Selling economics

At the beginning of 2015, a brainstorming company, the Taiwan-based communication company, Dentsu Character Lab, conducted two live experiments on the streets of Taipei.

The first experiment was called "chair experiment." According to anthropologists, the average safe distance between humans is 45.7 cm. So on the bench in the park, two strangers often sit at the ends of the bench, or simply sit on the flower pool next to the chair, and don't want to share a chair with others.

At this time, the experimenter asked a cartoon bear actor to let "it" suddenly sit directly on the chair, and the result.

People are more enthusiastic about the zero-distance contact with cartoon bears. There are countless onlookers, group photos, and feeding. Next, this lab for marketing services made an experiment directly related to the marketing effect: “Flying flyer experiment”.

The marketing master Ferrez once said, "Rejection is the nature of the customer." Therefore, those little brothers and sisters who shouted "Swimming Fitness to understand" on the street often find it difficult to send flyers to their hands.

Similarly, when the character of the leaflet becomes a cartoon bear.

Experiments have confirmed that the cartoon bear role has increased the number of times consumers are happy to accept flyers more than doubled.

It is not difficult to see that the brand fortress will give consumers an advertisement, and its own image will have a huge impact on the marketing results. In addition to the attractive content of the advertisement, the role pushed to the consumer is also worth the effort to “dress up”.

Why do cartoon bears have such magic power, even if they are sudden and commercial, ordinary people are basically not care?

Because the common feature of most animal cartoons is "moe." This kind of attribute is very easy to stimulate the closeness and protection of human genes to ensure that the weak baby is cared for and cared for. Even some alternative cartoons that seem to be “weird and cute” can motivate humans to release their curiosity and let us experience the pleasure of relaxation and indulgence.

In short, Meng is a switch that triggers people's positive emotions, not only to relax the alert, to stimulate pleasure, but also to be more patient and focused in certain situations.

Relaxation, pleasure, patience, and concentration. Which one is not a weapon to improve business efficiency?

For example, in Japan, almost every county has its own mascot “speaker”, and there are at least 2,000 well-known mascots. The mascot has been industrialized and dominates the mainstream. Of course, the most popular is the Kumamoto mascot that everyone is familiar with. A Kumamoto bear can bring 4.5 billion economic benefits to the Japanese town.

In addition, many Internet companies also like the cartoon image represented by animals. Such as Firefox fox, Twitter bird, Evernote elephant, Linux penguin, MSN butterfly and so on.

Just as stars like “selling people”, companies have gradually discovered that images have far more information-transfer capabilities than words. This is why more and more brands are now passing on their values and personalities through the image. Consumers connect through images and brands.

What other people are set up, can be more human and animal-friendly than animal cartoons, and win the favor of more young people?

It can also be said that the animal cartoon image is actually a spokesperson and can perform various interpretations. This is an advantage that human endorsers do not have. And in the Internet age, this advantage has been magnified.

In the book "Cartoon Image Marketing", the author's experiments in China also show that cartoon images can affect consumer behavior: snacks with animal cartoons, consumers will have an increased willingness to buy 25 animals. %about.

In the "Jingdong Super IP Day" a few days ago, LINE FRIENDS and the new friend Jingdong Menggou JOY gathered in Beijing, and staged a new version of "Beijing Welcomes You".

JOY is the "super IP" that Jingdong pushed in the 2018 Lunar Year of the Dog. This original mascot of metal image was completely germinated after the revision. JD.com has a sense of presence in JOY through a combination of big film linkages, exclusive merchandise, and offline activities. Although the LINE App does not have many users in China, it does not prevent its surrounding LINE FRIENDS from getting angry in the country. LINE FRIENDS The virtual cartoon image of Brown Bear, Kenny Rabbit, Sally, Qiu Ke, etc. has its own characteristics. Among them, the Brown Bear is a steady and steady young man, but the Nicole is a flexible girl and a Brown Bear’s girlfriend. The label can quickly capture young people looking for approval.

On the day of the Super IP Day, which was co-operated by JD.com and LINE FRIENDS, LINE FRIENDS, JD.com, L'Oreal, Panasonic and LINE FRIENDS's customized skin care products, hair dryers, hair curlers and other products were favored. Some products were launched on the same day. sold out.

Nowadays, young people are no longer buying ordinary goods, but the sense of identity and satisfaction they have gained after giving up their feelings. There are two elements to IP that can generate consumer value: one is to combine fan economy with experiential consumption; the other is to give IP humanity and emotional resonance. By using these two properly, users will not only dislike marketing activities,but also have great enthusiasm for participation and willingness to spread.

The essence of IP marketing is the battle for fans. The key is how to seize the hearts of fans and let fans use media to mobilize and consciously expand content. The combination of Jingdong JOY and LINE FRIENDS has attracted a large number of fans. Fans spontaneously spread through friends and microblogs and led friends to participate, so that the radius of the radiation will continue to radiate. When people of sufficient scale participate, they will become The trend.

IP marketing is not new in China. Whether it is an app or a consumer product for young people, it knows how to use Disney's classic image or the marketing of popular elements such as Pig Peggy, but most of them are only staying in the heat, the brand is There is no effect of 1+1>2 with IP. Jingdong did a different IP marketing attempt.

The first is emotion. JD and LINE FRIENDS use a more social and young language to communicate with women and young users. For example, in the commercials, Jingdong JOY and LINE FRIENDS took pictures together at landmarks such as Yindingqiao, Qianmen and Forbidden City in Beijing. It is a true portrayal of young people's life. The whole circle of friends' advertisements is closer to young people from the title to the content. Jingdong JOY has become a part of the young people.

Secondly, the emotion has the sustenance of the real thing. It is understood that, in cooperation with LINE FRIENDS, Jingdong has cooperated with 22 brands such as Head & Shoulders, Casio, Dajiang and Yizi to suit the young people's tonality and launched more than 400 IP derivatives. For branded merchants, LINE FRIENDS strong IP resources led Jingdong's exposure while driving more brand exposure, and also maximizing the interests of brand owners. For young consumers, Jingdong JOY and LINE FRIENDS have entered their daily lives. Drinking water and blowing their hair can be accompanied by Brown Bear and Kenny Rabbit. This relationship is no longer illusory.

As mentioned above, in cooperation with LINE FRIENDS, JD.com has always demonstrated strong commercial value. Today's JOY has changed from a simple logo to the most commercially valuable big IP in Jingdong. JOY, which carries the functions of brand concept, image, and communication, will play a more important role in the future.

If the brand's innovation in marketing style is to explore more possibilities in the past, then when it becomes the main force of consumption after 95s, how to summon these young people becomes a problem that every brand must think about. The joint marketing of JD and LINE FRIENDS proves that under the new consumer culture, brands can draw closer to young people through emotion and identity, and let young people participate in marketing activities spontaneously. This is the beginning, and it also represents that brands like Jingdong are thinking about how to establish a long-term communication bridge with young consumers and pass on the image of youthfulness.

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