Ms. Li and her friends made a movie about 7:00 pm. When she arrived in the theater more than 40 minutes earlier, she was bored. She saw a “phone booth†in a row in the corner of the theater. When he approached, he found that the glass room had a high stool and speakers. Headphones, there is a similar song screen with KTV. It turned out that this is a mini KTV. This machine is very simple to operate, sing a song 8 yuan, singing 38 minutes for 30 minutes, after sweeping to pay, Miss Li spent half an hour here, not only can sing, you can also record sharing just sing After the song, it made her feel fresh. If Miss Li cares a little, she will find that the phone booth brands encountered in different places are not the same. From the mini-Kei miniK, the friendly singing, the Redstone WOW, to the miniK, Komei sing, love sing, all are mini-KTV markets. The main player is staring at the user's idle fragmentation time. Not only in movie theaters, but also in shopping malls and cafes, nearly a year, mini-KTVs quickly swept the business districts in the northern city of Guangzhou, Shenzhen, and Shenzhen, which had a large number of people. This resulted in higher profits and shorter return periods for funds. The market outlook is widely optimistic. According to the 2017 China Offline KTV Special Research Report released by third-party data research agency iMedia Research, the market size of China's offline mini-KTV market has doubled this year compared to 2016 and is expected to reach 3.18 billion. Yuan, an increase of 92.7% over 2016, has a significant growth rate. It is expected that the market size of offline mini-KTV will continue to increase to RMB 7.01 billion by 2018. The industry believes that the offline mini-KTV market is in the initial stage of development. The product differentiation between different brands is not obvious. How to quickly seize the user to become the key to brand competition. Mobile payment wind "blown" mini-KTV Although in the past one or two years, mini-KTV appeared in the user's field of vision at high frequency. In fact, as early as three or four years ago, similar products were launched. Amy Technologies, the operator of MIK miniK, is the pioneer of the mini-KTV industry. Before and after 2013, the physical development of KTV was not as good as before. Amy Technology related person in charge said in an interview that at the time it was noticed that the generation of the generation after the 90s was becoming more and more fragmented and had a higher demand for Internet dependence and product quality, and began to develop an Internet-based technology. High-quality products that adapt to people's fragmentation time at the same time - MIYU miniK. “The first minK occupies an area of ​​about 6 square meters and costs 80,000 yuan and sells for 120,000 yuan. It sold less than 30 vehicles and sold at a loss,†said Li Jianbin, the founder of Le Meridien Technologies. At that time, he admitted that due to the inability to scale and high product costs, it was not until 2015 that many iterations of the product were officially put on the market. Now the cost is 20,000 yuan and the selling price is 28,000 yuan. Although entering the market a few years earlier than other rivals, Le Meridien Technology has not opened up a large gap with latecomers due to immature market conditions. Frontier Technology launched friends and singers to enter the market more than a year late, but in January 2016, it obtained the financing of Youbao Angels. However, Le Meridien, who has been quietly working until the end of 2016, began to make investment contacts with singing. The traditional KTV VOD system started to enter later, this year, WOW products formally launched. Ray Yifeng, deputy general manager of the WOW mobile KTV project, told the IT Times reporter that they had been concerned about the mini-KTV market very early on, but that the market preconditions were not mature enough, and Lei Shih had not been moved until 2016. After the payment of Dongfeng, the WOW project was ready to enter the market. According to the latest May report from the media, Mi Yi, Lei Shi, and Friends sang as the top three players in the mini KTV market. The average daily profit of a machine is 3,000 yuan Although there are many mini-KTV players, the specific operating model is similar, and the charges are also convergent: 8 yuan for single, 38 yuan for 30 minutes, and 58 yuan for 60 minutes. Compared to the sharing of bicycles that burn money, the friend singing singer founder Luo Anwu once said: The difference in mini-KTV is that it was profitable from the beginning. "The profitability varies according to the location. In some places, the monthly income is even more than 10,000 yuan. However, the average monthly income of most of our machines is stable at around 5,000 yuan. In well-operated circumstances, we can return this book in half a year or so." Feng data provided, WOW purchase cost is less than 20,000 yuan, site electricity cost network cost is about 2,000 yuan, with an average monthly profit of 3,000 yuan, more than half a year back to this. However, Lei Yifeng emphasized that the impact of site selection on profitability is critical. From the perspective of its actual operations, half a year has been very good. The market is still in the nurturing stage. Now, these three companies, Mi Yi, Lei Shi, and Friends of the Singer have adopted the direct expansion strategy and the supplemented expansion strategy. The ratio of self-employment and alliance between the former two is 8:2. Yi Yi Consulting CEO Zhang Yi believes that the reason why mini-KTV broke out in 2016, in addition to the important reasons for the maturity of mobile payment, the cold market capital is also a key point. “There are too many entrepreneurial projects that have died, which has caused the capital market to be both depressed and cautious. The mini-KTV’s profitability is good, causing the attention of the capital market.†Last month, Youbao, which has repeatedly invested in friends and singers, issued an announcement to acquire 20% equity of Frontier Technology for 120 million yuan. After the acquisition is completed, Youbao Online will hold a 100% stake in cutting-edge technology. Also in February 2017, Singba officially announced that the strategic investment Miyi MiniK operating company Le Méridien Technology, will jointly launch the upgraded "Mika sing it" brand mini KTV. Leishi has launched WOW products because of his big career and abundant funds. Serious product homogenization Mini KTV hardware threshold is not high, the mini-KTV on the market is basically like "a twin brother and sister." "The rapid replication of hardware has hurt the makers of mini-KTV's creators, Amy Technologies. They are the iterations of generations of products, but because the hardware technology threshold is not high enough to be quickly copied by the market, their brands have not received too much market first. "In April of this year, Mi Yi formally sued his friends and sang M-bar and other infringements and plagiarized their appearances, demanding that Youbao Online and related companies immediately stop manufacturing and selling design-infringing products and jointly claim economic losses of 160 million yuan. Zhang Yi said that due to the mini-KTV model on the market can easily be copied, product homogeneity is serious, lack of core competitiveness, it is difficult to form a barrier to competition, now Mi Qi, Friends singing, Lei Shi are almost at the same starting line, but on the industry channels The bargaining power of resources is slightly weaker. For the current offline mini-KTV competition landscape, Zhang Yi said that the first-timers may face the constant challenge of fresh power, and it is difficult to emerge as an independent industry giant in the short-term. Next, it is not only that the landing is the key point, and the stronger financial strength is also the key. With the intensification of competition, the explosion of the offline market, and the rapid influx of capital, the mini-KTV will become a new outlet in the capital market. In the future, it will be caught in a price subsidy war. Music library copyright is the key "After experiencing the initial stage of market education, the experience of the product may become the focus of attention of users, and it will cause word-of-mouth communication. As the product of entertainment consumption upgrade, how to create a good user experience or will become the core of the industry competition." Zhang Yi said. The current mini-KTV market is formed by a matrix of three companies in the first echelon. Zhang Yi analyzed that after Amy got the sing investment, it opened up online and offline channels, not only to strengthen online marketing, but also to invigorate more ways to play, such as creating K-song marketing with DDT. Youbao is the largest manufacturer of vending machines in China. It has obvious advantages in the promotion of equipment production capabilities and offline channels. Since the second half of 2016, various miniKs have been eager to seize market share, which has led to a significant increase in shipments. Only the Friendsko miniK has tens of thousands of units in the country. Due to the many years of hard work in the cultural and entertainment industry, Leishi has had a good interaction with the culture and entertainment industry and soon formed a comprehensive strategic cooperation with Wanda, Singmei, Hengdian, Evergrande, and ume cinemas. In addition, Wang Chuan, the head of Xiaomi TV, was the founder of Lei Shi and Lei Jun was the honorary chairman of Lei Shi. Xiaomi leaned many resources toward Lei Shi. Lei Shi WOW in order to quickly start the brand, the project will be put on everyone investment and rice gold suits. Mijinjinfu is a crowdfunding platform for Xiaomi. In order to create a brand in homogenized products, Leishi WOW focuses on its own music library. “We have about 300,000 songs in our music library. Nowadays, music variety shows are very popular. After the programs are broadcast, the users have the need to sing the songs. We are a better player in the industry when new songs are put on the line, such as the night variety show. The program was just off the assembly line. After 2 hours, the MV could be launched on the platform of Leishi's Yunquku library. According to previous media reports and the official website, the number of music library mini-K and friends sang is between 100,000 and 200,000. The differentiation of Mimi is reflected in the sound quality of the K song experience. Amy science and technology responsible person said that they are taking the overall HIFI level configuration. "A machine of 20,000 yuan, 1000 is 20 million yuan, and now the size of each laying is more than a thousand, so the mini-KTV is also a heavy asset industry, even if half a year to return to this, if there is no strong cash flow, how the late capital operation Is also the key." Zhang Yi said that in the mini-KTV operations, music library copyright fees are a big cost. According to the “Announcement on the 2016 Karaoke Copyright Usage Fee Collection Standards†released by the Voice Over Music Association, the copyright fees charged by each KTV booth in each region of the country range from 8-11 yuan per day. The royalty fees of the mini-KTV are equalized. . Lei Yifeng said that according to relevant requirements, they have obtained relevant copyright licenses for their music library, and there are nearly 260,000 songs in Quchu. Mi Ye said that the copyright of the music library involves internal operational issues and it is not convenient to answer. Friends sang refusing to be interviewed. Pin Header Connector,Pin Header Female,Male Header Pins,Right Angle Pin Header Cixi Xinke Electronic Technology Co., Ltd. , https://www.cxxinke.com