Rice net Cheng: New stage of the internet marketing of rice

From August 1 onwards, the Ministry of Culture "Online games management interim measures" began to implement the Internet game supervision will continue to strengthen the protection of minors to become the focus.　　For children's community game companies, the degree of concern has also climbed. How to provide more healthy entertainment for children aged 7-14 under the policy regulatory framework?　　Cheng, chief operating officer of the Rice net, said that as an internet company targeting children's markets, responsibility was naturally the heaviest. "We are to let the children like, the mother rest assured that the former is the first, and the latter is the basis", Cheng again stressed that rice rice to the public repeatedly made this commitment.　　The rice net was previously included in the Ministry of Culture for the SNS Community protection of minors in the pilot.　　"Moore Manor" has already launched a number of strategies to prevent addiction, such as parental supervision system, in the evening 24 to 6 o'clock in the morning shut down services.　　"Strictly speaking, we are not earning the children's money, but the parents ' money," says Cheng, who provides a home entertainment program that allows children to have more communication channels with their parents. The success that Rice Rice has expected has its overseas templates to follow. Such a pioneer Penguin Club (Clubpenguin) Children's website, which was acquired by Disney in August 2007, was 350 million dollars and Disney announced that it would add 350 million dollars or more to its performance in 2008 and 2009.　　According to the public data, the Penguin Club's traffic once surpassed the hottest online game of World of Warcraft.　　Iresearch's consulting data show that 2009 "Moore Manor" in the community dating site of junior middle School and junior high school children below, monthly coverage number one.　　Offline revenue Expectations Rice is looking forward to becoming China's Disney, the positioning of children's home entertainment integrated content business. At the beginning of 2010, the "Moore Manor" cash flow has begun to grow, and continues to this day. "Moore Manor" charging mode is mainly VIP users 10 yuan monthly online charges and involved in clothing, toys, books and other areas under the line of product authorization. The current online income ratio is 9:1.　　In the development vision of the rice net, the goal is to exceed 50% of the offline income ratio within 5 years.　　"We are expecting more than 100 million yuan in retail sales this year," Cheng said. In the traditional online games market, it is almost difficult to have a big market around, unless it is "World of Warcraft" by the industry called "can not ask" super masterpiece.　　But after grasping the children's hearts, "Moore Manor", "Purcell" in the cartoon image around the product is easy to become a child market best-selling. Rice is trying to get more involved in the content industry. Based on the "Moore Manor" and "Purcell" set the stage play will work with different partners, in the "11" period in Beijing, Shanghai, and then start the national tour.　　Although the previous Disney, Merchant has had a stage play, but the rice washing stage is based on the Internet animation resources for the first successful landing. Chengsaid that Rice would be involved in more content industries, and that this time the theatre was "to see if the business model based on the user base would bring success at the box office." "Our offline product partners are very professional in every field, books and Beijing's Kid's Kid publishing house cooperation, Disney in the domestic books are they out of;" Purcell "book and the Phoenix Group, Jiangsu Fine Arts Publishing house cooperation; toys with all generations of Japan, Guangdong Austrian flying anime cooperation　　Clothing with the Disney experience with the cooperation of the Cheng ", explained."　　Cheng says that Rice has never limited itself to an internet company, a gaming company, but a "family-like content provider." He said that the first stage of rice washing is online products, the second phase is the resources under the line, "Such a business architecture integration is more solid, stage play, will be the beginning of the second stage." "In the long run, copyright licensing will be the core business resources of rice, this is a marginal cost is very low, but the revenue will gradually jump high business model, compared to the grand platform, Rice washing and Disney more similar."　　At present, "Moore Manor" registered users to 50 million, active users 20 million, the maximum number of visits over the weekend reached 3 million, user resources will become their biggest emboldened. Characteristic marketing positioning children's market, the marketing logic and methodology of rice washing is very different from the general online games.　　The most typical is that the general online games to promote the most common way is in the major game sites, forums, and even outdoor car light boxes, LCD screen advertising, and living in the campus, classrooms and home students, obviously not on this road. Although there are no special regulations or restrictions on the marketing methods of children's online games at present, the practitioners are very clear that they must have a strong sense of responsibility in the face of children's market and must be healthy and green.　　Cheng said that this decided that children online games can not rely on a strong sensory stimulation to promote products, attract users. The first way to wash rice net is word-of-mouth marketing.　　At the beginning of the product development, rice through communication with school computer teachers, through the classroom to attract the initial number of children users, then Word-of-mouth marketing began to show power, 3-5 months across the threshold of 1 million users. "What is important is content, the content should have the shelf that lets the child produce the dissemination interest."　　The rice is updated every Friday, the children follow the updates on the weekends, and they start talking and communicating next week at school, "Cheng said." After the threshold of millions of users, Rice began to enter the Internet marketing stage.　　The most representative application is the children need to search strategy, so they began to use Baidu, "so our cooperation with Baidu is naturally formed." Cheng that Baidu has given users the ability to show attention to the content of the index-Baidu index. Through the user's initiative search, "children, parents will tell us what they need, outside our own system, Baidu has become an important channel for access to information." Cheng For example, Baidu can tell them that the childThe son in search "Moore Manor" at the same time, still searching anime information, this is they decided to do the stage play and other offline products when the important reference. At the same time, with the help of Baidu Channel, the content product can let the user retrieve.　　Rice need to promote, the relevant site will continue to introduce a new strategy, and Baidu will be the two series, presented in front of children's users.　　"Not to find rice, but to find the people who want to play Rice, Baidu is a very good tool, string up the industry chain," Cheng said.　　In the experience of Word-of-mouth marketing, internet marketing, rice rice under the offline products and online resources portfolio presents a line of interactive marketing effect. "We have an open and co-operative attitude under the line," Cheng said. Rice in the books, toys, film and television, stage drama, clothing and other fields of professional partners have a strong promotional resources. In the process of cooperation, both sides can borrow each other's strength.　　For example, the book listing, in the publishing industry partners have their own channels, the rice net will also be in the game within the Community bulletin, promote marketing. "When our layout goes into the second stage, the promotion on the line can be counterproductive to the line and finally form a benign synergy," Cheng said. (Xu Jieyun)