Weying says the US should look to China to learn how to revolutionise 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.
In North American on average only 25 per cent of movie tickets are bought online, compared to around 80 per cent in the China.
Smartphones have very quickly become deeply embedded in the Chinese market. A late but swift introduction has allowed China to learn from the developed markets where mobile technology 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 service has over 100 million users and sells around 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 sophisticated data 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.