虛擬IP在時尚服裝界突破次元壁了！國內TOP女裝品牌“ONLY”與《天天愛消除》旗下首個虛擬樂團——消除聯萌，共同推出了8款聯名定制T恤“像moe一樣生活”。值得一提的是，僅與消除聯萌的此次跨界嘗新，除在4月5日走進線下門店外，還選擇了在4月9日進行線上小程序獨家首發。

如何依托跨界IP，實現跨群體引流？如何在沉淀數字資產的同時，提升零售業態？線上小程序獨家首發，“消除聯萌” IP形象的實體化應用，無不體現著智慧零售工具對服飾零售業數字化升級的積極影響。

“我的地盤我做主”，零售商偏愛小程序

作為線上營銷的自有平臺，很多品牌把特殊福利給到了小程序.小程序作為“連接線上線下服務場景+騰訊生態”的關鍵一環，不僅能夠實現快速打通營銷全鏈路，更能及時有效地沉淀自有數字資產，這也是ONLY選擇小程序作為線上首發陣地的關鍵原因。

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 沈陽APP軟件

"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.

xx

萌物團扛起泛娛樂IP大旗

除小程序外，泛娛樂IP的應用也是ONLY與消除聯萌跨界嘗新的一大亮點。“消除聯萌”樂團的四位成員，活潑吃貨“喵星星”，傲嬌小姐姐“果果兔”，男友力最大“琦琦熊”和叛逆少女“黃豆豆”，風格各異，造型前衛。無論是青春白領還是腐女一族，不管是初出校園抑或“中年少女”，極度貼合時下各類年輕女性的偏好，當之無愧成為ONLY品牌的全新激萌“代言人”。

事實上，騰訊泛娛樂IP的成功應用，在超級物種與名導張藝謀年度巨制《影》的合作中，就已成功地實現合作共贏。

回顧超級物種與《影》的案例，我們會發現電影IP的應用貫穿雙線中。在線下，超級物種將店內陳設與電影中的東方美學跨界融合，并把電影IP和生鮮食材相結合，推出“逍遙大閘蟹”，“不醉不歸三文魚”等特色產品推，打造沉浸式電影主題體驗店;在線上，用戶則可以通過“永輝生活APP”，朋友圈廣告，“超級物種”公眾號參與觀影禮等活動。線上線下多場景營銷聯動的同時打通，最大化地觸達用戶與粉絲，為消費者提供更豐富有趣的貨品體驗。

此外，在《QQ飛車》與羅森的LBS“跨界玩法”，也打造了零售業與游戲的LBS深度合作范例。活動期間，共計1325萬玩家至羅森便利店打卡。值得一提的是，在游戲中報名領取羅森優惠券的17萬余玩家，絕大部分是新增用戶。

XX 對于新一代的零售生態，泛娛樂知識產權憑借其多樣化的游戲玩法在零售業的轉型和升級中發揮著特別重要的作用。

從積極建立官方旗艦店小程序到探索泛流行知識產權，從線上線下綜合運營到私人域名乘客資產的沉淀，騰訊智能零售以及對眾多業務主管企業的探索證明了騰訊智能零售“走向中心”“增強”的想法幫助越來越多的企業實現了大幅增長。