O2O first stop is a movie? Billions of us are going to win gold

American Regiment in the market and products in the recent movement of frequent, all this is indicative of a change within the United States Regiment, the independent launch of the film app is undoubtedly the forerunner of this revolution, why choose the film? What is the role of the U.S.-China team in the film market? In this paper, the author makes a deep analysis on the scale and division of the film market, the demand of the users, the evolution of the product, the choice and challenge of the American team cat's eye film.

The end of the 2012-year group buying war, the United States Regiment basically determined the first place in the market, its market and products on the frequency of action, first its vertical film app renamed Cat's Eye film, after the United States Mission CEO Wang in its annual meeting in 2015 to achieve sales of 100 billion of the target, The United States group also publicized in the mobile transaction volume has reached 30%, this proportion is the highest in all group buying sites, all of which indicates that the United States in a change within the group, this change is the United States after 3 years or will achieve the basis of 100 billion goals. Its first independent launch of the February 2012 film app is undoubtedly the forerunner of this change, and in the near future, its "American team movie" app renamed "Cat's Eye movie" and in the product made a big change, opened the online system, and according to insiders revealed in March will release "Cat's Eye Movie" official version, There will be a further increase in functionality, why choose a movie? What is the role of the U.S.-China team in the film market? This paper attempts to do some analysis and interpretation.

The size and division of the film market

The Lunar New Year file and the Spring Festival file two movie "The Awkward" and "the West swims" lets the domestic production party to ignite the domestic movie to make money the fresh desire, but this with nearly 10 years China vigorous development movie market inseparable. 2012 Movie box office reached 17 billion, and 2002 China's film box office is less than 1 billion, the average annual growth rate of more than 25%, but the U.S. 2012-year movie box office 10.8 billion U.S. dollars still have a considerable gap, which means that the Chinese film market there is a larger space for growth.

At the same time, the film industry and the degree of market-oriented information more and more high, vigorous development of cinemas, five courtyard line (market share accounted for 50%), the five major issuers, all kinds of directors, the three movie ticketing system (very good information base), including network Ticket network, CHE, Movie booking service (but the ticketing experience has room for improvement, for example, the current need for two times to take the ticket exchange, and eventually will form the same as the Air ticket field of division of labor, such as Ctrip (channel), AVIC Letter (System provider), Air China (airlines can be analog cinema and hospital line, hospital line as civil Aviation Bureau, In charge of flights), Maldives (tourist attractions, like film producers). At present in the movie market basically the courtyard line is the eldest, the producer side is bullied, the courtyard line grasps the main channel. 2012 film industry A noisy thing is that the producers of the line to increase the share of the department.

What is the user's demand for movies?

1 don't know what to look at? At present, the promotion of users to see a number of cases are absolute large (such as the Lunar Festival file), friends recommended, as well as dating three models. Therefore, it is possible to introduce a variety of movie scene drivers to the front-end products. Rather than just a dry movie query, such as a, large drive media mode B) combining a social network with a friend recommendation (such as micro-letter and Weibo) c) to watch a movie in a dating mode d. After the accumulation of user behavior can be personalized recommendations. On the whole is to create more scenes on the product, driving users to go into the cinema, so that watching movies become a daily habit.

2 want to buy movie tickets quickly. Now, if a user wants to see a movie, you can find the movie theater and timetable through the search tool, but you can't guarantee that you can buy the desired movie ticket, only by going to the cinema (even if you buy a coupon or in a queue), you need to wait a few hours if you miss the time line. So you can provide users with a quick ticket to buy the tool, but fast refers to the full flow of fast, including the selection of cinemas, movies, games and seats, fast payment, the user to the theater distance, offline equipment validation scan fast channel (similar to Passbook in the boarding pass), etc. You can basically analogy the current speed of buying and flying.

Evolution of Movie Online products

Compared to catering industry users have a high degree of loyalty to their favorite restaurants, user loyalty to the cinema is low, micro-letter membership card model for the role of the theater is small (the film's membership card is also more stored value discount card), such as in Zhongguancun to the United States or the star in fact, the difference is not small, With the level of each theater facilities for the user's difference is small, and with the promotion of the first-line city consumption level, the user's demand for the movie order is the film itself, followed by convenience, and then concessions, especially the first-tier city more prominent.

With the mobile phone buy consumption and automatic terminal ticketing machine appears, said the user for the convenience of more heavy, not a long time in advance to the group good to consumption, convenient driving into a trend of consumption. From the luxury of planned consumption, into a public instant consumption.

The ideal movie client on the phone should move from the current movie theater query tool to the movie ticket to quickly book a variety of drivers to watch the movie scene pattern, because the user's final demand is to see the film, rather than query the movie theater and film needs, group purchase or discount is only a factor to promote the user to see the film, As the radio and television limit orders and group buying competition intensified, the role of price-boosting consumer consumption will be reduced, and the difference is not small (basically all group buying sites have the same price of coupons), so there is a need for more social networking scenarios to drive users to film consumption, coupled with the increase in movie theater profit pressure, Group buying translates into a promotional product.

The choice of the American team cat's Eye movie

In the above movie market and the movie user demand background, and has the American Regiment 100 billion target to put there, the American Regiment movie will take the lead from one buys the app to a trading platform transformation, in the short term may not only satisfy the user demand, but also helps to enhance the turnover, after a long time along with its channel You can even work with the filmmakers as a marketing channel, in particular, domestic films, to solve the problems of domestic film marketing, such as the United States Regiment Chang, theater is only to provide play venues, similar to the travel agency's charter mode, so for the channel to the short term can be sold to the movie ticket, long-term can be in-depth industry chain, To get the value of similar travel OTA in the industrial chain.

According to the current movie box office growth rate, by 2015 The Chinese film box office is likely to exceed 30 billion, if it accounted for 10% of the market turnover (note: The United States Group 2012 Film Group sales of 600 million, accounting for the domestic film box office market 17 billion of about 3.5%), the sales is 3 billion, Given that movie ticket ordering is a more lucrative service than a movie group purchase, the business value of the event is even greater, and don't forget that the group's sales in all sectors in 2012 were only 5.5 billion. And the film as a group of mobile and to buy the forerunner of the United States Regiment other life services will have more strategic and tactical implications.

Challenges

With O2O to the depth of development, each industry will gradually reflect its differences, now the main battlefield of major giants should still be catering (Tencent, Sina, reviews and the United States Group). But film as another industry, its industrial chain, consumption characteristics, information level and catering has a relatively large gap, and with the rapid growth of the movie box office market, its unique market value is more and more big. At present, regardless of group purchase sites such as the United States Regiment, handle, or independent purchase of the ticket web site network, CHE, the film has been to pick up the film market, and the possession of the hospital line and cinema Wanda will also be in its O2O project will be an essential part of the film, subject to the hospital line of the producers and distributors will not easily surrender, Maybe the movie market is just beginning.