原标题：95年代后和00年代后的消费升级使今天春节档的票房突破30亿？
概括
[Post-95andpost-00consumptionupgradeshaveallowedtheboxofficeoftheSpringFestivalstalltobreak3billiontoday?】Accordingtothepre-saledataoftheprofessionalversionofMaoyanamongthesevenSpringFestivalfilms”DetectiveChinatown3″and”AssassinationofNovelists”arethemostpopularamongaudiencesundertheageof25ThisgroupofpeopleaccountedforthetotalnumberofticketpurchasersBotharemorethanhalf521%and554%respectively”DetectiveChinatown3″hasthehighestpercentageofpost-00viewersaccountingfor15%;”AssassinationofNovelists”hasthehighestpercentageofpost-95viewersaccountingfor15%41%(ChinaBusinessNews)
The box office broke 3 billion yuan, and the box office forecast of “Detective Chinatown 3” is as high as 5.6 billion yuan… This is the jaw-dropping thing of this year’s Spring Festival. And behind this, who has the highest enthusiasm for watching movies?
According to the pre-sale data of the professional version of Maoyan, among the seven Spring Festival films, “Detective Chinatown 3” and “Assassination of Novelists” are the most popular among audiences under the age of 25. This group of people accounted for the same proportion of the total ticket purchasers. More than half, 52.1% and 55.4%, respectively. “Detective Chinatown 3” won the highest proportion of post-00 viewers, accounting for 15%; “Assassination of Novelists” won the highest proportion of post-95 viewers, accounting for 41 %.
“Just walked upjobspostThe’post-95′ and the’post-00′ who are about to enter the society have become the entertainment consumption of movies and otherMain force。”Chinese filmCritics SocietyindustryCenter Director, Animation and Game MajorCommitteeDeputy Director Zhu Yuqing said in an interview with a reporter from China Business News yesterday.
Post-00s are very rich “young people”
“My friends are busy until five o’clock in the morning to prepare for the all-round service of the theater.” Jia Jingpeng, secretary general of the Suzhou Film Industry Association, did not expect that the Spring Festival stalls would be so popular that it is hard to find a ticket.
As the most important time of the year, the box office generated by the Spring Festival stalls has generally accounted for about a quarter of the annual box office in recent years (except 2020). According to the laws of previous years and the epidemic control situation, the box office of the Spring Festival stalls this year is at least 70%. About 100 million yuan. Surprisingly, the box office on the first day of the new year set a new record, breaking through 2 billion yuan, accounting for a relatively high box office of “Detective Chinatown 3”, which is trying to sprint 6 billion yuan. If everything goes as desired, “Detective Chinatown 3” may surpass the 5.68 billion yuan of “Wolf Warriors 2” and become the highest-grossing domestic film. With the addition of “Hello, Li Huanying” and other films, the total box office of the Spring Festival this year is expected to exceed 10 billion yuan.
Jia Jingpeng believes that there are many reasons behind this. One is that the overall quality of the film is high, the other is that the audience’s movie consumption habits have been developed, and the important point is that “the young people in the town have made contributions.
Since 2016, young people in small towns have become an important consumer group for movies. Public data shows that in 2017, China’s third, fourth, and fifth-tier cities accounted for 16.0%, 9.8%, and 5.6% of the annual box office respectively. In 2018, it was 16.4%, 10.4%, and 5.9%. In 2019, it was 16.7% and 10.7%. 6.2%, the contribution rate of young people in small towns is basically around 30%.
And because of the epidemic, will young people in small towns still become the main force?
“Stabilize Jobs and Retain Jobs” issued by ZhaopinResearchReport” through the nationalenterpriseAnd offsiteEmploymentThe staff initiates surveys, covering the company’s policies and plans for “Stabilizing Jobs and Retaining Jobs”, as well as plans for returning home, plans for the New Year, difficulties and needs of employees in different places. According to the survey data of people employed in different places, 57.6% of them said that they would not return home during the Spring Festival. Beijing, Shanghai, Tianjin, Zhejiang, Hebei, Guangdong, Jiangsu, Liaoning, Chongqing, and Shandong are the top ten provinces with the proportion of local Chinese New Year.
According to the Maoyan professional film and television data platform, on February 12, Shanghai ranked first in the national box office rankings with more than 83 million yuan, an increase of more than 38% from the 60 million yuan on the first day of the Spring Festival in 2019, followed by Beijing , Shenzhen, Guangzhou, Chengdu.
“Basically it is a province with ticket warehouses. Suzhou is one of the top ten cities with ticket warehouses. On the first day of the Spring Festival, the national box office record reached 1.741 billion yuan, and Suzhou box office was 44.36 million yuan, an increase of 16.89 million from 27.47 million yuan in 2019, ranking sixth. Jia Jingpeng said that with the average ticket price of 14 yuan higher than usual, the top ten theaters in Suzhou’s box office are more evenly distributed. The Suzhou Central Theater, which has entered the top three in the past, fell out of the top three, mainly because there are more townships around Suzhou. , The young people in the town are very enthusiastic.
As for the age group of “small town youths”, there is currently no unified statement. Someresearch reportInclude “18 to 40 years old” into the category, and some are “18 to 25 years old”, but the core point is similar, that is, young people in small towns are mainly students and ordinary employees of enterprises.
According to QuestMobile data, in 2019, young students and corporate employees in small towns accounted for about 60%. As of November 2019, the post-90s users in third-tier and lower cities exceeded 200 million.YoYAn increase of 10.1%. Their average monthly usage time per capita is 127.9 hours (higher than the 127.3 hours of first- and second-tier youths), and their average monthly income is about 4,000 yuan. Due to the low cost of living, their online spending power and willingness to consume are constantly increasing. Users above 200 yuan accounted for 71.1%. Compared with first- and second-tier cities, there is still a lot of room for growth in youth living services in small towns (148.4 minutes per capita in November 2019, a year-on-year increase of 40.4%). Among them, movie performances, gourmet recipes, and takeaway services rank among the top three .
“Consumption is rich and leisure.” Zhu Yuqing believes that the post-95s have gone to work and it is normal to have income, but post-00s not only have the potential for consumption, they are also a huge group. The consumption upgrade deserves the seriousness of pan-entertainment practitioners including movies. Study it.
According to CBN reportersNational Bureau of StatisticsAccording to statistics, China’s population was approximately 146 million born between 2000 and 2010. The group born in 2000 is about to enter society.
Zhu Yuqing believes that as the first batch of “Internet aborigines” in China, they are more comfortable with food and clothing, have a broad vision, and are more concerned about their inner world and spiritual needs. This determines the distinctive consumption characteristics of post-00s.
“Tencent Post 00 Research Report” pointed out that the averagedepositIt is 815 yuan, and the average deposit after 00 is 1840 yuan. Their savings mainly come from New Year’s money. In addition, the weekly pocket money consumption after 00 is also 30% higher than that after 90.
Secondly, in terms of hobbies, post-00s and post-90s both pursue “cost-effectiveness”, but post-00s are more willing to spend money than post-90s.
In other words, post-00s are a very rich generation of young people. “This is also one of the reasons why the ticket price of this year’s Spring Festival stalls is high, and the box office is still a record.” Zhu Yuqing believes.
BrandMarketing needs to be precise
Not only in the field of film, tourism, national tide, stock market,Financial managementIn other fields, post-95s and post-00s are also becoming a rising group.
The “Annual Report on the Behavior of Chinese Stockholders” shows that men are still the main investment group, and the number of “hardcore” investors in A shares is gradually increasing. The proportion of investors who have invested more than ten years is as high as 35%. .
Zhu Yuqing believes that “wealthy, willing to spend, and still make money” has become the main reason for the increased purchasing power of the new generation of consumer groups. Such a consumer group has broken the information asymmetry between merchants and consumers, and the new generation of consumers has begun to strive for more Many decision-making powers and participation rights, “It is not that I buy what the merchant gives, but I need to let the merchant know my needs and opinions. Movies are a typical example.”
Regardless of whether it is summer or Spring Festival, if you want to maximize the value, the producers generally focus on the concept of “family carnival”. This kind of appeal once made the publicity cost higher, basically one-third of the production cost, and some even equaled the investment cost. Under the strong offensive, not all films can win the box office. Some films have fallen off a cliff because of word of mouth. The total box office is not as high as the investment cost, and investors can only break their teeth and swallow.
This year’s Spring Festival file, an obvious change is that “family carnival” films like “Detective Chinatown 3” have not been “overwhelmed” for publicity, but targeted marketing based on the audience.
“For example, “Bear Infest” is basically watched by parents with children aged 4, 5, and 7 or 8. Those over 10 may not be able to watch the movie, but because the whole family is watching the movie, children over 10 will watch it with their parents. From this point of view, “Detective Chinatown 3” is out of the circle; “Hello, Li Huanying” focuses on female emotions.” Zhu Yuqing said that before the movie was released, the announcement had already done it. Completed the questionnaire, using a combination of qualitative and quantitative,Big DataResearch methods combined with surveys and precision marketing,businessConfidential, but because of the participation of platform-based institutions, the cost is greatly reduced. “
During the Spring Festival this year, platform-based institutions have become new players. Tao Piao Piao, Word Jump Network, Maoyan, Douyin Culture,BilibiliPlatform-based institutions such as the film industry have participated in the production. For the 7 films in the Spring Festival file, Maoyan participated in 5 works including “Hello, Li Huanying”, “Detective Chinatown 3”, “Samurai Order”, “Bear Infested Wild Continent” and “Assassination of Novelists”.Ali PicturesIts Tao Piao Piao and Youku movies participated in 4 works including “New God List: Rebirth of Nezha” and “Assassination of Novelists”. The ByteDance behind Douyin has three differentthe companyParticipated in 3 movies,BilibiliThe film industry is the fourth largest producer and co-publisher of “New God List: Nezha Rebirth”,NetEaseThe film industry is the second largest producer of “Samurai God Order”.
With cross-border linkage marketing and a win-win situation, the producer can put more expenses on the pre-sale arrangement level, which is one of the reasons why this year’s box office pre-sales exceeded expectations.
“The growth background and consumption habits of the post-00s are for content producers including movies andenterprise brandA new subject was proposed. “Zhu Yuqing thinks.
In the face of the rise of young groups and drastic changes in consumer demand, many corporate brands have opened up the segmentation of young peoplemarketOperation fromproductDesign and content production toBrand Marketing, Are trying to satisfy these young people who advocate simplicity, fashion, fashion, independent thinking, and good expression.
(Source: China Business News)
(Editor in charge: DF062)
Solemnly declare: The purpose of this information is to spread more information, and it has nothing to do with this stand.