/ Daily News/August 24, 2022 Guangzhou -- At present, the consumption preference of Chinese consumers is changing from simple "material consumption" to compound "spiritual consumption". A large number of post-90s and post-00s have proved by practical actions that they are more and more willing to pay for their favorite IP. According to the "2020 Global Licensing Market Report" released by the International Licensing Industry Association, the global sales revenue of IP licensed goods and services reached $292.8 billion in 2019. Of that, revenue from China was $10.4 billion, up 9.7 percent from a year earlier and one of the fastest growing markets in the world. CEO Rei.K emphasized, "Third-rate enterprises do products, second-rate enterprises scale, first-class enterprises do standards and culture. Output standards, to win the market; Only by exporting culture, can we form sustainable competitiveness. Instead, we should make efforts in culture and standardization, build long-lasting IP, and form our own unique competitiveness.
How to build a super IP? How to go from a good IP to a successful IP? How to build a durable IP?
In the Internet age, everything can be IP
What is IP? IP specifically refers to the cross-media content management with long-term vitality and commercial value. IP is the abbreviation of "Intellectual Property", which literally means "intellectual property". It can be a character or story that consumers like, or it can be a variety show, a mascot, a game, or even just an idea. As long as the cultural consumer goods can continue to gain traction and traffic, they can be called IP.
The brand of "Don't Duck" originates from the living situation of young people, carrying the glory, dream and fighting spirit of young people. With the acceleration of the social rhythm, various pressures on young people are increasing day by day. From the perspective of "social animal", don't call on everyone to actively fight against the "pressure (duck) force". Don't deconstruct the living situation of young people in the Z era from the perspective of packaging and creativity, and create a popular method of light food and stress relief by taking "tear (duck) force" as the behavioral characteristics of products. While solving the dining problem for young people quickly, Don't be a coward, in a humorous way, to convey the correct value of dealing with pressure, that is, "Don't be a coward against the power of the duck", hoping to influence and inspire more young people who are bound by the pressure of life with the brand belief of the product. The brand connotation of "Don't Wimp" perfectly interprets the life aesthetics and life philosophy of contemporary young people. It is committed to creating China Guocao Maroon-flavored trendy brand, focusing on the light food market of young people in the age of Z, creating phenomenon-level Internet celebrity ecology with super IP, innovating the industrial chain and realizing the innovative value chain. "This is the idea of life and the aesthetics of life that we imagine the market to deliver." Rei.K thus interprets the brand connotation of "Don't be a loser".
The consumer group mainly focuses on the young generation, especially the generation Z (the "new Internet generation") consumer group. Now Generation Z has become the main consumer, their consumption behavior and consumption habits and the previous generation has appeared a huge generational difference, such as they used to buy online, like social consumption. As the consumption power of Generation Z gradually increases, a new traffic system centering on this group is being quietly built, bringing great potential growth points. At the same time, Gen Z is more concerned about the value of cultural promotion and innovation." "Generation Z" with its unique sense of community, rational consciousness and self-worth realization, the awakening of this consciousness along with the capital investment tends to be rational, brings new life to Chinese traditional culture, but also drives a new wave of consumption upgrading of the entertainment industry.
Using traditional Chinese culture to create a cultural IP integrating tradition and trend, will surely give birth to more "broken" new brands and popular products. "That's the idea behind this trendy brand." Rei.K stresses that "how to not 'break the circle' in the light food industry is something we have thought about since the beginning of the brand."
Rei.K believes that "in the current era of extremely rich products and insufficient supply of differentiated products, no product is absolutely impossible, but only products are impossible. We should think out of the product to make products, we should learn to forget products, forget technology, because products and technology are easy to be imitated and surpassed.
