In recent years, my country's film market has been very hot. The data of the "Analysis Report on the Foresight and Investment Strategic Planning of the Chinese Film Industry Market" released by the Foresight Industry Research Institute shows that last year, the total box office of my country's films was 55.911 billion yuan, a year-on-year increase of 13.45%, and China became the second largest film market in the world; in the first half of this year, the total box office of China's films was 32 billion yuan, a year-on-year increase of 17.8%, and the number of viewers was as high as 901 million times.
The reason why my country's film market has developed so vigorously is not only based on the improvement of people's living standards, the increase in spiritual and cultural demand, as well as the improvement of the cultural level of film content and the emphasis on film production, but also an important reason is the ticket replenishment of online ticketing platforms.
However, not long ago, according to the Beijing Youth Daily, starting from October 1 this year, relevant departments in my country will cancel the online movie ticket subsidy, and low-priced tickets will become history. As soon as this news came out, it caused heated discussions on the Internet. Especially with low-priced tickets such as 6.6 yuan, 8.8 yuan, 9.9 yuan, the online movie ticketing platform that has rapidly risen in the film market has attracted much attention. Among them, the two giants, Maoyan Movie and Taopiao , are the most eye-catching.
Nowadays, in the online movie ticketing market, the only ones that can speak are Maoyan Movies and Taopiaopiao. In recent years, in order to become the "big brother" in the industry, Maoyan Movies and Taopiaopiao have frequently "got to war". However, it is still difficult to clearly point out who wins and who loses.
marketing methods: they are both winners and losers in the "ticket subsidy war"
As the scale of the movie viewing group expands, it has brought diversified ticket purchase needs and brought development opportunities to the online movie ticketing industry. The reason why the online movie ticketing market can develop rapidly is in addition to the development of the Internet era and the continuous expansion of the film market, it is also inseparable from the help of "ticket subsidies".
In fact, as early as 2014, Maoyan launched a "ticket subsidy war" through " Transformers 4". In order to gain more users and traffic, various online movie ticketing platforms began to join the ticket subsidy camp. In the round after round of subsidy wars, many companies could not withstand the huge pressure brought by funds, and were either kicked out or merged. Especially in 2015, the vote reimbursement behavior was even more crazy. According to relevant data, the total box office of the movie in 2015 was 44 billion yuan, of which about 4 billion yuan came from vote subsidies. Although the ticket reimbursement behavior after
is not as crazy as in 2015, it still exists. After rounds of market reshuffle, a situation has now formed in the online movie ticketing market where Maoyan and Taopiaopiao compete for hegemony. Data from the "China Film Online Ticketing Market Monitoring Report 2018 First Half of 2018" released by market research institution iResearch shows that at present, Maoyan accounts for 55% of the market share in the online movie ticketing market, followed by Taopiaopiao, accounting for 37% of the market share. Maoyan is slightly better than Taopiaopiao in terms of market share, but the gap is not very big. Overall, both sides are winners of the "ticket subsidy war".
But everything is absolutely absolutely true. "Pietuan Refill" is not only a "tonic" for Maoyan and Taopiaopiao, but also a "poison". Ticket subsidies bring more business to the platform and allow the platform to gain more market share, but in the same way, Ticket subsidies also increase the financial pressure on the platform. According to the prospectus of Maoyan Entertainment, from 2015 to now, Maoyan Movie's cumulative loss has reached 2.113 billion yuan. The reason for the huge loss is that Maoyan uses more than 60% of its revenue to acquire customers; relevant data shows that Taopiaopiao invested 1 billion yuan as a ticket subsidy in 2016, and 2.1 billion yuan as a ticket subsidy in 2017. Whether it is Maoyan's continuous losses or Taopiaopiao's investment in pie supplementary funds, it shows that the cost output of Maoyan and Taopiaopiao is too high, and it is not difficult to achieve comprehensive profits.
Furthermore, the cancellation of ticket subsidies that broke out not long ago also brought considerable blows to the two giants. Those super discounted movie tickets of 8.8 or 9.9 yuan attracted many people to enter the cinema, and these "movies" may only be watched because of impulse. When the movie tickets are cancelled, people lose the "impulse" to watch the movie, and it is inevitable that they will lose some viewers.This is not good news for online movie ticketing platforms. From this point of view, Maoyan and Taopiaopiao are both winners and losers in the "vote-subsidy battle". The two are equally strong and no one can let each other.
aims at the direction: one is a vertical ecosystem, and the other is a platform-based
. As the two giants in the online movie ticketing market, although the market share and market voice of Maoyan Movies and Taopiaopiao are not very different, the market strategy of both parties is not the same. Maoyan is taking a vertical development route. By leveraging the traffic entrance of the online ticketing platform, it expands and extends the upstream and downstream of the film industry chain, and deepens investment in production, promotion and sales of derivatives. Taopiaopiao is aiming at the development direction of platformization. By providing platform and infrastructure services, strengthening cooperation with the B-side, advertising, derivatives and supply chain finance are its core businesses. This not only reduces competition, but also further opens up an incremental market for the platform.
Although the development directions of the two target differently, they have achieved relatively good developments. Now that Maoyan is about to go public, Taopiaopiao has turned losses into profits, etc., these are the most direct manifestations. Despite this, it is still impossible to tell who has developed better or worse, because no matter whether it is taking the vertical ecological route or the platform route, there are roadblocks ahead.
Maoyan's vertical route can better gather user traffic, bringing more traffic entrances and accurate users. But its shortcomings still exist, such as Maoyan originally wanted to use the light to open upstream industrial chains in film and television content production and promotion. However, due to the limited support of light on Maoyan in terms of content, there is a shortage of resource coordination. In addition, Maoyan attached too much importance to marketing gimmicks in the later period and ignored the content of the work itself. These are all stumbling blocks on Maoyan's journey. For example, "The Legend of the Demon Catching 2" which is called "an invalid case" and "The Us Later", which encountered the "ticket refund gate", both confirm this very well.
Taopiao General Manager Li Jie said: Taopiao is no longer a ticketing platform, we have gradually become an Internet marketing platform for the entire industry chain of the film industry. In other words, compared to movies, Taopiaopiao is doing Internet business. Although this can bring more incremental markets to Taopiaopiao, this "Taobao-style" layout means that Taopiaopiao is difficult to ensure the output of high-quality content, which is not conducive to establishing a brand image.
In short, whether it is Maoyan, a vertical ecosystem, or a platform-based Taopiaopiao, both of them have chosen a path that is more suitable for their own development. Judging from the current achievements made by Maoyan and Taopiaopiao and the problems that exist in their development, in this choice of development direction, it is still impossible to judge who is right and who is wrong, who wins and who loses.
Maoyan VS Taopiaopiao: "Sinking, service, content" has become the key to winning
Nowadays, the market competition between Maoyan and Taopiaopiao has entered a white-hot stage, and the two sides are fighting in full swing. In this case, whether it is Maoyan or Taopiaopiao, if you want to defeat the other party, you can only be higher than the other party by starting from the pain points of the industry and market demand, only by doing what the other party cannot do, or doing better than the other party.
achieves profitability. The key for a company to continue in the market for a long time. Although Taopiaopiao has turned losses into profits, how to obtain greater benefits is still a problem that Taopiaopiao needs to be solved urgently, and it is also the problem that Maoyan needs to solve most. In this regard, the platform can increase the development and monetization of IP, and combine movie derivatives to sell scenes when purchasing tickets, thereby increasing the platform's revenue source. The market can also be expanded through the sinking market. Currently, online ticketing platforms are mainly laid out in first- and second-tier cities. The platform can expand the service market by sinking to third- and fourth-tier cities to ease the impact of ticket reimbursement cancellation. Whoever can take the lead in sinking the third- and fourth-tier markets will be one step closer to victory.
At present, many Internet platforms have defects in their service systems. While bringing poor experience to users, it is not conducive to the establishment of the platform image and the external expansion of the market.If Maoyan and Taopiaopiao want to attract more resources and bring greater value, they need to establish a more complete service system. Only by improving users' satisfaction with the platform can they bring more possibilities for development to the platform. For example, by cultivating more professionals, introducing AI technology, establishing an efficient feedback mechanism, etc., we can solve the problems raised by users more professionally and quickly, bringing users a better user experience and attracting more user traffic. Whoever can grasp the hearts of users will be able to move smoother in the market.
With the advent of the era of "content is king", only high-quality works can survive in the city. Previously, many "bad movies" took advantage of the loopholes of "vote compensation", disrupting market policy order, and causing bad money to drive out good money. Now that movie tickets are cancelled, it means that the era of "bad movies" will pass, and high-quality content is the key to enhancing the competitiveness of the platform market. Therefore, only by continuously outputting high-quality content and accelerating the formation of word-of-mouth effects can we bring another winning tool to the platform, because compared with the traffic effect, content quality has more potential to achieve success in the post-movie era. From this point of view, whoever can do high-quality content will be further improved in market competitiveness.
Overall, Maoyan Movie and Taopiaopiao, the two giants in the online movie ticketing market, have overwhelming advantages in the market, but it is probably difficult to determine which one is higher and who is lower between the two. However, through the analysis and understanding of the market, we can know that whether it is Maoyan or Taopiaopiao, the next strategy will be carried out from the aspects of sinking the market, improving the customer service system, and creating high-quality content. In the future, whoever does better in the sinking market, services and content will have the possibility of winning.
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