Wenrui Research: Analysis giant "net swims to the countryside" plan

September 5, a large number of media-intensive reports giants spend 100 million yuan to enter the rural games market. In this respect, Wenrui Research senior analyst Gao Dongxu wrote: "As the market competition intensifies, the online games vendors scramble to open up their own blue sea, which is the most of the" sea ", and the giant network chose to" go to the countryside ", is a marketing innovation, analyzed the reasons behind it.　　At the same time, he reminded the online games manufacturers choose to open up the market strategy of rural games, to fit the needs of rural netizens, provide targeted products, pay attention to long-term benefits, attention to the particularity of the market and social sensitivity, do not put the countryside as a product dumping, for economic and social benefits of unity, to The incident recalls that the first domestic "net swims to the countryside" plan for the rural market will be officially launched in mid-September. The program was launched by the giant network CEO Shi Yuzhu, its plan to invest billion to expand its game into the five or six-line rural market.　　According to media reports, the giant will be for rural players to create new game play law, the establishment of rural games to promote the system, to build a rural game dating platform, into the countryside to popularize the knowledge of the online games in the plan, but also contains the "Village Point card, town town has a gift package", "Play the Journey 2" to send fertilizer and other strategies. Wenrui Study (Win Research) analysis as the market competition intensifies, the network game market has encountered the development bottleneck, in order to develop, scramble to open up the blue sea, most of which is "sea", expand overseas, and in the marketing of the giant chose to go to the countryside, Wenrui research that, The giant move has the following factors: The market level of the game: The big environment, the market scale growth slowed down, structural adjustment trend is obvious: "2010 Ministry of Culture Network Game Market Development Report" shows: China's online game market size of 34.9 billion yuan, growth rate of 26.2%, the growth rate of two consecutive years decline.　　The reason for the slowdown is that the market is facing structural adjustment pressure due to the rapid growth of 10 consecutive years, market and users tend to mature. User level: One or two-line city online games users tend to saturation, user choice tends to diversity, rural information to promote a new generation of rural users rapid growth: Wenrui Research data show that the growth of online game market scale has slowed down significantly, one or two-line city users tend to saturation, competition near incandescent. In contrast, with the continuous improvement of rural Internet access conditions, rural network hardware equipment more complete, rural areas of Internet users continue to grow. In recent years, the growth rate of rural netizens is much higher than that of urban netizens. From 2007 to 2009, rural internet users grew by 71 annually. 6%, far higher than the urban Internet users an annual growth of 34. 6% speed.　　CNNIC 28th China Internet Development Status Statistics report, as of the end of June 2011, China's rural internet users 131 million, accounting for the overall Netizen's 27%. Enterprise Level--giant existing product profit decline, need to open up new profit growth point: Giant network Q2 earnings show, the company's second quarter revenue 436.2 million yuan,The chain growth of 8.2%, year-on-year growth of 35.6%, net profit of 10.2 million yuan, the chain fell significantly 96.1%, the year-on-year decline of 94.5%. A sharp drop in net profits has forced Giants to pursue new profit growth points. and "Journey 2" is the giant network 2011 years of the new flagship game, Shi Yuzhu is the most optimistic products. In order to "Journey 2" can quickly become a profit growth point, Shi Yuzhu in a short span of two quarters to "Journey 2" made 3 times topic. At the beginning of 2011, Shi Yuzhu launched "Journey 2" when he tried to build its "fair trade" model, when the industry set off a burst of discussion.　　This "net swims the countryside" plan, is its manufacture another marketing topic. Leadership Level-Shi Yuzhu's own rural market development experience: As we all know, the rural strategy from the brain Platinum era, is the Shi Yuzhu channel to win the Magic weapon, the mature health care products Marketing Network and many years of experience in the game, may give "Journey 2" in the development of rural markets to remove some obstacles, and this "online games to the countryside" is Shi The reverse application of the experience of the countryside surrounding the city ".　　Whether the giant's rural strategy succeeds is worth looking forward to.　　Comprehensive above, the Wenrui research thinks, the countryside swims the market is a huge market, the giant implements "the net swims to the countryside" the plan, reflects the net swims the company in the marketing unceasingly innovates, uses in the pioneering spirit, is worth the vast majority of manufacturers to draw lessons from. At the same time, Wenrui research suggests that online games manufacturers in rural areas to open up the market, we should consider the particularity of rural market and social sensitivity, pay attention to product quality, pay attention to long-term benefits, do not dump the bad game to the countryside.　　Online games manufacturers must pay attention to social benefits, not for marketing and marketing, can not only talk about economic benefits, to prevent rural children addicted to the game, to avoid moral and social public opinion of the condemnation. The rural market is a special market, need serious research and research, rural netizens and online games users and one or two-line city users of the network and the user's needs are different, to really fit the rural netizens and users of online games, the formulation of targeted marketing programs, providing targeted, pervasive products, such as some education and popular science games.