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电影革命之路:过去不走,未来不来

????当时代抛弃了你,他们甚至不会说再见。

????与“权力游戏”中的“冬天即将来临”这句名言相比,中国的影视业在这个冬天迎来了寒冷。整个行业的萎缩在终端投放市场也是显而易见的。内地电影院面临新一轮的关闭,许多电影院的运营面临巨大压力。

????曾圣基旗下的星美国际控股集团正经历历史上最寒冷的冬天。随着电影院倒闭,星美控股公司停业三个多月,拖欠工资、拖欠租金等纠纷频频曝光。12月10日,恒生指数公司宣布将星美控股排除在恒生综合指数之外。《北京青年报》记者最近的一项调查发现,北京的六家美国明星国际电影院已经悄悄地从各大商界消失了。在售票平台上,星美国际电影院已经停止售票,星美电影院的服务电话也无人接听。

????根据公众数据,2017年有245家电影院退出市场。根据Top Movie Think Tank的数据,今年前10个月有近300家电影院关闭或关闭。在过去的三个月里,由于商业调整和其他原因,有2100家电影院没有票房收入,占全国电影院总数的五分之一。

????我还记得电影《2012》中的场景,当时巨浪咆哮着,汹涌澎湃,惊慌失措的人类走上了生存之路。他们面前只有两条路。他们要么登船求生,要么被巨浪冲走,成为灾难的受害者。

????现在,电影业正在出现一些熟悉的场景。随着电影业的变化,电影业的红利扩张期已经过去,电影业已经进入了一个巨大的动荡期。面对巨变的浪潮,我们看到了适者生存的残酷现实。

????“目前,整个市场持续低迷,我们制片厂的整体情况跟随市场,但我们也在多方面发展,以最大限度地提高票房和非票房收入。”西安派拉蒙电影城导演徐芳告诉我们。

????产能过剩、运营维护困难、离线娱乐以及新媒体环境的影响已成为当前电影业发展的最大障碍。累积的疾病危在旦夕。如何突破包围,实现新生,将是今后电影产业发展长期探索的重点。

????第一部分:

????冬天来了,电影院进退两难。

????1。电影院产能过剩,运营和维护困难。

1. dian ying yuan chan neng guo sheng, yun ying he wei hu kun nan.

????近十年来,在国家政策的支持下,中国电影业的发展迎来了一个新的高潮。虽然各行各业的玩家都赚了很多钱,但电影院的发展却呈现出井喷式的趋势。

????根据国家电影局发布的数据,到2018年3月底,中国大陆已有9965家影院,总屏幕数54165家,居世界第一。在54165个屏幕中,47541个(与二维电影兼容)是3D屏幕,占全国屏幕总数的88%;5560个地级城市影院和4905个县级影院;797个是巨型屏幕,包括502个IMAX屏幕和295个中国巨型屏幕。

????根据易恩的数据,2018年前三季度的电影院总数为10089家。与国家统计局以前的数据相比,短短六个月内,全国电影院的数量就增加了124家。

????这些数据只针对一定规模的电影院数量。事实上,市场上还有大量的私人影院、家庭智能影院和其他微型影院。据统计,这些小电影院在中国已经达到90多万家。

????我们的电影院位于西安市凤城八路和渭滨路的交叉口。虽然它不是一个繁荣的地区,但是它占据了社区的优势,并且有一整套周边设施。当然,竞争也很激烈。附近有五家电影院在角逐,奥斯卡颁奖典礼在西底港举行。

????像这样的电影院现象已经成为业界的常态。电影院的衰退原本是为了提供更好的观看体验,但产能过剩将不可避免地打破电影业的供需平衡。电影院数量的急剧增加伴随着每部电影的平均收入的下降。据业内人士透露,2015年的人均收入仍然是7800,从2016年开始急剧下降到只有几百人。而一旦平均收入低于550元的红线,就会直接影响到电影院的利润。

????然而,这一切在2016年突然刹车,今年甚至更糟。开盘不利于过去四个月三年的下跌,上半年的增长是五年来的新低。各行各业的玩家最终将遭受疯狂扩张的后果。一方面,由于电影院产能过剩,导致单屏的盈利能力逐渐下降;另一方面,电影院的运营与维护能力跟不上步伐,导致多年来电影院的综合性能下降。在双重打击下,电影业正面临着严冬。

????至于濒临灭绝的杏梅书院线,它已经树立了一个大的转折点。自从2015年新梅学院线扩建和各种新游戏开通后,新梅的情况越来越糟。兴美院线的J先生和B先生都认为,该集团并非有意经营电影院,而是专注于上市和资本运营。

????市场持续低迷,甚至万达、中银、金毅、文投等网络上市公司,今年前三季度收入增长已经放缓,甚至萎缩。单体影院由于资金薄弱,运营维护困难,已陷入破产的浪潮。

????对此,西安国企太平洋电影城总经理魏康康表示,部分电影院的关闭也是由于票房低和营业成本增加,包括人力和租金增加,导致收入不足。

????快乐蓝海润生国际演播室的张宝明经理还说,为了确保演播室目前的高营业收入,根据以往的手动操作模式,我们的演播室需要至少四名前台员工离线部署,而且会太忙。

????In a word, whether the overcapacity of industry cinemas, difficulties in operation and maintenance, or the spread of cinema bankruptcy, all tell us a problem: the era of horse racing enclosure and rampant expansion has passed, in order to grasp more market share and voice in the flood of the times, cinemas must constantly strengthen their core competitive barriers.

????2。Entertainment offline, Hundred Flowers Blossom Cinema or Enemy

????作为“00后”、“90后”逐渐成为新一代消费市场的主力军,与80后相比,他们具有鲜明的个性,追求时尚,更注重自我精神的满足,并趋于多样化和消费特点,创新的互动娱乐体验。作为一种强大的力量,不可忽视的消费市场,他们将逐步改写娱乐市场的游戏规则,带来新的命题,未来大众娱乐市场。

????公开数据显示,近50%的人参加线下娱乐每周至少一次在2000和45%的人花费超过100元的离线娱乐在去年下半年的用户。线下娱乐正在对今年下半年的青睐,因为其独特的互动体验和社会场景。

????对于大多数的电影院、KTV,在目前市场上网吧,它仍然是一个单一的传统商业模式。在这样的市场环境下,一个新的线下娱乐项目,适合年轻人的消费观念是释放型的,他们会迅速成为市场的新宠。Just like last year, Tencent Unified Hand Tour Publisher Created "Good Time" Entertainment Hall, which includes Hand Tour Bar, Online Red Live Studio, Micro Cinema, IP Derivatives Sales Area, Light Food and Beverage Bar and other different formats, is widely sought after and loved by young people.

????At the same time, offline entertainment projects include sports competitions, interactive games, new bookstores, manual experience halls, amusement parks, outdoor activities, watching various performances and competitions, and so on. At present, they are springing up in the market like bamboo shoots, full of infinite imagination space, constantly impacting the traditional offline entertainment.

????The cinema, as a popular entertainment project that has been spreading for hundreds of years, must keep up with the pace of the main consumer force of the younger generation, innovate in diversified scenes and cooperate openly in different industries, so as to stand on the heel of the tide of the times. Otherwise, in the face of the rapidly rising diversified offline entertainment eco-platform, only waiting to be expelled.

????三。Impact of Digital Age and Multimedia Environment

????With the impact of the digital age, the use of innovative technology to upgrade and transform cinemas will be more conducive to improving the efficiency of cinemas. According to the latest data, in recent years, with the development of the global film industry and the construction of cinemas, the number of film screens has been increasing. In 2017, the number of global screens reached 169,275, an increase of 52% over 2013. Among them, the number of digital screens reached 165,890, accounting for 98%. Almost all movie screens in the world have been digitized.

????On the contrary, those old cinemas that stick to the tradition have mostly become intractable in the city. 根据此前媒体报道,北京22岁的电影院中,最高日票房仅为300000,根据今年3月一天的数据。在七或八年前,新世纪电影院2800万的年收入相比,实在是不值得一提(考虑通货膨胀)。一些电影院甚至有每天的票房只有10000元左右,基本上不能满足运行成本。In the midst of deep and hot water.

????At the same time, the current film industry is in the technological environment of mobile Internet and live entertainment broadcasting. The maturity of 3D, VR, AR and other technologies has brought another sensory experience to audiences; smart cinema has achieved self-evolution while upgrading user experience; the emergence of streaming media, video platform, on-demand cinema and mobile cinema has been highly sought after by users. 内容数字化将通过各种屏幕频道观众的时间和选择,并把他们从电影院的传统空间。

????2017、有1892大在线电影,和最高的IQI分账电影“争夺如来佛祖”赚了2655万。在2018上半年,有730的在线电影,其数量减少了近40%年,但最高的电影分账收入超过400万部电影和19部电影,1000万级以上。内容准入门槛的平台,投机者逐渐出来,内容逐渐细化;类似于互联网售票平台,网上购票的用户习惯,大型在线电影的发展也逐步培养用户习惯在线看电影,视频支付市场与院线电影将在不久的碰撞未来。

????数字与多媒体环境的影响下,影院必须积极拥抱新的市场环境下,毕竟,追逐潮流的速度将直接决定电影的未来地位。

????第二部分:

????时代的洪流,要么残或重生

????1。促进衍生产品的销售产生的收入帮助电影院

????随着建筑、人员成本的增加,影院租金和设备,影院的运营成本带来了巨大的压力。特别是新开的电影院,据业内人士透露,只有大约十分之一的新开的电影院可以在过去的两年中赚钱。Therefore, in addition to continuing to work on a single, low-profit box office business, it is urgent for cinemas to actively develop diversified revenue-generating business layout around non-ticket business such as sales, derivatives and so on.

????According to industry insiders, cinemas are only easy to make money from outsiders, but in fact they are a small profit industry that needs long-term stable operation. After the box office income is distributed layer by layer, the gross profit left to cinemas is only about 10%, which is not counted as huge hydropower and labor costs. Therefore, it is self-evident that the promotion of non-ticket business such as sales and derivatives will help the cinema to continue to grow.

????Take Wanda Film as an example. In the first half of 2018, box office revenue reached 4.837 billion yuan, an increase of 14.3%, which is still the main revenue, but the non-ticket business as a whole shows a benign expansion trend, actively introducing strategic investment to expand business. 其非票房收入达到25亿3100万元,和衍生品业务增长118%,其中商品销售收入增加6亿9800万元,16.46%,和销售爆米花占了近三分之一的收益。非机票业务的增长速度高于票房,和毛利润率明显上升。这充分表明,非机票业务已经成为不可阻挡的金矿待挖掘。

????Dadi Courtyard Line在声明中说,为了加强专营影院非票房收入还提到,公司积极配合相关企业自行开发的茶饮料、点心、咖啡等产品,并促进他们加盟影院,丰富的销售和有效提高电影院NG专营电影业务收入。

????主要院线巨头已经在非机票业务市场做出了巨大的努力,这同时也表明,非机票业务是影院利润下蓝色的大海。In order to achieve success in non-ticket business, cinemas should first focus on selling products and derivatives in order to seek breakthroughs. By increasing the types of products sold to meet the diverse needs of users, while paying attention to the taste and quality of the products sold. AMC courtyard in North America integrates catering and other features, providing value-added services such as meals, high-end drinks, expert chefs, MacGuffins bars and lounges.

????In addition, it is to increase the types and attractiveness of domestic film and television derivatives, to find products that share the same emotions with the audience and have certain practical value, and to promote the sale of derivatives by increasing the publicity of derivatives and reasonable planning, with appropriate discount promotions, and through binding marketing such as membership recharge and other related activities.

????In short, whether it is selling products or derivatives, cinemas should actively try and explore, and bravely take the first step to generate revenue from non-ticket business.

????2。扩展的多场景营销跨界思维是有希望的。

????电影院娱乐场景营销应遵循的变化趋势。在未来,电影院不应仅是一个地方看电影,还提供“生活方式”。每个电影要敢于颠覆和跨界。它不仅要提供更多的功能到电影院,而且对电影场景的无限潜力通过跨境和非专业的合作,从而提升影院的专业性和差异化竞争壁垒。

????在这方面,杨晓阳女士,唯一的素食电影的创始人和首席执行官,说,新的零售业对格式的冲击下,通过改造电影院和消费者之间的连接,使用大数据来驱动电影会员营销,挖掘电影的潜在价值,实现电影的创新终端消费体验。电影有足够的空间和可能性做魔术剧、家庭亲子剧、开元网络棋牌怎么样_开开元棋牌在线游戏_开元棋牌输了1万赛事等活动。同时,它可以挖掘出更多的场景功能,温度和思维做社会场景,使电影院不再有数千面,使每个电影有其自身的特点和独特的标签。

????金毅的电影和电视收入增长战略,提出了“积极探索泛娱乐化”,并介绍了几种娱乐设施包括按摩椅、点唱机、娃娃抓机、虚拟现实等。在过去的四年中,非门票收入增长近15%的复合增长率。2017、公司单影院广告业务收入为202万8000元,超过100%的同比增幅,位居行业第一的增长。

????According to reports, in order to further meet the needs of consumers, "special star delivery" will soon open a "film package" with ticket-hunting tickets to provide users with intimate services delivered to the cinema entrance. As the earliest automobile cinema in China, Beijing Fengyuan Auto Cinema has four venues: A, B, C and D. Driving into a random area, adjusting the FM in the car and the area, you can watch the movie. The highlights of the movie show will be loudspeakers instead of applause. The bar and restaurants are all available.

????In the future, similar to this series of diversified cross-border cooperation modes will appear in the scenario marketing process of the cinema, which is equivalent to opening a door for the cinema to the new consumer era. It has been proved that only by keeping pace with the times and constantly pushing forward the new can the cinema win the gold medal on the revolutionary road.

????三。Embracing the Digital and Multimedia Era is Imperative

????"Our SOE Pacific Film City covers a total area of 3369 square meters and has seven international standard digital halls, including the first multi-functional VIP China Giant Screen, Dolby Panoramic Acoustic Hall and six professional standard digital halls in Gaoling County, with a total of 1189 seats." According to General Manager Wei Kangkang.

????In Gaoling County of Xi'an City, which has only tens of thousands of people, there is no modern film city. The nearest one is Majiawan District, which is 20 kilometers away from the county town. Since the opening of the cinema one year ago, by the end of October this year, the membership box office accounted for 45% and the number of tickets held reached 7,000. Compared with the current overall downturn in the market, it is also a glimmer of vitality in the market.

????因此,如果电影想吸引观众,让他们选择从许多娱乐方式进入电影院,它必须是电影院的改革升级和最新的技术将电影和观众提供看电影的新奇体验的一个重要组成部分。目前,3D投影技术已经成为最常见的升级方向。一些强大的电影院已经开始从IMAX剧院的角度打造高端影院、4D影院大厅,振堂等。

????2017年1月,IMAX在洛杉矶开幕,计划与其他庭院工作建立这样一个中心第一虚拟体验中心。游客可以在每10到15分钟的体验中心观看虚拟现实电影,在收费7美元到10美元。虚拟现实体验服务提供商如虚空和零延迟和游牧民族也在开发类似的技术。

????Qu Hao,莱娜北京龙宇电影城农场经理说,目前,影院发展迅速,银幕数也在增加。如何提高观赏体验和客户体验是核心竞争力。它需要一个舒适的观看环境和周到的服务,提高影院的性能。随着投影技术的不断提高,有座位的电影院放电影独自不再能满足客户的需求。为了提高影院的竞争力,这是电影院来增强自己的硬件配套,打造特效电影院,并在同一时间,让客户从普通电影不同的感觉。

????从工业化到互联网再到数字化,国产电影已经进入了一个快速迭代周期。At the same time, movie screens have been impacted by streaming media, mobile cinemas and wearable devices. With the continuous improvement of movie viewing technology and the change of multimedia environment, cinemas are constantly developing to modern super-blockbusters with high sound efficiency and great special effects. Only in this way can the audience be retained, otherwise it can only be replaced by multimedia of mobile phones or other smart terminals.

????In the era of digitalization and multimedia, cinemas should also speed up their adaptation to the new market environment in order to avoid being abandoned by the times.

????4。The cinema should actively embrace the spring of its own members.

????In recent years, online ticketing platform with the advantages of convenient Internet operation and "money war" firmly captured the hearts of the audience, frantically competing for membership from the cinema. 影院方面只能被动挨打。一方面,它是被迫接受的资金送到电影院门口。另一方面,它只能被动接受。另一方面,看自己的成员被抢劫他们的自主性越来越弱。

????如今,随着机票补充时代的到来,第三方购票平台逐渐失去了优势,价格低。同时,网络运营技术手段的升级,特别是依托微信的流量入口红利的小程序的出现,使得它很容易建立自己的移动影院购票渠道。这将是电影院重获话语权的一件事。A rare opportunity. Only by holding the initiative in their own hands can they be flexible enough and have a variety of ways to fight against the market downturn.

????With the emergence of new opportunities in this market, some large film studios have made self-development or brought back the previous self-owned platforms to the focus of their business, such as Wanda Cinema; many large group companies have sensitively sensed and quickly entered the market, such as the shadow and nuclear technology belonging to Taihe Group, Fenghuang Yunzhi belonging to Ali Film Industry; others are. 许多年前,我们开始去默默的,但现在是时候让我们做出的努力,如只吃素的电影属于大地集团。

????根据公开的数据,只有因子电影市场占有率第一的行业目前。So far, 3835 cinemas have provided self-operated Internet products and online services for Self-operated members, covering 31 provinces and 301 cities, accounting for 40% of the Chinese cinema market, of which 3-5-line City cinemas account for 68%. All-round for the cinema (especially small and medium-sized chains and single cinema) to provide a package of Internet solutions, free of charge to build their own Wechat public number, APP, official website and other online ticketing, membership management, marketing and other platforms, and provide offline scenes, big data analysis, market evaluation and other comprehensive services. Juyingke, its cinema marketing management product, has launched a small program version in the current period. 无论从数据统计,会员管理、多元化的信用卡营销功能,可以在线进行任何时候,任何地方,轻巧方便,是由许多电影院欢迎。它是由行业作为在影院终端布局下半年大地集团的核心力量,为了创造一个开放、共赢的新终端零售市场。

????同时,有自营的电子商务企业,包括Dingxin,笔意和Vista,正在等待市场的考验。在后张补充的时代,以会员为核心已成为影院的服务主题和管理操作。如何建立个性化的营销活动的成员,从而逐渐培养了一批忠实的个体成员将成为平台之间的竞争的关键。

????事实证明,自有会员电影院的春天已经来了。不被第三方购票平台粉碎,我们应该抓住当前的良好局面,夺回影院成员积极的重量,所以,电影院可以组织和重构自己的会员系统,根据自己的意愿。

????在时代发展的洪流中的每一个关键时间点,如果不慎坠落,它将迎来一年的大危机。At present, the development of the cinema industry has been pushed to a desperate situation. Only the minorities who adapt to the changes in the gap can obtain the relatively safe survival key.

????你有没有记得中途碰到水和波抑制的船吗?当时代的潮水,我们只好拥抱。

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山东优质蛋制品产销对接会在上海召开

????8月6日,山东省畜牧兽医局和山东省人民政府驻上海办事处在山东电视台农业频道主办的“山东省优质蛋制品(上海)产销对接会”在山东万怡宾馆举行。上海市松江区龙岗。山东省共有26家鸡蛋企业参加产销对接会,均为山东省产蛋龙头企业,产蛋规模超过3万只。这是山东鸡蛋企业集团第一次来上海进行产销对接。

????山东是产蛋养鸡大省,产蛋多年居全国第一。2018年,山东省共储备鸡蛋2.38亿只,产蛋量447万吨,居全国第一。山东蛋鸡产业具有良好的基础、规模化、高智能化、优质鸡蛋品质、良好的信誉、相对健李安新片内地定档_蜘蛛资讯网全的组织体系和技术支持,并处于全国前列。

????今年以来,山东蛋鸡产业充分整合资源,不断努力:4月1日,山东蛋鸡产业率先在全国范围内实施鲜蛋“双证书制”管理,并与山东省蛋鸡产业协会(以下简称“山东优质蛋联盟”)。以蛋鸡为核心的龙头企业,制定并采用“优质鸡蛋分级流通”和“优质鸡蛋生产工艺”。技术规范将山东蛋鸡产业的发展推向了一个新的高度。

????另一方面,作为一个拥有2400万常住人口和600万流动人口的大都市,上海每年可以消费38万吨鸡蛋。上海人口基数大,消费水平高。对蛋制品既有定量要求,又有定性要求,山东可以满足。

????多年来,江苏占上海鸡蛋市场总供应量的三分之一以上,其中一个占主导地新的城市在中国北京_蜘蛛资讯网位,而山东在上海市场的份额并不高。近年来,由于价格波动和更严格的环境保护,江苏省蛋鸡库存下降,鸡蛋供应下降,导致上海市场出现空缺。因此,是山东蛋制品抢占上海市场的大好时机。

????在这次活动中,精准的产销对接成为亮点。来自上海的100多家当地连锁店、食品加工企业和高校采购代表前来长沙如何坐出租车_蜘蛛资讯网参加活动,并与山东蛋制品企业达成合作意向李楠谈中国男篮_蜘蛛资讯网。其中,上海名源集伊洛纳新手伙伴攻略_蜘蛛资讯网团、上海鼎骏食品有限公司和上海新丽莲集团在山东省现场签署了一份购买优质鸡蛋的意向书。

&中国男篮今日对阵_蜘蛛资讯网nbsp;???山东省人民政府上海办事处主任穆长顺、山东省畜牧兽医局副局长赵玉良出席会议并致辞。

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