RINAPE :: Volume #11

#1017: Induces US (America) university to live to spend

LNMTL needs user funding to survive Read More

In China Li Mu, first received Muye Science and Technology to go to the data that the Meituan team sent, „after the Trojan horse” planned fully to start, short one week, «Town of Paradise», in entire US 1700 ten thousand university lived in the community, made nearly abnormal progress. 远在华夏的李牧,第一时间收到了牧野科技赴美团队发回来的数据,“特洛伊木马”计划全面启动之后,短短一个星期的时间,《天堂小镇》在全美1700万大学生群体里,取得了一个近乎变态的成绩。 9.7 million registration users, 6.5 million Nikkatsu users, 3.8 million payers, the weight/quantity value thousand gold (daughter) of each data! 970万注册用户,650万日活用户,380万付费用户,每一个数据的分量都价值千金！ In addition, these 3.8 million payers through the Game total running water that PayPal recharges, achieved the greatness of 5800 ten thousand USD, " Town of Paradise » powerful propagation rate and profitability, making the entire US (America) internet industry look askance. 除此之外,这380万付费用户通过paypal充值的游戏总流水,达到了5800万美元之巨,《天堂小镇》强悍至极的扩散速度及盈利能力,让整个美国互联网行业为之侧目。 Silicon Valley shocks in the US (America) movement to Muye Science and Technology, the authoritative media conduct the big length to report to Muye Science and Technology the movement, including the media to say in front-page news: Muye Science and Technology from China with its «Town of Paradise» again was in the US (America) internet enterprise a class, the product operated and promotes, the China people showed the unequalled wisdom, this gave the entire Silicon Valley blow to the head, while entire Silicon Valley also when waited for Muye Science and Technology to drop from the clouds, Muye Science and Technology has sprung up everywhere in US (America)! 硅谷对牧野科技在美国的动作大为震惊,权威媒体纷纷对牧野科技的这一动作进行大篇幅报道,其中有媒体在头条新闻里称:来自华夏的牧野科技用它的《天堂小镇》再次为美国互联网企业上了一课,无论是产品还是运营、推广,华夏人都展现出了无与伦比的智慧,这给了整个硅谷当头一棒,正当整个硅谷还在等待牧野科技从天而降的时候,牧野科技已经在美国遍地开花了！ In Li Mu when China holds the farewell ceremony, the Silicon Valley media and internet enterprise have been paying attention to Muye Science and Technology every action and every movement, the Silicon Valley enterprise, capital and media have basically been ready, waits for Muye Science and Technology this company to land Silicon Valley, to become Silicon Valley another big internet Corporation directly, what their didn't expect is, Muye Science and Technology comes up slightly to cross Silicon Valley unexpectedly, launched the general attack to the entire US major universities. 早在李牧在华夏举行欢送仪式的时候,硅谷的媒体与互联网企业就已经在关注着牧野科技的一举一动,硅谷的企业、资本以及媒体基本上已经做好准备,等待着牧野科技这家公司直接空降硅谷、成为硅谷的又一家大型互联网公司,但是他们没想到的是,牧野科技竟然一上来就略过硅谷,对全美的各大高校发动了全面进攻。 Except for surprised, most makes Silicon Valley admire, is the product development and operation promotion of Muye Science and Technology, Muye Science and Technology this period of time movement, to entire Silicon Valley, was equal to watching exhibition match of a China internet enterprise in US (America) market with own eyes, the side of exhibition match was Muye Science and Technology, the other side, was first in entire US (America) market represents university to live the community. 除了惊讶,最让硅谷敬佩的,就是牧野科技的产品开发、运营推广,牧野科技这段时间的动作,对整个硅谷而言,等于是亲眼看了一场华夏互联网企业在美国市场上的表演赛,表演赛的一方是牧野科技,另一方,便是整个美国市场中的第一个代表大学生群体。 No one has impressive, Muye Science and Technology this time was the US (America) market brought Game unexpectedly, what has not thought that Muye Science and Technology will use such marvelous means unexpectedly, own product was rapid, in university lived in the community to promote. 谁也没有料到,牧野科技这次竟然为美国市场带来了一款游戏,更没有想到的是,牧野科技竟然会用这么奇妙的办法,将自己的产品迅速在大学生群体内推广开来。 Reason that will use such fighting method, to a great extent is also because the YY accident/surprise was lucky in the US (America) elite community initially, making Li Mu realize that conducts „defeats one by one” the importance in the market introduction, to the user community, the giant market is impossible in one vigorous effort, one win, must fight steadily, like playing league tournament, conducts to the US (America) market major communities defeats one by one, now looks like, Muye Science and Technology just now wins the first regular season first half. 之所以会用这样的打法,很大程度上也是因为当初yy意外在美国的精英群体走红,让李牧意识到在市场推广中、对用户群体进行“逐个击破”的重要性,巨大的市场不可能一鼓作气、一战全胜,必须稳扎稳打,像打联赛一样,对美国市场各大群体进行逐个击破,现在看来,牧野科技才刚赢了第一场常规赛的上半场。 Saw clearly the Muye Science and Technology repertoire, the US (America) media voiced in abundance, thinks that Muye Science and Technology this going to US, it may be said that was threatening, although this first time was China internet Corporation achieved the US (America) native place the business, but the US (America) internet enterprise cannot despise to Muye Science and Technology as before, on the contrary, the US (America) internet enterprise must regard as in the US (America) internet industry Muye Science and Technology, the strongest international company, must complete the security and protection frequently. 看清了牧野科技的套路,美国媒体纷纷发声,认为牧野科技这次赴美,可谓是来势汹汹,虽说这是华夏互联网公司第一次把业务做到美国本土,但是美国互联网企业依旧不能对牧野科技有所轻视,相反,美国互联网企业必须把牧野科技视为美国互联网行业中,最强的海外企业,要时刻做好防范工作。 However, to is also only the internet industry of US (America) Muye Science and Technology anxious and guards, regarding is immersing in «Town of Paradise» US (America) university said since birth, they have opened wide the bosom to Muye Science and Technology now thoroughly, first is produces to «Town of Paradise» wallows the mentality, later inevitably in constructs own online personal connection in «Town of Paradise», when the online personal connection saves was similar, Li Mu bestows item(s) casually, or selecting the preferential policy on Game, transform on can these users becomes the YY user. 不过,对牧野科技紧张和提防的也只是美国的互联网行业,对于正沉浸在《天堂小镇》中的美国大学生来说,他们现在对牧野科技已经彻底敞开怀抱,先是对《天堂小镇》产生沉迷心态,随后必然是在《天堂小镇》里建设自己的线上人脉,等线上人脉积攒的差不多了,李牧随便赠送一点道具,或者给点游戏上的优惠政策,就能将这些用户都转化成yy用户。 Li Mu is clear, «Town of Paradise» is also good, «Plants vs Zombies», such Game although meets the fire, but will also be doomed to decline sooner or later, only had YY this product is eternal, once the user fostered the inertia on YY, ten years eight years will not easily drain. 李牧非常清楚一点,《天堂小镇》也好、《植物大战僵尸》也罢,这样的游戏虽然会大火,但也注定了早晚会衰落,唯有yy这种产品才是永恒,一旦用户在yy身上养成惯性,十年八年不会轻易流失。 ...... …… Lived the community in US (America) university is «Town of Paradise» contributed the back of high running water, also needed the support of Muye Science and Technology huge investment, did not say that such big team in the US (America) transporting cost, solely was this short one week of time, Muye Science and Technology pays to the promotion expenses of major university focuses, reached as high as near Ten Million USD, this has not included the promotion expenses in major campuses, as well as university peripheral advertisement delivery expense. 在美国大学生群体为《天堂小镇》贡献了高流水的背后,也同样需要牧野科技高投入的支撑,不说这么大的团队在美国的运维成本,单单是这短短一周时间,牧野科技支付给各大高校焦点人物的推广费用,就高达近千万美元,这还不包括在各大校园内的推广费用,以及高校周边的广告投放费用。 If all calculations of charge, «Town of Paradise» somewhat is truly astonishing in the US (America) promoted cost, but well in invests even is very high, but «Town of Paradise» can guarantee the profit as before. 如果把所有的费用计算进来,《天堂小镇》在美国的推广成本确实有些惊人,不过好在是即便投入很高,但《天堂小镇》依旧可以确保盈利。 The campus goddess like Fiona from the hand of Muye Science and Technology attained really gold/metal silver, this further promotes them to go all out is Game creates the flesh propaganda, 很多像菲奥娜这样的校园女神从牧野科技的手里拿到了真金白银,这更进一步推动着她们拼命为游戏做人肉宣传, The US (America) university fresh payment ability is truly impressive, when overall payment wish as well as payment depth far ultra domestic young people, regarding this, Li Mu long felt that the strength falls short, the US (America) overall social and economic development level is very high, university lives the power of consumption of community is also high, but at present they «Town of Paradise» on payment, how in their wallets many USD are also waiting for oneself further looting. 美国大学生的付费能力确实让人惊叹,整体付费意愿以及付费深度远超国内的青少年,对此,李牧时长感到力有不逮,美国整体社会经济发展水平很高,大学生群体的消费能力也非常高,但是就目前他们在《天堂小镇》上的付费情况来看,他们的钱包里还有很多美元咋等待着自己的进一步洗劫。 For better makes US (America) university live the community is «Town of Paradise» spends, Li Mu convenes the members of Game development team as well as operation team specially meets, how the discussion further promotes «Town of Paradise», in US (America) university lives the Game running water that in the community creates. 为了更好的让美国大学生群体为《天堂小镇》花钱,李牧专门召集游戏开发团队以及运营团队的成员开会,讨论如何进一步提升《天堂小镇》在美国大学生群体内创造的游戏流水。 On the current data, the present «Town of Paradise» payment proportion is 39%, the payer average per person arpu values of seven days of time is 15.26 USD, the daily average arpu value is 2.18 USD. 就目前的数据来看,现在的《天堂小镇》付费比例是39%,七天时间的付费用户人均arpu值是15.26美元,日均arpu值是2.18美元。 The «Town of Paradise» payer proportion occupied 1/3, looked like this proportion to be high in Li Mu, basically did not have too many rooms for improvement, but the daily average 2.18 Yuan arpu values also had big business space. 《天堂小镇》的付费用户比例占到了三分之一,在李牧看来这个比例已经非常高了,基本上没有太多的提升空间,不过日均2.18元的arpu值还有很大的增长空间。 In other words, wants more to spend is quite relatively difficult, but makes the spent person spend more money, relatively is much easier. 换句话说,想让更多的人花钱相对比较困难,但是让已经花了钱的人花更多的钱,相对就要容易得多。 Therefore, two that Li Mu thinks of core that promotes US (America) university to live to spend is: Vanity and worshipping money. 为此,李牧想到的两个促进美国大学生花钱的核心点就是:虚荣、拜金。 In the conference, Li Mu made several suggestions, and they are: 在会议上,李牧提了几点建议,分别是: First, clears " Town of Paradise » world top100 ranking. This global rank must exclude the China market, because the China user has an early start are too many, if also merges into «Town of Paradise» them, has very big impact on the Game fairness. 第一,开通《天堂小镇》全球top100排行榜。这个全球排行要将华夏市场排除在外,因为华夏用户起步早太多,如果把他们也并入《天堂小镇》,对游戏的公平性有很大的冲击。 Second, top100 rank except for world. Simultaneously must to each user global ranking, even if ranks in several million even about 10 million, must give the concrete position, not only this gave the user growth steps, gives the reference standard that the user among the friends competed, I am world's 1.2 million th, you are world's 1.3 million th, although we are very times, but I can find to have the feeling before you as before, and ridiculed you sporty ; 第二,除了全球的top100排行。同时还要给每一位用户一个全球排名,哪怕排名在几百万甚至一千万开外,也要给出具体名次,这不仅给了用户一个增长阶梯,也给了用户朋友间攀比的参考标准,我是全球第120万名,你是全球第130万名,虽然咱俩都挺次的,但我依旧可以在你面前找到存在感,并且底气十足的嘲笑你; Third, clears the good friend ranking. Takes the good friend of user to list for the reference, ranks all Game good friends, to the user more direct competition opportunity, further promotes user's vanity in Game ; 第三,开通好友排行榜。以用户的好友列表为参照,将所有的游戏好友进行排名,给用户更直接的攀比机会,进一步提升用户在游戏里的虚荣心; Fourth, clears the good friend to contribute the list. Among good friends besides various help in Game, will also clear gives payment item(s) each other, the help bestows, will defer to the fixed algorithm computation contribution value, the good friend contributes the list only to manifest the contribution value first ten good friends, but each user can see other good friends to oneself, the contribution value to other good friends, for example, A can see Boss to own contribution value, but Boss can also see A to own contribution value, in the meantime, A and Boss can see first ten of opposite party good friend contribution value. 第四,开通好友贡献榜。好友之间除了游戏中的各种帮助之外,还将开通相互赠送付费道具,无论是帮助还是赠送,都将按照固定的算法计算贡献值,好友贡献榜只体现贡献值前十名的好友,而每一个用户都可以看到其他好友对自己、自己对其他好友的贡献值,例如,a可以看到b对自己的贡献值,而b也可以看到a对自己的贡献值,同时,a和b都可以看到对方好友贡献值的前十名。 Muye Science and Technology true trump card, contributes the list in the good friend. 牧野科技真正的杀手锏,就在好友贡献榜。 What because the present adopts is focusing on „campus favorite” the promoted pattern, these campus favorites have a large numbers of follower, these people follow it to enter Game, will also add it inevitably is a good friend, and longs for with its having many interactions in Game, once this good friend contributes the list to clear, that simply is hand-to-hand fighting between a followers, wants to make the opposite party notice itself, before must enter her good friend to contribute the list, ten? 由于现在采取的是以“校园红人”为主的推广模式,这些校园红人本身就拥有一大批的追随者,这些人追随其进入游戏,必然也会加其为好友,并且渴望在游戏中与其有更多的交互,一旦这个好友贡献榜开通,那简直就是一场追随者之间的肉搏战,想让对方注意到自己,怎么也要进入她的好友贡献榜前十吧？ But to these paid attention campus favorite, most of them also believe in the mammonism, regards as important to money, such being the case, the good friend contributed the list to give her exactly an excellent reference that appraised the follower financial resource and sincerity, if a male student, for asked for her to be happy in Game, can pay several thousand even several tens of thousands of USD, not only this represented him to own attaching great importance, also represented the rich degree of his wallet. 而对那些被关注的校园红人来说,她们大多数也都信奉拜金主义,对金钱是非常看重的,既然如此,好友贡献榜恰好就给了她一个鉴定追随者财力和诚意的绝佳参考,如果一个男生为了在游戏里讨她开心,能支付数千甚至数万美元,这不仅代表他对自己的重视,也代表了他钱包的殷实程度。 After Li Mu the plan of this complete set takes, most Muye Science and Technology staff lift both hands approval, everyone thinks that such strategy can stimulate the payment enthusiasm of user to the full, but also some people opposed. 李牧把这全套的计划拿出来之后,大多数牧野科技的员工都举双手赞同,大家都认为这样的策略能够最大程度激发用户的付费热情,不过也有人反对。 Opposed person, basically is holds one to worry : If «Town of Paradise» clears so many lists, the motive of seeking money can be too more obvious, thus triggers the contradiction of non- payer. 表示反对的人,基本上都是抱有一个担忧,既:如果《天堂小镇》开通这么多的榜单,牟利的动机会不会太明显了一些,从而引发非付费用户的抵触。 Li Mu was not worried, he comforts everyone with a smile: „ Our Game are not one by violent Online Games that the military force wins, but is a relaxed joyful operation fosters kind of Game. 李牧对此一点都不担心,他笑着宽慰大家:“我们的游戏本身就不是一款以武力致胜的暴力网游,而是一种轻松愉悦的经营养成类游戏。 The disparity and item(s) of former rank disparity will bring very direct violence the result, is the user of low rank or low investment, by the high rank or huge investment user cruel instant kill, however will not have such situation in «Town of Paradise». 前者等级的差距、道具的差距会带来非常直接暴力的结果,就是低级别或者低投入的用户,会被高级别或者高投入用户残忍秒杀,但是在《天堂小镇》里不会发生这样的情况。 Even if your good friend spent much money, he still can only be in the lead in the rank in you, will not cause the direct oppression and damage to you, will not have the direct impact on your Game experience, if not want to pay expenses, you can definitely enjoy this Game to take to your pleasure according to your own rhythm slowly. ” 就算你的好友花了再多的钱,他也只能在级别上领先于你,不会对你造成直接的压迫和伤害,更不会对你的游戏体验带来直接影响,如果不想付费,你完全可以按照你自己的节奏慢慢享受这款游戏所带给你的乐趣。” At this point, Li Mu also said: „We will not directly encourage the user to spend to play Game, but we can guide indirectly, we do clears these lists, keeps silent to spend, after the list gets online, the issue whether spends, gives user to make the decision!” 说到这里,李牧又道:“我们不会直接鼓励用户花钱来玩游戏,但是我们可以间接引导,我们所做的就是开通这几个榜单,绝口不提花钱,当榜单上线之后,把是否花钱的问题,交给用户自己去做决定！”
To display comments and comment, click at the button