A decade of industry to look at the plight of China's gaming industry

With the end of spring break, the online gaming industry has entered a new Year's cycle, 3.1 we will also see several listed companies released earnings, looking back over the past year, saw the opportunity also saw the problem, this article to write about the game industry worries. The "desire" excessive capital does not look at the product to see the business model investment, entrepreneurship has reached the era of excess, industrial foreign capital to enter the game industry, so we see a large number of "project company", "Circle Money Workshop", and even appeared "sell demo company", but sadly, The majority of the capital bet is the business model of online games rather than the online game product itself, it turns out that 90% of the product is failed. Why is social capital aimed at the online gaming industry?　　Prior to chatting with friends, Haier, Lenovo so the revenue of billions of companies whose net profit with a grand only flat, who can imagine that nearly the world's top 500 enterprises to make money than to engage in online games, the capital of the game industry is the high profit margin, to make money of course, the highest profit margins of the industry, manufacturing is the past.　　A word summary, only the money, only the money, recognition. Industrial capital "dumplings" did not pack into discreetly "known" to understand the product of the online game industry capital, waving a variety of entrepreneurial plans, and again accelerate the process of product shanzhai, attempts to invest in entrepreneurial teams, control products, "supply side", with industrial capital, platform, market resources Monopoly Control "product Agent" That is, the product market-oriented "sales End" is the two-pronged attack on the product to achieve "dumplings" strategy, the research and development, outsourcing, team expansion of these "cost chain" for entrepreneurs, the abacus is very fine. The fact is, still appear "slip through the net", the dark Horse frequency, the venture capital becomes the financial burden, the withdrawal of the day difficult material, since the guide has played a bitter meat drama, how much investment will eventually become "bad"?　　Be ready to stay.　　In a word, the wisdom is excessive, the game industry value chain water is too deep. Business subdivision or not subdivision of a impetuous industry over the past decade, in fact, the industry is still chaotic state, where is the confusion?　　Do the media to do online games, do the community to do online games, do video also want to try online games, do the hardware also to do to do online games, do IDC also dare to do online games, do outsourcing also began to do their own online games, do online games more to do online games, split reorganization also want to do a game division, subsidiary, because online games to make money. So it's hard to see dedicated media companies, hard to see focused advertising companies, hard to see dedicated suppliers, hard to see focused gaming companies. Profit point tied to the game this link, resulting in problems, media content is not high quality, repeat, the advertisement does not make the manufacturer own, the technology does not have the person to have the money to be possible, vainly to take all the company too many, the natural entire industry chain risk resistance complete, but the media, the operation, the research and development always does not subdivide, the industrial chain each link professional promotion too slow The distribution mechanism of benefit is confused. and mixed in the result is that each piece is not strong enough to form a resultant force, digging a corner is too late, still pipe technology?　　No accumulation only overdraft.　　In a word, industry snails, stumbling forward. Product creative exhaustion, rob AgentPopular Top Ten online games list, is the honorary list is also a disgrace wall, a cycle of one cycle down, who can squeeze into the list? Can rewrite it seems to have left only Tencent, Blizzard, there is a glimmer of hope to rewrite it has a perfect.　　Real pure independent research and development products in the top ten are rare animals, so the fight for agency rights is the theme of the game industry for ten years. What's wrong with the product? In fact, we overestimated the iteration speed of the product, overestimated the ability of the manufacturer, and underestimated the IQ of the consumers.　　Really realize the user moving effect of events, only a few, most appear in Tencent products.　　And to keep the user's reasons, one is the policy impact (giant), two of the manufacturer's own operating capacity is not high (optical, Chinese network, etc.), three research and development side of the coordination is not in place to create (the joint public and other agents of overseas games manufacturers).　　Success factors, a theme, play, two new market segments appear, three market products, four users really fatigue period, that is, iterative time appears.　　The lack of subject matter, the Three Kingdoms, the West Tour, the Fairy Man's flood, so that the convergence of well-known literature, comics, film has become an advantage of the upstream resources, and this point will be more evident in the future. In a word, entrepreneurship is difficult and yeh difficult.