In Chengdu, "Dance Club" Should Be A Global Trend Brand Based On Urban Dance.

Not long ago, I experienced "ARENA" in Chengdu. Dance arena The hot spot of the Asian finals of the world Qi dance competition was crowded, and many spectators without seats insisted on watching the whole race. The screams had not weakened for nearly seven hours. Sitting on the jury are internationally renowned hip-hop masters Jawn Ha, Anthony Lee, KEONE&MARI, Jillian Meyers and Galen Hooks. Their arrival has cheered the fans at the scene.

Behind this very international trend dance competition is a dance company SINOSTAGE, an entrepreneur who grew up in Chengdu, Sichuan. It has interviewed the founder of the dance company, Ms. Ren Ke Ke, and has a deep understanding of her entrepreneurial history and business models. It has explored how to make Urban Dance, which is an overseas and distinctive dance culture, go further. market 。

Above: Ren Ke Ke

In recent years, China Dance market Thriving, the development of Urban Dance is particularly fast, and Ren Ke said that now there are tens of thousands of Urban Dance studios in China, and the total number of dance fans is around 5 million. Most of them are between 15 and 35 years old, and have a strong spending power.

"Simply opening dance studio on a large scale can actually make money easily." But the brand "dance SINOSTAGE" created by Ren Ke is not aimed at the huge entry population of dance, but is committed to doing the most exciting and latest things in the field of dance.

"I want to make dance country a global top dance brand, and now the dance market develops so fast, you have to be very careful to maintain your brand positioning." Such a concept also determines the unique business model of dances. "I do not want to be a single family but I want all dancers and studios to make joint profits and develop together."

　　 Urban Dance What's this?

Although the word "hip-hop" is familiar to most people, most people do not have a deep understanding of Urban Dance. Ren Ke said, "even many people who do Urban Dance studios do not understand this concept very much. They simply feel that Urban Dance is the commercialization of hip-hop."

Ren Ke explains that Urban Dance is a comprehensive concept, which adds richer elements on the basis of hip-hop. clothing The whole concept of modeling, plot, scene and shooting means is called Urban Dance. The concept originated from Losangeles. The first batch of Urban Dance masters were choreographers. They had a deep foundation in dance, and practiced many different kinds of dance such as popping, hip-hop and so on for many years. After years of dancing career, these people formed their own unique style, and eventually created the concept of Urban Dance.

"Urban is the city, much more fashionable than Street. Therefore, I define the "dance state" as a trend brand rather than a simple hip-hop brand with Urban Dance as the carrier. It can be seen that the peripheral products such as the T-shirt have hardly changed much in recent years. "Many studios have gone into a misunderstanding in this respect," he said. "They are too eager to diversify their styles." It takes years to get rid of the tide card, because the tide is the attitude, not the style.

　 The origin of dance state

In high school, Ren Ke studied art, especially in space design. At that time, she never dreamed of becoming a dancer in the future. By chance, Ren Ke Kao went to the pop music and dance major at Sichuan Conservatory Of Music, and her understanding of business began with her part-time job in a bar after graduation.

Ren Keke turned the simple dance into a more diversified performance and made the bar business very popular. After rejecting the invitation from the bar owner, she turned to set up her dance studio in 2014, that is, the predecessor of the dance company.

"In fact, I didn't think about what company to do, I just wanted to dance," Ren Ke said. So when the angel investor came, she once hesitated that she had never thought of becoming a big company, but just because she liked to dance.

Ren Ke's first studio has an area of only 70 square meters. Because of her love for space design, she has personally undertaken the design work. Unlike a traditional dance studio's set of mirrors and a set of sound sets, Ren Ke's carefully designed studio surprised many people. She explained: "I hope the people who come here can feel good and comfortable, especially if they want to dance here. This is my starting point."

Ren Keke, who likes shooting videos very much, has also sent the studio's master lessons to the Internet, hoping to get more people to see it. Surprisingly, these videos are very popular, and each has 2.3 million hits. "It was still from 2013 to 2014. There is not much content in the Internet. Now, dance studio has made a video of dancing video."

　　 Multi format expansion

Eli Sweet, founder of dance state, is the United States. SINOSTAGE The company's COO and vice chairman of the southwest chamber of Commerce of the United States of America are very well aware of the American culture and habits. "Many Urban Dance masters came to China, and their experience was very bad because they didn't understand the culture of the United States because of acclimatized or receptionist. But the dance club successfully invited more masters to teach, "Ren Ke said.

Thus, dances became the first studio to bring kinjaz, the world's top troupe, to China. "In the area of Urban Dance, there are many overseas resources and many dancers. But because the development of the local economy is often not as good as China, their development has reached a bottleneck, and China has an advantage in terms of economy and population, and consumers have stronger purchasing power, so they have more potential for development."

Ren Ke has a group photo with kinjaz members.

Only four years ago, DPRK has completed its A round of 20 million yuan in recent years, with an estimated value of one hundred million, and has begun to contact more investors to prepare for the next round of financing, with an estimated value of three hundred million yuan.

　 In the future, there are several directions for the development of the multi industry state in the dance industry.

　 Dance training and master training base

According to Ren Ke, dance teaching is still an important part of dance business. In addition, a new dance studio is being opened in Sanlitun, Beijing. The studio in Losangeles has been finalized and entered the design stage. The Losangeles studio will have a specialized media team to produce high quality dance related content while creating a master's nurturance base.

Dance teacher teaches in North America

　　 The IP matrix of the ARENA dance arena world dance competition as the core

Ren Ke hopes that the ARENA world dance competition is not simply a dance competition, but an experience. Ren Ke hopes to make it a carnival in dance in the future: "the ARENA dance world dance competition is the spire of our Pyramid, which is very important, but it is not necessarily our core source of income."

　　 Community platform based on Kolo

In addition to the ARENA dance world arena dance competition, the dance world has launched a global dance trend culture community called KOLO. Ren Keke said that the number of users in the dance world is not much sought after, "in the current market situation, you have to do users (scale), but do not Tencent big companies, you need to accurately find their target user groups. So we don't want to make Kolo into a Volkswagen or a popular community.

Ren Ke stressed: "if there are 1 million dance lovers on Kolo, they are very valuable. These people are our precise users, who have very strong purchasing power, so they have great commercial potential. At present, the number of Kolo users is about 20 thousand.

　　 cross-border cooperation

In collaboration with I.T's fingercroxx, DPRK has launched a series of cross-border products. Ren Keke said that fingercroxx is a brand that is more consistent with I.T's positioning than dances, so cooperation between the two sides is logical. It also plans to cooperate with other brands, such as Adidas, Yoho and Bvlgari.

Finally, Ren Ke said, ARENA dance arena. Global Qi dance competition and Kolo will separately set up their own projects, financing separately, hoping to form a commercial closed loop among businesses.