Abide by the ingenuity and maintain the petty bourgeoisie temperament NetEase theme Cafe "Yi Jian"

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

At last year's NetEase Game Day press conference, NetEase announced plans to create a cross-border theme coffee shop for NetEase games-Yi Jian.

A year later, we have seen the foresight of this vision.

Under the leadership of the ideological trend of "game pan-entertainment", from Internet cafes to Internet cafes and then to Yi, our entertainment and leisure places have changed several times in recent years, and what remains unchanged is that feelings and memories.

Internet cafes are unique memories rooted in the minds of many post-80s and 90s young people. Later, with the diversified entertainment needs of the mainstream consumer groups highlighted, Internet cafes have been difficult to meet the game needs of the mainstream groups, and the overall decline of the industry has become a reality.

The owners of Internet cafes are actively looking for a way out of the transformation, and Starbucks has unexpectedly become the source of inspiration for the transformation of Internet cafes.

"being able to surf the Internet, comfortable environment, and food and drink" became the guiding ideology of building Internet cafes in the early days.

With the rapid development of pan-entertainment industry, the consumption power of mainstream people has been further released, and they want to get an entertainment experience higher than the level of Internet cafes.

At this time, NetEase launched the game-themed coffee shop "Yi Jian".

In NetEase's "Yi Jian", we can not only taste all kinds of trendy coffee, but also experience many high-quality games under NetEase's game, and discuss all kinds of experiences in the game with many like-minded friends. Participate in a variety of gamers parties.

As NetEase's first physical coffee shop, the original intention of "Yi Jian" is to be a good coffee shop, not only for gamers, but also to provide users with a high-quality leisure living space, so that users feel comfortable and relaxed.

Provide you with a quality living space on the basis of coffee and gourmet food.

The coffee shop market is still in the stage of development in China. I am a coffee drinker, but I always feel noisy every time I go to a fast-elimination coffee shop. Maybe I haven't found a suitable place.

Until I met Yi Jian, a coffee shop that made people feel relaxed from the inside out.

NetEase lived up to expectations and adhered to its "craftsman spirit" and "petty bourgeoisie temperament" in the field of the Internet and games.

From the player's point of view, NetEase, as a domestic first-line game developer and agent, operates many high-quality games with large fan groups.

For example, although Blizzard has a carnival, it can not meet the wishes of many players and fans to get together in the vast land of China.

After the emergence of "Yi Jian", the problem of joint interaction between online games and offline meetings has finally been solved.

Here, we can get a more variety of service experiences, such as holding player gatherings, theme carnivals, establishing player bases, and so on.

As an old player of World of Warcraft and Dream Journey to the West, I hope to meet my old friends, meet some new friends, drink coffee and chat together, even if there is no time to play the game. Even if you can't get back into the game, the memory of the game will never be lost.

At the same time, many PC players have been transferred to the mobile game camp, mobile games have long occupied half of the entire game market, and have been maintaining a trend of rapid growth, the major game giants are also actively building a mobile e-sports ecology, what players need in the future is no longer a high-end computer, but a more comfortable Internet environment, the emergence of "Yi Jian" provides a warm free space for young people to surf the Internet.

Here, you can have a relaxed and pleasant dialogue and exchange after the thrilling game, experience the unique experience brought by NetEase's game, further deepen the understanding of the game, and bring closer the feelings between players.

It can be said that the emergence of "Yi Jian" is a benchmark for the game industry to take the initiative to carry out cross-border cooperation.

NetEase has always adhered to the attitude of "craftsman spirit" in developing and operating games. NetEase's attitude in running games has long been recognized by the majority of gamers. NetEase has accumulated a large number of loyal players over the years. "Yi Jian" is an offline interactive platform created by NetEase for close contact and communication with gamers, and at the same time presents the spirit of craftsmen who make high-quality games to more gamers through offline interaction.

NetEase is an enterprise that deduces the craftsman's feelings and petty bourgeoisie temperament incisively and vividly. NetEase Yun Music and NetEase LOFTER are regarded as the spiritual destination by many people.

I hope NetEase can extend this kind of attitude craftsman quality to the coffee shop field, making something that 90% of people like, even if it doesn't make everyone like it.

In the future, the reason for us to come to the "change room" is no longer to surf the Internet and work, but simply to have a good cup of coffee and spend a relaxed and pleasant afternoon.