In 2024, the younger generation has gradually become the mainstream of consumer groups. According to data from the National Bureau of Statistics, China’s Generation Z has reached 280 million people, accounting for approximately 19.8% of the country’s total population, and has officially become the main force in the consumer market. , youth culture will profoundly affect the future market trend, and brand rejuvenation has become an important indicator of the current brand core construction. The "Symbiosis of Digital and Reality: Future Economic White Paper 2021" jointly released by Tencent Research Institute and other institutions points out that the new consumer culture dominated by Generation Z has attributes such as stratification, personalization, emphasis on appearance, and strong social interaction. How to accurately impact young people The weak point of circle defense, embracing young groups? It is crucial for all major manufacturers.

In March every year, corporate spring recruitment is in full swing, and major manufacturers are doing their best to attract more outstanding talents. The company’s traditional instructional preaching is obviously no longer able to impress the personalized Generation Z. The new generation of young people need more equal dialogue, and communication content and social scenes that are more in line with the younger context.

Xishanju, as an outstanding domestic leading game manufacturer, has grasped the needs of young people during the recruitment season, and used "tricks" to bring recruitment into the campus and actively approach young people. Different Instead of the traditional serious preaching method, Xishanju launched a series of interesting pop-up carnival activities on campus, allowing students to "be part of it" and successfully attracted the attention and participation of many students in a more relaxed and youthful way. .

Go deep into the campus and be with young people in their own way

The 2023 Autumn Carnival swept 5 major cities with love and went to more than 30 universities, Xishan in March 2024 The love of living continues to move forward, starting from Guangzhou and traveling through 6 major cities including Chongqing, Nanjing, Hangzhou, Tianjin and Shanghai to carry out a series of campus carnival activities. A variety of interactive sessions, fun games, game trial experiences, and rich activity prizes were prepared for the students on site. The cosplayer wore the costumes of the characters in the game and vividly restored the scenes in the game, attracting many college students to join.

At the carnival event, the students were able to have close contact with Xishanju and learned that Xishanju not only has excellent game products and a professional technical team, but also upholds a culture full of Vibrant, open and free young mentality. Many students said that this activity helped them understand the culture of Xishanju better and made them make many like-minded friends.

Talk about love and communicate with young people in a young way

Taking the love of young people today as the emotional fulcrum, it is not limited to on-site activities, Going deeper into various online links, we launched the "Ignite Xishanju Love Season" online topic collection activity on social media, linking offline scenes with online content, inviting everyone to share their stories about love, and encouraging everyone to actively express To understand and appreciate love, during the activity, everyone became the narrator of the love story. High-frequency words such as "accompany", "growth" and "love" also show that Xishanju is good at using young people's favorite methods to express their love through love. Content marketing is used to shorten the distance with the student group, effectively promote the advancement of brand youth marketing, and strengthen the campus crowd's perception of "youth" culture.

Xishanju has always been paying attention to what young people are thinking, getting close to users, communicating sincerely with users, and building a dialogue space with young people. Games, as interactive art, can only create a better game world by maintaining open communication. Whether it is interacting with players online, offline player meetings, or comic exhibitions that are popular among young people, Xishanju attaches great importance to user participation. The person in charge of each line goes to the front line to make friends with users and build equality. , interact with players with an open attitude.

A series of creative communication methods combined with the preferences of young people, Xishanju has not only established a "playable", "open" and "young" brand image, but also established a brand with young people sense of belonging and identity. Nowadays, Xishanju is no longer joining the circle of young people, but is playing with everyone inside. It seems to be beside every player, like a trustworthy friend. In this process, Xishanju’s brand has also been given more youthful elements.

What is the love in your eyes? The #ignitexishanjuloveseason topic activity is continuing. Young people, come and have an appointment with love.

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