Shadow ticket subsidy burning money hard to endure, the real purpose "with the user to make Princes"

Absrtact: At the end of 2014, in the Internet to burn money Large group of silent waiting for the next year to fight again, a vigorous sweep of the entire Lunar new season movie ticket price war opened. With the "one Step Away", "Outsmart Tiger 3D" and the previous year, "the gradual development of micro-love better

At the end of 2014, in the Internet to burn money Large group of silent waiting for the next year to fight again, a vigorous sweep of the entire Lunar new season movie ticket price war opened. With the "one Step Away", "Outsmart Tiger 3D" and the second-year "Little love of the Getting better" of the release, Chinese surreal has almost all appeared. Taobao, the user 19.9 yuan can buy two lunar film tickets pre-sale coupons, micro-credit and other network ticketing platform, but also to the price to 9.9 yuan.

The existing online movie ticketing websites are mainly divided into two categories, a class is a large internet platform of a child business, including the United States team cat's eye, Taobao movie tickets, QQ movie tickets, such as online ticketing system relies on its behind the platform of group buying, electricity quotient, social properties and have their own characteristics; another category belongs to "self-made" type, such as Che, such as the film, such sites are sold online low-cost movie tickets, and in possession of a certain market share after attracting financing, began to explore different fields.

Backed by bat giants online movie ticketing website, such as Taobao launched two tickets 19.9 yuan and micro-letter, Archie Yi ticket price of 9.9 yuan, has been this year's lunar ticket price war compressed to 10 yuan below, by the prices of the pioneers of the war and the United States and Che, the pioneer in 2013 sales have broken through 1.5 billion yuan and 800 million yuan, occupy the market opportunities. Lunar year file because it is the peak of the annual view of the film, focusing on the online ticket sales of the lunar campaign is not difficult to understand, the habit of the film in the movie fans are really good news. But behind the frenzy of subsidies, people in the industry have also questioned whether the pattern of burning money will continue to be a big question mark.

In fact, in the fare pricing system, in order to ensure their own interests, in accordance with regional differences will be tailored to the corresponding minimum fare system. In Beijing, for example, the minimum fare for a film is set at $35, cinema ticket prices must be higher than this number, and the actual cinema and online movie ticketing network settlement prices will not be calculated by the lowest price, relatively speaking will be higher than the minimum price of about 10 yuan, that is, online movie ticketing website in the theater to take the ticket price of 45 yuan, To the current lunar festival ticket price less than 10 yuan of burning money war to calculate, means that each ticket electric dealer to subsidize 25 or even 35 yuan of the difference, that is, they subsidize the price is 2~3 times. The proportion of such subsidies is not healthy in any industry, but more and more giants are joining the war, and it is certain that the online ticketing business must be attractive. What are the business values surrounding the online video ticket that the big spenders are so mad at?

Shadow ticket subsidy burning money hard to endure, the real purpose "with the user to make Princes"

Internet thinking is now a big business, and burning money has become a way for internet start-ups to exchange money for markets. From the original 360 to free sweep of anti-virus software successfully breakthrough, in 2013, the share price for a while more than 10 billion U.S. dollars began. To burn money this year to the famous Beijing east to more than 30 billion U.S. dollars to subvert the three concept of entrepreneurs, countless internet startups have been burning money for the success of the Magic weapon, in this context, the film ticketing website collective burning money seems to be no big deal.

In fact, to the original 360 free to now Beijing east to burn money subsidy mode, the logic behind is to circle enough users, with the user to make princes, through the scale advantage or value-added services or even flow of the form, will burn the money back. Even in the traditional business world, companies such as Wal-Mart Carrefour in the United States have been successful in their monopoly of users by squeezing the profits of their suppliers to a business model that is cheap and profitable for consumers.

At present, film ticketing field of the United States team cat's eye, Taobao movie tickets, QQ movie tickets and Che Guevara, pull film is in the burning money to cultivate the user's habit of the stage. Behind them is the annual 5 billion net increase in the number of Chinese film box office market, is expected to 2017 years or so China will overtake the United States as the world's largest box-office revenue, according to the Light Media chairman Changtian forecast, 2014 national box-office is expected to exceed 30 billion, of which online ticketing may break 7 billion, The overall box-office size of Chinese films will double by 2017.

It can be seen that this year online ticketing to calculate, has occupied the entire ticketing business of One-fourth, from the level of monopoly users have begun to stride forward, "with users to make princes" of the era is not far away.

Precision large data into "sweet cakes", so that film production no longer take for granted

Of course, only in terms of price competition, the annual 30 billion of the box office cake Appeal is not big enough. Today, Alibaba Tencent Baidu Giant and the United States and other electric dealers vigorously rebels online ticketing business, just as the intermediary to earn the point of service fees must not attract big appetite giants, behind the box office cake will have a deeper strategic drive, then the most persuasive of course is around the online ticketing, The film industry accurate data This "sweet pastry".

We know the big data concept has been fired in the first few years, but limited by the limitations of technology and large data, Ali Tencent Baidu in large data mining although there is a huge amount of user data, but is still in the treasure slowly to reclaim the stage, has been looking for a good model to develop large data real value. However, in the vast number of internet giants because of the large number of large-scale and lack of precision of the big data, because of precision customer service of the vertical web site to accumulate data, because the specialized and refined instead of specific industries have more practical value.

Online movie ticketing site with Low-cost model enclosure for the market, with the accumulation of the bottom users, these in the market share gradually increase online ticketing website can rely on the operation of accurate large data, in-depth analysis of the audience of the video viewing preferences, geographical distribution, Component attributes can even be accurate to specific user groups of the viewing frequency and so the value of very high data. Combined with the scoring system and the feedback system, the O2O commercial form at the end of the movie is supported by the advantages of massive precision and large data new in-depth film production, medium-term publicity, and even later in the whole process, from the big Data "count" out of the TV series "Card House" era, into large data "count" out of the film era. This subversive restructuring of the future of the film industry, business interests than the box-office revenue more attractive.