Youku tests smart hardware to expand IP diversification

The ultimate goal of video production is to achieve diversified management of high-quality IP resources. Recently, Youku and IUNI jointly released IUNI Miss Puff mobile phone IUNI i1, which is the first strong cooperation between a local animation brand and a mobile phone manufacturer. In the past five years, through continuous exploration of multi-category derivatives and brand commercial diversification, Youku has successfully created the "Miss Puff" animation industry chain. The establishment of this cooperation not only brings the most eye-catching member to Miss Puff derivatives, but also means that the Chinese animation industry has entered the heyday of derivatives.

It is reported that IUNI i1 inherits the fashion and eye-catching style of Puff, and comes with a variety of colorful mobile phone back covers printed with Puff images, which naturally understands the ever-changing needs of women. Its unique super-strong beauty function can recognize faces in photos and videos in real time and beautify them; its unique long-shot technology can make distant scenes as clear as close scenes; it has dozens of built-in Puff wallpapers, "Puff Community" applications, etc. This product has been launched in the IUNI flagship store of Tmall Electric City and the IUNI official website, with a standard version priced at 1,999 yuan and a hardcover version priced at 2,399 yuan.

Lu Fanxi, vice president of Youku Tudou Group, said, "Now, 'Miss Puff' is not only a virtual image or anime brand. In the future, I hope that 'Miss Puff' can join hands with more brands to bring more freshness and touching moments to Chinese anime fans."

As a series of urban emotional dramas produced by Youku and Beijing Huxiang Animation, "Miss Puff" has launched 5 seasons of web series, 1 season of mini series and 3 micro-films in 5 years, repeatedly refreshing Youku's hot list, with a total of nearly 400 million views. In 2010, the micro-film "Miss Puff's Goldfish Bowl" was released. Since then, the image of "Miss Puff" has been loved and sought after by many netizens, and the "Miss Puff" web series came into being. Now, "Miss Puff" not only has nearly one million loyal fans, but the total number of episodes of the web series will exceed 100 in the sixth season.

It is revealed that the sixth season of "Miss Puff" will return in June this year, breaking the tradition of each episode having an independent story. Puff, who claims to only love freedom and is not suitable for love, will embark on a journey of love full of wonder and madness. Not only that, most of the key characters in the previous seasons have returned.

Today, although China's animation industry has become a cultural industry that is supported by the state, its development has just started. Among them, derivatives, as the most profitable link in the animation industry chain, are the key link for enterprises to realize profit recovery and the key to the formation of a virtuous cycle in China's animation industry. As a leader in online animation brands, "Miss Puff" not only has rich drama content and a deep fan base, but also has achieved remarkable results in exploring the closed loop of the industrial chain.

Previously, Hello Kitty and several major brands under Disney have launched themed mobile phones. However, this is the first time that a Chinese local animation brand has joined forces with a mobile phone manufacturer. The cross-border collision between "Miss Puff" and Aiuni has created greater imagination for the development of the Chinese animation industry chain and derivatives. Not only that, as of now, "Miss Puff" has launched more than 40 popular derivatives. The sales of the official Tmall flagship store have jumped to the top three of Chinese animation brands in less than a year. Among them, the facial masks and picture books launched last year are popular all over the country, and the books and picture books have been highly recommended by celebrities such as Xu Zheng, Li Shaohong, and Tian Yuan.

It is worth mentioning that in terms of diversified brand commercial cooperation, "Miss Puff" has carried out in-depth cooperation with brands such as Samsung, Nestlé, Chevrolet and the Singapore Tourism Board. The brand's annual revenue has reached nearly 10 million yuan, adding a strong stroke to the exploration of the virtuous cycle of animation brands and the closed loop of the industrial chain.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.