Hanfu Takes Advantage Of The Popular Drama Menghua Lu To Explore The New IP Marketing Of Hanfu Content

Recently, the joint brand of "menghualu" jointly launched by more than thirteen Tencent videos has become a hot topic for "Hanfu girls" and fans of ancient puppet dramas. The four co branded new products have exceeded 1 million sales in all channels within one hour of the first launch. Through the authorization of IP dramas with high topic, high traffic and huge fan base, more than thirteen and Tencent video have created a classic case of product effect transformation, which has driven the once "minority" category of Hanfu into public view at an amazing speed.

In recent years, Disney, marvel films and domestic brands of joint brand can be said to be playing well. The brand "more than thirteen" of Guofeng aesthetic lifestyle of the younger generation has proved that it is enough to leverage the amazing consumer market by finding the brand entry point of the popular drama "Menghua Lu" through IP authorization.

Seize the opportunity of IP authorization and arouse TA's resonance

As the "open door gun" of summer archives, Menghua Lu has attracted the active attention of ancient puppet lovers once it is broadcast. The simple, generous and exquisite song costumes of the characters in the play are infinitely close to the yearning for the beauty of traditional national style in the hearts of "Han dress girls". Before the broadcast of menghualu, more than thirteen realized that the drama was highly consistent with the emotional and aesthetic factors needed for the marketing of Hanfu. Before the launch of menghualu, it reached an IP licensing cooperation with Tencent video, and launched four new co branded works at the top of the plot's popularity.

In the middle of June, the cooperation between more than thirteen and menghualu was officially announced, and once it was released, it triggered heated discussion throughout the network. On the topic square, many old fans expressed "double kitchen Ecstasy" and "dream linkage", and a large number of new friends took the opportunity of this joint cooperation to understand and deeply plant more than 13 grasses. At the same time, "want to look forward to the same" voice, for the subsequent joint release of the formal lay a good momentum foundation. According to the data, as of July 5, more than 13 official accounts of the whole platform have read more than 2000 W, and more than 13 have discussed topics related to "Menghua Lu", with the amount of discussion breaking through 12 weeks.

With the help of IP authorization, more than 13 people who are committed to "integrating Chinese culture into everyone's daily life" have seized the golden opportunity of plot bonus conversion, and transformed the clothing of the people in the second-dimensional drama into three-dimensional derivatives within reach. This not only quickly took advantage of the hot drama to enter the field of view of a large number of viewers, but also successfully linked the emotional sustenance of fans for the characters in the play, It can effectively seize the mind of the target audience and maximize the gain effect.

Create emotional ties, joint brand strength to break the circle

It is true that the attention of the hot TV plays determines the "threshold" of bringing goods. However, the fit between the co branded products and the characters in the play is the key factor influencing the audience to "pay".

After seizing the opportunity of IP licensing cooperation, more than 13 years of ingenuity further won the hearts of the audience. Inspired by Zhao Pan'er, song Yin Zhang and sun Sanniang, the four newly launched song made Han costumes have basically retained the color matching of the costumes and innovated around the characteristics of the characters

In addition, the "traditional" and "elegant" style of Zhao yue'er are added to the "traditional" style of Zhao yue'er, and the "elegant" style of "Pan'er" is highlighted; Inspired by the red dress shape of the pipa played by song yinzhang, the "Pipa Geyin" is gorgeous and elegant as a whole. The golden Pipa is integrated into the embroidery, echoing her status as a famous Pipa player; "Spring water" is inspired by sun Sanniang. Her style is fresh and simple, which highlights her forthright and neat character. At the same time, elements such as cakes, shoulder pole head and small kitchen knife are added to the embroidery to correspond to her cook's personal equipment. More than thirteen children's wear "flower dance moon shadow" inspired by Pan'er dancing under the moon, deduces the romance and aura of Pan'er through delicate and gentle design.

On this basis, more than thirteen tried to cooperate with Tencent video for the first time, such as posting and suspending advertisements. During the hot broadcast of Menghua Lu, no one who pursues the drama will miss the promotion of more than thirteen co branded Hanfu. With highly restored design and full of hazy and elegant feeling, it seems that the characters in the play come into reality.

(Ruyi post implantation)

(stop advertising placement)

Through a variety of marketing methods, more than 13 fans have been constantly "appearing" in the popular activity scenes of drama fans, imperceptibly enlarging the "equal sign effect" between the characters in the play and the co branded Hanfu, so that the audience who pursue the "top" of the drama can't help but have the impulse to buy and forward. The data shows that up to now, more than 130 million joint branded Hanfu have been exposed, and the first batch of "Lingbo panyue" inspired by Zhao Pan'er is sold out as soon as it goes online.

According to AI media consulting data, Chinese Hanfu has gradually grown into a 10 billion market. Under the fierce competition, the joint name of ancient costume film and television IP is undoubtedly one of the best ways to improve the brand awareness and product sales of Hanfu at the same time.

On the one hand, with the help of the power of popular IP, deep trust has been accumulated, and the emotional distance between the target consumers and the target consumers has been rapidly narrowed at the most appropriate time, and the circle influence has been constructed; On the other hand, it steadily guides the emotional mapping of the role in the fans' hearts to more than 13 brands, and successfully transforms a large number of "drama fans" into brand fans, which not only promotes sales, but also wins more opportunities for the follow-up development of the brand.

In the future, it is believed that with the continuous maturity of Tencent's complete chain of "content IP + massive scenes + creative advertising", more wonderful cooperation ideas and exhibition forms will be burst out, so as to realize the commercial empowerment of the majority of high-quality brands.