Who is the founder of Journey?

Network "Journey" Shi Yuzhu, because he likes to play online games, lives a life of black and white upside down every day. "I am a hardcore player." Shi Yuzhu, the press conference of Shi Yuzhu Journey, proudly said, "It is better to develop a game yourself." In June 2004, Shanghai Zhengtu Network Technology Co., Ltd. (hereinafter referred to as "Zhengtu Network") was formally established. Shi Yuzhu thought about investing in online games three or four years ago. Before entering online games, Shi Yuzhu once asked experts for advice, and also specially met with leaders in charge of some industries. The conclusion is that the growth rate of online games will remain above 30% for at least 8 years or longer. In Shi Yuzhu's view, the demand for entertainment in China is increasing day by day, while the proportion of gamers in China is relatively low, with great growth potential. Therefore, Shi Yuzhu asserted that the online game market is definitely a sunrise industry. Shi Yuzhu always believes that the success of online games depends on two things: money and people. Shi Yuzhu is not short of money, and the accumulation of health care products business and investment income for many years has brought huge capital accumulation to Shi Yuzhu. A few years ago, Shi Yuzhu was interested in online games, but at that time he didn't have a game team. Yan Wang of Sina once told him that Sina didn't play online games because it lacked people. In 2004, a team of Shanghai Shanda gave up the research and development of large-scale online games and prepared to leave Shanda, hoping to find a suitable investment partner and contact investors in Taiwan Province Province. Shi Yuzhu heard about it and immediately met the team. After the talks, Shi Yuzhu's enthusiasm for investing in IT was rekindled and he decided to invest. After the formal confirmation, Shi Yuzhu asked himself: If it fails, what are the possible reasons? One is products, and the other is brain drain. During the Q&A process, Shi Yuzhu listed more than a dozen key points of the project and found solutions one by one. According to Chengdu media reports, "Dragon Soul" was created by the giant Chengdu team after two years of hard work, and the game engine has independent intellectual property rights. As the first 3D masterpiece with the meaning of "Made in Chengdu", the game screen performed well and was highly anticipated by the local people. Shi Yuzhu's remarks undoubtedly poured cold water on the oath. According to sources close to Shi Yuzhu, although the local media in Chengdu generally interpreted Dragon Soul as the "secret weapon" for Shi Yuzhu to lay out the online game market in Southwest China, in fact, he did not think highly of this game, and even characterized it as the company's least optimistic game in 20 10. Sources also pointed out that Shi Yuzhu personally likes to play 2D and 2.5D online games, but he is not used to 3D online games. "The reason why Teacher Shi is not optimistic about the game may be because it is the only game in the company that will faint after playing, and it is also the only game that he can't get used to." The source said this. However, the above reasons of "not being used to playing" do not seem to fully explain why Shi Yuzhu "abused" a product of regional strategic significance to the company. A person related to "Dragon Soul" told Sina Technology that Hui Yuan, the vice president of Giant, was personally in charge of the Southwest R&D Center, which showed that Shi Yuzhu had high hopes for the Southwest online game market, and this internal evaluation did not rule out that he was a provocation to the local team. Shi Yuzhu claimed to have been to rural areas and shops, and chatted with consumers who bought melatonin and other health care products to understand their habits and preferences. In order to understand the psychology of online game players, Shi Yuzhu saved a lot of trouble. On the one hand, he is a player himself. On the other hand, he can communicate with players online very conveniently. Shi Yuzhu found that online games, like health products, have the biggest real market below, not above. China's market is pyramid-shaped, with Beijing, Shanghai and Guangzhou at the top and Nanjing, Wuhan and Wuxi in the middle. The real biggest online game market is in rural areas, and the number of people playing online games in rural areas is much higher than that above the county level. It is generally believed that the key to the success of Shi Yuzhu health care products is advertising, while Shi Yuzhu claims that the most critical link is actually ground promotion. Now, Shi Yuzhu has applied his marketing experience in health care products to online games. According to Tang Min, deputy general manager of Zhengtu Network, Zhengtu Network currently has nearly 100 ground offices and plans to grow to thousands. At the end of 2004, Shi Yuzhu set sail with a "Journey Battleship" under the general environment that most industry experts and related media were not optimistic. On April 18, 2005, Shi Yuzhu suddenly announced a new project invested by Giant Investment Group Co., Ltd.-Online Game Journey. Shi Yuzhu also sells health products in the same way. The promotion team is the largest in the industry, with 2000 people nationwide. The goal is to spread all over 1, 800 cities, counties and towns. By then, this team is expected to be 20,000 people. Shi Yuzhu once explained his practice in military terms: "The air force is like advertising, and the army is like marketing. Only by coordination can we do it. " Shi Yuzhu still adopts the practice of encircling cities from rural areas, and sends the journey to counties, townships and towns. "I only go to free Internet cafes, and people who collect money will not enter." Shi Yuzhu said. Shi Yuzhu, which believes that big investment can bring big output, regularly organizes "chartered flight", which is welcomed by rural Internet cafe owners. Shi Yuzhu regularly packs all the machines in 50,000 Internet cafes across the country, and is only allowed to play the journey, with millions a month. However, for many rural internet cafes with less than half of the attendance rate, the profit of booking tickets can be imagined. In addition, owners of Internet cafes can enjoy a discount of 10% when selling Journey game cards, which makes Shi Yuzhu's sparks in the rural market endless. Shi Yuzhu, the first green online game standard in Shi Yuzhu, also advertised as a "paying player": as long as the player spends more than 120 hours online every month, he may get a "full salary" worth 100 yuan. Wages are paid in virtual currency, but players can get cash by trading with other players. Zhengtu official said that as of the evening of May 27th, 2007, the number of simultaneous online users exceeded 6,543.8+million, making it the third online game in the world with simultaneous online users exceeding 6,543.8+million. Although Shi Yuzhu's practice has been successful and criticized and condemned by his peers, he still does not do anything unconventional. He invested a lot of money to make the image advertisement of Journey broadcast on CCTV. The State Administration of Radio, Film and Television expressly stipulates that online games and tobacco cannot be advertised on TV. However, "Journey" skirted the ball with image advertisements, which was the first time that domestic online game operators broadcast advertisements on TV, and the hype and publicity of "Journey" reached a peak. Zhengtu. com plans to broadcast an advertisement on CCTV for about a month. According to the standard of CCTV advertising fee, it is estimated that Zhengtu Network will spend nearly 20 million yuan on CCTV 1 set and 5 sets of advertising fees. Journey online game players are targeted at white-collar workers aged 65,438+08 to 35, and they invest a lot of advertisements in CCTV, which I believe will not directly drive the number of journey online game players. However, as an emerging online game operator, the popularity of Zhengtu Network will be greatly enhanced. At the same time, the image advertisement of Journey was broadcast during the Asian Games, hoping to convey to more people that online games, like other sports, are a healthy form of entertainment. In any emerging industry, there is always a "program host" who doesn't play by common sense. In the online game industry in 2006, Shi Yuzhu and his journey have been playing such a "program host" role. Shi Yuzhu's business thinking is so unreasonable both in his journey and in the cooperative relationship between melatonin and gold. It is this marketing technique with rich style that makes it successful in the market. The new competition rules of online games have changed with the arrival of Shi Yuzhu in 2006. Shi Yuzhu said at an annual meeting of the game: "We built this game, so this game has a lot of controversy. Earlier, I talked about the anti-addiction (comment) system for minors. Actually, we discussed it at the beginning. If we fall, where will we fall? We have come to the conclusion that if we want to fall, we will fall on minors. So we decided from the beginning that no matter whether the market is good or bad, we will not touch him. We did this a long time ago when the country didn't implement anti-addiction. Later, we saw that the country had anti-addiction. We just don't allow minors to register or log in. When you enter the game, it is a bit like the words in front of the third-grade film, and minors are not allowed to enter. There is also GM in the game. Anyone who is underage can report it and seal it. In this regard, we can't guarantee that there are no minors. After a large number of investigations, it is about five thousandths to six thousandths of our minors. Why did I care about this piece in the first place? If it is a good game, but if the family is not a warm environment, it is actually a disaster. First of all, good games, good games make people linger. If a minor's family is not warm enough, he can easily indulge in it, so putting the two together is a disaster. Once he is addicted to it, it will affect his study and development. Children need outdoor activities and exercise. At this time, his addiction to the game will be broken. Our industry can't ask the society and parents to give their children more warmth, and we have no ability to do it, but you can't stop us from playing games well. I hope that the government departments will not only help us appeal, but also legislate more to turn out the image of our company. Thank you. " When wrestling with giants just entered the online game market, Shi Yuzhu didn't take foreign game companies seriously. An exhibition in 2006 completely changed Shi Yuzhu's view. At the ChinaJoy exhibition in Shanghai, Shi Yuzhu saw that there were few magnificent masterpieces in China, almost all of which were masterpieces of foreign companies. Most of the big products listed next year are European and American games, and some products are even bigger than Warcraft. "I think everyone will think that the market share of European and American games will rise rapidly next year. Three years later, foreign games will dominate the China market. " Shi Yuzhu said. When the market has entered a very obvious era of large-scale production, most domestic online game companies are still in the stage of small workshops. Shi Yuzhu believes that it is impossible to develop products with R&D expenses less than 40 million yuan, which is completely different from two or three years ago. "The research and development of Journey has cost 40 million yuan, which is quite a lot in China, but the research and development expenses of European and American games are mostly in the unit of10 million dollars, which is equivalent to investing 35 million yuan to make a series. You can compare it with Hollywood blockbusters." Peer analysis game, Shi Yuzhu's marketing planning ability, supplemented by the game production ability of foreign multinational companies, should be an excellent match. Shi Yuzhu said that this possibility is not ruled out, but he has not considered acting as an agent for foreign games. But privately, Shi Yuzhu said that he didn't like playing foreign games. After learning that Shi Yuzhu will take the road of online game research and development, Chen Tianqiao, who has become an opponent, conveyed several suggestions to Shi Yuzhu through Duan Yongji, one of which is that there are many traps in the road of research and development. This reminder makes Shi Yuzhu more cautious in research and development. In order to meet the challenge of multinational giants, the second game of Journey Network is now under development, and its name is Giant. According to Shi Yuzhu, the development investment of this game has reached 1 100 million yuan. There are many innovations in the product itself. As the second golden partner of health care products, Shi Yuzhu began to instill his "crisis consciousness" into the team: the second product is doomed to fail according to the regulations, and what measures should we take to avoid failure. Under the crisis consciousness, the team also entered a state of emergency, working seven days a week, one day 15 hours. It is by killing himself in advance that the golden partner has become the only successful product in the health care product market in the past five years. Shi Yuzhu has made it clear that the second game should be like a golden partner.