Foreign social networking games desire to enter mainland China market

Although the second quarter of domestic large-scale online games market growth slowed, but the trend of social networking games is very gratifying, is seen as the next online game after the games industry outbreak point. Let's look at some relevant data first, according to the China Internet Network Information Center CNNIC released the "2010 China web Game Survey Report", as of this April, the total number of domestic web game users have reached 105 million. At present, social class web games have reached 92.09 million, accounting for 105 million of the total size of domestic web games nearly 90%.　　We can get two messages, one for social games will continue to crazy greedy food web game market, the second for web games without adding social functions, will be completely unable to confrontation with social games, and then fade out of the market. What is it like to be a social net in China? According to Iris Statistics, 2008 China Leisure Social network market size of 190 million yuan, compared to 2007 120 million yuan growth of 64%. 2009 reached 370 million yuan, and in 2012 reached 1.61 billion yuan.　　The rate of increase is that every gold digger will see the red-eye. Perhaps a lot of people stay in a very low-level image of social games, a simple team to make a simple product how can compete with large online games? In fact, the ability to suck in social games and large online games, they do not go with large and complex 3D online games to spell content, spell experience, but efforts to improve the user's social fun. For example, in the domestic rage social game "Happy Farm", since landing on a platform, the number of game players into a geometric growth, monthly income breakthrough 30 million, and finally reached the peak of 50 million. Happy Farm, a small game to steal vegetables and pig income 50 million?　　Yes, that's the power of social networking. China has been a large number of netizens, has been a foreign gold rush, but we have hardly seen the successful internet companies in China. Some people laugh that this is not acclimatized, limited to policy can not make a difference, some people think that the Chinese market still want Chinese to do, no more than the Chinese themselves understand the needs of the Chinese people.　　So foreign internet companies in the Chinese market always maintain a keen heart and cautious mentality. In the social games market, there is no escape from this example.　　However, June 22, 2010 this year by the Ministry of Culture promulgated the "online game management interim measures" to the foreign social network gaming company a perfect opportunity. This is the first part of our country specifically for the management and regulation of network games, according to the provisions of the "method", SNS games, webgame are within the supervision of the Ministry of Culture. The sixth section of the operating unit stipulates that: The units engaged in online game operation, online game virtual currency distribution and virtual currency trading services such as network games, in addition to the "Network Culture Business License", should be five conditions, The 4th one is not less than 10 million yuan registered capital. For a popular version of the door bar to enter social games from the direct 1 million mentionAs high as 10 million yuan.　　("Network Culture business License" only needs 1 million yuan registered capital) notice in China to do the majority of social networking games are small teams, and the introduction of the "approach" will be directly hit the vast majority of these. Foreign manufacturers eyeing the mainland's gold mine are not Zhuluzhongyuan at this time. In the author's first moment, "Plants vs Zombies" "Zuma" and other famous casual game developers Treasure Game (POPCAP) announced recently, and China SNS website Renren became a strategic partnership, and will be launched in a few months based on Renren platform social Games.　　In the South Korean game network, Myspace, Japan's largest social networking site Mixi,zynga, as well as rockyou, overseas SNS manufacturers in China's enclosure action is fully launched. Success or failure social games in China have a huge user base is the main incentive for overseas SNS to enter China, but the Chinese market is not good, especially the internet industry. We have not been able to repay several successful foreign internet companies, but this will not stop the overseas SNS companies ' ambitions. Overseas SNS manufacturers know that only by speeding up the pace of internationalization, to have the world's largest number of internet users in China to develop, to maintain their global SNS industry a solid hegemonic position.　　Overseas, the profitability of social gaming has long been recognised: social-game developers are expected to reach $75 million trillion in annual revenue, and Playfish2009, another social-gaming developer, will have a revenue of $200 million this year. Can overseas manufacturers gain a foothold in China and succeed?　　Let us first analyze the successful social games in mainland China. In the 2009, the domestic social game developers and their games, represented by five minutes, hot and cool, were rapidly rising, and their social gaming products such as "Happy Farm" and "Sunshine Ranch" were so popular that they were unexpected. Chen's thousand oak in its two powerful SNS platform--mop and Renren's promotion, will the low cost social network net income achieves 77 million yuan. The aforementioned "Happy Farm" since the login Tencent Qzone Community platform, and finally reached a monthly peak of 50 million revenue. One thing we can notice is that the people who get the platform are the world. Whether it is to have everyone, the happy platform of the Thousand oak or the Chinese Internet is the largest platform of Tencent, with huge platform resources male bully the world. This resource ensures their success in social networking and, at the same time, social games are different from traditional online games, and are an online game that requires a social platform to gain revenue.　　Without such a platform, it would be difficult to achieve success and be unable to compete against the game makers who have a front-line platform.　　such as the famous network of social networking company treasure Open on the recent CJ announced will join the Chinese market, the platform of importance is self-evident. In addition, the cost is also the foreign social networking net players to enter China to consider the object. Rooting and sprouting in China requires confrontation with its low-cost labor costs. AbroadThe price of a social game is in dollars, and in China it is in renminbi.　　And the replacement speed of social games is very fast, 3-6 months is a succession of dynasties, so if you can not control the cost of research and development, will eat to the defeat. It is too early to say whether foreign social games can succeed in China.　　But the key lies in the ability to seize the platform and control costs.　　The impact of incomplete statistics, China engaged in online games, web games and SNS Community research and Development and operation of the enterprise at least 300, coupled with large and small joint operations enterprises, the entire industry chain of business has reached more than 500, and with the prosperity of this market, this number is growing. But with the tightening of policy and regulation, the entry threshold to increase, coupled with foreign competitors too strong, SNS, web games will be hard to reproduce the pomp. As mentioned above, the current SNS platform most of the Third-party application developers do not have 10 million of the financial strength. Therefore, if you do not borrow chicken eggs, acquired mergers, you can only go overseas. Given this dilemma, the small and medium-sized businesses that develop social networks are in dire straits, and the benign competition in the industry will be undermined.　　There is no fresh blood, the rules of the online games industry will be made by the big guys, entrepreneurial wealth or old yellow. Foreign social games to enter China, for domestic SNS game developers is a huge challenge. We appeal to the "method" to adjust and improve, protect the SNS game small vendors, but also hope that the domestic SNS game research and development team can make excellent games, comparable to or even beyond foreign social network, such as "Plants vs Zombies."　　SNS is regional, and only in this way can really defend the Chinese market. (Edit Zhang Xing)