Nine city's heavily endorsement model again questioned performance downturn 3 years hard to reverse

Every reporter Cao Yuanyuan from Chengdu to hold the Nineth city stocks of U.S. stock investors, the days since 2008 is no doubt a painful time to see no hope. Nineth City, this became also Warcraft game company, recently its boss and spend sky-high for its Shanghai Shenhua football team introduced players Didier Drogba. Earlier, another football superstar Nicolas Anelka signed a 2.7 million-euro endorsement contract with nine cities.　　For the nine of cities that have been losing money over the years, this kind of celebrity-burning star marketing has sparked controversy in the industry. In the last two quarters of last year, the net revenue of the nine cities was 27.2 million and 27.9 million respectively.　　"Daily economic news" reporter from close to nine city of high-level personage to know, in the agent product "Fairfall" and "Planet marginal 2" official operation, nine city main client net game income mainly rely on "immortal biography", in the second quarter of 2012, the income contribution of this product may reach 50 million yuan. However, from the latest financial disclosure of operating costs and other data, the nine cities in 2012 to turn the difficulty is still very large.　　Drogba's Landing, can change the plight of the Nineth city, this "Warcraft" will eventually become that once let nine of the city Fishing for gold Warcraft, is still unknown. New games are seen as life-saving straws. Before 2008, the Nineth City by virtue of the agent "World of Warcraft" (Micro-blog) received a generous return, but since the third quarter of 2009, due to the loss of the "World of Warcraft" Follow-up information on the agency, nine city revenue landslide.　　The price of the Nineth city is less than 5 dollars, compared with the top price of 45 US dollars/shares since the IPO.　　In the loss of "World of Warcraft", Zhu at the same time in the agent online games and original online search for new sources of income, but until the end of last year, there is no breakthrough. and the Nineth City 2009 acquisition of the original team research and development client online games "Immortal biography", become a new lifeline.　　Although nine city swims the business Department President Park (Micro Bo) for the listed company financial system consideration refuses to confirm the figure, but the industry generally thinks, 2012 second quarter nine city net swims the income of the business department can reach about 50 million yuan.　　This income, although compared with the two-quarter 2011 years after a sharp increase in earnings, but still difficult to completely reverse the loss situation.　　Some people in the industry said, and "immortal biography" This mode of cooperation similar to the game companies are in fact a few, this is the current industry's game operating mode. According to close to nine city Personage discloses, "immortal biography" March revenue close to 30 million yuan this year.　　Revenue declined in April because of a lack of sustained advertising, but it is still close to 20 million yuan. In the view of Analysys International (Weibo) analyst Sun Mengzi, the nine-city step is a bit late. "In the 5 years of World of Warcraft, nine cities have the time and money to enrich their development efforts," he said. The city has recently noticed these problems, but it will take a long time to catch up with the industry's first few. "And the most conspicuous of the nine-cityIs the previous release of earnings data, March nine cities released the second half of the 2011 financial data, of which in the second half of 2011 total net revenue of 55.1 million yuan (about 8.7 million U.S. dollars), compared to the second half of 2010 down 1%. The net loss attributable to ordinary shareholders in the second half of 2011 was 219.7 million yuan (about 34.9 million U.S. dollars), up 240% per cent in the first half of 2011, compared with a 39% decrease in the second half of 2010. However, the total net revenue for fiscal year 2011 was 106.4 million yuan (about 16.9 million US dollars), which grew 3% compared with the 2010 fiscal year.　　The Quarter-on-quarter growth in the second quarter of 2012 is expected to exceed 200%, compared with 30% per cent year-on-year. "We in order to better improve the" immortal biography ", but also the pressure postponed 6 months on the line, so this game can achieve our high expectations is also inevitable.　　Park said that the success of the "Immortal biography" on the line, will also be to some extent improve the current financial data of the nine city. Drogba endorsement of controversy for Zhu, "immortal biography" can not undertake to reverse the decline of the nine city task.　　In the view of those close to nine, the two projects that Zhu really gamble on are the next big agent of "Firefall" and "Planet marginal 2".　　Related to this game, is the recent Zhu in the field of a dense exposure. June 20 afternoon, Shanghai Shenhua Club official website announced with the Ivorian striker Didier completed the contract.　　In the previous, Didier Drogba also on his personal website official announcement, his new club is Shanghai Shenhua. Shenhua official website 20th wrote: French local time 10 o'clock in the morning, Beijing Time 4 o'clock in the afternoon, Drogba officially announced on his official website that he and Shanghai Shenhua completed signing, will join the team in July.　　Drogba said he was also excited about the invitation from China.　　At the weekend, Didier Drogba in Shanghai Shenhua in a Premier League in Hongkou Football stadium, in the game and the world of sports has been a big whirlwind. Shenhua's official website announced that the signing with Didier Drogba at the same time, the official website cover also updated for Didier Drogba wearing the shirt of Shenhua element photos.　　It is worth mentioning that his chest ads impressively printed the "Planet marginal 2" words. Park excellent operation of business negotiations to win the game, Zhu use of expertise for global marketing promotion.　　Before Didier Drogba, Zhu had already done the same thing with French star Nicolas Anelka. Earlier, the Shenhua was led by Nicolas Anelka, the annual salary including salary and nine city endorsement income.　　According to the nine city announcement, Nicolas Anelka received a one-year endorsement contract for 2.7 million euros. At the same time, nine cities and Shanghai Shenhua Football Club reached a two-year "Firefall" joint promotion contract. According to the contract content, "Firefall" will become Shanghai Shenhua football team jersey brand advertising sponsor, Shenhua team members need to attend the game's various promotional activities. In addition, Shenhua team will also be at home Hongkou Stadium, Jersey chest ads and the teamIn the media exposure opportunities for the "Firefall" reserved advertising position.　　To this end, the nine cities will pay Shenhua 32 million yuan two-year promotional costs.　　It follows that Didier Drogba will also replicate Nicolas Anelka's model in nine cities, with the difference being that Didier Drogba will need more endorsements.　　Less than six months, as a game company's helm, Zhu to buy the world's top players have been questioned outside the public, although Zhu claimed that this will give nine city and Shenhua bring a win. In fact, whether it is "Firefall" or "Planet marginal 2", it is not possible to meet the player until next year. The introduction of a possible high endorsement fee from Didier Drogba will create a new financial burden for the current nine cities. The key to whether this strategy works is whether the two games can replicate the success of World of Warcraft.