Game Valley CEO Zhang Fumao: page Tour brand sustainable development

Beijing Time July 3 News, Tencent partner Assembly today at the Beijing National Convention Center. With the theme of "openness and change", Tencent will work with partners to fully share the concepts of PC and mobile Internet development and the latest industry opportunities. In the afternoon of the game boutique sub-forum, Game Valley CEO Zhang Fumao did a theme for "page Tour brand Sustainable development" speech.

Zhang Fumao said that in the game claimed to have a lot of income points, "seven-male hegemony" once in the game buried a lot of pits, these pits are players pay points, but do not allow long-term use for this pay. Need at the appropriate point in time, the right time period should be a pit for free everyone, so that users think you are a good developer.

Brand products refining to improve the development and support capacity to continue to grow, all have the research and development ability has the request, the comparison has the brand the operator to have the request, they select the product, the choice team's time, first must see whether the product sells to be good, sees the team the various points, the feedback user ability, in addition sees to the research and development support ability has.

A brand is a good reputation, good evaluation, but also good performance, good data, this is not enough, but also to extend the brand to expand visibility, the first to do more user scope expansion, "seven-male hegemony" to do the same style, branching different details are not the same as the use of terminals, which are the things they want to do, Here side how to do the further expansion of the brand.

Here's a transcript of Zhang Fumao's speech:

Good afternoon, ladies and gentlemen! In the micro-letter today so hot occasions, but also to gather a game forum to join in, in fact, my heart is particularly happy, especially thanks to love the game friends, thank you!

The topic that I share today is the continuous development of the brand of the page tour. Get this proposition before, probably the organizing committee let me pass two information: the first people have to talk about mobile game development to today, has been in full swing, is not the page has died, or into the twilight, the proof of the page swim not to old age; the second one tells everyone to do a good game or have a Today we will focus on these two topics.

When I was sharing today, basically all the topics started with the seven-male hegemony, because I know the "seven-man hegemony", "seven-man hegemony" did three years, in fact, today is exactly three years, to the year three years has a number of the highest PCU80 million, 800,000 is not the highest PCU, In fact, we have actually seen the highest number of 1.08 million, and then the flagship of the Do I do not dare to say that once we have a lot of content, our excellent learning model company performance did not start to do, we have reached a high, once billion income, 1 million PCU works, but the flagship of how to do? Effective in the use of Tencent's normative application to create flagship works.

Since many of the data have not been negotiated, it is not known that some data should not be disclosed. This, you can guess, is a straight line, "seven-male hegemony" Baidu Index, the data on the entire industry is transparent, search "seven-male hegemony" can come out this line, this line shows more stable, rarely see a ups and downs of the line, I take the cycle of nearly one-year curve, basically stable. Performance is 12000, the number is good or bad I do not comment, at least in the industry belongs to the middle and upper.

Today, we talked about the sustainable development of the brand, first of all, we understand a concept, what is brand-name products? My own understanding, a brand product can be a brand continuity of products, the first should have life cycle, at least more than a few years to say the brand, you say a product three-month cycle, you said my brand is very big, at least the heart will panic some.

Other results, only income, in the team operation, there is dignity, the performance first has a certain number, the other is not the lower, should phase cycle can be smooth, slightly upward trend, and word-of-mouth, this word-of-mouth is not in the industry to give, I refer to the entire user has the possibility of your products know? Many users scold this product is also Word-of-mouth, of course, this is a variety of word-of-mouth, no matter how at least users know the product? The basic energy is positive, this is an evaluation index. Another brand, brand name we call industry visibility, you as a friend, your relatives, your friends, your peers asked this product all do not know, the brand space to be strengthened.

Another brand of refining, I am about four parts: continue to build boutique strategy, I think from the beginning of the game, we do not know how many research and development counterparts here, the beginning of the project, in principle, you should have a general control of this item, need to do a masterpiece or a quick work, or change the shell, or to do by creative win , short and short products; another game of the world view, you do a lot of world view, because the game is the plot, the plot inside the planning world view, your worldview is big enough, will talk about follow-up products continue to do, your module interface to continue to add new modules. Mention Page Tour 2009 to the first half of 2010 stage, in addition to the "Seven male hegemony" there are relatively hot product performance is very good, but why the product to the later stage performance decline? The team after a lot of efforts to save, still ineffective, not everyone, but this product wants to update the content of the time, already do not know where to update the content, because he added function module does not add, I practiced 200 grade 300, open a new function, the new module depends on the business concept.

Another balance, big fly has been insisting on playing games, never pay the user another big R, may be very little time, but a game to spend a lot of money, and spend a lot of money to enjoy, we are relying on these friends to feed us, in the game, if a game to healthy, balanced down development, in fact, big R to feed is not us, First to feed the big fly, the whole game ecological environment inside, through these players have time to exchange a lot of game resources, do not need to buy money, but need time to exchange, big R money bought props for the game inside the exchange, interdependence, mutual survival, only to reach this state in the game inside everyone feel this game is good.

Details not to say, each do the game's peers pay attention to details, details how to do? I think the whole link inside the game, I would like to mention our game Valley to do the game, if a game production cycle of 12 months, we use 4 months to do the game, with four months to do the framework, about five months to do the Novice guide and landscaping, probably a single-day do user experience type of transformation, this time allocation is this. We know that UA, UB landscaping must be done to beautify the details.

Research and development operation Phase I mentioned in the previous pure research and development, and has not contacted the operator, "seven-male hegemony" has been in the game hatch, not with the operator to meet, this stage to and operators, and channel operators to meet, this stage notice what? That's what we do, 50% standardization of development, you this product line is not all right, from the very day, the principle of the project team Master planning and core project team planning for the next 3-5 months of the main line version of the content of the outline, the outline contains several content: a master film, information, detail optimization content, This plan, which is included in the core work of the research and development team, is supervised and enforced daily by the project manager. Another 50% disorderly research and development, basically no purpose, what to do, what to think about what to do, this is the operating phase of the disorderly development. More popular, a game is not a good start, "Seven hegemony" 1.0 version I feel too stupid game, there is no function, including today to do a larger world view module, in fact, we do a lot of work, not a start planning good, basically according to operator feedback, Including follow-up experience temporarily added to, of course, unordered development is not a complete whim to do what, must be sure to do this thing, the Test team is the execution, hard-working, if determined within two hours to finish, absolutely can not Schring within the dead, hard work to do the game may earn money, Do the game should be the most bitter, so hard-working, not hard-working basic not much success.

Development and operation stage is good at long-distance running, first and our users, players run, for a long time is not the user's habit of playing the game and not good, basic everyone play Korean game grew up, usually the game of kimchi culture, to see who is higher than the level, this is in the game inside the players themselves run, in fact, the player race is the race with us. Once we have developed the ability or the pace of development, such as users playing level 100, your level 105 scenario is not done, meaning that your users start to lose, meaning that your income began to decrease. So long-distance running is very important, we must do long-distance runners, but also is a good athlete. Also know how to love, give thanks to our users, just talk about "seven-male hegemony" How to users when? Leaders have given me some advice, a long time we also have the pressure of income, in the user began to reduce, in fact, absolutely not, if you want to do long-term products, to do Word-of-mouth products, the first to know how to obtain from the user? How to repay the user? Here are a few ways to share with you.

1, Big fly, Big R to do the balance, this is inevitable.

2, in the game is known as a lot of income points, we used to bury a lot of holes in the game, but these pits are the players pay points, do not long to use for this payment, you find that the beginning of feedback to users, and this pay point in the game is becoming very common, I think at the right time, The right time period should be a pit free for everyone, so that users feel that you are good developers.

Those who have the ability to research and development, compared with the brand operators in the selection of products, select the team, the first to see whether the product sold to good, see the team points, the ability to give back to users, in addition to look at the development of support capabilities? Can't say the team is 30 people, one months to earn 30 million last or 30 people, everyone is 1 million so much good, in fact, is not so, is constantly in the inside add people, so that only better for the development of sustainable growth capacity, 25, 40, 60 is currently the "seven-male hegemony" configuration, When the first contract with Tencent, our team only 25 people, good and bad, and so far the "seven-man hegemony" support team more than 60 people, this is our research and development of sustainable capacity growth indicators allocation.

Second, the operation of the article.

From my point of view on the operation of the experience, first of all, the product process of brand products, find a good operation team, I mentioned two words four words, fate and fortune, these two words have the opportunity of the problem, I remember particularly deep, in the "seven-man hegemony" every day income to 1 million yuan, Tencent's president invited me to eat in Tencent, I know he wants to ask me a question, why do you say "seven-man hegemony"? I thought for a long time, I only told him a word two words, is luck. First I found a good operating team, operating team than our research and development team also dedicated, at three o ' Night our research and development team have gone home, a problem as long as a yell, there must be someone to respond, this person must be the operation of the team's people,

1. Data mining. "Seven-male hegemony" to connect Tencent operating system, land continued to do interface intervention for about 4-5 months, we have a lot of major elements of products, many need to access the point, through which the system can diagnose the "seven hegemony" any point in time, any user because no pay, because of what the situation gives a very clear diagnosis, Of course, Tencent helped us to do the user eye Movement tester test, face a machine to find a small white users, to find a master user, all user habits, to your game to accept the extent of the report graphical, textual presentation.

2. Pay attention to the cultivation and growth of big R. Here a set of systems, including VIP systems, VIP services, one-on-one services, "seven-male hegemony" 50% of the big R to accompany us through two years, pay a lot of money for the players to accompany us through two years, but also the main force inside the game.

3, innovation, we and Tencent team so many years to accumulate a experience, we are not here to recruit or add experienced, or only rely on experience to eat the operators, we have an innovative mentality, has never taken the operation of the document to change the new activities, we have never repeated, this is innovation.

4, not to deal with the crisis of the operation is not good research and development, if we do not deal with the crisis, our "seven-man hegemony" to now die at least 15 times, which has the entire system crash crisis, there are the entire operating data crisis, there are serious users of the crisis, through our various means of operation to retain down.

Third, expand the chapter.

How to extend a brand? A brand is certainly a good reputation, good evaluation, there are also good performance, good data, this is not enough, you have to continue the brand to expand visibility, the first to do a wider range of users, the "seven-male hegemony" is not enough to expand the people, we have to do different styles, branching different details are not the same as the use of terminals, That's what we're going to do, how to do it here. The further expansion of the brand is very important.

What we've done in the past three years, we've done three very big pieces of information, Fei-cheng, the Great Qin Empire, the troubled city, August 8 is our three anniversary, will continue to launch a large information film, three years have done 23 new version, almost every one months to do a new version, this three years we deal with 36 external network to deal with large bursts, An average monthly, we patched 152 patches, emergency update content, our project manager every day to play patches, we handled 300 bugs, every three days processing one, but we tenacious survived.

These three years we have never done, first we do not do fast food, we basically use more than a year to two years to do a product, we never do vulgar advertising marketing, never rob money, desperately squeeze users, leadership has criticized us, we will change.

In fact, I am talking about the topic today is to thank, but it is not flattering, layman watching lively, knowledgeable to see the doorway, as long as thanks to these people, there are opportunities to do fine. We must thank the leadership, the leadership has been giving us care, and second, we must thank Sofia, Annie often send new information, there are operations team, Yun-dimensional team, Tencent's operation is very strong, and testing, testing the absolute security of the guard, is definitely to build brand heroes, "seven-man hegemony" brand is Tencent marketing department to build, there are members , security group Brothers, and open screen to help us particularly large, and yellow diamond Brothers, thank you!