"Dream West Tour" team on Hunan satellite TV main strategy said the aesthetic version to achieve the expected

Play More network news (Reporter/Shei) September 5 message, a few days ago, NetEase Dream West team to Changsha to participate in Hunan TV "Day Up" program recording, in the recording completed, "Dream West Tour" Master planning Small White, NetEase game Sales director Hu Chunliang, "Dream West Tour" product Marketing director Wu Xin Xin received a lot of play exclusive interview.　　Main strategy small white: half of the players to accept the "Dream West Tour" aesthetic version to meet the expectations of more play network: in your decision-making process, you think the game which settings are failed?　　Small white: The earliest release of the replica and erhu is my lower scoring play, erhu is inconsistent with the audience, the copy is a detour, the last was accepted by the players. More Play Network: Aesthetic version of the Dream West Tour feedback how?　　Have you reached your previous expectations? Small white: We in the aesthetic version of the official opening to all the server after a two-week survey, mainly to understand the user experience, in order to obtain a more realistic answer, this questionnaire is not rewarded and requires the player to take the initiative to the game within the designated place to fill out the way.　　From receiving more than million effective answer, to the aesthetic version of the player to accept nearly half, basically reached our expectations.　　Hu Chunliang: The key to the success of the Dream West Tour is in line with the mainstream values more play network: As NetEase in front of the player most unknown, please you and your team to do a brief introduction. Hu Chunliang: Our team was established in 04 and I am also the first group of members.　　We are mainly responsible for the company's product line under the promotion of all channels, the team size from 8 to now more than 1000 people, most of them are men, hehe. More Play Network: There are insiders evaluation that NetEase's regional system is doing the best, the success of NetEase games and offline promotion inseparable. Do you agree with this view?　　How much do you think your work system plays in the whole game product building? Hu Chunliang: This question seems to ask the boss, hehe.　　NetEase's regional promotion team from 04 to the present, has been playing an important role in the company's game marketing, but we have always been a part of the company's overall marketing, it can not be assessed alone.　　More Play Network: Then you think the company's overall marketing the most important success of the bright spot? Hu Chunliang: The key is to conform to the mainstream values. The Last "Dream West Tour" Run a line PK game, I remember that there is a 62-year-old in Henan province, one of the oldest players, Wuhan, a 7 joint competition, there are several pairs of father and son together to participate in the PK tournament.　　All these show that the dream of the West has surpassed the value of the general game, the world view, the values displayed to some extent, is in line with our traditional culture, it will be the mainstream of society and even the elderly people accept.　　More Play Network: the fact that the players are very welcome such as the planning of the tour, the player offline PK, offline party and other activities, will be the focus of your work to catch it? Hu Chunliang: Well, for the vast number of players to provide various forms of offline communication platform, is the future of our key work. MeetThe needs of the players, is our work.　　Wu Xin xin: Advertising can enhance the online game players to feel more play network: You and your team specific scope of work? Wu Xin Xin: We Are "dream West Tour" marketing team, the essence of marketing is communication, is through a variety of ways to communicate with the player friends. The advertising film is our Top-down communication way, the player meets the player to interact the communication way.　　There are like before the brand conference, PK tournament, and so on, but also fantasy marketing team and fantasy players Carnival feast, we have witnessed the "Dream West Tour" growth and achievement. More play Network: In the past a long time, "Dream West Tour" in this kind of propaganda communication is very low-key. And the recent Dream West Tour seems very enthusiastic about it. such as the "Day Up" program. What causes such a shift?　　In contrast to the past, what is the biggest meaning of this shift? Wu Xin xin: Wine is also afraid of the alley deep. Now the market environment and the past is not the same, now on the market on the thousands online games, consumers cross-stitch eye, in the end choose who? If they don't know you, how can they choose you?　　Of course, we are not far from hype, NetEase has always been immersed in research and development, publicity and promotion is also very pragmatic, traditional, almost all of the regular advertising, not malicious, vulgar speculation. The biggest significance is the demand of consumers, our old players are very eager to see the "Dream West Tour" of the relevant publicity, online games is the experience of products, the player's sense of the generation is very important game experience, so with the new and old players emotional resonance more important, this online games like you, you play what kind of online games, you are what kind of person, Players need a sense of identity and pride.　　"Dream West Tour" as China's independent research and development of the most successful online games, has the responsibility to both inside and outside the game to bring new and old players to experience excellence.　　Play Web: So what setbacks have you met in your dream promotion? Wu Xin Xin: The biggest setback is "dream West Tour" brand conference. The conclusion is that it is easy not to do online live broadcast, our brand conference scene atmosphere is very warm, the players have a very enjoyable, the overall effect is very good, but the network live is very immature, whether it is the proficiency of the program rehearsal, or the lens cut maturity are also with the TV live broadcast has a big gap, Unable to express the enthusiasm of the scene. The people who watch the live webcast will think that our live activities are organized in general, this feedback is quickly on the forum, colleagues in the signature file on display, let me at that time very frustrated, feel sorry players, did not put the essence of the brand conference show to the players; sorry company, did not use good company's propaganda expense.