On the Way of Crowdfunding in Domestic Board Games

Lead: Boarding groups are not small, but in the past the cost of investment, immature market model, rampant piracy and other issues, so many people discouraged. With the possibility of boarding crowdfunding, also brought hope to the table visitors. Internet thinking swept over the recent trend, into all walks of life, has become the focus of everyone's hot spots. Crowdfunding as a product of the Internet thinking in the financial industry is equally concerned. Invariably, it means a step backward. The combination of traditional enterprises and crowdfunding will make the traditional industries internet-based the future trend. Crowdfunding is raising money for the general public to raise funds for starting the project. Crowdfunding into China, the rapid development in the field of Internet finance, ranging from industry financing, small entertainment consumption, can be achieved through crowdfunding, which also makes it possible for tabletop crowdfunding! Formally introduced into China, with the advantages of environmental protection and fun, won the favor of the majority of players. After two years of development, the board games industry has enormous economic benefits. Table-top companies and table-top shops took the lead in opening flowers to the north and the tables Tour designers, board game tutor also came into being, board game media network, board game media like mushroomed appear, and even board games PC version and board game mobile phone applications also have long-term development. According to relevant information, taking Shanghai as an example, from 2007 to 2010, the number of board games shops in Shanghai jumped from 10 to 1,500. The number of board game players in China surpassed 2,000,000 and continued to increase. A single popular desktop travel sales over 1 million units, turnover of over 40 million yuan, the national players more than 1 million. However, there is not a long way to go. From 2011-2012, there are only about 150 tabletop stores in Shanghai, and it continues to decrease. There are no fewer than 30 original tabletop game developers and less than 10 now. What do these changes indicate? From 2012 onwards, both the developers of tabletop games or the tabletop stores in the downstream of the tabletop games industry have encountered a series of problems in their development or operation, which have seriously affected the industry of tabletop games Sustainable development in the days to come, board games can only survive in the cracks in the market, and what is the reason for this status quo? Why explore the popularity of smart phones in China, changing people's lives, but also Making hand-made games have also undergone enormous changes, rapidly cultivating tens of thousands of players, but also makes the mobile gaming industry is thriving. In contrast, the board game industry has been completely lost. In 2012, with the popularity of smartphones, the diversification of entertainment modes and the impact of mobile games, the number of Chinese tabletop gamers has been declining and the business has been shrinking. As a result, the originally "miniaturized" board games industry has worsened. In addition, Board games industry in the country started late, businesses in pursuit of benefits, are "kill" type of game support market, leading to serious homogenization of domestic games, quality varies greatly, hindering the diversification of board games industry. On the other hand, the high cost of design, the lack of original content, rampant piracy and the low profit margin in and around the online development are one of the reasons why board games survive in the market. A complete industrial chain needs division of labor refinement. Board game industry development is not mature, multi-channel sales, layers of profit, the lack of a complete price policy; online and offline services are not complete, free online version of the fight against downstream industries such as the development of the industry, the lack of development of industrial media, and ultimately make Industry division of labor has not been clearly reflected. Crowdfunding of overseas tabletop crowdfunding Raising fundraising projects through the Internet and raising funds have changed the traditional way of financing so that everyone can raise money for the project through crowdfunding and also open the way for crowdfunding of board games . Kickstarter as the originator of crowdfunding, board games naturally become one of crowdfunding content, while the origins of foreign board games earlier than the domestic, the development of more mature, which is doomed to overseas crowdfunding of board games than the domestic flat. Initially launched on Kickstarter tabletop crowdfunding project is mainly a professional board game company, and later continue to have amateur boardgame designers to join, more and more desktop crowdfunding projects in the site appearance. Such as auction-type "New Amsterdam", science fiction Escape: Fighting for freedom, exploration of the "Relic Expedition: A Jungle Adventure Game" Launching crowdfunding on the site one after another, the strategic "Golem Arcana" raised $ 1,836,447 at an alarming rate. After the domestic crowdfunding campaign for board-table-based crowdfunding spread to China, the first crowdfunding website in China - named the first time on the line, popular project "Big Begonia", "100,000 cold joke" is even more than millions of funds raised The start-up capital. Since then, other similar websites including crowdfunding network, dream catcher, coolest network, jue, we cast, angel exchange and so on have also been established, attracting a great deal of attention. Wangwang. At present, there are about 20 crowdfunding projects in the timetable of names, including the original board games Dragon King Treasure, Kung Fu, Soul Language, Bingo Kitchen, etc. . The main sponsors of these projects to a studio, professional design team based, whether in the illustrations, project packaging, or grasp the game are in place. In contrast, most of the projects are from college students, although they are not optimistic about the amount of online crowdfunding programs. However, they are rich in content, including original board games, trade cards, card illustrations and board games. Hands, including college students popular tabletop design work "witch wizard", "a word", "Nations" and so on have also appeared in the coolest net, entrepreneur board game "soul" crowdfunding success and complete pre-sale. In addition, cool look network is more humane, but also set up a board game mentor area to facilitate the exchange of people interested in boarding. In the Mainland, the group of board-gamegoers is not small. Many of them are outstanding independent board-game designers and table-top visitors. Their works are often put on hold due to the lack of professional production capacity and the distribution of sales channels. Past board games distribution methods, but also face the big investment costs, market model is not mature, rampant piracy and other issues, making them prohibitive. As crowdfunding has gradually been recognized in China, more traditional industries have been docked with crowdfunding and embarked on the Internet. This has brought hope to the broad masses of table visitors. Difficult to raise crowdfunding as a newcomer to foreign things, opportunities and challenges are accompanied by each other. Compared with foreign countries, domestic crowdfunding projects are still very poor in terms of quality, innovation and teamwork. In addition, due to the lack of cultural environment and legal environment for crowdfunding development in China, crowdsourcing in many places in China makes soil and water Not satisfied. The board games in China started late, the industry is immature, the audience is small, it is also destined for the crowd in the domestic tabletop travel more difficult road. Back to the front of the crowd raised the problem? Back to the front of the problem, the domestic poor tabletop travel environment, leading to the domestic crowdfunding of board games difficult to walk. Therefore, the domestic crowdfunding website on the desktop games generally exist in a small number, poor quality, not much boutique and so on. Crowdfunding way for domestic boardwalk where? I as a boardwalk enthusiast, to discuss with you. Use of foreign crowdfunding platform. Project landed in foreign crowdfunding platform may bring more fund-raising amount, access to foreign media attention, after all, the boardroom environment abroad, crowdfunding environment is more mature. For example, a robotic project designed by Shenzhen team UFactory raised $ 140,000 through a foreign crowdfunding platform. Although for many domestic board game designers, board game companies crowdfunding platforms in foreign countries to launch crowdfunding there is more difficult, but the courage to try or have the opportunity to Kickstarter, Indiegogo, or even attract the attention of foreign venture capital, and domestic Board games more need such an attempt. Table-top crowdfunding needs popular items. What kind of board games in China can be regarded as popular? To achieve popular board games, both in the rules of the game, teaching difficulty, or the pace of the game, the price must be implemented in the People First policy. For example, "Monopoly", "UNO", "who is undercover", won the majority of players love. On the other hand, table-shifting games and chess-based desktop games are difficult to expand in China due to complicated games, difficult teaching, long game time and high threshold. In addition, board games as a slow product is different from the fast-selling electronic games, users pay more attention to product quality and experience. Integration of industry resources. After the success of the board game project crowdfunding, the next step is the production of products, and then is to market. Due to the limited sales channels, many project sponsors put their products into Taobao for sale. After a certain sales volume, the products were sold by "consubstantial" pirates. In this case, crowdfunding products were dropped into pirated ditches. Therefore, the tabletop crowdfunding needs a joint venture community, crowdfunding platform, manufacturers, channel operators, sales platforms and other industries to form an alliance to build an open product platform. Previously, Jingdong Mall and named the time of cooperation, is a good attempt. Maintain interaction with the user. In the past, the planning time for the design of board games was short and the launch time was fast leading to many immature products on the market. In the final analysis, because of the previous board games industry information, user information asymmetry, making the majority of users no way to get involved, crowdfunding site just to solve this problem. Internet products, the biggest test is word of mouth, and word of mouth from fans. Make good use of the crowdfunding platform's commentary function, in the project launched, raised, the success of the three stages, we must ensure that the smooth flow of user information, do a good job with the user interaction. After the success of the project, the interactive work is of utmost importance. At present, both the cool network and the named time are repaying donors in kind. In addition, many crowdfunding platforms lack a logistics tracking system. After the project is successful, many users Concerned about the progress of the project, the logistics of the return of the situation, but many project sponsors often overlook the interactive work of this stage. This will lead to the user's message has a fault, unfavorable long-term development of the product, only the interaction, allowing users to participate in a wide range, making the product closely linked with the user in order to better market the product prediction. Especially for the "miniaturization" tab of the board games industry, crowdfunding, but also need to do with the user interaction. In the wave of Internet thinking, the Internet needs to explore the space for development with traditional industries. The traditional industries need to seek opportunities for cooperation with the Internet. Only changing can survive better and remain unchanged at any time. The financial industry is an example. Board games and crowdfunding docking, injecting new blood for the board games industry, so that the majority of board game designers have a dream, so that everything is possible. As a board game lover, I sincerely hope that the board games industry will have a vast future for the public. This also requires the efforts of the broadcaster, hobbyist and table visitor.