text | Huashang Taoluo Zhao Yu
"Don't go to KTV, it's so boring!" This is the response of friends during the Chinese New Year this year. When a friend suggested that he wanted to go to KTV to "hide" for a while, the friends finally, the group of people went to the script killing store and played all night.
KTV, which is indispensable in every party, is now hard to get interested.
According to the owner of KTV, most of the physical stores of KTV are now in a state of losing money. There are almost no young people visiting them on weekdays, and "repeated customers" that can be visited frequently are even scarce. Why did the popular KTV at that time show such a recession?
Many young people said that it is not surprising that KTV is abandoned. The entertainment attributes of KTV are far from meeting the needs of consumers. Nowadays, there are many options for party and entertainment, including trampoline parks, script killing shops, and escape room shops. When young people pursue fresh entertainment methods, they have already put a single KTV behind them.
What's more, even if young people have the need to sing, they will choose APPs such as Kuaishou, , and . You can easily sing without leaving your home. Who is willing to spend money to sing the music library from KTV a few years ago? The cold winter of the
KTV industry has arrived as early as 2014, with many KTV stores going bankrupt one after another, and revenue has entered a cliff-like decline. The popular Qiangui Chaoyang store in 2015 announced a permanent closure, which also announced that KTV has long become a sunset industry.
In recent years, the KTV industry has been in a downturn. In addition to the changing demand for the consumer market in the entertainment industry, the more important reason is that the main consumer groups of KTV are shifting. The main target of KTV is young people aged 20-30, but now there are very few people born in the 1980s and 1990s who often visit KTV. Instead, the old man and aunt who bring their own drinks have occupied the private room of KTV. The basic performance of
KTV is also constantly being dissolved by other entertainment methods.
The social functions originally had by KTV have long been seized by mobile APPs. As long as you search for the keyword "social" in the app store, a large number of related applications will appear, including Momo , Tantan , soul, rightmost, etc. Social products in various categories and fields are emerging one after another, leaving no room for KTV.
A few years ago, the KTV industry was able to exploit loopholes in music copyright protection and gain a wave of dividends. In recent years, with the improvement of copyright awareness, the relevant laws on music copyright have begun to gradually improve. In 2018, the lawsuits of the Music Association directly led to more than 5,000 singles being removed from major KTVs.
In addition, the KTV industry itself is a high-cost transaction. It generally requires the selection of locations in the core areas of the city and commercial areas. The area is several times larger than that of restaurants, especially chain KTVs, which often covers several floors of land. High investment from merchants makes them eager to get high returns more than other industries, and the requirements for unit prices and customer flow will be higher.
If we dig deeper, it is not difficult to find that the fundamental reason for KTV from glory to decline is that capital has seen these shortcomings, and no longer favors mass-market KTV, but instead focuses on other industries with rapid development momentum.
KTV brought into it by capital finally declined due to the turn of capital.
In recent years, capital has gradually turned to a newer entertainment platform. I don’t know when it started, online apps have become the "new favorite" of the public. The new K-song model without limiting time and space has become the product direction for capital to compete for investment, which has made the already declining KTV industry worse and a few consumers have been diverted again.
According to Tianyancha data, by March this year, there were still 64,000 KTV companies in my country surviving, and about 40,000 KTV-related companies went bankrupt, which is about two-thirds of the existing number. Compared with the 120,000 at its peak, it can only barely reach half now.
In the late 1980s, karaoke first landed on the mainland. Now, in less than thirty-five years, it is on the verge of decline. It takes only a few decades for an industry to grow wildly to survive. Perhaps as Han Han said, "I know everything will change in the end, but I didn't expect it to be so fast and resolute. Looking back, I don't even remember when the moment was the final farewell."
From another perspective, KTV will not actually die, but will continue to exist in another form.
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