China's Entrepreneurial trend: page tour growth slowed down hand swim into the white-hot

2008 "People stealing food" detonated the page tour market, after this page tour by virtue of small and light mode by the founder of the pursuit. With the development of many years, the domestic social network gradually matured, the channel giants completed the happy enclosure, in the proportion of crush game developers. Page Tour products are vast, homogeneous competition, the production of a few products, this situation in 2012 especially tragic.

Compared to the page tour, hand tour is not a new thing, also did not form a scale, the past page tour manufacturers do not see the start, think the plate is too small, but with the development of mobile interconnection, coupled with the trend of slowing growth of the page, hand-travel market undoubtedly contains huge potential for a new game market breakthrough, As a result, many of the page tour manufacturers in the case of maintaining the original products to the hands of the transition, occupy the market, 2013 this trend will be more obvious.

Mobile games Some like the end of the trip need to do more boutique

Dictation | Shun for fund vice President Kong Yi finishing | Zhengjiangpo

I had a hand swim last year. The page tour basically is the growth slows down, the big developer and the operator also already formed, this market is not so rush time for the small entrepreneur. Mobile game is not the same place, is the power distribution of various giants is not clear, channel distribution did not form. 2012, the market size of the hand tour is about more than 1 billion to 2 billion, the monthly income of tens of millions of developers have five or six, not more than 10.

So, the hand tour market is still in the early days. Now one months of domestic mobile phone shipments are 15 million units, mobile phone users of the high dividend, the lack of high-quality content. Last year, hand tour market size 2 billion, this year is likely to reach 4 billion, according to the 100% growth rate, to 2015 years is 16 billion. What is the concept of 16 billion? It accounts for only 1/3 of China's entire gaming market. So I think as long as we do products, will always be in the trend above.

Domestic channels have been very strong, such as the basic Page tour is 37 points, or even some 28 points or 19 points. For the hand tour, the market plate is relatively small, the proportion of the page is higher than the tour. For the page tour, for example, to login Tencent, Tencent will not pay the copyright, because the product is too much, but for the hand swim, channel is willing to pay the money, because if the developer can not live, the channel also cannot make money, so at this stage of the opponent's tour developers are very good.

Any type of game is likely to be successful, the key is whether to do good enough, whether it is RPG, strategy, or casual games. Doing a page tour to the client to be impetuous some, because the client's cycle is long, the page swims to the person's feeling is invests not so many, the development cycle is relatively short, the user short term behavior is more, the turnover rate is high, like the fast food, the user plays a game to go, always has some pop-up advertisement.

But the mobile game is software, need to install, certainly more difficult than the page to promote, to some extent, like the end of the tour, feeling back again, need to do more focused and boutique some, because the app needs to face more control. In addition, the time for mobile phone users to play the game more fragmented, how to attract users is very important. If developers want to brush users through a model, the probability of doing this kind of page tour is much smaller, because the hand tour does not like the page to promote a lot of portal, the user will have a brush.

For the profitability of the way, the future of the mainstream is still in the game inside the built-in payment of props. Advertising is going to make sense, but will be very small, because of the game, advertising is very affecting the user experience, for money-making games, they disdain advertising that point of income, for the game not to make money, advertisers disdain that point of traffic, so advertising should not be the main source of the future hand-travel industry.

Hand tour of the current bubble period, ahead into the white-hot

Dictation | Hot Cool CEO Yong Finishing | Zhengjiangpo

The growth of the page tour is obviously slowing down, and I feel that without some innovative technology, the market has a ceiling. First of all, the current competition can be said to be the Red Sea competition, homogeneity of serious, many companies are to the same product constantly change skin. Another fatal reason is that the proportion of the page tour manufacturers are too low, generally 30%, by the channel companies squeeze, even so, many channel companies do not make money, the last can only crush users.

For example, a product users will only pay 10 yuan, now to squeeze 20 yuan, advance the user, users in the next product will inevitably pay less money. or the product life cycle will be reduced, a life cycle for a year of the product, now changed to six months, for the page travel company, if you want to maintain growth, it will take six months to a quality game, this difficulty is very high.

There is also a part of the reason is malicious competition between developers, such as the existence of a single generation of costs, the so-called single generation cost is the channel to spend 2 million to 5 million of developers to cover the early development costs, in order to obtain the exclusive agent qualification, now some developers in order to cater to the channel, the cost of The final value chain is so broken, and these reasons have led to the search for new development for the page-maker.

Hand tour from the proportion, the developers on the iOS account for 70%,android combined transport, developers generally can account for 50% to 60%, individual can reach 70%, that is, more than the ratio of the page to a higher percentage of travel. But there are also problems with hand travel. First, the channel is dispersed, which means that the cost increases, and secondly, the market is relatively small hand travel, is currently in the bubble period, ahead of the white-hot competition, capital, more companies, many large companies have come in.

The characteristics of mobile games is to blossom, what kind of good can be successful. As a page tour company is often good at casual games, that is, mild games, such as the low cost of research and development, the audience more widely, in the micro-letter such a potential channel, I think it is certainly a casual game can be successful. Our company is actually more suitable to do a moderate game, the so-called medium game, is neither heavy, nor very casual, it and heavy game as a certain profitability.

Heavy games in the PC and mobile phone on the difference is very large, some need to play the precise game, such as shooting class of the game, in the mobile phone may not be able to control so accurate, while the car can not do too accurate, some need more than the same screen operation of the game, it is difficult to achieve The best is a hand, horizontal screen, vertical screen can play the game. In addition, many hand tour companies too much value single products, do not focus on serialization and branding, in fact, the game can be made as well as the film, we do social games come out very good at doing this thing.

The page swims to the hand swims to turn is advantageous, because the hand swims the user characteristic to have four, the time is fragmented, the off-line interaction, social, internationalization, these four points and the page swims the same. Different places are changes in user habits, such as the user online time long changes in the PC users play 5-10 minutes, on the phone may play 2 minutes will not play, but a while back to play. In addition, user coverage has changed, mobile phones can be covered to more pay capacity of the high handsome rich people.

Female users are starting to get active, with more than 50% female users in one hot product. In the hands of the market, small companies as long as the idea of a chance. I expect 2013 to be the most critical year to build a good eco-chain in the market, especially in proportion, to avoid the 30%-percent-page-tour developer. Ultimately, the content of the king, developers need to do is to make quality products.