Give him a chance to co-brand, he can annoy fans;
Give him another chance to apologize, and he can shock himself.
This incident happened in the joint name of MINISO and Chiikawa, which was originally a popular event because of the word "intellectual retardation" overturned, and staged a polar reversal in front of everyone's eyes.
咦, Chiikawa是谁?
Even if you're not a fan of these cuties, you've seen their memes. It's them, the new top stream after the panda head, and the new face-brushing king of the chat group.
Chiikawa means "small and cute" in Japanese. As the name suggests, the comic plot is about a group of cuties doing small and cute things.
The protagonist trio Usaki, Hachi and Gye interact in an alternate world, and the process is very healing.
Ursatchi, lively and cheerful, freewheeling.
Xiaoba, sincere and kind, responsible for lines.
Jiyi, gentle and delicate, loves to cry nose. (Emphasis added, to be tested later)
Although it is an alternate world, it is always reminiscent of reality. The cuties need to make money and take exams, whether they are office workers or student parties, they can find their shadows in them.
Coupled with the fact that the styling is very suitable for use as a chat emoji, many memes are derived. Through participating in online chats, the three cuties once again gained popularity and attracted countless brands to co-brand with them in Japan.
Wow, MINISO × Chiikawa!
The wind of Chiikawa's collaboration is still blowing in China.
The co-branded veteran driver MINISO was the first to discover this traffic matrix, and recently officially announced its co-branding with Chiikawa.
If you're in Shanghai, you'll be amazed at the sight of Jing'an Joy City. Themed stickers, sculptures, dolls...... Chiikawa is everywhere.
This was followed by similar scenes in other places, such as Chaoyang Joy City in Beijing. These are pop-up events in multiple cities in collaboration with MINISO Chiikawa.
With the co-branded products being sold in stores across the country, the men and women of "Chimen" attacked in full force, crowding inside and outside the MINISO store.
I saw that the store was crowded.
There was a long queue outside the store.
The last time MINISO had so many people was the last time.
Why are fans so excited?
It turned out that before this, Chiikawa fans wanted to buy peripheral products, and they could only buy them from Japan through purchasing, direct mail, and forwarding, and the price was even fried to twice the original price.
Thanks to MINISO, they were able to achieve "Chikawa Freedom".
Alas, an unexpected rollover
While a good start is half the battle, that doesn't mean the second half is free. If nothing else, there will be an accident.
On April 3, MINISO's official Douyin released a promotional video. The three main characters, Usat, Hachi, and Jiyi, were nicknamed "Crazy Screaming Rabbit", "Blue Pants Cat", and "Mentally Retarded Crying Mouse", respectively.
Swipe left and right to see more
When Giyi's nickname was seen, the smiles on the faces of the fans gradually faded and turned into anger, and they spoke out to fight for Jiyi.
Even outsiders feel that this joke has been made, and some people are anxious about MINISO.
In fact, there is no need for netizens to remind them, MINISO itself also realizes that this splashing wealth may not be able to catch it. As a result, MINISO's official apology letter was immediately issued.
In the letter, MINISO apologized to fans for messing up the nickname and said that he was shocked.
It's shocking to say that I've done it. Because according to the principles of marketing, the brand communicates with consumers as a whole, which is tantamount to playing with the left hand and the right hand.
Now, empathize first, and then co-brand
Although the whole project of MINISO × Chiikawa was perfect, it was greatly hurt by the word "mentally retarded".
To be sure, there is no element of malice to this moniker. But it can also be determined that the creatives and even the layers of reviewers must not be Chikawa fans, and they haven't even settled down to watch a few episodes of the anime.
Because from the word "retarded", you can't feel the understanding of the character. Viewers who understand the plot will not be able to bear to use these two words to describe this little cutie who is pitiful.
To truly understand the deep charm of IP, to have the same feelings as the audience, and to have feelings for IP is the premise of success in co-branding with IP.
In essence, brand communication is a kind of communication and sharing, and only when it feels right can it resonate with the target user. It's like a person with anorexia can't be a food anchor, and foodies are more suitable.
What do you think about the MINISO co-branded overturn? Welcome to leave a message in the comment area.