The first chapter is the general situation of Internet bar industry.
First, the market function and positioning of Internet cafes
The 21st century is an era of knowledge economy. With the rapid development of modern science and technology, the global information wave is unstoppable, and the network has rapidly extended to people's lives, work, entertainment and other aspects. Nowadays, the number of Internet users in China is increasing rapidly at a rate of more than twice a year, and a large number of Internet cafes have mushroomed in every corner of the city. As a new service industry in the Internet age, Internet cafes have not only provided convenience for ordinary people to obtain network information, but also obtained economic benefits for themselves.
Internet cafes are the new favorite consumption of today's youth. With the popularization of computers and the Internet, Internet cafes are no longer a new thing under the pressure of public opinion, but have become a recognized means of profit for entertainment places and businesses in today's society. The reason for helping Internet cafes to complete this transformation is very simple. It is not difficult to find that although we can see some adults who have money or leisure time, the main consumer groups of Internet cafes are still young people. Young people are characterized by low income, high consumption, strong acceptance of new things, high recognition of new things, and extreme desire to prove themselves. Internet cafes can just meet the requirements of these young people.
First of all, Internet cafes are a good place to spread knowledge and information. People can learn about news and world events, find all kinds of information, communicate with others, and watch movies, listen to music and other entertainment activities through the Internet. Now, some professional business fields have also developed on the Internet, such as online stock trading, distance education and online banking.
Secondly, Internet cafes are accessories of the game industry, and more than half of netizens contact the Internet through online games and online games. Therefore, as early as the middle of last year, the Chinese government has already issued relevant documents. The legal business scope of Internet cafes is that the games in Internet cafes do not contain violent and pornographic content, and they are mainly online games and online games. Internet cafes are not allowed to allow minors under the age of 14 to enter except holidays. Minors under the age of 14 can spend money in Internet cafes accompanied by guardians on holidays. The direct impact of this policy is that internet cafes have become the new favorite of young people to replace karaoke bars, dance halls and other consumer places.
Second, the development prospects of Internet cafes
The rapid popularization of the Internet has led to the vigorous development of related industries. As an important window for people to obtain network resources, the appearance of Internet cafes appears naturally. This is particularly important in China where the level of economic development is relatively low. According to CNNIC's "15th Statistical Report on Internet Development in China" released in 2005 1 month1September. The report shows that the total number of Internet users in China is 94 million, an increase of 8.0% over the same period of last year, and the number of computers connected to the Internet has reached 41600,000. This means that more than half of them have no computers connected to the Internet, and this number is increasing rapidly. Internet cafes are the product of this demand.
The national administrative department has strictly controlled not to approve new Internet cafes, which has also controlled the proliferation of the Internet cafe market to a certain extent, thus avoiding vicious competition among Internet cafes. At the same time, we should see that the new Internet cafes are closed, but the number of new Internet users is increasing, which will be a huge potential business opportunity ...
The market of Internet cafe industry is becoming more and more mature, and the competition is becoming more and more fierce. It is moving towards scale and characteristics, and the technical requirements and comprehensive quality requirements for employees are increasing. In this way, the regular law of survival of the fittest is reflected. In this environment, as long as you have enough level and skills, you can win in the competition. As long as we are clear about our position, strive to improve our skills and comprehensive quality, and highlight personalized services, Internet cafes will certainly have a healthy and beautiful development prospect.
Chapter two, the market analysis of local Internet cafes.
First, the investigation data of Internet cafes in Shizong County
The earliest Internet cafes in shizong county appeared in 1999. At that time, computers were not as popular as they are now, and the price was extremely high. At that time, there were only one or two Internet cafes, and the number of computers was not much. Most of them play some stand-alone games, but not many people really surf the Internet. But the charge is very high, generally 5 to 6 yuan an hour.
With the rapid development of computer and network, there are more and more Internet cafes in Shizong, and they are developing on a large scale, which leads to more and more fierce competition. There are always * * * Internet cafes 12 in Shizong County. Except for two computers with 90, most of them are between 25 and 40. The charge is 2 yuan/hour, all night 1 yuan/hour, including 8 yuan. Moreover, due to the suspension of cultural business licenses, there have been no new Internet cafes in the past two years, so the computers in most Internet cafes are now somewhat aging (except for a few that have expanded their scale and added new machines).
Through nearly three months' investigation and statistics, I have obtained the following data from the Internet cafes in Shizong at present:
Internet cafe name computer
Quantity address computer performance service room
Environmental attendance rate, all-night attendance, characteristics, advantages and disadvantages
Classic Internet cafe, 95 cultural centers, excellent C4D 2.4G/5 12M/ 17 inch, generally at noon: 50 people.
Evening: 70 people, 30% on weekdays
On weekends, 70% have a game movie server-
90 credit cooperatives in Knight Computer City are good. AMD 2500+/2560M/ 17 inch is generally worse than noon: 40 people.
Evening: 65 people, 30% on weekdays
75% movies are too crowded on weekends.
Classic internet cafes, 34 cinemas, the second floor is good, C4 2.4G/256M/ 19 inch is generally good, noon: 22 people.
Evening: 32 people, 40% on weekdays
On weekends, 65% of the monitors are large-
36 cultural centers in Fengfeng Internet Cafe are good at C4 2.4G/256M/ 17 inch, but generally poor at noon: 2 1 person.
Night: 32 people-poor light.
Century Internet Cafe, 35 new streets are good, but generally poor. Noon: 28 people.
Evening: 32 people-with bathrooms and poor environment.
Philip Burkart computer 25 new street is generally at noon: 18 people.
Evening: 25 people----
Huifeng Internet Cafe, 25 new streets, normal noon: 19 people
Evening: 24 people----
Xiehe computer
35 new streets are generally poor-----
There are 35 new streets in Dashijie Internet Cafe. Generally, there are 25 people at noon.
Evening: 30 people, 30% on weekdays
90% flexible charges on weekends-
Happy Forest Internet Cafe, 25 Agricultural Development Banks, generally noon: 16 people
Evening: 22 people-low fees and old machines.
Founder computer 22 sets of river bends AMD 1800+/256M/ 17 inch average noon: 10 people.
Evening: 16 people on weekdays-
On weekends, 50% of the places are not concentrated and the machines are old.
The second floor of lucky chance Internet Cafe 19 cinemas is poor.
Summary: Shizong's Internet cafes are generally operating well now, but most of them are still purely for the purpose of making money, and the environment and services are seriously backward. Moreover, a large number of computers are aging, with a single business content and no more supporting services. Only a few have made a little progress in the environment or hardware configuration, and it has been proved that the business of these two companies is better than that of other Internet cafes. From the perspective of the relationship between supply and demand, the general trend of Shizong's Internet cafe industry is that the supply is slightly less than the demand.
Second, the future of Shizong Internet cafe industry
From the analysis of the local characteristics of Shizong, Shizong is not a big city, and Internet cafes are mainly concentrated in the vicinity of cinemas. According to shizong county's current average wage level of 800 to 1300 yuan, few young people can own their own computers, even if they have their own computers at home, they will still go to Internet cafes to spend money besides surfing the Internet at home, because Internet cafes have many advantages that families do not have! For example, the game environment, for example, a large number of video materials. Coupled with the floating population from other places, the number of people surfing the Internet is very large, conservatively estimated at more than 6,000, and it is increasing. At present, Shizong has a total of * * * Internet cafes 12, and the total number of computers is about 500. On average, every dozen people have an Internet computer. On weekends and during the Chinese New Year holidays, Internet cafes are often full. It can be seen that there is still a huge market development space.
At present, there are more or less deficiencies in the internet cafes of Shizong. As long as you are good at discovering, thinking creatively and constantly innovating, you will achieve good results in the internet cafe market of Shizong.
Chapter III, Feasibility Analysis Report
First, the solution to the existing problems in Internet cafes
1, environment
Most of Shizong's current Internet cafes are not ideal in terms of environment. The computers are too crowded, the cleaning is not timely, the air circulation is poor, some lights are not good, and they are too noisy.
Solution: (1) Rent a slightly larger house, with an average floor space of at least 2 square meters for each computer, and arrange it reasonably and orderly. (2) Reasonable lighting and sufficient natural light sources. (3) Keep indoor sanitation and dust removal of computer desks and chairs. (4) Install ventilation fan or install small air conditioner. (5) All computers use headphones to avoid the noise when everyone uses the stereo. (6) Put more than 10 pots of green plants in the Internet cafe.
2. Service
There are only a few Internet cafes in Shizong, and their services are basically satisfactory, which can not be ignored in the operation of Internet cafes.
Solution: (1) Set up a professional service desk and unify the style. (2) The chair is made of leather chairs with adjustable backrest, which is convenient for guests to rest. (3) the construction of toilet, and pay attention to clean at any time. (4) Smile service, honorific service, so that guests can have a voice when they arrive, answer when they ask, send a voice when they leave, welcome guests first, and see them off later. (5) Every guest is our friend. If you can get in, you must stay.
3. Technology
Most of Shizong's Internet cafes are still charging by the time when surfing the Internet or playing games. The common problem is that computers are well managed and viruses are rampant. Only a few companies have innovated in technology and added some technical services.
Solution: (1) Make a LAN movie and game server and update the content in time. (2) Make and manage the website of Shizong Information Port, and set it as the default home page of each computer. (3) Provide users with personal web pages, photo albums and business contents such as scanning, printing and burning. (4) Do a good job in computer virus prevention and content upgrade.
Second, the analysis of their own situation
I have been in contact with computers for more than 5 years, and I have the ability to manage and maintain computers and repair software and hardware. I first built a website in Shizong and solved technical problems for several Internet cafes. Therefore, my technology is conducive to the operation of Internet cafes in the future.
Shizong Information Port is the earliest website of Shizong. After more than two years of development, it has a certain influence among Shizong's netizens. These will bring huge customers to Internet cafes in the future. Moreover, Internet cafes and websites can promote each other and promote each other's development. For example, if you advertise for Internet cafes on the website of Shizong Information Port, then more and more people will know about Internet cafes and eventually bring more customers. Conversely, more than 30 computers in Internet cafes set the website of Shizong Information Port as the home page, which also promoted the website. In this way, the two can mutually promote development. This is the only one of all the Internet cafes in Shizong, and it will become the biggest feature, and it can be invincible in the competition with peers.
From the perspective of funds, I am now specialized in website construction and other businesses. The existing servers, computers, printers, scanners, recorders and other equipment are complete and can be fully put into the business of Internet cafes. There is no need to increase the additional capital investment of 10,000 yuan or 20,000 yuan, but their functions can be brought into full play. In addition, the current server hosting must pay nearly 1000 yuan to the telecommunications bureau every month. The monthly fee for more than 30 computers in Internet cafes to the Telecommunications Bureau is about 1400 yuan. In this way, the cost is only increased by 400 yuan, but the number of computers has increased to more than 30. It also greatly reduces the operating cost and improves the profit margin.
Iii. Feasibility
At the same time, Internet cafes that mainly consume online games can also vigorously develop peripheral links to generate income:
A) Non-staple food drinks, as an Internet cafe with a large turnover of people, can set up a bar to sell snacks and drinks, which will become another bright spot in the profitability of Internet cafes. This is equivalent to opening an extra canteen.
B) If there is enough time for printing and scanning, you can carry out business such as document printing, picture scanning, advertising design and CD burning to make profits. This is equivalent to opening an additional printing department.
C) Software and game cards have enough purchase channels through cooperation with various game agents, and they can sell all kinds of game software and game monthly cards at the bar of Internet cafes, and this will become one of the major highlights of Internet cafes' income. It is equivalent to opening an additional software store.
D) Public telephones can be equipped with a pay phone at the counter, which can be used by themselves at ordinary times and can also be provided to customers in need. This is equivalent to operating another public telephone.
E) Parts Sales and Maintenance You can sell some cheap computer peripheral equipment, such as cameras, mouse pads, etc. in Internet cafes, and also engage in computer maintenance. Although the benefits are small, it cannot be ignored. This is equivalent to opening an additional computer maintenance department.
It is also worth noting that the upgrading speed of computer development is very fast. Most Internet cafes in Shizong were configured one or two years ago, and now they are slightly aging. If the newly opened Internet cafes are definitely more equipped with computers than the original ones, and since they are new, it is universal for people to like the new and hate the old. Needless to say, there will be more customers.
An Internet cafe with so many advantages charges the same as other Internet cafes, which is absolutely attractive to Shizong.
To sum up, considering the current market form and my own situation, Internet cafes will be the most suitable business project. In the past two years, I have been doing website development business. Although I have made some achievements, my business has been developing little due to the immature market of Shizong. It takes a certain amount of time and development process to specialize in website business in a small place like Shizong. Therefore, if you run an Internet cafe on the current basis, you can carry out two businesses at the same time. One set of equipment can do two businesses, and it can also promote each other's development. Plus all kinds of additional business contents listed above, why not?
So there is reason to believe that it is the best opportunity to invest in the construction of internet cafes now!
Chapter IV, Breakdown of Capital Budget
I. Calculation of Total Investment (Start-up Capital)
1, investment in new machinery and equipment: according to the mid-range configuration of 3,000 yuan/set * 13 sets, the total is 40,000 yuan.
2. Investment in ancillary equipment: desk and chair 180 yuan/set *34=6000 yuan.
3. Network equipment, wiring, circuits, etc.: 5,000 yuan.
4. Transfer fee: 60,000 yuan.
5. Modification of old machines: 200 yuan * 20 = 4,000 yuan.
6. Rent: 10000 yuan
7. Other investment: renovation+accreditation fee+office equipment = about 5,000 yuan.
Total investment:1300,000,000,130 yuan or so.
Second, the expenditure calculation
1, electricity fee: 35 sets *200 watts * 12 hours *30 days *0.9 yuan =2268 yuan/month.
3. Electricity consumption for lighting: 100 yuan/month.
4. Water fee: 50 yuan/month.
5. Optical fiber fee: 1400 yuan/month.
6. Industry and commerce, taxation, culture, public security, health and fire protection: 300 yuan/month.
7. Maintenance and consumables expenses: 300 yuan/month.
8. Rent 900 yuan/month
The above total expenditure: 5300 yuan/month
III. Calculation of Operating Income
1, Internet income: ordinary computer 2 yuan/hour, member 1.5 yuan/hour, the average daily access rate is 8 hours during the day, and the attendance rate is 40% all night.
Internet fee income: 8 hours *2 yuan *32 sets +8 yuan *32 sets *40%=630 yuan/day *30= 18900 yuan-member discount.
Monthly Internet surfing fee income: 17000 yuan
2. Other income
Non-staple food beverage: 50 yuan/day *30% profit rate *30 days =450 yuan.
Card counting: 5 cards/day *2 yuan/Zhang profit *30=300 yuan/month.
Website construction/server space rental: 800 yuan/month
Other value-added services: omitted
Total monthly turnover: 18550 yuan/month.
Fourth, profit calculation
Monthly profit: monthly income 18550 yuan-monthly expenditure 5300 yuan =13250 yuan.
Annual profit: 13250 yuan/month * 12 months = 159000 yuan.
Expected cost of original investment recovery: 1 1 month
After the Internet cafe returns to its original capital, its income will be stable. Regardless of the size, cost, configuration and game environment of Internet cafes, the total profits that Internet cafes can create can be calculated. The profit calculation formula of Internet cafes:
[(hourly charge for each machine)-(hourly cost for each machine)] * Total number of machines in Internet cafes = (hourly profit of Internet cafes) (hourly profit of Internet cafes) * (12 hours) * (30 days per month)-(employee expenses, venue rental, utilities and other expenses) = (actual monthly profit of Internet cafes).
What we need to consider is how to create the maximum value in a limited time with the most reasonable number of machines.
V. Cost recovery
Businessmen all over the country have seen the profit point from the fat of Internet cafes, so they have invested in it one after another, resulting in the situation that Internet cafes are all over the street now. This is enough to prove the profitability of Internet cafes from the side, because no business will invest in a project that has no profitability. On the other hand, if a project has absolute profitability, then businesses are bound to invest heavily. How do Internet cafes make profits? This is not a simple question as it seems. If you want to invest in building an Internet cafe, you must first inject enough funds to ensure its scale. Many investors have retreated because of this, because people often ignore a problem! Internet cafes are a very unique thing:
A) The greater the investment, the lower the cost. It's like using wagons to transport goods. The more goods are transported on a wagon, the less transportation costs will be spent on each item on average. As far as Internet cafes are concerned, the cost of registering Internet cafes, applying for network connection for Internet cafes, and even the price of each machine in Internet cafes opened at the same time are fixed. Therefore, the more machines in an Internet cafe, the lower the cost allocated to each machine. At the same price, the larger the Internet cafes, the more profits they will make.
B) The return period of Internet cafes does not depend on the size of Internet cafes. Whether it is a large Internet cafe or a small Internet cafe, its return period is about one year. The reason is very simple. Although large Internet cafes have low costs and high profits, they have a large initial investment, while small Internet cafes have lower expenses than large Internet cafes in terms of employees' salary payment and venue rent, but their profits are less.
C) The larger the Internet cafe, the greater the profit it can make in the second year after cost recovery. As analyzed in the second point, the average cost recovery period of Internet cafes in China is about one year. The larger the scale of Internet cafes, the lower their costs, and the greater their profits at the same price per unit time. That is to say, a large-scale Internet cafe can create several times the profit of a small Internet cafe in the second year.
Chapter V, Business Strategy Plan
First, the management strategy of Internet cafes
1, site selection
The initial address of the Internet cafe is the second floor of shizong county Grain Bureau facing Tongxuan Square, with an area of about 120 square meters.
The stairs can go up and down. There is a certain distance from the cinema where Internet cafes are concentrated, but it is not too far away, and the parks and squares next to it will bring a lively crowd after they are built. There is also located at the crossroads, which is the peak of people flow. Rent price 10800 yuan/year.
2. Hardware
Computer equipment investment plan, newly added 15 computers, superior configuration performance, adhere to 3 years will not be eliminated. The original 19 old machines can also be used after modification.
Internet cafe recommended configuration list:
CPU AMD Sempron 2200+ (boxed for three years)
Motherboard Becca XP-K7V400 or Huaqing
Memory weigang 256 m DDR 4 million colorful
Hard disk Hitachi 40G Deskstar 7K250 40VLAT20
Graphics card Jabbo Radium 9550 Mobile Edition
Mouse Qing cheng zhi Lian photoelectric suit
Chassis miscellaneous brand
LCD 17-inch New Vision (N-X) FSM 152 1
Or flat 19 inch Philips 109E5.
Headphones special for Internet cafes
Modification of the original old machine:
Replace empty chassis+keyboard and mouse+headphones
A dedicated router for Internet cafes.
Internet cafe special table+Internet cafe chair (high backrest type)
3. Software
All computers are equipped with powerful Windows XP system, and OFFICE software such as Office and DREAMWEAVER is installed for some customers who need it.
Make a movie server and a movie access web page.
4. System
-membership internet bar
The competition among Internet cafes is increasing day by day, which means that whoever can retain customers will be the winner! Membership system is an operating system widely popular in various entertainment undertakings at present, and there are countless successful examples. Entertainment places such as health clubs, bowling alleys and karaoke have successfully adopted membership system. Internet cafes, as a new entertainment industry, can learn from the successful experience of membership system in terms of nature and mode, and attract customers tightly in their own Internet cafes.
The realization of membership-based Internet cafes must achieve several points: unified customer management: customers adopt the way of issuing cards, and each membership card will record the basic information of customers and the specific situation of consumption. When logging in to the computer, you must insert the card and pull it out to lock it;
Flexible billing method: according to different customer groups, different time periods, new and old customers, flexibly set the rate, issue such as gold and silver cards, student cards, 20% discount cards, etc., and fully offer discounts for off-season or a certain time period to attract customers to the maximum extent;
Monitoring and report recording: the server records the usage of all terminals and the recharge data of card issuance to prevent illegal use and card issuance by shop assistants.
Provide comprehensive financial statistics, and know the operating conditions like the back of your hand.
At the same time, strengthen the development of value-added services in all aspects.
5. Others
Use 10MB optical fiber access provided by telecom to ensure the network speed.
Handle the relationship between culture, public security and other administrative departments.
Second, create business characteristics
According to local conditions, the analysis of the construction of local Internet cafes, as well as the surrounding strategies for Internet cafes to make profits, at present, the characteristics that can be carried out are:
A) the characteristics of internet cafes with the theme of websites. The information port of Shizong established by myself is the largest website of Shizong, with a large number of visiting users. If you invest in building an Internet cafe, you have all the advantages for developing into a club-shaped Internet cafe, at least in this crucial detail, you are far ahead of other Internet cafes.
B) cooperation with teams. By holding some game competitions to raise awareness, cooperating with high-level gamers, or forming your own team, it will enhance popularity and retain a large number of regular customers.
Chapter VI, Long-term Planning
Internet cafe investment can generally recover its cost within one year and begin to make profits in the second year. After three years, the hardware needs to be upgraded, and 30% of the annual profits will be reinvested, so that the strong competitiveness and sustainable development of Internet cafes can be maintained.
When appropriate, you can register and set up a computer company. Run internet cafes, website production, computer sales and other businesses. Because of the experience of internet cafes and a large number of old customers, I will be affirmed in terms of technology and strength in computer sales and maintenance. Moreover, when the time comes, the market of this aspect of the website will also become mature, which will be a great development space in the future. And I do it early and go ahead, which will be a huge advantage.
According to the current development trend, in five years, the main income will depend on the income of Internet cafes. After five years of development, the website can be developed into the largest comprehensive information platform of Shizong, which will monopolize a large part of the local network business. Will bring huge profit space.
Chapter VII, Risk Estimation
There are risks in doing anything, especially investing and operating Internet cafes. Therefore, we can estimate some foreseeable risks.
Internet cafes are characterized by large investment and large profits. That's why so many people invest in Internet cafes, which leads to the flooding of the market. This is also one of the reasons why the national management department is so strict with Internet cafes. The risk of being an Internet cafe is actually very small, and there is almost no loss. As long as there are no serious accidents, Internet cafes can operate normally. Only after the fire broke out in Beijing Lanjisu Internet Cafe in June 2002, Internet cafes all over the country closed down to rectify fire safety. In 2003, they closed down for one month to prevent SARS. And the probability of these events is very small.
After opening the Internet cafe for a certain period of time, such as three or four years, the machine is old. If you want to continue to open it, you have to spend some money to upgrade and modify the computer. Some bosses don't intend to invest any more, so they can transfer the Internet cafes.
As far as the local internet cafes in Shizong are concerned, all the internet cafes are early and late, but they are all operating well now. And basically there is no loss, only the bigger it is. The only problem is that in 2003, Fengling Internet Cafe located in the cultural center was transferred and operated for half a year. Because it couldn't hold on, it was transferred out again. Analyzing the reasons, it is mainly because I don't know much about computer technology and the performance of the machine is too poor. After taking over, no modification was made to the old machine, no new equipment was added, and it was a two-person joint stock system, which caused the final failure.
Prepare for the worst. In one year, the computer performance will definitely be better than other Internet cafes. According to the current Internet cafes with the worst computers and the worst business, the daily income is only 200 yuan, with a monthly income of 6,000 yuan, while the expenditure is 2,500 yuan per month, and the annual profit is 42,000 yuan. After one year, if it really can't be opened, you can transfer the Internet cafe, with more than 30 computers and complete certificates. Because the approval of new Internet cafe certificates is stopped now, the price is gradually rising. 90,000 to100,000 is not difficult to shoot. Of course, this is only the worst plan, and the possibility of this happening is very, very small, just to consider the possibility of all aspects.
In the capital budget in the fourth chapter above, the profit is calculated according to the general situation in the market now. As long as it is done well and more attractive than other competitors, it can be better than this budget figure. You know, other Internet cafes only provide Internet services, and besides that, I'm still doing website development. Therefore, the cost can be fully recovered in a year or so, or even less than a year. From the beginning of the second year, you can create as much profit as you invest.
Chapter VIII, Postscript
I planned to open an Internet cafe at the end of 2004. After four months of market investigation, combined with the business model of foreign Internet cafes, I continued to sum up and learn, and wrote this article.
During this period, I have done a lot of preparatory work, including internet cafe investigation, price negotiation, relevant management policies of the Cultural Bureau and the Public Security Bureau, bank loan application, computer market quotation, and so on. The current situation is that the transfer price of Internet cafes in lucky chance is initially set at 60,000 yuan, and there is still some room for decline. The situation of the market management department has been understood. The credit union loan is under trial, and the loan will be approved if there is no accident. I plan to officially open the business before June, because all students will have a summer vacation, which is the best opportunity for Internet cafes to promote themselves and open up markets.
For young people who have just started, they are inexperienced, so they must be cautious and considerate, especially the huge investment of hundreds of thousands. But this is also the opportunity to test the real ability. If it is done well, it will bring great gains and far-reaching influence to the whole life in the future.
Finally, I quote a passage from an academician of China Academy of Sciences who advised young people to end: