Reporter in the Fan
Recently, the executive director Stephen Chow's Group Limited announced the news than the high plans to cooperate with the Chinese film industry, 3 years, 36 cinemas in the mainland investment, not less than 260 screens, seats less than 30,000. This is not the building of Hong Kong movie star to enter the mainland's first case of cinema, after Jackie Chan in Beijing, Guangzhou, Shenyang, Changzhou and investment into four five-star Studios. Then, in the large-scale northward trend in Hong Kong, Singapore, why vote in the cinema appeared trend?
Influx of hot money has not been in full swing competition
Hong Kong-invested cinema comes to construction, had signed in June 2003 referred to the "Mainland and Hong Kong Closer Economic Partnership Arrangement" (CEPA agreement), which involves cinema content services: to allow Hong Kong companies in the Mainland the joint venture and cooperation construction or transformation of cinema, and allow the Hong Kong holding operation. With the signing of CEPA2 and CEPA3, the State Administration of Radio and supplementary regulations have been issued. According to the principle of CEPA2, January 1, 2005 began to allow Hong Kong service suppliers in the mainland to form wholly new, rebuilt theater, film screening business.
Hong Kong-owned entry, whether on the mainland cinema compete? Under this policy, the first theater to cinema construction investment enterprises, the land that the theater building, Deputy General Manager Liu Kaijun, 2005, China's film box office starting from 1.9 billion in 2010 to 10.1 billion, despite an extraordinary growth performance , but the total box office point of view, the Chinese film industry is still in early stages of development. From a practical demands, consumption of movies at a reasonable demand to China's urban population 6-800000000 of the scale, the number of screens of not less than 3-40000, in the mature consumer demand, the number should reach the screen 80000. Beginning of this year compared to the statistics, the country has a 2K projector screen for the 5200, film projectors 1,900, the total effective screen within the 7000 data, there are 5 to 10 times the growth.
"From the data sense, I think, as long as our investors do not make a major theater of low-level error, the competition for a long period of time, it will not fully appear." Liu Kaijun stressed here that the "low-level error" included in the investment of a theater project, the lack of clarity in its position and simply project the data to decision-making. He said, "full competition does not appear, but does not mean that some areas in the viewing habits will not mature brutal vicious competition and survival of the fittest."
Investment Advisor in the cultural industry, said researcher Cai Ling, viewing from the current number of domestic per capita terms, the domestic cinema market development is very broad. Cinema of Hong Kong filmmakers entered the mainland market, on the one hand to bring the competition, making the mainland cinema market, increasing competitive pressures; the other hand, to mainland cinema market has brought new elements, including the capital portfolio diversification, diversification of services , industry self-regulation to strengthen the role of a series of promotion. Liu Kaijun also the case that: "the period of prosperity in the industry, to the wheat from the chaff is the inevitable law of competition, industry growth and social progress is the inherent demands."
Bona International Investment Co., Ltd. General Manager Huang Wei theater that, "like Jackie Chan, Stephen Chow so charismatic entertainer, the film itself has a profound understanding of their investment in theater, may be more suitable for the current film market. investment needs for many years in the theater, after all, the film industry professionals, expect these investments theater actors reflect the unique flavor. "
Clear positioning is the key
The media describe China's cinema industry in a "crowded, staking their claims," the era of 2010 alone, the country reached 313 new theater, the new screen 1533, the average daily new 4.2. Accelerate the construction of the theater behind the blind into the theater industry for investment in people, whether there is a huge investment risk?
In this regard, executive director of Chen Changyi than the high group, said the cost of the new theaters, each seating about 1.3 million yuan, annual income is usually a seat with 1.2 million, little over two years is estimated can be recovered. Turning to the issue of cost recovery cinema, Huang Wei, the Group estimates that the ideal is high and optimistic, "general long-term investment in the theater building is cost recovery takes about 6 to 7 years." Cai Ling believes that the domestic cinema market at this stage encounter less resistance development, but it also faces homogeneous competition, market saturation in some cities the problem cinemas, this is because the profit model of the cinema rather special flow of capital relatively long time. A large number of Hong Kong-invested into the domestic cinema market, the domestic cinema market with capital opportunities, we must also consider the operational issues, such as poor management will face a loss.
"Commercial real estate development is to promote the development of cinema in recent years is an important reason. Investment theater, to consider a suitable location for the business center and other key issues for the developers. Cinemas this industry form a business and real estate the intersection of theater but also to prevent local overheating investment and saturation. "Huang Wei said.
Liu Kaijun, said: "Because of the tremendous market growth potential and capital into an unstoppable torrent. On the development of the industry's investment in people, will face investment concepts, theater location, the core team training, new technology applications and new business forms grafting and other important challenges. "
Cai Ling believes that at this stage in the film industry, "industry-wide competition," state-building needs highlighted cinema market positioning, the target location, industry positioning, capital market positioning four aspects. She explained that, by target location, to ensure that differences in the consumption of cinema. Differences by industry positioning, build brand awareness of the cinema, to increase core characteristics of resources, avoiding the homogenization of competition. Capital market position is through the combination of differences in the way of capital, and commercial developers to bundle the way for expansion, to avoid a single mode of operation of the capital cost pressures brought to the cinema.
Homogenization and differentiation
Jackie Chan Cinema box office run by the rapid growth of first line by the lower fares, the other, and cinema within the ultra-luxurious facilities and hardware to promote the success of buy inseparable. Stephen Chow is also claimed that the investment will be flashed low fares theater "killer." And enhance the profitability of theater, cinema attendance increased, not only by low fares can be achieved.
Theater space for a large extent the income depends on ticket sales, theater can not determine the broadcast schedule of the film, some videos and there is a minimum limit, each of screenings theaters can show movies with the number of seats is fixed, so theater the profitability of each year there is a clear upper limit, the theater management "went back to the homogenization of the product to avoid the issue of the" Huang Wei said, "from the overall environmental point of view, theater can not fundamentally avoid the case of homogeneous , but to some extent can reflect the differences in management. cinema first scale, the hardware has reached a certain level, then should pay attention to marketing, customer care, field operations level as well as video playback quality. "
Liu Kaijun that, at this stage, the film is very high degree of homogeneity, from the point of view to meet the core needs of the audience, the theater is difficult to reflect the differences in management, the audience can feel only on-site service. In this sense, the theater's services is fundamental. "We need to improve the leisure time (working day) the attendance, which requires according to different characteristics of cities and consumer groups to develop different marketing programs to achieve." Liukai Jun said, "is the theater box office the fundamental, at the box office After the upgrade, I believe that the profitability of cinema will be protected. "
"As the theater building and more competitive, we intentionally or unintentionally, increase the theater's hardware investment, renovation and improve quality. Believe that during the rapid expansion in the theater, focusing on the number, then we will definitely improve the quality of service on the back . "Huang Wei pointed out that the theater is not just investment in the final pot of gold digging, but in the future sustainable development. Bona Pictures from upstream producers have over the years, midstream and downstream cinema release relatively complete industrial chain. Theater production and distribution resources and the retail terminal to form a good interaction between the theater organization play an active role in guiding the market, so the market's sensitivity to the movie theaters is relatively high, a better understanding of the audience's viewing needs. As Liu Kaijun said, at this stage, the service is fundamental. Service is once again chosen cinema audience of the important reasons. And this choice is actually the result of competition.
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