The online ticketing market has entered three times and two times to usher in the 3.0 era when Tencent and Ali compete for hegemony

on Sept. 21, "Cat's Eye Weiying" was officially established, with Tencent and Light behind it. So far, the online ticketing market has changed from the previous "three Kingdoms Kingdoms" to the hegemony of Tencent and Ali.

on September 21st, "Cat's Eye Weiying" was officially established, with Tencent and light behind it. So far, the online ticketing market has changed from the previous "three Kingdoms Kingdoms" to the hegemony of Tencent and Ali. Throughout the development of the film online ticketing market in recent years, from the 1.0 era of multi-platform scuffle, to the 2.0 era of three-thirds of the world, and then to the 3.0 era of Tencent and Ali competing for hegemony, what new methods should be used by the film online ticketing platform to cope with the changes in the market pattern?

< strong > Market pattern < / strong >

the merger of Maoyan and Weiying, which has been rumored for a long time, finally landed a few days ago. According to the strategic cooperation agreement between the two sides, the new company will cooperate with the related business of both sides with Maoyan as the main body, and Weiying will split the film ticketing, performance business and related assets into the new company. Cat's Eye will be injected into all the business, including film and performance ticketing business, industry professional services, film investment promotion and so on.

according to the specific transaction plan disclosed by Light Media, Maoyan, which is controlled by the company, signed a capital increase subscription agreement with Lin Zhi Lixin and Ruihai Fangyuan. Microera, owned by Weiying, injected 3.974 billion yuan into Maoyan twice, the first 3.771 billion yuan, and won 27.59 percent of the shares. Tencent acquired a 6.56 percent stake in Maoyan with an overall valuation of nearly 897 million yuan in Ruihai, a wholly-owned company of its industrial fund.

after the transaction is completed, Light Media, Weiying, Tencent and Meituan Dianping will become the main direct shareholders of the new company, and the shares of Weiying's former shareholders in the new company will be held through Weiying. In terms of executives, Wang Changtian, chairman of Light Media, will serve as chairman of the new company, and Zheng Zhihao, former CEO of Maoyan, will be appointed CEO of the new company. Zheng Zhihao revealed that the new cat's eye Weiying will have the resources of the light media industry, the core traffic advantages of the four major entrances, including Meituan entrance, Dianping entrance, cat's eye entrance, and Wechat entrance, as well as the pan-entertainment resource advantages of other shareholders.

after the merger of the two platforms, the pattern of the online film ticketing market has also changed. Wei Pengju, dean of the Institute of Culture and Economics of the Central University of Finance and Economics, said that in terms of industry scale and market scale, the online ticketing market is a general trend, and the ticketing market will be further integrated in the future. It is worth noting that the online ticketing market has also evolved into a two-power standoff between Tencent and Alibaba, given the important role of Tencent in the deal and becoming one of the important shareholders of Maoyan Weiying.

< strong > Tencent and Ali have confronted each other head-on < / strong >

since 2014, the domestic film industry has stepped into the fast lane, and BAT, which is trying to get a piece of the film and television craze, has also set foot in the film and television industry one after another. But three years later, Baidu exited in the ticket replacement war. Ali Pictures began to focus on the infrastructure construction of the film market after the frequent failures of the main film projects. after increasing the investment in ticket hunting, it was followed by the strong market performance of Taobaopiao summer vacation.

data show that Amoy accounts for 33.2% of the market share of online ticketing platform for summer movies, ranking first. In the process of the promotion of "Wolf Warriors 2", the proportion of tickets sold by Amoy reached 40 per cent. In terms of the number of cinemas, according to Alibaba Pictures' 2017 semi-annual report, Taobaopiao now provides online ticketing and location services for nearly 7000 cinemas across the country.

Tencent still focuses on the layout of the whole film and television industry chain. at the ticketing end, in addition to its Weiying, Tencent also indirectly owns Maoyan shares. According to the data, this summer, Weiying and Maoyan had a market share of 28.7% and 15.6% respectively, and the number of cinema contracts was 7000+ and 6000+ respectively. Practitioners believe that after the merger of the two platforms, the business of the two sides will be further integrated, and with the online traffic support of Tencent, the competitiveness of the new cat's eye Weiying will be enhanced accordingly.

with the arrival of "National Day", cat's eye Weiying and Taobao tickets began a new round of competition, and both sides also invested a lot of resources in ticket replacement. By buying tickets in the cat's eye movie, it can be found that the ticket price of "shy iron fist" starts at 9.9 yuan, and cat's eye is one of the investors in "shy iron fist". In addition, Taobao tickets also sold a large number of 9.9 yuan tickets for films such as "the British v". The increase in ticket replacement has also led to a rapid increase in pre-sales of the film, with Cat's Eye data showing that the pre-sale of "the Shame Iron fist" has exceeded 23 million yuan on its opening day, and that of "the British duel" has also exceeded 17 million yuan.

< strong > Resource Integration < / strong >

"online ticketing has formed a strong path dependence in the hearts of consumers. Even if Weiying has the largest number of monthly active users, it is not as good as Maoyan and Taobao, which means that third-party ticketing sites have established their own brands." Experts said, "in the case that the population dividend of the mobile Internet is almost divided, there are barriers to the business model of the ticketing platform itself. In the future, Maoyan Weiying and Taobaopiao will also continue to go upstream and downstream of the film industry chain. More and more people will participate in the release of films, and there is a lot of room for this business model to develop. Because both Ali and Tencent occupy hundreds of millions of traffic entrances, and this is where the greatest value lies. "

with the advantages of funds and traffic, up to now, the layout of Tencent and Ali in film and television has cut into various entertainment resources such as content production, film distribution, video websites, hardware terminals and so on. The two sides also began to deeply integrate their resources with the ticketing platform. Liu Chiping, president of Tencent, has said that in addition to supporting cat's eye Weiying's business on platforms such as Wechat and QQ, Tencent will also carry out more in-depth and comprehensive cooperation with cat's eye Weiying in film, performance, video, technology and other fields.

Public information shows that Ali has also opened up its payment, social, information, video, map and other application scenarios, turning Taobaopiao into an omni-directional ticket purchase platform. Up to now, Taobaopiao has been connected to the mobile App of Youku, UC, Gaode, Alipay, Weibo and other platforms.

practitioners believe that with the growth of the proportion of online ticketing, the film side will also consider the publicity resources of the ticketing platform when choosing the ticketing platform. The layout of Tencent and Ali in the ticketing platform will not only compete for market share, but also compete in content, offline distribution, infrastructure and so on. Whether it is Taobaopiao or cat's eye, it is extremely important to enhance competitiveness through the integration of its Internet resources.

Edit: mary