Not long ago, "Doraemon: Stand By Me 2" premiered nationwide. As the popularity of Doraemon, the classic IP, being brought to the big screen is rising again, the author heard that Samit Tile has successfully joined hands with Doraemon, and the jointly-branded innovative product will be making its world debut at the upcoming Tanzhou Exhibition. show.
This is really exciting!
Joining hands with classic IP to launch "co-branded new products" is already of great industry value and significance. What's more, the co-branded one is the world-renowned classic IP Doraemon? So, what exactly is the operation? You might as well follow the author to find out.
NO.1.
The first "co-branded IP" in the industry, with great strength
Young brothers and sisters must have noticed a phenomenon: in the past two years, various cross-border co-branded products have been continuously seizing the market in various fields, using a new creative perspective to open up the era of co-branded consumption.
For example: Tsingtao Beer teamed up with KARL LAGERFELD to create a night owl concept series; King of Glory teamed up with Daoxiang Village to launch the "Canyon Moonlight" Mid-Autumn Festival gift box; Chow Tai Fook teamed up with the Palace Museum to launch joint jewelry...
Classic IP joins hands with well-known brands in cross-border co-branding, jointly promotes new products for marketing, integrates fans from both sides, and maximizes fan economy and circle economic benefits.
This time, the collaboration between Samit and Doraemon undoubtedly demonstrates the comprehensive strength of the Samit brand. Joint names must be matched. As the saying goes, "Birds of a feather flock together, and people flock together," the two parties must be consistent in tone and have equal strength.
Doraemon, this world-famous animated IP classic is unquestionable. Therefore, its brokerage team has extremely high standards and requirements for the comprehensive strength of its joint partners.
The editor learned that Doraemon’s operation team conducted a comprehensive and detailed inspection and all-round research on Samit for three months. The research covers the company's economic strength, production strength, brand power, brand tone, product R&D and innovation strength, brand planning and marketing capabilities, etc. The research forms a systematic research report, and only after professional evaluation by experts can the final cooperation be reached.
The relevant person in charge of Samit Tile revealed: "Doraemon is a world classic IP. Their operation team is very serious and the research process is quite strict and meticulous.""As a well-known brand in the field of building ceramics, Samit has successfully cooperated with the classic IP jointly, becoming the first brand in the industry to launch co-branded ceramic tile products, which is undoubtedly the best demonstration of brand creativity and the company's comprehensive strength."
NO.2.
Proof of the industry, broaden the direction of operations, and force the upgrade of operating models
This time, Samit Ceramics and Doraemon jointly made a bold crossover, using "new co-branded ceramic tile products" to inject "young", "fashionable" and "cutting edge" and "trendy" labels into the traditional building ceramics industry . It refreshes people's traditional understanding of building materials and ceramic tile products and expands the publicity channels and creative marketing directions of ceramic tile brands.
Samit used his own successful start to accumulate operational experience in the new field of co-branded IP for the industry, which is of great industry significance.
The author learned that this type of joint cooperation puts forward higher requirements for the system operation model of ceramic tile companies, which to a certain extent forces the company's operating system to upgrade. In the words of the relevant person in charge of Samit: "It is not just about joining in the fun, but about continuous advancement of the system."
Take the operation of Samit's project as an example. If you want to cooperate with IP, you need to emphasize two points: first, user thinking; second, system thinking.
User thinking determines the product vitality of co-branded IP. Co-branded IP products are products that coexist with classics and have classic attributes. From the beginning of product development, it is necessary to fully consider the precise user groups, usage scenarios and system promotion methods. Only in this way can the product have the possibility to "become popular upon launch" and then "become a classic" in this precise group field.
System thinking is undoubtedly the guarantee for the implementation of user thinking. From product development to terminal sales, from terminal sales feedback to product development, this is a complete system closed loop. Within the closed loop, there is the overall planning and seamless connection of all related department systems.
As we all know, most companies in the industry still need to improve on these two aspects of thinking and the seamless connection of all links in the system. Therefore, classic IP co-branding not only has the significance of broadening the direction of marketing, but also has great significance in forcing changes in the industry's product operation model.
NO.3.
A good start for brand upgrade and reaching terminals
In fact, the Samit brand has been undergoing a comprehensive upgrade in recent years. Among them, helping dealers transform into service providers and promoting brands to reach the C-end are two major focuses.
Based on the changes of the times and market changes, it is an inevitable trend for dealer groups to eventually transform into service providers. In 2021, Summit headquarters will provide great and comprehensive support to the dealer group's transformation. Including financial support, store building support, channel expansion support, etc., a number of implementation measures have been launched to provide systematic assistance to dealers. In the first half of 2021 alone, despite further intensification of market competition, Summit still achieved double-digit growth and achieved remarkable results.
Behind this cooperation with Doraemon is another important achievement of the expansion of the Samit brand. It reflects Samit's breakthrough in shifting its focus from the B-end to the C-end while adhering to the brand tone of internationalization, youthfulness, and design.
As the industry reshuffle intensifies, the trend of brand concentration becomes more and more obvious, and many leading corporate brands are making efforts to reach the C-end. Samit also takes one of his efforts to bring the brand closer to consumers. The introduction of Doraemon IP is another successful beginning.
NO.4.
Careful choice, a Doraemon love for three generations of consumer groups
Doraemon, a cute and loyal fat blue guy, with his all-purpose breast pocket, protects the childhood dreams of a whole generation of people born in the 1980s.
Seeing its classic image, full of "memories" hit me - after all, in childhood fantasies, everyone longs for an omnipotent Doraemon who can resolve crises for us and achieve our wishes at any time. .
Samit’s choice to co-brand with Doraemon is undoubtedly a deliberate choice. With this cute, cute and healing classic IP image, it has won over three generations of mainstream consumer groups.
The "post-80s" generation is based on the carrying of memories; the "post-90s" and "post-00s" groups themselves are addicted to cartoon "figures"; as children of the "post-10s" generation, they have an inherent interest in various cartoon images. Natural preference.
The backbone consumer force in society "post-80s&rd""The new generation of "post-90s" and "post-00s", and the future generation of "post-10s" groups have all been captured by this wave of deliberate operations. For a brand, this is not the beginning of a relationship with consumers. Is there an "arbitrary door"?
From July 20th to 24th, Samit’s “Along with You” Slate Idealist Theme Pavilion will make a cool appearance at the Foshan Tanzhou Exhibition. At that time, there will be the world premiere of Doraemon’s new co-branded products. A series of new slate products were also unveiled.
Scan the QR code below to make an appointment in advance and come to the site to open your "any door". Doraemon will "accompany you"!
(Author: Miaobi Shenghua)
