The incremental card war in the online movie ticketing market presents the pattern of "two powers fighting for hegemony".

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Although the development paths of Taobaopiao and Xinmaoyan are not the same as the two strongest online movie ticketing markets, the two platforms have one thing in common, that is, they are both trying to find a larger incremental market. In view of the fact that online ticket buyers have accounted for nearly 80% of the total users at this stage, those who can seize the larger market increment of new cat's eye and Taobao tickets in the future will have the upper hand.

Today, the online movie ticketing market presents a pattern of two strong competition for hegemony: new Cat's Eye and Taobaopiao.

original title: incremental card battle in the online movie ticketing market

now the online movie ticketing market presents a pattern of new cat's eyes and Taobao tickets competing for hegemony. In order to compete for the "number one brother" in the industry, after the single cinema of "double 11", Taobao has made a new move to connect its own ticketing system to the West Ten District, so as to constantly strengthen its own platform attributes. At the same time, the new cat's eye seems to have chosen another development path, to the upstream and downstream layout of the film industry chain. In view of the fact that online ticket buyers have accounted for nearly 80% of the total at this stage, who can seize the larger market increment in the future will have the upper hand.

with the merger of Maoyan and Weiying, the online movie ticketing market is now in a pattern of competition for hegemony between new Cat's Eye and Taobaopiao. In order to compete for the "number one brother" in the industry, after the single cinema of "double 11", Taobao has made a new move to connect its own ticketing system to the West Ten District, which shows that Taobaopiao continues to strengthen its platform attributes. At the same time, the new cat's eye seems to have chosen another development path, to the upstream and downstream layout of the film industry chain. In view of the fact that online ticket buyers have accounted for nearly 80% of the total users at this stage, those who can seize the larger market increment of new cat's eye and Taobao tickets in the future will have the upper hand.

the development path is now different

recently, some users have found that when entering the film ticketing page in the Western Ten District, in addition to the original movie ticketing platforms such as the World ticketing Warehouse, there is also a figure of Taobaopiao, and the movie tickets of Taobao tickets can be purchased at the same price, which has attracted the attention of many users. The reporter found that the access of their own ticketing system to the West Ten District is only one of the many actions in recent ticket hunting.

take "double 11" as an example, during this period, Taobaopiao once again played a "single cinema" and set up nearly 100 shows in different cities. "Little gathering" also opened 147 shows across the country on the same day. In addition, Taobaopiao also bundled and sold Pikachu dolls with movie tickets in the movie "Pok é mon", which was released on the same day.

with regard to the role of ticket scavenging, Li Jie, president of the company, once said, "Taobaopiao should be an open platform, like Taobao, film and distributor, like merchants, so that everyone can make money."

at the same time, as another role that can not be ignored in the online film ticketing market, New Cat's Eye is aiming at more links in the film industry chain, deepening the whole industry chain, and trying to break through terminals such as film ticketing, to publicity, distribution and other chains, extending to the upper reaches of the content. Although the development paths of Taobaopiao and Xinmaoyan are not the same as the two strongest online movie ticketing markets, the two platforms have one thing in common, that is, they are both trying to find a larger incremental market.

Xu Shan, an investment analyst, said that although public data show that New Maoyan has a certain advantage with more than half of the market share, Taobaopiao, which has seen a rapid increase in market share in the past two years, should not be underestimated. While protecting their share, both sides are looking for a bigger market to strengthen their competitiveness.

practitioners have different opinions on how big the domestic film market can be, but they all agree on the current scale of more than 50 billion yuan. Among them, Li Jie believes that it is very normal to have a box office market of 100 billion yuan based on China's population of 1.4 billion. What Chinese films really need to solve is the problem of increment. "most people in this industry are desperately fighting for a stock market of 50 billion yuan, and not many people pay attention to how to turn 50 billion yuan into an increment of 100 billion yuan."

in the face of the current market pattern, if New Cat's Eye and Taobaopiao want to stabilize their market position and tap the market increment, they must maintain a good relationship with B-end companies, including cinema and film companies. And from the current layout of New Cat's Eye and Taobaopiao, both sides are gathering the favor of the B side with the help of its products and other ways.

on the one hand, New Maoyan is developing itself into a whole industry chain company covering production, distribution and other business chains, and becoming a member of B-end company with the help of diversified business plates. On the other hand, the open information and services provided by New Maoyan to companies and practitioners in other film fields, such as big data model and analysis, have also attracted the attention of many cinemas and film parties, and will use it as a basis for project planning, production scheduling, and other aspects. Taobao ticket is aimed at improving cinema attendance by using two products, "detached Cinema" and "small gathering". According to public information, the attendance rate of the two products during the "double 11" period was about 40%. However, the average attendance of cinemas in 2016 was only 14%, and the box office brought about by the high attendance rate is undoubtedly a point valued by cinemas and filmmakers.

it is worth noting that with the continuous development of New Cat's Eye and Taobaopiao, the competition between the two is becoming more and more fierce, resulting in the sound that film and cinema parties are being forced to stand in line in the industry. choose between New Cat's Eye and Taobaopiao.

in this regard, Liu Jianfeng, director of the public affairs department of Poly Film Investment Co., Ltd., believes that one of the new cat's eyes and Taobaopiao is backed by Tencent, the other belongs to Ali, and the background is more powerful. But whether to cooperate or not, not only depends on its background, but also what kind of services the platform can provide. And cinema lines and other parties are more willing to connect with more online ticketing platforms, so as to connect more users and create greater consumption, unless a certain platform can provide better exclusive preferential policies to maximize the interests of cinema chains and other aspects. in this case, the possibility of exclusive exclusive cooperation is not ruled out.

fill in the blanks and fill the C end

in addition to the B-end market, attracting new consumers is also a key factor that should not be ignored in new cat's eyes and ticket hunting. In order to get more consumers, the online ticketing platform will first expand its own channels to connect consumers, in addition to independent App, will also be stationed in other ports and channels. The first users are other business ports belonging to the same system. For example, New Maoyan has ports on Tencent social platforms such as Wechat and QQ, while Amoy connects to many Ali platforms, including Alipay, Youku, and so on. In addition, ports outside the system have also become the target of entry, and in the eyes of industry insiders, the action of connecting the ticketing system to the West Ten District is also one of the ways to attract more consumers.

according to public data, the business of the West Ten District covers more than 70 cities, with more than 20 million registered users. "the West Ten District has gathered a lot of consumers who like to watch performances and competitions. although the consumers on this platform will overlap with those originally owned by ticket scavengers, there will also be some new users who have not been contacted before." Xu Shan thinks.

at this stage, online ticketing accounts for nearly 80% of the total movie ticketing. Some practitioners believe that it is not easy to increase the overall proportion in a short time. After all, in some areas below the third or fourth line, it is not convenient to buy tickets online. For online ticketing platforms, whether to fill these gaps may be a way to find increments, while another way is to improve the activity of users. "in the past, most of them were ultra-low preferential prices and used ticket prices alone to attract users, but it was not only ultra-low prices to enhance users' activity and stickiness, but also enhanced sociality and scene. Providing personalized services and making up for the targeted needs of users are also one of the marketing methods.

after the integration of the online movie ticket market, a new battlefield has just begun. New Cat's Eye and Taobaopiao, which adopt different ways of development, are still in the stage of continuous layout and self-improvement. In the future battlefield, it remains to be seen who can grab more cakes.

Edit: mary