Baidu Nuoshi Film Xu Yongming: Membership + Strategy to Build a New Ecosystem for Win-win Films

On October 27, the 6th China Entertainment Innovation Summit held by Yien.com was held in Beijing. Xu Yongming, general manager of Baidu Nuomi Film Division, attended the "Film +" sub-forum and discussed with Mr. Zhou Tiedong, general manager of Beijing New Film Alliance Film Co., Ltd., how members + can build a new film ecosystem, and said that Baidu Nuomi Member + strategy will benefit theaters and users to achieve win-win results for all parties.

On October 27, the 6th China Entertainment Innovation Summit held by Yien.com was held in Beijing. Xu Yongming, general manager of Baidu Nuomi Film Division, attended the "Film +" sub-forum and discussed with Mr. Zhou Tiedong, general manager of Beijing New Film Alliance Film Co., Ltd., how members + can build a new film ecosystem, and said that Baidu Nuomi Member + strategy will benefit theaters and users to achieve win-win results for all parties.

The interests of theaters are at the core. Baidu Nuomi Members + Multi-Mode Benefit

theaters The early online ticketing platform cooperated with theaters mainly adopting a low-price strategy. Cinema could not obtain online user information, resulting in a serious loss of high-quality theater member users. In this regard, in January this year, when Baidu Nuomi Film Division was established, it clearly proposed building a member + strategy and establishing an ecosystem with theater interests as the core.

At the "Film +" roundtable, Xu Yongming believed that members have three roles for theaters. First, it can help theaters lock users; second, it can help theaters tap the long-term life value of members and make expected judgments on future members 'consumption; third, the form of member stored-value card is a disguised financing method to help theaters build and develop. "The emergence of the Internet as a productivity force has not changed the theater services themselves. Whether it is purchasing tickets through the Internet or consuming members, it ultimately helps theaters attract more users to watch movies." Xu Yongming said.

With the strategic purpose of focusing on the interests of theaters, Baidu Nuomi Films has been actively exploring diversified models to maximize the interests of theaters. It is reported that Baidu Nuomi Film has cooperated with 12 theaters across the country to sell co-branded film cards, with sales of nearly one million. The co-branded film cards not only stabilize a large number of high-quality and high-frequency users for theaters, but also play a positive role in returning funds in advance. effect.

At the Baidu World Congress held on September 8 this year, Baidu Nuomi Films proposed the "Super Cinema Plan", which takes advantage of Baidu's resources to effectively connect theater sales, movie derivatives and membership services to maximize the profit margins of theaters. On October 27, Baidu Nuomi teamed up with Xingmei Cinema to launch the crowdfunding project "Xingmei International Film Mall Crowdfunding", further enhancing the relationship between theaters and users and creating a new era of financial entertainment consumption.

User experience comes first. Baidu Nuomi members + members that comprehensively enhance the movie-watching experience

+ In building a new ecosystem of movies, one end is connected to the theater, and the other end is connected to the user. In this roundtable, in response to the question of whether the membership + strategy proposed by the host General Manager Zhou Tiedong would lead to differentiated treatment of users and lead to a large gap in user experience, Xu Yongming said that the membership + strategy itself is based on a fair mechanism. On the basis of, users have sufficient choices. After users gain considerable rights and interests, the platform and theaters have made considerable market investment, and the purpose is to allow users to have a better movie-viewing experience.

Since the beginning of this year, Baidu Nuomi Films has launched multiple brand activities in succession, from "Super Saturday" to "Qixi Great Wall Cinema", from "Little Yellow People Selling Cute Bananas" to "Users Investing in Cinema", and the market investment of Baidu Nuomi Films has gradually increased. This investment lies not only in terms of funds, but also in the intention to continuously improve the user experience. The user viewing experience no longer just stays in the theater, but extends beyond the theater; it no longer just stays in convenient online seat selection, but also extends to the investment and construction of theaters, and comprehensively optimizes user viewing surprises and exclusive services.

In fact, Baidu Nuomi Films has always built a new O2O ecosystem for films with a win-win cooperation attitude. At the same time, we insist on using Baidu's own platform and technological advantages to carry out industry innovation and promote industry development. Xu Yongming also said at the roundtable that he will continue to innovate in the Internet profit model in the future. Baidu Nuomi Films does not focus on making money from movie ticket sales, but focuses on building a new film ecosystem and seeking profit from cross-sales of movie derivatives, catering, etc. profit space.

Editor: queenie