on June 1, 2017, Ali Pictures joined hands with Pok é mon and West Yintai City in Hangzhou to jointly hold the "Pok é mon Pok é mon Pokemon Carnival" experiential space opening ceremony.
on June 1, 2017, Ali Pictures joined hands with Pok é mon (Pok é mon) and Hangzhou West Yintai City to jointly hold the "Pok é mon Pok é mon Pokemon Carnival" experiential space opening ceremony. Dong Fang, senior director of integrated development of Ali Pictures, Fuyong, executive director of ThePok é monCompany, and he Shan, general manager of Hangzhou West Yintai City, attended the event. This is Ali Pictures both "Pac-Man" authorized business cooperation, once again holding hands with the classic IP.
strong > is officially authorized to develop derivatives / strong >
" Pokemon "was born in the video game software Gameboy on February 27,1996. it is a series of games developed by GameFreak and Creatures Co., Ltd and distributed by Nintendo. Once launched, the elf image that appears in the game is popular all over the world and is sought after by many fans and players. On October 20 of the same year, the oldest Japanese exchange card game was launched. Players use cards to fight in real life like Pokemon video games. At present, there are more than 21.5 billion cards in the world. Since 1997, film and television animation works adapted by them have been published one after another and have been loved by fans. After the launch of the Chinese video platform, the total number of visitors in a week exceeded 2.5 billion, according to official figures from Pokemon. The mobile game "Pok é monGo" released in July 2016 pushed it to its peak.
Super IP, which integrates electronic / card games, television, movies, animation and other forms, is still promoting new games and new Pokemon every 3-4 years, and there are now more than 200 million in the world. A series of classic images, such as Pikachu, Koda Duck, Pangding, Miao Frog seed, etc., are deeply loved by consumers, but the development of genuine derivatives is almost blank in China. "China's derivatives market is full of unlimited potential and imagination. As the most important first step for Pok é mon to enter the Chinese market, we must find a partner with both strength and creativity." Said Fukuyong, executive director of TPC.
how to maximize the commercialization of the classic IP, which has a strong global influence, in the Chinese market? This is the goal that the authorized business team of Ali Pictures needs to overcome, and it is also the direction that has been explored all the time.
Alibaba Pictures is highly recognized by copyright owners by virtue of its e-commerce operation background, database analysis capabilities, brand merchant database and other resources, and with the rich experience and achievements of IP commercial business in the past. It was officially authorized in 2016 to launch its development around derivatives in China, and planned a series of marketing actions for the cooperation. strong > Deep ploughing new retail model: online + offline, play + traffic interchange / strong > Ali Pictures authorizes business according to the attributes of Pokemon and crowd positioning, activate online + offline, play + traffic, aiming at the consumer market to provide powerful content for authorized cooperative brands to upgrade. online cooperation with Juhuashuanwan, Tmall supermarket, Amoy, Shopping, skin Amoy, AR scene reproduction, Amap, and Taobao Tmall's content operation positions such as Taobao Live Join hands with 12 leading merchants in the industry: Afu, AMH, Deli, Yili, Chao Acer Jewelry, Mengjie, Lancer Cosmetics, FION Fiana, rockbear, Junior Youquan, GAP, Lion to develop nearly 100 derivative products. With the gradual launch of goods, the estimated turnover is up to 200 million. according to official data, the official event page of Elf Pokemon promoted by Ali Pictures is worth its debut, with three days of traffic exceeding 2.5 times the daily average uv of the same level. The total turnover is nearly 20 million, of which the Tmall supermarket Yili sold 6500 pieces within 10 minutes and 3.1 million on the first day, and all five "Pikachu limited editions" sold out. 60% of consumers are in the 18-29 age group, and the main body is relatively younger; the introduction of new users accounts for about 98.75%; offline join hands with West Yintai City to create a Pokemon Carnival experience space for fans. The first show of Pokemon Carnival in China will last until July 2, providing domestic Pokemon fans with an immersive experience of scenes, games and commodity displays. Let customers and fans gas childhood memories at the same time, the perfect realization of games, play, shopping offline experience sales interoperability. Dong Fang, senior director of integrated development of Alibaba Pictures, said that the model of brand Tmall flagship store + offline carnival is a new retail shopping form tailored for Pok é mon. In addition to the sale of derivatives, Alibaba Pictures licensing business can also help copyright owners to achieve more value: "attracting fans with content is just the beginning." Using goods to attract and manage fans is long-term sustainable, such as plush toys, hand-made companion toys, mass consumer goods can create many different fan scenes, so that IP and fans continue to intersect and interact. " "We provide fans with interesting online and offline scenes to present the product in an interesting scene experience." The reconstruction of people, goods and market brings efficiency, realizes the integration of goods and marketing in all channels, and achieves the integration of quality and effect. " Dong Fang explained. It is reported that Ali Pictures has authorized business with EMOJI movies, HERO Altman, we Naked Bear, Feitian policewoman, adventure Huobao reached cooperation, is currently attracting investment.
Edit: queenie