Chen: Shanda is no longer a gaming company but an entertainment empire.

Editor's note: This article tells you the grand development of these years, is how to enter the game industry, but also because of how to get rid of online games. Compared to the recent complaints about the failure of the Shi Yuzhu, we together to taste the entertainment of Chen Tianqiao Empire Dream. [Page] November 28, 2005, is a lot of players remember a day, when they opened the "Blood Legend" official homepage, see is a full red page, with a large font written "blood legend, Permanent free".　　Grand for the first time to give up their own for the entire industry to create a second card and card charging mode, which makes many people in the industry exclaim incredible. "The new operating model may have a negative impact on the company in the short term, but in the long run this model will benefit the company." "Chen Tianqiao interpretation by more people as a grand ready to evacuate the game signal."　　Then, the Grand initiative gave up "World of Warcraft", which is seen as a argued of its exit.　　Chen left the game, began to create entertainment empire, began to push the so-called "grand box" Yi Bao-this is a PC platform to provide a home entertainment platform suite.　　However, things are not going the way they expected. The reason and the emotion "Disney initially painted Mickey Mouse, but Disney never said that the future only painted Mickey Mouse." Similarly, Shanda used to do online games, but Shanda never said to do online games. We want to transform from a single large game provider into a comprehensive provider of large games, casual games, movies, music, and other interactive content.　　Chen to talk about his plans, there is no disguise the excitement. And this has been a grand interior called "Web Disney" plan, its core content, is through the "grand box" to move the network content to the television.　　This price is 458 yuan/set of computer Broadband entertainment center products, built-in thousands of movies, tens of thousands of songs, news, karaoke, literature, education, Internet radio, games everything.　　But things are far less simple to imagine. A once participated in the promotion of "grand Box" of the Grand staff memories, just start everyone is full of confidence, but later found that the resistance from the outside is too big. In particular, with the interests of radio and television, telecommunications, private enterprises want to insert is very difficult, Shanda and cooperation with the interests of the manufacturers are not in place. Sure enough, the unfortunate succession occurred. Because the "grand box" can be used directly on the Internet television, broadcast Internet content, SARFT to the Grand yellow card.　　"Grand box" met the ban, before the market test has not experienced a policy barrier.　　According to industry experts estimate, the grand in the field of online gaming lost market share, "grand box" a loss for Chen flyover more than 100 million U.S. dollars.　　Crisis, Chen had to return to reality from the dream, the development of the center of gravity again put on the net. September 2006, Shanda won the Korean online games developer Wiseon developed the street limit run network game in mainland China, Hong Kong and Macao exclusive Operation Rights, the contract lasts 5 years. Agents like thisOnline games in the grand-intensive launch, almost reached a monthly speed.　　Agent, cooperative research and Development, independent research and development, acquisition, the Grand play a series of combination boxing. No one expected that the "reversal" of Chen flyover would come so quickly. When the grand, nine cities, NetEase released the first quarter of 2007 financial time, grand to 505 million yuan income, returned to China to return to the top of the game.　　It is worth mentioning that here, the grand share price climbed to the peak of more than 30 U.S. dollars.　　The Imperial embryonic form now "grand box" encounter policy barriers, the entertainment empire dream no longer hanging on the mouth of Chen flyover, but Chen flyover did not give up lightly. Just back to the location of the boss of the online game soon, Chen again for their entertainment empire for a layout.　　The difference is that he learned the lessons of the "grand box", using the way capital works, starting with the providers that control the content of Internet entertainment.　　Quietly, the grand acquisition of financial problems because of the original literature website beginning Chinese network, set up a grand literature company, and invited the original Sina Deputy editor-in-chief, Reading channel director Hou as CEO. In the eyes of many industry experts, Shanda's involvement in literature is just a source of creativity for online games.　　However, the grand but did not stop the pace, then in 2007 strategic investment in the tea add incense net, in 2008 will Jinjiang original literature net revenue, and by the three literature site constitutes a grand literature company's main body, Shanda Network 100% Holdings. At this point, in the industry startled expression, never set foot in the network literature of the Grand Swoop won the network original literature 80% of the market share. [Page] Hou the ambition of building an entertainment empire with the help of literature: "Shanda literature is not dedicated to gaming." There is not one of the top ten cultural industries in China, and the cultural industry is a big basket, and we hope to do it in the future. "To get tens on the internet to read the famous Network magic novel" Ghost Blows "as an example, this is from the beginning of the Chinese network best-selling network novel published online, in the year's" Open book "List of books ranked first; the same name film has entered the screenplay adaptation, the cast preparation stage, and the grand launch of" Ghost Blows Online "　　Online games are also very popular.　　The pattern extends to other areas, Chen in the same way, and plans to use it as the cornerstone of its entertainment empire. Like Disney, the pace of grand expansion has never stopped. This year, Chen flyover has reached into the field of e-books, and successfully aggravating. August 6 's Grand E-book Bambook the industry blew up the pot, Hou claimed cost price of 1800 yuan of E-books, grand to 998 yuan to sell. Blow let a lot of peer fear, because the current market brand manufacturers of mainstream products all in 1500 yuan. Plus the US Amazon has already reduced the latest version below 1000 Yuan, so almost all other e-book companies secretly to the grand "price killer" issued a question, that Shanda should doTheir own duties, should not be involved in the end product market, otherwise it will mess up the market.　　But for the sake of their own entertainment empire, Grand Nature can not manage so much. "Bambook is in the mode of the grand literature, in our industrial chain plus a link, this is the reading terminal, if previously we do upstream, below we have to do downstream."　　Zhou Hongli, chief Copyright officer of Shanda Literature, said the grand goal was to be "China's Amazon".　　At this point, the grand business has covered the game, literature, music, film and television, reading terminals, such as almost all entertainment platform. "Chen Flyover has a clear entertainment empire puzzle ideas, now this puzzle is gradually forming."　　Said one industry insider.　　As one of the world's unique entertainment empires, Disney opened its first theme park in Los Angeles in 1955, and then sold acquisitions, which eventually included five major products for entertainment, media networks, theme parks, consumer products and interactive media. Chen also did not overlook Disney's most famous theme park series. The "Eternal Tower" in the real world, built in cooperation with the Tiantai Mountain Canyon scenic spot in Zhejiang, will be completed in 2011.　　The construction in the virtual world of the network has come into reality, and it is reminiscent of the commercialization of the Disney fairy tale theme park. "Shanda is no longer a network gaming company, but an online entertainment company.　　Chen to correct others ' statements excitedly. Compared with Disney, Shanda in just a few years completed the former 80 years of industrial layout, but a short period of expansion did not bring the accumulation of core brands. "Shanda does not have a core product or core application that can substantively get through the industry chain."　　"The former vice editor-in-chief of NetEase, Fang Sanwen, in his" capital market valuation of grand strategy: 0, "a book that the grand lack of similar to Mickey Mouse can produce multiplier effect of the brand.　　And there is not too much diversity of experience in the grand, walking on the road in the future still need to be cautious, otherwise the "whole business" will be a double-edged sword, will cut the grand existing core business power. "The result of the grand expansion, in fact, only online game profit." As it develops, Chen is likely to return to the fate of picking up the pieces by online gaming. Said one industry expert, who declined to be named. So it seems that the Grand Internet entertainment Empire has been built, but how to continue to develop is the key. (Digging the Net Heavy) (because this article reproduced many times, many play editors can not find the original author information, Welcome to know friends to provide author information, in the comments to submit, we will fill the author information.) ）