The State Council recently issued a notice that allows domestic and foreign-funded enterprises to copy and promote the production and sales of game entertainment equipment to the nation. This move means that the Chinese government's ban on the game console market will be further relaxed. However, game consoles such as XboxOne and PS4 still face a lot of uncertainty in China.
Although the policy gates are open, Xboxes should not be too happy
The State Council recently issued a notice that allows domestic and foreign-funded enterprises to copy and promote the production and sales of game entertainment equipment to the nation. This move means that the Chinese government's ban on the game console market will be further relaxed. According to a notice issued by the State Department this week, foreign companies such as Microsoft and Sony are expected to sell game consoles outside the Shanghai Free Trade Zone. For local companies, they can no longer use the name of the set-top box, but directly. Production game console products.
Although the policy door is about to open, game consoles such as XboxOne and PS4 still face many uncertainties in China.
First of all, the parallel market is still huge. GfK China analyst Ji Wenxin told Tencent Technology that although Microsoft started mainstream sales in September 2014, parallel imports of the console market in China still accounted for a large share.
The main reason for this phenomenon was that Microsoft XboxOne still faced the low price of parallel imports after entering China, and the inability of the “locking zone†multinational users to interact.
Second, because the game content still needs a more rigorous review, there will be a shortage of games on the market, and this will also directly affect the sales of game consoles.
For domestic manufacturers, there are currently forms of Android game boxes. Although its hardware technology is mature, the reason for no success is that it is difficult to launch game products that meet user expectations.
However, Ji Wenxin remains optimistic about the future of game consoles. "As Sony enters the Chinese market, it will introduce more masterpieces, and the 2015 summer promotion will be an outbreak of the game console market."
Ji Wenxin also said that it is optimistic about the combination of the game market and online video, game consoles are expected to replace the set-top box as the hub of home entertainment.
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