QQ's current market share is shrinking sharply, but for Li Mu, it is still his biggest competitor.
To be a giant crocodile, you must be determined to kill all potential competitors and make the whole world your hunting ground. Don't allow others to snore next to you! Although this ambition is difficult to realize, we must also develop in this direction!
In the field of instant messaging, Li Mu's goal is to be the only one company. He must occupy 90% of the market share before he can rest easy. Before reaching this goal, all software that can account for more than 5% of the market share will become his fierce competitors. , especially QQ, the industry leader in the previous life.
There is a big gap between QQ and YY in all aspects now, but Li Mu does not dare to relax at all, because he is very clear about the strength of this company in product development. It can be said that this is the company that knows the best products in China in the future. As long as he still exists, he will be a threat to Li Mu. Maybe they can reverse the decline by developing a new function or product.
The YY gaming platform is the fatal blow Li Mu has prepared for QQ. No matter what products QQ is brewing now, one thing is certain, their current income has shrunk significantly and they have entered a loss-making state from a profit state. How long will it be able to lose money? , Li Mu doesn’t know, but at present, if he wants to catch up with the current YY in several core functions, it will only take a few months to do it. Tengxun began to make profits as early as last year, and this year’s book There must be a lot of money lying around, and there is capital support behind it. Maybe he can really fight a protracted war with himself for one or two years. If the two sides get into a tug-of-war on products, and you chase each other and you copy, what will happen to him? This is absolutely unacceptable to Li Mu.
Therefore, what Li Mu has to do now is to let YY completely eliminate QQ, not only in the fields that QQ itself has already been involved in, but also in the fields that it is not currently involved in, and to arm itself with new products that go beyond the field of instant messaging. This The new product is the YY gaming platform.
Based on the current scale of Lianzhong, Makino Technology's marketing department once made an estimate that after the YY game hall is launched, it will be difficult for the number of people online at the same time to exceed 600,000 according to the current market conditions, and the market space cannot be considered very large.
In this regard, the reason given by the marketing department is: Most of the current user demand for games is concentrated in client games, and the viscosity and loyalty of client games are irreplaceable. Small chess, card and puzzle games can only play an important role. The role of leisure and entertainment, so user viscosity is not high, the user group should not be too large, and currently YY Game Hall only has two paid props, Game Blue Diamond and Happy Beans, and its future revenue scale may be relatively limited.
But Li Mu is very optimistic about the future of YY Game Hall. The reason is very simple. It may be difficult for this product to achieve the high user stickiness of PC games in a short time, but it has two characteristics that no PC games have. One One is that it has extremely high popularity, and the other is that it has a high share of fragmented time.
The so-called popularity is extremely high. At present, when there is only Lianzhong, most people don't understand it, but Li Mu knows that if the Internet develops in the future, all kinds of games will be overwhelming, even if some games can achieve monthly sales. 100 million, but its user popularity is far less than that of QQ Game Hall, because the vast majority of users cannot get together on a client game. For example, when World of Warcraft was the most popular in China, it only had 10 million. Players, but the number of people who have played QQ Game Hall is almost as many as QQ users. This is the unique advantage of QQ Game Hall.
As for the high share of fragmented time, it is actually because the positioning of the YY game hall is the same as that of the QQ game hall. It does not require users to spend a lot of time immersed in it every day like playing client games, but requires users to be able to rely on quick startup, quick games, and single-player games. The flexible advantage of short game time is to occupy users’ fragmented time.
For example, when you are bored, you can go in and play a few rounds of poker; when you are tired from playing PC games, you can play a few rounds of Landlord to change your mind; when you are waiting for friends to play CS together but they haven’t come yet, you can play a few games and wait; when you are waiting for the next movie , play a few games without waiting too much; when chatting in a group, I don’t want to keep typing, so a few friends can come in and play a few games together...
These are the occupations of fragmented time.
From a product perspective, the small games in the YY game hall are very light and fast products in terms of user experience. First of all, they do not require high computer performance, and the performance usage when running is also very low; secondly, they are not Instead of playing the game in full-screen mode, it has a full-window interface, which allows users to perform any other operations while playing games, such as chatting, browsing web pages, watching videos, listening to music, etc.
It does not require users to concentrate all their energy and does not affect the operation of other products at the same time. This makes YY game users very efficient when using it, and the behavioral cost is very low, so it is more suitable to fill users' fragmented time.
However, no one on the current Internet has realized the concept and importance of fragmented time. Even Lianzhong itself does not have this attribute because it does not have strong core products to support it, and a single game platform cannot reduce users’ behavioral costs. , entering the account and password to log in is far less convenient than YY users starting the YY game lobby, because YY users only need to click the left mouse button to automatically complete the entire startup + login process.
If you want to seize users’ fragmented time, the product itself must be minimalist, simpler, and simpler.
Moreover, a product that can firmly occupy the user's fragmented time is very remarkable, because the viscosity accumulated through the use of fragmented time will become higher after a certain level. To use a simple metaphor, mobile phone users often get tired of a certain game. And uninstall it, but once a fragmented reading application like Toutiao is installed on the phone, most users will keep it on their phones and use it sporadically multiple times a day. The more they are used, the more it will be used. The more the more faithful.
Li Mu’s hope for YY Game Hall is to firmly occupy users’ fragmented time and qualitatively increase YY user stickiness.
At the same time, Teng Xun, who is far away in Shenzhen City, is also working hard.
Tengxun has been working overtime on a regular basis for many days. Since YY went online, all technical employees have been implementing the 996 work system: starting work at 9 a.m. and getting off work at 9 p.m., working six days a week.
Tengxun employees also know that this is a critical moment of life and death. With its powerful products and the support of Tieba and Happy Farm, YY is unstoppable in the field of instant messaging. Its share of QQ is getting smaller and smaller. At this time, all hopes are pinned on the product. Developed.
What Mr. Ma cares most about is the development of the QQ game platform. He has long realized that if he only competes with YY in instant messaging itself, he will be at a disadvantage in all aspects. Now he must find a way to break the situation and win by surprise. To regain the situation, QQ Game Platform is his biggest hope right now.
Dean Cooper, the representative of MIH, has been stationed in Shenzhen during this period. He even goes to Tengxun every day to "work". Although he does not understand technical development, he needs to see how orderly Tengxun is now and needs to see them. Confidence in defeating the opponent, and at the same time reporting the situation here to the headquarters in a timely manner. If Mr. Ma or the headquarters has any information that needs to be exchanged, he will convey it on the spot.
It was already evening, and Dean knocked on the door of Mr. Ma's office. According to his habit these days, he came in to chat with Mr. Ma about the latest progress and situation, and after exchanging news, he could go back to the hotel. .
Of course, Dean is very interested in the Chinese tea he brews. People in Guangdong Province love to drink tea. Almost every leader’s office will have a tea set and a sea of tea. Every day Dean will drink a few cups here brewed by Mr. Ma himself. Tea, you won’t leave until you are satisfied.
Seeing Dean come in, Mr. Ma stood up from his desk, walked to the sofa, and said to Dean casually: "Dean, come sit here."
Dean laughed and said, "I've almost become obsessed with drinking your Chinese tea these days. When this happens, I can't help but come to your office."
Mr. Ma smiled slightly and said, "Drinking tea is good for your health and can also regulate your mood. Usually I can't sleep at night if I drink tea at night, but with so much pressure recently, drinking some tea at night can help me sleep better."
With that said, Mr. Ma started to boil water and make tea, and Dean sighed: "I can see that you and the employees have been under a lot of pressure recently, but your hard work attitude is very appreciated by my leader. He has always trusted you and your team very much. Even if there are competitors like Makino Technology now, he still believes that you will be able to lead the team to reverse the current situation. Our requirements are not high. If we can hold on to 40% of the market share, It has been very successful, and it would be even better if it could reach 50% or even higher.”
Mr. Ma said very confidently: "40% is not a problem. As long as our QQ game platform is online, I will be sure of it. After all, YY is only a single client now, plus two web products such as Tieba and Happy Farm. And our QQ Game Hall will be the first client product to be paired with QQ, and there are so many things we can do with this product in the future."
Dean smiled and said: "I am also very optimistic about your new product. If it can be implemented, users' viscosity towards QQ will definitely increase significantly. This is an advantage that Makino Technology does not have."
After saying this, Dean couldn't help but sigh: "What I'm more worried about now is whether Makino Technology will copy our ideas and develop a game platform based on YY."
Mr. Ma said: "This is very possible. After all, everyone learns from and plagiarizes each other's product models. YY itself copied our QQ and added some original functions on the basis of QQ. This behavior is shameless, but we There is no way to prevent it, the only way is to always stay ahead.”
"In addition, while I am asking the development team to step up the development of QQ Game Hall, I am also looking for a suitable development team. I want to temporarily increase our development capabilities by an order of magnitude. A budget of several million is enough to ensure that we have We have strong development capabilities to continuously upgrade and update the QQ game lobby. Makino Technology’s current front line is too long. After our QQ game lobby is launched, if they imitate us from scratch, it will definitely be difficult to catch up with us. of."
Chapter 3: I don’t know if I can return to No. 1 in the city tomorrow.
(End of chapter)