新闻 > 经济
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China

保温杯最终成了一个商业故事

2017-09-04 07:21:08   中国经济网

●刘映花

上周六晚上,《无地自容》的前奏刚在工人体育馆响起就瞬间点燃了全场。举着荧光棒、手机、保温杯的歌迷们,和30年的黑豹一起大合唱。

八九年没有任何经纪公司或唱片邀约的黑豹乐队肯定没想过,因为一只保温杯的“意外”,自己会在商业红尘里成为宠儿。

事情的开头是这样的。一名采访黑豹乐队的摄影师发文感叹:“不可想象啊!不可想象啊!当年铁汉一般的男人,如今端着保温杯向我走来。”拿保温杯的男人是赵明义,在黑豹乐队更换十任主唱的20多年中一直坚守在乐队里的元老、乐队鼓手,今年已经到了天命之年。

一石激起千层浪,保温杯火遍网络,欢脱的段子手们脑洞大开。“岁月才不是杀猪刀,岁月是摇滚青年捧起保温杯,铆钉朋克穿上棉毛裤。”“人潮人海中,又看到你,保温杯里泡着枸杞……”

淘宝上,赵明义同款、赵明义保温杯成了关键词,天猫策划了一个“拿着泡枸杞的保温杯也要留住中年危机最后的倔强”的文案,介绍各种保温杯产品。专科医院也纷纷做起了医学科普,“泡着枸杞的保温杯为啥红遍网络,究竟能不能养生?”

神奇的是,因为保温杯的走红,“黑豹乐队30周年本色演唱会”火速找到了冠名商——虎牌保温杯。演唱会slogan更成了“杯中不止茉莉和枸杞,还有摇滚和你”,门票很快售罄。

促成这一极速商业合作的是阿里巴巴。在牵线了“虎豹”合作后,阿里大文娱授权宝与黑豹乐队达成协议,获得黑豹乐队未来两年的巡回演唱会的衍生品开发权,有权联合第三方商家设计、生产、销售相关衍生品并进行宣传推广。

其实,衍生品一直是娱乐业的“爆品”。有数据显示,在美国,衍生品的收入高达电影总收入的70%,远超电影票房2倍多,但在国内,电影收入的90%到95%都来自票房和植入式广告,衍生品市场还有巨大空间。

“授权宝”是阿里推出的为IP版权方和品牌商家提供IP运营服务的品牌。此次授权宝从电影转向音乐演出,直接拿下一个开了脑洞的爆款,让人们对中国衍生品市场充满遐想。

阿里影业CEO樊路远此前表示,阿里影业衍生品业务与Amblin Partners、派拉蒙、CN、万代南梦宫、TPC、园谷等海内外多家IP版权方达成合作,2015年,《碟中谍5:神秘国度》的衍生品销售额超1000万元,2016年《星际迷航3:超越星辰》衍生品销售额超4000万元,今年PAC-MAN、Pokémon、《三生三世十里桃花》等项目推出后,累计销售金额预计突破5亿元。

到这里,保温杯引发的追星事件最终成为了一个商业故事,商业资源迅速靠近娱乐热点,保温杯开了一个好头。

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China

相关阅读

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
分享到:
0 0
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China

美图推荐

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China

为您推荐

加载更多>>
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170904/31273337.html
Server: cms-9-53
Date: 2024/11/27 00:48:06

Powered by China
China