In 20 18, the sales of Taobao in the Forbidden City reached1500 million yuan, and the IP valuation of Taobao in the Forbidden City was100 million yuan.

What is the reason for it

Brand IP+ product manager thinking

1, creating IP

600-year-old Forbidden City +20-year-old Tencent, H5 came through the Forbidden City to see you, Judy sang rap and rode horses, and the number of hits broke 65.438+0 billion.

Brands such as United Games, Luckin Coffee, 8848 mobile phone and network celebrity Rebecca are all closely related to young people.

Wechat official accounts and posters are full of cute lines, so young that you can't imagine, so fun that you doubt life;

2. Products with big brains and high cost performance.

Accurate category positioning: young people's just-needed and interesting needs in daily life: mobile phone case, adhesive tape, notebook, water cup, folding fan, doll, jewelry, bag clothes, Four Treasures of the Study;

Fun explosion products: I know the adhesive tape, the luggage tag to Beijing, men's clothes like me and Hualing sun hat.

Explosive products drive the sales of all products; Affordable: from 10 yuan to 1000 yuan, 80% of the products are below 300 yuan, and the most expensive product is 1280, which is suitable for the consumption level of young people!