Han Wang's worries: holding the terminal does not give up the content platform discourse right

Until today, Liu still for his 2006 fancy E-book industry, and Shan to seize the proud.　　Two years of leadership, let this in Zhongguancun in 12, always unable to break through the small market limitations of the veteran to "salted fish." Liu is a Han Wang Technology Co., Ltd. (abbreviation: Han Wang; code: 002362. SZ) chairman.　　Although the company has been questioned by the media: neither the core screen technology, nor the advantages of content resources, but it does not prevent the production of hardware into the E-book market in the first day of the listing by investors in the hot pursuit, the plate once rose more than one times the fact. In the electronic product gathers in the Beijing Zhongguancun Avenue, "the Han Wang electric paper book" The Big Advertisement and Intel, Lenovo side by side.　　Soon, similar ads will appear in CCTV's best advertising time, for this reason, Hanwang Technology Co., Ltd. chairman Liu paid 80 million yuan income. In the two years after a plunge into the e-book market, Hanwang invested 150 million of the publicity costs, in the words of Liu, is "suddenly the market fired up."　　2010 after the listing, the cost will also increase to 300 million yuan. Because of the absence of "Amazon" in the Chinese market, the E-book industry needs to look for new high-profile players, and the Han King, who desperately needs to find a breakthrough in the scale of growth, is willing to take up this role. Wind help fire, fire by Wind Granville, in the E-ink technology based on electronic readers and Han Wang's mutual achievements, the market heat was pushed all the way up to the present.　　According to the Wanguo e-book industry, Hanwang's products accounted for 95% of sales in China's E-book market in 2009. In March 2009, November and this April, this reporter to Liu three interviews, a "we walked in the front" has always been hung on Liu's mouth. However, when the competition into the internal strength of the stage, the intensity of publicity alone is obviously not enough.　　Then, drink the head of the Han King soup, how to ensure that precursors advantage not to be a menacing new to replace, eventually end up like a zhongyong as "all the people" results? Hardware Business "Copyright mall" at present, Han Wang "electric paper book" Mainly divided into three categories (business-oriented, fashion and student-type), nine models, 10 balance products.　　Han Wang in the electronic book Hardware research and development, production, sales, competitiveness has been formed. "Now E-ink technology has been quite mature, the need to solve the problem of color and flexibility, but a company industry chain do not pull too long, to do their own good, Han Wang is now more interested in downstream integration." "Downstream" Liu is actually a content resource.　　In his view, only through the integration of content, can realize his "Hardware + Service" business model, but to do this, from the end of the Han Wang must first for their own industry chain to build its strong content platform. Chen Shaoqiang, general manager of the Han Wang Resources department and the head of the Han Wang Bookstore, is working to buy digital copyright books, digital processing and editing, for the Han Wang Bookstore and the content of the pre-installed paper products. Relying on buying up electronic copyrights and offering free content to consumers, the book bookstore has started from 300 books in 2008, and has now created more than 5000 books on digital rights. Today, Chen Shaoqiang's shoulders are pressed with the emphasis of Han Wang's first 2010 work: "Read the new book, reading the newspaper", that is to ensure that 2010 years later, the vast majority of newly released books can be seen in the Han Wang Bookstore, and take the reference news, such as several major national coverage of the newspaper content and the contents of one to two local newspapers around.　　The benefits of the IPO are clear, Chen Shaoqiang's budget has grown from more than 10 million yuan in 2009 to 40 million, "4 times times more than last year". "At present, the cooperation with the newspaper is free, the funds will be invested in the purchase of the copyright books." "Chen Shaoqiang said.　　Since the press and publication Administration does not advocate exclusive digital copyright models, Han Wang is not currently buying exclusive copyright, but is in accordance with the Agreement to obtain the priority of content.　　Among the many free resources, at the end of 2009, the Hanwang bookstore quietly launched a similar fee download business with Amazon on the grounds that "there are some partners who want to try a fee download, a pattern of revenue sharing," but the business is still in the "test plot" phase of the Han King, rather than the main push mode. The newspaper is also the Han Wang bookstore this year, one of the focus, in the installation of the WiFi features of the new product N618,　　Users can directly access the Internet, including the Beijing Times, 21 free newspaper content, as well as every 0.4 yuan Global times, compared to the complex copyright system books, and the cooperation between the newspapers is to find mutually agreed on the profit model. "This is the beginning of this year, is still in the pilot phase, the first half, who do not charge who the money, we through the network to the content of free to the readers to see the market response, to achieve a conclusion by December." "Liu said.　　In his view, the best "conclusion" is that the newspaper is free to the Han King's users, and then use the platform to develop new forms of advertising, gain, the worst "conclusion" is my major national newspapers and local newspaper subscribers, supplemented by some free media content. "We hope to be able to become a copyright mall, the copyright owners can open their own shops, sales, can be individuals, publishers, booksellers, grand, etc., we do not create content, but the copyright and the reader directly linked to become a integrator, Whoever has the resources can be sold on our platform. "Chen Shaoqiang said.　　[Page] minority curse? This is clearly an ideal state that all e-book makers aspire to.　　While dealing with publishers, authors and booksellers, Han King is still in contact with a class of possible partners, including Shanda, sweet potatoes, including their own similar content platform, in the interview, the head of the grand literature Hou just came to visit, according to Liu revealed that in the grand abandonment of terminal production, the two are negotiating the possibility of cooperation.Although not willing to disclose details, but Chen Shaoqiang still said, at present, and other content platform negotiations are still in progress, after all, since the fancy E-book market, any platform is unwilling to give up the highest market share of the Han Wang terminal. It's more like a partnership with the tiger, Shanda literature put forward the "whole solution" of a book, for the Han King, is no doubt the abolition of martial arts, so that the ability to integrate the content of the Han King can not accept, and Han Wang most want to get a grand content resources, grand and unwilling to open the single sell.　　It seems to be a difficult problem to dismantle, and no one is willing to give up his voice at a moment when both sides of the negotiating table are eager to build competitiveness. "The construction of the content platform is a long process, not so simple, can be impatient, at least five or six years to complete the upper reaches of the big turn."　　"Liu said. 2003 joined the Han Queen, and bin has been responsible for the sales of Han Wang, to his chagrin, from handwriting recognition to smart phones, Han Wang's previous product sales only need to take the provincial exclusive dealer model can be completed, to achieve "0 end products Low-cost, high speed to reach the end of the sales, rapid coverage of the market" results, But it caused the weakness of the Han King's own channel. As early as 2007, 200 million or 300 million of the plate, as well as a relatively small product portfolio, can not afford the marketing platform to bring forward the pressure.　　This situation, until a year after the launch of the E-book business, only to change. In the prospectus, Han Wang said it would invest 31.75 million RMB for the national marketing Platform's comprehensive system construction, and put it into the head of the Han Wang Channel, which means 5 times times higher than 2009 budget and 10 times times higher sales pressure.　　In accordance with the objectives of the sales department, the Han Wang 2010 paper book sales target of 2.1 million units. "Product changes to the original channel brought great pressure, Hanwang sales, marketing and maintenance system will move forward."　　Said Bin. According to Liu Forecast, when the electronic reader's stock in 35 years after the 10 million units, will have a more positive impact on the upstream "turn". In his mind, the future of the Hanwang E-reader has been equated with the future of reading. However, the potential gap poses risks. At present, all Han Wang products are based on E-ink technology development, at present, this technology in the color, flexibility and other issues on the weakness has not been well resolved, and expensive, if this technology in the ipad and other multi-functional terminals of the reading function of the competition, gradually marginalized, then,　　Han King, who puts all his eggs in one basket, will face huge risks from all previous investments. is to lead the way, completely rid of the "niche market" magic mantra, or the predecessors of the tree predecessors, eventually from the domestic electronic reading market gradually gradually away? It is too early to respond.