Quanzhou: Many Garment Enterprises Take Advantage Of IP Cross-Border Marketing

Multi brand collective efforts to anime IP

Many of the 70 and Post-80's have seen the animated cartoons of Popeye. Although the age of the IP characters has reached 90 years old, the Popeye is still a memorable cartoon character, which is also concerned by CABBEEN.

It is reported that not long ago, CABBEEN launched the "CABBEEN POPEYE" jacket. This joint series interpreted the fashionable clothes brought by pop culture with rich categories, and injected the classic "POPEYE" font and the mariner's iconic cartoon images into the exquisite products.

"Our joint product with SpongeBob SquarePants will also be fully launched this year."

For Shishi children's wear and the chairman of the children's Industry Federation, Wu Qinghu, chairman of Ji Jile's children's wear, after winning the brand of "China's ten largest children's wear", Jiyue music has been looking for new breakthroughs until it meets SpongeBob SquarePants's super IP.

"From the current point of view, the joint venture's sales volume is good."

He said that the important task of 2019 is to play this super IP card.

Besides, the campus Boulevard of Quanzhou children's wear brand, the main school uniform, is also cooperating with Sun Nan's "Nan's story".

Cai Jinxing, co-founder of campus Avenue, said that he has been making school uniforms and looking at the whole country. The mainstream school uniform design has only sports, fashion and leisure, but there is no "Sinology".

Cai Jinxing believes that with the revival of the Chinese traditional culture, the campus culture of clothing, represented by "Sinology", is expected to be accepted by the new generation.

IP marketing can achieve brand premium

The industry pointed out that IP originally refers to "intellectual property", but in recent years, it has been given a more close sense of image recognition.

IP is the product of the Internet age. Just like O2O, Internet plus, Internet thinking, it can create super attraction, get traffic on multiple platforms, and is a personalized and pferable mental consumer goods.

Li Zhubing, a Kung Fu anime, said Disney could be a model of super IP operation company. You can not enjoy watching its works, but you can't like Disney paradise, but you can't deny Disney's ability to tell stories.

Wu Qinghu also admitted that "2019 is sweeping the international" SpongeBob SquarePants "20th anniversary Daqing, we will try to bring some super IP to the extreme.

In fact, in recent years, IP marketing has become a cross-border phenomenon.

For example, Zhu Shijian, the founder of Chu orange, is the founder of IP. His team uses a series of reports to complete the pformation of the product, and finally deduces "Chu orange" into a spiritual symbol.

The spirit of Jobs's ultimate spirit makes consumers go to Apple mobile phones; drinking small wine, Jiang Xiao Bai will say with deep affection that the longest way to accompany you is my deepest routine.

These are the ways of IP marketing, that is, through the brand personality agency, with the help of personality charm and the establishment of trust agency relationship with consumers, provide consumers with the reasons for buying beyond functions, and ultimately achieve the brand premium.

A super IP often comes with its own traffic. It is not limited by any media, platform and industry, and has unlimited scalability. This is also the important reason why many fashion brands are in the rush to IP marketing.

Undoubtedly, it has killed another way for the garment enterprises to fight in a vast army. Therefore, other clothing enterprises such as Anta, FILA, XTEP, nine herdmen, Li Lang and seven wolves have also gained a lot in IP marketing in recent years.

The industry also reminded that IP marketing is good, but at the same time there is a certain risk, because it has a certain life cycle, enterprises must identify opportunities.

Of course, the quality of products is the most important, otherwise good IP can not produce economic benefits.