Tomorrow, on May 9, the domestic version of "Travel Frog" will be launched on mobile Taobao in the form of "mini-games".
As a result, Shule was asked round after round by Beijing Business Daily and IT Times today, does Ali want to be a game boss again? Can "Traveling Frog" still be popular?
The answer is very simple, there will be fire, but the way of fire is different. The following are some analysis of Shule, you can see if it is correct:
one
Travel frogs can bring goods, and what are the specialties just starters?
There is no doubt that the travel frog can send postcards and bring some specific equipment and other settings. After Chineseization, after entering the Chinese map, it can directly become a Taobao delivery channel.
In addition, bringing some coupons may be the initial Taobao drainage method. At least doing so can attract users to watch through incentives.
But there is more to play. Don't forget, before Double Eleven, various AR games such as looking for cats to send coupons, are the predecessors of Frog's trial and error, but it will become the norm in the future.
two
Who paid for this purchase of "Traveling Frog"?
In fact, how much consumers spend in the game is not the key. The products that can be included in the Taobao version of "Traveling Frog" at the beginning will directly pay for the purchase of "Traveling Frog" on Taobao.
three
Will Taobao become a gaming tycoon? Will Ali enter the big game next?
Will become a small game tycoon, should not dig the pits of large games.
On the contrary, the mini-games built into Taobao may become the norm on Taobao with the trial and error of "Traveling Frog".
The purpose of introducing the game is to change the stickiness and duration of Taobao users. Although it will not add more users, in the past, users’ single-buy, buy-to-buy model on Taobao will enter the gamification scene, and there are more reasons to stay on Taobao, especially when they can choose goods by the way.
Ali's purpose is not to make money through games, but to further activate traffic through games and form more consumption scenarios for peripheral products. If you achieve direct sales of peripheral products and authorized products, the profit margin will be higher than that of purely popular games.
After all, the revenue of games and game peripheral products (entities) can reach a ratio of 3:7 among many successful foreign products, unlike domestic game bosses who basically make money by selling game virtual equipment alone.
If you achieve direct sales of peripheral products and authorized products, the profit margin will be higher than that of purely popular games. It's as if Marvel isn't selling movie tickets, but "toys".
Four
Why choose an outdated game like "Traveling Frog"?
Essentially, a placement game like Traveling Frog. It is in line with Taobao's tonality. Idle games don't take much time. If you want to play, you can play for a while.
More importantly, the whole process of the game can form a strong relationship with e-commerce, therefore, an effective extension of the surrounding can be formed through small games.
Therefore, over-breathing is not important.
Allowing more users to stay on Taobao is a victory.
As a result, under the trade-offs, pressure can be formed on other competitors.
After all, the user's total time is limited.
Fives
Do out-of-breath frogs go viral?
It will make many users who are intimidated by Japanese come to try it, and the earlier users will have a batch of conversions that have been retained until now. But it is not an easy task for the idle game itself to become popular repeatedly.
In the first few days, there are many early adopters. If Ali is giving some incentives such as coupons, there will be more.
But long-term maintenance is not easy. Lure alone will not have a lasting effect.
six
Besides selling local specialties, what else can frogs do?
The most addictive thing about the travel frog is its contingency, that is, there is no absolute strategy, you never know where the frog has gone and when it will return.
In other words, if you magnify this accidental accident, according to Taobao big data, you can find the hidden needs of users, such as:
Pay more attention to the local specialties and scenery, and send a "destination" postcard of Ali Fliggy...
For example, people who especially like intangible cultural heritage may see some intangible cultural heritage products that they have collected or browsed many times in the equipment of the frog, and finally use virtual currency to purchase virtual intangible cultural heritage, and the result may be crowdfunded. Opportunity has come.
For example, I will directly bring you a bucket of Lanzhou ramen, which is authorized by Frog;
For example, a Peking duck is transported by frogs;
For example, a bowl of mutton steamed buns for takeaway, a special limited edition frog...
Zhang Shule People's Network, People's Posts and Telecommunications columnist, Internet and game industry observers