I have long heard that Indian Power wants to "play" with big tickets and give the brand a big upgrade. Finally, on March 1, 2022, the "Annual Fun List" of The New Weekly of Printing Power X weekly was released, which was really eye-catching!
Commercial real estate is fashionable to say, but there are not many mainstream developers who really cultivate their corporate brands with the right methods.
Looking back at the "brand" of the developer enterprise as the subject of copyright, we will find these three types:
1. Taking the "name" of the enterprise itself as the main body of the brand
For example, China Resources Vientiane Life, Joy City, Longhu Commercial, Vanke Commerce, Printing Force, etc., most of these brand contents are based on financial news and industry news as the main communication channels, with TO G (government end) and TO B (industry end) as the main communication objects, rarely take the initiative to face the C-end public, and the content is mostly driven by specific projects.
2. Take the mature product line under the enterprise as the main brand
For example, MixC, Impression City, Tianjie, Joy City, Taikoo Li, Taikoo Hui, Xintiandi, IFC, Plaza 66, etc., this kind of brand content is mainly based on single projects as the carrier of content creation and dissemination, and most of the time it is continuous processing and re-creation with Slogan or LOGO of single projects as the main content.
3. If the original IP of the enterprise is the main body of the brand, it can be subdivided into THE PR direction and the SP direction
For example, pr directions include the "Printing Factory" of Printing Power Group, the NIGU family of Printing Power North District, The "Social Paper" of Shui On, the "I'm Here" wall-climbing giant panda of Chengdu IFS, the "Dumbo" of China Resources, etc. These PR-oriented IP brand content have different carriers, different forms, different communication channels, and different brand memory depth, breadth, and communication degree.
*The original IP of India North District - NIGU family
SP direction of the Printed Flower Festival, Joy City Hi New Festival, Longhu 66 Days Street, Hang Lung Home to Luxury, etc., these original IP brand content mainly focus on promotional activities, commercialization means more important.
*Poster for the 2020 Printed Flower Festival event
The "brand" to be discussed today is the first enterprise to take the initiative to take the corporate name as the main body of the brand and the new Slogan "Play Must IN" as the main content creation of the brand - The Printing Group.
Behind the new annual slogan slogan, "Play must in", is the transformation of Printronix from a "fun venue provider" to a "fun content creator".
This deep-seated brand logic is not only a creative thinking of The future direction of business development of Printronix, but also a bold attempt to "de-real estate commercialization" and "corporate brand IP", which is quite interesting.
PART1
"The Sound of the String" of the "Fun of the Year"
The "2021-2022 Annual Fun List" cooperated by Print Power and New Weekly is probably the most "de-commercial real estate" cross-border cooperation case of print media.
The list is divided into two parts:
In the first part, 8 different dimensions of "Fun of the Year" content were released, including Hipster of the Year, Player of the Year, Artist of the Year, Creator of the Year, Playmate of the Year, Art Show of the Year, Destination of the Year, and Label of the Year.
Video loading...
This list covers the frontiers of science and technology, ideological trends, well-known IP, topical tourist destinations, and "fun things" including avant-garde art, traditional culture, and music labels.
And without exception, it's all very "youthful" content – but if you lack enough "net sense" and Internet acumen, you may not understand why this content is on the list.
In the second part, more industry-related content and words appear
In response to the "fatigue" that is difficult to contain in the inner volume era, New Weekly and Print Power launched a joint appeal: "Moderate pause, plaything ambition", to pay tribute to the new cultural tourism, new entertainment, new consumption space in the fun people, things, things and things one by one, to advocate a fun outlook on life, hoping to use the antidote of "fun" to cure boredom.
In addition to the LOGO of Printing Power, almost no content related to the offline business of Printing Force was found.
On the contrary, from the relatively pure perspective of new weekly magazines, it puts forward a more objective proposition on "how to fight boredom with fun" and is closely related to offline space.
This time, the gesture of "de-commercial real estate" of Printing Force is obvious, and the hope of artificializing and IPing the word "Printing Force" is also clearly recognizable.
Taking a small peek at the big seems to be the beginning of an industry consciousness awakening.
PART2
"Hardcore Logic" of "PlayIng MUST IN"
Looking back at the past few years, these few actions of theirs have left a deep impression: IN Friends Association, Flower Festival, and Printing Factory.
This year,the proposal of "Play Must IN" is more like the stage result of the previous series of actions.
Let's say that the IN Friends Association, the overall atmosphere of the event, has always been well-known.
*In Friends Meeting held in Chengdu on May 13, 2021
Speaking of the Printed Flower Festival, as the original IP of the national linkage SP direction of the mainstream developer circle in China, with the continuous increase of the number of commercial projects of Printing Power and the increasing number of members nationwide, the influence of the past two years has continued to rise.
The group creates a festival, and The Indian Force is particularly hardcore.
THE SUPER-V Flower Festival has been held for four sessions, as a national linkage member exclusive theme IP event created by Printing Power, from market influence to actual data, it can be said that it is a rapid progress.
*2021 Printed Flower Festival Chengdu Impression City landing site
By developing an online platform to break the boundaries of offline physical time and space, interesting brands and people who like these brands are deeply linked together by developing an online platform, using the diverse content of "fun and fun" interest value orientation, this becomes an printing factory.
*The first time the printing factory landed offline @ Chengdu Impression City in June 2021
In 2022, the 19-year-old young Indian Power is undergoing wonderful changes -
From the provider of the traditional commercial scene space, it has evolved into a creator and participant of interesting content, ta not only wants to come out from behind the impression, impression, impression city, and impression city MEGA, and "become" a "living" "person", and even stand directly with brands and become a "close playmate" for C-end consumers.
*On the opening day of Wenzhou Impression City MEGA, the printing factory appeared in the image of "cosmic man" in Wenzhou dialect
When the whole industry is trumpeting the positioning of "young customers" in 2020-2021 and desperately catching up with young emerging formats, Instead, Instead focuses on "tentative" actions including the above contents, and uses continuous practice to explore important and urgent issues such as "who young people really are, what their real needs are, and how business should play with them".
The current "play must IN", in a sense, is the result of the above exploration -
From the outside to the inside, under the "fun and interesting" brand perception shell, the character image of "friend, partner" appears, with the help of a powerful resource library including "capital, group, partner", in the investment development and operation management dimension with business as the core, give full play to the greatest advantages of the digital platform and the strongest content creativity, and truly become a "companion" with consumer brands to create interesting content, and young consumers who are "keen on fun everything" to become "playmates".
* Hangzhou Xixi Impression Music Festival held for many years
There are 2 deep logics worth discussing:
1. How can multiple "interest parties" related to the commercial space become "revenue sharers"?
To answer this question, "people" are at the heart.
Let the shopping center trading team, the consumer brand team, and consumers can "play" together, and in the state of common recognition of "fun", promote the natural flow of material value, spiritual value and monetary value, which is probably the highest state of business.
The logic behind "play must IN" is that this vision has been reached and the optimal path to reach this goal is being tried.
2. How can you really reach young customers and stay in sync with them for the long term?
This year's Beijing Winter Olympics has given a certain degree of problem-solving ideas: the biological state of "young people" has never changed, only the characteristics given to them by the times.
Objectively speaking, what remains unchanged is the courage and passion of young people to taste new things, the avant-garde attribute of constantly breaking and creating a new trend culture, and the desire to explore the world in the hope of finding "good friends" through interesting social methods and time and space scenes.
What has changed is the material life and spiritual pursuit in the context of different eras, which will produce many differences and needs, especially the Z generation that has grown up in the global Internet era, which needs more cognition and understanding to break the dimensional wall.
"Play must IN" is such a strategic thinking:
To create a brand core that "Indian Power" dares to play and can play, so that the commercial space is completely liberated from the "buying and selling" relationship and becomes a "companion" and "partner" relationship, in order to have a keen insight into the "interests and hobbies" of young people in the process of the development of the times, and to keep pace with them at all times.
In the final analysis, in order to create a successful "brand" to carry the long-term values and development vision of the enterprise, it is of course quite necessary to adjust and update in stages.
As the core of the current brand concept of "Printing Power" in this era, "Play must IN" is indeed allowing us to see that the "brand awareness" of mainland commercial real estate development and operation enterprises is fully awakened.
PART3
In the future, what is "Indian Power"?
Up to now, There are more than 100 operation and management projects of Printing Power Group, covering more than 50 cities across the country, with assets of nearly 90 billion yuan and a management area of nearly 10 million square meters.
According to this estimate, the AUM of Printing Power is placed among the domestic similar enterprises, which is already quite considerable.
Under the premise of such a large scale, even with the same product line name, these commercial projects under The Printing Force have not been copied and pasted, but the characteristics of local conditions are becoming more and more significant -
From 2020 to 2021, Shanghai Nanxiang Impression City MEGA, Taiyuan Impression City, Chengdu Impression City, Yinli Hangzhou Huidelong Olympic Sports Impression City, Shanghai Songjiang Impression City, Wenzhou Impression City MEGA... Almost every new project that entered the market became a topic of conversation at the time, which was very impressive.
Obviously, under the business logic of the Internet era of "replicable before it can be scaled", Indian Power has embarked on its own path.
Today's Printing Force is looking for the next stage of strength from the "ideological root" - "corporate culture and brand vision", and it is indeed the "forerunner" among similar enterprises.
*Mega, Wenzhou Impression City, which opened in November 2021
2022 has just begun, I believe that in the next 10 months, Print Power will take "Play MUST IN" as the core, gradually and orderly carry out important node content such as IN Friends, Flower Festival, Music Festival, etc., and use more stable and mature content and clearer ideas to open a new chapter in the next stage of development.
*Shanghai Nanxiang Impression City MEGA | Graph network
Stuart Hall, the father of contemporary British cultural studies, once said:
"Culture is no longer a decorative appendage to the 'solid world' of production and things, no longer the puff pastry on the cake of the material world.
"Culture" is now as "material" as the world.
Contemporary culture has a solid materiality in both its practice and mode of production. The material world of goods and technologies has deep cultural attributes."
Maybe "Play must IN" is just a simple slogan, but the ensuing series of Branding actions may really let everyone see a fast-growing but able to maintain youthful vitality.
- THE END -