How to eliminate the page tour market

Wen/LAN XI

In the end of the journey and Nirvana, I call the end of the industry in response to the mobile wave when the choice of "page Tour" as a way Out is a "crossroads", in my public micro-letter backstage, there is a separate page of the developer's VP argued, after several hours of interaction, finally said:

"You look at the page, I can only agree with half." The endorsement is that the page is not used to confront the arms of the hand, the user came fast. However, the page and end of the trip with the PC under the product, the PC relative to the advantages and disadvantages of mobile, page and end of the tour is the same, you said that the end of the shuffle is shuffling out the remainder of the king, the page tour is so. The rules of the game, of course, is not the end of the manufacturer's disease disorder desperately can understand. Tencent and the tour wake Up earlier, a collection of roaming valley (after learning to sell), one of the Seventh Avenue (simply merged finance), we are in the downstream channel, the contact to get scattered, you then rob content upstream, language right soon. In the 2012, the sales revenue of the page tour market was only lower than that of the end-travel market. Giant and workshop of annexation and Lien, this year, Sanya Wgo page Tour summit, to all the cash cattle and gold Lord, 200 people to take out 120 iphone5s tyrants gold draw rhythm, according to you say, if end swim just fever, The high fever of the page swim has not receded. ”

In addition, there is a page of the investors to the platform to write to me, said:

"The Zhing figure is that the number of page-users is 40 million more than the amount of travel and hand travel combined, this is the page tour in the capital market with the characteristics of the side, but because the page to the channel of dependence than the hand to swim or slightly better, so the same volume of water, page tour products profit than the hand swim a lot higher. The company has done a good job, can be listed separately, done in general, can be sold to a large platform, do not do well, you can ease through the sharing of transport, tired is tired point, but do not worry about survival. I didn't want to throw a platform, but I did research and development on the platform I was pitching, roaming is this mode, it opened the road, I also have a little confidence to continue to keep, Tencent last year to talk about acquisitions, entrepreneurship people asked me advice, I said, to talk about cooperation, welcome, to talk about other, sorry. ”

I like this kind of discussion, but the exchange of views rather than the coverage.

To talk about the page tour.

Just this month, Yi-think library released the "3rd Quarter 2013 China's web Game market quarterly monitoring," Tencent share of nearly 30%, it and 360 games, 37wan, 4399 together to occupy more than half of the market share, "overall, the number of users of the page tour market is close to saturation, User access difficulty further increase. Industry concentration to the first-tier platform tilt, second-tier platform is clinging to the original share. ”

The referee for a long time, not satisfied with the distribution of the right to bring that point of income, using the advantage of the people and the advantages of both to do the athletes, is China's "platform" of the only way: the development and operation of an integrated industrial model.

To see the news:

Tencent page Tour proposed "Fine evolution", while buying the Japanese "JUMP" ("Naruto", "Pirates of the King" and other comic works publishers) of the cartoon copyright, while stepping up the layout of its animation theme of the page tour adaptation plan, in the open platform to incubate their own eggs;

4399 Research and development capability is always strong, team members are high prices from NetEase dug, plus the relationship between Cai wins, formerly SP cattle are in 4399 of the aid to do the flow of the current business, they do page travel research and development (Fi Ying, Czech tour, Ming Dynasty), 4399来 do promotion and intermodal, cross shareholding between each other, Make up the upstream and downstream interests alliance.

37wan was a member of the "fleeing from the north" in disguise, in Chengdu and other second-tier cities to buy page tour developers, and then take products from the production line, of course, this 37wan branded page tour products (such as "chivalrous Outlaws of the Marsh"), it is difficult to get other equal level of competition with the platform to operate the relationship, Can only be squeezed into smaller platforms and overseas.

There are 51wan, starting from 2008 to change the role of the developer, more than half of the staff are technical post.

Overall, in addition to 360 of the reasons for the need to establish a moral benchmark, almost all the mainstream page tour platform is involved in research and development.

The worst kind of effect is that independent page-tour developers can't do it anymore. Originally divided into a specific proportion of the year is lower--2009 year or 5:5. All the way down the page. The Division of developers and platforms has slipped to 3:7 (a few cases even to 2:8), plus the cost of the CPA, a page tour has been ready to invest before a very high expenditure, Once the paragraph out of even a little problem, the page to the research and development of the impact of the developers are very large, such as grand, Zhang also said, "the pages of millions of water games to get only million", the contradiction of the big, difficult and pleasant. So the perfect world simply plan to build a page to travel platform, reverse integration industry chain, is also helpless.

Lays, naturally create bad money market, survival pressure began to shorten the page tour product is not high research and development cycle, the importance of the economy instead of content, the faster the page to iterate, the real profit is also less, the flow of cash, most of which are in line with the purchase of cash offset. In recent years, Tencent hand over the game Valley to Bo Rui Media, mobile network pioneer sold to the palm of the technology, Datang Telecom to buy Guangzhou to play, Shun Yung shares bought 37wan ... Are the low ebb of industry, the symbol of the capital.

Of course, naked swimming can not afford to play, does not mean that the yacht will leave the field. 2013 TGC, big player Tencent page tour ushered in the Cambrian explosion, the IP strategy under the "Naruto ol", there is a stand-alone adaptation of the "Plant vs Zombie Ol", there is the end of the "Fight God of War" extended series of products "Fighting days", there are roaming valley of the seven-male series "Seven male Q biography", with the help of the subject of high influence , beach Boutique market segments, almost become a page tour (hand tour is also) the routine patent. Similarly, the brand to consolidate the barriers to the 4399,4399 chief architect Caoz has to "users in Baidu more and more search 4399 games instead of games" data to show that users try to bypass the search engine to reach the end, 4399 is also heavily hit the low age user market, Try to develop the brand image from the beginning.

Therefore, the page tour market does not necessarily have a high fever, more accurately said, at the end of the barbaric growth, page tour products in the flow to buy and content to sell the price imbalance, some thermostat animals oral fever, some poikilotherms in the active propaganda heat flow.

For example, the so-called "IP strategy"-refers to the intellectual property (IP, including copyright) procurement, the formation of exclusive themes. IP strategy is characterized by a huge input cost, the limited capital strength of the page to the high threshold, at the same time because the content has been published in the field of publishing and distribution to the user education, so the popularity of the more common than the ordinary theme page travel more extensive.

With the online video industry, "copyright wars" history similar to the tourism industry has begun to rise copyright trading, after all, the well-known IP has no need for users to carry out two of the natural advantages of education, page tour of the "ripe face" more and more, is also a unique phenomenon nowadays. Compared with the window to buy users, the content as bait to catch users, is the page to squeeze in the end of the tour and hand swim in the middle had to go back to basics of choice, Shanhu (Happy Dynamic CEO, "Mercenary World" of the novel author and commercial managers) said on Weibo: "The end of the early, manufacturers only talk about online, only talk about retention, early end of the development are good;" Back-end travel era, manufacturers began to talk about money, the comparison ARPU, the results end of the tour decline; page Tour era, from the beginning to the end, few companies concerned about the day active, peak online, open mouth talk about income, the result, we have seen ... We can not care less about money, more attention to players and games fun ", but also represents the views of many front operators.

As a result of genuine IP purchase price is not low, the page tour manufacturers are bound to change the past "fast" line production mode, IP Theme page Tour products will pay more attention to the operational life, the content of repeated use and continuous updating will be the core elements to attract users. In the recent issue of "South du Weekly", Tencent Game marketing department on the public Shout, said that the domestic page tour market has been from the "wash flow" to "do fine" natural transition, "this point and the development path of the end of similar".

At the same time, due to the impact of this interbank capital competition, China's page tour products "Export" situation is not uncommon, according to CNG (new game Research) data, the first half of 2013 exports to 1.2 billion yuan, not only over the first half of the 2012-year total online games total exports, But also in export income higher than the end of the tour and hand tour. In addition to China, there has never been a single regional market that has produced a sufficiently equivalent page-travel market. This makes the Chinese page tour products with the end of the tour and hand tour has not had the leading value, CNG report is also very confident: "Chinese web game in the play rich and charge set on the world, the overall research and development strength of the same as abroad, Fully equipped with international competitiveness ". It is thought that this year, at a panel discussion run by President Martin Rae of the American Academy of Interactive Arts and sciences, gaming practitioners and risk investors in Europe and America have repeatedly stressed China's specificity: "The United States and Europe are still very strong when it comes to creativity and new inventions of game products." But when it comes to the science of creating wealth on the game, China is at least 18 months ahead of two years. ”

Plainly, or "100 high Rpru tyrants players to feed a whole server free player" This unique model, the Chinese gaming industry is too familiar, even if the page tour market by making quick money into slow money, as long as the supply and demand relationship is stable, the business is in the ascendant. According to this trend, copyright as a lever, lower the inferior to pull high quality, is not only a first-page tour company to eliminate the two or three-line tour company means, but also to extend the life of the page travel activities, Integration ACG (Animation, comic, Game) industrial chain method.