From Network To Reality: Clothing Brands Love Online Games

As for clothing, in the game, when the leading characters wear different clothes and equipment, they will have different abilities. Clothing brand players can cooperate with game developers and launch the same equipment as the brand products. In fact, according to the statistics of famous websites, 70% of players are not disgusted with embedded advertisements in online games.

Fashion brands love online games

The placement of ads in games allows consumers to feel the product directly and feel close to themselves. Imagine what the players will wear in a game with a 361 degree trademark. So this way of advertising is more popular with online game players. For fast moving consumer goods, clothing and other products whose prices are not too high, watching advertisements can be clear to the products.

The leisure brand, Max chase, aims at another young fashion group, the "strong dance" player. The online dance game of the "power dance company" has an online population of up to hundreds of thousands of people. This makes Metersbonwe more room to expand its image, enhance its brand and promote sales. Because the girls in the dance are dressed. Three dimensional garment Compared with QQ shows, consumers are more likely to imagine their effects. In the actual market operation, the United States has launched the marketing to the Internet under the Internet. Consumers can get the gift of the strong dance costumes as long as they buy the MADS bond. The United States has to return the profits to the game company which is dancing. This is a win-win cooperation, which is of great benefit to both sides. As for publicity, as long as in the dance mall to add a Mts. Bang Wei area, you can let more players know this activity. Another casual wear brand, JEANSWEST, has built up its own "dance block", one of the three dimensional virtual world products of snail Electronics Co., Ltd. Virtual brand image To carry out brand promotion.

From the case of Metersbonwe and JEANSWEST, it is easy to see that a reasonable choice of game carriers becomes the key to the success of business marketing. Businesses will mainly select players' games that are more concentrated as media for their advertising, and the game that is popular with female players will be favored by many businesses.

From network to reality

Online games usually have three forms of advertising: one is the product or information related to the product as an essential tool or means for playing games. The reality of the product greatly improves the sense of reality of the online game, and the life in the game is more interesting. One is embedding the product or brand information into the game environment, making the product a part of the game environment; one is to make the virtual products purchased by the players realized in the game, and the player can use the product again in reality, and the player can use the product again in reality, and this form realizes the two-way unification of the virtual and the reality.

At present, Semir, Tonlion, Cat chase A number of casual clothing brands are using the "QQ Show Mall" and "strong dance players" and other network platforms to show their sales ideas. Kuang Shumei, assistant general manager of Beijing Xinyi Jun Garments Co., Ltd., said: "Semir and Tonlion, because of their deep understanding of the habits of young Internet users, especially aim at the more than 100 million QQ active users with young and fashionable crowd as the main body. As a young QQ Internet user, not only likes the beautiful QQ image, but also has the brand consciousness very much. Semir and Tangshi just caught the mentality of QQ netizens and launched the brand QQ show on the QQ mall. Through the new media technology, the brand clothing style is put into QQ show, and made QQ show clothing for netizens to choose. With this new type of placement marketing, brand promotion and online entertainment are bundled perfectly. Not only that, Tonlion also launched a time limited free charge QQ show and QQ show T school activities, in order to enhance the penetration of brand in the netizens. It not only enables users to realize the fashionable and beautiful feeling of brand, but also makes the brand become the beneficiary of Internet marketing in the past two years. {page_break}

The combination of traditional clothing industry and the Internet is the trend of the times, and the famous brand "network marketing" has also become a major trend of e-commerce in the future. Do you want to buy the clothes you like in this game? Open online clothing store, you can see all the clothes in the game, and you can see that these clothes that once used to be invisible can be seen in real life.

Guo Yibo, a senior editor, said, "some of the clothing brands in the game are charged, some are free, and in addition, there are links to clothing brands in clothing props. However, due to the long time of game development, it is necessary for merchants to provide unlisted clothing styles to online game companies in advance. When players play games, they accidentally browse to clothing advertisements like this or that. In his future real life, he will be surprised to find that these online clothing can be bought in a physical store. Therefore, for clothing brand, if we can give full play to the function of network marketing, then the increase of sales volume is self-evident.

The problem that clothing companies have to think about is how to increase the contact time between Internet advertising and customers, improve the loyalty of netizens, and enhance the "viscosity" of Internet advertising. The biggest attraction of virtual fitting and shopping is interaction. In the virtual world, everything we wear, what to wear, where to live and where to go are all made by ourselves. The consumption mode of this virtual world satisfies the users' shopping illusions that are hard to achieve in the real world, and can fully publicize their individuality, show themselves and experience the interest of free shopping. In response, Kuang Shumei said: "in virtual communities, people can easily change three clothes one day, like the fans, and match the corresponding formal clothes, casual clothes or gowns with the change of roles and time. There is no need to feel ashamed because of lack of body. This kind of interesting experience of pushing the shopping cart to travel around the world and enjoying shopping pleasure not only enhances the attraction and affinity of the virtual world to potential consumers, but also trains potential consumers' brand dependence and loyalty in the click through try and purchase, and improves the commercial value of the brand itself.

Leveraging huge consumer groups

As for clothing, in the game, when the leading characters wear different clothes and equipment, they will have different abilities. The clothing brand can cooperate with the game developers to launch the same equipment as the brand product, such as Nike suit, including Nike shoes, Nike trousers, Nike cloak, Nike hat and so on. Those who purchase Nike shoes can receive a pair of Nike shoes online, users who buy Nike trousers can receive a Nike trousers online and so on. Of course, in order to ensure the fairness of the game, such equipment can only be medium and top grade equipment. In the game, players can play the green Nike equipment as the best equipment. And game operators can push the game's advertising in Nike's stores. Neither side needs to pay the advertising fee to the other side. This is a win-win cooperation mode.

For garment manufacturers, game marketing is not perfect. Although it has changed the form of traditional marketing to a great extent, there are still a series of problems to be solved in the future. For example, through QQ shopping mall's virtual shopping, brand associations can produce great hints and retrospective effects in the Q fans' actual shopping. They can directly try to wear clothes and keep changing the experience of modeling in the QQ show, which directly attaches to the actual consumption, thus bringing huge commercial value to the enterprises. But it is found that most of the brand clothes that Q fans try on and download for the QQ show are scarce, and the styles are out of date. They lack the synchronous purchasing property with the goods on the shelf, and the wearing effect and the style and quantity of clothing are different from those of QQ's own design.

Kuang Ruixia is a villager of the North Xinzhuang village of Ying Hai office in Jiaozhou City, Shandong province. She opened a clothing store called Yuhua clothing store. She said in an interview: "the image of the game printed on clothing is really easy to attract the attention of young people, and it is indeed a good way to implant clothing advertisements in online games. However, the age of customers of online games is between 17 and 36 years old. This is the first issue to be considered in clothing marketing in online games. If the audience of this age group is not the main consumer of its own brand, the game marketing method is totally unnecessary. On the contrary, if a high-end brand is positioned in the clothing of successful people over the age of 33, if it is used to advertise with online games, it will not have publicity effect, or even cause the loss of its customers. Therefore, if businessmen want to adopt the marketing strategy of Online Games marketing, it is imperative to determine the age of their brand audiences.