On October 19, JD held the "JD Gaming Phone Industry Alliance and Gaming Phone Standard Release Conference" in Beijing with the whole industry chain partners, officially launched the long-awaited gaming phone standard in the industry, and announced that the first mobile phone category customized by Chinese consumers: E-sports mobile phones will be born soon. Mobile phone brands, industry chain manufacturers, game companies, China Quality Certification Center, China Information and Communication Research Institute, telecom operators, authoritative data institutions and live broadcast operation platforms from the industry attended the conference. This is also another time that JD has integrated the advantages of the whole industry chain after the establishment of the JD Game Mobile Industry Alliance in May this year, It is a foregone conclusion for the development of the mobile game industry and even the mobile game ecosystem.
The launch conference clearly defined the definition of game phones, that is, game phones are one of JD mobile phone segmentation categories, which can meet the operational needs of mainstream mobile games and e-sports experience, and targeted optimization or design of smart phone products in user experience. At the same time, based on JD's big data analysis and user insights, this standard also defines the scope of application of game phones, as well as mobile phone hardware standards and performance requirements, which is the first time to truly define the category of game phones for Chinese users.
Hu Shengli, Vice President of JD Group and President of 3C Business Unit, said in his speech at the conference: "The mobile game industry is in the ascendant. Based on JD's past experience in the notebook field, we predict that the game category will become the next growth excitement of the mobile phone industry. GfK The Mobile Phone Market Industry Report in the First Half of 2017 released shows that JD mobile phones account for 48% of the online market, and the year-on-year sales growth rate of 35% is far higher than the offline market growth rate of 14%. Based on big data and user insights, JD is not only the largest online mobile phone retail platform, but also can customize mobile phones for consumers. "
The 2016-2017 China Mobile Game Market Research Report released by iMedia Consulting shows that the number of mobile game users in China reached 523 million in 2016, which means that more than one third of Chinese people are playing mobile games, and the mobile game industry is booming. But at the same time, users also face the pain points brought by the lack of standards in the process of using game phones, such as game stuttering, fever, endurance, touch screen perception, external devices, call disconnection, automatic frequency reduction after fever, etc. Therefore, users need a fine differentiation selection standard for mobile games, and the industry needs a convergence of mobile games.
When talking about the process of formulating standards for game phones, the relevant responsible person of JD said: "Previously, the standards were formulated by the state. This time, JD has achieved a breakthrough from zero to one. Based on the problems found by JD Big Data and the needs of users, we repeatedly demonstrated with mobile phone manufacturers, chip manufacturers, game companies, data companies, game players and other parties, and two authoritative and authorized institutions, China Quality Monitoring Center and the research institutes under the Ministry of Industry and Information Technology, jointly participated to ensure the accuracy and authority of the mobile game standards. " Song Xiangdong, deputy director of the China Quality Certification Center, also highly praised JD's ability to aggregate the industrial chain and lead the industry, and believed that the release of this standard would play a positive role in promoting the healthy development of the mobile phone manufacturing industry chain, promoting production based on sales and flexible manufacturing, and meeting consumer segmentation needs.
Jingdong has become the first launch platform and base camp of thousands of mobile phones, music mobile phones, full screen mobile phones and other subdivided categories. The release of JD's mobile game standards has brought multiple values. For users, JD has defined a selection standard for "e-sports mobile phones" to help them improve their integrated mobile game experience; For the industry, JD launched the first mobile phone category customized by Chinese consumers, built a game ecosystem, and led the industry's development direction; For brand makers, JD big data user profiles build an information bridge between brand makers and users, promote reverse customization, and improve production and operation efficiency; For the whole society, this will achieve the reshaping of the smart supply chain, promote "production based on sales", further promote the reform and optimization of the traditional supply chain, make contributions to the adjustment of the supply and demand structure, and accelerate the industrialization of Made in China 2025.
At the press conference, JD also announced that the first batch of products that meet the standard of game phones will be launched in Q2 next year. This means that in the future, JD will promote in-depth cooperation with mobile phone manufacturers, launch exclusive sales of equipment products that meet the standards of game phones, and let "e-sports" mobile phones meet users through online and offline integrated retail channels such as JD Mall and JD Home. At the same time, JD launched the first "Jingdong Cup of China Youth E-sports Competition" and "Jingdong Cup China E-sports Carnival" synchronously during the Double 11, and is committed to providing users with a comprehensive mobile gaming experience from hardware products to related software services.
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