Hai Lan'S Home Is Pushing The Famous IP Series Again. This Is The Animated Havoc Of Heaven.

Carlile defines hero in hero and hero worship: "hero is a permanent cornerstone, thus establishing an era in concrete form."

Born out of culture, hero is the symbol of the spirit of the times.

There is such a hero in Chinese cultural classics, which has never existed, but has achieved the collective heroic imagination of Chinese people for hundreds of years.

It is Sun Wukong, the great master of Qi.

In March 25th, Hai Lan's home announced the creation of a series of havoc with the Shanghai art film studio.

It is understood that this series of modern design concepts, is the sea LAN home in the hot IP field another cross-border.

According to the industry analysis, the joint name with the classic animation IP "havoc heaven Palace" means that haeran's home has further opened the personalized Road, attracting more young consumption with "personality".

Then push the famous IP series.

It is understood that the inspiration of this joint name comes from the creation of the "havoc heaven" manuscript. This cooperation is not only another cross-border of the brand in the popular IP field, but also an exploration of the animated character "Sun Wukong" in the fashion field.

The havoc of the heavenly palace is regarded as the classic animation of Shanghai art film studio. It is regarded as the peak of Chinese animation by the industry. In addition to the animation version of Sun Wukong, Hai Lan's home has also launched special cooperation with Liuxiaolingtong, who represents the TV drama version of "Monkey King". This has further deepened the image of Sun Wukong, IP, and monkey king, the movie version of the brand spokesperson Lin Chang. At the press conference, through the structural projection and other scientific and technological means, the three generation of "Monkey King" has reached the same frame.

According to the analysis, the family of Hai Lan uses different age attributes and role propagation scope, covering a large number of consumer groups, including younger and post-90s younger groups.

Zhou Lichen, President of Hai Lan group, said that Hai Lan's home, as a national brand, is hand in hand with the classic Chinese animation IP, which brings Sun Wukong's Chinese Super IP to the global consumers of Hai Lan's home.

In the view of Hai Lan's family, the three generation of Monkey King not only represents the image of Wukong in different periods, but also planted a heroic dream in the hearts of generations from generation to generation. This collective heroic imagination also represents the change of national psychology in the changing era.

Increase the younger layout

In fact, this is not the first time that Hai Lan's family has launched a joint series with the famous IP. At the end of 2018, Hai Lan's home and Transformers, a movie character, also launched a joint series. The product design at that time had infiltrated into the young group and spent a lot of money on video promotion.

In addition, in March 6th this year, Hai Lan's home and KPL alliance formally reached a cooperation, completed a new layout of sponsorship competition.

It is understood that the sponsorship of KPL is the trend brand of Hai Lan home, the black whale HLAJEANS. From the beginning of the new season in 2019, the black Whale will provide competition clothing for all KPL teams.

In recent years, Hai Lan's home has also been very smart in its layout, such as VR clothes, smart clothes, smart stores and so on.

Zhang Peiying, honorary consultant and fashion expert of the China luxury Confederation, said that this series of actions showed that Hai Lan's family was developing in a younger direction.

He said that the standardization of smart front-end layout in the field of clothing is the focus of future development of Hai Lan's home, so that we can attract more young consumer groups, so that the future of consumers will not only be limited to the experience of offline stores, but also will change the lifestyle through online. This change will realize the span between online and offline and further expand the new market.

Multi channel help

In addition to strengthening the young market, Hai Lan's home has also made multi-party layout for online and offline businesses in recent years.

In the first half of 2018, Hai Lan's home reached a deep cooperation with Tencent and began to expand new retail channels.

And the market value of Houhai LAN home is increasing, even once exceeding Coach, Burberry and other luxury brands.

At home, such performance is enough to gain a foothold, but at the same time, it needs new channels.

Hai Lan's home said earlier that it would invest in apparel related industry chains, excellent clothing and apparel brands and garment manufacturers in the future.

And further strengthen the multi brand, multi category, multi-channel layout, cultivate new profit growth points, and enhance market value.

Clothing industry experts said that at this stage, the performance of Hai Lan's home has been able to move towards a bigger stage. It needs more platform to expand traffic. After years of development, the online game is basically mature. The expansion of online traffic is particularly important, and the creation of IP is the key to enhance the influence of the brand.

At this stage, consumers are not satisfied with simply wearing demand, and are not satisfied with the cheap and fast online consumption. Offline consumer experience is increasingly becoming the consumer's pursuit.

On this basis, many clothing brands began to enhance their brand attributes through joint names.

And Hai Lan's home can help further expand the profit direction by means of offline consumption scenarios and online multi-channel consumption patterns.