Shanda Former game CEO uses game thinking to create electric quotient platform community

With the development of social economy, the people gradually stimulated the pursuit of spiritual life, so it also gave birth to the prosperity of the collection market. The corresponding is, the major television stations are also competing to launch the "Treasure" class program, but for this "layman to see the lively, knowledgeable to see the doorway" of the field, through the television so difficult to reduce information asymmetry of the media, and other small white users are difficult to participate in it.

With the increase in the number of collectors, the collection of liquidity will gradually increase, a mature trading platform has thus become the demand of the market, and personal collection of the network sales model is gradually accepted, and become a collection of buyers, sellers of the main form of transactions.

In this mode, even if the audience is small, but because of strong market base, the market is still relatively large sales. To achieve this level, the need for the user's sticky protection. For collectors, a collection trading platform gives him far more value than the exchange of items, where they should get more information about their collections and their value-judgment skills, and they need an online circle to help them create the environment.

For the platform, a good collection of Community contribution to the platform is immeasurable. The small collection circle also means that the social system based on this area is easier to build, easier to maintain, and its own trading platform can gain higher value recognition.

Start with the community

Broad market space, and the opportunity to combine with the Internet, attracted a once the game circle of the big guy-former Grand game chairman and CEO Tan. From the Shanda game, he founded the Cloud Deer Network as Chairman and CEO, and in the first half of this year launched the "Private museum" concept of the collection community "Tang".

In charge of "legend" before, Tan in the grand belt of the first project is an IM product, when China's internet has not been the most successful product "Legend", now nearly perplexed him, cross-border into the collection of electrical merchants Community this area. However, in his own opinion, he has not left the game of the circle, "I am now doing a larger stage of the game, the traditional sense of online games have no space to expand."

From a material point of view, although the Internet industry, the gaming industry is still booming, but the online gaming industry in the overall proportion of the internet has been declining. And most games are repeating themselves, from a macro point of view, the game can carry the user's spiritual needs in the lower.

However, this does not affect the expansion of the game mode in other areas. The key element of the game is people playing games and why people spend money on games. This is the spiritual level of self-realization, in essence, in the interaction between users, some players are willing to pay for the spiritual level of satisfaction, that is, in a bright way to meet the player's heart similar to the dark desires.

"The Tang Dynasty is to put people's inner desires into a light level of sharing," Tan explained that people's desire is noble and vulgar and even dark combination, the game is the idea is to be absolutely unable to fully realize the dark demand, through the combination of the product's own selling points and ingenious ideas, Let the user's psychological needs be realized.

If the product finds a connection to the player's life, Tan says, that may become a very great product, such as the collection market, the level from high to low people can participate in the platform with different groups for specific groups of people to create different cultural atmosphere, at the same user level to meet the psychological needs of the players.

In the eyes of Tan, Tang is a life cycle of the game, the user's hand is the collection is the game equipment, the game between the players PK and other interaction into the exchange of the collection. "The equipment in the Tang Dynasty is not created by who or by whom, and the distribution of the collection depends entirely on the natural distribution in the real life." "This keeps the fair ecosystem in the game," says Tan.

Of course, the Tang products and games are different places in the atmosphere, because the collection itself is a partial "feelings" of the object, the interaction between players also evolved into mutual assistance, exploration, identification and exchange level. Multiple forms of interaction also require more support from the platform.

Tangping users can not only shop in the Tang Dynasty store sales belong to their own brand, recommend, buy like goods or content, but also to participate in the Tang community exchange and sharing, have their own space to share, and subscribe to the recommendations, Tang Chao magazine and so on.

The entrance to the O2O

Collection in the traditional sense is a line of business, moving to the line is bound to impact the offline business. Tan said Tangping does not conflict with offline shops, they want to do is the physical store O2O entrance.

Collectors have such a few needs, one is the discovery of collectibles, hoping to get more collections; second, the need to make friends, the need to make friends also includes mutual exchanges between lovers. At the level of communication, you can combine the offline museum to move it to the online, or through this platform, to reach a preliminary trading intention.

"So there are some things in the collection field that are suitable to be put on the line, and with the increase of the collection in the Tang Dynasty, it is possible to hold offline activities for the same kind of collection," O2o said. Tan said that Tangping is an ideal drainage platform for offline entity stores, which can be the display and trading center of multiple physical stores.

From the current background data, Tangping added hundreds of items a day, from the online collection has accumulated tens of thousands of, from the user's point of view, they are more willing to display their own collection, online activities, the group of users can contact more other collectors of the collection, and thus reverse stimulate them back to the line, To get more information about the collection.

Tan points out that Tangping also has a bigger partner is the pawn shop. Because in the pawn shop by more similar bags, clothes, jewelry, watches and other items, they have the demand to sell some of these valuable collectibles, so Tangping will be offline pawn line of the online access.

On the other hand, in a way that is similar to Peer-to-peer finance, users are directly involved in the loan of a pawn. In theory, pawn shops do not have the freedom to pawn money, so he will have the demand for liquidity, and through the goods connected to both ends of the users, also meet their needs. In terms of earnings, the annual return rate of the pawn shop is between 30 and 40, and the user can make a judgment according to his own situation.

Tangping and industry have room to rise

Tan Frankly, this industry is a blue sea, also from another point of view, the whole industry is not so perfect, detailed to the product, there are many details of the problem to be revised.

There are so many kinds of collectibles, how to locate a group within a community, where the value of a product is to be stored, and it is a problem that must be clear before the collection community is run.

Because the appreciation curve of different collectibles is not the same, a collection has its own value, commemorative significance and other latitude, which requires the introduction of more collection experts to help investors make rational judgments. Of course, this is also to improve the trust of the platform, and ultimately achieve the production of sales.

In addition, Tan pointed out that the Tang-product community is not good enough to move. Currently Tangping just online Android client, iOS version has been submitted to the App Store audit.

He pointed out that although from now on, Tangping access users mainly from the PC, but mobility is an irreversible trend, the imperfect mobile experience will directly affect the user's goodwill, even damage to the brand, "not because of the immediate interests of the future product layout."