Founded at the beginning of 2023, in the past less than a year, Pilipili has been launched with the core creative concept of "cyborg and Cthulhu", Emor with the original design intention of emotional resonance and teenage family problems, Renna with the theme of magical girls to convey feminine charm, Sorry Didoo with the meaning of "eat all sorrow and bring happiness", and "Direction Incarnation" Surgo Boy and other excellent IP works that guide the confused stream-of-consciousness creation concept for human beings and connect ancient and modern Chinese and foreign cultural philosophies.
Tmall data shows that in 2022, more than 400 subdivided leaf categories will be born in the "New Four King Kong" industries such as tide toys, and more than 3,000 brands will achieve sales of more than 10 million. At the same time, trendy toy users have reflected the national needs of a higher aesthetic level, and if they want to occupy a place in the hearts of users, the field of IP creation is a must to compete, and only by doing a good job in IP can they gain a foothold in the fierce competition.
Even the new IP incubated by the resource-based head label does not mean that it is an absolute hit, and a large number of original designs are even "debut in stock", so there is no doubt that IP design and product research and development are the source of creativity for a trendy toy company. In this link, Naughty Tide Collection enhances IP competitiveness through mature mechanisms and data-driven, and rigorously screens IP labels and creative concept program standards. In the core concept of the brand of "set love, all trend", the word "set" represents the formal consumer reach, to capture the complex user emotions, in order to make the IP better for the user to bring emotional value empowerment, the word "all" represents the popular elements, and the mainstream aesthetic ideas, so the aesthetics of the IP must be innovative, follow or lead the mainstream aesthetics.
In the early stage of planning, the team sorted out and systematically analyzed dozens of Internet hot keywords, and clarified a general direction. Communicate with the designer, and assign and concentrate on the creation of clue words according to their creative style and creative ideas. Each batch of IP image creation will be selected from more than 1,000 design drafts, through multiple rounds of meeting voting by a review team composed of design directors and brand leadersThen, through cross-departmental cooperation and voting, dozens of "popular" IP design manuscripts were screened out after in-depth research with trendy toy enthusiasts.
After the successful launch of the IP image, it will also be verified through social data feedback, grayscale testing and product trial sales, and finally only 5% of the production design screened out by the "funnel model", especially on the crowdfunding platform, the popularity is expected to reach 2 million, and it will be officially launched to the market. "Funnel-type harsh development - data verification - traffic acquisition and IP operation - data-based user reach and management" deduced the entire popular IP model.
The person in charge of the IP R&D team of Naughty Kechaoji said that in the follow-up product research and development, the proportion of self-developed IP will always be maintained at more than 85%, and the remaining 15% of third-party co-creation will also be developed for the cooperation of original IP designers or the secondary creation of mature IP. This R&D idea not only raises the threshold of users' expectations, but also opens up a product line and world view that is unique to its own IP. As a result, Naughty Tide has formed a differentiated layout of the whole industry chain, which not only allows it to create a number of popular IPs in the industry in less than a year, but also lays the cornerstone for its more ambitious development goals.