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Cj CGV Media Entertainment Industry Cj CGV Media Entertainment Industry 1 01.Market 02.Company Entertainment CGV 03.Consumer 04.Marketing AGENDA Target Audience Marketing 2 Market 01 ✓ Entertainment Industry ✓ Media Entertainment Industry ✓ Cinema Industry 3 ENTERTAINMENT INDUSTRY Exhibition entertainment Media Entertainment Live entertainment Industry entertainment Electronic entertainment Các sub-market chính trong thị trường Read more: https://www.marketresearch.com/Consumer-Goods-c1596/Travel-Leisure-c90/Entertainment-c227/ Ngành công nghiệp giải trí gồm mảng sản xuất và chuyển tải nội dung giải trí rất rộng và liên tục phát triển: - Những yếu tố tác động: + Liên tục thay đổi khi những tiến bộ công nghệ và nhu cầu thị trường thay đổi. + Thu nhập tăng là nguyên nhân chính của sự tăng trưởng. + Rất nhạy cảm với kinh tế và linh hoạt trong thay đổi (bắt kịp thị hiếu). → Lợi nhuận công ty dựa trên sự đa dạng hóa, đổi mới và khả năng sản xuất sản phẩm và dịch vụ giá cả phải chăng cho người tiêu dùng. 4 ENTERTAINMENT INDUSTRY - Áp lực cạnh tranh mà các công ty trong ngành đối diện: (Mô hình Michael Porter’s ) (1) Đe dọa từ người mới xâm nhập: Thấp vì rào cản gia nhập ngành lớn - lợi thế cạnh tranh của “ông lớn” + chi phí sản xuất vận hành rất lớn. (2) Quyền lực từ nhà cung cấp: Đang giảm - Sự tăng cạnh tranh của NCC làm giảm quyền lực chung; Actors cũng được coi là NCC. (3) Quyền lực của người mua: Cao - Nhiều sự lựa chọn, dễ dàng tiếp cận và toàn cầu hóa. (4) Đe dọa từ sản phẩm thay thế: Cao - Ảnh hưởng từ sự phát triển của công nghệ làm một số mảng bị thay tế (5) Áp lực từ đối thủ cạnh tranh: thách thức đáng ngại từ các phương thức phân phối thay thế → tăng sự cạnh tranh giữa các nền tảng phân phối giải trí (6) Quyền lực của các bên liên quan: Chính phủ, tổ chức, nhà đầu tư, local communities,.. ảnh hưởng trực tiếp đến content Trích: Entertainment Industry Analysis - California State University 5 MEDIA ENTERTAINMENT INDUSTRY Media & Entertainment outlook 2018 6 MEDIA ENTERTAINMENT INDUSTRY *Note: Vì sự phát triển của mobile nên đơn vị nghiên cứu Deloitte kết hợp ngành Telecomunication vs Media&Entertainment vào chung 1 scope Media & Entertainment outlook 2019 7 MEDIA ENTERTAINMENT INDUSTRY Traditional TV and Video Internet Media Cinema Advertising Entertainment Industry Video Game and Virtual Video eSports Các segments của thị trường Media Entertainment Industry Read more (US Market): https://www.pwc.com/us/en/industries/tmt/library/global-entertainment-media-outlook.html 8 Theo thống kê của CSI Market MEDIA ENTERTAINMENT INDUSTRY Value of Game Market in US Market Value of Cinema & film, TV, Radio & Audio - Video Streaming - Linear TV - eSport 9 MEDIA ENTERTAINMENT INDUSTRY Trends - Sự tăng vọt của streaming and mobile video: tốt nhất và nhiều nhất - Các công ty truyền thông bắt đầu xây dựng lại content: đầu tư vào các lĩnh vực như AR và VR, Ad-supported video - Nhiều công ty social media đang bắt đầu tham gia vào lĩnh vực phát sóng nội dung: push users của họ tạo những video ngắn và TV-like programming. - Voice assistant hoặc voice-assisted speaker hỗ trợ platforms tăng cường trải nghiệm người dùng. - Sự tăng trưởng “thần kì” của eSports. - Trải nghiệm cá nhân hóa: Các công ty đang điều chỉnh các dịch vụ và mô hình kinh doanh của họ để xoay quanh sở thích cá nhân, sử dụng dữ liệu và mô hình sử dụng để quảng cáo sản phẩm của họ không phải là hàng tỷ khán giả, mà là hàng tỷ cá nhân. - Media company cố gắng thiếp lập direct relationship với consumers của họ: stand-alone direct-to-consumer streaming service https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/media-and-entertainment-industry-outlook-trends.html 10 The Netflix Revolution CINEMA INDUSTRY 1. Basic info: - Fields of Cinema Industry: + Sản xuất phim: production, screenwriting, film studios, and cinematography, among other endeavors. + Phân phối ( Xu hướng hiện tại, các công ty sẽ tham gia vào cả hai mảng sản xuất và phân phối) - Khi bao gồm doanh thu phòng vé và doanh thu giải trí gia đình, ngành công nghiệp điện ảnh toàn cầu trị giá 136 tỷ đô la trong năm 2018. 2. Consumer: Slide 22 11 CINEMA INDUSTRY 3. Trends: - Low-Budget Films and Streaming Services - The Netflix Revolution: Netflix đã tăng doanh thu của mình lên 36% trong năm 2017 và có mọi dấu hiệu cho sự tăng trưởng liên tục. - Tăng trưởng của Pop-up Cinema - Series Cinema: Series đã phát triển một hình thức điện ảnh mới cạnh tranh với các thể loại phim khác. - Theater Attendance: Bắt đầu giảm lượt đến rạp tại Bắc Mỹ, trong khi đó tăng ở thị trường Châu Á, đặc biệt Trung Quốc - Diversity: Xu hướng văn hóa quan trọng nhất là càng có nhiều “nhóm” được đại diện trong các nhân vật. https://ascmag.com/blog/the-film-book/cinema-2018-key-trends Read more: https://blog.okast.tv/en/2019/01/16/the-key-trends-to-follow-in-2019-in-the-digital-media-industry-tv-cinema-streaming-services/ https://www.ibc.org/industry-trends/streaming-vs-cinema-what-does-the-future-hold-for-film/3517.article 12 Cj cgv 02 13 COMPANY 1. Overview: CJ Group - Lĩnh vực hoạt động: ➢ Food Industry: production & distribution; animal food ➢ Logistics Industry: Homeshopping & Logistics ➢ Entertainment: Media,Comunications, entertainment channel ➢ Healthcare: Bio & Pharma ➢ Infrastructure CJ tiền thân hoạt động là nhánh kinh doanh thực phẩm của tập đoàn Samsung. Những năm 1990, CJ chuyển định hướng từ công ty thực phẩm sang công ty văn hóa và đời sống, đồng thời tách khỏi tập đoàn Samsung. Một số thương hiệu nổi tiếng như TOUR les JOURS, A TWOSOME PLACE, TWOSOME COFFEE, COLD STONE, VIPS, bibigo,… hiện thuộc sự quản lý của CJ Foodville. 14 COMPANY 1. Overview: CJ Group - Về sinh học và dược phẩm: Tập đoàn này có 3 công ty con tham gia gồm CJ CheilJedang Bio, CJ CheilJedang Feed, CJ HealthCare. CJ HealthCare là công ty dược phẩm chuyên nghiên cứu về thực phẩm chức năng dành cho sức khỏe. - Về giải trí và truyền thông: Lĩnh vực này CJ có 4 công ty con gồm CJ E&M, CJ CGV, CJ HelloVision, CJ PowerCast dẫn đầu về truyền thông, phim ảnh, âm nhạc, game, rạp chiếu phim, nội dung số. - Về truyền hình mua sắm và Logistics: Tập đoàn CJ có các công ty con gồm CJ O Shopping, CJ Korea Express, CJ OliveNetworks, CJ GLS, CJ Telenix. CJ là tập đoàn tiên phong trong ngành này cũng như đầu tiên về kênh mua sắm TV. CJ Korea Express hiện là doanh nghiệp logistics hàng đầu tại Hàn Quốc. CJ GLS là công ty đại chúng được thành lập năm 1998. - Về cơ sở hạ tầng: CJ tham gia các dự án xây dựng thông qua công ty con CJ Construction. 15 Nguồn: https://cafef.vn/tai-chinh-quoc-te/cj-nguoi-anh-em-cua-samsung-la-ai-dang-lam-gi-tai-viet-nam-20150911080647982.chn COMPANY 1. Overview: CJ CGV - Basic Info: + Private Company + Headquater: Los Angeles, California + Gia nhập thị trường Việt Nam năm 2014 (mua lại MegaStar vào năm 2011) - Thông tin thị trường: + Lợi nhuận (2019): 3,66 nghìn tỷ VNĐ (tương đương 159,13 triệu USD), tăng 35% so với 2018. Report 2016 + Doanh thu hàng tháng là 30 tỷ đồng (13,26 triệu USD) và lợi nhuận hàng ngày là 10 tỷ đồng (434.780 USD). - Company Concept: Cultureplex - một sân chơi văn hóa, nơi con người có thể tụ tập để trải nghiệm tất cả các loại hình khác nhau của văn hóa từ phim, nhạc, biểu diễn, games, food, drinks, vv. (CEO of CJ CGV Statement) https://www.vir.com.vn/cj-cgv-vietnam-temporarily-shuts-down-cineplexes-in-ho-chi-minh-city-74764.html https://www.boxofficepro.com/cj-cgv-ceo-lays-cultureplex-concept-key-growth-cinema-business/ 16 COMPANY 1. Overview: CJ CGV - Services: + Công nghệ mới nhất bao gồm SCREENX, IMAX, STARIUM, 4DX, Dolby Atmos. + Loại vé: Thường, Vip, Deluxe, Sweetbox + Loại phòng chiếu: Thường, Gold Class, L’amour, Premium Cinema, Cine&Forêt, Cine & Living. + Dịch vụ F & B - Chương trình CSR-CSV: + Cuộc thi viết kịch bản, Dự án làm phim ngắn của CJ, Lớp làm phim của Toto, CGV ArtHouse + Tài trợ sự kiện điện ảnh lớn như HANIFF, Liên hoan phim Việt Nam + Cung cấp trải nghiệm xem phim cho những khán giả hiện có quyền truy cập hạn chế vào môi trường điện ảnh chất lượng thông qua các chương trình CSV như Smile Moon và Phim cho mọi người. 17 COMPANY 2. Competition - CGV đang dẫn đầu thị trường tại Việt Nam và có 74 điểm rạp. Trong mảng firm distribution and advertisement thì CGV cũng chiếm vị trí hàng đầu. “We expect our market share to grow from the current level of 41 percent to around 60 percent in five years,” in Vietnam, 2016, CEO of CJ CGV - Liên tục mở rộng rạp: + Để giành thị phần gần như tuyệt đối tại thị trường Việt Nam, CJ CGV Việt Nam và Lotte Cinema đều đã “chi đậm” từ lúc bắt đầu gia nhập thị trường bằng việc liên tục rót tiền để mở rộng số lượng cụm rạp. - Lợi thế đặc biệt trong việc phân phối và chiếu phim: + Với thị phần áp đảo của các rạp chiếu phim trên thị trường, CJ CGV Việt Nam yêu cầu chia sẻ doanh thu từ các bộ phim được phân phối tại chuỗi hoặc phân phối độc quyền.
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