A storm lit by five cartoon pandas is sweeping brand names, surrounding derivatives, public goods cooperation, etc. Its name is "Neva Family" and it comes from Li Jiaqi and his team.
Why do you want to do the "Neva family"? "I met Never almost six years ago. Two months after it came, I started doing the first telecast. There is a lot of pressure on the air. The voice of Never, whose sleeping snore will be heard, is left in half of my seat. It's the dog that brought it on the air, and the fans say it's loud, it's loving." Reminiscent of what happened between herself and Never, Li Jiaqi decided to make Never an IP that would allow him to accompany everyone in four hours and bring warmth and healing.
How can accompaniment and healing give an emotional content to IP and enhance its value? How can it erupt into a powerful life force? With curiosity, we've explored the way his team works on IP.
The Neva family decoded the IP for long lines. Province
The "Little Dog Q" quells the tears of countless people, and the "Story of the Eight Dogs" makes the copper of the Akita exit from Shibuya Station a famous view, and the "Mission of the Dog" a classic. Why is the story of man and dog always so powerful? Perhaps because of their loyalty and purity, or because no one can resist their smile.
The spoiled economy is breaking out. According to the Erie Advisory Data, the compound growth rate in the pet industry is expected to be 14.2 per cent, reaching $44.56 billion by 2023. Outside the country, there are many examples of multi-dimensional releases of commercial value, where star effects are combined with charisma. For example, the cat Choupette of Chanel, the former design director of Chanel, Lord Buddha, and Shimura Soo-soo, and the cat Olivia of Roger Taylor Swift, advertise for Keds, Coca-Cola.
However, celebrity pet IP is still a blue sea market to be developed in the country. The “Neva family”, derived from Li Jiaqi's love of never and his family, is a pioneer on this track. Li Jiaqi, a multi-billion-dollar fan, owns a huge fan base, and the Neva family IP is an extension of Li Jia Qi. In October last year, the Neva family officially went out with the virtual symbolicization of its work with Line Friens.
The Neva family, as a star with traffic, is at the top: it's got an exclusive superb, it's a fashion bascha page, it's a pop-up, it's a MV, it's for the chorus, it's for the unforgettable restaurant, it's for the NEVER's FAMILY cafe, it's for 13 hot searches...
In addition to taking over the heat, the Neva family has developed a long-lived life course, operating through social media, which has resulted in the sedimentation and transformation of between live private and SNS traffic and the accumulation of 460,000 microblogging fans. The dogs' “summary” "Neva's School Diary 1 & 2" records daily, in the form of an easy Vlog, on line with the cartoon LINE FRIENDS, " Neva's Family Cafe Business " , which continues to release the IP long end effect.
The story of the “moderate worship machine, green tea star” never, the “shawing hammer” brother, the good and understanding sister of the Neva family, the famous “man-made”, and the “hate hate” among family members is passed on among the fans, pushing the IP to continue its new and broken circle.
It is worth mentioning that the Neva family IP did not stop off line, but went from line to line, then back line and covered the audience. In recent days, the "Niva Family's Long Holidays" line has been showing up in Shanghai at the Changlong Port Square, where economic trends in the playing of cards have been matched and the means of dissemination of influence have been expanded, providing a demonstration and inspiration for industry to explore the same type of IP diversity and long-cycle operation.
Whether in terms of influence, mode of operation, or difference of IP, Neva family IP is almost unique in the country. In comparison to other cartoon pets, the Neva family, based on the Never family, combines three charisma with the binary charisma, first with the truth that cartoon images do not have, immersion in petting experiences, and national visibility. Second, the Never family, with Li Jia Qi's long live broadcast, formed a strong emotional bond and a deep fan base. Thirdly, many of its fans have been transformed by Li Jiaqi fans, with high consumption, high buy-back rates, high fashion enthusiasts, and natural carrying advantages in the area of make-up fashion.
In summary, the Neva family is a successful exploration of virtual IP by the United States of America, with a long career life cycle, a vast imagination of space, avoiding the potential for real-life IP instability, greater space constraints, and uncontrollable risks, and effectively promoting the diversification of business models, with the possibility of future signing anchors under the umbrella of OE.
What is the next stop of the Neva family when there is a multidimensional outbreak of commercial, emotional and public goods?
At a time when IP co-marketing is strong, and even more popular than a star's voice, high-quality IP is increasingly becoming a scarce asset, implying deep emotional bonding between owners and users, and an unfailing river of content in the face of external competition. The Neva family is one of the most potentially explosive home-grown IPs.
On the first day of this year, as the new face of the Skycat's new treasure plan, the Neva family has brought in a great battle paper: first of two lists, building 10 million explosives. - Antimony cream, five million-grade blasts, including handmade new items, producing “first-to-high light”. On the first day of the opening of a new store in the history of the cat industry, Top1 recorded a total of 40 million deals in the Neva family IP products, with a single-day outbreak factor of 4895 per cent, the highest in the industry. GOOD SMILE has launched 8,000+ for new co-productions, opening screens on the day of hand, cartoons peripheries, animations sub-categories, pulling the joint Keep to the Yoga mat sub-category TOP1, and putting an amigo on the clean face class TOP2.
More than six months after its birth, the Neva family has demonstrated an amazing “carrying power”. In addition to the natural flow advantage, the team stated that “we are more focused on protecting IPs, and the selection criteria are rigorous and must be branded with warmth and accompaniment properties”. Its partners include the perfect journal of the Z generation's most popular national twilight make-up, the Fresh poem, and Zimova, which conveys a sense of security and a high-quality image. In recent days, the Neva family has indicated that it will work with the continent ' s only five-star airliner, Skycat International Air Predictor, to create an air-forecaster trend flight.
It should be emphasized that the natural self-absorption healing function and the warm Neva family IP is not the sole goal of commercial values, but is always centred on love, warmth, companionship and healing, creating the corresponding emotional value for fans and giving the image of the IP a human face, thereby generating a strong life and loyalty.
In the first season of Neva's School Diary, we saw how Never and his sister reconciled with their mother and daughter. In Never's study, Jia Qi constantly reflected on how he and Never lived together, making little progress and making a difference. We saw the significance of less than a hundred treatment dogs across the country for older persons with cognitive disabilities, autistic children, and were greatly encouraged.
In the second season, the warm stories between dogs and trainers remained at the bottom of the audience's mind, and the true stories collected through the Wishbox and the Wish Cards. And all of this, it's creating a unique warmth. The first season was marked by 9.8 points for B station and 8.7 points for bean petals, the second season was marked by 7.8 points for bean petals and a total of 200 million hits.
A number of comments on B site say, “Look at the Nevas' video. This particular IP brings practical companionship and healing to the audience, evoking deep emotional resonance and resulting in more emotional viscosity than just watching and trading. This gives the Neva family more potential for public-interest cooperation than other IPs.
Based on these emotional values, profound values of social good are further developed. The opportunity to trace the birth of the Neeva family reality show, which originated from a depression patient who told Li Jiaqi that he was “never cured”. Throughout, the IP, which connects humans and non-talking animal friends, has a profound social public good.
Neva's School Diary provides an in-depth understanding of therapeutic dogs and aims at a more socially positive “care therapy dogs and stray dogs”. Li Jia Qi made a partial contribution to the Fund for the Protection of Animals in Beijing, and the perfect diary announced a donation to the Foundation for every single picture sold. Last September, Li Jia Qi announced a contribution of $1 million to its fund. On 1 June this year, the birthday of Never, the head of the Neva family, joined forces to see a gift from the children ' s day, and the launch of the 14th stop of the Paradise cinema project was held in the town of Cinderville in the village of Cold Creek to help small rural friends realize their vision.
Disney's CEO Robert Eiger once said: “In today's world, having a popular IP has great competitive advantages and strategic value.” In the light of the above, after learning from and integrating home-grown and home-grown experiences and practices such as Disney, Bubble Matt, Line Friends, and others like mature IPs, as well as adding to one's own style, innovation breakthroughs, the Neva family continues to excite the value of many dimensions, including commercial, emotional and social goods.
So, what are the possibilities for the future of the unlimited Neva family? One of the guesses is the possibility of shop expansion and of visualization to break the subwall.
In its interview with Elle, Li Jia Qi said, “In 2021, he wanted to move forward with the country's Quality of Goods, so that China's good brands and designers could be more visible, using their own energy to light up something of value that has not come to public attention.” The Neva family is an original national IP that is located in the city's youth-tide community, thus creating the idea of more state-level cooperation, like the ZU ZHI consortium, and collaboration with the original toy.
Thirdly, the Never mind cafe in School Diary 2 is popular and brings about lifestyle-related imaginations, such as the opening of coffee shops on different topics, and the gradual coverage of clothing and accommodation. There may even be the possibility of live entertainment, exotic cards, the possibility of a coupling, and the possibility of overseas exports.
How far can Neva's IPs go? We will continue to follow and look forward to.