Dream Westward Journey teamed up with Li Ning to open a new realm of cross-border brand cooperation

Recently, China's No. 1 online game "Fantasy Westward Journey" has formed a strategic partnership with the famous sports brand Li Ning (China) Sports Co., Ltd. The two sides will carry out in-depth cooperation in brand, market, channel and other aspects. This is the first time that Dream Westward Journey has joined hands with the sportswear industry after its successful marriage with beverage brand Wahaha Nutrition Express in 2008.

"Fantasy Westward Journey" is currently the most popular online game with the largest number of simultaneous online users in China, with more than 220 million registered people and the highest number of simultaneous online users exceeding 2.56 million. Fantasy Westward Journey players are mainly young people born in the 1980s and 1990s. They are young, enthusiastic, pursue individuality and fashion, and are highly related to Li Ning's innovative spirit and target consumer groups who are willing to try new things. At the same time, Dream Westward Journey focuses on China style, and the game draws on the essence of China traditional culture. Li Ning's ultimate oriental charm design concept is also very consistent with the game theme of "Dream Westward Journey" and has the same value attributes.

Although the cooperation has not been long, Dream Westward Journey and Li Ning have a deep relationship. As early as 2005, Li Ning's Netease Sports Channel, which gathered sports power and created all possibilities, was launched. In several interviews with sports stars on Li Ning's Netease Sports Channel, Dream Westward Journey's Sweet Dream Baby appeared frequently and was loved by many sports stars. These have laid a good foundation for Li Ning's cooperation with Fantasy Westward Journey.

It is understood that Li Ning's brand image has been implanted in Dream Journey to the West. For games and sports activities such as the Li Ning Cup turtle race and tug-of-war competition, follow-up cooperation projects will also be opened one after another.

Now the temporary status is displayed as Li Ning element, which is quite interesting. I have always liked Li Ning's game-themed sneaker series before. It would be great if I could design shoes with the Dream Westward Journey logo. Many fantasy players are sports enthusiasts themselves. After Fantasy Westward Journey cooperated with Li Ning, they were greatly surprised and pleasantly surprised.

The heads of both parties also unanimously stated that adopting this new cross-border cooperation marketing model will effectively communicate and contact with young people in innovative ways, bring more fun activities to players on existing activities, and provide more entertaining and targeted communication content for the younger generation. I hope that the cooperation between the two parties will allow players to understand more about Oriental culture and use and identify with national brands during the game!

Industry insiders analyze: The past two years have been the Year of National Sports in China. The heat from the Olympic Games has not dissipated. This year's National Games and the upcoming Asian Games have warmed up national sports. This provides an opportunity for the rapid development of sports brands. But now the younger generation is less and less influenced by traditional media. To accurately convey product information to target consumer groups, new communication platforms will surely be used. As an important entertainment method in the life of the younger generation, online games have gradually become an emerging media and are favored by many traditional industries such as sports brands.

The biggest advantage of cross-industry cooperation between traditional industries and online game industries is that products in the two different fields can be promoted and promoted collaboratively, which can achieve better results than if they are formed separately. It not only transforms the influence of online games into actual economic benefits, but also finds effective marketing channels for traditional companies to establish brands and accelerate transformation.

By integrating sports brands and sports culture into games, Li Ning is more easily accepted by players, breaks through the limitations of its own industry, and promotes the optimization and upgrading of market industries. By sharing resources with Li Ning, Dream Westward Journey can also effectively improve the utilization value of resources and marketing efficiency. The strong alliance between the two national giants, Fantasy Westward Journey and Li Ning, not only reflects the importance of online games, an emerging media platform, to traditional industries, but also shows the continuous improvement of the brand influence of Fantasy Westward Journey as the number one online game in China.

At present, the cooperation between Fantasy Westward Journey and Li Ning has gone deep into product implantation. As follow-up projects continue, it will create many new development opportunities and bring richer online games and sports experience to online gamers and sports enthusiasts!