Although both a metropolis, Beijing's nightlife compared with Shanghai, started late, the scale is also limited. As hidden in Beijing more than a decade ago, "you can go to Houhai at night and go to Sanlitun for a drink." to this day, Houhai Bar Street and foreigners gather in Sanlitun, which is still the representative of Beijing bar culture.
KTV is everywhere, and Judi is not all gone, but it is not difficult to be aware of it. The bars represented by Hai and Sanlitun in the future have similarities with KTV and disco in terms of temperament: feasting. Many times, we can see through the glass that the tall woman in the leather coat is spinning around the steel pipe. In Shanghai or Chengdu, it is not too difficult to find an ordinary person to settle down and push the door to be the aunt's bar.
When it comes to bars that are still "fresh" to many people, the books and newspapers in the early 21st century always feel that "in fact, when bars were born in foreign countries, they were civilian cultures, ah." And complain that Chinese bars often drive a glass of wine to the unblessed price of the working class. As the disposable income of residents rises, the problem is now somewhat played down. But the playful and entertaining temperament of the bar still makes many people mutter.
To be sure, even in the noisy Sanlitun, it is not all colorful bars, but also relatively simple music bar, and relatively cold clear bar. However, when a person runs to Sanlitun to drink, the bar has changed its taste: if I just want a drink on my way off work, or do I just want to get together with my neighbors and complain loudly about what I have?
No wonder some people feel that bars are regarded as "approachable" culture, mainly after 95. The older the people, the more they feel that "it's a high spending place" is to play (derogatory), and the more they prefer to drink in restaurants, stalls and even at home. Large stalls in the north (especially in the northeast), roadside stalls, replace the usual role of "civilian bars".
Why? On the one hand, it is naturally a historical factor, bars are imported in China, many residents have not yet adapted; on the other hand, it may also have something to do with culture. Some bar owners speculate that the bar should have let strangers have two drinks and talk, but the relatively implicit Chinese often limit the bar to another place where acquaintances socialize.
The south is slightly better than the north. In a city as rich in nightlife as Chengdu, many small bars around the streets and communities have flourished in recent years, and a kind of "neighbor socializing" between strangers and acquaintances has become a reality. One of the factors contributing to the social transformation of neighbors and even further promoting the social transformation of neighbors to strangers is the unexpected typical Chinese thing: the mobile Internet.
Have you tried brushing the horn at the bar?
The first intimate contact between the mobile Internet and the bar has to start from 2013, 2014, that is, the mobile Internet has just become a cusp. At that time, many science and technology workers who liked the bar found that most of the bars could not be fully operational and the marketing space was still very large, so they decided to cut into the industry from marketing.
As for marketing methods, I don't want you to guess: through app collection of information, ah, LBS-based life services, ah, to help bars set up official accounts, ah, to set up membership system for high-end bars, ah, free drink delivery attracts people's attention, ah, and so on. Even in those days, it was nothing new.
Therefore, the results of this attempt have not been much. Some companies survived (and made it to a second contact), but they barely made much money. In fact, the reason is very simple: the bar itself is often stretched out of control, how are you willing to spend money on marketing services? What's more, the results of the service are relatively limited: the bar is different from the restaurant, the marketing effort for the public is not pleasant, it has to be accurate and vertical, but the mobile Internet did not have this ability at that time.
The second contact is the attempt to “promote socialization” mentioned above. It seems to have achieved considerable success. Several companies have survived, and they have also produced the best, such as “micro” covering more than 36,000 bars. "喵", as well as the establishment of a relatively early "嗨撩", and the "night bar" that has been acquired.
How does the mobile Internet promote social networking? Everything depends on an infrastructure: large screens in bars, such as smart televisions. This method can be formed on the basis of China's manufacturing capacity after the improvement of large screen price reduction, popularity. As for how mobile phones are linked to large screens to facilitate social interaction, it is mainly scene interaction and game networking.
Game socialization is the easiest to understand. The guests in the bar want to play together, can access interactive entertainment system through scanning code(large screen and desktop), choose from several common multi-player games, and other guests``online table'' to realize local grouping. However, due to the late social start of the game, the game content is relatively small, and the current flow in the industry is also relatively limited.
The scene interaction is the "backbone" of the industry, which brings the most income to the platform and bar, and also solves the most painful points of the bar. Give me a few classic ways to play: for example, "domineering screen". This kind of play meets the needs of guests to show off and show off. For example, in the past 520 days, some "Tuhao" users will be in the bar screen "show love", such as a two-person photo, plus a sweet love words, and so on, on the large screen display 520 seconds. Usually the price is 1 second 1 yuan, so this time the display, only 9 minutes, will bring 520 yuan of water.
Hegemonic screen is not all show love. For example, celebrating a friend's birthday, Happy Birthday to xx28 won't cost much for 28 seconds. Businessmen buy and drink, "welcome x always come to guide" and so on, a little money, the arrangement is very good. Or if you want to say hello to some strangers, you can use the domineering screen to "show a sense of being." if people don't respond, they don't have the embarrassment of being rejected face to face.
The 520 Pa-screen event was first created in 2017 by Wei Wei. Compared to other bullshit screens for small purchases, 520 is clearly a number that can be remembered by consumers and stores. Therefore, the bar is very happy to cooperate with the new gameplay of Pao Ping to carry out offline marketing and promotion.
If it is difficult for you to understand this demand, recall one of the most important sources of income in many online games: the public frequency horn. Usually players can shout with their friends, can shout in their own rooms, organize internal shouting, but at the same time shouting to all players must be charged. RMB players often show off their strength through the public frequency, and even invite teams through the public frequency, and so on. This is very similar to the "bully screen" demand of the bar.
In addition to "hegemonic screen", but also a more effective way to play is "smashing golden eggs." This is more in line with the bar owner's wish: the owner set up a pay draw and guests can take part in it if they sweep the code for a small amount of money. The boss can use this to sell his new cocktail and get feedback from the customer as soon as possible; he can send "welfare" to the customer and send out some good wine with his own treasure, but the price is a little expensive and few people usually pay attention to the good wine. You can also simply get out of some slow stock, and in any case, you can use it to stir-fry the atmosphere.
At the same time, because of the large number of participants, the boss's income is not necessarily worse than selling alcohol directly. In fact, "scene interaction" moves bosses more quickly than previous "marketing integration", in that the former makes money with bars, while the latter requires bars to pay in advance when the results are unclear.
This "mutually beneficial" thinking spread across industries covered by the mobile Internet, and went further in the bar area.
In addition to the bar owner and guests, there is also a group in the bar scene that is worthy of contact with the platform: resident artists.
Roughly estimated, the bar industry entertainer group has a scale of 2 million. The pain points of the resident artists in the bar may have been how to find an employer and how to be active on the scene. But after the rise of the live broadcast industry, these artists began to find a problem: they are resident artists in the bar, and the anchors are also the live broadcast platform. Artists, both sides take a dead salary from the employer (usually limited), but the live broadcast can be rewarded, and where does the bar's reward come from?
If you don't see each other, you can't pay for it, but you can't see each other. This has become a very embarrassing thing. However, due to the entry of the mobile Internet, bar artists "live reward", also emerged as the times require.
In fact, it is not only a reward. What the guests and artists need is a "pay song", which is more direct than a reward. The artist first sets up the songs he is willing to perform in the system. Each song is willing to perform several times a night, and how to divide the account with the bar owner. When he enters the bar, he becomes an offline "live".
Today, these games may sound less technical, but in fact the workload is still quite large. An important reason is that big screen interaction is both social and content. The same interface and tyrant display, limited play, and old information will make the alcoholic people who love to play quickly lose interest.
Compared with physical bars, digital products themselves need to be quickly updated to maintain a sense of technology. Once the content of science and technology has a sense of old age, it will decline rapidly. Therefore, if you want to attract the attention of old guests and allow bar owners to always see it as a "trendy thing," the big screen interactive system itself must always be new.
In addition, because the bar has large, medium and small points, there are brands (chains), non-brand points, there are 嗨 bars, clear bars, music bars, etc. The type of system is obviously impossible. How to create the right content for the bar to create the right atmosphere is also a compulsory course for this trip.
Just a quick iteration of content is not enough. In fact, until 520 this year, we can still see the "520 typhoon screen" offline activity initiated by the "micro-small" joint bar. After all, the bar is an offline place. It can be unrealistic to expect that the products are ready and the service can be put in place once and for all, while ignoring the operational investment.
Because of this, we can see some small problems in the field of bar interaction, such as the "game social" that is "a little interesting" but can't support the whole system, and it seems that at present, The most significant challenge is the emergence of the essence and presentation of the game content itself. It is difficult to expect companies engaged in bar entertainment to compete with professional game companies in terms of game development capabilities, and even with intentional operations, guidance is difficult, so compared to "scene interaction", Game socializing is now just a small corner of the market cake, and it makes perfect sense.
However, even if the opponent is a powerful mobile game company in China, the bar game can still maintain much operation. The mystery lies in the combination of online and offline, or "closed loop". This is in line with the transformation of traditional Internet cafes to "Internet cafes", providing online games and offline social integration venues. “The game house is not unwilling to socialize, but lacks a suitable place.” This issue has not yet been solved very well, and Internet cafes and bars are working hard in two directions.
Many years ago, we have seen the “soccer bar” during the World Cup, which is a bar for offline fans in the offline social scene. In the past two years, we have also seen the “E-sports Bar”, such as the bar that broadcasts events and recruits e-sports fans during the DOTA2 International Invitational Tournament. In fact, these cultural activities other than drinking are the important reason why the small TVs and the big screens of today have become the “standard” of the bars.
Providing a closed loop for cultural and social activities is a problem that both the mobile Internet industry and the traditional industry want to solve. Outside the bar, there are already a lot of water bars, restaurants and coffee shops are trying to take the "closed-loop" road, trying to provide some cultural and interactive content in addition to their own tea, coffee, and meals. Or simply strive to become a "non-drinker" bar, in addition to the most basic food and service sales, coupled with social, to improve the "ceiling" of the catering industry.
Zhang Yi, the founder of Weiwei, said: "The entrances to China's three major entertainment lines are bars, cinemas, and KTVs." Among them, theaters and KTVs have been combined with mobile Internet early, and bars have only begun in recent years. After that, if other offline venues are blessed with content on the cable, can they go further in entertainment and socialization?
Perhaps a few years later, investors will not always take the "the ceiling of the catering industry is too low" as the theorem.
* The article is the author's independent point of view, does not represent the position of the tiger sniffing net. This article was published by the angels and not the investor, and was edited by the tiger sniffing net. Reprint this article with the author's consent, and please attach the source (虎 sniffing net) and the link on this page. Original link: https://www.huxiu.com/article/301028.html
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