The Extension Of The Rice Net: Sale Authorization Under The Online VIP Line

from Rice washing net Selling eggs under the line, Cartoon book You can see the extent of the explosion. Online games Its charm and commercial value are not limited to the virtual world of monitors, mouse and keyboard. In the Happy Valley of Shenzhen, after deducting the original Moore Park into reality, the profit view of Tao's net becomes more open.

With the online game Moore Park for children, Taomi has developed tens of millions of users in 3 years, and if it broadens the online tour route, it will become another game giant. But Wang Hai, who came out of the penguin, chose edge products and content development. His goal is very clear, Disney.

Animated cartoon

The content is updated every weekend, and the game adopts dynamic plot.

At first, the target users of rice were 3 to 8 years old children, planning to be a children education network community. By the time half of the product was completed, Wang Haibing hesitated. He learned that after the popularity of the penguin club in the US children's website, he decided to temporarily avoid the group under the age of 8 and take a "successful" road. Subsequently, the target users are located on the "Moore Park" line of children between 8 and 14 years old.

Moore Park uses fairy tales as a game background, but what attracts children most is that its content will be updated every weekend. The game uses dynamic plot. This is the same as adults who started watching a prison break once a week. As the game became "dynamic", "Moore Park" became a "animated cartoon".

The investigation by the rice company found that most of the players in Moore Park were girls, and boys and girls liked to play different things. So, Taomi thought of improving the product line.

Since last year, there are several game lines for different player groups, such as SEL, big play country, little flower fairy, Hatchie Town, Kung Fu school and so on. However, these rich animated cartoons are not broadcast in 24 hours. In order to control the children's Internet access time, the servers will be closed from early morning till six o'clock.

"Minors online" is a word that can never be avoided. Taomi is also clear about who is paying for children. In order to assure parents, Wang Haibing set up a parent supervision system. Through the application, you can bind the child's game account to the parents' account. Parents have the authority to check the number of children's landing games and the consumption records. If parents feel that their children's Internet behavior is beyond control, they can apply for a freeze game account.

Online sale of VIP line sale authorization

At present, 90% of the revenue comes from online V IP users, 10 yuan monthly fee.

In early 2010, Taomi announced that it had made profits. 90% of their income comes from online V IP users 10 yuan monthly fee.

If such a profit model is defined as the main direction of rice washing, they will eventually encounter the "ceiling" that can not be broken because of the saturation of the number of users.

Because of the particularity of the user group, Wang Haibing did not expect those small players to pay more money to play games, but he would try to get parents and children to pay for the offline products.

The idea of Disney is to dispose of the cartoon characters and stories that are deeply rooted in the hearts of people into cash, and copy them to many products. Rice has already taken this profit pattern gene, because in 200 million primary and middle school students crowd, 50 million people have played the game of rice washing.

At present, the books under the line of Taomi have been cooperated with Beijing Tong Qu publishing house and Jiangsu Art Publishing House; toys are cooperating with Japan's 10000 generation and Guangdong's Austrian animation; clothing cooperates with Zhongwei. The cooperation under these lines mainly refers to brand authorization, and Taomi net is not responsible for the production and sale of any products.

In the development vision of the rice net, the proportion of offline income exceeds 50% in 5 years.

Extension: theme park stage drama

The story of the cartoon characters of rice is also moved to reality.

In the impression of Chinese children, it is Disneyland that is closely related to Disney's three words.

So, rice also began to do paradise. At the beginning of this year, the reality version of Moore Park came on the scene in Happy Valley, Shenzhen.

Just like in the virtual Moore Park, "little Moore" can receive the task cards in the real version, do "SMC vocational training" and "earn Moore beans": complete the SM C vocational training, get the "bravery Knight certificate", earn mole beans by playing the magic castle area "surf jump" and so on, collect a certain amount of Moore beans, get the free tickets of Happy Valley, and online virtual gifts such as Moore Park's game props.

In addition, through the observation of users' online search behavior, Taomi network found that small users are still searching for animation information while searching for Moore Park. This gave Wang Hai an other inspiration: the story of the cartoon characters of rice is also moved to reality. Very soon, the stage play based on Moore Park and sail will be performed in Beijing and Shanghai during the "eleven" period. {page_break}

Reporter eye

Childlike innocence

2 weeks after Moore Park went online, the number of people online reached 1000. Wang Haibing's choice after the 80's is to go out to buy ice cream.

Judging from the business model of rice, it does want to be a Chinese version of "Disney", but Wang Haibing's office on the blackboard is written on three Chinese Enterprises: Mengniu, Erie and Guangming. According to the eight diagrams, it is not known that rice is going to exceed the sales volume of the three enterprises. We can know that 50 million children have chosen to wash rice.

Entrepreneurship ID

Entrepreneur: Wang Haibing

Entrepreneurship time: 2007

Venture capital: 10 million

Entrepreneurial opportunity: when creating QQ pets, it has touched millions of children, children. Internet The market is still "blue ocean".

Business features: the largest child SN S community "let parents play games with their children at ease", extending the product line.