Small and medium Hand tour traders wave the Golden age, 2015 who can win?

Former Jinshan executive Wang Feng's Blue Harbor interaction is about to be listed in Hong Kong, which captures the tail of the golden Age of Small hand tour manufacturers. Hand Tour market is in rapid evolution, Wang Feng's former boss Lei to represent the hands of the market really spoilers. Two old Jinshan people, representing the 2015-year hand tour market two key points: CP (content provided) and channels.

The Silver Age of Blue Harbor

According to the published prospectus, Blue Harbor Interactive 2012, 2013 revenue of 266 million yuan, 515 million yuan, 2013 year-on-year growth of 94%, caught the trend of the rise of the Hand tour-but also did not significantly exceed the industry growth.

The Blue Harbor has had limited opportunities before the business trip. 2007 in the end of the market mature business start-up, the market pattern has been giant everywhere, and in the rapid development of the page of the year, the company has not a few of the ace of the shot products. Since then, through full investment in hand tour, by 2014, hand Tour has become the main revenue business of Blue port, accounting for the entire company's revenue 83.5%, "Sword of the King", "The Sword of the Sky" and "The Blade of God," three of the heavy hand tour to achieve success.

Blue Harbor Interactive Hope the annual revenue reaches 1.2 billion yuan, I think this goal is very difficult. Although its revenue in the first quarter of 2014 reached 170 million yuan, the first half of the 363 million yuan, but the hand tour market is changeable, it has been affected by several aspects:

First, the pace of market growth has slowed sharply. China in the third quarter of 2014, mobile gaming market size of 7.95 billion yuan, the chain growth of 11.7%, the growth rate has slowed sharply, this, in the Tencent Annual report in the pace of the slowdown can also be seen. The industry will certainly continue to grow, but there is no other aspect of the Blue Harbour interaction that is beyond the industry's average growth potential. And in terms of content, we see the iOS list TOP10, Tencent basically maintain more than 50% of the share, while several other classic games, such as "Tianlong Eight", "Legend of the Sword", "COC" and so difficult to shake, Blue Harbor CP has not yet to the point of outstanding.

Second, the competition pattern has changed greatly, the time window has changed. Looking back on this history, the Blue Harbor interaction can be successful, I think the core is the time window: In 2013, when the beginning of the rise of the Hand tour, the main products are still mild games, moderate games, Blue Harbor advance layout, go all out to launch the middle and heavy play a good enclosure effect. However, now Tencent, the perfect, swim and other veteran end of the tour manufacturers in the heavy hand has returned to God, "Legend of the Sword", "brilliant" and other games of the entrepreneurial company quality products also began to exert force, coupled with the "COC", "Beach landing" and other overseas trump card game, blue port interaction such entrepreneurial companies to break through is much more difficult , not to mention smaller entrepreneurs. As we have seen, 2013 and 2014 years ago 7 months to the Blue Harbor interactive independent research and development game of recharge water meter, the market share of 3.62% and 3.11%, in the domestic all hand-travel developers ranked fifth, but the trend of declining share is obvious.

Third, the user's acquisition cost is greatly improved. In 2012 and 2013, the third party distribution channels for the distribution of the Blue Harbor Interactive game received 31.7% and 33.6% of the revenue from the Games, 2013 Q1 and 2014 Q1 respectively accounted for 33.9% and 33.2%. According to statistics, Blue Harbor interaction has been with about 200 third-party distribution channels to cooperate, channel costs can not be ignored. More importantly, this cost has been improving, more difficult to obtain users. In the case of increasing the cost of user acquisition, 2012, 2013, 2014 1-July, Blue Harbor interactive Hand tour Month active users are 6,600, 1.5 million, 4 million, the further rapid expansion of the difficulty of increasing.

Hand tour is still in the Golden Age, next year may maintain a growth rate of 50%, for the Blue Harbor interaction, this is the Silver Age. But, after all, it seized the opportunity to go public. For most of the tour entrepreneurial enterprises, it is the Bronze Age, the black iron era, in nearly million hand tour products under the fierce competition, up to 5% of the product can achieve break-even, monthly water over 50 million yuan accounted for only 1%.

Millet mode Imagination

By 2016, China's tour market is expected to exceed 50 billion yuan, almost twice the film market this year, is undoubtedly still a market of gold, but only a small part of the gold here is a start-up enterprise, even content producers. The power of channel control is enormous-just as the hospital line controls nearly 40% of the movie market.

In the current mobile phone distribution market, 360 mobile phone assistants, Baidu department, Tencent application Treasure ranked in the top three, daily average download in between 80 million-150 million, plus micro-letter, hand Q platform, the five platforms around the launch of the market distribution pattern. But a new strong opponent is entering: millet.

By November 2014, the daily average number of millet downloads had reached 50 million, ranking among the top five. If the millet mobile phone from 60 million this year to 100 million next year, plus the expansion of MIUI, it can be expected that its download active degree may directly challenge the first three strong, the future to achieve the curve overtaking is not impossible. January-October, its developers divided into 364 million yuan, has been a new type of ecological power.

Next year, the Millet store will undoubtedly become a hand tour of the important players, will be directly and Tencent, 360, Baidu competition, will be about the Blue harbor, such as hand tour providers. Because, millet behind the Golden Hill system, there is a self-learning game, millet the closest opponent is Tencent, the two competitive even greater than 360 of the competition.

In fact, the mobile phone is becoming the distribution channel of the Internet, although millet is emulating the Apple model, but, in the Chinese characteristics of the environment, but also different from the Apple model. Because Apple is a platform, do not do the independent mode of content, and in China, Tencent, millet, etc. are both, are strong user operating mode. In this case, the deep involvement of millet in game distribution is almost inevitable.

Sure enough, December 10, Tianma Company's "National Miracle Mu" officially on line, as of 12 o'clock, the first day of the product 13-hour recharge breakthrough 26 million, the entire platform added 690,000 users, Millet Game Center added 200,000 users, in all the game class platform download ranking number one. More than a game, Millet has a large layout of video and other CP.

It can be said that Millet is China's fourth-largest internet platform, leading in the Jingdong, 360.