The Chinese hand tour with the rampant Shanzhai, 2015 difficult to escape the integration of doom?

The magic of smartphones continues to charm people all over the world, and consumers are putting more and more of their lives into these 5-inch screens and are willing to be one of their accessories. In all mobile life, games are one of the most common behaviors. It is the popularity of mobile games, fatten related industries, whether content providers, or platform agents are lured by the industry's capital legends, a large number of people have flocked to the industry, looking forward to waking up, gold everywhere. But any explosion of red industry is inevitably filled with a lot of bubbles, behind the gorgeous color is "at any time can be broken" embarrassment.

Relevant data show that by the end of 2014, China Mobile gaming practitioners have exceeded 300,000, increased by one times than 2013, the number of developers has more than 5,000, only 2014 years on the increase of more than 2000. 2014, mobile game sales amounted to 27.48 billion yuan, not only twice times more than 2013, but also for the first time more than the web game. On the surface, these figures are Chinese hand tour of the illustrious record, but behind the sad helpless, especially the plight of small and medium-sized teams, only practitioners know.

2014, there are more than 4,000 new games glory online, but only 3% of the content business can be profitable. 50% or more of the business value created by creators has flowed into the pockets of a strong Taiwanese businessman. In this environment, the content provider's main creative logic is "suck gold", otherwise, they simply can not survive. Let art youth to study financial statements is a very cruel thing, but also affect the quality of the game, and poor gaming experience will reduce the provider's income, resulting in the whole team into a vicious circle can not extricate themselves, until the acquisition, or their own quietly collapse.

2014, the domestic mobile game relies on the big development of the smartphone and savage growth, many production of rough game due to strong market demand and impostors, but as the domestic change tide receded, the consumer's vision is becoming harsh, the market needs to provide more excellent content, This is also the author predicts 2015 Chinese hand tour needs to reorganize the important reason, besides, they also have to face the cottage, giant armies and so on.

Mobile game, smartphone parasite

Mobile games need to be downloaded to the mobile phone to play, it can be said that without the popularity of smartphones there will be no golden age of mobile gaming, but the impact of smartphones on mobile games is not only on the platform and carrier relationship. Now, smartphones radiate more and more energy, each stage of development will trigger a huge change in supporting industries. In fact, mobile gaming can create impressive data in 2014, with 50% of the credit being attributed to the development of smartphones in the country.

As we all know, 2014 is a year of domestic brand mobile phone explosion, they even combined to encircle Samsung, which benefited from the domestic manufacturers in the technology, marketing progress; On the other hand, catch up with the domestic consumers a large number of change machine tide. I have a friend in the countryside, home is less developed areas, but these two years often home people to buy a smartphone in the city, the most common is about 1000 yuan demand, but also some people know Apple, they often ask: IPhone1 and iPhone2 is not very cheap? The situation in this region is simply 2014 years of the overall market in miniature, a lot of people can not afford IPhone6 Plus, but also do not intend to follow the fashion, but also really embarrassed to use Nokia, so, 1000 yuan of smartphones become the most popular first choice of the market.

In this trend, consumers must create a number of different features of the mobile phone life, to prove that the money spent, playing games became their first choice. So, just replace the smartphone users will be in a long period of time obsessed with a variety of new online games, so as to promote the domestic hand travel market leap forward development. But after a brutal growth, consumers will surely become more and more harsh, and those who can only satisfy the "taste" of the game app will eventually be eliminated.

In addition, the parasitic relationship between smartphone and mobile game is also embodied in the "decision of intelligent hardware for game parameters", the screen, CPU capacity, and even battery life will be around the mobile gaming industry. In fact, a good operation experience with a physical button with good feedback, excellent screen also requires high-quality screens and excellent hardware configuration to achieve.

The most extreme performance of this parasitic relationship should be the emergence of "professional game phones", in such a mobile phone, the game has the first priority. When the consumer is playing the game, even if the president calls, the game will not be interrupted. Because of this, we should calmly look at the performance of domestic mobile games in the 2014, if there is no special period of smart phone spring, they will be so complacent?

Impetuous mentality and cottage culture, poison the game creatures

In addition to the development of intelligent hardware, the trend of domestic mobile game market depends on the industry's own environment. Now the biggest cancer market in the domestic mobile game is undoubtedly the prevalence of "cottage culture", which almost become the Chinese brand of the unified gene, from hardware to software, from entertainment programs to Big head shoes, from the web game to mobile games, no one is not flooded with a large number of Shanzhai products.

In China's hand tour industry, a piece of work on the line after no longer belongs to the author, the cottage team can be from any angle to imitate, to tamper with, to plagiarism, such a plot almost every day on the stage. Silicon Valley in the United States is full of all kinds of charm Capital legends: Today is a poor boy to write a program, Tomorrow may become a millionaire, Facebook CEO Zuckerberg, less than 30 years old, sitting on 20 billion of personal assets, he spent 19 billion of dollars to buy Watsapp, so that another 50 young people get rich overnight.

In fact, in the 2013, there were some similar situations in China, is basically a hand tour small team can get the investment, the large-scale platform is also sees the game to collect, this kind of situation with from the Silicon Valley legend, lets the Chinese hand swims the employee mentality impetuous, every day dreams the water million, the dream to become rich quickly, becomes next Zuckerberg, But they ignore the domestic shanzhai environment and the basic logic of Zuckerberg's success. The Chinese guy who wrote the program today, may be a lifetime to struggle in the dense code, even though he also has the ability to develop an excellent application, but two penguins will not spend money to buy, they only need to change a few lines of code to make their own style on the line, the United States its name Yue: micro-innovation.

In addition, Zuckerberg's success logic has always been to write code first, then talk about business profitability, even now, Xiao-Zha also forced itself to return to the code work. By contrast, China's engineers are impetuous and lack self-discipline, not only to "profit" as the starting point for development, and once you get the investment is no longer lazy to write code.

The reason why the cottage should be cursed, is not the plagiarism itself, but exacerbated the whole industry "without pains" impetuous mood, everyone is staring at the situation of competitors, looking for can imitate the place. In order to better evade legal responsibility, developers have to learn legal knowledge, which is why China's hand Tour team constantly fission, they can not be excellent developers, but become a lame barrister. This kind of pickled dirty environment can be born excellent game content, it is too difficult.

Giant model that takes away the idea of mobile games

Regardless of the development of smartphones, or the domestic mobile gaming industry's profit ratio, or the impetuous mentality of the practitioners, mobile games in 2015 is bound to carry out a large-scale reorganization of the mainland, the final form of the consumer familiar with the giant model, that is, by the industry's top 5 monopoly 70% of the market, the other small team will linger , waiting for the next round of happy enclosure.

In fact, the domestic mobile game platform business has formed an oligopoly model, 360, UC and other first-line platform to occupy about 70% of the share, concentration is still improving; if the content quotient wants to make the good game, must have the talented person and the capital strength, gives the developer enough treatment to eliminate its survival crisis, Only without worries to develop, at the same time, only the Giants have the ability to better protect the copyright, of course, they also have the strength to copy others.

While the giant model is good for resource integration and the rapid emergence of brand effects, but the Chinese internet too many giant models have brought a lot of trouble, especially for the creative industry, the giant model is not a good model: the creation of the game requires individuality and freedom, and thus generate inspiration, and the Giants will generally build a strong corporate culture, The goal is to eliminate individuality, enhance executive power, not unavoidably "castration" team's creative inspiration, as if the exam-oriented education will always eliminate the child's personality.

In the field of innovative mobile Internet, I would like to see the prosperity of the thinkers, and every area can have a close competition. Now, the popularity of the ecological circle and the idea of the empire, although the wind, but no one has been able to do all the things outstanding, it is already very rare to keep all the pass. Moreover, when the Giants continue to expand the territory, their own adjustment and integration capabilities will be tested, and even threaten the main business.

For example, China's urban planning has made Beijing a political, economic, financial, industrial and artistic center, leading people all the way to the capital to realize their dreams, housing prices, transportation, education resources have become the city's trouble. By contrast, American cities are much richer, political can go to Washington, play finance can go to New York, do industry can go to Detroit, no one need not pressure too much ... Finally hope that the domestic hand tour industry less domineering giants, more excellent works.