2022 immersive script entertainment research shows that the new vitality of the new and diverse cultural tourism consumption is new and diverse

With the steady and rapid development of my country's economy, the continuous progress of science and technology, the replacement and derivation of consumer groups and consumption concepts, in recent years, a number of new formats of entertainment consumption have emerged in China. The immersive script entertainment industry, which mainly escapes and script kills, has developed rapidly, and gradually has a relatively fixed consumer group. In particular, it has won the favor of young consumers and has become an important driving force for driving domestic entertainment consumption growth.

A few days ago, the China Culture and Entertainment Industry Association (referred to as "China Entertainment Association") and the United Meituan Research Institute issued the "Research Report on China's immersive script entertainment industry (2021-2022)" (referred to as "Report"). The "Report" pointed out that through diverse creative content and immersive expression, script entertainment is implanted in a variety of leisure and entertainment scenarios that consumes Volkswagen, and has obtained more and more consumers' acceptance and love. The future industry development prospects are obtained. It is worth looking forward to.

▲ 2018-2022 order growth & number of brand merchants (%)

Consumer sticky high industry growth space is large

The "Report" shows that from 2018 to 2021, the overall number of dense room escape and script killing operating venues increased by more than 400%, and the scale of the immersive script entertainment industry expanded rapidly. However, in 2022, the development of the industry was slightly frustrated due to the repeated influence of the new coronary pneumonia.

According to the China Entertainment Association, the annual operating income of the industry in 2022 will shrink from nearly 20 billion yuan in 2021 to 17 billion yuan. "Although the short -term growth rate of the industry fell in 2022, the script entertainment was closer to the" post -consumer "consumption demand, the industrial growth space was still large, the innovation iterative iteration has emerged, and the confidence of industry investment will also increase. During the month, the industry will have a process of accelerating upgrading. "Kong Ming, Secretary -General of the China Entertainment Association.

The Dean of Meituan Research Institute came to analyze that the consumption viscosity and consumer prices of immersive script entertainment are high. 83%of consumers will repurchase twice and above, and 21%of consumers consume 12 times in half a year. above. With the expansion of the scale of consumer groups, the industry still has a lot of room for growth. "The script entertainment industry practitioners are mainly young people. They continue to create high -quality script content and open up and innovate cross -border forms. In the future, immersive script entertainment will become one of the important support forces in the city's local entertainment economy and the city's night economy." For saying.

Immersive entertainment has become a new forces of cultural tourism consumption

The immersive entertainment represented by script killing and the escape of the secret room has become a new forces of cultural tourism consumption that cannot be ignored. In April this year, Luoyang, Henan, proposed to build the most influential script killing industry gathering place in the country; earlier, Xi'an and Chengdu, Shaanxi proposed to build a city of secret rooms and script killing. Recently, the broadcast of the variety show "The Escape 4 of the Backroom" has also allowed the escape industry in many places in Changsha, Hunan to usher in a wave of summer consumption.

▲ Consumer preference script content type (%)

The "Report" analysis believes that the core business districts of some cities have appeared in clusters mainly based on immersive script entertainment industry, producing "cluster effects", cultivating distinctive consumer culture, and also driving other consumption in the surrounding areas.

As a young, dynamic and innovative industry, immersive script entertainment not only continues to expand content and technology, but also continuously conducts cross -border exploration with scenic spots, hotels, shopping malls, theaters and other formats to create more local characteristics Travel consumer format. For example, the Xi'an script killing merchant "Lienow" cooperated with Bailuyuan Film and Television City to incorporate Bailu Village and Zishui County into the script game venue, becoming the first immersive cultural tourism project in the Northwest Performing Arts and script killing; "Brain Flower CLUB" and Mall Vientiane City jointly created a large immersive script kill. The stores in the entire mall have set up a mystery clue.

In addition, the "script kill+KTV" cooperation between the Shanghai script killing brand "Forest Theater" and Mei KTV and Star gathering KTV, Supernature script killing and bathing merchant Lianquan Dajiao cooperation "script kill+bath" and so on The model has also rejuvenated new consumer vitality in different industries.

According to Meituan data, more than 90%of consumers in the script entertainment industry are local residents, and the new format of immersive script entertainment effectively inspired the consumption enthusiasm of the local people. Since the summer of this year, the growth of such consumer users is particularly obvious: users over 40 years of age have the fastest online booking volume, mainly derived from the needs of parent -child travel. In addition, according to the relevant question volume of Meituan, more than seven entrepreneurs in the script entertainment industry have become local citizens. For example, the Xi'an script killing merchant "Lienow" was founded by local young people. The brand's creative creativity originated from Xi'an dialect "to play". At present, it has grown into a national script killing brand.

Positive energy and digitalization into a new trend of industry development

In June of this year, the five departments including the Ministry of Culture and Tourism officially issued the "Notice on Strengthening the Management of Script and Entertainment Operation Places", which first included the script entertainment industry into the management in the country. Healthy and positive scripts encourage the use of scripts that promote the main theme and spread positive energy.

In fact, positive energy, Gao Liyi has long been a popular content of script killing and the escape of the secret room. Beijing Haidian Police and Renmin University of China and Meituan launched the anti -fraud script "Wang Fraud" to enter the university campus. In a form of education, students become anti -fraud propagandists. There are also "Calling", "Killing Pig" and so on. In the Meituan APP soaring script list, high -quality scripts such as "Whale Fall" and "Tenth Art", which are concerned about social phenomena, and the "Tenth Art", have been on the list, and they have well received. These positive energy scripts have not only entered the hearts of young people, but also become new choices for many agencies and enterprises. According to Meituan data, since July this year, the positive energy script of the above script has increased by 66%month -on -month. "On the one hand, by creating the script list, we recommend more valuable and higher -quality scripts to consumers; on the other hand, we hope to jointly build content compliance databases with industry associations and relevant government departments Accurately identify the script of advantages and disadvantages, "said Chen Yifang, the head of the Meituan Leisure and Entertainment Business Department.

Digitalization is another major trend in the development of immersive script entertainment. In the dense room escape industry, technical creativity of sound, optoelectronics, mechanical organs, and other technical institutions have emerged endlessly. In the script killing industry, practitioners are also actively exploring more digital models, such as "Xinhua Interpretation" and producing the content of the script into film -level pictures. Recently, the film script "The Fire Fire Last Tour" produced was released, so that players have a more sense of substitution in the process of interaction; "Fog Sea" produced by the "Crazy Drama System" introduced online games in the script, so that players can feel good It is fun.

For "Gen Z" consumers, the full digital experience of script killing and dense room escape consumption is also an important factor that attracts them. Consumers who are planted by grass to play scripts can choose the appropriate script according to the style type, score, number of people, or list recommendation on digital platforms such as Meituan. Select the appropriate merchant based on the script, and then initiate the fight through the online platform. The field or "entire vehicle" reservation.

▲ Digital technology helps industrial innovation and development

In the digital era, each script kills and the dense room escape stores can use a digital platform to have an online digital store and a lightweight SaaS inventory management system. The waves of digital innovation have also rolled up, and the secret room brand "Mr. X Secret Room" and Meituan created the "rolling field" model, which greatly improved the ping effect; The success rate of this group bureau.

Industry insiders believe that the digital development potential of immersive script entertainment industry is high. For example, if it further improves its "issuance -trading" level of online, and align with the film ticket industry, it is possible to promote the real implementation of the script division mode, thereby further further Promote the creation of more high -quality scripts.

"China Culture News" on August 2, 2022

The 7th version published a special report

"New Vibration of Content Creative Diverse Consumption Consumption"

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Responsible editor: Zhang Haining

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