Chapter 42 Section 2 My experience of market competition

I am very happy to be able to give a speech here today. The topic I set is about market competition.In fact, the most convincing report on market competition should be Chen Tianqiao.It has been 6 years, and now he can still maintain such a momentum, such a high sales, Chen Tianqiao himself has a relatively deep understanding of the market.I think it should be above me.Since it is arranged for me to talk about this, I will talk about three points about my experience in this market. First, I would like to talk about the market and R&D issues.Before a market reaches full competition, it is often R&D that drives the market.In the past, some products were developed, so there were some products on the market. When the market was fully competitive, their relationship reversed. It should be that the market is promoting research and development, or the market is pulling research and development.I think we have now entered the stage of market-driven research and development.

Let me just give a few examples. There is no doubt that the technical content of 3D far exceeds that of 2D, but more than one million online games on the market are all 2D. People over the age of 25 still prefer 2D over 3D, but if R&D personnel are asked to develop a product, choose 2D or 3D?R&D personnel often think that they only do 3D, not 2D.There will be conflicts with the market on the issue of 2D and 3D, but I think the future trend will still be dominated by the 3D market, because of continuous development, it will still be dominated by 3D, but at this moment, it is still dominated by 2D.

When we were just about to enter the field of online games, we decided on 2D in 2006, 2D in 2007, and 3D in 2008, and we are doing the same now.I feel that this basically coincides with the development trend of the market.For example, 3D, in fact, our development progress of 3D games has exceeded 2.5D.But we can't push it. We think it's not the time yet. Maybe next year, or even the year after, the 3D market will be more mature. This is an example. The second point is not that if you have this technology, Chinese players can accept it.This needs to be adjusted in the gameplay, it needs to train players, and there is a process, but I think it is very good that someone is doing this now, because it is a pioneer to do it first, and it can spread some knowledge and summarize it for the people behind. some lessons.This is also a very good thing.But in the future, I believe that after a few years, 3D should shine brightly in China.So we set up such a department, but never did it.

Another example is about marketing and R&D.If you want to cater to this solution for any game, you need to increase the number of people in this area.Here it is no less than 3D R&D. You are meeting the needs of players. One district of the government is actually 10 traditional districts. In this way, each district can have more than 10,000 people online. Theoretically, it is 40,000. In fact, the highest is A district of 25,000, so players will feel very lively. Like when we had a district in Shanghai at the beginning, I felt that it catered to the lively market demand of players.Therefore, I think that when doing R&D in China, we need to know more about players' ideas, and planners should learn more about relevant information from the market to plan.

The third point I want to talk about is that market competition is ultimately the competition of talents. There are three aspects to the problem of talents: finding people, cultivating people, and making good use of people.I think in China's online game market, it will be more difficult to find people.Some people may be easier to find. For example, it is relatively easy to find marketing personnel, but it is difficult to find R&D personnel, especially R&D planners! When I was in charge of this company, I gave the HR department an order on how many people to recruit. After recruiting for several years, I felt that there was no breakthrough.Later, the condition I offered was that you could find a good one, and I would give you 10 million. Even so, he couldn't find one, but I am still recruiting.

I feel quite disappointed, there is a shortage of talents in China's online game industry! I just talked about R&D talents, but in fact there is no shortage of marketing talents.The difficulty of marketing talents lies in the cultivation and management. I am a bit confused about doing online games. The management of this area is quite difficult. I think employees are more money-oriented than other industries, so it will bring inconvenience to management.In terms of training people, making good use of people, and management, we may still need to do better in terms of management. Indeed, there is a lot of work to be done in this area, and we have not done a lot of work well.

But in the final analysis, if a company wants to win in the market, it may be that it must do a good job in the fundamental issue of people.I think we've done the work, but we're still a long way from doing it. The fourth point is to talk about the life cycle of the product. I have been in the sea for almost 18 years, and I have been thinking about one thing for nearly 10 of the 18 years, which is the issue of product life cycle.Product lifecycle is one of the issues that I have thought about the most in the past 10 years. For example, when you first started working on Melatonin, when you first started working as a golden partner, people said that your product cannot last for 3 years, because it is impossible for a health product to survive for 3 years; after 3 years, it is said that a health product cannot survive 5 years, the mainstream is such a concept; after 5 years, it was changed to 7 years and 8 years; this year, melatonin has passed its 10th year, and the sales of melatonin in the first half of this year have created the highest peak in history. Some conclusions about the life cycle are broken.In other words, the life cycle can be solved through your efforts and thinking.

Looking at online games in the same way, the first thing I pay attention to when I enter this industry is the issue of life cycle. Will it be over in one day?When I figured it out, I started to do it, so people asked how many years I could do it, and I said that it would be no problem to do it for 10 years. After continuous research, I suddenly discovered that online games are actually different from the health care products industry. Online games are very different. Long-lived, the life cycle is very long.If the number of online users can survive for a year, you can see that none of them have died. It seems that it has been 6 years, and now it is still generating more than 100 million sales revenue every month.At least it hasn't fallen, and under such circumstances, it can still maintain such momentum.

In the history of online games in China, as long as the number of online games exceeds 400,000 and there is no drop within a year, there is no sign of death or decline.So I suggest that Chen Tianqiao should educate Wall Street investment analysts why they give Chinese online game companies such a low reputation. The reason is that they think that online game products will not last long, so they should be educated and their concepts should be changed.I feel that the life cycle of online game products is quite long among many industries, and it belongs to the longevity class. Finally, I would like to make another suggestion.I would like to make a suggestion to the leaders. I hope to implement hierarchical management of online games earlier.The focus of demonizing this industry, I think, is still the protection of minors.

It is best to divide which game is the first level, which game is the second level, and which game is the third level. After such a score, the demonization of online games will be changed. For example, if we are working on an anti-addiction system, minors will be tired the first minute they come up, and they have no experience in fighting monsters, so we still have to stay away from minors. Objectively speaking, minors have relatively poor self-control ability, and our games have a little influence on them.I think we still have to try to do more work in this area, so I hope that the country will implement it earlier so that we can make it easier.