How Are Brands Doing IP?

IP?

In the past, we thought it belonged to Internet. In fact, it had another name, "intellectual property".

In 2015, the IP tide broke out. Now the whole clothing industry is discussing IP.

Let's listen to the Xiaobian. Let's start with how IP fires.

Do you remember "Yue Zhuan" and "Qian Qian Gu" of the fire? The adaptation of these network novels is too successful, IP movies, IP adapted games...

Don't breathe too much gold!

This has also led to the trend of IP mergers and Acquisitions: covering many fields such as film and television, animation, games, novels, entertainers and so on. Many garment enterprises are optimistic about this hot spot: pformation, entrepreneurship and cross-border cooperation.

I hope to catch this ride!

Well,

How are we doing IP?

The Danish Fashion Group with ONLY, JACK & JONES, SELECTED, VERO MODA four brands last year's key word is "all channels".

As well as Zhang Yixing, vice president of digital platform, all these channels and digitalization attempts have brought the "beyond the large scale rolling growth" to the bestseller.

This year, the key word of fashion fashion is "IP".

When angry birds were released, cooperation between ONLY, VERO MODA and angry birds was also launched at Tmall flagship store.

Before it was sold in all kinds of IP, it was sold offline. Zhang Yixing said in an interview with reporters, "we sell IP products higher than other products.

It used to be tens of thousands of explosions. Now that there are electricity providers, there is unlimited potential to sell hundreds of thousands of pieces and millions of pieces.

But Zhang Yi Xing also stressed that the brand can not follow suit to play IP, we must sort out how to touch and influence consumers.

Join hands with The Smurfs IP, join the net red, Lok ting to build a culture of girlfriends.

From May 20th to May 22nd, during the "Tmall 520 girlfriends Festival", The Smurfs, a classic cartoon character of Taiping bird's maiden brand and Lok Chai, set up a cross border single product and started in Tmall.

During the activity, 8 million 388 thousand of sales were completed, including more than 20 thousand sales of The Smurfs products, and 5 million cumulative reading volume of interactive topics, with an evaluation of over 10 thousand points and more than 20 thousand points.

Prior to this, PEACEBIRD, Disney and fashion designer Han Han fire jointly created the PEACEBIRD MEN 16Spring 16Spring Disney authorized cooperation Series in Tmall exclusive pre-sale, set off a panic buying boom, most of the single products sold out only during the pre-sale period, this is the first time PEACEBIRD tried cross border cooperation IP.

The classic cartoon character, which is also full of memories with Mickey, is The Smurfs, who is almost every animated memory in the 80 and 90's growing up. Everyone will humming a few theme songs. Now PEACEBIRD's maiden brand Yue Ting is crossing the border with this classic IP to create a "girlhood culture".

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The cross-border series, from the commodity planning to cater to the current trend of young girls, combined with the cartoon image of The Smurfs, to create the highlight of the collision between fashionable ICON and classic IP.

From the theme of brand advocating girls, lively, personality, sports, animation, etc.

Not only the flagship category will revolve around the most fashionable emotional communication mode among young people nowadays, but the choice of interactive prizes is also closely related to the content of the anime around the content of young people's favorite. Cross border cooperation genuine The Smurfs series gifts to extend the product language, and create a younger fashion.

In the interaction with consumers, the use of micro-blog, WeChat, micro Amoy advantages, combined with the fan effect of net red and big V for multi-channel interaction, each category of girlfriends poster interprets the current definition of "girlfriends" for young people.

In addition, the cooperation with fashion designers and products shows that the product tonal is more humane and closer to consumers.

Tide card PR: convert IP into a pan entertainment platform for the hat clothing.

Paris fashion week released such a light tide card: the global price of 50 U.S. dollars, positioning women's clothing, with the head cap as the logo, through the net red to carry out the spread of life, to promote the fans economy, and promote the rapid operation of the industrial chain.

It's PR.

PR is not only a trend brand, but also a pan entertainment platform. PR sells not only clothes, but also a culture and an entertainment lifestyle.

What is DNA of PR?

PR each garment has a IP conversion cap.

The hat is the PR logo, that is, each garment has a hat and a pair of ears on the hat.

The first step we have made is to build a brand named "Meng cap" through net red.

In the fans economy, how does PR brand "net red mode" realize?

From a social point of view, we are not short of net red now. But from the economic point of view, net Hongdu needs to think about a problem: how to cash in? If these nets are sold every day to sell clothes, packaging, delivery, sun buyers, customer service, do they all have such energy and ability? PR hopes that a brand will use enough excellent products to attract this part of KOL, so that they will have enough interest in this brand, become a fan of this brand, and show it to friends who like them.

They do not need to pay attention to a series of tedious sales links after display.

The overall operation process of PR brand is like this: designers, fans, celebrities and stars participate in product design together. These designs are printed and voted through fans' voting, internal voting, live trial and so on, and then pre sold through the whole live broadcast. Taobao, KOL and net red are used for promotion. Finally, it is officially sold to all platforms, distributors, agents, and physical shops.

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Wolf wolf super IP wolf culture won the biggest prize of golden mouse

The wolf culture series has become the "big IP" peculiar to the seven wolves, not just a design series, which contains more humanistic significance.

Starting from the Miao elements worn on the body, the essence of each nation is refined, and the design of the geometric wolf head is integrated with the avant-garde geometric design.

And last year, the Dai wolf series, which is full of Yunnan's Dai style, has been brought into the fashion week of Milan successfully.

WOLVES WOLF culture, through the brand DNA, deepens and visualizations Chinese elements with wolf culture, which is worthy of Chinese pride.

This case is not just a simple campaign. It is a worthy example of Chinese brand upgrading.

Hand in hand with East dream factory, Hai Lan's home to lead IP fashion

Relying on the influence of the Internet and the frenzied fans effect, the English vocabulary of IP, once used as a web address word, has been flooding in the capital market in recent years.

Today, men's clothing brand listed company Hai Lan's home is disruptive in the traditional clothing industry, playing a big role in innovation, focusing on IP heights.

Recently, the strategic cooperation meeting between Hai Lan's home and Oriental dream factory was held in Zhengda City, Shanghai. The Madagascar series products were officially launched. Hai Lan's home said cooperation with Dongmeng DreamWorks will help enterprises pform their commercial success into brand influence and make the brand image more youthful, fashionable, more dynamic and imaginative.

The successful cross-border "fit" with the international hot IP is the work of Hai Lan's home in the clothing industry.

A deep innovation is to give the traditional main industry new connotation and create new value.