Piling up into "羴": Ram Sheep Game

Mobile games follow the trend of holiday consumption. The year of the Ram Spring Festival, all kinds of sheep theme games popular mobile phone application platform, but with the Spring Festival holiday in the past, these games are quickly into the "limbo." Looking at the characteristics of these games, it is not difficult to find that most of the "sheepskin" of the old game back, reflecting the domestic hand market homogeneity of serious, content innovation is not high, and thus led to the increase in the market bubble hand tour. In this important juncture of transformation, game enterprises should adjust the direction in time, promote research and development innovation ability, attach importance to later operation, shape good brand image.

Piling up into "羴": Ram Sheep Game

This year during the Spring Festival, in addition to photography, video app As always great acclaim, by the festival economy, the sheep theme of the hand tour, but also in the app Store and friends Circle occupy the first place, different types of Sheep theme tour is now stacked as "羴."

This kind of game takes the sheep as the protagonist, the plot sets, the operation play simple and easy to understand, for each age layer crowd all has the very strong universality, during the Spring Festival becomes many people in the dinner, the Spring Festival travel time kills the choice. At the same time, these hand-tour also strengthened the linkage with social media cooperation, many businesses borrow these simple games for business promotion and marketing, through micro-letter, micro-Bo and other media platforms from large-scale proliferation, absorbing a large number of users to participate in the use.

Although these sheep games during the Spring Festival set off a new round of small climax, but with the Spring Festival holiday in the past, these hand-travel downloads also fall in varying degrees, the reason, these games are mostly just dressed in the "sheepskin" of the old games, such as playing the flagship Disney produced "Merchant Little Naughty" game, In addition to some changes in the settings, the other almost and before the big hot Hand Tour "naughty Little Crocodile Love bath" is the same, and similar to the "Lamb up", "small sheep" and other games, in fact, is the ordinary bounce, simulation of the formation of a simple game transformation. With the end of the holiday, most of the users back to work, learning, these only to adjust the games, quickly forgotten and even deleted.

Old Bottle New wine: The market homogeneity of the hand tour is serious

This kind of game, in fact, reflects the game developers are encountering the development dilemma: Manufacturers in the game development innovation in the short board. Many manufacturers for short-term benefits, slash the investment in innovation research and development, then turn to Bo Eyeball, do cottage, make quick money, once appear similar to Flappy Bird, Candy crash, 2048 red game, Apple, Android App Store will appear a lot of "old bottled new wine" replica. Homogeneity let these games shape with the chicken ribs, the market strategy of quick success is obviously difficult to guarantee the user's loyalty.

The serious homogeneity of the hand swims the deep reason is the excessive speculation of the capital rival tour market, the data shows, 2014 hand swims the market scale reaches 27.6 billion yuan, the share exceeds the page to swim for the first time, and the organization forecasts the hand tour will surpass the end tour in 2018, the hand swims huge value receives the high

At the same time, the broad market prospects to stimulate more manufacturers to join, the market competition is increasingly white-hot, after analysis of the App Store in China, the top 100 data can be seen, the number of hands-tour enterprises from 2012 to No. 2013 period, the year-on-year growth of 22.5%. The increase of competition pressure in the industry, the negative impact of the competitor market is also obvious: in order to improve the efficiency of excessive compression game product development cycle, neglect of follow-up operations, manufacturers trial and error costs too high.

Bubble is now: timely adjustment Direction breakthrough predicament

Hand Tour Market A large influx of hot money, product homogeneity serious, resulting in a lot of hand travel companies can not guarantee continued profitability, hand-travel industry bubble is gradually increasing. Hand tour company in the 2014-year performance forecast, 2014 net profit is expected to reach 26.02 million yuan-41.33 million yuan, the year-on-year reduction of 19.01%-49.01%. In addition, north latitude communications and other companies in the 2014 there is a decline in profits.

However, the more optimistic is that in recent years, the user's loyalty is relatively high, user habits have also been cultivated, along with the popularization of intelligent terminal equipment, the penetration rate of hand travel gradually increased, from the survey, the hands of the Age layer also presents a mature trend, so in the short term it is difficult to have large-scale user churn, Hand tour manufacturers have enough time difference to adjust the development strategy, enhance the threshold of industry access, open up the gap with the opponents.

Eric Consulting that independent research and development, operation and distribution is the core of the hand-travel industry chain Three links, hand tour manufacturers should have two or more than two core competencies, improve the level of industrial chain synergy. Among them, the independent research and development of products is one of the most important links, enterprises should attach importance to the ability of product innovation, simple copying processing games, has not been able to adapt to new market demand. Based on the user needs to innovate research and development products, the content and operation of a breakthrough is the next step enterprises should consider.

Second, in addition to content innovation, late operation is also to maintain product life, pull high life cycle of important factors. At present, there are many hand tour in late service on the temporary inability to reach the web game, the size of the PC side game, but the user experience is critical, many hand-tour practitioners have a page tour and the operation of the end of the experience, should take advantage of this to provide in-depth service, and then tap the customer's consumption capacity, break the Hand tour "short-lived" predicament.

Third, the hand tour enterprises need to pay attention to the promotion of brand image, extensive development of the hand-travel market is to stabilize the transition to a better market, to take this opportunity should seize the market segments, the production of fine products, while raising the importance of copyright, channel, to avoid competition over similar products in the future exerting force.