The logic of the formation of giants ' movement in coping with the transformation dilemma

Giant Mobile is the giant network in two pioneering phase of the establishment of the hand-travel distribution company. After the spring festival, giant Network announced that privatization as an opportunity to officially enter the two start-up phase, the mobile Internet has become the main breakthrough direction of its two start-ups, and "Journey Pocket version" has become a giant mobile in the company's two start-up in the official launch of the first heavyweight products.

The logic of the formation of giants ' movement in coping with the transformation dilemma

Mobile games can be covered by people who have never played games before, which makes the number of users in the game market grow dramatically. A large number of new entrants are now mainly biased towards casual, lightly-played games, but the game will become more and more severe with the entry of heavily paid hard core players.

Despite the trends in international markets, heavy games will remain an irrefutable trend in the domestic market. Whether it is a PC or a page tour, is the beginning of a mild game, heavy game of the finale. In the user group, the page has given a good answer to the game, the Chinese people can always "leisure", such as a key, such as hanging machine. The hand swims, just did not arrive very well the optimization plan just. Another angle, the importance of mobile phone in the life of people is not foreign. Especially for some users, mobile phones are computers.

Games like the film industry, a single game can not prove that the company's core competitiveness is sustainable. So either through a factory-style mass production replication can be made to continue the company, or through a single box-office game to circle users and then transfer to act as a proxy operating company to achieve sustainable competitiveness. Hand tour Game Market theme, hot product category of the core play changes too fast, a good game out, countless people with countless different themes, countless art style in the put, quickly can be copied out, and then there is time to add micro-innovation. This is not a big chance in the last six months of this year, because there are so many people who know it, and a lot of people who are very efficient are doing it. It is important to have some resources that are not shaken, such as cash on hand, such as the channels through which equity and interest are strongly bound.

If blindly just become a content provider, the market hand tour number can be described by the "Sea", CP in the face of the channel will have no advantage at all, the establishment of the distribution company can be very good to reduce risk, and enhance their own right to speak. As the cost of hand travel becomes more and more high, the hand tour already has the huge risk of not being able to swim to the end of the market, to some extent can be said to be bigger.

Now the frenzied capital is chasing the high speed of the hand tour or the page tour market, the end of the market of the number of cake is greatly reduced. But giants in the end of the competition on the tour began to hand, while they did not give up the stable end of the market. End of the tour because the barriers are getting higher, gradually become only a few giants can play the game, the Giants in this respect the competitive pear is not reduced.

But the hand swims the field, now the opposite end swims the market indeed is small, but the future huge potential, in the market also easily obtains the recognition. The future of the hand will still be the giants of the game, but if the Giants do not force now, did not accumulate enough experience, may be in the future because there is no position, and was squeezed out of line status. From this perspective giants mobile as a hand-travel distribution company can indeed be said to be the Giants this year, the most important development of hand travel strategy.

Shi Yuzhu type of marketing, perhaps in exchange for just mirrors

Mention of that year "journey" propaganda, cannot but mention Shi Yuzhu. Game listing at the beginning of the "Journey" in the game media advertising theme is quite shocking--"2D online games Terminator", "2D online games closed, such as the Liansheng Jinshan and other heavyweight companies have not dared to shout out the slogan, recruited from all walks of life difficult to count the controversy, censure, but also make the" journey "popularity soared. To the hands of the times, this long time not seen exaggerated publicity, we finally see again.

Still brushing the drawing card? "Journey Pocket Version" to create the era of hand Zhong war

Hand Zhong War Mountain as "journey Pocket version" leading "real online" era

Mobile phone "pseudo net Game" rampant card APG big line

Do you feel familiar with similar advertising words? But if it's a contrast to giant marketing, the hype is nothing.

Where the game within a single recharge of 30 yuan and above amount, the official will be in the form of Jingdong card full return, instant to the account.

The left hand receives the player's recharge, the right hand and takes "the cash" the full return, "The journey" appears the white to be busy, even because the channel existence divides, the giant may also have to lose on a large sum. But giants through the return mode, but can directly skip the integration wall Low-cost access to a large number of users. In addition, this marketing model to some extent to the player recharge also has incentives, it is easy to make a real high water out.

But the problem comes after that, if the pattern proves to be effective, other end of the company will also join in, it will undoubtedly further pull the whole hand travel industry to promote the cost of the future game manufacturers in order to be able to get a better position in the best-selling list or even will appear to charge 30 yuan to 50 yuan of malicious marketing behavior. This will result in the list indirectly into the bidding rankings, which will undoubtedly have great damage to the ecology.

On the other hand, it is questionable whether players who are attracted by cash can survive the game. The journey of this kind of marketing in a short period of time really can attract a large number of cheap graphics players, and then get a good position on the list, but this and the integration wall to bring invalid users, can only be a short-term marketing behavior, "Journey Pocket Version" in the App Store ranking is still falling fast, the game can be successful, The key is to see the game itself, leaving the Giants time is not much.

10 years precipitation of classic IP, can really ensure foolproof?

In the hand tour industry chain IP brand, products, distribution, channels of these four links, the first ring of IP often determines the overall value of the game of gold. IP Game Download conversion rate is often no IP game 2.4 times times, for suction has a clear advantage. Compared to last year, many excellent IP value has turned over more than a few, major companies are in the seizure of high-quality IP.

Traditional end-trip after nearly 10 years of accumulation, itself has a great IP value, the end of the manufacturers are digging their hands in the "gold mine." "Journey" is a giant network of Fortune products, the game to create automatic road search, automatic play strange, free business model, such as a series of innovative measures to promote industry change, ten years to accumulate hundreds of millions of users, the highest online number of up to 2.2 million people. However, the relative weakness of subsequent products, the decline of "journey" has inevitably brought the giant's decline. But in giant network President Guixe view, "The journey IP has given the giant to earn 10 billion or 20 billion yuan, the journey of the brand value more than 1 billion." ”

Guixe also believes that the development of hand travel will return to the nature of the game, those high-quality, community interaction good long-term hand tour will stand out, along with it will be the hand tour from research and development to the marketing threshold of a comprehensive upgrade, this will be a big company opportunity, and small companies will be difficult to take out 5000万来 dedicated to do a hand tour promotion.

In the hands of the Times, "ship disaster Turn" is a few end of the major general face of the common problem, once relied on a classic end of the era of eating the world has gone forever. Analysys International latest data show that the third quarter of this year, the domestic end of the market overall scale growth rate fell 1% year-on-year, this is the industry for the first time negative growth.

The end of the giant compared to the market thousands of small and medium CP, does have IP, channel, marketing experience and investment advantages, but the hand travel research and development market after a big six-year shuffle, a large number of small and medium-sized research and development companies have been facing elimination, the remaining is a strong developer. In the current hand tour market share of the top 10, in addition to Tencent a solo show and NetEase ranked sixth, the rest of the position has been "Legend of the Sword" production company, Silverside technology and other hand travel company occupied. And as the quality of the player's needs to improve, the future of new products will become more and more difficult to do, leaving the opportunities for the next generation may not be much.

The success of the past year has made these new and rising hand-travel companies in the field of mobile gaming quickly accumulated rich experience, the rapid growth of the hand travel market has also made them more and more sought after the capital, not to mention there are many successful hand tour companies listed. This is a brand new market for the end-travel giants, and this is their main battleground for these hand-travel companies, and the gap between them and the end-travel giants is shrinking in some ways.

So even if the end-trip giant has a decade-old IP, there is no way to ensure that they will succeed, and that they are now in a position to be overthrown. And Guixe that the company does not have the strength to take out 50 million to do a hand tour promotion of the era has long gone.