IMAX Private Theatre品牌策略定位0517活动策划方案[40页]
IMAX Private Theatre Brand Positioning Strategy
品牌定位策略
2014.5
一、市场竞争及背景状况
I. Market Competition and Background
Current prices are on the low side, with a market gap in high-end products (priced over 2 million)
THE GAP
30-50
50-100
100-150
150-200
200-250 60.7%
28.5%
10.0%
0% 0.8%
私人影院设备的价格分布（一万元）
Price distribution of private theatres (up to CNY 10,000)
•
多数家庭用户购买力有限：  29－45万元的家庭影院设备是可接受范围，占比超过60%
Limited purchasing ability for the majority of families: over 60% can accept a price range of CNY 290,000 – 450,000
•
真正高端体占比不超过30%: 约30% (28.5%)的富人愿意投资50-100万元享受真正的高端观影体验.
High-end consumers stand at less than 30%: about 30% (28.5%) of wealthy consumers are willing to pay CNY 500,000 – 1 million to enjoy a high-end theater experience.
•
极少数项目价格超过150万元
There are very few projects priced over CNY 1.5 million.
Transformational growth driven by future market demand, with high-end market growth possibilities.
2013-2017年高端家庭总体市场未来需求规模预测（百万元）
2013-2017: Prediction on future increase in market demand  From high-end consumer families （in CNY millions ）
自然增长型市场
Organic  Market Growth
渗透率的自然增长: 自然增长的对于安装私人影院将会提供生活质量的意识的加强推动了市场需求
Increasing market demand as people become more aware of how installing a private movie theater can improve their quality of life.
由于市场变革带来的增长：更好的一站式服务以及更优质的电影资源所推动的市场需求
Increasing market demand through better one-stop services and excellent movie line-ups.
变革性市场
Transformational  Market Growth
高端家庭未来需求
Future Demand from  High-End Consumer Families
高端家庭的私人影院将在未来有巨大发展, 乐观估计，整个中国市场份额在2017年将达到51.6亿元人民币.
There is immense room for growth in the high-end private theater market.  Optimistic estimations put
the market share of the high-end private theater market at CNY 5.16 billion in 2017.
THE NEEDS
1414.0  1931.3  2840.2
3800.9
4751.3
1414.0
1931.3
3082.4
4125.0
5156.5
2013E 2014E 2015E 2016E 2017E
变革性市场
Transformational Market Growth 自然增长型市场
Organic Market Growth
目前真正能在这一区间的竞争者很少，但已有厂商开始 尝试开拓市场并建立品牌
There are few serious competitors in this market sector, but there have been some who have already tried to break into this market and establish a brand presence.
其中，AV Design 已经推出的Exquisite Theaters 极致影院是与我们最类似的项目，他们同样聘请了TK 作为首席设计师。
但他们仍然是以一个“整合商”的方式出现，聚焦在技术整合，而缺少整体的品牌附加值
AV Design launched a similar project, ―Exquisite Theatres ,‖ and appointed Thoe Kalomirakis to be its lead designer.
However, their focus was on technologies integration, but lacked value-adding branding.
2011市场占有率
未来增长速度
大  D ：挑战者 B ：追赶者
A ：强者
小
C ：弱者 柏裕影音
晟恺集成
2012市场份额    潜
在增长率
高
高私人影院影院
D: 存在问题的竞争者
B: 跟随着  A: 领军者 低
低  C:  小型竞争者
Baiyu
integr8
Tian Hai Bei Fang
Solan
LACO
EMG
AVSTYLE
WTi
竞争
COMPETITORS
Zene
DVACO AV Design
Smart Villa
B: Followers
A: Leaders
C: Small-scale Competitors D: Competitors with inherent issues
P o t e n t i a l  G r o w t h
这是一块有待被开发的超高端小众市场
我们需要面向一不同以往、有超高支付能力的、高阶层家庭用户进行售卖
必须以更高的占位去驱动销售
This is a market sector that awaits exploration.  One with a niche consumer base. We need to target a new consumer sector – one with exceptionally high purchasing
市场机会与挑战
Market opportunities and challenges
机会
Opportunities
威胁
Threats
•市场基本处于空白状态，有可被开发并塑造的潜力
•
Potential market gap
•一站式服务和良好片源有机会驱动新的增长，形成“变革性市场”
•
One-stop services and excellent movie line-ups create a transformational market
•目前消费者的需求价格整体偏低，不足以支撑市场
•
Current prices are too low to support the market.
•长期经营私人影院产品的竞争者正在尝试进入这一超高端市场
•
Long-time competitors in the private theater market have been trying to break into the high-end private theater market.

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