Web game brand value influence 07073CEO Wang Jian in cgbc

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07073 general manager of web Games

The following is a transcript of the speech:

The title of my speech is: Web game brand value influence. Since the 07073 set up to now we are pursuing the concept of brand, of course, not very good. Here hope that through this speech with you to achieve mutual encouragement. The speech consisted of four parts: interspersed about the influence of brand value in online games. Since as the first speaker, I would like to discuss the web game in this industry's status quo.

All of you are senior, here I simply say: First of all, the situation of manufacturers, products, product quality is uneven, we use a variety of means to promote, publicity, in a variety of ways to compete, but most manufacturers are not aware of the impact of brand value. Many friends are only concerned about short-term interests, the game opened a few days to start large-scale promotion.

Increase the number of games online, reduce the cost of the game, this may be the most concerned about. Even the use of a lot of extraordinary means, including the edge of the ads, as well as other rogue software, a variety of forced to appear in front of the user to promote the means. This promotion can not say no effect, on the game for a few days such means is very effective, in the short term the number of games suddenly erupted. But by such means to promote the user's loyalty is not high, so the wastage rate is very high. and has long been through such a form of promotion, the brand of game manufacturers in the hearts of the public users greatly reduced. What is a brand? is a product to the enterprise value-added intangible assets, enhance the user's recognition of it, if the user recognition of your lower then there is no brand existence can say.

This part also wants to talk about a phenomenon, especially since the beginning of this year. I think that although the web game for the entire industry is very confusing, but from all aspects or reflect the industry more clear watershed, basically in the first line, second line manufacturers and access to new companies in the industry, the new team. They are very obvious signs: first-line manufacturers each manufacturer has a continuous 1, 2 years above the quality of better, better revenue representative products, the current fund is more generous, in product development also invested a larger experience. Second-line manufacturers may be in the operator compared to have their own means, there is independent research and development, or joint operations, in the product lines more. But there may not be an iconic product known to all. Other new companies, new teams, after all, the development of web games is very very fast. This is a very good thing, at least a few big companies in the front to do some exemplary role. There are good products and experiences to share with the industry, and a lot of new teams are pouring in and bringing new energy to the team.

The most popular theme of web game-"Three Kingdoms", the Web game from the previous warlords to the current level of separation of the three countries. Now mainly from the user as feedback, I would like to look at the above, including 07073 collected a lot of data, many customers have reflected the difficulty in a short period of time to distinguish a product, including constantly renamed. That is to say, users see you publicity, or just enter the game is difficult to know the advantages and disadvantages of this product, because they can not be large-scale promotion from the product, or the first time from the manufacturer's brand to know that you this product is worth playing, but holding to try attitude.

In addition, the user's perception of the manufacturer is much lower than that of the game. I think the industry's front-line companies should have this problem. Many users may know the Magic School product, but if you mention pan city, you may not know what the Pan city is a company. If mention grand, perfect, they are pushing a new product, the user first cognition you this manufacturer brand, grand to push a kind of product, everybody first to Shanda this manufacturer brand has certain cognition degree. Shanda launched products regardless of the quality of the game itself, but at least can ensure a good customer service, to ensure a good service stability. This gives customers a good sense of the manufacturer's brand, but the phenomenon is very weak in web games. Therefore, the continuity of the game, long-term promotion brings a lot of inconvenience. Single game products stay very short time, resulting in a short product life cycle, user loyalty is also very low. One is publicity, and one has a certain relationship with the manufacturers publicity. A user can stay in a game floating three is a good phenomenon, stay six months, a year to see, either the user is very very loyal, or the product is very good.

In view of the above, Web game user maturity is higher, because basically to college students, as well as many companies white-collar, office workers mainly, they are no longer on the age level of the high school, junior high school children, their own awareness of things to a certain degree, so the manufacturers operating means, The promotion means all have the relatively high discriminating ability. I think they see a product promotion words can easily tell whether your promotion is a gimmick, or actually have these things. Since the user has the ability to distinguish, the idea has been very mature, then we may wish to extend the means of more close to the game, so that customers see the highlights of the game. There are a lot of games that are really good, but they don't show up in the hype.

Speaking of user feedback, I have done a small survey before to say the user's brand plot. What is a brand plot? Starbucks, Starbucks can become the world's leading brand rankings, not by a lot of outlets to do. He made a great effort to promote his brand. Including services, Starbucks around the products, specific cups and other things, in the continuous promotion of Starbucks brand, let users remember it. I think a lot of Starbucks consumer groups do not necessarily feel that Starbucks coffee is very good, or how cheap Starbucks, mainly because they look for the brand of Starbucks, a certain dependence on the brands, so the choice will be more inclined to Starbucks. This reflects the user's branding scenario. If a game product, game manufacturer can affect the user's brand plot, so basically in the brand on the success.

07073 as a media is also considered to the major manufacturers to provide some advice on brand building. The whole brand can be divided into two aspects: Game product brand, game company brand. First of all, say the most basic, but also the most concerned about the brand of the game product construction. On my side, if you're going to build a game brand, first of all companies should have their own star products, such as Jinshan Swordsman series, there is a perfect series of sin, that is, a mention to know what you have products, a product to pull up other products, and pulled up the popularity of the game company.

In addition is the series of products, the same story background can be made into different series. The subject of the margin is very suitable for the game, the margin has so many heroes. Everyone can play the role of people, every hero is a copy. In addition, we can make a strategic game, the men in the margin can be a hero to recruit. At the same time can be made into cartoons, nurturance classes and so on, that is, a game theme can be made a lot of series, so in the same story background makes users of the manufacturer's star products produce a high degree of awareness.

For example, the fairy, the 1 operation is very successful, immediately to launch the 2, and in different style of the screen and the introduction of the dream of the fairy. This actually saves a large part of the contract costs of the work, in addition to the user's psychological constantly impact on him, let him remember this series. Some foreign famous company's game product should have a very good enlightening function to everybody. The Final Fantasy series, for example, has introduced more than 10 versions over the years, and a son's game could have been played by his father ten years ago, 20 years ago. To focus on building star products, so that can form some of the national level of the game. Brand building in addition to the above, more needs are better game quality, richer user experience and services, and so on, these can be combined to form the role of the brand game.

Game company's brand building. First of all, the company's brand will be based on the game product brand, only the state-owned products and quality services, coupled with targeted marketing, so that can really play a game company brand role. The product, the service aspect does not say much, everybody is the expert in this respect. The company's brand promotion can not rely on the game to highlight which company, should be an integrated form, should be coupled with the activities of marketing, character marketing, including event marketing and specific period of targeted promotion. such as sponsorship booth, or sponsorship exhibition, Summit Forum, these are very very good for the company's brand marketing methods. On the web game ranking of 10 is able to set up a booth in CJ, but unfortunately this year only saw less than 5 of the web game manufacturers.

As a good supplier of revenue, now that you have made so much money, you should take out some to make a sound in this industry. Let users know that the market of web games is very good. As 07073 of the media issued a voice, I hope that the concept of web games, the industry to send out more voice, so that all users of the industry to see the web game industry, and have more awareness.

The product and the company brand construction proposal basically mentions here. Their influence is more concerned about the matter, has been talking about brand brands, but what is the advantage of the brand to do? This may be a matter of great concern to all of you. Take Disney and Coca-Cola as examples, they have done the top of the brand building. Take the Disney example, he now launched a lot of good animated image, they launched these animated image, if it is a new image launched, that in the marketing of the cost, the promotion will save a lot of effort, because the user of the Disney brand has been a great recognition. Yesterday, I saw the former president of Coca-Cola say: If Coca-Cola company suddenly disappeared one night in the fire, the next day all the media, headlines will report a message that all good investors, all good banks will find Coca-Cola to provide sponsorship, or to provide loans. Because it affects the world and affects the industry's perception of it. Good game brand can make the player spontaneously form the group, they will use the user to form the independent dissemination to form the appeal, thus saves the product the marketing cost. In addition, a good game brand can enhance the company's brand, let the company better carry out other business. Some companies are already planning this aspect of things, as far as I understand at least 3 of the web game companies in the preparation of the listing of things, whether it is next year, or two years, there must be such things happen. Since everyone is ready to go public, it is not before and after the listing should be through their own brand marketing, brand communication to investors, or after the listing to shareholders some confidence, so that they more recognized the product and brand. These are very, very important in the influence of brand value.

The whole Chinese game environment is very good, although this year's report to 10 the second quarter of the report is not very good-looking, is a small weak period, with the game has no relationship with the big environment, in such a good environment should pay more attention to brand building, seize the opportunity. Brand to do up later than you funds, sales channels is more difficult to exceed the threshold of the brand, which formed a barrier. If a game manufacturer just run the game very successfully, but we do not agree, it is not a good business, but only a good channel, only people pay more attention to the brand, build brand, so as to appear online dees such enterprises. Only focus on the quality of enterprises, the entire industry will grow rapidly. Enterprise boss said to be together to influence, the industry bigger, I think the industry big thing is not casually said just, we want to create a fine, brand, so that the industry can be bigger, and not just casually said.

I use this rare opportunity to do a publicity. 07073 can have business and marketing resources to see, 07073 is currently with China Telecom Internet gaming business to reach a strategic cooperation, as well as 11814 search and 114 platform has a very good partner. China Telecom's game channel is provided by 07073 content, many including other aspects of cooperation I think can be with you. In addition is the game athletics channel, including Today Forum's host Shi Yang is also the game Athletics channel host. At present 07073 and GTV in the content, the market has very good cooperation. Unicom's 3G business, the last month just signed a good agreement, just walked through the agreement. Unicom on the mobile phone 3G platform will show 07073 game information, or game content. In addition, in all Unicom Business Hall will be set up and 07073 Union of a counter, by specialized people to promote Unicom's 3G business, and Unicom 3G business related to the game business, will be tied to the 3G network card, the resources are there, and now the cooperation channel is still expanding, if we are interested can be a lot of cooperation.

07073 from last year to now has been adhering to the open attitude of cooperation, this open is all the resources are open to share, regardless of the content, the market, 07073 partner resources can be shared. In the Internet era, we should complement each other, resource exchange can be big, development and growth. So the above resources are interested in the words can be a lot of contact for your product effect, or product brand, game company Brand believe there will be a good upgrade, 07073 has been doing this effort.

That's about it today. From last year to now a year, I hope in next year's Web game forum to meet you again. We 07073 adhere to the intention to do things, open attitude, the situation of mutual win.

Thank you!