Online marketing aimed at the downstream Internet bar industry

Absrtact: Recently, a "spring and autumn hegemony" of the network game in the domestic first play "internet café operation Mode" of the marketing concept, which in the fierce competition in China's online games market has aroused many concerns. For a long time, internet café industry is only as the downstream output terminal of online games

"Spring and Autumn Hegemony" screenshot

Recently, a "spring and autumn hegemony" of the network game in the domestic first play "internet café operation Mode" of the marketing concept, which in the fierce competition in China's online games market has attracted many attention. For a long time, the Internet café industry is only as the downstream output terminals of online games, does not participate in the real development and operation. Whether the Internet café has the ability to participate in upstream industry development and operation, can promote its own benefits while promoting the development of online games, to be tested by the market.

Online marketing aimed at the downstream Internet bar industry

In a large number of Chinese online gaming enterprises, this April just registered in Chengdu, the Dream Brothers Network Technology Co., Ltd. was not conspicuous. However, in August this year, the Dream Brothers launched the "Internet Café operation mode" of the online Games "spring and Autumn Hegemony", a time caused great concern in the industry.

"Our idea is actually very simple, that is, let internet cafes and online games become a community of interests." "Dream Brother Deputy general manager Meng Xiudong to reporters, although this April only to register the establishment of Chengdu Dream Brothers Network Technology Co., Ltd., but in fact Meng Xiudong's game development team has two years of history." In his view, the launch of the "internet Café Operation Model" is not a whim of the idea, but from their long-term market observation.

"Online game is now a single profit model, point card recharge and prop sale is the main way, in fact, we launched the" Spring and Autumn Hegemony "in the profit model is nothing but so. "Meng Xiudong Introduction, but now the online competition is fierce, how to let online games in the traditional revenue channels to make more profit is the focus of thinking."

This time, the Dream Brothers launched the first network of Internet games will be added to the entire game's revenue chain. "Simply said, we in the game for the Internet café set up a revenue channel, internet cafes can be from the traditional props to sell and point card recharge in profit." At the same time, the Internet café is also involved in the entire game development process, through the line under the game construction promotion, and online games company to operate the entire game. Meng Xiudong explained to the reporter, the cooperation of the Internet café will play a gang in the game, any player to join the game must choose a gang, each gang has its own gang mall, the mall can sell props and point cards, and this mall is entirely by Internet cafes to control operations.

"This is actually a concept of e-commerce, a bit like the game Taobao Mall, the Internet Café only need to purchase at a lower price, and then by attaching a certain value to the player, earning the difference." "In addition, online games for each gang set up a gang map, internet café operators must improve their own map of the relevant building, plot tasks, so that their own gangs more powerful, so as to attract more players to join and consumption."

In this industry chain, the net swims the company only needs to do well "the cargo provider" and "the game defender" the role. "For the net swims the company, the biggest advantage is saves the game promotion link the input, will the Internet café and the net swims the company to tie together." Meng Xiudong smiled and said.

Internet cafes will gain three or four profit share

At present, Dream Brothers and Sichuan, Chongqing, nearly 3,000 internet cafes have reached a game operation agreement. In Meng Xiudong's view, high Commission is the biggest attraction to internet cafes. He gave a book to reporters, each Internet café in the form of "Gang Mall" to the Dream Brother purchase, and then increase 15%-20% sold to players, earning the difference. "Internet cafes account for 30%-40% of the total revenue, the Dream brothers accounted for 30%-40%, the remaining 10%-20% for game maintenance." This creates a strong attraction for internet cafes. ”

Chen is the head of Chongqing Autumn Network Club, is also the first to participate in the "Spring and Autumn Hegemony" "Internet café operation Mode" of the owner of the Internet. In his view, Internet cafes are undoubtedly earning this part of the money at 0 cost.

In fact, for Internet cafes, the original from the net to make money is not much, mainly to sell entities or virtual point card. "Chen said, internet cafes rely on selling cards in general have tens of thousands of dollars per month income, but the actual distribution of the net bar profit less than 10%.

Can be zero-cost access to online games nearly 40% of the profit, is the most attractive Chen place. "In fact, the Internet café from the hardware and software is nothing to invest." "Chen said, fully E-commerce Gang Mall is designed by the company to provide, regardless of the mall's operations and maintenance are completed by the game company, even the purchase is also point mouse directly from the online game company database. Online games companies will also be assigned to guide the Internet cafes operating their own gangs, resulting in a more substantial flow. "So for Internet cafes, of course, this model is welcome." "Chen said.

Would it be a loss to let an Internet café divide its profit by 40%? When the reporter to Meng Xiudong questions, Meng Xiudong said, many people only see the Internet café in the profit, but did not see the Internet café for the great benefit of the net.

"Internet cafes and online games are mutually beneficial." Meng Xiudong said, for a net game, how to attract more and more loyal users is a big problem, the domestic online game giants can through a large number of advertising to carry out publicity, but this is not guaranteed to attract many loyal players. And the Internet café is the most crowded place for online games, when an internet café in the interest chain, will spare no effort to promote their own game.

"There are at least two benefits for us: first, to save the investment in marketing, and second, to make it more accurate for online games to meet players directly in Internet cafes." "Meng Xiudong said that under the" Internet Café operating mode ", each and the network of Internet cafes are a powerful platform for accurate publicity, the current has 3,000 of cooperative Internet cafes like 3,000 promotional systems, and continuously to the million players to promote the game.

"Because we have cooperated with Internet cafes, we have formed long-term and stable benefits." "Meng Xiudong very confidently said," If our online games can run according to this model, this November, after the formal opening of the service, the expected one months will be 50,000 players online, next year to reach 100,000 players at the same time online, revenue in 200 million yuan.

The new marketing mode waits for the market examination

Although bullish "internet Café operation Mode" market prospects, but Meng Xiudong also cautiously said that the success of the game still need to market and time to test. For online games, Meng Xiudong said, the company has been in two years, the Internet Café operating mode game investment more than 17 million yuan. "Our main source of funding now is the investment of a few VC companies in the country," he said. Meng Xiudong said that so far there have been two large-scale financing, in tens of millions of dollars.

In addition, how to choose the cooperation of Internet cafes, how to ensure that Internet cafes to operate according to the idea of the company is still a difficult problem. "This is where we are constantly exploring. Meng Xiudong said that at present they will be more cautious choice of cooperative internet cafes, with each of the Internet cafes have to sign a certain period of contract, and there is a person responsible for the Internet bar for guidance and maintenance. In addition, in order to achieve the expected publicity effect, the Dream Brothers also specially for the Internet café design a number of promotional posters and related promotional supplies, to maximize the efforts to ensure publicity.

In Meng Xiudong view, although this "internet Café operation Mode" is only a dream brother's exploration, but the future will certainly have a lot of imitation behavior. To this end, Meng Xiudong said, as long as they can seize the first advantage, and in the future, the game operators to ensure good operation, will make their game to maintain long-term vitality. "As an online game industry chain of Natural extension of a marketing model, we hope to improve in the exploration, the game to do the best." "Meng Xiudong said.

Yi View International analyst Jade is also optimistic about this. He believes that from the beginning of last year, the state has a series of related policies to promote the upgrading of Internet cafes industry, measures include the crackdown on black internet cafes, encourage internet cafes chain operation. And at present, there are a number of large chain of internet cafes, if the company can find a good partner, will undoubtedly be a strong boost to the online games industry.

In addition, the Chinese online games market is now a competitive, profitable situation, large online games companies often also through a number of direct marketing model to promote the game, but in fact is a huge investment, not necessarily more than directly into the Internet Café high. The ultimate source of profit is still enthusiastic gamers, now many large games guild organizations can even get investors optimistic, if the promotion to a large level, Internet cafes marketing This model has great potential.