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What China's Weying can teach the US mobile ticketing industry about digital marketing

weipiao weying mobile ticketing platform china
Rachel Read
By Rachel ReadMay 17, 2017 1 min read
Rachel Read
Rachel is co-founder and strategic director at blooloop. She has a degree in engineering from Cambridge University, is a Chartered Accountant and has certificates in Sustainability Leadership and Corporate Responsibility from London Business School, and Sustainable Marketing, Media and Creative from Cambridge University's Institute for Sustainability Leadership (CISL). Rachel oversees our news, events and sustainability.
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Weying says theUS should look to China to learn how torevolutionise mobile ticketing.

In an interview with The Hollywood Reporter, Luke Xiang, Vice President, Beijing Weying Technology Co. Ltd., sets out what the US mobile ticketing industry could learn from the Chinese market.

Mobile Ticketing

In North American on average only 25 per cent of movie tickets are bought online, compared to around 80 per cent in the China.

Smartphoneshave very quickly become deeply embedded in the Chinese market. A late but swift introduction has allowed China to learn from the developed markets where mobiletechnology and user behaviours had evolved.

Baidu, Alibaba and Tencent

China's internet landscape is dominated by three major players: Baidu, Alibaba and Tencent. This level of consolidation which allows more efficient sharing of data and allows more sophisticated marketing techniques.

Founded in 2014, Weying's Wepiao mobile ticketing servicehas over 100 million users and sellsaround 1 million tickets a day. Tencent is a partner and investor in Weying,allowing the service to be embedded on its WeChat and QQ platforms.

Part of the success of Weying has been the company's sophisticateddata mining techniques. A very detailed profile of the movie goer can be built from their history - when, where and which movies they prefer as well as who they like to go with and whether they are a social media influencer afterwards.

This allows targeted digital marketing in real time and high levels of mobile ticketing adoption.

China’s Movie Ticket King on What Studios Can Learn About Digital Marketing

Technology
Rachel Read
Rachel Read
Rachel is co-founder and strategic director at blooloop. She has a degree in engineering from Cambridge University, is a Chartered Accountant and has certificates in Sustainability Leadership and Corporate Responsibility from London Business School, and Sustainable Marketing, Media and Creative from Cambridge University's Institute for Sustainability Leadership (CISL). Rachel oversees our news, events and sustainability.
See Full Bio

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