Sing the line down: traditional KTV refused internet power online "experience" difficult to copy offline

Valentine's Day, chongwenmen sing song 22 private rooms have been filled, but there are no other KTV in a large number of people in the room, until 10:30 in the evening, the waiter began to wait for the guests to send the night of the first waiting number plate, she told Tencent Technology, "today is not Friday to many people." Wheat song is a well-known low-cost KTV brand, in Beijing, a total of 3 wheat ode and singing bar cooperation, Chong Wen door starting from the end of 2014 with the singing bar cooperation, renamed as "singing, wheat song" after becoming a singing bar line business development project, with the official saying, these 3 lines under the KTV carrying sing "Explore business model innovation" task. In the previous media coverage, it was only 30-40 yuan for 1 hours to sing the bar down the line shop. On the basis of the guarantee service to drive down the cost, through value-added services to make money ", the box inside the table and wall have included" sing "Related two-dimensional code, in the consumer landing, you can do a series of KTV based on the line and online interaction, Sing at the same time client can be a song, buy value-added services and food. However, Tencent Science and technology site found that these beautiful visions did not come true, sing the price of wheat is higher than the previous publicity; most of the songs do not complete the basic function of "sing"--------------------------- Sing it. The onsite interactive value-added service purchased by the client does not appear on the KTV screen, and even the client's purchase of snacks cannot be synchronized to the Mac system. Sing, Michael. The staff of the song to Tencent Technology, the current Massong sing it is only system cooperation, follow-up payment Link has not been through. Interestingly, the waiter is not very familiar with the duet, to sing whether the VIP can enjoy the price of the argument is not consistent, so that users only need to do a coupon card, you can get a lower discount. This is not an isolated phenomenon, 9158 of the main online entertainment interactive companies have tried to rely on the Internet-style interaction and experience to subvert the traditional KTV, but and sing it similar, these on-line attention-focused enterprises online and failed to prairie rapid development. "Sing it, do KTV,O2O just it a publicity stunt, to its existing online customer group age, to become the main KTV consumption still need about 5 years, KTV industry insiders said, the internet itself is a light asset industry, online enterprises can only make the existing KTV icing on the cake, It is impossible to shake and subvert an existing enterprise, so the path from line to line itself is wrong. A O2O industry "old Man" said, online business cut to the line, the need for large quantities of horse in the front-line Mano, want to rely on some functions, spend a small amount of cooperation, simple to complete "subversion", tantamount to wishful thinking. In the outside world, KTV industry a variety of brands is the reason is low entry threshold and higher profits, and the internet seems to be easier to pry this market, and use their own brand advantages to create new market space. But whether it's high copyright cost pressure or offline marketThe cultivation of the field, for young mobile internet companies, is a heavy burden. The "internet thinking" boom that started in 2014 may be the ultimate fate of a quiet ending. Offline layout Difficult December 10, 2014, Chen invited the media to experience its first line in Beijing KTV, at the same time announced a stake in wheat ode. In an interview with the media, Chen said he would choose to work with other third parties, but he stressed "it's important to sing [your own] brand". According to Tencent Science and Technology Survey, sing bar in Beijing only three stores, and one of them is still in the decoration is not open, this number is not even the one-third of the Beijing store, and in the public comments on the internet, leisure and entertainment can be found in Beijing KTV total 1755. Similar to the Sky Pigeon Interactive Group's video community 9158. Tian Pigeon Interactive Group executive Director and COO Maise to Tencent Science and Technology, said recently, and the domestic KTV chain began pilot cooperation, and hardware manufacturers to negotiate support for its system projects. Its hope in the future, can attract other KTV industry to join the form, support its system. From the model point of view, its third-party cooperation with the main transformation, but the function and "sing it" similar to the emphasis on online users can communicate with other private rooms, mutual gift of virtual goods. However, at present 9158 only in Hangzhou cooperation opened 3 KTV. And another announced to use the Internet to transform the KTV, "Sing together" founder Yinsan, although he shouted with social network pry move O2O, and announced in the official website has covered Beijing, Shanghai, Nanjing and other place near thousands of KTV, but according to Tencent Science and technology to understand, Search through its client search to the vast majority of KTV only to reach the booking cooperation, not in the KTV system and sing with any cooperation, one of the partners to Tencent Technology, said from the client's booking volume far less than the public comment. Due to the lack of accurate KTV market research, the current public a report from the Chi Research Advisory Group shows that the number of KTV in 2013, about 19,920, of which, the number of KTV numbers nationwide there are 9,920. Since 2006, the total number of KTV has been maintained in about 20,000, but the traditional KTV is gradually reduced, and the volume of the slow growth. From this point of view, internet companies on the offline KTV after a round of propaganda is still in its infancy. A KTV many years of practitioners to Tencent technology, the reason that the offline KTV is difficult to subvert, because line online business can not form a complementary, traditional KTV industry needs to rely on lots, decoration, prices and other factors to attract customers, sing it and 9158 although online business has a large number of people, But can not ignore the above several elements to the KTV diversion, then subversion itself is not possible, KTV after all and basic necessities are different. Online "experience" is hard to copy. CEO Chen has said that the business model is still in the reflection, sing bar to find a way to solve the core of a room isSing well and be able to interact with friends. But for now, the user experience has not reached that level. In the field survey of Tencent Science and technology, chongwenmen this to line online under the interactive main private room, you can not even do to sing the most basic function-scoring, more than the first in the singing software top of the song, unable to call the scoring program, even the effect of recording function is not stable. As for the promotion of the largest selling points online under the "interactive" experience is not smooth. Not only sing a huge source of income in the virtual goods can not be online to achieve the purchase of the process of giving, and KTV music actually did not sing with the synchronization. Not only that, sing the CEO Chen once thought can solve the traditional KTV pain point of the dining point of the single system is also flawed. Tencent technology experience found that the user purchase and payment information is not synchronized to the ODE system. Its staff said that because the system has not yet been debugged, but in order to appease the customer, MAK can only take the user to pay the successful interface, the catering to the user. The staff also said that it did not know whether to sing it will pay for it. At the same time, the song copyright issue is to sing now can not avoid the reality. At present, the domestic market for the song copyright is generally divided into lyrics copyright and recording copyright, China Audio-visual Association to provide, and KTV to pay a certain fee. However, the right to sing down the store in the recording copyright, so far more difficult to defend the rights, the authenticity of the degree is not high. And because online copyrights and offline authorizations are separate, they need to be paid back. Some people in the industry said that at present many songs are infringing, but it will be packaged for users to upload. "This is called the safe haven Principle in the industry, it belongs to the grey area, so it is the reason that many songs can't provide the original singing." Not only that, but the application of the song itself because its function is only a single function of online singing, its market is extremely subdivided, the industry personage says, the internet giant constructs music ecology at the same time, will launch the product of similar function synchronously or integrate it into other products, this will further blow the development space that sings bar. And another company online under the KTV system to sing together, said, theoretically there are some problems in music copyright need to be resolved. They are also working with the copyright department to do these things. The silent user speaks with the foot in the Chen Eye, the Internet Product Manager thought which many years cultivates, may use in the transformation line, and the time has arrived. He has said that after considering a variety of models, the best way is to use the Internet to control the overall experience of KTV. Chen once duet bar to do offline KTV most proud of is to have a huge number of users and the user's mobile phone installation singing bar application. "Every user who comes to the room, the phone has been installed, or come here to be our guide to install ... Everyone can use the mobile phone to complete the operation. "In turn, the user's information can be precipitated into a system, and when the scale is large enough, users can be converted to the offline user often." For the challenge, Chen admits in a public speech that it's hard to get out of line. But from the currentMarket feedback, he still underestimated the difficulty, at least in the existing "Sing the song" shop, users can hardly feel the internet thinking changes. Tencent Science and technology in singing karaoke KTV system check, February 14 the day a total of 31 people to sing bar to the shop, which sing bar VIP users only one, and the previous 3 days also only more than 20 users to the shop, because the system complex, in the store's talent Top20 list, currently only 8 users. Tencent Science and technology site randomly with a number of shops in the consumer dialogue learned that for the singing bar to arrange a series of interaction based on the private room, the user does not buy, a loyal to sing the user said that they accompany friends to come here and found that the user did not have any special preferential treatment, and their own in the play in the room to provide interactive games, as drunk, Also broke the phone (note: Sing it in the room provided several interactive games, one of the horse racing game need to shake hard to make the horse forward), became a friend's laughingstock. There are insiders told Tencent Technology, now sing the difficulties encountered by the business model is difficult to find a breakthrough in the short term, and prop fees of the model threshold is lower, the replicator is easy to become a competitor, and membership mode of payment in the short term difficult to gather a large number of users. Although it hopes to expand market space through the line, but in its own congenitally deficient, forced into the offline market, the lack of online will be exposed more obvious, and the line under the short term can not expand to self-sufficiency. This is far from singing the problem that can be solved by oneself, this is the O2O industry current common predicament. O2O only in the marketing level of innovation, but the product level is very shallow, in the more important service level and the traditional mode is basically consistent, Internet enterprises can not have a real sense of the service itself norms and influence, which also makes them in the entire industrial chain in a weak position. O2O products for the process back-end service control is not enough, it is difficult to truly "irreplaceable." A O2O Industry anonymous executive said, want to put the line on the resource docking, need to invest huge manpower and material resources and time, the need for a large number of horses in the first line of Mano, want to rely on some functions, spend a small amount of cooperation, simple to complete "subversion" is not realistic, And at the moment, the idea that the traditional KTV, which offers low-cost services, and value-added services to improve profits, is just an idea, "It's good to tell stories to the capital market, but users will talk with their feet."