Du Yue, director of full link marketing of tmalls FMCG division, marketing manager of tmalls super brand day, Jiang Xuheng, deputy general manager of Aliyu, Jiang Fangzhou, young writer, ANN, CMO and general manager of e-commerce, nearly 100 guests and media reporters attended the conference. Jean Luc Martinez, the curator of the Louvre, also sent his blessing to his Chinese friends from afar by video.
It is particularly worth mentioning that the official flagship store of tmall in the Louvre run by Ali fish has also been launched in the same period. Through deep coupling with Alibaba Groups ecological and internal and external partners, Alibaba fish has further opened up a complete IP commercialization link from authorization to marketing, from cultural and creative content to e-commerce positions, and provided replicable solutions for more domestic and foreign top-level IP to expand Chinas authorized market and enhance IP business value and influence.
Cross time and space to deeply link young consumers
The Louvre is located on the North Bank of the Seine River in the center of Paris, France. It was originally a palace and then officially opened to the public as a museum in 1793. For more than eight centuries, the Louvre has been playing an important role in French history. Today, the Louvre is divided into eight collection departments, namely, the Greek, Etruscan and Roman cultural relics departments, the Egyptian cultural relics department, the oriental cultural relics department, the painting department, the sculpture department, the arts and crafts department, the Islamic art department and the sketching and engraving department. 35000 pieces of cultural relics from all over the world are on display. They span the 9000 year history of human beings and span five continents, including the goddess of victory and the broken arm Venus Mona Lisa and many other world-famous art masterpieces. The Louvre, which has been committed to protecting, sharing and maintaining these unique historical heritages, has also become the most visited museum in the world.
Ali fish and tmall super brand day jointly determined the theme of Lu Fu Fu Xin, which is to focus on those young consumers who love beauty, are eager to express and dare to embrace new things behind the collection of the Louvre, and convey the beauty of the Louvre by giving new stories, new contents, new expressions and new products to the Louvre, so as to meet peoples experience needs of Humanities and art At the same time, it can make art accessible to the consumer demand of cultural and creative products, so as to shorten the distance between the Louvre and Chinese consumers.
The Louvre is a world-class museum that attracts millions of visitors every year, many of whom come from China. Jean Luc Martinez, curator of the museum, said in the video, although there is no way to come to the Louvre in person, you can also appreciate the charm of the Louvre collection and bring them into daily life through our partners, Ali fish and tmall super brand day.
Grasp the trend of art, culture and innovation IP to help brand expression
According to the 2020 global licensing market report released by the licensing international, the fastest growing IP types in the world in 2019 are arts and non-profit organizations including museums, with an increase of 10% and 18% respectively.
In China, the classic art, cultural and creative IP is also favored by more and more brands. At the press conference, Mary de Jia, LOREAL, Yili, Su Shi, AHC, A.cloud and other brands for the first time showed their respective authorized products to cooperate with the Le Louvre Museum: from the lipstick of the victory goddess wing shape to the eye shadow disc combined with the Venus theme, to the Monalisa theme Satchel... Each product is creatively integrated with the art works of the Louvre, as if the Louvre has been moved to China thousands of miles away; and brands can also combine their own opinions in the context of IP to express the new brand spirit and core.
Mary Daijia, as a brand of Art Nouveau, has been committed to integrating art into make-up. The high flying posture of the statue of victory, as well as the heroism of the winner and the passion for triumph, make us think that it is just right that can perfectly interpret the contemporary female power advocated by the brand: independence, boldness and perseverance in the face of difficulties. Ann means.
Content + e-commerce innovation mode improves IP value in an all-round way
As the direct operator of the exclusive authorized cooperation platform of the Louvre and the official flagship store, as early as in the planning stage, Alibaba fish had a deep insight into the consumption growth trend of the domestic cultural and creative market and the popularity of the Louvre collection with the help of the powerful data ability of Ali group. Based on the analysis of the consumer groups and behavioral preferences of the 19 types of Museum IP cultural and creative stores that have been settled in tmall, Alibaba fish has accurately locked in Set the target market and complete the initial commodity category planning. Wu Qian, vice president of Alibaba entertainment and President of Alibaba fish, said: the cooperation between Alibaba fish and the Louvre has provided more innovative models for Chinas authorized industries. With the help of the ecological strength of Alis economy, it has opened up the authorization and marketing links at one time, and has quickly established a stable e-commerce position, which is composed of various forms of content matrix and tmall flagship store, so as to quickly reach consumers, and It is a platform for continuous communication and interaction to build a complete link of ip2b2c. Todays press conference is just a starting point. We hope that more businesses can use the Louvre IP to realize their own brand expression; at the same time, we also hope to work with more copyright owners to jointly create an innovation licensing ecology of cultural innovation and more types of IP, so as to meet the growing cultural consumption demand of people. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
As the direct operator of the exclusive authorized cooperation platform of the Louvre and the official flagship store, as early as in the planning stage, Alibaba fish had a deep insight into the consumption growth trend of the domestic cultural and creative market and the popularity of the Louvre collection with the help of the powerful data ability of Ali group. Based on the analysis of the consumer groups and behavioral preferences of the 19 types of Museum IP cultural and creative stores that have been settled in tmall, Alibaba fish has accurately locked in Set the target market and complete the initial commodity category planning.