Alibaba Pictures joins hands with Pokémon to empower business and deeply explore new retail

On June 1, 2017, Alibaba Pictures teamed up with Pokémon (Chinese translation: Pokémon Pokémon Carnival) and Yintai City in the West of Hangzhou jointly held the opening ceremony of the "Pokémon Pokémon Carnival" experiential space.

On June 1, 2017, Alibaba Pictures teamed up with Pokémon (Chinese translation: Pokémon Pokémon Carnival) and Yintai City in the West of Hangzhou jointly held the opening ceremony of the "Pokémon Pokémon Carnival" experiential space. Dong Fang, senior director of integrated development of Alibaba Pictures, Fu Yong, executive director of The Pokémon Company, and He Shan, general manager of Hangzhou Chengxi Yintai City, attended the event. This is the second time that Alibaba Pictures has joined hands with classic IP after cooperating with the authorized business of "Pac-Man".

Officially authorized by Pokemon to develop the derivative

"Pokemon" was born on February 27, 1996 in the video game software Gameboy. It is a series of games developed by GameFreak and Creatures Co., Ltd. and released by Nintendo. Once launched, the image of elves appearing in the game has become popular around the world and has been sought after by many fans and players. On October 20 of the same year, the oldest Japanese trade-based card game was launched. Players use cards to fight in reality like the Pokémon video game. Currently, there are more than 21.5 billion cards worldwide; since 1997, film and television animation works adapted from it have been released one after another and have been loved by fans. According to official data from Pokemeng, after the launch of China's video platform, the total number of visits exceeded 2.5 billion a week. The mobile game "PokémonGO" released in July 2016 pushed it to its peak.

Super IP, which combines electronic/card games, TV, movies, animation and other forms, is still promoting new games and new Pokémon every 3-4 years, and currently there are more than 200 million games worldwide. Its series of classic images: Pikachu, Kedada 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 Pokémon to move into the China market, we must find a partner with both strength and creativity." TPC Executive Director Fu Yong said.

How to maximize the commercialization of classic IP, which has strong influence around the world, in the China market? This is the goal that Alibaba Pictures authorized business team needs to overcome, and it is also the direction that has been exploring.

Alibaba Pictures relies on its e-commerce operation background, database analysis capabilities, brand merchant library and other resources, and its rich experience and achievements in previous IP commercialization business to gain extreme recognition from copyright owners. In 2016, it was officially authorized by Genuine Edition to launch its derivatives development in China, and planned a series of marketing actions for cooperation.

Deeply cultivate the new retail model: Online + offline, gameplay + traffic interoperability

Alibaba Pictures authorized business based on the attributes of Pokémon and crowd positioning, revitalizes online + offline, gameplay + traffic, and empowers authorized cooperative brands for the consumer market. Upgrade provides powerful content.

Online cooperation has been carried out with Jukuanyihuwan IN, Tmall Supermarket, Taobao Shopping, Hand-Towing Skin Resurrection, AR Scene Reproduction, Gaode Map, and various content operation positions of Taobao Tmall such as Taobao Live Broadcast; it has cooperated with 12 industry-wide leading merchants: Aff, AMH, Deli, Yili, Chao Hongji Jewelry, Mengjie, Lancer Cosmetics, FION Fiana, rockbear, Zhiquanyou, GAP, Lion, to develop nearly 100 derivative products. Following the launch of commodities one after another, the estimated transaction volume reached 200 million.

According to official data, the official event page of Pokémon, promoted by Alibaba Pictures, was launched at a cost-effective rate. The three-day traffic exceeded the daily average uv of the same level by 2.5 times; the total transaction was nearly 20 million, of which 6500 items were sold in ten minutes, with 3.1 million on the first day. All five "Pikachu Limited Models" were sold out;60% of consumers are in the 18-29 age group, and the subjects are relatively young; The introduction of new users accounted for approximately 98.75%;

offline teamed up with Chengxi Yintai City to create a Pokémon Carnival experience space for fans. The China premiere of the "Pokémon Carnival" will last until July 2, providing domestic Pokémon fans with an immersive experience integrating scenes, games and product displays. Allow customers and fans to fuel their childhood memories while perfectly realizing offline and online experience sales interoperability for games, enjoyment, and shopping.

Dong Fang, senior director of integrated development of Alibaba Pictures, said that the brand Tmall flagship store + offline carnival model is a new retail shopping form tailored for Pokemeng. In addition to the sale of derivatives, Alibaba Pictures authorized business can also Help copyright owners achieve more value: "Attracting fans with content is just the beginning. Attracting and managing fans with products is a long-term sustainability. For example, plush toys and hand-made companion toys. Mass consumer goods can create many different fan scenarios, allowing IP and Fans continue to interact and form interactions."

"We provide fans with interesting online and offline scenes and present products in interesting scene experiences. The reconstruction of people, goods and markets brings efficiency, realizes the integration of goods and marketing across all channels, and achieves the integration of product and efficiency." Dong Fang explained. It is reported that Alibaba Pictures 'licensing business has successively reached cooperation with EMOJI Films, HERO Ultraman, Our Naked Bear, Flying Girl Police, and Adventure Stooge, and is currently attracting investment.

Editor: queenie