Chapter 630 534pokeni What Is He Doing Here? !

After seeing the discussion on the Internet about why there was a sales vacuum period on pokeni, P's operations director Kazuma Takahashi approached President Qing Zhiyuan.

"President, there is one thing that I don't really understand. In fact, I feel that the players on the Internet are quite right. Obviously, you can receive pokeni games every year during the Chinese New Year, but you don't get them this year. It's actually quite a pity.

It shows that their demand for us is quite strong.

Moreover, even if the game is not released in time for the New Year period, why haven’t we released it until the end of February? "

Kazuma Takahashi flipped through the announcement sheet. The latest game "Shenmue" designated by the president will be released in early April in the first half of this year.

Obviously "Shenmue" has already been approved.

Warcraft 3 is also in the April schedule, but the two have different focuses. Shenmue focuses on the neon market, while Warcraft 3 focuses on Omni.

From November last year to April this year, the vacuum period was quite long. How could anyone leave money without making money?

Kazuma Takahashi couldn't understand.

Seeing Kazuma Takahashi's anxious look, Qing Zhiyuan smiled slightly:

"Don't be impatient, sit down and listen to me slowly."

Kazuma Takahashi frowned and sat down on the sofa. The president said so, why should I be anxious or dissatisfied?

Qing Zhiyuan made two cups of coffee, brought them over in a leisurely manner, and placed one cup in front of Takahashi.

"I remember you didn't like sugar."

"Thank you, President."

Kazuma Takahashi's face turned slightly red. He didn't expect that the president would even remember such details.

He used to like sweets, but since he became the operations director, his physical condition has not allowed him to do so. He is getting fatter and heavier, and his blood sugar is also high.

More importantly, Takahashi often prefers to drink bitter coffee when working overtime. In addition to refreshing his mind, it also has a feeling that brings him back to reality.

It sounds strange to say, but this is the true portrayal of Takahashi. Pain makes people live, and bitterness can make people feel the reality.

Especially if you hold such a high-level position in a large company like Pokeni, you can easily get carried away if you are not careful.

It's easy to make mistakes when you drift.

Kazuma Takahashi is still very disciplined in this regard.

This is also a very important reason why Qing Zhiyuan likes him.

After Kazuma Takahashi took a sip of coffee to calm down a bit, Qing Zhiyuan then said with a smile:

"Logically speaking, the game should be launched linearly according to the market consumption cycle. It is best to maximize profits and fill up the timeline, right?"

"Yeah." Takahashi nodded seriously.

So you know the president?

Kazuma Takahashi sighed inwardly, but this guy obviously knows everything, but he still does strange things?

After thinking about it carefully, it seems to be quite in line with Qing Zhiyuan's style.

Qing Zhiyuan continued: "The market has its own rules of operation, and all game manufacturers will sum up a set of adapted rules from past experience. How many game manufacturers are thinking about completely industrializing and streamlining games. That is to maintain continuous and stable output to meet the needs of players throughout the year.

This way you can maximize your market share.

However, this is actually an ideal state and an impossible task.

No game manufacturer has such a strong capital chain that can supply so many products, and no game manufacturer can guarantee that every game it produces will be a hit. "

Except pokeni.

But P Club’s strength lies in crushing it through technology.

Although the hit rate is very high, close to 99%, the production cycle is long and cannot fill the gap to meet the needs of players.

Under such circumstances, the game giants’ solution is to form cliques:

If my game alone cannot completely occupy the market and meet the needs of all players, then I will bring in other game manufacturers. If one is not enough, I will bring in a few more, dozens or even hundreds. It is always possible.

Then, profit from it through the game platform you built yourself.

Rentendo and Sega did this in the past, and Sony and Pokeni do the same now.

After Qing Zhiyuan analyzed it, Takahashi nodded repeatedly.

The president obviously sees the problem very clearly, but why still...

"So, have you noticed?" Qing Zhiyuan said with a smile, "First of all, although pokeni has not released new games, it does not mean that we have not made profits, right?"

Well……

Takahashi Kazuma was stunned for a moment and realized that this seemed to be the case.

Although it seems that pokeni only has one version of The Matrix on the surface, new ones are being released on the Dandelion game platform every month, or even every week.

For example, EA's Need for Speed ​​5 was released in December last year.

Then "Tomb Raider: Chronicles" was released in January and also achieved popular results.

In February, FF9 landed on the Dandelion platform, which caused an earthquake in the gaming industry. Square Enix made a leap in quality by adopting pokeni's latest Trailblazer engine. As a result, Return of the King broke through 2 million sales in one breath. Become the most popular RPG game at the moment.

If you count them as part of pokeni, there doesn't seem to be any shortcomings.

You should know that when these games are sold on the Dandelion game platform, Paradox will pay 15% of the royalties.

It seems to be similar to Sony's fees, but because Pokeni has an online download channel in Europe and the United States, it reduces a lot of costs for the game, and the production costs of the discs, logistics and packaging are not required.

So for third-party game developers, the profit margin is actually greater.

In other words, as long as Pokeni operates the Dandelion game platform well, it will not only update the hardware and the pioneer engine to maintain the advanced nature of the platform in the future, but also can collect money while sitting.

Thinking of this, Kazuma Takahashi's eyes suddenly lit up.

It seems that his thinking is somewhat limited, and he has not yet changed from the traditional profit model of game manufacturers, or it has not changed so thoroughly.

"So, although Pokeni has not released any games, the shadow of Pokeni is actually everywhere."

Qing Zhiyuan explained with a smile.

"I see." Kazuma Takahashi took a deep breath, "But, we have to have our own products, right? There are still some differences between the two. The royalty is 15%, and the income from our own games is ours.

More importantly, Pokeni has to rely on games to continue to maintain its reputation and prolong the expectations of players.

Games should be our basic base."

"That's right."

Qing Zhiyuan nodded in agreement, "This is the second point I'm going to talk about next."

"I deliberately adjusted the schedule to this, and after a vacuum period, you also saw the players' reactions?"

"Yeah." Kazuma Takahashi looked at the president suspiciously, not quite understanding what he wanted to express.

Qing Zhiyuan smiled and pointed out directly: "This is called hunger marketing."

Huh? !

Kazuma Takahashi was slightly stunned, but the next second his eyes widened.

What? !

It's actually hunger marketing? !

It's not that Kazuma Takahashi doesn't know about hunger marketing, but I didn't expect the president to apply it here.

I always feel that it is a little different from the traditional hunger marketing method.

I didn't think in this direction at first.

But after Qing Zhiyuan said this, Kazuma Takahashi suddenly understood.

"Wow, that's how it is."

Hungry marketing is a marketing strategy, the core of which is to create an illusion of supply shortage by adjusting the supply and demand relationship, thereby increasing the demand and price of the product.

For example, the atypical hunger marketing method adopted by Qing Zhiyuan here:

Before, users were probably used to the new works of Pokeni at the end of the year. At the same time, Pokeni's output was also very stable. Almost every few months, a big game would be launched, and the gap between each other just consumed the freshness of the previous game.

So players will naturally have an expectation in their hearts: It's about time, right? A new game from Pokeni.

And now it's time for dinner, but the big meal has not been served, so players will naturally enter a hungry state, thus achieving the purpose of hunger marketing.

This strategy usually includes the following key elements:

Attract attention.

First, the product needs to have a certain degree of attention, so that it can attract the attention of consumers.

Establish demand: After attracting attention, it is necessary to establish consumer demand. This may include raising consumers' expectations and demand for products through publicity and promotion.

After the demand is established, by limiting the supply, a hot-selling situation is created, making the product more precious and popular.

Then the price of the product is raised to maintain a high price.

Through these strategies, not only can the price of the product be maintained at a high level, but sales can also be increased and brand value can be enhanced.

This is what Qingzhiyuan is doing.

Although it was not really necessary to do so at the beginning, it was just to take advantage of the situation. Since the situation has become like this, Qingzhiyuan also changed a marketing strategy to adapt.

Otherwise, cultivating user habits and forming a fixed consumption pattern is also a good choice.

However, this risk is also quite high.

Kazuma Takahashi understood it, but he also deeply knew the negative effects of hunger marketing.

Hungry marketing also needs to be used with caution, because if it is overused or the market environment is not suitable, it may cause consumers to turn to other brands, damaging the corporate image and consumer loyalty.

If the expectations of players are not managed well during the vacuum period, they may turn to Sony.

Fortunately, the friendly companies cooperated well and created a time difference.

And because it was a unilateral strategy of Pokeni, Sony and Rento, as competitors, had no way of knowing when they would adopt the hunger marketing strategy, so they could not take action during the vacuum period.

After this smooth transition, it became Pokeni's advantage.

It was really high.

Thinking of this, Kazuma Takahashi almost wanted to shout [President is wise! ]

However, there was one thing Kazuma Takahashi did not think too clearly.

He carefully studied the future publicity.

As time goes by, Pokeni will actually have more and more cards to play in the second half of this year.

After the hunger marketing, it is equivalent to playing the cards in hand in a short period of time.

It is difficult to imagine what kind of effect will be produced in the future. If the purpose of the hunger marketing is not achieved, it will disrupt the entire publicity schedule.

After communicating with Qing Zhiyuan, Kazuma Takahashi finally dispelled his doubts.

"Since the president has considered so much, I will definitely support the president firmly." Kazuma Takahashi said firmly.

Qing Zhiyuan smiled slightly, "Okay, do more things and be less afraid of flattery."

"Yes, President!"

...

The storm is coming.

After Pokeni's strategy was formulated, although the news was kept secret, the vacuum period caused by Paradox's hungry marketing was too weird, causing many colleagues to notice something strange.

"No! This feeling is too wrong!!!"

This taste is too wrong.

During the period from December 2000 to February 2001, Pokeni was too silent, there was no news at all, no games were released, and only one Naruto animation was popular.

But someone calculated that this animation basically did not bring any benefits to Qing Zhiyuan except for making Paradox lose money.

This is not like Pokeni's style at all.

Many colleagues smelled something unusual.

So there were more rumors about Pokeni in the world.

"Have you noticed that since the second half of last year, Pokeni's state has been so abnormal? There is only one game, "The Matrix", and it was released together with the movie.

Apart from that, there was really no movement in the whole second half of the year."

"Yes, yes, it's not just the second half of last year that there was no movement. This spring is also very lonely. I saw many players on the forum looking forward to Paradox's new game, but I didn't see any action.

Silent as hell."

"Not like Pokeni at all. You know, Paradox can now integrate Sega, and it is also a large game producer with a North American branch. There is no reason to have only one game in half a year."

"Too weird, Pokeni has always been very high-profile. The game was released after so many games were released at the E3 Electronics Show last year, always giving people the impression that they have a lot of cards in hand.

But in the end, there was no card for 4 months.

What does this make people think?"

"What is Pokeni playing? It's totally unpredictable."

"Qing Zhiyuan is too cunning. He often does things that subvert everyone's imagination. You will never... I can't figure him out."

"Anyway, it's not the Pokeni I know. I see a lot of players on the forum are crazy. Without Paradox games, it's like being in prison."

"You must be addicted, these Pokeni players."

"This feeling is really terrible. It's like the calm before the storm.

The sky is full of haze, and you can smell the smell of the storm in the air.

But it doesn't rain, which is really uncomfortable."

"You can squeeze water out of the air, and your whole body is soaked, but the storm hasn't come yet?"

"Yes, yes, yes, I feel the same way, Paradox shouldn't Is there going to be a big one brewing?

It's a bit scary.

If a lot of games suddenly burst out, I don't know if the players can bear it. "

"I don't know if the players can bear it, but I am sure that our company will not be able to bear it. Small companies are originally trying to survive in the cracks. It would be too miserable if the winner takes all because of the Matthew effect.

I hope that Pokeni really has no big games to release because of the production schedule, rather than some weird marketing strategy. "

……

……(End of this chapter)