How do large channels compare to small and medium-sized channels? What new channels can be expanded now? Let the great guy Lingdan tell you! one Big Channel The recommended positions of major channels are like the private parts of a goddess, and will never be given to losers casually. Large channels are normalized traffic distribution centers with numerous and diverse users and continuous and stable demand. Therefore, large channels can operate their users in a meticulous and long-term manner, and usually pay more attention to the quality of the games and their ability to attract traffic and revenue. Therefore, the way to expand large channels is very simple: one is to rely purely on product promotion, and the other is pure relationship-based public relations.
two Small and medium channels The absolute number of users of small and medium-sized channels is definitely not as many as that of large channels, but this does not actually affect the value of small and medium-sized channels. WeChat has 500 million active users, which does not affect other social apps from attracting users. The traffic sources of small and medium-sized channels are generally concentrated and precise. Once a certain type of product has a first-mover advantage, in the subsequent period, unless a more powerful product appears, small and medium-sized channels will no longer promote other products of this type. three Channel Business There are three types of business in CP:1. Joined the company early, with rich experience, responsible for maintaining the company's key KA channels;2. There is no chance to develop large channels, and we can only develop small and medium-sized channels. Basically, the small and medium-sized channels with volume are firmly in our hands;3. These are the business people newly recruited by the company in order to expand more and better channels. This type of business people basically have nothing to do with large, medium or small channels. They work very hard but have no results and finally have to leave. The turnover rate is very high. Old businesses generally focus on the existing market, that is, large channels and deep channels with stable cooperative relationships. What new businesses can do is only to develop incremental markets, which is the so-called finding new channels. If you can handle the incremental market, it's a big achievement because it's already difficult enough.
Four Channel expansion Most of the CP companies I have come into contact with are willing to cooperate with online game companies even if the channels only have a few hundred yuan of recharges per day, and are willing to cooperate with stand-alone game companies as long as the channels can generate 100 activations per day. This is the current situation. Therefore, it is better to do anything as early as possible, as the resources for mobile games have already been allocated. From a macro perspective, traffic giants have basically formed a multi-strong balance situation. From a micro perspective, the high-quality channel resources and profit distribution within each CP company have also been basically determined. Therefore, it becomes very insecure to expand channels, because there are fewer and fewer channels that can be expanded, unless you hold the top 10 Android channels. five what to do The author has missed many high-quality small and medium-sized channels and regrets it deeply. But fortunately, we realized it early and adjusted the game quality and promotion strategy to the 2015 new version. If we continue to use the same thinking as in 2013 and 2014, we will surely fail. Therefore, the remaining thing is to spend more energy on small and medium-sized channels while doing a good job in operating large channels. Especially for small and medium-sized stand-alone CPs like us, we can no longer miss out on high-quality small and medium-sized channels. The two screenshots above show the promotion of a stand-alone game on some Android channels. The data is clear at a glance. Large channels are large channels, and their scale is far higher than that of small and medium-sized channels. However, those who can do arithmetic can calculate that the scale of all small and medium-sized channels added together has exceeded that of large channels. This is the significance of developing small and medium-sized channels in addition to developing and maintaining large channels. six New channels There are always surprises on the mobile Internet, there are always unexpected products that become popular, and there are always new channels emerging. This is an excellent test of the acumen of a team and an individual.1. Apps whose traffic has not yet been monetized by games This is easy to understand. Some apps that have stable users or suddenly become popular but have not yet been monetized or have not yet been monetized through games are good new channels to be expanded. But generally speaking, this piece of meat is taken away by large companies. For small and medium-sized CPs, the goals can be set lower. Even if it is a vulgar app, it is not vulgar as long as it has traffic. The cooperation mode can be CPA or CPS.2. Public WIFI channels Public WIFI is now covered in all major cities in China. For example, Maiwei Di and some smaller public WIFI providers actually mostly accept hard advertising, but by changing the advertising model through certain technical means, they can promote games and make profits using the CPC or CPA model.3. New flashing service providers The domestic mobile phone retail and flashing sectors are also experiencing the pain of change. The growth of e-commerce channels is a continuous harm to them. The more this happens, the more anxious they are to monetize their existing resources. So we are very proactive in promotion. But the cooperation method requires more planning.4. PC channels should not be underestimated The download volume of some web applications is almost equal to that of mobile assistants. Especially for heavy-duty online games, the proportion of downloads from PC is relatively large. Some PC management software plug-ins, various download sites, etc., as long as your mobile phone is connected to the PC, can become a game promotion channel.5. WeChat Moments WeChat Moments can be seen as a very special channel. It is free, but once done well, the effect is amazing. Talking about viral marketing, social relationship chain marketing or social media marketing are all too vulgar. In a nutshell, it is about finding a way to get some people to forward your content and let another large number of people see this content, which is your game or product. All you lack is an idea, and ideas are free.6. Alliances and advertising platforms Needless to say, alliances and advertising platforms have always been one of the important sources of games, but the difficulty lies in grasping the quality of the channels, which can be seen in previous articles. APP Top Promotion (www.opp2.com) is the top Apple and Android application APP promotion platform in China, focusing on mobile promotion operations, research on ASO algorithm rules to optimize rankings, market channel promotion , WeChat marketing promotion, App marketing promotion experience case sharing, and App promotion marketing information.
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