What's the name of Haier Brothers (Haier Brothers Strong Empowerment Brand)

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In recent years, more and more attention has been paid to corporate brand IP, which has gradually become an important carrier of brand image and marketing.

In this regard, the brand image of Haier Group "Haier Brothers" can be said to be a successful precedent for domestic enterprises to invest in IP to enhance their image.

Haier Brothers 1985, Haier Company introduced refrigerator production technology and equipment from Liebherr Company in Germany when it started its business. Considering the decoration of the refrigerator, the mascot "Haier Graphic" (Haier Brothers) symbolizing Chinese and German children was designed, which became the first generation identification symbol of the enterprise.

1993, Haier, which was already small at that time, decided to make an animation based on Haier brothers.

The animation of Haier Brothers was broadcast from 1995 to 200 1, with a total of ***2 12 episodes. The wonderful and magical adventure story makes it one of the most successful popular science animations in China, and also makes it a childhood memory of countless people.

In the 1990s, before the IP concept became popular, Haier animated the mascot Haier Brothers in advance, which not only left a deep impression on the audience at that time, but also brought infinite IP value to Haier Group.

As the whole industry moves towards IP, classic IPS like Haier Brothers want to establish connections with a new generation of consumers, and it is bound to need to re-develop IP that meets the content of the new era.

Therefore, after 23 years, Haier Brothers once again returned to the public eye. 2065438+September 2008, the new animation "Haier Brothers Cosmic Adventure" based on Haier Brothers IP was launched.

After many years, Haier Brothers IP still has a good influence. According to statistics, after the makeup photos were released on September 10, topics related to Haier brothers landed on the hot search list and search bar 10 for three times within10 days.

At the same time, Haier Brothers also launched the "Lion Dance Challenge" across the Aauto Quicker APP, which ended with 65.438+00,000 UGC videos, 65.438+030 million total broadcasts and 7 million independent IP likes.

2065438+June 2009, Haier Brothers once again chose Aauto Quicker as the exclusive cooperation platform for short videos, and the "National COS Haier Brothers" activity was launched. It is reported that the event finally confirmed the high influence of Haier Brothers IP with a total exposure of 760 million times.

The success of Haier Brothers IP is also inseparable from its personalized IP operation mode. From 20 18, Haier Brothers IP announced its "C debut" as an artist, and then the social platform account was handed over to Haier Brothers for personal operation, and the studio was transferred to a broker, further upgrading from content IP to role IP.

By giving IP personalized features, fans can have a stronger sense of identity with IP, and then get through the secondary wall, causing the audience a sense of * * *.

Whether the new animation helps the classic IP to penetrate across generations, the short video platform helps the IP to achieve secondary empowerment, or the personalized IP operation mode, it is actually a way for Haier to enhance user stickiness and interact with users, and it will also show the production team's deep understanding of the current market and target audience.

Expand the boundary and create a broken circle marketing. From content IP to phenomenal IP, the marketing of Haier Brothers IP is not limited to this.

Cross-border joint name, highlighting brand rejuvenation Haier brothers × street brand inxx× Graffflex joint name

Haier Brothers × Raytheon Joint Mechanical Keyboard

Cross-border cooperation like this, on the one hand, relies on the influence of IP to give new value to products and brands, but at the same time, it is also an innovative embodiment of Haier Brothers IP to adapt to contemporary fashion trends and user needs. Novel and interesting co-branded products can also feed back the IP potential and business prospects of Haier Brothers.

Online and offline layout, in-depth education In May of 20 18, the one-stop popular science education platform "Haier Brothers Planet" was launched on the basis of Haier Brothers IP, which broke through the boundaries of its children's animation and further laid out the interactive ecosystem of children's innovative education.

Later, on June 1 day, 2065438, Haier Brothers appeared in Qingdao Haichang Polar Ocean Park.

On June 15 of the same year, Haier Brothers "airborne" Chengdu Haichang Polar Ocean Park;

Through the development of new offline entertainment scenes such as theme parks with children's innovative education as the breakthrough point, combined with online all-round access to users, we successfully broke through the traditional IP operation path and circle restrictions and started all-round and full-process user interaction from online to offline.

At the end, Haier Brothers IP has been actively deployed in the whole industry, such as children's education, animation, film and television, performing arts and entertainment, theme parks and derivative peripheral areas, by introducing and connecting different resources.

In the rapidly iterative market, how to maintain the lasting vitality and commercial potential of IP, Haier Brothers IP, which is constantly surrounded by fine content and innovative marketing, has just brought new lessons to the whole industry.

Reprinted: Twisted Egg Star IP College

Headline fan culture media circle owner: Haier 3496 members enter the circle and click on the "circle card" above to enter the circle and play with more like-minded friends.

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Planning/Pipihai

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