Game snail: Create a virtual world

Author: Zhang Shufang into the seven days brand stores, will soon have staff to greet, and provide a product demo or use guidance, you can browse the merchandise at the same time with other customers from around the world to talk.　　You can even become a fashion show, and the runway may be far away in Paris and New York. Of course, before you do these things, you must first create a personalized "Avatar". Because these behaviors do not happen in reality, but only a virtual 3D online mall. "Build" This shopping cool experience, is "game manufacturer" face Suzhou Snail Electronics Co., Ltd. (hereinafter called "Game Snail").　　Game Snail founder Sihai said, they are not only a game company, but positioned to do the virtual world of creators, using its own 3D engine technology, for various types of enterprises specialized design and construction of 3D virtual experience and shopping platform.　　Let the online shopping process visible according to the game snail Internet Business Senior director Sun Dahou introduced, since the first 3D online games "nautical century" in 2004, 3D became the game snail's main development direction. With the development of 3D network games gradually mature, the game snail's dream is growing: Want to own all the online game products to a "virtual community."　　However, after more than a year of research and development, still can not achieve successful docking, many researchers began to gradually "leave" the team. How to make full use of the existing 3D technology, to develop a new business model, become a game in front of the snail a big problem. After repeated arguments, the game snail decided to invest 40 million yuan to create a virtual business solution for the enterprise.　　Sun Dahou said that virtual business is from the reality, for users to build a business experience and communication interaction of the world. "Want to understand" the game snail began to take the first step in its business steps. At the beginning of 2009, the game snail launched the first domestic E-commerce and brand promotion of 3D virtual applications-"first virtual business." It is understood that there are more than 20 customers who have reached cooperation intention.　　Among them, has seven days brand new Tianlong group become its first contracted customers. New Tianlong Group President Zhanglongjiang said, 3D virtual business will be the entire virtual store design in an egg shell, which is difficult to achieve in the actual renovation. "The design of virtual scenes and characters also satisfies the most authentic and vivid interaction we have with potential customers." Zhanglongjiang said that in the past, the company's official website has hundreds or even tens of thousands of visitors every day, but they do not see much of the initiative to provide services. And now, SEVEN days will require the game snail to make 20 directions of interactive mode, the future may also be docking with video. For example, the existing offline stores are equipped with five basic size of the fitting, customers through the video request with their closest body fitting to help test clothes and watch the effect, and finally decide whether to buy directly online. Zhanglongjiang said that with more than 800 cities in the countryCompared to open stores in the city, recruiting a fitting can save a lot of costs. For how to charge customers, Sun Dahou said that there are mainly two aspects, first, the initial construction of 3D experience Center design costs, and the second is a part of the late annual operating costs. Sun Dahou said if the customer's 3D virtual store online users are not much, then the late costs will not be high, the main burden is the upfront construction costs, and if the customer online users are very much, while the online peak of thousands of or even tens of thousands of people online (equivalent to the number of moderate net), then in the proportion　　Later operating costs will be higher than the cost of the previous design. Customer experience is more important than technology although the prospects for the virtual business, but in the process of receiving services, Zhanglongjiang feel, the game snail although the 3D technology leader, but the garment industry is not understand, so in the cooperation of communication conducted more frequently. For example, in terms of clothing quality, Zhanglongjiang and his team have made a high standard for the game snail: "We want to be able to show the material characteristics of the clothes, such as silk to have the feeling of elegant and not thick." Even if the same is pure silk, there are matte, half matt, light, no light and other different styles, we require fidelity to reach 99%, like the movie "Harry Potter" in the 3D effect, as if immersive. However, for such a high demand, the game snail team has different views. "At the beginning of the cooperation, many businesses are very demanding on the display, I hope the material clearer, and even the jewelry business customers want us to make it very large, so that the user's virtual image will be wearing a diamond ring, there is a very clear close-up." But all this is not technically, but too high a requirement can affect the user experience. Because we are Internet products, in addition to the true degree of presentation, but also fluent.　　"Sun Dahou said. In fact, in a 3D scene, each time the user moves, the system calculates each face when the scene is modeled. If the unlimited amplification of virtual goods, will lead to user download time is too long, advanced 3D technology will become very "card." Therefore, in order to make most CPUs and graphics cards are not particularly high-end users can also see the product, the game snail in the design process as far as possible not to raise the threshold of technology too high. In Sun Dahou's view, 3D technology in the virtual business application of the most important thing is to solve the interaction between merchants and consumers, so that businesses have the opportunity to play marketing skills online. If excessive pursuit of effectiveness, regardless of platform endurance and consumer terminal machine configuration, will be a part of the potential customers out.　　Because if the consumer experience is not good, it is likely to give up directly. In addition to the 3D technology does not understand, there are 80% of manufacturers want to game snail directly in the 3D virtual scene for its design game. To this request, Sun Dahou said, customers are eager to the gaming industry, and hope to increase the stickiness of 3D virtual business. But the customer does not understand, now 3D game entry threshold is 100 million yuan minimum. "Such a price, the partner is not affordable, we do not want to let the Internet tryBehavior into gambling.　　"The money of the virtual world," Second CEO of the virtual game Second Life, Philipp Rostels that "Second Life" is not intended for entertaining users, but rather provides a platform to integrate economic elements and give appropriate rewards for adventure, innovation and technology. Now, such a marketing model is also beginning to appear in China. Game snail first in the field of clothing test water, relying on virtual technology to the user's vision, hearing, smell, touch and other senses to give the greatest satisfaction, it can be said to some extent to promote E-commerce, no shop sales development.　　Eric Consulting Group analyst Panjinku that virtual business expansion is very strong, in addition to E-commerce solutions can also be as a form of advertising, through virtual salespeople and customers to talk, can probably know the customer's demand point where, can also successfully promote their own products. In fact, the game snail has begun to transfer virtual business from the clothing and cosmetics industry, in virtual tourism/virtual scenic areas, urban planning/Digital City/City image/investment, real estate/online viewing room/interior design/hotel and other aspects have been involved.　　In the infinite possibility, may even the game snail oneself does not know: one day in the future, the virtual world boundary may expand to where. But does an innovative technology necessarily bring a significant profit return to an enterprise? The answer is no. In fact, innovation also often faces the bottleneck of development. Panjinku pointed out that too novel advertising model, advertisers are willing to pay is a problem. Even if advertisers are persuaded, it is uncertain whether consumers are really receptive. Perhaps we can speculate that consumers ' online shopping experience can be improved. But the question is, does the consumer really care about the experience itself, or is it a bargain? Even if consumers care about the experience itself, will hardware and network speeds meet their requirements?　　In a state where a hardware device is not up to the requirements, the experience can become worse. For 3D virtual technology, the innovations that are needed now may not be technical, but commercial. Whether an enterprise can launch the right product at the right time seems more important than owning the product itself.