商场台球厅，是一门好生意吗？

Core Viewpoint - The article discusses the rapid growth and transformation of the billiards industry in China, highlighting the shift from traditional street billiard halls to modern, upscale billiard clubs located in shopping malls, driven by changing consumer preferences and investment interest [5][6][22]. Industry Growth - In 2024, nearly 140,000 new billiard-related enterprises are expected to be established in China, with a market size projected to reach 87.2 billion yuan, reflecting a year-on-year growth of 20.5%. By 2030, the market is anticipated to exceed 192 billion yuan [5][6]. - Investment in the billiards sector has surged, with significant funding rounds such as Tencent's investment in the self-service billiard brand Xiao Tie and a 10 million yuan angel round for the 24-hour self-service billiard brand Dou Dou [5][6]. Evolution of Billiard Halls - The evolution of billiard halls in China can be categorized into three phases: the initial popularization in the 1980s, the professionalization driven by star players in the mid-2000s, and the recent technological transformation post-2020, which has seen the rise of smart, self-service billiard halls [7][8][9]. - The current trend shows a migration of billiard halls from street corners to shopping malls, with a focus on creating a clean, bright, and smoke-free environment that appeals to younger consumers [9][10]. Business Model and Revenue Streams - The business model of mall-based billiard halls has evolved to include a diversified revenue structure comprising table fees, value-added services, and ancillary businesses. Table fees account for over 50% of revenue, while value-added services contribute approximately 20-25% [12][13]. - The pricing for table fees varies significantly, with first-tier cities charging around 50 yuan per hour, while second-tier cities and county-level markets charge about 30 yuan [13][15]. Cost Structure and Profitability - The cost structure of billiard halls is primarily fixed, with rent, equipment, labor, and marketing being the main components. Rent is a critical factor influencing profitability, with monthly rents in first-tier cities reaching 24,000 to 45,000 yuan for a 300-square-meter space [14][15]. - The profitability of billiard halls varies widely, with leading chain brands enjoying higher net profit margins due to better supply chain management and brand recognition. In contrast, many independent or mid-tier establishments struggle to maintain profitability [17][18]. Target Demographics - The primary customer base for mall billiard halls consists of young adults aged 18-30, who view these venues as social spaces rather than just places to play billiards. The environment caters to various demographics, including business professionals seeking informal meeting spaces [21][22]. - There is a growing trend of female participation in billiards, supported by the modern, welcoming atmosphere of shopping mall billiard halls [21][22]. Conclusion - The rise of billiard halls in shopping malls represents a convergence of standardized experiences, evolving consumer demands, and the need for experiential retail. While the industry shows promise, success hinges on precise market positioning and resource alignment [23].