Electric dealer makes game Big bottom: Operation qualification doubtful virus marketing favored

January 10 News, Taobao, Beijing-East, when the layout of the game after the transport, Gome Su Ning recently also eager to, the mainstream electric dealers gathered in the game circle, "lack of blood" of the electric trader encounter a lack of users of the online games, win-save or Nankeyimeng? Brutal facts give the answer: Taobao transport game only 1 million or 2 million in half a year, Jingdong when the line time is short, income more negligible. Pay and retention rates are not low, and the data is so bad that the main reason is the timid and indecisive operation strategy. This is also behind the difficulties: Taobao, such as the Beijing-East electric business enterprises have not been "Wen-wen," The game Operation qualification is doubtful, it is difficult to open hands and feet.

Half year income a hundred thousand of: electricity business channel is not the same?

"A few months from the electricity business Channel (note: More than a cumulative, mainly for Taobao) to income only a hundred thousand of", a game company in charge of transport, such as the performance of the mainstream game platform, "even the medium is not."

The overall pay level of the game products is higher, the industry ranked by the front, many home appliances to give a better recommendation, and finally get such a "transcript" is indeed passable. According to people familiar with the matter, the six months to Taobao through the game to bring income only 1 million or 2 million (after the split), Jingdong, when the game platform to launch a short time, but also weak income performance.

The result is a strong contrast to the huge electrical potential energy that may be referenced in a set of data:

Taobao has registered users nearly 500 million, daily UV (independent visitors) 60 million, 2012 (half a year) by the game transport income of 1 million or 2 million yuan; More than 100 million registered users, 2012 income more than 1 billion yuan; Qihoo 360 registered users 400 million, In the 2012, the value added service was about $600 million.

Although it is not counted on Taobao through the game of virtual goods trading income, but the gap is still obvious. "Such a result is not at first thought, (income level) and the reputation of the electric business giants does not match," said the official bluntly.

Great potential: User system and viral marketing

The service industry generally believes in: where there is a user, where can produce value. Almost all the domestic internet users of the electric business giants, can not really create value for the game company?

Obviously not.

"And Taobao did an event, on the home page gave a very small entrance, one day brought more than 10,000 new users, this is a very good promotion effect," a page tour company to promote the director revealed that its background shows that the power of the channel's retention rate and pay rate basic and mainstream game platform flat. "

So the problem is in the conversion rate, is the electrical business users and game users overlap too low?

"Also is not, the feeling several main or the test water, did not open to do, gives the resources to be very few", in his view, the electric business company most valuable resources is its accumulation many years VIP user system, once released (game) system informs/pushes, the potential is huge-- One of the secrets of Zynga's dominance of Facebook was viral marketing, which has the same principles and systems that inform services.

There is no "open to do" The reason is that the game of transport in several electrical companies is not a strategic level: mainly by the business unit from the bottom of the infiltration, the superior tacit consent to carry out, is not the next to convey the next.