The cafe is too noisy, the library is too crowded, and the fire-fighting shared study room knows?
Editor’s note: This article is from WeChat public account “PropTech Learning Society” (ID: Cv_seal), author Ellie is open to the morning.
The Japanese film “The bottom of the babes” stills
After more than 30 years in the past, the paid study room that often appears in Japanese TV dramas has finally been fully matched.
Now, domestic students and white-collar workers can go to the study room to sleep late in the night like the Korean drama “Please answer 1988” actress Deshan; like Kudo Sayaka in “The bottom of the babes”, realize the reverse of life in the study room. Attack.
At present, the study room has swept the north and the north and the vast majority of the 1.5-line cities, such as Tianjin, Xi’an, such as the school, there are hundreds of reviews. In Baidu search “paid study room” and “shared study room” can get about 3.14 million and 5.62 million search results respectively.
Do not open a cafe, do not open a home, and more and more white-collar workers are eyeing the business of the study room. How is the business in the self-study room, can you make a profit? Will it be the next bubble?
In recent days, PropTech Institute has visited nearly 10 shared study rooms and chatted with the bosses in the study room. Urban white-collar workers want to “do not do business”, to open a study room to play, in the end is not reliable? We picked three of the most informative spaces to showcase.
Try to explore the store with the PropTech Learning Club:
1, Beijing shared study room visit record
1, reading space: Beijing’s first darkroom study room
Looking at the dark space between the grids, Source: PropTech Institute
The reading space is the first shared study room in Beijing. As early as June 2018, the Zhongguancun store opened in the reading space. In April this year, the reading space opened a Dawang Road store.
The study room for reading the space is divided into two types: the shared hall and the dark grid. The shared hall is connected to the front desk, which is a place where customers can see when they enter the door. The decoration is more literary. The cubicle is basically only a seat and locker. There is not much extra decoration except for some green radish.
There is also a study room called Wenshu class on the upper floor of the reading space. The study room of the Wenshu class is mainly a dark-colored lattice room, which is divided into economical and comfortable type, with about 40 seats.
Proptech Institute turned around in a circle and found that the so-called comfort study room, except for the compartments of the compartments is higher than the economical baffle, and is a separate seat, both Not much difference, and in the same room.
PropTech Research Institute visited the reading space on the same day, on Tuesday, the space was less than half of the attendance, the staff said that the weekend will be more people.
Read the self-study room sharing space real shot map, Source: PropTech Learning Society
As the first operator in Beijing to launch the darkroom study room, He Jingping, the founder of the reading space, told the PropTech Institute that many of his peers have come to visit and learn. One of the partners in the reading space is from the construction industry. He Jingping said that the size of the tables and chairs, the color of the lights and the layout of the space have been repeatedly polished by the founding team. Their team also went to Japan and South Korea to study the local study room.
However, the PropTech Institute looked at so many stores and found that the styles of the various stores were not the same, and each had its own characteristics.
In the location of the store, He Jingping said that the first consideration is the traffic problem; the second is the rental price, the lower the rent price, the better.The third is to choose a place where there are many young people and strong learning needs.
As of the end of October 2019, the first store in the reading space has been in operation for 16 months. Has the reading space been profitable?
He Jingping said that if the fixed costs such as rent and decoration were not calculated, the first store took 10 months to achieve revenue. If you want to recover the cost of rent renovation, it is estimated that it will be at least three years later, so it is far from profit.
In addition to the darkroom label, the reading space began to be unmanned. Dawang Road has just opened the reading space is unattended, this store has launched intelligent access control, intelligent lockers, the whole process can achieve full self-help. He Jingping told PropTech Research Institute that the original intention of the team to develop small programs was to save customers time in the future.
2, Feiyue Island study room: If you cast 70,000, you dare to open a store
Flying Island Deep Learning Self-study Room Real Shot, Source: PropTech Institute
The Feiyue Island study room is located in Haidian Venture Capital Building, Haidian District, Beijing, close to Zhongguancun Venture Street, but it is not easy to find this study room. The ProTech Institute went downstairs along the guidance of the security guards. I didn’t expect the leap in the study room to be on the basement level.
The overall lighting of the Leaping Island study room is quite sufficient. There are bookshelves, tables, chairs and sofas in the public area. The front desk is personally staffed by the boss. Unlike most study rooms, the seats are placed in one room. There are 6 study rooms in Feiyue Island, a total of 40 seats. The number of seats in each room varies from room to room, from 10 to 6 . After this setting, the space that Feiyue Island gives to customers is relatively large. Whether it is from the pedestrian aisle or the seat interval, it will not be too crowded.
As for the interior decoration, the interior of Feiyue Island is relatively simple. Except for some bookshelves, some books, and some necessary items for life, there is not much decoration for the space of the study room.
From the price point of view, Feiyue Island Day Card and Moon Card only needIt costs 38 yuan and 891 yuan, which is at least 20% cheaper than its peers.
So, why can Feiyue Island give customers a price far below their peers?
The founder of Feiyue Island, Zhang Wenliang, said that the main two factors: First, the strong support from the property side and the partners, the rental cost of the Feiyue Island study room is slightly lower than the peers; at the same time, the current team has experienced Years of entrepreneurial hard work, not the pursuit of high profits is also a tribute to those who have been struggling.
Not only that, in the operation mode, Zhang Wenliang chose to operate lightly, without spending too much energy and cost on the decoration of the study room. The reason is that Zhang Wenliang believes that the high cost will eventually be passed on to the users, and the students have little disposable expenses.
“The initial investment is not a lot, basically the furniture part; while the hard-packed part is assembled by the property side, and the second renovation is mainly based on the cost and environmental protection issues.” Feiyue Island study room another The partners said that the partners only spent money to buy tables and chairs, as well as bookshelves and books in public areas.
Zhang Wenliang said that he has unique advantages compared with other self-study rooms. First, because he has been in the real estate industry, he has more property resources and can obtain higher cost-effective properties. Secondly, The partners themselves also do investment and financing, and have relevant resources. The road ahead will be relatively good.
One of the entrances to the Leaping Island study room on the basement level, Source: PropTech Institute
At present, Feiyue Island has been in operation for a week, attracting more than 40 customers, purchasing long-term stored value cards, and purchasing weekly and monthly cards.
“There are more than 200-500 yuan, but some people have never come after buying the card, and we have to remind us,” Zhang Wenliang said.
Zhang Wenliang is relatively satisfied with the current operation of Feiyue Island. He believes that everything is expected and the passenger traffic is increasing day by day. But at the same time, he also has his own concerns.
Zhang Wenliang, founder of Feiyue Island Self-study Room, said, “The content of everyone is not much different. If you just do the self-study room threshold is too low, you can’t form core competitiveness.” Therefore, how to differentiate yourself is very important. For this reason, Zhang Wenliang has done a lot of work.
For example, in terms of content, at present, Feiyue Island has no other value-added services other than the self-study room and free drinks. Later, Zhang Wenliang plansProvide tea, light meals and study and training services for the students.
In the product, based on the homogenization of the study room, Feiyue Island plans to open a net red study room in the Sun Palace, and will open in the later period.
In addition, Feiyue Island has also launched a “Study Card” worth 1600 yuan. As long as the customer who purchased this card passes the examination paper for this December, only the admission notice will be required. Return 800 yuan to the customer, so that the average customer spends more than 20 yuan per day in the study room.
3, time-divided study room: 60% student party, 40% active staff
Time-divided room dark room, Source: Time-study room for illustration
Through the autumn of the mining university Linyin Road, the PropTech Institute came to a slightly dilapidated office building in Liudaokou, Beijing. The newly opened time study room was hidden in the 10th floor of the building. Unlike the heavy steel doors of other companies on the same floor, the glass doors of the time-study room are very bright, so you can clearly see the big logo on the background wall.
The interior of the room is light blue and the seats are white. It feels very small and fresh. The interior space is roughly divided into three areas: a dark-light self-study room for 50 people, a light-light study room for 10 people, and a reception area for reception.
The time-study room charge is a membership system. Not only can there be a day/month/year card, but also a recharge card that is charged by hour or number of times. It can be said that it is very flexible.
Why choose Liudaokou to open a store? Zhang Bingyue, a partner in the construction industry, said that there are four or five universities around Liudaokou, which can bring a steady stream of students. Moreover, the transportation here is convenient, close to the subway line 15, and in 2021 will be connected to the south extension of the Changping line. It is also very convenient for the incumbents who want to study in Huilongguan and Xierqi.
PropTech Institute also visited a self-study room in Xi’erqi, and found that because there are no universities around, the students are sparsely populated and the store is deserted.
” (opening at Liudaokou)There will be no big ups and downs in the students, and there will be no good things this year, not tomorrow.
The façade of the commercial building where the time study room is located, Source: Point rent
Zhang Bingyue said that when he first opened in August, Liudaokou had only one self-study room. Today, the PropTech Institute searched on the review software and found that there are at least three study rooms around.
The Zhang Bingyue team analyzed their customer data, 60% of whom are postgraduate students, and 40% are active employees.
Zhang Bingyue revealed to the PropTech Institute that the current passenger flow in the self-study room is growing steadily. The attendance rate is 50% in normal times and 80% at the peak. If you want to achieve break-even and some profit, you need to achieve an average attendance rate. 60%.
The cost of the study room is mainly from the monthly rent of tens of thousands of yuan, the salary of two part-time employees and the previous renovation. The cost of decoration is about 200,000, not only basic soft decoration, but also noise reduction, fresh air system and so on.
Time-divided room dark room, Source: Time-study room for illustration
Compared with other homes, Zhang Bingyue is most proud of the fact that there is an intelligent management system. This system frees the front-office management staff. Members only need to scan the QR code on the seat lamp with their mobile phone to self-switch the power supply and start self-study. Of course, the clerk can also control the power switch of each grid in the foreground.
Although the self-study room has not yet reached the balance of payments, Zhang Bingyue is very optimistic, expecting to achieve profitability by the end of the year, and recovering costs in about a year and a half, and they are now considering how to increase user stickiness and create their own brand. Perfect brand franchise policy.
For the status quo of the paid study room industry, Zhang Bingyue said that the industry is in its infancy, and everyone is still thinking about how to make the operation, service and details better, and how to make the market, brand and competitiveness better. “Big guy levelThere are no matches, and no one is a benchmark. They are all groping forward.
Second, Beijing shared study room inventory
The average daily price is 80 yuan, and the product homogeneity is serious
Beijing part of the self-study room price list, Source: PropTech Institute Cartography
In terms of opening hours, most of the self-study rooms in Beijing have been opened for less than half a year. In addition to the older reading space, most of the shared study rooms in Beijing are open after April this year.
From the perspective of product form, Beijing’s shared study rooms are basically the same. The lattice rooms and shared halls are standard. Most of the study rooms also have a dark space between them. At present, most of the shared study rooms do not have other value-added services other than providing venues and free drinks and snacks.
In terms of customers, the current mainstream customers in the market are public comment and WeChat public number, and some self-study rooms will also advertise on Xiaohongshu.
In terms of product value, these self-study room hour card fees are between 10 yuan and 20 yuan, and single-day cards are basically around 80 yuan. The monthly card price is basically around 1,000 yuan. Although the “money-making effect” of the study room has not been confirmed, due to the low threshold, the shared study room has already shown the competition in the Red Sea.
So, how do practitioners view the self-study room that suddenly bursts into flames? The PropTech Institute asked a number of investors, most of whom said they have not seen such projects.
Three, Is sharing a study room a good business?
Walnut and Spacesforce senior partner Xu Li believes that analyzing the shared study room needs to look at it from four perspectives:
1. What is the niche market? If it is a student, the ability to pay is a problem; if it is an adult, it depends on the alternative in the long-term market.how is it.
2. Looking at the value chain model, what is the upstream supply model? If it is still the second landlord, it will also encounter the problem of joint office.
3. Seeing customers, this may be the main problem. If you rely mainly on push and free trials, the marginal cost of sales is high, and it is easy to form price competition. This industry has geopolitical characteristics, and the customer base is relatively stable and distributed in a regional manner.
4. Look at the business model iteration. From the perspective of traffic and online, there is no evolutionary path. It is not close to the school or work place or close to the place of residence. Later, we can consider combining education and training, O2O and other industries to promote traffic realization, community operation. The logic is to gradually optimize the business model and improve the bargaining power when working with upstream site providers.
In addition, from the perspective of profit model, Xu Li’s sales model of the shared study room is similar to the gym’s membership model. The essence behind it is to use people’s psychological needs, but the actual usage rate may be very low. If the average member usage rate is less than 30%, and users use mismatches at different time periods during the business hours of each day, it is equivalent to each seat may be oversold 3-5 times, which is the main principle of profit.
Leap Island Self-study Room Sun Palace Net Red Shop, Source: Feiyue Island Study Room for Self-study Room
What kind of attitude does the founders of the shared study room have on capital?
In terms of financing, Zhang Wenliang, founder of Feiyue Island, believes that the current investor is more concerned about the imagination space. At present, the threshold for self-study room is relatively low, so the core competitiveness and imagination space need to be explored.
Another self-study room entrepreneur who did not want to be named also said that they had seen some investors before. Some investors are not particularly optimistic about this model. They feel that the investment cycle is too long, and they are heavy assets and profits are very thin. However, some investors expressed interest, but the self-study room believes that its profit model is still unclear, and cooperation is now unfavorable to both parties.
The investment manager of a large consumer industry said that from the demand side, the demand for the study room is still there. Now that the economy is down, many people have the appeal of reading and research. However, the business of the study room is not as good as that of the bookstore. This mode can also be extended by joint office, and the bookstore can also extend this function.
A shared self-study room industry believes that the sharing of self-study rooms and joint office, new bookstores can not constitute a competitive relationship. The joint office has a lot of customers, and the bookstore is suitable for casual reading, butAll the study rooms here are all learning. They are very purposeful, and they can form a good learning atmosphere after coming.
The emergence of the shared study room did not move the cheese of the joint office, but it also provided a new idea for the joint office industry.
The business staff of the Hangzhou Branch of Chuangfu Port, which focuses on co-working, told PropTech Research Institute that Chuangfu Port has not yet opened a separate paid study area, but there are also customers who rent open-type stations to prepare for postgraduate study.
Chuangfugang, a business person, said that they have promoted postgraduate study and self-study as a selling point for some time, but at present, no customer has indicated that it is rented because of learning. “Shared office can also be used as a selling point, because there are exam arrangements throughout the year, and it takes a few months to prepare for the exam, which is more like the general business needs.”
A business intermediary also told the PropTech Institute that since July this year there have been some customers who are looking for an office to do a shared study room. In the site selection, the customer’s main appeal is that the location is better, close to the subway station, it is best to have multiple subway interchanges, the room can be cut off, the cheaper the better the rent.
Although the profit of the shared study room is very thin, the intermediary said that the self-study room is basically profitable compared to the joint office. Although the joint office looks at the glory, most of them are at a loss.
Because the current shared study room is basically located in the office building, most of the office buildings use central air conditioning. The central air conditioner is controlled by the property. The opening hours are normal working days, while the peak of the shared study room is just the opposite. There are more people coming to work during the off-duty and weekends. If you count the air-conditioning plus time, this is not a good deal for the shared study room.
A shared study room told the PropTech Institute, “If you make the study room a purely commercial, very profitable thing, or a slogan, it’s not something that a reliable businessman is saying.” p>
West Second Flag Sponge Self-study Room Front Desk Photograph, Source: PropTech Institute
With the popularity of the shared study room, many friends around the PropTech Institute have also moved to the idea of starting the study room.
But the founder of the reading space, He Jingping, told the PropTech Institute that the business was not that simple.
“It’s really a lot of money to open a study room. Entrepreneurs must be prepared for long-term, noIt means that you can realize it right away. The argument that it will be able to return to the market in a few months is not very reliable. “He Jingping said.
Although the wave of sharing economy has faded, it does not prevent the paid study room that is based on the concept of sharing economy from blossoming everywhere.
The investment manager of a joint office circuit said that these shared study rooms may become tutorials for a long time.
This day will come soon.
It is understood that the Feiyue Island study room has been planned to cooperate with educational and training institutions. The training institutions can recommend customers to Feiyue Island, and Feiyue Island can also recommend customers to training institutions.
If the shared study room eventually evolved into a training institution, I don’t know if it’s a joy or a worry.
Finally, you will be able to invest in a self-study room after watching our review after holding a white-collar worker who is not doing business.
(PropTech Research Institute author Yin Hao also contributed to this article.)