Under the house life, the game becomes the main entertainment way of many young people. In order to improve skills and quickly score, it becomes a kind of rigid demand to find expert advice and accompany training. Therefore, the market of accompany training in e-Competition is also booming.
The daily increase of users in the whole spring festival archives is 1.6 times of that in normal times, and the daily average order volume is 2 times of that in normal times. Du Mingjiang, vice president of game accompaniment platform Bixin accompaniment, told first finance. This is due to the growth of the game during the epidemic. According to the Research Report of Everbright Securities, the daily flow of King glory during the Spring Festival is more than 2 billion, a significant increase over the 1.3 billion of the Spring Festival in 2019.
Jiangang frog was originally a new media practitioner of Hunan Radio and television station. In 2018, she started to work as a part-time trainer on the platform of bixin after being introduced by friends. With rich multimedia operation experience and lively and funny personal style, she quickly accumulated a group of fans. In 2019, she decided to resign and become a full-time trainer.
This is just a microcosm of the hot market of E-sports. According to Bixins official data, there are 27.7 million users on the platform by 2019, 68% of them are after 95. There are 2.9 million certified game accompanies, about 1.29 million of whom earn income through game accompaniment, including 7857 yuan of full-time average monthly income and 2929 yuan of part-time average monthly income. Wang Sicong, a retired player of Ig team, is the highest priced game accompaniment God. The price is 666 yuan / hour, and the user with the highest order consumption amount spent 3.08 million yuan in 2019 to play games with God.
When the post-90s and post-95s gradually become the main force of the society, their acceptance and recognition of new jobs are much higher than that of the post-80s. Game sparring provides you with an opportunity to turn your hobby into a career, and while constantly improving your game skills, you will also have more possibilities for career development. Du said.
Behind the bustle of hundred regiments war
In fact, game sparring has appeared many years ago, but it exists more in game guilds, forums and post bars, and deals in the form of private orders. With the rise of Chinas E-sports and the emergence of popular games, E-sports training began to move from fragmentation to platformization. In the first half of 2018, nearly 100 apps launched the game training business, which is known as the battle of 100 teams in the industry. However, in only half a year, a large number of apps suffered downwind.
At present, there are two main modes of E-sports accompany training platform, one is the chat room sending mode represented by TT voice and PP game, which is similar to the editing and distribution mechanism in the era of portal news. The other is the algorithm based interest and fan distribution model represented by Bixin.
From the perspective of business model, the most mature business model of E-sports training platform is revenue sharing, with the proportion of drawing Commission ranging from 10% to 20%. At present, Bixin has achieved large-scale profit. Du Mingjiang told first finance. Although the specific amount is not disclosed, according to the data released by the platform in 2018, the monthly flow has exceeded 200 million yuan.
The predictable profit space and market growth also attracted the entry of Internet giants. In 2019, Taobao launched the Taobao sparring channel, followed by tentacles, tiger teeth, fish fighting and other sparring businesses. The industry competition began from the hundred regiment melee into the refined operation stage.
Du Mingjiang believes that, similar to e-commerce platforms, the core of e-Competition training platform is to improve matching efficiency and sell services through algorithm recommendation mode. For example, the platform needs to recommend a suitable God for users according to their different preferences and needs, which requires a precise label classification of the Gods gender, segment, price, characteristics, scoring, order fulfillment, etc. Matching efficiency directly affects the user experience, and then determines the platform repurchase rate and order quantity.
Another competitive barrier is the platform risk control audit capability. When the scale of platform users reaches a certain volume, the biggest challenge is actually the regulatory capacity of the platform. Du said. Because of the strangers social nature of the accompanying platform, it is also a very easy to make fast money industry. Before that, many apps were removed from the shelves because of the pornographic and grey social problems in the platform. In the view of the industry, when the social cognition of the accompany training industry is not unified, and the products and technologies are still in the stage of perfection, the risk control audit ability will play a key role in the development of the platform.
Broaden career growth space
Listed companies bring capital advantages into the market, which makes the market competition more intense. Platform subsidies, new incentives, star endorsement and other measures are also driving up the cost of user retention. In addition to the transaction, how to provide more diversified career growth path for the trainer, create more abundant product content for users, and determine the user stickiness and growth space of the platform.
For most of the company trainers, the stability of income and long-term career planning are still the current concerns. In terms of long-term career planning, jiangangfrog hopes to give full play to its work experience and media resources, attract more fans through short video and live broadcast, and build its own personal brand. Just as Li Jiaqi became a KOL with goods through selling lipstick, the core value of e-Competition accompaniment training is also sales. Jiangang frog said.
In response to these needs, in addition to the basic training services, many platforms have also launched short video, live broadcast and other services, jointly training KOL with MCN. In addition, the platform represented by Bixin is also cooperating with the e-sports club to build the e-sports youth training system. The head E-sports accompanist who has the ability to participate in the selection of E-sports team youth training is expected to further become a professional E-sports player.
Du Mingjiang believes that these measures can not only precipitate users, but also better justify the industry. With the development and improvement of the youth training system, when more and more professional E-sports players come from the accompany training industry, the outside worlds views on the positive energy of accompany training will increase, so as to attract more talents into the industry.
In terms of the external environment, the state has been promoting the standardized development of the training industry.
In January last year, the vocational skills appraisal center of the Ministry of human resources and social security issued the announcement on the planned release of new occupations. The e-athletes who are engaged in the training of E-sports have become one of the 15 new occupations to be released as demonstrated by human resources experts. In July, the bid winning Committee issued the standards for Chinese E-sports trainers, which divides E-sports trainers into three levels: primary level, intermediate level and senior level, and gives a clear description and specification from the application conditions, professional skills, professional ethics and other dimensions.
Du Mingjiang believes that the normalization and standardization of the training company is a basic work for the industry, and a sense of belonging and upward career promotion for individuals. With the rapid development of professionalization, practitioners have more time and money to systematize e e-commerce. Throughout Chinas E-sports market as a whole is also on the rise. According to the 2020 global e-Competition market report released recently by professional data statistics agency newzoo, China will become the worlds highest income e-Competition market by virtue of a total revenue of 385 million US dollars in 2020. At the same time, China will become the market with the largest number of E-sports audience with its 163 million E-sports audience. Du Mingjiang told first finance and economics that in the future, company training will occupy 15% - 20% of the market share of e-sports industry. With the entry of giants, market education is accelerating. Whoever can gather and make better use of scarce high-quality resources in the future will be able to seize the opportunity of growth. Source: First Financial Editor: Guo Chenqi, nbj9931
Du Mingjiang believes that the normalization and standardization of the training company is a basic work for the industry, and a sense of belonging and upward career promotion for individuals. With the rapid development of professionalization, practitioners have more time and money to systematize e e-commerce.
Du Mingjiang told first finance and economics that in the future, company training will occupy 15% - 20% of the market share of e-sports industry. With the entry of giants, market education is accelerating. Whoever can gather and make better use of scarce high-quality resources in the future will be able to seize the opportunity of growth.