The so-called top of the industry is like the Oscar for the movie, and the red dot for industrial design.
On April 27, the "Oscars" of the Asian licensing industry, the 2022 Asian Licensing Excellence Awards, were officially announced.
Among the 61 outstanding entries participating in the 12 awards this time, there is no shortage of well-known IPs and brands such as Coca-Cola, Mickey, Transformers, League of Legends, KAKAO FRIENDS, ASICS, COLORKEY, LAMY Lingmei, Lego and others. The final winners of these awards are a combination of international jury ratings and online voting by all the industry.
In the end, KAKAO FRIENDS broke through the fierce competition and won the "Asian Licensing Project of the Year" award. This award, if you are analogous to the Oscars, is the "best picture" with the highest gold content.
In addition to KAKAO FRIENDS, Chinese local beauty brand COLORKEY and the well-known LAMY also won the "Licensee of the Year" award in the FMCG industry and the household goods/gift industry respectively in this selection.
The small wifi quietly Mimi tells you that behind the seemingly unrelated three IPs and brands, there is also a "mysterious person".
To be precise, it was a fish.
As an IP trading and innovation platform under Ali Pictures, the helper named "Ali Fish" hidden under the water surface has gently swung its tail and rolled up countless waves on the sea surface of the licensing industry.
1
Unique IP ecological integrated marketing
Hard core to help partners "fame and fortune"
In fact, this is not the first time that Aliyu has helped its friends win the "Oscar" of the Asian licensing industry.
Entertainment Licensing Program of the Year (Non-Animated) Street Dance of China Alibaba Culture & Entertainment Group
In 2021, Aliyu, who participated in the competition for the first time, put "This! It is "Street Dance 3" that has been pushed to the podium of the "Entertainment Licensing Project of the Year (Non-Animation)" award.
In 2022, it helped 3 small partners to win the affirmation of the industry in one go, and Aliyu can properly take the title of an uncrowned king.
The reason why Aliyu can achieve such results is inseparable from the set of IP ecological integrated marketing methodology that it has precipitated on the basis of its unique "IP2B2C" full-link business model.
Kakao FRIENDS, which won this year's grand prize, is a good example.
As a national IP in South Korea, KAKAO FRIENDS has a very high reputation in its country, but KAKAO FRIENDS, which wants to enter the Chinese market, is also facing the problem of how to quickly gain a foothold.
Fortunately, the object of cooperation they chose was Ali fish.
In 2020, after the two sides reached a cooperation, Aliyu, who has rich experience, is confident about how to make these little cute people who come from afar can successfully complete the task of increasing fans in China.
From the shanghai international film festival to land the movie poster art exhibition, to walk into the Tmall supermarket to debut on the campus of Tsinghua University; from the giant gas model parachuted into Hangzhou, transformed into a little red book net red punch card resort, to the joint Douyin launch of the #Dance with the Lion Challenge, the total number of plays has reached nearly 10 million...
Under the leadership of Aliyu, this series of online and offline parallel marketing activities have progressed layer by layer, so that young people in China have known KAKAO FRIENDS, become familiar with KAKAO FRIENDS, and finally fall in love with KAKAO FRIENDS.
After the young consumers in China gained a firm foothold, the popularity of KAKAO FRIENDS in the Chinese licensing market followed.
Up to now, KAKAO FRIENDS has reached licensing cooperation with more than 30 well-known brands at home and abroad, such as Nestlé, 7-11, LOCK&LOCK, L'Occitane, Mengniu, Reebok 361°, NONOO, Andret, etc., and has launched more than 350 kinds of licensed and derivative products, including many creative products such as love cups.
On December 5, 2021, the KAKAO FRIENDS Carnival National Tour Exhibition was officially unveiled, and the first stop landed in Hangzhou Xixi Impression City, and in the future, more cities will join in.
For IP, business value is very important, and as a reflection of positive influence, its social value cannot be ignored. Under the impetus of Aliyu, THE FIGURE OF KAKAO FRIENDS HAS APPEARED IN A NUMBER OF PUBLIC WELFARE PROJECTS.
On June 5, 2021, World Environment Day, KAKAO FRIENDS partnered with Ant Charity to advocate for the protection of biodiversity.
In December 2021, the first cross-border linkage between Alipay pet ID card and IP image was reached. Cooperated with Alipay to launch the KAKAO FRIENDS theme co-branded pet ID card, and joined the "Pet Guardian Public Welfare Program" with Chen Qiaoen.
It can be said that KAKAO FRIENDS can win the Asian Licensing Industry Excellence Award this time, and such impressive achievements in the Chinese market in the past two years are inseparable from Aliyu's efforts. After all, Aliyu is well versed in helping IP partners achieve the dual enhancement of business value and brand influence.
Chase Yun, Head of Business at KAKAO FRIENDS, said, "We would like to thank Aliyu for promoting KAKAO FRIENDS in Asia, especially in china. In the future, we hope to launch more diverse content and products with Aliyu, so that more users can understand and like KAKAO FRIENDS. ”
2
Build a bridge of cooperation between IP and brand
Good looking and selling interpretation 1+1>2
What happens when the Sprite Ball catches both Pikachu and COLORKEY?
Aliyu told you that during the double 11 period in 2021, colorkey × Pokémon co-brand lip glaze single products alone sold 1.29 million + pieces, driving the brand's omni-channel sales to exceed 218 million yuan.
One is an internationally renowned IP, and the other is a domestic rising local beauty brand, linking the two together and matching them, it is Aliyu who has a pair of wise eyes.
IP and brand, how to successfully achieve a win-win result, it seems simple, but in practice, it needs to rely on careful planning and comprehensive consideration.
Like the birth of the COLORKEY × Pokémon co-brand beauty series, the first thing Aliyu noticed was the overlap of the audience between the two.
Colorkey's favorite users are mostly China's "Generation Z". According to the "China's New Generation Consumer Group (Generation Z) Survey Report", Generation Z girls who are deeply influenced by the second dimension, prefer social consumption, are willing to pay for their interests, and are more willing to spend money to shape their own appearance, spend about 272.6 yuan per month on cosmetics.
As Pikachu, who can kill the 0- to 99-year-old age group by relying on his appearance, the "Generation Z" can be said to be part of its huge fan army.
After reaching a linkage with COLORKEY, in addition to the original brand fans, Pikachu undoubtedly can bring more cross-age and cross-class IP fans to the brand.
The cute styling and design conceived by Aliyu is the first step in colorkey× Pokémon's co-branded beauty collection.
Subsequently, COLORKEY joined hands with brand spokesperson Di Lieba to create a naked-eye 3D offline large-screen event in Wuhan, Shenzhen and Chongqing, with a total exposure of more than 22 million. The total number of reads on four major topics on Weibo, such as #Chu Color in a Flash and #Colaqi Pokémon Co-Brand#, exceeded 110 million. Little Red Book, Douyin, Weibo planted grass all over the network, and the total exposure of celebrities and KOLs helped exceeded 520 million.
Multi-pronged, under the guidance of Aliyu, IP and brand cooperation are seamless.
The success of the co-brand with COLORKEY is one of the countless cooperation that Aliyu has reached in the past five years since it first introduced Pokémon to the Chinese licensing market in 2017.
Yili, Midea, OPPO, Bubble Mart, Hollywood, Johnson & Johnson, Jiuyang, China Merchants Bank, Mansoeund, GAP, Deli, Chao Hongji, KINDLE, Baicaowei, Lansear, Tmall Genie, Fauvism and other hundreds of Chinese local and international well-known brands with the help of Aliyu to achieve IP commercialization and marketing authorization cooperation with Pokémon, accumulatively launched thousands of various products, including hot hits.
These cooperation involves food and beverage, clothing and apparel, beauty and skin care, daily home, stationery and toys, digital 3C and many other categories, and its influence has reached all aspects of consumers' daily lives.
Through these cooperations, IP has gained more consumer recognition, more fans, and greater influence in the Chinese market.
For brand merchants, in addition to obtaining economic benefits, they may also get more from such cooperation.
For example, Razer successfully achieved the transformation of "e-sports and game equipment brand" to "player lifestyle trend brand" with the help of Pikachu's customized peripheral set to "break the circle".
Through the Pokémon mooncake gift box, Guangzhou Restaurant not only reached more young users, but also realized the rejuvenation of the brand.
In 2021 Tmall Double 11, pineapple Junbaomon hula hoop sales ranked fourth in the category, and successfully promoted the brand to win the first place in the category of small fitness equipment. This also allows Pineapple Jun to complete the exploration of the brand's extension and expansion to multiple categories.
With the help of Aliyu, more and more merchants have tasted the sweetness of IP licensing cooperation, and they are pleasantly surprised to find that the original cooperation model can not only help the brand to become famous, but also boost sales profits.
The bridge built by Aliyu has allowed IP and brand merchants to find the key to the road to "1+1>2".
3
Backed by Ali ecology "can go up and down"
Omni-channel roll-out of multi-win results
As a popular IP minion under Universal Pictures, it has always been sought-after.
This time with LAMY to launch a limited number of joint pen gift boxes, unsurprisingly, triggered a wave of rush to buy, it is said that many LAMY stores have sold out.
Fortunately, now everyone's shopping channels are not limited to offline, and those who do not want to queue can also fight for hand speed in online stores.
In case the limited gift box is not grabbed, do not be discouraged, after all, as a big Internet celebrity, and minion group CP there are many more.
In Tmall's Universal Pictures flagship store, masks, hooks, ice grids, electric fans, mobile phone cases, umbrellas, blenders, and even mascara, necklaces, watches, smart bracelets, as long as you want, minions are everywhere.
The biggest difference with other peers is that Ali Fish is backed by the big tree of Ali ecology, which can help IP and brand group up, and can take root in the fertile soil of Tmall downwards, and roll out through all channels, truly achieving a win-win situation for all parties.
As a strategic partner of NBC Global's Greater China brand, Alibaba Fish and Universal not only cooperate in IP licensing, but also operate the Tmall flagship store of Universal Pictures.
Since its official launch in August 2021, the flagship store has more than 30 cooperative brands, with a total of 500 products on the shelves and more than 330,000 fans.
You can not only find minions in the store, but also see more well-known IPs under Universal Pictures, such as Jurassic World, Kung Fu Panda, Filet Cat, and How to Train Your Dragon.
If universal studios Beijing offline is everyone's fantasy park, then the online Universal Pictures Tmall flagship store is the interactive position of consumers of major IP fans in Tiannanhaibei and Universal Pictures.
Aliyu is well aware that in the new consumption era, the improvement of consumer reachability and the establishment of a position for continuous interaction with consumers is a very important thing.
Thanks to Aliyu's in-depth insight into market trends and audience consumption needs, Aliyu has done 2C with ease and applause.
It is worth mentioning that such a beneficial marketing ecosystem, Aliyu is not only established, but also focuses on revitalizing this pool of water.
The Tmall flagship store is not only the beneficiary of Universal Pictures, but also the brand merchants who cooperate with it have earned more traffic dividends from it.
The co-branded products of well-known brands such as Lianbu Bubble Mart and Line Friends were simultaneously launched in the flagship store of Universal Pictures and the flagship store of its own brand. The multi-channel superposition not only attracts more consumer groups, but also rapidly enhances the influence of co-branded products.
The trend items of vertical circle brands such as YEENJOY and Wanzhitang have also received more continuous attention from the pan-IP crowd through the exposure of flagship stores. Limited quantities of goods have been sold out, and this way of cooperation has made these brands known and concerned by more people, which cannot be simply measured by sales.
Not only to meet the needs of Chinese consumers for the consumption of high-quality IP products at home and abroad, but also to help IP and brands to achieve a win-win situation, Aliyu undoubtedly has a broader vision and stronger strength in China's licensing industry.
According to Alibaba Pictures' 2021 annual report, during the reporting period, the IP derivative and commercialization segment achieved revenue of 307 million yuan, an increase of nearly 40% year-on-year, and operating profit of 161 million yuan, an increase of 35% year-on-year, both maintaining a high growth momentum.
In November 2021, the 4th China International Import Expo created an overseas cultural IP section for the first time, and the Louvre led more than 20 well-known overseas IPs to gather at the same booth, and behind them, they also have the shadow of Ali fish.
Recently, License Global Magazine officially released the "2022 Global TOP20 Authorized Agent List" report, and Aliyu ranked 28th on the "List of Authorized Agents In the World".
With the unique "IP2B2C" full-link business model, Aliyu not only occupies a leading position on the runway in the industry, but also plays a role in promoting the industrialization of China's IP licensing. While the Chinese licensing market continues to develop, with the help of Aliyu, more and more Chinese licensing has reached the international level.
This is the goal that Alifish has been working for and will continue to work for.
As Wu Qian, vice president of Alibaba Entertainment and president of Aliyu, said, "Whether it is an overseas well-known IP or a local original IP, whether it is an international brand or a domestic business, Aliyu hopes to create value for more partners, share development opportunities and achieve a win-win situation through IP-IP marketing, toB-brand authorization, and toC-channel operation." ”
There is a fish in the north, and its name is Kun. The size of the carp is unknown to thousands of miles.
And in the boundless sea of IP, the vast future that Aliyu will usher in, why not just thousands of miles?
This article is written by Sister Dong
Typography: And ripples