IP's Magic: Will UNIQLO Be Named After A Mad Job?

Recently, UNIQLO can be said to have been brushing the Chinese market. The cooperation between UNIQLO and KAWS has produced a panic buying grab effect in China. We can see the strong appeal of super IP in China. After all, UNIQLO is a Japanese brand. Is there any Chinese brand that can do well in IP operation?

First, UNIQLO detonated the IP economy.

At 0 o'clock in June 3rd, UNIQLO and artist KAWS jointly launched T-shirt on the shelves. A minute later, netizens were making blueprint in social media: shopping cart was unable to purchase due to insufficient stock.

The 99 yuan printed dolls T-shirt online offline store was robbed of it. In a few hours, micro-blog's topic "UNIQLO joint money was looted" hit the top five of the hot search. UNIQLO joint T year by year, why this time has created unprecedented prosperity?

KAWS was born in the United States, and became popular for the two graffiti on street billboards. In 90s, street culture in the United States prevailed. KAWS's graffiti creations were widely respected and gradually popular throughout the world. As the works came into museums, incubated derivatives, and brand cross-border cooperation, they gradually became popular and loved. Symbolic head, XX symbol eyes and strong street culture sense attract many male users. Edison Chan and Shawn Yue are their loyal fans. And this UNIQLO and KAWS screen grab empty, representing the strong rise of IP economy.

In recent years, whether Disney's popularity in China or the purchase of products from UNIQLO and KAWS represents the rise of IP economy under the trend of consumption upgrading in China. Is there any Chinese enterprise running ahead of IP? Where is the logic of the new retail IP game?

Two, how can China's new retail IP play?

When we combed the new retail gameplay, we found that a company has been playing the role of IP in the innovation of the economy of the world. This is the name of the best quality product. As a representative enterprise of the new retail industry in China, the famous and excellent products have been playing an irreplaceable role in the new retail market of China. So far, the establishment of the top quality products has become an international new retail brand with more than 3600 annual revenue of more than 17 billion yuan in more than 80 countries and regions in the world. So, how did the IP economy of famous and high quality products play?

First, do the deep research and development of IP.

A comprehensive and integrated design was launched. In March of this year, after the authorization of the 123 national IP of the prestigious products, naming products started a comprehensive design for the 13 product categories of the name brand according to the super IP image. The design of spiders, American captain, iron man, green giant, surprise captain, Raytheon, black widow and other famous heroes and 2000 famous products were designed in depth. These products will be fully integrated according to the user's characteristics. Especially, man Wei IP is mainly concentrated on the male consumption crowd. This requires the integration of masculine products, so that it can better satisfy the users' habits while giving prominence to the IP. The core of IP economy is not simply to print a IP Logo to the product, but to IP and enterprise products. In June this year, in collaboration with IP in the Imperial Palace in the name of the best quality products, the famous brand products were designed specifically for the Imperial Palace's history, characters, stories and symbols. As a product design concept, it is no longer a simple and rude product, but a real product with design and soul.

Secondly, genuine licensing + civilian price explosive products.

We can see that whether UNIQLO or famous quality products are in the process of designing the IP economy, they all follow a very typical parity strategy. Even the most explosive KAWS T-shirts, the price of UNIQLO is only 99 yuan, so to form IP explosive products requires the first prerequisite: the price of enough popularity. Before many companies produce IP products, they often give IP products a very high product premium, which makes it difficult for ordinary consumers to bear high prices, which also hinder the expansion of the IP market. Therefore, in the design of IP products, famous brand products will always "reduce the pressure of the younger generation and let more shoppers feel the sense of happiness in shopping". On the basis of ensuring the authorized IP authorization, they still maintain their own "low price and civilian" nature, and control the selling price below 100 yuan. In fact, the high performance price ratio is not only the only way to create a sunken market, but also a magic weapon to break through the international market.

For example, the peripheral products launched by the famous Chuang superior products and man Wei are extremely competitive in terms of product design and quality. For example, the towel of a hero's hero is priced at only 10 yuan, while the average price of the products of the general boutique is 100 yuan.

Third, low quality

For explosive IP, another key point is product quality. For IP, the market is flooded with IP products of poor quality. These products give consumers a very poor user experience. At the same time, the quality of low quality products has always been maintained at a low price. On the one hand, it has always maintained a great deal of strength in this respect. On the one hand, it has consistently adopted the state of being cost-effective, constantly improving its performance price ratio and achieving the ultimate cost performance. On the other hand, it is upgrading the quality of products. The products of famous and superior products adopt the strategy of "three high and three low": high value, high quality, high efficiency, low cost, low gross profit and low price, and design, production, supply and sales are all in their own hands, and there are no intermediaries such as agents and distributors to increase the cost. Therefore, the maximum control of costs and the realization of small profits and quick turnover can hedge the authorized fees generated by large IP authorization. Just as Muji has just launched in Japan.

　　在上述三個(gè)體系的有機(jī)結(jié)合之中，名創(chuàng)優(yōu)品其實(shí)還形成了一整套IP生態(tài)系統(tǒng)，這些年來(lái)名創(chuàng)優(yōu)品已經(jīng)拿下了包括故宮、漫威、HelloKitty、裸熊、粉紅豹、潘通、Kakao Friends、芝麻街等等眾多國(guó)際知名IP形象，所以在IP運(yùn)營(yíng)上形成了屬于自己的排浪式生態(tài)疊加效應(yīng)，在名創(chuàng)優(yōu)品-芝麻街風(fēng)潮還在不斷發(fā)酵的時(shí)候，名創(chuàng)優(yōu)品-漫威黑金店的熱度已經(jīng)在不斷升溫漸入高潮，而這個(gè)時(shí)候名創(chuàng)優(yōu)品-故宮又橫空出世，這種一潮尚未過(guò)去，另一潮已經(jīng)到來(lái)的不斷疊加，讓名創(chuàng)優(yōu)品的IP經(jīng)濟(jì)始終保持在市場(chǎng)潮流引領(lǐng)者的狀態(tài)，這樣不僅為名稱(chēng)優(yōu)品贏得了“年輕、潮流、活力、青春”的品牌形象，更讓消費(fèi)者逐漸認(rèn)同了名創(chuàng)優(yōu)品的品牌價(jià)值，形成了類(lèi)似于核裂變鏈?zhǔn)椒磻?yīng)的良好循環(huán)，不斷提升名創(chuàng)優(yōu)品的IP應(yīng)用水平和品牌形象。

For the famous brand products, it changed the brand image of high quality or low quality domestic IP before. This IP design is no less inferior to the UT plan of UNIQLO, and even further than UNIQLO. At the same time, the IP ecosystem with the Chinese characteristics and chain reaction IP burst point cycle may be more suitable for China's national conditions, and is also the IP play with Chinese characteristics.