The weight of the KTV, sing how to bear

Absrtact: Now sit 140 million users sing bar already occupies a seat in the mobile Internet field, however, how to complete the transition from flow to profit is still a pending issue. As we all know, the O2O line of the end is actually a vast world, can make a great thing, but now the question is, sing how will withstand the line under the KTV of the heavy?

On May 26, according to the singing CEO Chen revealed that the next step will enter the offline KTV, is considering mergers or acquisitions or investment entity stores, the specific plan will be announced in June. But that means singing. It will also launch an action against the O-O2O line.

Now that you've got 140 million users to sing. Already is a place in the mobile Internet arena, but how to complete the transition from flow to profitability is still an open question. Now we all know is that the end of the O2O line can be said to be a broad future, can make people a great thing, but the question is, how will you sing to withstand the line under the KTV of the heavy?

Now the internet has appeared so much from the singing bar deduced to the KTV article, then let this article from the offline KTV demand to the line deduction.

Offline need

Traditional industry many play with the Internet play is completely different, the most direct is that the traditional industry more concerned about the current money where. The internet wants to intervene under the line first to solve the advanced direction and backward profitability of the problem.

Friends today with a national chain of KTV Marketing executives in-depth communication, trying to briefly describe the status of the KTV market.

A resident population of about 3 million of the city is now almost able to accommodate about 200 KTV, of which more than 50 bags compared to the size of about 90. This is a number of people can do business, and more on the vicious competition, the fittest.

Another interesting data, to KTV users of less than 23-year-old users accounted for more than 30%, per capita consumption within 50 yuan, 23-35-year-old users around 50%, per capita consumption of about 100 yuan, 35-55-year-old users about 15%, per capita consumption of more than 500 yuan, In addition, the children of the elderly neglected.

This means that offline KTV is the main consumer or partial business needs. Users under 23 years old are not KTV very welcome users, 23-35-year-old users are KTV consumption of the main crowd.

Said the user, said the KTV investment, in a second-tier city, KTV upfront investment about 150,000 of each packet, that is, a 60-pack KTV about 9 million to invest. The cost includes rent, decoration and operating expenses. First-line city decoration, equipment costs are similar, but the cost of rent will be much higher.

At present, most KTV using K song system is Lei, depending on the easy, can a hundred thousand of package to buy a system, can also use each of the 2 yuan per day to pay the service costs. About every single store about 6000 yuan a month about the system costs, the executive came to the conclusion. For the new song to be faster online or to add some customization features, the company's headquarters also has been the internal team to update the system maintenance.

Another big surprise is that private dining expenses are accounted for by the cost of drinks. Prior to that, friends have been unilaterally thought that the drinks should be the head of KTV charges, and the reality is that the cost of drinks accounted for one-second or one-third of the private room costs.

Because KTV industry characteristic is the customer is very concentrated, the prime time section private room expense does not have the discount, moreover the price is not expensive. Those who often sell on group buying are not prime time.

KTV industry net profit in 40% or so, a new KTV store about 2 years back to this, 3 years or so need to redecorate upgrade. The traditional profession that calculates the tradition, does not have the huge profits, also does not have the big risk.

From the point of view of member management and marketing, most of the member management still stays in the membership card and the member integral stage. Marketing, there will be some group buying, advertising cooperation class intervention. In short, from the large data point of view, it is quite backward.

Summary, using the Internet thinking from the traditional KTV, the current situation can be transformed to upgrade the link is quite a lot. However, the demand under the line is to sing it can be solved?

Sing it.

According to public information disclosure, sing it was intended to use with the existing KTV brand cooperation in the way under the line, but may be due to profit sharing, resources and other differences did not talk about Cage. Therefore, the intention to invest in physical stores, and create a new brand of the way to operate the offline KTV.

The United States and the public comments in the catering industry for ten years did not intend to open a hot pot or the public comment on the grilled fish shop. From this point of view, it is indeed courageous to sing the line of choice.

Sing it. Specific information under the line may not be officially announced until June. Now it's only logical to look at the angle or the way of cooperation.

If you sing. Since building a new store, a hundred thousand of of the investment in each package is first and foremost a hurdle. The second threshold is people, how to find a group of understand the Internet and understand the operation of KTV talent is a problem. Now, according to Chen, there are only over 60 people in the product team.

If you sing. Do not open stores, the choice of investment cooperation to solve the physical store and human resources issues. Then switch directly to the next step, open the shop, sing the current based on the mobile phone K-song system can directly translate to KTV equipment? One thing can be confirmed, depending on the Yi, lei for so many years of the system, sing it can not be replaced immediately. Of course, development is not not can not, the technical threshold is not high, just time and money issues.

In addition, how to get involved in the system, sing it also needs to face a real problem, song copyright issues. As an Internet share products purchased copyright can be further used in KTV and other commercial occasions, this should be considered clearly. When there is a copyright problem, the disgrace is small, the loss of money is big.

Of course, also do not replace the system, only to use the docking method. Then in the docking of the time to solve the problem of profit sharing, people now make a good profit, why with you play?

Well, the system docking problem is also assumed to have been solved, the actual application of the scene? According to the online public description, sing the scenario is, singing in the KTV and sing with the client interaction. You sing in the KTV in Beijing, I take the mobile phone in Dali, listen to a bottle of virtual Carlsberg, I'll be singing it right away. Turned into a bottle of real beer in the KTV in Beijing was sent to you. At the same time, Carlsberg, this brand will be paid to sing. An advertisement fee + sales split. It might be the future. A way to seek commercialization, and to be sure, to sing it will make more diverse attempts.

The marketing executive that this article said, this kind of social application before KTV already had tried, of course, the span is not as far as Beijing Dali. Can only be based on the same KTV. Users can see in the KTV scrolling screen in the vicinity of what the song is singing, if you want to hear can be clicked to listen. But in practice, users don't pay for this kind of social application. Because to KTV consumption itself already in social status, there are more social needs of users relatively few.

Of course, from the application scene, sing it, play with the traditional KTV of the strong push-social or not the same. Because it's singing. There are already 140 million users, the daily active user has more than 5 million. Users who have social needs are singing for themselves, rather than being forced to accept tweets about social information. This is the advantage of Internet products.

Better application scenario should be, sing it to achieve the KTV system and mobile phone system docking, the user through the KTV Mike this better than the cell phone microphone sing more beautiful songs, and then sync to sing or other platforms, continue to sing before the fan social function. But why not use a hardware medium to solve this simple requirement?

In addition, the current is not published too much income data, it is obvious that fans to sing good people to play the momentum is obviously not the power of the red goddess Silk. and the traditional industry under the line of heavy and bitter mode, may not be the Internet companies can play the turn.