Hai Lan'S Home Big IP Can Pry The "Man'S Wardrobe"?

After launching this year's series of "havoc heavenly palace" series, haily Lan's family once again joined hands with Blizzard Entertainment, and launched a series of costumes including World of Warcraft, watch guard, Diablo, StarCraft, storm hero and legend of hearth.

In the interview with reporters, Hai Lan's home said that IP's cross-border strategy is one of the long-term strategies of the company. The company has successfully cooperated with the National Games "happy landlords" and Transformers's first derivative big movie "Bumblebee" and other well-known IP at home and abroad. "Joint dress as the main line, in the communication activities reflects the IP culture and the core of our brand fusion." Recently, the reporter visited the sales shop of the series of clothing jointly.

　　 Cross border joint promotion of brand "out of the loop"

During the national day, Hai Lan's family held a flash of the Blizzard Entertainment joint clothing in Shanghai. With the support of celebrities, Hai Lan's home set off a small upsurge of discussion on the Internet.

The reporter opened Taobao to search for the home of Hai Lan, and pushed out the news of a hot sale, Hai Lan's home, Blizzard Entertainment and a joint sweater.

"For the tribe!" "Buy this is for feelings" and "recharge for faith". There are many complex words in the reviews of exploding money clothes. The old Warcraft player told reporters that the joint name of Hai Lan's home is still a pleasant surprise. He will choose to buy a joint costume and wear his feelings and beliefs. He also hopes to continue to introduce more pleasant joint names in the future.

Reporters came to Beijing Fengtai District Wanda Plaza Hai Lan home store, near the entrance of the conspicuous position on a row of Blizzard series clothing. Shopping guide told reporters that the joint clothing sales are good every day, as well as game enthusiasts to shop specially to buy one of the joint sweater, at present, this kind of sweater shop has not yet been replenished.

Shopping guide told reporters, "generally there are more shopping crowds in the evening, the men's clothing stores in the mall are gathered, and the competition is intense. The sales situation of this series is good." The reporter once again came to the dream shop, which is not far away from the city. The sales volume of the series of clothing is similar to that of Wanda shop.

"The cooperation with Blizzard Entertainment, on the one hand, has aroused strong repercussions on the social network and gained a larger brand voice," Hai Lan's home said in an interview with the Securities Daily. On the other hand, the cooperation with the popular IP covers the original consumption crowd, and also drives potential consumers. Some people become the new powder of Hai Lan's home because of this cooperation, which effectively stimulates sales and brand "out of the loop".

　　 Apparel industry set off IP upsurge

The reporter saw Xiao Wu, who came to buy clothes in the store. After trying out the joint clothing of the Hai Lan home and Blizzard Entertainment, he said that this joint sweater is moderately thick, feels soft and comfortable, and keeps the consistent quality of the brand.

In the clothing industry, the grafting of hot IP and clothing has become a popular trend. Clothing companies began to show their magic, looking for popular IP to create explosive products. Earlier, the joint name of UNIQLO and kaws triggered a wave of looting.

What faithful fans want to get from IP is the identification of emotional value. What we need to do as an enterprise is to arouse the resonance of consumers to the greatest extent in cooperation. Not only do we need to deeply interpret IP, but also we need to have the ability to strive to present IP, to maintain our own design level and product quality, and not to consume consumers' trust for the sake of heat. Hai Lan's home responded to reporters.

For the popular trend of grafting IP and clothing, Hai Lan's home has shown the attitude of "warm embrace and rational treatment".

Reporters learned that in the Blizzard Entertainment joint clothing, Hai Lan's home seized the blizzard IP carries the blood and youthful feeling, will be able to arouse the player's emotional resonance of the game elements into the design, and a large number of embroidery technology to ensure product quality and value.

In the view of Hai Lan's home, people cherish the memory of social interaction, empathy and slow rhythm brought by Blizzard games. What Hai Lan's home needs to do is to effectively satisfy this expectation and give the product additional emotional value.

Red bean shares and Hai Lan's home belong to the Wuxi area. As a stable listed company in the spinning and weaving section, the relevant person in charge of red bean men's clothing told reporters that how to follow up many brands of IP and tell the story of high quality IP to make consumers feel sympathetic and willing to pay the bill is a marketing difficult problem that needs to be explored and tried.

What is the key point of winning the competition? In an interview with reporters, an analyst who asked not to be named textile clothing industry said that there were 5 main aspects of winning the key: the depth of the consumer group, the way and intensity of brand publicity, the choice of IP, and the pricing of products.

Hai Lan's home thinks that the popular IP has the function of empathy with consumers. The key of IP strategy is not only the similarities between the two sides, but also the ability to interpret and present IP in a brand. As an enterprise needs to polish its own brand interpretation and the ability to present IP, at the same time, the quality of Hai Lan's home will also contribute to the spread of IP. IP cooperation is a test for both sides. If we work hard together, we will have the chance to win the win-win situation of enterprises and IP, and even win the win with consumers.

　　 Initial success of brand younger

In addition to the cooperation with Blizzard Entertainment, Hai Lan's home has created a fun advertising film featuring the characters of the game in addition to the nearly half a month's flash shop. Among them, the star in the flash platform is the famous World of Warcraft trade union president.

Hai Lan's home believes that cross-border IP cooperation has attracted more and more young consumers and can have more effective dialogue with more young people. On the one hand, IP has made the brand more suitable for young people's aesthetic appreciation, and designed some young and fashionable products. On the other hand, IP cross-border cooperation can also make consumers feel brand vitality.

Since 2019, Hai Lan's family has planned marketing activities such as "festival of goods", "men's Valentine's Day", "father's Day" and other offline marketing activities, making full use of WeChat, micro-blog and other self media channels to convey product information, marketing activities and brand culture to consumers, and deepen emotional exchanges with consumers. Keep up with the short video trend, and use the short video APP, such as "jitter" and "fast hand", to complement each other.

The above analysts said that the IP joint name should be said to be the general trend. The most important reason behind this is the upgrading of consumption demand and the change of consumption generation. At present, the main consumption group is 70 and 80. The growth process of this group is accompanied by the awakening of brand awareness. From the available data, the purchasing power of Y generation and Z generation, after the so-called 95 and 00 years, are also rising. The proportion of subdivision (such as tide brand shoes) has exceeded 50%. Buying IP products is not just consumer behavior, but also community behavior and self actualization behavior.

In the interview, Hai Lan home revealed that as a national garment enterprise, the company will spare no effort to promote the integration of popular IP and national culture.

"Hai Lan's home is havoc in the heavenly palace series. Next year, we will continue to dig out the value and connotation of this classic culture IP and launch cooperative development of costumes. Similarly, Blizzard's cooperation will continue next year. In the future, Hai Lan's home will continue to explore and deeply cooperate with some well-known IP. Hai Lan's home said.