Let IP become a cultural card: the small ghost WGG X DQ co branded theme store appeared on Chunxi Road, Chengdu

How long does it take to go from a worthless symbol to a world-famous IP?

The answer given by Baokemeng, an IP wizard with the highest commercial value in the world, is that it has been 20 years since the game was launched in 1996 and officially entered the Chinese market in 2016 under the name of "Baokemeng".

Now, Weirdo Ghost Gang (hereinafter referred to as WGG), a brand new and popular fashion art among young people, tries to give a different answer - let an IP become a beautiful carrier and life companion carrying brand stories and spiritual core through cute and pleasing design image, cross-border co branding and brand marketing.

On November 15, the small ghost WGG and the international famous ice cream brand DQ offline joint theme flash store officially appeared on Chunxi Road, Chengdu. From November 15 to December 31, you can participate in the "DQ X WGG Ice and Snow Season Co branding Theme Activity" at the DQ Chengdu Chunxi Road Store, which can be called the "new force of IP X brand cross-border co branding" offline activity.

As an internationally renowned chain catering enterprise, DQ, founded in 1940, has always adhered to the attitude of excellence in selecting joint partners. Therefore, the preparation of this joint cooperation with WGG, the Little Ghost, took up to three months. With the careful preparation of both parties, the offline stores will not only have offline displays and online red card decorations of different styles, but also have "DQ x WGG co branded ice products" and "DQ x WGG co branded peripheral products", as well as exclusive consumer rights for the loyal fans of Little Ghost WGG and the general public who first learned about this IP. The co branding with the theme of "ice and snow season" not only echoes the name of "ice and snow queen" in the DQ brand name, but also is related to the latest brand activity "ghost season" of Little Ghost WGG, which further indicates that the co branding cooperation cycle is not short and will last until December 31, Let more people have enough time to experience the unique charm of the combination of emerging trend art IP and international famous brands.

On the basis of the mature brand co branding and product production experience of "Little Ghost WGG IP Visual Subject" and DQ, and in combination with the famous "fashion hot street" of Chunxi Road in Chengdu, give play to the geographical advantage of "taking IP as a cultural card, going from China to the world", and believe that this offline theme co branding flash is expected to become the "cultural IP incarnation city landmark" Another classic example of.

It is worth mentioning that, as a fashion art IP with a certain popularity, the rapid development of Little Ghost WGG is not accidental - by the end of 2021, Little Ghost WGG started from a casual doodle by the founder Sleep and gradually grew into a free, open, innovative and inclusive online community. In the post epidemic era of loneliness and isolation, the Little Ghost WGG has become active among young people in China, Southeast Asia, Germany, the Netherlands, North America and other places with its focus on the spiritual needs of young people and its image as a "companion nurturing IP". Community members, including media people, artists, musicians and other groups, also serve as seed users, All the way, it witnessed that the Little Ghost WGG gradually grew into an oriental cultural IP with artistic value, commercial value and trendy brand attributes through brand cooperation, physical product production, creative marketing, cross-border co branding and many other forms.

The reason why it has been able to grow to this level in less than two years, and as a joint partner with DQ, Manji Dessert, Xinleting Hotel, Jasbon, Jiujiuya KUMO KUMO and other well-known brands at home and abroad have reached different forms of cooperation, mainly thanks to the small ghost WGG, which has explored a different "fashion art IP creation route" in combination with its own endowment advantages.

In brief, the IP building route of the Little Ghost WGG is divided into three parts:

First, at the initial stage of the brand, with the help of cute and interesting design image and the spirit core of "warm company", we strive to build a loyal community with super cohesion and centripetal force. At this stage, the spirit needs and cultural identity of Chinese culture and Chinese young people are emphasized by the Little Ghost WGG.

Second, it is the stage of IP momentum building. By means of cross-border co branding, brand cooperation, brand marketing and equity empowerment, it continues to expand the brand reputation and output IP content value, commercial value and artistic value. At this stage, we will focus on Chinese brands and combine various international brands to create a brand co branding matrix, which is the IP development focus of Little Ghost WGG.

Third, it is the IP closed-loop stage. With the help of the existing endowment resources and gradually accumulated IP awareness, we will build a diversified brand position. With the Small Ghost WGG as the core, with its own platform, its own products and co branded products as the media, we will link multi-level channels, give play to the advantages of creative marketing, and finally realize the realization of commercial value and the wide spread of the trend spirit and cultural core. At this stage, it depends on the little ghost WGG to make more attempts and breakthroughs in IP international communication, industrial chain product manufacturing and omni channel content marketing. It is worth mentioning that in the past two years, the Little Ghost WGG has not only carried out various forms of cross-border co branding and production of surrounding products with dozens of well-known brands, chain stores, music labels, performance agencies, etc. in China, the United States, France and other regions, but also many node marketing events are well known:

In May 2023, the little ghost WGG will appear as the general title of "WGG · Heloy Music Festival Jinan Station", and together with many first-line rappers in China, it will set off a Hip Hop craze.

In June 2023, the "Little Ghost WGG X Jiujiuya" Children's Day co branded activity was launched, providing an offline stage for people to find childlike innocence and play recklessly in the hot summer.

In September 2023, the "Shanghai City Party Map" activity jointly launched with the creative group CutUp realized a "Magic City Walk" with 40+brands and 500+stores, and offline consumer rights were widely praised.

At the end of October 2023, Little Ghost WGG, together with Beijing's latest fashion landmark, The Box, Chaowai Youth Force Center, held the "Ghost In The Box" offline joint Halloween activity, which attracted a lot of fashion players' enthusiasm and active clocking. The image of Little Ghost WGG was comprehensively displayed through the media of outdoor large screen and 3D naked eye large screen, and the presentation effect was extremely eye-catching.

Now, the cultural IP development of the Little Ghost WGG continues.

Based on the past accumulation of brand assets and brand reputation, the Little Ghost WGG has gone out of its own "IP development path". With the cooperation with DQ Chengdu Chunxi Road co branded theme flash store, the little ghost WGG's IP image and IP value will also be further spread and recognized.

As the representative and explorer of the oriental culture IP, I believe that the day when the little ghost WGG goes abroad, marches towards the world and opens up a new future is near. The Chinese own cultural IP has never been absent from the wave of the world IP development.

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