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The author:(作者)delv
published in(发表于) 2014/1/20 7:48:36
In China？ Time give a lesson on the Sony， Microsoft， Nintendo，

In China?
Overlord to Sony, Microsoft, Nintendo and lesson-little fighter game, power machine, bullies, Sony, Microsoft, Nintendo-IT information In China? Overlord to Sony, Microsoft and Nintendo a lesson

January 6, 2014, State official publishing State on in China (Shanghai) free trade zone within temporarily adjustment about administrative regulations and state file provides of administrative approval or access special management measures of decided under, the decided 32nd article clear said, in Shanghai since trade district within "allows foreign enterprise engaged in game entertainment equipment of production and sales, through culture competent sector content review of game entertainment equipment can-oriented domestic market sales. "At this point, the 13-year ban on gaming consoles, declared dissolved.

For belatedly of game hosts, whether will became China game industry and a new of growth very, industry company views varies, was think hosts game in domestic market of future can see Xia Korea, and Taiwan, and Hong Kong market of situation, in this three a market Shang, PC online game, and phone game is main, but line domestic large manufacturers of action is let industry feels, may not be so, like perfect world acquisition TV game media electric playing bus, while are wantonly recruitment hosts game development personnel, and and will active entered hosts game area.

Host games could become the gaming industry in the coming years a leading role?

How to sell hardware? SONY, Microsoft, Nintendo is what kind of attitude the Chinese market?

New numbers out of the Chinese market, will become SONY, Microsoft and Nintendo actively gain new markets? Microsoft has made a stand, bestv in September last year and Microsoft trade zone in Shanghai has set up a joint venture company, is responsible for the development, games consoles and games. Microsoft took the lead in making their choice. But after the joint venture company, how to fast-selling video game console, the licensed video game sales to content companies could profit from the threshold, is an unanswered question.

Here, for instance, are to be learned from the case, is popular in every corner of China 20 years ago, "time machine".

In 1991, time electronics company was established. After three years, this small factory output had reached 1 billion yuan, time machine (game) annual sales in the end is how much? More than 3 million! Cumulative sales of more than 20 million! Bullies can answer after 20 years many game console industry look at the confusion.

The first question: the Chinese market big enough?

Object of cottage bullies machine: FC global cumulative sales of red-and-white machine Nintendo is 61.91 million units, sales in North America of which: 33.49 million, European sales: 8.3 million, Japan sales: 19.35 million, other: 770,000 units.

From that time, bullies machine if you merge to a red-and-white machine generation, China is second only to Japan, North America, the world's third-largest gaming console market. Answers to questions of the Chinese game market big enough, full enough, the year is great. So small now?

Second question: at present, TV game console is too expensive?

Current prices of the latest generation of gaming consoles, SONY PS4 price US $ 399 about 2,400 Yuan, Xbox one sells for $ 499 RMB 3,000 yuan. In absolute terms, is a more expensive digital. Overlord games when the price is how much? In 1991 after bullies launched a game machine, machine, priced at RMB on a 200-300, remember my father's monthly salary is around 500, time machine is equivalent to half of second-tier city workers monthly wages.

Current PS4, XBOX price of ONE video game console from the purchasing power of wages, equivalent to second-tier city workers close to a month's salary, equivalent to half of urban workers monthly wages. From the purchasing power of wages, the latest generation of gaming consoles today just like Overlord video game price, and there is not much difference! If the game host your Overlord games used to be expensive! But badly when on a global scale, is really impressive.

The third question: how quickly sellers time answer: TV ads

How the time machine red from China, by two strokes, a channel agent, the second is TV advertising.

In June 1991, badly put 400,000 on State television the first ad, that is, "having a small fighter, making a ten-thousand-Yuan a year household" inferior but high-prized goods activity "bullies contest", time ranks first in the video game market. In 1993, the bullies successfully developed the first generation time for computer learning machine, the bullies clapping song new advertisements broadcast on CCTV during prime-time. While domestic consumers that year is impressive, Overlord invited Chan as spokesman.

So can see, to fast will products sold, year most effective of way is TV advertising, especially CCTV of advertising, and to has 2014 years, except TV advertising zhiwai, and also has Internet advertising of pushing, game hosts can fast in China market improve sales, actually most key of place one is competent sector allowed not allows do TV advertising, and hosts manufacturers how advertising, and and spent more big of cost to advertising, this problem will lost to Microsoft, and SONY, and Nintendo to answers has.

Fourth question: is there a rich host game products

Small fighter machine except sold has large of game machine zhiwai, year domestic of consumers very valued of is has large of game can playing, year had has had 52 unity, 72 unity even 256 unity of game card, while these game card most is flicker people, inside has many game repeat, but in game content Shang, small fighter sale Shi market Shang has large of piracy, and cheap game card can purchased to, this is small fighter success of another important of causes.

Accompanied by the policy of liberalization, licensed game coming into the domestic market in the game naturally impossible little fighter in total disregard of the practices and games copyright, can provide a wide range of host games, is the test of Microsoft, SONY and Nintendo's fatal problem. Also hosts test in China sold games for game developers.

There are two solutions, one is to host games online games to accommodate the spending habits of users in China. The second, is that games products price, reduced to a single game is within the range of acceptable domestic consumers could only let players pay for genuine. Simultaneously is to protect the host game with Europe and synchronize sales, is also a key issue.

And in terms of content, this series so far but the problem is no solution, regulatory policy is difficult to predict on the one hand, on the other hand, only if Europe and Japan game makers recognize the importance of the Chinese market will it be possible to solve the problem of overseas games. In a localized online gaming products, depends entirely on China, Korea company attitude.

进中国？小霸王给索尼、微软、任天堂上一课 - 小霸王游戏机,小霸王学习机,小霸王,索尼,微软,任天堂 - IT资讯
进中国？小霸王给索尼、微软、任天堂上一课

2014年1月6日，国务院正式发布《国务院关于在中国（上海）自由贸易试验区内暂时调整有关行政法规和国务院文件规定的行政审批或者准入特别管理措施的决定》，该决定第32条明确表示，在上海自贸区内“允许外资企业从事游戏游艺设备的生产和销售，通过文化主管部门内容审查的游戏游艺设备可面向国内市场销售。”至此，长达13年的游戏主机禁令，宣告解除。

对于姗姗来迟的游戏主机，是否会成为中国游戏业又一个新的增长极，业界公司看法不一，有人认为主机游戏在国内市场的未来可以看下韩国、台湾、香港市场的情况，在这三个市场上，PC网游、手机游戏才是主体，但行国内大型厂商的动作却让业界感觉，未必如此，比如完美世界收购电视游戏媒体电玩巴士，同时正大肆招聘主机游戏开发人员、并将积极进入主机游戏领域。

那么主机游戏未来几年能否成为国内游戏业又一个主角呢？

如何销售硬件？SONY、微软、任天堂对中国市场是怎样的态度？

新多出来的中国市场，是否会成为SONY、微软、任天堂积极角力的新市场？微软已经做了表态，微软和百视通于去年9月在上海自贸区成立了一家合资公司，负责研发、销售游戏机以及游戏。微软率先做出了选择。然而成立合资公司之后，如何快速销售游戏主机，将行货游戏机的销量提升到内容公司可以获利的临界值，是一个待解的问题。

而这里，非常值得借鉴的案例，就是20年前红遍中国大江南北的“小霸王学习机”了。

1991年，小霸王电子工业公司成立。三年之后，这间小厂产值已达10亿元，小霸王学习机（游戏机）的年销量到底是多少呢？高于300万台！累计销量高于2000万台！小霸王其实能解答20年后很多业内人士看待游戏主机的疑惑。

第一个疑问：中国市场够不够大？

小霸王学习机所山寨的对象：任天堂FC红白机全球累计销量是6191万台，其中北美销量：3349万、欧洲销量：830万、日本销量：1935万、其他地区：77万台。

从那个时代来看，小霸王学习机如果归并到红白机这一代的话，其实中国是仅次于日本、北美的全球第三大游戏主机市场。这解答了中国游戏市场够不够大的疑问，当年完全够大、还十分的巨大。那现在会小么？

第二个疑问:目前电视游戏主机太贵？

目前最新一代的游戏主机售价，SONY PS4定价为399美元合人民币2400元左右, Xbox one售价为499美元合人民币3000元左右。从绝对值来看，是一个较贵的数字。那么小霸王游戏机当年售价是多少呢？1991年小霸王推出游戏机、学习机之后，售价多半在一台200-300元人民币，记得当年笔者父亲的月工资也就在500元左右，小霸王学习机相当于二线城市当时工薪阶层月工资一半。

当前PS4、XBOX ONE游戏主机的售价从工资购买力占比来看，相当于二线城市工薪阶层接近一个月的工资，相当于一线城市工薪阶层月工资的一半。从工资购买力来看，如今的最新一代游戏主机跟当年小霸王游戏机的定价并没有太大的差异！如果说如今的游戏主机贵，那么小霸王游戏机当年一样算贵！但小霸王当年的销量在全球范围内比较，依旧非常可观。

第三个疑问：如何快速卖主机小霸王的答案：电视广告

小霸王学习机是如何红遍大江南北的，靠两招，一个是渠道代理商、第二个就是电视广告了。

1991年6月，小霸王投入40万在中央电视台播出第一则广告，即“拥有一台小霸王，打出一个万元户”的有奖销售活动“小霸王大赛”，小霸王雄居游戏机市场第一位。1993年，小霸王研制成功第一代小霸王电脑学习机，《小霸王拍手歌》的新广告在中央电视台黄金时段播出。同时让当年国内消费者印象深刻的是，小霸王请来了成龙作为代言人。

因此可以看到，要快速将产品卖出，当年最有效的方式是电视广告，尤其是CCTV的广告，而到了2014年，除了电视广告之外、还有互联网广告的推手，游戏主机能否快速在中国市场提高销量，其实最关键的地方之一是主管部门允不允许做电视广告、主机厂商如何做广告、以及花多大的代价来做广告，这个问题就要丢给微软、SONY、任天堂来解答了。

第四个疑问：是否有丰富的主机游戏产品

小霸王学习机除了卖出了大量的游戏机之外，当年国内的消费者非常看重的就是有大量的游戏可玩，当年曾经有过52合一,72合一甚至256合一的游戏卡，虽然这些游戏卡多半是忽悠人，里面有很多游戏重复，但在游戏内容上，小霸王发售时市场上有大量的盗版、廉价游戏卡可购买到，这是小霸王成功的另一个重要的原因。

伴随着政策的放开、行货游戏主机未来进入国内市场，在游戏产品方面自然不可能出现小霸王那样完全不顾及游戏版权的做法，能否提供丰富的主机游戏产品，是考验微软、SONY、任天堂公司的致命问题。同时也考验着希望在中国售出主机游戏产品的游戏开发商们。

这里有两种解决方案，一种就是主机游戏网游化，来适应中国用户的消费习惯。第二种，就是游戏产品降价，降低到单款游戏国内消费者能接受的范围之内，才可能让玩家为正版买单。同时是否能保障主机游戏大作与欧美同步销售，也是一个关键的问题。

而在内容方面，这一系列的问题目前来看却是无解，一方面监管政策难以预计，另一方面，只有当欧美日本的游戏厂商真正认识到中国市场的重要性，才可能解决海外游戏的问题。而在本地化的网游产品方面，完全取决于中国、韩国公司的态度。

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