The upstream and downstream ecological layout is the key in the 2.0 era of online ticketing platform.

the stage in which online ticketing platforms compete for market share through ticket replenishment has passed. Online ticketing 2.0 era, who can integrate the use of big data, pan-entertainment, channels and other superior resources, from the content production, distribution, marketing and other dimensions to integrate cash, who can take the lead in the fierce competition.

in September, the summer season finally came to an end. With the influx of nearly 100 films, the overall performance of domestic films is not satisfactory. According to official figures, the total box office this summer was 12.5 billion yuan, basically the same as last year's 12.431 billion yuan, but the box office growth was the lowest in nearly nine years, and the quality of word-of-mouth has also been widely questioned.

nevertheless, the competition in the summer market is still very fierce, among which the online ticketing platform behind the mainstream films is particularly eye-catching. Nowadays, almost all mainstream films choose to cooperate with online ticketing platforms to promote offline ticket purchase through online publicity resources. In this summer, Taobaipiao, which currently ranks second in the market share of online ticketing platform, has achieved good results with its accurate film selection and strong publicity strength.

strong > Competition among online ticketing platforms for opening high and going low during summer vacation intensifies / strong >

2016 summer films pile up, but leave high and low, resulting in embarrassing results. According to statistics, a total of 95 films were released this summer, an increase of nearly 11% over last year (86), but the average box office was 9% lower than that of the previous year, and the box office share of domestic films dropped sharply to 52% from 72% last year. Reflected in the box office of specific films, except for the imported film "Warcraft" with a total box office of more than $1 billion in June, no domestic film has grossed more than $1 billion at the box office.

Yuan Yuan said in an interview with reporters that the downturn in the box office this summer may have something to do with the reduction of ticket replacement, but more importantly, the lack of high-quality content in this year's summer vacation has not been spent on films with a large number of tickets.

but even if the overall box office performance is not as expected, and so many films gather in the summer, the competition in the film market is still fierce. Among them, the performance of the online ticketing platform behind mainstream movies is particularly worthy of attention. According to the data, China's domestic online ticketing platform accounted for only 22.3% in 2013, while this share has reached 72.1% in 2015, with a total income of 31.76 billion yuan. Also since 2015, China's main online ticketing platform has begun to purchase tickets online and fully participate in the whole industry chain, such as film investment, marketing distribution, copyright operation, derivatives sales and so on. In 2016, this transformation trend is more obvious, and online ticketing has gradually entered the 2.0 era.

in terms of investment, Yuanyuan revealed that Amoy will not participate in cinema investment, and its own investment strategy may also consider participating in some efficient technology companies in addition to good content investment.

in addition to investment and issuance, ticket hunting is more important to make money through some services made by the data itself. For example, specific to the publicity, through the data to know in which area the film publicity is relatively weak, word-of-mouth has not fermented, for this piece can do some targeted marketing, and so on. The advantages of

data and the cooperation between traditional cinema lines have also been brought into full play. In addition to helping cinemas improve the stickiness of their original users, it is also what Taobaopiao is doing to let audiences who have never been in the cinema enter the cinema. Some tools will also be provided to cinemas to see the full picture of their users and provide more marketing methods to the studio.

according to Yien, among the domestic box office TOP20 films released in the first half of 2016, online ticketing platforms participated in the production or distribution of 16 films, of which Taobaopiao accounted for 6. In this summer, Amoy participated in the production or distribution of seven films, and each of them achieved good results. Three films grossed more than 600 million yuan at the box office, while "Escape of the Jedi" and "Thriller 2" were the second and second runners-up respectively. From this point of view, Amoy ticket has become the leader of the online ticketing platform.

strong > Taobao ticket integrated marketing highlights the popularity of word-of-mouth at the summer box office / strong >

Today, the stage in which online ticketing platforms compete for market share through ticket replenishment has passed. Online ticketing 2.0 era, who can integrate the use of big data, pan-entertainment, channels and other superior resources, from the content production, distribution, marketing and other dimensions to integrate cash, who can take the lead in the fierce competition.

ticketing has become an Internet marketing tool to help users get movies and initial users. Ticketing can stimulate some people to go into cinemas to get publicity through word-of-mouth fermentation. at the same time, promote the layout of the film.

in July this year, according to the data of relevant research reports, the online ticketing platform has entered a four-part world of "BAT+ Cat's Eye," while in this summer, Taobaopiao has achieved good results by integrating all kinds of films with rich resources in Alibaba Group. Ali Pictures is the largest shareholder in Amoy tickets, including four business sectors, one is content production, Internet publicity, entertainment e-commerce, and internationalization. Taobao tickets mainly play an advantage in the Internet distribution of Alibaba Pictures.

take the release of the highest-grossing film "amazing Magic 2" at the box office this summer as an example. Before the release of "amazing Magic Troupe 2", through the analysis of big data, Taopiaopiao found that the users who wanted to see the film were mainly 20-30 years old, and the proportion of men was slightly more than that of women. on the basis of this data analysis, Taobao tickets are targeted through the joint Alipay, Taobao and other platforms, and the use of pre-sale films to locate the audience in advance, so as to achieve more accurate marketing.

users enjoy different services in different scenarios on the platform, gradually accumulating such different dimensions of data. Ali has a large data ecosystem, in which different dimensions of these data will have different relationships with users, resulting in a greater effect of data aggregation. Carry on a complete three-dimensional portrait of the user, which is Ali's core data advantage. "for example, Youku Tudou and Weibo, a topic has some communication dimensions, and those dimension users to participate in these communications, as well as Alibaba system consumer e-commerce and financial data, can portray users from different angles." Yuanyuan explained how big data helped promote the film.

Taobao tickets provide a valuable publicity scheme for cinemas through most of the online recording of user behavior, user preferences, the potential box office volume of the film, its own users and surrounding radiation users, and the possible future value under the model, which not only helps cinemas improve operational efficiency, but also puts forward some suggestions for reasonable film layout to a certain extent. In response to the question of whether the ticketing platform will have the right to speak, Wanli said, "there is, and this thing is more of a double-edged sword." Hope that Taobao ticket to achieve the ideal state is to use data to speak, to provide cinemas with the basis for decision-making, but also charge corresponding fees, this way is more ideal and long-term. "

similarly, "Escape of the Jedi", jointly issued by Amoy tickets, has greatly exceeded the industry's expectations at the box office and achieved a good reputation. As Jackie Chan's comedy comedy return, "Escape of the Jedi" grossed more than 100 million on its opening week on Thursday, earning 888 million yuan at the box office, making it the runner-up at the box office this summer. Behind this achievement, Amoy tickets can not be separated from the integration of various resources within Ali Group, including Taobao, Alipay and other platforms for promotion support. For example, Taobao tickets through its own platform and Mobile Taobao push, Alipay banner and other channels for the film ticket purchase information revealed in advance, accurate coverage of potential moviegoers; in Taobao home page, there is also a direct ticket purchase entrance. In addition, Amoy also teamed up with a number of high-quality media people to carry out effective content marketing on social platforms such as Weibo, Wechat and Taopaopiao Discovery Channel, which eventually helped "Escape of the Jedi" win the runner-up at the box office this summer.

in addition to joint distribution and participation in film promotion, "Song of the Ocean" and "Ninja Turtles 2" helped by Taobaopiao also set off a movie boom one after another. Among them, "Song of the Ocean" Douban score 8.8, became the highest-achieving film during the summer vacation. Taobaopiao not only adopted the best means of Internet distribution to assist in the promotion of the film. It also includes Taobaopiao itself and the multimedia platform to amplify the film's word-of-mouth effect, so that although the film has been released abroad for two years, it has still achieved 15 million at the box office.

and on Sept. 2, Star Trek 3: beyond the Stars, which was hailed as the highlight of the post-summer series, was released. Alibaba Pictures, the parent company of Taopaipiao, not only participated in the investment, but also assisted in the promotion of the film in China. Taobaopiao, as the basis of Alibaba Pictures' Internet publicity business, for the first time launched the function of changing skin and buying tickets with pop-up windows for the film. In addition to setting up corresponding special viewing pages, Taobaopiao also introduced a number of high-quality film review recommendations on its Discovery Channel, and conducted interactive award-winning activities with netizens on Star Trek-related topics. In the end, Star Trek 3: beyond the Stars took in more than 200 million yuan at the box office in the first weekend of the gloomy movie market, leading other films released at the same time.

in fact, as the market share of online ticketing platforms is nearly saturated and competition with each other intensifies, the business field of online ticketing platforms is undergoing drastic changes. According to the online ticketing platform data report released by CBN Data in July this year, today's online ticketing platforms are transforming towards the whole industry chain, social and pan-entertainment platform, and online ticketing has officially entered the 2.0 era.

online ticketing will spell the whole ecological layout in the future. On the one hand, whether the whole upstream and downstream layout is perfect, the ecological company undoubtedly has a great advantage. On the other hand, the competition is the strength of the company, how much cash reserves, whether more resources, funds can be invested in these weaknesses to make up, to provide better services.

the work of pan-entertainment is mainly to search for tickets in the whole industry chain and socialization. Taobao tickets have a layout in both upstream and downstream, and the upstream helps it to promote and sell tickets online by participating in the investment and distribution of some high-quality content, while helping cinemas to increase its income. In the aspect of socialization, some attempts have been made at the level of UGC and PGC.

Taobaopiao also slowly shows its media attributes. It is reported that there will be a live broadcast entrance of the product in the future, which will use live broadcast technology. A few days ago, the premiere of "Anti-Corruption Storm" and "the Hunter also" made a live broadcast and star interactive interview. On the other hand, Taobaopiao will have a discovery column, where many partners and media partners will be invited to move in, including self-media, all kinds of media will provide content, and this part will also have a business model in the future.

so what are the advantages of Taobaopiao in the transition to an entertainment platform? It is understood that Amoy ticket users are obviously younger, more active in the field of entertainment consumption, Amoy ticket will try to meet the entertainment needs of users. Taopiaopiao itself is also doing these things, and has worked with barley, Ali Sports and surrounding derivatives before.

Taobaopiao hopes to enlarge the entire market cake by unprofitable means, so that partners of the entire ecosystem, including film makers, cinemas, and other third parties, can make profits, and then consider the issue of profit. "Taobaopiao is to promote distribution as the core, to build such an ecology upstream and downstream, and the ultimate goal is to help the film make money and help cinemas expand their revenue. This is the ultimate goal of Taobaopiao." The original source represents.

it is understood that the main directions of its future income are as follows: first, the investment income brought by the investment of high-quality content; second, the announcement of agency fees; and third, the fees obtained by providing some services for users. Fourth, to help cinemas increase some revenue, which may be spent in part. At present, there is no entire fee-based service, the whole to assess the proportion of fees.

behind the summer war this year, there is a display of content and publicity resources under this changing situation, and judging from the current summer film box office and word-of-mouth, Taobaopiao has become the front-runner in the whole period. In the following Mid-Autumn Festival and National Day stalls, Taobaopiao will also bring a number of high-quality cooperative films to the audience, and provide more interactive and fast viewing services.

Edit: yvette