Channel dealers say: The game is really coming this time

Absrtact: Since 2011, speculation on the lifting of the game has been rumored, a senior executive in the country's largest it distribution channel, said to Sohu it, large-scale game machine into China will occur shortly after its path has been very clear, is to legal

Starting from 2011, speculation about the lifting of the game has been rumored, and a senior executive in the country's largest it distribution channel to Sohu it said that large-scale game machines will be in China shortly after the path has been very clear, that is, the legal form of access to the FTA in Shanghai, Then the domestic channel to get Taobao or computer city sales, need to point out that small sellers will become the beneficiaries of this round of games, and regular channel operators will still be unprofitable, because this is not compliance.

In Zhongguancun stores, a long time to engage in game host sales of the seller of old Cai to Sohu it revealed that the manufacturer's profits will be squeezed, because the price of domestic sales of products are very transparent, the future profits may be a round-trip ticket money to Shanghai. But parallel importers still have access to additional revenue, such as the provision of brush-machine services. As a result, Lao Cai has considered looking for a partner in Shanghai so that he can send the product to Zhongguancun by courier.

It should be pointed out that the brush machine has always been a domestic game players around the threshold. In fact, the products from Hong Kong and Taiwan also support Chinese, but the machine is the equivalent of an escape from the iphone, its existence is premised on some selfish saving purposes. Therefore, Zetsche pointed out that the fare of Shanghai and the price of brush machine + subsequent pirated discs, will be the source of profits for manufacturers.

Those years, the rumors about the game-machine entering China

There have been a lot of speculation about when the game ban began in 2000. And every speculation, will trigger the relevant game manufacturer's great concern, as well as the related company's stock price fluctuation.

In 2011, Lenovo's joint green move announced that it planned to launch iSEC in China in September, a similar to Microsoft's Kinect-style game consoles. Because Lenovo has been a big influence in the country, the news is interpreted as a positive signal to open the game. For example, Cosmas Hanson, an Asian gaming marketing consultancy, Niko Partners, said: "The isec release has made outsiders curious about the ban on consoles." ”

At the beginning of 2013, speculation about the lifting of the game was again. An anonymous message from the Ministry of Culture shows that "we are reviewing past policies and conducting some research, as well as discussions with other ministries on the possibility of opening up the gaming machine market." However, since the ban was issued by seven ministries more than 10 years ago, we will need to agree with all parties to disarm it.

The news, Sony and the shares of home machine manufacturers such as Play Hall Rose, Sony Rose 8.8%, the highest since April 2012, Nintendo Rose 8.2%, the highest since August 2011. The impact of game policy openness on the game maker is evident.

Channel dealers say: The game is really coming this time

The top executives at the country's largest it distribution channel said to Sohu it the opportunity for game consoles to enter the Chinese market on a large scale has come, although this opportunity is not in a completely legal form, but, compared with the previous imports, the products will be more localized Chinese products.

A statistic from the beginning of 2013 shows that the Chinese parallel market occupies the global 30%~40% sales of game hosts, that is, PS in China market sales of more than 30 million units, PS2 about 47 million units, PSP more than 20 million, PS3 about 2000 units.

That's why global game consoles are eyeing the Chinese market. Moreover, the game giants have released enough signals to hint at the Chinese market.

September 2013, the company announced a partnership with Microsoft, the two sides to invest 79 million of dollars to form a joint venture, and will launch the use of Xbox Technology home game terminals, which means that the Chinese market for game terminals will meet with Chinese users.

Sony, another host of game consoles, also expressed this willingness, and Hirai, the president of Sony Group, said in a media interview that PS would be brought into China. This is the Sony group after a few years, once again vowed to express their will.

The company's path to China comes from a new round of notice from the State Council, which officially issued a general plan for the Shanghai FTA on September 27, 2013. It is mentioned in the programme that the FTA will allow foreign enterprises to engage in the production and sale of gaming equipment, subject to the review of the content of the culture authorities before they can be marketed to the domestic market.

This batch into the FTA game machine, will be ants Xiong-like medium and small channel buyers away, and into Taobao or other gray channels. For old Chua such sellers, and before the goods from Hong Kong, channel dealers can do their own business operations, and before, such as zetsche such as parallel importers often have to go through several products resell to get the goods.

"Hong Kong and Shenzhen, the water passengers carrying products to the customs, agents to increase the price of 50-100 yuan to buy, and then the agents to increase hundreds of to sell to the hands of such as Zetsche, and old Cai in addition to their own reasonable profits sold to consumers." Today, such rules are changing, and channel vendors like Zetsche can avoid the exploitation of upstream agents. For ordinary users, access to products is also simpler, to go to Shanghai than to Hong Kong is more convenient.

Impact Analysis: Player's good news class game concept maker's death knell

The new rules on the player's good, has no need to say more. Although these products may be sold for resale, products targeting the Chinese market will always be more attractive than Hong. But it's a nightmare for a lot of gaming-machine makers who are playing with the concept of entertainment.

For example, the isec mentioned above, the company was initially interpreted as a signal to loosen the national game ban, but eventually the company's products, after several jumps, traded a concept, called the Home Entertainment sports machine, the biggest selling point is a body sense of the camera to capture human action, complete human-computer interaction. This is the same as the Kinect.

Again such as love moving body sense game machine, this is a small well-known in the domestic manufacturers, December 2007 Taishan Online entertainment company officially set up the love of the body feeling game platform, the main experience of online sports projects. Such companies will also face big tests after large-scale foreign game hosting.

In particular, the loss of the Japanese company is a positive news, after a long period of stock price downturn, Sony Nintendo and other Japanese companies are expected to use the Chinese gaming market to regain the attention of the capital markets.