China Hand Tour: Crisis and Machine of China's first mobile game distributor

One side is full of applause and praise, side is excellent data and performance, China's hand tour in the recent period of no two. In a recent report on the competitive landscape of 2013q3 mobile game publishers, the data show that China's hand tour has accounted for 19.4% of the total platform distribution market share. And analysis that China's hand tour relies on its own ability to select the game, rapid distribution capacity, the promotion of large marketing capacity and the operation of the fine game, the successful release of the "Martial arts Q biography", "Monster Island" and many other tens and "the World", "martial arts" and "Rob Your Sister" and several sections of the millions of-class water products, Laid the groundwork for the head of its domestic distributor. Release + self-research: China's successful combination of hand tour based on the depth of cooperation with the mainstream channels, market timing, deep digging product data, China Hand tour in the release of the game selection and optimization, Q3 launched 4 months of water tens of millions of boutique products. Of course, only a group of excellent quality products is not enough, in the release, in addition to relying on the launch of the game, in the promotion of marketing also found a set of feasible methods. In addition to the same hundreds of handset manufacturers pre-installed, MTK chip-level pre-installed support, application stores, advertising platforms, network alliances, operators to maintain long-term cooperation, the formation of complementary relations, but also to carry out a series of innovative marketing methods, such as the hand-Fei and domestic well-known music combination plume, occasion "I am a Singer" hot trend quickly opened the "Call of the Dragon" "Entertainment" marketing, in the launch of the "Martial arts Q biography" and "Monster Island" two star products using mobile end of the popular app boot map ads, borrow power "monster University" on the release of the clever launch of "Monster Island" first line of the ad, and at the same time with micro-credit marketing, celebrity endorsement sponsorship, star concert, Event marketing, such as diversification of marketing means; China's largest mobile TV operator, Chinese media to the "Happy bucket Landlord" subway media coverage, etc., for different product choice of precision marketing received miraculous effect. Chinese tour CEO Xiaojian has said, "the distributor has become the driving force in the mobile game market", but in fact, China's hand tour does not all "betting" distribution, but chose the "issue + self-research" and the development of the idea. Therefore, in addition to the issue of the industry chain in the lead, the Chinese hand tour in the research also showed a duck in the posture. Xiaojian thinks it's hard to try to make all types of products, so you need to identify the type of product you specialize in by your genes. And the Chinese hand swims selected product type is Athletics chess card game and MMORPG, before has the news, the Chinese hand swims its independent research and development the "Happy" chess brand series of products current month water already exceeds 30 million, dau surpasses 1.6 million. In the MMORPG type of heavy products, the Chinese Hand tour also launched the "Battle Valley", "evil myth" and other works. To be in danger: China's hand tour facing the "crisis" although the current Chinese hand tour in the domestic mobile gaming industry is still in the leading position, but the so-called "high place is too cold", the Chinese Hand tour also face a heavySerious challenge. Only from the issue of the industry chain, according to the Outlook published data can be found in 2013 Q2 to Q3 of the market share of the issuers have a huge change in the hand tour, Kunlun and other shares to get a rapid increase, and Jifeng, the share of the hive has shrunk. Also looking forward to Q4, now the leader in Q4 can hold their own advantage? In hand tour, touch control, Kunlun and other front-line distributors need to deal with this problem. And in research and development, the status quo is also grim. There are many comments that the hand-travel research and development has entered the shuffle period, while hand-travel products are also showing oversupply of the situation, so the game between the products can not be avoided. At present, the domestic hand travel industry has more product homogeneity, plagiarism serious phenomenon, but also to further aggravate the competition. The Chinese Hand Tour CEO Xiaojian also bluntly, "the hand swims the threshold to be more and more high, mainly manifests for the promotion channel cost to be more and more high, the product quantity is bigger, the product homogeneity is more and more serious." Not every research and development company can afford to swim by hand. "The 2013-2014 China Mobile game Competition Pattern" report, "The Storm will come" to describe the current domestic mobile gaming circle. "With the rapid development of the market, it is inevitable that there will be a sudden intensification of market competition," the source said. Eric said that the domestic competition in the industry is also reflected in the globalization, capitalization, copyright and the whole industry chain. There is no doubt that hand-to-hand combat in the hands of the industry has been unavoidable. Thinking is prepared: China's grasp of the "machine" is the so-called "in the cold, thinking is ready, there is no suffering." In the face of crises and challenges, there are often countless opportunities. October 25, China Tour announced the appointment of Chong as the group president, will be responsible for the group's issue line of business. CEO Xiaojian said: "This appointment is to further strengthen the champion tour in the hand-travel industry leading issuer status of important personnel arrangements." Also disclosed that in December will officially open the overseas market distribution business. It is not difficult to guess, in addition to further consolidate in the domestic market position outside the hand, to enter overseas is a Chinese hand tour seize an important opportunity. It is understood that in addition to relying on the original "excellent game", "extremely intelligent Game", "Beans play games" Three games distribution team, but also formed an overseas distribution team, are equipped with an independent game distribution system, marketing system, technical system and operational support system, In the face of possible future overseas export blowout and made a more adequate preparation. Chong that the market good overseas distribution team, can make the product revenue reaches the domestic market revenue twice times. He said that the Chinese hand tour has the confidence and the ability to reach the target of 200 million months of running water in the future overseas hand travel market. In addition to the decision to open up overseas markets, China's hand tour insisted on the issue + self-research route, to some extent also reduce the risk of the future, as Xiaojian earlier in the interview mentioned, the Chess and MMORPG do deep, do thoroughly, while the other popular game type is to seek a single generation of cooperation, are prudent to enter the initiative. The commentary on the advisory opinion that the industry chain in the mostCore from the research, distribution, operation of the three links, can form 22 combinations or the Trinity has a stronger competitiveness and development potential. It is rumoured that China's hand tour will be officially released in the near future billion-level, for the hand tour and the surrounding professional investment funds, based on the "self-research + release + Incubation fund", China's hand tour has a higher degree of industrial chain completion, Eric is expected to swim in the 2014 hand tour industry will have a strong competitiveness. And Chinese hand tour in the future can grasp their own advantages, seize the first opportunity, will also become the focus of attention.