Where did Microsoft fail? Xbox one enters China in January to cut prices

September 30, Microsoft specially selected a national day Golden Week official launch version of the Xbox One, a week later, the small whale has field visits, found that the national line version of the Xbox One sales is not optimistic, one months later, Microsoft really cut the price, with the Kinect sensor of the Xbox One host, From 4299 yuan to 3799 yuan, no Kinect sensor with the Xbox One host, from 3699 to 3199 yuan.

The reason for the price reduction may be related to the double 11, perhaps also to sales. Small whales see from the cat, in the Microsoft China's official flagship store, the national line version of Xbox One month sales (from October 11 to November 9) only poor 130 units. Earlier, Sony reported that the third quarter, Sony sold 3.3 million sets of PS4. By contrast, Microsoft's Xbox One and Xbox 360 total sales were only 2.4 million. On the whole, Sony has sold 19.1 million PlayStation hosts since PS4 and Xbox One, while Microsoft has 12.9 million. Microsoft, for the most part, has pinned the hopes of Xbox One on the Chinese market.

In fact, in July this year, China Joy, the Xbox one's debut for the domestic players to cheer, but the real sale, the result is far from the market expectations. So, what is the reason?

First, the lock zone problem, which can be said to be the life gate of Xbox One. Lock zone refers to, in steam, Xbox and other gaming platforms, due to the relationship between local network agents, players can only play their own regional version of the game. In particular, the National Bank version of the implementation of a comprehensive lock zone, can not download, run the non-Chinese market for sale of applications and games. A large number of games also need to undergo a lengthy approval process, some of which may even be castrated. This has a great impact on the player experience, and, as the old rival, Sony PS4, is almost certain that there are no lock limits, the user's purchase of the Xbox One will become smaller.

Second, there are too few games to play. Up to now, there are only 10 games in China, including "extreme Speed 5", "athletics", "Zoo Tycoon", "Max Brothers Curse", "Lehman Legend", "Stunt bike: Fusion" and "Battle Meow". If you can't play the game you want to play, and, play the game is likely to be castrated, players buy the possibility of an imagined. Even though many game companies are playing games and apps, there are still too few games to play in the country's version of Xbox One.

Third, the price is unreasonable. For players, the price may not be the biggest problem of Xbox One, at the current level of consumption, for a 4,000-dollar product, gamers can still afford. However, if you spend more than 4,000 dollars, can only play to more than 10 games, obviously difficult to accept. and Sony PS4 Price is about 2900 yuan, than Microsoft Xbox One start of the low price, and no lock area obsession, compared to the Xbox One is less cost-effective.

Evaluation：

The Xbox one price cut is the only choice Microsoft can make. Whether for a 11 or a dismal sales for the past one months, the goal is to promote. But the real obsession with Xbox One is not a price issue, but a lock-zone limit and too few games. Under the influence of these two issues, no matter how Xbox One is priced, it is still hard for consumers to make up their minds. It can be predicted that after the price of the Xbox One is still unable to sell.