Joy City: From the theme show to the card hitting red holy place
"It is necessary to make the shopping mall's reinforced concrete cold space into a space with temperature and become a space for conveying the feelings to the target consumers." This is the deputy general manager of Joy City Real Estate Business Management Center Xu Wei in the 10th China The business philosophy conveyed on the brand authorization summit forum.
Joy City's IP Choice
As Xu Wei said, Joy City has been striving to explore the path of creating emotional space for interaction with consumers. Today, Joy City has proposed a 3.0 project to turn the passive participation of shopping mall consumers into active participation, forming a loyalty link with consumers.
In this process, IP plays a key role. The success of choosing an IP depends on whether it can enhance brand influence, recognition, reputation, and whether it can bring about an increase in marketing performance.
"Our passenger flow is more dependent on the influence of IP. On the other hand, the bill of lading rate and customer price are our important criteria for considering whether IP is suitable for us."
In-depth cooperation with IP licensors
Xu Wei introduced that there have been two stages in the development of Joy City. The first phase is an in-depth collaboration with the IP licensor, and the second phase is to create IP on its own.
In the first stage, according to Xu Wei’s words, it is more to see IP, and to use an objective perspective to appreciate the powerful power that IP brings to the real economy.
From the series of fruitful measures of Joy City, it is the evolution from the IP exhibition to the emotional content behind IP, to consumer interaction, intrusive role participation and other consumption. The above strategy is not only a deep integration of Joy City from the strategic level and the IP licensor, but also confirms Xu Wei's strong confidence in the IP empowerment of the real economy.
Since then, Joy City has been exploring the creation of event IP and scene IP, through the online media collection and the combination of offline exhibitions, emotional links with consumers, and ultimately drive terminal consumption.
Self-created activity IP to open emotional links
“Joy City is a brand of young people. We hope to use this brand to incubate our own IP brand.â€
In recent years, through the creation of brand activities such as “up to Love†and “most worldâ€, Joy City has continuously made consumers perceive the connotation concept conveyed by Joy City.
In 2018, emotional expression became one of the hot topics of concern for consumers. Joy City planned an emotional expression activity of independent IP, and jointly communicated with online media such as vibrato, BGMF, and New World, as well as many terminal merchants and channel partners. participate. Through the online message and short video interaction, the emotional link of the consumer is implanted into the offline, and finally the explosive product is successfully created.
"The whole activity has been estimated to have 850 million exposures. We have touched about 20 million young people across the country. Two million people have come to the show and more than 10 million live broadcasts."
In recent years, Joy City has also created a series of red card sites for card-playing nets through a series of self-created activities, such as “Joy City City Madness Festivalâ€, “The Today Tiantai Festival†and “Advertising Balloon Festivalâ€.
By organizing multi-dimensional brand camps, Joy City creates IP products with unique content, innovative and self-contained topic attributes. While generating emotional links with consumers, the brand of Joy City has been continuously added, and the physical space of Joy City has finally formed a broken open space, enabling the traditional business model that originally touched the ceiling to achieve a sustainable growth environment.
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