Bo Rui with long travel to seek "dance" myth joint operation difficult to reach market risk

February 10, horse at the beginning, has been in the field of online gaming market appetite Bo Rui Spread (600880, shares bar) (600880. SH), again offering new movements. According to the company is the day of the announcement, the holding subsidiary of Bo Rui Paradise and Shanghai Long Tour Network Technology Co., Ltd. (hereinafter referred to as "long Travel Network") has officially signed an agreement will be jointly operated by the company's exclusive agent of the network Game "Jin Dance Regiment 3." The latter is the Korean T3 Company "Jin Dance troupe 1, 2" (Chinese name is "Jin Dance troupe", "Jin Dance Hall") after the development of the latest generation of music and dance social gaming products. Relevant data show that the first generation of products "dance troupe" for the market hot games, the peak of the annual revenue of about 500 million yuan. At the beginning of 2012, Bo Rui spread Curve won the "Jin Dance Troupe 2" Agent Right, and finally renamed as "Dance Hall" for operation. Since 2013, the new version of "Jin Dance troupe 3," the agency has become more and more of a new aspect of the spread of Bo. Previously, T3 company has promised to the market, its future development of game projects into the Chinese market will give priority to the dissemination of cooperation with BO. In view of this, Bo Rui spread has made the game in mainland China operation of the Korean side exclusive authorization. But the market is somewhat surprised that, unlike the previous choice to operate the "dance hall", it is ultimately in the form of the joint operation of external cooperation to participate in the new game operation. This also for the operation prospects of the online games put on a hint of doubt. Spurred by the news, the stock soared 7.83% per cent early in the morning, after a shock fell, closing to close to 24.74 yuan, the increase narrowed to 3.08%. Previous works failed to operate "in fact," Jin Dance Hall "operation is not successful, Bo Rui himself feel the risk is very large, so only in the" Jin Dance Regiment 3 "operation of the introduction of a long tour. "said one company insider. In its view, long tour super operational ability to the greatest degree of low project risk, making the company in the entire online game plate construction, more stable. According to the agreement, Bo Rui Heaven will be in the "Jin Dance Regiment 3" in mainland China officially launched the network with long travel joint operation, the first period of the agreement for 3 years, the two sides operating income is divided into 55%, 45%. Among them, Bo Rui Heaven is responsible for providing "Jin Dance Regiment 3" genuine copyright and technical maintenance, long Travel Network is responsible for opening its own game sites, customers, and provide game operation strategy and customer service. According to the foregoing company Personage said, the company most fancy is, long swims the net nearly 10 years "The Strength Dance Regiment" The game Operation experience and the massive customer resources, may use the force to play the power, has the multiplier effect. Since 2005, "Jin Dance troupe" landed in the Chinese market, long travel Network has been acting two generations of products, for this also registered the product's domestic trademarks. Bo Rui therefore won the "Jin Dance Regiment 2" agent right, had to change the product name to "Jin Dance hall." However, in the industry, and "Jin dance troupe" initially landed in China's popularity, the current dance market has been gradually shrinking. The "Jin Dance Hall", the agent of Bo Rui, has been running for some time, but the situation is not as good as imagined. From the time of intervention, the game of the GamesBattalion was defeated. Chengdu, a familiar with the game of capital Personage said, and has a long time online network agent operating experience of the long travel net, just to intervene in the online games industry several years of Bo spread in the customer marketing tube, backstage operation and so on have a significant gap. This makes it necessary to seek cooperation to evade risk. It is said that the Bo Rui Communications plan to invest more than 50 million of the marketing costs to promote the game, expect it to create the Chinese market, "dance myth." The market is shrinking? The reality may still be brutal. Especially for the dance market, which has shown signs of decline. A large number of homogenization of competition products, the rapid rise of leisure sports games, has made the online number of people have created a record of the dance tour has to face new survival pressure. According to the reporter understand, for Chinese players, the earliest and most well-known music dance tour than "Jin dance group." The product since 2005 with the prevalence of online games into the Chinese market, and quickly become the following "CS", "StarCraft" after the hottest game. The number of online people is said to have been as high as 1.1 million (700,000 in the country), dominating the market for dance tours. This is also a long tour network agent of the success of the net, for its consecutive years to contribute a lot of profits. However, due to the low cost of product development, homogeneous products appear rapidly, to 2007, its market pattern has emerged such as "dance Block", "Only dance Alone online", "Dance World" and other dance tours. Since 2008, Tencent by virtue of user resources advantage launched the "QQ Dazzle Dance", making the dance market rapid differentiation, and gradually replace the "Jin dance troupe" to become the market occupies the first dance products. However, for the "Jin Dance Group" and other products, the entire online game market changes is the most lethal. Industry insiders believe that with the rise of popular sports games, entertainment-oriented leisure games users are constantly being diverted. Today's dance tour is also in the direction of competition, the domestic user base of dance tour is shrinking. From the "Jin dance troupe" to the current "QQ dazzle Dance" led by the music and dance games market has come to a near-collapse situation. "The decline in the number of users is true. Dance market to tap the potential users, it is necessary in product creativity, quality improvement, operating mode of innovation. If only through the original product replacement mode, it is still difficult to resist the whole dance market atrophy. said the industry capital Personage. However, even though it is still difficult to match the input and output of the dance tour and even the online games, Bo Rui spread the concept of the game. In the first half of 2013, Bo Rui spread online games business gross profit year-on-year still decline. Its operating income of 48.3569 million yuan, operating costs 11.406 million yuan, gross profit margin of 76.41%, the year-on-year reduction of 8.38%. (Edit Chenhao min)