Web Test utility: Online movie ticket market or price watershed

Into the online movie ticket market just 3 years, the industry's third spider web, is plotting a major business model transformation, challenging the former two major competitors in the market share.

September 15, spider web President Yangmingqiu told the 21st Century Economic report Reporter: "Starting today, the company will start movie ticket 0 profit sales." In the next year or two, the scope will be expanded to 0 service charge and 0 fare. 0 Service Fee Sales Model innovation, the movie theater, the audience, the production side is good news. ”

In the first-tier cities such as North and south, the average ratio of online purchases has exceeded 30% per cent and is expected to increase to 40%~50% next year in Shanghai. A game of billions of Yuan online movie ticket sales market War, has been beating the drums.

For example, the original 2D movie ticket sales plus 4 Yuan service charge, each 3D movie ticket sales plus 8 Yuan service charge, service charge that is the ticket sales of the real ticket revenue. Starting September 15, the spider web will be a uniform 3 yuan for each 2D and 3D movie ticket service fee. The composition of the cost of the 3 yuan reflects the current cost of the network ticket ――1.5 yuan to pay the cooperation of the ticketing system, 0.5 yuan as equipment maintenance costs, and 1 yuan is the cost of manpower and theater deposit capital costs.

According to the spider web, the difference is different from the traditional line under the high peak of the low peak time distribution ticketing mode, as well as online ticketing through the competition model of group buying and price warfare, the profit direction of spider web will be to further diluted or even cancel the on-line ticketing service fee, instead of the equivalent product electric dealer sales. Film ticket sales to a greater extent to the flow of the product positioning.

Pan-electric commercial test water

In the 2013 China film market 21.7 billion yuan total box office, online group buy movie ticket total turnover reached 3.64 billion yuan, accounted for 16.8%, huge sales capacity has made it an important segment of the market can not be neglected.

This, but also by the independent ticketing website (Guevara, Spider web, cat's Eye Network), Information platform class ticketing website (Time network, watercress film), integrated platform (Jingdong, Taobao) and the major group purchase site (glutinous Rice Group, the public comments group) four points.

2006 started in the Shanghai area of the spider web (Shanghai Wanfeng Culture Communication Co., Ltd.), initially based on the publication of electronic commerce as the main business, after the 2011 into the performance and film ticketing online sales field, now the number of members up to 5 million people.

"In 2013, the company completed a total of 120 million yuan box-office sales, and this year the figure will reach 300 million yuan, is expected to achieve break-even next year." "Yangmingqiu revealed.

Because of the SMG (Shanghai SMG Film Group) the background of the competitor Guevara, has undertaken the Shanghai Film Festival online ticketing business and part of the Wanda Studios business, the spider web in the direction of resource integration has to do another way.

In Yangmingqiu's eyes, the online ticketing model represented by spider webs is moving toward the direction of pan-electric business. At present, the "tying cooperative merchant goods to the cost of film ticket" is the basis of a broad merchant base.

"At present, the partners have banks, internet finance and general FMCG enterprises." For example, the company and Baidu, the construction Bank, respectively, achieved less than 20 yuan to buy film ticket target, this model will continue to deepen in the future. "Yangmingqiu said.

A similar approach is not a cobweb initiative. In fact, in the group buying mode to enter China so far, with the integral deduction and equivalence of goods to buy offset this type of merchant cooperation is always there. The widespread scepticism in the industry is also focused on: How do cobwebs make a difference?

"In the short term, movie tickets are more of a ' hook ' for attracting traffic, and the company doesn't need to be profitable because the company has newspapers, gifts and other businesses that are profitable," he said. After the medium and long term, the movie ticket is our main business. "Yangmingqiu said," Compared to competitors, spider web has a number of business can be converted to resources, but also the ability to integrate more brands, products and other partners. ”

The reporter learned that the first half of 2009 spider web spent tens of millions to create a "spider web Digital newspaper platform." The newspaper and magazine network distribution has more than 2000 kinds and more than 9,000 kinds of newspapers and magazines resources, which is the leading level in the industry. In the future in the development of the pan-electric power, this part of the resources will make it a certain advantage, that is, to undertake the introduction of media distribution resources, but also bear the power of warehousing and distribution channels.

Making films for the public

In the big net ticket electric business platform price war is very busy, such as bat (Baidu, Alibaba, Tencent) the internet three Giants and Wanda and other large cultural institutions have long been in the selection bid. Spider Web, net ticket network such independent ticketing websites to each other and alliances the competing relationship, the state is particularly delicate.

"In this subdivision, the competition for price wars is brutal and change is taking place." It can be foreseen that the future sales of ticket sales will be further compressed, which also requires the entire upstream and downstream enterprises have to find their own profit model. "Yangmingqiu points out.

Like many internet companies Toupai movies, today some ticketing websites have also sprouted the idea of making movies, the ultimate goal is to extend the industry upstream, which also includes spider webs.

"The company has been working with a number of upstream producers, planning agencies to consult and cooperate with the release before the warm-up work, but also with Huayi brothers such as producers, nets such as the same peers to maintain long-term contacts, all kinds of cooperation are possible." Yangmingqiu told reporters.