NetEase’s proposal of collaborating with McDonald

In today's fast-paced society, people more frequently rely on delivery food due to its convenience and high efficiency. Among all the food brands, McDonald's stands out as one of the most popular choices. Consumers, especially young people, are so used to ordering some chicken nuts and a delicious hamburger after a day’s work. However, the delivery fee of McDonald's is much higher than other restaurants, which is often 9 RMB with no discounts—a fairly high price for students—and is considered the major factor that lowers consumers’ buying incentives. We, NetEase, which holds many popular game IPs, especially in the young user market, intend to collaborate with McDonald's and increase the young people’s demand for ordering McDonald's delivery products.

We are aware that McDonald's customers tend to prefer specific products such as Filet-O-Fish, Chicken McNuggets, and Fries. However, some other products have little attractiveness to them and no one wants to buy them. To boost the sales of these less popular products, a connection can be established between McDonald's and NetEase.  As one of the largest game companies in China, NetEase has an excellent base of over 50 million registered players. Many games of NetEase, for example, Identity V, Harry Potter Magic Awaken, and Onmyoji are not only popular in China but also all over the world. By making a sale strategy that buying specific sets of meals can attain limited products of these games, whether in-game or physical, a large number of game players will be attracted and buy these meals. In addition, McDonald can distribute part of the profit gained from the linkage to their own delivery service. By rolling out shipping waives on specific days, McDonald's can also attract more customers who are inconvenient to consume offline.

Incorporating NetEase’s IP into McDonald’s products can be conducive and bring a sea of benefits for both sides. For McDonald's, new linked products could be introduced to entice fans of the NetEase game to buy them, thus boosting sales of McDonald's products. For instance, McDonald's could print images of NetEase game characters on the wrappers of its products and give customers card game characters with the purchase of a specific linked set meal. In addition, customers can stop paying the 9RMB delivery fee by buying linked products, since McDonald's can allocate part of the shipping fee to the linked set meal appropriately. This way, from the customer’s perspective, they can not only stop paying the delivery fee, but also obtain the linked set meal, and their concerns about the shipping cost will thus be canceled out. Therefore, McDonald's can gain great advantages and, at the same time, keep customers pleasant. For us, NetEase company, we can encourage more people to play our games since McDonald's is a well-known brand, and having McDonald's launch a NetEase game-themed set meal can be used as an opportunity to promote our games. In addition, we demand that McDonald's ought to share 15% of the profit of linked products with us. In this manner, a win-win situation will occur since both companies will obtain benefits.

We are excited about the prospect of combining the appeal of McDonald's products with the immersive world of NetEase games. Together, we can enhance customer satisfaction, expand our reach, and create a memorable dining and gaming experience for all. We are looking forward to the opportunity to work hand-in-hand with McDonald's to bring this vision to life and make it a resounding success. Let's embark on this collaborative journey and, in the process, attract more customers along the way.