Phone: 021-23570807
Postal Code: 200000
Address: Room 1002, Building 12, Rongxin Greenland International, Lane 59, Panyang Road, Minhang District, Shanghai
In the ever-changing consumer market, Generation Z has emerged as an indispensable force, with its unique
consumption preferences and behavior patterns reshaping the business landscape. Junfei Company has keenly captured this trend and actively explored bridges for deep dialogue with Generation Z, with IP marketing being one of the key keys.
Recently, Junfei has teamed up with Shanghai Jiao Tong University and Fudan University to embark on a journey of school enterprise cooperation, delving into IP co branding strategies and collaborating with Generation Z trendsetters to gain insights into IP trends and embark on a new chapter in IP marketing.
Data Insight Navigation, Revealing IP x 3C Business Passwords
The course practice project of the School of Cultural and Creative Industries at Shanghai Jiao Tong University and the University of Southern California focuses on "From Cross border to Breakthrough: Insights into Generation Z of 3C Category IP Collaboration". After months of in-depth research, it has outlined a panoramic view of the commercial value of IP collaboration with detailed data.
Research has revealed that 3C accessory IP co branding is more likely to stimulate the purchasing desire of Generation Z, with phone cases, headphone cases, and other popular IP co branding categories due to their high-frequency replacement and low unit price characteristics. More than 30% of Generation Z admitted to purchasing 3C products for IP collaboration, with a purchase intention rating of 3.88 for phone cases and IP. IP collaboration empowers diverse 3C products, with over 70% of respondents recognizing its effectiveness in revitalizing the brand image. The emotional value and unique design of IP are key driving forces.
At the concluding report, we are honored to invite Huawei brand customers to the venue to discuss the insights and potential collaborations of IP in the 3C category with our classmates, providing valuable industry experience and practical guidance for their academic research.
We also invited Honor brand to communicate and exchange ideas with classmates online, to build the brand and Z generation, understand Z generation's linkage ideas for IP x 3C, exchange research results, and collide with new sparks of thinking together.
Junfei participated in the whole process, deeply interacted with the School of Cultural and Creative Industries at Shanghai Jiao Tong University and University of Southern California, and gained insight into the market trend of IP co branding, anchoring precise directions for future layout. This collaborative project will be the starting point for both parties to work closely together, and it is expected to continue to explore the commercial potential of IP co branding in the future, consolidating the foundation of business practice with academic strength.
Tea and coffee fusion IP creativity breaks through boundaries, illuminating the marketing sky of Generation Z
The mid-term project for undergraduate students majoring in advertising at Fudan University focuses on tea and coffee brands as samples, facing the two major concerns of this type of brand's IP strategy in China, with the aim of creating an IP marketing paradigm that fits the preferences of Generation Z. The research team focuses on the characteristics of Generation Z, breaks through the limitations of traditional report taking, and conducts in-depth research to outline the consumption map of Generation Z tea and coffee. At the same time, analyze the tea coffee x IP cases that Generation Z is currently enthusiastic about, and extract the IP marketing formula of "choosing the right IP, making the right products, and converting desired drinks".
In depth brand exploration, based on consumer research, clarify the brand elements that need to be retained or abandoned when recruiting new Generation Z, and provide feedback for IP marketing strategies. Ultimately, focusing on the seasonal limited series, we will implement online and offline IP marketing plans, striving to attract new Generation Z and achieve breakthrough dissemination.
Junfei has integrated into the Fudan project, actively playing a bridging role, successfully connecting students with tea and coffee brands, inspiring creative inspiration together, helping students put theory into practice, bringing new ideas for IP commercialization to Generation Z, and broadening their business horizons. At the same time, Junfei assists students in improving their planning proposals, combining creativity with commercial feasibility, and jointly exploring the consumption trends of Generation Z and the most trendy and aesthetically pleasing IP marketing solutions for young people.
The successful completion of these two school enterprise cooperation projects is the starting point of a new journey. In the future, Junfei will continue to take root in the IP field, deepen alliances with universities, and let academic wisdom and business practice dance hand in hand, presenting a more creative and valuable IP marketing feast for brands and consumers, setting sail in the business wave, and continuing to write brilliance.
