NetEase's Blizzard Green Tea Coffee: A Brew in the Contract Renewal Dispute

The contract dispute between Blizzard and NetEase has drawn attention. After Blizzard sought a six-month renewal, NetEase launched a 'Blizzard Green Tea' coffee at its campus cafes for 13 yuan. The item was quickly embraced by employees, and its low price sparked online debate. The menu also featured creatively named dishes with subtle messages. Coffee unexpectedly became a medium for expressing corporate attitudes in this business battle.

This article explores the incident and the unique flavor of the 'Blizzard Green Tea.' For more coffee bean information, follow Coffee Workshop (WeChat: cafe_style). To add specialty coffee beans, contact Front Street Coffee (WeChat ID: qjcoffeex). The dispute began in 2008 when Blizzard authorized NetEase to operate games in China. After over a decade, Blizzard announced non-renewal, but later returned with additional conditions. NetEase did not compromise.

Recently, the agency agreement dispute between Blizzard and NetEase has become a hot topic. After Blizzard proposed conditions such as a six-month renewal, NetEase responded forcefully and launched a "Blizzard Green Tea" priced at 13 yuan in its campus café, which was quickly embraced by employees. Subsequently, new items like "Blizzard Has No Heart" were introduced, and the menu even featured creative dish names full of innuendo. Behind this business battle, coffee unexpectedly became a medium for expressing attitudes. This article takes you through the whole incident and lets you savor the unique flavor of this cup of "Blizzard Green Tea."

Professional coffee knowledge exchange. For more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style).

For more specialty coffee beans, please add the private WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: qjcoffeex

Recently, the dispute between Blizzard and NetEase has become a hot topic of discussion.

In 2008, the well-known American game company Blizzard signed an agency agreement with NetEase, authorizing NetEase to operate games such as World of Warcraft and Hearthstone in China. The two sides cooperated for more than a decade and accumulated a large number of loyal Chinese players.

However, as the agreement neared expiration, Blizzard announced that it would not renew with NetEase, and NetEase also began gradually dissolving the local team responsible for operating Blizzard games. Most employees have now left.

Blizzard was also looking for a new agent in China, but awkwardly, it did not find a suitable successor. After some "struggling," on January 17, Blizzard turned back to NetEase, hoping that NetEase could continue operating its game services for six months, with additional conditions attached.

In response, NetEase did not compromise. NetEase said the proposal was unreasonable, improper, and not in line with business logic. Blizzard was overconfident and did not consider the behavior of making endless demands, keeping one's options open while stringing someone along, and refusing to let go even after a divorce.

In addition to the announcement, on January 18, NetEase also launched "Blizzard Green Tea" in the cafés of all its company campuses in China, and it was welcomed by employees as soon as it was introduced.

The price was only 13 yuan, very cheap. Regarding this pricing, netizens joked about whether 13 implied "time to part."

Not only that, the publicity and design department also made a poster with an insinuation toward the other party: "You've worked hard for so long, after drinking this cup, it's time to part." NetEase Beijing's catering department also specially posted a push on its official account, afraid that everyone would miss it.

Some NetEase employees revealed that because the product was too popular, the queue time exceeded 3 hours, and the store had to suspend supply of products such as Blizzard Green Tea. In response, many netizens said, no wonder Onmyoji is NetEase's masterpiece of craftsmanship.

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Did you think that was the end? Not at all! Although Blizzard Green Tea and Blizzard Little Slack-Off Veggie were temporarily out of supply, while orders were still being processed, NetEase Coffee launched another new product: "Blizzard Has No Heart"! Priced at 28 yuan! (Compared with "Blizzard Green Tea," the price really has no heart.)

Because too many NetEase employees had not gotten to drink it, the NetEase catering department also prepared Blizzard Green Tea rapeseed and Blizzard Green Tea little slack-off (bai) veggie on that day's menu! (One could say the innuendo was taken to the extreme.)

Now, Blizzard's move of refusing to let go even after a divorce is known across the internet. Who will still take over Blizzard's business? It is highly anticipated!

Image source: Internet

The above content is compiled by CoffeeHunters, a coffee news website.