Tmall Black Myth Official Flagship Store Grand Opening, Alibaba Fish and Tmall Tide Play "Escort" Throughout the Process.

After the official announcement of "Black Myth: Wukong" and the strategic cooperation with ALI PICTURES' IP operation and commercial development platform Ali Fish, as well as Tmall Trend Play, on January 15th, the Tmall Black Myth official flagship store grand opening. Going forward, Ali Fish and Tmall Trend Play will provide full-chain professional services such as long-term operation and marketing support for the Black Myth flagship store. At the opening, the Tmall Black Myth flagship store has launched over 30 products, including dolls, clothing, accessories, home goods, and more. Additionally, the flagship store has also launched a special Chinese New Year collection - limited edition couplets and red packets. In order to meet the practical and collectible needs of users, each peripheral product has been carefully designed and produced to blend game elements into daily life. As a representative of domestic AAA games, "Black Myth: Wukong" has set a record for the highest sales in all platforms since its launch in August 2024. As of January 2025, the game has received numerous awards, including the 2024 Golden Joystick Award for Game of the Year, Best Visual Design Award, and Steam's Game of the Year, as well as high praise and recognition from the Ministry of Foreign Affairs. Based on the Chinese classic novel "Journey to the West," the game deeply integrates various elements of Chinese traditional culture, appealing to global players with solid modern gaming technology and profound cultural connotations. "Black Myth" is the official derivative brand created by Game Science based on its IP "Black Myth: Wukong". Currently, the Tmall Black Myth official flagship store has also joined the Alibaba charity initiative "Public Welfare Baby Plan," with all products in the store marked with the label "Public Welfare Baby": after each successful "Public Welfare Baby" transaction, a directed donation of 0.1 yuan will be made to support the One Foundation's Children's Service Station project, providing safe and friendly children's activity spaces for rural left-behind children and urban-rural migrant children, offering participatory extracurricular games, health and hygiene education, and social psychological support services. It is reported that the Tmall Black Myth official flagship store's grand opening has been fully supported by Ali Fish and Tmall Trend Play, providing a full range of services from early store preparation, product listing, member system building, to store opening marketing activities. After the store went online on January 15th, Ali Fish also simultaneously launched large screen advertisements at central landmarks in Shanghai, Guangzhou, Wuhan, and Hangzhou, promoting the new store opening and attracting a large amount of attention. With the support of Alibaba's ecosystem resources and digital capabilities, Ali Fish and Tmall have customized a series of cross-border collaborative resources for Black Myth: the plush toy of Black Myth has debuted on Tmall Xiaohheihe, appeared in the "Trend Play" and other core channels of Xiaohheihe, Ali Fish's e-commerce IP cross-category marketing brand "IP New Force" has created a themed venue for Black Myth, synergizing multiple resources to provide exposure and traffic support for the new store; 88VIP has launched virtual skins for Black Myth for users to interact in various ways. In addition, Ali Fish has also reached the target audience through advertising on streaming platform Youku and QQ Anime channel. Through continuous dissemination via multiple channels, it is expected that the Tmall Black Myth official flagship store will receive over tens of millions of exposures, effectively increasing the attention and sales of the new store. In the future operation, Black Myth will continue to leverage the platform advantages of Tmall Trend Play and the full-chain services of Ali Fish, strengthening the brand influence of Black Myth in the field of IP derivative products. On one hand, by accumulating user assets through the platform strength of Tmall Trend Play; on the other hand, by integrating Alibaba's ecosystem resources through Ali Fish, creating themed e-commerce marketing activities, releasing greater brand effects on major e-commerce events like 618 and Singles' Day, providing fans with a higher frequency and quality of IP interactive experience.