November 13, 2014
With the rapid growth in box office in China, online to offline (O2O) ticketing services have seen great expansions in the recent years.
Group-buying Accounts for 21% of Admissions
Online group-buying deals for film tickets grossed $588 million in 2013, averaging $48.4 million per month, a 16.7% market share of the national box office revenue in 2013 (the average group-buying ticket price being 28.2 Yuan). The number of group-buying tickets sold totaled 129 million, a 21% national market share for the 610 million admissions, divided as follows :
Break-down of all group-buying revenues:
1st-tier cities: 20%
2nd –tier cities: 23%
3rd-tier cities: 32%
4th-tier cities: 21%
Nation-wide tickets: 4%
15% of Revenue will be from Online Services with Seat-Selection Functions in 2015
The market volume of online seat selection in 2013 will be more than $193.76 million, about 5% of the year’s box office revenue.
It is predicted that the percentage will increase to 10% for 2014, and more than 15% by 2015.
O2O Commerce Drives Movie Tickets Presales
According to an EntGroup survey in May 2014, over 60% of moviegoers are willing to pre-purchase tickets online.
The top 3 preferable online ticketing platforms are,
– Cinema self-ran websites,
– Third-party group-buying sites
1 : Meituan.com (71.5%), 2 : Dianping.com (42.3%), 3 : Lashou.com (36%)), and WeChat service accounts by the cinemas.
– Buying tickets apps such as : Dianping (38%), Lashou (25.3% penetration), Wanda movie (22.1%) (top 3)
– Specialized film sites, top 3 is : Top specialized film sites: Mtime (44.4%); Gewara (33.4%), Wanda movie (32.3%)
The reason for audiences to choose group-buying website is the low ticket price with 90% of the respondents indicating a preference in services that provide seat-selection options, a trend not to be missed.