[Abstract] Upgrading the TV in the hotel room to a projection is just the beginning for the movie hotel.
text/Times Finance and Economics Zheng Fangyuan
The younger and more enterprising "headline" is becoming an example for more and more companies.
Although the macro economy continues to be weak and advertisers are tightening their pockets, a report by consulting firm R3 shows that Bytedance has surpassed the established Internet company Baidu to become China’s second largest advertising company, and its advertising revenue accounted for this year. 23% of digital media spending in the first half of the year was equivalent to RMB 50 billion (US$7 billion).
, a hotel scene data service company from Guangzhou, called out the "today's headlines" for the hotel industry. On November 20th, at the China Hotel Theater Alliance Launching Ceremony and China’s Large Accommodation Industry Scene Operation Summit Forum, Guangzhou Xielv Information Technology Co., Ltd. (hereinafter referred to as "Xielv") announced that it had won the A+ round led by Shenzhen Innovation Investment Group. 100 million yuan in financing. This is its second financing this year. In April, it also received another 60 million yuan in Series A financing. Tang Jianming, founder and chief strategy officer of
, said that this round of financing will be used for research and development, resource expansion and model replication, including accurate push of "thousands of people and thousands of screens" based on user data insights, and expansion of cooperation with hotel groups and TV manufacturers Such in-depth resource expansion, run through the business model. Is
making today's headlines in the hotel industry an eye-catching slogan, or is there a proven business logic behind it?
Times Finance understands that the positioning of Bring Travel is a big tourism accommodation scene data analysis operator. Simply put, it uses the hotel room TV as the carrier to distribute information content, which is equivalent to turning the small screen of the mobile phone into the guest room. Big screen. Scenes like
are not unfamiliar. The same service is also provided in aircraft cabin services, but in more strict and confined spaces, people’s attention is somewhat "forced" to turn to the back of the seat back. screen. A similar scenario is the marketing in elevators, but the days of elevator advertising giant Focus Media have also been a bit bad recently. The weakness of the advertising market, equipment depreciation, and manual operation and maintenance costs have caused its net profit to drop by nearly 80% in the first three quarters of this year. .
And in the hotel rooms, how many people are willing or actively remembering to turn on the TV to watch? Tang Jianming looks very optimistic. The data he gave is that 13.7% of people will turn off the TV within three minutes; 20.5% of people will leave the TV on, but completely ignore it; 65.8% of people will have strong interaction.
Tang Jianming hopes to add "movie" elements to allow more people to interact with this "big screen". According to his introduction, in the past year, he has transformed the 7,000-room viewing program with the traveller, and the average room price has increased by 50-100 yuan. At the press conference, Bring Travel also announced that the movies simultaneously shown in the theater will be put into the hotel room. In the future, the hotel can set up a movie room, a theater line room (with theater line synchronized movies), a theater room (with theater viewing equipment and Experience), set different room rates, and charge additional fees for movies synchronized with theaters, so as to increase the premium capacity of the hotel space.
But both hotels and consumers need a stronger drive. Chen Xianwei, managing director of Wyndham Hotel Group and vice president of comprehensive business department in Greater China, believes that the hotel’s first consideration is the issue of payback cycle, which includes the cost of hardware and system transformation of the hotel, but also consider guest rooms Of premium customers are willing to pay. "Everyone has Youku, iQiyi, Mango TV and other applications in their mobile phones. People who like to watch movies may have seen them. How to provide different content is the key. In addition, the combination of cinema and hotel in the future will still require Certain technical means or cultivating consumption habits to make customers willing to turn on the TV." Chen Xianwei said.
On the consumer side, although the box office of movies is still breaking new highs, the growth rate of the entire film and television market has slowed down. The data shows that the total box office of the Chinese film market in 2018 exceeded 60 billion yuan, but it only increased by 9.06% year-on-year, compared with 22.8% last year; the increase in the number of movie viewers is also somewhat insufficient, with 1.72 billion in 2018 Into the cinema, 1.62 billion people visited the previous year, an increase of only 5.93%. According to a research report by AVIC Securities, the screen continues to grow, but the number of movie viewers has not increased in proportion. The successive decline in attendance rates is a cruel fact that theaters face. The attendance rate in the first half of this year was 10.6%, a decrease of 2.8% year-on-year.
film hopes to find more landing scenes out of the cinema. On December 13, 2018, the National Film Administration issued the "Opinions on Accelerating the Construction of Cinemas and Promoting the Prosperity of the Film Market" to provide policy support for the opening of the cinema market, including hotels The venues inside can conduct movies on-demand after obtaining relevant qualifications, but Liu Zhiyi, deputy director of the Central Propaganda Department’s Film Technology Quality Inspection Institute, emphasized in the round table dialogue session of the large accommodation industry scene operation summit forum held on November 20th. The hotel is not a video hotel. It is not just a TV box. Projection is enough. "The background of the on-demand cinema is to meet the needs of personalized movie watching, but the premise is that the equipment must have a bottom line of technical specifications, and the film source must have a bottom line of policy. It is to do a good job of segmenting the needs of the crowd so that more people will enter the hotel because of the movie."
Although the market education of the major theaters has given the audience a sufficient body, it is necessary to go to the cinema to eat popcorn and watch a movie. One thing, watching a movie in a hotel room is another. After all, the core function of a hotel is to sleep. It is not easy to change the lifestyle of the public.
For travel companions who want to be “today’s headlines” in the hotel industry, this is ultimately a business of attention, and it is based on the understanding of user portraits in the hotel scene and the premise that accurate content can be pushed. It depends on whether users are willing to break the existing hotel and movie viewing methods. Upgrading the TV in the hotel room to a projector is just the beginning.
