Do You Think Playing IP Is Just A Dora A Dream On Your Clothes?

A young consumer.

And a vibrant team, to make this as an opening.

The window of clothing content marketing is more appropriate.

Usually, an important IP cooperation takes a year to complete the whole process. Every year, the IP cooperation plan needs to be formulated ahead of schedule.

The series with IP cooperation usually has a better sales volume than the ordinary series; and according to the social media delivery, it can also get the effect evaluation from the click volume and push rate.

The shop director of Ningbo Wanda shop, Ma ideal, will hang out the sign after the break, then check the new products on the shelves tomorrow before going to work. The display board of "multi A dream" in the window has been put in place properly. After putting up the poster with the same pattern, she closed the lamp and walked out of the shop.

At that time, it was just over zero, located in Lok Chai, in the hi tech Zone.

The business department is brightly lit, and Tong Hongjie, who is in charge of the operation, is still checking the details of the new pictures for the early morning. 28 new products are queuing up.

The "711" brand day activities, Taiping bird clothing three women's clothing brands are involved.

Lok Chi's new series takes the theme of IP's "Dora A dream" as the theme of the new collaboration.

After nearly 3 months of multi-channel preheating and harvest results, Tong Hongjie seemed nervous and excited.

As an important IP Cooperation Fund for the year, the first linkage line of more than 700 home music stores has participated in the series of "multi A dream" series.

In 2015, Lok Cho incorporated content marketing into brand strategy, which was implemented by Lok Chai e-commerce and exclusive brand planning.

According to Zhou Chen, director of e-commerce, Lok Ting's content marketing focuses on IP cooperation, celebrity endorsement, theme shooting, social media, video and live broadcast.

Among them, IP cooperation has become a more mature model in Lok Cho's content marketing.

Multi faceted attack on brand younger

In 2008, Taiping bird layout online market, and self built electricity supplier team, in 2010, Lok Ting's e-commerce team to complete.

Lok Ting is a teenage clothing brand under Taiping bird dress, facing the young consumer market from 18 to 25 years old.

Today, the online business of Lok Ting has accounted for 20% of annual sales.

The brand of a young consumer and a vibrant team make this a suitable window for the content marketing of Taiping bird clothing.

Apart from its own advantages, Zhou Chen believes that the reasons for Lok Ting's content marketing are mixed with internal and external shocks.

What impressed Zhou Chen was that in early 2016, Alibaba CEO Xiaoyao Zi delivered a keynote speech on content marketing.

Since then, a wave of brand led by electricity providers has aimed at the cake of content marketing, trying to use it to create a more three-dimensional and rich "soul" brand image.

The idea of selling money for the purpose of selling goods has been gradually eliminated by the brand. However, the clothing market is facing serious problems of homogenization of products. Competition is fierce. If we want to maintain the growth trend, we need to break through the way of enhancing brand power.

On the other hand, according to the previous data mining in Lok Chi, Lok Ting's consumer groups are mostly college students or white-collar workers, with a higher degree of activity, independent personality and pursuit of refinement.

This group of people's preferences are unpredictable, and the way they can reach them has shifted from traditional media to multimedia.

The sense of oppression and uncertainty made Zhou Chen feel the crisis. He had to implement the planned content marketing plan originally planned in 2017, trying to make the brand proposition and idea remain in the minds of consumers in this way.

{page_break}

IP cooperation runs faster

"Dora A dream" is not the first attempt of Lok Ting IP cooperation.

Lok Ting's first IP cooperation image was "Simpson", which has been on the market 4 years ago.

"One of them sold thousands of pieces," he said.

Zhou Chen recalls.

The content marketing method based on IP cooperation has existed for a long time in Lok Chai's brand marketing, which also makes IP cooperation one of the fastest running businesses.

But it takes time to pound.

According to Ding Wangkan, Minister of brand image of Lok CHO, "fashion design itself has to use many patterns. Our long-term cooperative design company has a high quality IP, and the idea of introducing IP into fashion design is just right."

The early IP cooperation of Lok Chai was limited by offline stores. The products focused on the clothing itself, mainly on graphics, and did not fully utilize the value of IP itself.

Since 2015, the image of IP itself has become more and more heated and topic oriented.

When IP matches the brand, it needs to carry out more effective brand communication through diversified content marketing.

At this point, Lok Ting's IP application is changing, and it begins to try out the event marketing with overall planning, and to serve the brand more than the clothing itself.

Take the cooperation of "multi A dream" as an example.

In 2015, after the movie "Dora A dream" was released, it became a certain timeliness of IP.

At this time, the marketing demand of Lok Chai combined with offline stores matches the data of online users, aiming at this cartoon image loved by 80 and 90's.

When IP is locked, the first step is to communicate with the design department.

The design scheme that can be realized through product is discussed from the library of IP.

According to Ding Wangkan, the best season for operation of IP is the two seasons of summer and early autumn. The product structure of these seasons is diversified, and it can reserve more room for design.

Before the product is produced, the brand promotion team will develop a warm-up for six months.

Take "Duo A dream" as an example, the first wave of preheating around the "Dora A dream" renamed the 50th anniversary activities, so as to announce the cooperation between Yue ting and duo A dream.

1 months before boarding the shelves, it is the "golden period" of preheating, which needs intensive delivery.

The way of touch is changing.

Similar IP cooperation channels are more inclined to media, APP or individuals with social attributes.

In the channel of Lok Ting, it abandoned magazines, televisions and other traditional media, and made more use of micro-blog, WeChat and micro Amoy. NICE, micro-blog network, and media gogoboi also appeared on the list of long-term cooperation.

Usually, an important IP cooperation plan takes a year to complete the whole process. The IP cooperation plan needs to be formulated ahead of schedule.

There are also skills in choosing IP. For example, international IP has a wider audience, mainly animated cartoon images from Japan, Korea, Europe and the United States.

And IP, a highly regulated and well known company, has unwittingly promoted the image of its own brand.

Create a more solid brand image

In the marketing of IP cooperation, it is difficult to quantify the effect evaluation directly, but there are still traces to follow.

For example, the series with IP cooperation is usually better than the average sales volume; and according to the social media delivery, it can also get the effect evaluation from the click volume and push rate.

It is worth noting that this "Duo A dream" series of products is the first time that Lok Ting has been trying to sell online and offline simultaneously.

This is also an attempt by Lok ting to enhance brand power based on content marketing.

Originally, in order to make the electricity supplier have better development, the products of the two branches will be separated.

But in the brand development stage, it needs the consistency of brand return, from goods, marketing and so on, all need to cooperate with each other.

Earlier, the cooperation between Lok Chai and The Smurfs IP focused on the theme of "going home together", coinciding with Tmall's introduction of girlfriends Festival and unwittingly led to participation in online and offline businesses.

Zhou Chen said that the theme of such a consistent activity will be the best key to open the line and online, which can connect two original independent division of business departments, enhance user experience, and lay the cornerstone for the output of brand consistency.

At the same time, more attempts to make money are fission in content marketing.

Whether it is the "Ode to joy" that has recently been promoted by Jiang Yin Yue, or the way of mutual promotion between the developed Korean TV series and the brand cooperation, the implanting of TV plays is like a bet, but without any rules, the playing method can be more detailed and specific, and the imagination space will become huge.

Ding Wangkan said that the cooperation between Lok ting and "good sir" is just testing water, and there will be more attempts in the future.

In the plan of Ding Wang Kan's team, the planning of content marketing is becoming systematized.

In 2017, Lok Ting will be divided according to the four quarters, each quarter will have a main content marketing plan, but it is not limited to form.

At the same time, with the sudden hot spots, it will be able to crawl and combine quickly.

Zhou believes that the way of content marketing by Lok Ting can shape the brand into a more stereoscopic image.

This is also the direction that this industry is reaching.