Gome and other electric dealers to enter the game of transport in the field of low resident rate becomes an important test

After Taobao, Jingdong Mall, Dangdang, another power to enter the game market. A few days ago, the United States on line to launch online game transport platform to complete the test, officially online. So far, the domestic well-known electric dealers gathered in the field of game, to develop new revenue model.

E-commerce sites have entered the field of game transport, by the industry is considered to help the flow of the important means of liquidity. However, in the back of the web game, the low resident rate of the game channel of the Electric business website becomes the biggest constraint of the traffic liquidity. The Electric commercial test water game transportation still has the difficulty, in the future, this mode of operation still remains to be explored.

Electric business test water game combined transport gradually become the trend

Web games have sprung up on the website of electric dealers. June 2012, Taobao pioneered the introduction of Web game recommendation platform in many electric dealers, and opened the cooperation of the electric business and game merchants. September, Dangdang low-key online game business. October, Jingdong Mall officially launched the game transport platform.

In the face of such a situation, Su Ning also can't sit still. Not long ago, suning easy to buy revealed the construction of the intention of the combined Transport, its executive vice president admits, do not rule out the domestic and foreign well-known game merchants to establish cooperative relations.

The electric giants have dabbled in the game industry, and Gome's introduction of the game has continued this trend. It is reported that this time is not gome and the game's first electric shock. As early as last August, Gome in the mobile game pre-installed, and the grand game launched a cooperation.

Gome Online has set up a game division for the game channel, according to the Gome online spokesman Pengliang. Next, the division will not only in the publicity, promotion and other aspects of the force, will continue to enrich the relevant personnel, in order to further enter the game market lay the foundation.

It is understood that the United States to advance to the game market, not blindly follow suit, but out of the user's online shopping needs and game entertainment needs of the concept of integration. Handepeng, Gome's online CEO, said Gome's online gaming channel was ultimately designed to "meet the different needs of consumers and promote growth through a whole category." ”

However, Gome launched online games behind the glamorous, difficult to conceal the frustration of the performance. January 28, 2013, Gome announced that the 2012 company net profit will be a loss, and the company achieved a net profit of 1.84 billion yuan in 2011.

Not only is gome one, throughout the electricity market, winter is difficult to retreat. After the last year's price war, logistics resource contention and online media costs rose, electric business enterprise's capital chain is tight. This year, large electric business enterprises collectively targeted the target for profit. The expansion of the new revenue model has become a major outlet for the electrical business, while the web game is one of the options. So, will the web game be the right choice to become an attractive profit point for the electricity business?

The Electronic business hopes the webpage game to push the flow to become present

The electric business Enterprise chooses the game as the new profit growth point, although does not match with the website, but investigates its reason, but also does not let the person surprise.

In recent years, the web game to the steady growth momentum to break into people's eyes. The electric business Enterprise chooses the page to swim, also is the fancy its popularity degree. Data show that the first half of 2012, the number of Chinese web game users reached 205 million, an increase of 27.7% per cent, the actual sales revenue of the web game market 3.82 billion yuan, an increase of 46.7%; China's web game market share increased to 15.4%, The first half of last year's web game market share of 12.4%. Web games have undoubtedly become a hot new favorite of the market.

The Electric Dealer website is not mainly the game industry, the technology and the experience short Board also decided that the electric business enterprise is unable to carry on the big investment, the big operation at present. Web game in the cost of investment, in the use of the need to download the client, just open the Web page, you can enter the game, there is no machine configuration is not enough problems, and close, switch pages extremely convenient. This simplification is revolutionary, not only capture the white-collar as a representative of the many players "heart", improve the site's entertainment experience, but also to achieve the game in the electric business site perfect cut.

In addition to this, the Web game is considered to be in addition to "advertising" and "electric Dealer", but also a large flow of liquidity. So far, domestic players have developed a good game-paying habit, people are willing to buy equipment for the upgrade, which provides a guarantee for the game flow. Insiders believe that the electrical business enterprises to retail business as the basis to attract more stable customer traffic, and here to create new value-added services, can improve the ability to become present.

Water Test games combined with difficulties

Although the company's determination to enter the game has been self-evident, but in the web game heating, while the electric business enterprises also face a lot of tests.

According to the disclosure, Taobao transport game only 1 million or 2 million in half a year, the rest of the electric business online time is short, the income is more negligible. There is a contrast between the huge electric-quotient potential and the passable revenue performance. Why does high traffic not produce value?

Firstly, the resident rate of the electric business users is low. Electric business users are often with a certain shopping purpose, and the game does not have much interest, even if clicked, will not spend too much energy and money on it. Game manufacturers prefer with Baidu, 360, Tencent these users more viscous, can be long-term resident platform cooperation. This may become an important factor restricting the Electronic Business page tour.

Second, the Electronic Business Site page tour by the quality is not high. Performance in the overall homogeneity of the web game, innovation is insufficient; The Electric business page tour often fills with too many prompts, the advertisement and so on, the game environment is not satisfying, the player's game experience is not high.

Finally, the big electric business enterprise did not "let go". "Feel a few main still test water, did not let go, give the resources are very few", a page travel company promotion Director said. In his view, the Electronic Business Enterprise important resource VIP user system, once let go the system to inform, the potentiality is huge. On the one hand, electric business enterprises also have their own difficulties, that is, "operational qualification" problem. Taobao, Beijing-east and other electric enterprises have not received the "Cultural network of the Ministry of Culture Business License", the game operating qualification is questionable, the current enterprise operations online games can only play "edge", it is difficult to open hands and feet. On the other hand, the main business of the game is not as a strategic development strategy in the top level design of the electric business.

The market development potential of the web game is huge, or can bring new profit to the electricity trader, avoid it to fall into the vicious circle of "price war" repeatedly, the foreground is worth looking forward to. However, in order to realize further traffic flow, the electric business enterprise should come out a solution in time.

In this respect, the industry suggested that the Electronic business platform from product research and development to start. Product research and development process, not only can make up their own technical short board, more understanding of the essence of online games, but also to improve independent innovation. In the future, the page travel products only to the refinement and personalized development, can increase the stickiness of users, thereby winning the market.

Another argument that the network on the web game many businesses, electric business enterprises want to get a cup of soup, or can combine their own advantages, truly provide users with convenient service, out of a game and the combination of the characteristics of the road, increase user recognition.

Either way, the electric business enterprises should abide by the rules of the game, otherwise it is likely to muddy the entire online games market. Online games market calls for "rational" entrepreneurs, and only the industry to develop healthily, enterprises can long-term profit.