Aventus market status and development analysis

Statement: I'm a Chinese, and I haven't been to England. All the analysis and design are based on the ticket market in China. The actual situation in Britain may be different. The wording may not be accurate enough. There are inappropriate places welcome to correct me, welcome to hold a different point of view of my colleagues and in-depth discussion.

Aventus is essentially an integrated ticketing platform, it is a bridge connecting the organizers and the end consumer. Blockchain can indeed technically solve the existing problems such as fake tickets, hoard tickets. It aimed at the ticket scalpers, but few people because of a new technology or a feeling to try a system without the test of practice. At present, the market already has Barley, Yongle, TicketMaster and other platforms, has a broad user base. They all have their own mature ticketing system and have a higher market share. How to introduce customers and find ways to retain them is a problem that Aventus needs to consider urgently.

1 Related interest groups analysis Any service must be able to generate benefits for users in order to obtain their own living space. Aventus's potential customers include organizers, ticket distributors and end consumers. In order to better understand the core appeal of potential customers, we analyze them one by one. (1)organizer The organizers are ticket providers who make profit by organizing concerts, competitions, performances and other commercial activities (exceptions to public welfare activities). Due to various aspects of activities organized by the competent departments, the need to coordinate the performing subject, venue rental, organization, process order security, so the organizers will transfer part of the profits to the ticket distributor by their ticket sales. In order to ensure the unity and stability of the ticket market, they will set specific face price and limit the floating range of the selling price. But the market fluctuation factor is many, the ticket ticket price generally deviates from the market demand, often appears one ticket to be difficult to seek or the fresh person inquires. After the departure of the ticket price, it is difficult to modify the ticket price. In the pursuit of profit maximization, they corrected the price through the third party(It could be scalpers), take the fare or discount way of selling tickets. Even some bad organizers and scalpers jointly control the scarce source of votes hoarding and profiteering. Scalpers help the organizers sell tickets at high prices, get extra profits, and sell them at great discounts as much as possible to help the organizers recover costs. The organizers are eager to better understand the actual market demand, and try to eliminate or reduce this deviation from the price. Although the price of tickets is divided into several grades according to the location, they are priced separately. Because of the huge demand difference among the consumers, scalpers sell the tickets at the same price and location in different prices. In the current ticket distribution system, it is difficult for the organizers to obtain detailed ticket sales price information, and it is difficult for them to figure out how many tickets are sold to the real consumers. As a result, the organizers' quest for profit maximization includes the following: good ticket sales, lower ticket distribution commissions, detailed ticket sales information, and ticket pricing forecasts. (2)ticket distributors Ticket distributors get commission income by sell tickets for organizers. Ticket sales include the primary market and the secondary market. Ticket distributors include ticket sales companies, professional scalpers and some end users. Ticket sales company has its own management system, sales network and talent team, is an important competitor of Aventus, in the early stage it is difficult to become a platform user. Scalpers sell high ticket sales, while many fans are hard to get a ticket. Although the scalpers have a bad reputation, they have a long history actually. In 1881, the New York Times reported it. It has been criticized and controlled by relevant laws, but this group has always been active in every profitable secondary market. This is a social phenomenon that deserves attention. From an economic point of view, scalpers are the lubricant of the departure of ticket prices from the use value, and are the inevitable outcome of price controls or quantity restrictions in the primary market. When the ticket consumer surplus is large enough, a large number of ordinary consumers will resale their tickets in secondary market. Particularly when the original 100 yuan tickets are worth more than tens of thousands in secondary market, a lot of people will take legal risk to sell their tickets. The tenacious vitality of scalpers comes from the reallocation of resources, also lies in their flexible pricing strategy, in-depth understanding and understanding of the end customers, and flat and fast decision-making mechanism. They can determine customer needs quickly according to consumer's clothing, transportation, expression, and they can quickly adjust the sales price according to the weather, popularity, time. in the end of the market perceived high cost currently has a huge comparative advantage. For the time being, they have a greater understanding of market information than companies or robots. The existence of scalpers mainly has the following three aspects of value: the first, to share the risk of the organizers, smooth activities of the proceeds. For popular screenings, through the monopoly ticket source, they obtain spreads (often with the organizers cooperation, fare increase to get tickets), to ensure that the organizers in the basic pricing based on a certain excess profits. For most of the regular screenings, or even unpopular shows, when the tickets are hard to sell, scalpers sell the tickets at a discount to maximize the cost of recycling. The second, the emergence of high ticket prices become a social hot spot, increasing the impact of activities. The third, ensure the effectiveness of bribery (may exist only in China). In China, in order to ensure the smooth development of commercial performances, organizers will take about 10% of the tickets to the competent authorities, media, security, venues and other related parties. Only a small proportion of this part of the audience interested in the event. If they can't sell tickets, will lose the attraction to the related groups, which can not achieve the purpose of free tickets. The most scalpers sold tickets are actually complimentary tickets normally. (3) consumers Consumers spend money on services. Their fundamental purpose is to buy tickets to the psychological expectations of price. As for the price, how much is specific, not only varies from person to person, but also to market sentiment, weather conditions and other factors. Consumers can be divided into three categories according to the degree of rigid demand: The high-end consumers, due to the time cost is high, they do not care about the price and purchase tickets directly from the most convenient channel. They bought sky high tickets. This group of loyal consumers, the demand is rigid, if they couldn't buy tickets from primary market, they will turn to the secondary market. They will never sell their tickets. If they couldn't get tickets, they complain that the most intense. They are the main influence of public praise. Ordinary consumers, they will not buy high priced tickets in secondary market. If the prices are high enough in secondary market, they will transfer tickets to obtain the difference. According to the time process, the consumption process can be divided into buy tickets, watching, follow-up activities. Ticket purchase stage needs moderate publicity, convenient ticketing, safe and reliable refund. Watching needs to have a good experience, this is a complicated comprehensive evaluation, including not only the effect of environment and atmosphere, whether the expected process may also include leading viewing (to travel) and the return journey and so on. Follow up activities include evaluation, communication, offline activities of fans, interaction with stars and so on.

2 coping strategies The organizer is the ticket provider and the source of the whole service. On the positive side, tickets are distributed through first level agents. And as it is not going to happen, Aventus has no tickets to sell. The disadvantage is that the whole society is not fully aware of the chain technology, and Aventus as a new platform, there is no successful case can be promoted, it is difficult to become a major agent of the event. We can start small activities with the sole agent, make full use of the advantages of chain blocks to the center, construction of ecological system of the whole process can be traced back to the public, as well as financial transparency, sales status in real time visual, can use big data to guide the next event and set the price, accurate target customer groups. For ticket distributors, efforts should be made to bring them into the platform, especially scalpers. If only from the online restrictions on the transfer of tickets, will inevitably make tickets through the transfer offline, resulting in data distortion and incomplete platform. And it’s hard to limit the scalpers from the legal level, because of the existence of transactions hidden, difficult law enforcement and high costs. Historically, different countries have repeatedly cracked down on scalpers and failed to let this group die out. Because of its low cost and simple inspection, paper tickets are the mainstream form of tickets at present. Booking and payment online has gradually become the mainstream, but in the enjoyment of services before, often need to print out the electronic tickets and sign. Only when the electronic tickets is associated with the user can solve the problem of data completeness. Currently, there are several possibilities associated with real people: binding to ID cards, binding to credit cards, binding to people using physical features (such as fingerprints, portrait features, etc.). Bind the identity through ID check, or a paper ticket record, ID check the use of identity verification, but there are difficulties, possibly also forged identity documents of the problem. With credit cards bound, it is difficult to verify the identity of the person on paper tickets, and can not solve the problem of tickets associated with the real person. The use of human body feature association although solved online to only corresponding to the line, but in the inspection equipment, whether fingerprint recognition, or image recognition, the existing technical conditions, there are expensive, slow speed of recognition to the paper bill checking problem. Therefore, to achieve full electronic bills, the cost of construction, in appropriate fast check in system is the key to the project. Ticket consumers are the key to the whole ticketing system, and how to drain and retain customers is the key to the success of Aventus. Take the gold location fare floating, by raising the threshold of the price reserved for high-end consumers; focus on the protection of loyal consumers, can not resell, accurate delivery, advance sale form excluding occupation scalpers, ensure they can get tickets in primary market; for ordinary consumers to actively seek, while improving the ticket resale threshold, thereby reducing the level of secondary market.

3 Key technologies Aventus platform construction involves many aspects, such as system construction, ticket sales, ticket checking, community construction and so on. Among them, ticket checking, ticket sales, and community construction are the key. (1) ticket checking technology Throughout the ticket use, there are three links to check in. First, before payment, consumers need to confirm the authenticity of tickets. Second, when consumers march into the arena, the organizers need to check the authenticity of tickets. Third, when consumers dispute seats, they need to check tickets with each other to determine who is the real owner of the seat. At present, when consumers buy tickets, they can only judge whether the tickets are valid or not according to the strength and credibility of the ticket distributors. At the entrance, the security officer checks the paper ticket to see if the tickets are genuine. They could not identify tickets intended for forgery. In the admission, consumers can only through the ticket to determine seat ownership, They could not identify tickets intended for forgery too. Part of the ticket distributor specially produced fake tickets, often lead to disputes and conflicts between consumers. Aventus uses blockchain technology to realize ticket forgery prevention easily online. If Aventus still use paper tickets offline, then the drawbacks of paper tickets will be all inherited. We also have no way to solve the problem of ticket security. Therefore, it is one of the key points for Aventus to gain the market approval to develop a reasonable and convenient ticket checking technology. The simplest solution to get rid of paper tickets is the use of electronic tickets. And bind the electronic ticket to the actual user bijective. First, bind the network address to the user in the Aventus system and strictly restrict one person to one account. With the intelligent mobile phone as the carrier, after the mobile phone users to install app, the initial registration must bind with the fingerprint, each landing must carry on the fingerprint verification, Computer client landing must be authorized by the mobile client (which can be scanning code or corresponding options). In order to avoid exposure of user privacy, the user fingerprint files saved on the user's mobile phone, the characteristic data after encryption solution to the network, but also reduces the amount of data transmission. After the binding, you can easily complete ticket sales, ticket access and other related operations through the client. After the ticket is purchased, the ticket is bound to the user. After the online security problem has been solved, the offline check includes three types: consumer verification, mini event ticket checking and large event ticket checking: ① consumer verification Due to cost considerations, consumers do not have ticket checking hardware devices. Therefore, ticket checking can only be achieved by smart phones. Referring to the current form of scanning code, a consumer uses mobile phone to scan the other's encrypted graphic code tickets , the verification is completed. In order to avoid static graphical code may be sent remotely, two improvement are set. One is to generate encrypted graphic code tickets, consumers must keep their fingers in constant contact with the sensor, the system repeatedly collect user fingerprints, check user identity. The other is the generated graphical code ticket, based on the static encryption, to increase the dynamic encryption pattern based on time (for example, multiple snake random movement). ②large event ticket checking Participants in large events may reach as many as tens of thousands of people. Ticket checking requires shorter time and requires professional check-in hardware. Venues for large-scale events have financial resources and the need to purchase related equipment. Ticket checking devices are similar to subway ticket checking devices, but consumers do not need to use special magnetic cards or radio frequency cards. They only need fingerprints to complete the ticket collection. After the ticket is successfully checked, the door is opened immediately. In order to avoid a ticket at the same time open several doors, the ticket device all have their own independent number. The consumer's ticket inspection request can only be communicated with a ticket checking device. When the ticket is successfully checked, it is indicated that the security personnel need to intervene manually when the ticket is checked again. ③mini event ticket checking Only a few dozen participants in small events. If there is no ticket checking hardware devices, consumers can take the way of consumer verification. by the staff one by one scan code to generate the encryption codes tickets to consumers. The organizers will scan the encrypt code generated by the consumer one by one. Or consumers verificate fingerprint on the organizers smartphone one by one. If there is ticket checking hardware devices, you can check tickets according to the ticket checking process. (2)Ticket sales strategy Golden location tickets are sold through auction, improve the access threshold by rising the price. The high prices show the demand for tickets is strong, but also to enhance the social impact of the activities and advertising effects, and it can meet the high-end consumer ticket demand. Random selected other location part of the ticket set can not be transferred. They can not refund and can not be traded in the secondary market after the purchase. The measure could keep the scalpers away from the door and secure ticket access for loyal fans. Tickets at different prices are taken at random, which also allows the fans of different consuming ability to choose tickets that suit their ability to pay. Tickets left for regular sale, they can be traded in the secondary market. But all transactions are limited online. Get a quick perception of the market from scalpers. Feedback back, it is recommended that the organizers adjust ticket pricing, but also ensure that all data are close to the real demand. Realize the whole process of ticket flow control. The resale index is established for scalpers identification, through the ticket resale frequency to distinguish between ordinary consumers and occupation by scalpers. To increase the participation threshold of scalpers, and to reduce the possibility of ordinary consumers entering the secondary market, the following measures may be adopted such as price increase, delayed ticket sales, quantity restriction and so on. When consumers accept the service, if the surrounding consumers have a huge differences in values, it will seriously affect the intuitive feelings of consumers. For example, in a game where you sit among the opposing fans, there will be serious psychological pressure. In view of this phenomenon, through terminal orientation survey and big data perception system, when consumers buy tickets, through the color of the sharp contrast (for example, red and blue depth marked areas), to provide a suggested option. The solution of group ticket: The user can makes a group of two confirmations in advance. Users can choose to give a ticket to the same group of friends when they buy tickets But the specify user need to complete the confirmation within a limited time, after the completion of the operation the group tickets are sold successful. (3)Community construction Star has a large number of fans, fans groups are high-quality customer resources, a good community can significantly enhance the loyalty of fans and customer stickiness. Fans' demands mainly include offline communication, activity feedback, star sale, star interaction, activities and so on. Most people have strong desire to communicate when they participate in events, but in reality, parents, colleagues and friends are often not interested in this event, and it is difficult to find the right partners. Aventus can use the advantages of big data platform, launched several themes in the activities of the line before the exchange convened by fans of independent participation and organization, we discuss both the Strike while the iron is hot., harmonious relationship between the fans, but also enhance the activities of satisfaction. Fans who organize and participate in the event will receive some token rewards to ensure their participation. Establish public praise marketing system. Official propaganda may be exaggerated and exaggerated by value orientation, leading to excessive publicity and lack of credibility. And the public praise between fans is better, the difficulty lies in how to screen invalid evaluation and excessive emotional word-of-mouth. Reasonable incentives will allow the wishes and demands of the statement to be reasonably expressed and widely recognized by consumers. Through token to encourage consumers to publish activities, experience and feelings, get a certain number of consumers agree with the experience, but also get free ticket rewards. Aventus regularly organizes Star Line exchanges and builds fan heat index. To fans organizations, participate in all kinds of stars offline activities scoring cumulative, not only receive token rewards, but also to get points. Grading fans according to the total amount of points, the high level may be a small amount of tokens in exchange for star surrounding gifts, and may receive priority tickets corresponding to star activities. Due to the scarcity of resources, part of the high heat screenings must be difficult to meet all needs. By the consumer to initiate activities after application, in which the number reaches a certain value, the connection between Aventus and related coordination activities, organizers, starting from the demand side, both to meet the needs of consumers, but also to avoid the organizers for a quiet activity.

Aventus-Network-Services / aventus-dapp-proposals

Aventus market status and development analysis #19