In January 1983, when the Atari crisis was getting worse and worse, Xinchuang Electronics took root steadily from the North American market. Pen Fun Pavilion wWw. ｂiquge。 ｉｎfo

In fact, it's not that I don't want to occupy the American market, the world's largest game market, as quickly as possible. However, production capacity cannot reach full production overnight.

In December, the startup had sold 10,000 Pangu consoles in North America, and in January, it plans to sell 30,000 units.

And every other month in the future, the shipment volume of the North American market will need to increase from the previous month.

Monthly shipments continue to grow, at least to maintain 18 months, the reason why we want to set the goal of 18 months of continuous growth, nothing, just feel that Moore's law is 18 months, plus the number is more auspicious, so, Lin Qi personally drafted, starting from January 1983, it takes 18 months to increase sales every month, only the sales target of increasing is not allowed to decrease.

Of course, there is also an annual target for the whole year of '83, and the sales target for the North American market this year is a minimum of 500,000 units. The sales target for game software is to reach more than 10 million units.

In addition, it is the task of establishing its own self-operated experience stores and distribution channels in 100 cities.

You must know that independent game distribution channels are absolutely very important, and later some game giants, such as EA and Ubisoft, paid attention to the laying of channels in the process of their rise. It is precisely because of its rapid expansion of independent channels and no longer relying solely on traditional publishers that it has gradually developed from an ordinary game product company to a top giant in the industry.

Later, companies such as Xuele Mountain and Blizzard, although their product research and development capabilities were good, they were successively swallowed up by giants who had capital advantages and channel advantages because of the lack of channel construction.

As for the Atari empire, it seems that it has more than 20 million gamers, supporting a huge platform ecological chain. At its peak, Atari employed tens of thousands of people, barely as large as the rest of its parent company, Warner, combined. It has established a large R&D department, production workshop and sales department, however...... It mainly relies on those salesmen to sell products to those retail channels, and they do not take the lifeblood of the sales channel in their own hands, but rely heavily on those retailers.

When Atari's products sell well, of course, they are regarded as treasures by partners, and once Atari's consoles and game cartridges on the counter do not sell well, then the dealers will ruthlessly remove them from the shelves.

Atari's later efforts were completely ineffective, because, after Christmas in '82, after the continuous hype of the media, and Atari's products were really not selling, most of the dealers stopped buying at all. The change in attitude of these dealers was a major factor in Atari's rising losses and demise.

After all, "E.T. the Extra-Terrestrial" caused Atari a loss of less than $100 million, and if the performance is forecasted, it will cause a loss in the first quarter of '83 financial statements at most. The subsequent quarterly losses are not inferior to the first quarter, and there is no hope at all, because the dealer system collapsed and the sales channels were not smooth, resulting in more and more serious losses.

It wasn't until after the crash of the gaming industry that industry insiders realized how important it was to stay on top of the sales pipeline.

In addition, self-operated stores can also enhance customer stickiness. Because, in self-operated stores, store staff can give customers more professional advice and help, and before purchasing, users can experience the new console platform and try some experience games in the store with the help of staff. If there is a problem with the console or game, you can find these self-operated stores to provide repair and after-sales service.

As for ordinary distribution channels, because they not only sell a product, but also do not cherish the evaluation and reputation of a certain brand user, the service is naturally far inferior to self-operated stores.

……

Los Angeles. New venture e-commerce experience store.

Mark Cerney was wandering around boringly, yes, this teenage genius was fired!

Mark Serney, who graduated from the University of California at the age of 17, joined Atari, Inc., the industry's largest gaming giant, in '81.

After joining the company, he developed a "Havoc" game for Atari. Not long after the game was launched, it was the first batch of employees to be fired by the company before it could be sold out.

Yes!

Atari had to cut costs in response to the crisis, and the conclusion of its reflection was that it was all the work of these junk game developers! So, the company laid off some mediocre programmers, most of whom were newcomers who had been with the company for less than two years!

Of course, Mark Cerney doesn't care, he's only 19 years old anyway, and youth is the capital, so he can take the time to find a new job.

"Welcome!" a beautiful clerk greeted Mark Cerney, "This is a new venture e-experience store, how can I help you?"

"Of course...... Game!" Mark Cerney looked at the store, there were about a dozen clerks, but there were quite a few customers, at least hundreds, around more than 20 Pangu consoles for experience.

"Stupid ......"

"This level is not passed like this, it needs to be so ......"

"Shut up! Even if you've played, don't spoil it!"

The clerk said helplessly: "I can only wait in line, there are a lot of people now." Therefore, at most 1 hour, you need to get off the plane and change the experience. If you are patient, you can get the queue number and replace it with the waiting players in the order in which the players of the experience get off the plane. Of course, you can try the arcade, handheld, handheld free, and if you have a membership card in the arcade, you can get 1 free game currency every day. ”

"That's it!" Mark Cerney nodded, asking, "What are the requirements for the membership card?"

"You will need to provide your real name and contact information, and we will not disclose this private information to others. Cards are made on the spot and there is no charge. In the future, you can earn points when you spend money in our store, register your membership card account, or swipe your card. Points, which can be redeemed for prizes, or, given priority, for the opportunity to purchase restricted products. The clerk explained.

"Okay, let's make one. Mark Serney nodded and reported his message.

Next, Mark Cerney tried out the 1st generation of "Tank Wars", compared to the arcade platform and the computer version of "Tank Wars", of course, the "Tank Wars" on the handheld is much simpler, but, as a game expert, he still plays with relish.

"Sir, your card is ready. You can get 1 Gameplay for free, and if you want to buy new coins, you can buy 5 coins for $1, or you can redeem them for 1 point for spending $1 and 1 point for one coin. The clerk patiently explained, "In addition, we have the latest points redemption price list, and the goods and services provided in the store have points redemption prices. ”

Mark Cerney heard the introduction and looked at the exchange price list of the handheld, the market price of the 1st generation of Zhangyu is 35 US dollars, and it needs to be exchanged for 350 points. A $10 handheld game card is 100 points. In other words, when it comes to physical exchange, points are equivalent to 0.1 USD. This is a means to give customers profits and develop long-term customers, and Wal-Mart is using this method to develop a large number of long-term member customers.

The customers in this store are full of desire and expectation for games, but due to the current shortage of game consoles, they cannot be opened.

Atari products have a bad reputation, and players will not expect any games worth playing on the Atari 2600 platform, let alone new players buying the Atari 2600 console.

However, the customers of Pangu Host are full of desire to buy, and there are countless people who show disappointed expressions because they can't buy the host.

Just seeing this, Mark Cerney realized that the new startup was the one that really won the hearts and minds of the players!

Throughout the day, Mark Cerney almost soaked in the experience store of Xinqi Electronics, from handhelds, arcades to Pangu consoles, all played. Before dragging his tired body home in the evening, Mark Serney was crying out in his heart - to join a great company like New Venture Electronics! Yes, it is the company that is really making good game products, and Atari is shit!