The Maker Festival is an event launched by Taobao for young consumers since 2016, positioned as the "Asian Youth Creativity Exhibition", which has been held for 6 sessions. In the past 6 years, the theme of each year is not the same, and it has become a trend event for domestic stars and red bloggers to punch cards, and the hot search has been hot out of the circle.
Here, it is a gorgeous stage for niche cultures to flourish, and it is also a backyard garden for the creation of subcultural artists. whereas
With the theme of "Tomorrow's Land", the "Maker Festival 2022" once again linked up with the "Chang'an Twelve Hours" art team, which took 9 months to create a 20,000㎡ panoramic "Future Camp", presenting an ultimate "Future Camp Experience" with audio-visual, as if in the future time and space.
The exhibition sets up a number of different exhibition areas, such as the "Tomorrow's Cabin" with a glimpse of life aesthetics, the "Tomorrow's CLUB" that gathers dimensional playthings, the "Tomorrow's Manufacturing Factory" that gives birth to novel technologies, the "Tomorrow STUDIO" where the gods gather, the "Tomorrow Oasis" that releases wild functions, the "Tomorrow's Greenhouse" that nurtures novel species, and the food supply station "Tomorrow's Energy Station" to meet the different interests and needs of visitors.
In 2019, the first "Broken Bridge Fashion Show" of the Creator Festival became popular across the country, and the first "Rocket" restaurant turned out. Year after year, The Festival of Creator continues to give birth to new things that have never been heard before. This year's Creation Festival in Guangzhou, which planted the flag, once again brought a hundred "gods" to refresh cognition. With the theme of "The Realm of Tomorrow", it means that more futuristic "gods" will appear at the scene of the Creation Festival. Spoilers, intelligent technology fully armed mecha warriors, fashion and tradition in one of the new intangible cultural heritage, skis for the Winter Olympic battlefield, 1:1 restoration of the simulated pet, the first domestic robot dog band performance... Here, you can all experience up close!
In the paradise of cross-dimensional enthusiasts, the tide playing "Tomorrow CLUB", in addition to gathering the "poisonous tongue" villain Wei Zhentian, Wuling Hongguang deformation mech and other mechanical control favorites, but also in the "Seven Stars Raising Baby" booth, the new tide play industry cute - cotton doll.
Cotton doll × humanoid AI beautiful girl Yang surpassed, what kind of spark can collide?
One is a cute rookie in the tide play circle, and the other is a girl who is invincible and is known as a real bjd doll, which seems to be a relationship that cannot be beaten by eight rods. However, at this year's Guangzhou Maker Festival exhibition, the "Beyond AI Cotton Doll" jointly launched by Beyond Sister's AI modeling and Strawberry Universe Doll House made a stunning appearance, and friends who came to play at the Maker Festival also had the opportunity to interact with Yang Beyond Virtual Limited AI immersive interaction.
Speaking of cotton dolls, this "peripheral" that originated from the rice circle has been transformed into a new favorite of the tide play circle in the past two years. Different from plush toys, cotton dolls have a more exquisite shape and more humanoid shape, coupled with its dress-up attributes, once born, it has captured the hearts of many doll lovers, only in 2021, the number of online purchase users of cotton dolls has reached one million, and the online transaction volume has reached 1 billion yuan. The huge market has spawned new changes, and many local excellent IP and national culture have also entered the category of cotton dolls, making this rice circle creation one of the representatives of the new national tide today. It is precisely for this reason that the Maker Festival, where young fashion enthusiasts gather, will also introduce the cotton doll category to the exhibition for the first time in 2022.
The only invited cotton doll brand Strawberry Universe of the 2022 Maker Festival was established in 2020, focusing on the original design and the development of genuine licensing IP and related peripheral development, the main category is cotton dolls. Strawberry Universe is a consumer brand that is popular in the capital market for the "Twelve Light Years" new retail enterprises. Twelve LightYear is such a brand company that aims to pass on China's cutting-edge trend culture, it excavates new retail cultural and creative brands around the interests and hobbies of Generation Z, empowers brands through the establishment of online and offline channel systems, consumer management, IP cooperation, and supply chain management, and establishes a comprehensive industrial chain operation platform for cultural and creative comprehensive industrial chain covering the retail and entertainment experience of tide play apparel.
Post-00 designers frequently produce explosive products and constantly refresh the market height
For more than a year, the post-95 and post-00 teams have grown rapidly in the market with interests and hobbies, and when they see these pictures, they will definitely remember, yes, the unattractive doll twelve constellation series that once brushed up the Little Red Book and Weibo is from the Strawberry Universe.
Moon Dream Princess series baby clothes, no one can refuse disney princesses' beautiful dresses, classic color collocation and retro exquisite design, anyway, Xiaobian was unable to help chopping hands.
There are also inspired by the American pastoral style of the spring gardener series of baby clothes, especially suitable for dark hair color dolls, colored checks and polka dot elements are applied without showing rustic, the upper body of the doll is the fairy tale out of the forest elf.
In addition to deeply capturing the original design of young people, Strawberry Universe is also practicing the concept of new national tide and linking with major phenomenal domestic IP.
The first is the small Nikki series of dress-up dolls jointly named with the explosive mobile game "Shine Warm and Warm". A long pink hair of the dress Barbie warm, everyone must be no stranger, and the warm as the prototype of the 1:1 modeling of the cotton doll "Butterfly Little Nikki" is the cotton industry's girly heart overlord, as the largest number of wardrobes with attributes dolls, Nikki debuted well, 4000 + spot debut 1 second sold out. The most interesting thing is that the doll and the warmth in the game are not two isolated individuals, in the "shine warm" game, there are also small Nikki figures, not only can interact intimately with the game characters, but also become the warm player's second favorite female goose, related topics are more than 1000w + reading, becoming a unique cotton doll hot topic among gamers; Gamers are extremely interested in this and continue to interact spontaneously, producing a variety of "baby raising" content.
The paper-folded ace otome game "Love and Producer" also chose to cooperate with the Strawberry Universe, on the basis of restoring the appearance characteristics of the five game characters in the standing painting, according to the personality characteristics of the characters, different animal ears were added to the doll shape, whether it was Zhou Qiluo, who was a little sun, or the gentleman's elegant fox Xu Mo, and the cat system's "overbearing president" Li Zeyan, all of which perfectly matched the game's personality and received many praises.
Strawberry Universe, which has a high market acumen, has never stopped on the road of exploring IP linkage, and the cooperation with live bloggers and national comics "Inhuman" has also taken the lead and has achieved good results.
The cooperation with the blogger has chosen the popular blogger "Universe Tai" in the vertical field of Weibo Lolita, as a master of the vertical interest field, the universe is too much of a living grass planter in the eyes of many (removed from the four pits) girls. In the cooperation with the Strawberry Universe Doll House, the universe's Tai also chose a distinct red-haired little witch shape, and the doll's flying long braid shape also originated from this, which is very eye-catching.
The super popular national comic "Inhuman" has been co-branded with many brands, but it is still relatively blank in the field of cotton dolls. Strawberry Universe and inhuman joint doll Lotus and Xiaoyu. Xiao Yu and frog raincoats dressed in mashed medicine outfits.
In 2022, strawberry universe doll house, which has gained high-quality word-of-mouth and stable audience in the past IP cooperation, has ushered in a linkage with the glory of the national phenomenon-level mobile game king. Among the many heroes of the glory of the king, Cai Wenji, a cute sister with short round legs, also has a joint cotton doll with her own image in the strawberry universe. And the Weidu assassin "Lan", who was jokingly called "I play Lan I am invincible", joined hands in the game of the Strawberry Universe, and Cai Wenji, who was chased by Lan in the game, could also lie side by side on the grass in the hands of players.
It is reported that in addition to Lan and Cai Wenji, Strawberry Universe will also launch ten customized cotton dolls of popular heroes in the future. Expand the national IP in depth.
In 2022, Twelve Lightyears proposes a completely new concept: a new national tide in the dimension. Strawberry Universe is a brand work that represents the characteristics of China's new generation of post-00s designers.
Cultural self-confidence is an important support for national rejuvenation and a concentrated embodiment of national rejuvenation. The national tide is the sum of "country" and "tide". The direction of "guo" is very clear, that is, for China, it is the revival of culture, and the excellent traditional culture of all ethnic groups in China is included in the field of vision. The interpretation of "tide" is very different, before the rise of the national tide, the national tide mostly refers to specific brands in the narrow sense, that is, the trend brand founded by local Chinese designers, which is a representative of niche culture with distinctive characteristics.
After entering the prosperity of the national tide, the national tide has changed into a general concept of consumption in a broad sense, that is, the popularity of domestic goods groups and products with Chinese characteristics. In the era of globalization, the circulation of commodities has broken the restrictions of regions and countries. The popularity of the national tide cannot rely on feelings, but needs to have real power. The public supports the national tide and hopes that the national tide can enhance China's image and become a new business card that the people are proud of. Therefore, under the impetus of the trend, the national tide has once again been redefined: in line with the trend trend and show China's self-confidence. The new national tide of the dimension is more to integrate the creativity of young people and the play of the two-dimensional culture into the general direction of the national tide, and to show cultural self-confidence in a way that conforms to the trend of the trend.
As an enterprise with offline channels as the core, the idea of 12 Lightyear is to seize the unique advantages of offline stores, enhance the sense of product experience and service characteristics integrated with brand culture, and then link the private domain traffic stored in offline stores to the online virtual space and world to create a new consumer experience, which is a bottom-up logic.
The online consumer experience is a large e-commerce platform, and users do a good job of maintaining and upgrading their feelings, which has gradually become a more important strategy. Jointly create new and interesting gameplay with game IP, create some topics and events close to users' lives, and drive users' recognition and trust in the brand, which has become a priority for enterprises to consider.
Therefore, the twelve light years online is mainly to create explosive product logic, and after the user finds a spiritual resonance, all seed users are directed to the line, and a product is associated through the topic, so that the product is slowly fermented in the audience and online, and finally becomes an explosive product.
After that, the user's online purchase behavior becomes an identity interest tag, creates influence in the interest circle layer, turns online purchase into a fun game, and users can also link with each other, which is not only through price and traffic funnel to consume, but also games and social attributes in this.
At the 2022 Guangzhou Maker Festival, Strawberry Universe debuted with a new linkage cotton doll, the "Doll Band" stunning doll circle, and the "Beyond AI Cotton Doll" jointly launched with the elf girl Yang Chaoyue was exquisitely shaped, the big eyes of the kitten and the makeup and hair with both martial arts and futuristic design attracted many senior players as soon as they appeared.
(At the Maker Festival site, The Creator God Shop: Metaverse Music Planet also has a virtual AI image interactive device specially customized by Beyond Sister for this cooperation.) ）
The rapid expansion of cotton dolls is constantly attracting the attention of players, investors and entrepreneurs, and under the capital injection, the doll circle is in the brewing stage of change. The strawberry universe can grasp the route of cooperation with super popular IP, relying not only on the foresight of the industry outlet, but also on the understanding of the culture of the baby circle, enough respect for the niche cultural circle, create value for the imagination, impress the player with sincerity, and then enter this market steadily and firmly, based on root.