How does millet turn the theme into a lucrative business?

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1800 designers, 4300 sets of independent theme bags, the 2013 up to 1.8 million of the single month water-millet theme is no longer the release of Millet mobile phone 1 generation, in order to win the personalized user's niche function, but a source of income. Also in 2013, MIUI officially declared that a single month's running water was over 30 million and that the revenue distribution was ranked as games, apps, themes and readings, with a third theme.

Beginning in November 2012, MIUI in the 2.11.2 development version of the online rice currency Center, began to make a pay-themed attempt, at that time in the MIUI community has sparked a rice noodle controversy. Some rice noodles believe that the official restrictions on the need to arbitrarily modify the subject package, violating the MIUI once open principle. There are also rice noodle worries, more and more topics are turning to pay, and the scope of free topics is increasingly limited. These controversies, but also forced millet through the official Micro statement: "The charge is due to the market excellent, high-quality theme is too little, in order to attract professional designers to join, only to introduce market mechanism." ”

For more than a year, the Millet theme store did not go into the doomed as it had sparked controversy. 2013 year, the Millet team reviewed the number of topics 16,000 (including theme updates), an average of more than 40 topics per day uploaded. The number of free themes and paid topics is about 1:3. Subject pricing also from the original 0-2 meters, up to 0-10 m-dollar. Some designers and producers began to build a team, full-time engaged in the theme design.

The MIUI theme Store is to some designers, just like the App Store's revenue platform for developers. So what did MIUI itself do to attract designers to the theme ecology?

Partitioning mechanism

For the subject that has been examined, the designer is able to freely price the 0-10-meter currency according to demand. [The month's theme sales-month channel payment costs (about 2.5%)-Prepaid tax (monthly 5.6%)]*70%-personal income tax, is the designer's monthly income, roughly designers can get 60% of sales.

Subject recommendation

Millet Theme Store last year, a total of 389 projects for the design of the project, the theme of festivals, hot topics, design style, such as classification, to focus on the display of design works. The recommendation mechanism is mainly based on these three points: 1. General is the latest just shelves, or just updated, and no bugs and other experience problems; 2. To ensure that the theme category as diverse as possible, covering more niche categories; 3. Balance the income, let the new people also have the opportunity to show 4. The topic of good data performance in new product area

User Portrait

Paid-for-subject users are concentrated in the three or four-line cities, where boys pay more, but some of the more expensive subjects pay a higher percentage of girls.

Exclusive content

Millet asked the designer to upload the content must ensure that this set of themes is exclusive. If the designer to the theme by changing the layout, style, according to their own image re-creation, upload to the platform such as 91 desktop, there will be no exclusive policy restrictions

Encouraging policy

Millet has three major theme competitions, through the establishment of high bonus settings, collecting theme design. But such unconventional operations are not routine, in order to further eliminate the designer worry, MIUI introduced the measure of the guarantee, the designer first gives MIUI some design key frame interface, if the official thought the design is very good, Miui promised the designer to have at least 3000 yuan income, let them be assured to make the complete theme. In addition, good design needs to match the good producers, the official set of standard evaluation pricing system. The MIUI will evaluate the cost of the theme production, subsidize the producers first, and the designer will not have to pay for them. MIUI also help designers, hook up with the right producers, through the middle of the knot into a development team.

Tools and Tutorials

The official offers two kinds of theme-making tools-web theme making tools and professional theme-making tools. The former, the official will provide several templates to the user to apply, the designer to upload the picture material in the given step, replace the content, can complete a set of topics. For amateur users, he is able to attract them to the theme making under the premise that the threshold is lower. Millet Theme Product Manager Cardioversion told Pingwest: "We will be from these designs, buy some of the more excellent works into the store for free theme, if the designer is willing to further improve the subject for further upgrades, you can consider to pay the subject."

In the professional production tools, designers can be more free to customize modules, effects, parameters, code, supplemented by video tutorials, Wikipedia design similar MIUI developer Wiki Station, know the operation of novice users. In the design to ensure the integrity of the style, the past designers will only some of the commonly used icon to do style adaptation, but a large number of the mismatch of the pictures will look very messy. Officials have introduced filters and texture batching for icon, and designers can define rules for the mechanism. In the MIUI theme Designer station, there are such as weekly recruit, designer Monthly report, do excellent product display and experience sharing, help new people start.

Copyright risk

In the Millet theme platform, has accumulated a lot of such as Assassin's Creed, all professors, small yellow and so on, based on well-known animation, games, film and television works of IP production theme design, the official attitude has been relatively ambiguous, and even have official topics such as "recording the growth of the" cartoon ", on these alleged infringement of the subject to do the presentation recommended." The millet theme platform after experiencing the barbaric growth of the platform must face the risk of copyright. MIUI Product Manager Xu Yu told Pingwest, the official is cleaning up a group of the subject of copyright risk, the future will also introduce movies, games genuine content, mutual resources to promote, do a benign linkage. On the other hand, the MIUI team is also considering the initiative to buy some copyright resources, joint designers push the original theme content.

The social of exerting force

Next, the MIUI theme will be more social. Users share their actions, share topics with their friends, and interact with each other in a couple of topics; when a friend calls, you can see the theme avatar that the friend has been decorated with; On a single topic introduction page, more topics are displayed through tags such as author, style, etc. Based on the social behavior among users, more topics are exposed and more topics are purchased.