RINAPE :: Volume #11

#1075: The strategic significance of net ticket platform

LNMTL needs user funding to survive Read More

As film and television industry many years of jobholders, Spielberg pays attention to the set of Online Ticket System that Li Mu said especially. 作为影视行业多年的从业人员,斯皮尔伯格对李牧所说的这套网票系统格外关注。 Regarding his issue, Li Mu gave replied: „This set of system has fully developed to complete at present, I purchased a number of Cinema in China Yanjing, now has transformed completely, and connected this set of Online Ticket System, next month will put into use, if this set of system does not have the issue overall, we will think the means to promote it to many Cinema, finally hopes can include all Cinema.” 对于他的问题,李牧给出了回答:“这套系统目前已经完全开发完成,我在华夏燕京收购了一批院线,现在已经完全改造完毕,并且接入了这套网票系统,下个月就会正式投入使用,如果这套系统在整体上没有问题,那我们就会想办法将它推广到更多的院线,最终希望能够将所有的院线都囊括进来。” Tom Hanks approves to sigh: „In this case, I believe that to Cinema is also a very big profit, not only can raise their booking rates, but can also reduce their personnel and managed cost.” 汤姆汉克斯赞叹道:“这样的话,我相信对院线本身也是一个很大的益处,不但可以提高他们的上座率,还可以降低他们的人员、管理成本。” A Leonardo face listened to for quite a while earnestly, smacks the lips saying: „Tom said right, to Cinema, connects this set of system advantage is obvious, making them break the limit of space all of a sudden, was not only can several ticket windows in their Cinema sell tickets, but faced entire internet, this idea was really good!” 莱昂纳多一脸认真的听了半天,咂嘴说道:“汤姆说的没错,对院线来说,接入这套系统的好处还是显而易见的,让他们一下子就突破了空间的限制,再也不是只能在他们院线内的几个售票窗口售票了,而是面向整个互联网,这个主意真的是太棒了！” Li Mu shows a faint smile, said: „Our product ideas for greatest facilitate the user to pay expenses as well as experience, buys tickets the user the flow simplification that thoroughly watches movies to lowly, once reduced the behavior cost of user, then natural can promote the frequency of use of user, if a ordinary citizen of present stage life in Los Angeles, goes to twice movie theaters every month, then my goal, is hopes that they can through improvement convenient Online Ticket System, go, to go to movie theaters every month three times the four times, in this case, to the change and influence that the entire market will bring about is very huge.” 李牧微微一笑,说道:“我们的产品理念是为了最大程度的方便用户付费以及体验,彻底将用户购票观影的流程简化到最低,一旦降低了用户的行为成本,那么自然会提升用户的使用频率,如果现阶段一个生活在洛杉矶的普通市民,每个月去两次电影院,那么我的目标,就是希望他们能够通过完善便捷的网票系统,每个月去三次、去四次电影院,这样的话,给整个市场带来的变化和影响将是十分巨大的。” previous life, the China movie box office increases rapidly, looks like in Li Mu, on the one hand benefits from the growth of average per person gdp, making people have the power of consumption that the demand of higher level and corresponded to the recreation ; On the other hand , the promotion with China internet industry has the inseparable relations. 上辈子,华夏电影票房飞速攀升,在李牧看来,一方面得益于人均gdp的增长,让人们对文娱有了更高层次的需求和相对应的消费能力;另一方面,也跟华夏互联网行业的促进有密不可分的关系。 The China internet industry the net ticket products is simply as numerous as the hairs of an ox in view of movie, performance and other domain, moreover most experience are good, by 2015 and 16 years, in the China movie box office, at least over 75% came from the online booking platform as well as online groups buy the platform, the sale of offline theater can only account for 20% of total box office over, thus it can be seen, online buys tickets to the promotion of entire film and television industry is obvious. 华夏互联网行业针对电影、演出等领域的网票产品简直多如牛毛,而且大部分体验都非常好,到了2015、16年,华夏电影票房中,至少有75%以上来自于在线售票平台以及线上团购平台,线下影院的销售只能占到总票房的20%出头,由此可见,在线购票对整个影视行业的促进非常明显。 In the past China Online Ticket System start although was quite early, but early entered without the giant and big capital, therefore from the beginning would have no to form the industry leader, but one pile of entrepreneurial companies did farm work in this domain, various ticketing terminals were not general, the delivery was the issue, that you positional warfare that struggled me to snatch are very difficult to form the unification to the entire industry, until the giant appeared, was Tencent and Alibaba enters, drew support from WeChat and Taobao and Alipay respectively, becomes net ticket domain two great platform. 当年华夏的网票系统起步虽然比较早,但是早期没有巨头和大资本进入,所以一开始就没有形成行业领袖,只是一堆创业型企业在这个领域耕耘,各家的取票终端互不通用,投放都是问题,那种你争我抢的阵地战很难对整个行业形成统一,直到巨头出现,也就是腾训和阿里吧吧进入,才各自借助微信与淘宝、支付宝,成为了网票领域的两大平台。 Li Mu in takes an excellent sign now, he now is the Online Ticket System creator, not only the product software and hardware accumulation has done entire, even the patent barrier has also constructed, in addition the present is the China internet industry only giant , to promote Online Ticket System by the strength and resources of giant, can come up to be highly unified on the direct production absolutely. 李牧现在手里拿着一把极好的牌,他现在是网票系统的首创者,不但产品软硬件积累已经做全,连专利壁垒也已经建好,再加上自己现在就是华夏互联网行业唯一的巨头,以巨头的实力和资源来推动网票系统,绝对能够在一上来就直接形成高度统一。 The Li Mu's goal is the earlier period makes all theaters select own ticket sale and manages system, this set of system can greatly enhance their routine work efficiencies and managerial effectiveness, reduces the manpower and resources cost, once they used this set of system, their ticket sales figure live transmission own online ticket system. 李牧的目标是前期就让所有的影院选用自己的票务销售与管理系统,这套系统本身就能大大提升他们的日常工作效率以及管理效率,降低人力物力成本,而一旦他们采用了这套系统,他们的票务销售情况就将实时传输自己的在线票务系统。 Besides unified ticket system, he must put in oneself ticketing terminal in all movie theaters, moreover this set of terminal will reserve for other future online ticket system open functions, if in the future has other competitors to appear, Li Mu can use ready-made data system, as well as offline ticketing the terminal to include in own system to survive it. 除了统一的票务系统,他还要在所有的电影院投放自己的取票终端机,而且这套终端机将预留为将来其他在线票务系统开放的功能,将来如果有其他的竞争对手出现,李牧可以用现成的数据系统,以及线下取票终端把它囊括进自己的体系内生存。 Ahead of time builds the foundation in an industry the significance is very significant, if Li Mu first all competitor one steps, in the nation, even entire US and entire North America ahead of time arrange/cloth good war, not only can lock all Cinema system, but can also seize all terminal resources that sink to Cinema, by that time, who wants to come to compete with oneself must think over ahead of time clearly. 提前在一个行业打好基础的意义是非常重大的,李牧如果先所有竞争对手一步,在全国,甚至全美、全北美提前布好战局,不但能够锁定所有的院线系统,还能抢占所有下沉到院线的终端资源,到那个时候,谁想进来跟自己竞争都要提前掂量清楚。 If the opponent is the undertaking team, then oneself are this covering cost he is only impossible to bear, if he chooses by some region first starts, oneself put out several million from the profit of entire national market casually, in area that the opponent starts, loses money the way that to start the suppression at the terminal price to it directly, can strangle the opposite party directly with ease in the cradle ; 如果对手是创业团队,那么自己光是这个覆盖的成本他就不可能负担得起,如果他选择以某个地域先起步,那自己随便从整个全国市场的利润里拿出几百万,在对手起步的地区,以终端票价亏本的方式直接对其发动打压,直接就可以轻松将对方扼杀在摇篮里; In this case, wants to compete with oneself, only has the big enterprise or the big capital may realize, but, even big capital do not need to worry, the more large-scale capital input is also more prudent, has a oneself such huge opponent to defend here, the big capital was also very difficult to find the appropriate breakthrough point, put together money? That was really good, because oneself have become the scale, has the profit, but the opposite party must fight the capital oneself from the beginning, once pulled open to burn money the prologue, that does not want to stop to stop. 在这种情况下,想跟自己竞争,唯有大企业或者大资本才有可能实现,但是,即便是大资本自己也不用担心,越大规模的资本投入也就越慎重,有自己这么一个庞大的对手守在这里,大资本也很难找到合适的切入点,拼钱？那真是太好了,因为自己已经成了规模,已经有了利润,而对方要从一开始就跟自己拼资本,一旦拉开烧钱的序幕,那就不是想停能停得下来的。 Domestic Cinema market Li Mu was not worried, by the YY strong generalization ability, all Cinema will not repel with own cooperation, must know YY true awesome, not only pushes, but is the push of fine! Not can only according to the sex and ages issue different pushes, but can also conduct the regional push according to the registration, log in ip, this point to Cinema, the serviceability is too strong. 国内的院线市场李牧丝毫不担心,凭借yy强大的推广能力,所有的院线都不会排斥跟自己的合作,要知道yy真正牛逼的不只是推送,而是精细化的推送！不仅可以根据性别、年龄段发布不同的推送,还可以根据注册地、登陆地ip来进行地域性的推送,这一点对院线来说,适用性太强。 So long as Yanjing Cinema works with oneself, directly to all Yanjing ip log in, the 18-38-year-old young people and middle-aged person send the related push of Yanjing local area movie news, certainly will bring very direct transformation, even can achieve only gives the users in Haidian to push the movie theater of Haidian, further promotes the finesse and conversion rate of push, is only this resources, enough Cinema asked oneself in turn. 燕京的院线只要跟自己合作,直接给所有燕京ip登陆的、18-38岁的年轻人、中年人发燕京本地影讯的相关推送,一定会带来非常直接的转化,甚至可以做到只给海淀的用户推海淀的电影院,进一步提升推送的精细度和转化率,光是这个资源,就足够院线反过来求自己了。 However US (America), Li Mu enough assurance, YY although has not exploded the fire now, but the focus of oneself next stage must set up the data processing center, to guarantee that YY, Town of Paradise as well as future Plants vs Zombies in the stable development of US (America), simply does not have the energy to infiltrate the Cinema domain, moreover at present the US (America) Cinema sophistication is far from the home can compare, the complexity not to mention, Li Mu wants to promote Online Ticket System in US (America), must have the local bully to coordinate, otherwise the efficiency will be certainly low. 不过美国这边,李牧没有足够的把握,现在yy虽然爆火,但是自己下阶段的重心是要建立数据处理中心、保证yy、天堂小镇以及未来植物大战僵尸在美国的稳固发展,根本没有精力对院线领域进行渗透,而且眼下美国的院线发达程度远非国内可以比拟,复杂程度更不用说,李牧想在美国推动网票系统,一定要有地头蛇配合,否则效率一定非常低。 But in the Li Mu eye the best partner, is Spielberg! 而李牧眼中最好的合作伙伴,就是斯皮尔伯格！ Spielberg was needless saying that in the Hollywood influence, the although first-line director were many, but can achieve his altitude first-line director is not many commercial film, director who jumped over the business, had more powerful market approval, therefore Spielberg was in the Li Mu eye the potential partner. 斯皮尔伯格在好莱坞的影响力是不用说的,虽然一线导演很多,但是能把商业片做到他这个高度的一线导演并不算多,越商业的导演,也就具备越强大的市场认可度,所以斯皮尔伯格是李牧眼中潜在的合作伙伴。 Moreover Spielberg is a commercially minded people very powerful person, he has oneself film and television company, has own film and television manufacture team, has the huge industry resources and personal connection, if he can help itself promote Online Ticket System to develop in US (America), certainly will have very good effect. 而且斯皮尔伯格本身就是一个经济头脑非常强大的人,他有自己的影视公司,有自己的影视制作团队,有庞大的行业资源和人脉,如果他能够帮自己推动网票系统在美国发展,一定会有非常好的效果。 At this time, Spielberg was also interested in Li Mu's Online Ticket System especially, after careful estimation, asked him: „If wants other theaters to join Online Ticket System, most essential, can make them change into completely uses your tickets to manage system?” 这时候,斯皮尔伯格也对李牧的网票系统格外感兴趣,在仔细揣摩之后,问他:“如果要其他影院加入网票系统,最关键的,是不是得让他们全部换成使用你们的票务管理系统？” Li Mu nods, said: „Generally, Cinema must use our system, this can guarantee real-time intercommunication of information, what can let the heart is, our system is a very efficient ticket manages system, has very big profit to Cinema . Moreover the most important thing is it is completely free, we will also provide the special maintenance team, therefore this to them is 100% good deed.” 李牧点了点头,说:“一般情况下,院线必须使用我们的系统,这样才能保证信息的实时互通,不过可以让心的是,我们的系统本身就是一款非常高效的票务管理系统,对院线来说有很大的益处,而且最重要的是它是完全免费的,我们还会提供专门的维护团队,所以这本身对他们来说是件100%的好事。” Saying, Li Mu is also adding: „If Cinema has own system is not unimportant, our technologies when the structure whole set solution, reserved the data interface, only needs the opposite party to complete in system with our Online Ticket System connection, ticket information live transmission then.” 说着,李牧又补充道:“如果院线有自己的系统也不要紧,我们的技术在构架整套解决方案的时候,预留了数据接口,只需要对方在系统里做好与我们网票系统的接口,把票务信息实时传输过来即可。” Spielberg nods, asked: „How your does Online Ticket System prepare to divide up money with Cinema? This point should be the Cinema issues of top concerns.” 斯皮尔伯格点了点头,又问:“那你的网票系统准备跟院线如何分账？这一点应该是院线最关注的问题。” Li Mu said with a smile: „In view of joining Online Ticket System Cinema, we will decide a very low share proportion, only takes most over 5% running water is not divided, account period not over one month.” 李牧笑道:“针对加入网票系统的院线,我们会定一个非常低的分成比例,只取最多不超过5%的流水分成,账期不超过一个月。” A ten USD movie ticket, 5% running water can only earn 50 cents gross profit, these 50 points of gross profits must undertake Online Ticket System development, operation and maintenance cost, calculates, Li Mu is not necessarily able to gain obtains money. 一张十美元的电影票,5%的流水只能赚取50美分的毛利,这50分的毛利还要承担网票系统本身的开发、运营以及维护成本,算下来,李牧都未必能赚得到钱。 However, Li Mu considers when does not gain ticket retailing that deducting a percentage, he wants to do truly, bosses around the user, if in the future over 50% movie audience will buy tickets through oneself net ticket platform, oneself were equivalent blocked the life of entire film industry! 但是,李牧考虑的不是赚票务分销时的那点提成,他真正想做的,是笼络用户,如果将来有50%以上的电影观众会通过自己的网票平台购票,那自己就相当于扼住了整个电影行业的命脉！ By that time, Cinema must submit to own, if oneself must raise the dividing up money proportion temporarily, they can only comply, once otherwise were separated from own platform, was equivalent was separated from at least more than 50% audience. 到那个时候,院线都要臣服在自己脚下,自己如果要临时提高分账比例,他们只能答应,否则一旦脱离了自己的平台,就相当于脱离了至少一半以上的观众。 However Li Mu thinks does not depend on this inferior method to make money, but is the hope can develop own film and television and issuing company taking this opportunity, when the time comes movie of oneself company, can request Cinema to more platoon pieces, simultaneously oneself in oneself platform, will also give oneself movie more promotion resources , to promote the box office in every way diligently ; 不过李牧想的并非靠这种低劣的手段赚钱,而是希望能够借这个机会发展自己的影视与发行公司,到时候自己公司的片子,就可以借此要求院线给更多的排片,同时自己也会在自己的平台上,给自己的影片更多的推广资源,多方努力来提升票房; As the matter stands, not only enters may attack, but also draws back may defend. 这样一来,不但进可攻,而且退可守。 Once Cinema because of the cooperation with other companies, intentionally are more when the time comes a row of piece to the works of other film and television companies, or intentionally the work of company are less a row of piece to oneself, oneself can the work of snow conceals opposite party in the net ticket platform, let the opposite party directly, even if has massive platoon pieces, could not guarantee that the booking rate, must approach itself to compromise finally! 一旦到时候院线因为与其他公司的合作关系,故意给其他影视公司的作品更多排片,或者故意给自己公司的作品更少排片,自己可以直接在网票平台上雪藏对方的作品,让对方就算是有大量排片,也保证不了上座率,最终还是要向自己妥协！ previous life, almost all large-scale ticket platforms transformed to do the film and television company finally, basic reason here! 上辈子,几乎所有的大型票务平台最后都转型搞了影视公司,根本原因就在这里！ (.) 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