Grand Game before CEO re-entrepreneurship: Game Thinking to do the electric business

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Sina Science and Technology Li Ho

The development of social economy stimulated people's pursuit of spiritual life, which gave birth to the prosperity of the collection market. Correspondingly, the major television stations are scrambling to launch "Treasure" class programs, but for this "layman to see the lively, knowledgeable to see the doorway" of the field, through the television media is difficult to reduce the asymmetry of information, other small white users are also difficult to participate in it.

With the increase in the number of collectors, the collection of liquidity will gradually increase, a mature trading platform to become a market demand, and personal collection of online sales model gradually accepted, and become a collection of buyers, sellers of the main form of transactions.

In this mode, even if the audience is small, but because of strong market base, the market is still relatively large sales. To achieve this level, the need for the user's sticky protection. For collectors, a collection trading platform gives him far more value than the exchange of items, where they should get more information about their collections and their value-judgment skills, and they need an online circle to help them create the environment.

For the platform, a good collection of Community contribution to the platform is immeasurable. The small collection circle also means that the social system based on this area is easier to build, easier to maintain, and its own trading platform can gain higher value recognition.

Start with the community

Broad market space, and the opportunity to combine with the Internet, attracted a once the game circle of the big guy-former Grand game chairman and CEO Tan. From the Shanda game, he founded the Cloud Deer Network as Chairman and CEO, and in the first half of this year launched the "Private museum" concept of the collection community "Tang".

In charge of "legend" before, Tan in the grand belt of the first project is an IM product, when China's internet has not Tencent (133.5, 4.30, 3.33%, real-time quotes) QQ, it is said that the MA also studied this product. But because of the huge internal reasons, this product finally nothing. According to the people around tan, it is because of this product, Tan himself after leaving business has a social plot.

Tangping is the continuation of tan social plot. In this platform, collectors can display their collections and more enthusiasts to communicate, Tan said, a community must have its vertical core users, and based on this user group to develop strong interactivity, "the atmosphere of the collection itself has created a healthy community development, A good atmosphere to inspire collectors more willing to share the display of their own collections, community activity also increased.

At the same time, Tangping also set up more interactive links for collectors in community functions, "on this platform, you can find that the user's communication is more benign, in the early in the Tang product there will be some users of the collection price, quality communication", Tan said, it is this reason, Tangping in the current product to add parity function, the future will also ask some experts to participate in the identification of community collections.

In this mode, Tangping still want to make money. A clear direction is that the participation of a large collection of collectors and community activity, vertical areas of the community to bring the corresponding areas of low flow costs, so that attracts the vertical area of business, in the face of vertical and high conversion rate of the community, businesses are more willing to help Tangping improve the user experience.

Unlike the cat, Taobao such a large platform, Tangping, although small audience, but relatively clear target users, the same collection on a large platform, its value is likely to be underestimated, and in the collection of relatively concentrated in the community, the probability of this situation will be greatly reduced, " The most important meaning of the Internet is to eliminate the asymmetry of information, its collection market is a niche market, when it comes to a more vertical professional place, can really play this role, Tan explained.

At present, the Tang product line has been 3 months, in the absence of any promotion and SEO processing, the user has reached 5 digits, the average conversion rate of the electricity trader reached 25%. However, Tan pointed out that the electricity business is not the only route of Tang, when there is sufficient flow base, auction, pawn and other fields will be Tangping direction.

Run as a game

As we all know, tan in the grand period, led the operation of the Grand game (6.53, 0.11, 1.71%) The most successful product, "Legend", now nearly perplexed him, cross-border into the collection of electrical merchants Community this area. However, in his own opinion, he has not left the game of the circle, "I am now doing a larger stage of the game, the traditional sense of online games have no space to expand."

From a material point of view, although the Internet industry, the gaming industry is still booming, but the online gaming industry in the overall proportion of the internet has been declining. And most games are repeating themselves, from a macro point of view, the game can carry the user's spiritual needs in the lower.

However, this does not affect the expansion of the game mode in other areas. The key element of the game is people playing games and why people spend money on games. This is the spiritual level of self-realization, in essence, in the interaction between users, some players are willing to pay for the spiritual level of satisfaction, that is, in a bright way to meet the player's heart similar to the dark desires.

"The Tang Dynasty is to put people's inner desires into a light level of sharing," Tan explained that people's desire is noble and vulgar and even dark combination, the game is the idea is to be absolutely unable to fully realize the dark demand, through the combination of the product's own selling points and ingenious ideas, Let the user's psychological needs be realized.

If the product finds a connection to the player's life, Tan says, that may become a very great product, such as the collection market, the level from high to low people can participate in the platform with different groups for specific groups of people to create different cultural atmosphere, at the same user level to meet the psychological needs of the players.

In the eyes of Tan, Tang is a life cycle of the game, the user's hand is the collection is the game equipment, the game between the players PK and other interaction into the exchange of the collection. "The equipment in the Tang Dynasty is not created by who or by whom, and the distribution of the collection depends entirely on the natural distribution in the real life." "This keeps the fair ecosystem in the game," says Tan.

Of course, the Tang products and games are different places in the atmosphere, because the collection itself is a partial "feelings" of the object, the interaction between players also evolved into mutual assistance, exploration, identification and exchange level. Multiple forms of interaction also require more support from the platform.

Tangping users can not only shop in the Tang Dynasty store sales belong to their own brand, recommend, buy like goods or content, but also to participate in the Tang community exchange and sharing, have their own space to share, and subscribe to the recommendations, Tang Chao magazine and so on.

The entrance to the O2O

Collection in the traditional sense is a line of business, moving to the line is bound to impact the offline business. Tan said Tangping does not conflict with offline shops, they want to do is the physical store O2O entrance.

Collectors have such a few needs, one is the discovery of collectibles, hoping to get more collections; second, the need to make friends, the need to make friends also includes mutual exchanges between lovers. At the level of communication, you can combine the offline museum to move it to the online, or through this platform, to reach a preliminary trading intention.

"So there are some things in the collection field that are suitable to be put on the line, and with the increase of the collection in the Tang Dynasty, it is possible to hold offline activities for the same kind of collection," O2o said. Tan said that Tangping is an ideal drainage platform for offline entity stores, which can be the display and trading center of multiple physical stores.

From the current background data, Tangping added hundreds of items a day, from the online collection has accumulated tens of thousands of, from the user's point of view, they are more willing to display their own collection, online activities, the group of users can contact more other collectors of the collection, and thus reverse stimulate them back to the line, To get more information about the collection.

Tan points out that Tangping also has a bigger partner is the pawn shop. Because in the pawn shop by more similar bags, clothes, jewelry, watches and other items, they have the demand to sell some of these valuable collectibles, so Tangping will be offline pawn line of the online access.

On the other hand, in a way that is similar to Peer-to-peer finance, users are directly involved in the loan of a pawn. In theory, pawn shops do not have the freedom to pawn money, so he will have the demand for liquidity, and through the goods connected to both ends of the users, also meet their needs. In terms of earnings, the annual return rate of the pawn shop is between 30 and 40, and the user can make a judgment according to his own situation.

Tangping and industry have room to rise

Tan Frankly, this industry is a blue sea, also from another point of view, the whole industry is not so perfect, detailed to the product, there are many details of the problem to be revised.

There are so many kinds of collectibles, how to locate a group within a community, where the value of a product is to be stored, and it is a problem that must be clear before the collection community is run.

Because the appreciation curve of different collectibles is not the same, a collection has its own value, commemorative significance and other latitude, which requires the introduction of more collection experts to help investors make rational judgments. Of course, this is also to improve the trust of the platform, and ultimately achieve the production of sales.

In addition, Tan pointed out that the Tang-product community is not good enough to move. Currently Tangping just online Android client, iOS version has been submitted to the App Store audit.

He points out that although from now on, Tangping access users mainly from the PC, but mobility is an irreversible trend, the imperfect mobile experience will directly affect the user's goodwill, even damage to the brand, "not because of the immediate interests of the future product layout."