Shulou(Shulou.com)06/03 Report--

The 2016 Spring Festival continues the good momentum at the box office of mainland films in 2015. Public data show that on the first day of the year of the Monkey, the total box office of films nationwide exceeded 600 million, an increase of nearly 80 percent over the same period last year. Among them, "the Journey to the West Sun WuKong three dozen White Bone essence" (hereinafter referred to as "three dozen"), "the Mermaid" and "Macao 3" contributed 95% to the national box office.

In addition to the attractive factors of the film itself, the online movie platform led by Baidu Nuomi has played an important role in cultivating the habit of watching movies during the Spring Festival. Data show that Baidu Nuomi, China's largest Internet platform, captured 28.3% of the country's overall online and offline box office on the first day of the year of the Monkey, accounting for more than 40% of the online movie platform, winning the crown of the online movie platform in one fell swoop. Set off a storm of the Spring Festival in the year of the Monkey.

The author believes that it is inevitable for Baidu glutinous rice to win a complete victory on the first day of the year of the Monkey. Over the past year or so, Baidu has made many layouts in the film market, investing in Huatze Film and Television, establishing Baidu Nuomi Film, launching cinema joint membership cards, buying shares in Xingmei, launching Super Cinema Mall, crowdfunding cinemas, tapping film and television big data, building Super Saturday Movie Brand Day, promoting film activities and so on. ... When I was watching a movie with my family yesterday, I found that Baidu Nuomi also cooperated with Baidu Wallet for joint marketing this Spring Festival, adding firewood to the storm of watching movies on the first day of the year of the Monkey.

Now, Baidu is directing all these available resources to Baidu Nuomi Pictures to do unified collaborative operation. Combing through the current products, layouts and activities of Baidu Nuomi Pictures, the X, Y and Z axes may provide a more intuitive and three-dimensional understanding of Baidu Nuomi Pictures' secret weapon to win the crown of online film platform.

X axis, whole network products: Baidu products of all lines cooperate with each other.

The first thing Baidu can provide for Baidu Nuomi Pictures is the user traffic accumulated throughout the network over the years. In addition to Baidu Nuomi App, Baidu has strong product resources on mobile, such as Baidu Mobile Baidu, Baidu Maps, Baidu Wallet, Baidu Tieba, Baidu News and so on, and these products are all draining to Baidu Nuomi Pictures in the form of matrix. The reason why Baidu Nuomi Pictures has rapidly become the dark horse of the online film market in the past year has a lot to do with the flow support of Baidu's product resources.

In fact, there are many companies exploring online film business in the past two years. In addition to Meituan Cat's Eye, which has gained an advantage by first-mover, there are also some small film companies such as Tencent's WeChat and Alibaba Pictures Taobao Movie. However, with the entry of Baidu Nuomi Pictures and Alibaba Tencent big players, small players gradually quit. Internet giants beat small players in terms of resources and traffic, and the online movie market is a giant's game. Take Baidu as an example, Baidu search has 6 billion searches per day, Baidu Tieba has more than 100 million daily active users, mobile Baidu has more than 100 million daily active users, and Baidu map has 300 million monthly active users. Baidu News content aggregation ability is also an important channel for film promotion.

In terms of financial management and payment products, Baidu Finance has jointly tried "Baifa promising" entertainment financial products with China Film Corporation, CITIC Trust and Beijing Deheng Law firm, and has cooperated with Xingmei International Film Merchant City crowdfunding project since October last year. Entertainment treasure is of significant value to Ali Pictures, and Baidu Financial Entertainment Financial products can also play a similar role in Baidu Nuomi Pictures.

Baidu Wallet, in addition to basic payment functions, is also combining with O2O scene services. From January 28 to February 22, Baidu Nuomi Pictures partnered with Baidu Wallet to reduce the first order by 15 yuan for new users who bought movie tickets at Baidu Nuomi with Baidu Wallet. The cross-border cooperation of Baidu Nuomi Pictures not only confirmed the user scene for Baidu Wallet, but also made the movie O2O of Baidu Nuomi Pictures realize a complete ecological closed loop.

In addition, Baidu Nuomi Pictures continues to enhance the market value of its products in terms of scene marketing, big data mining technology and service innovation. At the same time, Baidu Nuomi will push relevant information according to users' geographical location and preferences for related movies. When LBS is perfectly combined with big data, users' perception of product "bosom" will become more obvious. However, only the product support of horizontal X-axis is far from enough. Today's online movies are not only the horizontal network-wide competition, but also the vertical competition of the whole industry chain.

Y-axis, industrial layout: investing in the upstream of movies

Over the past year or so, Baidu has invested in Huatze Film and Television, established Baidu Nuomi Film, tried entertainment and financial management, bought a stake in Xingmei, and explored the use of big data for publicity, directly participating in the whole process of film investment, production, distribution, publicity and screening. in addition, Baidu has video and IP resources such as iqiyi and Baidu Literature. In this way, Baidu has basically completed the layout of the whole film industry chain, and the next thing we can do is to enrich the industry chain and make use of existing resources to further promote the influence of Baidu Nuomi Film Industry.

In 2015, Baidu Nuomi Pictures deeply cooperated with 15 films, including Monster Hunt, Charlotte annoyance, Dragon Legend, Laobaoer, Chinatown investigation, my Girl Age, 007: the Ghost Party, National Day, New year blockbusters and Taiwan youth themes, Hollywood blockbusters and so on. In this process, Baidu Nuomi Film Industry's vision of investing in films is becoming more and more sharp and original, which forms a strong foundation for the industrial layout of the content side in the future.

In fact, this will only be the beginning of the upstream reverse of Baidu Nuomi Film Industry. After the online movie ticketing gathers a large amount of user traffic, it will become the first contact entrance between the film and the user, and the data and information in the user viewing behavior will have a high reference value after collection, collation, analysis and insight.

Big data, an exclusive film launched by Baidu Nuomi Pictures, has added multi-dimensional data such as "user Portrait", "Marketing Index" and "Public opinion" on the basis of the existing "Real-time Box Office". These seemingly unrelated massive data have been reorganized, and their influence will be geometrically magnified through the deep ploughing of audience needs and the excavation of market gaps. In turn, it can provide substantive services for the content of the film.

As Li Shaohong, president of the Chinese Film Directors Association, once said in an interview, "in the past, it was mainly about how to make the content of the work more beautiful and artistic, but now the creation needs to study the audience and consider the market and data." How big data of Baidu Nuomi Pictures will further feed content creation in the future is worthy of attention.

Z axis, film distribution: from marketing innovation to intelligent entertainment in the future

If the X axis horizontal line is Baidu's whole network product line, and the Y axis vertical line is Baidu's industrial chain layout line, then the vertical line of Z axis is the market operation line that tests Baidu Nuomi Film Industry itself. Based on the resource base of X-axis and Y-axis, Baidu Nuomi Pictures made amazing achievements in marketing last year, and also pried the big market of intelligent entertainment in the future.

The first is Internet fan marketing. Based on Baidu's perfect product matrix and advantageous traffic resources, Baidu Nuomi Pictures can skillfully transform star fans and movie users into each other, thus providing an amazing driving force for tickets.

For example, the initial screening rate of "Lao Pao er" is not optimistic, but nearly 100,000 fan users on Baidu Nuomi's fan film review interactive platform actively publish their positive comments, and there are many unique film reviews written by specially invited film reviewers. This kind of user praise transformed from fan support will have a strong response after the spread. At the same time, Baidu Nuomi Pictures is also searching for ticket information for the premiere of "Lao Pao er" in Baidu Tieba, focusing on the venues where Wu Yifan and Li Yifeng's "passersby fans" are often held, so as to promote fans to directly turn into "Lao Pao er" movie users.

On this basis, Baidu Nuomi Pictures' effort on big data's precision marketing is the first step towards "smart" entertainment. After the introduction of Baidu Nuomi big data's "user profile" and other functions, Baidu Nuomi Pictures will be able to work together with the film partner. formulate and adjust publicity strategies for information such as gender, age, constellation, region, search index, video playback index, and attention of users who are showing and will show the film, and then do marketing promotion in the early, middle and later stages according to the data situation and the progress of the film.

Take "Dragon Formula", one of the top 10 phenomenal hard films of 2015, as an example. On the eve of its release, the propagandists of "Dragon Formula" paid real-time attention to user portraits, word-of-mouth public opinion, marketing index and other information on the Baidu Nuomi film big data platform. By adjusting the film's marketing plan in real time, 20% of neutral users were successfully converted into supporting users, more effectively driving the box office on the premiere day and the first weekend.

The scene marketing of Baidu Nuomi Pictures has further pried the market space of intelligent entertainment in the future. Through strong technical support, Baidu Nuomi Pictures has developed the intelligent push function to the store, which intelligently pushes the preferential information of entertainment consumption such as watching movies and catering for users in a certain scene, and simplifies the process for users to enjoy discounts, improve users' entertainment experience and promote related consumption. On this basis, Baidu Nuomi Pictures effectively converts users of different scenes into moviegoers, thus completing the "offline-online-offline" marketing model.

For example, Baidu Nuomi Pictures'"Celebration of the year of the Monkey" launched by Baidu Nuomi Pictures around "Journey to the West Sun WuKong three dozen White Bone essence" is the concentrated embodiment of scene intelligent marketing, which uses cutting-edge technical means to mine user behavior data for accurate analysis, so as to effectively link the film with food, hotel, × × and other consumption scenes in the O2O model. Take the Spring Festival as an opportunity to connect the film with the concept of New year's Eve dinner.

The mutual promotion of consumer services such as movies, catering, hotels and gifts is the ultimate service model in the future era of intelligent entertainment consumption. Baidu Nuomi Pictures is trying to explore on this road. The author believes that it is a very wise move for Baidu Nuomi Film Industry to take movies as the core and promote the joint consumption of surrounding entertainment. On the one hand, it is based on the huge market volume of China's film market. On the other hand, it is based on the practical results of Baidu Nuomi Film's "member +" strategy. Through the continuous development and promotion of X, Y and Z, the whole network industry chain of Baidu Nuomi Pictures continues to improve. To lay a solid foundation for it to sit firmly on the throne of online movies.

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