Editor | Brand Jun
This is an era where everything can be IP. Before
, Li Jiaqi relied on live broadcast to sell goods and became a super anchor IP. Now even his dogs have made a collective debut and formed the "Neva Family". The new cute pet IP is raging on all major social platforms.
The Naeva family officially debuted
"Come on! The exciting moment is finally here! The "Naeva Family" created by me and LINEFRIENDS CHINA is born! Hope that in the days to come, the Naeva family can bring you all Come to love and accompany."
On October 12, Li Jiaqi sent a civil official Xuan Naiwa's family official debut. Subsequently, his former assistant Fu Peng also sent a message to congratulate the Naiwa family on her debut.
So far, a new IP was born.
Actually digging deep into the business value of Li Jiaqi's dog, there are already signs of it. In March 2020, the "popular flower" Never in the Newa family cooperated with the well-known domestic beauty brand Perfect Diary to launch a limited edition eye shadow palette.
According to Li Jiaqi, the eyeshadow palette has 12 colors, which correspond to Never’s 12 different emotions: passion, curiosity, innocence, warmth, jealousy...
Never and Perfect Diary created a joint makeup makeup, which was a big hit in the beauty circle at the time. spray. Many consumers went in to grab the card, but they didn't buy it. The pre-sale of
is 10 seconds, and 160,000 copies are sold out. Whoever reads Never’s carrying capacity does not say “top flow”.
did not know if it was the successful commercialization test that made Li Jiaqi's team see the unlimited commercial potential of dogs represented by Never, so this time they directly cooperated with LINEFRIENDS CHINA to create an exclusive IP.
It can be seen that the ambition of the "Neva Family" will never stop at a single collaboration with the brand, and it may hope to become a super pet IP.
Can it become a new generation of super cute pet IP?
Although Li Jiaqi has only announced the debut of the Naiwa family and has yet to take any next steps, the brand believes that the "Naiwa family" does have the potential to become a big IP. There are two reasons for
.
First, it captured the pet economy.
In recent years, from washing and bathing to staple food and snacks, we can see a variety of pet products in major supermarkets. This is a concrete manifestation of the outbreak of the pet economy. After more than 20 years of development, keeping pets has become a pastime for many families. Especially the new generation of young consumers are showing a strong interest in "keeping pets".
"China Pet Industry White Paper in 2018" shows that the size of my country's pet market has exceeded 170 billion yuan, which has expanded nearly five times compared with 2012.
This shows that "pets" have great market potential. In essence, what the Nawa family IP touches is the pet economy, which is the public's love for cute pets.
Secondly, it is sitting on the super traffic of Li Jiaqi.
Li Jiaqi is so popular, I don't need to say more about the brand, everyone knows a thing or two.
has already surpassed tens of millions of fans on the entire network. Last year, he had even more popular searches than many celebrities.
On October 13, 2020, Ai Man’s data "Active Artist Fans List" showed that Li Jiaqi’s personal single-day active fans exceeded 230,000, overwhelming flow artists such as Cai Xukun, Wang Yibo, and Yi Yang Qianxi, taking the first place . Whether it’s
Never or the Nawa family, there is a very important reason for these cute dogs to get out of the circle: they are all labeled "Li Jiaqi". This is the reason why
can enjoy the shade under the big tree.
Of course, there is potential, and it is not easy to play an IP after all. Li Jiaqi's "endorsement" can bring short-term traffic to the Nawa family, and the outbreak of the pet economy creates a good development space for the Nawa family. But in the end, it is difficult to say whether it can become a new big IP for cute pets.
After all, the market is always unpredictable.
