Independent Innovation and Strategic Layout of Overseas Promotion of miHoYo's Game Product Genshin Impact

Abstract

With the rapid development of China's digital economy, major enterprises are actively expanding into new businesses. As a dark horse in the gaming industry, miHoYo has recently made remarkable progress. Previous research on the promotion of miHoYo's business has mainly focused on the domestic market, with little research on promoting overseas brand strategies. This research adopts the literature research method to explore the overseas promotion strategy of the game "Genshin Impact" under miHoYo. The research results indicate that miHoYo innovates game design by selecting suitable international markets, positioning and adapting to local markets, establishing overseas teams and partnerships, and ensuring high-quality content while conducting effective marketing and active community building. These studies on promoting Chinese game brands to the world can provide insights into the current situation and future prospects of the game market, and provide decision support for industry participants, promoting Chinese gaming not only sees going abroad as a business expansion direction, but also builds a new channel for cultural dissemination with unique Chinese cultural elements.