Introducing IP Into More Scenes Consumption Is The Next Stop For Clothing Brand Development.

With the acceleration of the commercialization of animation IP, a number of policies have been introduced to promote the development of the animation industry. The derivatives industry of the animation industry is also a huge blue ocean. Its market space is two times the animation industry.

IP crazy tide

OMG, IP, a hot word known as "intellectual property", has swept through our lives, though few people can really understand it.

IP originates from the cultural field. The strong liquidity of quality IP has attracted countless capital, and has been extended to every field of life consumption through continuous derivatives.

The core of all this is called content.

Three: next stop, IP?

For the current shortage of real business entities, holding IP "thigh" is undoubtedly a shortcut.

Not long ago, the LINE FRIENDS Qiu, known as the first asian idol group, arrived at the world's first exhibition. The 11 members of the LINE FRIENDS family came to Shanghai.

As a strength "fan Mei", the high temperature of 40 degrees Celsius on that day did not stop the enthusiastic steps of Li Min, a white-collar in Shanghai. Although it came early, fans who came to see the exhibition had already had a long queue.

"Qiu Ke" is the protagonist of this exhibition and the eleventh member of the new family of Line Friends.

Besides "Meng", "Qiu Ke" is also a young and fashionable bear sister.

Li Min said, "Qiu Ke" is eager to dress up, has his own social media account, and will share the self timer and fashion messages regularly.

"Individuality and free and easy way of life, as if the epitome of urban women, has aroused many fans' emotional resonance."

As a highly sought after IP, Line Friends last year with the Internet expression package has set a global sales of $268 million.

In 2014, the number of Line users reached more than 400 million.

Jiang Xuanpin, general manager of LINE Plus Industrial Development Department, said in an interview with the media, "the majority of users are fashion women."

IP gold mine

This is

Another example of shopping centers.

Not only is the brand, IP also has the charm of attracting traffic for the brand survival channel.

The idea of "Internet IP+ shopping center" has brought joy to the city.

The theme exhibition of Warcraft in May exhibited for more than 1 months, and handed out a good report card: second days (Saturday), the peak time of joy seeing city was more than 10000 people, and the total income generated by 3 days of derivatives stores reached 350 thousand yuan, which led to a 143.7% increase in passenger flow compared with the same period last year, and the sales volume of the whole shopping mall increased 15% over the same period.

It is understood that the Shanghai Joy City plans to introduce a similar scale IP exhibition every month, and the cost of each exhibition is estimated at several million yuan.

Although the cost of exhibition is not low, there are more and more shopping centres giving a generous smile.

"For commercial real estate and shopping centers, what they lack most is not money, but traffic.

And consumers have changed from single shopping demand to diversified spiritual needs such as entertainment and entertainment.

Yang Dayun, President of Utah group.

Therefore, a high quality and high popularity theme creation project can bring the crest style crowd into the commercial body and maximize the income of brand owners and shopping malls.

Especially parent child IP can not only enhance the popularity of shopping malls, but also drive the consumption of parents and other main groups.

In addition to the contribution to the total passenger flow, IP derivatives sales and IP's ability to enhance sales volume of the entire commercial body can not be underestimated. Moreover, the value added, word of mouth effect, news effect and event spread of commercial property are more positive and integral to the promotion of the brand value of shopping centers. Moreover, the unique scene creation can also become the unique "IP" of shopping centers.

The two stage of Shanghai Joy City has the first cantilever roof Ferris wheel in China.

From building to opening, it has always been a hot topic.

After its opening and opening up, it has not failed to meet expectations. It has become a romantic landmark in Shanghai. Its daily carrying capacity has exceeded 4000 passengers. The sales and sales of Shanghai Joy City during the Spring Festival were significantly improved.

Through the ferris wheel derived income, and GODIVA and other businesses cross border cooperation, couples coupons sell chocolate, led to the overall sales growth of Shanghai Joy City.

In addition, in recent years, cultural and artistic IP into the shopping center, is also common.

Van Gogh's art exhibition, Monet art exhibition and other rare world-class outstanding artists' works IP gradually entered the life of ordinary consumers through the introduction of commercial real estate.

With the help of more abundant display technologies such as holography and interaction, consumers are allowed to enter the scene and produce corresponding communication effects to enhance the brand value of shopping centers.

It is because of the great potential of IP that the Plaza is located in Shanghai.

Shopping centers have also introduced cultural IP to create entertainment space.

In Shanghai, the introduction of Taiwan's famous director, Lai Shengchuan, is the first theater in mainland China. It is also the first store in China to realize the combination of "theatre + Bookstore + cinema".

"Introducing IP into more scenes of consumption, re shaping business projects from content, brand ecology and personification" is actually an indication that each shopping center has its own independent personality and attributes.

Zheng Changjiang, President of Beijing Huanyue culture and Technology Co., Ltd., said that the four characteristics of IP are closely integrated with commercial real estate: the first is content value, and the quality content itself will have emotional shaping ability; second, the marketing value, because it has a strong reputation, it will attract some people to arrive, because more people are paying attention to the emotional story; third is the value of fans, and every IP has an inherent crowd; fourth is data value, and obtains customer data through various interactive activities, mining and analyzing the habits and preferences of consumers from the complicated data, and finding out products and services that are more suitable for their tastes.

Creative landing

In view of this, IP seems to be a "life-saving straw" for commercial real estate to change the status quo of homogenization and low flow.

But how to play the IP card is no easy task.

With the acceleration of commercialization of animation IP, there are also many domestic publications.

To promote the development of the animation industry, the derivatives industry of the animation industry is also a huge blue ocean. Its market space is two times that of the animation industry.

Animation IP is no longer exclusive to children.

For example, the LINE Town based on the role of line friend seems to be aimed at children's cartoons. In fact, interpersonal relationships and workplace stories are cartoons of adult stories.

At present, the popular mature IP is basically the common memory of the group after 80, 90 or even 70. In the classic exhibition of girls, soldiers and so on, the situation of mother and daughter together is not unusual.

This is also reflected in the IPTOP50, which is the most popular shopping center in the statistics of win business network. Animation IP is the largest in shopping centers, reaching 25, and animation and movie IP account for up to 78%.

This is a major trend in the future.

In addition, in the eyes of the industry, the development of IP will no longer be confined to an industry or category.

Immersive entertainment, based on a IP, has created a complete scene, story and interactive way, forming a immersive experience of consumers.

The user here becomes the story itself, and it is more enjoyable and more free to complete the consumption - which is more like the online game payment package moved to the offline.

Therefore, the key to IP implantation and brand innovation lies in experience. How to pform two-dimensional image into three-dimensional experience is a major examination of IP commercialization.

Only by breaking through the symbolic function of IP can we maximize its commercial value.

Mature high-quality IP is popular in the market because of its dominant position in fans, popularity and commercial value, and it also leads to its high price and reduced reserves.

Therefore, the cultivation of original IP will also be put on the agenda. More people realize that the original IP is the way to create long-term ecology.

"In short, IP will not be a sign of stop, without continuous cultivation and innovation."

Zhu Yi, the founder of Chi Ru business, said that the trend of adaptation is inevitable, but only when finding the right project and matching the market position can we achieve twice the result with half the effort.