing together has achieved good results, the current thousands of KTV with the traditional cooperation, reached more than 100 deep cooperation. KTV O2O is a brilliant wind.

At the same time, the traditional KTV scenery is no longer. According to the relevant KTV industry data report shows, "Now go to KTV frequency significantly lower" accounted for 77.3% of the respondents, up to 81.1% of the people said "KTV singing tired, play other go", and respondents in the majority. In addition, the traditional KTV also appeared closed the phenomenon of closure. Relevant data show that the till in the country has 9 stores closed, including the big singers, good jays, candy, such as the volume of the sale of KTV closure of the store also reached more than 10.

"Compared with before, now the flow of KTV is not so high, there has been a certain decline, and more is whenever, 80 later KTV singing, not how to come." "Candy Marketing director Sisi told reporters.

There are many problems in traditional KTV, such as increasing operating cost, declining income level, low service level and poor user experience. "It is because there are a lot of pain points in the traditional KTV, at the same time, the K-song application on the line also did not find a good business model and profit point, just to promote the singing bar and other online brands to extend the line to obtain greater development space." "Huang said.

But the internet's subversion of traditional KTV is not as dramatic and rapid as other industries. Sisi said: "The line under the linkage is certainly the future trend of development, we will make adjustments according to market demand." ”

Chen that the KTV market has a different level of subdivision, sing it and melody, till and other traditional KTV does not exist too big competition relationship. Sing it is the way to improve the Internet KTV entertainment experience, explore new play, so that young people back to KTV. The traditional KTV with high-end consumption and commercial consumption is still valuable.

Huang also thought: "Sing it and so their volume is not big enough, the impact on the traditional KTV is limited, and the traditional KTV is constantly using new technology and ideas to improve their own services to enhance the user experience." At present, the online KTV is still not a revolutionary role, but will promote the traditional KTV in the price and service to optimize the promotion, and lead the whole KTV industry to a good direction, this is a good phenomenon. ”