IP Marketing Has Become A Hot Topic: Children'S Wear "Ship To Sea", Men'S Wear To Create "Super IP".

IP marketing will become a key factor for the sustainable development of enterprises. But how to make IP fit well with brands is still a long way to go.

The brand of children's clothing "go to sea by boat"

Recently, Quanzhou children's wear brand Jiyue music and Guangzhou art brand management Limited by Share Ltd's IP "SpongeBob SquarePants" reached a strategic cooperative relationship, marking the "Ten Chinese children's clothing" brand season will be the first time, "borrow the ship to sea."

According to reports, the company will launch a series of new SpongeBob SquarePants theme series cooperation funds, through cross-border innovation, and more stringent quality standards, to create new products.

"SpongeBob SquarePants" is one of the most popular animated films in the history of American TV programs. This lovely sponge square image was launched in 1999, and was loved by children and even adults. It won the first prize in all the American children's TV animations, and ranked first in the US cable television network for eight years in a row.

SpongeBob SquarePants officially entered China in 2006. The interesting and unrestrained story attracted children, teenagers and adults.

Nowadays, Chanel, CHANEL, Moss, MOSCHINO, Aape, mebang, Giordano and other domestic and foreign well-known brands have carried out a series of cooperation with this super IP, which, like many super IP, is constantly leading fashion vane.

At present, Ji Ji Le has opened more than 10 stores in Taiwan. Zhang Zhize, the responsible person of the company, said: "with the help of this super IP, we will enter Southeast Asian countries such as Philippines, Thailand and Vietnam, and then enter the European and American markets to achieve the overseas expansion of local brands."

Men's wear creates "super IP"

In June 7th, Quanzhou's local dress brand became the world's first official business dress brand sponsored by the official FIFA World Cup. The total price invested by the emperor was 20 million dollars to support the 2018FIFA World Cup. It will show its unique charm to the world and gradually establish world-class brand influence.

In addition to working with super IP, some companies are committed to creating their own super IP.

In June 17th, the Italy WOLF TOTEM, once again invited by the seven wolves, was invited to participate in the Milan fashion week.

This is another international new move after the seven wolves acquired the controlling stake in KARLLAGERFELD China's operation entity in 2017. It is also the fourth time that WOLF TOTEM has gone to Milan Fashion Week show.

As one of the four fashion week in the world, Milan fashion week has been regarded as the barometer of fashion design and consumption in the world.

Leading professionals, thousands of professional buyers, and professional media and fashion people from all over the world are here.

Taking a look at the seven wolves' four fashion week in Milan, people in the industry say that seven wolves are working hard to build a super IP system of their own. This "super IP" is the creative inspiration of seven wolves from wolf elements.

In recent years, seven wolves have joined hands with designers from different countries including Britain, the United States, Italy, Japan, Korea and France to inject diversified international design elements into their brands, and strive to create their own wolf culture super IP.

IP marketing becomes a hot topic

In the past, when mentioning IP, people first thought of IP address and Intellectual Property, but now the meaning of these two letters has surpassed these categories and become a phenomenal marketing concept.

IP can only get rid of the constraints of a single platform by its own attractiveness and get traffic and distribute content on multiple platforms.

The industry pointed out that the biggest difference between IP and brand is that brand is attached to one or one specific product, and IP will not be attached to a specific form.

IP has no specific form. Its ultimate goal is to pursue value and cultural identity. It provides consumers with not the functional attributes of products, but an emotional sustenance.

"For example, last summer, with the help of" wolf 2 ", Wu Jing's martial arts IP image + special soldier IP+ special effects + powerful country idea became the box office myth at that time. The Internet Internet drama" Princess Taizi promotion ", from an obscure novel, has become the top of the list of network drama, also a successful super IP case.

In addition, the net red IPpapi sauce, the soul of small wine Jiang Xiao Bai, inspiring orange Chu orange and so on, also make the audience to these seemingly overflowing IP happy.

The industry said.

In fact, IP reflects the meaning of values, philosophy of life, world outlook or philosophy, and it resonates with people's culture and emotion.

"IP has a strong penetrating power and stretching force. A powerful IP can shuttle through the various cultural and creative forms such as novels, comics, comics, games, movies, TV dramas, stage plays and so on.

At present, IP marketing is becoming a hot topic of every brand enterprise. With the hot brand effect, the fans can be drawn to achieve double realisation of traffic and value.

Industry insiders estimate that IP will soon sweep across all

When it comes to games, music, novels, movies, etc., in this era of IP, IP marketing will become a key factor for the sustainable development of enterprises. However, there is still a long way to go to make IP fit well with brands.