With the rapid development of the Internet age, the traditional entertainment experience has gradually given way to a new type of entertainment experience-the "immersive experience" with uncertainty.

This brand-new entertainment method brings immersive experience to participants based on scene manufacturing, and it frequently appears in people's daily life. It is also used by all walks of life: restaurants, theaters, exhibitions, secret rooms, haunted houses, games, mobile phones and even apps, and all kinds of "immersive experience" projects are flourishing.

According to the "White Paper on Immersion Industry in 218" released by the immersive entertainment company Fantasy, the immersive entertainment IP has achieved an increase from to 2+ in the past two years.

▲ Source: "White Paper on Immersion Industry in 218"

With the rapid development, immersive experience has gradually become an entertainment trend, and it has appeared in various forms in major cities. Even if you don't fully understand it, I believe you have been exposed to it. What exactly is an "immersive experience"? Today, Youyou will analyze it one by one for everyone.

1: the "immersive experience" in the explosive period

The so-called "immersive experience" refers to:

People feel comfortable and satisfied while focusing on the current goal (created by the designer), so as to forget the real world environment and sincerely feel the experience brought by the current surrounding things. Simply speaking, this feeling means that participants are extremely "immersed" in a certain scene.

However, from the commercial perspective, the feeling of "immersive experience" is not necessarily just satisfaction and comfort. With the rise of the younger generation of consumers, they have great interest in adventure and thriller. In order to meet the consumer demand of the new generation, the market has changed the immersive experience from the initial drama performance and art exhibition to the game field, and the experience scene has changed more carefully.

for example, virtual reality (VR) technology experience, augmented reality (AR) technology experience, real CS and haunted house in secret room.

Where there is demand, there is a market. After years of market cultivation and brewing, China's immersive entertainment began to develop rapidly in 215. According to statistics, from 215 to 218, the offline entertainment industry in China experienced an average annual growth rate of about 15%, which went straight to the market forecast value of 49 billion yuan, making the capital feel the consumption potential of the new generation. ?

among this group of young and energetic customers, the post-9s and post-s are the first to rush out, becoming the main consumer groups of the emerging entertainment industry, and the immersive experience of the scene space has become one of the major growth segments. Seeing this, I believe some readers want to ask, why can merchants bring these emerging industries to the market quickly? Youyou believes that it is mainly driven by two factors:

Demand level With the increase of people's average disposable income, residents have increased their spending on cultural and entertainment consumption, and more young people have gone offline to enjoy the pleasure brought by immersive experience. According to the "Research Report on Emerging Business Forms" published by RET Ruiyide in 215,

In immersive entertainment, the escape from the secret room and haunted house have become the most attractive items in shopping centers. They target white-collar workers aged 2-35, and attract a large number of consumers through the setting of theme rooms with different sizes and flexible fare combination mode.

In the past two years, this group of target customers are still getting younger and younger, and they began to participate in it after . They prefer to explore new things, accept new forms of entertainment more easily than those after 8, and participate in exciting and interesting situational spaces more frequently and more willingly.

According to the 218 China New Generation Offline Entertainment Consumption Upgrade Research Report,

Nearly half of the post-9s generation participated in various emerging offline entertainment activities, and more frequently after generation, and more than half of them participated in offline entertainment at least once a week. Although the single consumption is not low, users are still willing to pay for the short-term quality experience.

At the market level, after Mango TV vigorously launched variety shows such as "Star Detective" and "Escape from the Chamber of Secrets", it brought fire to the RPG game of detective and the escape game of reasoning from the chamber of secrets, making it the development direction of some offline entertainment entrepreneurial teams.

Therefore, after 215, the situational space experience began to enter major cities and business districts, such as Beijing, Shanghai, Guangzhou, Chengdu, Changsha and other places, and various game scenes such as escape from secret rooms, haunted houses, and great escape began to land and run, and consumer demand gradually returned.

by 217, the total number of secret rooms in China is about 1,5-2,, and this number is still growing, among which, there are 278 in Beijing, far exceeding the second-ranked Shanghai.

The greater the demand, the greater the market. In order to meet the needs of more consumers, in addition to the "small workshop-style" secret rooms opened in residential buildings, haunted house brands with horror style have begun to move from behind the scenes to the front.

2: How do mysterious secret rooms and scary haunted houses attract consumers?

As two emerging projects of immersive entertainment experience in situational space, the wild growth of Secret Room and Haunted House mainly depends on the rise of a large number of loyal players and young consumers.

But apart from the target group itself, the design, operation and service of the Secret Room and Haunted House as products are the key to profit. After all, this is an entertainment project mainly based on ticket revenue. Without a good business model, it will naturally not be the focus of PE investment, and it will not be able to support the continuous operation of this capital-oriented project for a long time.

For this reason, the Secret Room and the Haunted House usually choose similar operation modes to better immerse consumers in the game:

Off-site rendering and shaping IP. Whether it is a Secret Room or a Haunted House, it is usually rendered outside the scene to set up a symbolic IP image.

Take the ghost school of Nagano as an example. As early as 215, Chengdu Volcano Culture Company has started to operate the project of the real-life horror experience hall, and launched the "Nagano Culture", so that consumers can immediately associate with Nagano as soon as they see the ghost school, and the IP tension has expanded accordingly. Now, the ghost school of Nagano has opened ten stores in 9 cities, and the flow of people everywhere is objective, but the establishment of the secret room is relatively weak.

There are stories in the entrance, and the hardware is professional enough. In the relatively closed scene experience, the story explanation before the entrance can better drive the participants to enter the state. In haunted houses, it is common to shock the visitors in the picture and cognition in advance by means of circulating horror videos, which makes the participants feel scared, and set up multiple scenes and live actors in the haunted house to prevent the participants from having any spare time in the room;

In the secret room, if you want to "lead" participants by the nose, all kinds of "acousto-optic" technology and equipment are indispensable, and the mechanism design is the key. Not only should it be diversified, but it should also be updated frequently to improve the customer's viscosity.

Entertainment is valuable. At present, immersive entertainment, which focuses on situational space, has almost similar value.

The secret room can improve the teamwork ability, improve the quality of entertainment and logical reasoning, and better cultivate the patience and observation of participants; The value of haunted houses is more important than entertainment and enhancing the trust among participants, which is a positive social means for millennials who grew up in the Internet environment. After talking about the similar business model, Youyou also wants to talk about the differences between the Secret Room and the haunted house:

Friends who have experienced these two scenes should know that the overall entertainment area of the Secret Room escape is usually not large, and a theme usually only needs about 3-4 square meters. The layout depends on the theme, and the more built-in institutions, the higher the design cost.

Generally, the design cost of small secret rooms is about 1 yuan, but the props cost will be about 1, yuan, which is only a theme room design, so the construction cost of most secret rooms in residential buildings will be controlled at about 2, yuan.

if you want to be a brand, you must expand the scale.

Take the Mystery House as an example. Usually, each branch will set up 4-6 theme secret rooms, with per capita consumption between 8-1 yuan and limited to 6-8 people. The monthly profit of a single store is generally maintained within 6,-1 million yuan (profit analysis is an estimate, for reference only). In addition, the main factors affecting store expenses are: equipment, rent and human resources. Different from the traditional haunted houses with limited coverage and low-cost props, the emergence of new haunted houses such as Nagano Ghost School makes immersive entertainment more diverse. The design routines of these new haunted houses are mainly as follows:

1. NPC (non-player role) participates. Actors will be professionally trained and equipped with professional makeup artists and costume props to enhance the participants' experience and make their visual impact reach a climax;

2. "Acousto-optic" machinery and equipment are very complete. Weird music, flashing lights, dark corners, and smog all need to provide enough professional equipment to make participants enter a relatively immersive state from the senses;

3. The props in the venue are realistic. Horrible scenes are the soul of haunted houses and the basis of scene rendering.

I believe that everyone can feel the interest of the new haunted house scene design between the lines. Based on this, the cost of branded haunted houses is increasing.

In addition, the haunted house needs the participation of actors, so in human resource management, the company not only needs to train employees, but also ensure the safety of actors themselves, so commercial insurance is naturally indispensable.

Fortunately, Nagato Ghost has entered major cities, with a per capita consumption of 8-9 yuan, which can accommodate 8-1 people at a time, and the daily flow of people is around 2, and the income is very considerable.

however, the huge floor space also needs to pay a high rental fee, which is much higher than the workshop-style secret room.