注意力经济的法则我们先看两个案例:《舌尖上的中国》“T2O”(TV to ONLINE)由O2O模式的基础上衍生出来的一种傍焦营销传统的电视节目,更多是起到一个宣传作用的平台,然后他们将广告卖给商家或者广告主,赚取广告费。在大数据引擎迅速发展的时代,我们要用互联网思维彻底改造电视节目,将节目打造成一个互联网平台,然后将平台、产品以及用户进行连接,电视节目的形态也将随之发生质变。本文作者:王槄(微信/QQ:

Though having experienced two years of continuous increase in its brand reputation, Xiaomi is thought to be declining to the backdrop of 4G. Therefore, more and more people have the prediction that Xiaomi will drop behind Huawei. Whether Xiaomi will be behind Huawei or vice versa has been receiving heat debates. In my opinion, Xiaomi and Huawei could combine each other’s advantages, namely, their terminal and strategies.To predict the future of Xiaomi and Huawei, it is necessary to overview the structure of 4G. In the age of 4G, Xiaomi lost the preemptive opportunity and suffers serious decline. Some analyzed that Xiaomi is showing its investors that it values the present profit more than its future structuring (4G mobile phone). However, they might selectively neglect an important fact that Xiaomi has a shortcoming in its supply chain due to the loss of certain mobile phone technologies. That’s maybe an major reason why Xiaomi didn’t produce 4G phone when China Mobile was in its heyday of 4G development. In the age of 4G, Qualcomm snapdragon is the main chip producer in LTE technology domain.Huawei, with a more solid base of technology, might have more competitive advantages in the age of 4G. Huawei has its own chip, and has a unique advantage in producers and supply chains. As Xiaomi lost its say and control over the acquisition and costs of chip, it would no longer be able to maintain its competitiveness in price compared with Huawei.The base of Xiaomi is the huge of amount of its very loyal fans. However, the problem it faces now is how to develop new clients, given that the growth of smart phone users has reached the ceiling. In the meantime, for the fans of Xiaomi phone, their expectation is that the new products of Xiaomi will exceed their expectation. If Xiaomi was not able to keep its fans screaming to increase their loyalty, it might lose its advantage in the age of 4G and lose its fans.Whether Xiaomi phone could win in the age of 4G, depends on whether Xiaomi could strengthen its products and technologies, as well as its understanding of future clients.And for Huawei, its goal is certainly not to defeat Xiaomi, but rather catch up with Samsung and Apple. Yet, despite its lack of brand advantage in terminal and in technology, Xiaomi has once embarrassed Huawei in the influence and popularity of its brand, which has been a bitter pill to swallow for Huawei.Although Huawei has very obvious advantage in its terminal, yet its culture and gene make itself constraint by this advantage. Huawei has a large and complex business and rarely focus on its mobile phone sector. Huawe has been losing its dominant control over the access to mobile internet. The mindset of emphasizing less on brand promotion has led to the lack of recognition in high-end market of Huawei phone. In the future, driven by the goal of increasing profit, Huawei will be constantly troubled by the second-class brand of its first-class phone.Xiaomi focuses on product and service. Its major drawback is the lack of core technology. Yet, the strategies of Xiaomi have been highly flexible and will enable Xiaomi to find its way to survive and thrive.Huawei has a global strategy and strongly emphasize on technology. They believe that technology will change the world. Contrary to Xiaom’s focus on its customers, Huawei has been maintaining its focus on the profit of the company. Huawei might be too stuborn in its technology and might not be able to cater to the customers’ need.As we can see, the disadvantages of Huawei is the advantages of Xiaomi, which is brand promotion strategy flexible enough to keep pace with the times. The advantages of Huawei is also the disadvantages of Xiaomi ,which is core technology and terminal. If Huawei and Xiao could learn from the other’s strength and improve their own drawbacks,

三星或将退出笔记本市场,臭棋还是妙棋?

Amazon’s e-book business, the Kindle, previously was the motivating force behind Chinese digital publisher’s competitive spirit. But what can the Amazon Kindle bring to the Chinese market?First, let’s take a look at the environment of China’s mobile internet market. Even though the use of mobile devices has already greatly surpassed the PC, the overall consumption of mobile internet makes up only 2.91% of the whole internet consumption. Users paying habits were still developed in the early stages. It’s a mobile commercial ecosystem where the demand for games, entertainment, education, and etc. is on the rise. Can we hope that the demand for reading will drive this trend of mobile internet consumption?If you take a closer look at the current competitors of Amazon Kindle, you will see that they have an inventory of hundreds of thousands of books, and they have the resources and connections to get the newest books at the lowest prices. When it comes to number of resources they aren’t behind Amazon in the slightest, but they still are not attracting any customers. Some people say their digital books aren’t comfortable to use. The user-experiences is not good enough. But do we know that Amazon Kindle’s Chinese version will definitely be good user-experiences? Their manufacturing base is in the Philippines, the people who are making these products can’t read any Chinese, can we really have high expectations of them?Now why did Kindle choose this moment to enter the market? We have to look at the situation from many different angles. If we look at his past record we can see that Mr. Bezos has always been one to establish a long term business. We often only look at Kindle’s current popularity, and overlook the past two versions of the Kindle and the painstaking effort it took to build the brand. Almost every time he entered a new market it was when the industry was at a low point. The reasoning behind this was that the Kindle could enter the market and go through the initial trial and error period with the lowest possible overhead costs. That way, when the market reached a high point, they were prepared to take advantage of it.Looking from another angle, according to CitiBank’s estimate, in 2012 Kindle’s global shipments will reach 17.5 million and in 2013 reach 26 million. But can it really reach this number? In reality, because of the limits of E-ink screen technology, Kindle won’t be able to have a stable growth trend as iPad does by upgrading. Currently the American market for Kindle is almost saturated, and, except for England, the European market will be difficult to expand any further. In Japan, because of the Kobo united publishing platform it will be difficult to develop anything on that front, therefore China is really the only place left with sufficient growth opportunities.Kindle cannot produce any miracles at its user-end, but it is undeniable that, because its enormous amount of funding, technological capability, and experience using a standardized system of operation, that as soon as Kindle enters the market it will automatically become the leader of digital publishing. Therefore, what path should China’s digital publishers take? If we examine the definition of electronic books we will see that content, experience, accessibility are the three aspects that we should focus on.For the content providers, it’s not necessary to be distracted and break  the normal rhythm because of Kindle. At least in the next 2-3 years the main portion of profit will go to the online purveyors. As for people who are promoters of the digital book experience, that the Kindle is entering the Chinese market cannot be a bad thing, because it definitely will be beneficial in promoting China’s paid reading market, and the increased number of users will spur the sales of premium books. Regarding accessibility, if we can gradually build up our own distinct content and is heading in a professionalized direction and is specialized, this is more like an opportunity than a challenge. It will be a severe situation if we fall into a homogeneous competition with Amazon.China’s digital publishing industry is still in the stage of Jungle Rule, will the arrival of the Kindle bring a breath of fresh air? Could it help the entire market evolve and improve? This is definitely worth the anticipation.At the same time, we can see that among three big IT ecosystems: Apple and Google’s seem so far away from fully entering the Chinese market, but Amazon’s is entering right here and now, right in front of our eyes. What Kindle brings with it is not only a hardware product, but is a business system that Chinese people have never experienced.It is said that the number of e-books in Amazon’s digital library has already reached almost 10 million. Can this valuable collection of knowledge, while using its globalized system, satisfy domestic political requirements and pull itself into China’s domestic market? And allowing Chinese readers to reach knowledge from other parts of the world, at the same time promoting the entire Chinese publishing industry’s improvement?On the eve of Kindle’s arrival in the Chinese market, I feel that although I am an observer, I am also a participant, we have never before changed our pace to match the actions of our competitors, but after all…this is Amazon.(Mr. Hu Xiaodong, the Vice President of ,

随着前不久一大波著名IP授权的手游火热发布,不少人都唏嘘,2014就是手游IP之年,更有人感叹,如今的IP授权金就像是北京的房价一路上涨,大CP们囤积居奇,令中小CP只能望洋兴叹。今天,葡萄君就来戳破那些泡沫,给大家揭示关于IP授权的真相。众所周知,最受广大CP喜爱的IP主要是小说、动漫和影视类这三大类。目前来看,网络小说是成交量最多的,据说之前起点中文网前一百名的小说授权都已经卖出去了,而价格也从一年前的100万一路涨至200到500万不等。在大家疯抢IP的当下,要找到一款值得花钱的IP,首要的条件就是看这个IP分量是否够足,受众是否够多。尤其是同类型的IP,粉丝群往往是高度重叠的,但是不代表粉丝会给每个作品都买单。国民级的作品和小众作品的吸引力还是有很大区别的。如果单纯为了赶上IP风潮,就不加挑选,什么作品都去购买,这样是没有意义的。但其实这些小说中很多题材和读者都是一样的,如果买到了同质的轻量级IP,虽然看似投资少,但回报其实没有保障。往往大火的IP,由于独家授权费用较高,不止有一家公司拿到授权。如果无法获得独家授权,那么你的游戏在与市场上同类游戏厮杀前,还要先过关斩将从同IP系列游戏中吸引用户来。正如多子夺嫡,唯有一位可以继承大统。同一个作品,粉丝也是同一批人,很少会有粉丝会骨灰到为所有的游戏买单,尤其是当游戏质量和内容大同小异的时候。因此,在下手之前,CP要好好考虑,自己是否有能力获得独家?如果不行,那IP的效用有时可能还是累赘,宣传不到位的还会引发误会,让玩家以为是盗版山寨作品。这可真是赔了夫人又折兵。比如国内大热的小说《盗墓笔记》之前将电视改编权授予了欢瑞世纪,随之欢瑞游戏也拿到了《盗墓笔记》游戏的IP,并成立了起灵工作室着手准备游戏开发。但同时,深圳市深海娱游网络技术有限公司已经从南派三叔手里拿到《盗墓笔记》系列的手游改编版权。同样的情况也发生在《甄嬛传》身上,蓝港在线此前公布拿到了授权,要做自研的卡牌游戏。而另一边,湖南浩丰文化拿到了甄嬛传的动漫改编权以及动漫版手游改编权。是不是有点被绕糊涂了?其实IP真正的价值,是它背后的粉丝群体,也就是游戏的用户群体。如果能够抓住这些人的胃口,摸清他们的特征,讨得他们的欢心,才能够真正做出叫好叫座的游戏。就拿日本的AKB48授权的系列游戏来说,之前官方授权给几家大CP,推出的游戏《AKB48 STAGE FIGHTER》和《AKB48之野望》却远远没有达到大家所期待的火热程度。而在官方与一家小CP合作推出《AKB48终于推出官方音乐游戏了》之后,5月7日在日本app store发布后便位居第一,仅仅5月8日当天下载量已过十万,而5月8日推出的安卓版在google play也持续攀升,稳居音乐类游戏第一。为什么会这样?官方游戏从命名上就命中了目标用户,取了一个槽点满满的名字,而从游戏的具体内容和设计画风等细节来看,更是死死地吃透了粉丝。这样的官方游戏一出来,不受粉丝欢迎也难,而事实也证明,粉丝们在卖肾卖房买周边支持总选举的同时,还一如继往地课金支持这款游戏。可见并非只要有IP,粉丝就会买单。要做出深得粉丝欢心的作品就要先拿捏好这个IP下粉丝的嗨点在哪里,哪些元素是他们喜闻乐见的,哪种风格是被他们接受和认可的。近年来火热的影视类作品也被各种CP纷纷抛出橄榄枝,《甄嬛传》《爱情公寓》等热播剧纷纷被买下授权进行游戏改编。Q版战斗,卡牌养成,看来玩法还是那些玩法,只不过是套上了一层IP的新衣。其实并不是所有的IP面向的群体都是适合游戏的,比如一些很火热的影视剧,它们虽然看似火爆,但由于主题和剧情的不同,有的主要人物较少,角色体系和戏剧冲突都缺乏,如果将它们改编成卡牌或者战斗游戏是不合适的。其次它们的受众群体很广泛,上至5、60岁大爷大妈下至3、4岁萝莉正太可能都在看,并且受众之间没有很明显的共性或者特点。这种情况下,贸然买来IP,可能配合在播剧可以火热一段时间,但当剧集完结之后,如何留住非典型玩家粉丝来继续活跃,却需要CP好好动番脑筋了。目前,IP的光环作用一再被神化,但其实好的IP更多只是免去了让玩家去重新接受一个新的世界观和设定的过程。购买原版授权也只是给粉丝们增加了好感度和关注度,并不会直接影响粉丝对游戏质量的判断。我们需要认清,IP真正的价值,其实是它背后的这群用户。在冲动之前,要先冷静判断这个IP的价值,否则即使下血本买到授权也难以得到预期的效果,不仅令粉丝失望有损口碑,也会让自己陷入尴尬困境。

分类:民生

时间:2016-08-01 14:24:34