The competition of box-office and ticketing O2O in mainland China's film market tends to be white-hot

The 2015 Spring Festival, the Chinese mainland Film Market box office, ticket O2O competition tends to white-hot. Statistics show that as of March 1, "Macau 2" cumulative box office total amount has exceeded 700 million yuan, more than before the "Sky will be the Lion", the Spring Festival Film market box-office total champion.

Unlike in previous years, this year's lunar film release figure, appeared in the O2O field of Internet enterprises figure, the United States network under the cat's eye film became the "Sky Lions" of the joint issuer, and the public comment on the "Macau Cloud 2" of the joint issuer.

Public news shows that during the Lunar New Year festival in 2015, the public comment on more than half of the national film can enjoy 9.9 yuan fares, the other half to give users more than 30 yuan subsidy concessions. And the United States team cat's Eye "the sky descending the lion" full 15 yuan, other films 19.9 yuan. Both sides from Low-cost promotions, price confrontation, pre-sale publicity and other dimensions to suppress opponents, total hit 400 million yuan to get the movie box office 40% of the share.

"Macau 2" reverse attack

The 2015 Spring Festival Lunar New Year file film competition is fierce, including "The sky will be the Lion", "Macau 2", "Wolf Totem", "where Dad go 2", "Dad's Holiday" and other 6 movies. Relevant data show that the Spring Festival file and the United States Group cat Two for the viewing of the user subsidy is more than 200 million yuan.

Shadow ticket price war behind, is the film ticket O2O fierce wrestling. February 19 (lunar), the public comments out of 700,000 tickets, accounting for about one-tenth of the national box office, while the cat's eye film claimed box-office income of 100 million. Statistics show that from the whole market to see, during the Spring Festival, Cat's eye film and the public comments together in the National Film market occupies more than 40% of the market share.

A careful study of the public comments and the United States and the support of the "Macau 2" and "Sky Lions" data, but in the fierce competition behind the two see some differences.

According to the song Net Understand, "the sky will be the lion" from the beginning, the rate of Pai than "Macau 2" about 10%, then daily decline, from the lunar 24.79% down to the beginning of the seven 18.18%, but the "Macau 2" from the lunar of 15.21% of the row rate of daily rise, By the beginning of the year seven this number jumped to 22.2%, appears to be full of stamina.

Film industry to the Earth Song Network, pai rate and the box office directly related. On February 22 (the beginning of the year four), "Macau 2" one-day box office to 70.99 million yuan, the emergence of the "sky will be the lion" of the 62.34 million yuan, and continued to overtake, as at March 1, the "Macau Situation 2" box office total amount of more than 700 million yuan, become a lunar year box

"Cat's Eye movie is a predetermined mode, before the Spring Festival to do a lot of online promotion and publicity, large booking is an important factor in the row, appearing lunar movie box office is not surprising", the director of the China Electronic Commerce Research Center lei that the cat's eye film is still the target audience, this attribute will lead to a greater demand for prices, Will stimulate a portion of the user.

"Public comments on the film side of one of the core value is the movie side to do box office incremental market," lei. Statistics show that in the public comments, 50% of consumers will enjoy food before and after, to KTV singing or to do foot massage before and after to watch movies, film Users and eat and drink users have a strong consumer relationship, is an incremental user.

Why are they competing for the movie O2O market?

Film tickets as a highly standardized product (or service), with fast touch users and the formation of transactions closed-loop Internet consumption attributes, nature is the O2O field of the weapon.

So, like a micro-letter red envelope, taxi software, hotels, take-away, the movie ticket is becoming an area of fierce competition in the 2015 market, in this field, there has been a time network, network and many other enterprises together, but obviously, now the most important competitors are only two "oligarch" : Public comments and the United States Group's cat's eye film.

The independent cat's eye film was seen as a major event in the American strategy last July, it was the founder of the United States network Wang that is "group buying is a horizontal line, Cat's eye film, hotel, takeaway, etc. is a vertical line in depth," "T-Strategy" important part.

And also in the last year, the public comment on the film business, has not only in the Spring Festival gear, before the Valentine's Day is also a big hit price war.

The form of cooperation with the "Macau 2" is not the first time. In 2014, the public comment successively with "hurried that year", "Small Time 3", "one Step Away", "after the period", "Outsmart Tiger" and other cooperation, especially with the "hurried that year," the joint production, verified the public comments on the Zhang of the website, "We can not only take to increase the box office, And a bumper harvest of Word-of-mouth! "

Through the public comments on the quality of advertising resources, as well as partner resources, including QQ space, micro-letter and other resources to import, making the "hurried that year" increased 200 million eat and drink users touch, with less than 40 million of the investment pry moved 570 million of the box office.

The force of the public comments as the "Macau 2" box office, appears to be full of stamina. In addition to online ticketing, the public comments hope that a large number of beer and skittles users into film viewers, enhance the image of the incremental user and market.

Clearly, Cat's eye film and the public comments, has become the online film ticket field of the two large oligarchs, the market pattern is undergoing drastic changes.

The public comments on the emboldened from more than 190 million of the month active users, more than 10 years of local life cultivation, has been from catering to the film, hotels, leisure and entertainment, the United States, marriage, parents, home improvement and other areas of local life to expand.

Cannot but say, Wang's vision is unique, its "T-strategy", hotel, shadow ticket, takeaway, are offensive in line with the Internet consumption characteristics of the standardization of strong demand for products and services, but today, is everywhere smoke.

The United States, through price bombing and sudden force of the way to pry open these vertical market, on the other hand, the whole ecological structure of the choice of vertical exerting force, the formation of the media platform, has a huge amount of viscous users, and on this basis to form a dining entrance, and such users, and the natural and the shadow related.

It is based on the domestic eating and drinking local life of the main entrance, the public comment on the realization of the 200 million to eat and drink users of the touch-a large number of people into the film and drink to the movie users, and this is a lot of home lines in particular value.

These are the key factors behind the box-office title of the Macau 2. "Macau 2" and "Sky will be the Lion" PK also opened the 2015-year movie ticketing market fierce competition in the curtain.