张艺兴、张杰演出免费看大麦网要做演出行业的“双11”

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文|龙成飞,傅琼寅

编辑|吴艳玉

“一秒钟票已经过去了!我也设置了一个闹钟!”

最喜欢的乐队来到北京开了一场音乐会。在开发票之前,Xiaok早早设置了闹钟。开发票后,大麦网上的所有门票都已售罄。 “获得这些乐队现场表演的门票变得越来越难。”

“一秒空”的情况似乎特别集中在不久的将来。毒枭发现,在热休克之际,表现市场变得越来越全面。重复了“一票难以找到”的场景,似乎夏天也成为现场表演的“固定时间表”。

事实上,不仅是小K和他最喜欢的小众乐队,在过去的一两年,垂直类似物如《这就是街舞》《中国新说唱》《声入人心》和风扇经济帮助的带领下,一些特殊的演出市场是欢迎的爆发,许多已冷清已经成为流行的场景,和现场娱乐产业已经达到了一个需要一个爆发的临界点。

长,重模式,低数据程度和声明滞后都是性能行业的重要难题。

为了应对这样的行业现状,为了更好地吸引观众,集中宣传,阿里巴巴集团旗下的大麦网近日在演出市场推出的第一个夏天“玩转粉嘉年华”。从7月开始,直到8月中旬到最后,它涵盖了60个绩效品牌和500多个绩效项目。这是张杰和李荣浩等热门艺术家之旅。它还包括一系列经典曲目,如Happy Twist和Big Boat Culture。它还包括英超联赛亚洲杯和法国超级杯。事件。 “我们希望创造一个‘在现场表演的季节最喜欢的狂欢节’,为消费者,让更多的人能够进入现场,以享受优惠的视觉体验,让现场娱乐表演显示出一种心脏的普通消费者的心。大脑创造了娱乐消费的新趋势,“达迈网络平台平台总经理周正说。”

Just like Alibaba's usual business operation ideas: instead of "waiting for the wind", it is better to be a "windmaker." This time, the barley website is in the air, aiming at the "hot season" of the market, not only bringing a "speak and go" carnival to young consumers, but also creating the first "summer file" in the live entertainment industry.

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Can an offline performance also be a "summer file"?

Speaking of the summer file, fans can think of the summer theaters that have been popularly released by《战狼2》《我不是药神》, and the fans will think of the TV stations that have been occupied by youth and the summer video broadcasts of today's video websites. It is precisely because the content side habitually supplies specific content to a specific time period, so the user's consumption habits are unknowingly developed, making the summer the most important time node for the big market in a year. one.

The formation of the summer market for the film market stems from the interaction between content supply and user spending habits. The large group of young people with strong willingness to consume and certain spending power in the summer, let the content provider consciously release the head film in the summer. The quality content is consciously concentrated in the summer, and it further attracts consumers to pay attention to the summer theater and enter the theater. Under the mutual promotion, the brand concept of “summer file” is gradually established, and the summer movie has become a popular entertainment item for users. One of them, the content resources of the industry head are more willing to collect this time period. In addition to movies, drama, comprehensive and other online entertainment areas will also choose to launch high-quality IP in the summer.

xx作为现场娱乐的重要娱乐类别的一部分,业界已经存在创建时间表的意识。早在2010年,《中国文化报》写了一篇文章,与从业者讨论表演业的“夏季档案”; Damai.com从2017年至2017年连续三年举办“大麦戏剧节”,并独家推广戏剧类别; 2016年1月至1919年,“麦朗节”作为“开放年度福利”举行,并准备了表演促进和会员专享福利等活动。

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“玛琅节”引入的登录优惠

然而,过去几年的表现市场并非适合“预定”增长的土壤。票房大小是最直观的体现。根据《2016中国演出市场年度报告》,2016年表现市场整体经济规模为469.22亿元,其中票房收入(含子账户)仅为168.09亿元。这个数字不到这一类美国音乐会票房的三分之一。在探索表演行业“预定期”游戏玩法的阶段,没有行业领导者可以覆盖行业的中下游,并且可以在一次大促销中提供多种类型的内容。

但现在看来,制定时间表的时机似乎已经成熟。虽然与“繁荣”还有一定距离,但国内表现市场的规模仍在缓慢扩大。根据《中国现场娱乐票务市场年度综合分析2018》,2016 - 2019年,中国现场娱乐市场的票房保持高增长率,预计到2019年将达到210亿。作为中国最大的现场娱乐综合服务提供商,2018年只有Damai.com的表演超过10万,比2017年增加了28%。

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2019.5-2019.8北京大麦网络一代音乐会项目的一部分

支持这个市场的快速增长的是一群趋于年轻的用户。根据大麦网络数据研究所的分析,在过去两年的夏季观看用户中,这位18岁的“学生派对”逐年增加了消费能力。 2017年,学生购票用户数占13%,2018年将持续增长,为20%。 95年后,它已成为现场娱乐的主要消费者。

在市场需求强劲的推动下,大麦网络利用这一趋势创造了一个“夏季档案”,旨在利用年轻用户群作为突破,带动更多人参与现场娱乐。

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年轻人成为大麦网的主要消费群体

《2017中国演出市场年度报告》中显示的市场消费能力最强,升级速度最快的群体也是Damai.com针对的“夏季档案”的核心群体。 “简单的总结是三个年轻人,年轻人,年轻人和年轻父母的家庭。例如,00后,学生团体,儿童的年轻家庭等“大麦网络平台运营中心主任张媛媛说。

因此,在核心小组的内容供应方面,有流动艺术家和团体,包括张一星,UNINE和小组的名字,以及李宗生,罗大佑和费玉清等老歌手。这些拥有固定和大型粉丝群的艺术家可以更好地促进夏季消费消费者消费习惯的逐步发展。

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核心观众的“HotGO Live”内容

For the entire performance industry, the formation of new market regulations also needs to be promoted by industry leaders. According to the《中国现场娱乐票务市场年度综合分析2018》released by Analysys, in 2018, the barley network is the sum of the next four ticketing platforms in terms of market share, user stickiness, industry exclusive rate and penetration rate. "We hope to rely on the content advantages and ecological capabilities of the barley network to enable businesses to build this thing on our platform." Zhang Yuanyuan told the drug lord.

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How to play "Summer File"?

It is not easy for the domestic on-site entertainment field to create a “schedule” concept through the promotion of the performance industry in the summer.

In the film industry, the so-called "summer file" is the outbreak of film viewing. The market can provide continuous content supply to fill the two-month schedule, and after a long time accumulation, users have formed a summer movie. Consumption habits. In the field of live entertainment, the “peak period” is more dependent on the volume of the project itself, and the user's mind is not stable.

In order to solve these problems, Damai.com has made corresponding layouts in the summer promotion activities and developed new ways of playing.

xx完善丰富的内容是时间表形成的要素之一。 Damai.com的“HotGO Live”夏季促销活动汇集了超过550个表演,分为8个类别,包括音乐会,戏剧,音乐会,体育,屈原杂项,儿童家长,展览和休闲,以及舞蹈芭蕾舞。其中,有许多流行艺术家,如张杰,李荣浩和林一佳。《猫》《红与黑》《玛蒂尔达》等高品质音乐剧;世博会,ChinaJoy,Picasso等展览;英超亚洲杯,法国超级杯,UFC,苏州国际比赛(巴黎圣日耳曼vs悉尼FC)等血事;和快乐的扭曲,大船文化,孟京辉,陈培思等系列经典曲目。这种集中调动绩效资源将在夏季推广期间实现持续,高质量的内容供应。为了更加垂直地接触目标用户,Damai.com将整个夏季促销活动分为不同阶段,并设置主题活动,如趋势展览,幸福家庭,血液运动和国际表演。 “将不同的'主题周'分阶段,让不同的用户与不同的表现相匹配,煽动消费者对达迈的全类和全面体验。”张媛媛说。

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2019年张杰的“No LIVE”巡回演唱会在年轻女性用户中很受欢迎

在推广层面,就像电影营销一样,如何创建“时间表”概念,通过三维营销,用户群在特定时间特别关注现场娱乐领域,成为Damai.com的焦点。

在夏季推广开始之前,大麦网络已经连续更新了APP端列表,从单个“必看清单”升级到三种类型:选择,流行度和新增,增加了首页上10个项目的数量30.单项项目和维修点,以及性能公告的增加,热门评论和其他移情设计的戏剧性,使消费者在购票时有更多选择,以及更舒适的购票体验。 “对于每个不确定他们是否喜欢这些文化的潜在摇摆用户,我们需要给他们一个更好的理由让消费者真正通过视频,内容,口口传播等三维营销模式。工作的情况和价值得以实现。“张媛媛告诉毒枭们。

此外,夏季促销还增加了很多互动内容。除了常规优惠券,红包和其他游戏外,Barley还希望通过“惊喜”设置和裂变游戏来吸引更多潜在用户。例如,“Hot Magic Box”抽奖活动,用户通过分享朋友获得幸运抽奖券,奖品包括周杰伦演唱会门票,AKB48握手点等。你与朋友分享的越多,获胜的机会就越大。

自今年年初以来,大麦网关键平台的建设先后重新设置了APP布局,并推出了必看的表演清单;优化了项目的预热环节,增加了性能指南;加强品牌建设,推出品牌馆。 “我们持续优化平台建设的核心是为用户提供最佳的票务体验,同时通过高质量的内容组合和基于数据的运营策略为品牌提供最大的曝光率。”周正,平台总经理周正达迈网络平台。

短视频内容,打造50个品牌展馆,力争80%的购票用户参与后期评论互动,从而使Damai.com成为中国现场娱乐领域的“最佳用户观看决策平台”。

Damai.com提出的夏季文件是Damai.com进一步改善这一目标的重要一步。

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阿里生态系,共振,未来主义,夏季档案

Indeed, for Damai.com, it is not difficult to build an ideal platform for viewing decision-making platforms. However, in the specific steps of down-to-earth service upgrade, Damai.com still has to deal with the inherent problems in the live entertainment industry.

In the environment where the domestic performance market is small, the system of on-site entertainment is not complete. Some practitioners have told the drug lords that the performance of the industry, the ticketing platform, the second-class ticketing market is more complicated, and there is no professional data organization. Many statistics are not accurate. In addition, the domestic performance market has long been confined to the traditional territorial declaration mode, lacking accurate touch and industrialized thinking for the audience, and the effective coverage of the announcement is not high.

The unrest of the live performance of the problem, the construction of data visualization for the entire industry, the delivery of intelligent digital declaration matrix, is the largest target of this year's Damai network integrated marketing director Yu Ruoyu and his team. He said: "For example, Youku bought the copyright of《乡村爱情故事》. This part of the audience is a comedy audience. Barley's website on the page of Youku《乡村爱情故事》pushes the ticketing and performance information of Liu Laogen's stage to the user, thus achieving efficient promotion. Resonance."

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Diversified declarations

The realization of collaborative interoperability has enabled Damai.com to further expand its coverage in the field of publicity and has the ability to undertake the overall announcement of a summer file.

Take 2019 Chinajoy as an example. During the billing period, the barley network links Youku, Taobao, Ali Entertainment, UC, Ali Fish, Ali Literature, Shrimp Music 7 BU, through online screen, splash screen, menu bar bubble, carousel In the form of advertising space, the maximum coverage of animation and secondary users, the realization of Xuanfa traffic increased by 1000%, led to store traffic increased by 300%, expected to effectively reach the user's 300 million first-day box office that is more than the first week of last year's box office Overall, it increased by 450% from the first day of last year.

xx这一宣发“样板间”的形成得益于阿里巴巴组织架构的进一步升级。今年4月,大麦网宣布2020年新财年,与阿里大文娱在产品技术,大宣发和内容三个方面全面打通,继续深化变革现场娱乐行业。这也意味着,未来阿里大文娱乃至整个阿里系的域内资源都能与大麦网实现协同互通。

除此之外,大麦网还充分发挥阿里巴巴强有力的大数据能力,通过不断推行智能人脸识别闸机和无纸化入场等前沿技术,协同阿里各BU会员打通等方式来完善大麦网的用户数据库,形成用户画像的数字化分析,从而支撑宣发的可视化。

俞若愚告诉毒眸:“未来,大麦网还将搭建宣发的外部矩阵,连通更多线上线下的宣传资源和优秀的创意公司,从而提升整个行业的运作效率和产业发展进程”

可以预知,像今年大麦网暑期档一样的内外部联动未来一定不会少。演出市场的暑期档必将会和天猫双11一样,作为一个节日,更是一个消费档期被用户牢记于心。

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