Golden Hill Game adjustment operation strategy or suspend and Shanda game joint venture

May 24 Morning News, Kingsoft Software is its Chairman and CEO seeking Baijun under the command of restructuring. Jinshan Game Operation strategy, product positioning has begun to adjust, the year will actively promote the European and American market March plan.　　Baijun that the net game industry's reasonable growth rate is 20%, and the evaluation of the new team to a year later.　　Jinshan adjustment operation strategy suspend and grand game joint venture "This matter may eventually slow down," asks Baijun. At the end of December last year, Jinshan and Shanda played a hasty and High-profile announcement that the two sides would form joint ventures. Now, five months ago, the proposed company, called Shengjin, is still missing.　　In exchange with Sina Science and technology The progress of the project, the above asks Baijun the answer, to some extent confirms the anecdotal speculation.　　The end of this, the whole reason is not one or two words can be said, but the current concept of Chinese online games stocks depressed stock prices, is clearly the two sides of the negotiations can not avoid one of the obstacles. However, the Jinshan and Shanda Games have repeatedly stressed that the joint venture itself is not the ultimate goal.　　At least for the sake of Baijun, not only "sword nets three" has been on the Grand platform to start joint operation, more important is the Golden Hill game has been real Wu Ying min (President), Bi Zhenhua finished known as the Royal Department of the operation team. The arrival of Wu Ying-min is gradually changing the operation of Jinshan movement.　　"It used to be a swarm of horses. A product, lack of continuous operational capabilities," and the Baijun summed up the Wu-min style is: The next three years of planning are more clear. In his words, Wu Ying The first goal of the adjustment of Jinshan operation is to solve the problem of internal communication. Wu Ying-Min is trying to flatten the operation of the Golden Hill game and set up the operation strategy for all the Games.　　In this context, the Operation Department of the Golden Hill game has expanded its staff by one-fold in a few months. Baijun said that after the operation strategy adjustment, the new idea of Jinshan game is not required to start with data on the outbreak, but must be able to continue to achieve growth in the future.　　In the past, the operation of Jinshan Games is often a start to test, the data immediately began to climb quickly, and then gradually began to decline. Reflect on the positioning of the operation of the product will be to diversify closer to the former rarely from the outside to introduce talent for Baijun, "Wu-Min and Bi Zhenhua is to find the right person."　　Baijun said that the previous operation of Jinshan game, is the development of good people to choose to do, but this is not the best way to prove that, after all, there are many times the idea of development and operation is not the same. This "dislocation" how much affected the veteran of the Golden Hill game.　　According to last year's performance calculation, Jinshan game is still not ranked in the top eight of Chinese online gaming enterprises, ask Baijun to this blushes. "The reason for the operation also has, the product localization reason also has", asks Baijun in explains this embarrassing situation to say.　　For example, has been placed high expectations, and positioning once pointed to the "sword Net three", Baijun said Jinshan game positioning is more high-end, although the product applauded but not draw, did not take into account of the various levels of the player's interest. The strategy is to make Jinshan game more mature productionProduct positioning, to a more youthful, diversified direction closer.　　In seeking Baijun's heart, has been expected to be able to get rid of a product alone to support a common phenomenon of the company, he has always been a large group of the great Expectations.　　and "sword nets three" to Justin game the most practical significance, has become a portable 3D engine. The situation has begun to improve with the further separation of Jinshan research and development and operations. But at the same time, Jinshan is facing more and more obvious challenges of digging horns.　　This year, including Jinshan, a number of game companies have different degrees of exposure to the threat of brain drain, Tencent, etc., was said to have been on the work of the Golden Hill game of the carpet contact. "Irrational, malicious talent competition, the whole industry is a significant increase in costs," asked Baijun to this phenomenon of disgust.　　However, according to Sina Science and technology to understand the situation, Jinshan game of the reverse digging angle is also gradually carried out.　　Focus on the development of European and American markets fancy users higher ARPU value to boost the performance of Jinshan game Another solution is overseas, is the European and American markets. Sina Science and technology in the communication with the Wu-min to learn, Jinshan game operations team to increase the staff, the main work will be to promote the Golden Hill game products internationalization.　　Baijun that although the West in stand-alone games than China's leading, but in the online game of Chinese enterprises instead of "more say." The explorations in Vietnam and Malaysia have made Kingsoft more confident about overseas, but this is a very similar Asian market to China.　　Jinshan Games want the European and North American markets. Few Chinese online gaming companies have a wealth of operational experience in Europe and the United States, and finding local partners is also a core task, but it is not an easy task.　　Ask Baijun to tell Sina technology, foreign also do not have a special understanding of the operation of the company, and the Chinese model can not be completely copied, even if all the technical preparation has been basically ready. Wu Ying-Min also revealed that Jinshan has been in Europe and the United States to find local partners, but "the difference is still very large."　　However, he stressed that even if the right partner can not find, Jinshan game will start this year to explore their own European and American markets. The reason is so resolute, Jinshan is looking at the European and American users a higher ability to pay.　　Baijun through a simple calculation to SINA technology, the European and American users of high ARPU value makes a game does not need to accumulate a large number of users. However, the culture, especially Jinshan rely on martial arts culture, in Europe and the United States market recognition still need to upgrade. Jinshan Games realize that only the user really understand martial arts culture, can long like Kingsoft game, rather than fast loss.　　Baijun said that in recent years, martial arts films have been screened in the west, conducive to promoting the popularity of martial arts culture. Swordsman Love plot exposure before and after the writer replaced seven or eight there is no doubt that China is always the most important market.　　This is not difficult to understand, Jinshan personally fund-raising 30 billion, with each set of 1 million yuan cost, ready to start filming games "Swordsman Love" of the same name TV series, the main role has been basically determined by Nicholas Tse, a SA, heat, Guan Zhibin and other starred. GoldMountain Toupai TV drama is an important reason, is to let the Chinese people to accept martial arts culture, to enhance their Gold Mountain game flagship brand swordsman love of Cognition. For this, Baijun personally follow up the promotion of TV drama projects. It's a big reason to ask Baijun to disclose the script when it comes to explaining why the filming plan has been delayed.　　The writer is said to have changed a total of seven or eight before and after, including participating in the "Soldier Surprise" creation of the famous, but "understand the film and television do not know how to play online games, do not understand the film and television." According to the final set of the script, the TV series "Swordsman Love" story happened in 2030 years.　　At that time the game players through the sensor directly into the virtual gaming world, and then because of the hacker's trouble, has entered the game players can not back out, and the game company's master will venture into the game to troubleshoot the reasons. Baijun's description makes this story a bit like "Avatar", which covers "science fiction + Crossing + Love".　　Jinshan will participate in the TV drama "Swordsman Love" post-production, the most worrying is that "Avatar" to the audience's appetite increased, special effects production requirements will be more stringent. "I think the online games and film combination is very common," Baijun said not to exclude the future Jinshan will establish swordsman Love theme park.　　But the TV play is the key step, if the success of the Jinshan will also consider Toupai more expensive film, or even set up a film and television companies, at this stage can be determined is Jinshan will seek the surrounding products business opportunities. NET swims reasonable growth 20% new Jinshan a year later see results Baijun expectations are not too high. China's online gaming industry for many years to maintain the growth rate of 40%, the current industry has generally cut the new forecast target to 30% or so.　　And the Baijun is to think that 20% of the development speed, for the online games industry is more rational figure.　　"We just started a few years ago, will be more rapid development," asked Baijun said that the growth of Chinese online games industry will gradually tend to normalize, because the industry itself must return to rationality, "like real estate as desperately rising is wrong."　　According to official sources, the growth rate of the Kingsoft game last year was about 25%.　　About Kingsoft Software's office software, internet Security software and other subsidiaries, ask Baijun said these units will be separated from the Kingsoft software separately, to obtain an independent listing space. At the same time, Baijun said Jinshan game Although the mobile Internet has been considered, but the current mobile terminal screen performance is limited, wireless internet stability and tariff barriers have not been completely cleared, which makes Jinshan did not focus on this.　　Perhaps the ipad is an exception, and in addition to the game Jinshan has been put into making the ipad version of WPS.　　All these are the ways of seeking Baijun and repackaging the Jinshan brand. Although the control of Jinshan software most important source of profits-Jinshan game of the Wu-Min and the new team, into Jinshan has been about half a year, but Baijun still think it is too early to mark, "at least a year to read." And then seek Baijun the results of the reconstruction of Jinshan, will be the first to be seen. (Edit Zhang Xing)