Beijing Games Commune relay games to the countryside

Shi Yuzhu, whether as a business case, or as a guide to life, this name is legendary. In the brutal growth of the private sector, he gamble, with less than 40 million net profit on the basis of the company, raising nearly 1 billion yuan, building more than 70 floors of the giant mansion, known as the then China's first high-rise, with the bursting of the property bubble, overnight, he debt 250 million. Then, he again to 400,000 yuan comeback, the brain platinum to create a household health care products brand. Then to enter the online games industry, launched the "Journey" in 2007 to achieve the simultaneous number of 1 million people in a breakthrough. And the net swims to the countryside, also by Shi Yuzhu first proposed, its at that time said will establish more than 1800 net swims the site in the countryside. More than five years from now, the giant's "net swims to the countryside" plan, the effect and the results? We don't know. Follow-up also did not report the corresponding, but the giant network 2012 year net profit of more than 1 billion yuan, but it is an indisputable fact.


Online games to the countryside, in 2007 by the Shi Yuzhu put forward to the time, just is home appliances to the countryside began, which inevitably have hype propaganda suspicion, its feasibility and operability, are questionable. But Beijing handheld new city Information Technology Co., Ltd., a rerun of the game to the countryside, the baton, and five years ago the difference is that Beijing handheld new city to the countryside to think more mature, the business model is also more feasible, the speed of the promotion is also more robust.


Beijing Games Commune relay games to the countryside

Why should
net swims the countryside?


cultural differences between urban and rural areas


Worker and farmer have the same root, which shows that in English-speaking countries, farmers and workers are only professional differences, without identity differences. But in our country, the farmer and the worker, not only is the occupation difference, is the life style, the living environment isolation. Although the population transfer in the last 30 years and the efforts in urban and rural balance, some progress has been made, but these advances are mostly hardware, road construction, public facilities construction, housing construction and so on, not much attention to agricultural cultural needs. In the city, we can enjoy the fitness facilities, cultural entertainment, business prosperity, but in the countryside, for a long time, the only cultural and recreational activities is playing cards or a few times a year of the market. Gap, the development and formation of the market, according to statistics, our rural Internet users on average 2.8 hours a day, that is to say, the network has become an important tool for peasant cultural life, then with the help of the network, rich rural recreational activities, is undoubtedly a convenient way. Beijing handheld New City launched the game commune, inclusive of almost all chess games, can fully meet the needs of the local rural entertainment online.


online Games Promotion cost increase


2007, Shi Yuzhu proposed the slogan that the net swims to the countryside, the network game in the city promotion expense unceasingly climbs, is it raises this slogan the important reason. According to a giant network of staff recalled that in 2007, the giant in the city of each additional "journey" players, the cost is more than 3 times times in rural areas to promote. This prompted Shi Yuzhu was born to vigorously develop the idea of rural online games market. Five years, the staff analysis said: "The promotion cost of the city net swims, at present still unabated, NetEase Company's 2012 annual report, in which the annual operating expense is 1.9 billion yuan, mainly uses in" the Soul "," the Soul "and so on the promotion of the network game, can be seen, the promotion of the net swims very "Beijing handheld Metro company in charge of the growth of online games promotion costs, summed up as: three development, five points of promotion, two-point operation." These games, where promotion costs are rising, are mostly targeted at 25-40-year-old City players. This forced online gaming companies to start turning to the countryside, nurturing and expanding markets in the countryside.


How to promote online games to the countryside?


was the first to launch a network of giants online to go to the countryside, in the past five years, we have not seen its announced specific practices, that is, the so-called strategy and planning, it seems to become a paper text. And Beijing handheld new city in the past five years, for online games to the countryside, but it is to practice, its gradual exploration of practices, has been small achievements.


development of products
to rural players

in market research, Beijing handheld new city found that rural recreational activities, chess and card games are only a few recreational activities, the most favorite farmers and most often play. And for farmers online behavior analysis, playing online games occupy more than half of the network time. Therefore, Beijing handheld new town developed a variety of online chess games, including Mahjong, poker, Lucky Five, chess, Gobang and so on. In rural research also found that farmers are more inclined to play with the Village people playing the same game, which is different from City players, the City players are not interested in the location of the players, but the rural games for the search for thousands of unfamiliar players, accounted for relatively few. In response to this situation, Beijing handheld new town to develop local games as a key to the countryside, each province, has developed more than 200 local games as a reserve, to choose the opportunity to be online at any time. With the increase in the number of games, there is an urgent need for a unified game platform, the game commune with the birth, the platform not only inclusive of the national chess game, but also at any time on the online local characteristics of the chess game, the current number of players million.


Games Commune


establishment of rural online games popularization system


five years ago, Shi Yuzhu threatened to set up more than 1800 online games throughout the country to promote the site, but this goal, ultimately did not achieve. But Beijing's handheld new town has made a bigger plan. Two years ago, the game commune launched the wealth sharing program, show that in the country to establish more than 2000 chess game promotion agencies, this number means that every township in our country, there will be a chess game promotion organization exists, in order to accelerate the implementation of this program, the company for each join the program of the franchisee, Give a generous return, not only the free use of "game commune" platform, and the rate of return of more than 50%, players each to the account recharge 100 yuan, franchisee will be able to obtain more than 60 yuan income. On the development of the plan, Beijing Handheld Metro project executive said the plan has been implemented more than half of the franchisee involved in more than 95% have achieved net profit, 80% has reached a break-even, the plan is still in progress.


to formulate propaganda strategies catering to the countryside


The huge rural net swims the market, does not mean that swims in the countryside does not need the propaganda, on the contrary, the net swims the countryside propaganda should be opposite, conforms to the countryside market, caters to the peasant taste. In the publicity, Shi Yuzhu is the use of superb. This year's holiday does not give gifts, send the brain platinum, although superficial, but useful. Play the journey, take the cash, so that people who do not play games want to be tempted. In the games to the countryside, when the slogan to play games, send fertilizer slogans, has also been painted on the white wall of the village. Game commune in the process of promoting online games to the countryside, but also to explore some of the games propaganda strategy, such as unified publicity and free publicity, that is, Beijing handheld New Town is responsible for the platform propaganda work, and franchisees do not need to pay for this, Beijing handheld new town through the online, offline platform for publicity In addition, the Beijing handheld new city also developed a brand strategy, that is, to avoid the creation of a single game brand, and strive to build the overall platform of the game commune, the strength of the game commune brand, Nature will also bring a single game to be hot.


if the "net swims to the countryside" is a relay race, then Shi Yuzhu well-deserved well-deserved is this relay race of the starter, giant network ran out of the first stick, and Beijing handheld New town and game commune took the baton, has been running for several years, is accelerating.


and victories are in sight.