Friends who often visit Jingdong Mall must have found that Jingdong mascot joy has become fat! The former joy full of metal technology is gone, replaced by a soft and cute little white dog. And since the Spring Festival this year, this little white dog has been constantly active in front of the public.
With the help of the "Year of the Dog" in 2018, nearly a thousand brands such as "Meng" Pepsi Cola, Samsung, Casio, Haier, and Midea have jointly created the exclusive Year of the Dog commemorative edition products on the Jingdong platform. With a series of precision marketing methods such as product co-brand marketing, fan marketing, and scene marketing, joy has been successfully ipped, making joy a special symbol of the Year of the Dog.
Not only that, in the process of creating joy IP, Jingdong also took advantage of the current popular big IP "Transformers" and "Justice League", jointly created the "Red Mission 2: Hidden Power", "Red Mission 3" IP story, and the Hollywood movie "Pacific Rim 2" released in China at the beginning of this year also starred in joy. Recently, Jingdong Joy has joined hands with "Blood Street Dance Troupe" to once again penetrate the pan-entertainment industry chain and maximize the commercial value of IP.
Xiaobian also remembers JD.com and the Oscar-winning team across Beijing, London and Melbourne, and the year-long and elaborate New Year animation short film "Joy Story: Joy and Heron" is still fresh. In this less than 4-minute cartoon, the image of the puppy joy full of love and kindness is carefully portrayed, giving it an independent "personality" charm at the same time, but also giving the meaning of the Jingdong brand at the value level, Jingdong is everywhere for consumers to consider, do their best to maintain the interests of consumers, is reliable and trustworthy. For competitors, JD believes that any enterprise has its advantages and disadvantages, and mutual cooperation can create maximum value to bring greater benefits to consumers and achieve a win-win situation.
Jingdong has been advocating boundless marketing, and joy ip has transformed the abstract concept of "boundless marketing" into a figurative and affinity symbol, which has entered the hearts of consumers, achieved the unity of product and effect, and promoted the advent of the era of boundless retail.