Dialogue with Han Zheng - Behind the "Strongest Spring Festival File Ever", How the Digital Cinema System Ensured Smooth Operation

China Enterprise Editor: In the rapidly changing digital age, what qualities do you think a team leader needs to possess?

Han Zheng: I believe that a leader, in order to lead a team to keep up with the digital age, must have sharp insight, strong learning and adaptability, and data-driven decision-making ability.

China Enterprise Editor: Can you elaborate on how you integrate these qualities into the daily management of China Enterprise Star?

Han Zheng: First is sharp insight. Currently, the explosion of information and the rapid changes in technology and the market require leaders to be keenly aware of the impact of these changes on the industry. For example, in the field of cinema SaaS services, new technologies such as artificial intelligence recommendation algorithms and big data analysis have been widely used in ticket sales and film scheduling.

As a team leader, I keep up with the latest industry trends by subscribing to technology news and attending industry conferences and exhibitions. When I find that artificial intelligence can make accurate recommendations based on viewers' viewing history and rating preferences, thereby improving ticket conversion rates, I will quickly organize the team to learn and research, and explore how to integrate this technology into our system. At the same time, I will guide the team to analyze whether competitors have already adopted similar technologies, evaluate the advantages and potential challenges of adopting new technologies, so as to adjust product strategies in a timely manner.

Secondly, strong learning and adaptability are also crucial. Digital technologies are updated very quickly. We not only need to learn new technologies quickly, but also guide the team to adapt to changes. Taking the development of our cinema SaaS system as an example, the rise of cloud computing technology has drastically changed the way software is deployed. In order to keep up with this trend, we proactively launched our self-developed cloud products and gradually guided customers to migrate from traditional local deployment to the cloud. In this process, my team and I encountered some technical difficulties and challenges in user habits, but we always maintained a positive learning attitude, constantly adapting to the new technological environment, and finally successfully completed the cloud deployment of the system, providing users with more convenient and flexible services.

Finally, and especially importantly, leaders need data-driven decision-making ability. In the digital age, there is a large amount of data available for analysis, and every leader needs to rely on data to make informed decisions. In the operation of the cinema SaaS system, we collect various data, including the usage frequency of various functional modules of the system, user operation paths, the correlation between cinema box office data and system usage, etc. By analyzing this data, we can optimize product functions. For example, we found that the usage rate of the membership management function in the ticket sales module was relatively low. After analysis, we found that the problem was that the member benefits were not attractive enough and the operation was relatively complex. In response to this problem, we redesigned the member benefit system and simplified the operation process. After testing, we found that the usage rate of the membership management function has significantly improved, and the cinema's membership sales have also increased.

In the daily management of China Enterprise Star, I implement these three levels of capabilities into various aspects. For example, in weekly team meetings, I will set aside time to share the latest industry trends and technological trends to cultivate the team's insight. In terms of communication, we use unified communication tools and standardize communication processes to ensure the timely and accurate transmission of information. At the same time, we have established a data dashboard and regularly conduct data analysis to support decisions with data, thereby leading the team to move forward continuously in the wave of the digital age.

China Enterprise Editor: Next, let's talk about the cinema industry. Although the 2025 Spring Festival season set a new historical high, it does not mean that the Chinese film market has fully recovered. What stage do you think the current cinema industry is in?

Han Zheng: I think, The current stage can be described as "alternating warm and cold." Although the performance of this year's Spring Festival season is very eye-catching, and the market has shown signs of recovery in the short term, the momentum of recovery is not stable, and the overall cinema industry still needs a series of adjustments and transformations.

Over the past few years, the cinema industry has experienced a so-called "winter" period, but this period is not entirely negative. In fact, "winter" can be regarded as a catalyst for industry transformation to some extent. Difficulties and pressures have spurred the industry to generate the motivation and urgency for transformation, providing impetus for innovation and change, and thus injecting new vitality into the future of the industry. Currently, we can also see some positive changes and signals:

First, from a macro perspective, the policy environment has begun to change positively. Regulators have released signals of easing, which undoubtedly offers a turning point for the industry. These signals help improve production efficiency, inspire creativity, correct supply-side issues, and pave the way for structural adjustments and technological innovation in the industry.

Secondly, relevant government departments have also been rolling out support policies to help cinemas overcome difficulties and promote industry transformation and upgrading. For example, tax breaks and financial subsidies will, to a certain extent, alleviate industry pressure and promote healthy industry development.

Thirdly, the development of emerging technologies such as artificial intelligence and virtual reality has brought unprecedented opportunities to the cinema industry. For example, intelligent recommendation systems can recommend suitable films based on audience viewing history, improving audience satisfaction; virtual reality technology provides a more immersive viewing experience, further attracting audiences to cinemas. Therefore, cinemas need to continuously upgrade their technology to adapt to new technological trends. Although there will be many challenges, it also prompts the industry to accelerate the pace of change and improve overall operational efficiency and service quality.

China Enterprise Editor: Against the backdrop of digitalization, the rise of diverse forms of entertainment, and changing audience habits, what are the significant changes in audience demand for cinema experiences?

Han Zheng: The changes in audience demand in recent years have been profound and rapid, especially in today's increasingly digital and diversified entertainment landscape. As a company focused on providing technical services to cinemas, we have been observing these changes and have summarized some key trends.

First, convenience is one of the most important factors for audiences. Audiences are increasingly reliant on mobile phones and online platforms; they expect everything from seat selection to payment to membership benefits to be "one-click done." Many audiences plan their movie-going time in advance, so the cinema's showtimes and information transparency become particularly important. Features like dynamic seating charts and real-time ticketing information are no longer bonus points but basic industry standards.

Secondly, with the upgrading of home theater facilities, audiences have higher requirements for the "experience" of cinemas. Today, audiences don't just come to the cinema to watch movies; they are seeking an "unreplicable at home" experience. Immersive technologies like IMAX and Dolby Atmos, or themed screening rooms, become key attractions for audiences.

Thirdly, watching movies is no longer simply entertainment consumption; the social aspect is becoming increasingly strong. Movies are no longer just a form of personal entertainment; more and more people see them as part of a friend gathering or date. Therefore, cinemas also need to provide more additional services, such as themed screenings and "movie-watching + dining" one-stop experiences, aiming to make audiences feel that "coming to the cinema is not just about watching movies, but an enjoyable process."

China Enterprise Editor: So, how should cinemas adapt to these changes in audience demand and attract audiences back?

Han Zheng: I think the most important point is to accelerate digital upgrades. Cinemas need to improve their infrastructure, including purchasing experience, membership management, and data analysis, to make the entire process from film selection to viewing smoother and more intimate. [Company Name] is also helping cinemas achieve these goals, such as through intelligent systems to accurately recommend films, optimize scheduling, and even push preferential information based on user habits.

In addition to digitalization, specialization is also key to cinemas attracting audiences back. As I mentioned earlier, audiences are no longer satisfied with traditional viewing experiences; they want to feel that coming to the cinema is a "special treat." Whether it's high-end projection technology, unique cinema environments, or carefully planned themed events, these are all important means of attracting audiences. Cinemas need to consider how to use these unique experiences to make audiences feel the differentiated value of the cinema.

In addition, cinemas need to build closer relationships with audiences through interaction. For example, refined management of the membership system is very important. We suggest that cinemas recommend films that may be of interest based on audience profiles or provide exclusive discounts and activities, so that audiences feel valued and cared for. Through these interactions, cinemas can not only improve user loyalty but also more accurately understand audience needs.

In summary, cinemas need to transform from simply "showing movies" to providing comprehensive "movie-watching + experience" services, focusing on the diverse needs of audiences and providing personalized and high-quality experiences. I believe that as long as they put their hearts into it, cinemas can still attract audiences back.

China Enterprise Editor: Although the cinema industry has gradually recovered after the epidemic, the recovery process does not seem to be as smooth as expected. What do you think are the main reasons?

Han Zheng: Indeed, although the cinema industry has begun to gradually recover after the epidemic, the recovery speed has not reached the level we expected. Audience consumption habits have changed significantly, and market competition is becoming increasingly fierce. External pressures and internal industry reform needs have forced cinemas to adjust their strategies, and these factors have collectively affected the industry's recovery process.

China Enterprise Editor: In this case, what key adjustments should cinemas make to their business strategies?

Han Zheng: First, cinemas must shift to refined operations. During the epidemic, the operating models of many cinemas were restricted to varying degrees. Although they are gradually recovering now, audience viewing habits have changed and are no longer as fixed and regular as before. Therefore, cinemas need to rely on accurate user data analysis to understand audience preferences and consumption habits, establish detailed user profiles, and conduct targeted marketing based on these profiles. For example, cinemas can recommend customized films and provide personalized membership benefits, which will not only increase audience participation but also improve repurchase rates and loyalty.

Secondly, cinemas need to pay more attention to the management of private traffic. In the past, many cinemas relied on external platforms to attract traffic, but with the intensification of online competition, the cost of external platforms is also rising. To maintain long-term customer relationships, cinemas need to devote more energy to cultivating private traffic.

[Company Name] plans to provide a private domain operation solution that allows cinemas to directly connect with audiences. Through community management and fan operations, cinemas can maintain higher-quality customer relationships and improve the long-term value of users. At the same time, private traffic can also help cinemas achieve higher conversion rates in ticket sales and promotional activities. For example, pushing specific coupons or membership benefits based on user preferences and time periods can effectively improve audience activity and repurchase rates.

Thirdly, the application of digital means is crucial for improving the operational efficiency of cinemas. For example, through an intelligent ticketing system, cinemas can grasp the occupancy rate and demand of each theater in real time, optimize film scheduling and seat allocation, and avoid resource waste. In terms of membership management, digital tools can help cinemas design membership systems more accurately and implement tiered management. Through data analysis, cinemas can judge the consumption potential of different members and conduct targeted marketing to increase overall revenue and average order value. In general, during the recovery process of the cinema industry, digital technology can effectively improve operational efficiency and reduce costs on the one hand, and promote deeper connections between cinemas and audiences and enhance user stickiness on the other hand. Through these technical means, cinemas can not only accelerate recovery and development in the post-epidemic era, but also win more market share in future competition.

China Enterprise Editor: What is Zhonqi Chenxing's current market position in the cinema operation industry? How was its overall revenue and growth performance in the past year?

Han Zheng: Since 2020, Zhonqi Chenxing has focused on ticketing system business, and its market share has continued to grow over the past few years. By 2024, we have added more than 1,000 ticketing system partner cinemas, with a year-on-year growth rate of 50% compared to 2023. Currently, Zhonqi Chenxing provides services to more than 4,000 cinemas, and its market share has steadily increased to 33%, ranking among the top two in the ticketing system market.

China Enterprise Editor: In the context of the overall downturn in China's cinema industry, how has Zhonqi Chenxing achieved high growth in the past two years? What are the key strategies or innovative measures behind this?

Han Zheng: For Zhonqi Chenxing, despite the challenges facing the overall cinema industry, the high growth achieved in the past two years is mainly due to the effective implementation of several key strategies.

First, our in-depth cooperation with Maoyan has created a win-win situation. Cooperation with Maoyan is not limited to ticketing system docking, but more importantly, it has formed a strong synergistic effect in market promotion and customer experience. As one of the largest film ticketing platforms in China, Maoyan has abundant business resources, while Zhonqi Chenxing has advantages in ticketing technology, system stability, and personalized services. Through in-depth cooperation with Maoyan, we can provide customers with greater market support and enhance brand influence.

Secondly, customer maintenance has always been paramount. We have established a rapid service response mechanism to ensure that customers can get timely solutions to any problems encountered during operation. Our service not only provides cinemas with more efficient technical support, but also covers the entire business system comprehensively. Whether it is pre-launch training, post-launch technical support, or regular operational suggestions and scheme optimization, we try to be meticulous. We believe that service is not just about solving problems, but also about building long-term trust with customers. It is through this attentive service that we have successfully maintained the loyalty of many old customers and attracted the trust of many new customers.

Of course, continuous updates and optimization of company technology are the core driving force behind our continued growth. We know that technological innovation is the key to enhancing market competitiveness. In the past two years, we have made significant investments in the stability, intelligence, and convenience of our ticketing system. For example, we have launched intelligent film scheduling systems, data-driven precise recommendations, and real-time seat optimization functions, enabling our system to not only effectively improve cinema operating efficiency but also provide audiences with a more personalized viewing experience. In addition, we have strengthened the cloud architecture of the system to ensure that our technology platform can handle peak traffic and any special needs of cinema operations.

China Enterprise Editor: What key roles does Zhonqi Chenxing's operation management platform play in the daily operation of cinemas? In the current context of slowing overall box office growth, how does it help cinemas optimize revenue and improve operational efficiency?

Han Zheng: As essential software for the daily operation of cinemas, the Chenxing ticketing system plays a key role in improving operational efficiency, optimizing revenue management, refining customer operation, and precise marketing.

With the slowing growth of box office revenue, cinemas urgently need to optimize their income through flexible pricing and precise revenue management. Our ticketing system provides dynamic pricing and intelligent discount functions to help cinemas adjust ticket prices according to market demand and competitive conditions. For example, the system can intelligently price according to the demand for screenings, the audience, and the time period, increasing ticket prices during peak periods with strong demand, while during off-peak or low-attendance periods, the system can automatically launch promotional activities or discounted ticket prices to attract audiences. In addition, the system can also push personalized discounts and packages based on audience consumption records to further improve the average order value and repurchase rate.

In terms of operational efficiency, the ticketing system can realize automatic control, automatic maintenance, automatic deployment of cloud platform products, overall automatic monitoring, and automatic diagnosis of cinema equipment, maximizing the efficiency of cinema maintenance. In addition, cloud deployment reduces the IT investment and operating costs of cinemas. A professional and efficient maintenance service team responds in real time 24/7, quickly resolving urgent issues to ensure efficient and stable operation.

In general, our ticketing system is not just a ticketing tool; it is a comprehensive operation platform that integrates film scheduling, pricing, customer management, and precise marketing, helping cinemas improve efficiency, optimize revenue, and build long-term interactive relationships with audiences through intelligent means in a complex market environment, ultimately achieving sustainable growth.

China Enterprise Editor: What are Zhonqi Chenxing's plans and goals for 2025, and how will these goals be achieved?

Han Zheng: In 2025, Zhonqi Chenxing's core business will be divided into two parts. First, as a mature business, ticketing will continue to expand its customer base in the new year, further increasing market share. At the same time, we will continue to strengthen the means of consolidating existing customers and optimize service response and problem-solving capabilities. In addition, at the product level, we will continuously improve the user experience and ease of use of ticketing products and strengthen competitive barriers.

In addition, as an innovative business of Zhonqi Chenxing, self-operated business will fully explore models and market development in 2025. By launching the "product + operation" private domain solution, we will help cinemas achieve two-way growth in membership scale and activity, helping cinemas achieve a significant increase in overall revenue.

China Enterprise Editor: Finally, please express your expectations for the future of Zhonqi Chenxing in one sentence. What core value do you hope Zhonqi Chenxing will bring to the cinema industry, audiences, or partners?

Han Zheng: I hope Zhonqi Chenxing will use innovation as a weapon to break through industry difficulties, provide a full set of digital product tools and professional operation services to increase efficiency and revenue for cinemas, brighten the experience for audiences, and build a win-win bridge for partners, leading the new future of cinemas.