How Should National Brands Develop New Vitality In The Current Era Of IP Content?

Nation

In the current era of IP content, how to develop new vitality? How can sports products seek more creativity and fun outside sports?

Its operation on the 6th anniversary line can give some inspiration to the traditional brand.

In July 22nd, a group of interesting animated posters aroused people's attention on the Internet social networking platform.

The contents of the poster tell a universal reason in a brilliant and exaggerated image: people must make changes.

When we look at it, people will mistake it for a fresh APP's creative poster. When we look closely, we can see that the posters are Jordan, a Chinese national sports brand.

Jordan's brand was born in 2000. With the brilliant leap of China's sports industry, Jordan has become the leading brand in the Chinese national sportswear, and has brought a brand-new sports experience to consumers in products and services.

This year is the sixth year of Jordan online operation and Tmall flagship store opening.

In the sixth years of online operation, Jordan also had some new concepts in business philosophy and brand building.

"On July 22nd and 25, we issued a series of animation posters.

This may be different from Jordan's brand strategy in the past. In the past, we would use the more realistic and realistic scenes to show the changes brought by sports, but this time, we chose a more lively and humorous form to interpret the intrinsic quality of the brand: spanning the new life. "

Jordan, director of the electricity business division, Li He said.

Since the end of 2015, Jordan has been trying to create IP and content, and has achieved very good results.

"We signed the Olympic champion Wang Meng, and signed basketball superstar Hodson.

The female anchor and runner Yi Yi set up a strong brand endorsement for the brand.

And this year, we began to explore deeper interaction with consumers.

Jordan electricity supplier responsible person said.

The most direct embodiment of this interaction is content.

"The exposure of brands is no longer through the straightforward form of advertising, but rather by making new and interesting changes to enhance interaction with consumers."

In Li He's words, direct advertising is hard for consumers to buy, while some content products can easily enter the social network of consumers, inducing more sharing and revealing.

"Our theme is" change "this time.

Jordan's slogan is spanning new life. We believe that new students are born because of change. So we hope that this change can bring another upgrade of brand online operation.

Jordan has made a good example for traditional brands with creative creativity.

With this "change", Jordan also launched his own new product in the intelligent movement.

Content + product, to pool the power of brand development.