Incubating original IP has always been Joy City's forte, especially on the promotion side - from the Joy Hi New Festival to the Joy Crazy Robbery Festival to the Joy Carnival to the good start, it is becoming the three most important IP marketing nodes of Joy City every year.
And in 2024, these three core and relatively mature original IPs will also begin to appear more new content.
For example, in the name of "Joy Fans", the Joy City New Festival has been linked to Joy City's strong membership system, as well as internal and external resources, presenting a consumption carnival with topics, interaction and win-win.
During the first Yue Fan Hi New Festival (4.20-4.21), the total passenger flow of Joy City's national projects exceeded 3.044 million, an increase of 24.3% year-on-year, and the total national sales were 597 million yuan, an increase of 20% year-on-year. Member consumption accounted for 45.1%, and member consumption accounted for 47.2% on April 20.
If you want to review this new festival of Joy Hi, I think that data is important, and feelings are also important.
The concept and clear logic of the occasion made the first "Joy Fan Hi New Festival" successfully open a new chapter in Joy City's marketing activities in 2024.
Be emotional
The commercial value brought by emotions is being seen by more and more shopping malls and brands. Therefore, emotional value has become a word that has appeared frequently in commercial promotion in the past one or two years.
The core customer group faced by Joy City is the group of people who are most sensitive to emotional satisfaction. They need young, fashionable and trendy consumer products, as well as a lifestyle that is both practical and quality.
This time, for the first time, "Yue Fan" was used as the subject, giving every consumer a strong sense of "identity". Based on the in-depth understanding and analysis of the needs and preferences of "Yue Fan", "emotion" is placed in a more important position.
So, what kind of content can drive consumer sentiment and achieve "joy fans"?
The answer given by the 2024 Yue Fan Hi New Festival includes several important keywords: first exhibition, IP co-branding, atmosphere creation, and sense of place.
During the event, Joy City linked up with 27 commercial projects in 18 cities across the country and held more than 200 IP exhibitions and special activities, including nearly 20 premiere activities (including national, regional and city-wide premieres).
The appeal of the first exhibition allows Joy City to continue to maintain its leading role in the promotion of the industry.
I have to say that Joy City is always able to seize the IP that is most likely to drive the emotions of young people in time. Representative cases include:
The first stop of the chiikawa x MINISO themed pop-up in Shanghai Jing'an Joy City, the first stop of the Kapibala CREAM FARM pop-up store in Tianjin Joy City, the first stop of the bilibiliGoods flash mob in Changsha in Changsha Beichen Delta Joy City, and the three-city debut of new female star ZANMANG LOOPY.
According to relevant reports, the Chiikawa pop-up store reached 2.68 million sales in 10 hours on the first day of opening.
The popularity is high, and the conversion rate is quite impressive.
Moreover, such a hot scene has also continued to Beijing Chaoyang Joy City, which was introduced to its first stop in North China.
Capibala is also the "new favorite" of young people, and Tianjin Joy City not only came to bring the "Capibala's Cream Farm" themed pop-up store in collaboration with "Youth Electronic Ibuprofen".
At the same time, Tianjin Joy City also linked Joy City's own IP "Joy Orange" with it, launched the "Kapibala x Joy Orange" co-branded limited peripherals, and launched Tianjin's exclusive Yihu Baiying series, which ranked first in the country in sales on the first day.
The first stop of bilibiliGoods' flash mob in Changsha landed a pink exhibition area in the L1 main atrium of Joy City in Changsha Beichen Delta, gathering Hatsune Miku, Tianguan Blessing, Time Agent, Luo Tianyi and other popular IPs of Station B, harvesting a large number of young consumers with two-dimensional culture.
The popular ZANMANG LOOPY debuted in three cities at the same time during the Joy Fan Hi New Festival, including: "ZANMANG LOOPY Female Celebrity Garden Party & Pop-up Store Beijing First Stop" in Xidan Joy City, Tianjin Joy City's "ZANMANG LOOPY Female Celebrity Afternoon Tea Garden Pop-up Store Tianjin First Stop", and Xi'an Joy City's "Ruby Drives to Cute Power Attack ZANMANG LOOPY X MINISO Theme Pop-up Northwest First Stop".
On the one hand, the well-known and popular IP is willing to settle the first stop in the country to Joy City, which also shows the brand appeal of Joy City, and the high degree of overlap between the consumer group of the project and the fan group of the IP;
On the other hand, in order to reflect the diverse colors of the Joy City brand, many projects have also seriously considered integrating content with a strong sense of territory when arranging the PR activities of the Hi New Festival, so as to drive emotions and arouse more daily resonance.
At the same time as the IP debut, the two Joy Cities in Chengdu were paired with markets and music - Chengdu Joy City's "Drink a Cup of Coffee, Leaven a Friend" Bread and Coffee Life Market, and Tianfu Joy City's "Yude Island Live Concert". There is eating, drinking and entertainment, which is quite in line with the fireworks and relaxation that Chengdu people have always advocated.
In Suzhou, the Yue Fan Hi New Festival linked up with the Suzhou Imperial Kiln BRICS Museum to bring the "Spring Event: Yuan and December City: Special Edition of the Imperial Kiln BRICS Museum".
When the national tide and spring are in response to the occasion, the traditional Gusu culture is presented and expressed in a newer way, and from the perspective of on-site passenger flow and atmosphere, the younger generation of consumers obviously eat this set.
It has been proven that to provide consumers with an emotionally valuable scene experience, the event will have a more realistic sense of atmosphere. When the mood and atmosphere are in place, it can trigger more consumption behaviors, and harvest consumers' spontaneous sharing and dissemination.
Have a partner
There is also a very important keyword in this Hi New Festival: hitchhiking.
Today's young people not only enjoy solitude to the fullest, but also are willing to embrace their peers. The rise of hitchhiking culture is also an echo of emotional socialization.
Therefore, the new festival of Yue Fan Hi introduces the concept of the hot pair, showing a multi-dimensional play at the SP level.
One is the "member partner" on the consumer side.
For C-end consumers, the form of online group is adopted to trigger active sharing, realize traffic fission, and then fully attract traffic for offline consumption.
To this end, Joy City has specially set up a JOY-UP package, using the combination of enterprise and micro private domain and partner group gameplay to attract consumers to find their own partners and leverage the communication and sharing value of members.
*The picture above is the page of the Shenyang JOY-UP Bao Hi Pin Mini Program, and the picture below is the private domain community page of Chengdu Joy City
In addition, the content of the group is also very well studied, abandoning the relatively single group coupon method that was commonly used in the past, and adopting a multi-format combination coupon to cover more diverse needs, including vouchers, exchange coupons, threshold coupons, and even parking coupons, which can more comprehensively cover the diverse needs of customer groups.
According to official statistics, 190,000 members spent on the 2024 Yue Fan Hi New Festival, an increase of 30% year-on-year, 45.1% of member consumption, 47.2% of member consumption on April 20, 20,000 new users in private domain communities, an increase of 27% year-on-year, and the actual offline write-off rate of the JOY-UP package "Hi Pin" combination coupon package issued was as high as 84%.
Among them, Chengdu Joy City, Shenyang Joy City, Xi'an Joy City, Suzhou Joy City, Beijing Jingxi Joy City, Chengdu Tianfu Joy City, Changsha Beichen Delta Joy City, Yantai Joy City, and Beijing Fengtai Joy Spring Breeze accounted for more than 50% of the consumption of members on Chonggao Day.
More importantly, the "finding a partner" initiated by the Yue Fan Hi New Festival is not just to make up a number of people and be a companion, but to gather friends with common needs and interests, and the process of finding and sharing also contains a strong social element.
In addition, the Yue Fan Hi New Festival also allows members to interact with offline DP points through password games: publicity passwords, and realizes the on-site locking of external publicity channels with the configuration of surprise gifts, and at the same time guides consumers to the store for verification with the help of schedule heat.
The second is the "resource partner" on the supply side, that is, "JOY+".
Joy City cooperates with a number of B-end partners to fully graft internal and external resources to provide richer consumption scenarios and content. These partners include strategic cooperation brands, COFCO's related industrial chains (including alcoholic liquor, Mengniu, Sino-British Life Insurance and Joy City Holdings' residential sector, etc.), as well as third-party cross-industry resources (AutoNavi, Alipay, etc.).
Moreover, on the promotion side, different scenes were set up for these "partners" early on.
For example, the life partner "MUJI", the trendy toy partner "Bubble Mart", the baby walking partner "Nerbao", the reading partner "Sisyphean Bookstore", the photo pair "Hippocampus", the drunken partner "Drunkard Wine", the guardian partner "Sino-British Life", the travel partner "Gaode Taxi", the sports partner "Blooming Arena" and so on.
*The picture above shows the Sino-British Life Insurance event in Beijing COFCO Xiangyun Town, and the picture below shows the "Blooming Arena" in Xi'an
*The picture above shows the Joy Salon Hangzhou drunkard wine activity, and the picture below shows the reading session of the Joy Salon Guangzhou bookstore
These "partners" with different definitions are either well-known and representative brands in the subdivided format, or they are platforms that already have a large user base. All of them have brought exclusive membership benefits to "Yue Fan" in this new festival.
Not only that, the Yue Fan Hi New Festival is also fully linked with the residential copyright of Joy City Holdings, empowering each other to achieve a win-win situation for commercial and residential.
It has to be said that the reasonable screening, clever packaging and precise use of resources are undoubtedly important reasons for Yuefen Hi New Festival to maintain a high market popularity.
The first Yue Fan Hi New Festival of Joy City not only successfully helped consumers find social partners who are consistent with their needs, interests and emotional resonance, but also made the popular partner culture an innovative way to link brands, graft resources, and achieve more content co-creation.
Be logical
Emotions and hitchhikers are popular concepts that can impress young consumers at the moment.
But for a large-scale event with a national linkage, concepts alone are not enough. Extracting effective methodologies from high-profile topics is the key to increasing the influence of activities and improving the promotion conversion rate.
Therefore, we need to see that behind the popular concept, there is actually a very strict event planning logic.
Be lively, but also practical.
I have watched too many large and small commercial promotion activities, and there are many cases of applaudation and disapproval, and it is common for them to be high and low. This requires the promotion team to take into account both internal and external, not only to be full of emotional value and lively scenes, but also to take into account the practicability of the content and the consumption conversion rate.
The selection of partners is careful enough, and the strength of SP is sincere enough, so that the projects of Yue Fan Hi New Festival in many cities across the country can achieve results beyond expectations.
It can be creative, and it can also be implemented.
Any successful activity is an efficient combination of imagination and action. After all, it's one thing to think about it, it's another thing to do it.
Therefore, the premise of continuous innovation is not only to maintain active creative ability and continue to output freshness, but also to ensure that the super landing gives a sufficient sense of security.
Joy City, which has been dealing with young customers, has always known how to please urban youth. Attract their attention with innovation, gain their trust with execution, and a new festival that exceeds expectations will come naturally.
There are resources, and there are capabilities.
Having sufficient resources is naturally a major advantage of Joy City, and how to fully mobilize resources at specific nodes and take reasonable linkage and collaboration is the embodiment of the professional ability of a business team.
This New Festival of Joy Fans allows us to see that Joy City first selects and then combines from a huge resource library, and then cooperates with creative ability and execution ability to finally build content and scenes with topicality, atmosphere and practical value, and uses this to maximize consumer flow, ensure merchant operation and enhance brand influence.
As the first large-scale event covering the whole country to be launched in Joy City in 2024, the debut of the "Joy Fan Hi New Festival" is obviously off to a good start.
In the annual communication strategy of Joy City, there are two important promotion nodes in the follow-up, namely the Dayue Crazy Rush Festival in September and the Dayue off to a good start on New Year's Eve. The three major IPs coordinated by the headquarters of Joy City Holdings will be arranged with their own focus.
The core of the New Festival is membership operation, and behind the identity of "Yue Fan" is the excavation of the value of members by Joy City. For different types of customer groups, carry out member portraits, formulate relevant promotion strategies, and focus on releasing consumer desires, thereby driving sales.
The follow-up Dayue Crazy Rush Festival will focus on the brand characteristics of Joy City and carry out comprehensive marketing, and the Dayue Festival at the end of the year will make efforts to subdivide the business format to help merchants accurately link consumer demand and achieve effective improvement in sales performance.
In any case, we can always see the brand gene of "young, fashionable, trendy and tasteful" in the innovative promotion activities of Joy City.
Therefore, no matter what kind of context and what kind of expression is used, Joy City can easily do it: understand the preferences of young people, lead the trend of lifestyle, and provide high-quality content.
Actively renew yourself, and always spur yourself.
This is what I think is particularly valuable after observing the promotion of Joy City for many years. There is both an enterprising spirit and a reflective attitude, so it will continue to bring new surprises to the market and consumers.
Personally, I am very much looking forward to the next Dayue Hi New Festival, and even the follow-up Dayue Crazy Robbery Festival and Dayue is off to a good start, and what "new partners" will be found, which will once again become an important role in stirring consumer sentiment.