"Extend the game industry 10 times Times" How dare a woman to say

Women, in the traditional definition, is a gentle, introverted, considerate wife and mother image, and now the times are different, equality between men and women, equality of opportunity, heroes do not ask the source, and no longer adhere to the gender, in recent years, there are very many excellent female executives, entrepreneurs emerged. A few days ago, a hope that "the financial and electric business embedded game" enterprises into the public eye, its founder domineering want to keep the current high-speed development has a 17-year historical output value of nearly billions of game market to expand to a trillion-scale, this woman is Oryzenin technology nerdy Wu Danfeng.

Wu Danfeng, former Alipay gaming industry head. People who are familiar with Wu Danfeng describe her in terms of workaholic, quack, vigorous, and perfectionism. This woman, once in less than 5 years, with the team to pay Alipay in the game industry coverage from less than 1% to do 95%, the capital share from 2% to do 75%, the game industry to achieve the chain "everyone with Alipay."

In 2013, Ali was about to be listed in the year before, Wu Danfeng abandoned the high stock and good development prospects, the creation of Rice Valley technology, uphold the "let the financial and electrical services into the game," The innovative ideas, hope that the game market "plate" become bigger. This has also given many people in the industry a question: A woman, exactly where to the emboldened, dare to the game industry together to challenge, "this talk to simply do not easy, nor oryzenin a company can do, but we should recognize the trend of change, together to make the industry bigger".

With such doubts, the reporter interviewed the female founder today; Unlike the preset feeling, Wu Danfeng's presentation is full of logic and Zen, 40 minutes of tight communication ends, and the final answer is three words: climate, geography, people and.

"No individual power can create a momentum, and what we can do is to appear in the most suitable place with the right person at the most appropriate time, and I have been waiting for this moment for seven years." ”

Timing: The game industry bottlenecks, irrational competition and cost multiplier, forcing people to meditate on the way of innovation

Entering the 2014, from the capital market a variety of good is full of game industry, whether it is IPOs, mergers or financing, especially mobile games, has been 300% annual increase in speed to prove their value, along with the rapid development of mobile networks and intelligent terminals, the fast popularization of space imagination is not large. But if we analyze the overall environment and development of the current gaming industry rationally, it will be found that the current Chinese gaming industry has ushered in a bottleneck period: the end of the trip encountered a single profit model, research and development and operating costs are not the bottleneck; The page swims encounters the bottleneck that pulls the player easy to keep the player difficult; But also encountered the giant squeeze, fierce competition, rising costs, homogeneity of serious bottlenecks ...

"The game industry is making money just like a writer used to write books on royalties, a single earned fee can be very comfortable, so there is no need to seek a breakthrough; but the greatest value of a game is that the worldview they build brings together players with common interests and tendencies, And these players in addition to the identity of the game, but also a real individual, do not know that we do not remember ' pen pal ' This form of making friends, each other but for a book, a paragraph of the feeling of a text to communicate, and then to ' The most familiar strangers ' open heart, the reality is not likely to show the true self, this and online game players in the essence of no difference, based on the same virtual world of real identity, is the greatest value of each game.

If the above paragraph is more perceptual, then Wu Danfeng as the former head of Alipay gaming industry, from a rational level, see some of the industry's little-known deep data. She had previously published data in the media that the number of online game players had exceeded 20 million in 2012, with an identity card as the standard, and that total consumption in the game had exceeded 50 billion per cent, but surprisingly, the same players, the total amount of online spending in 2012, had topped 500 billion. The player pays only 10% for the game, and 90% of the consumption has nothing to do with the game.

"Every game practitioner knows that players play more than just games, and that players spend a lot of money outside the game, but how much is it?" Almost no one has ever looked into it, it's like with the progress of science, humans are discovering more and more space and becoming more and more aware of their own insignificance, but in the end, there is no definition of how big the universe is. Or to put it another way, you know that there is money in the foot, but one is a steel collapse, one is more than 10 times times higher than your current wealth of gold, you are concerned about the extent of this is not the same. So I hope that the game industry can accept a possibility, before the bow can make money is very good, now more bitter, more tired, gold miners more, a creative industry seems to become a labor-intensive industry, but in fact, you may have stepped on the Jinshan. ”

She believes that all the financial actions in reality can be realized in the game, and can be achieved at a lower cost and risk than the reality, and a good economic system is the lifeblood of a game, the orderly economy means a longer life cycle and higher player satisfaction, but also let the players between the emotional more comfortable circulation, The circulation of finance is the flow of demand, and the circulation of the demand behind the flow of emotion, this sentence in the reality may not be established, because some demand relationship is really just need, such as basic necessities, and games such as the virtual body of the demand value must come from the real emotion. In addition, if you can protect privacy while maintaining the mystique of the player, the use of cutting-edge logistics, capital flow solutions, the real world inside the "gift" to the "distant he/she" side, it would be a very wonderful feeling, it seems that the game of emotion can travel through time and space, This allows the player to be more loyal to the game itself, because the game has been more than a game, the game has entered the player's life, and the most important thing is not to break the identity of each other protection. If you can help the game enterprise to the player outside the game of that 90% of the consumption becomes related to the game, then the Chinese net game market space is bound to extend the geometric times.

Bottlenecks often coexist with opportunities, and Wu Danfeng itself is a veteran of the gaming industry, through Alipay's deep data, her understanding of the space from presupposition to affirmation, from perceptual perception to rational cognition, so in front of such a torrent, she thought the trade-off is necessary, regardless of the company's location or the fate of Ali, she is from the " How to make this thing better by itself "to think, so only then Oryzenin technology to make the industry more shocking products:" because oryzenin positioning itself in a pure service-oriented enterprises, specifically to help game companies to do the outreach of game players outside the service, so there is no user access to their own platform, This can maximize the customer's "why the user to the Rice Valley," the doubt, yes, if a player uses the Rice valley through a game, then one day he will not play the game, he also can not enter the Rice valley, because Oryzenin is a function of this game module. So when we demonstrate to customers of the Rice Valley products usually only the other similar type has been online customers use video or screenshots to record the way, but it's usually said, ' How could it be a third party company that's going to be able to do that? ' How could it take only two weeks? At least three months or more across multiple departments ' How do you know who can eat takeout? ' Whenever we hear such a doubt, we all feel powerful, hoping that the future will be more and more sound. Of course, as the world's first focus on series games and the reality of the Invisible Service enterprises, Oryzenin is still groping, but we can ensure that we are the fastest, because the electrical and financial background of the team, we should be more understanding of the game of a group of people. ”

Geographical location: Directly hit the new generation of consumer groups, become the largest RMB fund ecological circle in series key points

In addition to the big environment, the reporter believes that there is also a factor is very important, that is the Oryzenin technology founded by Wu Danfeng, backed by deep investment (the largest domestic venture capital company), and the company, which has just finished a round, has a strategic position in the overall investment layout of deep Ventures, which has been established for more than 10 years, In the annual statistics of domestic funds ranked top of the list, the IPO way out of the number of enterprises as many as 70. Although the tens of millions of-a round is not uncommon in domestic capital markets, it is rare to be able to take such an early seed project to occupy such a high priority in such a powerful eco-renminbi fund.

Deep venture investment has openly said that the future investment will go "through the industrial chain" of ideas, will be more energy into the service link, do a good job in the industrial chain resource integration. And the business model of Oryzenin technology, just to the point of the game to touch up with the consumption capacity and willingness of the younger consumer groups, let deep venture into the game enterprises, technology enterprises and even some traditional enterprises began to have a series of possibilities, the current Rice Valley technology in the O2O part of the exploration, including take-away, flowers, 3D printing. For example, deep venture investment and millet technology and other joint investments in the O2O project "I have takeout", the future will be through the Rice Valley technology and related games docking, so that players in the game for their own or team friends point to a bowl of hot lunch box; The game experience uninterrupted, especially inside the gift function, let the player and the player's distance closer, At present, the core of Rice Valley technology is placed in the cash streamline on the settlement of enterprises, for example, Li Hua fast food, so that more convenient to the emotional flow between players, while doing the task of inviting friends to eat dinner, and the game's girlfriend enjoy a "cross-clothing (across the virtual and reality)" Candlelight Dinner, And with the most professional 3D portrait printing agency products like the exclusive cooperation, so that players can be their own or with the game of Friends "photo" stereo printing out, this and the past conventional standardized hand-run market is very different, to a large extent, to meet the "everyone wants to do their own" personalized needs.

"When looking for a partner in capital, I set myself a three major principles: 1, RMB funds, not to do vie structure; 2. The Government participates in the fund, facilitates the future enterprise development the qualification obtains, the safeguard oneself and the partner's all behavior is by the national approval; 3, the Non-industrial Fund, If you are a gaming company or a platform in the field of gaming, this money can not be, a Rice valley is not a third party company, everyone face on the relationship is good, there is no game company is willing to put their core entrance and data to another game company, this is the bottom line. There are a lot of oryzenin in the middle, but not many of the three conditions are met, even when we are hungry, we still do not give up this principle, so we can finally be in line with these three conditions in the most powerful and most comprehensive industrial chain layout of the Zaguomaitie, which also proves that our insistence is worthwhile. Of course you ask me now if in starvation and compromise inside will choose what, I will say not to compromise, on the one hand, ' starve ' the word is more difficult to do, big deal do not eat meat a steamed bread into three bites, just think of the bustling lonely people not suitable for entrepreneurship, on the other hand ' Compromise ' is fatal, you eat down a full belly but the next one is not good to say, the future even if you can go, you have to pay a very important price, would rather freeze, also can not be greedy for a while to feed the enterprise to eat chronic poison. ”

So now Oryzenin is talking to a game company, there is little to do with the background and the strength of the problem, focus on the player experience, system design and loyalty to the game itself, and in the most vulnerable to security problems in the game cash exchange business, directly give full risk commitment, To enhance the confidence of the partners; have not contacted the investment circle before, feel high above, now cooperate to come down, found deep venture to grasp the industrial chain very in place, so we also do not need to spend too much energy on the acquisition of follow-up qualification, they will help oryzenin do advance, while in some cross-industry resources, I was amazed by their sense and efficiency in tandem. Because of this, oryzenin in the establishment of a short period of 1.5, the realization of the game in the cash exchange of the PC end, mobile end embedded, and began to support the game O2O services, which can not be separated from the deep investment of the tree's support, their trust and strength to the Rice Valley team more confidence to challenge this piece is not easy to open the new continent. ”

People and: A team of friendship, feelings of customers, and family love and companionship

The weather is inferior to the geographical location. For Wu Danfeng, her "courage" can not be separated from the support of the team, customers and family behind.

"Oryzenin was like a broken ice when it was founded, because the same thing no one did, it takes courage to accept, fortunately, in this way, we met friends and noble, we did hold some doubts at first, such as why the data to share to another company, users will not be lost, the development of time is too long and so on, But when we answered the question, we found that the people of Rice Valley really wanted to add to the game industry, and is really love the game of a group of people, in the game outside the player's data cognition and mining way to think more than the game company deeper, do not sacrifice the interests of players, manufacturers of the interests of evil, Slowly put down the heart to stand together with us, the game industry, although many tyrants, but we are relatively simple, speech are running things, not too much bend. The game company has 24 hours to think about how to create a good game, and Mi brain inside is how to let the game players go closer, let the game company to take advantage of the existing ecology to get more benefits, energy investment determines the professional speed of ascension, accumulated over time, this gap came out. ”

Oryzenin Technology team from the financial, electrical, data, government, gaming, more interestingly, this age across forums to 95 of the "Young team", each is a game player, so the virtual game with the reality of the integration of such things, has a very big expectations and enthusiasm, these people have a common goal, More serious and focused than the general team. "The right team" can do the wrong thing right, "the wrong team" can do the right thing wrong.

Now everyone is talking about ' connecting ', to the big say is the connection between people and the universe, to small said is the connection between people, people and things, connection everywhere. And what oryzenin do seems to be through a variety of technical means, product design linked to the game and reality, but in fact, are tightly around the player's feelings, if we do not feel the emotion, it is impossible to connect this based on the cause of the work well, like a person who has never been in love to teach others love, The form of beauty can not enter the heart. A game allows the player to play, there must be a certain point ' hit ' The player's heart, whether it is a short rest or emotional sustenance, and this point is first from the producer's heart. I had the honor to communicate with some producers at home and abroad who created the millions virtual world, and their commonness was a longing and love, a very vivid trait, and they extended this trait to their work. I'm a very lucky man, since entrepreneurship is a lonely road, it's hard to tell someone exactly where you're going, when you can get there, and what's there, especially if it's a new continent where almost no one is involved, so that means you need some comparison. Silly and naïve ' partners to recognize that piece in your description of the Earth full of light, because too rational people will not believe, ' You tell me there is light, then give me the light ', so this is the entrepreneurial team is commendable. The hardest time for our company, there are no wages for two months, but the company nearly 40 people, not a member of the initiative to leave, but they are all the way forward and encourage each other out of the depression, and even a member of the private pay out for the company wages, this process is a daughter difficult to change, There is a girl in the end there are only 10 yuan, which is unimaginable in this era, so I cherish this strong friendship. It's normal not to stay, it's not normal to stay, oryzenin although enterprises in Suzhou, but only 1/5 of the students are locals, others are from Nanjing, Shanghai, Shenzhen, Beijing and other places gathered, wages are almost normal level of 1/2 or even 1/3, this is a team of faith, Everyone is really want to let the game more and more beautiful, more and more real, this belief can let everyone carry the wind and rain, do not forget beginner.

It must be admitted that every entrepreneur actually has a selfish side, because we spend most of our emotions and time on satisfying our desires, ' making the world a better place ', ' making people happy ', ' making everything simpler ' ... are desires, and this is more difficult to satisfy than traditional passions, which means that our families and loved ones will make more sacrifices as the most pro, facing the ' zombie ' who is always thinking about fighting, and the pressure and negative energy they need to release. Since the start of the business, the past year to accompany the family's travel resources from 2-4 to completely become 0, from the travel together into a ' You play me to pay ', except in the time to live together, had been kept for many years a day a report of the peace of the telephone into three days once or even two weeks once, concentrate on the time is always very fast, back home is early morning, the old man went to bed. My boyfriend saw me lack of rest, booked a trip to France, originally is the energy planning of the surprise, then I complained ' How not to stagger the peak of the product line ', stayed in the Louvre for 6 hours, which should have 4.5 hours in the processing work, this kind of thing goes on and on, no matter to go to any place, the mind is related to the company, together, not to deal with work is to think and work-related issues, static thinking up, will feel guilty, no family company and understanding, I can not go After a stressful moment, remember those days when private accounts and the total balance of company accounts were less than 2000 dollars, dilemma and temptation at the same time in front of, there was a very tired, is a Saturday, to the company downstairs do not want to face up, that day he happened to me, said ' If you face, will be painful for a while, if you do not face, Will regret for a long time, so although you do not do the company I will support you, but I do not recommend you to choose to be a future will be despised by their own people, go up, everyone is waiting for you, together to the end. ' Go home at night, with his soup on the table, the stew of dried, and the bowl in the kitchen, see an open recipe, this man never cook, but he will learn to use his way to warm you, to accompany you to achieve a sound big but difficult to walk the dream, a meal down, feel himself full of blood from the resurrection.

In the environment of love, to do a thing of love, this is not my own strength, but the user, industry, technology and so on the opportunity needs like oryzenin such enterprises to come out to try and open up some different new space, and Oryzenin to do, but the game and the reality of a small part of the related industry, there are too many may be worth exploring , it's not oryzenin a business can do, therefore, I also hope to be able to communicate with more consensus entrepreneurs, complementary cooperation, welcome to participate in the afternoon of November 28 in Beijing Marriott Hotel held a pioneer party, Oryzenin will be on this occasion to release some players outside the game of real behavior and consumer data, and from the financial, Electric dealers and other new perspectives to see the possibility of the game, these data from the game manufacturer is very close, whether from business value or from the player service, the more you can do more, but also can let the game become a player's ' home '. All the way to the present, like the game when the task of ' wasteland ', I and the team are in the rapid progress of the upgrade, but also feel more and more confident, Oryzenin is from a simple desire to see and touch the reality, I believe it can be presented to the game manufacturers and even more areas outside the game an increasingly interesting, More and more huge future. ”

"Every game is a world, no love or hate. "At the end of the interview, Wu Danfeng said.