"Congratulations, officially diagnosed as KPBL personality!" Overnight, KPBL personality (also known as "Capibala personality") quickly became popular, and young people are looking for an outlet that can fully express their feelings and release pressure.
In this involution era, the attitude towards life of "Kapibala" capybara Buddhism is highly compatible with contemporary young people. Forwarding koi fish, reading horoscopes and praying for Buddha have also become the ways for young people to cope with modern anxiety in order to seek psychological balance and comfort.
Based on this, Cool Music Chaowan, the head brand of Chaowan groceries, launched the original IP of "Tonton Zai" in 2023, and opened a number of themed flash scenes. The event was unprecedentedly popular. In April-May this year, we continued to make efforts to launch the theme of spring farm, calling on more people to slow down in the fast-paced city and enjoy a different attitude towards life.
"Tonton Baby X Cream Farm" is limited in spring, and 4 cities flash to detonate the consumption boom.
On the occasion of spring blooming, Kule Chaochao’s "Tonton Baby × Cream Farm Spring Limited Theme Flash" was successfully launched, which set off a popular climax. The migrant workers in the mental state of belike have found the fun of interaction and spiritual sustenance.
1) BLACKPINK, a brand-new farm theme, comes on stage to experience pastoral relaxation.
When consumers walk into the square, they will soon be attracted by a large number of peripheral products of "Cool Music Tide Playing Tonton Baby" IP. With the continuous deepening of the reform and innovation of store channels and commodity supply chain, this year, Kule Chaowan added a new gameplay, linked its IP "Cream Farm" [1] to launch a series of farm-themed products, and held a flash event together with the core business district square to create a cute and relaxed atmosphere, allowing products to reach consumers in multiple scenes and form a closed loop of consumer experience.
In addition to defining the uniqueness of the goods, this time, we also launched a limited punch-in point and interactive link with the theme of the farm, and the social attributes were full. Many cute punch-in points such as "Dolphin Gate Wish House" and intimate photo interaction with "[2] Tonton Doll" have successfully attracted a large number of fans to participate enthusiastically; Nanjing Jiangning Golden Eagle also parachuted real capybara, which helped idolize, a fan of "Dolphin Gate", succeed, passed on his relaxed and comfortable mood to everyone, and felt the joy of spring farm wholeheartedly.
2) Around the city’s limited series, the cute healing wind is too eye-catching!
In April, 2024, Shanghai Dragon Dream City Life Center, Tianjin Joy City, Nanjing Jiangning Golden Eagle and Shenzhen Huangting Square respectively launched a series of urban restricted areas, and there were long queues in pop-up shop, which showed the popularity. Guided by the needs of users, key chains, mobile phone cases and other supplies and tidal series have also been snapped up.
Among them, the creative inspiration of Nanjing limited series "Lucky Duck" comes from Nanjing landmark specialty food "salted duck", which has become another city business card after salted duck. Its cute and budding image has been enthusiastically sought after by young people, reflecting their pursuit of personalized aesthetic hobbies and diversified emotional expressions.
3) Flash new products with good luck implications to accelerate the detonation of on-site consumption enthusiasm.
Continuing the product form and promotion method of "combining the emotional value of young people", this activity has a unique intention to launch a new joint product with the meanings of "bitter bee", "good luck" and "money". Among them, the Shanghai limited series "Good Persimmons in Pairs" means "yes man"; Shenzhen limited series "with eggplant flowers" means "rich flowers", and there are rich styles such as "one eggplant goes smoothly" and "you have eggplant". Nanjing limited series "Good Luck Duck" means "Good Luck", and Tianjin limited series "One Hu Bai Ying" means "One Hu Bai Ying" … … Meet the emotional demands of young users for "turning good luck".
According to the report of Shenzhen Satellite TV, Cool Music Tide plays Capibala Flash in a new mode and new format, combining online and offline to seek out the circle, and consumers also expressed their willingness to pay for their emotions, effectively helping to stimulate consumption potential.
According to the staff, pop-up shop has been in business for less than five days, and some dolls with eggplant flowers have been temporarily sold out. [4] Miss Fang, a citizen of Shanghai, said: "Apart from its lovely appearance, I prefer the emotional value it provides." Positive energy quotations such as mouse pads and notebooks with "good luck" and "refueling" have reduced her workplace life a lot.
4) Multi-brand broken circle linkage, admission carnival "dolphin" gift
Tonton Zai & Cream Farm has penetrated into many "eat, drink, and be merry" scenes, and the cross-border joint names are constantly expanding, effectively expanding new customers and brand influence. Join hands with Chabaidao to launch a flash joint punch card to receive coupons and free drinks; Join hands with Box Horse Qiangqiang to create a real "farm Tonton" in the Black Label Store of Box Horse in Shanghai Dragon Dream. You can get a box horse fresh fruit exchange card when you buy a limited amount of Tonton pups, and you can get the surrounding gifts such as "Dolphin Spring" IP badge, storage box and creative stickers when you spend in the designated box horse store. In addition, some catering merchants in the venue also launched a food punch-in activity to spread Capibala’s emotions of "harmony and wealth", "self-consistency" and "good luck" to different consumption scenarios.
At the approaching of 520, Capibala Flash also joined hands with Nanjing Jiangning Golden Eagle for send warm, a seriously ill child. This love activity attracted the follow-up reports from Nanjing TV and other media. Turning service and love into warm-hearted strength, the cool music tide playing with Tonton pups was appreciated again.
Dialogue with young mainstream consumer groups to create a cool music tide to play its own IP moat
According to the person in charge, the performance of pop-up shop, the theme of Capibala & Cream Farm, exceeded 300,000 yuan in a single day, and the passenger flow in the square reached a new high. On the opening day of the event, the passenger flow in the square increased by 15% from the previous month. Moreover, consumers spontaneously punched in and swiped the mainstream online social media platform, and the topic of Little Red Book burst reached one million, and the amount of omni-channel publicity exceeded 100 million, which boosted the volume exposure and fans’ reach of "Cool Music Tide Playing Tonton Baby".
As a powerful new business model, "IP+ Flash+Core Plaza" combination boxing will be quickly reproduced in many cities across the country, which will contribute to the spread of themes such as summer flash.
Taking "Capibala Tonton Baby" as an opportunity, Kule Chaowan started its own IP operation strategy this year, and expanded the innovative path of IP marketing from the aspects of peripheral production, IP promotion, content operation and cross-border co-branding, so as to integrate flash shopping with the flash mode of IP content and interactive scenes, and bring new win-win IP business opportunities to the core square and neighboring cooperative businesses.
For Kule Chaowan, "Tonton Zai" is an important IP asset that is constantly innovating and breaking through, and the brand image of "IP Fun Place" is more and more deeply rooted in people’s hearts. This year’s spring theme is to accelerate the construction of "IP+", dig deep into its social attributes in more interactive scenarios, and complete an integrated communication from trend insight to trend leading, extending the growth boundary of IP assets inward and showing the potential of IP commercialization outward.
Whether in high-speed cities or sinking markets, the preferences and trends of the Z generation are changing with each passing day. The IP industry represented by Chaowan needs to keenly capture the emotional needs of mainstream customers, so as to build its own moat.
Nowadays, the IP industry is expanding to the public circle. Kule Chaowan insists on understanding the psychological trend of young consumers, and continues to incubate and operate its own IP, such as wave cat and bread rabbit, to provide consumers with value resonance and spiritual support.
Looking forward to domestic brands, including Kule Chaowan, focusing on the layout of original IP, creating more China cultural symbols with extensive influence, so as to prepare for breaking through the domestic and international Chaowan market.