Consumption insight report of China’s secret room industry in 2019 From Meituan Research Institute

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The following is the Consumption insight report of China’s secret room industry in 2019 From Meituan Research Institute recommended by recordtrend.com. And this article belongs to the classification: Sports data, Life data, research report.

As a new form of leisure and entertainment, China’s secret room (also known as “secret room escape”) industry has achieved rapid development in recent years, becoming a new growth point of China’s national economy and service consumption, boosting the development of China’s life service industry. According to the prediction of the live entertainment branch of China culture and entertainment industry association, the market scale of China’s secret room industry is expected to exceed 10 billion yuan in 2019, double the market scale (about 5 billion yuan) in 2018. Promoting the sustainable development of China’s secret room industry and improving its development level and quality are of great significance to the development of service economy, the release of residents’ consumption potential, the satisfaction of young people’s consumption demand, the promotion of employment and entrepreneurship, and the satisfaction of the people’s needs for a better life.

Most of the operators in the secret room industry have higher education and professional level

The first group of secret room players are young people who are thoughtful and adventurous. Later, some of these players quit their jobs and bring new technologies, applications and design concepts to the secret room industry, which promotes the development of the secret room industry. In addition, the design of the secret room requires knowledge of architecture, design, electronics, machinery and so on. Most of the operators in the secret room industry have higher education and higher professional level. According to the survey data of meituan Research Institute, 18.8% of the secret room operators are enterprise managers before they are engaged in the secret room industry, ranking first; 11.9% of the secret room operators are technical personnel before they are engaged in the secret room industry; and 3.6% of the secret room operators are professionals before they are engaged in the secret room industry (such as doctors / lawyers / sports / journalists / teachers).

The users of the secret room industry are mainly young people aged 20 to 35, and the consumption in the secret room is characterized by high stickiness and high consumption frequency

According to meituan platform data, young people aged 20 to 35 are the main users of the secret room industry, accounting for 83.9% of the secret room players; users aged 35 to 50 account for 10.3% of the secret room players. The secret room has developed into a fashion leisure and entertainment project that people of all ages, especially young people, can accept and participate in.

Secret room consumption has the characteristics of high stickiness and high consumption frequency. Once users like the secret room, they will continue to experience new projects and refresh the theme of the secret room. According to meituan platform data, from 2016 to the first three quarters of 2019, the number of users with annual consumption of more than 5 orders is on the rise. Compared with 2018, the number of users of secret rooms in China increased by 126.1% in the first three quarters of 2019. In the first three quarters of 2019, the number of secret room users who consume more than 5 orders accounts for 2.0% of the total number of secret room users.

The immersion degree and professional level of the contents of the secret room are deepening, and the head chamber has a high professional barrier

The secret room is isolated from the outside world, which naturally has the advantage of creating a sense of immersion. Users can experience the freshness in the secret room. At the same time, electronic machinery, automation control, handheld PDA, wearable equipment, AR technology, real NPC and other technologies and performance means also deepen the immersion and professional level of the secret room. Compared with the first generation of secret rooms, the current head rooms have higher professional barriers, which are difficult for the latecomers to surpass in the short term.

As a representative of emerging industries, the secret room industry has broken through the existing urban hierarchical structure, and Beijing, Shanghai, Sichuan and Chongqing are in a tripartite situation

According to meituan platform data, by the end of 2018, the number of secret rooms in Beijing and Shanghai ranked first and second, followed by Chongqing, Chengdu, Xi’an, Shenyang and Tianjin, and Guangzhou and Shenzhen ranked eighth and eleventh.

For the secret room industry, although the first tier cities have a large population base and strong consumption capacity, high rent is also a fact. On the contrary, the new first tier cities with good consumption capacity and the rising trend of tertiary industry are more popular with businesses and become an important choice for merchants to choose stores in secret rooms, and the theme of secret rooms is constantly innovating. According to meituan platform data, by the end of 2018, the number of orders for secret rooms in Chongqing and Chengdu was second only to Beijing and Shanghai in China. From the perspective of order quantity, the secret rooms in China have formed a tripartite trend of Beijing, Shanghai and Sichuan Chongqing (Chongqing + Chengdu).

The development of secret room can boost the night economy

The theme time of the secret room varies from 1 hour to 3 hours. At this stage, the mobile phone is in the silent state and stored in the cabinet, and the user enters the state of “isolation”. It is difficult for most users to have such time during the working day, so the night becomes the centralized consumption period of the secret room. Meituan Research Institute randomly selected meituan platform secret room orders of different time periods on a working day in October 2019, and found that the order peak appeared from 18:00 to 21:00, followed by 14:00-17:00, with obvious night consumption characteristics. The secret room has become an important option for young people’s entertainment at night. The development of secret room can boost the night economy.

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