The net swims the enterprise to go to sea: subject to Chinese need to enhance internationalization degree

The Chinese net swims the market to let a crowd of game share shadow shrouded at the same time, overseas market canoe already mountains million.　　According to the statistics of the Press and publication Administration, in 2010, a total of 34 online gaming companies in China developed 82 online games to enter the overseas market, to achieve sales revenue of 230 million U.S. dollars, up 111% from the previous year. A few years ago, China was regarded as the most important export market for the world's game giants, and the overseas games, including "Wow" and "Legend 2", firmly occupied the Chinese player's desktop.　　But in this Chinese online games market has slowed down significantly in the winter, online games export by the game companies to lift the frequency of the more and more high. "From last year to this year, the overseas development of the net swims enterprise income generally good, some may overseas income also is bigger than domestic income."　　July 27, Zhouqi, president of the Perfect World (NASDAQ: PWRD) told reporters. Aimed at exports last year, the export of online games to achieve sales revenue of 230 million U.S. dollars the first peak of Chinese net games exports began in 2007, when Chinese online game companies in the overseas market to achieve sales revenue of 55 million U.S. dollars, a significant growth of 175% from the previous year. In the past four years, China's online games export scale has doubled four times times. "The Chinese game export market can grow at least 2-3 years."　　"Gao Dongxu, director of the Consulting division at Wenrui Research Center, said. Wenrui Research report shows that 2010 exports of more than 100 online games, internet client games accounted for 62.8%, Internet web games accounted for 28.3%, mobile network games accounted for 8.9%. In the export of the client network game, MMORPG has 62, accounting for the number of client games 87.3%, the rest is Music Games 5, shooting class Games 2, Sports Games 2. In the web game, RPG and SLG products number, respectively, 11 and 10, the proportion of 34.4% and 31.3%, in addition, social class Games 6, Form class and chess and card games each 2, simulation operating class Game 1.　　Mobile network game mainly to the type of RPG, accounting for 60%.　　Among them, the perfect world is China's current net game exports the biggest enterprise, 2010 overseas market total income close to 100 million U.S. dollars, occupies the Chinese net game exports nearly 40% share. Our "Dragon Valley" was first tested in North America yesterday. "July 29, Grand game CEO Tan said.　　Shanda Games recently released the first quarter of 2011 earnings showed that the grand game in the quarter of the foreign revenue reached 10.2 million U.S. dollars, the chain growth of 35%, the year-on-year growth of 46%. From the export type, the web game exports very fast.　　Mei, the business manager of the overseas expansion Department of the web game, says that in Japan and South Korea, local manufacturers have limited investment in web games, so it soon becomes the world of Chinese web games, with eight or nine of the top 10 web games in Korea coming from China. And in the area of exports, great changes have taken place in the past few years. Southeast Asia is currently the most important market for Chinese online games, butIn Zhouqi's view, the Southeast Asian market is becoming saturated, he said the U.S. and European markets will be very large, in contrast, the traditional Korean market in the two years of growth has slowed markedly-only single-digit growth per year.　　Surprisingly, China's game exports to emerging markets such as Russia, Brazil and Argentina have grown very fast, and Zhouqi says Russia and South America will certainly surpass the traditional Southeast Asian market. At the same time, China's exports to Europe and the United States are also rapidly progressing.　　Zhouqi said the presence of U.S.-listed gaming companies in the region helped local investors understand the Chinese companies, which have a low P/E ratio in the US-listed Chinese game stocks in the past few years.　　Market upheaval challenges the rise of social games and mobile interconnected games the largest number of game companies interviewed by reporters admitted that the recent changes in the market environment of overseas games, so that China's game exports face some new challenges.　　In particular, the rise of social and mobile-linked games has had the biggest impact on Chinese gaming companies – the main force of the Chinese game was the operation of large MMORPG (multiplayer online role-playing) games.　　Zhouqi said the rise of social games, represented by the Facebook platform, is challenging traditional MMORPG games, and many European and American players have reduced the time to play traditional games. When it comes to the challenges of a perfect world at sea, Zhouqi has a lot of feelings. Two examples of his impressive impressions were given to reporters.　　The first example is Vietnam, Vietnam also has an addiction control system, and more stringent management, minors play games, 3 hours will be kicked off the line, every night 12 o'clock shut down the server. And the perfect world for the first time in the United States, suffered a credit card refund crisis. According to local policy, if a player is underage, no matter how long the account is used, if the parent complains that the credit card is unauthorized, the game company must refund it. Although most of them are real parental complaints, there are still some players who use this rule to play a malicious refund of the game. In addition, in the United States there are similar to the Apple App Store "black card", in some areas a building of the players have stolen credit card play games, the perfect cause a great loss. "According to our experience, the solution is to have 20% of the upfront income as a refund reserve, but the proportion should be controlled below 5%."　　"Zhouqi said. Zhouqi in Europe and the United States, and found that in China, the popular game free, prop fees model, to the U.S. has become another scene.　　In the United States, it is generally believed that a game of poor quality will go free. In addition, Asian Games players often want to upgrade quickly, want to show off their own, and the United States do not want to upgrade so fast, they want to enjoy the process, and emphasize fairness, these require Chinese companies to gradually adapt.　　[Page] "Too Chinese" many Chinese feel very beautiful game equipment, in the eyes of foreigners is not good to see Wenrui study of Chinese game export reports show, the 2010 Chinese online games export mode is taking place in a significant change-as much as 45.6% of the online games to choose independent operation, while the proportion of authorized exports to 48.6%, the remaining 5.8% for the joint operation with overseas agents. The change of export way has great significance to the net swims enterprise. Zhouqi said that if authorized to foreign agents to operate the Chinese game, each generated 100 U.S. dollars in sales, generally to the developer of only 20 U.S. dollars, and if the Chinese online gaming companies directly set up wholly owned subsidiaries overseas, this 100 U.S. dollars in revenue 100% into the listed companies-for listed companies,　　The advantage of opening a subsidiary directly overseas is that the revenue will increase significantly in the consolidated statement.　　In addition, the independent operation of their own overseas subsidiaries to accelerate the Chinese online gaming Enterprises direct contact with local users, so that Chinese enterprises for market users will be more aware of the grasp. "If you pass an agent, there is a layer of information. Independent operations, in the local brand, whether it is sales channels, or some other partners will establish a relationship. This is more important for later development. We are not just making money, we are looking for a relatively long-term development.　　"Zhouqi said. For Chinese online gaming companies, the biggest challenge in setting up subsidiaries overseas is the lack of international talent.　　Zhouqi pointed out that, compared with Korean enterprises, the Chinese gaming industry really can call international talent very few. Zhouqi said they chose to recruit local staff overseas.　　In the perfect world to form a North American branch, in addition to the CEO is sent from the domestic past, the other hundreds of employees all outside recruitment-these people are born and bred in the United States, some from South Korea, Japan.　　Park, the head of the Nineth city's overseas business, told reporters that it is not easy for Chinese companies to recruit employees overseas, which is because of the huge cultural differences, another factor that cannot be overlooked is that Chinese game companies are still less famous overseas. A more useful way to do this is to work with more well-known game companies overseas.　　Park pointed out that the Nineth city in the past in China for the blizzard agent of World of Warcraft experience, for its overseas visibility has a good promotion, the company's "famous three" is opening up in the Asian market. "We recently had a partnership in Japan and Sony and many people were willing to join us after the news came out," he said.　　Park says cooperation with large foreign companies can greatly enhance the reputation of Chinese companies overseas. Park, who once won the South Korean government awards for helping Korean games export overseas, points out that Chinese games still need to be internationalized. China's games are "too Chinese", he said, and many Korean games have not been seen as Korean games, so there is no cultural difference in exports.　　After years of international progress, Korean games in the development of a large number of use of international elements. By contrast, Park says, many Chinese feel that the game is so beautiful that they don't look good to foreigners.Even in technology, Europe and the United States 3D game is already the mainstream, but China is still mainly 2D.