In recent years, a wave of casual wear brands, including Summa, Tang Shi, and Mates Bonwe, have entered the virtual marketing space by leveraging platforms like "QQ Show Mall" and "Dancing Player." This marks a significant shift in how traditional fashion brands engage with consumers, driven by the rapid evolution of internet technology. The digital landscape has opened up new opportunities for brands to connect with younger audiences in innovative ways.
Beyond traditional methods such as brand ambassadors, TV ads, and search engine marketing, these companies are now using real-time chat tools and online games as their main platforms. This approach not only enhances brand visibility but also creates a more immersive and interactive experience for users.
Summa and Tang Shi, in particular, have tapped into the habits of young netizens, focusing on the over 100 million active QQ users who are passionate about fashion. These users are not just looking for beautiful avatars—they are also highly brand-conscious. By launching branded Q-Q show items, these brands have successfully integrated their clothing styles into virtual environments, allowing users to choose and customize outfits that reflect their personal style.
Tang Shi also launched limited-time promotions, such as free Q-Q show items and T-school events, which helped increase brand awareness and engagement among users. These initiatives have allowed the brand to gain traction in the online market, creating a win-win situation between the brand and its audience.
In the QQ Show Mall, you can find over 44 styles from Tang Shi and 92 classic plus 63 trendy styles from Summa. Other well-known brands like Nike, Disney, 361°, PEAK, Meters/Bonwe, Cabin, Bonotailor, Vancl, Lamiu, Xtep, Li-Ning, Anta, and more have also joined the trend, offering a wide range of virtual clothing options.
Mates Bonwe took a different route by targeting the “Dancing Player†community. With hundreds of thousands of players, this platform allows the brand to enhance its image and boost sales. By offering dance costumes as incentives for purchasing physical products, Mates Bonwe created a mutually beneficial partnership with the game company. Adding a dedicated section for Mates Bonwe in the game further increases brand exposure.
Another brand, Jeanswest, partnered with "Zhujie District," a 3D virtual world developed by Snail Electronics, to build a strong virtual brand presence. This move reflects the growing importance of virtual communities in modern marketing strategies.
"Dancing Street District" is a 3D virtual community where users can personalize their avatars, create virtual homes, and build social networks. As the "Build City" project expands, real-world urban elements like commercial areas and event spaces will be incorporated, making the virtual city increasingly realistic.
Additionally, Hong Kong-based brand SEVENDAYS has launched a 3D online shopping experience, allowing customers to interact in a virtual game environment. Users can create avatars, shop with friends, and even have face-to-face interactions with virtual store assistants. Each product offers free trials and personalized conversations, providing an immersive and realistic shopping experience.
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