Goofish: The Art of Goofing Around

陈伟铃, 徐悦, 韩薇

Goofish users have a strong desire for expression and discourse. They enjoy creating new words, digispeak and memes, and have formed their own social language. This case's objective was to elevate their subculture previously exclusive to young people to a mainstream phenomenon, and to establish it as a distinctive asset of Goofish.

Case Details

Brand: Goofish (Xianyu)

Brand owner: Goofish (Xianyu)

Main Agency: Tian Yu Kong

Launched on the market: Chinese Mainland

Industry: Internet

Media channels: interactive/digital online (social media) social (Weibo, WeChat)

Budget: 2-3 million

Background and Objectives

Background: Young people have formed their own subculture on Goofish

Goofish is a second-hand trading platform owned by Alibaba, and it is currently one of the largest such platform in China. Goofish has a significant user base of young people aged 22-28, who not only engage in buying and selling activities but also form their own social circles with unique...

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