Taopiao's 1 billion yuan "user and market expansion plan", especially the third point of opening up new retail, shows that Taopiao has been given a new meaning: go offline, undertake the new retail mission within the Ali ecosystem, and become the strategic fulcrum for Meituan to launch a comprehensive campaign.
Article/Ling Xianjing, reporter of Sina Finance TMT
Li Jie, Senior Vice President of Ali Pictures and President of Taopiao In 2018, online ticketing began to become the focus of the capital market.
On the one hand, Cat's Eye Micro Shadow has completed the integration and has made clear its own capital roadmap: listing in Hong Kong, which is currently in the process; Although public data shows that Cat's Eye still holds the first place in market share so far, Taopiao, a peer, is also aggressive, claiming that it still maintains its offensive formation, "we hope to achieve the goal of market share first as soon as possible". According to the interim results and financial reports of the first half of the year disclosed recently by Alibaba Pictures, the parent of Taopiao, The company's cash flow is healthy (cash and financial assets are expected to be around 5.8 billion yuan).
On the other hand, mobile Taobao has officially opened its interface to Taopiao at the end of October this year, which means that Taopiao now has two Alibaba super APP portals of "Alipay+mobile Taobao", and the intention to compete with Maoyan's two super APP portals of "WeChat+QQ" is very obvious.
Both Tencent and Alibaba have taken out their core resources to support the development of their respective ticketing platforms, which shows that the competition between ticketing platforms has reached a new stage, and we can also foresee the next cruelty. It is really the time when no one has a way out.
The financial data of Ali Film's semi annual report shows that various indicators have improved significantly, and Taopiao, which has attracted much attention, has also turned losses into profits for the first time.
The focus of Taopiao, how to win the first place in the market, how to cooperate with Ali Eco's new retail, and how to continue to achieve the goal of innovation in the "post ticket compensation era", have become the focus of the outside world. Recently, Li Jie, senior vice president of Ali Cinema and president of Taopiao, was interviewed by many media including Sina Finance in Ali Cinema to have in-depth communication on the market strategy of Taopiao in the second half of the year.
Talk about the cooling of the film market: the stock of users is lost, and Taopiao will invest 1 billion yuan to attract new customers
9. Since October, everyone has felt Chinese movie The obvious slowdown of the market.
Taking the 8-day National Day holiday as an example, the Communist ticket office was about 2.17 billion yuan, which was about 20% lower than the National Day holiday in 2017. Since then, it has been sluggish and hit the record of the lowest weekend this year at the end of October.
The market generally believes that there are two reasons for the growth of the film market. One is that there is no high-quality content. Since the National Day, in addition to the surprise brought to the market by "peerless", there has been no high-quality film for more than a month, and the audience naturally has no incentive to enter the cinema.
The other is the withdrawal of ticket compensation. Although strictly speaking, ticket subsidies have not completely withdrawn from the market, it is difficult to see large-scale ticket subsidies such as the Spring Festival and summer holidays again, leading to the price of films rising quietly, which has virtually raised the threshold for users to watch films.
"Our stock of users is not fixed, but has lost." Li Jie believes that in addition to the above two reasons, the overall economic environment is not good, leading to changes in consumption expectations. In addition to short videos and other entertainment methods competing for user time, the box office market has been cold for nearly two months.
"Although there are pessimistic voices and views in the whole industry, the confidence of the whole Ali Film Industry in domestic films, including the box office of domestic films and the overall industrial upgrading is very strong... Taopiao hopes to boost the box office market of Chinese films" Li Jie told Sina Finance that Taopiao will launch a "user and market expansion plan" with an investment of no less than 1 billion yuan, Cooperating with e-commerce ecology such as mobile Taobao and Alipay, China's film market has made contributions to the innovation.
Talking about RMB 1 billion to boost the film market: non pure cash, online resources and membership discounts
In what form will 1 billion yuan be invested in the market, and where will it be invested become the focus of external attention.
"The investment of 1 billion yuan is the investment of the economy, driven by Taopiao tickets, including the entrance of Taobao, Alipay red envelopes, and new retail." Li Jie explained the concept of 1 billion yuan in detail on the spot. It is not pure cash, but brand resources and marketing resources including Taobao, which will be presented in three forms:
The first is the brand launch and resource promotion of the hand-operated shopping portal. Li Jie revealed that hundreds of millions of consumers flock to Taopiao every day, and only 20% of them have the habit of watching movies for a long time. Taopiao's previous achievements in participating in the Double Tenth Anniversary in the form of red packet rain and energy value have convinced Taopiao that there is still a large amount of potential demand for watching movies on the Taopiao platform, which is one of the ideal channels to attract new people.
The second is 88VIP membership rights and red envelopes, which can stimulate new users. Previously, Ali got through the rights and interests of year-round VIP members, such as Youku, Elema, Taopiao, Xiami, and so on. As an 88VIP member, you can enjoy the rights and interests of 88 first-line brands at a discount of 9.5%. "Taopiao ranked second in the collection and transformation of rights and interests in the 88VIP membership system. Our members like the rights and interests of Taopiao very much."
Li Jie said, "We hope that 88VIPs who rarely watch movies can go to the cinema to watch movies through the rights and coupons of Taopiao tickets, so that those incremental new users can watch movies through discounts."
The third is to open up new retail and connect the audience flow of the cinema with that of the business district. Previously, Ali has merged WOM and established a local life service group. In addition to offline supermarket scenes such as Hema, Intime Department Store, RT Mart Supermarket, etc., it can achieve mutual guidance with cinemas to stimulate consumers' consumption desire.
Ticket platform business differentiation: Taopiao accelerates e-commerce integration, Cat's Eye transformation and pan entertainment
Taopiao's 1 billion yuan "user and market expansion plan", especially the third point of opening up new retail, shows that Taopiao has been given a new meaning: go offline, undertake the new retail mission within the Ali ecosystem, and become the strategic fulcrum for Meituan to launch a comprehensive campaign.
"Taopiao has not been in the local life sector since Alibaba acquired Yule, but when Alibaba Group executives shared it at the global investor conference a month ago, they listed Yule, Flying Pigs, Word of Mouth and Taopiao as four scenes of local service, eating, drinking, playing and traveling." Li Jie said that when the strategic positioning of Taopiao was clear, they entered the online shopping Getting through to new retail was put on the agenda and put into practice quickly.
This also allows Maoyan and Taopiao to split their development paths beyond the core business of ticketing websites.
"In fact, at the very beginning, Maoyan started with Meituan's diversion. Since its establishment, it has been fully connected with Meituan's food, drink and play business. Until now, Meituan's APP entrance is still one of the main sources of Maoyan's traffic." A senior film industry observer told Sina Finance:
"Later, the controlling right of Cat's Eye was transferred from the Meituan to the audience of Wang Changtian, which shows the determination of Cat's Eye to expand to the upstream content production field." As well as the merger of micro shadow to expand the event performance business, and the launch of TV drama variety book scoring popularity, the logic of these rhythms is to expand to the publicity business of the entire pan entertainment market with film content production and marketing as the core, The interface between Tencent and Tencent is to accept the traffic of super APP, and in essence, it is to serve the pan entertainment business.
"Taopiao has obviously accelerated its integration with e-commerce, and will still be significantly different from Cat's Eye in the future development direction." The above people said, but at present, in the three main battlefields of film business market share, film publicity and production, the competition of Taopiao with Cat's Eye is still the main line and very fierce.
"Transformation is a slow and uncertain process, and it is not easy for both of them at present."
(The author of this article introduces: Sina Finance TMT reporter, who deeply interprets the financial report and disassembles the pan entertainment industry chain)
