What can I do around Wenchuang?

Take Wenchuang around Haidilao as an example, there are self-made environmental protection bags, cool sleeves, post-it notes, tablet computer protective covers, impression notebooks and so on.

Not only Haidilao, we can find that more and more brands are starting to build their own brand derivatives. Then the brand frequently launched peripheral functions:

1) Create brand IP and empower the brand.

A super IP can not only deepen the brand, but also give business model innovation and bring more possibilities to enterprises. The periphery of Wenchuang launched by the brand may become the super IP of the brand.

Starbucks is probably the originator of building the surrounding area into a big IP player. As a global coffee chain brand, Starbucks coffee is not necessarily the best, 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, all kinds of dazzling goods come to our faces, such as city limited edition, season limited edition, joint venture and so on. It makes people feel that Starbucks' main business is actually selling cups.

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

2) Promote brand rejuvenation and close the distance with consumers.

According to China Catering Report 20 19, among Chinese catering consumers, young people born after 1990s account for 5 1.4%, which is the main force of current consumer groups. In this case, brand rejuvenation is a problem that every brand needs to consider.

As a classic domestic brand, White Rabbit has been developing in the direction of youthfulness in recent two years, adhering to the principle of inheritance and innovation, which is both classic and fashionable, and deeply excavating the brand culture of "White Rabbit".

A series of innovative products, such as "White Rabbit", "Mini White Rabbit", "White Rabbit Bottled", "White Rabbit 100 Ice Cream Flavor Candy" and "White Rabbit Shanghai Hand Gift", which are deeply loved by young consumers, have brought vitality to the brand.