Origin | Moxa dimension film
This year in July, spell great success to land Nasidake! This one message lets a lot of factitious one Jing indeed. All the time since, be full of fake and defective goods go all out great the condemn both in speech and writing that sufferred many consumptive masses and even mainstream media, alleged " 300 million person is spitting groove with 1.1 billion person " . But, without giving thought to " mountain fastness door " , "Consumption demotes " , must approbatory is, from found to appear on the market, go all out great used 3 years of short time to have the user amount that exceeds 300 million only, the GMV 2017 (the website clinchs a deal amount) was to achieve 141.2 billion yuan more, in electric business domain, this speed can says is a miracle.
Spell great success to cannot leave a crucial essential factor -- low explodes paragraph. Perhaps to certain person character, low is meant " LOW " , alleged a minute of money a minute of goods, it is such. But you distain " low " , spell the weight used on a balance of great success just about.
Firstly, " low " the consumptive requirement that satisfied low income crowd
To every cable business, expensive in " discharge is king " . Go all out great also be to know very well this. Then it found exclusive agree with a dot, with " low explodes paragraph " as basically sell a site, the target that will choose 34 lines city and even a rural area consumes a group. Can say, go all out great understand the person's psychology very. Because compare city of line of just a little, the consumer of 34 lines and the following city is opposite normally the price more sensitive. And go all out great this mentality that held an user just about, with " low " make bait, stimulate consumption, also from this open another report Shang Lahai.
Analogy comes cinema, the film regards culture of a kind of people as consumption, of the service is city of line of just a little not just, should gain ground to reach the following city to 34 lines more. We know, at present the main bill storehouse of the film still is in city of line of just a little, these although the booking office of year of 34 lines city rises somewhat, but latent capacity is developed not completely. In Ai Wei the film looks, among this a very main reason depends on fare. So-called economy base decides consumption level. Perhaps tens of piece view shadow consumes to city of line of just a little character be accustomed to sth, but the 34 lines city to great majority and consumer of the following city, it is the expense with not little brushstroke however.
Just think, during the Spring Festival, why is the booking office of 345 lines city able to increase quickly, this is the contribution that returns youth of countryside small town. These small town youths grow period Wu to be versed in at city of line of just a little, come nurturance the convention that watchs a movie, 2 will consume the price to watching a movie also not so sensitive. The booking office that the city is in during promoting spring holiday consequently promotes energetically also be with respect to inadequacy blamed!
Secondly, " low " the consumptive requirement that satisfied low income crowd
According to Ai Wei the film discovers, at present the cinema is built more jump over high end, and many cinemas have the power that takes costly consumption blindly.
However, no matter be city of line of just a little, still be 34 lines city, the person that all have good-paying and low income person, to different income crowd, their consumptive concept also is different, to price in measuring a heart, each have one steelyard. So, cinema also behoove establishs high school the consumptive price of low different class, provide different service level with this. Only such, the demand watching a movie that just can capture most person perhaps say group of more administrative levels, let more person walk into a cinema. is not blindly take high-end course, this virtually has another share the group close the door on of the demand that watch a movie.
Thirdly, " low " the consumptive requirement that satisfied low income crowd
Notable is, the low that spells great place to offer is not give directly. If the user wants to win price privilege, need beard and hair moves friend, family, neighbour to wait to spell a group to buy goods together, perhaps enjoy a good friend through cent, help through its chop valence to come true more low. Final, consumer won price privilege, go all out great acquired new user, with one action double win. Meanwhile, of each type grab red bag and lottery activity, also be spelled great make pull mix newly the edge tool of keep user. Media of some finance and economics comments on no less than: "The mankind 7 blames, greedy and lazy occupy secondly. And go all out great use and magnified weakness of sex of this two adult. The soft costal region of the user, casting its armor. Casting its armor..
Will carefully look, spelling great low strategy essence is: Through " spell a group " , " cut price " wait for interactive labor to get low, let consumer felt to take petty gain. So that want to have half potato only piece still can eat, consumer can feel to be worth. Additional, use real user experience, generation all sorts of " fission reacts " . Those who say is some commonner, drive public praise in order to use tablet of registered permanent residence namely.
The cinema can be drawn lessons from likewise spell this kind of great course of action. Will look at present, instantly is not little the current practice of the cinema, or is used " the price is discriminated against " , in the light of different time paragraph, different and popular schedule for showing motion pictures in a theater timely adjust admission fee; Or is passed " movie ticket + sell article " bind a sale, establish a relatively favourable price. But to the audience, such giving model " low privilege " appear and not quite absorbing, feeling even is reason in. There is what a very main reason lacks an audience namely to participate in among this, interactive. And the weak force that this also is many cinemas.
According to the person gather a crowd attribute, of the audience all round can put in a lot of potential audiences. For instance, the cinema can hold a few privilege to observe shadow activity, encourage an audience to invite close friends to come cinema " spell a group " view shadow; Perhaps send price of apparent film review, share to friend circle, company group etc, let public praise ferment, take favourable admission fee in order to win. So, what the cinema should learn is not to go all out great apparently " low " , however the essence of low strategy backside, how to pass the experience watching a movie of rich and colorful namely, let audience feeling take petty gain, and move the subjective activity of the audience, let the public praise according to legend with freewill audience. Such, the audience base of the cinema also is met gianter and gianter.
? ? Brief summary: Spell great success to tell us, lean " low " also can live very wonderfully. To cinema view shadow, we do not have necessary demarcate lowest price really actually. Of course, we are not negative " low " premise is, cannot with under cost, hit " baleful price war " . Of course, more important is, cinema view shadow also is done not have necessary establish uniform price, airline ticket of no less than has the branch of first-class stateroom cabin, tourist class, invite customer can each takes what he needs.
Sow a newspaper box-office that day, discharge information of a data, schedule for showing motion pictures in a theater, deepness point of view of industry of box-office data mining, movie fast give
