Xu Yongming of Baidu Nuomi Pictures: Hope to become the largest comprehensive entertainment O2O platform in China

Baidu Nuomi Pictures 'ambitions go beyond ticketing. It has already begun to deploy film investment, promotion and distribution, advertising performances and other businesses. "We leverage the advantages of big data and use big data technology mining as a guide to formulate and optimize marketing strategies." Xu Yongming said.

With comprehensive, accurate and closed-loop entertainment big data, Baidu Nuomi has not only become China's largest comprehensive entertainment O2O platform, but also the core force in the transformation of the film industry.

- Innovative connection between people and services-

On the first day of the Year of the Monkey, the total box office of movies nationwide exceeded 600 million yuan. Baidu Nuomi seized more than 40% of the online movie platform share in one fell swoop and contributed nearly 30% to the national box office. In the future, Baidu Nuomi Pictures hopes to become the largest comprehensive entertainment O2O platform in China.

During this period from the Baidu product team to Baidu Nuomi Pictures, Xu Yongming experienced the company's thinking transformation from "connecting people and information" to "connecting people and services." In the era of mobile Internet, this Baidu native with deep insight into technology said that "we want to become businessmen now" and comprehensively improve our commercial sales and interpersonal communication capabilities. "For example, we have to deal with film companies and distributors upstream, theaters downstream, and other horizontal partners. In this way, Baidu Nuomi Pictures 'O2O business can obtain high-quality resources."

"Moreover, the movie business is a key category in the entire O2O that can drive users. When Baidu All-in O2O, we launched the movie business without hesitation." Xu Yongming said. With the rapid growth of Baidu Nuomi Films, they happen to be at the forefront of the ever-changing cultural and entertainment industry. They will further penetrate into the upstream of the film industry and complete the comprehensive layout of the upstream and downstream of the film industry.

- Understand the user's "life cycle"-

First, rely on big data to evaluate the size, characteristics and audience of the film. Secondly, using big data to guide theaters to help them improve their daily operating space, Baidu Nuomi Pictures has launched the "GoldenEye Project" for theaters, which can record the demographic characteristics and consumption trajectories of theater movie-watching users. Xu Yongming said: "Through a period of accumulation, we will clarify the passenger flow on weekdays and weekends, day and night, help theaters coordinate the empty and full occupancy rates of films, and increase the income-generating space of theaters."

Xu Yongming said frankly that Baidu is a natural big data company. In terms of movie big data, Baidu Nuomi Pictures has three major advantages. The first is comprehensive. Basically, users who love watching movies have left traces on Baidu. For example, watching videos in iQiyi, discussing stars and movies in Tieba, searching in Baidu search, purchasing tickets on Baidu glutinous rice ticketing, and navigating to theaters on Baidu maps. Baidu covers almost all aspects of users 'entertainment life. The second is accuracy. Under the explicit demand of users, whether it is searching for tickets, directions to the theater, as well as the videos users discuss and like to watch, they are all very accurate. The third is a closed loop. The closed-loop starts with users being interested in movies, then searches the web page, then goes to Baidu Post Bar to pay attention, decides to see if they want to buy tickets on Baidu Nuomi Platform, and finally uses Baidu maps to navigate to theaters. "So, we understand the entire life cycle of users around the movie." Xu Yongming explained.

- Differentiated creative experience-

In order to create a new profit model with cinemas and maximize the profit margin of cinemas, Baidu Nuomi Pictures has launched a cinema joint membership card with high-quality cinemas. At present, nearly 20 high-quality theaters including Wanda, Xingmei, Dadi, China Film, Poly, and Wamei have cooperated with Baidu Nuomi to launch joint membership cards, with 2 million members in less than a year. Xu Yongming said: "In 2016, we will move the model of joint theater membership cards from a head theater management company to a single theater. It is expected to reach at least 80% coverage this year."

Xu Yongming said: "The new model of Baidu Cinema co-branded membership cards has changed the current situation of serious asymmetry in user consumption information between theaters and online ticket platforms. On the one hand, the joint membership card enhances the theater's ability to directly control user consumption data, and lost members of the theater can return through the Baidu glutinous rice platform. In addition to helping theaters target high-quality and high-frequency movie-watching users, it also brings sales to theaters. The main force of consumption. "Joint membership cards have also stuck to high-end users of Baidu Nuomi to a large extent, and high-end users of Baidu Nuomi have been converted into members of major theaters. Data shows that the average annual viewing frequency of joint member users is 12, while the average annual viewing frequency of China viewers is only 4.8.

In addition, Baidu Nuomi Pictures regards theaters as its ecological core and conducts in-depth cooperation with theaters based on members, sales and derivatives to help diversify the revenue composition of the film industry. In September last year, Xu Yongming boldly announced the launch of the "Super Cinema Plan". At present, he has joined forces with more than a dozen theaters such as China Film Corporation, Stellar, and Jinyi to launch a Super Cinema Mall to create a platform for users to purchase tickets, sell products and derivatives on the Baidu glutinous rice line., the ultimate movie-viewing experience integrating offline movie viewing and consumption in theaters. For example: when purchasing tickets for "Kung Fu Panda 3" on Baidu Nuomi, users can purchase movie-watching food and derivatives online. When going to the theater to watch the movie, they only need to collect tickets and food. After watching the movie, they can also take away their favorite panda water cup. This complete movie-watching experience is an all-round improvement for users.

Adhering to the supremacy of user experience is the philosophy that Baidu Nuomi Pictures has always adhered to. In 2016, Baidu Nuomi Pictures will strive for excellence around three differences. The first is price differentiation. Establishing a user price evaluation system to individually meet the price that each user can afford is the most strenuous part. The second is service differentiation, such as financial crowdfunding and other products, to bring more diverse experiences to users. The third is to differentiate content and create performance services with scarce resources outside the movie screen.

"We have made an exclusive ticketing cooperation with Huayi for tickets for the world premiere of" Lao Pao 'er ". The core is that Baidu has a large number of fan resources of Wu Yifan and Li Yifeng. Fans have the opportunity to meet stars through Baidu's glutinous rice platform at a relatively expensive price. At the same time, we have also launched "Lao Pao 'er" derivatives on the Super Cinema Mall, helping the film company increase its awareness and truly achieve a win-win situation for all three parties." Xu Yongming said.

In addition, in terms of creative marketing,"Little Yellow Man Driven by Selling Bananas" planned by Baidu Nuoshi Pictures has become popular throughout the Internet. It has not only appeared on the Weibo hot topic list, but has also been reported by major portals, video sites, even newspapers and TV stations. Even foreign social networking sites and video sites such as Facebook and Youtube have reported on this matter. Of course, it has successfully boosted the first-day box office of "Little Yellow Man with Big Eyes and Cute", making it the first animated film in the mainland market with a first-day box office of over 100 million yuan.

"We hope that more creativity will appear in the publicity part of the entire film industry and create more topics and discussions." Xu Yongming said.

Since the establishment of Baidu Nuomi Pictures, it has been continuously improving the entire upstream and downstream layout of the film industry, and has begun to penetrate upstream film production and production. At present, Baidu Nuomi Pictures relies on its unique advantages such as big data to cooperate with the China Film Directors Association to discover and cultivate outstanding young directors in China and become a strategic partner of the "Green Green Project". As a strategic partner of the Qingchong Project, Baidu Nuomi Pictures not only builds an official platform for it, but also provides full strategic support to explore, incubate, select and cultivate outstanding young film directors.

- Infiltration into the film industry chain-

Xu Yongming talked to us about the reasons for the rise of Baidu Nuomi Pictures: First, it has become the platform that can best help theaters make money. This is a "magic weapon" for receiving theater support. Second, in the promotion and distribution, the joint dissemination of Baidu Video, Baidu Post Bar, Baidu Search, Baidu Nuomi and other platforms is Baidu's unique strong and high-quality resources, which is a very important part of film promotion and distribution. Baidu Nuomi can not only help movies sell tickets, but more importantly, it can expand the influence of movies and cover all target users. Third, the role played by big data in the entire film industry chain, including production, publicity, film scheduling and theater operations, is unique.

In addition, Baidu has another advantage. Users in the film industry are particularly dependent on brand entrances such as Baidu Maps, Baidu Search and iQiyi that have hundreds of millions of users. Moreover, under the Baidu ecosystem, these Baidu's exclusive resources can directly divert users to Baidu glutinous rice.

As the online ticket sales rate of movies in China gradually increases, 90% of tickets will be sold through the Internet in the future. The Internet is penetrating into all aspects of the film industry, and the online ticketing market will also develop in a diversified and differentiated direction. For example, Baidu Nuomi Pictures is using big data advantages to guide film publicity and sale of theater joint membership cards, creating a "member +" strategy, helping theaters build super malls, and will also deploy upstream IP in the future.

Regarding the future of Baidu Nuomi Pictures, Xu Yongming hopes to make it the largest comprehensive entertainment O2O platform in China. "The first is to leverage the advantages of Baidu glutinous rice in the film industry more thoroughly from investment and publicity to ticketing and big data. The second is to take advantage of advertising to expand a larger scale. The third is to maximize the value of the new productivity of the Internet in terms of the performance market and turn the performance market into the second blue ocean after the film market."

Editor: yvonne