Group buying industry faces sales halved

Abstract: A stone stirs up thousand layers of waves. The State administration of radio to buy movie tickets to limit orders, so that group buying industry, users and cinema lines are showing resistance. And the analysis that the enterprise level may also have policies under the policy, it is difficult to achieve the policy formulation of the pre

A stone stirs up thousand layers of waves. The State administration of radio to buy movie ticket "limit order", so that group buying industry, users and cinema lines are showing resistance. and analysis that the enterprise level may also "have policies under the policy", ultimately difficult to achieve the desired effect of policy formulation.

Group buying industry faces sales halved

State administration of Radio and Radio Film Bureau recently to the Chinese film Distribution Show Association, the Chinese Film Producers Association issued the "Guidance on further standardizing the ticket management of the film market (draft)" (hereinafter referred to as "comments"), which for the price of the purchase film tickets gave a strict limit: no less than 70 percent of the positive price. Relative to the movie theater line on the future attendance show anxiety, industry insiders think, if this "opinion" row, group buying industry is the negative impact is the first.

Full network CEO Feng that if the purchase movie ticket "Limit Order" implementation, will lead to group buying industry sales decline. "If the movie ticket starts to be priced, then the price advantage of group buying will fall, which will certainly result in a loss of some users." Another well-known group of site owners also told reporters: "In the short term, the site's movie ticket purchase business volume will be reduced by half." In the long run, limit policy is not conducive to consumers, group buying sites and cinema lines, at the same time, to the prosperity of cultural markets will play a negative role. ”

It is understood that 2011 China's film box office more than 13 billion yuan, of which buy movie ticket sales of about 900 million yuan, accounting for 7%. At the same time, the country's major group buy the movie ticket group business accounted for about 10% to 15%, every day the country's cities to buy more than 3,000 movie tickets, the average discount of 30 percent-40 percent.

Reporter inquires also found that the current Beijing and even the country's "group Purchase transaction Champion List" are the film tickets group purchase. Group Purchase Navigation Website "Regiment 800" released statistics show that this January film ticket in all the fine classification of sales and turnover in the first place, accounting for total sales of all 23.9%, the total of 12.8%. In the industry, it is not only the movie ticket group buy the main sales force, but also the purchase site to attract passenger flow, pull up the important means of popularity.

Retail businesses worry more

"In fact, we are not the most worried, because compared with traditional channels, the internet based on marketing innovation more advantages." If we can no longer attract passenger flow at low prices, we will also make more innovations to pry the market. Feng said that in recent exchanges, traditional channels and retailers have shown more intense concerns than group buying companies.

A senior person at a shopping center in Beijing said that the Bloomage Lemao shopping Center, which is the only main store in the "Yao-Lai International Film City", currently has 70% of the passengers from the movie ticket group. "If there is no Yao-Lai International studios low-cost buy, Bloomage Lemao and surrounding restaurants, department stores and other shops will certainly have a sharp contraction in passenger traffic." "It is reported that, benefiting from the continuous group buying activities, the Yew International Studios every week will usher in more than 20,000 passengers, which also brought fire to the surrounding 20 restaurants and shopping centers in the hairdressing, SPA, nail shop.

The new rules eventually become dead.

At present, China's film screening market is not enough to standardize the phenomenon of uniform fares, in particular, membership tickets, group tickets, group purchase tickets, making the same movie fares the highest can be 4-5 times the difference.

Analysys International analyst Shou, said that the introduction of the price-limiting policy is aimed at cutting the online channel for offline movie ticket sales impact, but, group purchase has become a ticket sales of an important channel, it can be a good solution to the vacancy rate of the hospital line.

In addition, the legal profession said that the opinion was not coercive, and that the messy film ticketing problem could not be changed until the long-awaited Film Promotion Act was enacted.

There is also a group buying industry Personage said, "In fact, the group purchase website can buy one to send a, gift coupons and other marketing means to bypass the ' limit order ', the formation of the" policy has countermeasures under the situation. In other words, opinions may eventually turn into dead.

January 2010, the domestic book publishing industry issued the first industry norms "book Fair Trade Rules", when a new book is published within one year of publication into the retail market, it must be sold in accordance with the price of the book, online bookstore or membership system sales, enjoy no less than 85 percent of the preferential margin, this rule by the industry called " Book Limit order. However, today, the book line under the market pricing is still chaotic, the physical bookstore and the network bookstore "grudges" has not been eased.