ONLYx爱消除2019夏季联名系列来袭，小程序成跨界尝新首发阵地

虚拟IP在时尚服装界突破次元壁了！国内TOP女装品牌“ONLY”与《天天爱消除》旗下首个虚拟乐团——消除联萌，共同推出了8款联名定制T恤“像moe一样生活”。值得一提的是，仅与消除联萌的此次跨界尝新，除在4月5日走进线下门店外，还选择了在4月9日进行线上小程序独家首发。

如何依托跨界IP，实现跨群体引流？如何在沉淀数字资产的同时，提升零售业态？线上小程序独家首发，“消除联萌” IP形象的实体化应用，无不体现着智慧零售工具对服饰零售业数字化升级的积极影响。

“我的地盘我做主”，零售商偏爱小程序

作为线上营销的自有平台，很多品牌把特殊福利给到了小程序.小程序作为“连接线上线下服务场景+腾讯生态”的关键一环，不仅能够实现快速打通营销全链路，更能及时有效地沉淀自有数字资产，这也是ONLY选择小程序作为线上首发阵地的关键原因。

XX ONLY's 小程序 official website will integrate, precipitate and convert multi-contact traffic including online public number, offline store, shopping guide micro-shop, commercial advertising, which will lay a foundation for the substantial growth of the company's performance. On the one hand, it has won the reputation of consumers with the ultimate smooth experience that can be bought anytime and anywhere; on the other hand, in the context of Tencent Smart Retail to help open up the underlying data, and through AI to help reduce costs and increase efficiency, for all types of customers The precision marketing of the group has gradually become a reality. Around the new drainage method with 小程序 as the core, ONLY independent private domain passenger flow can be precipitated and transformed through digital form.

Similar to ONLY, IKEA last year launched the first e-commerce line 小程序—— IKEA IKEA fast flash shop with 微信. IKEA's 小程序 flash shop lasted for 9 months, and it was sold in the form of a limited-edition concept set, and broke the time and space restrictions. Users can enjoy the home scene conversion brought by the IKEA inspiration package anytime and anywhere through 小程序. Experience.

There is also a beauty industry for 小程序. Sephora has now expanded to 235 stores in 74 cities in China and is currently gaining a larger consumer online market share through 微信小程序. From April 6th to April 10th, Givenchy Gao Dingxiang matte lip glaze was exclusively launched at Sephora 小程序 official mall. Sephora 小程序 official mall, which combines "one-stop" and "social shopping", has brought a more complete consumer experience to Chinese consumers, while Givenchy's breakthrough lip product is 沈阳APP软件

"Sefran 小程序 official mall first payment" to meet with fans, is bound to seize a wave of traffic dividends in the Sephora 小程序 official mall, bringing new increments for their makeup business.

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萌物团扛起泛娱乐IP大旗

除小程序外，泛娱乐IP的应用也是ONLY与消除联萌跨界尝新的一大亮点。“消除联萌”乐团的四位成员，活泼吃货“喵星星”，傲娇小姐姐“果果兔”，男友力最大“琦琦熊”和叛逆少女“黄豆豆”，风格各异，造型前卫。无论是青春白领还是腐女一族，不管是初出校园抑或“中年少女”，极度贴合时下各类年轻女性的偏好，当之无愧成为ONLY品牌的全新激萌“代言人”。

事实上，腾讯泛娱乐IP的成功应用，在超级物种与名导张艺谋年度巨制《影》的合作中，就已成功地实现合作共赢。

回顾超级物种与《影》的案例，我们会发现电影IP的应用贯穿双线中。在线下，超级物种将店内陈设与电影中的东方美学跨界融合，并把电影IP和生鲜食材相结合，推出“逍遥大闸蟹”，“不醉不归三文鱼”等特色产品推，打造沉浸式电影主题体验店;在线上，用户则可以通过“永辉生活APP”，朋友圈广告，“超级物种”公众号参与观影礼等活动。线上线下多场景营销联动的同时打通，最大化地触达用户与粉丝，为消费者提供更丰富有趣的货品体验。

此外，在《QQ飞车》与罗森的LBS“跨界玩法”，也打造了零售业与游戏的LBS深度合作范例。活动期间，共计1325万玩家至罗森便利店打卡。值得一提的是，在游戏中报名领取罗森优惠券的17万余玩家，绝大部分是新增用户。

XX 对于新一代的零售生态，泛娱乐知识产权凭借其多样化的游戏玩法在零售业的转型和升级中发挥着特别重要的作用。

从积极建立官方旗舰店小程序到探索泛流行知识产权，从线上线下综合运营到私人域名乘客资产的沉淀，腾讯智能零售以及对众多业务主管企业的探索证明了腾讯智能零售“走向中心”“增强”的想法帮助越来越多的企业实现了大幅增长。