Kappa Joint Ali Movie Cross Pac-Man, Explore New Retail New Marketing Approach

In June 1st, Kappa and Pac-man jointly celebrated the children's day and set off a small climax in the new media. At the same time, the store successfully doubled its traffic volume in the 618 years before the war. According to people familiar with the matter, the cooperation between Kappa and Pac-man is not a single IP crossover. Pac-man, the first global IP of Ali pictures, is the first batch of deep cooperation businesses. The success of this event is closely related to the deep cooperation of Ali pictures. What's more, this cooperation is a successful test of the new retail global marketing.

Kappa joint Ali pictures, cross border IP products from product to sales link up

It is understood that the cross-border cooperation between Kappa brand and Ali has been led by its electricity supplier department. Since December 2016, it has been working closely from product design and production, cross boundary declaration, online and offline marketing, e-commerce marketing and sales. Pac-man crossover products with excellent genes are no longer limited to the traditional marketing mode of discount sales promotion under the cooperation of the two sides. Instead, they are deeply integrated from the market resources of the two sides to the flow of the electronic business platform, linking the Kappa and Pac-man together from the spiritual level, and "Sports + Games" to provide consumers with more scenes, more tactile and more three-dimensional consumption experience.

The essence of cross-border cooperation is crowd sharing. IP attribute makes brand personality more distinct. How to combine depth is the key to improving consumption experience.

The cooperation between Kappa and Pac-man is not only limited to the simple combination of design and image, but from the brand spirit of Mining Association - forward, hind legs, Xiang Zuo, right... The game rules of #YOU GONNA NEVER STOP# correspond to the brand spirit of Kappa #PEOPLE ON THE MOVE#, so as to combine sports and games effectively. At the same time, KOL is invited to personalize the story in the form of stories. It also combines the media of professional games as promotional representatives to endorse deep cross-border products. Finally let the fans of both sides shout for fun and set off a small upsurge in the new media.

The integration of market behavior and online sales has introduced Ali ecological resources to provide more opportunities and value for IP cross-border marketing.

Led by Kappa electricity supplier, Ali film brand cooperation, market conduct and e-commerce marketing in-depth planning, coupled with ALI film Ali platform resources, to create a win-win product showcase. In terms of dissemination and promotion, brand is gradually infiltrating from the vintage game circle - the tidal current circle - the popular circle. The sales of electronic commerce, the convolving chips - Tmall exclusive debut -6.1 pre - sale big children's Day 618 warm-up. During the whole time, Ali's film industry participated together, and its offline Carnival and online public funding, gold rush, Juhuasuan and other platform resources contributed significantly.

Kappa has exclusive sales of Tmall products at the Tmall T-shirt Festival, which has sold more than 300 items on a single day. During the 61 activities, WeChat, micro-blog, forums and other media platforms opened the "bullying screen" mode in turn, playing the "recall kill", "childhood killing" and "trend killing". Then, the June 1st Tmall Tmall children's Day was fully opened, compared with 83% in 16 years compared with 83% in the 17 year, which was 618 successful traffic storage. The data of electronic business makes market behavior a measurable full link marketing, bringing new ideas with the market convergence for the upgrading of e-commerce business.

　　 Kappa Joint Ali movie cross border Pac-man is the successful test of new retail global marketing.

2016 Hangzhou cloud habitat Conference opened, Ma Yun: "e-business" these words may soon be eliminated, replaced by "new retail". Global marketing, as a means of new retailing, integrates all kinds of channel resources that can touch consumers. Establishing a full link, precise, efficient and measurable cross screen channel marketing system is the key to the growth of market and business in the future. As an important online touch port, the electronic business platform is not only a sales channel, but also a marketing channel. The cross boundary relationship between the market and the electricity supplier is out of date, and the future is the integration. As early as April 2016, Kappa brand The electricity supplier and the market have already tried to get through. The 42 thousand and 600 year grand ceremony and the double 11 Tmall global trend ceremony are all successful tests. This time from Kappa Online retailers Taking the lead in the IP cross-border cooperation with ALI pictures is a further exploration of the global marketing by integrating the market with the electricity supplier. According to the relevant sources, the joining of the offline terminals has been planned in the next stage.