Is the elusive Generation Z being manipulated by a yogurt metaverse product?

Use retro to empower the avant-garde.

Text | Huashang Taolue Zhang Yutong

Immersed in the digital world, pointing only to the invisible and intangible future, can the Metaverse really capture the most important Generation Z users?

After all the excitement, finally some Yuanverse products came back to their senses.

The solution is: Connect the past and the future, and ignite the metaverse with nostalgia.

[Selling yogurt in the metaverse, breaking dimensional innovation]

"MM, are you surfing the Internet too?"

If you grab anyone born in the 1990s on the street and ask them, you will know that QQ occupies a place in everyone’s youthful memories.

Cool pixel avatars light up. They keep pets, steal vegetables, drive cars, show off dances, and use diamonds to buy suits for the QQ show.

Later, as these young people grew up and had more and more choices, those avatars kept turning gray.

To this day, humans are moving faster and faster. One second I thought ChatGPT was new, and the next second I found it to be "very smart and almost a monster".

In the uncertainty of rapid change, these young people have begun to miss the era of QQ show that was simple to operate but touched people's hearts.

A yogurt brand quickly and accurately captured the emotional changes of young people.

Hold hands with the evolved QQ Nest to create a Yuanverse product that is full of retro flavor, full of innovation and surprises - "Pure Zhen Jie Greedy Commune".

No surprise, In the past, as much as young people were obsessed with QQ shows, they were so "superior" to this Yuanverse Yogurt Commune.

Here, everyone can have their own "pixel villain". The villain is an upgraded version of the ancient QQ show, and everyone has a pure Zhenyan yogurt.

The blue and white school uniform formula is familiar and the facial expressions are exquisite. Who can resist not choosing a character to play with?

When you step into the island, you will find that there are five check-in points, including Chuanji Photo Studio, Galaxy Game Hall, Hongxing Primary School, Cultural Auditorium, and Chuan Yogurt Shop. Each check-in point has games worth exploring.

Chanji Photo Studio is more like a retro museum. You can get avatar photos by striking personalized poses, and you can get virtual "excellent crispy breasts" by sharing photos.

In the Galaxy Game Hall, there are trendy game consoles and dancing machines. The original impulse from adolescence makes young people unable to help but dance for a while, and after completing the dance, they will get virtual "popping candies".

The game hall in the community is a favorite place for young people to hang out. Every time they enter, it is always crowded. Some users directly shouted on Weibo: "People who have never been to the game hall of Yuanshi Greedy Commune are in trouble." There is no game arcade where parents limit the time. When you play, you will know who is more popular.

There is a question and answer bulletin written on the blackboard of Hongxing Primary School. After showing off your intelligence, you will get another ingredient after answering the question. Many students in the classroom have already taken their seats. Some people turned on the player while playing and played the song "My Deskmate."

Going to the Cultural Auditorium, you can also meet Xiao Zhen, the "aboriginal person" of the island. Not only can you communicate and interact, but you can also get a lot of key information for customs clearance. Compared to ChatGPT, this AI villain is more humane.

After "clearing" all check-in points and collecting several virtual ingredients, go to the Greedy Yogurt Shop and use the yogurt machine to make a cup of "Greedy Yoghurt" in the virtual world. The sense of accomplishment is much greater than stealing other people's food. .

Every corner of the commune block is all-encompassing and realistic. The white and blue streets, dotted with flashing neon lights, facilities and buildings are very much like the road everyone walked to school countless times when they were children.

The facilities, such as game consoles, red thermos bottles and other details, fully mobilize players' memories, further filling the tension between virtual and real.

The seemingly relaxing game session is actually interaction, fun, richness, and dynamic logic, which can appropriately stimulate the psychology of young people and trigger the next step of exploration.

In recent years, the millennium trend has been prevalent, and Jie Greed Commune has grasped these emotions. Compared with Metaverse products that are concept-first and have more gimmicks than substance, they are naturally better able to capture young people.

In addition to human-computer interaction in the game, you can also go to the island with other netizens, which broadens the user's social boundaries, increases competitiveness, and realizes small circle carnival.

After the game was launched, Weibo interactions reached 270 million people, and the population of Generation Z in my country is 264 million. In other words, Jiechan Commune penetrated not only the Generation Z group, but also affected users of other age groups, successfully breaking through the circle. .

Such a record not only stands out in brand online marketing, but is also uncommon in the professional field of the Yuanverse.

It is enough to understand the online communication intensity of Chantan Commune.

In large-scale discussions and reposts, emotional resonance is mentioned the most. In addition to the interaction with related content, it also caused a big craze for "imitation makeup" on Xiaohongshu Weibo and other platforms. The picky Generation Z is always young and always moved by "understanding".

All this is precisely because Jiechan Commune understands young people, and young people understand Chunzhen better.

At the same time, it also proves a crucial and eternal truth in technological innovation: Really good technology will always serve people.

[Why Chunzhen? 】

In addition to being fast and accurate in occupying the metaverse field, more importantly, its offline layout in is also deep and good.

Occupy the user's mind, creativity is the key, experience is the core, and resonance is the finishing touch.

To truly break the circle and dimension, transferring online traffic to offline is the key, allowing the Metaverse to move from virtuality to reality. The way the Metaverse solves the Greedy Commune is: Flash Mob.

During the May Day period, the "Yuanverse Greedy Commune" in QQ House was completely reproduced offline.

The pop-up store is located in Tianjin. It is a visual version of Jiechan Commune. Among them, the Greedy Yogurt canteen is set up at a ratio of 1:1, and is surrounded by desks from Hongxing Primary School, realistic Erba Dabang bicycles, yogurt shops and other photo check-in areas. .

The event more three-dimensionally demonstrated the delicious and fun characteristics of yogurt. Immediately after its opening, it attracted a large number of young people, KOLs, and online game users to check in.

Using reality to bring the distance between hearts closer, we got explosive feedback:

During the pop-up, the sales volume of Chunzhen yogurt in nearby stores surged to 910%. The total number of views in JD.com Special Products Z increased by 116% compared with the average daily increase in the past 30 days, the total number of visitors increased by 468%, and the total transaction amount increased by 116%. 58% - Brand sales channel and membership platform, 360-degree interaction, achieved the best of both traffic and sales conversion, and firmly grasped the consumption habits of the younger generation.

A soil that is free from physical limitations is extremely attractive, but compared to panoramic immersion, breaking the fourth wall is an important issue in the metaverse at this stage.

Chun Zhenzheng has the leadership gene to use the Yuan Universe to assist brand expansion and landing.

In 2022, 15 cities in my country have successively promulgated 28 special support policies for the Metaverse, planning a total scale target of the Metaverse industry of 850 billion yuan in a three-year period.

This shows that the Yuanverse industry must eventually be integrated with industry, use logical and self-consistent content and business models to feed reality, open up online and offline channels, and help each other move forward.

The linkage between Chunzhen and QQ Xiaowo is undoubtedly a pioneer in the entire industry. It uses the metaverse to drive business and obtains a fully 3D, virtual and real universe that is not just about pan-entertainment.

Looking at previous emerging industries, whether it is the rise of e-commerce or the rapid development of new energy vehicles, having technology is the most basic requirement, but technology alone is still not enough.

How to facilitate and satisfy people is the long-term core competitiveness.

At this point, the Yuan Universe Jiejie Commune has obviously put in a lot of effort.

Compared with many brands, Yuan Jie Chan Commune has never underestimated or ignored the needs of Generation Z and provided sufficient emotional value.

Roblox, a gaming company known as “the first stock in the Metaverse”, once summarized the characteristics of the Metaverse in its prospectus:

Identity, friends, immersion, low latency, diversity, anywhere, economic system and civilization.

In this "Yuanverse Greedy Commune", the scenes and characters with a strong sense of substitution, and the commune's highly restored childhood streets, give users an identity and increase their sense of immersion;

The rewards that keep appearing are moderately difficult and curious, which prolongs the user's usage time and achieves low latency;

Childhood objects that can be seen everywhere make the Metaverse no longer divorced from reality, but more localized and closer;

Multiplayer interaction is simple and pure. "Master" players bring newbies into the game and create secret words in the same circle, which is more in line with the social habits of Generation Z.

The more anxious real life is, the more they need a space like the Yuanverse Greedy Commune.

Just as many users left messages - Yuanverse Greedy Commune is not only an online game, but also a rare opportunity for you to forget about anxious KPIs and OKRs as an adult, just turn on your phone, and return to your youth. It was that summer of drinking orange soda and old-fashioned yogurt.

[The core of the metaverse is still humans]

The term "metaverse" first appeared in the science fiction novel "Snow Crash" published by American science fiction writer Neal Stephenson in 1992.

For a period of time, it has been a favorite theme of literary, film and television works. This gives the Metaverse an excessive meaning and carries too many human fantasies.

Whether it is "The Matrix" or "The Lost Player", the concept of the metaverse seems to be always associated with indifference, decline, and steel forests. This also corresponds to the current industry development status of the metaverse in Europe and the United States.

American technology critic Shaan Puri once commented on the Metaverse: "Most people's ideas about the Metaverse are wrong. The Metaverse is not a virtual place, but a moment."

Yuanverse Jiejie Commune is good at giving users this synaesthesia moment - in terms of hardware creation, it leads to the future, and in terms of content, it blends retro.

The freshness and nostalgia brought by the mix and match complement each other, allowing emotions to drive consumption, and what you get must be real data feedback.

Yuanverse will not become a bubble, but after the fanatical hype and following the trend, only brands with truly humanistic feelings can move forward more steadily and longer.

Looking at the domestic Yuanverse products, the once popular jelly has a similar replacement logic to the Yuanverse Greedy Commune, but there is no good content to support the chassis, and it is short-lived; the Dog Repair Nightclub at Station B has started cyber jumping DI craze, but the activities were weak and eventually abandoned.

Yuanshijie Commune combines the advantages of the above products, but it is more than that. Whether domestically or internationally, we are at the forefront of Yuanverse products.

The founder of Intel has a famous saying: "We must create demand for our products."

The multi-angle and all-round gameplay of Yuanshijie Commune has cut into the consumption habits of young people, broken through consumers' perception of yogurt, and reconstructed demand.

This is a revolution in the field of brand marketing and the metaverse. It clears away the clutter of emerging industries, opens up a new battlefield that cannot be replicated, and leads the trend.

In the land of China, companies that are truly warm and can establish deep emotional links with users will eventually go further.

We look forward to more pure Zhen-flavored Yuanverse.

[Reference Materials]

[1] "PwC: Six Outlooks for the Metaverse in 2023"

[2] "What are those young people who "migrate" to the metaverse world doing? 》Odaily

[3] "Put some people into the metaverse and send others to the sky" Undercurrent Waves

[4] "China's Generation Z has a population of approximately 264 million, accounting for 40% of its consumption" The Paper

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