The midfield war of "The First City of E -sports Hotel" ｜ Extremely engraved

Dahe Cai Cube "Extreme Carrier" No. 760

Dahe Cai Cube "Extreme Carrier" team

Reporter Jia Yongbiao

If you want a person to invest in an e -sports hotel, then take him to Zhengzhou, because there are all kinds of successful templates; if you want a person to give up investing in an e -sports hotel, then take him to Zhengzhou because there are The miserable competition is easy to sink.

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On June 27, the first -phase e -sports hotel manager training class was opened in Zhengzhou.

It is understood that this paid training course led by Ai E -sports has attracted many domestic e -sports hotel managers and investors to sign up. They expect to see the full picture of this emerging industry from the head brand.

A background that needs to be supplemented is: e -sports hotels originated from Zhengzhou. At present, Zhengzhou is also the largest city in the country. This number has approached 600.

"The history of the development of Zhengzhou E -sports Hotel is the development history of the domestic e -sports hotel industry. It witnessed the e -sports hotel from scratch, and it is about to witness the e -sports hotel industry from disorder to order." Deputy Secretary -General Yang Shuai said.

However, the proposition that is still worth searching for the market is that despite the rapid growth of the industry, the shortage of supervision in the early stage is continuing to be strengthened, and the scope of the customer base is relatively fixed. How much is the imagination of the e -sports hotel? From the birthplace to the leader, how can the next five years of "the first city of e -sports hotels" break the situation?

△ Love E -sports Gaming Hotels a store in real scene

For five years

In July 2017, Alibaba's new format "Tao Coffee" officially appeared, becoming an iconic experiment in the field of unmanned retail supermarkets in China.

This is a "new retail" year. The commercial innovation incident that appeared in the same year also included: KFC stores introduced face -brushing technology, Netease strictly selected offline stores, Yanji and other new bookstore brands have become popular, and the first domestic electricity in China The hotel was born in Zhengzhou.

The "scene revolution" proposed by business observers Wu Sheng summarizes the above phenomena: people like often are not the scenes of the product itself but the scenes of the product, and the emotional experience of people infiltrated in the scene.

In one language, this type of hotel format that introduces "e -sports elements" is introduced. Although it seems to be a simple combination, it will soon usher in a blowout development because of the needs of consumption upgrade.

Zhengzhou also became the fertile soil of e -sports hotels for its inclusiveness and new consumer market genes. In the past five years, Zhengzhou has settled in the number of e -sports hotels in the country. Here have also been born of head brands such as Ai E -sports and Weite.

Yang Shuai said that due to the development of Zhengzhou E -sports Hotel in the early stage (2017 -2018), the lack of funds and standardized management caused the status quo of uneven quality: there are both large chain large chain e -sports hotels on the market, There are also e -sports rooms or scattered online e -sports rooms that are scattered within ten rooms within ten rooms.

Among them, such as the Wimble E -sports Hotel, which originated from Zhengzhou, it can be called the pioneer of the e -sports hotel model. At present, there are more than 80 franchise stores in the country. Home franchise stores have nearly 200 franchisees.

"Last year we have tried for a training course like this training course. This year, we plan to increase the frequency because the number of e -sports hotels is still growing rapidly." Gao Shizhong, the person in charge of the E -sports brand, said that the training courses are all set up. Interest investors are willing to go to Zhengzhou to listen to classes because the training content is a more mature market experience.

According to data from Mai Dian Research Institute, according to incomplete statistics, the number of e -sports hotels nationwide at the end of 2019 has exceeded 2,600. Over 20,000.

Although the number of e -sports hotels has increased rapidly in just 5 years, many people's perception of this format is still absent, which is related to its distinctive audience. The above monitoring data show that the age of 2021 e -sports hotels is mainly concentrated in the age of 26 to 35, accounting for 45.35%. In terms of gender distribution, female customer group accounts for 23.95%, and men account for 76.05%.

△ The real scene of a store in Weite E -sports Hotel

Gaming

Many people cannot understand that a city with neither large -scale events nor is it a home of a well -known club. Why can it become the "first city of e -sports hotels"?

Several industries visited by the Dahe Daily · Dahecai Cube reporters pointed to a keyword- "e -sports gene".

In the opinion of Yang Da Shuai, Zhengzhou, as a provincial capital of the province, has good e -sports soil. It does not lack excellent e -sports player resources and coach resources. From 1998 to 2014, he has achieved very excellent results in the country and the world.

He told reporters that Zhengzhou had appeared in a number of domestic first -class e -sports clubs such as HOME, SP, Oriental, and Han Gong. There are more than ten e -sports athletes who have won the national championship, which also gives local e -sports enthusiasts a stronger sense of participation and attention.

On the other hand, there is no shortage of Henan players on the e -sports stage. According to incomplete statistics, the Warcraft hegemony project player Sky (Li Xiaofeng), the Warcraft hegemony project player Suho (Su Hao), the FIFA football project player Yoliny.skyline (Li Jun), Ig Kid (Ge Yan), the former League of Legends A number of well -known e -sports players such as the fire line project XYC (Xiao Yucheng), the DOTA2 project player Banana (Wang Yan), and the League of Legends professional player RNG XIAOHU (Li Yuanhao) are all Henan. Gao Shizhong also mentioned that taking the League of Legends as an example, active player Xiaohu XIAOHU and retired player Children KID are all e -sports players who go out in Henan. "When we played war3 at that time, the emperor Sky was famous at the international level."

As the world's first WCG Warcraft project defending champion, Sky (Li Xiaofeng), who was born in Ruzhou City, Henan Province, was the first Chinese e -sports player to make the five -star red flag flutter at the highest peak of global e -sports. Human idol. There is no doubt that his story has greatly promoted the development of the Chinese e -sports movement.

"I often go to the e -sports hotel with a few friends, and I am optimistic about this industry. I opened one partnership together." Zhengzhou Walking Cloud E -sports Hotel investor Ye Kai said that Zhengzhou's e -sports hotel market is relatively mature and basically does not need to need Spend a lot of effort for consumer cultivation.

To this day, this e -sports gene is still continuing in another way. From the perspective of the event, the Henan E -sports Champions League founded by the Provincial Electronic Sports Association in 2015 covers 18 cities in the province. Candidate forms a comprehensive system of running.

In March 2022, Zhengzhou studied the "Implementation Plan for the Consumer Consumer Center Cities of Zhengzhou City" and proposed: Actively introduce the world's high -level single sports events and comprehensive sports meetings, plan the top e -sports events in the country, and cultural tourism, pedestrian streets, and night economy The consumer scenarios and consumer space deepen the linkage to build a famous city of international sports events.

△ Love E -sports Gaming Hotels a store in real scene

Chaotic exploration

Darwin found in his research that species that can survive in natural evolution are not those strongest and most smart species, but those species that can respond quickly to changes.

In the wave of business, this principle is still common. After the time of the time of the Zhengzhou E -sports Hotel, a significant differentiation pattern has been formed: some LOFT high -end e -sports hotels with a per capita consumption of more than 200 yuan, and there are also crowded and unbearable low -end e -sports hotels with less than 50 yuan per capita consumption. Essence

Li Ke, a senior e -sports hotel enthusiast, also has a similar look: "The grade of an e -sports hotel is mainly reflected in e -sports equipment, living environment, and incremental consumption." Putting a variety of beverages and snacks, the price ranges from 1 yuan to tens of yuan.

For practitioners, this cycle is a core that cannot be around. It is understood that this cycle of a gaming hotel is affected by many factors, including positioning, supply chain selection, equipment cost, operation capabilities, etc. These factors comprehensively determine the hotel's return cycle.

Fortunately, the market is still continuously releasing warmth. In this year's May Day and Qingming holidays, Tongcheng travel data shows that keywords such as e -sports and e -sports rooms have increased by 300%month -on -month. First.

The "2021 China Game Industry Report" shows that in 2021, the actual sales revenue of the Chinese e -sports game market was 140.181 billion yuan, the number of users reached 489 million, and the Chinese e -sports market was on the rise. At the same time, e -sports was officially recognized by the national department as a sports sports movement. To a certain extent, it broke the public's cognitive bias for e -sports, set off a new round of domestic e -sports boom, and also brought vitality to the rise of e -sports hotels.

Yang Shuai borrowed the lines in the TV series "Beijingers in New York" to describe the status quo of Zhengzhou e -sports hotel industry in his eyes: if you want a person to invest in an e -sports hotel, then let him come to Zhengzhou to visit, because there are various grades of electricity here There are hotels in the hotel. You can copy it without thinking, you can copy it as you go back; if you want to dispel the idea of ​​opening a person to open an e -sports hotel, you will let him come to Zhengzhou, because all kinds of e -sports hotel competitions are here. Very fierce, and if you have a little careless operation, you may have no return.

△ 2021 The training class of the boutique store manager of the e -sports hotel

Break up

Also in the TV series "Beijingers in New York", the protagonist Achun said to Wang Qiming: In the United States, people only believe in one thing, success or failure.

If judged from this dimension, the Zhengzhou E -sports Hotel industry has gradually stepped out of a relatively clear path in differentiation: Players who entered earlier entering the game will often choose to choose the maintenance route due to accumulation of certain brands and capital advantages. Doing a large lock and brand output and cultivating membership ecosystems, creating their own events around "e -sports"; some players who enter the game will choose to hold up high, attract groups through high -end peripherals and environment, and some will reduce the figure. Competition with traditional Internet cafes and Internet cafes through low -cost advantages.

The e -sports hotels invested by Ye Kai and friends in the latter are the types of high -ranking highs. From the perspective of customers, they know what consumer groups need the most. Therefore, although the store has just opened for half a year, the full room rate is acceptable. "The entire hotel is conservatively invested by more than 4 million yuan, and e -sports equipment is purchased from ROG player countries, with an average cost of about 14,000 yuan." Li Ke told reporters that if you go on weekends, some popular e -sports hotels need to grab in advance in advance Rooms, because the vast majority of customers consume on weekends. "In the past two years, with the reasons for work and age, friends around the e -sports hotels have declined. It seems that they are all like this. Young talents who have just graduated out of the school gate are the main force."

From the perspective of industry observers, e -sports hotels are not a simple combination of "Internet cafes+beds" in the traditional sense. The role it plays in the e -sports industry should be similar to "private space" and "e -sports training room". Even the role of "e -sports model room".

As the regulatory authorities define Internet cafes as "public places", all kinds of fun that can be played in the Internet cafes have disappeared a lot, while the hotel's room belongs to "private space". Consumers are more willing to enjoy e -sports here. Charm and pleasure.

At the same time, companies are actively giving e -sports hotels more abundant meaning. Gao Shizhong told reporters that Ai E -sports actively tried new fields based on the core advantages of existing products, continuously enhanced the customer accommodation experience, and realized 3D holographic projection and light shows, VR fitness, new retail, script killing, etc. Entertainment scene space.

There are also many brands choose to cooperate with traditional hotels, partially upgrades or all upgrades of its original rooms, and launch a higher unit price of e -sports rooms. "Affected by the epidemic, many traditional hotels have been greatly affected. It is also a win -win situation to transform and upgrade in this way." The above -mentioned industry people said.

For a long time

In fact, the hotness of the e -sports hotel track is not only reflected in the industry. In recent years, with the entry of many hotel giants such as Marriott International, Wendem Hotel, and Shangri -La Group, the laid -notis tracks have become increasingly crowded.

Not only that, some disadvantages left from the barbaric growth era are gradually exposing. Due to the complexity of the business direction and functional positioning, e -sports hotels are in a blurred area of ​​legal supervision to a certain extent.

In June, the Hefei City Public Security Bureau recently revoked a special industry permit for e -sports hotels in accordance with the law. This rare punishment has undoubtedly sounded the alarm for the practitioners again.

On the one hand, e -sports hotels should abide by the responsibility of the hotel industry, such as registering the information of the guests in accordance with regulations; on the other hand, the e -sports hotel must also implement the obligations of cultural enterprises, such as registering the information of minor parents or guardians in accordance with regulations, information, contact information, contact information, contact by the supervisor, contact, and contact by the regulations. Methods, etc.

The report of the Mai Point Research Institute also mentioned that the relevant departments have issued a statement that they have implemented dual management of e -sports+hotels to prohibit minors from entering and fulfill their obligations for the protection of minors. The necessary link for development.

However, it must be acknowledged that despite the repeated invasion of the epidemic, most e -sports hotels on the streets of Zhengzhou still maintain a strong vitality, which is related to its cross -industry attributes. The opening time of the e -sports hotel is more than ordinary Internet cafes.

To this day, Dashuai Yang still remembers the scene where he went to Shanghai to participate in the National Internet Cafe annual summit a few years ago. In addition to the event from the Shanghai E -sports Association, the guests who attended the event also included the deputy mayor in charge of the cultural work. "This is a very powerful dose for a private enterprise. At present, the lack of Zhengzhou E -sports Hotel industry is such an official endorsement and industry self -discipline."

He also lamented that as the birthplace of tens of thousands of e -sports hotels across the country, the Zhengzhou e -sports wine industry is still in a process of natural growth. If other regions are the first to make such standards, then this kind of first -mover advantage will disappear. Essence

In the past five years, the birthplace of Zhengzhou E -sports Hotel and the role of pioneers can be said to be an indisputable "first city of e -sports hotels". But what about the next 5 years? If you want to continue to play the leader, you will never let the e -sports hotel industry grow wildly as weeds, and moderate management and trimming will be more good for health.

"To review the new format requires new vision, and at the same time, new methods need to be used to make good use of the existing foundation, and to make Zhengzhou a model and center of the national e -sports hotel industry, so as to form related industrial clusters, it requires multi -party strength and long -term work." The industry is a success. " People call so.

This can't help but remind people, although most of the time, the attitude of e -sports people is more like the five -person song "I want to tell you": a group of young people's lives is to make life problems, so that the problems of life make life make life. Just answer.

But now, the problem has emerged, to be or not to be? "The first city of e -sports hotels" is time to make new choices.

(At the request of the interviewees, Ye Kai and Li Ke in the text are all pseudals)

Responsible editor: Wang Shidan | Audit: Li Zhen | Director: Wan Junwei

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