Compared with the slow heat of the "burn after reading" function in pulling hatred points, another product launched by Hatsune Network Technology at the end of August immediately pulled the hatred value from the opponent Fuji Xun OT. Pen? Interesting? Pavilion wWw. ｂiquge。 ｉｎfo

(OT=OFF-TANK, A WORLD OF WARCRAFT TERM THAT REFERS TO A DPS PLAYER WHOSE AGGRO VALUE EXCEEDS THAT OF M.T.) ）

This product that makes hatred value OT is the "First Sight Wallet".

As soon as the Hatsumi wallet was launched, it was immediately promoted by Hatsune Group's omni-channel. The expenditure of external advertising expenses alone has arranged a budget of hundreds of millions; As for the self-owned channels that are not counting money internally, it is even more powerful to push the Hatsune wallet.

The momentum and effect of the promotion that broke out at the first moment were very rapid.

Just after the first three days, Chujian Wallet gained its first batch of about 7 million registered users.

These users have uploaded videos on Chuyin Video and participated in the "Advertising Fee Sharing Program".

Or in the "Hatsune Singer" game, I made a MOD model to participate in the sharing sales plan.

OR THE MAJOR INDEPENDENT GAME COMPANIES IN CHINA THAT ARE TRYING TO SQUEEZE INTO THE STEAM DIGITAL VERSION SALES PLATFORM AND SELL THINGS ON IT.

Just as more than five years ago, when Alipay was launched, Ma Feng didn't spend even a penny on advertising, and there were hundreds of thousands of people who had to register an Alipay account at the first moment.

Those people are Taobao store owners.

People who spend money in Ma Feng can not have a strong desire to register an Alipay account; But people who make money through Ma Feng's platform have to register instantly.

As long as Ma Feng says "From today on, users who don't register with Alipay will not be able to collect money", and all resistance will be lost in seconds.

The Hatsune Group's current approach is based on the same principle.

Those 7 million people have more or less made some money from Hatsune over the years, or at least from third-party consumers through Hatsune's platform channels.

In the past, Hatsune gave this payment interface to the token point system of Hatsune virtual currency, or simply to Alipay.

And this concession of interests, in the past few years, in exchange for the stability of the Hatsune Group in the face of domestic competition - whether it is Gu Mojie facing Zhou Hongyi, or Zhang Chaoyang, or Ma Huateng, Ma Feng has provided him with a certain amount of financial support, or a combination of channels.

Now, it's time to make your own wallet product. These 7 million users who already had a foundation were effortlessly recovered—of course, those people would not cancel Alipay, because the convenience of Alipay over the years has made them form a habit of shopping online on Taobao.

As long as Taobao shopping still needs to use Alipay to pay the bill, Alipay users will not decrease. For a long time to come, Android phone users will have to face the reality that they may need to install multiple payment apps on their phones at the same time.

However, the frequency of use of Alipay and the amount of money deposited will definitely be affected.

……

It is not effortless to let all the users on the sales side register the first time wallet, and the follow-up battle is mainly reflected in the consumer side.

After the start of school on September 1, Hatsune Entertainment carried out a thunderous unified rectification of the payment interfaces of its three main payment platforms.

First of all, the original scattered recharge and payment systems for major online games have been integrated into the "Hatsune Battle.net client", and the Chujian wallet is listed as the first recommended priority for all payment methods.

In order to prevent the loss of users who are unwilling to download the wallet, the original position left for Alipay is still placed, but it is only ranked behind the Chujian wallet, and it is no longer the default option of the default setting.

Of course, just adjusting the interface of the drainage channel is not enough to promote the new wallet, so Hatsune Entertainment has made a real discount.

From now on, anyone who uses the Chujian wallet to recharge game currency will receive as much as the first charge will be given, with an upper limit of 30 yuan, that is, the amount of a Warcraft point card.

It is equivalent to opening the Chujian wallet to flush money for World of Warcraft, and you can get two point cards for 30 yuan; And if you use Alipay to flush money, there is only one point card for 30 yuan.

Because of Hatsune Entertainment's timely rescue, the launch speed of the 2.0 and 3.0 national servers of World of Warcraft has been keeping up with the international trend.

Wrath of the Lich King is still less than an anniversary, and various small upgrade packs and new dungeons are still being opened. Most players are still on their way to farming "Frost Sorrow", and user loyalty and user stickiness are peaking.

It is conservatively estimated that at least 30 million people are actively logged into World of Warcraft games on a regular basis and have the habit of paying for points of their own money. If each of these people is attracted by this 30 get 30 free discount point card, it means that Hatsune Entertainment will give up about 1 billion yuan of net profit in World of Warcraft.

Fortunately, Gu Mojie did not lose control of related party transactions in the equity battle in June. Otherwise, at this moment, this kind of behavior of "using the profits of listed companies to subsidize the products of non-listed companies in which Gu Mojie personally holds large shares" will definitely be sniped by small shareholders.

This is also why other domestic Internet giants, when doing this kind of thing, can't let go like Gu Mojie at all.

In addition to World of Warcraft, Hatsune Singer, Dota 2, Team Fortress 2, Hearthstone, ...... This series of games, all integrated in the Hatsune Battle.net client, will participate in this promotion.

Moreover, Hatsune Entertainment's discount is so big that its peers dare not imagine: when using Hatsune Wallet to achieve the first rush of the game, each online game will settle the discount separately.

In other words, as long as a player registers a wallet and pays 30 yuan to buy 2 Warcraft point cards, he can pay another 30 yuan to buy 10 Hearthstone card packs (usually 30 yuan can only buy 5), or 30 yuan to buy the original total price of 60 yuan for DOTA2 skins.

Theoretically, a player who plays all five of Hatsune's major online games can get a subsidy of up to 150 yuan from the action of registering a wallet.

When Peter Thiel engaged in the American version of Alipay PayPal, he adopted a simple and crude strategy of "registering a credit card and giving 10 dollars for nothing", which was converted to more than 70 yuan. Gu Mojie's subsidy is 150 yuan, which is staggering.

Although Team Fortress 2, Hearthstone, and Hatsune Singer are tied together, the total number of players is only as large as that of a World of Warcraft; And Dota 2 has only half the number of players in Warcraft. All of them are taken together, and the subsidy ceiling of Hatsune Entertainment will not exceed 2.5 billion yuan.

However, after a little observation, the knowledgeable person realized that the situation was not right.

Gu Mojie's trick overlaps subsidies, and the effect is very amazing.

Because it has the effect of further cross-draining players.

Originally, only three or four percent of players who played Warcraft would play Dota 2 at the same time, and only one or two percent would play Hearthstone. After this subsidy, in line with the nature of players to take advantage of the multi-advantage, a considerable number of players who would not otherwise play Dota 2 or Hearthstone will be introduced into the pit. Although 30 yuan was initially given for nothing, it was exchanged for as much as two or three percent of the continuous consumption transformation power of these entrants.

It is said that according to later statistics, after this wave of subsidies, the number of paying players in Dota 2 and Hearthstone has increased by at least two or three million. And these players all have the potential for continuous consumption in the long run, which will eventually bring a long-term income to Hatsune Entertainment.

Perhaps this additional income is only ten yuan per person per month, and all of them add up to three or five billion yuan a year, but it is more or less a small supplement, bridging the blood loss of the one-time subsidy.

Regardless of overlap, Hatsune Entertainment's entire online game production line can cover 40 million paying users. More than a quarter of these hipsters are in the first month enjoying the subsidy.

Most of the remaining sluggish people may wait and see for a few months, or wait until the current game has burned out of money and has to be recharged. According to the announcement of Hatsune Entertainment, the activity of "using the first flush of the Hatsumi wallet and charging as much as you want within 30 yuan is valid for a long time and will not change at least this year. So there's no need to rush.

What's more, after the first few months of excitement, Hatsune Entertainment will have a follow-up perennial effective sticky strategy - in the future, anyone who uses the Hatsumi wallet to recharge the Hatsune Battle.net client game will permanently enjoy an additional 9% discount than any other channel.

No one can doubt that these 40 million people will eventually become users of the Hatsune wallet, and the gap is only a matter of time.

……

In addition to content generation and online game users, the third key direction of Chujian Wallet is to deepen the cultivation of STEAM consumers and paid membership customers of Chuyin Video.

The STEAM platform announced on the same day that if you pay with the Hatsumi wallet, the Hatsune Group will give an additional 20% discount - which is equivalent to flat in and out, and only charge the money that should be charged by the game developer and the cracking groups that have been recruited, and Hatsune Entertainment itself does not earn a dime in the channel fee.

The validity period of this strategy is tentatively set at 15 months for Hatsune.

IN OTHER WORDS, IN THE REMAINING MONTHS OF 2009, AND EVEN THROUGHOUT 2010, ANYONE WHO BUYS STEAM GAMES WITH THE CHUJIAN WALLET WILL ONLY BE CHARGED THE COST PRICE, AND STEAM WILL NOT EARN CHANNEL FEES.

The reason for setting this deadline was that Gu Mojie and the head of the game department of Hatsune Entertainment had discussed it carefully. They unanimously agreed that in 2009 and 2010, the domestic single-player game market basically did not see a way to make money. The habit of paying for digital versions is far from being formed among domestic players.

At this time, it is the wasteland period for cultivating market habits, and there is no need to rush to make money because of the ugliness of eating. After 2011, the habit of single-player digital games has slowly risen, and the whole market cake has grown rapidly, and it is not too late to talk about making money.

STEAM has come up with such a large scale, and the first audio video is naturally not to be outdone.

After discussing with Chen Shijun, Hurley came up with a preferential promotion strategy: all users who register and open a Chujian wallet can get the original value of 60 yuan for the rest of the 2009 annual audio and video membership package as long as they recharge 1 yuan.

Originally, when I bought it alone, the paid membership of Hatsune Video was 15 yuan a month. Now for 1 yuan for the first rush, you can get a 4-month membership.

Hatsune Cloud Music originally planned to respond to the boss's call to launch a paid membership first, and then engage in the trick of "giving away a 1-year membership for the first time in the wallet". But it was vetoed by Gu Mojie.

He knows that Chinese don't pay for digital music, and this stubbornness is more serious than the reluctance to pay for single-player games and online movies. The road to music legalization will have to be delayed for at least two or three years compared to videos and single-player games, and it is possible to change slowly.

Perhaps, in 2011, or even before 2012, Hatsune would not have considered the strategy of making music legitimate. (To be continued.) )