<br> <p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em; visibility: visible;"><span style="outline: 0px; font-size: 15px; visibility: visible;">电商卷，电商IP的创新也愈发“卷”。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em; visibility: visible;"><span style="outline: 0px; font-size: 15px; visibility: visible;">最典型的例证是，天猫超级品牌日。作为从诞生起便被称为“品牌自己的双十一”的王牌电商IP，天猫超品日可以令合作品牌的当日成交额达到仅次于双十一的年度峰值，也是一众品牌挤破头也想要参与的热门营销IP，业内传闻提案入选率不到1/10。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em; visibility: visible;"><span style="outline: 0px; font-size: 15px; visibility: visible;">而就在今年，天猫超品日无论在合作生态、营销场景还是品牌共创紧密度上，都呈现出了全面的创新。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em; visibility: visible;"><strong style="outline: 0px; visibility: visible;"><span style="outline: 0px; font-size: 15px; visibility: visible;">首先，合作对象名单中，IP专场备受瞩目</span></strong><span style="outline: 0px; font-size: 15px; visibility: visible;">。从5月到8月，天猫超品日分别与迪士尼、王者荣耀携手，除了售卖IP自营产品，还联合授权品牌推出全生活化产品。以，刚结束的王者荣耀天猫超级品牌日为例，包括IQOO、鸿星尔克、安慕希、清扬、康佳等服饰、家电、食品不同类目的9大超级品牌开发联名品并于天猫上线，为游戏用户打造了专属“王者世界“”衣食住行购物体验。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">营销场景上，超品日进一步深化与垂类品牌、创新国牌的深度合作，今年618期间还创造性地将AIGC等新技术落地于品牌营销事件中，突破着传统线上营销的边界。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">在与品牌的链接上，天猫超品日的全案营销服务能力不断提升，一方面，助力品牌做好线下营销，打造话题传播成为“基础能力”。另一方面，引领品牌打造更多高价值内容，进一步累积人群资产也成为常态化命题。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">这样的全方位创新对品牌方的销售转化促进如何？超级电商IP选择IP合作方的标准是什么，又如何辅助其深度经营？作为天猫增长引擎的超品日IP，在日趋激烈的行业竞争中，如何保证领先优势，又对今年的品牌市场有怎样的洞察?</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">带着这些疑问，剁椒与天猫品牌营销中心负责人漫笛展开对话。沟通中我们发现，这些创新均是天猫超品日保持IP年轻化、持续提升对C端消费者吸引力的动作。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">“天猫，始终是超级品牌的第一阵地。”漫笛强调。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">这个定位于以超前营销意识，深入辅助头部品牌销售、经营的超级电商IP，也在近年来，完成着自己的“超前进化”。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; white-space: normal; text-align: center; line-height: 1.75em;"><strong style="outline: 0px;"><span style="outline: 0px; font-size: 16px;"> 解码超品日IP专场：关键节点、半年周期、B端C端双链接</span></strong></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">在IP联名风潮刮得愈发凶猛的今年，显然，IP是获取C端流量、追逐潮流趋势的重要途径之一。“与IP的合作其实是希望丰富天猫超品日的生态，让其保持对年轻人的强吸引力。”漫笛告诉剁椒。同时，对于成熟IP方来说，发展到一定阶段，也的确具备了如同品牌一般，深度运营的价值。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">什么样的IP能够和天猫超品日进行主题合作？</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">漫笛坦言，他们会从IP的生命周期、营销影响力周期等视角综合考虑。“生命周期上看，我们会更倾向于和一个商业化空间达到一定阶段的IP进行合作。以王者荣耀为例，去年它和喜茶打造联名款时我们就有过合作，当时就看到了联名品的爆款效果，我们也认为这个IP相对较为成熟，这时候就比较适合做专场，让IP的商业化具备更大的发展空间。”</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><strong style="outline: 0px;"><span style="outline: 0px; font-size: 15px;">更为重要的是营销周期。天猫超品日的合作涉及深度的整合方案策划，往往沟通时间超过半年，对于漫笛而言，IP首先需要具备较长的营销生命力，且存在“可预见性的营销节点”。</span></strong></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">典型，今年合作的迪士尼和王者荣耀，迪士尼公司成立100周年，而王者荣耀则成为今年亚运会的电竞项目。从影响力来看，这些特殊节点均助推两大IP热度走高，且在商业授权合作上更具吸引力。</span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">剁椒也了解到，在整个过程中，天猫超品日均会深度参与，确保整体合作对IP赋能的最大化。<strong style="outline: 0px;">“我们会设想，对于IP粉来说，怎么定义他们的双十一？从平台的角度，我们会从链接品牌和激活粉丝两个角度助力IP方收获效益。”</strong></span></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">首先从链接商家的视角来看，据漫笛介绍，在与两大IP合作过程中，天猫超品日帮助IP方链接了品牌商家，在活动节点推出联名礼盒，促成销量高峰。</span><strong style="outline: 0px;"><span style="outline: 0px; font-size: 15px;">“首先，我们会在与IP合作过程中贯彻‘超级品牌’的原则，筛选的品牌往往是曾经跟超品日有过合作，或用户影响力达标的品牌。其次，为了保证联名款在天猫的销量，我们对产品的定制深度、礼盒的主题设计等都有要求，必须是符合我们整体的大合作主题的。尤其是品牌方，也需要投入一定量的营销资源，对活动进行支持。”</span><span style="outline: 0px; font-size: 15px; letter-spacing: 0.034em;"> </span></strong></p><p style="margin: 0px 16px 24px; outline: 0px; clear: both; color: rgba(0, 0, 0, 0.9); font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; white-space: normal; line-height: 1.75em;"><span style="outline: 0px; font-size: 15px;">以王者荣耀主题会场为例，据悉，合作过<br>..淘宝助力是什么意思,淘宝助力是什么意思,618活动在哪里买,一个积极向上的2023 天猫618 狂欢盛典直接扫码进群500人，一起交流学习，共同进步。加入我们吧！
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