Band fire, how does the Livehouse of hatch band break cuss of small numerous demon?

Livehouse, it is the place of heavy of surplus of countless band surplus, comfortable and the high-spirited and vigorous that it has witnessed band boy man, cheesy, also had witnessed the true love of the audience below the stage to music and pursuit.

This summer, should belong to band.

Have before had broadcasted 8 period " the summer of band " public praise goes tall gradually, and program of another archives band " a band " also will show in August. Mix in high flow exposure put together art is packed below, happy hand people before the stage backstage light is bright beautiful, burn with righteous indignation, pains holds to first time to be magnified by large-scale focusing, little imagine, this theres is no lack of among them band struggled already silently 229 years, it is coterie already person and happy fan people place is hep.

In a few years when lack mainstream medium of communication, they are active all the time be in relatively small numerous show place -- Livehouse, that often is misunderstood by the masses, wait for the place of spatial confuse sth with sth else with inn of dining hall of bar, music, night.

" the summer of band " move Livehouse to screen, top class sound equipment, tuner and lighting are an audience people built regale of a kind of unique seeing and hearing, little the noisy of the concert, much the sense of reality that a close quarters view performs and smoke internal heat.

From millennium the first batch of Livehouse (exhibit perform a space) come in ten years of Beijing be born, this rocks and roll at Japan seminary the functional sex space of new wave period, still be in exploration phase in China at present.

The market capital of onefold, lack and specializationed standard run state of small, course of study mode, caused the appearance of myriad of a deep feeling making a person:

Many place that are full of feelings are struggling in line of dress warmly and ear one's fill, nevertheless, they outputted generation below difficult environment the independent music person of another generation and band, painful admire, secondhand rose, Hangzhou lid, low suffering moxa, the band of the countless such as commoners, wild child, good little sister and musical person, enter from Livehouse arrive slowly popular line of sight.

And across, common occurance of the temporary close a business of Livehouse, move to a better place or have a promotion, close down, already became a kind of normal state it seems that, this also is hover of for a long time in Livehouse industry " cuss of evil spirit of small numerous market " .

Such normal appears till 2017 inflection point. Mao Livehouse is in Pre-A annulus the chain after capital infuse is changed, standardization, commercialize to industry infuse vigor, also prove to commercialize and won't affect Livehouse to support the feelings of burgeoning band, and as before bear is worn hatch implement part, of capital aid force to also make Livehouse is on operation and dilate no longer be overcautious.

And the sea that experiences ten years cleans out sand, a batch as before active up to now old brand Livehouse also is in " do do greatly strong " or " small and beautiful " the travel before exploration is medium, or transverse extend industry condition range and diversity, or fore-and-aft be dug greatly and exhibit those who perform a space to bind cheek by jowl to derive demand. For instance traceable Wuhan, extended the VOX of Changsha and Chongqing market in succession, be in the Mao Livehouse in countrywide dilate, and Beijing border is waited a moment into wine · OMNI SPACE, they hold to silently as before first heart, will high grade band and work are pushed to the stage before.

Of course, enter the Livehouse of capitalization or minority at present. No matter be outside capital or own reserves, if why Livehouse performs a crowd in view of production of high grade content, promotion aesthetic build musical industry with compose force of the hair on high grade zoology, break " cuss of evil spirit of small numerous market " , enhance oneself to last gain ability, this also is the challenge that Livehouse answers continuously jointly.

"Livehouse market is returned not as good as one thousandth of crayfish market, this is a bit funny. " Chinese famous chain exhibits those who perform dimensional Mao Livehouse advocate when manage person Li Dalong speaks of Livehouse, he says, before everybody compares ten years now many more means goof, will look substantially, what we contend for actually is everybody's time and attention. A person can choose to watch a show in the late evening, dine together with the friend eat crayfish, eat chicken together in the home and brother curtilage even, brush the one mobile phone in the evening.

Really, in recreational means diversification today, businessmen push broken head to contend for the attention of the user, from the net red afternoon tea, penetralia flees for his life, modern drama exhibition, concert arrives play a ball game the recreation below the line of kickball, shed media to frequency of mobile phone nearsightedness from direct seeding of video website, game, music again, the recreational means of people has not been restricted by setting and time ground, can draw out skill machine to amuse oneself at any time and place, like where to nod. The time that these fragments spend is held by recreation, the geometry of remnant of market space place of Livehouse? Contention market is sure it is the protracted battle that a companion migrates as user habit.

What Li Dalong says no less than, the total value of industry of a crayfish is more than the box-office dimensions of Livehouse far. If be compared with congener industry posture, the scale that Livehouse performance market takes musical show market also appears negligible.

According to " development of estate of 2018 China music always reports " data shows: Livehouse was 125 million yuan only 2017 in the industrial dimensions of performance market, and the dimensions of market of whole music show achieves 5.939 billion yuan, among them concert and musical division exceeded half state power (3.764 billion yuan) . Livehouse not as good as 5% of market of whole music show, concert and musical division still hold dominant of musical show market.

Data of academy of industry of the look up before occupying: The crayfish industry 2017, the tertiary industy production value that gives priority to with meal makes an appointment with 200 billion yuan. 100 million yuan market dimensions was forming this and Livehouse 1.25 bright contrast, the view of Livehouse performs booking office to return not as good as dimensions of line of business of crayfish meal service one thousandth.

We eat crayfish suppose take money people performing a group with the view of Livehouse is same move a person, everyone ate crayfish, also went watching a show. If ate crayfish to spend 500 yuan, among them only about 3 wool are the flower was in on the show; Take crayfish and the money like seeing a show spend suppose, so 10000 eat crayfish in taking money, only about 6 people saw Livehouse.

This shows, no matter from herd cardinal number, consumption apiration, market is permeated,accept degree will look etc, the masses is ground to the cordial much azimuth of crayfish pressed still be in start period Livehouse. Not bad nevertheless, on the way that in the masses consumptive demand just wanted to change spirit to demand from material, gain ground to the understanding of Livehouse as the market, exhibit the market potential that performs a space to still be worth mining.

Accompany in recent years the dilate of commercial real estate, also blended in the element such as exhibition and mobile space gradually to the bazaar of 23 lines city from city of a gleam of, place of of all kinds and independent meeting also blossom everywhere. The partial field as a result of this kind of space and Livehouse rents business to have registration, these spaces formed new competitive structure.

As we have learned, below the situation that rises in great quantities in exhibition and mobile space, livehouse is faced with deliver intense competition more. Above sea is exemple, we in Internet activity dimensional weak point hires platform " cloud Space " on statistic, at present interior space is more than 200 square metre and the commercial weak point that is less than 2000 square metre hires dimensional address to share 64 office, dimensional amount adds up to 98 (see figure below) .

From dimensional sort diversity looks, news briefing of a few brands, small-sized clique the activity such as sale of right, brand and company annual meeting, can can find the place that agrees with its demand in the market type; And list among them show there is scenic place on platform only 9 place, be less than all space amount very one of, the room that offers a performance it is thus clear that is occupied smaller.

Data origin: ? ?Space commerce space is short hire platform

Here the circumstance falls, the place with one original part of Livehouse rents business to will be reached by billabong more the mobile field that agrees with client fractionize demand. On the other hand, the development of Internet derived a ground space to rent platform, the vitrification that the field of these spaces rents information to go up in Internet platform, mean reduced the cost that seeks ground greatly, overturned to once treated the condition of person bargain, dimensional competition is more transparent also.

See not hard, livehouse is in carry on of commercial activity " avocation " the respect also is facing not little market pressure. Also got each Livehouse at this o'clock advocate the confirm of manage person.

20 years in the past, no matter be management not to be pooh-poohed,still accuse because of social canal, famous Livehouse close down, remove, suspensive operation common occurance:

Long-term since, livehouse is to rely on booking office and wine water all the time almost two legs maintain bread, and booking office and band discharge are direct and relevant. Discharge comes from vermicelli made from bean starch, vermicelli made from bean starch is watched mostly only for band, work act. Accordingly, performance quality and work are welcome the core that degree just is booking office. As a result of band level also each are not identical, box-office float makes the main income source of Livehouse not steady.

To assure to a club for amateur performers of Beijing opera, to band quality accuse indispensable, but this also brought about Livehouse to cannot arrange a show everyday, some needs to rely on to close a shop even cut expenditure, develop other business to prop up exhibit act running also is common operation.

Talking about band when platoon period, of Livehouse advocate manage person mentioned pair of band and work quality the demand with accuse to having particular, ensure the show of high quality can assure to a club for amateur performers of Beijing opera at the same time.

Vox advocate manage person Zhu Ning, border into wine advocate manage person Zun Ye all mentions: At present on the market high grade content as before rare be short of, livehouse needs high grade band to provide show content.

Mao Livehouse advocate manage person Li Dalong mentions: Because the business property of Livehouse is with sheet second the show is given priority to, the Mao Live House of Shanghai is being discharged without the show period when it is the condition that close a shop, in order to save the water and electricity, operation expenses that waits for convention artificially.

We calculate brushstroke Zhang roughly according to the business mode of Livehouse tradition: Every month assumes 30 days, arrange 20 shows every months, among them 12 days of weekday, 8 days double cease day (Saturday day) , workaday conservative estimation the booking office of 150 people, all calculate according to 70 yuan, and average on the weekend the booking office of 250 people, all calculate according to 150 yuan.

So box-office respect, if all be cent to become pattern (the industry all is worth is Livehouse and happy hand " become 37 minutes " ) , box-office income of Livehouse of a month one hundred and twenty-seven thousand eight hundred. Hypothesis wine water is according to average per capita 40 yuan (contain soft drink) computation, every audience of 30% buys drink, wine water is calculated can get income to be forty-five thousand six hundred yuan, so Livehouse room of every monthly ticket and wine water income (do not include business affairs activity to carry on) one hundred and sixty-five thousand six hundred yuan.

Besides manpower and carry dimension cost, what weigh quite is occupy to still include rent in operation cost. Current, the hire level of Livehouse from 3 lines city low to 2-3 yuan / square metre / lunar hire arrives 10-15 of city of a gleam of yuan / square metre / the hire of the day, still be in constant growth. As we have learned, the cost of hire holds Livehouse operation cost at least half above, this affected the gain level of Livehouse further.

With second line city the medium-sized Livehouse of high grade a sector of an area is exemple:

According to 4 yuan / day / of square metre rent will calculate, lunar hire meets the place of 1000 square metre achieve 4000 yuan one day, hire of a month is 120 thousand.

Artificial charge all is versed in according to the hour 18 yuan / of the hour when firewood computation, every show 6 hours, 6 employee, so predict 13 thousand yuan, tuner calculates artificial cost additionally every months to add up to it is 20 thousand yuan.

Because report of sound equipment waste time is big, water and electricity expends every months beforehand appraise 5000 yuan, so the level that the totle drilling cost of every months of operation is in 158 thousand yuan about.

Calculate according to above, if be relied on merely,we reach Livehouse carries on the business of the show, every months of gain is 7600 yuan only. Still can need equipment to safeguard the expenditure such as maintenance now and then, this expenditure is nonsked but expenses is larger, bring about monthly net profit extremely likely to be negative. If did not ensure,the excellent performance of full field and commercial activity are in economically prop up, livehouse almost every month can be in gain scanty, in profit and loss equilibrium point struggles.

Because this discovers not hard, a lot of failing that manage the difficulty that the Livehouse that go down once faced, now nowadays as before the Livehouse of active move still can be experienced. Go looking from commercial angle, persistent gain is the core that maintains Livehouse bread and prospective development.

And in make sure its field offers square major below level and the premise that serve quality, what new thinking still can promote Livehouse to last gain? We are interested in this.

Look around each zoology element of musical industry, did not suit interest of appropriative music new life more than Livehouse itself it seems that " hatch implement " with music aesthetic " education Min " part.

Happy as support of the people of band, independent music confuse the bridge between, livehouse provides high grade, professional show service for band on one hand, the spot that gives band work reveals and promotion provides platform: On the other hand, choose view perform a crowd high grade content, the hearing that promotes a view to perform a crowd continuously is aesthetic. Go up somehow, this will be great what stimulative view performs the dilate of the crowd and consumptive habit is migratory.

The process is here medium, other link cannot accomplish musical industry Livehouse has two kinds of special capacity:

Graph: Exhibit perform a space (Livehouse) stimulative view acts and the benign loop between person of band, music

Be in " the summer of band " in, happy besides what still have deep love for to rocking and roll confuse old artillery piece people, that piece of Zhang Nian is light in red-blooded face, the student of acerbity campus of blueness thering is no lack of, still have active by day the office worker in all trades and professions. Why everybody does not listen to music to perhaps go in the home concert, must watch a show to Livehouse, what do we see after all to Livehouse spot? This cannot leave 4 property of Livehouse: Attribute of vermicelli made from bean starch, spot attribute, gregarious attribute, service attribute.

The content of Livehouse provides the work that end is band and them, vermicelli made from bean starch people also be attracted mostly view act, everybody watchs the core that act or music and band itself. Accordingly, the action more of Livehouse amid is to be band to provide a service, attract high grade band to come with this show. Arrive from the stagehand of the spot the show is custom-built flow, specialization only the band ability with service high grade union gives view perform a crowd to offer the greatest music spot to experience.

Zun Ye of no less than emphasizes again and again when talking about Livehouse, the own job of Livehouse is the service Livehouse does major. Li Dalong also says when talking about band, if band head has done work, basic skill has drilled, ability presents the performance with excellent audience in the spot, harvest more person approbate. Band and Livehouse each doing his own job, achieve work, spot, service perfection with professional manner and technology, gift is the greatest the pain spot that changes contented view to perform a crowd.

Livehouse has " spot attribute " it is unique. The equipment of spot whole set, from professional sound console, sound box, lamplight, whole set of equipment was thrown hundred thousands of very consummate 1 million, what this still does not include to be designed through sound field is acoustics decorate, these are Livehouse field place spends money the treasure that breaks the town shop that come out.

Be these audiences people the recessive installation that sees very hard through naked eye observation, promoted watch the spot experience that act, the work that assures musical person can present the spot with complete, good form. Additional, the spot of band is deduced often can undertake to original work a few adapt, return among them little not happy hand people extemporaneous. These having fasten the version at recording studio, often be unique can see in the spot only and hear.

And the distinction of concert and Livehouse, depending on Livehouse do not have a seat, the audience can ambulate at will. Manage the site personally, happy confuse and happy fan between endure very nearly, we are very difficult be not driven by the atmosphere place of spot show. The spurt in music issues the power that come, enough is in of the spot happy fan between diffuse, deliver come.

In balladry field, we can be touched by a general term for ci and qu hot tear is filled with the socket of eye; In heavy-duty field, we see young conspiracy youths are surrounded into circuit POGO; In electronic field, move the everybody below the lamplight that feels dye-in-the-wood to follow rhythm to wave together. And after the show ends, vermicelli made from bean starch still has opportunity and happy hand group photo. These are the experiences that general and large concert does not have. And go looking from the angle of economics, with kissing so civilian fare gets close quarters view to perform an experience is sexual price compares extremely tall choice really.

The graph is border show of spot of the Livehouse that drink wine

Perform experience itself besides work and view, livehouse also takes gregarious property oneself. As a result of spot show rare be short of a gender, happy fan people the spot that is happy to share Livehouse hits card to illuminate, show nearsightedness frequency and feature article or story of liked happy hand arena, these content nature transmit platform of of all kinds and gregarious media between the friend, from circle of small letter friend, small letter group wait a moment to small gain, this is Word Of Mouth actually (public praise be on sale) , also be common says " buccal mouth according to legend " public praise sale.

No matter be opposite band or Livehouse, this is a kind of aeriform and strong conduct propaganda promotion. View act while the group is transmitting Livehouse culture, livehouse also became company of music of be pregnant with group the birthplace of culture. Because like same the musical kind with a similar perhaps band, many netizens are happy fan make an appointment Livehouse view acts, formed the each other below the line on the line to connect, the fractionize company that is core with musical content group, facilitated effectively to be the same as kind of culture circle related music form.

Although the ticket Wu sale of each band is average by sponsor just give priority to undertake driving, send to media announce from ticket Wu platform, and Livehouse serves as commonly in the process here auxiliary just cooperate to offer already some groovy sale channel, if small letter is pushed,send and the small letter of place vermicelli made from bean starch discusses group. In fact, how to let an audience watch a show to Livehouse, it is ticket Wu platform, sponsor the direction that just cooperates in coordination with Livehouse.

Shed media platform be pregnant with a large number of online music users, although population bonus disappears gradually, online user amount puts delay, user cardinal number is huge still. Release according to BigData-Research " market of online music of China of the 1st quarter analysed a report 2019 " show, dimensions of online music user achieved the 1st quarter 2019 575 million person.

In the user agglutinant in taller audience, of scarcely lack music spend an user again, how to capture audience view to perform original intention and pain spot, issueing drainage of this part audience to the line is to sponsor the issue that the join forces such as platform of Wu of square, ticket, Livehouse considers when sale. How does the habit listen on the line that according to shedding media platform different setting leaves, attract this to approve the attention of the user with proper content form, change the discharge below thread, this part latent capacity still remains to dig.

To plate of band, mill and Livehouse, extend view of vermicelli made from bean starch to perform a group to be equivalent to getting new vermicelli made from bean starch on the foundation of existing vermicelli made from bean starch. Accordingly, how essence of life locates definitely had not have watched a show and those who like specific music kind is happy fan, and its the view below translate into line performs a crowd, it is the breach that extends band and booking office of independent music person.

Current, the entrance ticket sale of large concert was in centrally almost always the ticket Wu platform such as happy, barley, skyscraping annulus, and the sale of Livehouse show entrance ticket basically is in centrally beautiful move on. Want online on Livehouse is dug in the philharmonic " new audience " , ticket Wu platform and the big data that sponsor square have the aid of to shed media platform are algorithmic, in actor homepage and advertisement the built-in passageway that buy a ticket, undertake to market of musical content fractionize directional ticket Wu is popularized. (Consult musical first signs is gone to period article " Spotify sells a 40 million dollar one year entrance ticket, the good business that marchs to the line falls or will become online music platform " )

Besides cooperate with the platform that has user big data, undertake essence of life follows sale besides, another kind of choice of the Livehouse with larger scale is to be below the premise that from victim course of study strength to spare and capital undertake fore-and-aft dilate, perform the data information of the crowd through getting the view below the line, for company of condition of industry of follow-up booking office, across, music group the sale that culture waits a moment plays data base, increasing competitive camp respect to obtain send an advantage first.

Because time, capital, technology is devoted big, demand is high, can get the Livehouse that sends an advantage first will accumulating Wu of kimono of ceaseless correction sale is politic in watching the procedure that performs data of the user below historical data and line, form the forestall sex advantage that other Livehouse place does not have.

In support booking office and wine water besides these two kinds of traditional income channel, livehouse is in of alternate industry condition extending also is to widen the new channel of income source. No matter be " small and beautiful " or " do do greatly strong " , find and the setting set of place and suffer numerous the domain that photograph of be fond of agrees with group of culture undertakes extending, suffer through mining numerous group of demand that each dimension spend, criterion can condition of new job of farther ecbolic Livehouse.

Current, traditional alternate industry condition includes and group of rehearse of commercial activity, band, produce a film films, stagehand technology grooms relevant field and equipment are short hire business, and the advertisement inside field put in, exhibition rent etc long hire business. The field of other and auxiliary property serves, include wine water, small feed, even barbecue just wanted a service, the activity such as carry out of band periphery product, autograph, tide that moves sexual likeness with Livehouse is tasted etc. The choice undertakes 9 times among them " small and beautiful " optimize, can regard new income as the source.

With Beijing border it is into wine exemple, its are being prepared OMNI SHOP of brand gather inn is opened beside OMNI SPACE, advocate the circumjacent product that makes band and factory brand, also welcome stylist brand and businessman product to enter at the same time halt, next online making the culture company that young generation has distinguishing feature alone group. It is an advantage with Livehouse performance flow, for the design of young generation originality concept is offerred reveal platform. Perhaps did not come, the cosignatory money product that we can see stylist and band are designed is inside inn sale.

Because attract,watching the nut that performs a crowd is band and work itself, more the state of course of study that approachs this core is to rely on resource advantage, do from the card that build a plant and housekeep sponsor square, these two kinds of choices all can harvest the user that has stickiness in great quantities, make a company thereby group, the company of content of stimulative fractionize music group culture. Nowadays content is rare in the market that lack, groom through education high grade content outputs catalysis.

From a variety of Livehouse fore-and-aft in a variety of extended possibility, we also saw a such closed circuit, mix from education groom begin to output and produce content, mill plate is formed after building up the band that produces content, just run a show through sponsorring, make musical company group culture, attract more to suffer numerous group of domains that participate in spot music show and study, undertake to professional and lover group enlarge is allowed.

The activity of Livehouse platoon period is disperse, each view performs a crowd to drift according to band and musical kind.

VOX advocate manage person Zhu Ning is mentioned, VOX discovers in inducting student group to watch the procedure that perform, there is 200 to be in more in Wuhan school undergraduate, look be like population base giant, because have new student and graduate every year, fluidity is accordingly great also. Be aimed at these problems, according to place dimensions and system capacity, the following means can promote an user for reference agglutinant breed an user to watch maneuver be used to.

Above all, the set that content turns regularly can breed one part view to perform a crowd to go to place to watch the convention of the show, promote its the user thereby agglutinant. If Livehouse arranges the band of same kind to be in weekly or every two weeks choose a fixed time to have a show, so fixed platoon period can lock up with content like the view with same happy assonance to perform a crowd to go to field to watch surely, a content that becomes Livehouse normalization is inducted view perform a crowd, drainage comes the sale that follow-up and other congener show has on the line.

To mill plate, build according to actor type, safeguard and manage the vermicelli made from bean starch on the line group, in group inside initiate discuss, have actor exposure with the means of attention of race to control and fractional time, conduce to view perform a crowd to promote an user agglutinant.

And Livehouse is in company group make go up and the advantage is had like mill plate, when promoting a space utilization rate the art of open up is exhibited, mobile space is a company group the hypostatic hatch of culture implement, the self-identity feeling on culture and attributive feeling also facilitate these companies group participator drainage is moved to show work, and the crowd of show activity is likewise OK drainage comes the activity of other type inside place.

Next, build a member to make, get user data, optimize for follow-up sale and service pave a road. Interlink the Livehouse that change to the consideration, the member is made is a channel that gets data of the user below the line. According to the fundamental condition of the user, history the record that buy a ticket, shopping record, view performs be fond of of type of frequency, showing number, music to wait, after compose builds reinstate door picture, livehouse has enough faculty energy to turn sale definitely. In the meantime, the member makes privilege also have obtain guest and increase the function with agglutinant user.

Someone says, " the summer of band " the admission fee that can allow Livehouse rises, but what should worry more actually is, if do not have Livehouse, where should we go to watching the show of band and independent music person?

To Livehouse, band put together art have his moment to give spot music infuse probably needle of potion strong heart, but of sale serving itself at the product is carbon sends in perfecting snow of and rather than. Those who need recognize is, the show of high quality, view performs environment and service just is essential, development trend of future is less than look, experience and technical service are given priority to as before.

Media of shedding of no less than is advanced a few years erupt type grows, and Livehouse is the condition that is in chronic anaemia. At present till, only Mao Livehouse acquires Jun Lian capital and the investment that shut music too be able to rapid dilate, and nearly 300 Chinese Livehouse, no less than " the summer of band " silent and cultivated more than 10 years rock and roll to often prepare Chinese medicine by roasting it in a pan with new personality band people same, awaiting the opportunity that takes off after replete ammo.

When writing this article, see Shandong old oak accidentally advocate the friend circle of manage person Shao Tao writes: "This year is old oak 10 years, drive the server of band spot culture as, 10 this years we made more than 1000 shows, in city of a 3 lines, let of tens of thousands of happy the band that confuses doorway is in the home to see he likes, still feel very proud. " this plants hold to, be worth admire, also spoke Liveshouse to happy confused value.

Also begin in band 2019, can you receive the turning point that Livehouse market grows? Let our wait and see what happens.

1. " development of estate of 2018 China music always reports "

Https://baijiahao.baidu.com/s? Id=1620435994855362418&wfr=spider&for=pc

2. " Chinese crayfish industry grew the current situation 2018 "

Https://www.qianzhan.com/analyst/detail/220/180808-a0c148ab.html

3. " industry of our country online music grew the current situation 2018 "

Https://www.qianzhan.com/analyst/detail/220/180702-1372879f.html

4.Income of 2017 spots music 4.857 billion LiveHouse goes up 51% , how does spot music make bread

Https://baijiahao.baidu.com/s? Id=1607248208672309870&wfr=spider&for=pc

Author: Han Yingzhen

The article is achieved formerly by @ music first signs be being released at everybody is product manager, without the license, prohibit reprinting.

Topic figure comes from Unsplash, be based on CC0 agreement