Ticket O2O New Battlefield: The United States Regiment "rushed out" the public comments "linked up"

Wen/li

The film "Small Time 3" a show has become the hot focus of discussion, and its designated ticketing platform for public comment recently in the field of ticketing O2O also has a phased progress.

July 21, the public comments published a set of data: So far, the public comment on the online selection of the business has covered more than 230 large and medium-sized cities and 1400 cinemas, cinema coverage of more than 30%, is currently the largest number of online theater ticketing O2O platform. In addition, the Beijing-Shanghai ear deep Four can use the public comment online selection of cinemas accounted for more than 90%. This is only a general comment on the results of the Big six-month ticket O2O.

Looking at its competitor's cat's eye movie, it has covered more than 700 cinemas in about 200 cities. Of course, with the public comments on the online selection is mainly to do the platform, and partners to complete the user's full experience. The United States group is its own film business, the model is also with CHE, time network and other forms of direct competition.

It seems that the public comments and the United States Regiment of the war has been from catering, leisure and entertainment to buy the field spread to the ticketing O2O industry. And the two companies adopted a very different way of development, the United States to adopt an independent development to seize the market share of the way. While the public comments are more open, with the industry's leading products data docking method for the end user to increase the application needs. Its CEO, Zhang, summed up this practice as "upstream flow, downstream access service".

One industry personage jokingly, the American Regiment's practice is "rushes out", and the public comments the practice is "connects together".

Ticket O2O New Battlefield

There is no doubt that ticket O2O has a great market, the current ticketing O2O mainly refers to online selection and buy two large chunks of business, of course, with the development of products, there will be more types of cooperation.

According to the arts statistics show that the 2013 domestic online market for the size of the total box office income of about 5%, is expected to reach 5% in 2014. 2015 will break through 16%.

In the group buying business, according to the art consulting data, 2013-year film group purchase turnover of 3.64 billion yuan, while the domestic film total box office for 21.769 billion yuan, buy movie ticket has occupied 16.7% of the market share.

However, an executive at Jin Yi Cinema has said that even in the more popular schedule, cinema attendance is only about 60%, so the cinema needs to buy to increase popularity. However, because the price is too low, in the actual operation, through group buying Low-cost ticket sales will be controlled in the total revenue of less than 30%.

Compared to the group buying business, the bigger demand for cinemas is efficiency, and during peak hours the cinema requires the front desk to serve a customer within 10 seconds because the waiting customer may be lost at any time. Most of the time the front desk is wasted on the customer's choice of seats, so the online selection business that can improve efficiency will get more support from the cinema.

Of course, for local life O2O companies, ticket O2O is just one area. The entire film industry chain is relatively long, production, distribution, ticketing and other links, in addition to ticketing, local O2O can also rely on huge user traffic to expand advertising and other business.

Cat's Eye Movie: Rush out

In the group buying industry, cinemas and local buffets are called "battleground". And the United States group in the process of buying business, was very early to realize the limitations of group buying in the film industry, so the United States Regiment force to create an independent ticketing O2O products cat's eye movie.

In January 2013, the American group film was renamed the Cat's Eye movie, and a separate team was set up to run this independent app product. According to people familiar with the situation, the cat's eye film has an independent technology, operating team, but offline team and group buying business team has not been separated, and this year, the cat's eye film team has become increasingly independent, offline team also gradually separated out to focus on expansion and service.

In addition to the United States, glutinous rice, such as buying areas involved in ticket O2O, this area has many other products, so the film community has been doing the time network, Douban, in addition to the line from the movie ticket sales company to the online transformation of CHE, net ticket network. In addition, the proprietary business of traditional film companies has also begun to dabble in this area, such as the "shadow Net" of Shadow shares in the prospectus.

In many similar products, relying on the United States Regiment flow, technical team and offline team support. Cat's eye film has developed rapidly, after more than a year's development, Cat's eye film has become the second echelon of the ticketing O2O mobile products. According to Wan Yi O2O sample survey of the Android system data show that time network in the mobile end of the product to 11.7 million download the first place, Cat's eye film with 4.22 million and download 3.5 million of watercress film belong to the second echelon.

Cat's eye film through the online selection, purchase tickets, to the cinema terminal machine to take tickets to achieve ticket O2O closed loop, and can collect a large number of user comments.

And before the U.S. public relations director Liu Yanfeng once disclosed that the cat's eye movie April turnover of 260 million yuan, has occupied the United States Regiment total turnover of 10%.

Public comment Online Choose seat: Connect up

Back to the general public comments, previously in group buying business, has been with the Jin Yi cinema, Wanda Cinema, Bo-na theater, Huayi Brothers, and many other domestic well-known hospital line to establish a nationwide film purchase cooperation.

Since 2014, the public comments have confirmed the strategy of open cooperation and accelerated the process of cooperation in the field of ticketing and industry vertical.

As of the beginning of July, the online selection of the public comments has been with the current industry-leading time network, Jin Yi Cinema, network ticketing network data docking cooperation, the realization of more than 1400 cinemas nationwide online election coverage, and the next will be and Wanda Theater, the Earth Theater, Guevara and other online platform for the cooperation.

This kind of cooperation decision source is the public comments on the internal data research results, such as 2013, the first group purchase directly select the movie list of the user ratio is 30%, and through the public comment on the network to buy the movie group has more than 30 million users.

According to the public comments CEO Zhang said, the public comments on the client to increase online function, is to meet the public comment on the needs of users. The use of data docking rather than independent development of the way, because it can be faster to provide users with the required services, and in the industry will not create duplication, vicious competition results.

Public comments after the access to data to meet the public comment on the own users, and for the time network, it is also a lot of incremental users. Time network's loyal users will download the independent Time Network app, but there are many users do not want to download a stand-alone app, but there are also online selection requirements, through the public comments on an entry point can solve this simple need. And this increment of users, enjoy the same time network services.

In addition, the public comments also extended to the upper end of the film industry chain. At present, it has with the Bo na film, Light media, music network, Huayi Brothers and other types of video distribution companies to establish cooperative relations, in the early stage of the film distribution directly involved in the promotion of the film publicity and distribution work.

It is understood that before the "eavesdropping 3" "return" and other films in the public comment on the results of good publicity activities, in the summer of July, the upcoming release of the "Small times 3" cooperation, the public comment on the film as a designated ticket purchase platform.

"In the future, the public reviews will try to collaborate with more producers to provide consumers with a more comprehensive view of one-stop information access and consumer decision-making services," the public said. ”

Since this year, the public comments have been constantly adopting an open attitude into many areas. For example, the establishment of independent hotels, online tourism division, and upstream Ctrip, Art Dragon and other OTA company data cooperation docking. In an interview not long ago, Zhang also mentioned that the public comments will also be involved in parent-child, decoration and other fields, of course, the public comments will not be entirely their own, but will choose in all vertical areas of the leading companies to cooperate.

From each month information disclosure can be seen in the United States and the general public reviews have embarked on a different direction of development. At present, the United States Regiment each month to impact higher turnover, trying to "kill a way out of the road" in the local O2O field; While the public comments on the search for more upstream and downstream cooperation and docking, trying to be a "connecting", sit steady "eat and drink" platform of the first Chair.