Cross-border marketing between classic IP and emerging big names has the momentum to make them popular and usually achieve a win-win effect. Samit has obtained the cooperation authorization for the world-renowned animation IP Doraemon, becoming the first brand in the industry to join hands with a well-known animation IP.
On July 21, 2021, Samit
This event invited Wu Wenli, President of Zhanjiang Design Power Association, Dai Keli, Editor-in-Chief of Taocheng Newspaper, Li Ying, General Manager of New Pearl Group, Dean of New Pearl Design Institute, and Deputy General Manager of New Pearl Group Marketing Center , General Manager of the Second Marketing Center of the Management Center, Chen Fujun, General Manager of Summit Ceramics Brand, as well as designers from Guangzhou Space Design Co., Ltd., Design Power Association, well-known home decoration companies, dealers and media.
Samit Ceramics pays attention to the trend of human settlements and life, takes user needs as the entrance, and continues to explore on the road of innovation. Samit's "Doraemon Accompanying You" series was also launched on the market simultaneously. This is an attempt by Samit to market IP.
1. Guest sharing
“We hope to break the traditional product development model of imitating material textures, introduce IP culture, and create extraordinary experiences for consumers through design, products and space culture.” New Pearl Group Deputy General Manager Marketing Center, Management Center Second Chen Fujun, general manager of the marketing center and general manager of Samit Tile Brand, shared
This time, it mainly focuses on cross-border integration-innovation, and answers the birth of Samit’s cross-border IP creativity on the spot.
While Samit uses the hard power of technology and product innovation to achieve crossover, he also attaches great importance to the improvement of soft power with "design and service" as the core. The integration of the two breaks the traditional product development of imitating material textures. Model, innovative creation and trendy IP image integrating corporate culture and traditional products, empowering the company with new atmosphere, new image and brand influence.
Samit creates innovation in three major aspects: breaking boundaries, integrating, and co-creating, creating new marketing strategies, using the hard power of technology and product innovation to achieve cross-border development, iterative improvements, and a more solid foothold in the industry.
Chen Fujun, deputy general manager of the marketing center of the New Pearl Group, general manager of the second marketing center of the management center, and general manager of Samit Ceramics Brand
Wu Wenli, President of Zhanjiang Design Power Association, shared:
Doraemon's creative product series provides designers with more inspirational creation options, allowing designers in the design circle to have more designs for them to grow and achieve diversified operations, multi-faceted development, and multi-dimensional transformation.
Cross-border co-branding also allows companies to expand markets and provide new carriers for growth. When the market of traditional enterprises is saturated and their marketing methods gradually solidify, they need to open up new fields and open up new horizons. Furthermore, from the perspective of seizing opportunities, cross-border co-branding can also ensure sufficient flexibility for corporate development space. From the perspective of risk level, cross-border co-branding can ensure the stability of the overall profitability of the company. From the perspective of resource utilization, the advantageous resources of enterprises can be shared, so that enterprises can maximize their benefits.
Wu Wenli, President of Zhanjiang Design Power Association
Taocheng News Editor-in-Chief Dai Keli shared:
I think Samit has made a breakthrough in the direction of innovation, because Samit uses well-known and popular Chinese and even internationally famous animation characters to carry out cross-border co-branding and innovate new business models.
IP entrusts everyone's beautiful imagination of future life and future dreams, and represents the care between people. These emotions are common and precious. As spiritual entertainment becomes a major demand and brings abundant opportunities to create benefits, the value of IP will naturally increase. As a powerful breakthrough point for connecting market channels and influencing fans, IP is becoming increasingly valuable and is naturally highly sought after.
Taocheng News Editor-in-Chief Dai Keli
2. Release Ceremony
https://music.163.com/#/song?app_version=8.2.55&id=1862115316&sc=wm&uct=RTP1Sr3efTDZMfeSQekYeQ%3D%3D (NetEase Cloud Music is online)
Samit's "Stand With You" theme song released!
The "Samit X Doraemon" joint IP unveiling ceremony was also held on site.
3. Take a group photo
At the end of the event, the on-site leaders and guests took a group photo as a souvenir.
4. On-site booth appreciation
As the first ceramic brand to cooperate with an internationally renowned IP, the cooperation with Doraemon is one of the important achievements of Samit’s brand upgrade in recent years. It also reflects Samit’s insistence on internationalization and youthfulness. The brand tone of culture and design sense. In the future, Samit's cooperation with design agencies and designers will be further deepened, and new ways of integrating and co-creating brands and designs will be explored from a higher dimension - from culture to products, to application scenarios, to marketing and promotion, to consumption. Interaction and services with users form a closed marketing loop with IP and design as the core to achieve high-quality value creation. This is one of the iconic actions of Samit’s brand thinking upgrade and transformation.
