Staying at home, chopping hands constantly, and encountering my favorite animation peripherals in the live broadcast room, so that two-dimensional users have different surprises-22-year-old Xiao Min is an anime fan, "Psychic Concubine" is An anime she loves very much. It tells the story of a heroine with psychic powers instead of her sister marrying into the royal family. When she brushed a Nantong pillow with a pattern of the heroine in a live broadcast Excited. In China, two-dimensional users like Xiao Min have exceeded 300 million, and the size of the two-dimensional market and the value of animation IP have been greatly improved, and more and more businesses have begun to cultivate this market.
(the first "psychic concubine" animation joint pillow in Jingxi Live Room)
On March 27, Jingxi's social e-commerce platform Jingxi first released the "psychic concubine" pillow . According to reports, Jingxi and Tianyin Interactive Entertainment have obtained multiple IP cooperation authorizations from Tencent Animation. At present, Tencent has authorized the popular IP of "Psychic Concubine" to give Yalu Home Textiles customized joint products. Through cross-border cooperation, merchants are empowered. Create explosive goods. This time, for the first time, the animation IP with youthful vitality and the excellent quality Chinese textile brand Yalu will be combined, allowing traditional enterprises to more quickly integrate young consumer preferences.
Speaking of this IP cooperation, Jingxi Advertising and Marketing General Manager Zhang Jing said: "The head IP "Tong Ling Fei" that we cooperated with Tencent Animation this time has 800 million views on Tencent Video. There are a lot of female users with high stickiness. We hope that this mature IP will bring factory-type state-owned brands, which can bless and empower the brand, and open up more young female users and sink the needs of users."
According to Ren Yanfeng, general manager of Yalu Home Textiles, “The two-dimensional group and scale are getting larger and larger. This time the choice to cooperate with animation IP is to hope that the combination of industrial chain and ecology, and the two-way empowerment of content and traffic platforms, will allow IP to break through the original The influence also brings additional young customer groups to the brand and increases the audience range.”
Affected by the epidemic, the sales of Yalu home textiles will inevitably decline. Yalu, like other companies, is fighting the epidemic at the same time It is also working hard to resume work and production, seeking new breakthrough growth points. This time, through cooperation with social e-commerce platforms, the launch of animation IP products, and direct contact with users by means of live broadcasts, is an innovative attempt by Yalu.
The relevant person in charge of Jingxi told reporters that after the epidemic, integrated marketing with IP will become the norm. It is reported that in the future, Jingxi will cooperate in all aspects of the entertainment industry such as games, music, sports, variety shows, animation, etc., using the most convenient way and mature IP integrated marketing, using the advantages of Jingxi live broadcast and e-commerce, and continue to empower platform merchants , Create greater industrial value.
(live from Jingxi to Yalu factory workshop)
In fact, Jingxi’s joint industrial belt factory this time, through the empowerment of big data, customized animation IP products are tested underwater The market is also a test of the C2M model, and the C2M sinking market is Jingxi's advantage. On the one hand, Jingxi, which faces the sinking market, has a large number of demand data from users in the 3-6 line markets; on the other hand, Jingxi has completed the digital layout of 100 industrial belts and production source belts across the country, and established an intelligent network Shen market’s matching supply chain of origin. Jingxi Advertising and Marketing General Manager Zhang Jing believes that Jingxi uses the industry to bring merchants to reverse-customize the C2M cooperation model to create products that meet user needs. It also provides an innovative path for factory-type merchants to improve product cost performance and create explosive products. "Whether it is from sales channels or supply chain and logistics after-sales, Jingxi can open up the entire chain."
For C2M reverse customized products, in terms of marketing methods, Jingxi will use live broadcast and social platform gameplay. , To maximize the social attributes to merchants. According to Zhang Jing, in 2020, Jingxi Live launched a live broadcast mode with traceability to the industry, focusing on the good products from the factory source in the industry and the source of production to the field, so that consumers in the live broadcast room will get what they see is what they get. The shortest link of the pin. This year, Jingxi will go to one of the top 100 industry belts across the country for live broadcasts, and it is expected to launch more than 1,000 traceable live broadcasts. Yangzi Evening News reporter Xu Xiaofeng
(Jingxi to YalushengProduction workshop exploration live broadcast)
