One million votes for the ticket

One million votes for the ticket

The Taobao ticket is actually a channel for dialogue between Ali and future Wenchuang products users. With 1 billion yuan to expand the volume of this microphone, it is not a loss.

Chen Changye, Principal Investigator, former Huayi Brothers Research Institute

In the case of the Taobao ticket, the market size does not burn money, where is coming. 1 billion yuan? Just an appetizer!

We set the timeline back to February 17. In the evening, Ali Films announced a profit warning announcement. It is expected that the net loss for the year ending December 31, 2016 will be between 950 million yuan and 1 billion yuan, because the online ticketing platform has a large investment in grabbing market share. Marketing expenses.

Despite the losses caused by the lottery ticket, Ali Films has no regrets and insists that: In the future, it will continue to increase investment and strengthen the offensive formation of the Taobao ticket. It is expected that within three years, the online ticket market war will come to an end.

Let the Taobao ticket continue to burn money! does it worth? However, for the entire online ticket market, burning money has long been the main theme.

The market share of the 2017 Spring Festival (New Year's Day to the seventh day), which was not released by Ali Pictures, showed that the cat's eye movie remained at the top with 33%, and the Taobao ticket gradually approached 30%. Tickets fell slightly to 16%, Baidu glutinous rice movies fell to around 6%.

It should be noted that when the Taobao movie, the predecessor of the Taobao ticket in early 2015, was born, its market share accounted for less than 5%. The number of monthly users was 1.47 million, and the maximum number of tickets per day was 30,000. The number of monthly users has exceeded 25 million, and the maximum number of weekly tickets has reached 3 million.

The hundredfold increase depends mainly on the marketing of several billion yuan.

Where is the money used? Chen Shaofeng, deputy dean of the Peking University Cultural Industry Research Institute, interprets the most intuitive: "The market is now entering a stage of low- and medium-speed growth. To further increase market share and achieve stable growth, ticket replenishment is the most direct and effective means. Simply put Ali Pictures is stealing land and using a loss for market share."

This is actually the logic shared by the platform at the forefront of online ticketing.

Xiaomi Film, which did not follow this logic, disbanded the Xuanfa department in 2016, giving the reason that Xiaomi Pictures “mainly invests and implants”.

Can not keep up with this logic of the old ticket company Guevara, in the combination of the gold master, in December 2015 and the Tencent background micro-tickets merge; online ticketing and video pioneers time network is committed to Wanda, will shift the focus To derivative development, and in this year's "World of Warcraft" big movie to play a new breakthrough; Baidu glutinous rice ticketing, because Baidu's overall strategy from O2O to artificial intelligence, began to provide big data for film parties, publishers, theaters And infrastructure services driven by artificial intelligence technology...

Under a big reshuffle, in fact, from the "BAT + Cat Eye" war that the president of Bona Films, Yu Dong, asserted in 2014 that "the film company will work for BAT", became a match between the Taobao ticket and the cat's eye. Duel. Interestingly, the Taobao ticket belongs to Ali, and behind the cat's eye movie is light and new beauty. Ali is a shareholder of Light, and Tencent has a stake in New America. Ali seems to have the meaning of fighting each other, but there is a flaw in his bones.

This kind of jealousy also belongs to the micro-tickets that are more intimate with Tencent's blood.

Big data for the upstream?

The cat's eye movie born out of the US group ticketing is Ali's family.

At the beginning of 2016, after the successful financing of the new US$3.3 billion, the old shareholder Alibaba chose to leave. But in fact, the new owner Tencent is not easy.

Wang Xingjian, the consistently independent CEO of New America, said that he hopes that the cat's eye can be listed independently.

The most sad reminder is still Ali. As the strongest e-commerce platform in China, before the merger of New America, it once pinned O2O hopes including online ticketing on the US group. After Wang Xing broke out, it was only at the time of the establishment of Xinmei University that he fully promoted the Taobao ticket and chased the cat's eye.

However, Ali's move is not simply to use the money to subsidize users to drive growth, this is the old way of taxi application, and ultimately it is inevitable that it will not pay for it.

In 2016, backed by Ali's Taobao ticket, he participated in the production of films such as "The Ferry Man", "Westward Travel Volupe", "Winning the Waves", and "The Chasers", "Decisive War God", "Los Angeles Trick or Treat", etc. The release of the film. The data shows that the six films that participated in the merger after the de-duplication of the Taobao ticket received a total of 3.4 billion yuan.

In addition, according to the data of Yien.com, in the domestic box office TOP20 film released in the first half of 2016, there are 16 online ticketing platforms participating in the production or distribution, and 6 of the Taobao tickets.

Although Wang Jiawei's "The Ferry Man" is the first film of the main movie since the founding of Ali Films, and suffered a double defeat in word of mouth and box office after the release of Christmas last year, but through the above various layouts, it is not difficult to see the ticket and Ali Pictures has extended its reach to the upstream industry chain of film and television manufacturing.

But this is still a gamble. An industry-recognized fact is that even if you enter the light media, Huayi Brothers, investing 10 movies a year, the probability of high box office is only one or two.

There must be big tricks here. For the Taobao ticket, the big move is the big data ecology under the Internet.

The president of the Taobao ticket said that the big data advantage that Ali has can not only be used for real-time analysis of products, layout, attendance, box office inquiry, etc., but also introduces the role of data analysis in the promotion marketing stage to achieve customized marketing.

In other words, Weibo's social data, Youku potato's entertainment data, Taobao's consumption data, and Alipay's financial data can all reflect the needs of the audience. The big data under the Ali system will become the Taobao ticket. Help.

Just how to help, the current Taobao ticket has not really been shown, it is still a trick "subsidy" system to dominate the game.

Now that he has been fighting for the battle, Ali, who has found a foothold in the O2O market, has had to re-enter Bao Zhong in the movie of Ali, which is the pioneer of the Taobao ticket after many failures.

The 1 billion yuan re-injection is only the first set for Ali.

Ali's scene releases desire

In 2016, the post-90s group has successfully surpassed the post-80s and became the new generation of box office. According to the Taobao ticket "2016 China Film Market Report", regardless of the first- or second-tier to fifth-tier cities, the proportion of the post-90s group has increased significantly. Among all users, about 6% are heavy viewing users, that is, watching more than 12 times a year, and watching the average monthly. Among them, 90 after occupying nearly half, in addition to watching movies, they have stronger online consumption habits, especially in the catering line to pay the bill and travel consumption, per capita spending more.

The key word is 90, and the consumer scene is more than just a movie. These are the coveted places of the entire Ali Group, and it is also the root of the frequent trial and error of Ali upstream entertainment in the upstream of the film IP and the cinema scene.

Ali is still trying to stimulate consumption by offering a favorite scene after 90, while the Taobao ticket plays an entry role in close contact with consumers.

On March 21, Ali announced the acquisition of Damai.com, the largest performance ticketing service provider in China, in an attempt to further expand the territory of Ali's cultural strategy through the distribution of barley and Taobao tickets.

For example, sports, Taobao tickets have already opened up cooperation with Ali Sports, the five major leagues of Ali Sports, and the four Grand Slam ticketing services will be sold through the window of the Taobao ticket. In addition, the Taobao ticket will gradually be included in the membership of the Ali system including Shrimp Music, Alipay, Tmall, Taobao and Weibo.

Under this tone, it is no longer important whether the ticket is profitable. In the logic of Internet companies, many of the products offered to users have many basic products that can be unprofitable or even lost. The purpose is to gather users and derive value-added.

Successful examples abound, QQ, WeChat and a variety of free online games.

The opponent is also doing a similar layout. Relying on the advantages of the US group, the cat's eye also recommends selling, catering, parking and other group purchases while selling movie tickets. Xiang Ming, vice president of the lithography era (micro-child parent company), said: "Our users are mostly from Tencent platform, they are all young people. They not only want to watch movies, but also want to watch concerts, music festivals or sports events, so This point is valuable for the young people's pan-entertainment life."

The problem of online ticketing still exists. One is that the market after 90s is there, but their consumer demand is not really released. The second is that offline resources are there, and only rely on offline scenes to release this new increment. The imagination is still limited.

Ali's scene layout must have more highlights to reflect the strong foothold of its e-commerce platform, especially online.

A blue ocean that has not been successfully opened for many years is an entertainment derivative. In April last year, Ali Pictures flagship store officially settled in Tmall. The flagship store, as part of Alibaba Pictures Group's entertainment e-commerce, mainly sells film and television entertainment derivatives, which are related to film and television, model hands, animation, and games.

And Ali’s move is the expansion of Ali’s film industry. On March 14, Yu Yongfu, Chairman and CEO of Alibaba Pictures Group, announced through internal mail that Alibaba Pictures and Alibaba.com have achieved a number of strategic cooperation. At the same time, based on business collaboration, the original Youku Tudou's Heyi film team will be integrated into Ali Pictures.

The result is actually to create more e-commerce selling points through online video and movie IP, that is, using film and television to launch the big blue sea belonging to Ali's exclusive IP derivatives.

The future of Ali Pictures will no longer be the traditional Taobao-style platform. On the contrary, it is close to the user through the diversification of the Taobao ticket, becoming the channel between Ali Culture and many cultural products and users. By the way, the network native IP and entity derivative products release more increments.

The Taobao ticket plays a channel used by Ali to talk to future users of the Creative Products. With 10 billion to expand the volume of this microphone, it is not a loss. Yu Yongfu said in the internal mail of the integration of Youku Tudou: With the clear strategy and the formation of the formation, Alibaba Pictures will enter a new stage of “professionalism, endurance, and industrial ecology”.

Its industrial ecology also points to this, a Wenchuang industry based on e-commerce genes. However, it is really not necessary to have money, channels, or scenes to create a new Wenchuang IP that spans the screen and online and offline.

Review

Entrance? flow? The right to speak!

Whether it is subsidies or money, the trend of the oligarchization of the online ticket market has not stopped the car, not the elephant in the room.

As mentioned above, several competitors have different thinking about the parties in the film market, and actually represent several typical models of participants. But there is no doubt that the giants behind the hidden team are the main reason behind the intensification of this oligarchic trend. The intervention of BAT, Wanda, and other giants has built up high market barriers for various platforms, especially in 2016, which is a full “capital year” for online ticketing platforms.

Entrance = traffic = voice right. Use the "entry" status of the transaction to gain the right to speak, and then use its various advantages to participate more in the entire film.

The reason why the giants are keen on the online ticket market is that this is an important entry point for the O2O ecosystem. Ticketing is at the end of the film industry chain, and the right to speak is relatively weak, but it is important to be closest to the audience. Like taxis, movie tickets are a standardized, replicable, high-frequency O2O segment that is of paramount importance to consumer market education. After the position of the "entry" of the transaction is stabilized, the O2O team can be strengthened and the infrastructure can be improved through the backward extension of the training in the movie ticket market. Therefore, the movie ticket is also regarded as the epitome of BAT Rush O2O.

As the market share gap between large and small players continues to widen, the market cake has been basically divided, and the giant forces behind it are basically standing in a different formation. The chances of other ticketing platforms wanting to go beyond are almost zero. This point can be seen from the traditional positions of BAT, such as social, search, and e-commerce, or the situation where BAT invades video, taxis, and LBS.

In contrast, the online movie ticketing oligarchy, the leading position in the market share continues to shrink, the future ranking may rise with the mutual killing of the three companies. After the war, the ultimate form of the future, the emergence of the most keen merger of the capital circle is certainly not surprising.

In any case, after experiencing the two stages of expanding cinema channels and burning money and robbing users, the online ticketing market is becoming more and more clear. The differentiated operation of horizontal and vertical expansion will become the focus of the next stage, and the purely transactional online ticketing platform will never have higher value. Features such as full chain penetration, socialization, and pan-entertainment platform will be more apparent in future platform battles.

The big players in the platform will eventually point to the whole industry chain and big entertainment. In addition to the film production itself can not participate, from the film investment, marketing and distribution, cinema services, derivatives sales and copyright operations and other aspects will see the participation of major domestic third-party online ticketing platform. The upstream provides the various services for the producers, the downstream for the theaters, and even the sports and performances like the NBA and the Super Bowl.

This means that the cat eye, the lithography era, and the lottery ticket will not only determine where people go to buy movie tickets, but also what movies people can see in the movie theater, and even decide what movie peripheral products to buy. After all, the whole industry chain coverage is a slow motion. If you want to win in the new round of upgrades, it will be a company with the cultural assets of “thick company”, such as the foundation, the connotation, and the proficiency.

The opportunity behind the opportunity is risk.

For companies that are still using the ticket to increase their share and seize the market, how to find a larger value besides the share of preemption is the key to future development. After all, the simple online ticketing function, when the mobile internet technology is mature, has little meaning.

Looking back at the "work" of winter, the combination of the Internet and the film is actually more complementary to the two fields, complementing each other's short board on the barrel.

On the one hand, the Chinese film market is in a period of rapid development. In 2016, the number of screens reached 41,000, surpassing North America as the region with the largest number of screens in the world. And some experts predict that the number of Chinese movie screens will exceed 60,000 in the future, and the growth potential of the Chinese market is evident.

On the other hand, the Internet will also become an important promoter of the development of the Chinese film market. From production to distribution to screening and then to the market, every link has the genes of Internet companies. Under such a joint force, the Chinese film will have the stamina for sustainable development.

Enter [Sina Finance and Economics Unit] Discussion