Diversification "Turn", "Journey" value geometry

Despite having been sung in the past few years, it was not until the day that a choice had to be made that the big boys finally believed that the "golden Age" of the tour had really passed.

In Chen Tianqiao to sell the grand game, NetEase, Perfect, Giants and other former end of the big guy has started to speed up the layout and transformation of the Hand tour.

As an old adversary, in the face of market performance is so different, why?

In the Grand "legend" at the same time, giant network is going to again vigorously packaging "journey" IP. Will be in the recent online "Journey" Hand Tour version, trying to use "journey Pocket version" recalled the old users.

In the hands of the tour has been thought to start slowly, the giant seems to realize that the transformation of hand travel only by pushing products is clearly not enough. It is understood that "journey pocket version" is only reloading the first step of the journey, in the next year the giant may be on the "Journey" IP for the full range of deep packaging, once again nuggets. According to giant network president Guixe revealed that the giant's hand tour layout has been extended from the product to the distribution, channels and many other links.

The value geometry of the journey

For the "Journey pocket version" positioning, the giant thought very clearly, "the most important is to please the journey of the old users." According to Guixe estimates, "The journey" over the years, the loss of tens of millions of or even hundreds of millions of players. "Journey Pocket Version" The main purpose is to restore the "journey" on the phone, and adapt to the "mobile phone." According to the user's mobile phone operating habits, screen size and so on the size of the national war, time and so have made adjustments. Not only to restore the large national war on the phone, but also to consider the user's passion frequency and time cycle changes. And the history of the "human nature of the excavation" will continue to strengthen, "we will continue to emphasize the players in the game of love and hate, but the time is obviously shortened." For example, "in 10 minutes to know a friend, one day to meet the dozens of friends will remember the names of several people, two hours after the establishment of their own enemies, and the enemy you remember to live." "Guixe said.

It is noteworthy that the journey hand-version behind a series of "Journey" redevelopment plan. According to Guixe, it is expected that the end of 2015 will be the online journey of stand-alone version, at the same time, will be on the journey of the novel, film and comic value, a comprehensive in-depth excavation. "Journey IP has given the giant 10 billion or 20 billion yuan", how to maintain is an important issue, and Guixe that, "The journey of the brand value more than 1 billion." ”

Diversity "Turn"

In fact, like the "journey" so that the advantages of the end of the transplant to swim in the hands of more than giants. Before this, NetEase opened customer service online hand tour "Dream West Tour 2 pocket version", but also to the Dream West travel IP a deep reuse. In the second half of this year, the tour also launched a hand tour "Tianlong eight 3D". In the view of Analysys International analyst Shillon, the Golden Age of the end tour has passed, the end of the tour manufacturers are now in the throes of transition, to the end of the era of accumulation of resources, funds and other belt to start the tour, there are still opportunities.

According to industry data, Tencent game ranked first accounted for 34.41%, followed by the "Legend of the Sword" won the black Lili Silk game accounted for 7.02%, Silverside technology, the era of Babel, The Perfect World, followed by. However, as the end of the tour manufacturers to increase the intensity of transition, the market is not stereotyped hand, still full of variables.

In Shillon's view, hand Tour has passed the hottest stage, began to enter the "money is not so good time to earn." Fight the strength of resources, the end of the company's entry will pull a master tour competition threshold, no refined products, small team is difficult to survive. To the giant, for example, this giant pushes the "journey pocket version" to push the end of the intensity of the driving force to swim, take out 50 million to do promotion, walk is the rich and rich route. Guixe does not disguise the ambition, "research and marketing, the threshold will quickly improve, the quality of small companies will quickly die." In its view, the hand tour is still in troubled times, the whole industry is the fever. "Angel investment and PE fever have come down, and many people have begun to lose money."

The problem is not the market where the big guys are likely to break the money, and if they move the layout of the mobile end down to the various capillaries on the industrial chain, it means the survival of the small hands is getting harder.