Why Does "Er Ke Er" Become A Famous Brand

As a leading brand of sports in China, Erke Together with the Japanese God level animation "silver soul", we had a two-dimensional cross-border cooperation. The co branded series of Qitan prox silver soul was sold out in five minutes. It is not only the fans who have been crazy about shopping, but also the fans.

At the moment when the post-90s gradually say goodbye to their youth, the post-95s and post-00s have become the most potential consumer power in China. In recent years, it has become a new trend of Chinese culture. If the brand wants to grasp the heart of Z era, it needs to skillfully take advantage of the power of animation IP to break through the dimensional wall and help the brand "effectively out of the circle".

Erke The cross-border cooperation with Yinhun has created a very representative case, which can be called Wonderful from product design to operation and promotion.

Beauty out of the street, product and animation connotation resonance

Cross border with animation IP, in product design, we should pay great attention to the fit of its IP attributes, otherwise it will not be brilliant enough.

In August last year, Hongxing Erke's erkeqi bullet series of running shoes broke into the leading echelon of the domestic shoe industry, known as the "first pair of super large carbon running shoes within 500 yuan in China". Its original α - Flex black technology material has created a foot feeling 30% softer than the conventional insole, and has established a good market reputation for its soft like floating running experience. And in this derivative joint brand, it will be this feature and animation IP for a unique combination.

As we all know, comic books are easy-going, but hard core is science fiction. The author describes all kinds of life scenes with the spirit of "everything can be carried" by Sakata Yinshi and Wuwuwuwu, so as to encourage young people to work hard in ordinary life. When this spirit is connected with the concept that Qitan technology makes sports easier, there are two joint brands of gold blade and silver soul.

The golden blade of hot blood

The design of the golden blade revolves around the sense of speed and attack of the blood burning battle, inspired by the golden time of silver soul. With the character's iconic kimono with black background and golden cloud pattern as the whole color, and with a large area of luminous logo, the footstep is as dazzling as the stars in the dark night, and the momentum is like a rainbow in an instant Strange bomb Technology The bottom is the source of inexhaustible power, hoping that young people can break out of their own extraordinary life in ordinary life.

The silver soul of faith

People who are familiar with silver soul know that sugar is the belief of Sakata silver. Even on the brink of diabetes, he still insists on a paranoid sugar control. The soul of silver is integrated into this belief. The exclusive sugar logo on the tongue pays homage to ayin's love of sugar, which never peels off, and the new springy foot feeling subverts the previous walking experience of board shoes. Even if young people's dreams can touch the bottom of their dreams easily, they can also touch the bottom of their dreams.

Strengthen the sense of product identity and achieve the transformation of new product sales in disguise

When the brilliant product design has built a full of two-dimensional atmosphere, then Hongxing Erke constructs the social language among young groups with the theme of breaking through the dimensional wall of everything, thus strengthening the identification of products in Z era.

The fourth session of joy will be restored to the scene of skycat for the second time. The huge flow during the exhibition was precisely utilized. Erkeqi was used to play the house of everything to get together with the fans of the second dimension. With the status of the house of everything in the hearts of many silver soul fans, the bridge of interactive communication between products and users was established.

Using the brilliant product design to attract attention, and using the interactive experience of offline house of things as a lever to leverage the mood of Z era to create momentum for new products, not only strengthened the sense of identity of the product, but also refreshed the fans' favor for hongxingerke, which in turn drove the online sales growth in disguise, which can be described as killing three birds with one stone.

At the media Salon of hongxingerke × Yinhun × China joy, the relevant person in charge of hongxingerke said that in the future, on the basis of focusing on fashion trends, more IP co branding should be introduced to enrich the story tension of products through IP empowerment, so as to strengthen the communication between brands and users. At the end of August, the first wave of silver soul co branded clothing, which combines the classic printing of silver soul house trio and Elizabeth's cute pet, will be on the market. I believe this wave of cross-border will bring a lot of surprise to fans.

Youth, win in connotation

This year, Hongxing Erke put forward the strategy of "new domestic products with science and technology". First of all, in terms of product quality, it gives consumers a brand-new sports experience with Qitan black technology, which is as soft as suspension. At the same time, it uses animation IP to co name "Star Trek" and "silver soul" to cut into the life circle of Z era. With the story tension of product design, it accurately attracts young secondary consumers It has successfully expanded the brand's voice and established a new brand cultural image.

The times are changing and developing, and the youth culture has been changing and developing. If sports brands want to maintain their youth, they need to accurately understand the culture of the times, understand the aesthetic and cultural values of the mainstream consumer groups, make efforts from the spirit of innovation, design concept and quality, and continuously build their own unique cultural competitiveness.

Because of the strong cultural competitiveness, along with the ups and downs of the economy and the times, it will guide products to seek innovation and change in the new trend culture, and form a concept resonance with generations of cultural youth, so as to maintain the status and influence of the brand, and seek a longer-term development path for it.