Have you ever felt lonely?
One person said that he left the computer and went to sleep, often lying in bed and continuing to look at the phone;
Going home after working overtime, don’t want to say a word, just want to stay quietly;
Are you more and more feeling that no one understands you, no one understands you;
I would rather have a cat and dog than socializing;
No longer ask friends to go to KTV, instead of qualifying with strangers;
Loneliness has become a norm for modern people, and low-cost resolution of loneliness has become a rigid need of contemporary young people. Therefore, the “lonely economy” has taken the lead.
A few days ago, “New Weekly” published an article on the “lonely economy”, which gave a data: According to the Ministry of Civil Affairs, the number of single adults in China exceeds 200 million, of which more than 77 million live alone. Even if half of the single adults are taken as the market base, the market size is more than 300 billion yuan, calculated on a monthly per capita consumption of 3,000 yuan.
Young people need a more convenient and lower-cost way to eliminate loneliness. This is the essence of the loneliness economy. Any product that makes young people feel inconvenient, or an industry that changes the law to make young people spend more money, is the essence of the loneliness economy. Can’t survive.
So in the past two years, another highly cost-effective K-song product has appeared, and it has gradually become popular among young people. That is the K Ge Bao launched by Sing Bar. K Ge Bao is a microphone with its own speakers, which can be understood as a portable KTV. When they pick up karaoke treasures, they can sing as much as they want, without going to KTV. KTV is where they are. This is an extremely low-cost way to relieve loneliness, you don’t even need to open the door. You can invite friends to sing at home, or you can take it out to sing a song at any time by yourself. K song at home is a balance between social and loneliness. It is a kind of “light social”, low-cost, small-scale, stable and controllable, and can be stopped at any time. It will not be too troublesome, too exhausting, and will not fall into the loneliness brought about by a long period of silence. This is a very interesting reincarnation. When offline KTV is no longer favored, portable KTV has become fashionable. In the past, everyone felt that KTV was too noisy and noisy, so they chose to play board games, play script kills, or simply stop socializing and stay at home. But when the company’s team building was scolded as a dog on the Internet, when everyone felt that the most comfortable way of life was to lie on the sofa and play with mobile phones, when we no longer have a reason to go to KTV together-many people suddenly miss the KTV. That noisy, lively atmosphere.
In the mobile Internet is not so developed, everyone’s free time has not been occupied by endless short videos, and overtime has not been so cruel. We can still get together to sing songs. So when KTV has declined, it’s not that K songs are cold, but people prefer to sing. What people miss is not KTV, but the people who accompany us at that time.
The K Ge Bao launched by Sing Bar has achieved huge sales precisely because it hits the pain points of people’s singing. From 2019 to 2021, as the representative product of family KTV, Sing Bar K Ge Bao is on Tmall,JingdongDuring 618, it won the first place in microphone sales for three consecutive years, and the market is far from saturated. At the end of 2019 and early 2020, the arrival of the epidemic caused everyone to experience a long period of physical loneliness without any psychological preparation. Using music to relieve loneliness has become a rigid need for everyone overnight.
Singba has insight into the “core of the lonely economy” and realized that the next trend in the market is to refresh young people. The reason why Singba can achieve current results is because he understands the inner needs of young people.
(Source: Beiguo.com)
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