The depth analysis of Chinese game host market

At the beginning of the 2014, the 14-year ban on the game machine was finally canceled, the overseas game giants have long been eager to start smashing the door, the first to come in is Microsoft, holding hands in Shanghai from the trade zone. May, Sony and the Oriental Pearl ended the ambiguous, official and paparazzi said: we are together. The significance of PS4 into China for Sony is far more than Microsoft, the former years of loss and a few core competitive products, the latter although passive but at least a large profit annually. Because of the early 100 dollar price advantage, PS4 sales have reached 7 million units, leading Xbox200 million, and the recent reduction of Microsoft's 100 U.S. dollars, I believe the two competition will be more intense; With such a good sales, But one thing is surprising: Sony Computer Entertainment (SCE), which is in charge of PS4 business, lost 80 million dollars in 13 years, as a result of the huge advertising effort and the lack of initial games to generate scale revenue to offset the shortfall in mainframe sales. So what can Sony play in China? China for all foreign-funded enterprises is the world's largest special market, foreign products are accustomed to marketing methods, how many can be in the domestic according to the prescription and how many of the tricks need to think, this is the key. Sony's ability to surpass Microsoft in overseas markets does not mean it can replicate in the domestic market. Come back to the point where Sony will face the situation. 1, the joint venture model worries about the PS4 into China, and the Oriental Pearl hand joint venture. From the industry point of view of the Oriental Pearl, whether in the market capacity or in product capacity, are more than the poor. The Oriental pearl industry has never been involved in consumer electronics products and markets, and the general rules in the new media field for many years, hardware (set-top box) has been involved for a long time. It may be too harsh to describe the Oriental pearl as a novice, but Sony's partners want to prove themselves and need more than a few. There is an online article that said, the Oriental pearl and the plotted is Shanghai Wen Guang, SMG How to coordinate PS4 and Xbox will be a difficult problem, this worry is completely unnecessary. At present, the game machine market is completely blank, for the hundred-Vision and the Oriental Pearl, it is not at all the time to get a bigger cake is the right thing, even if a few years after the need for a broad coordination of the text, then for SMG is just a sweet burden: whether it is PS4 hot or Xbox hot, This is not a drop of fertilizer to outsiders in the field, so of course is happy to see the two of the market are accounted for, and the SMG Pro Dad will also pay to help two parents to rob the site. If there is a third company to marry back to Nintendo, then the Chinese high-end game machine market is all Shanghai SMG ... The value of the FTA, right here, is Nintendo waiting for Tianjin? Cntv catch the urgent ah. Then return to the Oriental Pearl, when the state-owned enterprise its inherent efficiency and rhythm, meet the unique culture of Japanese enterprises, will ferment out what kind of wonderful smell, also let people Khanyi: Although hundred view plotted for the majority of the group under the state-owned enterprises, but more younger, thinking, market, flexibility is much better, With Microsoft (as opposed to Sony), knotWhat will happen? Sony and Microsoft are also different in the details of the joint venture. Sony has become two joint ventures, one is Sony (China) + Oriental Pearl, one is sce+ Oriental Pearl. Sony (China) is a Sony group sales company in China, responsible for sales of all Sony products, the joint venture and the host sales relationship, the Oriental Pearl accounted for 51% of equity. SCE is responsible for game software, but the Oriental Pearl is still mixed in 30%. Compared to Microsoft's layout, the same two companies, the first company hundred Vision 51%, everyone is the same. But the second company in the FTA has set up a company similar to the SCE, where there is a huge difference, for foreign companies, can not joint ventures, especially with state-owned enterprises. But why do the Japanese choose? Perhaps the Japanese conservative character, perhaps Sony itself has no choice: to be in Shanghai, but also to find a state-owned culture and entertainment background, and the hundred-vision by Microsoft Bride ... So we see that the end result is that PS4 will intersect with three companies in China, Oriental Pearl, Sony China, Sony Computer Entertainment (note: Two Sony companies, financial independence, independent decision-making) we will understand: the three communication costs, cultural differences and more sensitive distribution of benefits, to achieve a direction Will be a huge challenge for Sony. 2, pricing space exists embarrassing Xbox One 4999 Yuan host sky-high price scare a pile of cock silk. PS4 is going to be cheap, but it's not going to be 3999. How to deal with the mainstream of their fellow parallel brothers? Even if the licensed according to 3999 sold, now standard PS4 Taobao price 2700. It's too urgent to fry. Pricing is also a problem for many gamers: the 4999 yuan price that the Xbox one has set out in front of the game is widely criticized by the players for not knowing it, even if you are bundled with a number of paid services that can be enjoyed for free (for example, VOD video-on-demand service provided by the video), But not to put prices in such an outrageous range? It can be imagined that the Oriental Pearl as a blood relationship with the hundred-vision enterprises, it is impossible to price and Xbox One opened a very large range, and then teeth to do more than 3999, but if we look at Taobao, the standard version of the parallel PS4 to 2700 ... Is this really about the rhythm of the shop? 3, the source of the game content is limited due to the PS4 host will likely face very serious imports of imported parallel prices upside down, leading to the start of the host sales will not be too optimistic, so rely on the game software to quickly spread the performance of Sony will be a more effective way. Game software is no more than two sources, one is local production, the second is overseas transplant. For the former, domestic developers are almost zero, there is no way to expect short-term. And compared with the low threshold of hand travel, host game super high research and development investment and long research and development cycle, is not accustomed to making quick money in the Chinese team to accept, even if the game is not easy to market after the immersion in the foreign masterpiece PS player is still unknown. So HanTransplant will be more practical thinking, but China's game audit Mark will become a watershed, the former domestic political environment is tight, so this is not good news for PS game. For example, the following game: Battlefield 4, the land to blow up the mouth of the house, the competent authorities can agree? At this time need the Oriental pearl: on it, reflect your value when arrived ... There is a game, how to Price is also a tangle, if the rate of 300-400 yuan of foreign prices directly used to oneself in the people, in the initial mainframe sales uncertainty, how to set the game price, will be very test Sony market Insight. Forecast in PS4 domestic IPO early, can pass very heart game price (100 block or so), let parallel imports PS4 quickly buy licensed games, expand software sales. There is also a benefit, through the server to understand the domestic parallel PS4 user size, and then according to the data, further adjust the market strategy. 4, value-added services are not clear Sony Television license is the number of Chinese, but PS4 not necessarily. In the context of the exclusion of the hundred-Vision, CNTV, Hua, Mango, three are the opportunity to be more than who can be more flexible, because the characteristics of Japanese enterprises are not flexible, so need to partner flexible enough to adapt to the fierce market competition. PS4 has a video service called Live from PlayStation, you can watch other players live online, a valuable service, because the game will be the next hot spot, think of the Twitch by YouTube with 1 billion U.S. DAO acquisition reasons. Game Live will be content audit is one aspect (think Battlefield 4), introduce YY to circumvent content audit? Gaming is a very important market, micro-trust? Weibo? Let's see how these internet companies compete for this. Although the future is difficult, but the opportunity is still PS4 in China, but to seize a market is beyond doubt. PS for Sony's entire group, the significance of China has become a crucial market for Sony, for 9 consecutive years of losses in the Sony TV business, PS4 's entry is a good opportunity to improve Sony TV sales. ps4+ Sony TV combination, how to play well, for low-key Japanese enterprises, is a challenge, but also the opportunity to show the strength. Sony has not had a long time to attract people's attention. After such a multidimensional analysis, the logic tells us that PS4 want to be listed within 2014 years of the possibility is very low, the Xbox is also facing the same situation. So we speculate that these two hosts, the fastest in the 2015 quarter of the official shipments, at the same time with about 3 of the Chinese-style game. China's game machine market, next year will officially pull off the prologue!