Even if you haven't heard "Our Naked Bear", someone in your circle of friends may have changed into these three thick cartoon bears as their avatars.
This American cartoon TV series released in 2015 has a rating of 9.2 points in the first season of Douban, 9.5 points in the second season, and a soaring score of 9.6 points in the third season that is being updated. Tencent Video's single-season album has been viewed more than 33.83 million times, and it can be said that a "naked bear trend" has been set off in the Chinese market.
"Our Naked Bear" has an average rating of more than 9.5 on Douban
A few days ago, the reporter learned that the Chinese girl brand Seifini Shifanli, as the first domestic clothing brand to introduce the IP, launched a limited derivative "Naked Bear" series in its spring and summer in the new season, and made its debut on Tmall, on March 15, the first wave of single sales broke through 1,000 pieces, so far the two waves of sales totaled more than 6,000 pieces, sales reached 2 million yuan.
The product sold more than 1,000 pieces on the first day of launch
Zheng Jun, head of Shanghai Yifu clothing e-commerce, told reporters that if last year's brand Eifini Evely did a whole year of intensive implantation through a large number of film and television dramas and IPs such as "He Came please close his eyes", "I am Dulala", "Ode to Joy", and the girl brand Seifini Shifanli cooperated with "Whose Youth Is Not Confused", "Aurora Love", "He So Winter Warm, He So Summer Cool" to accumulate popularity for the brand, then this year will aim at derivative products, with emotions to connect with consumers, It is understood that its new spokesperson program will be launched in the second half of the year.
Youth idol Ouyang Nana filmed street photography for Shi Fanli's "Our Naked Bear"
How popular is "Let's Naked Bear"?
As the team's big brother's "hot-blooded" brown bear Grizzly, the second-ranked, gentle and sociable "otaku" panda panda panda, and the smallest of the three, when angry, will say "ice bear is very angry and the consequences are very serious" "high cold" polar bear bear, such an animation that simply tells the story of three "bears", why will it be popular in today's society, and become a hot IP in the eyes of Seifini Shifanli?
It all starts with the original manga writer of the anime.
"Our Naked Bear" is a TV cartoon launched by the famous animation company Cartoon Network in July 2015.
It is based on Daniel Chong's self-created webcomic The Three Bare Bears.
Daniel Chong, a painter for Pixar Pictures, won the 2014 Annie Award for Best Animated Television Script for Toy Story Horror Night. The official instagram of "Our Naked Bear" has published his original intention to create the comic, in response to some doubts from the audience in the first season, he said that the comic wants to show the story of three bears wanting to integrate into human society, and this creative inspiration is based on their individual life experience - because they are Asian, as a minority in the United States sometimes receive different eyes.
The appeal to integration and belonging has become the root of this cartoon's ability to attract a large number of die-hard fans while being humorous and funny. And such a deep emotional hub is exactly the connection that Seifini Shifanli wants to establish with consumers.
The posters in The Posters of Shi Fan Li's "Our Naked Bears" series embody the appeal of loneliness and companionship
Breaking coding ip
Seifini's target audience is 18 to 25-year-old girls and young people, and the innate delicate heart and the multiple pressures of academics, feelings and careers have also made this group of people direct audiences for "healing" animations such as naked bears.
"I have also considered other cartoon IPs before, including the very popular Pac-Man, RabbitSki, Flying Little Policewoman, etc.", Zheng Jun explained, considering the brand tone of Seifini Shifanli advocating freedom and optimism, and the three young, interesting and personified bear images of "Our Naked Bear" can represent different personality groups, and the typical image of the three bears stacked together is the lack of temperature communication between people at the moment, spreading the positive energy of chasing dreams, so it is preferential to choose to cooperate with our naked bear IP.
The typical image of three bears stacked together is called a classic
"Last year was combined with a large number of TV drama screen images for exposure, and this year it will focus on pushing some derivatives of hot IP." It is understood that in May this year, its main brand Evely will also launch a batch of derivatives combined with the popular movie "Three Lives three ten miles peach blossoms". Zheng Jun, head of Shanghai Yifu clothing e-commerce, said that the advantage of derivatives is that they can borrow the current topic, compared with the jet lag problem faced by the direct implantation of film and television dramas, which can be launched in time while consumers contact the topic, and immediately transform consumer demand into purchasing power.
It can be said that "symbolic IP" has become one of the concerns of the industry about the quality and quantity of IP derivatives. The launch of derivatives is the process of the brand's IP elements from screening, understanding, reconstruction to promotion, which requires the design ability of the brand designer and the team's ability to develop and promote the product.
Seifini's product development incorporates many popular design elements of the moment, such as color strips
"Some domestic derivatives are often very superficial things, and they don't feel how important the IP core is." A well-known domestic animation IP agency company, an industry insider who has been engaged in the animation industry for many years, told reporters that one of the criteria for judging the quality of IP in the industry is its endurance, that is, its derivative ability and IP life. The domestic animation industry film box office accounted for 95% of the overall revenue, licensed derivatives accounted for only 5%, the industrial chain compared with other developed countries is still in its infancy.
Make derivatives with temperature
"We hope that consumers can also see the product itself, rather than an accessory to IP, while being attracted to IP," Zheng Jun said. From getting the copyright to Time Warner's Turner China Company at the end of last year, to the first wave of goods on the shelves on March 15, the entire IP derivatives have undergone negotiations to confirm cooperation, to the IP image of selecting the right brand in many IPs, and then through the rapid design and production of the R & D team, the whole process lasted more than 3 months.
Posters for The Naked Bear series of Shi Fan Li
The most time is spent on the discussion of the design scheme.
The head of the brand design team of seifini Shifanli said that in product development, many popular design elements are combined, including pattern embroidery, splicing process, fake two-piece design, one dress and more wear, lace elements, back streamer design, etc., while in terms of style, according to this year's popular sports style, colorful striped shirts, raw jeans and denim jackets with spliced hard yarn are selected, etc., and the overall presentation of fresh sports style is fresh and sporty.
The many scenes in the film that pay tribute to the classic film have also become the inspiration for the creation of the Sepini Shifanli derivative. Extract elements from the images of "The Sound of Music", "Titanic", "2001 Space Odyssey", "Modern Times", "The Little Mermaid" and so on imitated by our naked bears in the film, and launch styles that match the temperament of the film, including a one-shoulder dress with the girlish temperament of Maria, the protagonist of "The Sound of Music", and an irregular skirt of fishtail inspired by "The Little Mermaid"... This also makes the use of the entire IP of Shi Fan Li appear vivid and active.
There are many scenes in the film that pay tribute to classic movies, including "The Sound of Music", "Titanic", "2001: A Space Odyssey", "Modern Times" and so on.
A fishtail irregular skirt inspired by The Little Mermaid
The marketing level paves the way for IP from multiple angles, including the store's naked bear special page and the customer service's naked bear emoji. In addition, through the star effect, the street shooting video starring youth idol Ouyang Nana was exposed and disseminated on a live broadcast; fans were selected to participate in the naked bear author meeting held in Shanghai on April 18; in addition, the image of the social media containing naked bear dolls was disseminated, and more than 1.6 million fans were reached through kol.
Now, open the Seifini Severley Tmall flagship store, you can see the second wave of new naked bear products combined with the 4th anniversary celebration of the Seifini Sifini flagship store has been launched. Zheng Jun introduced that combined with the "Our Naked Bear" IP and the fan characteristics of Shi Fanli, content interaction was released through multiple channels in WeChat, Weibo, Weitao, and Tmall stores, so as to guide fans to pay attention to IP and store exposure.
Highlighting personality and expressing inner appeals, officially for this reason, Seifini Shifanli chose the three bears in "Our Naked Bear" who want to integrate into human society. If last year's film and television drama IP implantation exposure gave the company enough brand power precipitation, then this year, the brand temperature established through IPs such as "Our Naked Bear" may be able to bring more loyal fans to Seifini Shivali.