Core Viewpoint - The article discusses the marketing strategy of NetEase, particularly in relation to its new game "Return to Tang," highlighting how the company leverages controversy and criticism to generate buzz and manage expectations [2][12][28]. Group 1: Game Announcement and Initial Reactions - NetEase released a high-quality PV for its new game "Return to Tang," which initially garnered excitement from players [2]. - However, the association with NetEase's 雷火 studio led to skepticism among players due to past experiences with the studio's marketing tactics [4][6]. - The project team acknowledged the players' concerns and attempted to clarify that the game would not be a mobile title, emphasizing cultural output [8][9]. Group 2: Marketing Tactics - NetEase's marketing approach is characterized by its ability to thrive on controversy, often using negative feedback as a promotional tool [11][14]. - The company has a history of provocative marketing campaigns, such as sending legal notices to competitors and making bold claims about its games [19][20]. - The strategy focuses on generating maximum visibility, as bad publicity can sometimes be more beneficial than no publicity at all [24][27]. Group 3: Managing Expectations - Lowering player expectations is a crucial aspect of NetEase's strategy, as it allows the company to mitigate backlash upon the game's release [35][39]. - By facing criticism upfront, NetEase can create a scenario where any positive reception of the game will be amplified, turning initial skepticism into praise [41][42]. - The article suggests that if the game performs well, the narrative could shift to highlight the development team's efforts despite the initial backlash [43]. Group 4: Conclusion on Marketing Effectiveness - The article concludes that the current criticism serves as free advertising for NetEase, reinforcing the idea that any attention, positive or negative, is beneficial for the game's visibility [48].

Core Viewpoint - The company, Jiaxiang Interactive, reported its first net profit loss since its IPO in 2019, with a revenue of 1.386 billion yuan, down 22.13% year-on-year, and a net loss of 74.17 million yuan, down 116.93% year-on-year [3][5][6] Financial Performance - Jiaxiang Interactive's operating revenue for 2024 was 1.386 billion yuan, a decrease of 22.13% compared to the previous year [3][5] - The net profit loss of 74.17 million yuan marked the company's first loss since its listing [6] - The net cash flow from operating activities was 71.07 million yuan, down 83.87% year-on-year [5] - Sales and marketing expenses increased by 31.1% year-on-year to 447 million yuan, primarily due to a rise in advertising and promotional costs [4][8] Business Strategy and Market Position - Jiaxiang Interactive focuses on localizing card games, particularly Mahjong and Poker, and has transitioned from a regional to a national market presence [6] - The company has over 1,000 streamers promoting its games through various interactive events, which has generated significant traffic for its core products [4][8] - Despite the increase in marketing expenses, the company acknowledged that these investments did not effectively drive revenue growth, leading to pressure on overall profitability [4][9] User Engagement and Product Development - The company reported a decline in daily active users (DAU) and monthly active users (MAU), with DAU at 13.37 million and MAU at 64.34 million, down from 14.38 million and 68.28 million respectively [6][7] - In 2024, Jiaxiang Interactive plans to launch two key products targeting the Middle Eastern and Japanese markets, with adaptations to local cultures [7] - The company has also introduced 3D versions of its core products, but these new releases have not yet significantly impacted revenue [6] Marketing and User Acquisition - Jiaxiang Interactive has adopted a multi-channel marketing strategy, including partnerships with leading streamers and MCN agencies to enhance brand exposure and user acquisition [8] - The number of paying users increased by 35% year-on-year to 17.8 million, indicating a growing willingness to pay among users [8] - The company is exploring new distribution channels, including mini-programs on platforms like Douyin, to enhance game accessibility [10]