With the advent of the IP era, how can E-sports hotels take advantage of the "east wind" of games?

This article outlines ： With 2018 year IG take the crown , E-sports hotel has become a hot new business, which is popular all over the country , from 2018 To 2021, Most investors adhere to “ Open and earn ” Mentality into the game , However, under the brutal expansion , Is E-sports hotel really a good business ？ After several years of market tests , The pain points of the e-sports Hotel appear on the paper . This year, , tencent 、 JD.COM 、 Local elong and other capital have left the e-sports Hotel track , Whether there will be new changes ？

1、 Barbaric growth of E-sports hotel

2、 Transformation of E-sports hotel

3、 The future of E-sports hotel

EDG After winning the hero League global Championship , Set off Z The upsurge of generations , Half the people revel , Half people are covered . It is no longer a barrier between the niche circle and the mainstream circle , More like a mainstream circle , Collision with another mainstream circle .

As the best carrier connecting virtual games and real economy , E-sports has stimulated and driven the emergence and changes of a wave of emerging industries and young cultures . By the east wind , E-sports hotel is soaring .

The hot market has attracted JD 、 tencent 、 Tongcheng and other giants have brought capital into the Bureau . However, after several years of market tests , The pain points of the e-sports Hotel appear on the paper , When the hotel is dubbed in the name of E-sports , Under the influx of capital , Is this a real demand or an eye-catching gimmick ？

Take advantage of the east wind , Barbarous growth

At the policy level “ Untie ”, Domestic E-sports events have mushroomed , Some professional E-sports clubs have emerged .

2009 year ,LGD The e-sports club was established ;2011 year ,IG The e-sports club was established ;2012 year , Royal E-sports club was established ;2013 year ,EDG The e-sports club was established . These E-sports clubs are compared with the previous domestic teams , Adopt a more professional operation mode .

In the basic game of e-sports industry , Not only the League of heroes 、DOTA2 E-sports events such as end games are booming , And with the development of mobile Internet , With KPL As a representative, mobile games have also driven the development of all kinds of mobile E-sports . On top of that , Each major end game and mobile game E-sports events have begun to establish their own, from City Games to sub League , Then to the pyramid competition structure of the top professional league .

according to 《2021 Research Report on China's e-sports industry 》 Show ,2020 The overall market scale of E-sports in has approached 1500 One hundred million yuan . among , The growth rate of mobile e-sports game market has exceeded 36％、 The growth rate of E-sports ecological market exceeded 45％. expect 2021 By the end of year , The market share of E-sports ecological market will reach 28.3％, To 2022 In, it will exceed 30% .

The rapid growth of E-sports ecological market stems from the continuous improvement of the commercialization level of E-sports , And then promote the live broadcast of E-sports 、 event 、 From the beginning of its birth, hotel and other derived subdivisions have had a soaring growth rate . Major cities and regions continue to issue e-sports industry support and development policies , E-sports crossover IP Cooperation is constantly pushing E-sports to break the circle , E-sports hotel is more ” e-sports + Wen Brigade “ One of the direct beneficiaries of .

《 China E-sports Hotel Market Research Report 2021》 Relevant data display ,2021 The stock of national E-sports hotels is expected to reach 1.5 Thousands of families , To 2023 Years will break through 2 Thousands of families . And in the 2019 year 8 month 、2020 year 8 On the node of the month , The data are 1200 Jiahe 8015 home , The market growth rate is 600%.

“ E-sports is a new industry , Integrated with technology 、 Culture 、 Tourism and other elements , It is becoming a new growth point of economic development .” Analysis of relevant industry experts ,“ Stimulated by the epidemic , With “ High quality residence ” As an opportunity , There are obvious advantages in the transformation from traditional hotels to E-sports hotels . At present , The e-sports hotel market is in a critical period of volume expansion with the coexistence of regional well-known brands and national leading brands .”

fight to the bitter end , Blue ocean “ Dye red ”

In the past three years , A large number of investors are adhering to “ Open and earn ” The mentality of entering the e-sports hotel business . But in fact , After three years of market tests , Some pain points also slowly emerged .

Be bold to say , E-sports hotel is an industry with high cost 、 High operating costs 、 The customer unit price is low and it is difficult to ensure the high occupancy rate. Invest in minority businesses —— meanwhile , The entry threshold of this industry is still rising .

An E-sports hotel owner commented on Zhihu that , The electricity consumption of E-sports hotels is four times that of traditional business hotels , And the linen cleaning cost of a single room is also higher than that of a traditional business hotel , Labor costs are not cheap ,20 Rooms need at least 5 personal .

“ E-sports hotels need professional E-sports equipment , And they are often valuable ”, A senior hotel practitioner calculated an account ： The decoration cost of each room in an ordinary four-star hotel is 15 Ten thousand yuan or so . If the e-sports hotel wants to achieve the four-star level , Then add every computer to every room 1 Ten thousand yuan （ Including computers 、 peripherals 、 E-sports tables and chairs ） The purchase cost , The cost of soft decoration of the room needs to be calculated separately .

Under the high cost , The return time is lengthened .“ But after all, we consume hotels , Not Internet cafes .” A netizen's roast just revealed the pain points of E-sports Hotel Management .

According to the selected by Maidian “2020 List of top ten E-sports hotel brands in ”, Only magic and 5F E-sports hotel is positioned as a mid-range hotel , Others are affordable or economical E-sports hotels .

From the perspective of market dynamics , Tiantian e-sports, a subsidiary of datang.com, acquired winter ; Traditional hotel groups such as green are also expanding E-sports hotel business ; Some films invest in Aite community hotel through strategy , Get involved in the field of E-sports hotels . But across the country , Now there is no big brand that has weight in the eyes of national E-sports users .

“ As a whole , E-sports hotels still give users a low-end impression 、 cheap . And I know that today's E-sports hotel has no clear industry definition .” Industry insiders say , If I owned it three years ago 400 The e-sports Hotel section of Yujia hotel is a full blue ocean , that 2021 Year of 1.5 Thousands of families , Even 2023 Years at least 2 Thousands of families , It is enough to turn the blue ocean “ Dye red ”.

from “ blue ” change “ red ” The business environment will inevitably form the survival of the fittest “ Fight a bloody battle ”, And in this bloody battle, there will be tragic “ Homogenization ” competition , And original “ Differentiation ” competition .

Giant high-profile approach

E-sports hotel has another way of playing

This June , Tencent game 、 Tencent E-sports and Shangri La Hotel Group jointly customized game E-sports five-star theme room is officially open for reservation . The theme room is E-sports IP And game elements , And provide exclusive game benefits and surrounding shopping malls , The unit price of the room is basically more than 1000 yuan .

Disclosed simultaneously , also “ Tencent mutual entertainment Digital IP The hotel co creates a cooperation plan ”, Except Shangri La Hotel Group , Hyatt 、 Wanda 、 Ascot 、 Jinmao group 、 Super competitive group 、 Yekan Technology 、 All tour E-sports 、 The first batch of alliance partners such as Ouyu technology also officially appeared . All kinds of actions show that , Tencent is going to make a breakthrough in the e-sports hotel industry “ Big article ”.

“ Scene reconstruction of game E-sports hotel , Not just adding hardware , At present, the consumption demand of users in hotels is relatively low , To revitalize the hotel's existing low-frequency space , We must constantly iterate and upgrade the content experience based on new user needs and new technologies . Games and E-sports hotels can actually link catering 、 retail 、 Indoor amusement park and other business forms , Provide richer consumption scenarios , Hotels have the potential to become new ‘ Cultural space ’ entrance ”, Vice president of Tencent games 、 Hou Miao, general manager of Tencent e-sports, said .

Compared with Tencent “ Empower ” thinking , JD is rolling up its sleeves , Come to the end in person , Combined with Jingdong E-sports Club , found “ Jingdong E-sports hotel ” brand , Cooperate with yourself in 3C Supply chain advantages in products , Accelerate the popularization of E-sports hotels , So as to feed its e-sports industry chain .

Tongcheng Yilong spent tens of millions of Yuan , Invested in professional E-sports hotel brands “ Love E-sports ”, And output a “ Platform and technology empowerment ” The story of . After this round of financing , The brand valuation of love E-sports has also exceeded 100 million yuan .

Some analysis points out that , At present, E-sports hotel is in 3.0 period , By standardizing Services 、 Space and environment , Improve the check-in experience . For example, in space , With loft In the form of , Distinguish between the game area and the rest area , Improve bathroom and audio-visual entertainment experience , Combined with E-sports IP To make space cultural scenes .

“ In the future, the concept of traditional E-sports hotel will gradually weaken , Replaced by , It is the advent of the era of E-sports complex .” Analysis of relevant professionals , E-sports hotel to the market , Become a new immersive entry , let me put it another way , E-sports hotel just needs from physics , It extends to the social field of young people .