Why coffee shops become "Internet celebrities"

■ Lu Yiwen

Ip (intellectualproperty, intellectual property) has become the hottest word in the field of cultural investment. Under the strong pursuit of capital, the prices of some cultural products ip are nearly 10 times higher than last year, and it is normal for hot ip prices to break through millions of yuan. However, under this round of domestic ip development fever, many products are still in the state of shallow development.

A few days ago, the world's second line-themed coffee shop opened in Shanghai, gaining so much popularity that customers even have to wait in line for more than 2 hours to enter the store. Why is this store so popular? It turns out that popularity comes from the fact that enterprises are well versed in the way of network marketing. Line is an instant messaging software commonly used abroad, its image spokesman-a naive "Brown Bear" has gradually become a favorite of young people; at the same time, a series of cartoon characters of "linefriends" families, such as "Connie Rabbit", "James" and "steamed Bun Man", have also accumulated a deep fan base in China.

In today's era, it can be said that "the smell of wine is also afraid of the depth of the alley." If you want people to know you, you have to yell. All kinds of spoilers have been coming since the preparation of the line-themed coffee shop. In the circle of friends of many young people, they are scrubbed by pictures and texts of line fans. When people retweet, whether they consciously become their "tap water (spontaneous likes)". As a result, the theme coffee shop received the effect of being hot before opening.

Line also has a set of peripheral product development. Uniqlo launched a cartoon emoji t-shirt and joined hands with Swarovski to create a crystal Kenny rabbit, which was handed over to Swiss design companies and Finnish home furnishing companies to customize mugs and plates. This kind of borrowing not only enhances the "eye attraction" of the product, but also obtains more brand premium!

Of course, line's ip development approach is not the standard answer, but those who are interested in it may get a lot of inspiration: even without the original hardware carrier, the ip image can still become an "Internet celebrity".