What can you do around cultural and creative industries?

Take Haidilao’s cultural and creative peripherals as an example, including self-made environmental bags, breeze sleeves, Hipot sticky notes, tablet protective cases and impression notebooks.

Not just Haidilao, we can find that more and more brands are beginning to create their own brand derivatives. Then the role of brands frequently launching peripheral products:

1) Create brand IP and empower the brand

A super IP can not only deepen the brand, but also innovate the business model and bring More possibilities for businesses. The cultural and creative peripherals launched by the brand may become a super IP of the brand.

Starbucks is probably the originator of turning peripheral products into big IP. As a global chain coffee brand, Starbucks may not necessarily have the best coffee, but their cups are definitely the most popular.

Coffee cups have always been an important carrier of Starbucks brand culture. When we open the list of Starbucks cups, a wide variety of products come to mind, including city-limited models, seasonal limited-edition models, joint-branded models, etc., which makes people think that Starbucks' main business is actually selling cups.

It is precisely because of this illusion that people are more impressed with Starbucks coffee cups. Moreover, the coffee cup itself is also a kind of coffee culture. Starbucks cultivates coffee culture by continuously launching coffee peripheral products. And through the output of this culture and concepts, we can shape our own differentiation and empower the brand.

2) Promote brand rejuvenation and shorten the distance with consumers

According to the "China Catering Report 2019", among Chinese catering consumers, young people born in the 1990s accounted for 51.4% %, is the main force of current consumer groups. In this case, brand rejuvenation is an issue that every brand needs to consider.

As a classic domestic brand, White Rabbit has been developing towards a younger generation in the past two years. It adheres to the principle of innovation in inheritance, being both classic and fashionable, and deeply explores the "White Rabbit" brand culture.

It has successively launched "Giant White Rabbit", "Mini Giant White Rabbit", "White Rabbit Milk Bottle", "White Rabbit 100 Ice Cream Flavored Toffees", "White Rabbit Shanghai Souvenirs", etc. A series of innovative products that are widely loved by young consumers bring vitality to the brand.