Integrated marketing of movie ticket products in the multi-party mutually beneficial group buying war

strong > Why group buying? / strong >

with the rise of group buying network, everyone rushed to join & ldquo; group buying craze & rdquo;, all of a sudden, steak, roast fish, roast duck, Indian food, Arabian food, beauty, body, hair, perm cosmetics SPR were dizzying, watching movies, live CS, drifting, racing, skating and billiards were all enjoyable & hellip;… all in a word & ldquo; & rdquo; ignited people & ldquo; eat, drink and have fun & rdquo It's a pleasure to have a passion.

the point is, are these group-buying items really you as a consumer, is it the real consumer demand? Are these group-buying projects really merchants as a necessary means of marketing?

for most consumers, there are no more than three reasons to participate in group buying: 1, it happens to be needed and cheap, buy it; 2, buy it cheaply first, and save money in case you buy it later; 3) you can't buy without me if you go with the crowd. Only the first of these three reasons is rigid demand, that is, rational consumption, and the others are impulsive consumption. after many group-buying consumers buy a project, they put it on the shelf for a few months, and they don't realize it when it expires. there are people who regret to transfer after group purchase.

and for businesses, group buying will also bring unnecessary annoyance. If & ldquo; rattles & rdquo; swarms into a large number of customers, can you receive it? Reduce the quality of service to meet more users, the loss can only be their own reputation.

but you can't kill a group buyer with a stick. If the group purchase website does not hype, do not cheat, do not practice, and steadfastly choose some suitable projects, there are still prospects for development, because some projects are naturally suitable for group buying. For example, movie tickets, building materials and so on.

strong > Why do you buy movie tickets in groups? / strong >

for cinemas, except for half-price days on Tuesdays, large cinemas are usually empty, and 10% attendance is good. For businesses, these seats in the cinema are also empty, a waste of resources, and it is a worry that so many movie tickets cannot be sold. And & ldquo; group buying & the hero rdquo; fell from the sky to help cinemas sell these vacant seats and movie tickets. Why not cinemas? For consumers who watch movies, watching movies is also a rigid demand, if you usually go to see movies, where not to see them? How worthwhile it is to be able to buy a movie ticket that is much lower than the usual price through the group buying network!

friends said, together ah group buying network launched Jackie Chan cinema tickets (JackieChan Yaolai International Cinema) on Sept. 6, and launched the second wave of Jackie Chan Cinema on September 16 at the request of users! 50 yuan for two in Asia's largest studio package (plus 1 bucket of popcorn) all movies are free (including 3D screen)! Valid until December 31, the Lunar New year blockbuster! One-time purchase of 8 sets will be worth 78 yuan Huiyuan 100% juice gift box! Invite friends to return 10 yuan.

in fact, both Nuomi.com and the review group have made similar group purchases of movie tickets, and the price of comments is 29 yuan. The price of the website at the same level also has a great impact on the purchase. At that time, the number of people who bought movie tickets was as high as 100,000. From this, we can see the popularity of group buying movie tickets. And together, group buying 50 yuan two movie tickets is more pragmatic than the former two, and there will never be a bad event of secretly increasing prices; the content of the event is also richer, with practical information about 10 people free one-person ticket, iphone and Qiao Gangnan vouchers.

the truth of building materials is similar to that of movie tickets. Every household in the newly built community is decorated. Through group purchase and mass purchase, they are fully qualified to get lower discounts and better goods from manufacturers. At this time, the participation of the group purchase network will be mutually beneficial to the manufacturers, users and the group purchase network.

strong > Navigation + Community Marketing of Group purchase websites / strong >

Movie ticket group buying marketing is inseparable from the community. Meituan will work together & ldquo; Community + Group buying & rdquo;

using movie tickets as a product for group-buying websites to attract users has become a tried-and-tested way for major group-buying websites. Last week, Meituan, the review group, and group buying staged a movie ticket group buying war. Each website has sold tens of thousands of tickets, but there are also cases in which hundreds of tickets have been sold. For example, Meituan launched a 50-yuan group purchase of Wanda cinema tickets on Sept. 11, selling only 361 tickets. The newly established group purchase, ah, was purchased by 27046 people in the 50-yuan group purchase of Jackie Chan cinema, and more than 50, 000 people bought movie tickets in the previous review group.

from the above cases, we can analyze the differences in the way these three group-buying websites buy movie tickets.

strong > Dianping panel & mdash;— Nuomi.com has the user base of Renren and Maopu, and Dianping has the community base of Dianping. / strong >

has a good community advantage, and its own community has the function of commenting on the movie, and the innate user base and good operation strategy will help the group review team to get out of its own unique leading advantage in the group purchase website. Similarly, in launching the group purchase of movie tickets, the group purchase of movie tickets is mainly based on double packages and larger cinemas in Beijing, and the consumer price is relatively easy to be accepted by the majority of consumers at about 50 yuan.

strong > Meituan & mdash;— has earlier experience in SNS operation. Although he has no user base, he starts early. / strong >

Meituan is an early group buying website in Beijing, and its primary accumulated users are very large. although it is not as good as the user base of the review group in movie ticket buying, it also has its own advantages in movie ticket group buying because of its early start and high user recognition. However, on Sept. 11, a group purchase of 75 yuan for movie tickets was launched, which was later reduced to 50 yuan, and only a few hundred people bought it.

strong > together, group buying & mdash;— using integrated product integrated marketing means to buy movie tickets / strong >

since its new launch, Jackie Chan Cinema, the largest cinema in Asia, has begun to promote the 50-yuan double package for Jackie Chan Yaolai International Cinema, the largest cinema in Asia. unlike Nuomi.com, group-bought movie tickets don't need extra money to see all movies, including 3D. Together, the use of community, news, search engine, topic marketing, experience marketing, event marketing in a week of online integrated marketing gathered tens of thousands of users and 27046 people to buy a volume.

strong > the influence of group purchase price on movie ticket sales / strong >

in terms of group purchase price, it is difficult for users to accept a single ticket price of more than 30 yuan. of course, about 25 yuan is the largest Jackie Chan cinema in Asia and high-end Xingmei and Wanda have a certain attraction.

strong > Integrated marketing of movie ticket products in the group buying war / strong >

To sum up, group-buying movie tickets are a good product for group-buying websites to carry out product integrated marketing, but movie tickets are also different. Not all movie tickets can help group-buying websites accumulate users.

the review group and Nuomi net, which are based on community users, will have their own advantages in the group buying war, but other new group buying websites like group buying together can also occupy a territory with sufficient operational experience and sufficient funds. Meituan, who started earlier, accumulated the user follow-up development of Beijing's early group buying concept to be tested.