On some control problems of the game channel in the hand-travel industry

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As one of the three major growth points of the game, has been the internet big guy as a tool to make money. Especially in the downturn of desktop search today, video and games have become a lot of companies have to rely on the thigh of transformation. Whether it is Baidu, or NetEase, these technology giants all see the game this piece of fat, and mobile internet menacing, how to grasp the game and the combination of mobile internet-hand Travel market, it is clear that everyone will focus on the next step to solve the problem.

Baidu buys 91 wireless While some seem to be trying to save the fragile mobile product system, it seems to me to be a foreshadowing of the potential future of hand-breaking growth. A very simple data to answer, from the information of Analysys International statistics, the number of hand tour in the past year increased by five times times, the market share of more than more than 5 billion yuan, is twice times last year, from the market and the number of hand travel, the market is obviously not saturated.

And when Baidu buys 91 wireless, NetEase continuously launches the related product, plus some good person's admixture, for example, micro-letter, hand tour market as a whole show a dozen chicken blood state, whether the grassroots or large companies, we are desperately into this unknown and attractive industry, but with the increase in competition, profits are constantly diluted, More and more hand-travel products are competing to imitate the development of the channel has been compressed, the development capacity has been exploited repeatedly, the former promising channel control can no longer meet the long-term stability of development.

Perhaps you can see this will ask, if the loss of control of the channel, then the product of the push and the flow of the change is now how to talk about it? If you are naïve enough to think that the channel is a prerequisite for all of this, then everyone will be wrong. Because in terms of the current development situation, channel elastic space has become very small, more hand-travel products are no longer through the traditional download way to obtain, but is grafted to Third-party Software as a subsidiary function to achieve, like micro-letter, such a very inclusive platform is easy to accept the hand, Moreover, the product properties of the two have many similarities, so in order to really get the development of the initiative and develop profitability, self-promotion to increase revenue is the industry's bullish point. And this one grand most have the say.

Shanda was originally a game-rich, this is beyond doubt. But with the development of mobile Internet and the development of the whole industry, now many hand tour must pass 91 wireless or 360 platform for distribution, although your industry boss, but the grand development of products must go this way. But the problem arises, if you want to pass 91 or 360 product distribution, then the profit will certainly fall, sometimes need to reach 28 of the model, the initiative will also passed, so Shanda chose to promote themselves, but this one change has been very good effect.

From the 2013 part of the data, the Grand Hand Tour project grew more than 23% of the industry, profit is also increased by more than twice times, although the grand choice to promote their own game is a helpless move, but this is enough to prove that although the hands of the channel to promote a strong, but the use of relying on the This is a revelation for large companies.

In fact, the above is still the question of who makes more money, and does not concern the nature of the development of the industry. Have to admit that the hand-swim channel monopoly caused the current hand travel industry in a strong position, which has pros and cons. The side of the benefit is well explained, the development is more stable, the cooperation is more and more systematic, but the disadvantage is more thoughtful than the advantage. Because from the current situation to see the hands of the channel control of many mobile internet access, flow of the introduction of the channel into the hands of the capital, but whether the capital can achieve the expected transformation, which will inspire more wonderful content who also do not know, if the derivative products can not be known to everyone, Then in the end, the bamboo basket will be empty. Therefore, from this point of view, the hands of the channel and open business is actually two interdependent relationship, if the hands of the channel by virtue of their own strength to weaken the interests of the developer, the result is the developers of the overall escape, which will eventually form a mutually-beneficial situation.

In the current situation, the majority of the game company's funds are put to the quality of the game to ensure that the operators invest not a lot of energy, that is, the promotion in the eyes of many entrepreneurs is the second problem, this transition relies on third-party channels to promote the practice is actually a lot of people by default. The reason has also been said before, in this only want to add, in addition to the money problem, the company developed the game products are not attractive is also the main reason for dependence.

Otherwise, if the attraction is very strong, perhaps as long as a little marketing costs can form a viral effect, for enterprises to produce huge benefits, why go and 360 and so the landlord to discuss it?

Therefore, from a certain point of view, the company developed the product quality is the hand-travel channel and the key to the dynamic balance between developers, is the premise of healthy development of the overall industry, is to avoid the excessive weight of the effective measures, otherwise blindly develop hand travel market enthusiasm is not a rational behavior.

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