Shi Yuzhu money refund million old player Giants network transformation charge intermediary fee

Shi Yuzhu's marketing strange recruit no longer let people smoke and mirrors: Send on the brain platinum or pay, nothing but are trying to achieve its "number of players the more the better" the original intention Shi Yuzhu with smashed money began a new round of enclosure movement. March 30, according to insiders, the giant network will be determined in the near future for the "journey" to launch a major plan, the core of the plan is to use cash to buy back "journey" lost the player's old account.　　If the plan is implemented, millions of older players will probably benefit from the program.　　"Journey" is the Shi Yuzhu into the game circle of the first works, is the giant network, one of the core of the game, April 21 this year is its 4 anniversary of the day of the day, so the event has become a giant network to celebrate the "journey" on the 4 anniversary of a large feedback player initiative. In the more than 10-year history of the development of China's online games industry, there has never been such a move to give back to players through cash repurchase of old accounts.　　Shi Yuzhu of the strange marketing gourd is what medicine to sell? Follow the Zhu send Q currency since 2004 with the "Journey" into the game circle, Shi Yuzhu and he led the giant network, has been a lack of innovation, he has been the industry as a "heterogeneous."　　Public information shows that the 2006 Shi Yuzhu has to the game players "pay" way, creating a "journey" of the free mode, and promote free mode to mainstream. Shi Yuzhu considered himself as the original "journey" wage model, had already been tried before, but was only as a marketing stunt.　　In those games, the salary system is not perfect, for fear of some players exploit loopholes in the system, in addition, many enterprises face large wages are reluctant to pay, and finally often due to default and notorious. However, Shi Yuzhu is not afraid to burn money, he will this gimmick hype to vivid. "Journey" to the later habitat, the main reason is that it improved the system and the system of wages, reasonable design so that some players think that money can be earned, naturally become "journey" of the faithful players and online games promoter. In this way, the giant network of game revenue over a few times, Shi Yuzhu kennel Wolf recruit to become the game industry in the promotion of the master.　　2007, Shi Yuzhu again to "journey" players throw "not fun on losing money" of the major measures, which at that time is also an important and bold innovation. A person in the industry told this newspaper: "Before the giant network game to promote the model is mainly to use a small number of people to pull more people." Now for four years of operation of the old product "journey", can play the user has been stationed in the pretty, if still follow the previous set, one is the effect of no new game effect is good, the second is the promotion cost has also increased a lot. "Shi Yuzhu is trying to approach, the return to the game industry Zhu resorted to" Q-coin Marketing "strategy, aroused widespread concern in the industry. At the end of 2009 and early 2010, Zhu first released the "There is a large number of online games company stockpile Q coins," The wind, deliberately leaving clues to let the media and the industry to publicize their new game "famous three", and then the game started withQ Coins to recruit the original Tencent "Warriors and Underground City" players, successfully fried their own. The industry said: "Compared to the current high market promotion fee, with Q coins to recruit many users to experience the game products both save money and effective." But for Shi Yuzhu, if continue to use Q currency marketing, on the one hand, the intention is too obvious, and certainly will offend Tencent. Shi Yuzhu think just and Tencent become cooperative relationship, it is impossible because of Q-coin marketing damage.　　He thinks the giant network needs to think of a totally different strategy. And for the Shi Yuzhu, now the giant network is not the money, but the money of the clever plan. Since Q-coin marketing is to attract players with Q coins, "Journey" can also use the renminbi to attract players to return. At present, many game manufacturers have no protection to virtual property, with the development of the game, it is likely to lead to some virtual goods, equipment depreciation. As long as a user has not logged into the game for a while, there will be a lot of users beyond their own many, so users will not be reluctant to the game.　　Once the old account repurchase is initiated, the above users will think that their account is still valuable. "The yuan repurchase does not mean a lot of money," said one insider. As long as the terms of repurchase conditions, you can set the expenditure limit for this activity funds. Players who have not yet reached the acquisition conditions will try to reach the target by playing the game, and new users will know that their account will have value, their time will not be wasted, and naturally join the ranks. So the whole game of popularity, Heat are driven. "It is said that, just as Q-Money marketing" to achieve how many levels of reward how many Q coins, "The journey" repurchase strategy also has "how many levels to exchange how much money," this virtually let the game appreciate. [Page] The more the number of players the above repurchase strategy is the recent introduction of Shi Yuzhu a series of marketing strange recruit one.　　One of the most surprising is that this March, the giant network from a number of regions across the country to emergency calls on the value of billion of its health care products resources (including brain platinum) used to "support" online business.　　Analysts believe that the Geek Shi Yuzhu has its last resort: March 5, the giant network released the fourth quarter of 2009 earnings, the company when revenue received 280 million yuan, the chain reduction of 4.9%, year-on-year decrease of 21.8%, 4 consecutive quarterly decline. The giant network is not the only one slowing down. The 2009 annual report of China's online gaming company showed that the industry's profit growth began to slow down: NetEase Gross profit rate fell to 73.7%, the old giant grand game is only 59.8%. In the past, industry companies uniform more than 70% of the gross profit margin of the scene has ceased to exist.　　In this regard, a number of industry insiders believe that the game industry super high profits "era of profiteering" is coming to an end. Online games have not been good money before, online games operating costs are bullish. One industry well-known online game company Product Manager calculate a sum account, now operates a stable 20,000 ~3 million people online large multiplayer role play class games, want to capital preservation, at least need to invest 3000Million Yuan. In 2007, it was about 20 million yuan, and in 2005, 5 million dollars was ready to play.　　"he recalls. Continued high growth difficulty climbed, online games "free game, prop charge" mode in some people's eyes, has become a barrier to the continued evolution of the online games industry. The crux of the free model, they argue, has been the process by which companies have gone from chasing PCU (the highest number online) to the value of high ARPU (per-user average income).　　Although the high ARPU value can bring the strong active player to charge the ability, but the time is long, the game will form "the renminbi player all All" the elimination effect, causes the bottom user massive loss becomes inevitable, the game then loses the vigor. Last October, the "retreat" for a long time, the Shi Yuzhu again appeared in the public, put forward a "total to the non-paying player tilt" strategy, instead of the pursuit of low ARPU value, high active user number mode.　　"The lower the ARPU value the better, the more players the better." Giant network vice President Guixe explained that, encourage players to trade in the game, through the game process to get props to create wealth, the Giants only charge a very low "transaction intermediary fees", so that the game in the trade chain pull the longer, the faster the flow of the better.　　Not only the first implementation of the "Green Journey", the giants of all the games will continue to follow this model. From this perspective, the recent Shi Yuzhu marketing thinking puzzle can be solved. To send the brain platinum or pay the renminbi, is to try to achieve its "number of players more the better" intention. As Shi Yuzhu himself reviews: "The game to achieve success, in the final analysis is to attract more people to play, then use some really from the perspective of the player's marketing means, can play a number of auxiliary role." "And the Shi Yuzhu of high ARPU free mode of reflection also began to get a lot of people in the industry recognition." Giant network of "low ARPU value thinking" Soon have the Alliance, Blue Harbor Online CEO Wang Feng also push "parity net games" concept, and from the company this year's heavy products "journey to the" began to execute. In the new model, Wang said, they will pay more attention to the "pay penetration rate" indicator. He cited, for example, a game of 100,000 players, if 100 people pay 10,000 yuan per person, others do not pay, ARPU value is high, but the overall profit is still less than 20,000 people each pay 100 yuan, at the same time the user's wastage rate will be relatively low a lot.　　In fact, the "Journey to the Westward", which has begun to operate completely commercially, has a higher rate of payment than other products in Blue Harbor. The outgoing Shanghai Nine city president Xiaowei said, "Free mode" did promote the online gaming industry in the past several years of astonishing high-speed growth, now it seems that there are many drawbacks, its "unified the pattern" of change is expected to happen. In her view, future free models, low ARPU models and more traditional fee-charging models will coexist reasonably in the right products.