short essay1-Liu Zhilin(1155217973)

Analysis of Otome Game Co-branding

Nowadays, the co-branding of Otome Game (乙女游戏) has become more and more popular. It has appeared in various sectors, especially the catering industry with renowned chains like KFC and HEYTEA, as well as mobile apps such as keep. There are numerous aspects, both positive and negative, along with associated challenges that merit a detailed exploration.

To begin with, the advantages of such co-branding are quite substantial. It is a powerful catalyst for increasing brand awareness and appeal. Consider the collaboration between Love and Space (恋与深空) and KFC. By artfully incorporating game elements into their food and beverage offerings, they managed to create a unique and engaging experience. For instance, during the promotional period, players were required to vocally express specific slogans within the store premises. This interactive and novel approach not only actively involved the players but also managed to draw the attention of a large number of onlookers. It effectively expanded the brand's reach and made it more visible in the market.

Furthermore, co-branded products possess an irresistible charm for otome game enthusiasts. This invariably leads to a significant increase in product sales. The partnership between "Love and Deep Space" and Lawson is a prime example. In a remarkably short span of just one week, they were able to sell over 1.7 million pieces of merchandise. This outstanding achievement clearly demonstrates the formidable sales-driving potential that these otome game collaborations possess. It showcases how effectively they can tap into the dedicated fan base and convert their enthusiasm into tangible purchasing power.

However, it is essential to acknowledge that this co-branding journey is fraught with various obstacles and drawbacks. One of the most prominent issues is the emergence of scalpers. The intense demand for co-branded products often lures these unscrupulous individuals. They swoop in, hoarding large quantities of the products and subsequently reselling them at exorbitantly inflated prices. As a result, genuine and passionate fans are left in a difficult position, unable to get the products at their legitimate and reasonable prices. A case in point was the collaboration between KFC and "Love and Deep Space", during which the ordering system buckled under the overwhelming pressure, crashing and leaving numerous customers frustrated and unable to complete their purchases.

In addition to the scalper problem, there is also the concern regarding product quality. In the pursuit of maximizing the visual and marketing impact of the co-branding, some brands may inadvertently compromise on the quality of the actual products. There have been instances where consumers have reported that the co-branded items, such as those offered by KFC, did not meet their expectations in terms of taste and overall quality. Some stores have even made remarks suggesting that the buyers of co-branded products are more fixated on obtaining the associated collectibles rather than being concerned about the quality of the food or item itself. This attitude not only undermines the value of the co-branding but also risks alienating customers in the long run.

In conclusion, the co-branding of otome games offers significant benefits in terms of augmenting brand influence, driving sales, and fulfilling the emotional desires of the players. However, the associated problems such as the prevalence of scalpers, inconsistent product quality, and potential inventory shortages cannot be overlooked. Brands must approach these collaborations with great caution and foresight. They need to meticulously balance all these factors to ensure that they can effectively meet market demands while simultaneously safeguarding their brand image and providing a satisfactory and enjoyable experience to the players. Only through such a comprehensive and well-thought-out approach can the co-branding of otome games achieve sustainable success and maintain its appeal in the highly competitive market.