Original title: Current development status and prospects of the industry in China in 2022, immersive experience drives rapid market growth "Picture"
1. Overview of the tile escape industry
1, classification
Escape Room is a real-life game that gradually develops into an offline live game through foreign online puzzle games. The escape room is rich in content, and can be classified from the elements of the secret room, such as the room, game rules, players, game props, storylines, etc.; and according to the game props, the secret room can also be divided into traditional secret rooms and immersive secret rooms.
Category of escape room
Source: Public information sorting
2, history of development
Escape room first appeared in the United States, and in 2008, real-person escape room shops appeared in China for the first time. Since then, the secret room industry in China has mainly experienced the following three development stages:
Escape room development Shi
Source: Public information sorting
2. Relevant policies of the escape room industry
In recent years, offline entertainment activities represented by "escaping room" have developed rapidly. While meeting the people's diverse spiritual and cultural life needs, some bad content and safety hazards have also emerged, such as violence, excessive terror, superstition and other illegal and irregular content, and some places also have fire safety hazards. Government departments will strengthen supervision of the industry and introduce relevant policies to guide the healthy development of the escape room industry.
Escape Room Escape Industry Policy
Source: Public Information Organized
Holographic Projection Technology, also known as virtual imaging technology, is a three-dimensional imaging technology that uses the principles of interference and diffraction to record and reproduce the reality of objects. It has three major advantages: better visual experience, immersive interactive experience, and realistic imaging effects. The combination of holographic projection technology and games can give people a new experience. Games using holographic projection technology can have simple interactions with people, and players can perform related game operations immersively, bringing a new game experience while also increasing the fun of players in the game.
Escape Room Industry Technical Environment
Source: Public Information Compilation
III. Escape Room Industry Chain
Escape Room Industry Chain upstream of the industry chain includes the game R&D team, operation team and live NPC cast and crew. Midstream is divided into chain brands with R&D and operation capabilities and small brands. The downstream of the industry is consumers, which can be divided into two categories: corporate consumers and individual consumers.
Escape Room Industry Chain
Source: Public Information Compilation
The upstream participants in China's real-person escape room industry industry chain are mainly game R&D teams, operation teams, and cast members. In terms of cost, the cost of the game R&D team accounts for 60%; the cost of the operation team accounts for 30%, while the cost of the cast and staff accounts for 10%.
The proportion of China's escape room industry cost (unit: %)
Source: Public information sorting
IV. Analysis of the current development status of China's escape room industry
1, market size
Offline entertainment consumption is affected by the epidemic, consumers reduce the frequency of offline consumption, and industry merchants in Shanghai, Beijing and other places choose to close stores and stop losses, which has a great impact on the overall industry. According to statistics, the market size of my country's escape room industry in 2021 was 10.12 billion yuan, and increased by 429.2% year-on-year, and is expected to drop to 7.97 billion yuan in 2022.
2018-2022 China's escape room industry market size and growth rate
Source: Public information sorting
2, consumption level
Currently, single consumption of escape room in China is mainly distributed between 51-150 yuan, accounting for more than 80%. There are relatively few secret rooms with a single consumption of more than 200 yuan, accounting for only 4.4%.As people's acceptance of high prices for real NPC secret rooms gradually increases, the average customer price of escape rooms is expected to increase, further expanding the market size.
2022 Chinese consumers' escape room single consumption level distribution
Source: Public information sorting
3, theme popularity
and according to the ranking of popular themes of Meituan , the top 50 themes are selected for researchers to choose. According to statistics, the most popular escape room themes in recent days are: "The Floor That Doesn't Exist", "The Charming", and "The Diary of the Strange School". More consumers prefer horror-themed escape room games, pursuing excitement to achieve the effect of decompression.
2022 China's escape room theme popularity
Source: Public information sorting
4, number of new enterprises
Judging from the number of new escape room enterprises in my country in recent years, the number of new escape room enterprises in my country from 2019 to 2021 was more than 400. According to statistics, the number of new escape room enterprises in my country reached 590 in 2021.
2010-2021 China's new escape room enterprises trend
Source: Public information sorting
5. Analysis of the competitive landscape of China's escape room industry
After years of development, the escape room industry has gradually grown into a number of representative national and regional brands. For national brands, some have also received considerable investment from investment institutions to expand on a large scale nationwide; for regional brands, they are also trying to further expand their business territory beyond the province. At present, the main escape room brands and regional distributions in the market are as follows:
Regional distribution of major brands in the escape room industry
Source: Public information sorting
6. Analysis of the development trend of China's escape room industry
Since escape room games are an emerging industry, the industry personnel are of varying quality. In the process of development, more and more standardized and regulatory policy documents are implemented. Irregular designs and unreasonable systems will inevitably be eliminated, leaving a real winner.
As people's curiosity psychology is increasing, the physical escape room game store is likely to gradually combine with the service industries such as tourism, gatherings and even catering in the future development to diversify and form more distinctive entertainment project stores.
Escape Room from the initial password type has gradually entered the development level of semi-mechanical and mechanical type, and will further develop in the space and room decoration of the secret room. With the help of VR and AR technical support, the design of themes, props, etc. will continue to move towards the high-end direction.
Escape Room has gradually become a offline entertainment activity favored by consumers, but it has been impacted by the epidemic, hindered the development of the industry. With the rise of the camping economy, some escape room businesses are seeking to develop in campgrounds and seeking new development opportunities. Camping and escape room are both social activities that post-95s like. The development model of the combination of camping and escape room is in line with the needs of these consumers. Therefore, the development of the camping economy will also drive the expansion of the escape room industry.
Original title: The current development status and prospects of China's escape room industry in 2022, immersive experience drives rapid market growth "Picture"
Huajing Industry Research Institute conducted an in-depth analysis of the current development status of China's escape room industry, industry upstream and downstream industrial chain , competitive landscape and key enterprises, etc., to minimize corporate investment risks and operating costs and improve corporate competitiveness; and use a variety of data analysis technologies to predict the industry development trends so that enterprises can seize the market opportunities in a timely manner; for more detailed content, please pay attention to the "2022-2027 China's escape room market competition trends and industry investment potential forecast report" published by Huajing Industry Research Institute.
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