Game business to drive around the theme shop multiple industries combined or into a new force point

Recently, Shanda announced the end of the 2010q4 quarter earnings. Earnings showed that Shanda's revenues accounted for a 88% drop in total revenue, a 10-year low. Among them, the revenue from the leisure games for 63.3 million yuan, down 14% year-on-year.　　There are people in the industry said that Shanda games due to a number of bottlenecks restricting development, the future is bad. In fact, once as a revenue support point of the "Blood Legend" and "legendary World" gradually aging, so that the grand game itself facing difficulties. This for the operation of the grand, looking for a breakthrough to become an imminent event.　　And its one of the "Bubble Hall", is currently piloting the game Doll theme Shop, this may be a grand new force point. Domestic game around the status quo: a lot of Shanzhai Shanzhai in China is to see the head, it relies on plagiarism, imitation, spoof until the means to continue to grow and develop. As Shenzhen in the cottage, Zhejiang Yiwu to small commodities. And from the current situation of China's game around, it can be said that authentic shop survival difficult.　　For example, in Guangzhou General Computer City, it is difficult to find the so-called game around, most of the software stores almost switch to operating other related products. The cause of this phenomenon is mainly the traditional channel manufacturers do not do around, most of them are used for some promotional activities. That's why a lot of media are hard to get around manufacturers.　　Or it can be said that, in addition to the annual CJ, to get around the game, can only wait until the holidays. At the same time, due to the above reasons, the price around the game is high. For example, a key button 12 yuan, a doll more than 80 yuan. And, in the case of most limited editions, the hype between buyers is even more intense. Therefore, many games around the emergence of counterfeit goods, mugs, costumes to become the most popular around the cottage props, but in quality is far less than manufacturers of the surrounding. [Page] Foreign game around the status quo: a wide range of prospects although it is difficult to see a full sense of the game surrounding stores, but abroad, this a large and professional market.　　For example, a small company that benefited from the blizzard of World of Warcraft earlier received a large order from the legendary "frost-sad" sword, earning more than 200 million dollars in the year. Of course, the reason for this success is not only its huge game group, but also its orderly commodity market.　　Moreover, according to foreign experience, the game market Total market value is 8-9 times, this for 2010 market size of 32.7 billion yuan (about 5 billion U.S. dollars) market, its economic outlook is immeasurable. And from the foreign market, to the theme of the game restaurant, animation series, cartoon series, hand-run high-end goods mainly. This is compared to the domestic low purchasing power, there are certain limitations.　　Especially for ordinary players, high quality and low price products are always the most attractive. Manufacturers testing water around the shop: industrial chain structure at the beginning because the concept of the game around is very large, apart from the "through the FireWire", "Jin Dance troupe" and other game manufacturers, can rely on financial and material resources, independent sales, most manufacturers can not reduce the cost of mass production.　　This also led to the domestic surrounding market a big reality: The price is cheap, quality is not flattering; With the previous perfect, NetEase, Jinshan, Shanda in the industrial chain structure more and more mature. To the copyright party, the copyright management side, the design side, the production side, the channel side, the user industry chain six main links understanding clearer. The cooperation between game maker and third party manufacturer is getting on the right track and entering a kind of benign interaction form. For example, the grand "bubble Hall" for the new data test to invest millions of yuan to create a theme doll shop.　　In particular, up to 100,000 of the number of dolls, in the game industry is extremely "exaggerated"! The number of manufacturing seems exaggerated, in fact, a survey of Chinese players from the current report shows that their favorite game of the surrounding products, 46.36% of Chinese players will decide to buy, 42.71% of the players will be based on product quality, price and other factors to decide whether to buy, will not buy only 10.93%. Shanda to promote the "bubble Hall" on the occasion of the test water market, despite the first step.　　But from the market of the 100,000 peripheral products, Grand is also very cautious, on the one hand, the mall allows players to buy, at the same time out of the delivery activities, to send 1 dolls every 2 minutes to enhance the player's participation, stimulate the enthusiasm of the market, it is clear that the players will also be able to agree with the doll Mall has doubts. Beginnings, the person who eats the first crab can succeed. Theme Doll Mall How "homeopathy" into the normal development track, how to find a good production and sales channels, is a very complex problem. It is different from the animation industry, but also from the animation surrounding the development of ideas. Different from the animation industry one-way mode, online games around more tend to players and players, games and players of the dual mode of communication. To mass production, we must solve the traditional channels of the production line long, capital, manpower to put big shortcomings. (Digging the shell net)