Shanghai, July 12, 2024 - "I like this handle picture so much, I push it, it's really handsome!" "The person who invented the acrylic transparent card is really a genius..." In the middle hall on the 5th floor of the South Tower of Joy City, Jing'an, Shanghai, the derivative brand of NetEase, LOFTERGOODS NetEase, is in full swing. The brand flash mob is in full swing. People gather at the flash mob scene to buy Dream Valley and expand the collection chapter clock in. The concentration of the second dimension is almost to the degree of explosion.
The NetEase Legu brand flash mob, which attracted the attention of many two-dimensional fans, made its debut with a super-popular IP lineup and hundreds of new products, setting off a unique style of millet craze this summer.
The first official brand debut, NetEase brings IP feast
NetEase's derivative brand LOFTERGOODS NetEase Le Valley's first brand flash mob landed in Shanghai Jing'an Joy City from July 1st to August 31st. According to reports, the flash mob will announce a weekly issue of popular IP new products on the scene, from "Volleyball Boy!!", "Tomb Robbery Notes", "Detective Conan", "New Century Gospel Warrior" to "Blue Restricted Area", "100% Psionic Power", including Japanese Man, Novel IP and many other forms of New Valley, is about to start a two-month IP carnival.
In order to give the millet lovers who go to the scene a richer and more immersive consumption experience, the LOFTERGOODS flash mob site has also set up various limited benefits and interactive forms. During the two-month flash mob event, a total of 8 IPs and hundreds of new products will be launched on the site, one per week, with a super fast pace! For example, the first to meet you "Volleyball Youth!!" and other Tianqing series, as well as "Tomb Robbery Notes" to be reunited, Shan Dai Yuan series. In addition, in addition to the one-day store manager, coser free travel and other activities, LOFTERGOODS also prepared a lot of clock in the gift of flash exclusive limited periphery, as well as full consumption benefits, etc. All kinds of gifts are very attractive.
This flash mob offers a variety of IP millet, and fans can also collect millet that they have not bought before when queuing up to buy new IP peripherals. They can then take photos with Coser and take photos with the well-known KOL store managers in the circle to collect stamps. The social atmosphere is strong and the atmosphere is very hot.
This pop-up event is also a cross-city party. LOFTERGOODS NetEase will also go to the BilibiliWorld exhibition site from July 12 to 14, and meet fans at the Hangzhou Trade Union CC from August 14 to September 3. From Shanghai, the Holy Land of the Second Dimension, to the "Tomb Robbery Notes Pain City" Hangzhou, LOFTERGOODS can be said to be the "Valley Circle Summer Vacation".
It is foreseeable that in the past two months, many fans will have limited memories with LOFTERGOODS NetEase.
This is the first official external brand appearance of LOFTERGOODS NetEase, and we have prepared such a wealth of new products and two months of diverse activities.
LOFTERGOODS NetEase is a millet brand developed by LOFTER, a post-00s interest content community under NetEase. LOFTERGOODS is responsible for self-planning, design, and research and development. It is linked with excellent in-app artists. Through the selection of artists' works, the design, production, and sale of physical goods are carried out. It earns more income for painters and meets the needs of young users for merchandise products. Through dedicated research and development in the past two years, LOFTERGOODS has achieved full coverage of major online e-commerce platforms. Offline products are available in all provinces and cities across the country. Sales will exceed tens of millions in 2023 and continue to grow rapidly in 2024.
The millet market is developing rapidly, and LOFTERGOODS NetEase has a unique advantage
The upsurge of millet consumption has become a hot topic at the public level in the past two years. It has changed from a niche culture to a concentrated embodiment of Generation Z's consumption concept. There are even many stories of millet saving traditional shopping malls, which has attracted more and more people's attention to the millet market. At the same time, the online and offline market performance of millet has continued to grow, and there is still great room for development to be discovered.
In the context of rapidly increasing public attention and market size, many platforms have begun to exit the market, hoping to engage in a more direct dialogue with Generation Z consumers.
In this regard, LOFTERGOODS NetEase undoubtedly has many unique advantages, and has accumulated enough industry reputation and successful experience. Take "Tomb Robbery Notes" as an example, LOFTERGOODS launched a collection of derivatives of multiple series in 2023, each of which caused a rush to buy among fans. For example, the "Zhu Chunfeng" series also relied on excellent craftsmanship to set off a wave of returning pictures on social media, which in turn made "LOFTERGOODS X Tomb Robbery Notes" a must-enter label for fans, accumulating expectations and word-of-mouth for subsequent new products.
The periphery of LOFTERGOODS is self-planned, designed and developed. NetEase LOFTER, which has more than 1 million monthly high-quality active creators, has gathered 150 million Generation Z registered users.
This means that LOFTERGOODS can select excellent in-app artists to start linkage, earn more income for artists, and meet the needs of young users for merchandise products. On the one hand, it enriches the choice of fans and improves the diversity of millet, and on the other hand, it also allows the quality and innovation of millet to be practiced, including design, craftsmanship, packaging and other aspects.
At the same time, the channel advantage of LOFTERGOODS allows millet to form a good derivatives sales atmosphere both online and offline. This flash mob is a concentrated manifestation.
LOFTERGOODS's in-depth understanding of user requests and high-quality supply chain have also allowed many IPs to cooperate with it for a long time. For example, during this flash mob, "Tomb Robbery Notes" will release two new products around the 817 Rice Festival, which is also a sincere feedback to the rice.
The flash mob is still in full swing, with uninterrupted new products and unlimited grain eating. This two-dimensional ecstatic summer event is waiting for people to join.
