script-killing becomes a "faded internet celebrity"? it is also a market choice
2024-09-14
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text｜ding hui
from the new darling of the entertainment industry to an "outdated internet celebrity", has script-killing also become the "tears of the times"?
on september 12, according to a report by peninsula metropolis daily, the transfer information of script-killing stores frequently appeared in wechat moments and related script groups. in addition to the "transfer tide", the "store closure flow" is also emerging in the industry. according to industry insiders, many script-killing stores are currently taking the merger route, and the "two-in-one" model is equivalent to "eating" one of the stores. in addition, many small stores cannot survive and can only choose to close.
looking through netizens' comments on script-killing stores, the complaints are mainly focused on"teammate spoils the fun", "host is unprofessional", "it feels like a four- or five-hour meeting", "script is repetitive and monotonous", "getting more and more expensive", "script quality is too poor"this also makes the status of script-killing, a "game + social" pastime, even more awkward in the current social activities of young people.
it is worth noting that the development of the script-killing market has gone through nearly 8 years, from its initial popularity to its explosive growth and then to its current "outdatedness". in 2016, script-killing became quietly popular in china. with the explosion of a certain suspense and reasoning variety show in china, the influence of script-killing has expanded. 2019 was a year of rapid explosion of script-killing stores, and the number of stores opened soared.
data shows that by the end of 2020, the number of offline script-killing stores had exceeded 30,000, with a market size of more than 10 billion yuan and reaching more than 50 million fans. the popularity of online script-killing apps and offline stores has attracted more young people to join the script-killing army. in this process, script-killing has gradually formed a complete industrial chain (creation, distribution, sales, stores, and players), with stores earning profits and players gaining experience. the social method of script-killing has also spread rapidly among young people.
of course, while script-killing stores have sprung up like mushrooms after a rain, the crisis has already been buried. a media survey in 2021 showed thatthe top three reasons why audiences fall in love with script-killing are:get an immersive experience, get the satisfaction of decrypting, and relieve stress, and the core demand is "gaming experience".the participation of more players also means that more "gaming novices" and more "senior experts" have joined the game pool, which means that the difficulty of putting together a high-quality script-killing game is also increasing.
a good gaming experience requires high-quality scripts, as well as the professionalism of the participants and hosts. the rapid expansion of script-killing stores also means an increase in the demand for practitioners, whose professionalism is difficult to guarantee, and coupled with the scarcity of good scripts, it can be said that any failure in any link will directly reduce the player's gaming experience.
spending money to "buy" the game experience is like "opening a blind box", and the number of people playing the game has gradually decreased. this is exactly the user feedback from the audience on the script-killing market after 8 years.the current "wave of store closures" and "two-in-one" that script-killing businesses are experiencing means that the market is undergoing a reshuffle, and script-killing stores that are neither professional nor expensive will find it difficult to survive in the fiercely competitive market.
of course, we also need to see that there are other more relaxed social ways competing for young people's spare time. from the reports in the past three years, we can see that compared with before the explosion of script-killing in 2019, young people have significantly more ways to spend their time: hiking, cycling, camping, games, short videos, "special forces"-style travel... it can be said that they are endless. it remains to be seen how much market share script-killing stores that require a lot of offline time can win in the "attention battle" of young people.
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