Peacebird: The layout has matured for two years and realized the reverse growth by IP.

IP is one of the more mature models in the content marketing of Taiping Bird. As early as the beginning of 2016, Taiping Bird began the layout of IP cooperation.

The effect of good IP is quite obvious. In January of this year, the co-branded Coca-Cola and Taiping Bird co-branded online, the major stores in Beijing are basically unable to buy. “IP models tend to sell more and will drive sales of the underlying models,” said the head of the Peacebird.

Two years ago, I started IP layout.

"Eye exercises are starting now, closing your eyes..." At the beginning of 2018, several generations of Chinese eye-catching eye exercises were ringing on the runway of New York Fashion Week, and the big bird's big show opened. Subsequently, a model wearing a new style of the Victorian season went to the TT home, bringing a "retro" pacific bird New York fashion debut.

"We want to showcase the Chinese fashion in the early days of the brand's creation, and combine the elements of the present to restore the spiritual expression of that era." The show is particularly striking, and it is a joint series of cooperation between the Peace Bird and the famous fast-moving brand Coca-Cola. The Designer's original Chinese character "Slogan" (slogan) "Please drink Coca-Cola" is swayed on T-Shirt, hoodies, shorts, jackets and hooded sweaters. The Peacebirds expressed their understanding of the commonalities between the two brands' spiritual cores: young, free, and fearless.

"This way of co-branding is very eye-catching and has achieved good results." The person in charge of the brand said that for a period of time, the "Please drink Coca-Cola" series of clothing products were sold out on Tmall.

IP is one of the more mature models in the content marketing of Taiping Bird. As early as the beginning of 2016, Taiping Bird began the layout of IP cooperation. The PEACEBIRDWOMEN×Pepsi collaboration series opens the “Extreme Adventure World” for young people with curiosity full of passion and passion; the collaboration series of PEACEBIRDWOMEN and Finnish designer Juslin Maunula integrates the natural forces into the design inspiration, emphasizing the contours and colors of the fashion. The importance of clean air and water; PEACEBIRDWOMEN × MYD cooperation series sunglasses from the American road movie "ONTHEWAY" draw design inspiration, with the innate spirit of independence of California people, invite you to start a journey of life direction, Free your inner freedom, cross national borders, and blend things with love and fashion. PEACEBIRDWOMEN collaborates with the French designer CORALIEMARABELLE to apply the architectural contours of Paris to the design, releasing a miraculous rich color in the collision between the Baroque style and neoclassicalism.

How brands filter IP

But in the vast IP market, what kind of IP is a good IP? How does the brand screen IP?

The person in charge of the Taiping Bird said that the cooperation between the brand and the IP is a two-way choice. It is not the IP heat that must follow the trend. The blind follow-up is likely to fall into the homogenization. The cooperation between brand and IP still has its own spiritual precipitation. It depends on whether the two sides can unearth a consistent spiritual core and have the potential to produce positive chemical reactions in the future.

Take the cooperation series of Taiping Bird and Coca-Cola as an example. The process of cooperation between the two sides is like a love. On the basis of "two emotions and mutual joy", it will produce a wonderful chemical reaction. What are the conditions for "two emotions and mutual joy"? In short, like-minded, temperament, and right.

"People-like" means that both sides have the same spiritual core. Coca-Cola's values ​​are "sharing happiness", and "freedom and happiness" is also the corporate culture of Taiping Bird. On this basis, Taiping Bird can use the product to deeply interpret IP and propose The slogan "Happy doesn't need you to understand" uses content to reach the minds of young consumers.

“Quality and sympathy” refers to a unified style and visual presentation. Since the 1980s, Coca-Cola has set off a wave of popularity in China for decades. With the iterative upgrade of the brand image, it has left many popular elements that seem to be very classic and retro today. In this cooperation, the design team of the Taiping Bird boldly adopted the Coca-Cola classic logo, the retro font and the retro color collision, the fabric splicing process and other young design techniques, which directly restore the Coca-Cola joy, relaxed brand tonality, and at the same time highly fit the peace bird. Young hipster brand concept.

“Doing the right door to the door” refers to the strength and influence of the company. The cross-border partner chosen by Coca-Cola is of course the NO.1 of the relevant category. As a local leading fashion clothing brand, Taiping Bird continues to integrate Chinese and Western brands in brand strategy and product design, and promotes the internationalization of Chinese fashion brands, reaching the top of the global fashion pyramid step by step. At the same time, Taiping Bird has a mature system in brand operation, production R&D, supply chain and back-end operation management, which can provide confidence and protection for Coca-Cola. The coupling between the world's number one beverage brand and China's top fashion clothing brand can be called a “door to door”.

To sum up the three points, from the "portal" - enterprise strength, "temperament" - style performance, to the value concept, Taiping Bird and Coca-Cola are all perfectly matched, such cooperation is logical.

Convert IP prototypes into good products

Good IP is in hand, and it needs to transform IP prototypes into good products from design, R&D, production and channels. This is not a simple leap. The person in charge of the peacebird said: "To turn a good IP into a fun product is not as simple as 1+1=2. It requires top-level design, mature business input system, solid, young research and development team and diverse Marketing means to protect."

The person in charge of the Taiping Bird said that the consumer group of the brand gradually changed from the 70s and 80s to the current 90s and 95s. In the face of the aging of the consumer population, the brand needs to “reverse growth” because the main consumer groups it faces have not changed and have always been young people. However, nowadays, the main consumer group is the post-90s crowd. Compared with the 70s and 80s, they are more personalized and entertaining. They are more sensitive to market trend information, which requires brand conversion strategies. Sexual way to interact with young consumers and capture their minds.

Today's consumers care more about experiential consumption and more about content that resonates. In 2016, Taiping Bird Company officially launched its content marketing strategy. Taiping Bird E-Commerce combines current hotspots with theme marketing in the double 11 preheating period, allowing consumers to experience entertaining shopping through live broadcast, video, KOL, H5 games, poster shooting and other comprehensive marketing content.

Editor in charge: Gao Wei