Offline industry chain into network game planning focus

The rice net dabbled in the theatrical layout diversified marketing recently, the Chinese children Virtual game community "Purcell" launched the children's virtual game theme of the stage "Herka Star Guard War" will be staged at the Beijing People's Liberation Army Opera House. This is also China's first children's virtual games for the theme of the stage music drama.　　In fact, as the current children's virtual gaming community leader, the rice washing network of the stage is more for the future of the development of the offline industry chain to do the exploration, and virtual network game to the offline layout of diversified marketing has become a future trend. Million investment exploration children's stage market "Purcell" is the rice network under the children's virtual gaming community, the user group is China's 9-11-year-old children, the current registered users have more than 50 million, the rice network launched this stage musical "Herka Star guard War" let "Purcell" The virtual characters in the first step down the computer screen, on the stage and a large number of users to meet. Guo Li, the marketing director of the rice market, shows that the form of the stage play is undoubtedly a re-creation of the virtual cartoon image in the "Purcell". "In fact, we started the planning of the stage early, in a sense, we are a kind of offline development tools for our products, because the virtual gaming community can not meet the current market demand."　　"Guo Li said. Guo Li to reporters, children's play this form also in China has considerable potential. "We have done a detailed survey found that many of our children's users have a common feature is relatively superior family conditions, most users in the central city, and it is very important that their parents are mostly knowledge-based groups, both in the artistic quality or propensity to consume have higher requirements." "Rice net million yuan to build children's stage drama is optimistic about this market prospects."　　This stage plays a number of well-known theatrical actors in China, more than traditional children's stage for the age level, and focus on children's favorite multimedia effects. In the stage of the performance of the party Amoy Sound Bao company art director Jane Yau Rong, now China's children's music plays in the form of most show a naïve, low age characteristics.　　"And this is not enough to meet the needs of children now," she said, now that children's ideas are more independent, have their own clear value judgments, they are familiar with the Internet, have a higher demand for art. The Herka Star Guard war has sold thousands of tickets and is scheduled to perform 20 games nationwide. "This is just one of our attempts to accumulate experience in the development of our future stage dramas," he said.　　"said Jane Yau Rong. The bright prospect of children's cultural creative industry in fact, the consumer market of children's cultural and creative industries is already quite large. Statistics show that at present in the domestic children's cultural creative market, the most influential "pleasant Goat and gray Wolf" series of cartoons in all over the ratings can reach more than 10%, more than 500 sets of broadcast sets, the film "Pleasant Goat and gray Wolf's bullish" the first round of the box office to reach 80 million yuan. With the hit of the movie and TV series, the play gained a huge economicEfficiency and brand effectiveness, the play in the animation image derivative products quickly spread, full of streets and alleys, the variety of dozens of species.　　The cartoon market is worth more than 1 billion. And as a child virtual gaming community leader of the Rice network will naturally not miss this market. In Guo Li view, the biggest advantage of the rice net is its huge user group resources, the current rice network officially launched 5 network virtual gaming community, registered users more than 150 million. The "Purcell" to create a stage drama is for children's cultural and creative industries, a first exploration and layout. "Not only" Purcell ", the rice net under another virtual game" Moore Manor "will be in Shanghai in October to stage the same theme of the drama.　　The Guo Li, the "Secret of RK", is now actively preparing for the show. The diversification of the game marketing into a development trend is not only stage plays and movies, the rice net has been exploring the industrialization development road outside the virtual community for several years. "If the rice net purely from the revenue to say, in fact, several of the current virtual Community products have been able to meet demand."　　Guo Li to reporters that the current rice net only on the line of service charges can be profitable. "We would like to take a diversified development path," Guo Li said, "The rice net has long been involved in the upstream and downstream development of the industry." To Rice net Virtual Community cartoon image as the theme of more than dozens of kinds of products.　　including clothing, toys, handicrafts, books and so on. "The rice line under the network industry chain is also in the layout, and now many offline product development is authorized to distributors or manufacturers of the form to develop." We offer creative elements, and collaborators are responsible for production and sales. "At present, the diversified marketing strategy of the Rice net has begun to bear fruit. In the field of book sales, the rice network of a variety of virtual communities with the theme of children's book sales have been ranked first in children's books, and in the area of child clothing and other related consumer goods, the rice network has entered the top three, closely follow the Disney and pleasant Goat after the two major brands. Although the rice network in the efforts to expand the industry chain, but as a set up only 3 years, the children's virtual gaming community for the main business of cultural and creative enterprises are still in the initial stage of development. "From revenue, virtual child community income still accounts for 90% of our total revenue, while offline real estate accounts for only 10%," Guo Li said. "The company hopes that the next line of industry will be our biggest source of profit." "Analysys International analyst Yu said that the development of children's game diversification is the characteristics of this segment of the business model, because children relatively low consumption requirements, will not have too much content on consumer goods requirements, a beautiful toy can make children quite satisfied." But children do not have the ability to pay, the real pay ability of the parents are more sensitive to such consumption, as long as the children meet a certain needs, such as education, entertainment, the basic will pay. This is also the characteristics of children's market consumption. If the rice net can grasp this advantage well, it will gain good profit in this market segment. Commercial newspaper reporter Chen