reportIn the annual meeting from the 2009 China game industry report demonstrated that in2009, the export of Chinese domestic online to keep the posture of the scaleare, an overall total of 29 home online enterprise independent research and developmentof the network games of 64, success in overseas markets march, generating morethan 100 million dollars overseas income, up 2008 overseas income rose by morethan 53%. Erin consulting report optimistic estimates that by 2012, onlineexports at least as much as 2 billion yuan. Accordingly, good policy also repeatedlyannounced, the overall administration of press and publications, said 2010years will begin to implement “the Chinese national original network gameoverseas promotion plan”, the ministry of culture as well as said hello will supportthe growth and development of online on JiangLiXing policy. After 10 years of rapiddevelopment, China independent research and growth and development of the network games,fully occupied in domestic market after the game, finally started looking tolarger global online market, hope from multinational game giant hand a slice ofthis action. But, how should such a step? Traditional export of risk is onlinemanufacturers through the great relish, nature is its products sold to overseascharge high fees “sell out”. Will a cheap homebred online, with the overseasmarketing export abroad, from apparently look is surely a lotof business. But this kind of simple thinking but cover this rough mode of thegreat risk. For instance, online kicks manufacturer of hot holds the southeastAsia market, itself is a piece of your competition from the red sea. Around the onehand more Chinese enterprise targeted at the forex market, however the localgame company are like a new force. Jinshan game agents grilled CEO said:”overseas market local online enterprise also is rising, this time in Vietnam,southeast Asia market performance especially clear.” Vietnam’s four big gamelocal agent vendors are forming local advantage. An emphasis on Vietnam game marketoperators said, “Vietnam local manufacturers Vinagame independent research anddevelopment of online, fully reflect the neighborhood amorous feelings is Vietnam andlocal the flavour of player, this to rely on exports overseas Chinese martialarts subjects for online, without doubt, is a new and arduous challenge.” Andin the relatively high taste of Europe and America online market, hightechnical requirements and cultural differences, make the connotation ofinsufficient domestic online had more difficult. Not long ago had just been airnets takeover from the big bear network began six years ago in 3 D network gamesefforts, and positioning within the global market competition: first sectionproduct “kung fu world” successively in more than 10 countries local release,in 2009 to shine within the dragon “before it was listed with Europe and SouthKorea, in more than 40 countries signed export agreement. Large cap CEO and theair nets CEO network YangZhen said the company will have the confidence of thisrepresents the Chinese totem of the game “dragon” had become the first Africancovered in most areas of the planet outside China online (Africa at the moment thereis no online market). However, at the moment, the domestic game manufacturersproducts are most belong to 2 D game, have the ability to market a line side ofthe manufacturers cardiac number scarce. Simultaneously, different regionalculture differences online export sector is a difficult problem. “Culturaldifferences are obstacles in to the European and American market of domesticonline a barrier, who are able to cross the road barriers, who took the very first move”.Fox said ChenYang CEO in RMB. Global manufacturing reverse thinking and it is onlytranslation, the domestic game simple “sell out” of straight internationalthinking, compared to some online enterprise take a reverse thinking, tryto new export model ” China’s creative, global manufacturing “, namely foreigngood game development personnel and professional game production chain, to makeproducts meet international flavors of online, and resolve the before manydisadvantages. The games industry in dalian China annual meeting, the perfecttime and space said publicly which are trying to United Nations development. Theresponsible person ZhuQi said: “we are attempting to take multinational researchand development model, make a pure western style of the network game, incontent and subject matter more western, with real western mainstream playerneeds”. And the big game also started the overseas game platform integration.$80 million purchase of the famous American web game distribution platformMochi Media and 5000 of foreign web games, and enable domestic enterprise todevelop overseas online game market. And the perfect time and space and biggame of magnificent and victorious, when compared with fox in the yuan “globalmanufacturing” pattern relatively quiet. Recently, fox yuan through own website in hiring overseas (gm, requirements with this position musthave acquisitions overseas experience, and familiar with the asia pacificespecially Japanese game market. And according to understand, fox is also setto yuan in in Japan and other regions recruitment planning, artists, technologyand senior talents. Because every online enterprise has the enterprise strengthas well as development direction differs, so even if is facing the basicsame “China’s creative, global manufacturing” mode, each manufacturer specificimplementation method and also the final purpose are also different. Always like theintegration of resources of big game, more essential may be the integration ofmarketing platform, with foreign game distribution platform of marriage, toachieve its purpose of export to the game. Perfect, in space and timeindependent research and development is offered priority to, so more quality tooverseas researchers absorption, and through the multinational research anddevelopment to create up for the game product culture differences between eastand west. And and also the glory, EA, ubisoft etc game company have long timecooperation in the fox yuan, obviously be more popular with japan gametalents, and then try to Columbia aspect of the game design. In fox haslaunched in RMB products “dream feeling day” body, can easily see these to try andchange. According to introducing, the dream feeling day “game character andstyle, were Japanese advanced art talents are painting, and also the game ofoverseas export first target also prone to Columbia a line for onlinegaming market. In contrast to simple methods, this kind of “China’s creative,world manufacturing” integration mode emerges, let domestic from onlinehugeness, occupied a into can attack back will keep the benefit position. Evenif is to search for the challenges still put “global manufacturing” the newoverseas mode, and also have plenty of resources and preparation, domestic onlineoverseas can also be plain sailing. To begin with, in the view reason for capital,and also the domestic vendors with a thriving, foreign Internet company salarytreatment generally favourable, both absorb advanced overseas talents oroverseas mergers and acquisitions, all of the domestic enterprise human costcontrol online raised taller requirement. For products relatively weakonline for the enterprise, the expansion of the product line will keep up withthe growth and development of the enterprise steps, this is actually the dilemma facing further.Then, in the point of view of the products, which are confronted with the problemseems to be harder to resolve. Cultural differences with global playersof the game to product level of acceptance. Such as always to mmorpgs too coldJapan, more do not accept the Europe and America, Japan and Columbia styleplayer, obscure fantasy of Europe and also the rules, they are blocking the networkgame “global manufacturing” the tiger front, but additionally to the network game inthe accuracy of overseas marketing put forward higher request. Moreover, Chinaonline in the join to compete in the global market, there still exist someproblems. YangZhen throughout the 2009 games market is the meeting that, piracyand unfair levels of competition are as Chinese game exports and influence of theinternationalization of China’s online. Not only “hacking” using the producttogether “exit”, make the loss of Chinese products. What is more, privateservers, the origin code sold, goodwill ruin, individual enterprise andenterprise leader incites other use immoral behavior of unfair competition,these serious harm to the games industry in China has just started the wholeimage around the globe. However, seems not to be too cross, because with theentertainment niche for the film industry, would have for network gameindustry globalization started good example, Hollywood has put forward forcultural differences of the greatest solution. And China’s online only have to getthe is associated with own blue ocean, counting on “China’s creative, the world makes”the new mode, strengthening the caliber of the products, can has achieved a lotof benefits. Actually, from Chinese culture and brand’s perspective, from theinternationalization of online, can reflect china brand in theinternationalization from the information on the task and also the birth ofconstantly hope. In the “made in China” to the “China create” on the highway,the Chinese enterprise need to have isn’t just the worldwide vision, more tochange as the role of OEM, truly reflects the spirit of innovation. And all ofthis, not just for foreign product of learning and imitate, however , explorethe connotation from the Chinese culture, and embodies china thecharacteristic of the brand, can enhance “China create” brand.
