IP Retail Is An Excellent Way To Break The Circle Of Products

In the fierce brand competition, in order to surpass themselves or enter the new target market, brand companies have joined the ranks of cross-border co branding. Compared with the cross-border of products, IP can be used as a catalyst to accelerate market influence and upgrade transformation. With the help of IP potential energy, it has become the consensus of more and more brand owners to promote the aggregation of user groups.

IP retail is an excellent way to break the circle of products. When consumers face a favorite movie, TV series or game IP co branded products, they will generate consumption based on interest and IP loyalty. At the same time, many consumers' feedback is not good, because some co branded products have no unique attraction and lack of fashion flavor.

If there is a cross-border joint brand product with close cultural connection with IP, it will certainly eliminate many consumer doubts. However, such cross-border hot money is not a simple "IP + product". Based on the scene of new retail, IP retail has gradually formed an industrial operation system. The absence of any link will lead to the turning away of consumers.

　　 IP retail hot demand time, location, people and?

IP retail is not a new concept. Various cross-border joint brand products have also become one of the main marketing strategies of brand companies. However, some of them become popular, while others are still unknown. Obviously, it is not easy for an IP to react with a brand at will. Brand companies need to further analyze whether IP is consistent with their own positioning, have similar or cross-border audience, and can create value through new content, and even endow each other with resonance.

One of the most successful cases of IP retail is Disney. Disney, which started with film and animation, originally only radiated in the field of children's entertainment. After combining its own attributes with theme parks, it has created an entertainment kingdom of animation culture. Disneyland and its surrounding products not only expand the influence of Disney brand, but also promote the endless creativity of Disney film and animation.

After all, this kind of self cross-border integration of IP is rare, and it is more based on the cross-border combination of different IP and brands, which inevitably leads to rollover. According to a brand owner, they cooperated with a famous European and American IP animation image last year to launch cross-border joint brand products. However, due to the unfamiliar domestic consumers, the lack of understanding of IP in the design scheme, and the failure to cater to the consumption hot spots at that time, the cross-border cooperation ended in failure.

Although IP retailing is in full swing, it is no longer a simple joint brand sale. It needs a new connotation and image formed in the process of integration of IP and products, which is recognized by consumers, and puts forward higher requirements for Tianshi (combined with hot spots), geographical (landing platform), and people (fan interaction).

Weng Dianjie, director of online MKT of taipingniao women's clothing, said that they had established deep strategic cooperation with tmall's IP business team. According to several important marketing time points, they would select appropriate IP copyright owners to launch cross-border joint brand products, and carry out targeted product design and marketing publicity according to different IP styles.

"For example, the" super China "co branded series of" Pacific bird "and" leap cross-border ", which focuses on sports, helps us to attract new people in young groups. For this reason, we have photographed a group of characters, all of which are to capture the moments of leap in their lives."

As brand companies are very familiar with their own brands and product operations, but IP retailing requires brand-new awareness of IP copyright and can integrate it with their own brands, which has just become the weak point of many brands. Therefore, if you want to create cross-border joint brand blockbusters, you need to have a deep understanding of IP.

　　 Professional operation team and platform are born on demand

On March 22, Weiya held a special activity of "sister 2" with the same style in her Taobao live broadcast. Relying on the brand and its own supply chain of perennial cooperation, and with the help of the same topic marketing of "sister 2 of riding the wind and waves 2", the activity achieved a total amount of more than 66 million yuan and a total of more than 370000 pieces.

Tao Yadong, founder of Qianxi culture, as the IP Product Marketing and operation organization of the event, introduced that thanks to tmall's emphasis on IP productization, under the support of tmall's platform strength and through mature operation scheme, it has built a number of popular IP e-commerce retail activities.

"What consumers see is a live activity, and behind it is a careful resource connection. We need to communicate and plan with mango TV, the IP copyright owner, in advance, integrate and enlarge the communication resources, expand our influence through tmall platform, gather our internal communication matrix and Weiya's fan influence to preheat the goods and content, package and plan the IP content of Weiya's live broadcast room, select suitable products, and carefully construct the marketing scene and so on. "

In Tao Yadong's opinion, there are many key points to consider in IP retail, among which the most important is whether the product and IP can match, and form qualitative change with IP through new product design and development. Therefore, it is an important prerequisite for incubating cross-border joint brand to communicate IP integration and new product form with brand companies.

This is shown vividly in weia's another IP retail activity, national tide IP night. At the moment when Guochao is in power, with the help of the traffic aggregation of tmall and the cohesion of fans, Weiya takes Guochao culture as the core, introduces popular IP such as "national treasure", "Hulu brothers" and "Legend of Xianjian Qixia", and describes the highlights of IP, and then launches cross-border co branded products that meet the IP temperament.

For example, the highlight theme of "national treasure" is the revival of national charm, which is consistent with the fashion clothing culture. Therefore, the clothing brand mark Huafei uses the auspicious animal pattern in national treasure as a joint brand product, making the classical image into modern life. "Gourd brothers" IP highlights childhood feelings, Carlton food joint brand, in addition to the packaging and IP image fit, product taste is mainly nostalgic.

The combination of "cultural IP + content IP + retail" enables IP retail to break through the traditional cross-border co branding marketing mode. The new retail format of live e-commerce, which is unable to quantify the cross-border influence, can be the first to let brand companies evaluate the success of IP retail with intuitive fan interaction activity and sales volume.

With the opening of the whole chain from product supply chain to new product development, and then to marketing and trading, more and more brands are focusing on IP search and product design and marketing planning. Tmall plays an important guiding role in it, and tmall ipmart, an IP authorization trading platform launched by tmall apparel, was born.

　　 Tmall builds IP retail business closed loop

Rudy, chairman and CEO of Tongdao, lamented that, as IP copyright owners, although they have established cooperation with many brands and have a variety of access channels, they still have unsatisfied demands for IP retail.

"We hope to establish cooperation with more high-quality brand companies, carry out IP product design together with cutting-edge designers, increase opportunities and scenes for interaction with fans, and even let fans participate in creative development. Only a complete IP retail ecological chain can stimulate the vitality of all parties."

Tmall ipmart is an innovation of tmall apparel for IP retail. It has built an IP licensing trading platform for IP copyright owners, designers, illustrators and brands. Meanwhile, tmall ipmart introduces ant's blockchain technology to solve the trust problem in IP industry authorization transaction.

Tmall ipmart is composed of IP copyright center, IP contract center, IP ecological alliance and IP operation center. It provides intelligent operation tools for businesses. It uses technology to realize mutual search, authorization transaction, product development and marketing between brand and IP copyright, and brings about a closed-loop business scene of IP retail.

According to the "2021 tmall apparel IP white paper" released by tmall, the growth rate of tmall's clothing IP co branded brands will exceed 60% in 2020, and many single products with sales of more than 10 million have been born. According to statistics, China's IP authorized retail market will reach 99.2 billion yuan in 2019, and is expected to easily exceed 100 billion yuan in 2020. IP retail is becoming a new consumption growth point.

Wang Xuanyu, director of onlineco of taipingniao women's wear, said that before that, they had used the business tools of the strategy center to screen IP copyright resources, select the IP resources matching their own user groups, and cooperate with the marketing and planning departments. They also hope that tmall can make further progress in IP retail, give full play to its platform advantages and recruit a wide range of partners.

"We hope that tmall can accommodate more IP cooperation solutions in this big stage, realize the integration of IP retail resources and even the gathering of back-end people through the platform."

In order to enrich the supply of IP copyright and establish a back-end interactive scene and a co creation environment for fans, tmall clothing has opened a role space for IP in the hand shopping end, providing an interactive channel with fans for IP copyright goods merchants. It not only creates an IP legitimate commodity position and realizes commodity sales, but also allows fans to actively participate in IP call and receive IP limited gifts interactively.

The combination with tmall platform is an important breakthrough in the development of IP copyright. It also makes IP become the main means for brand companies to break the circle and pull new ones, thus enhancing the aggregation of fans. This also reflects the new business opportunities of cross-border integration.

As a professional and industrial chain marketing system, IP retail needs more professional people and a more professional platform to understand the consumer mind, so as to plan the scheme, polish the popular money with the peak design team, and release energy through the new retail format.