As a cinema format, its mission goals are nothing more than two sources. One is to directly generate revenue, and the other is to support the flow of cinema. So can theater sharing products do it? For theaters, the focus of shared products is not profitability, but traffic introduction.
In China, from shared bicycles to shared cars, from shared KTVs to shared power banks… On the vent of the sharing economy, it seems that any object around you may become the next shared target. This also confirms the view of Kevin Kelly, a technology business predictor: In the future, having the “right to use” resources is more valuable than having “ownership”, and more things will be shared in the future. As for the cinema with a relatively concentrated population, it has naturally become one of the best places for the sharing economy to land.
Personally, the essence of cinema “sharing” is a new type of cinema format in the Internet era. Why do you say that? Let’s first take a look at the currently popular sharing economy products in the cinema market.
Shared massage chair
Generally placed in the theater hall, with multiple units neatly arranged side by side. In use, the massage chair does not need to download the APP, and the user can experience it by scanning the QR code to pay. Based on the data from various interviews, In addition to the massage function, some seats can also be equipped with a USB interface, which can scan the code to charge the mobile phone.
Shared power bank
The operation process of this device is similar to that of a shared bicycle. After scanning the QR code and paying a certain amount of deposit, the charging treasure can be taken out of the machine. There are three main charging models: charging is free, and the source of income depends on advertising. It can be used by users for free, but the corresponding APP must be downloaded when connecting. A series of advertisements will be pushed on the APP, and the company relies on this business model to make profits; the charging fee model. After the user scans the code and pays, it can be plug and play, one yuan an hour, no deposit is needed, and there is no mandatory advertisement push; the rental mode, charging is free for a limited time.
Sharing KTV
miniKTV, also known as “shared KTV”. When using, you need to log in with WeChat before you can record songs. The recorded songs will be saved under your WeChat account, such as Youshang, MiDa, and other accounts. It supports single or album creation to share with friends and share to Circle of friends.
This combination of offline karaoke mode and Internet sharing and entertainment is undoubtedly a factor in attracting users. The new generation of young people in the city can find a shared KTV when they are shopping, and sing as much as they want. They can also sing two songs to kill time during the time between watching a movie and waiting for the opening of the screening; and the whim of singing can also be used. Just pull a companion to scream.
In addition to the above-mentioned shared products, there are also shared gyms, shared umbrellas, shared sleeping bins, shared parking spaces, etc. on the market. Regardless of the form of sharing, they have several things in common: connect the product and the cloud with Internet technology to achieve Unattended and mobile payment; this kind of business model has low investment cost, low technical content, and is easy to be copied; effective integration and utilization of resources, more aspects of people’s lives. This also corresponds to what we said earlier that the essence of cinema “sharing” is a new type of cinema format in the Internet era. As a cinema format, its mission goals are nothing more than two sources. One is to directly generate revenue, and the other is to support the flow of cinema. So can theater sharing products do it? First of all, from the point of view of the profit model, shared products are paid by scanning codes to obtain profits, but the form of scanning codes involves personal privacy, so that the user’s information security cannot be guaranteed and may be resisted by everyone; plus public equipment damage The probability is high, and the cost of equipment maintenance is high. In this way, it is faced with the dilemma of unclear profit model.
For theaters, the focus of shared products is not profitability, but traffic introduction.
Wang Wenhao, Dean of the Optics Valley Branch of Pattern Business School, said that for any shared project to succeed, at least three conditions must be met: customer needs, market space, and frequent use.
Take the shared power bank as an example. First, the charging demand itself is just high frequency. Except for fixed places such as home/office, other mobile situations, emergency situations and other charging must use the power bank, plus the basic power of the smart phone. It is difficult to fully support a day’s power. The power bank itself does have a very large demand. The market is there, the users are mature, and the demand is large; second, the power bank itself is heavy and bulky, and it is not like a cosmetic bag or The wallet also has a certain degree of personalization and identity identification, and its practicality is more obvious, so it is more likely to be shared; third, the power bank itself is easier to manage and quality control than a bicycle, etc., damage, battery usage, etc. Easier to be detected. Because of this, shared products such as these are bound to be favored by the audience, which is undoubtedly an effective entry point for attracting traffic. With traffic, the box office is half done.
In the author’s opinion, the sharing format based on the Internet era is the future development trend of cinemas. If the theater fully explores the idle resources in some sub-sectors and the general needs of consumers, and treats them as a commercial format such as selling products, and bundles it with movie tickets, making it a kind of theater icon It’s not a bad idea to match it.