O2O Scramble for the cinema

Life consumption of the O2O entrance battle, from the group buying industry began to wash the white. Meanwhile, O2O is changing the way the cinema line plays.

A lot of people have noticed an interesting phenomenon: at present, in Beijing, many cinemas in Shanghai, the ticket office appears very lively. The ticket-selling team stood in front of 3 waiters, tied to the next 6 machines. These machines come from American Regiment, handle, net ticket net, time net, watercress film, tile ... A lot of people through these companies on the PC or mobile phone products to vote, as long as the verification code to the front of the cabinet to sweep, do not have to queue a lengthy team can complete the choice of seats and take tickets.

It seems that overnight, all forces are seizing the market for cinemas.

The most typical example is the American Regiment. A noteworthy move is that since the beginning of the 2012 the United States Regiment began to the film ticket business from the traditional group purchase business independent, not long ago its app renamed Cat's Eye movie. Apart from the function of checking and buying movie tickets, this independent product also adds the function of selecting a seat online.

According to the Chinese film Distribution and Screening Association statistics, 2013 1 ~ February, the National film viewers exceeded 100 million, the box office accumulated about 3.75 billion yuan. According to group buy navigation group 800 data show, 2013 1 ~ February only group purchase for the movie box office contribution of 445 million yuan, more than 16 million people through group buy movie tickets.

As a new market and O2O, the film industry's play really changed.

After normalization

Who is normalizing? Is it a movie or a group purchase?

Like who is not clear is the group to achieve Yao Lai, or Yao-Lai led the same group. Yao Lechengrong International Film City, one is located in five pine, location and no geographical advantages, the surrounding commercial mode is not ideal theater. Own 17 halls, more than 3,000 seats of the Pang Gross, only through group buying to make up for the flow vacancy. However, it is also because of years of continuous group buying promotions and a large number of users, Yao Lechengrong five pine Shop to achieve a 2012-year home theater box-office 80 million of the national performance of the first.

In the past two years, the movie box office market has maintained a yearly 30%~40% growth rate. The frequency of people watching movies, especially in the one or two-line city has improved, become the most common leisure and entertainment consumption export. As a standardized experience, the user only choose the film, the impact of the movie theater is not small-this and the restaurant has a fundamental difference. It also makes it increasingly common for movie-buying to be a model.

So the problem for cinemas is how to attract consumers. The big change and the most important variable is group buying.

In the film ticket this matter, group buying itself has entered the state of normality. 2 years before the group buying mode or "to create a burst", like Taobao on the explosion of products, the first group to buy half a half of the monopoly of several cinemas, with very low prices and a product to start the market. And now, completely into the flat competition, everyone can take all.

And this logic is, when the user volume reached a certain stage, these group purchase site also want to affect more levels of people, do more things, at the same time to get rid of consumer concerns about services, quality, group purchase sites need to continue to go up, to the depth of O2O evolution.

To become the import of future life consumption, wash the white from the site to start.

After the Battle of the Thousand, the survivors of the United States to more than a second twice times the sales of the highest position of the group to occupy the team. February 23, the United States Network CEO Wang at his own three annual meeting, the 2015 goal is 100 billion, and the best way to achieve this goal is O2O.

2012 China movie box office 17.9 billion yuan, the United States Regiment's sales accounted for 600 million yuan. The seemingly high share of the outside world is considered by the United States to be still a huge space. "Suppose we multiply 3 years by 20 and the entire performance from 5.5 billion to 100 billion, then the movie box office growth from 600 million to 12 billion yuan." The process of the entire movie box office also to rise, according to the current growth rate of 30 billion yuan are more conservative. At that time we were only 12 billion yuan, not half of it, will not create bottlenecks. Wang Huiwen, vice president of the United States network, is quite confident.

"Consumers should have a complete experience when they watch a movie," he said. For example, a person went to the watercress to check the film, and then went to the time network to check the video, and then to the United States and round the ticket, and finally to consumption, I think this experience is too bad. ”

Why do you think about movie products? From the perspective of O2O, such a way can be O2O three types of interval at once, at the same time greatly increased the frequency of interaction with consumers-like the United States Regiment of the cat's eye Film Independent products, both "map cheap" buy tickets, there are coupons-type withdrawal tickets, there are more customer unit price, the user experience a better choice of seats. Peremptory is a completely O2O product.

Of course, this is also a constant change in following the user's needs. From the strong demand for low prices, to the "right on the line", the fact that the logic of consumers has been well educated. "For example, people do not care about the price, according to different periods of time, many candidates are willing to pay a premium, or even the original price to buy, and the choice of the seat of the consumer is rarely a person to see, more profit space." "Group 800 co-founder Hu Chen said.

Hu Chen that the logic of consumers being detonated also includes giving consumers "free prices". A movie ticket is a purchase without reservation. Compared to foot therapy of this kind of manpower-intensive service products, film is a site-intensive products, as long as the audience can be accommodated, there is no issue of reservations, users can always view the shadow.

At the same time, mobile phones are more valuable than PCs. Through the mobile phone can be completed anytime, anywhere the scene, is to let the cat's eye movie and other mobile products quickly release and rise.

The change of the industrial chain

However, this O2O point of entry is not a virgin land, especially the "choose seat function." The film O2O market is a multi-party upstream and downstream industry chain. And the cinema This system, also became O2O after the focus, involved a lot of evolution and play changes.

Let's talk about upstream. Cinemas want to sell tickets, first of all, to require access to a set of nationally designated approved ticketing software system. This software system is currently in the domestic common: Fire Phoenix (Guangdong Science and Technology department subordinate Enterprises), Flamingo (under the Research Institute), the Stars, Ding, Vista (New Zealand Company), Zhongxin branch (Earth yard line proprietary software) 6 companies are doing. These ticketing systems need to be filed in China, with a unified monitoring system to be used to count the box office data for each cinema and to ensure that it is truly effective.

In contrast to an image, it is in the aerospace sector. The hospital line is equivalent to the airline, the software system company is equivalent to the AVIC letter, these buys and has the ticketing capacity the website is equivalent Ctrip.

And this led to, once the group purchase site, only with the hospital line to talk about a low settlement price, you can sell coupons to the audience. And the function of the selection of the docking ticketing software system, that is, let a third party intervene together.

"The software system grasps the ticketing system the interface, only then accesses the software system, can realize the choice seat function, but the courtyard line does not have the ability to do." Because this interface has a part of the function is to serve the regulatory department. "Ding-Miao, the market leader, said.

In the early days, several ticketing software system companies are not open their own system, only the fire Phoenix opened to the time in Beijing, a net ticket network company, after all, we are not willing to put their own information to the others. However, as the group buying market is growing large, many participants, several ticketing software system companies can earn the corresponding share, this is gradually open to achieve a win.

However, according to Miao introduced, nor is the software companies want to open to who is open to who, mainly through the theater. The cinema is party A, the theater opens to WHO, the software company will do the technical cooperation, finally everybody signed is a tripartite agreement.

The industry has also predicted whether the United States can buy a software system company. In this respect, Miao told business value reporter, "hardly necessary." First, even if the acquisition, whether the opening of the interface to go through the theater, is always a three-party game, it is difficult to layer, and second, once the acquisition of a family, it means that the other home will no longer docking with, no one is willing to put the data to competitors. ”

In fact, online selection is not a new business. Many in the film industry have attributed the cause of the explosion to Avatar. "Avatar" was so hot that a lot of people couldn't buy tickets ahead of time, when the movie bosses were the hottest people. People think of various ways to advance the ticket and seating. Zheng Yin Road, director of the Beijing city, said.

The network buys the ticket and the choice seat is undoubtedly the movie O2O Tendency. In Beijing, Shanghai, Guangzhou, Shenzhen, a number of front-line cities, but also the high box office in China, the user demand for this is very high. In particular, Shanghai, a relatively mature city of localized business, according to the 2012 Shanghai online ticketing share has exceeded the overall box-office 30%.

Cinema as an intermediate link, upstream is the ticketing software company, downstream are all want to tackle the film market players-in fact, everyone saw the upsurge of group buying, and hope to share the O2O dividend. According to the industry, the theater faced these downstream players will be categorized, and give different demands:

First of all, ticketing companies, such as the net-ticket network mentioned above, in Beijing, the first online booking ticket selection ticketing website, has been done for more than seven or eight years, is a traditional ticketing agent, the most stable cooperation; Shanghai's new sharp rise in the past 1-2 years Mobile internet company Guevara is also a powerful force, dedicated movie ticket app, Strong occupation of the Shanghai market, is rich in resources, is now entering Beijing and other cities.

Next is the Community class website, for example time net, watercress movie. This kind of internet company has accumulated the accurate user resources for a long time, in the 2012, in order to form the closed loop and the value change has joined in selling the ticket function, but the cinema values their media value more.

and group buying like the United States Regiment handle, initially cooperation is to drainage, now, but also for drainage.

For the display in the cinema ticket at the end of the ticket machine. One industry personage understands: "The function of this machine is an advertisement, advertise these Internet company to have this business; second, let the user who buy tickets on the net can go to the scene to take the ticket not to queue, especially when the cinema is particularly hot, greatly enhances the user experience. ”

Of course, he also said that the existence of these terminals, the more important reason is that the theater system can not be able to get through these ticketing sites, through their own website unified output. "We have been trying as soon as possible and hope we have strong system support to enable future terminals to be integrated." According to the reporter understands, the current Shanghai's Union and the courtyard line has the peers ability, the courtyard line in Shanghai strong occupation market, the box office coverage achieves the local 50%.

New ideas

"Beijing meets Seattle" starring Wuxiubo is going to be a fan meeting. He sold the special ticket only in a watercress film, with a 18-yuan fare, which was almost a grab in more than 10 minutes. It is said that Wuxiubo's brokerage firm is very much in favour of such a directional and accurate marketing method, to the cinema every ticket subsidy 12 yuan difference.

Also attaches great importance to the reputation of the film side "Tai", in order to test the effect, in the watercress exclusive tickets to the two screening, waiting for accurate audience feedback. Some new marketing ideas are making O2O more lively and interesting.

Say this to say watercress. Watercress film on the May 17, 2012 online ticketing business, and the previous 5 years is the early accumulation of users, watercress found that 70% of the users are looking at the new film, and then used 3 years to do all the movie theater information. "Watercress hopes to form a closed loop on the services of the film, from watching film review to see Row film, and then buy tickets to see the film, and then return to the watercress to write a film review." Said Huang Fujian, director of Watercress film.

Unlike some of the players in the model, watercress film is based on platform mode rather than proxy mode. That is, the cinema in the Watercress film on its own price, pricing right in the cinema--according to the current average discount of about 60 percent, watercress by charging users a service fee for the business model.

In fact, in the O2O of this matter, no matter which side of the industry chain, are looking for new methods. From the hospital line once did not accept to buy, to use group buy to fill their own non-prime-time space of the way, the courtyard line also gradually realized that the industry's play changed. The status quo to buy movie tickets to drive the entire shopping Mall related marketing is not uncommon.

In the future, with more and more movies, the selection of courtyard line will become more and more marketable. Before the outdoor posters, media publicity, star premiere, to the later film community praise, every step of the changes are revealed that the theater and the film side want accurate marketing attitude. Could you do the group buying session? Or do you have a targeted promotional campaign? If the export of the Internet as a small screen, the hospital line and film side to see the effect of the new model is clearly more controllable than the line.

For example, the film party will now choose to be in the new film before the release, and buy or ticketing website to talk about Low-cost pre-sale tickets. The upcoming "Accomplice" of the purple Cinema will be priced at 9.9 yuan to buy the site, "the film side will usually subsidize 10 yuan, because they think it is also a propaganda." "A person in the industry said.

"The film industry also has one-stop, that is, from production to distribution to the hospital line to the cinema belong to a company." Can be from the previous solo film to their own release, after the film to buy, or the future group buy their own cows, their own investment in film, and then only go their own group sales, I believe that these new forms of the future may appear. "Zheng Yin Road so predicted.

But ultimately, the essence of O2O is the ability to attract users online, and the maintenance of offline businesses. We have to mention Che's company.

Many investors and internet circles are very concerned about the company. The first company to build a foothold in the Shanghai market, a short time, through localized combat, to a mobile phone application in 2012 to create the box office reached 200 million yuan. "But retail is unlikely to produce that much, and many activities are really crucial." One industry insider said.

Che often organizes activities with banks and operators and uses points to exchange movie tickets to form a very favorable way of exchange. For example, brush a bank card can be pulled on the 10 yuan to buy a movie ticket, in order to get credit card revenue, banks are willing to use a certain fee for users to pay for the movie theater. "The company's offline ability is very strong. The insider said.

Whether Che first has services to find users, or watercress is the first user plus services, or the United States Regiment of the entire drive to open the ground, to the cinema led by the O2O is fermenting. In the face of the next Chi market, the battle for the import of living expenses is just beginning.