New Retail "Love" Image IP

According to the world clothing shoes and hats net, since last year "

The concept of "Xin Feng Kou" has become the trend of "Xin Feng Kou".

So everyone was playing tricks on this.

For example, 618 this year has become a great opportunity for every family to practice new practices and endorse new retail businesses.

Under line

More dared not idle, on the 618 day, the good shop and uncle IP together, opened their first line under the theme store in Wuhan.

If not mistaken, this is the first time in China's traditional industries, the big coffee and the emerging IP, to launch cross-border cooperation in the form of opening up stores.

IP is nothing new today.

Disney, man Wei, DC, San Li Gu, Line and other outsiders have been expanding in China in recent years, showing the powerful influence and absorption ability of IP.

Smart, like Ma Yun, has already seen the value of IP. Even Ali regards it as a new retail connector. It has long started hoarding and hatching IP.

At the 2016 CJ Expo, Wan Dai Nan Meng Palace Entertainment announced that it authorized Ali film to integrate marketing of the classic IP game Pac-Man (big bean) in the Greater China region.

In the past June 1 children's day, Ali pictures also joined the The Pok mon Company (ELF Bao dream) to hold the spirit treasure Carnival activities in Yintai City, west of Hangzhou. The two sides will cooperate in the form of new retail, and according to the relevant media, the cooperation with the Jinbao dream can be estimated at over 200 million.

But is it really all right?

The cross border between retail and image IP seems to be "a necessity in reason".

A little combing will show that the retail industry, though not knowing whether it is new retail or cross-border cooperation with image IP, is the inevitable outcome of the current environment.

First, homogenization of retail industry needs new differences.

Homogenization is a common challenge faced by the retail industry at present. Functions, styles, even sales channels and marketing modes are very similar, and users are hard to choose.

Even the hottest children's formats are being bogged down in the quagmire of oversupply.

Besides, for traditional retail, most of them are in image aging, business is too stable, business is acceptable, but to do heat, do topics and make brand image is "old and honest".

Take the good shop as an example, the big chain restaurant chain, who started in Hubei, had to face the problem of brand image aging.

From most of the shop space, to the brand's own image, "good sister" (interestingly, the prototype of Liang Mei seems to be a shop assistant of the good shop), which shows "age sense".

In recent years, the introduction of "Ode to joy" and other popular TV dramas, constantly updating spokesmen and upgrading storefront also reflect their desire for self-regulation.

Embarrassment is that, whether snack, fast food, shoes and clothing, catering, life services, these areas are closely related to their lifestyle. What they do is the business of the new generation, that is, no innovation, no interaction, poor image.

This forced the big guys in these industries to sit back and relax. They must continue to seek breakthroughs.

In the process, the image IP has been entrusted with heavy responsibilities and has become a good cake.

It is true that compared with other ways, image IP also has a direct effect on retail sales, such as:

1, the content of products can enhance users' effective decision: after the combination of commodities and IP, the distance between users and goods is closer, and the products with content and topics can touch the hearts of young consumers.

2, social attributes bring about communication fission: the important attribute of IP is that it brings crowd tags and IP IP cars. It is easier to find strong targeted people. These people are fission because of the opinion leaders' effect, the circle effect and the word of mouth effect.

3, improve sales efficiency and conversion rate: similarly, with IP holdings, a large number of people will shorten or even skip the purchase decision process directly, and directly pay for their own IP.

Therefore, more and more "

The product is not surprising.

Far from UNIQLO's annual IP combined series of UT red explosion days, the super heroes of manwei almost occupied all the categories of mass consumption. In recent 2 years, Line friends from Korea has won the name of "money day group" because of higher prices and high authorized fees for cooperative brands.

Recently, Ali pictures has just signed Pac-Man, and has launched a series of derivatives on 12 platforms, including AFU, AMH and deli.

However, such a simple IP implant is becoming more and more ineffective. Everyone is pushing the related IP to attempt the original cartoon image and story, but in addition to the classic image IP, most of them lack the bright spot and once again enter the strange circle of homogenization.

For retail formats and IP, it has to explore more combinations so that the "IP+ business model" is more likely to emerge.

Two, a strong image in virtual IP needs to be relied on in reality.

To put it simply, the image IP was born in the Internet, books, novels, animation and so on. It is strong in the virtual world (or "two dimension"). It has great potential for traffic flow. But in the different sectors of the industry, how to pform the flow advantage of the image IP into the offline line requires the support of the retail brand with offline advantages.

On the one hand, doing physical stores has always been regarded as the input of heavy assets. Some IP are too early or too many entities to set up physical stores in the primary stage, and the input output ratio is too low, or some IP take the niche route, which is not suitable for entering the mass market in this way.

A typical example is Line friends. Its retail + coffee combination Cafe store has been 3 popular last year, and now the consumption conversion rate in the store has been getting lower and lower.

According to the investors of a shop in Southern China, due to the high initial investment and operating costs, in fact, there is a slight loss every month. People are seeing too many people and buying fewer people. The IP side is exposed, and the partners are having a bad time.

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In this way, IP needs to cooperate with entity retailing with industry experience and business experience.

At first, Ali pictures and elves Bao can dream, CO uncle and good shop, they are one entity retail trader experience, the other one has original content to endorse, the image of the IP side (all kinds of pet elves of the elves can dream, the twelve star seat of the same class) image can provide continuous content, and has a certain number of users as the basic support of robust cooperation.

On the other hand, the tolerance of IP in physical market is not enough.

IP needs a long time to hatch, pform and form, but the domestic market is always eager for quick success and instant benefit and pursuing short-term commercial value. This leads to the fact that most retail entities stay in the stage of conceptual speculation for the use of IP.

While excavating IP value, entities need IP original support and supervision, because purchase or cooperation is only the beginning.

As a result, retail and image IP sing together and come together.

Three, China's value development for IP is still on the tip of the iceberg.

Similarly, in the operation of IP, the gap at home and abroad can be more than big.

Take Disney as an example. In its third quarter 2016 earnings report, only 20% of its revenues came from the movie business, and the remaining 80% came from parks, consumer products, interactive entertainment and media networks.

Even in Disney Park, ticket revenue is only about 30%, plus 15% of restaurants, 13% of accommodation, 25% of shopping, and 17% of others.

The real source of Disney's profits is the second consumption of tourists in the park.

In contrast, China's IP economy is still in its infancy, and still relies heavily on traffic and people's heads (selling tickets or selling advertisements). There are few successful cases of IP derivatives, cross-border cooperation and other development.

First of all, the number of high-quality IP in China is over.

It is known to all that happiness and bear appear, but after all, it is IP.

It is not enough for the old and the young to be salty.

Comic cartoons, CO uncle, B.duck, which is more mature commercial value, has accumulated a certain influence and fans group, more IP such as my emperor, one hundred thousand cold jokes, and so on, is still exploring the way of its own business realisation mode.

Besides, besides the quality of IP itself, another reason is not to dig out the cultural value and commercial value of IP under the premise of multi linkage.

Some domestic enterprises are not aware enough. They regard cross boundary as a marketing gimmick. The combination with IP is mostly in the way of dragonfly, but with the confusion of sales channels and the despising of knowledge products in China, it is difficult for copyright owners to get the business increment in the chaotic market.

In this way, the IP of the first tier image needs to be opened up.

Presumably insiders, many of them know the cooperation of comic strips and dragon dragons.

Since 2015, Weilong itself has been promoting the trend of "net red" - a package of spicy strips of several yuan, which completely cleaned up the apple moth flagship store and the spicy bar experience shop.

These two masters who are good at tossing, can be seen as a hit and a draw.

Since its inception in 2014, uncle IP has been firmly occupying the first entry in the Chinese constellation field, and constellation is just a few hundred million young people's daily social topics.

Since last year, OSM, good shop, vip.com, Ctrip, Minsheng Bank credit card, Han Du Yi house, ofo...

As long as we are doing business of "new generation and new women", we have been working together with them.

True love or hypocrisy, retail and image IP need to face two major questions.

But it is not enough to be willing. There are at least two major topics in determining the success or failure of retail and image IP cooperation.

Question 1: retail brand and image IP, who is in charge?

Who is the master and who is the second? Is it dominated by retail or IP?

Walter McDaniel, the former master, said: "many IP can not be called IP, but can only be called branding.

A brand has a life cycle and dies at a certain time, but IP will not. "

Regardless of whether the concept is correct or not, it is the difference and status difference between the retail trade and the image IP.

The retail industry in China takes the brand as the core. The design at the beginning of the brand is aimed at some form of presentation. The main solution is how to make money in this form.

So it's easy to understand IP as a character image and story, and then sell it on merchandise.

But this is only the surface rather than the essence of IP.

A large number of facts have proved that this kind of play with IP takeaway is becoming increasingly impracticable, such as the "good voice" program and its big movie is extremely bleak.

Retail formats, such as the introduction of IP to the theme exhibition by shopping centers nowadays, are becoming more and more popular. In the short term, this can enhance the topic of shopping malls and bring more passenger flow to them.

But once IP is withdrawn, the connection between shopping malls and IP fans will be weakened or even disappeared. Many shopping malls will return to the embarrassing situation of lack of autonomic hematopoietic function.

The biggest difference between IP and brand is that real IP has its own values and philosophies.

The 12 cartoon images of Uncle Tong's pet are just a form. As a carrier of constellation Tucao and constellation entertainment culture, the value orientation and lifestyle of different constellations represent users' genuine love and fascination.

The captain of the United States has been established for a long time, and its peripheral products are not only selling well, but also because it has built up a complete system of values, culture and philosophy.

Moreover, the core of the IP industry is the user, the fans economy, and the psychological needs of the fans.

As Walter McDaniel said, "for real IP, the duty of a story is not to define and shape roles, but to have roles before the story begins.

A good story is a good carrier, which can add points to the role, but it is by no means the core of a whole set of commercial design. The real core is Rodgers, who is a flesh and blood person. In particular, his values are reflected in his cultural thinking and philosophical orientation in the background world.

However, at present, the retail formats represented by retail centers are still at a superficial level in understanding and shaping IP, which is mainly limited to two reasons.

1, there is a lack of connection between retail stores and fans: fans do not have channels to interact with stores on high frequency, and stores are also unable to produce in-depth emotional relationships with customers and maintain them.

2, the content space of stores is not enough: for example, most of the content that the store can provide at present is mostly the relatively standardized products such as clothing, catering and so on. It lacks imagination and lacks deep interaction with customers. Besides, the shopping mall also lacks the virtual space and platform that can accommodate huge amounts of content.

It is also true that retail brands need to create new space in releasing the value of IP, which can explain why Uncle Tong and Liang Pai shop need to open a joint store, and their space is their own, so that it is possible to lay a new channel between people and business, and to set up a virtual space on the basis of physical space, so that fans can appreciate all the elements and spiritual qualities of IP, and then automatically pay to pay for the purchase and fulfill the value.

From this point of view, the new retail IP will need to focus on brand marketing and gradually turn to focus on fans, focusing on new dimensions such as products, IP, interaction and fans contacts.

Question two: does image IP bring only "name" or "benefit" to retail brand?

In most of these cross-border cooperation, IP gives retail brands only "voice" - exposure and traffic, that is, through the integration of online and offline marketing to the maximum degree of drainage, but not responsible for the pformation of sales.

It is far from enough for us to talk about matters.

If you only stay on the voice volume, just do simple implants, customized version, which is basically no difference from ordinary advertising, IP value is just a pouch.

And the real core value is to bring retail pformation directly, which is not difficult for IP, who has accumulated millions of fans, to guide fans from online to offline.

But if we really want to turn traffic into consumers, we also need to see whether the location conditions under the line can meet the needs of consumers.

In the cooperation with ALI, the value of Pok e mon is not to hold an exhibition in the mall, but "Online + offline", "play + flow interoperability".

Specifically, Pok e mon works online with Juhuasuan's one thousand million IN, Tmall supermarket, Amoy rush and other Ali's platform. The online version of the elf wizard can empower the surrounding goods, from clothing, food, cosmetics, home department stores to stationery, bags, digital 3C products to more than one hundred kinds of products, online joint stores to create theme experience space for fans, so as to directly promote sales.

Cooperation with good shops is also directly related to the sales of "Uncle Tong".

For example, from the store space, in order to cater for consumers, especially young women's pursuit of beauty, photography, sprouting things and social interaction, the 12 constellations of Uncle Tong, with all kinds of snacks and eating related "heartfelt words", are distributed in every corner of the shop. Consumers can enter the store from the constellation to start resonating, constantly taking pictures, and incarnate from the media to share.

With the combination of the moving line design and the wrong combination of good shop products, consumers enter into it, like buying novelty and ordering directly.

In this cooperation, there is still a detail worth noticing. The two sides have launched the new membership card of the good shop "constellation membership card". The content of using IP image and the same side is good at nature. On the one hand, it is more interesting that "constellation" is directly related to everyone's birthday. Secondly, each constellation can directly circle up a group of people (that is, everyone in the constellation, they will have a sense of sympathy and resonance).

On the basis of this membership system, membership management and even community marketing have a lot of operational space.

In this way, the value of "star constellation" has been squeezed enough.

Cross border cooperation, the combination of vision, space, promotion and marketing is the first example of cooperation between IP and other brands.

Due to the high degree of agreement between the audience and the deep embeddedness of the two companies on the ground, the final effect is quite gratifying. It is understood that the store has a business area of only more than 170 yuan, and the sales date is 100 thousand yuan on the opening day. By the end of the opening week, the average daily sales volume is 1 times higher than that of the shops with similar area and location in the good shop system.

If you want to stay together for a long journey, image class IP first set the standard of "mate selection".

Of course, it is still not enough to do multiple choice questions. The image IP and retailers want to achieve perfect marriage.

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First, it is necessary to ensure consistency in tonality.

Not all IP is suitable for retail business.

If the message of micro-blog and WeChat's public address is slightly sorted out, it can be seen that the fan group of Uncle Tong is mainly a high net worth female group in the city.

They are the students and the employees of the company. They are obsessed with the culture of the constellation. They love life, have attitude, and have enough confidence.

These people are active in all kinds of social media, and are also supporters of strong purchasing power under the line.

Another IP comic book with strong content capability is totally different in style, and the culture of Kuso and cock silk is more masculine content tendencies.

No wonder there is a conclusion in the circle that "Chinese young women are on the same track, and Chinese young men are in the hands of Wang Ni MA (editor in chief)."

In addition to tonality, marketing rhythm matching is also an important part, for example, McDonald's flash shop is not which IP red to choose, but to match IP with the store's own marketing rhythm.

For example, the theme of many flash shops is consistent with the toys in children's packages.

In this way, while creating the scene, we can drive the sales of related products.

In fact, the essence of IP is the connection. The IP with submersible ability is the IP with temperature. And these good IP which can interact with the fans generally have the following characteristics: time penetration, space spanning, cultural inclusion and integration, and so on, with flow absorption function, strong scalability and originality.

Two, time to keep fresh, IP must keep updating.

IP has never been a stop sign. This is not only the expectation of retailers to IP partners, but also the key to IP's continuous innovation, customer loyalty and brand value.

This is the requirement of image class IP to be familiar, but also to "frequent Chang Xin".

IP is one of the ways to form familial. Now Disney has hundreds of roles. The main characters of the same family have 13 (1 uncle +12 constellations). These series of images are related to each other, have more human and more distinct personality characteristics, and create a more solid and full IP image with emotion.

The two is to require retailers to keep dynamic updates when using IP, including writing new stories and developing new scenes.

In fact, no matter what the foreign McDonald's is, or the domestic co uncle, they are the "old drivers" in this area. For example, in McDonald's flash shop, McDonald's has designed The Smurfs and full time ace IP flash shop, and has also worked with NetEase comics to cooperate with the four main powers, including the refreshing antique shop, the sweet girl shop, the mechanical hot blood store, the ghost horse terrorist store, and other World of Warcraft, angry birds and other game theme flash shops.

The average existence time of each store is about one month, but its appeal is very strong.

This surprised the guests who came to the store temporarily, and attracted many fans to come here to feel a different dining atmosphere.

The three is that the content of IP source should be kept updated and high quality. IP needs content to be hosted, so is Disney's sequel.

At home, we all aspire to create 100 thousand +, and become famous IP.

Continue to take the example of Uncle Tong, for example, reading 10 billion times in comics, reading 8 billion 800 million times in a single subject, Tucao constellation, and reading the 8 billion 800 million videos of "the same day uncle and 12 constellations", "song of the constellation" and so on.

Three, category needs to be selected.

In addition to retailers choosing IP, IP also has to learn to select retail brands. If branding possesses high quality supply chain resources, it can flexibly control production capacity and logistics cost advantage, which is the key to sustainable business mode.

In addition, the choice of category is also a learning.

Which category is suitable for IP fans group is very critical.

After all, crowd positioning is the most fundamental decision in marketing.

For example, snack is naturally suitable for "holding young women" in the same way. First, from the frequency of consumption, snacks consumption frequency is much higher than that of consumers, general snacks are in a month and a half, while others such as clothing are about a quarter; two, snack products have a long tail and are not exclusive, and can be sold with many kinds of products. Three, snack products have strong sharing, repurchase and quick diffusion; four, snacks are mostly women.

In short, although Ma's "new retail" concept is not unified at present, the cognitive boundaries of "new retail" are extending. The role of image IP in the development of "new retail" is becoming a unique landscape. Just before a win-win outcome is achieved, both retail brand and image IP must set their own position. Long term love is not a free ride but a move forward.

And the new retail IP is just the beginning.

More interesting reports, please pay attention to the world clothing shoes and hats net.