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

Recently, it has been rumored that Baidu may give up its O2O business. The rumor is caused by a joke made by another small editor on April Fool's Day. In fact, think about it a little bit and know it's not true. Baidu invested heavily in the O2O market last year, with remarkable results on all fronts, especially Baidu Nuomi Pictures recently launched a large amount of patch advertising in Batman vs. Superman. How could Baidu suddenly give up O2O?

The drainage value of film to O2O becomes more and more obvious

Not to mention the small actions between enterprises, this kind of thing will happen from time to time. For Baidu how to deal with O2O development, we need to understand one point first, in today's O2O market, which category is the most influential market? Obviously, movies, of course, if the total market consumption is definitely food and beverage, but the user consumption frequency of movie O2O is relatively higher, and it can also indirectly drive other life service consumption, Baidu has no reason to give up O2O business.

Nowadays, the film market has more and more influence on promoting the consumption of living services. Cinema has become the standard of shopping plaza. If there is no cinema, a lot of passenger flow may be lost. As I saw with my own eyes, my county town is developing towards the southern new district of the city, but the flow of people is still accustomed to staying in the old district in the north. A newly opened shopping plaza in the southern new district has caused a large number of merchants to side cabinets one after another due to lack of people. It was not until the cinema of the shopping mall opened that it gradually pulled back a little popularity.

According to the data of Baidu glutinous rice big data research center, every four users watching movies nationwide have at least one food and beverage consumption within two hours before and after, with a joint elimination rate of 25%, which is as high as 62% in Baidu glutinous rice TOP10 cities and 71% in TOP10 cinemas. In this regard, Baidu glutinous rice has formulated a clear "movie + catering" scene marketing strategy in the second half of last year, and this marketing strategy has achieved obvious results during the Spring Festival. During the Spring Festival, the gathering of relatives and friends greatly increased the joint sales rate of catering + movies. With the help of the mutual drive between catering and movies, glutinous rice films seized 40% of the online film platform share on New Year's Day at one stroke, and contributed nearly 30% of the national box office share, ranking first among all film viewing platforms.

Cinema has more and more obvious influence on the popularity of offline retail service industry. Whenever a popular movie is released, you can intuitively feel the shopping atmosphere in the mall is lively, because movie viewers will generally arrive in advance. If there is enough time, they will walk around the cinema, eat, drink and play, or eat, drink and play after watching the movie. What is the value of O2O? It is nothing more than to increase the passenger flow of offline stores by means of Internet, and movies have a very obvious effect on drainage. In 15 years, the box office of Chinese movies exceeded 44 billion yuan. Based on the average ticket price of 35 yuan, there are about 1.25 billion movie visitors. For offline merchants, the continuous heat of the film market has brought considerable passenger flow.

The film market continues to be hot, Baidu glutinous rice film industry continues to innovate and triumph

2015 is a year of rapid growth for Baidu Nuomi Pictures. Xu Yongming, general manager of Baidu Nuomi Pictures, once said: "Since Baidu Nuomi entered the online ticketing field, it has always insisted on building O2O ecosystem with cinema as its core interest, realizing many industry model innovations such as member + and super cinema. And give full play to the unique advantages of big data, fan marketing and scene marketing to help the film publicity. "This is just a summary of Baidu Nuomi Film's work last year.

In January of this year, Baidu Nuomi Film Co., Ltd. combined with its own big data advantages and the domestic film and television big data platform Yien.com jointly released the "2015 Top Ten Phenomena Chinese Film Report," analyzed the user portraits of various phenomenon-level films in 2015 through big data, and provided reference suggestions for future film publicity work. In today's film market, audiences want acting skills, public praise, not stars, which brings new challenges to the publicity work of the film. In the past, as long as a few leading stars walk around the country, they can complete the publicity work, but now they need to fully mobilize the enthusiasm of fans and recognition of content to promote box office sold well, which needs the help of the Internet.

Today's box office is increasingly influenced by word of mouth. In March's film market, the hottest is "Crazy Animal City," which was released at the beginning of the month, which broke the single-day box office record for animated films in mainland film history with 166 million yuan and became the first animated film in mainland film history to exceed 1 billion yuan, while Baidu glutinous rice film contributed nearly 30% of its box office. At the beginning of the release of Crazy Animal City, it coincided with the 37 Girls 'Festival of glutinous rice movies. The ultra-low ticket price of 3.7 yuan attracted a large number of girls into the cinema, and the interesting character design of Crazy Animal City greatly attracted the favor of these female audiences, laying a foundation for the explosion of the film in the next half month. Baidu glutinous rice film obvious festival effect, let the film benefit a lot.

If there is anything that distinguishes Baidu Nuomi Pictures from other online ticketing platforms, it is that it is particularly willing to market innovation. These two days "Batman vs. Superman" film is hot screening, Baidu glutinous rice cleverly put in the film title to spoof Batman vs. Superman as the theme of the patch advertisement "glutinous rice box show." However, in fact,"glutinous rice box show" is not a simple advertisement but a 5-minute episode of fast-paced funny comedy, this time in "Batman vs. Superman" before the placement of patch advertising is Baidu glutinous rice film innovation attempt "shadow push shadow" new mode. "Glutinous rice box show" is Baidu self-made IP short drama, with "cock silk man" spoof short drama IP to the film market development direction,"glutinous rice box show" may be moved to the big screen.

Baidu glutinous rice film industry publicity form more diversified, both willing to invest money and very careful design of new film marketing methods, this makes Baidu glutinous rice can in a short time into the fast lane of the film market. Baidu glutinous rice film industry to do these, the hospital can see, the film side can see, users can also see, the reason why can quickly become the second position of the online ticketing market is not surprising, in the whole film market explosive growth, Internet companies invest heavily in the background, online film market pattern will also appear greater changes. For Baidu O2O strategy, Baidu glutinous rice film industry has become its pillar business, and successfully driven the growth of other categories of business, this point has been reflected in the film + catering joint elimination effect.

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