Text|Fun about business.Previously, KTV was a trend in the eyes of young people, and they would always ask a few friends to sing two songs when they had nothing to do, but now, KTV is becoming unpopular. Recently, "KTV closed down 70,000 in 9 years" has been on the hot search, why is the former trend lonely?
01 Young people "abandoned" KTV? Last year, the Yangtze Evening News asked "How long have you not been to KTV?" "I did a small survey on social platforms, and the results showed that there were only 70% of netizens said that they still go often, and most netizens don't remember when they last went to KTV, and even 2945% of netizens haven't been to KTV for more than half a year. It can be seen that KTV is indeed gradually moving away from the lives of young people.
Around 2000, it was the heyday of the development of the KTV industry, and a number of KTV brands were born, such as Money Cabinet, Melody, King of K Song, Pure K and so on. At that time, the Internet was not developed, and KTV became the first choice for young people's entertainment, in addition to singing, wine and snacks also attracted a wave of customers. The influx of many consumers into KTV has made the market size of the KTV industry reach 13 in 2018900 million yuan. However, the boom must decline, and the KTV industry has begun to decline while moving to the top. The once prosperous cash cabinet has closed one after another, and Wanda's KTV singer has also announced its closure, because Wang Sicong spent 2.5 million yuan in one night to be on the hot search King of K songs, and also closed a number of stores due to financial pressure, and announced the termination of labor contracts with more than 200 employees.
The KTV industry has changed from prosperity to decline from the changes in the number of KTV stores, Tianyancha data shows that from 2015 to now, the number of domestic KTVs has decreased by more than 70,000, and the number of KTV stores still operating in China is less than 50,000. According to the "Review and Analysis of the Number and Development Scale of KTV Enterprises in China", in 2018, the total number of KTV enterprises in the country exceeded 1330,000. From its heyday to its decline, what has the KTV industry experienced?
02 Why is KTV no longer favored? If you want to say the thing that has the greatest impact on the KTV industry, the epidemic must not be skipped. Data shows that in 2020 alone, the passenger traffic of the KTV industry decreased by 70% to 80%. The decrease in passenger traffic, coupled with the heavy pressure of costs such as rent, has caused countless KTVs to close during the epidemic. The Jiangsu Entertainment Industry Association told the Yangtze Evening News that during the pandemic, the number of KTVs in Jiangsu was reduced to about 200, while the actual number may be even less.
Unfortunately, even if it survived the epidemic, the KTV industry failed to usher in a warm spring. During the economic downturn, many people's consumption outlook has become conservative, and at the same time, KTV is constantly at a premium, **time period is getting higher and higher**, and the more expensive drinks are testing the wallets of young people, what worries young people more is that some KTVs are not transparent**. Last year, a woman encountered sky-high jelly in KTV, which attracted attention, 242 yuan a pack, only 11 jelly, anyone who saw it had to say "ridiculously expensive." ”
On the other hand, the vigorous development of KTV largely depends on the environment in which the Internet was not developed at that time, and people's entertainment activities were limited. But nowadays, young people's entertainment activities have become diverse, short**, live broadcasts, games, social platforms, and the script killing that has emerged in the past two years. The abundant entertainment activities have made many young people give up KTV. "New Weekly" once did a survey on "Is KTV still attractive to you", and the results showed that there were 322% said no, they had a better choice, and 3396% of netizens have an indifferent attitude towards KTV, whether they can go or not.
03 KTV will "die"? Peers have closed down one after another, and the passenger flow has decreased, so that KTV, which is still insisting, is considering transformation, and in this regard, many KTVs have thought of it, that is, cross-border. Coucou combines KTV, hot pot, and a bistro, and you can not only sing while eating hot pot, but also have a band performing from time to time. Star Gathering KTV integrates the current fashionable elements into KTV, KTV+ script killing, KTV+ e-sports, KTV+ private cinema, KTV+ business meetings, etc., to meet the diverse needs of young people. However, despite this, some young people still have concerns, taking the KTV hot pot restaurant as an example, some netizens are worried about the ventilation and even safety of the private room, and some netizens said that they sang while eating hot pot, and they didn't eat well or sing well.
In fact, although KTV has become the "past tense" of many young people, it has also ushered in new guests. The "Blue Book of the Development of the KTV Industry in 2021" shows that the silver-haired group is becoming the main consumer force. The data shows that in the first half of 2021, the number of users aged 60 to 70 in the national mass sales KTV increased by 29% year-on-year6%, the number of users and orders between 70 and 80 years old increased by 100% year-on-year. At the same time, perhaps considering the cost, the afternoon has become the time period when the elderly group most often goes to KTV.
It can be seen that although the interest of young people is weakening, the KTV industry still has the possibility of growth. However, the transformation of traditional KTV is still imminent. What kind of new route the KTV industry will explore and what direction it will develop in the future still needs to be observed. How long has it been since you've been to KTV?