In terms of consumer trends, the preferences of modern young consumers in China are leading market changes. They seek instant gratification and immersive experiences, which is reflected in the rise of IP experience consumption, whether it’s pop-up stores, themed restaurants, or immersive exhibitions. Notably, Alifish’s Hello Kitty and Her Besties’ Party, hosted at Chengdu COSMO, added a new highlight to Hello Kitty’s 50th anniversary. At the party, Hello Kitty, Cinnamoroll, My Melody, and Kuromi together presented exciting song and dance performances, interacting warmly with fans.Following, DJ Hello Kitty and Chinese singer Yamy took to the stage, successfully elevating the atmosphere of this party to its peak.
September 2, Hello Kitty, along with Cinnamoroll and Kuromi, made an appearance at the new headquarters of Alibaba’s entertainment division, where they were greeted by enthusiastic fans.
Through a series of innovative and fun marketing activities, Alifish, Sanrio, and Tmall have joined hands to create a dreamlike interactive experience for fans, further strengthening the emotional bond between fans and Sanrio’s big stars, and more effectively highlighting the fashion and trendiness of the Sanrio brand, attracting more fans who pursue trendy experiences to become Sanrio fans.
Alifish Boosts Sanrio’s Growth with Focus on Content, Design, and Marketing.
Since January 1, 2023, Alifish has obtained exclusive authorization from Sanrio for the manufacturing and sale of products featuring 26 characters in Mainland China. In response to the new trend of domestic young consumers seeking emotional and experiential consumption, both parties have not only actively promoted the diversified development of Sanrio characters but also jointly created multiple offline immersive IP events, which together have continuously enhanced the brand value of Sanrio.
Regarding this, Jiang Xuheng, Vice President of Alifish, said: “Alifish has never regarded itself as a mere agent; we are a long-term strategic partner of Sanrio in China. Therefore, Alifish has the responsibility to continuously invest in the long-term development of the 26 IP characters of the Sanrio in China.”
With the support of its unique IP2B2C full-link service model, Alifish continues to invest in the brand building of Sanrio in three aspects: content, design, and marketing. In 2023, Alifish developed more than 30 sets of graphic libraries for Sanrio; it planned six marketing activities at key points such as Kuromi & My Melody’s Chinese New Year marketing, Cinnamonroll’s birthday month, and the 618 & Double 11 e-commerce shopping festivals, bringing a total of 2 billion exposures. To help Sanrio expand in the Chinese market, Alifish organized two large-scale licensees’ conferences, with more than 1,000 licensees attending to discuss cooperation and share in the grand event. This year, Alifish is expected to develop more than 50 new graphic libraries for Sanrio and create seven more grand themed marketing events. On October 6th-7th, Alifish will host the first Sanrio Fan Carnival in China, Hi! Sanrio Festival in Shanghai; in terms of content, the new animation co-produced by Alifish and Youku for Sanrio is also about to be globally released.
Wu Qian, Vice President of Alibaba Digital Media and Entertainment Group and President of Alifish, said: “As the cooperation between the two parties deepens, Alifish will continue to use its advantages to help Sanrio achieve greater success in the Chinese market and jointly write a brilliant chapter of Hello Kitty and many other IPs of Sanrio in the Chinese market.”
Hashtag: #Alifish #Sanrio #HelloKitty #SuperBrandDay
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