It is no exaggeration to say that whoever seizes the opportunity of brand IP will stand in the next outlet of brand marketing. As a super e-commerce, JD.COM has also started a new round of IP strong aggregation marketing exploration.
Brands need social attributes.
Now users are more and more picky, and it is more and more difficult for brands to get traffic. If we only rely on simple promotions and preferential activities, it is difficult to impress consumers, so brands need to add more emotional connections or cultural connotations to marketing.
20 18 One Show Shanghai international creative week, brand communication of JD.COM group marketing department &; Li Jing, director of IP Marketing Department, said that JD.COM started with 3C products, so for a long time, the platform was dominated by male users. However, with the continuous optimization and enrichment of product categories over the years, the user groups in JD.COM have changed, with more and more women and young users. At the same time, the rise of social media has changed the communication channels between brands and customers. JD.COM hopes to build social forces between brands and consumers through IP marketing, increase brand personalization, and endow JD.COM brands with more affinity through IP.
The Image-building of JD.COM Ip Man.
JOY was born on 20 13 and has always been an important part of JD.COM LOGO. At that time, the image was a puppy from space, so it was visually metallic and represented JD. The sense of science and technology of COM.
Now the users in JD.COM are getting younger and younger, and JD.COM hopes to make JOY an IP, not just a logo symbol, so that the public can see a vibrant image, which can be liked by more young people and recognized by the public. So, in August of 20 17, JD.COM made a brand-new cross-dressing for JOY, turned into a white puppy, more round and lovely, and gave JOY an independent IP character and story. JOY's image changed and appeared in various films, making it more popular.
Continuous content creation and continuation of IP value.
One of the core reasons why Disney movies have such a great influence is that Disney IP has continuity, resulting in many derivative industries and products, not operating movies, but operating IP. On the other hand, domestic movies generally start to do other content again after the screening, so it is difficult to create an IP with great influence and persistence.
After the change of JOY's image, JD.COM kept creating content, giving JOY more touching stories, enriching JOY's image, prolonging JOY's life and making it have more IP value.
This year is the year of the dog. At the beginning of this year, the first short film about JOY's image was launched. This is the first time in a year that JD.COM invited an Oscar-winning team to make it, and it showed the joy with vivid images. With the theme of "passing trust and enjoying value", the film won many awards at home and abroad after being broadcast. This short film not only makes Jiuyi's image more vivid, but also endows Jiuyi JD.COM with corporate culture and ideas, such as the values of honesty, sharing and cooperation.
Choose well-known IP cooperation to improve Little JOY's IP influence.
At present, JOY's popularity is not high enough, so JD.COM combined it with well-known IP to shape JOY's influence.
IP can be generally divided into three categories: the first category is heavy IP, which has short-term pulse effect. For example, the IP in the movie will have a high popularity one month before and after the movie is released, but the popularity will decrease after the movie is released. This brings impulse sales. IP, such as Transformers, was the best seller at that stage of movie release. The second category is daily IP, such as Hello Kitty and Doraemon. Even if there is no related big movie released, his IP will have an impact on daily life. The third category is niche and personalized IP. For different types of IP, JD. The operation mode of COM is different from that of aggregate marketing.
At present, JD.COM has abundant IP resources to choose from. On the basis of Disney and other successful cases, Hollywood and many other intellectual property parties hope to establish cooperation with JD.COM. However, because different IPs have fixed audiences, JD.COM will also choose IP parties and brands.
Li Jing said that the criteria for JD.COM to choose an IP marketing partner are: First, the IP image that users like very much and are familiar to the public has a certain appeal and sense of identity; The second is to cover more users of different types, ages, sexes and regions through cooperation with different types of IP. For example, the combination of Little Joy and Transformers movie IP is more popular with men; The combination with LINE FRIENDS will be more popular with young female fans; Working with artists like Yayoi Kusama IP can cover more users in the literary trend circle.
JD.COM IP aggregation marketing brings together the marketing values of IP, JD.COM, merchants and fans. Among the four chains, JD.COM helps the other three parties to make some choices more efficiently through big data and marketing capabilities. For any of the three parties, JD.COM has provided high-quality screening. Through JD. The selection of COM reduces the search, negotiation and marketing costs of the other two parties, effectively promotes the marketing value aggregation of brand collaboration, traffic collaboration and production collaboration, and can also satisfy fans. This is the value of JD.COM in the whole chain.
In the era of information explosion, it is difficult to highlight the voice of a single brand. JD.COM endows brand products with an IP image through aggregate marketing, which can help brands to speak better in front of the public and further expand the market. For example, when Transformers V was released, JD.COM and Hasbro jointly launched the promo "Fantastic JD.COM, Summoning Heroes", which became a friend circle advertisement TOP 10 in 20 17. In this activity, Hasbro's derivatives were well exposed on the JD.COM platform, and Hasbro also created a high sales volume.
JD.COM has been exploring innovative Internet marketing to promote Zhihu, Douban, social networking sites and celebrity videos in different ways. Because consumers can't know all the goods quickly, JD.COM will first select some key head products to introduce to consumers.
For example, on the Online Friends Super IP Day in August this year, JD.COM used different online friends' images as visual skins to design interactive games in the station, and users could share these lovely cards, which brought more than 8 million fans to 22 brands. The promotional videos of JOY and Line Friends have also been well exposed and transformed, and the broadcast volume on the day of launch exceeded 200 million. For another example, during the promotion of Super IP Day, the derivative products of online friend image were very popular. JD.COM promotes Line Friends products to consumers through online marketing.
On Line Friends Super IP Day, JD.COM used the image of Line Friends on hundreds of buses that traveled all over Beijing and express boxes that were shipped to all parts of the country. It also launched a cross-border pop-up store for the first time and invited Korean brown bears to Beijing. Every day, the offline team is very long, just to see the true content of these cute pets; The fan traffic that came to the scene also greatly promoted the sales performance of pop-up shop. Another example is the Yayoi Kusama project. JD.COM chose a Beijing special train for publicity. During the holiday of 1 1 month, this train received a lot of attention. In addition, JD.COM also planned a 3.5km-long giant light show for this project. The scene was very shocking, and Yayoi Kusama's works of art were displayed through different media.
Li Jing said that in the future, JD.COM will carry out cross-border cooperation with some artists, and will give priority to some trendy brands and artists, and combine the elements of some artists and the characteristics of JOY to create a unique JOY through cooperation and win the love of more consumers. For example, JOY's image is white now. If you want to do some activities to care for women with pink ribbons in the future, JOY may turn into a pink dog according to the background of the activities. In addition, JD.COM is also considering holding some offline IP exhibitions in cooperation with artists, constantly enriching the photo library, and successively launching some Yan characters and designing derivative products.
JD.COM hopes to turn Little Joy into an IP with more vitality and novel personality. Through a series of brand activities, JOY's IP attributes and its own value are constantly improved, and some products are designed and exported together with other IPS, giving JOY more images and storylines, and making JOY's image deeply rooted in people's hearts.