Introduction Recently, Shi Yuzhu and the general promotion of a giant continuous movement called “green journey” of online games. In its promotion, Shi Yuzhu and giant proposed the “green online games” This a new profit model. Try the traditional pricing model with the free model, the re-open up a new path. However, the “green march” success? China's online game in the end the right kind of model? Troubled spell in China online games market, a Chinese Internet game no one can escape the curse: in the short term one or two successful product launch After the next few years can not necessarily get the same success again. The magic spell has plagued all of the success of the Chinese online game company, whether it is based NetEase original or an agent known for grand, Ninetowns, no exceptions. Shi Yuzhu and he's not able to escape the giant. More than a year old section “journey” has been almost at a standstill, in a great success, the Giants have been on this journey into the swamp, unable to extricate themselves. From the financial crisis, the Wall Street giant has been full of pessimism. Smooth compared to some companies listed on the financing, the giant network has been very difficult situation. From the giant network (ga.nyse) stock chart, because a single product line, the giant network's stock in the past year has hovered low below 10 dollars, or even 5 dollars fell to a record low. Not long ago, the giant network released the second quarter of 2009 earnings, the filing shows a giant network of second-quarter net income, decreased 2.5%, down 27.9%, net profit fell 33.9%. Expected third quarter revenues, these numbers will fall further. On the other hand, the domestic situation is also complicated. June 26, the Ministry of Culture issued an “online game virtual currency to strengthen management Gongzuo notice” to require at September 30 such as a game in there after the “open box” and other irregularities will be investigated. The “open box” in the giant network to occupy a considerable revenue share. “Open box” of gambling has long been a subject of criticism issued ordering the Ministry of Culture, many players applauded the giant only in the response. Beginning July 1, Giants in the game lifted “open box” function. To make up for operating losses have decided to launch a team entry fee, but again to charges against R & D team, they are worried about fees and charges would cause the player to promote resentment. Although the Ministry of Culture ban the direct cause of declines, but after all the objective factors. Affect the giant deep-seated internal network is a single product line, too. As the “journey” so to make money, so trying to learn the Blizzard brand strategy to the giant network of “journey” over-reliance on the game, but from the mid-2008 began “the journey” decline, which in one fell swoop would be a giant network into embarrassing situations. The second paragraph of the strategy based boutique gaming “giants” Gaokaidizou, has been waning, not only did not the “journey” performance when the play down the role of the new support point, but further is holding a giant hind legs smell horrible woman. After all, Blizzard is not a giant, unprecedented financial resources behind it is lack of human resources, corporate culture and lack of precipitation, etc., to bring these deficiencies is a direct consequence of the lack of R & D capabilities. Giants president Liu Wei said, “We have every ability to make a product are fine, this idea was later discovered that no, we're not the ability.” Even Shi Yuzhu, over time, only to focus on a products, the “giants” does not succeed, partly because there was Shi Yuzhu not from the “journey” to get off. Free or fee? That is the question of an enterprise's success, and even expanded to a commercial success, must be a business model of success, in short, profitable.ʮ, all actions have the means. This profit model often used to being ignored. The profit model to a simple online games are classified into two types: one charge type, the second is free-style. Fee-based online games for the duration of the main charge, the point card, monthly cards; free-style online games for free time in the game, relying on the sale of virtual items in the profit game. OLD “journey” and “Giant” are free to use the time to profit selling game props. However, the existence of this charging model is that much of the majority of players the public. Since the 2005 Giants “journey” to “zero consumption”, “transparent consumption” under the banner of the concept in mmo free after taking the field, also had a follow-up effect, China's online games market, the vast majority of online games for free mode, shall exceed 300 online games, more than 90% are free online games. However, the company behind the profit, then the fairness of the game was broken. Simply put the fun mmorpg game itself, mostly from the upgrade process, and props such as enhanced equipment, experience, items such as drugs and hang props, has ruined the game balance. So that the efforts of the game played a certain extent, become a reality in the Competition of money money, and even produced such as “open box” nature of this game with a gambling product. From the Ministry of Culture issued a special document expressly limit “open box” indicate that a free model has been questioned from the community more. Click to enlarge on the other hand more traditional long charging time is also not perfect. Card players on the natural need to recharge after use within one month after, even if the latter does not recharge the player landed on the same card will be defined to exhaust. This is clearly unfair. The point card available in the market also has its own expiration date. Shi Yuzhu himself said: Time version is gone, the possibility of China has gone. Players now have the time are generally not accepted version of the model, “journey” to now has been four years, four years of our business model which is very successful period of time version of the game industry has come out a lot, but no one is successful. I think the next few years is unlikely. In a recent carnival on Tencent, Tencent interactive entertainment business, Mr. Ma Xiaoyi, vice president of systems also proposed: the most suitable for the Chinese market or the free game. Tencent has also observed a variety of charging models, because models can not rule out some of the fees on certain game types is appropriate. But in the next 18 months launch of the game, it should be, or free time, item-pattern. The success of the green model? Giant introduced the “green march” in the publicity surrounding the green is always an issue, however, how green, and the success of this model is still unclear. In the new “green journey”, the giant's free to try out new models, the direct sale of the RMB very few props, or even possible sale of props is not the official version. As to how profitable giant has said it green version of their project evaluation showed that the value of the future will be very low per capita payment, but paying customers will greatly increase the total, this transaction is very cost-effective. And in the future giant released seven new games, will firmly take the green charging. Shi Yuzhu his claim: In fact, our non-paid players still have a certain distinction, and more part of the person is to spend 5 dollars to play the game the effect is not big enough, so they are not spending. We are mainly targeting this part of the players, we set in the “green march” in the 0 to 50 the effect of the cost of play is far better than the effect of 50 to 10,000 yuan, 9,500 yuan more to spend on players might not upgrade to 1 / 10. Such obvious comparison, I believe that players would be willing to try to buy a packet of instant noodles money to improve their game experience. Click to enlarge a nutshell is “to reduce the single consumer, to expand the number of consumers.” This pattern is very similar to the traditional communications industry profit model, single consumption low, while the large base, so a relatively high amount of total profit. However, as the telecommunications giant China Unicom has the same marketing network Why? Though Shi Yuzhu then to melatonin marketing fame, then the Giants can not get such a large amount of the player base is still an unknown. Free online games online games will go must be free of future trends. Internet is free, but many rely on the Internet and survive the industry, one by one after another to free path. Contention free mode, the user is flow, is attention, and perhaps through advertising or through subscription services with limited or props, or other services through the channel carrying, free Internet can attention be turned into cash. Former president of Google Greater China Kai-fu Lee once said: “Internet products and traditional products is not the same. The first is for the development of user needs, is free of charge.” October 20 Qihoo 360 security guards in Beijing announced the release 360 permanent antivirus 1.0 free full version. In the free on: do not do any restrictions, without any threshold, in terms of time, space, function or use of the crowd, the uniform without any conditions, completely abandoned the traditional anti-virus software “activation” mechanism. Although this caused Kingsoft, Rising and a few long-established anti-virus software vendor's dissatisfaction, but the anti-virus software, has announced the arrival of free time. Free software is a model of innovation, but not without benefits, to attract large numbers of users through the free, entry into the Internet, by pushing the software into money, which is 360 calculations. October 21 in Shanghai, issued the “2009 Hurun it Rich List” is a free qq, so that Tencent's Pony Ma Rich List ranked it rich, and wealth to 239 billion, more so Tencent highest market capitalization of China's Internet companies , free online games model also is constantly recognized by the industry. Happy in their friends network, today announced the community “gift” and “get to buy a house garden” plug-in launch fees. This immediately triggered controversy users, most users said the firm will not use the toll function. However, there are some fans that would pay to buy props. On the other hand, some traditional, free resources have encountered difficulties in development. Baidu's mp3, video Youku, Google's digital library of data, papers, Internet and television, as well as portal content without authorization, have become the focus of copyright lawsuits. Copyright receive attention and the result is that the cost of Internet content companies to rapidly improve, which will enable Internet companies to the depth of original content and services to value-added transformation. Thus on the entire Internet industry, China's online game industry will shift from emphasizing self-development, enhance originality, outstanding features such as the point of differentiation toward a free road.